CPR CPA CTR... what does it all mean? What it means is dollars "out" of your pocket instead of "in" to your pocket. Advertising dollars are gaining in value, meaning the regular advertiser now gets MORE for his dollar than he did a few years back.
An advertiser used to pay for "impressions",meaning everytime his ad showed on a web page it was counted as an impression. He would buy 1000 to 100000 impressions for his ad. Ad rates depended upon the web site. Educational sites could get a higher CPM rate, (cost per thousand impressions), than a site selling laundry detergent.
Things have changed somewhat... Now they want to buy CPA ads, (cost per action), meaning they want to pay per "action". An "action" is not considered a click. If they place an ad on your site, it doesn't matter if it gets 10000 impressions or 50000 impressions. It doesn't matter if it gets 1000 clicks. They are ONLY going to pay you if someone actually clicks on the link AND buys whatever they are selling on their site. Sounds great huh?
The other great ad inventory they want to purchase is the CTR offer. This is for "click through rate". That means their ad can again show 10000 times or 50000 times. It doesn't matter. They are only going to pay you if someone actually clicks on their ad. Another yummy prospect huh?
What is going on here? Are we so desperate for ads that we will allow someone to use our web pages to flaunt their products for free and only get paid if someone clicks their ad or acually signs up for something they are selling? What is wrong with this picture, people?
Let's see.... I want to rent a new business building, but I have informed the landlord that even though I will be taking up their "prime space", I will only be paying partial rent on customers who actually buy something. It doesn't matter if I have a crummy storefront, a disorganized shelving system, or an unmanageble way to navigate about the store. I am still only going to pay them for their prime spot IF I actually get a sale out of the building. Now this sounds more to my liking!
Also, I am going to be contacting some National Newspapers. I want to place an ad on their "front" page along with some other ads in the rest of the newspaper. I am going to inform the newsletter that I don't care if they have 100,000 subscribers who will see the ad. I am only going to pay "IF" someone actually uses the ad and buys my product. Now hurry up and get my ad placed on the front page of your newspaper!
Let's wake up ladies!
As long as you keep accepting advertising on these terms, you are going to be giving away your "prime business space" and your "front page space" to some clever marketing agent who just saw a new victim when he landed at your site.
I would LOVE to see these guys try to pull this stuff in the real world! H-E-L-L-O... This may be a virtual world, but it still takes "real" people to read your ads and real people to buy your products.
Maybe you advertisers only want to pay on a click through rate or a click per action rate because your ad might stink or it's in a "testing" phase. In the meantime they get to be your guinea pig while you test around to see which ads got the best performance as you showed the ad millions of times but only had to pay for actual clicks on your ad. What a deal you got!
I think I'll make up the blandest ad I can find, but make sure the words "Digital Women" are in it because I just want people to remember the name. I don't care if they click or not because I am just after brand recognition at the moment. Then I won't have to pay anything to the poor sap that showed my ad 500,000 times but I can still get the brand recognition that I need to succeed at my present goal, which is just making sure my "name" is seen around the world on lots of people's web sites.
This article is not meant to sound bitter. It is meant to open your eyes to what is being handed to you like it's something special. It's not special and they couldn't pass this off in a real newspaper or a real magazine or a real business development mall or shopping mall.
Stop being a victim to these guys. If they offer a CPA or CTR send them out the same door they came through. Wise up! That is your prime advertising space. Stop "giving" it away.
What are your best options if:
* You accept advertising
* You buy advertising
If you "accept" advertising, make sure you offer a flat rate for your prime space. You can offer a CPM which is a cost per thousand impressions, or you can offer a flat monthly rate based on how many impressions they can get in 30 days.
Your rates should be in line with what your site offers as content. Adres has a chart but I think it is a couple of years old. You can check out the CPM rates there. When you hit the site, look to the right for a link to "sample rates": {http://adres.internet.com/adrates/article/0,1401,,00.html}
Have a clear ad rates page set up. We suggest using an advertising agency to sell ads for you. They know all the ad terms and communicate better with those who buy ads. One great place we know that specializes in advertising for women is the Queen of Pizzazz. You can find that advertising agency here: {http://www.thequeenofpizzazz.com}
If you "buy" advertising, make sure you have a budget in place before you start looking. Also you will need to have several different ads to try at different places. If you don't do some sort of ad tracking or some sort of program in place where you can see which of your ads did the best then you will be wasting valuable ad dollars.
Again we suggest using an ad agency that will do all that for you. The above site also offers the service of buying ad space for you. Try them out.
To sum up...
* Educate yourself to the ad terms being used today.
* Don't accept every offer that comes along. Check to see if it right for you.
* Target your ad space. Don't sell space to a tire manufacturer if you sell diapers on your web site.
* Target your own ads to sites who compliment what you are selling.
* Remember that if you choose to go with someone like Google's adsense, that the MINUTE someone clicks on their ad, you just made a few cents and ALSO just lost your web site visitor as they don't let the ad open up in a new window for you. About The Author
Rebecca Game is the owner/founder of Digital-Women.com an international online community for women in business. If you are a "woman with her modem running..." come join us!
http://www.digital-women.com, mailto:marketing@digital-women.com
Tuesday, April 10, 2007
Sex in Advertising: Does it Sell?
We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?
Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer's attention. It's human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy's attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs.
However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled "XXX Wet, Hot Summer Fun." On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F's advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie's products and to take a stand against the company's marketing strategies. Although sexy images in catalogs are not at all uncommon, "XXX Wet, Hot Summer Fun" featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers.
Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer's attention, doesn't really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the "cheap shot," which may negatively affect a brand's image.
To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the "It's All About the Beer" campaign. One spot, called "The Premature Pour," shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, "Provocative is a very good place to be, as long as we're not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero."
Sex sells, yes, but only when used "in good taste." As marketers we must think not only in getting customers' attention for the short term, but also in building a brand reputation that will yield long-term results.
Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit {http://www.partnerslevit.com}.
Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer's attention. It's human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy's attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs.
However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled "XXX Wet, Hot Summer Fun." On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F's advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie's products and to take a stand against the company's marketing strategies. Although sexy images in catalogs are not at all uncommon, "XXX Wet, Hot Summer Fun" featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers.
Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer's attention, doesn't really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the "cheap shot," which may negatively affect a brand's image.
To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the "It's All About the Beer" campaign. One spot, called "The Premature Pour," shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, "Provocative is a very good place to be, as long as we're not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero."
Sex sells, yes, but only when used "in good taste." As marketers we must think not only in getting customers' attention for the short term, but also in building a brand reputation that will yield long-term results.
Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit {http://www.partnerslevit.com}.
7 Essential Elements for Profit-Pulling Ads
Advertising will make or break your business. It is crucial to your success that you learn to write great ad copy. Here are a few simple concepts to get you there.
1. The Headline
This is THE most important part of your ad, especially when using online advertising. The point of the headline is to grab a potential customer's interest and then entice the reader to go on and read the rest of your ad. The best headlines tend to be those that emphasize the benefits to the customer, ie. what your product or service can do for them, WHY they MUST have it - right now!
2. Formatting
If your ad is taking the form of a webpage, or any other ad that allows the use of HTML/formatting, take advantage of it. Make sure your headline stands out from the rest of your ad by using a larger font, bolding, italics (careful here: make sure it is readable, some fonts aren't), or a different color. Remember to ensure that the overall look is business-like.
Some ad sites (like AOL) allow you to post a graphic along with your ad: definitely do so! It will really make your ad stand out compared to the ads of those who haven't bothered and makes you look much more professional.
If you're advertising to safelists or using any other type of email advertising, use interesting characters to make your subject line stand out, some examples: >>
1. The Headline
This is THE most important part of your ad, especially when using online advertising. The point of the headline is to grab a potential customer's interest and then entice the reader to go on and read the rest of your ad. The best headlines tend to be those that emphasize the benefits to the customer, ie. what your product or service can do for them, WHY they MUST have it - right now!
2. Formatting
If your ad is taking the form of a webpage, or any other ad that allows the use of HTML/formatting, take advantage of it. Make sure your headline stands out from the rest of your ad by using a larger font, bolding, italics (careful here: make sure it is readable, some fonts aren't), or a different color. Remember to ensure that the overall look is business-like.
Some ad sites (like AOL) allow you to post a graphic along with your ad: definitely do so! It will really make your ad stand out compared to the ads of those who haven't bothered and makes you look much more professional.
If you're advertising to safelists or using any other type of email advertising, use interesting characters to make your subject line stand out, some examples: >>
The Future of Voiceovers: Hold Your Tongue...Possibly Forever
"Do we need to cast a voice-over talent for this project?"
That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience.
For a radio ad, a fully sung jingle with no voice-over could work best. A TV spot or corporate narration might be most effective using scrolling graphic and text, again without an announcer. But very soon producers could be pondering whether their productions need a voice over talent for a more disturbing reason. Vocal utterances produced by air passing through folds of tissue and formed by lips, teeth, and tongue may, simply put, become obsolete. Yes, the "virtual voice talent" may very well become a reality.
Welcome to the Machine
In the May 2004 issue of Mix Magazine, in two separate articles, Stephen St. Croix and Paul D. Lehrman relate their experiences with a new piece of software ominously named "Vocaloid." This little computer-coded wonder is a speech synthesizer that's being used to synthesize background vocals on actual recordings that are being sold to the public--background vocals so good, you'd be hard-pressed to recognize they're fake singers. Now, considering the dubious singing talents of many of our current pop stars, maybe a Vocaloid virtual diva named Britney isn't too far-fetched. Audio manipulation, including pitch correction, equalization, compression, reverb, have been used for decades to save the bacon of many a pop star's performance in-studio or on stage. Technically, it's just a short step from this point to a "singer in a box."
In fact, in the letters section of the July 2004 issue of Mix Magazine a person identified only as "BC," referring to the St. Croix and Lehrman articles, boasted that he's created a "band" called The Bots, "...created wholly from speech synthesizers and 3-D graphics." BC further states, "I use Vocaloid among a variety of other speech synths to make it more into an ensemble. The Bots have released two CDs, a 'record deal' with Magnatune, and a second video in the works. It's been a long and painful ordeal, but I've finally gotten them to the point where they seem as real as any other band out there--except no live concerts."
I've Gotta Sing
And that's the crux of the matter. The appeal of virtual entertainers probably will be quite limited--at least for the foreseeable future--because they can't tour, do drugs, get into fights, sue their record labels, promote world peace, raise money for charity, or do anything live flesh and blood performers can do. We, the audience, love the performer as much as the performer's music. And, in this case, that's a good thing. Tony Bennett, the White Stripes, Diana Krall, Toby Keith, Frederica von Stade, and all of the American Idol wannabes are quite safe from Vocaloid elimination.
Speak Now of Forever Hold Your Peace
But voice over talents may not be so lucky. Voice talents are not seen. They don't have adoring fans, except their moms and, maybe, a few other voice-over talents. They perform in short increments: 30 seconds, 60 seconds, a 30 minute narration on how to make a million in real estate. If speech synthesis has reached a point of sophistication sufficient enough to create virtual singers, what's to prevent a software genius from developing a program to replace voice talent? Write the program.
Sample 300 to 500 voices, male and female, each with unique characteristics, incorporate them into the software and, voila, Instant Announcer in a Box. Just load your script text into the program, which converts the text to perfectly uttered speech. No retakes. With a few clicks of the mouse to tweak inflection, emphasis, pacing, dynamics, etc. to polish the natural feel of the voice-over and you're done.
Far-fetched? If entertainment's got a virtual band call The Bots, why can't advertising and marketing have its own virtual Don Pardo?
Well, it seems maybe they can...
©Peter Drew
Peter Drew, a freelance voice-over talent and copywriter/producer with decades of experience, is heard on radio and television stations, corporate presentations, web sites, and messages-on-hold across America and countries around the world. To send an email regarding this article, please visit Peter Drew Voiceovers at {http://www.peterdrewvo.com/}
That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience.
For a radio ad, a fully sung jingle with no voice-over could work best. A TV spot or corporate narration might be most effective using scrolling graphic and text, again without an announcer. But very soon producers could be pondering whether their productions need a voice over talent for a more disturbing reason. Vocal utterances produced by air passing through folds of tissue and formed by lips, teeth, and tongue may, simply put, become obsolete. Yes, the "virtual voice talent" may very well become a reality.
Welcome to the Machine
In the May 2004 issue of Mix Magazine, in two separate articles, Stephen St. Croix and Paul D. Lehrman relate their experiences with a new piece of software ominously named "Vocaloid." This little computer-coded wonder is a speech synthesizer that's being used to synthesize background vocals on actual recordings that are being sold to the public--background vocals so good, you'd be hard-pressed to recognize they're fake singers. Now, considering the dubious singing talents of many of our current pop stars, maybe a Vocaloid virtual diva named Britney isn't too far-fetched. Audio manipulation, including pitch correction, equalization, compression, reverb, have been used for decades to save the bacon of many a pop star's performance in-studio or on stage. Technically, it's just a short step from this point to a "singer in a box."
In fact, in the letters section of the July 2004 issue of Mix Magazine a person identified only as "BC," referring to the St. Croix and Lehrman articles, boasted that he's created a "band" called The Bots, "...created wholly from speech synthesizers and 3-D graphics." BC further states, "I use Vocaloid among a variety of other speech synths to make it more into an ensemble. The Bots have released two CDs, a 'record deal' with Magnatune, and a second video in the works. It's been a long and painful ordeal, but I've finally gotten them to the point where they seem as real as any other band out there--except no live concerts."
I've Gotta Sing
And that's the crux of the matter. The appeal of virtual entertainers probably will be quite limited--at least for the foreseeable future--because they can't tour, do drugs, get into fights, sue their record labels, promote world peace, raise money for charity, or do anything live flesh and blood performers can do. We, the audience, love the performer as much as the performer's music. And, in this case, that's a good thing. Tony Bennett, the White Stripes, Diana Krall, Toby Keith, Frederica von Stade, and all of the American Idol wannabes are quite safe from Vocaloid elimination.
Speak Now of Forever Hold Your Peace
But voice over talents may not be so lucky. Voice talents are not seen. They don't have adoring fans, except their moms and, maybe, a few other voice-over talents. They perform in short increments: 30 seconds, 60 seconds, a 30 minute narration on how to make a million in real estate. If speech synthesis has reached a point of sophistication sufficient enough to create virtual singers, what's to prevent a software genius from developing a program to replace voice talent? Write the program.
Sample 300 to 500 voices, male and female, each with unique characteristics, incorporate them into the software and, voila, Instant Announcer in a Box. Just load your script text into the program, which converts the text to perfectly uttered speech. No retakes. With a few clicks of the mouse to tweak inflection, emphasis, pacing, dynamics, etc. to polish the natural feel of the voice-over and you're done.
Far-fetched? If entertainment's got a virtual band call The Bots, why can't advertising and marketing have its own virtual Don Pardo?
Well, it seems maybe they can...
©Peter Drew
Peter Drew, a freelance voice-over talent and copywriter/producer with decades of experience, is heard on radio and television stations, corporate presentations, web sites, and messages-on-hold across America and countries around the world. To send an email regarding this article, please visit Peter Drew Voiceovers at {http://www.peterdrewvo.com/}
How Well Do Postcards Work?
The humble little postcard has been getting a lot of attention in the marketing world. Along with this heightened interest comes some very good questions, such as...
How Well Do Postcards Work?
Before we get into the "how well" part of this question, let's look at how to measure the success of a postcard mailing.
APPROACH #1: Revenue Return Rate
If you use this approach, you decide that each dollar spent on your campaign should bring back, say, $10. Or $100. The amount is up to you.
APPROACH #2: Cost as a Percentage of Sales
With this approach, you benchmark the cost of your campaign as a percentage of sales generated. In other words, if you think that your campaign cost should be 5% of sales and your campaign cost is $500, then your campaign should produce $10,000 in sales.
Your cards will work well if they meet or exceed the standards you have set, whether it's Approach #1 or Approach #2.
Martha Retallick, "The Passionate Postcarder," hails from Tucson, Arizona, USA. She is the author of Postcard Marketing Secrets, a downloadable PDF manual will show you how to put postcards to work for your business--profitably. Learn more about it at:
{http://www.PostcardMarketingSecrets.com}
How Well Do Postcards Work?
Before we get into the "how well" part of this question, let's look at how to measure the success of a postcard mailing.
APPROACH #1: Revenue Return Rate
If you use this approach, you decide that each dollar spent on your campaign should bring back, say, $10. Or $100. The amount is up to you.
APPROACH #2: Cost as a Percentage of Sales
With this approach, you benchmark the cost of your campaign as a percentage of sales generated. In other words, if you think that your campaign cost should be 5% of sales and your campaign cost is $500, then your campaign should produce $10,000 in sales.
Your cards will work well if they meet or exceed the standards you have set, whether it's Approach #1 or Approach #2.
Martha Retallick, "The Passionate Postcarder," hails from Tucson, Arizona, USA. She is the author of Postcard Marketing Secrets, a downloadable PDF manual will show you how to put postcards to work for your business--profitably. Learn more about it at:
{http://www.PostcardMarketingSecrets.com}
3 Elements To A Deal-Sealing Classified Ad
Have you ever wondered why your perfectly fine classified ad fails to attract the attention you desire? There should be dozens-no, hundreds-of perspective buyers swamping your e-mail inbox with offers. After all, you are offering a mint baseball card, a vintage coat, pristine used car, those wholesale-priced sporting goods, and whatever other attractive items are in your inventory. Instead, you only have a slow trickle of questions, a handful of sales. What gives? More than likely, your sales are slow because you have not mastered the three techniques of writing a classic classified ad.
Of course, give yourself credit for recognizing one important facet of today's selling world. You decided to sell your stuff at an online classified site. As anybody in the business knows, online classified ads get you more privacy, a broader selection of buyers, and a wealth of tools to help you keep tabs on your transactions. When compared to a newspaper, cyberspace is also a wee bit more spacious. There are billions of pages on the Web, and only a few dozen in your typical neighborhood rag. For you, that means a lot more space for your ad to say the least.
With that space, however, comes great responsibility-and great potential. The extra room gives you the freedom to include as much product description and sale copy as you want. You can't just slap together a whole bunch of information, though. You need to use the three special ad writing techniques that will attract buyers and seal the deal: attention, interest, and action.
Attention. Make sure the buyer stops at your ad instead of the thousands upon thousands of others out there in cyberspace. Your ad's title is the first lure to grab his or her attention, and the first component of a catchy title is the item's best feature, whether it's the price, the item's rarity, or its popularity. Next, be sure the title includes keywords or other synonyms for your item that a buyer might use in a search. For instance, a buyer could search for "automobile" instead of "car," "pullover" instead of "sweater."
Interest. Once you have the buyer's attention, hook them with details. There is a direct relationship between the amount of information you provide and the number of sales you'll make. So describe the item as completely as possible-size, color, material, designer, model-and provide a clear, digital photo to finish the job where your words leave off. Even offer your prospective customer the item's history if possible.
Also, try to list as many possible benefits that your sales item could offer the buyer. Come up with some that the buyer probably wouldn't think of on his or her own. And zone in on specific benefits. Use what you already know about your target. For instance, if you were selling a car, you know that whoever is looking at your ad is in need of a vehicle. If your car is compact, perhaps the buyer is in search of great gas mileage. Or perhaps it's power he or she wants if your car is a sports model.
Action. Finish your ad strongly. Don't just suggest to the buyer that you offer a great deal. Tell them it's a fantastic offer that they can't pass up. Use phrases like "Call me now before someone else does" or "Buy now, this opportunity won't last long." Be cordial while you're pressing the issue, of course. Thank them for reading your ad and make sure they know you appreciate their business.
Most importantly, your customers will also value your honesty throughout the whole ad. So whether it's the attention, interest, or action you're shooting for, never lie or exaggerate. Go so far to include any defects if your product is not in mint shape. Your honesty will build trust, and trust above all else makes an ad work. What's more, it makes for repeat customers.
Remember, if you use all three of these elements-or four if you include honesty. When you're finished with it, it should read something like the two examples below.
Example 1:
Discover the beauty of a Forest Hill Home2500 sq. ft. home, 4 bedroom, 3 baths, double garage, upgraded kitchen, 12 ft. ceilingsThis open concept house is situated in a historical landmark district of Rhode Island. It's a wonderful neighborhood to raise your family, with nearby schools and amenities.
(Insert your image or photo here.)
Call for an on-site appointment. Thanks for looking!
Example 2:
Looking for an inexpensive used car that drives well? only $4,950.2003 Honda Civic, Limited Edition, 65,000 miles, manual transmission, CD, AM/FM radio, power steering, low maintenance. Great on gas - this car will save you $$$ on high gasoline prices.
(Insert your image or photo here.)
Send me a message now. Thanks for looking!
Donald Lee is the public relations manager for Buysellcommunity.com. Buysellcommunity provides free classified listing services for individuals and businesses to market their products and services online. For global and localized classifieds, please visit {http://www.buysellcommunity.com} - Free Buy and Sell Classifieds -
Of course, give yourself credit for recognizing one important facet of today's selling world. You decided to sell your stuff at an online classified site. As anybody in the business knows, online classified ads get you more privacy, a broader selection of buyers, and a wealth of tools to help you keep tabs on your transactions. When compared to a newspaper, cyberspace is also a wee bit more spacious. There are billions of pages on the Web, and only a few dozen in your typical neighborhood rag. For you, that means a lot more space for your ad to say the least.
With that space, however, comes great responsibility-and great potential. The extra room gives you the freedom to include as much product description and sale copy as you want. You can't just slap together a whole bunch of information, though. You need to use the three special ad writing techniques that will attract buyers and seal the deal: attention, interest, and action.
Attention. Make sure the buyer stops at your ad instead of the thousands upon thousands of others out there in cyberspace. Your ad's title is the first lure to grab his or her attention, and the first component of a catchy title is the item's best feature, whether it's the price, the item's rarity, or its popularity. Next, be sure the title includes keywords or other synonyms for your item that a buyer might use in a search. For instance, a buyer could search for "automobile" instead of "car," "pullover" instead of "sweater."
Interest. Once you have the buyer's attention, hook them with details. There is a direct relationship between the amount of information you provide and the number of sales you'll make. So describe the item as completely as possible-size, color, material, designer, model-and provide a clear, digital photo to finish the job where your words leave off. Even offer your prospective customer the item's history if possible.
Also, try to list as many possible benefits that your sales item could offer the buyer. Come up with some that the buyer probably wouldn't think of on his or her own. And zone in on specific benefits. Use what you already know about your target. For instance, if you were selling a car, you know that whoever is looking at your ad is in need of a vehicle. If your car is compact, perhaps the buyer is in search of great gas mileage. Or perhaps it's power he or she wants if your car is a sports model.
Action. Finish your ad strongly. Don't just suggest to the buyer that you offer a great deal. Tell them it's a fantastic offer that they can't pass up. Use phrases like "Call me now before someone else does" or "Buy now, this opportunity won't last long." Be cordial while you're pressing the issue, of course. Thank them for reading your ad and make sure they know you appreciate their business.
Most importantly, your customers will also value your honesty throughout the whole ad. So whether it's the attention, interest, or action you're shooting for, never lie or exaggerate. Go so far to include any defects if your product is not in mint shape. Your honesty will build trust, and trust above all else makes an ad work. What's more, it makes for repeat customers.
Remember, if you use all three of these elements-or four if you include honesty. When you're finished with it, it should read something like the two examples below.
Example 1:
Discover the beauty of a Forest Hill Home2500 sq. ft. home, 4 bedroom, 3 baths, double garage, upgraded kitchen, 12 ft. ceilingsThis open concept house is situated in a historical landmark district of Rhode Island. It's a wonderful neighborhood to raise your family, with nearby schools and amenities.
(Insert your image or photo here.)
Call for an on-site appointment. Thanks for looking!
Example 2:
Looking for an inexpensive used car that drives well? only $4,950.2003 Honda Civic, Limited Edition, 65,000 miles, manual transmission, CD, AM/FM radio, power steering, low maintenance. Great on gas - this car will save you $$$ on high gasoline prices.
(Insert your image or photo here.)
Send me a message now. Thanks for looking!
Donald Lee is the public relations manager for Buysellcommunity.com. Buysellcommunity provides free classified listing services for individuals and businesses to market their products and services online. For global and localized classifieds, please visit {http://www.buysellcommunity.com} - Free Buy and Sell Classifieds -
2005 Super Bowl Ads... Winners and Losers
Well, Super Bowl XXXIX is history. Too bad for the folks who consider themselves the always-pullin'-for-the-underdog type. The Bandwagon team won.
But, as far as Super Bowls go, the losers played well. For those who care, the Eagles actually covered the 7-point spread. T.O. is the deal, too. At least on the field, anyway.
They had a chance late in the game, but poor field position and bad clock management did them in. Scoring from 95 yards out with 48 seconds left? That's a tall order.
So is getting/maintaining ad recall 48 hours after the final gun. Whose $80,000 per second ad was worth it? Who would've done better by writing me a fat check for $2.4 million?
Read on, and find out. True to school yard rules: Suckers Walk. Losers are up first.
Losers:
Sorry, Donovan, but your three picks lands you in with GoDaddy.com, Quizno's, and Silestone. I don't care if you were ill.
GoDaddy.com had a decent concept that quickly went bad. OK. Boopsie talking to a Senate subcommittee on C-SPAN about indecency. Good start- if they cut out any hint to last year's halftime debacle. But... they couldn't resist. So the buxom wench wearing a GoDaddy.com t-shirt has a near wardrobe malfunction. One of the craggy senators has to hit the oxygen mask.
This ad was supposed to run again, but Fox pulled it mid- game. Good idea. I bet their stomachs were in as many knots as Donovan McNabb's.
The Quizno's ad was mediocre at best. This talking baby concept is tiresome. As cliché as it may be, it's still 80% less annoying than those whack rodents in pirate hats from a couple of years ago.
The one stinky Bud Light ad was one that the ESPN crowd really dug - the parachute-less pilot heading out the door for the six of Diet Bud. Dumb. The desert island one with Cedric the Entertainer was iffy, too.
Speaking of stinky... what was up with Napster's ad? Ugh! It could wind up doing more to shut them down than the Supreme Court.
This bad concept was in stark difference to their introductory spots featuring Flash animation based around their logo. Those were well-designed and entertaining. This one was as fat and ugly as the seven shirtless blops they decided to show with a letter on each of their overdeveloped beer guts to spell N-A-P-S-T-E-R. It was done in house and, boy, did it show.
The manufactured "reality" of the game and its atmosphere was lame and no one bought it. An ad taking place at the Super Bowl should be IN the Super Bowl- done real time. And... trying to take on Apple's iTunes on price? That was the second dumbest decision of this ad. No wonder it finished dead last in likability and recognition.
Now... Silestone. Valiant effort of an ad featuring Chicago sports legends. Voice over was good. It was shot nicely. But, it was a little too jumpy in the cuts to get the whole picture the first time through. The quick cut style hurt the name recognition of the line of counter tops.
Silestone and Diana Pearl are not exactly household names. And Dennis Rodman slurred his line. It sounded like "Dinah Pearl, rather than, "Diana Pearl." I'm sure the director or writer got dissed when they said, "Uh, Worm... it's 'Di-A- na'."
"Sure. Dinah."
As a side note, why were only Chicago Bears in it until Dennis Rodman at the end? No Scottie Pippen or Slammin' Sammy?
On to the good 'uns...
Winners:
This year, the game was nearly as good as the ads, as there were a surprisingly good number of breaking spots. Leading the pack was Career Builder, FedEx, Mastercard, and Anheuser-Busch.
FedEx likes to make ads relating to advertising on advertising's biggest stage. They did it again - patching together 10 "tried and true" Super bowl ad conventions to great results.
Career Builder put a great spin on a stale category with the best work since Monster's "I Wanna Be..." [a brown noser, forced into retirement, etc.] from '98. Three ads featuring a hapless chump working for chimps managed to put their name into mind share largely dominated by two others.
MasterCard got a bunch of animated branded food icons together for a meal and a nice touch of nostalgia. Ad fans and agency folks dug this one.
A-B hit emotional hot buttons with a near-public service ad saluting troops retuning home. Yes, they were real military - not actors. Their uniforms just did not have any insignias, so the common soldier would be represented. For their light beer category, the ad with the head on the wall and the designated driver spot were the best for Bud Light.
Pepsi's second year of an iTunes promotion kicked off well. They ran a humorous spot featuring people opening winning bottles for a free song. When the bottles were opened, a song reflecting the drinker's taste in music would play. Although the spot was humorous and worked, Pepsi could've really hit a home run by involving the older "authority figure" more into the ad. But, keeping with brand tradition, they kept the focus young.
AmeriQuest had two entertaining spots revolving around the themes of misunderstanding and jumping to conclusions. Their message was, "We don't prejudge." The ad featuring spaghetti sauce, a cat, and knife will certainly make some 'Best Of" reels this year.
Decent work also included Honda's new pickup/SUV product introduction. Good detail with benefit highlights. Left the "Honda" out until the end. Cadillac and Volvo had solid ads. Volvo should have bought another ad, if not two, as many people missed the early run. The audience also may have missed the details on their unique contest. But they did follow up with some net portal ads the day after. Ford's F-150 Biker spot was OK. Their line that "it makes YOU tough," really undercut the effectiveness.~
John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site {http://www.brandedbetter.com} Speaking with both agency and in-house experience, he knows the most valuable asset of a business is its brand.
But, as far as Super Bowls go, the losers played well. For those who care, the Eagles actually covered the 7-point spread. T.O. is the deal, too. At least on the field, anyway.
They had a chance late in the game, but poor field position and bad clock management did them in. Scoring from 95 yards out with 48 seconds left? That's a tall order.
So is getting/maintaining ad recall 48 hours after the final gun. Whose $80,000 per second ad was worth it? Who would've done better by writing me a fat check for $2.4 million?
Read on, and find out. True to school yard rules: Suckers Walk. Losers are up first.
Losers:
Sorry, Donovan, but your three picks lands you in with GoDaddy.com, Quizno's, and Silestone. I don't care if you were ill.
GoDaddy.com had a decent concept that quickly went bad. OK. Boopsie talking to a Senate subcommittee on C-SPAN about indecency. Good start- if they cut out any hint to last year's halftime debacle. But... they couldn't resist. So the buxom wench wearing a GoDaddy.com t-shirt has a near wardrobe malfunction. One of the craggy senators has to hit the oxygen mask.
This ad was supposed to run again, but Fox pulled it mid- game. Good idea. I bet their stomachs were in as many knots as Donovan McNabb's.
The Quizno's ad was mediocre at best. This talking baby concept is tiresome. As cliché as it may be, it's still 80% less annoying than those whack rodents in pirate hats from a couple of years ago.
The one stinky Bud Light ad was one that the ESPN crowd really dug - the parachute-less pilot heading out the door for the six of Diet Bud. Dumb. The desert island one with Cedric the Entertainer was iffy, too.
Speaking of stinky... what was up with Napster's ad? Ugh! It could wind up doing more to shut them down than the Supreme Court.
This bad concept was in stark difference to their introductory spots featuring Flash animation based around their logo. Those were well-designed and entertaining. This one was as fat and ugly as the seven shirtless blops they decided to show with a letter on each of their overdeveloped beer guts to spell N-A-P-S-T-E-R. It was done in house and, boy, did it show.
The manufactured "reality" of the game and its atmosphere was lame and no one bought it. An ad taking place at the Super Bowl should be IN the Super Bowl- done real time. And... trying to take on Apple's iTunes on price? That was the second dumbest decision of this ad. No wonder it finished dead last in likability and recognition.
Now... Silestone. Valiant effort of an ad featuring Chicago sports legends. Voice over was good. It was shot nicely. But, it was a little too jumpy in the cuts to get the whole picture the first time through. The quick cut style hurt the name recognition of the line of counter tops.
Silestone and Diana Pearl are not exactly household names. And Dennis Rodman slurred his line. It sounded like "Dinah Pearl, rather than, "Diana Pearl." I'm sure the director or writer got dissed when they said, "Uh, Worm... it's 'Di-A- na'."
"Sure. Dinah."
As a side note, why were only Chicago Bears in it until Dennis Rodman at the end? No Scottie Pippen or Slammin' Sammy?
On to the good 'uns...
Winners:
This year, the game was nearly as good as the ads, as there were a surprisingly good number of breaking spots. Leading the pack was Career Builder, FedEx, Mastercard, and Anheuser-Busch.
FedEx likes to make ads relating to advertising on advertising's biggest stage. They did it again - patching together 10 "tried and true" Super bowl ad conventions to great results.
Career Builder put a great spin on a stale category with the best work since Monster's "I Wanna Be..." [a brown noser, forced into retirement, etc.] from '98. Three ads featuring a hapless chump working for chimps managed to put their name into mind share largely dominated by two others.
MasterCard got a bunch of animated branded food icons together for a meal and a nice touch of nostalgia. Ad fans and agency folks dug this one.
A-B hit emotional hot buttons with a near-public service ad saluting troops retuning home. Yes, they were real military - not actors. Their uniforms just did not have any insignias, so the common soldier would be represented. For their light beer category, the ad with the head on the wall and the designated driver spot were the best for Bud Light.
Pepsi's second year of an iTunes promotion kicked off well. They ran a humorous spot featuring people opening winning bottles for a free song. When the bottles were opened, a song reflecting the drinker's taste in music would play. Although the spot was humorous and worked, Pepsi could've really hit a home run by involving the older "authority figure" more into the ad. But, keeping with brand tradition, they kept the focus young.
AmeriQuest had two entertaining spots revolving around the themes of misunderstanding and jumping to conclusions. Their message was, "We don't prejudge." The ad featuring spaghetti sauce, a cat, and knife will certainly make some 'Best Of" reels this year.
Decent work also included Honda's new pickup/SUV product introduction. Good detail with benefit highlights. Left the "Honda" out until the end. Cadillac and Volvo had solid ads. Volvo should have bought another ad, if not two, as many people missed the early run. The audience also may have missed the details on their unique contest. But they did follow up with some net portal ads the day after. Ford's F-150 Biker spot was OK. Their line that "it makes YOU tough," really undercut the effectiveness.~
John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site {http://www.brandedbetter.com} Speaking with both agency and in-house experience, he knows the most valuable asset of a business is its brand.
Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad
If you knew these 10 high impact insider's hidden psychological triggers and plug them into your Ad and website content, you can empower them and ignite a tornado of sales at your website.
Read, understand and use them and burst open the floodgate of sales.
Here are they:
1. Most people want to win over others. Tell your prospects how their family or friends will admire them if they buy your product.
2. Most people want to associate with others that have the same interests. Give your prospects a free membership in a private chat room just for them.
3. Most people want a clean environment. Tell your prospects that you'll donate a percentage of your profits to help clean the environment.
4. Most people want to eat good food. Give your customers free coupons to a nice restaurant when they purchase your product.
5. Most people need or want new information to absorb. Give your customers a free ebook or tip sheet when they purchase your product.
6. Most people want to avoid or end pain. Tell your prospects how much pain and problems they will avoid or end if they buy your product.
7. Most people want to gain pleasure. Tell your prospects how much pleasure or the benefits they will gain, if they purchase your product.
8. Most people don't want to miss out on a major opportunity that they could regret in the future. Tell your prospects you'll be raising the price shortly.
9. Most people want to have good health and live longer. Give your prospects free coupons to a fitness club when they buy your product.
10. Most people want to belong to something or a select group. Give your prospects a free member- ship into your club when they buy your product.
Warmly,
I-key Benney, CEO
I-key, a Millionaire CEO from New York City is the creator of "Mscsrrr: Millionaire Secret Cash System", home based business, online investment opportunity ({http://www.mscsrrr.com}) which has helped thousands of ordinary people from all over the world to attain financial security and shining success during the past 2 yrs.
Mscsrrr Millionaire Cash System helps you to generate $1,500+/Week for life, from home or office, part time or full time. No large investment or hassles. Win $1000-$2000 free "cash".
Read, understand and use them and burst open the floodgate of sales.
Here are they:
1. Most people want to win over others. Tell your prospects how their family or friends will admire them if they buy your product.
2. Most people want to associate with others that have the same interests. Give your prospects a free membership in a private chat room just for them.
3. Most people want a clean environment. Tell your prospects that you'll donate a percentage of your profits to help clean the environment.
4. Most people want to eat good food. Give your customers free coupons to a nice restaurant when they purchase your product.
5. Most people need or want new information to absorb. Give your customers a free ebook or tip sheet when they purchase your product.
6. Most people want to avoid or end pain. Tell your prospects how much pain and problems they will avoid or end if they buy your product.
7. Most people want to gain pleasure. Tell your prospects how much pleasure or the benefits they will gain, if they purchase your product.
8. Most people don't want to miss out on a major opportunity that they could regret in the future. Tell your prospects you'll be raising the price shortly.
9. Most people want to have good health and live longer. Give your prospects free coupons to a fitness club when they buy your product.
10. Most people want to belong to something or a select group. Give your prospects a free member- ship into your club when they buy your product.
Warmly,
I-key Benney, CEO
I-key, a Millionaire CEO from New York City is the creator of "Mscsrrr: Millionaire Secret Cash System", home based business, online investment opportunity ({http://www.mscsrrr.com}) which has helped thousands of ordinary people from all over the world to attain financial security and shining success during the past 2 yrs.
Mscsrrr Millionaire Cash System helps you to generate $1,500+/Week for life, from home or office, part time or full time. No large investment or hassles. Win $1000-$2000 free "cash".
Trade Writing - For Cash!
Often considered as "plain Jane's" of the print world, trade magazines prove that there is more to a market than just a pretty face.
Trade magazines are written for a specialized audience and typically focus on one specific area or industry. Even the ads reflect this focus.
They assume the reader is familiar with the material that's covered and though it can be quite technical, they aren't usually written in a scholarly manner - this is good news for writers seeking to ad power clips to their portfolios.
Trade magazines provide a large, open and lucrative market for freelance writers because with so many competing magazines there is always a huge need for content and being an expert isn't a prerequisite for industry publication.
Try putting "trade magazines" into a search engine such as Google.com and you get well over 250,000 hits. Now try "consumer magazines." At 86,000 hits it's easy to see where the markets lie.
Now is the time! There are literally thousands of FREE trade magazines available by subscription on the Internet and more become available every day. They cover every subject and every angle imaginable. They are also some of the best paying markets in the business.
Get Your Money Where Your Trade Is Or Isn't!
You don't need to be an expert to get published in trade magazines as long as you are very familiar with what your target magazine is buying.
The ABA Journal for lawyers, pays between $400-$2000 per article and requests that all material be centered around the law, or practicing the law, but they also buy pieces focused on legal news, current trends, the business of running a practice and technology for lawyers. This leaves room for writers who don't happen to be law experts to find a niche' in this publication. Can you write about the newest technology or software that would be appropriate for law office staff? Can you offer a fresh approach for making a waiting room delay more enjoyable for their clients?
Across The Board is a non profit magazine for leaders in business, government and more. It's 60% freelance written and pays between $50 -$2500 for articles, essays, book excerpts, humor, personal experiences and opinion pieces. They also buy reprints. No expertise needed here! An article focused on the positive philanthropic policies of a fortune 500 company or the uplifting personal story of some one helped by such an organization would be right at home in this venue.
Of course, if do have an area of expertise consider exploiting it in the trades too.
The American Journalism Review -at 80% freelance written, covers expose', ethical issues and personal experiences. Paying between $1500 and $2000 per piece for 2,000-4,000 words. Online, in the news and real time media focuses all apply.
Looking for Markets -in all the right places
As I said earlier the Internet is an incomparable resource of markets specifically for trade magazines and below are my two favorite places to shop for FREE magazines to find markets:
Free Magazine Trade Source is one of the most comprehensive sites for you to subscribe to trade magazines that you would like to target for article publication. They literally have hundreds of free publications.
TradePub.com is another excellent source for FREE trade magazine subscriptions. They also have hundreds of high quality magazines to chose from - it's amazing really.
Don't abandon what you know to work either Writer's Market currently has a list of 550 paying trade markets listed with contact information, rate of pay and a description of the types of submissions accepted and there are many others only a mouse click away. And many other writer's website have market listing that include trade market information. You can look for more places to find writer's markets on the Resources for Writers page.
With their plain industrial covers and unilateral focus trade magazines have been the unattractive sibling of consumer oriented magazines for a very long time. It's a reputation undeserved in the freelance writing market. With no true need for specific expertise in most publications maybe it's time for us all to take a second look at the lucrative opportunities available for freelancers that write for trade publications.
About The Author
Angela Butera Dickson is a full service, freelance copywriter offering some of the best prices on the web. From articles to brochure copy, ghostwriting to marketing letters, she can help you cultivate a polished, professional business image: {www.angeladickson.com}, email: {angela@angeladickson.com}
Trade magazines are written for a specialized audience and typically focus on one specific area or industry. Even the ads reflect this focus.
They assume the reader is familiar with the material that's covered and though it can be quite technical, they aren't usually written in a scholarly manner - this is good news for writers seeking to ad power clips to their portfolios.
Trade magazines provide a large, open and lucrative market for freelance writers because with so many competing magazines there is always a huge need for content and being an expert isn't a prerequisite for industry publication.
Try putting "trade magazines" into a search engine such as Google.com and you get well over 250,000 hits. Now try "consumer magazines." At 86,000 hits it's easy to see where the markets lie.
Now is the time! There are literally thousands of FREE trade magazines available by subscription on the Internet and more become available every day. They cover every subject and every angle imaginable. They are also some of the best paying markets in the business.
Get Your Money Where Your Trade Is Or Isn't!
You don't need to be an expert to get published in trade magazines as long as you are very familiar with what your target magazine is buying.
The ABA Journal for lawyers, pays between $400-$2000 per article and requests that all material be centered around the law, or practicing the law, but they also buy pieces focused on legal news, current trends, the business of running a practice and technology for lawyers. This leaves room for writers who don't happen to be law experts to find a niche' in this publication. Can you write about the newest technology or software that would be appropriate for law office staff? Can you offer a fresh approach for making a waiting room delay more enjoyable for their clients?
Across The Board is a non profit magazine for leaders in business, government and more. It's 60% freelance written and pays between $50 -$2500 for articles, essays, book excerpts, humor, personal experiences and opinion pieces. They also buy reprints. No expertise needed here! An article focused on the positive philanthropic policies of a fortune 500 company or the uplifting personal story of some one helped by such an organization would be right at home in this venue.
Of course, if do have an area of expertise consider exploiting it in the trades too.
The American Journalism Review -at 80% freelance written, covers expose', ethical issues and personal experiences. Paying between $1500 and $2000 per piece for 2,000-4,000 words. Online, in the news and real time media focuses all apply.
Looking for Markets -in all the right places
As I said earlier the Internet is an incomparable resource of markets specifically for trade magazines and below are my two favorite places to shop for FREE magazines to find markets:
Free Magazine Trade Source is one of the most comprehensive sites for you to subscribe to trade magazines that you would like to target for article publication. They literally have hundreds of free publications.
TradePub.com is another excellent source for FREE trade magazine subscriptions. They also have hundreds of high quality magazines to chose from - it's amazing really.
Don't abandon what you know to work either Writer's Market currently has a list of 550 paying trade markets listed with contact information, rate of pay and a description of the types of submissions accepted and there are many others only a mouse click away. And many other writer's website have market listing that include trade market information. You can look for more places to find writer's markets on the Resources for Writers page.
With their plain industrial covers and unilateral focus trade magazines have been the unattractive sibling of consumer oriented magazines for a very long time. It's a reputation undeserved in the freelance writing market. With no true need for specific expertise in most publications maybe it's time for us all to take a second look at the lucrative opportunities available for freelancers that write for trade publications.
About The Author
Angela Butera Dickson is a full service, freelance copywriter offering some of the best prices on the web. From articles to brochure copy, ghostwriting to marketing letters, she can help you cultivate a polished, professional business image: {www.angeladickson.com}, email: {angela@angeladickson.com}
Secrets of Getting Free Advertising
The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your own objectives without cost that it literally boggles the mind just to think of listing them.
One way is to write an article relative to your particular expertise and submit it to all the publications and media dealing in the dissemination of related information. In other words, become your own publicity and sales promotions writer. Get the word out; establish yourself as an expert in your field, and "tag-along" everything you write with a quick note listing your address for a catalog, dealership opportunity, or more information.
Another really good way is by becoming a guest on as many of the radio and television talk shows or interview type programs as possible. Actually, this is much easier to bring about than most people realize. Write a letter to the producer of these programs, then follow up with an in-person visit or telephone call. Your initial contact should emphasize that your product or service would be of interest to the listeners or viewers of the program - perhaps even saving them time or money.
Other ways of getting free or very inexpensive exposure include the posting of advertising circulars on all the free bulletin boards in your area, especially the coin-operated laundries, grocery stores, and beauty and barber shops. Don't discount the idea of handing out circulars to all the shoppers in busy shopping centers and malls, especially on weekends. You can also enlist the aid of the middle school students in your area to hand out circulars door-to-door.
Some of the more routine methods include having a promotional ad relative to your product or service printed on the front or back of your envelopes at the time you have them printed with your return address.
Be sure to check all the publications that carry the kind of advertising you need. Many mail order publications just getting started offer unusually low rates to first-time advertisers; a free-of-charge insertion of your ad when you pay for an order to run three issues or more; or special seasonal ad space at greatly reduced rates. And there are a number of publications that will give you Per Inquiry (PI) space - an arrangement where all orders come in to the publication, they take a commission from each order, and then forward the orders on to you for fulfillment.
Many publications will give you a contract for "stand-by" space. In this arrangement you send them your ad, and they hold it until they have unsold space, and then at a price that's always one third or less than the regular price for the space you need, insert your ad. Along these lines, be sure to check in with the suburban and neighborhood newspapers.
If you send out or publish any kind of catalog or ad sheet, get in touch with all the other publishers and inquire about the possibilities of exchange advertising. They run your ad in their publication in exchange for your running an ad for them of comparable size in yours.
Finally, there's nothing in the world that beats the low cost and tremendous exposure you get when you advertise a free offer. Simply run an ad offering a free report of interest to most people - a simple one-page report with a "tag-line" inviting the readers to send money for more information, with a full page advertisement for your book or other product on the backside. Ask for a self-addressed stamped envelope, and depending on the appeal of your report and the circulation of the publication in which your ad appears, you could easily be inundated with responses!
The trick here, of course, is to convert all of these responses, or a large percentage of them, into sales. This is done via the "tag-line," which issues an invitation to the reader to send for more information, and the full page ad on the back of the report, and the other offers you include with the complete package you send back to them. As mentioned at the beginning of this report, it's just a matter of unleashing your imagination. Do that, and you have a powerful force working for you that can help you reach your goals.
About The Author
Want to learn how to start and grow your very own Home Business? If so, visit our internet home based business resource center at: http://www.internet-based-home-business-ideas.com
{articles@internet-home-based-business-ideas.com}
One way is to write an article relative to your particular expertise and submit it to all the publications and media dealing in the dissemination of related information. In other words, become your own publicity and sales promotions writer. Get the word out; establish yourself as an expert in your field, and "tag-along" everything you write with a quick note listing your address for a catalog, dealership opportunity, or more information.
Another really good way is by becoming a guest on as many of the radio and television talk shows or interview type programs as possible. Actually, this is much easier to bring about than most people realize. Write a letter to the producer of these programs, then follow up with an in-person visit or telephone call. Your initial contact should emphasize that your product or service would be of interest to the listeners or viewers of the program - perhaps even saving them time or money.
Other ways of getting free or very inexpensive exposure include the posting of advertising circulars on all the free bulletin boards in your area, especially the coin-operated laundries, grocery stores, and beauty and barber shops. Don't discount the idea of handing out circulars to all the shoppers in busy shopping centers and malls, especially on weekends. You can also enlist the aid of the middle school students in your area to hand out circulars door-to-door.
Some of the more routine methods include having a promotional ad relative to your product or service printed on the front or back of your envelopes at the time you have them printed with your return address.
Be sure to check all the publications that carry the kind of advertising you need. Many mail order publications just getting started offer unusually low rates to first-time advertisers; a free-of-charge insertion of your ad when you pay for an order to run three issues or more; or special seasonal ad space at greatly reduced rates. And there are a number of publications that will give you Per Inquiry (PI) space - an arrangement where all orders come in to the publication, they take a commission from each order, and then forward the orders on to you for fulfillment.
Many publications will give you a contract for "stand-by" space. In this arrangement you send them your ad, and they hold it until they have unsold space, and then at a price that's always one third or less than the regular price for the space you need, insert your ad. Along these lines, be sure to check in with the suburban and neighborhood newspapers.
If you send out or publish any kind of catalog or ad sheet, get in touch with all the other publishers and inquire about the possibilities of exchange advertising. They run your ad in their publication in exchange for your running an ad for them of comparable size in yours.
Finally, there's nothing in the world that beats the low cost and tremendous exposure you get when you advertise a free offer. Simply run an ad offering a free report of interest to most people - a simple one-page report with a "tag-line" inviting the readers to send money for more information, with a full page advertisement for your book or other product on the backside. Ask for a self-addressed stamped envelope, and depending on the appeal of your report and the circulation of the publication in which your ad appears, you could easily be inundated with responses!
The trick here, of course, is to convert all of these responses, or a large percentage of them, into sales. This is done via the "tag-line," which issues an invitation to the reader to send for more information, and the full page ad on the back of the report, and the other offers you include with the complete package you send back to them. As mentioned at the beginning of this report, it's just a matter of unleashing your imagination. Do that, and you have a powerful force working for you that can help you reach your goals.
About The Author
Want to learn how to start and grow your very own Home Business? If so, visit our internet home based business resource center at: http://www.internet-based-home-business-ideas.com
{articles@internet-home-based-business-ideas.com}
How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!
EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears. Then you'll realize how ridiculous some claims actually sound.
Whenever you make a claim, ask yourself if the prospect will immediately echo this response: "Well, I would hope so!" For instance, an insurance agency faxed me the following reason to choose them over their competitors: "We will be there for you when you have a claim." Well I would hope so! You're an insurance agency! Isn't that what you do?
Statements like this have as much meaning as the haircutter telling you that your hair will be shorter after it's cut, or as the gas station attendant telling you that you'll have more gas after your tank is filled. Always, always, always ask this important evaluation question whenever you make any claim. Avoid pointless claims and it will improve your effectiveness by 500% immediately.
EVALUATION #2: "Who Else Can Say That?" Pay close attention to this one. The question is not who else can do what you do. The question is who else can say what you say. And, the answer to that is "just about anybody and everybody". We consulted with an auto repair facility that was, by FAR, the most awesome business of its kind in their area of influence. They put competitors out of business every year and monopolized their marketplace in the process. Small problem: Even though no other business could even come close to performing at their level, their yellow page ad looked virtually identical to all of their cheesy competitors.
Try This: Look at your ad and compare it to your competitors' ads. If you can cross out your name on your ad and replace it with the name of your competitor or vice versa, and the ad is still valid, you failed the test! You failed to distinguish yourself from your competitors. You failed to differentiate your business. You look like everybody else!
EVALUATION #3: The Specificity Challenge. I could write an entire book on this subject. But, suffice it to say for sake of this newsletter, you need to quantify all of your claims. Businesses generally fail to create a compelling case to buy their product or service. Instead, they merely ask their prospects to buy without justifiable, rational reasons. Quantify your business in terms of:
1. Specifically, How Are You Different?
2. Specifically, Compared To What?
3. Specifically, Why Can You Do That?
4. Specifically, What's Your Advantage?
If You Want To Distinguish Your Business From The Competition, Build A Case As An Attorney Would.
You need to realize that your business is on trial. You're the attorney. And it's a life or death sentence. Your customers and prospects are the jury. What will you say that will convince them to buy from you? What kind of specific evidence can you produce to PROVE beyond any reasonable doubt that they'd be a fool to not buy from you? Use your evidence to build and present your case.
Good luck with your marketing efforts.
¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤ If you would like a FREE Ad Evlauation of any advertising pieces you may have, simply email to: {support@mymondemand.com} or fax to: (650) 649-2221. We will apply these evaluations, plus a few additional and provide you with a quantitative assessment of your ad piece(s).
About The Author: Marc Gamble, the author, teaches business owners, entrepreneurs, and professionals how to acheive bigger, bottom line results from their advertising & marketing efforts without spending more time, effort, or money. Learn marketing strategies and tactics to separate yourself from your competition and become the obvious choice to do business with. To learn more about how to improve your own Marketing Efforts and Achieve Better Results, visit: {http://www.MYMOnDemand.com/vpc1_mgnm}Email: {mgamble@mymondemand.com}
EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears. Then you'll realize how ridiculous some claims actually sound.
Whenever you make a claim, ask yourself if the prospect will immediately echo this response: "Well, I would hope so!" For instance, an insurance agency faxed me the following reason to choose them over their competitors: "We will be there for you when you have a claim." Well I would hope so! You're an insurance agency! Isn't that what you do?
Statements like this have as much meaning as the haircutter telling you that your hair will be shorter after it's cut, or as the gas station attendant telling you that you'll have more gas after your tank is filled. Always, always, always ask this important evaluation question whenever you make any claim. Avoid pointless claims and it will improve your effectiveness by 500% immediately.
EVALUATION #2: "Who Else Can Say That?" Pay close attention to this one. The question is not who else can do what you do. The question is who else can say what you say. And, the answer to that is "just about anybody and everybody". We consulted with an auto repair facility that was, by FAR, the most awesome business of its kind in their area of influence. They put competitors out of business every year and monopolized their marketplace in the process. Small problem: Even though no other business could even come close to performing at their level, their yellow page ad looked virtually identical to all of their cheesy competitors.
Try This: Look at your ad and compare it to your competitors' ads. If you can cross out your name on your ad and replace it with the name of your competitor or vice versa, and the ad is still valid, you failed the test! You failed to distinguish yourself from your competitors. You failed to differentiate your business. You look like everybody else!
EVALUATION #3: The Specificity Challenge. I could write an entire book on this subject. But, suffice it to say for sake of this newsletter, you need to quantify all of your claims. Businesses generally fail to create a compelling case to buy their product or service. Instead, they merely ask their prospects to buy without justifiable, rational reasons. Quantify your business in terms of:
1. Specifically, How Are You Different?
2. Specifically, Compared To What?
3. Specifically, Why Can You Do That?
4. Specifically, What's Your Advantage?
If You Want To Distinguish Your Business From The Competition, Build A Case As An Attorney Would.
You need to realize that your business is on trial. You're the attorney. And it's a life or death sentence. Your customers and prospects are the jury. What will you say that will convince them to buy from you? What kind of specific evidence can you produce to PROVE beyond any reasonable doubt that they'd be a fool to not buy from you? Use your evidence to build and present your case.
Good luck with your marketing efforts.
¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤¤ If you would like a FREE Ad Evlauation of any advertising pieces you may have, simply email to: {support@mymondemand.com} or fax to: (650) 649-2221. We will apply these evaluations, plus a few additional and provide you with a quantitative assessment of your ad piece(s).
About The Author: Marc Gamble, the author, teaches business owners, entrepreneurs, and professionals how to acheive bigger, bottom line results from their advertising & marketing efforts without spending more time, effort, or money. Learn marketing strategies and tactics to separate yourself from your competition and become the obvious choice to do business with. To learn more about how to improve your own Marketing Efforts and Achieve Better Results, visit: {http://www.MYMOnDemand.com/vpc1_mgnm}Email: {mgamble@mymondemand.com}
Avoid Being VagueWe are bombarded with thousands of marketing messages daily?on television and the radio, on the internet, in magazines and newspapers
We are bombarded with thousands of marketing messages daily?on television and the radio, on the internet, in magazines and newspapers, on billboards and other signs, and even at the bottoms and on the backs of receipts. The world is, indeed, a very noisy place. And in order to get heard, we need our marketing messages to be clear and concise.
A vague message is one that isn't easily understood - it doesn't speak to a potential customer or client. To be successful in business, our messages must clearly target a specific audience, explaining to them the features and benefits of our product or service. We need to get the public involved and interested enough to want to have further conversations with us. Only then do we have the entrée for beginning to develop a relationship with them, the first step in the selling process.
How can we ensure that our messages are all that they can be?
1. Define your target market. One of the best ways to create a clear output is to start with clear inputs. When it comes to anything you do for your business, you need to be very clear on your target market. Who do you want to reach with your marketing efforts? Define them as clearly as possible. Are they male or female? What are their ages, their occupations, and their lifestyles? Why would they want to do business with you? The more clear you are about who you want to work with, the more clear you will be when crafting your marketing messages.
2. Market narrowly, but deliver broadly. Your marketing message should be carefully focused to cater specifically to the needs and wants of your target market. One might think you'd be passing up opportunities for more customers or clients. The reality is that more people will be attracted to you if you position yourself as a specialist rather than a generalist. Folks associate a higher degree of expertise with a specialist, and, more than likely, you'll be able to charge premium prices to reflect this marketing position. Once you've gotten their attention you can market many things to them (delivery broadly).
3. Talk about the customer, not yourself. Your marketing message should speak to the prospect, their particular needs and wants. What problems can you solve for the customer? Make a list of the top 10 problems that you solve for others. These should be the substance and focus of every conversation that you have. Avoid talking about yourself. People are interested in what you can do for them - sometimes even more than the specifics of the product or service that you offer. Your prospects needs and your solutions should be the focus of all of your marketing materials.
4. Explain the benefits. Not only should you explain the benefits of your product or service, but you should be able to explain the benefits of working with you. Features are defined as the distinctive characteristics of a product's use or design. A benefit, on the other hand, is how the feature will add value to the prospect's life. Carefully define your features and benefits. At the same time, what are the benefits of working with you? Do you provide 24-hour turnaround? Do you return emails and phone calls promptly? Do you offer a free introductory consultation? Do you provide additional value to your customers - extra reports, information or discounts on future purchases? People buy benefits, not features. What's in it for them? Let them know!
5. Know your products and services. There is a lot to know when it comes to your products and services. The more articulate you are in explaining their features and benefits, the higher your chances of closing a sale. For each product or service you offer, make sure you can clearly articulate the features, the benefits, and the specific client need that is addressed. Word this information in language that prospects can clearly understand - that relates to who they are as a target market. Drafting a simple one-page summary of these details can help you to get clear on what matters most.
6. Keep it simple. The best messages are those that are simply said. People understand simple. The more complex the explanation, the higher the risk you run that you'll "lose them along the way." Again, refer back to the one page summary of your client needs, as well as product or service features and benefits. Provide information that is easy to understand. Don't give more information until the client asks for the information. Always let the prospect guide the conversation.
7. Use a tagline. A tagline is a slogan or phrase that conveys something about a feature or benefit of something you offer. For example, the tagline for Chase Manhattan bank is "The Right Relationship is Everything". This slogan clearly communicates that one of the features of working with them is relationship - not just any relationship - but the right relationship. Another example of a tagline is Alicia Smith: The DISC Ninja. The DISC Ninja implies skill, precision, and performance. What type of tagline can best describe you and your business?
8. Consult your R & D team. To create on-target marketing messages, run them by your friends, family, and colleagues before you release them to the world. Creating your own R & D team is a great way to experiment or to try out your ideas in a low-risk environment. Probably one of the best things to do is to get feedback from your current customers. They can tell you first hand what works and why. Never pass up an opportunity to get feedback, as it will help you to fine-tune your marketing message.
9. Provide clear and clean information. It should go without saying that you should provide clear, easy-to-understand information. This applies to everything from your business card to your website. Make sure you include your complete contact information on everything, including your email signature. Provide FAQ or Frequently Asked Question sections in brochures, on your website or on other marketing materials. Make sure that you make it as easy as possible for people to contact you and to do business with you. If they need to search for how to contact you, they may very well search someone else out. Along with the times and days you do business, include your business, cellular, and fax numbers, as well as your website and email addresses. Include instructions on how to return or receive a refund on an item. Clear and concise is the name of the game.
10. Understand the customer. Prospects, and even your current customers, are focused on one thing and one thing only; what's in it for them. For the most part, they aren't really interested in you or your product or service. They are interested in benefits. How can you solve their pain? How can you resolve their issues? If you keep this in mind, this will help you to create marketing messages that are focused and really hit their mark.
© Copyright 2004 by {Alicia Smith}
Alicia Smith, a Coach and Trainer whose specialty is helping people Make Money Now. This article is derived from just one of the 26 lessons contained in her audio program, Marketing Marathon Blunders From A - Z. To learn more about that course and her other products and services, please visit {http://www.90DayMarketingMarathon.com} or {http://www.AliciaSmith.com}. You can also email her at {alicia@aliciasmith.com}
A vague message is one that isn't easily understood - it doesn't speak to a potential customer or client. To be successful in business, our messages must clearly target a specific audience, explaining to them the features and benefits of our product or service. We need to get the public involved and interested enough to want to have further conversations with us. Only then do we have the entrée for beginning to develop a relationship with them, the first step in the selling process.
How can we ensure that our messages are all that they can be?
1. Define your target market. One of the best ways to create a clear output is to start with clear inputs. When it comes to anything you do for your business, you need to be very clear on your target market. Who do you want to reach with your marketing efforts? Define them as clearly as possible. Are they male or female? What are their ages, their occupations, and their lifestyles? Why would they want to do business with you? The more clear you are about who you want to work with, the more clear you will be when crafting your marketing messages.
2. Market narrowly, but deliver broadly. Your marketing message should be carefully focused to cater specifically to the needs and wants of your target market. One might think you'd be passing up opportunities for more customers or clients. The reality is that more people will be attracted to you if you position yourself as a specialist rather than a generalist. Folks associate a higher degree of expertise with a specialist, and, more than likely, you'll be able to charge premium prices to reflect this marketing position. Once you've gotten their attention you can market many things to them (delivery broadly).
3. Talk about the customer, not yourself. Your marketing message should speak to the prospect, their particular needs and wants. What problems can you solve for the customer? Make a list of the top 10 problems that you solve for others. These should be the substance and focus of every conversation that you have. Avoid talking about yourself. People are interested in what you can do for them - sometimes even more than the specifics of the product or service that you offer. Your prospects needs and your solutions should be the focus of all of your marketing materials.
4. Explain the benefits. Not only should you explain the benefits of your product or service, but you should be able to explain the benefits of working with you. Features are defined as the distinctive characteristics of a product's use or design. A benefit, on the other hand, is how the feature will add value to the prospect's life. Carefully define your features and benefits. At the same time, what are the benefits of working with you? Do you provide 24-hour turnaround? Do you return emails and phone calls promptly? Do you offer a free introductory consultation? Do you provide additional value to your customers - extra reports, information or discounts on future purchases? People buy benefits, not features. What's in it for them? Let them know!
5. Know your products and services. There is a lot to know when it comes to your products and services. The more articulate you are in explaining their features and benefits, the higher your chances of closing a sale. For each product or service you offer, make sure you can clearly articulate the features, the benefits, and the specific client need that is addressed. Word this information in language that prospects can clearly understand - that relates to who they are as a target market. Drafting a simple one-page summary of these details can help you to get clear on what matters most.
6. Keep it simple. The best messages are those that are simply said. People understand simple. The more complex the explanation, the higher the risk you run that you'll "lose them along the way." Again, refer back to the one page summary of your client needs, as well as product or service features and benefits. Provide information that is easy to understand. Don't give more information until the client asks for the information. Always let the prospect guide the conversation.
7. Use a tagline. A tagline is a slogan or phrase that conveys something about a feature or benefit of something you offer. For example, the tagline for Chase Manhattan bank is "The Right Relationship is Everything". This slogan clearly communicates that one of the features of working with them is relationship - not just any relationship - but the right relationship. Another example of a tagline is Alicia Smith: The DISC Ninja. The DISC Ninja implies skill, precision, and performance. What type of tagline can best describe you and your business?
8. Consult your R & D team. To create on-target marketing messages, run them by your friends, family, and colleagues before you release them to the world. Creating your own R & D team is a great way to experiment or to try out your ideas in a low-risk environment. Probably one of the best things to do is to get feedback from your current customers. They can tell you first hand what works and why. Never pass up an opportunity to get feedback, as it will help you to fine-tune your marketing message.
9. Provide clear and clean information. It should go without saying that you should provide clear, easy-to-understand information. This applies to everything from your business card to your website. Make sure you include your complete contact information on everything, including your email signature. Provide FAQ or Frequently Asked Question sections in brochures, on your website or on other marketing materials. Make sure that you make it as easy as possible for people to contact you and to do business with you. If they need to search for how to contact you, they may very well search someone else out. Along with the times and days you do business, include your business, cellular, and fax numbers, as well as your website and email addresses. Include instructions on how to return or receive a refund on an item. Clear and concise is the name of the game.
10. Understand the customer. Prospects, and even your current customers, are focused on one thing and one thing only; what's in it for them. For the most part, they aren't really interested in you or your product or service. They are interested in benefits. How can you solve their pain? How can you resolve their issues? If you keep this in mind, this will help you to create marketing messages that are focused and really hit their mark.
© Copyright 2004 by {Alicia Smith}
Alicia Smith, a Coach and Trainer whose specialty is helping people Make Money Now. This article is derived from just one of the 26 lessons contained in her audio program, Marketing Marathon Blunders From A - Z. To learn more about that course and her other products and services, please visit {http://www.90DayMarketingMarathon.com} or {http://www.AliciaSmith.com}. You can also email her at {alicia@aliciasmith.com}
Double Your Sales Potential With Double-sided Business Cards
Swapping business cards is one of the most basic and common forms of networking in the business world. With something that is so common practice, people often hand out cards blindly while not really thinking about what the card does AFTER you hand it out.
How do your clients feel about your business card? Put yourself in their shoes.
Is it valuable to them?
Does it solve a problem?
Take advantage of the extra real estate on the other side
Most business owners don't utilize the backside of their business cards. It's prime space to include important facts, offers, and information that help sell your company to the holder. Including valuable offers on your business card will make it worth holding on to.
P.T.O - How to get someone to turn over your business card
One small abbreviation added to the front of your cards can double your success rate. P.T.O. (Please Turn Over) lets the holder know there is something of value of the backside, and it would be in their best interest to check it out. Alternatively, you could include "See back for special offer" if you have the space for it.
Now that you have their attention, reel them in with a:
Survey, redeemable for a free gift
Punch card for frequent clients
Valuable coupon URL to a special webpage targeting business card recipients
Research your sector to learn what business card marketing words will flip their switch and turn them on to your company. Give them what THEY want.
Even if you only hand out 50 cards using this technique, you've just created 50 opportunities for new business. Just imagine the possibilities that would come with having 1000 highly effective business cards floating around.
Now that you've found the secret recipe for business card marketing success, hand those cards out wherever and whenever you can. The more you hand out, the better chance you have of scoring another life-time customer.
About The Author
Chris Brunner specializes in helping people design and market their business cards for better results. Create inexpensive and effective business cards online at GreatFX Business Cards
How do your clients feel about your business card? Put yourself in their shoes.
Is it valuable to them?
Does it solve a problem?
Take advantage of the extra real estate on the other side
Most business owners don't utilize the backside of their business cards. It's prime space to include important facts, offers, and information that help sell your company to the holder. Including valuable offers on your business card will make it worth holding on to.
P.T.O - How to get someone to turn over your business card
One small abbreviation added to the front of your cards can double your success rate. P.T.O. (Please Turn Over) lets the holder know there is something of value of the backside, and it would be in their best interest to check it out. Alternatively, you could include "See back for special offer" if you have the space for it.
Now that you have their attention, reel them in with a:
Survey, redeemable for a free gift
Punch card for frequent clients
Valuable coupon URL to a special webpage targeting business card recipients
Research your sector to learn what business card marketing words will flip their switch and turn them on to your company. Give them what THEY want.
Even if you only hand out 50 cards using this technique, you've just created 50 opportunities for new business. Just imagine the possibilities that would come with having 1000 highly effective business cards floating around.
Now that you've found the secret recipe for business card marketing success, hand those cards out wherever and whenever you can. The more you hand out, the better chance you have of scoring another life-time customer.
About The Author
Chris Brunner specializes in helping people design and market their business cards for better results. Create inexpensive and effective business cards online at GreatFX Business Cards
Magnetic Business Cards: Make Your Marketing Message Stick
What is it about magnets that draw people to leave them on fridges and file cabinets for years at a time?
Many people like to have the contact information handy for common service providers without flipping through a bulky phone book. Magnets are the perfect solution for being seen in this situation. It's a win-win relationship for you and the customer.
Putting Magnetic Business Cards to Work for You
Almost any small business can take advantage of the advertising power a magnetic business card holds. This includes:
* Pest control * Repairmen & Contractors * Veterinarians * Realtors * Food Delivery * Insurance agents; and * Hair/Nail/Tanning Salons Hand them out at:
* Conventions * Open houses * Tradeshows * Product launches; or * When you perform a service for the customer Your customers can stick your magnets to fridges, filing cabinets, vending machines, appliances, cars, lockers, and just about any other metal surface making the magnet a powerful advertising option.
When your clients place your magnet, you instantly have an advantage over the competition. Now, all the client has to do is pick up the phone and call when they need you. They will appreciate the fact that they didn't have to spend valuable time flipping through the yellow pages trying to pick one company to fulfill their needs. With their satisfaction comes repeat and referral business for you. It's a snowball effect that can't be beat!
On my fridge, you'll find magnets from Wing Stop and Boston Market restaurants, Domino's and Papa John's pizza, a heating and air specialist, a massage therapist, the local veterinarian, as well as the nail salon my wife goes to. I have no idea when these magnets were placed there, but I do know that they don't move from the prominent spots they were placed months or years ago.
Creating Magnetized Business Cards
Now that you are convinced of the positive effects that magnetic business cards can have for your company, what's the best way to obtain them?
Option #1: Buy stick-on magnets and attach them to the back your current business cards
You can buy magnets of various shapes and sizes at your local craft store at a relatively cheap price. Take a hot-glue gun and glue the magnets at each corner on the back of the cards. The upside is that this is a cheap and easy method of creating magnetized business cards. The downside is that it can be a very time consuming process to attach the magnets and the end result usually looks less than professional.
Option #2: Buy magnetized business card stock from your local office supply store and print them yourself
Avery is a popular brand that offers these types of do-it-yourself inkjet cards. With these, you print out your card design multiple times on a sheet of paper that already has a full magnetic backside. There is less work involved in creating them; however, magnetic paper can be costly.
Another downside to this method is that inkjet printers don't print well on magnetized card stock because the paper surface is so thin. The ink from your printer will tend to glob on the surface once the paper is saturated making your cards sticky with the possibility of staining clothes and hands. Inkjet printer ink cartridges aren't cheap either, so be sure to figure that into your costs as well.
Using this method, you will end up paying the same, if not more, than the next option...
Option #3: Have your magnetic business cards printed by a professional commercial printer
While you may spend more money in the short term, {ordering business card magnets online} will save you time and earn much more business in the long run. Your cards will be printed on glossy, full sheet, magnetized card stock paper specially formulated for high-resolution press printing. The magnets will look and feel professional to your customers, and will have a better chance of getting placed in a prominent spot on the fridge or file cabinet.
With recent breakthroughs in online printing technology, you can design or upload your full color magnetic business cards online and have them printed for less than it would cost you to print on your inkjet.
{Put the marketing power of magnetic business cards to work for you} and start seeing long term results today.
©2004-2005 {GreatFX Business Cards}. All rights reserved.
Many people like to have the contact information handy for common service providers without flipping through a bulky phone book. Magnets are the perfect solution for being seen in this situation. It's a win-win relationship for you and the customer.
Putting Magnetic Business Cards to Work for You
Almost any small business can take advantage of the advertising power a magnetic business card holds. This includes:
* Pest control * Repairmen & Contractors * Veterinarians * Realtors * Food Delivery * Insurance agents; and * Hair/Nail/Tanning Salons Hand them out at:
* Conventions * Open houses * Tradeshows * Product launches; or * When you perform a service for the customer Your customers can stick your magnets to fridges, filing cabinets, vending machines, appliances, cars, lockers, and just about any other metal surface making the magnet a powerful advertising option.
When your clients place your magnet, you instantly have an advantage over the competition. Now, all the client has to do is pick up the phone and call when they need you. They will appreciate the fact that they didn't have to spend valuable time flipping through the yellow pages trying to pick one company to fulfill their needs. With their satisfaction comes repeat and referral business for you. It's a snowball effect that can't be beat!
On my fridge, you'll find magnets from Wing Stop and Boston Market restaurants, Domino's and Papa John's pizza, a heating and air specialist, a massage therapist, the local veterinarian, as well as the nail salon my wife goes to. I have no idea when these magnets were placed there, but I do know that they don't move from the prominent spots they were placed months or years ago.
Creating Magnetized Business Cards
Now that you are convinced of the positive effects that magnetic business cards can have for your company, what's the best way to obtain them?
Option #1: Buy stick-on magnets and attach them to the back your current business cards
You can buy magnets of various shapes and sizes at your local craft store at a relatively cheap price. Take a hot-glue gun and glue the magnets at each corner on the back of the cards. The upside is that this is a cheap and easy method of creating magnetized business cards. The downside is that it can be a very time consuming process to attach the magnets and the end result usually looks less than professional.
Option #2: Buy magnetized business card stock from your local office supply store and print them yourself
Avery is a popular brand that offers these types of do-it-yourself inkjet cards. With these, you print out your card design multiple times on a sheet of paper that already has a full magnetic backside. There is less work involved in creating them; however, magnetic paper can be costly.
Another downside to this method is that inkjet printers don't print well on magnetized card stock because the paper surface is so thin. The ink from your printer will tend to glob on the surface once the paper is saturated making your cards sticky with the possibility of staining clothes and hands. Inkjet printer ink cartridges aren't cheap either, so be sure to figure that into your costs as well.
Using this method, you will end up paying the same, if not more, than the next option...
Option #3: Have your magnetic business cards printed by a professional commercial printer
While you may spend more money in the short term, {ordering business card magnets online} will save you time and earn much more business in the long run. Your cards will be printed on glossy, full sheet, magnetized card stock paper specially formulated for high-resolution press printing. The magnets will look and feel professional to your customers, and will have a better chance of getting placed in a prominent spot on the fridge or file cabinet.
With recent breakthroughs in online printing technology, you can design or upload your full color magnetic business cards online and have them printed for less than it would cost you to print on your inkjet.
{Put the marketing power of magnetic business cards to work for you} and start seeing long term results today.
©2004-2005 {GreatFX Business Cards}. All rights reserved.
Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards
Sorry, I Don't Seem to Have a Business Card With Me...
Those could be the "famous last words" of the forgetful entrepreneur.
If you habitually find yourself without a business card, you're habitually losing money; or at least the chance of making money. Your business card, more than any other marketing weapon in your arsenal, is what prospects and colleagues rely upon to remind them why they should do business with you.
Forgetting a business card is a marketing mistake of significant proportions. We're so inundated with advertising messages that most of us learn to tune them out. Yet every time you're asked for a business card, and sheepishly reply that you don't have one with you, you're missing an honest-to-goodness invitation to market to someone.
Worse, leaving your business card behind when you may need it is a social faux pas as well.
Being asked for a business card is a compliment. Not having one with you at that critical moment is subtly offensive. It puts both you and the person requesting the card in an embarrassing situation. And it nonverbally tells your prospect that you're not quite the business person they thought. You're not really serious about your business, or too careless and forgetful to be entrusted with theirs.
If you're determined not to be caught "cardless" at a critical meeting again, here are some tips to help you remember:
Develop a strategy for using business cards to actively promote your business
It may be as simple as deciding to give 5 or 10 cards away every day. It may mean printing labels describing your current promotion, sticking them to the back of your cards, and pinning them to bulletin boards. Whatever! The point is that if you consciously figure out a way to use your business cards to bring in business, you're much less likely to forget them.
Invest in new cards
If you haven't ordered business cards within the past two years, there's a good chance that the information or photo is out of date by now. And if your last order was for 1000 cards and there are still 990 cards left, ask yourself why you haven't been passing them out. If it's because you dislike the cards, pitch them and get business cards you're proud of!
Draft and practice a business card presentation
Unless you're comfortable and confident when handing out your card, you won't do it. Besides, the words and actions that accompany your business card when you give it to someone can really cement a positive first impression.
Invest in a quality business card case, one that you're proud to show off and to use
Business card cases can be conversation starters in and of themselves, since there are so many unusual, classic and artistic choices available. I suggest investing in a few cases; a more professional, elegant case for formal business occasions and a flashy or fun holder for social situations.
Tuck a few business cards everywhere
Your car's glove compartment. Your briefcase. Your gym bag. Your wife's purse. Next to the front door on the table where you keep your keys. Your desk drawer. Your secretary's desk. The pocket of your coat. Your suitcase. Never leave home without them!
About The Author
Recent advances in online technology allow you design business cards online in your web browser. No special downloads, no hidden costs, easy WYSIWYG design. Choose from thousands of photographic quality backgrounds. Browse one of the web's largest collection of business card networking articles and learn how to make your cards a powerful marketing weapon.
Those could be the "famous last words" of the forgetful entrepreneur.
If you habitually find yourself without a business card, you're habitually losing money; or at least the chance of making money. Your business card, more than any other marketing weapon in your arsenal, is what prospects and colleagues rely upon to remind them why they should do business with you.
Forgetting a business card is a marketing mistake of significant proportions. We're so inundated with advertising messages that most of us learn to tune them out. Yet every time you're asked for a business card, and sheepishly reply that you don't have one with you, you're missing an honest-to-goodness invitation to market to someone.
Worse, leaving your business card behind when you may need it is a social faux pas as well.
Being asked for a business card is a compliment. Not having one with you at that critical moment is subtly offensive. It puts both you and the person requesting the card in an embarrassing situation. And it nonverbally tells your prospect that you're not quite the business person they thought. You're not really serious about your business, or too careless and forgetful to be entrusted with theirs.
If you're determined not to be caught "cardless" at a critical meeting again, here are some tips to help you remember:
Develop a strategy for using business cards to actively promote your business
It may be as simple as deciding to give 5 or 10 cards away every day. It may mean printing labels describing your current promotion, sticking them to the back of your cards, and pinning them to bulletin boards. Whatever! The point is that if you consciously figure out a way to use your business cards to bring in business, you're much less likely to forget them.
Invest in new cards
If you haven't ordered business cards within the past two years, there's a good chance that the information or photo is out of date by now. And if your last order was for 1000 cards and there are still 990 cards left, ask yourself why you haven't been passing them out. If it's because you dislike the cards, pitch them and get business cards you're proud of!
Draft and practice a business card presentation
Unless you're comfortable and confident when handing out your card, you won't do it. Besides, the words and actions that accompany your business card when you give it to someone can really cement a positive first impression.
Invest in a quality business card case, one that you're proud to show off and to use
Business card cases can be conversation starters in and of themselves, since there are so many unusual, classic and artistic choices available. I suggest investing in a few cases; a more professional, elegant case for formal business occasions and a flashy or fun holder for social situations.
Tuck a few business cards everywhere
Your car's glove compartment. Your briefcase. Your gym bag. Your wife's purse. Next to the front door on the table where you keep your keys. Your desk drawer. Your secretary's desk. The pocket of your coat. Your suitcase. Never leave home without them!
About The Author
Recent advances in online technology allow you design business cards online in your web browser. No special downloads, no hidden costs, easy WYSIWYG design. Choose from thousands of photographic quality backgrounds. Browse one of the web's largest collection of business card networking articles and learn how to make your cards a powerful marketing weapon.
Organizing Business Cards for Effective Contact Management
Now that you've had colorful new business cards printed, and have been distributing them diligently, what do you do with the cards you collect from other people?
If you're like most people, you have a stack of rubber-banded cards floating around you desk. Or you have been using them as bookmarks, toothpicks, and used gum wrappers and they are all over your office, car, wallet and purse?
Without a good filing system, the information on those cards is useless. So clean out your desk and develop a system for prioritizing, organizing, and following up with those contacts.
High Tech or Old School?
There are two choices for organizing business cards:
The traditional way of keeping them in a card file
The contemporary method of keeping contact info on a computer file
When you return from a networking meeting or trade show, before you do anything else, update your contacts. Rank the cards you've collected in order of importance before you put them away. Separate warm leads who are likely to bring you business, people with whom you definitely want to follow up, and whose information you want at your fingertips. This can include prospects, people you will refer to others, or who will send referrals to you.
Don't be afraid to throw away cards from people you will never contact or refer. You can file cold leads somewhere else or toss them into the trash.
Know Your ABZ's...
How you alphabetize and file your cards is up to you. Decide how you remember information best -- whether it's by company names, people's names, or by category. Perhaps you are better able to find information if it is organized by region or department. Then, alphabetize them appropriately.
You might also file by date or by the event where you met the person. Just choose one way and stick to it. For instance, don't file some by last name and others by business name, or you'll never find what you're looking for in a pinch.
Electronic = Portable and Duplicable
Storing contact information on the computer keeps your office neater and is one more step toward the paperless office. For most people searching on computer is more efficient than rummaging through paper cards. In seconds, you can run a sort and locate contacts by company, name, dog's name, date you met, etc. If you bring work home with you, it's easy to duplicate your contact list, rather than hauling your entire Rolodex with you.
Storing info electronically is also effective for building mailing lists and printing labels. But remember, backup, backup, backup. I was a high-tech junkie until my hard drive crashed and I didn't have a backup of my computer database. Good thing I kept those hard copies!
There are numerous programs on the market to organize contact information, such as Act or Outlook. I put all of my information in Microsoft Access.
For a low-tech backup, I use a plastic card file box with alphabetical dividers, filing my cards by last name. I also prefer to use transparent sleeves to store business cards in, since I almost always file business cards instead of handwriting the information on blank cards. The sleeves are a uniform size, keeping the box tidy. But you may be different--any system will work, as long as you are consistent with it.
To Keep or Not to Keep?
Some people say you should keep every business card you have ever received, while others think you should throw away the cards you will never use. With the rapidity of people moving around and switching companies today, I throw away cards of contacts I haven't been in touch with for three years. By then their contact information has surely changed, so even if I did want to get in touch with them, it's not likely that I will.
If you insist on holding on to old information, archive those business cards in a separate database or card box. Since I make notes on the backs of cards when I meet people, I always know the date when I first made contact; notes also help refresh my memory of people I haven't been in close contact with.
Finally, remember to follow up with your contacts! Keep a schedule and goals for making contact by phone calls, emails, or snail mail. Periodically go through your filing system and update or delete old information. The reason you store this information is to keep in touch with people -- use your new organizing system to stay efficient and your business will thrive!
Do your business cards work as hard as you do to gain new contacts? If not, you need cards that will grab attention and spur curiousity.
Design or upload full color business cards online and have them delivered to your doorstep in days.
©2004-2005 GreatFX Business Cards. All right reserved.
If you're like most people, you have a stack of rubber-banded cards floating around you desk. Or you have been using them as bookmarks, toothpicks, and used gum wrappers and they are all over your office, car, wallet and purse?
Without a good filing system, the information on those cards is useless. So clean out your desk and develop a system for prioritizing, organizing, and following up with those contacts.
High Tech or Old School?
There are two choices for organizing business cards:
The traditional way of keeping them in a card file
The contemporary method of keeping contact info on a computer file
When you return from a networking meeting or trade show, before you do anything else, update your contacts. Rank the cards you've collected in order of importance before you put them away. Separate warm leads who are likely to bring you business, people with whom you definitely want to follow up, and whose information you want at your fingertips. This can include prospects, people you will refer to others, or who will send referrals to you.
Don't be afraid to throw away cards from people you will never contact or refer. You can file cold leads somewhere else or toss them into the trash.
Know Your ABZ's...
How you alphabetize and file your cards is up to you. Decide how you remember information best -- whether it's by company names, people's names, or by category. Perhaps you are better able to find information if it is organized by region or department. Then, alphabetize them appropriately.
You might also file by date or by the event where you met the person. Just choose one way and stick to it. For instance, don't file some by last name and others by business name, or you'll never find what you're looking for in a pinch.
Electronic = Portable and Duplicable
Storing contact information on the computer keeps your office neater and is one more step toward the paperless office. For most people searching on computer is more efficient than rummaging through paper cards. In seconds, you can run a sort and locate contacts by company, name, dog's name, date you met, etc. If you bring work home with you, it's easy to duplicate your contact list, rather than hauling your entire Rolodex with you.
Storing info electronically is also effective for building mailing lists and printing labels. But remember, backup, backup, backup. I was a high-tech junkie until my hard drive crashed and I didn't have a backup of my computer database. Good thing I kept those hard copies!
There are numerous programs on the market to organize contact information, such as Act or Outlook. I put all of my information in Microsoft Access.
For a low-tech backup, I use a plastic card file box with alphabetical dividers, filing my cards by last name. I also prefer to use transparent sleeves to store business cards in, since I almost always file business cards instead of handwriting the information on blank cards. The sleeves are a uniform size, keeping the box tidy. But you may be different--any system will work, as long as you are consistent with it.
To Keep or Not to Keep?
Some people say you should keep every business card you have ever received, while others think you should throw away the cards you will never use. With the rapidity of people moving around and switching companies today, I throw away cards of contacts I haven't been in touch with for three years. By then their contact information has surely changed, so even if I did want to get in touch with them, it's not likely that I will.
If you insist on holding on to old information, archive those business cards in a separate database or card box. Since I make notes on the backs of cards when I meet people, I always know the date when I first made contact; notes also help refresh my memory of people I haven't been in close contact with.
Finally, remember to follow up with your contacts! Keep a schedule and goals for making contact by phone calls, emails, or snail mail. Periodically go through your filing system and update or delete old information. The reason you store this information is to keep in touch with people -- use your new organizing system to stay efficient and your business will thrive!
Do your business cards work as hard as you do to gain new contacts? If not, you need cards that will grab attention and spur curiousity.
Design or upload full color business cards online and have them delivered to your doorstep in days.
©2004-2005 GreatFX Business Cards. All right reserved.
The Seven Second Race: How to Draw Attention Your Ad
You've decided to launch your advertising campaign but you have no idea what would inspire others to buy from you. Or maybe you've already run some ads to no avail. How do you make your ad the one that stands out? After all, consumers receive thousands of marketing messages everyday. What makes what you're offering so special?
In today's highly competitive marketing environment, chances are your ad will get overlooked. Meanwhile, some other entrepreneur is making money and developing a highly effective ad campaign. The people that are successful in this area have spent considerable time going over their ads. And with enough effort, any business owner can achieve similar success.
In general, most ads will begin with a headline. And it is with this group of words that you must immediately grab your reader. Marketing experts say you need to grab your potential consumer's interest within seven seconds. Seven seconds. That's it! It's best to start with powerful words that have already been proven to work. Why reinvent the wheel? Below are ten of the most powerful words in the English language, according to Yale University:* Discover * Easy * Guarantee * Health * New * Proved * Results * Safety * Save * You
Now, carefully review these words and practice writing enticing headlines that will attract attention. These ten examples will help you begin to write dynamic, attention-getting ads. As you progress, expand your "powerful word" vocabulary by reviewing other ads. Use your powerful words in not only the headline but also the body of your ad or the "copy".
The headline of your ad is not meant to tell your whole story but it is meant to make your visitor take a long enough look so they can read he rest of your offer, and hopefully inspire them to take some kind of action, whether it's calling you, visiting your site, or placing an order.
Once you've written down ten to twenty phrases pick a couple with the most impact. Ask friends, family, and colleagues to read each one and pick their favorites. Asking for specifics will help you narrow down your list. You can probe deeper and ask them what made them pick certain ads. This will help you improve your ads and writing new ones.
Now you're ready to write your ad. For maximum effect, continue to use powerful words throughout the entire ad, not just the headline. Be sure to include a "call-to-action" within the body of your ad. This could include phrases such as "call today!" , "visit our site", and many others. Use variations to test which ones have the best effect. By applying these simple steps to your ad campaign, you'll quickly see a noticeable difference in your campaign results.
Copyright © 2005 Rhonda Winn - All Rights Reserved. Rhonda Winn has been helping small business owners since 2000. She is the author of the popular eBook, "How to Live Your Dreams and Achieve Unlimited Wealth in Small Business" Receive the first chapter free, when you join her bi-monthly newsletter today: {SmallBizStartupKit.com}.
You are free to publish this article as long as the content remains unchanged and copyright notice and byline is not removed from article.
In today's highly competitive marketing environment, chances are your ad will get overlooked. Meanwhile, some other entrepreneur is making money and developing a highly effective ad campaign. The people that are successful in this area have spent considerable time going over their ads. And with enough effort, any business owner can achieve similar success.
In general, most ads will begin with a headline. And it is with this group of words that you must immediately grab your reader. Marketing experts say you need to grab your potential consumer's interest within seven seconds. Seven seconds. That's it! It's best to start with powerful words that have already been proven to work. Why reinvent the wheel? Below are ten of the most powerful words in the English language, according to Yale University:* Discover * Easy * Guarantee * Health * New * Proved * Results * Safety * Save * You
Now, carefully review these words and practice writing enticing headlines that will attract attention. These ten examples will help you begin to write dynamic, attention-getting ads. As you progress, expand your "powerful word" vocabulary by reviewing other ads. Use your powerful words in not only the headline but also the body of your ad or the "copy".
The headline of your ad is not meant to tell your whole story but it is meant to make your visitor take a long enough look so they can read he rest of your offer, and hopefully inspire them to take some kind of action, whether it's calling you, visiting your site, or placing an order.
Once you've written down ten to twenty phrases pick a couple with the most impact. Ask friends, family, and colleagues to read each one and pick their favorites. Asking for specifics will help you narrow down your list. You can probe deeper and ask them what made them pick certain ads. This will help you improve your ads and writing new ones.
Now you're ready to write your ad. For maximum effect, continue to use powerful words throughout the entire ad, not just the headline. Be sure to include a "call-to-action" within the body of your ad. This could include phrases such as "call today!" , "visit our site", and many others. Use variations to test which ones have the best effect. By applying these simple steps to your ad campaign, you'll quickly see a noticeable difference in your campaign results.
Copyright © 2005 Rhonda Winn - All Rights Reserved. Rhonda Winn has been helping small business owners since 2000. She is the author of the popular eBook, "How to Live Your Dreams and Achieve Unlimited Wealth in Small Business" Receive the first chapter free, when you join her bi-monthly newsletter today: {SmallBizStartupKit.com}.
You are free to publish this article as long as the content remains unchanged and copyright notice and byline is not removed from article.
How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits!
John Wanamaker, a 19th century entrepreneur, once famously made the statement, "I know that half of my advertising is wasted, I just don't know which half." Fortunately for today's marketers, there are scientific ways to determine which half is wasted, and which half is not, through the use of common direct marketing measurements.
Advertising is, and has always been, part art and part science. With direct marketing, the science part takes center stage as there are common direct marketing measurements that can be utilized to verify the results of the advertising.
With the increased popularity of direct marketing, the success of advertising can be measured through a variety of common direct marketing methods such as cost per acquisition, cost per piece, and response rate.
Before continuing in describing these common direct marketing measurements in detail, it is beneficial to review one of the direct marketing tools needed to determine the success of the mailing. The most important direct marketing tool is the response mechanism. This is how you can gauge the success, or lack of success, of a direct mail campaign. This is the mechanism by which the prospect will use to respond - it may be a postcard to request more information, an 800 number to call, or a website address to place an order. You can than utilize this response to determine the success of the direct mailing.
The first of the most common direct marketing measurements is the cost per acquisition. The cost per acquisition can be determined by taking the total cost of the mailing and dividing it by the number of responses. For example, let's say the total cost of a mailing is $2,000 and 20 people respond. The cost per acquisition is $100. This is an important tool to find out if the cost to obtain a new customer is in line with the profits that you will receive.
The second of the most common direct marketing measurements is the cost per piece. To find the cost per piece, you would take the total cost of the mailing and divide it by the total number of pieces sent. For example, if the total cost of the mailing was $4,500 and you sent 2000 direct mail pieces, the cost per piece would be $2.25. This is an important figure to keep in mind, because by lowering the cost per piece (as long as the number of responses stays the same), you can lower the cost per acquisition.
The third of the most common direct marketing measurements is the response rate. The response rate can be calculated by taking the number of people that responded and dividing it by the number of people that were sent the direct mail package. For example, if 2000 people were mailed a direct mail package and 20 people responded, the response rate would be 1%. This is an important tool that you can utilize to forecast the success of future mailings.
By using all three of these common direct marketing measurements, you can finally determine which half of your marketing is working, and which half is not.
Advertising is, and has always been, part art and part science. With direct marketing, the science part takes center stage as there are common direct marketing measurements that can be utilized to verify the results of the advertising.
With the increased popularity of direct marketing, the success of advertising can be measured through a variety of common direct marketing methods such as cost per acquisition, cost per piece, and response rate.
Before continuing in describing these common direct marketing measurements in detail, it is beneficial to review one of the direct marketing tools needed to determine the success of the mailing. The most important direct marketing tool is the response mechanism. This is how you can gauge the success, or lack of success, of a direct mail campaign. This is the mechanism by which the prospect will use to respond - it may be a postcard to request more information, an 800 number to call, or a website address to place an order. You can than utilize this response to determine the success of the direct mailing.
The first of the most common direct marketing measurements is the cost per acquisition. The cost per acquisition can be determined by taking the total cost of the mailing and dividing it by the number of responses. For example, let's say the total cost of a mailing is $2,000 and 20 people respond. The cost per acquisition is $100. This is an important tool to find out if the cost to obtain a new customer is in line with the profits that you will receive.
The second of the most common direct marketing measurements is the cost per piece. To find the cost per piece, you would take the total cost of the mailing and divide it by the total number of pieces sent. For example, if the total cost of the mailing was $4,500 and you sent 2000 direct mail pieces, the cost per piece would be $2.25. This is an important figure to keep in mind, because by lowering the cost per piece (as long as the number of responses stays the same), you can lower the cost per acquisition.
The third of the most common direct marketing measurements is the response rate. The response rate can be calculated by taking the number of people that responded and dividing it by the number of people that were sent the direct mail package. For example, if 2000 people were mailed a direct mail package and 20 people responded, the response rate would be 1%. This is an important tool that you can utilize to forecast the success of future mailings.
By using all three of these common direct marketing measurements, you can finally determine which half of your marketing is working, and which half is not.
Why Would Anyone Want Your Business Card?
Do you remember how proud you were the first time you saw your name in print?
Most entrepreneurs feel that same flush of pride when they gaze on their new business cards. That small piece of paper represents years of planning and effort and hard work and dreams. The thrill of seeing "your name in print" on a business card is hard to beat.
Unfortunately, other people couldn't care less. Your business card, the one you're so proud of, is just another advertisement ? another piece of clutter to file. It's no more or less important than any of the many business cards that cross a prospect's desk at any given point in time.
So how do you make sure that your card is one of the few that attracts attention, gets kept, filed, and actually used when your prospect needs your product or service?
It pays to think about the reasons people keep cards to begin with. Often, it's not for the reason you expect. Understanding this critical concept can dramatically affect the design and ultimate effectiveness of your card.
Let's say that you install and maintain swimming pools. You meet Nancy Newcomer and have a great conversation about landscaping around in-ground pools. You're eager to conclude the conversation by giving her your business card because she certainly displays a lot of interest in your service. She's a "hot prospect" for sure!
Not necessarily.
Nancy could just as easily be asking because her neighbor has a pool, or because her mom had a bad experience when they installed their pool, or because she's always liked to swim and loves plants too, or because she collects business cards and doesn't have one with a pool on it, or because she's new in town and you're the only friendly person she met today.
In fact, according to Dr. Lynella Grant, author of "The Business Card Book", there are eight reasons that someone may decide to keep your business card.
1. As a link to a potential customer or client
Let's say you're in network marketing, and John Johnson mentions that his wife used to be in MLM, too. She liked the business model but just wasn't happy with the company. Odds are you'll keep John's card because it's a means of contacting John's wife about your own business opportunity.
2. As a link to a resource or a supplier
If you're in the construction business and meet someone who sells hard-to-find lighting and fixtures, you'll probably keep their business card.
3. As a link to a colleague
Many business people keep business cards of colleagues and competitors. Perhaps you refer business to each other during busy periods, or work together as members of an industry association.
4. For social, non-business reasons
Maybe you couldn't care less that Kelly sells car insurance. She's awfully cute, though...
5. For referring business - it may be passed on to someone else
If your neighbor has had a hard time finding someone who washes windows, and you meet someone who's just started a residential window washing service, you'll probably accept their business card and pass it on to your neighbor.
6. To update information they already have
Maybe they have an old card of yours with your old phone number on it, or without your website address.
7. "Just in case"
Some people have a hard time parting with anything because they might need it someday.
8. Finally, a business card may be kept because of something likable, unusual or useful about the person or their card
I kept the business card of a police officer named "Sarah Justice" just because I think she's got a great name for her line of work (it's called an "aptronym"). Other people keep business cards that contain useful information such as amortization schedules or lists of emergency phone numbers.
Keep these reasons in mind when designing your card. Make it clear what you do and who you do it for. Your card may be passed on to someone else, or the recipient may be trying to remember you later after a long day of meeting people at a convention.
More strategies:
* Add useful information to the back of your card.
* Get in the habit of jotting notes on the back of business cards ("Likes football. Send catalog.") Encourage card recipients to do the same.
* Ask people who receive your cards to pass them on and reward them for referring business to you.
* Develop and memorize a catchy tagline to say as you hand out your card, especially if your card isn't particularly unusual or useful.
Stuck with boring or generic company-designed cards? Create your own online and choose from thousands of business card templates for a truly unique design.
About The Author
Diana Ratliff of GreatFX Business Cards helps business people get great business results through effective business card marketing. You can get more free articles and order business cards online at the company website, {http://www.greatfxbusinesscards.com}.
{info@greatfxbusinesscards.com}
Most entrepreneurs feel that same flush of pride when they gaze on their new business cards. That small piece of paper represents years of planning and effort and hard work and dreams. The thrill of seeing "your name in print" on a business card is hard to beat.
Unfortunately, other people couldn't care less. Your business card, the one you're so proud of, is just another advertisement ? another piece of clutter to file. It's no more or less important than any of the many business cards that cross a prospect's desk at any given point in time.
So how do you make sure that your card is one of the few that attracts attention, gets kept, filed, and actually used when your prospect needs your product or service?
It pays to think about the reasons people keep cards to begin with. Often, it's not for the reason you expect. Understanding this critical concept can dramatically affect the design and ultimate effectiveness of your card.
Let's say that you install and maintain swimming pools. You meet Nancy Newcomer and have a great conversation about landscaping around in-ground pools. You're eager to conclude the conversation by giving her your business card because she certainly displays a lot of interest in your service. She's a "hot prospect" for sure!
Not necessarily.
Nancy could just as easily be asking because her neighbor has a pool, or because her mom had a bad experience when they installed their pool, or because she's always liked to swim and loves plants too, or because she collects business cards and doesn't have one with a pool on it, or because she's new in town and you're the only friendly person she met today.
In fact, according to Dr. Lynella Grant, author of "The Business Card Book", there are eight reasons that someone may decide to keep your business card.
1. As a link to a potential customer or client
Let's say you're in network marketing, and John Johnson mentions that his wife used to be in MLM, too. She liked the business model but just wasn't happy with the company. Odds are you'll keep John's card because it's a means of contacting John's wife about your own business opportunity.
2. As a link to a resource or a supplier
If you're in the construction business and meet someone who sells hard-to-find lighting and fixtures, you'll probably keep their business card.
3. As a link to a colleague
Many business people keep business cards of colleagues and competitors. Perhaps you refer business to each other during busy periods, or work together as members of an industry association.
4. For social, non-business reasons
Maybe you couldn't care less that Kelly sells car insurance. She's awfully cute, though...
5. For referring business - it may be passed on to someone else
If your neighbor has had a hard time finding someone who washes windows, and you meet someone who's just started a residential window washing service, you'll probably accept their business card and pass it on to your neighbor.
6. To update information they already have
Maybe they have an old card of yours with your old phone number on it, or without your website address.
7. "Just in case"
Some people have a hard time parting with anything because they might need it someday.
8. Finally, a business card may be kept because of something likable, unusual or useful about the person or their card
I kept the business card of a police officer named "Sarah Justice" just because I think she's got a great name for her line of work (it's called an "aptronym"). Other people keep business cards that contain useful information such as amortization schedules or lists of emergency phone numbers.
Keep these reasons in mind when designing your card. Make it clear what you do and who you do it for. Your card may be passed on to someone else, or the recipient may be trying to remember you later after a long day of meeting people at a convention.
More strategies:
* Add useful information to the back of your card.
* Get in the habit of jotting notes on the back of business cards ("Likes football. Send catalog.") Encourage card recipients to do the same.
* Ask people who receive your cards to pass them on and reward them for referring business to you.
* Develop and memorize a catchy tagline to say as you hand out your card, especially if your card isn't particularly unusual or useful.
Stuck with boring or generic company-designed cards? Create your own online and choose from thousands of business card templates for a truly unique design.
About The Author
Diana Ratliff of GreatFX Business Cards helps business people get great business results through effective business card marketing. You can get more free articles and order business cards online at the company website, {http://www.greatfxbusinesscards.com}.
{info@greatfxbusinesscards.com}
Small Cards, Big Ideas: Alternative Uses for Business Cards
Aggressive business card marketing isn't about handing your business cards out to everyone you see.
The card itself must have a new use, an innovative design, or something other than the usual contact information printed on it. To make your little card stand out, try these other ideas.
Print something other than a business card on biz card-sized cardstock.
You may have seen loyalty cards for "buy 10 get one free" offers; why not print one of your own? Print a frequent buyer card or other promotional offer on your card. The whole card can be a coupon for a free consultation, a discount, or a free gift with purchase. Remember include an expiration date on them! Then hand them out to all your customers.
Print a short survey on a card.
Offer an incentive for people to return the card to you with the survey answered--they can get a free gift or a discount just for answering a few simple questions. Then give them a new card with your contact information on it.
Other things you might print on this size cardstock include:
* Hangtags * Nametags * Tickets to an event; or * Tiny greeting cards you might attach to a gift basket or other gift. It's always nice to handwrite a personal note when using them as greeting cards. A quick "thank you" or "best wishes" goes a long way. Or, announce a special event and enclose the cards with all your outgoing correspondence.
Make your business card a referral card for your organization or club.
That will make it easy to invite a prospect to your next meeting or to introduce the organization to them. On the front, print a form to fill in the date, time and location. On the back, include a brief overview of the club. Let members hand them out to potential recruits.
Turn them into appointment cards.
On one side, you can print your name, address, phone, fax and email plus your business name and logo. On the other side, leave room to fill in the date and time of your customer's next appointment. They will keep it in their wallet or planner and always have your information at their fingertips. You could also print a map of your location on the back or directions on how to reach your store or office.
Whatever you choose to do, remember that a little card can have a big impact on your marketing if you employ some creativity.
Do your business cards work as hard as you do to gain new contacts? If not, you need cards that will grab attention and spur curiousity.
{Choose from thousands of free business card templates} and have professional cards delivered to your doorstep in days.
©2004-2005 {GreatFX Business Cards}. All right reserved.
The card itself must have a new use, an innovative design, or something other than the usual contact information printed on it. To make your little card stand out, try these other ideas.
Print something other than a business card on biz card-sized cardstock.
You may have seen loyalty cards for "buy 10 get one free" offers; why not print one of your own? Print a frequent buyer card or other promotional offer on your card. The whole card can be a coupon for a free consultation, a discount, or a free gift with purchase. Remember include an expiration date on them! Then hand them out to all your customers.
Print a short survey on a card.
Offer an incentive for people to return the card to you with the survey answered--they can get a free gift or a discount just for answering a few simple questions. Then give them a new card with your contact information on it.
Other things you might print on this size cardstock include:
* Hangtags * Nametags * Tickets to an event; or * Tiny greeting cards you might attach to a gift basket or other gift. It's always nice to handwrite a personal note when using them as greeting cards. A quick "thank you" or "best wishes" goes a long way. Or, announce a special event and enclose the cards with all your outgoing correspondence.
Make your business card a referral card for your organization or club.
That will make it easy to invite a prospect to your next meeting or to introduce the organization to them. On the front, print a form to fill in the date, time and location. On the back, include a brief overview of the club. Let members hand them out to potential recruits.
Turn them into appointment cards.
On one side, you can print your name, address, phone, fax and email plus your business name and logo. On the other side, leave room to fill in the date and time of your customer's next appointment. They will keep it in their wallet or planner and always have your information at their fingertips. You could also print a map of your location on the back or directions on how to reach your store or office.
Whatever you choose to do, remember that a little card can have a big impact on your marketing if you employ some creativity.
Do your business cards work as hard as you do to gain new contacts? If not, you need cards that will grab attention and spur curiousity.
{Choose from thousands of free business card templates} and have professional cards delivered to your doorstep in days.
©2004-2005 {GreatFX Business Cards}. All right reserved.
4 Ways to Double the Power of Your Business Cards
Sure, everyone needs business cards. But why not make your business card do double or triple the work of an average business card.
Here are 4 proven ways to supercharge your business card into a powerful business tool.
1. Use the back of the card to include sales info. Good marketers know that customers need to be reminded at every opportunity how your product or service will help them. Even though business cards are small, you can still include some information on the back of the card that will remind customers how you are unique, better, and valuable. You could include a short bullet list of features and benefits. You could display some stats and figures, mention awards your product has won, or list a brief testimonial or two. Just a little bit of extra sales information can make a big difference in building relationships and encouraging sales.
2. Use the back of the card as an appointment card. Dr.'s and dentists do this frequently. But other businesses can use the same concept. Sales people of all kinds, realtors, consultants, professionals and more can use the back of their business cards as an appointment card. This is a good idea for several reasons. First of all, it increases the likelihood that a prospect will keep your card close by - at least until you have the appointment. Second, it gives you a reason to give customers more than one business card. The more cards they have the more likely they are to always have one handy when they need it. This is especially important if they are referring you to a friend or relative. They may have an extra card of yours laying around that they can give to someone.
3. Use the back of the card as a map to your store. Maps are important for people who are new to the area, or people who aren't familiar with your part of town. Also, with just a mailing address listed on the front of the card many people don't know exactly where you are. A map will clear that up and again help increase the chances of them hanging on to your card
4. Place a 12-month calendar on the back of your card. This is a very clever technique that is sure to have people keeping your card handy at all times. Believe it or not a 12-month calendar fits nicely on the back of a standard size business card. I remember when I got my first card that had a calendar on the back of it. It was from an insurance salesman and I literally kept it by my desk at all times. I found it to be much quicker to glance at this card than to thumb through a wall calendar or even to visit Outlook. Each time I picked up the card I remembered who had given it to me. This practice is applicable to any business and in any industry.
Using even one of these 4 tips will greatly enhance the impact that you business card will have. With just a little creative you can turn your business card from a necessary evil, to a powerful tool.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
Here are 4 proven ways to supercharge your business card into a powerful business tool.
1. Use the back of the card to include sales info. Good marketers know that customers need to be reminded at every opportunity how your product or service will help them. Even though business cards are small, you can still include some information on the back of the card that will remind customers how you are unique, better, and valuable. You could include a short bullet list of features and benefits. You could display some stats and figures, mention awards your product has won, or list a brief testimonial or two. Just a little bit of extra sales information can make a big difference in building relationships and encouraging sales.
2. Use the back of the card as an appointment card. Dr.'s and dentists do this frequently. But other businesses can use the same concept. Sales people of all kinds, realtors, consultants, professionals and more can use the back of their business cards as an appointment card. This is a good idea for several reasons. First of all, it increases the likelihood that a prospect will keep your card close by - at least until you have the appointment. Second, it gives you a reason to give customers more than one business card. The more cards they have the more likely they are to always have one handy when they need it. This is especially important if they are referring you to a friend or relative. They may have an extra card of yours laying around that they can give to someone.
3. Use the back of the card as a map to your store. Maps are important for people who are new to the area, or people who aren't familiar with your part of town. Also, with just a mailing address listed on the front of the card many people don't know exactly where you are. A map will clear that up and again help increase the chances of them hanging on to your card
4. Place a 12-month calendar on the back of your card. This is a very clever technique that is sure to have people keeping your card handy at all times. Believe it or not a 12-month calendar fits nicely on the back of a standard size business card. I remember when I got my first card that had a calendar on the back of it. It was from an insurance salesman and I literally kept it by my desk at all times. I found it to be much quicker to glance at this card than to thumb through a wall calendar or even to visit Outlook. Each time I picked up the card I remembered who had given it to me. This practice is applicable to any business and in any industry.
Using even one of these 4 tips will greatly enhance the impact that you business card will have. With just a little creative you can turn your business card from a necessary evil, to a powerful tool.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
Brochures - The Ultimate Sales Tool
"How brochures can help you stand out from the competition, close the deal, and even build repeat business."
Most brochures are nothing more than a collection of a few pictures and a few details about a business. However, brochures can be used as powerful tools that distinguish your company from your competition, further sell prospects on your product or service, and even build repeat business.
Here are a few things to keep in mind that will turn your brochure into a powerful sales tool.
1. Focus on your customer. Most brochures are written with the focus on the company. When this happens the brochure can sound braggadocios. You must remember that customers care little about your business. They are only interested in their fulfilling their own wants and needs. So talk about how your product or service meets their wants and needs. Focus on the customer and they will love you and they will reward you by making a purchase.
2. Present your case. As long as you write everything with your customer in mind it is important to show how your prospect how you outperform your competition. Be specific here. If you are faster than a competitor, tell how much faster you are and translate that into the benefit it will bring to the customer. If your product is of better quality than your competitor, tell why it's of better quality and what that will mean to the customer. By doing this not only will you be persuading prospects to do business with you for the first time, you'll also be preventing them from doing business with a competitor in the future.
3. Give a special incentive that's only good with the brochure. One way to ensure that your brochure will be kept and used is to put a special offer on it. This offer could be for a discount, a FREE report, membership into a VIP program, or any thing else that might appeal to your prospect. With a special offer on your brochure it will become much more valuable to your prospect and will decrease the likelihood that a prospect will throw the brochure away.
Most companies that use brochures aren't getting the maximum result possible from them. By following these three simple steps you can turn your brochure into the ultimate sales weapon.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
Most brochures are nothing more than a collection of a few pictures and a few details about a business. However, brochures can be used as powerful tools that distinguish your company from your competition, further sell prospects on your product or service, and even build repeat business.
Here are a few things to keep in mind that will turn your brochure into a powerful sales tool.
1. Focus on your customer. Most brochures are written with the focus on the company. When this happens the brochure can sound braggadocios. You must remember that customers care little about your business. They are only interested in their fulfilling their own wants and needs. So talk about how your product or service meets their wants and needs. Focus on the customer and they will love you and they will reward you by making a purchase.
2. Present your case. As long as you write everything with your customer in mind it is important to show how your prospect how you outperform your competition. Be specific here. If you are faster than a competitor, tell how much faster you are and translate that into the benefit it will bring to the customer. If your product is of better quality than your competitor, tell why it's of better quality and what that will mean to the customer. By doing this not only will you be persuading prospects to do business with you for the first time, you'll also be preventing them from doing business with a competitor in the future.
3. Give a special incentive that's only good with the brochure. One way to ensure that your brochure will be kept and used is to put a special offer on it. This offer could be for a discount, a FREE report, membership into a VIP program, or any thing else that might appeal to your prospect. With a special offer on your brochure it will become much more valuable to your prospect and will decrease the likelihood that a prospect will throw the brochure away.
Most companies that use brochures aren't getting the maximum result possible from them. By following these three simple steps you can turn your brochure into the ultimate sales weapon.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
Which is Better Digital or Offset Printing?
As technology continues to improve, the quality of digital prints also improves. Technology advancements have also made it easier for more and more businesses to enter the printing industry. Good digital printers cost a few thousands dollars?good offset printing presses may cost a few million dollars.
For those companies interested in conveying the best possible image at all times, it is important to evaluate which printing process will bring the greatest result.
Let's compare the two processes briefly:
Digital Printing: If you want a sample of digital printing, simply look at a piece that you print from your inkjet printer at your home or office. Digital printing uses a series of dots printed on top of the paper that form an image.
Offset Printing: Offset printing is done on large presses that use plates and ink. As your piece is printed on an offset press, the ink bleeds into the paper and bonds with it.
Because of the plates used, and the way the ink is absorbed by the paper, most people feel that offset printing provides deeper, richer, fuller color saturation than digital printing. While digital printing has certainly improved over the years, most printing experts would agree that it still hasn't reached the quality level of offset printing.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
For those companies interested in conveying the best possible image at all times, it is important to evaluate which printing process will bring the greatest result.
Let's compare the two processes briefly:
Digital Printing: If you want a sample of digital printing, simply look at a piece that you print from your inkjet printer at your home or office. Digital printing uses a series of dots printed on top of the paper that form an image.
Offset Printing: Offset printing is done on large presses that use plates and ink. As your piece is printed on an offset press, the ink bleeds into the paper and bonds with it.
Because of the plates used, and the way the ink is absorbed by the paper, most people feel that offset printing provides deeper, richer, fuller color saturation than digital printing. While digital printing has certainly improved over the years, most printing experts would agree that it still hasn't reached the quality level of offset printing.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two
In part one of this article we discussed the importance of the look or appearance of your brochure.
The look or image that your brochure conveys is vastly important. In fact, the appearance will determine how most people form their initial impression of your company. But, the message on your brochure is just as important. Ultimately you need to say something of value in your brochure if you want it to move people closer to the sale. Here are a few tips to keep in mind to ensure that your brochure has the right message.
1. Speak in Terms of Your Prospects Interests. There's an old saying that all people are tuned in to the same radio station - WIIFM, which means "What's In It For Me?" That is the question that all people will be asking on a conscious or subconscious level as they read your brochure. Only talk in terms of your prospects wants and interests.
2. Focus on Benefits, not Just Features. Features are the technical aspects of your product - i.e. power sunroof. Benefits are the enjoyment or satisfaction your customer will get from that feature. Remember that people buy the benefit that your product will bring them not the features. For example people don't want to buy a treadmill; they just want to loose weight and look great. They don't want to buy a washing machine; they want clean clothes with no effort and so on. Don't stop at features; make sure you mention all of the benefits that you offer.
3. Brand Your Logo and USP. This falls under image and message. Make sure you put your logo and your USP (Unique Selling Proposition) together. You want to reinforce the fact that your company is different and better than the competition.
4. Have Some Kind of Offer. To get the most out of your brochure have some kind of offer. Offer a discount, a free report, a sample, a free trial, or whatever makes sense for your business. Having some kind of offer will increase the chances that your brochure will generate sales.
Following these 4 tips will greatly increase the likelihood that your brochure will be noticed, and read, and, hopefully it will aid in making a sale. If you don't follow these 4 tips, then you brochure is probably headed for the trash.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
The look or image that your brochure conveys is vastly important. In fact, the appearance will determine how most people form their initial impression of your company. But, the message on your brochure is just as important. Ultimately you need to say something of value in your brochure if you want it to move people closer to the sale. Here are a few tips to keep in mind to ensure that your brochure has the right message.
1. Speak in Terms of Your Prospects Interests. There's an old saying that all people are tuned in to the same radio station - WIIFM, which means "What's In It For Me?" That is the question that all people will be asking on a conscious or subconscious level as they read your brochure. Only talk in terms of your prospects wants and interests.
2. Focus on Benefits, not Just Features. Features are the technical aspects of your product - i.e. power sunroof. Benefits are the enjoyment or satisfaction your customer will get from that feature. Remember that people buy the benefit that your product will bring them not the features. For example people don't want to buy a treadmill; they just want to loose weight and look great. They don't want to buy a washing machine; they want clean clothes with no effort and so on. Don't stop at features; make sure you mention all of the benefits that you offer.
3. Brand Your Logo and USP. This falls under image and message. Make sure you put your logo and your USP (Unique Selling Proposition) together. You want to reinforce the fact that your company is different and better than the competition.
4. Have Some Kind of Offer. To get the most out of your brochure have some kind of offer. Offer a discount, a free report, a sample, a free trial, or whatever makes sense for your business. Having some kind of offer will increase the chances that your brochure will generate sales.
Following these 4 tips will greatly increase the likelihood that your brochure will be noticed, and read, and, hopefully it will aid in making a sale. If you don't follow these 4 tips, then you brochure is probably headed for the trash.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part One
The decision on whether or not someone will read your brochure is usually decided in the first 5 seconds they look at it. What kind of message are you communicating in that five seconds? Will you make a favorable impression with your prospect? Will you move your prospect closer to the sale?
There are really only two key elements that will determine how well your brochure is received by prospects. These two elements will ultimately make the difference in your brochure being a tool that makes you money, or just something else that costs you money.
What are those two all-important elements: 1. the Image or look 2. the Message
This is part 1 in a two-part article. In part 1 we will discuss what you need to ask for from your printer to make sure that your brochure looks top notch.
Here are 5 things you should keep in mind when you are evaluating your layout and your printer.
1. Choose Offset Printing. Offset printing is a type of printing that causes the ink to become a part of the paper. Offset printing creates a rich, vibrant look that digital printing can't touch. Offset printing isn't all that common because good Offset printing presses cost in the millions of dollars.
2. Choose Thick Paper - preferably 100# Glossy. If your brochure is too thin or too light-weight it might appear cheap. You don't want that impression to be transferred to your business. The most common paper weights are 70# and 80#. 100# is a little less common which makes it stick out. Plus, 100# feels heavy and high-quality. Glossy paper takes the look of quality up a notch.
3. Add Aqueous Coating. While this isn't the industry standard, aqueous coating adds a layer of style to your brochure. Plus it causes the colors to "jump" off the page so to speak. It makes the whites appear whiter, and so on. Ask your printer if they offer aqueous coating. If it doesn't cost very much to upgrade, it's worth it. There are a few printers out there that offer aqueous coating FREE.
4. Use Full Bleed. Full Bleed is a print term that simply means the colors run to the edge of the page. Some printers charge extra for full bleed, some don't. If your brochure is not full bleed it will leave a border of white around the edges that looks a little amateurish.
5. Ensure a Consistent Look. Your brochure should fit into a well designed marketing campaign. It should have a similar look and message as your postcards, flyers, reports, business cards, etc.
In part 2 of this article we will discuss the all important issue of the message.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
There are really only two key elements that will determine how well your brochure is received by prospects. These two elements will ultimately make the difference in your brochure being a tool that makes you money, or just something else that costs you money.
What are those two all-important elements: 1. the Image or look 2. the Message
This is part 1 in a two-part article. In part 1 we will discuss what you need to ask for from your printer to make sure that your brochure looks top notch.
Here are 5 things you should keep in mind when you are evaluating your layout and your printer.
1. Choose Offset Printing. Offset printing is a type of printing that causes the ink to become a part of the paper. Offset printing creates a rich, vibrant look that digital printing can't touch. Offset printing isn't all that common because good Offset printing presses cost in the millions of dollars.
2. Choose Thick Paper - preferably 100# Glossy. If your brochure is too thin or too light-weight it might appear cheap. You don't want that impression to be transferred to your business. The most common paper weights are 70# and 80#. 100# is a little less common which makes it stick out. Plus, 100# feels heavy and high-quality. Glossy paper takes the look of quality up a notch.
3. Add Aqueous Coating. While this isn't the industry standard, aqueous coating adds a layer of style to your brochure. Plus it causes the colors to "jump" off the page so to speak. It makes the whites appear whiter, and so on. Ask your printer if they offer aqueous coating. If it doesn't cost very much to upgrade, it's worth it. There are a few printers out there that offer aqueous coating FREE.
4. Use Full Bleed. Full Bleed is a print term that simply means the colors run to the edge of the page. Some printers charge extra for full bleed, some don't. If your brochure is not full bleed it will leave a border of white around the edges that looks a little amateurish.
5. Ensure a Consistent Look. Your brochure should fit into a well designed marketing campaign. It should have a similar look and message as your postcards, flyers, reports, business cards, etc.
In part 2 of this article we will discuss the all important issue of the message.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
6 Must-Have Elements of a Powerful Brochure
Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool.
1. A Benefit-Filled Headline. On the cover of most brochures you'll usually find nothing more than the company name, logo, and maybe a quick slogan like "committed to excellence". This isn't horrible, but there is a much better way to enhance your brochure. If you want to turn your brochure into a powerful sales tool you need to grab your prospects attention immediately. You do that through a benefit-loaded headline.
A benefit-loaded headline is a headline that clearly and powerfully communicates a desirable benefit that your product or service offers your customers. For example a benefit-loaded headline for a heating and cooling company would be "How the New XYZ System Can Shave $800 Off Your Utility Bill This Year". This headline is clear, specific, and powerful. If a customer were in the market for a new heating or cooling system this headline would draw the prospect into the brochure.
2. Educational Content. Prospects read brochures because they want to make the best possible buying decision. Usually when someone reads a brochure, they are hungry for knowledge about your product or service. Make sure your brochure is written in such a way that your prospects will know more about your product or service after they read the brochure than they did before.
3. Unique Selling Proposition (USP). A USP is something that separates you from your competition. To be ultimately effective you want your brochure to cause prospects to lean toward your company instead of your competitors. Your USP is a statement that either your competitors can't, or aren't saying. A popular old USP that you'll recognize is "Delivered in 30 Minutes or It's FREE!" This USP was effective because nobody else was saying it.
4. Proof. Anytime you make a statement regarding the benefits that your product will bring, you need to back that statement up with proof. Testimonials, quotes, charts, graphs, pictures, endorsements, and articles are great ways to prove your claims and cause your prospects to believe what you are saying. Remember that most people are skeptical initially, but you can overcome that skepticism with proof.
5. A Low-Risk Offer. After a customer has read your USP, your educational content, and your proof, you need to encourage them to take the next step in the buying process.
The next step could be to make a purchase, to call for more information, to set an appointment, or whatever. Whatever the next logical step is you need to invite your prospect to take it, and make them feel comfortable about taking it. If you want them to make a purchase, mention a money-back guarantee. If you want them to call for more information, reassure them that they won't be pressured. You need to try and remove all of the possible barriers that would prevent a person from taking the next step.
Incorporate as many or these elements as you can to ensure your brochure leads your prospects closer to making a buying decision.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
1. A Benefit-Filled Headline. On the cover of most brochures you'll usually find nothing more than the company name, logo, and maybe a quick slogan like "committed to excellence". This isn't horrible, but there is a much better way to enhance your brochure. If you want to turn your brochure into a powerful sales tool you need to grab your prospects attention immediately. You do that through a benefit-loaded headline.
A benefit-loaded headline is a headline that clearly and powerfully communicates a desirable benefit that your product or service offers your customers. For example a benefit-loaded headline for a heating and cooling company would be "How the New XYZ System Can Shave $800 Off Your Utility Bill This Year". This headline is clear, specific, and powerful. If a customer were in the market for a new heating or cooling system this headline would draw the prospect into the brochure.
2. Educational Content. Prospects read brochures because they want to make the best possible buying decision. Usually when someone reads a brochure, they are hungry for knowledge about your product or service. Make sure your brochure is written in such a way that your prospects will know more about your product or service after they read the brochure than they did before.
3. Unique Selling Proposition (USP). A USP is something that separates you from your competition. To be ultimately effective you want your brochure to cause prospects to lean toward your company instead of your competitors. Your USP is a statement that either your competitors can't, or aren't saying. A popular old USP that you'll recognize is "Delivered in 30 Minutes or It's FREE!" This USP was effective because nobody else was saying it.
4. Proof. Anytime you make a statement regarding the benefits that your product will bring, you need to back that statement up with proof. Testimonials, quotes, charts, graphs, pictures, endorsements, and articles are great ways to prove your claims and cause your prospects to believe what you are saying. Remember that most people are skeptical initially, but you can overcome that skepticism with proof.
5. A Low-Risk Offer. After a customer has read your USP, your educational content, and your proof, you need to encourage them to take the next step in the buying process.
The next step could be to make a purchase, to call for more information, to set an appointment, or whatever. Whatever the next logical step is you need to invite your prospect to take it, and make them feel comfortable about taking it. If you want them to make a purchase, mention a money-back guarantee. If you want them to call for more information, reassure them that they won't be pressured. You need to try and remove all of the possible barriers that would prevent a person from taking the next step.
Incorporate as many or these elements as you can to ensure your brochure leads your prospects closer to making a buying decision.
Brett Curry is a Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. {http://www.brochures.com} {marketing@brochures.com}
Marketing Lessons I Learned in Chicago this Week...
I was in the fine city of Chicago this week to speak at a marketing conference. And I learned some interesting things:
1 - Traffic in Chicago is much worse than the allegedly bad traffic in Atlanta where I live. We left the hotel downtown at 3 p.m. and were parked on the "highway" a few minutes later.
The Lesson Learned:
I am thankful - as I know many of you are - that I don't have to leave home and fight through this terrible traffic on a daily basis. Life's too short to suffer like this regularly. The stress level of doing this would take years off my life.
2 - Despite the traffic, I arrived at the airport early enough to rebook my ticket (by paying the $25 fee) on a flight leaving 90 minutes earlier than my original schedule. That was the good news.
The bad news turned out to be that this flight would leave 45 minutes late so I didn't gain very much for my $25.
Obviously, I can afford the $25, but that's not the point.
The Lesson Learned:
It's not about the money. It's about the perception of value received for the money. When I made the deal with the airline to book the earlier flight, I did so with the specific understanding that I was investing $25 to buy 90 minutes.
But, I ended up only getting 1/2 that time - 45 minutes. So, I felt like I'd gotten screwed in the deal.
People - like us and our customers - invest money with us based on the perception of the value they'll receive in exchange. If you don't deliver on your promise, then the customer is not going to be happy with the deal.
If you deliver more, the customer should be ecstatic. That's why you'll usually find extra - unadvertised - bonuses when you purchase my products.
It doesn't matter that I probably would have spent the $25 to get the 45 minutes anyway - that's not the deal I bought.
3 - When I booked my hotel reservation, the website promoted the fine history of the property. When I was standing in the lobby, they had an interesting wall display listing the famous people and many presidents who had stayed there years ago. And they specifically mentioned how they had upgraded the hotel with the latest in electrical, plumbing, etc.
I'm not sure how long ago someone wrote this fiction, but it must be at least 30 years ago - maybe longer. Perhaps the reference to Diamond Jim Brady should have clued me in.
I won't bore you with the sordid details about the sagging mattress and matted down carpet, but it was depressing to enter my room. Especially when I opened the curtains so I could look 15 feet across the air shaft at other rooms.
The Lesson Learned:
Next time I'm booking a reservation in a "historical" hotel, I need to be certain to ask if they've stayed true to their history or entered the new millennium.
Of course, for $39 a night, I might have expected something like I got. But, when I'm paying $120 for the discounted conference special rate, I'm not seeing the value in the deal.
For many products and services - like hotel rooms - we have an understanding of what we think we should get for the money we spend. It doesn't matter whether our preconceived notion is correct - we've got it in our heads already.
As marketers, we have to deal with the public that has these preconceived ideas. When we're not going to fit with them (like charging way too much for a crummy room), we should be fair and make that clear. But we'll obviously want to do this in a fashion that will show why this is a still a fair, if not great, value proposition.
4 - But this story gets even more interesting...
I was chatting with Paul Hartunian (the PR expert who once sold the Brooklyn Bridge - legitimately) and mentioned that I was not happy with my room. He remarked that other people had also voiced similar opinions, but he loved his room.
Turns out he had asked the hotel about upgrade options and, for $20 more, you could get a completely updated room with a wonderful view of the city and Lake Michigan.
Of course, no one volunteers this when you call to make reservations. And it's not mentioned at all on their website.
But I'll bet the people that work in this hotel are wondering why more people don't choose the upgrade option.
The Lesson Learned:
Don't hide your light under a bushel basket!
Think about this...the hotel could have turned many unhappy people into raving fans simply by mentioning the $20 option. Plus, they could have been grabbing an extra $20 a night from dozens of people for doing absolutely nothing.
Sure, we're sitting here in judgment thinking how stupid this is. But...unfortunately, we occasionally make the same kind of silly mistakes and don't make the really fine benefits of our product or service crystal clear.
To sum up:
1 - Don't play in traffic. It's hazardous to your health.
2 - Explain the value in your offers and deliver what you promise (preferably more).
3 - Don't hide your best benefits and offers. Put them right out front so your prospects will become happy customers.
Yours in success,
Shawn Casey
P.S. If you missed the incredible Jeff Paul teleseminar this week - or just want to review it and take some more notes (Jeff talks fast and delivers a lot of info), you can hear the recorded version here:
{http://www.ShawnsNews.net/JeffPaulRecording.html}
(Scroll down a little when you get there)
Internet Millionaire Shawn Casey's "Mining Gold On the Internet" is one of the best selling Internet books with over 85,000 copies sold. In "Mining Gold", Shawn reveals the same step-by-step strategies he uses to create millions in Internet sales => {http://www.ipcgold.com/ad/100/CD3839} Benefit from Shawn's 7 years of Internet experience and learn from someone who has actually made millions online.
1 - Traffic in Chicago is much worse than the allegedly bad traffic in Atlanta where I live. We left the hotel downtown at 3 p.m. and were parked on the "highway" a few minutes later.
The Lesson Learned:
I am thankful - as I know many of you are - that I don't have to leave home and fight through this terrible traffic on a daily basis. Life's too short to suffer like this regularly. The stress level of doing this would take years off my life.
2 - Despite the traffic, I arrived at the airport early enough to rebook my ticket (by paying the $25 fee) on a flight leaving 90 minutes earlier than my original schedule. That was the good news.
The bad news turned out to be that this flight would leave 45 minutes late so I didn't gain very much for my $25.
Obviously, I can afford the $25, but that's not the point.
The Lesson Learned:
It's not about the money. It's about the perception of value received for the money. When I made the deal with the airline to book the earlier flight, I did so with the specific understanding that I was investing $25 to buy 90 minutes.
But, I ended up only getting 1/2 that time - 45 minutes. So, I felt like I'd gotten screwed in the deal.
People - like us and our customers - invest money with us based on the perception of the value they'll receive in exchange. If you don't deliver on your promise, then the customer is not going to be happy with the deal.
If you deliver more, the customer should be ecstatic. That's why you'll usually find extra - unadvertised - bonuses when you purchase my products.
It doesn't matter that I probably would have spent the $25 to get the 45 minutes anyway - that's not the deal I bought.
3 - When I booked my hotel reservation, the website promoted the fine history of the property. When I was standing in the lobby, they had an interesting wall display listing the famous people and many presidents who had stayed there years ago. And they specifically mentioned how they had upgraded the hotel with the latest in electrical, plumbing, etc.
I'm not sure how long ago someone wrote this fiction, but it must be at least 30 years ago - maybe longer. Perhaps the reference to Diamond Jim Brady should have clued me in.
I won't bore you with the sordid details about the sagging mattress and matted down carpet, but it was depressing to enter my room. Especially when I opened the curtains so I could look 15 feet across the air shaft at other rooms.
The Lesson Learned:
Next time I'm booking a reservation in a "historical" hotel, I need to be certain to ask if they've stayed true to their history or entered the new millennium.
Of course, for $39 a night, I might have expected something like I got. But, when I'm paying $120 for the discounted conference special rate, I'm not seeing the value in the deal.
For many products and services - like hotel rooms - we have an understanding of what we think we should get for the money we spend. It doesn't matter whether our preconceived notion is correct - we've got it in our heads already.
As marketers, we have to deal with the public that has these preconceived ideas. When we're not going to fit with them (like charging way too much for a crummy room), we should be fair and make that clear. But we'll obviously want to do this in a fashion that will show why this is a still a fair, if not great, value proposition.
4 - But this story gets even more interesting...
I was chatting with Paul Hartunian (the PR expert who once sold the Brooklyn Bridge - legitimately) and mentioned that I was not happy with my room. He remarked that other people had also voiced similar opinions, but he loved his room.
Turns out he had asked the hotel about upgrade options and, for $20 more, you could get a completely updated room with a wonderful view of the city and Lake Michigan.
Of course, no one volunteers this when you call to make reservations. And it's not mentioned at all on their website.
But I'll bet the people that work in this hotel are wondering why more people don't choose the upgrade option.
The Lesson Learned:
Don't hide your light under a bushel basket!
Think about this...the hotel could have turned many unhappy people into raving fans simply by mentioning the $20 option. Plus, they could have been grabbing an extra $20 a night from dozens of people for doing absolutely nothing.
Sure, we're sitting here in judgment thinking how stupid this is. But...unfortunately, we occasionally make the same kind of silly mistakes and don't make the really fine benefits of our product or service crystal clear.
To sum up:
1 - Don't play in traffic. It's hazardous to your health.
2 - Explain the value in your offers and deliver what you promise (preferably more).
3 - Don't hide your best benefits and offers. Put them right out front so your prospects will become happy customers.
Yours in success,
Shawn Casey
P.S. If you missed the incredible Jeff Paul teleseminar this week - or just want to review it and take some more notes (Jeff talks fast and delivers a lot of info), you can hear the recorded version here:
{http://www.ShawnsNews.net/JeffPaulRecording.html}
(Scroll down a little when you get there)
Internet Millionaire Shawn Casey's "Mining Gold On the Internet" is one of the best selling Internet books with over 85,000 copies sold. In "Mining Gold", Shawn reveals the same step-by-step strategies he uses to create millions in Internet sales => {http://www.ipcgold.com/ad/100/CD3839} Benefit from Shawn's 7 years of Internet experience and learn from someone who has actually made millions online.
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