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Marketing Information
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Comprehensive Marketing Details Not Found in Beginner Books If this is the first marketing article you are reading, go find some other more basic articles that I have written and then come back. This data is for the intermediate to advanced marketers. Using Business and Greeting Cards Effectively Business cards and greeting cards almost go hand in hand when being used for marketing and business purposes. With a few exceptions. One is bigger than the other, and needs a postage stamp in order to get to it's desired location, as opposed to the business card which is handed directly to a person or dropped into a fish bowl in the hopes of winning an office party. How To Get New Business Market, Market and then market some more. So many small and home-business owners do what we call spot marketing. They market hard for their business, get a response then stop marketing. Turning The Casual Scanner Into A Buyer The world is full of scanners. Most people simply scan the page to see if anything piques their interest, rather than reading the ads, sales letters, or web copy. That's why you should ensure that your copy is scanner friendly. That means placing headlines, subheads, and other devices throughout your copy that's compelling enough to sell your customers on your business. How can you turn the casual scanner into an active reader? More importantly, how can we turn a scanner into a buyer? First, ensure that your headlines can stand alone, without the support of other sentences. For most, that means getting rid of those one-word headlines. Headlines should include the benefit of your offering, evoke curiosity, or compel the scanner to read the main copy. Don't forget the subheads. They also should be compelling, preferably complementing the headline, giving enough power to nudge your reader from scanning to reading mode. Keep in mind good subheads support the main promise of your copy. If your headline, for example, promises to help your customers lose weight, your subheads could briefly explain that your product is clinically proven or has a secret ingredient. Subheads are also a great place to introduce your offers. Another way to be a scanner's friend is to use short paragraphs. Rule of thumb: Keep paragraphs between 3 to 5 sentences. If you must use a long sentence, place a short snappy paragraph after it. The most popular way to generate interest: Use underlines, boldface, highlights, and italics throughout your copy, carefully. Too much can leave your customers overwhelmed and likely to stop scanning and move on. When using these tools remember, the purpose is to emphasize certain points. Some ideas on what you should highlight in your copy: * Call-to-actions phrases, like buy now, subscribe here, or receive your special offer today. * Contact information, including toll-free numbers, emails, and web-sites. * Major benefits supporting the promise of your copy * Your rates and fees and how they compete * Your business or product's name. Adding a second color to your copy boosts retention and readability. Especially, when using a medium that's typically black and white like newspapers. What colors are best? Typically, the most used and most effective colors are red and blue. Try placing offers or premiums in different colors to emphasize and pull your customers in. P.S. Don't forget the P.S. An important aspect, most readers read the end, first. It's a great spot to recap your offer and restate your benefits. This may also be a good spot to add a bonus, premium, or guarantee Marketing on a Budget A successful marketing plan doesn't have to include an athletic superstar, prime-time placement, state-of-the-art computer graphics or a massive budget. Being resourceful and smart can be just as effective. Business promotion doesn't have to cost a fortune. Often, it's the personal touch that seals the deal. Here are ideas gathered from marketing experts to help you make the most of a slim marketing budget: The Magic of Keep-in-Touch Marketing Yesterday I received a phone call from an acquaintance that I've met once or twice but haven't seen in over a year. She wanted to let me know that she was referring me to a client of hers who needed help with his Web site copy. Although I hadn't thought about her in months, she mentioned that she'd received a postcard from me for the past two quarters - and that's why she instantly thought of my services when her client voiced his need. Although it wasn't really magic, it sure felt like it. That's the magic of keep-in-touch marketing - people remember you and feel like they know you, and eventually, they often give you business or refer others to you. Wife's Marketing Prowess Helped Edison See the Light It is well known that Thomas Edison was an inventor, a genius, and he never slept. Did you know that Mrs. Edison was a genius and never slept too? She was the marketing guru behind his engineering success. True, Tom had discovered what is today known as the light bulb. When he showed it to the Mrs. Mina Edison, his second wife, she asked "what are you going to call it?" Boost Profits: Market to the Gay Community Research shows that the gay and lesbian market is worth cultivating, no matter what your product or service. Despite the cultural changes during the past fifty years the gay and lesbian market is still relatively untapped. According to GLINN (the Gay/Lesbian International News Network) from 1996-1998 the annual value of the gay and lesbian market was 514 billion dollars. Online research conducted by Community Marketing Inc. in San Francisco from 2001-2003 showed that gay and lesbian travel accounted for 54.1 billion in annual spending in the United States alone. This research also concluded that approximately 76% of gay and lesbian household incomes are above the national average of $40,000 per year. Networking the Media The media is a business's absolute best friend. It is THE source of information distribution to the masses. Even "bad" press has been known to stimulate business. Using Business Cards as Invitations Business card size works well for invitations to special events. Data Map Charting for Mobile Businesses As we study the demographic regional variations for small service businesses we see many things. Let us take a mobile auto detailing business and break down the data and look at what drives sales and growth. We must search for areas with similar demographics in any new territory whether we are putting in one unit of one single unit owner operator or many units to blanket a region. Proper data mapping helps and if done right it eliminates risks and saves lots of time, not to mention hard earned marketing dollars. We are talking about very specific demographic when we break down our needs for particular mobile business and then into a micro sector of the larger automotive aftermarket services industry such as mobile auto detailing. Let us look at a few of the data sets which are readily available and worthy of mention to our business study: Pamphlets and the Money They?ll Put in Your Pocket People are making a fortune on pamphlets. If you go into an airport you can purchase a pamphlet for around $6.95, and it probably cost under fifty cents to produce. It blows my mind to think that little folded up booklets are the sole reason that some people are rich today. It's crazy. How Toyota Captured the #1 Market Share . . . Through Solid Decision-Making! How Toyota Captured the #1 Market Share . . . Through Solid Decision-Making! Networking Basics Turn Yourself Into A Profit Making Giant I would like to introduce you to one of my brick and mortar business I run. It is called AFM Computer Repair. This business takes me about 5 hours a week, yet I usually make a few hundred dollars cash in my pocket spending money a week. Now I know what everyone is thinking, "How the HELL do you run a brick and mortar business with only 5 hours of your time a week!". Well its quite simple. Its called networking. Ok I admit the location isn't mine, it doesn't have my name on it. But the benefits are great I don't pay monthly bills! This is like a dream come true, your own store with no bills. Are Your Marketing Efforts Working...Or Could They Use A Little Help? Marketing is a broad business subject that encompasses a range of activities including advertising, public relations, sales, and promotions. Generally, you will find that people often confuse sales with marketing, when in fact the two are quite different. Marketing is all about getting a product or service into the market, promoting it, influencing behavior, and encouraging sales turnover. Sales, quite distinctly, is the actual transaction of getting a product or service into the hands of your customers. Joint Venture: 50 Power Secrets Of Joint Venture Marketing, Exposed What is a Joint Venture? Powerhouse Marketing With Persuasive Postcards The lowly postcard?it's more than just a "having fun, wish you were here" delivery system. This tiny billboard is actually a powerhouse of a marketing tool with almost unlimited uses. Harness this little dynamo and you'll find a surge of new business opportunities. Discover the Winning Marketing Strategy Secrets of Donald Trump Apprentice Wanna-bes The highly entertaining Donald Trump's search for an apprentice turned into a hit reality TV show captured attention of millions of Americans and week after week delivered great insights into leadership, business and marketing savvy. The Death of Product Packaging as We Know It. It used to be you that if you had a great product you put it in a package and voila! . . .someone would come along and buy it. That is not the case any more. The package not only has to protect the product and allow for its tracking, it has to sell it too. Most importantly, the package has to capture someone's attention in less than three seconds. Marry Your Marketing Plan Make a vow to keep up your marketing schedule in good times and not so good times.
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