February 2008
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Ezine Articles - they’re everywhere!
And little wonder. They’re one of the fastest ways of building traffic to your website.
But what many people overlook is the Resource Box. It’s almost as important as your Article. After all, your traffic comes to you through your Resource Box.
Writing your Resource Box is an art in itself. You have very little space (5 or 6 lines) and you want to make the most of it. Here are four key elements your Resource Box should contain.
1) Your Name
Remember, one of the reasons Ezine Articles are such a powerful promotion tool is that brand your name, they establish your reputation as a an expert.
So the first line of your Resource Box should be a short sentence that gives your name and tells the reader what you do on the Internet.
2) Your website URL
This is pretty straightforward - you want people to visit your website. But there’s another reason for including your website URL.
As well as being published in Ezines, your Articles will also be published on websites, often with a live link to your website URL.
And that’s going to do wonders for your link-popularity. Remember, the major Search Engines are making link-popularity one of the key factors in ranking their search results.
3) Your Newsletter subscribe address
A given reader may not purchase your product, they may not even click through to your website, but why not at least capture their email address?
Remember that the average person has to see your message seven times before they buy your product.
4) Something FREE!
Your Resource Box is probably one of a dozen other Ads in the same Ezine, all clamoring for attention. Offer something free and you’ll vastly increase the chances of a reader clicking through to your website.
————————————————————
Michael Southon has been writing for the Internet for over 3
years. He has shown hundreds of webmasters how to use this
simple technique to build a successful online business. Click
here to find out more:
href="http://ezine-writer.com/">http://ezine-writer.com/
————————————————————
Post-Katrina Role Of Property Insurers Threaten Consumers NationwidePrediction is very hard, especially when its about the future. Yogi BerraGiven the focus on the recent one-year anniversary of Hurricane Katrina by the media and government officials and its label as the most costly catastrophic disaster in United States history, there has been little focus on the nationwide impact the property and […]
Advanced Tips for Advertising OnlineAdvertising online is really important for the online business. It is also very effective. You can use different types of online advertising methods to get the desired result.Place all your online advertisements in a website that has the maximum visitors a day. This is important because more visitors will ensure that you get good numbers […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
Written by info on February 29th, 2008 with comments disabled.
Read more articles on accounting.
Achieving your marketing targets is the most important objective for any organization. More important is the path that you choose to achieve these objectives. Getting the right message to the customers is not that difficulton the contrary, it is unbelievable how simply the right message can be sent.
An effective way to send across your marketing message is promotional items. Consider sending a nicely designed pen with a personal marketing message, or a t-shirt, or even a decorative promotional mug. I myself have visited a number of my clients where on their tables I have seen beautifully designed mugs, kept on the desks. I remember a particular mug that I have seen in one of my clients desks. I even remember asking my client about the organization that presented it to him. After all, your marketing endeavor is how you put yourself across to your clients and for how long.
There is no point sending very professional emails and letters which you manage to make your client read. In fact, it will be foolish to think that your client will keep it with him. A promotional gift or item will serve this purpose. Decide upon your budget and choose the best option that you can afford. I vote for promotional mugs. Below are the reasons why promotional mugs printed with your marketing message should serve your purpose down to a tee:
1. Mugs arent too expensive. Varieties of promotional mugs are available in the market. Some are multicolored, some of back and white, some are metal mugs, some are plastic, while some are ceramic, and price starts from a few dollars. Your choice is rather wide. However, though you are free to decide upon your budget, I dont agree with people who have an inclination for distributing cheap promotional mugs for the sake of cost cutting. Suppose someone gifts you an ordinary looking mug, not fit for usewhat will be your reaction? Hence, pay importance to the quality of mugs, which your clients can use and as long as they dont use your mug, your endeavor is left undone.
2. Promotional mugs are big enough to display your marketing or advertising message clearly and effectively. Once you have decided on the quality of the promotional mug, select the marketing message very carefully. The idea is to promote your business, services and image and this you should do ruthlessly, without being too aggressive at the same time. Try figuring out a message which should be enough to generate an element of awe or curiosity among those who look at your printed mugs.
The Internet is one of the most popular and effective place to get affordable promotional mugs and other promotional items or gifts. In fact, many companies specialise in promotional materials and you can approach them with your requirements. what makes it more affordable is that most online shops offer promotional merchandise at wholesale prices, which you can use as superb marketing gifts and rise above your competitors with the benefit you get in cost effectiveness, and business leverage.
Gareth Parkin is the co-founder of Ideasbynet.com, the UK’s leading online promotional mugs and printed mugs supplier based in the north of England.
Business Ethics: Would You Buy From You?You can never find yourself until you face the truth. Pearl BaileyAT the beginning of the twentieth-first century, it seemed that business ethics had become an oxymoron, that integrity was for suckers and that profit was the singular force driving business.Then, as mega-corporations collapsed and scandalized companies fell, we witnessed the fragile framework of […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
God Bless The Refrigerator Magnet!Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.They dont make the greatest commission for a salesman of advertising specialties, but I cant stop myself from recommending these little beauties […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
Written by info on February 29th, 2008 with comments disabled.
Read more articles on accounting.
Would you like to know how a car wash chain with only 12 locations has cleaned over 33,373,975 cars and has an annual revenue of over $40 Million (that is not a misprint) using little to no paid advertising?
Well, sit forward because I’m about to tell you. The company name is “Car Spa” and here’s how I discovered their brutally effective referral strategy. I often go to Taco Bell to have lunch and read a book. I noticed a little flyer next to their cash register.
A few days later I stopped in with my family to get a frozen yogurt and right next to the cash register was the same flyer.
The next day, I took my family to our favorite buffet restaurant and low and behold, there was a stack of Car Spa flyers.
I then started asking the people at these locations what the deal was with the Car Spa flyer that they had next to their cash register and they all said that some old guy comes around every week and replinishes their stack.
I asked them, “Do you have some type of reciprocal arrangement with Car Spa?” They all said, “No… they asked if they could put their flyers there as a gift to our guests and we said sure.”
Here’s a copy of the referral flyer that Car Spa uses to drive traffic.
http://www.marketingbestpractices.com/temp/car_spa.pdf
Pretty simple. Notice the 48 hour guarantee.
They’re All Over the Place!
Before you knew it, I started noticing their little discount flyers ALL OVER THE PLACE.
The copy center I use had a stack of Car Spa flyers.
The barber I use had a stack of Car Spa flyers.
The oil and lube place I use had a stack of Car Spa flyers.
The local handicraft shop my wife goes to had a stack of Car Spa flyers.
My son’s dentist had a stack of Car Spa flyers in his office.
My local chiropractor friend had a stack of Car Spa flyers in his office.
An apartment complex office I visited had a stack of Car Spa flyers.
Everywhere I went, I saw a stack of Car Spa flyers. It was amazing. The have these little “referral lead generation magnets” all over the place.
So I Finally Visited Car Spa
And it wasn’t any surprise that they were so busy that it took about 15 minutes of waiting just to get my car into their car wash.
I then went inside their office to wait for my car and noticed that they did NOT have one flyer from another business inside their office.
They were able to get all those other businesses in the area to send them referrals without having to do one reciprocal referral arrangement. And they did it simply by asking the business owners. That’s all.
Car Spa probably gets 100 times the amount of referrals of any other business in the area as a direct result of this simple referral tactic.
If you have a brick and mortar business, what’s stopping you from doing the same thing? All it takes is a couple of hours a day and a handful or referral flyers to pass out.
Copyright 2005 David Frey
David Frey is the author of the best-selling manual, “The Small Business Marketing Bible” and Senior Editor of the highly-acclaimed, “Small Business Marketing Best Practices Newsletter.” To get your free lifetime subscription simply visit
http://MarketingBestPractices.com
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
When and How Do I Track My Advertising?Each and every time it runs!That’s the easy answer. After all, it’s your money and your business at stake. You should be learning from every campaign. Here are some basic questions:(1) How many customers did you reach?(2) Why did they pick your business?(3) What was in the ad that made them call or […]
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
Post-Katrina Role Of Property Insurers Threaten Consumers NationwidePrediction is very hard, especially when its about the future. Yogi BerraGiven the focus on the recent one-year anniversary of Hurricane Katrina by the media and government officials and its label as the most costly catastrophic disaster in United States history, there has been little focus on the nationwide impact the property and […]
Written by info on February 28th, 2008 with comments disabled.
Read more articles on accounting.
When people discover my background in advertising,
the questions flow. One of the most frequent
questions is “Should I advertise on TV?”
I can’t answer that questions until I ask a
number of questions first.
Do you have an advertising plan?
Are you working on a firm budget?
What are you trying to accomplish with your
advertising?
Where are you spending your money now?
Usually by the 4th question the happy face is one
of disappointment.
Contractors don’t build a building without a plan,
and you shouldn’t advertise without a plan. The
first action is to determine what your advertising
is to do. Most small and medium businesses do not
have the bucks for long term image, so we focus on
a call to action or proclaiming benefits (not
features)
Can TV do that? Probably. Can you afford it?
Probably not. Local TV ads even in the smallest of
television markets are expensive. You can buy
cheap ads, but the cost is factored to the number
of viewers. The cheaper the ads, the fewer the
viewers. How many folks do you know glued to the
tube at 545 AM?
You can get on TV with a package of Cable Ads, but
beware the number of viewers and the shoddy
production. Get my article “Cable Ads 5 Bucks” by
sending a blank eMail to
MailTo:CableAds@BigIdeasGroup.com
Some people in business beleive you haven’t
“arrived” until your business is on TV and
billboards. Funny, I know of hundreds of
businesses making big bucks that don’t use either.
?007 BIG Mike McDaniel is the Small Business Advertising Expert. Get BIG Mike’s Free Newsletter BIG Ideas for Small Business. Find hundreds advertising articles at Small Business Advertising Articles
Business Ethics: Would You Buy From You?You can never find yourself until you face the truth. Pearl BaileyAT the beginning of the twentieth-first century, it seemed that business ethics had become an oxymoron, that integrity was for suckers and that profit was the singular force driving business.Then, as mega-corporations collapsed and scandalized companies fell, we witnessed the fragile framework of […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
When and How Do I Track My Advertising?Each and every time it runs!That’s the easy answer. After all, it’s your money and your business at stake. You should be learning from every campaign. Here are some basic questions:(1) How many customers did you reach?(2) Why did they pick your business?(3) What was in the ad that made them call or […]
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
Written by info on February 28th, 2008 with comments disabled.
Read more articles on accounting.
Every time you hear someone say May I have one of your business cards?” you should get excited. I know I do. Thats because I LOVE my cards. I spent thousands of dollars on printing, several hours on designing and went through 10 different layouts until I got them right.
And it was all worth it.
A business card is an entrepreneurs best friend, his most valuable marketing tool and an essential element to becoming UNFORGETTABLE. Unfortunately, too many people have business cards that simply blend into the multitude of cookie cutter crap. And thats a shame, because a business card is more powerful than you think.
Of course, its impossible to know this unless you actually have a card thats really, really good. Therefore, this article will examine The Four Corners of Unforgettable Business Cards:
1. Stacking Up
2. Standing Out
3. Creative Enhancement
4. Implementation
CORNER #1: How Does Your Card Stack Up?
Think back to the last trade show, networking event, seminar, convention, social hour or association meeting you attended. How did people react to your business card? Did they compliment its design? Quickly shove it into their pocket? Show it to someone else? Rip it up?
Whatever the response was, your card made some type of impression. But only the most creative, unique and memorable business cards make UNFORGETTABLE impressions. And those types of cards elicit reactions like?/p>
I showed your card to everybody in my office!?says a hot prospect.
Can I have another one? A friend of mine will LOVE this!?exclaims your tablemate.
Oooh! I want one too!?begs the person in looking over your shoulder.
Heycan you show my friend Paul your business card!?asks a colleague of yours.
You know, Ive never thrown your card away!?says one of your customers.
If youve ever heard a compliment along those lines before, congrats! Youre on the right track.
That reminds me of Gus. He and I sat next to each other at a sales seminar a few years ago. During the program, the facilitator asked the audience members to exchange cards and get to know each other. Guss card was amazing: thick, colorful, double sided, bold, shiny and best of all, simple. (That was no surprise ?he was in advertising!) But it was one of the best Id ever seen. So we introduced ourselves, exchanged cards and talked for a few minutes. And that was about it. Nice guy, I thought.
Now, heres the cool part: although Gus and I didnt really keep in touch, Ive never thrown his card away. I show it to everyone! In fact, I even use it as a prop in some of my networking workshops! His card was just that good.
Is yours that good? Keep that question in the back of your mind as you read on. Now lets move into the next section and find out why certain cards stand out more than others.
CORNER # 2: Standing Out
Recently I took 66 business cards I’ve collected over the years and spread them out on a table. I closed my eyes for 30 seconds, opened them and took note of which cards stood out the most. And here’s what I noticed:
Red: every card that had red on it stood out.
Picture: only a few cards had pictures of the cardholder. This not only made them stand out, but helped me connect faces with names and companies.
Vertical: several cards were formatted vertically, which caught my eye.
Black Background: most cards have a white background, so the black ones REALLY stood out.
Image: cards with some sort of colorful image that took up at least one fourth of the total surface area captured my interest.
(To view a high quality image of this game of 66 Card Pick Up, go to http://hellomynameisscott.blogspot.com/2005/03/does-your-business-card-stand-out.html)
This was a valuable exercise in understanding UNFORGETTABLE business cards, and I recommend it to everyone. Try it out! Gather dozens of accumulated cards from your desk and discover which ones stand out. Oh, and don’t forget to put your OWN card in the pile. Youll be amazed at what you see.
Or don’t see.
CORNER #3: Creative and Unique Ways to Enhance Your Card
Now that youve analyzed your own card and have been exposed to a large quantity of other people cards, your mind should be swimming with new, creative ideas. This is the perfect time to brainstorm ways to enhance your card. So, grab a blank sheet of paper. Come up with as many ideas as possible. Let your creativity run wild! And to help you get started, heres a list of 16 creative ideas to make your business card UNFORGETTABLE:
1. Size or Shape ?Rectangle, schmectangle. Ive seen squares, circles, ovals and triangles. Each shape made a connection to the brand, and each shape stood out amidst the endless regression of the same old rectangles.
2. Chocolate Business Cards (yes, these DO exist) ?Several companies have online catalogues for personalized chocolate cards. Expensive? Yes. Delicious? Probably. Memorable? You better believe it.
3. Trading Cards ?If your company is team oriented, get trading cards with your players?pictures and stats. Then encourage your customers and prospects to collect all 12!?/p>
4. Cartoons ?Get a custom cartoon commissioned for the back of your card. Its cheap, royalty free and absolutely unique to your business.
5. Table/Chart ?Include a mortgage loan interest table or some staggering statistics on the back. These are helpful reminders for the mathematically challenged and effective methods to position yourself as a resource.
6. Pop-Ups ?Just like kids books, some business cards can be printed as folded, pop-up cards. Talk about thinking three-dimensionally!
7. Credibility ?The smartest thing I ever did to my business card was add color images of my two books. Instant credibility. And, I noticed an immediate change in the reactions from the people to whom I gave cards. One lady even said, Scott, this is the coolest business card Ive ever seen!? Money well spent.
8. Rubber Stamps ?Buy 10 different customized rubber stamps for the backs of your cards. When someone asks for one just say Pick a card, any card!?/p>
9. Die Cutting ?My friend Lisa works for the Rock Island Fire Dept. Her business card has a charred hole burnt right through the middle of every card! It looks incredibly real. And most printers offer this feature for a nominal feel. You can also specify various shapes, bite marks or hole sizes.
10. Recipe ?If you work in an industry connected to food, kitchens or homes; include one of your favorite recipes on the back!
11. Material ?Use leather, blinking or brail business cards (yes, these actually exist too!)
12. Language ?If your business requires international travel, consider offering multiple languages, or print the phonetic spelling of a difficult to pronounce name.
13. Motivation ?If youre the motivational type, include a famous quotation, bible verse or movie line that connects to your brand. And be sure to read it aloud when you give someone your card, it might just make their day!
14. Stickers ?Print one side of your cards on adhesive label paper. This gives the recipient a peel off sticker for reminders, appointments or phone numbers.
15. Non-Cards ?Who says a card has to be a card? After all, the first rule of creativity is break all the rules!? Ive seen million dollar bill cards, coin cards, even a banker in Boston who uses business cards that are actually miniature checks he tears off of a pad each time he gives one out! The possibilities are endless.
16. Double Up ?Make your card double?as something other than a card. For example, mine doubles as a business card AND a nametag. As a result, people stick it on their shirts all the time. Thanks for the free promotion!
CORNER #4: Implementation
Once youve come up with the layout for your new, creative, UNFORGETTABLE business card, there are only two things left to do: print em up and hand em out!
First, as you approach you printer, remember a few rules:
Its OK to Spend Money ?when I did my taxes this year I calculated that I reprinted my business cards 11 times and spent over $1,400 on printing costs. I also doubled my income from the previous year. Once again, money well spent.
Local is Better ?by choosing a local printer you can work closely with the designers; touch, feel and smell your paper and even do a few test runs until you get the card perfect. Some businesspeople choose to use online sources, which is fine. The only problem with that approach is that most cards designed, created and ordered over the Internet look like they were designed, created and ordered over the Internet.
OK. Once you have your new cards in hand, keep a few final rules in mind:
Reminders ?be sure to tell people youve got a new card. Theyll be happy to accept it, even if they already have your old one. Highlight some of its newest, most unique attributes. Also, if you printed on both sides of your new card, remember to either tell people about the back of your card; or hand them the card back side up, so they know theres more to it.
Etiquette ?dont Deal the Deck?by inconsiderately throwing thousands of your cards to everyone in sight. If so, you will not only become a practitioner of Highly Horrible Networking? but you will waste your money. Remember: people throw away business cards from those who failed to establish rapport or make a connection.
The Card Creedo: finally, when youre ready, reach into your pocket and grab one of your business cards. Look at it closely. Then say this affirmation out loud:
This is my business card. There are many others out there, but none of them are like mine ?because theres nobody else like me. My business card is not a formality. Its not a piece of paper containing my name and contact information. And its not another annoying thing to keep in my pocket. My business card is the most important networking tool that I own. Its a reflection of my personal brand and a bite-sized morsel of the mission of my business. I LOVE my business card. And I cant wait until somebody asks me for one. Because when they do, I will find a way to give that person value.?/p>
After youve face lifted your business card from unacceptable to unforgettable, I promise you will feel great. Your confidence will skyrocket. And from that moment on, every time someone asks, May I have one of your business cards??it will be like music to your ears.
?2005 All Rights Reserved.
Scott Ginsberg is a professional speaker, “The World’s Foremost Expert on Nametags” and the author of HELLO my name is Scott and The Power of Approachability. He helps people MAXIMIZE their approachability and become UNFORGETTABLE communicators - one conversation at a time. For more information contact Front Porch Productions at http://www.hellomynameisscott.com.
Post-Katrina Role Of Property Insurers Threaten Consumers NationwidePrediction is very hard, especially when its about the future. Yogi BerraGiven the focus on the recent one-year anniversary of Hurricane Katrina by the media and government officials and its label as the most costly catastrophic disaster in United States history, there has been little focus on the nationwide impact the property and […]
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
When and How Do I Track My Advertising?Each and every time it runs!That’s the easy answer. After all, it’s your money and your business at stake. You should be learning from every campaign. Here are some basic questions:(1) How many customers did you reach?(2) Why did they pick your business?(3) What was in the ad that made them call or […]
Written by info on February 28th, 2008 with comments disabled.
Read more articles on accounting.
In the beginning, Yellow Pages ads were, well,
yellow. With black type. Then, in an effort to
jump start sales, the clever people who invented
Yellow Pages in 1886, the Reuben H. Donnelly
Corporation, figured an inexpensive way to add red
to the ads. Red borders, red type. Higher rates.
With the monopoly broken all over the country
there are now Yellow Books, Yellow Pages,
McLeodUSA Books and a whole bunch of smaller start
ups. Some use new printing techniques making 4-
color ads available, in some books. The Yellow
Book, the fastest growing independent, does not
have any color as a selling point (cheaper). All
black, like the old days.
Does color work? Who’s to say. The research by the
yellow pages people says, yes, worth the money.
Competitive media can show numbers that contradict
those claims.
What is boils down to is the same question you
have to ask about all of your advertising. Do you
have a plan and is this part of it. McDonald’s
does not have an ad in the Yellow Pages. People
just don’t let their fingers to the walking to
Mickey Dees. Does your business belong in the
Yellow Pages?
Everyone with a business telephone is listed in
there for free, alphabetically. Maybe that is
enough. Research shows the Yellow Pages are used
primarily as a reference tool.
The majority of Yellow Pages use is because people
have an immediate problem and need to fix it. The
fattest part of the book is where the ads are for
emergency services, like plumbers.
Let’s face it, if you have a plumbing project on
the horizon (maybe a new bathroom), you do a lot
of looking and talking and get a lot of referrals,
you don’t go to the yellow pages and throw a dart.
On the other hand, if an emergency in your home
forces you to shut off the water to save the
carpet, the water in the tanks is good for only
one flush. You’re gonna need help, quick. NOW you
go to the yellow pages because:
A: you have no idea what plumber to call and you
look at the ads and make a decision. In this case
the big colorful ad might suggest expensive
service, so you look for someone smaller or close
by.
or
B: you can’t remember the name of the plumber Aunt
Helen said to call next time and maybe the book
will jog a response. Color is again, not a factor,
nor is size.
If you are plumber, consider the reason people
will look for your ad. Maybe you don’t need color
or size, but an attention grabbing headline “We
will show up on time, smell good and fix your leak
or we pay you!” Got your attention? You bet.
Yellow Pages advertising decisions should be based
on overall adverting plan and selling your
benefits. What can you do for them? Properly done,
you don’t need size or color to pull it off.
Take your own survey to see which of the three or
four books in your community most people use and
spend your bucks there. No need to buy them all.
Spend the dough you save on classy graphics for
your plumber’s truck.
For more about business advertising, get my
article “Do Your Radio Ads Work?” send a blank
eMail to MailTo:RadioAds@BigIdeasGroup.com
?005 BIG Mike McDaniel, All Rights Reserved
BIG Mike is a Business Consultant and Professional
Speaker. His BIG Ideas Group helps business grow
with promotions, special reports, mastermind
groups and seminars. http://BigIdeasGroup.com
Subscribe to “BIG Ideas” Newsletter
MailTo:SignUp@BigIdeasGroup.com
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
You Are WrongIt appears that most gurus if you want to call them that represent themselves as experts. In several statements that Ive read, they refer to other marketers as making mistakes. Yet, when they make the same mistakes, they call it testing.I read a quote one time about a child learning to walk. […]
God Bless The Refrigerator Magnet!Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.They dont make the greatest commission for a salesman of advertising specialties, but I cant stop myself from recommending these little beauties […]
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
Written by info on February 28th, 2008 with comments disabled.
Read more articles on accounting.
Why should I care where I get my printed material from, I’ll just go for tenders and go with the low bidder. If you do this probably you won’t be in business for long or you’ll never really run a successful business. My company, Solutions Ink started from the premise that I don’t just sell printed products but rather I help businesses grow and prosper.
Being in the business for over 20 years I’ve seen how the industry and the market have changed. Gone are the days you could charge what you want and deliver any quality good’s. With global competition so great, the product must be perfect and your price must be competitive just for you to survive. That being said what should I look for in a printing company. First you should explain what you do and how you do it,to your printer. It is his job with his expertise to decide what product he should offer you. Today there are offset presses, digital presses, web presses and each one is appropriate for a different type of job.
Digital presses today have greatly improved their quality and are great for short runs (under 1000 quantity), variable data (inserting names into each letter), large format small quantity jobs (point of purchases, banners, posters, small direct mail jobs). Turnaround is key and digital jobs usually can be done in days if not hours.
Offset presses are good for jobs of greater than 1000 t’ill about 100,000 or if the absolute quality is essential for the job (brochures, fashion catalogues, price lists, letterheads, business cards, envelopes). These type of jobs usually takes days or a week or two, depending on the complexity of the job.
Web presses are great for large runs of magazines, newspaper flyers or large run business forms.
Suggestions by your printer should help your business grow. He should help in deciding paper stocks, colors, finishings and offer you different price options. New technology can save company’s great amounts of time by offering e-commerce ordering and proofing systems. New technology allows form/card combinations, form/label combinations and form/magnet combinations. These reduce the need to print 2 pieces. This can also cut your mailing costs. The idea is for your printer to help you market your business so that you can become more successful. Penny pinching on costs can be short sighted. For true long term growth you have to work in partnership with your printer so that both of you benefit. If you have only one winner, chances are you’ll be searching out a new partner pretty soon.
Steven Schneidman has an M.B.A., worked for a large bank, was a Finance Professor at University and has owned 2 Printing and Promotional Product companies.
If you need any help deciding what you should do for your next printing job drop me an email at steve@solutionsink4u.com or visit my website at www.solutionink4u.com.
Post-Katrina Role Of Property Insurers Threaten Consumers NationwidePrediction is very hard, especially when its about the future. Yogi BerraGiven the focus on the recent one-year anniversary of Hurricane Katrina by the media and government officials and its label as the most costly catastrophic disaster in United States history, there has been little focus on the nationwide impact the property and […]
Advanced Tips for Advertising OnlineAdvertising online is really important for the online business. It is also very effective. You can use different types of online advertising methods to get the desired result.Place all your online advertisements in a website that has the maximum visitors a day. This is important because more visitors will ensure that you get good numbers […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
Written by info on February 27th, 2008 with comments disabled.
Read more articles on accounting.
If you want to ramp up response?from your ad, consider revising the headline. Many business owners dont realize how critical the headline is to an ads success.
Over the years, marketers have tested what works and what doesnt in print ads and direct mail. And tests have proven many times that the headline is responsible for at least 50% and as much as 75% of an ads success.
So what guidelines can you use in creating your next ad? Here are some powerful ways to create an ad that gets noticed:
1. Appeal to self-interest. Providing a benefit is the most powerful technique you can use in a headline. That was the conclusion of early marketing pioneer Claude Hopkins, who would test nearly 2,000 headlines for just one product during his time at Foote, Core & Beldings forerunner, Lord & Thomas.
Benefit-oriented headlines also tend to select?the audience ?that is, by its very nature, an IT manager would be attracted to a headline that promised, Job tickets never stack up with new SuperHelpDesk.?/p>
2. Appeal to news. People are always interested in the news?and whats new.?In business, new?could mean a competitive advantage or perhaps something that can solve a problem.
According to research, the news?headline is second only to the self-interest?headline in pulling power. Headlines that are news-oriented often use the words, new,?now,?finally,?and the ever popular, announcing.?However, there are other ways of implying new,?as illustrated by this fictitious headline: Hungry Market Snaps Up Latest Jaguar Model.?/p>
3. An appeal to curiosity. Humans are innately curious, so headlines that appeal to curiosity can be very strong. However, theyre not usually as strong as headlines that contain a benefit or that imply news. The best way to use curiosity is to combine it with an appeal to self-interest, or newsworthiness. Compare, for instance, the headline that provokes curiosity, Heres one question you should never ask your CEO, ?with one that stimulates curiosity and offers a benefit: Heres one question you should never ask your CEO before you get your raise.?See the difference?
While self-interest, news, and curiosity lead the pack?for powerful headlines, there are other strong approaches, such as:
?Question-based headlines. These are more powerful than statement-based headlines, but be sure not to ask a question that could elicit a no?response.
?Problem-based?headlines. These are more powerful than solution-based?headlines. Why? Because problem-based?headlines tap into the readers pain. For instance, note the difference between Having ROI Troubles??(problem-based), and Get a Better Bottom Line?(solution-based).
?If your product or service makes something faster,?or easier, ?or both, try to convey these powerful benefits in the headline. Tests prove that readers respond well to fast and easy.?/p>
And what about headline length?
Theres always those who say a shorter headline is better. And it may look better on the page. But that doesnt make it pull better. Tests continually prove that a good headline can be short, or long, or even very long?0 or 26 words. The best headline is the headline that attracts readers?attention, and pulls them into the copy.
According to the direct marketing industry bible, Scientific Advertising, its not uncommon for a change in headlines to multiply returns from five to ten times over. Thats 500% to 1000%!
So why does the headline for this article say a good headline can double response?
Because theres another time-tested rule of headline writing and thats Make it believable.?You can always modify your message in the body copy to match the facts. But if your facts are hard to believe, and you use them in your headline, tests prove youre flirting with disaster.
Master copywriter and coach Chris Marlow publishes a free ezine for copywriters who want to quickly build a profitable business. Visit:
http://www.FreelancersBusinessBulletin.com
Post-Katrina Role Of Property Insurers Threaten Consumers NationwidePrediction is very hard, especially when its about the future. Yogi BerraGiven the focus on the recent one-year anniversary of Hurricane Katrina by the media and government officials and its label as the most costly catastrophic disaster in United States history, there has been little focus on the nationwide impact the property and […]
Business Ethics: Would You Buy From You?You can never find yourself until you face the truth. Pearl BaileyAT the beginning of the twentieth-first century, it seemed that business ethics had become an oxymoron, that integrity was for suckers and that profit was the singular force driving business.Then, as mega-corporations collapsed and scandalized companies fell, we witnessed the fragile framework of […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
Writing Effective AdvertsAdvertising ?Who Needs It? - Who doesnt!Most people who read information about business or advertising are doing so because they are trying to make some kind of positive change in their life. Perhaps get a job, make money, and increase their customer base ?whatever. Thats the central purpose of a classified ad. […]
Written by info on February 26th, 2008 with comments disabled.
Read more articles on accounting.
Product publicity is the “secret pathway” to business success everyone wants. In simple terms, product publicity is a kind of advertising that costs you nothing, yet brings in the orders for you.
Regardless of what kind of business you are operating, you should want, and strive for, as much publicity for your business and your products or services, as possible. After all, it’s “free advertising” that is essential to the growth of your business. However, your publicity efforts should be well thought out, and pre-planned for maximum results.
The first, and basic form of obtaining publicity is through what is known as the press or news release. This is generally a one page story about your business, your product/service or an event/happening related to your business that is about to, or has recently occurred. These publicity stories are generally “shot-gunned” to all the various media: local newspapers, radio and TV, and trade publications.
Problem number one is getting the people to whom you’ve sent these publicity stories, to use them - publish or broadcast them. And this leads us back to the “right way ” of writing them and sending them in.
In every case, send a short cover letter addressed to the person you want your material to be considered by… This means that you send your story to the city editor of the newspapers; the news directors of the radio and TV stations; and the managing editors of the various trade publications. It will do you no good what-so-ever, to send your material to the advertising, circulation or business managers - describing how you’re a long-time advertiser, subscriber or listener. The most important thing is that you make contact with the person who has the final say as to what is to be published or broadcast, and at the bottom line - this person’s use of your material will somehow make him a “hero” to his or her readers, viewers or listeners.
The cover letter should be a short note. Go to a paper supplier - tell him you want a hundred or so sheets of good bond paper - 8 1/2 by 11″ preferably in a pastel color such as blue or ivory - and that you want this paper cut into quarters, giving you a grand total fo 400 sheets of note paper. “From the desk of…” note sheets are too elaborate until the people you’re contacting get to know you - first time around, and until they use your material, don’t use these semi-formal note sheets…
On this note sheet, begin with the date across the top - skip a couple of spaces and then quickly tell the recipient of the note: the attached material is new and should be of real interest to his readers, viewers or listeners. We advise our dealers and distributors of MONEY MAKING MAGIC - our regular publication for serious wealth builders and extra income seekers - to send the following note to the editors and news directors of the media in their areas:
“Here’s something that ’s new, and for a change, truly helpful, to people trying to cope with inflation - the soaring costs of living - and those engaged in building extra income businesses of their own. Should be of real value - interest - to your readers. Please take a look - any questions, or if you need more info, give me a call at: (503) 666-5824…” Then, of course, you skip about four spaces, type your name, your business name, and your address - sign your name above where you’ve typed it, and staple this note in the upper right hand corner of your news release. This note should be typed and double-spaced.
So now, you’ve got a cover letter, and you know who to send it to… We type up one such note, and take it to a near-by quick-print shop. They xerox the note 4 times, past these 4-copies onto one sheet of paper, print 50 to 100 copies, and cut the paper into individual notes, all for less that $10… Do not try to save money by photo-copying or xeroxing - a photo-copy is a photo-copy is a photo-copy, and will not do the job for you…
Now you need the actual publicity release, which also must be “properly” written if you expect it to be used by the media. Above all else, there’s a proper form or style to use, plus the fact that it must be typed, double-spaced, and short - about a half page in total length.
About an inch from the top of the paper, with an inch and a half margin on each side of the paper; from the left hand margin, type in all capital letters: PRESS RELEASE: Then, underline these words. Immediately following the colon, but not in all capital letters, put in the date. Always set the date forward by at least one day after the day you intend to mail the release.
On the same line, but on the right hand side of the page, and in all capital letters, write the words, FOR FURTHER INFORMATION: Underline this, and immediately below, but not in all capital letters, type your name - your phone number - and your address…
Skip a couple of spaces, then in all capital letters - centered between the margins - type a story headline, and underline it… Skip a couple of spaces, and from the left hand margin, all in capital letters, type the words, FOR IMMEDIATE RELEASE: From there on, it’s the news or publicity story itself.
You can write the headline before the story, and then a story to fit the headline - or the story before the headline, and then a headline to fit the story - either way, it’s basically the same as writing a space ad or a sales letter… You attract attention and interest with the headline and fill in the details with your story.
Here’s an example of the headlines we use on publicity blurbs for MONEY MAKING MAGIC:
HELP IN MAKING ENDS MEET
NEW PUBLICATION FOR EXTRA INCOME SEEKERS
Notice how we continue to sell or involve the editor - His readers are always looking for better ways to make ends meet, and he’s specifically interested as to what our promise involves… He wants his readers to “think well” of him for enlightening them with this source of help, so he reads into the story to find out who, what and how…
Suffice it to say that your headline, and the story you present to the editor, must sell him on the benefits of your product or service to his readers. Unless it specifically does this, he’ll not use it. You must sell the first person receiving your materials. Keep this fact uppermost in your mind as you write it. The person you send your press or publicity release to, must quickly see and understand how your product or service will benefit his readers - thereby making him a hero to them - and he must be assured it will do what you promise in your headline.
Come right to the point and say your product is lower in price, more convenient to use or in what way your product or service is useful to the people in general. It’s also a good idea to include a complimentary sample of your product or an opportunity for him to sample your services.
Remember, the editors receiving your information are fully aware of your purposes - Free Advertising! They are not in the least interested in you or your credentials - If you’ve sold them on the benefits of your business to their readers, and they want background details, they’ll call you. That’s why you list your telephone number and address…
These people are busy people. They have not got the time nor the interest in reading about your trials and tribulations or plans for the future. They want only “a flag” that alerts them to something new and of probable real interest to their readers.
Sell the editor first. Convince him that you’ve found the better mousetrap. Show him that your product or service - that your business - fills a need and/or will interest a large segment of his readers, his viewers or listeners.
When an editor uses your publicity release, always follow-up with a short thank you note. Never, but never send a publicity release to an editor and then call or write demanding to know why he didn’t use it, use it as you wrote it, or only gave you a quick mention. Do this once, and that particular media will “round-file” any further material received from you, unopened! If your first effort is not used, then you should review the story itself; perhaps write it from a different angle; make sure you’re sending it to the proper person - and try again!
As stated earlier, these people are busy, with hundreds of publicity releases passing across their desks every day - They only have so much space or time - therefore, your material has to stand out and in some way, fit with the information they - the editors - want to pass along to their readers, viewers or listeners. Regardless of your business, product, or service, you must build your press release - write it - around that particular angle or feature that makes it beneficial or interest to the readers, viewer or listeners of the media you want to run your press release. Without this special ingredient, you’re lost before you begin!
The timing of your press release is always important. Try to associate your press release with current events in the news. A story on job lay-offs and increased unemployment carried in the newspapers, on TV and radio would prompt us to get a publicity release out to all the media on the help and opportunity offered by MONEY MAKING MAGIC! Say there’s a deluge of chain letters and pyramid schemes making the round - the media picks up on it and attempts to warn the people to beware… Within 5 days, we would get a publicity release out, explaining the availability of our report on chain letters and pyramid schemes - a report that explains everything from A to Z - who’re the winners and who’re the real losers.
There’s another kind of timing also to keep in mind… Publication deadlines… For best results, always try to time it so your material reaches the editor in time for the Sunday paper. This is because that’s when the papers have their greatest circulation; the most space is available; and the people, the most time to read the paper.
For articles you’d like to appear in the Sunday paper, you’ll generally have to get your release in at least nine days prior to the date of publication. If you’re in doubt, call and ask about the deadline date.
IN SUMMARY:
Choose the media most likely to carry your press release. Select those that carry similar write-ups on a regular basis.
Always use a cover letter of some kind. It pays to call ahead to find out the name of the person you should be sending your press release to.
Use the proper press release form, complete with a headline that will interest the man deciding whether or not to use your item.
Be sure your press release is letter perfect - no typo’s or misspelled words - and don’t photo-copy - always have each letter or press release individually typed or printed.
When your item is used, send a thank you note or call the editor on the phone and thank him for using your press release.
Never, but never call or write an editor demanding to know why he didn’t use your press release, why he had it rewritten or cut it short - just try, and try again.
———————————————————
Julia Tang publishes Smart Online Business Tips, a fresh
and informative newsletter dedicated to supporting people
like you! To find out the best online business opportunities,
and to discover hundreds more proven and practical internet
marketing secrets, plus FREE internet marketing products
worth over $200, visit: http://www.best-internet-businesses.com
———————————————————-
Note: Feel free to publish it with the resource box and content unchanged
Post-Katrina Role Of Property Insurers Threaten Consumers NationwidePrediction is very hard, especially when its about the future. Yogi BerraGiven the focus on the recent one-year anniversary of Hurricane Katrina by the media and government officials and its label as the most costly catastrophic disaster in United States history, there has been little focus on the nationwide impact the property and […]
Business Ethics: Would You Buy From You?You can never find yourself until you face the truth. Pearl BaileyAT the beginning of the twentieth-first century, it seemed that business ethics had become an oxymoron, that integrity was for suckers and that profit was the singular force driving business.Then, as mega-corporations collapsed and scandalized companies fell, we witnessed the fragile framework of […]
Advanced Tips for Advertising OnlineAdvertising online is really important for the online business. It is also very effective. You can use different types of online advertising methods to get the desired result.Place all your online advertisements in a website that has the maximum visitors a day. This is important because more visitors will ensure that you get good numbers […]
God Bless The Refrigerator Magnet!Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.They dont make the greatest commission for a salesman of advertising specialties, but I cant stop myself from recommending these little beauties […]
Written by info on February 25th, 2008 with comments disabled.
Read more articles on accounting.
All of us have business cards. Most of us have standard-size cards, printed on one side. How much more mileage could you get from your cards by using both sides?
There are lots of uses for the back of a business card. Why not try one (or more) of these? If you print your own business cards on the computer, you can make short runs of different types and see what works best for you.
Put a map of your location on the back, with directions on how to get there.
Print one or more client testimonials, with their names. To repay them for taking the time to give a testimonial, you could also list a web address or other info for them.
List your specialties, topics, or other information about your products and services. For example, a massage therapist might list the modalities they employ.
Show a picture of your book cover or product. The visual will help them to remember it.
Make your card a coupon for a free consultation, a dollar or percentage discount, gift with purchase, or other value. Consider using an expiration date, or print “Offer good through,” and leave a space where you can write in an expiration date.
List your seminar schedule.
Give instructions for subscribing to your ezine or newsletter.
Print quotes or sayings. In the Franklin Covey store they give out cards with beautifully printed quotes on one side and their contact information on the other.
Print a product or service description from your catalog. You might want to leave off the price, or state a date the price is good through. You don’t want someone showing up 10 years from now trying to claim an outdated price.
Put a survey or response card on the back, and promise a free gift (such as a booklet) when they respond. Of course, also send them another card.
Print a form to encourage people to pass your card along as a referral.
Hand write a note, or print a note in one of the handwriting fonts. It could be something like, “I enjoyed meeting you! Please call me the next time you need an attorney.”
Put short (clean) jokes on the back of your card. Use a variety of jokes, not just one or two. These make a great icebreaker at a networking event.
Whatever you do, make sure you always have a supply of your business cards with you. And give them out to as many people as you can!
Copyright Cathy Stucker. As the IdeaLady, Cathy Stucker helps authors, entrepreneurs and professionals attract customers and make themselves famous. Get creative marketing ideas and more in Cathy’s free newsletter, Bright Ideas. Subscribe at http://www.IdeaLady.com/
Post-Katrina Role Of Property Insurers Threaten Consumers NationwidePrediction is very hard, especially when its about the future. Yogi BerraGiven the focus on the recent one-year anniversary of Hurricane Katrina by the media and government officials and its label as the most costly catastrophic disaster in United States history, there has been little focus on the nationwide impact the property and […]
The Only Bad Advertising Is No Advertising - Or Is It?Depending on whom you ask, you will get told many truths?about advertising. The question I have for you today is this ?Is the only bad advertising, no advertising??/p>Before we begin, it might help us to agree on what advertising is, so heres one definition:Advertising is the non-personal communication of an individuals paid persuasive information regarding […]
God Bless The Refrigerator Magnet!Ah, my very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.They dont make the greatest commission for a salesman of advertising specialties, but I cant stop myself from recommending these little beauties […]
Local Classifieds Convert BestWith internet taking over the whole business transactions, the focus of advertising re-shifts to the power of words. Local classifieds used to have a stigma as being read by only people in the lower income strata. The runaway success of real estate classifieds in real estate magazines, auto classifieds in auto classifieds section of newspapers […]
Written by info on February 24th, 2008 with comments disabled.
Read more articles on accounting.
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