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    What’s In It For Me? Two Social Media Activities that Actually Get Results

    Two Social Media Activities that Actually Get Results

     

    1.    Your Strategy Must Match Your Objectives

     

    One of the main reasons Social Media activities flounder is that they don’t have an end goal.  To get the best results, you need to have a plan.

     

    First you need to identify your ideal clients.

     

    Get really clear on who your ideal clients are, understand the language they use when describing themselves, their problems and what keywords they use to search for someone who offers the kinds of solutions that you do.  Know where they connect with their peers.

     

    Once you have developed a sense of where your clients are and where you are going to interact with them, break it down even further.  How will you use each social medial platform at your disposal to connect with your Customers?  What message are you trying to put across to them?  How will each of these platforms help you to achieve each goal?

     

    To keep things as efficient and effective as possible, draft message templates and scripts for each platform or type of Customers, which can be swiftly and easily personalized, as you need them.  This will speed things up. 

     

     

    2.    Create Content that Educates and Entertains.

     

    When it comes to selecting content that gets results, this is the winning formula.

     

    Focus on entertaining your audience or teaching them something useful for their business, their life, or their relationships.  This will help you to establish yourself as an expert voice in your industry, communicate a sense of your personality and connect with your audience on an emotional level.  Plus, by giving something back, you encourage a sense of reciprocity.  People will feel more compelled to give something back, whether that is in the form of a retweet or by ultimately by becoming a customer.

     

    So what kind of content should you offer?

     

    There are really on three types that really work

     

    1.    Content that helps to solve a problem, such as “how-to” blogs/articles, checklists, videos, podcasts, eBooks, etc.

    2.    Items that connect on an emotional level, be it aspirational, humorous or reassuring:  For example, such as inspirational blog posts and interviews, visually content and info graphics, and articles outline mistakes to avoid or taking a satirical view of frustrations a customers might be having

    3.    Content that informs or reinforces their belief about something.

     

     

    Keep the conversation going.  Putting out fabulous, conversation starting content is only the first step.  You need to comment and create ways to connect with them. 

     

     

    Social media is a great tool for engaging an audience and building relationships, so make sure that is what you are doing.  Posting a steady stream of content without following up on conversations makes you look bad and doesn’t build trust.

     

     

    Engaging people in a positive way encourages others to interact also. 

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step-by-step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business. After you subscribe we will arrange a one-hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn.  If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.

     

     

     

     

     

     

     

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    21 January 2016, 12:37
     

    What’s In It For Me? 7 LinkedIn Messages You Should Never Send

    7 LinkedIn Messages You Should Never Send

     

     Do you get LinkedIn messages that you consider Spam?

     

    Perhaps you are wondering what you should or shouldn’t do on LinkedIn. 

     

    Here are 7 messages that you should never send on LinkedIn and why.

     

    1.    The Default Connection Request.   It is rare that I accept these.  If someone does take the time to write to me and tell me why they want to connect with me, I almost always accept their connection request. 

    2.    Requesting a Recommendation from Someone you don’t know.  If you don’t know the person, don’t ask for a recommendation or an endorsement.

     

    Recommendations are a very important part of “Social Proof” as when people are in doubt who to do business with, they look to the decisions others have made.    People want to see what others are saying before they make a decision as to which product or service to invest in. 

     

      3.  I saw you Viewed MY Profile.    While it is a good idea to regularly check who has viewed your profile and to reach out to them, you should find another reason to explain why you are connecting, rather than simply saying “ I see you viewed my profile.”   Tell them why you would like to connect with them.

    4.    Requesting Too Much Too Soon From New Connections.   I often get the first email requesting to talk with me but they don’t give me a reason.  I don’t know anything about them, I don’t know what they want to talk about and they are requesting to take time out of my already very busy day.  Always, yes always, build a relationship with your connections on LinkedIn before asking for their time. 

     

    In business, think about what you did when you were dating.  You need to build a relationship with people before you ask them for their time.  Always, give them a reason why you want to chat with them/

     

    5.    Pitching your Product or Service.  This will definitely turn most people off.   LinkedIn like most social media, is a platform to find, connect and build relationships with your ideal clients.  Don’t pitch your services if you haven’t built some kind of relationship.  To get the best results, provide value and build some credibility and trust first, then ask to take the relationship further.

     

    6.    Mass Messages.  Because LinkedIn will list everyone’s contact information, I highly recommend never to send Mass Messages.  I’m sure you got irritated when someone in the list responded because whenever anyone responds everyone sees it.

     

      7.  Overtly Personal Messages   Regardless of whether you think you are being respectful in your approach to sending this type of message, you need to think about how the other person will receive it.  The person on the other side might not feel the same way in which you meant it to be received.  

     

    Remember LinkedIn is not a dating site, it is a business platform.  Always keep it professional. 

     

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business. After you subscribe we will arrange a one-hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn.  If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.

     

     

     

     

     

     

     

     

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    06 January 2016, 11:27
     

    What’s In It For Me? Get Clients, Keep Clients: The 3 Must Know Elements

    Get Clients, Keep Clients:  The 3 Must Know Elements

     

    I like to share with those who aren’t in my coaching program the many questions I receive from the subscribers to my Coaching Program.  www.buildyourbusinessfast.com

     

    Here’s a questions I was recently asked.  “Ken, Is there such a thing as a “Customer for Life?”

     

    Yes there is.

     

    If you want to win customers over for life, you have to go beyond the basics. 

     

    Business relationships mirror personal relationships. You become friendly with people you share interests with.  You begin to know a person better as the relationship grows.  If you LIKE and TRUST that person, the relationship will continue and deepen. If you grow to dislike or distrust that person, the relationship will usually sour and deteriorate.  In your business and personal life, the growth and deterioration of relationships are based on the same three elements. 

     

    The three elements of any relationship are Know, Like and Trust.  I call it the “Know, Like and Trust Factor.”  This is a simple concept to understand, but it’s a tough one to implement.

     

    I’m going to help you discover how to make the three “Must Know” steps work for you, Many business professionals look at marketing completely on the surface.

     

    If your business tends to market by simply advertising, handing out business cards or flyers, it may be missing a few key ingredients.  Along with getting word out about your business, your marketing should be focused on building relationships.  When you focus your marketing on building relationships, you are taking the first step towards potential clients getting to know, like and trust you. 

     

    Again, people want to do business with those they know, like and trust.

     

    Getting to know you.

     

    For potential clients to know you exist, you need to market.  Selling is not marketing. Let potential clients know how you can help them, You can show potential clients what your value is by offering it in various forms.

     

    This can be done by writing newsletters, giving talks to groups, networking, writing articles and blogging.

     

    You have to be in front of potential clients in order for them to get to know you. 

     

    Getting to like you.

     

    Once potential clients get to know you, you want to give them the opportunity to like you.  Clients have a lot of choices today. Make sure to get people to like you by following up, being true to your word, and doing the best job you can.  Don’t let business relationships dry up and die.  Keep in constant contact throughout your relationship. 

     

    As soon as you have first contact with a potential Customer, keep reaching out.  Share information they would find helpful.

     

    Getting to Trust You.

     

    Trust is the final factor.  Trust is gathered by doing what you say you will do.  Trust is built by consistently giving value to your clients.  It means giving to clients.   Trust can also be earned by social proof such as referrals and testimonials.  Be responsive to Customers’ needs.  Put yourself in the Customers shoes and treat them like you want to be treated.

     

    Once a Customer trusts you, they will be willing to pay you for your services or products.  Trust is the factor that will gather clients for you. It is a powerful tool for getting clients and keeping clients.

     

    Sit down and take an honest look at how well you are setting yourself up for clients getting to know you, like you and trust you. 

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step-by-step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business. After you subscribe we will arrange a one-hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn.  If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.

     

     

     

     

     

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    24 December 2015, 12:49
     

    What’s In It For Me? Don’t Do A Little Bit of Everything with your Web Site

    Don’t Do A Little Bit of Everything with your Web Site

     

    Peter Drucker once wrote, “ Concentration is the key to economic results.  Economic results require that one should concentrate their efforts on the smallest number of activities that will produce the largest amount of revenue. 

     

    Unfortunately this principle is violated constantly today.  It seems as if most individuals have an attitude of “ Let’s do a little bit of everything.”

     

    Here is a simple process to avoid this problem.

     

    Your web site.

     

    Ask yours, “ Why am I building this site?”  If your answer is  “ because everyone else is on the internet,” you are better off investing those dollars elsewhere.  If your answer says something about Marketing, Sales, Internal communication or customer service, you are on the right track.

     

    Narrow your focus.

     

    Ask, “ What holds the best hope for the company’s future?”  This just might be a single product, service or idea. 

     

    Your answer to this question will help you come up with a single sentence that states the reason your site exists.  I have to mention that your site can have other purposes, but limit them to two and do not allow them to take priority over your site’s purpose.

     

    It’s not enough to say, “ The main purpose of my site is marketing.”  What does “marketing” mean exactly.  Will the site serve to:

     

    Increase visibility and market exposure?

    Generate leads?

    Offer post sale customer service?

    Re-in force your identity?

    Secure new customers

     

    If the site is for sales, what kind of sales:

     

    Business to business?

    Business to consumer?

     

     

    So, now fill in the blank.   The main purpose of my site is to

     

    This single sentence is one of the most important you will write for your web site efforts.  It becomes the criterion by which you judge everything you put on your site and where and how you will market the site. 

     

    For example:

     

    If you think the best hope for your business is new business and decide that the main purpose of your web site is to generate sales leads, every page on your site should have a link to your “ Contact Us” or “ Request more Information “ Page. 

     

    If you insist on devoting space on your site to “ The President’s Message,” make that message something that will generate an inquiry.  If you can’t figure out how to do that, the page doesn’t belong on your site. 

     

    If you have a favorite photograph of yourself and want to post it on your site, ask yourself,  “How will this photograph help generate sales leads?’  If it won’t help generate sales leads, get rid of it.

     

    Although you will be tempted to “do a little bit of everything” with your web site, don’t.  Be merciless, Concentrate, bring everything toward a common objective, focus your web efforts into one area that promises the best hope for your company’s future.

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business. After you subscibe we will arrange a one hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn.  If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.

     

     

     

     

     

     

     

               

     

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    26 November 2015, 16:04
     

    What’s In It For Me? Taking Email Marketing to the Next Level

    Taking Email Marketing to the Next Level

     

    Many businesses and professionals are turning to email marketing to keep profits rolling in.  While an increasing number of people say they rarely surf the net, the vast majority of North Americans check their email every day.

     

    Email marketing is the most effective and efficient way to influence purchases and keep customers informed and happy.  It also is inexpensive. 

     

    New technology that is powerful yet easy to use allows anyone to handle email jobs that previously required expensive professional help.  Many  professionals are bringing their email campaigns in house in order to have more control and decrease costs.

     

    Here are 4 features you will want to use in your email marketing efforts.

    1.  Include HTML in your messages.  Your logo, banner, bullets, and color elements can make your message jump off the screen.  You can even include forms that allow customers to order instantly from your message.    This takes advantage of impulse buyers.

     

    2. Purchase a Campaign Manager software to schedule when your email messages will be sent out.  You can prepare an entire months worth of messages and tell the manager which weeks, days, etc to release them to your list.

     

    3. Take advantage of POP import features.  It automatically takes the email addresses from messages you receive and puts them on your mailing list.  This will guarantee that no one who requests information is left out of your next mailing.

     

    4.  Make sure the software you use to send your messages includes information  and instructions on how to do any task you wish to achieve.  You won’t have to wait for the tech  guy to show up, 

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business. After you subscibe we will arrange a one hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn.  If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.

     

     

     

     

     

     

     

     

     

     

     

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    12 November 2015, 03:49
     

    What’s In It For Me? Capturing Post Purchase Opportunities

    Capturing Post Purchase Opportunities

     

    You finally create the customer, not to me the real fun begins.  Many individuals in business think that once a person becomes a customer/Customers, their job is over. 

     

    They are missing crucial additional revenue opportunities by failing to engage in post purchase communications.

     

    Engaging customers immediately after they make a purchase creates an opportunity for add on recommendations.

     

    It’s also important to remember to send the welcome email to them. 

     

    The following should be followed:

     

    1.    Have a system of timely follow-up communications. After a customer makes a purchase, you can follow up with personalized suggestions for products they may be interested in based on that purchase.,  By sending out a timely “Thank you for your purchase” email, you can suggest products that would complement the recently purchased items or products. 

     

    2.     The next is that you now have an opportunity to ask them to complete a survey. Once your customer has received the product or used your service, send them a survey asking for feedback on their experience.   Or you can ask them what motivated them to make their purchase from you rather than your competitor.  This way you can create your Unique Selling Proposition. 

     

     

    I see so many business owners lose in this post purchase step.  There is so much additional revenue that can be gained by having a systematic follow up procedure after a person becomes your customer. 

     

    And never ever forget to communicate with this customer consistently, at least once a quarter if not more often.  Never ever let them think you forgot about them.

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business. After you subscribe we will arrange a one hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn.  If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.

     

     

     

     

     

     

     

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    28 October 2015, 23:32
     

    What’s In It For Me? The Secret Formula for Attracting Customers & Clients

    The Secret Formula for Attracting Customers & Clients

     

    Businesses that are thriving and growing have a steady flow of repeat and referred customers.  And they get those customers by attracting them rather than pursuing them. 

     

    Virtually every professional I know loves the idea of attracting clients, and would be even happier if there was a “magic Formula” for accomplishing it.

     

    Actually there is a formula that works like magic for attracting clients to you.

     

    First of all, this isn’t about simply “getting” clients.  It’s about attracting them to you.  It is the concept of building a business without chasing prospects, dogging down purchased leads, or operating a  “quote Mill”. 

     

    It seems that either intentionally or inadvertently, companies often train their team to build their business by pursuing prospects. 

     

    By learning how to attract clients and by applying those methods consistently, you sidestep the need to pursue clients. 

     

    The first secret is to understand that people will be attracted to you by WHO YOU ARE, rather than by WHAT YOU DO. 

     

    While there will be a small group of people who will do business with you strictly based on your depth of knowledge, the majority of people will do business with you because of who you are. 

     

    Being knowledgeable and skillful isn’t sufficient to attract clients or customers.

     

    We maximize and amplify who we are by continually improving our communication skills, our social skills, and our integrity.  In short, “who we are “ is defined by our people skills. 

     

    When we have good people skills we:

     

    1.Communicate clearly and cleanly.

    2. Are relatable

    3. Do what we say we are going to do.

    4. Are professional in attitude and manner

    5. Have a positive attitude

    6. Take an interest in others

    7. Treat people with respect.

     

     

    How do you improve in these areas?  The easiest way to start is by simply being more mindful of each of those people skills. 

     

    How we think we come across to others doesn’t really matter.  What matters is how others feel about US.  Therefore, an excellent way of improving our people skills is to enlist the help of others.  Ask people around you to help you. 

     

    Tell them you are working to improve your people skills and ask them which people skills they feel you are really good at and then ask them which ones they feel need improvement.

     

    Then, ask them to point out to you any words, actions and reactions, which represent opportunities for improvement.  Not only will people be happy to help, but also they will respect you for your efforts.

     

    The second secret in attracting clients is actually getting out, so that people get a chance to see you, know you, and be attracted to you.  The reality is that when you are in your office behind your desk, prospects never get to experience you and those people skills you possess.  The result?

     

    If you try to get clients from behind your desk, you end up having to pursue them. On the other hand, when you get out and allow people to interact with you, you end up attracting them. 

     

    The way to successfully attract clients is to improve your people skills, and get out and meet people.  I know it’s a pretty simple formula, but it works like magic.

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business. After you subscibe we will arrange a one hour phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn.  If you aren’t convinced after this phone call, I’ll refund your $20. Guaranteed.

     

     

     

     

     

     

     

     

     

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    15 October 2015, 11:53
     

    What’s In It For Me? Defining Your Market to More Customers Part 2

    Defining Your Market to More Customers Part 2

     

     

    Targeting your Market is the only way that is cost effective in creating customers.

     

    If you can't afford, or don't want to purchase your own SRDS list directory, and then spend the time doing the research, you'll probably want to use a list broker.  These are individuals who make their living finding just the right list for you and buying it from the list manager.

     

    Usually list brokers do not charge you for their services.  They make their money from a commission paid by the list manager.

     

    While I have used list brokers in the past, I usually find it is to our advantage to research the market yourselves when it comes to finding just the right list.  That's because I have more to gain or lose from the process than the list broker does.

     

    The average list broker is in business to rent lists.  The more names he rents, the more he profits.  And regardless of whether you make a profit from the list he recommends to you, he still gets his commission from the list manager.

     

    Most list brokers are honest and will do a good job for you.  But you should realize that they depend on large list rentals for most of their profits and dealing with you may not be worth their time.  You probably won't rent enough names for them to make more than thirty or forty dollars.

     

    It is for that reason; I recommend you do your own list research in the SRDS.

     

    After you are familiar with the SRDS and have found a list broker you can trust, using that list broker can save you a lot of time.  But just starting out, it is worthwhile to get a copy of the SRDS book and do the research yourself.  It will pay off in the long run.

     

    Here’s an Alternative to the SRDS

     

    Another good way to find a ripe market is to get a copy of the Oxbridge Directory of Publications.  This reference book contains demographic information on over 20,000 magazines and newsletters that reach the consumers in this country.

     

     

    With a little time spent researching the entries in this book, you'll be able to find publications that reach specific markets which have the characteristics you want.

     

    For example, you might discover a magazine like Physician's Lifestyle, a bi-monthly publication that reaches every single Medical Doctor in the country. (That market has potential!)

     

    The Oxbridge Directory includes the following information about different publications:

     

    Category of publication - e.g., travel

    Name of publication

    Publishing company

    Editorial description

    Annual subscription price

    Number of pages

    Circulation - subscribers, free and newsstand

    Advertising rates

    List rental

    List manager

     

    Having access to this kind of information on over 20,000 publications makes you realize how easy it is to find and target all those ripe markets out there. 

     

    Chances are you'll quickly find several publications you'll be interested in finding out more about.

     

    To get more information about any publication, just call the publication and ask for their Media Kit. 

     

    This is a package full of information about the magazine's ad rates, and demographic profiles of its readers.  Media kits also usually include a sample of the magazine.

     

    Once you get the media kit, look through the sample magazine to get a good idea of the type of products being advertised in it.  These products should give you a glimpse at what readers of the magazine are buying and how much they are paying for it.

     

    Now that you’ve narrowed down your market, what do you do now?

     

    Regardless of which method you use to choose your 'ripe' market, once you have selected the market, you'll want to do further research into that market.

     

    This research will be very valuable when it comes to developing the product, and writing the ad or direct mail letter to let your customers know about the product.  The more you know about your market, the greater the chance you'll develop a successful and profitable project.

     

    These are the kinds of things you'll want to know about your target market:

     

    Average age

    Predominate sex

    Predominate education level

    Typical hobby or hobbies

    Most likely occupation

    Predominate religious affiliation

    Marital status

    Financial or economic condition

    Major fears, worries, concerns

    Political affiliation - liberal, moderate, or conservative

    Personal aspirations, goals, objective, desires

    Hot buttons - special interests that get their attention

    Seasonal buying habits

    Product most recently purchased via direct mail

    Price paid for most recent mail order purchase

    Who opens their mail?

     

    If you can find any of the above, you should be able to tune into your market, and give them exactly what they want, in the same way they want it, at a price they are happy to pay.

     

    Here’s a checklist  - Selecting a Target Market.

     

    The first step to successful and profitable direct mail project development is to define the market of people you want to sell a product to.

     

    Failure to first define a market, usually ends up with you asking yourself, “I've got this product.  Who can I sell it to?”   That's a disastrous approach because it removes project control from you.

     

    By defining your market before you develop a product, you stack the deck in your favor because you'll be able to give your market what it wants, rather than what you want to sell it.

     

    The three main characteristics you want your direct mail target market to have are:

     

    People with money to spend (without money to spend, they can't possibly be your customers)

     

    People already in the habit of spending money on products offered via direct mail (you don't want to have to instill new behavior pattern)

     

    People in the age group most likely to have money, and most likely to buy via direct mail.  (It's a waste of time and money to target any other markets.)

     

    Once you have found a market that meets the above criteria, you'll want to narrow that market down into a group of potential customers with a specific and definable interest.

     

    The two easiest methods to find ripe direct mail markets with defined interests are:

     

    Looking into the SRDS direct mail list directory

     

    Looking into the Oxbridge Directory of Publications

     

    The more you research your market, the easier it will be to develop a successful product and offer.

     

    But what if you don't do the research?

     

     

    OK.  Suppose you decide your project is so great “Everyone Will Want One”. 

     

    Not defining or researching your market means you have no idea who you will be selling to, you have no idea what they want, what they can afford or what their 'hot' buttons are.  So you'll just have to guess. 

     

    If you guess wrong on even one variable you loose it all.  All the money you spend on lists, printing, and postage is all gone.  But most important, you will loose momentum. 

     

    So consciously choose not to get involved in losing projects.  Do the research up front and it will always pay off.

     

    Well, I know this weeks tip was longer than usual, but in order to complete this topic, it was necessary.

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

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    30 September 2015, 22:24
     

    What’s In It For Me? Defining Your Market to More Customers Part 1

    Defining Your Market to More Customers Part 1

     

     

    Hi and welcome again to another exciting Marketing Tip of the Week.  Over the next two weeks I’m going to go over, what I feel is one of the steps you have to do in creating the customer you want to do business with.

     

    As hard as you try, you can't change the way people think.

     

    You can spend a lot of time, money and energy trying to market products to people who don't want to buy them, or can't afford them, and you may even get a few orders.  But you won't build an effective and profitable business by trying to force your products into a market. 

     

    Fortunately, there is a better and easier way to sell your products and build yourself a successful business.  It is called "Target Marketing". 

     

    By "Target Marketing" I simply mean targeting an audience who has already demonstrated a desire for your products or services.  And then delivering your products and services when they want to buy them.

     

    So if you target your marketing efforts to  . . .

     

    The right audience

    With the right products

    At the right time of the year,

    you will have created the type of customer you desire!

     

    You may have heard all this before, but stay with me. This is the number one secret to success.  If you use it, then you can almost guarantee yourself success with all your direct mail projects. 

     

    Target Marketing the Secret to Success!

     

    The first step of target marketing is to identify a group of people who have the money to purchase your products or services! 

     

    The most cost effective way to do this is to analyze your current best customers and then see if you can find a bunch more.  You see, if the people in your target market have no money to spend, it won't make any difference what you are selling, how good a sales letter you have, or how well your business was planned. 

     

    If your customers can't buy, you lose. 

     

    On the other hand, if you target only people who have money to spend, you're stacking the deck in your favor.  Your targeting people who at least have the capability to buy from you and that's pretty important.

     

    Failure to target people with money means one sure thing - your project will fail.  People without the capacity to make purchases from you can't be your customers!!!

     

    This may be the most important lesson you ever learn about using direct mail. 

     

    Success depends on choosing the right markets, not the right products.

     

    OK, so now you have the secret, what's next?

     

    Finding the Market

     

    The first place to look for a market that meets the above qualifications is to review a recent copy of the Standard Rate and Data Service (SRDS) list book. You can get a copy at your local library. This book contains information on thousands of mailing lists from magazines and other sources.  It also includes lists of consumers who have recently made direct mail purchases.  (This can be very helpful.  It's good to know if your prospects have already made purchases through the mail.)

     

    The SRDS is an invaluable tool, and one worth investing in. If you can afford it, you should definitely get your own copy. I keep it here in my office and every once in awhile; I refer to it for ideas.

     

    Although I can't recommend you subscribe to SRDS, (it is far too expensive), I do think you should call and order at least one copy of the book and keep it around for reference.  You can call (1-708-256-6067) I believe this is still the correct number, and get a single copy. If it isn’t the right number, then go on the Internet and type in SRDS in the search section.

     

    Take the time to study the book carefully. You'll be able to browse through the thousands of mailing lists available, and narrow your target market down to a few, (twenty or so), that strike your interest.

     

    Browsing through the SRDS will really open your eyes to the possibilities and opportunities available to your using direct mail to increase your business. 

     

    You'll find information about markets and products you never knew existed, and chances are, you'll find some that really interest you.

     

    Keep a pad of post-it notes handy while you browse the book.  It's helpful to mark a page that has a list that may match your clients closely.  Or, you may want to mark a new list that appeals to you even more than your existing customer profile. 

     

    What makes the SRDS mailing list directory so useful is the information it provides about each list.  Here is a list of the categories available about each list. 

     

    Description of list - who is specifically on the list

     

    List source - how the list was compiled (from orders, inquiries, subscriptions, space ads, etc.)

     

    Product - what the people bought or inquired about

     

    Average unit of sale - how much people spent

     

    Method of payment - credit card, check, cash, cod

     

    Recency - how recent the sales

     

    Quantity and rental rates - number of names on list, and current rental rate per 1,000 names

     

    Demographic breakdown - age, sex, ethnic group, education, occupation, income level, home ownership, multi-purchaser, etc.

     

    Method of addressing - cheshire labels, pressure sensitive labels, mag tape, etc.

     

    List manager - company or person who manages and sells the list.

     

    Having this kind of information at your fingertips makes it easy for you to find the kind of market you want to sell to.  That's why just about everyone in the business has a copy of this great reference directory, and uses it frequently when developing new projects.

     

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

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    16 September 2015, 23:59
     

    What’s In It For Me? Testimonials and Credibility

    Testimonials and Credibility

     

    A member of my coaching program asked me if Testimonials are effective?  My response was as follows and for those of you who aren’t in my coaching program yet, I wanted to share it with you also.

     

    If your Customers or prospect doesn’t believe you, you will never sell a thing. The best way to use credibility is testimonials.  There are basically two types of Testimonials that you should use.  There is the outcome testimonial and testimonials that overcome objections.

     

    By the way there are Laws that you must check out that govern outcome testimonials.  You should check these out.

     

    That being said, outcome testimonials are just as the words imply.  They are the results someone gets from using your product or service. 

     

    Here’s an example

     

    The weight loss product I bought from you has helped me lose 25 pounds in 30 days.  I can now fit into the bikini I wore when I was 18 years old. 

     

     

    Because of the laws governing outcome testimonials, I only use testimonials that overcome objections.

     

    Here’s an example.

     

    Ken, when I got the 4th module in the coaching program, I was reluctant to send out grabber letters.  However, all of my doubts were erased when I saw the results of my first campaign.

     

    Here is something to consider:  Write down all the reasons why somebody wouldn’t buy your product or service.  Then get testimonials from your clients that overcome each reason why.  You will see your results soar just by suing this one idea.

     

     

    Well that’s it for this Issue.  After you have implemented this strategy in your business, let me know the results.  Better yet, email me your Testimonials. 

     

    Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers. Please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

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    02 September 2015, 22:00
     

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