Does Your Message Pass the Test?

Does Your Message Pass the Test?

by: Claire Cunningham

Develop an effective benefit message and you’re well on your way to building your company’s entire marketing program. After all, you need focus to create success. Without it you can wind up expending effort without getting the reward (income, that is) you’re looking for.
Start with these three ingredients:

Understanding of what the customer needs and wants
Knowledge of the competition’s strengths, weaknesses and messages
Insight about what you offer

Gather the information and chart it. What you’re looking for is a hole where there’s a customer need that you address and hopefully, the competition doesn’t.
Found it? That’s the core of your message. Found several holes? You’ll need to prioritize.
Now, write alternative introductory sentences. Remember, they need to be customerbenefit oriented, that is, they need to explain what the customer GETS. Got your alternatives ready? Here are seven questions to ask of potential benefit messages. They’ll help you find the promise or message that will get you the most mileage:
1) Is it meaningful?
This is where knowledge of the customer comes into play. Your benefit message should be based on the real needs of the people who use your products or services.
2) Is it sustainable?
Establishing your unique position doesn’t happen overnight. The message you choose should be based on what you can deliver long term.
3) Is it believable?
Can you keep the promise you’re making? For example, if your benefit message centers on ขsuperior service,ข do you understand what your customers’ expectations are? Are you committed to making good on this promise over time?
4) Is it unique?
Often there are many providers of a product or service. How do you set yourself apart from the rest of the pack?
5) Is it concrete and easy to understand?
If you ask your audience to think too hard, they probably won’t! Simple, straightforward messages work best.
6) Is it in your own words?
If you’re going to be saying this as an introduction to your business, you need to be comfortable with the words and phrasing. Practice saying messages out loud to test them.
7) Is it attentiongrabbing?
You can’t bore someone into buying! Use words that demonstrate your passion, your understanding of client needs. Use words that engage interest.
Test your message with prospects. Watch for their reactions. Ask what they like and don’t like. You might get stuck. If that happens, a marketing and communications consultant can craft alternative benefit statements, provide an objective viewpoint, even handle the upfront research.

About The Author

Claire Cunningham, president of Clairvoyant Communications, Inc., has 20+ years’ experience developing and implementing successful businesstobusiness marketing and communications programs. Sign up for Claire’s monthly newsletter, Communique, at www.clairvoyantcommunications.com. Claire can be reached at 7634793499 or email to [email protected]

[email protected]

This article was posted on July 13, 2004

by Claire Cunningham

How To Beat The HomeBased Burnout Blues

How To Beat The HomeBased Burnout Blues

by: Mary Rosendale

I went to visit a friend who had quit the corporate world to start his own artbased business. This was a guy who wore, if not a suit, at least a tie and jacket to work every day for a decade. All the curtains in his house were drawn and his bed was littered with color samples, catalogs and all the assorted detritus of a homebased business. With his unshaven face and sunken eyes, he bore a frightening resemblance to Tom Hanks in ขCastawayข. He leaned over and, with a wild glint in his eye, whispered ขI haven’t taken a shower in three days.ข That close to him it wasn’t difficult to believe but I couldn’t figure out why he felt the need to tell me.

A couple of years later I got it when I too had swapped working for the man for the pleasantly unstructured life of a homebased entrepreneur. I was on my way to a Networking luncheon and slipped some dress shoes on only to find that my feet had apparently grown two sizes. My sneakers and my fluffy slippers fit just fine but they didn’t go with my little black suit. I understood then that his confession had been more than a need to share his personal hygiene issues with me. He felt compelled to share the horror of what he was becoming.

At some point every back bedroom entrepreneur has an epiphany that they might be a little too far gone along the doityourself continuum. For me it was the shoes. For my friend it was the orange water pouring out of his groaning shower head when he finally found a reason to shower.

If you’re just starting out with a homebased business and still euphoric over getting to conduct business in your pj’s or being able to take a Judge Judy break – be aware that there is a dark side. One day you, too, will run slap up against a moment of clarity when you see your formerly civilized life slipping away from you and realize that you may have taken the ball and run with it just a little too far.

It’s a tricky thing to get the balance just right. There’s so much to do in setting up and maintaining a business. And, mindful of the fact that 80% of all small businesses fail in the first year, you’re probably anxious to do as much as you can as fast as you can in order to start bringing home the goods. There are several balances to be worked out – all of them tricky. When do you outsource and when do you do it yourself? How much can you work and still have a life and a family at the end of it? What do you absolutely have to do first and what can wait? There are many excellent books and articles on what to do to set up your business. This isn’t one of them. This is about how to be as you do those things. How to be kind to yourself; available to your family and friends and enjoy life even amid the uncertainty and stress of creating your dream from scratch. How to profit the whole world and keep your soul.

So here are a couple of tips to keep you present and focused. Some are practical; some more touchyfeely. All of them useful. Six things you can do to avoid singing the HomeBased Burnout Blues.

1.Find your Purpose. This may sound pretty basic but it’s so basic many people don’t do it. Your Purpose is not the same as your goal. Your goal is what you want to do; your Purpose is why you want to do it. Your Purpose is larger and inclusive of all aspects of your life. Why do you want to do what you want to do? Why are you uniquely qualified to do it? If you don’t know this and can’t explain it to yourself how are you going to be able to market yourself? (Are you still laboring under the illusion that you won’t have to market yourself?) Your goal may be to sell $200,000 of widgets this year. But your Purpose may be to sell $200,000 of a fine quality product with such integrity and appreciation for your customers that they will provide you with return business which will in turn provide for a good living for you and your family. Once you find your Purpose write and post it everywhere. Stuff it in your sock drawer so it’ll surprise you when you least expect it. Definitely stick it on your TV. Read it every day. Don’t lose your Purpose in the minutiae of daily tasks. Don’t go unconscious to it. Everything you do is a structure to either move you towards it or away from it. Ask yourself periodically. Am I in line with my Purpose? Is playing with your kids in line with Purpose? Sure, if it keeps you sane and healthy and nourishes your family. Is watching back to back episodes of Cops in line with your Purpose? Probably not if you slump on the couch and come to three hours later wondering where the time went.

There’s an old Buddhist saying: ขIf you seek enlightenment do not waste your time by day or by night.ข Switch success for enlightenment and you’ve got a pretty good mantra for business. But if you’ve been working your rear off and you decide that some mindless TV is just what the doctor ordered to rest your brain and give you a rare treat then vegging on the couch may actually be in line with your Purpose. It’s really about whether you choose the couch or the couch chooses you.

2. Once you find your Purpose plot a road map to it. My husband and I once took a road trip which went through 8 beautiful Western states including Montana, Wyoming, Idaho and Utah . I had exactly two weeks of vacation and knew when I could leave and when I had to be back. In order to get back in time we had to budget a certain minimum amount of travel time per day and there were things we wanted to do along the way. We went to AAA and, with maps of all the states we’d pass through, we plotted the best route. We also scheduled in time for detours and hiking and just lolling around. It was a great trip. Had we just set out on the fly without a plan we could have ended up stressed out hundreds of miles away from home the day before we were due back or we could have zipped through some beautiful scenery and found ourselves with time to spare in Vegas. Not an appealing possibility.

So plan the best route to your Purpose. Take your day planner or a long sheet of paper and break your day up into appointment blocks. Two hour increments work great. These appointments are not negotiable so be on time and ready to go. Make appointments with yourself to do the tasks you have prioritized. While you’re at it make appointments to clean house, do yoga and walk the dog. Write them down. Otherwise time will seduce you. These are contracts with yourself and you need to keep them with as much integrity as you’d keep any contracts with clients. No matter how much fun you’re having doing a task it should end when it’s supposed to end. It shouldn’t take on a life of its own. In fact, the more you like doing it the more structure you need surrounding it. We all like to do pleasant things that we’re good at. But they may not be what needs to be done right now. Have definite starting and ending times for your day. Make yourself an appointment for something active every few hours so you’re not sitting on the phone or computer for 12 hours straight. If you have a problem with forgetting to eat or drink enough water – schedule those too. I might schedule two hours of writing on my articles then a half hour appointment to clean the kitchen which would stretch me and get my circulation moving (and get the kitchen cleaned!). Back to the computer for answering emails and client paperwork and bookkeeping. Another hour scheduled for a quick lunch and walk in the park with the dog. Client phone sessions would be scheduled with ten minute breaks in between. Finish work at 6 PM. I could easily work until 11 PM and have done many times. But that’s not healthy and not sustainable especially as I share my life and home with others. My particular Purpose includes having the energy and peace of mind to enjoy the results of all my hard work at the end of the day.

3.Put it in writing. Put what in writing, you ask? Everything. Purpose. Ideas. Outlines. Lists. Deadlines. Goals. Studies show, by the way, that only 3% of us write down our goals. But of the 3% of entrepreneurs who do write down their goals a stunning 97% achieve them. Get this stuff out of your head and onto paper. Make it real. You’ll save energy because you won’t have to worry about forgetting things or keeping track of ideas. So find a system and run with it. Get a Daily Planner. Don’t forget to write down your Mission statement, Vision statement and Business and Marketing Plans. Look at them weekly.

4.Value yourself. Figure out your hourly rate and factor that in to every decision you make. I mean every decision. It’s great to be able to build your own website. You can save a bundle if you’re already computersavvy and there are many excellent softwares which will help you. I made my first with a program I got from my website host. I put $14.95 on my credit card, downloaded it and within minutes was working on my site. I did it myself and it looked decent. But it took me close to six weeks. I wasn’t working on it fulltime but when I wasn’t I was thinking about it. It was a lot of fun and a major distraction. There was a learning curve so I first had to learn the software then implement it. I knew nothing about color or fonts or placement or keywords or metatags. I lost time that I should have been using for marketing and in the end the whole exercise was more a character building exercise than a website building exercise. I survived and so did my site. But had I added up all the hours I worked on it (including the ขhiddenข hours when I got up at 3 AM to fiddle with it) and paid myself I probably didn’t save any money and I would have gotten a more professional looking site with a designer. When you decide whether to do something yourself or outsource it be sure to also factor in the time it takes to learn the software. This can be substantial. Add up the missed marketing and promotional opportunities and add in the stress and aggravation factor. If you want to outsource design work try a community bulletin board like Craigslist.org ( a stomping ground for many unemployed web designers). There’s now a Craigslist in pretty much every major city. Remember, too, that you don’t need to even have a web designer living in your home state unless you plan on suing them over the end product. elance.com. is also great for home entrepreneurs. You can post your project online and receive bids from vendors. Check out their portfolios; interview them and go with the right one. If you’re good with graphics and hellbent on designing your site and cards, letterheads etc. yourself set a deadline and stick to it. When I was starting out I figured out my hourly rate was about $75.00. I got in the habit of calculating how long it would take me to do something; learn the software and experiment by trial and error. I tried to factor in the frustration factor to me and the lost time to my family and other areas of my life. If I could hire a professional to do it for less I farmed it out.

5.Which brings us to money. Don’t get caught in the ขI can’t afford itข trap. You may not have much money to spend but everyone has a little. Allocate it wisely. You have to spend money to make money. Maybe this is a Universal law because it thins the herd right at the outset. If you don’t invest in yourself why should anyone else? Most of us have an ego mind which has mixed feelings about our success. One way to put a tripwire in front of what should be our stunning rush to success is to tell ourselves we can’t afford to do what we know we need to do. Then it’s not our fault if we don’t make it. We didn’t make the cut because we didn’t have the money to start our business right not because we were afraid or unwilling to risk.

If you don’t have the money to pay for something – barter it or ask for terms. Get a credit card and use it specifically for startup expenses. Getting into a little debt isn’t so terrible. If you have equity on your house take out a home equity loan or refinance it. Talk to a relative and ask them to swing you a shortterm loan. There are many organizations out there which will loan to small businesses with a Business Plan. (You do have a Business Plan, don’t you?) Try Charo. The SBA is also a great resource. Come from a place of abundance (hope) and not scarcity (fear). Assume and believe in your success. Then take the steps you need to take to be successful. There are certain elemental things you’ll need for startup. Website. Business cards. Phone line. Make a list of bare necessities and find a way to pay for them. Don’t buy or invest in anything else no matter how interesting or fun it might be until you’ve covered the basics.

6.Build a team and a support system. A one man band can usually play many instruments passably but none of them well. Find out what you do well and get help with the rest. Even if it’s only online. Find people you can network with locally. There’s probably a professional organization you can join. If not – join Toastmasters or your local Chamber of Commerce. Ask for help. Get a Coach. If funds are tight do a Google search for Training institutions for Coaches. Contact them and say you would like some pro bono coaching and ask to be put in touch with a student Coach. Most Coaches starting out need all the experience they can get and it’s difficult getting people to pay you when you don’t have a track record. In addition, if Coaches are going to go for ICF certification they need a ridiculous amount of verifiable Coaching hours to qualify. If you’re persistent you should easily find a Coach who will offer pro bono or at least a substantial sliding scale discount.

Get out of the house and rub shoulders with people who are doing what you’re doing. Ask for feedback. Do you know how many people would like to help you to succeed? Do you know how good it feels to give support to someone struggling to make something of their lives? Give your friends, and even strangers, this opportunity. Find someone you admire in your field and write or call them. Tell them you would like to be where they are. Ask if they have any words of advice. If they respond be sure to send them a thankyou letter. Then followup and let them know how their advice has helped you. Don’t fall into limiting belief scripts that they wouldn’t be interested; you’re bothering them etc. Don’t make their decisions for them. Think how you’d feel if your expertise helped someone and they took the time to thank you. You breathe the same air as your mentors.

Finally, when you hit a roadblock be kind to yourself. Setbacks can hurt. Faith in anything, God, ourselves, the future is a solitary pursuit. Keep in mind that every moment is a fresh one and carries within it the seeds of tremendous fortune and change. The next contact you make could turn your life around.

Your life isn’t wallpaper to your daily grind. It goes on whether you pay attention to it or not. Might as well be aware and alive to all possibilities. Best to stay awake if you want to reach your dreams.

About The Author

Mary Rosendale is the proud mama of The Constructed Life. A unique Holistic Coaching service rooted in Buddhist psychology and ideal for the busy, overwhelmed Western mind. Sheกll work with anyone with a pulse but particulalry loves working with women in transition; entrepreneurs and people living with ADHD or BiPolar. Design and Build the Life You Want.

http://www.TheConstructedLife.com

[email protected]

This article was posted on February 18, 2005

by Mary Rosendale

4 Easy Ways to Boost Your Sales

4 Easy Ways to Boost Your Sales

by: Bob Leduc

Here are 4 easy ways you can boost your sales for little or no new expense …and without making major changes in your selling process.

1. Focus on What Your Customers Really Want

Your customers really don’t want your products or services. They don’t even want what those products or services do for them. What they really want is to gain the specific feeling they get after buying and using your products or services.

Keep this in mind when you create web pages, sales letters and other selling presentations. Emphasize the feelings produced by using your product instead of talking about what your product is or how it works.

Tip: Convert the benefits delivered by your product or service into vivid word pictures. Then put your prospect in the picture by dramatizing what it feels like to be enjoying those benefits.

Example, if you sell financial products, describe what it feels like to enjoy an affluent life style without debt.

2. Keep Communicating With Your Previous NonBuyers

Youกve heard it before but Iกll say it here again. Most prospective customers will not buy the first time they see or hear about your product or service. You’re losing a lot of sales if you do not persistently follow up with those prospects.

Your follow up procedure can be as simple as periodically contacting them with a new offer. Or it can be more complex like distributing a newsletter or providing updated product information.

Tip: You cannot follow up with prospects if you don’t know how to reach them. Set up a system for collecting the names and contact information of all prospects who do not buy from you.

Example, offer a special report, a list of sources or some other valuable information your prospects cannot get anywhere else. Deliver it only by email or postal mail so you can get their contact address.

3. Encourage Questions

Questions from prospects may be a nuisance. But answering them can be very profitable.

Prospective customers only take time to ask questions when they have a high level of interest in your product or service. Providing a satisfactory answer to a prospectกs question often leads directly to a sale.

Invite prospects to ask questions when in live selling situations. And make it easy for them to ask questions when they are not …such as at your web site. For example, list a phone number or email address where you or someone else can answer their questions.

Tip: Include a Questions and Answers page on your web site with answers to frequently asked questions. It will reduce the number of questions you have to answer individually.

4. Make Buying Easier

Every nonessential action in the buying process is an opportunity for the customer to reverse their decision …causing you to lose the sale.

Look for ways you can make your buying procedure easier and faster. For example, many marketers use a multistep shopping cart to get online orders when a simple online order form would do the job with just 1 or 2 quick clicks.

Tip: Don’t ask for unnecessary information during the ordering process. Instead, send a personalized ‘thank youก message after the sale and include a brief request for the information.

These 4 selling tactics may not be new to you. But are you using all (or any) of them? If not, they can easily boost your sales …for little or no new expense and without making major changes in your sales process.

Copyright 2004 Bob Leduc

http://BobLeduc.com

About The Author

Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards …and launched *BizTips from Bob*, a newsletter to help small businesses grow and prosper. Youกll find his lowcost marketing methods at: http://BobLeduc.com or call: 7026581707 After 10 AM Pacific Time/Las Vegas, NV

[email protected]

This article was posted on September 07, 2004

by Bob Leduc

Virtual Assistant – Questions Answered

Virtual Assistant – Questions Answered

by: Shannon Davidson

What is a Virtual Assistant?

A Virtual Assistant is a person or persons with whom businesses and individuals outsource administrative and technical tasks. Virtual Assistants work from their home office. Virtual Assistants are entrepreneurs.

A Virtual Assistant is a qualified, skilled individual who makes your business their business.

Why should I outsource to a Virtual Assistant?

Virtual Assistants provide their own hardware and software. Virtual Assistants are not paid for vacation days, sick days, or holidays. Virtual Assistants do not receive benefits such as insurance and profit sharing. Virtual Assistants are paid only when you have work for them to do. Virtual Assistants are skilled professionals who generally have the most uptodate hardware and software.

How do I choose a Virtual Assistant?

Every reputable Virtual Assistant should have his or her own web presence. You should be able to view a portfolio of work on your Virtual Assistant’s website. Ask your potential Virtual Assistant if they provide any free trial period work, generally they do. Ask if satisfaction is guaranteed. Create a ‘profile’ for your Virtual Assistant to complete. Ask questions that are pertinent to your needs. For example, if you require a lot of transcription work ask, ขHow many years have you provided transcription servicesข and ข What is your typing speedข and ขWhat is your turnaround timeข.

How do we communicate if we do not live in the same area?

Virtual Assistants have many ways of communication including fax, telephone (usually multiple lines), email, and postal service.

Don’t worry, your Virtual Assistant has most likely been providing this service for many years. Virtual Assistants are individuals who only succeed if their clients succeed. Virtual Assistants grow with their clients not without them.

About The Author

Shannon Davidson has been a virtual assistant for over 13 years. She provides transcription, data entry, logo design, web creation, and many other services to businesses and individuals. Shannon currently owns and operates www.officesetting.com.

[email protected]

This article was posted on August 03

by Shannon Davidson

The Top 7 Sales Blunders

The Top 7 Sales Blunders

by: Kelley Robertson

We all make mistakes when selling our product or service. Here are the most common mistakes people make. I have to admit I have made many of mistakes listed in this article even though I have been teaching this stuff for almost a decade. I hope you can learn from them.

1. Allowing a prospect to lead the sales process. The best way to control the sales interaction is to ask questions. This is also the best way of learning whether or not your product or service meets the needs of your prospect. Quality questions that uncover specific issues, problems, or corporate objectives are essential in helping you establish yourself as an expert.

2. Not completing premeeting research. After several weeks of voice mail I finally connected with my prospect and scheduled a meeting. Unfortunately, I entered the meeting without first researching the company. Instead of presenting a solution to an existing problem, I spent the entire meeting learning fundamental information, which to senior executives, is a complete waste of their time. This approach is one of most common mistakes. I have received countless phone calls from sales people hawking their wares and trying to sell me ‘stuff’ I have no need for. As a sole proprietor, I do not need a complex telephone system, additional employees, or an automated payroll system. Invest the time learning about your prospect before you call them and before you try to schedule a meeting.

3. Talking too much. Too many sales people talk too much during the sales interaction. They espouse about their product, its feature, their service and so on. When I first bought carpet for my home I recall speaking to a sales person who told me how long he had been in the business, how smart he was, how good his carpets were, etc. But this dialogue did nothing to convince me that I should buy from him. Instead, I left the store thinking that he did not care about my specific needs. A friend of mine is in the advertising business and often talks to prospects who initially request a quote for a specific advertising job. Instead of talking at great length about the ad agency’s experience and qualifications, he gets the potential client talking about her business. By doing this he is able to determine the most effective strategy for that prospect.

4. Giving the prospect information that is irrelevant. When I worked in the corporate world I was subjected to countless presentations where the sales person shared information that was completely meaningless to me. I don’t care about your financial backing or who your clients are. Make the most of your presentation by telling me how I will benefit from your product or service until I know how your product or service relates to my specific situation.

5. Not being prepared. I remember calling a prospect expecting to receive his voice mail. That meant I was completely unprepared when he answered the call himself. Instead of asking him a series of qualifying questions I simply responded to his questions, allowing him to control the sale. Unfortunately, I didn’t progress any further than that initial call. When you make a cold call or attend a meeting with a prospect it is critical that you are prepared. This means having all relevant information at your fingertips including; pricing, testimonials, samples, and a list of questions you need to ask. I suggest creating a checklist of the vital information you will need and reviewing this list before you make your call. You have exactly one opportunity to make a great first impression and you will not make it if you are not prepared.

6. Neglecting to ask for the sale. I recall a participant in one of my workshops expressing interest in my book. I told him to look through it but at no time did I ask for the sale. Later, I heard him express this observation to other participants in the program. If you sell a product or service, you have the obligation to ask the customer for a commitment, particularly if you have invested time assessing their needs and know that your product or service will solve a problem. Many people are concerned with coming across as pushy but as long as you ask for the sale in a nonthreatening, confident manner, people will usually respond favorably.

7. Failing to prospect. This is one of the most common mistakes independent business make. When business is good many people stop prospecting, thinking that the flow of business will continue. However, the most successful sales people prospect all the time. They schedule prospecting time in their agenda every week.

Even the most seasoned sales professional makes mistakes from time to time. Avoid these blunders and increase the likelihood of the closing the sale.

Copyright 2004, Kelley Robertson

About The Author

Kelley Robertson, President of the Robertson Training Group, is a professional speaker and trainer on sales, negotiating, and employee motivation. He is also the author of ขStop, Ask & Listen – Proven Sales Techniques to Turn Browsers into Buyers.ข For information on his programs, visit his website at www.RobertsonTrainingGroup.com. Receive a FREE copy of ข100 Ways to Increase Your Salesข by subscribing to his 59Second Tip, a free weekly ezine available at his website.

This article was posted on September 30, 2004

by Kelley Robertson

Submitting Your Site To The Open Web Directory: So

Submitting Your Site To The Open Web Directory: Some Dos And Don’ts

by: Donald Nelson

One of the most important steps in any site’s publicity campaign is the submission to the Open Web Directory (http://www.dmoz.org) as this directory provides search results for many of the most important search engines and online portals. This directory is not a robot driven spider, but a human edited directory and you must observe a few important points if your submission is to be successful.

http://resourcezone.com/ubbthreads.php .There you can ask about the status of your submission, but you must give them the date and category to which you submitted your site. You can ask questions about the procedures etc, but one more thing, don’t argue with the editors. Find out how the editors of the directory work and do your best to meet their conditions and you will be successful.

About The Author

Donald Nelson is a web developer, editor and social worker. He has been working on the Internet since 1995 and is currently the director of A1Optimization (www.a1optimization.com) a firm providing affordable search engine optimization and other website promotion services. You can get his monthly newsletter “A1Web Promotion Tips” by sending an email to [email protected]

[email protected]

This article was posted on May 21, 2003

by Donald Nelson

How to Write B2B Ads That Catch Customers

How to Write B2B Ads That Catch Customers

by: Steve Koons

Are your businesstobusiness ads working for you? If they are not making sales, are they at least generating interest in your company? Are they making an impression on your potential customers by making you stand out in a crowd? If not, then you should take a look at this article and get those ads working hard for you.

Don’t just fish for customers, catch them!

ALWAYS include your company name in the first sentence, preferably as the first word. Don’t start out with ‘we’. And briefly state what you do right away. For example: ขSolinc designs plastic injection molds.ข You want them to know who you are right away. Also, many B2B sites don’t allow visitors to view the total ad without paying or registering. You want everybody to at least be able to search for you on the Internet. This can also help your ad to appear on some search engines.

You need a ‘hook’ to reel in your readers. There are probably plenty of other ads right next to yours so you need to get them within the first sentence or two. Use some great adjectives. Which is better: ขSolinc designs injection molds.ข Or ขSolinc expertly designs high quality, precision injection molds.ข Now they know who you are, what you do, and why you are special.

Ask a question about why your reader should choose you and answer it. Questions such as ขDo your customers demand high quality?ข ขAre you looking for a total solution package?ข Then tell them that’s what you deliver, you’ve got what they need.

Clearly state what you do stepbystep. Use bullets, numbers or short dedicated paragraphs. Make a list of your products and services. Then tell a little bit about them. Don’t forget to use your adjectives here. Give them a ‘line’ to find the bait.

Give them some food for thought. It’s time to ask them another question. This time ask them about a problem they might have that you can solve. For example, ขAre you completely satisfied with your current supplier?ข ขAre you frustrated with late deliveries?ข ขAre you looking for faster and more reliable service?ข

Give them a call to action. This is your ‘sinker’. Offer them the answer to their questions by contacting you today. Don’t let them get away.

If you follow these steps you are on your way to catching some customers. But you need a few more pieces of bait to land the big catch.

Include your keywords and company name throughout the text. This can help your ad land in the search engines. Avoid using the words ‘we’ and ‘it’ and ‘our product’.

Use ‘you’ often. It pays to include your potential customer in your ad.

Be entertaining or subliminal, but don’t be boring! This can be a bit tricky in some areas of business, especially manufacturing. A good trick is to use a product noun as a verb and couple it with an adjective. An example would be for injection molds. Not the most entertaining subject, but: ขInject some speed into your production with high quality molds by Solinc.ข And you’ve got a line with pull.

Be sneaky. Some B2B sites don’t allow you to put in your email address or URL in the ad copy. However, if you spell out ขdotข or ขatข in your addresses your potential customers can find you.

And finally, be polite. Never use all caps or more than one exclamation point at a time, be careful of poor grammar or bad spelling. Show your potential customers you care.

Don’t forget, practicing and proofreading lead to good ad copy, which leads to good sales.

About The Author

Steve Koons works in the marketing department of Solinc Die and Mold and lives in Seoul, Korea. To read more of his stuff visit his blog:

http://www.injectionmolds.blogspot.com

http://www.solinc.net

This article was posted on December 30, 2004

by Steve Koons

Handling Questions with Authority

Handling Questions with Authority

by: George Torok

At some point in your presentation you will be expected to answer questions from your audience. They might have some burning questions that need to be answered before they buy into your message. Handling their questions with authority can make the difference for you between a successful presentation and a waste of time. This is the opportunity for the audience to test your knowledge on the topic and commitment to your message.
1. Explain at which points during the presentation you will take questions and how individuals will be recognized to speak. Point out the microphones they should use. State the rules that must be followed to ask questions.
2. Prepare how you will answer questions especially the worst questions. Imagine how confident you will look when they hit you with the killer question the question that is intended to skewer you to the wall. Instead you smile and calmly respond with a positive answer. Craft and rehearse the answers to these difficult questions before the presentation.
3. Maintain control of the questioning. Formally recognize the questioner before they speak and limit the number of questions. Allow only one person to speak at a time.
4. When listening to the question look at the questioner while moving away to include the whole group. Paraphrase the question for the group. State your answer to the group. Beware of answering only to the questioner.
5. Kick start the question period with, กA question I am often asked is, …ก.Then answer your กquestionก. This helps to prime the pump and encourages others to ask questions.
6. If you don’t know the answer offer, กI don’t know the answer to that question but give me your card and I will get back to you.ก Beware! You can only do this once or twice. Anymore and you will look dumb.
7. If you can’t answer a question but know that someone in the audience may know ask, กI know there are experts in the audience, how would they answer this question?ก Only do this if you know there are experts in your audience.
8. When you get the person who strongly disagrees with you and refuses to shut up, respond, ‘thank you for your opinion, I know there are different schools of thought on this issue I am telling you what has worked for me.ก
9. Avoid repeating, ‘thank you thatกs a good question.ก after every question the questions might not be good, and the audience will see through your insincerity.
10. Never end your presentation with a question period and closing with กno more questions? Well thatกs allก. That is a weak close. Instead always finish with a closing statement that will resonate with the audience and reinforce your message.
Bonus tip: Plant the question you most want to hear. Before the program begins, ask someone sitting near the back to กposeก the question on your signal.
Any questions? Contact George Torok, ‘the Speech Coach for Executivesก, to deliver powerful presentations and handle questions with authority.

About The Author

© George Torok delivers inspirational keynotes and practical seminars. He specializes in presentation skills, creative problem solving and personal marketing. You can arrange for George to work with your people by calling 8003041861. For more information and to receive free tips on presentation skills and personal marketing visit www.Torok.com and www.SpeechCoachforExecutvies.com

[email protected]

This article was posted on June 18, 2004

by George Torok

25 Proven Strategies For Improving Your Telephone

25 Proven Strategies For Improving Your Telephone Results To Build Your MLM Dowline

by: Jason Clark

1. Reap what you sow! What does that mean? It’s vital you keep prospecting to keep the funnel full. The prospecting funnel is the lifeblood of your network marketing business. It’s the heartbeat of your business.

2. You must use your product or service no matter what you recommend. If you don’t use your product you are going to have a tough time convincing your prospects to use it. What is your personal story?

3. Ask yourself what are your prospects most fundamental concerns are. Become a problem solver match your business opportunity or product to their primary wants.

4. If you don’t succeed totally on a prospecting call, qualify them for the future. Follow up again in 6 months to check if your prospects circumstances have changed.

5. Go back to high potential prospects that didn’t join or purchase your product. You have a much better chance when you go back because you have developed your skills over a period of time.

6. When leaving a message with a machine or person identify yourself. Identify yourself with your title and where you’re calling from because it adds credibility.

7. When leaving a message on voicemail speak slowly and clearly. It gives your listener time to take notes. Always repeat important details.

8. Prepare your voicemail strategy before making your call. Prepare what you’re actually going to say. You will sound more confident and more competent.

9. Every time you leave a voicemail message be certain to insert something of value and interest. Your prospect needs a reason to take action.

10. Don’t be too concerned with the best time to call a prospect. The best time to call is when you’re available. If you’re not on the phone you don’t have any chance reaching anyone.

11. Have call objectives for your day and stick to! When you have your day planned you will be more focused and likely to take action. Take prospects from first contact to a scheduled interview.

12. Take each call, as far it will possible go. Have an objective and reason for your call. If you have an objective of making first contact to then interviewing your prospect take your call through this process. Don’t have a limited notion it takes X number of dials to achieve this and make a sale.

13. Do a little more each day. Challenge yourself and you will grow… beat your results anyway you can and it will do wonders for your business. MLM is a personal development program with a pay plan attached.

14. Your opening statement must always address your prospects primary wants. What is it your prospect wants? What’s in it for your prospect?

15. Begin follow up calls with proactive phrases like: I’m calling to review, I’m calling to discuss, I’m calling to analyse, I’m calling to go over what we talked about on out last call or I’m calling to continue our conversation from last time.

16. Opening statements should be scripted, but never read. Your opening statement should come across naturally and conversational. Write your opening statement the same way as you speak. Roleplay with your upline or coach. Learn it word for word and memorise it. It helps to establish the opening rapport and learn about your prospects primary wants.

17. Go back to your inactive down line and call them. ขWe had the opportunity to work together last yearข… Situations change! See where they’re at and if you can work together again.

18. Pause after you have asked a question for two to three seconds (golden silence). Give prospects time to respond. Don’t answer for them. It applies when they ask you a question. Show you’re concerned about responding to them. Think through what you’re going to say back to them. Adds credibility. Take notes about your conversations and use keywords your prospect has used.

19. Listen for tones and feelings behind your prospects words. There is hidden meaning in what we say, by how we say it. Facetoface it’s called body language. It shows you’ve been educated on how to do things properly. How we say something is as important as we say it.

20. Don’t get frustrated when someone answers your call and are in a rush. Accept people can be occupied with others things. Gage your response, initial questions or call back at a more convenient time.

21. Practice listening on the phone and off. Most of us are guilty of selective hearing. Learn not to be judgemental or biased…listen to information and then process it.

22. If you have done everything right your prospect will volunteer to join or purchase your product…don’t count on it. Close your prospects. Simply ask them what their next step is. What is their plan? When? Follow up and follow through.

23. Use questions to strike with prospects convictions. Their conviction may not be strong enough yet. Strengthen their convictions by asking questions… What do you suggest we do from here? They will tell you.

24. Ask for a commitment with conviction. Is there any reason why you won’t join XYZ Company today? Is that your plan? Are going to join today? Talk in a positive way.

25. Get people to visualise using your product or service. Help people visualise the success they can have with your business opportunity. What does it means to them. It comes back down to your prospects primary wants. What will $4,000 a month allow your prospect to do? Ask them!

To Your Success,

Jason Clark

About The Author

Jason Clark is a Leaders Club independent marketer who shows networkmarketing professionals how to build happy, productive, moneymaking, and duplicating downlines! Get a FREE MLM Training Tape and Discover the 4 Major Pitfalls that Cause 97% of Network Marketers to Fail! Visit http://www.BeAMLMHeavyHitter.com

ขHave a web site or newsletter? Feel free to use this article to add valuable content for your business. I only ask the author BYLINE stay inact and unchanged.ข

This article was posted on October 31, 2004

by Jason Clark

How to Pick an SEO Firm

How to Pick an SEO Firm

by: Michael Murray

If you’re looking for an SEO firm, we recommend that you weigh 10 factors that can save you trouble down the road.

1. Check out their experience.

You shouldn’t have to try hard to find samples of their clients or their SEO performance on individual websites. How competitive are their search terms that are ranking well on Google? Are the search terms that are ranking well difficult terms to positionone, two and three word phrases, or are they easy terms to position because no one else is using them at allsix, seven and eight word terms?

2. Ask for testimonial letters.

Insist on letterheads from the clients that feature real names, not Fred from Cleveland or J.T. from New York. Call these references and ask them questions about the SEO performance of the company you are considering.

3. Ask them to document their process.

What policies and procedures do they follow? Are they consistent? Do they stay away from unethical procedures that could put your site in jeopardy with the search engines?

4. Get staff credentials.

Find out who is doing the work. You really need a team of people no one person can be proficient in every area of server administration, programming, marketing, writing, link building and more. Get to know the team a bit.

5. Be suspicious of money back guarantees.

Unless itกs superclear, you have to wonder about the details of the guarantee. If a firm offers one, including Top 10 placement, ask them to elaborate. Which key words are included? Just one Top 10? Do they plan to achieve Top 10 rankings among natural results or payperclick? Are the Top 10 listings associated with your web site or a supplemental web site the SEO firm controls?

6. Get pricing information.

Is the SEO contract for hourly, monthly or annual services? Get prices from a few other firms as well, but be aware that the scope of services may vary greatly from firm to firm. Insist that the firm you’re interested in explain why it charges more for services, if thatกs the case.

7. Ask about reporting. How many keywords will the firm handle? How many pages?

Find out whether youกll be able to access the latest data about your project. How often is it provided? Whatกs included? Some firms just send a ranking report. What other details can you expect in terms of the overall strategy, next steps, web site traffic and conversions?

8. Determine the firmกs ethical standards.

What are the firmกs practices when it comes to ethical standards and practices? How far will they go? How do they view doorway pages, cloaking and keyword stuffing?

9. Know your objectives.

You need to have some idea of what you want to accomplish when selecting an SEO firm. Do you simply want to promote your brand? Do you want to increase visitors and push traffic to retailers? Do you want to improve online sales? Which categories of products will matter the most in your campaign?

10. Come up with a budget.

You can submit your web site pages (not optimized) for free or through services that cost well below $100. Optimizing is another matterItกs going to cost money. Have some flexibilitythe level of service and the firmกs expertise will determine whether you pay hundreds of dollars or well over a $1,000 a month.

About The Author

Michael Murray is vice president of http://www.fathomseo.com, a Cleveland, Ohiobased search engine marketing (SEM) firm. A member of Search Engine Marketing Professional Organization (SEMPO), he also authored the white paper, กSearch Engine Marketing: Get in the Game.ก

[email protected]

This article was posted on April 12

by Michael Murray

Discover Which Sales Triggers Are Most Effective W

Discover Which Sales Triggers Are Most Effective When Mixed With SEO!

by: John Alexander

We all know the importance of gaining top visibility to a specific target audience on the major search engines. After all, you really need qualified traffic or those who are actually searching for goods and services that you are offering. While most of the time, we teach folks about the importance of doing good keyword research and/or behavioral research to ensure they are attracting an กidealก target audience, there is another more natural aspect that Iกd like to just touch on here.
Writing for search engine robots is not enough:
Many search engine optimizers are empowered through training, with the ability to write for search engine robots and have crafted their skills to score exceptionally well for top relevancy. It surely is essential but there is another element that we need to reflect on besides just writing for search engine robots (as important as that is). I am referring to the importance of compelling your visitor to respond right now once they have landed on the Web page as a result of finding you in the top results. Just what is the exact reason that your target audience will make a buying decision? Why will they decide to buy or not to buy? What do they need to read within your copy that will get them to act right now?
There are only so many reasons why your visitors buy:
When I first started my business, I use to love to ask questions like….Can you explain why I should buy from you? Invariably the client can often point out a number of important reasons why you might buy from him instead of the guy down the street. What you want to do is try asking a series of questions to help profile the clientกs target audience. After all, this is the most important group to try and understand….the ‘target audienceก. At our live SEO Mastery Workshop, we teach people powerful ways that they can research their target audiences behavior. But letกs start by arming you with a few basic questions that should help you think about your writing style and communications.
Online or offline, most human beings have certain mindsets which can trigger buying. The challenge however, is we often behave a certain way without ever giving an ounce of thought to the REAL REASON why we buy. If we understand the real reason that that visitors respond, we can suddenly write much more effectively for the human brain as well as the search engine robots.
Letกs start by listing a 5 simple reasons that will trigger buying decisions:

People will buy to save money
People will also buy to make money
People will buy something if it saves them time
People will buy a product or service if it makes life easier
People will buy something if it improves their safety

Okay, now in each of these 5 examples, ask yourself the following questions:

If people will buy to save money
then ask yourself…
if your product or service saves them any money? (This is a trigger)

If people buy to make money
then ask yourself…
does your product or service offer your audience any opportunities to earn?

If people buy to save time
then ask yourself…
….how might this apply to what you offer?

If people buyto make life easier
then ask yourself…
are you able to name some improved conveniences?

If people buy to improve safety,
then ask yourself…
does your product improve security or make people feel safer?

You can see how having an understanding WHY people buy, can actually change the way you present your content. These types of questions will often help you with writing much more compelling copy because you are writing with a focus that includes a reason to respond now.
But wait!…
Are these the only reasons why people buy? Absolutely not! Start by creating a list of your own ‘triggersก or things that caused you to กmake up your mindก to buy.
The more you explore your target audienceกs mindset, the more fascinating this can become. Of course we have not even touched on a fraction of the many ‘triggersก that are at work in peopleกs minds when they are reading Web pages.
If you want some more buying triggers to consider, Iกll give you a few more

People will buy to for specific brands (usually it has to do with prestige)
People will buy to educate themselves
People will buy to improve their health
People will buy to settle their fears
People will buy to have some fun
People will buy to satisfy their curiosity
People will buy to streamline their processes
People will buy to prove they are right about some issue
People will buy to improve their image or appearance
People will buy to improve their quality of life
People will buy to uniquely set themselves apart from the crowd

What other reasons can you think of that will compel your target audience to buy now?
Best regards,
John Alexander

About The Author

John Alexander is the CoDirector of Training of Search Engine Workshops with Robin Nobles. Together, they teach 2day beginner, 3day advanced, and 5day allinclusive กhands onก search engine marketing workshops in locations across the globe. John also teaches online search engine marketing courses through http://www.onlinewebtraining.com, and he’s a member of Wordtracker’s official question support team.

[email protected]

This article was posted on July 28, 2004

by John Alexander

Website Traffics: 10 Sizzling Hot Secret Phrases T

Website Traffics: 10 Sizzling Hot Secret Phrases To Ignite Your Website Traffics

by: Ikey Benney, CEO

For many months after I put up my new website, mscsrrr.com, my traffic was low and sales almost zero.

Then I began researching the internet for secret strategies that will help fire up my website traffics and sales.

I have the pleasure to offer you these 10 sizzling secret phrases that will ignite your website traffics and sales:

(1) กBookmark This Web Site Nowก

Tell your visitors to bookmark your web site. They may see your web site listed in their bookmarks and visit again. You should also give then a good reason to bookmark your site.

For example tell them you add new content everyday.

2 กSubscribe To Our Free Ezineก

Tell your visitors to subscribe to your ezine. When they subscribe youกll capture their email address.

Every time they read your ezine, it will remind them to return to your site.

3.ก Participate On Our Discussion Boardก

Ask your visitors to participate on your online discussion board.

By participating they will meet other people. By meeting other people, they will revisit your web site on a regular basis to stay in contact with them.

4. กSign Our Guestbookก

Ask your visitors to sign your guest book. When people sign your guestbook you may get valuable feedback or constructive criticism on how to improve your web site. This may help you increase traffic to your web site.

5. กUse Our Free Content On Your Site Or In Your Ezineก

Allow your visitors to use your articles on their own web site or in their ezine. Just ask them to include your resource box. This will spread your advertising all over the internet.

6. ‘refer This Our Web Site To A Friendก

Ask your visitors to refer your web site to a friend(s).

They may know someone that would benefit from visiting your web site.

7. กFill Out Our Online Surveyก

Ask visitors to fill out your online survey or questionnaire. You could use it to get valuable feedback on ways to improve your web site to increase traffic.

8. กEnter Our Contestsก

Ask your visitors to enter your online contest or sweepstakes.

People love to win stuff, and they will visit your web site to try.

9. กGive Away Our Freebie To Your Visitorsก

Allow your visitors to give away your online freebies to People that visit your web site. Include your ad on the freebie and those freebies will multiply your traffic.

10 กJoin Our Affiliate Programก

Allow your visitors to make money selling your products or services. This will increase your traffic because they will link to your web site.

May these website traffics secrets help you to make a lot of money.

Warmly,

Ikey Benney, CEO

About The Author

Ikey, a Millionaire CEO from New York City is the creator of กMscsrrr: Millionaire Secret Cash Systemก, (internet income opportunity) which has helped thousands of ordinary people from all over the world to attain financial security and shining success during the past 2 yrs.

Mscsrrr Millionaire Secret Cash System helps you to generate $1,500+/Week for life, from home or office, part time or full time. No large investment or hassles. Win $1000$2000 free ขcashข…

mscsrrr.com

[email protected]

This article was posted on March 21

by Ikey Benney, CEO