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Marketing Made Simple Volume. I, Issue I -- August 2005 In this issue:  Off the Cuff...
Quotes
Short Term vs. Long Term Marketing Efforts Does the Thought of Marketing Your Business Make Your Skin Crawl? Marketing Humor...The Nike Swoosh
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Featured Product -- Robert Middleton's InfoGuru Marketing Manual
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Something to ponder... 
Off the Cuff...
Welcome to the first edition of Marketing Made Simple! I'm glad you subscribed and hope that you glean much information from this publication. If someone has forwarded this newsletter to you, or you're just surfing in, make sure you sign up to receive the newsletter in your inbox and receive a copy of 10 Inexpensive Marketing Tactics.
It's hard to believe that it's the end of August already. It seems like just yesterday I was getting out the Christmas decorations, and believe it or not, in most stores they will be out as soon as Labor Day is over! School will be starting in just a few days, 3 days, but who's counting? You can't turn on the TV or pick up the newspaper with out seeing all the “Back to School” advertis ements. My personal favorite? The father going down the aisles at an office supply store singing “It's the most wonderful time of the year”.
With the kids going back to school, one of the things I've been working on is shopping for a day care center for after school care. I called one of them, knowing they were going to be very expensive, but I now know why. When I called, I was connected to the Marketing Director. We spoke at length and she told me all the wonderful things about their center and how they were accredited, etc. I told her that I would stop by and she said, “Ms. Jacobson, do you have email?” It's 2005, of course I have email!! “I'd like to send you a checklist of questions you should ask the daycare centers while you're talking to them.” I w as amazed. She sent me this email and not only was there a list of questions I should ask, but various websites that contain information on laws, child cares, fun sites and other assorted links that are pertinent to a parent with a child in day care.
Obviously they now stand out in my mind. I had ruled them out because of the cost, but now I'm starting to think, “Maybe I can swing that. How can I pass on this center? No one else came close to them.” How long do you think that email took to put together and how long do you think they can use it? It's another tool in their toolbox. A few updates here and there and they're golden! How can you implement something like this with your business?
Until next time...
Heather
Quotes
"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does."
Steuart Henderson Britt, advertising consultant, 1970.
"Ordinary people can spread good and bad information about brands faster than marketers."
Ray Johnson
"Direct Marketing is evolving every day; in some cases, it seems that we have come full circle. A few years ago, there was the rush to telemarketing, and then came the rush to the Internet. Now marketers are starting to understand that all of these - telephone, mail, internet, e-mail, so-called 'new media' - are simply alternative channels that enable direct contact with a customer."
Audrey Price-Dix, Assegai Awards Chairman
"A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable."
Bernice Fitz-Gibbon, quoted in Elyse & Mike Sommer, Similis Dictionary , 1988.
Short Term vs Long Term Marketing Efforts
Copyright 2005 Sharon Housley
In order to create consistent sales cycles and a positive growth trend businesses usually engage in both short and long term marketing efforts.
Short-term marketing efforts tend to cause sudden sales spikes which rarely last. These sharp sales increases are usually the result of a targeted marketing campaign or time
limited offer. While short-term marketing produces sales, long-term marketing efforts must be mixed in to sustain sales.
Short Term Online Marketing
Mentions
Positive product mentions in forums, newsgroups or within
trade organizations can result in a traffic or sales surge.
Product endorsements and newsgroup conversations are
difficult for marketers to control and time, so while
product mentions in forums are short-term marketing, they
lack the organized exposure necessary to maintain sales
momentum.
Discounts
Marketing campaigns that involve coupons, discounts or
time-limited offers can also generate product interest. It
is important to use promotional offers sparingly or
long-term sales could be jeopardized by having customers
"wait" for the next offer to purchase.
PPC / Advertising
The easiest and fastest way to generate product interest
is, of course, to pay for it. Pay-per-click campaigns are
known to drive significant targeted traffic. Sadly, when
the campaign funding ends, the traffic and sales generally
do, too. Regardless, it is important for marketers to
realize that with short-term marketing, sellers can often
control sales and infuse cash into a fledgling product,
service or business.
Short-term marketing is also useful for test-marketing new
products or split-testing to find the appropriate price
point. With pay-per-click advertising marketers can control
the ebb and flow of site visitors and make a determination
about what banners, keywords, text copy and graphics
convert at the highest rate. The lessons learned in
short-term marketing can then be implemented in the
long-term marketing strategy. Marketers can determine the
effectiveness of sales copy and landing pages, implementing
them in a long range of marketing activities.
Long Term Online Marketing Search Engine Optimization
Undoubtedly the most time consuming, yet important aspect
of long-term marketing involves preparing and optimizing a
website for search engines. Currently the majority of
Internet surfers seeking a product or information look to
search engines. Most Internet surfers use keywords to
search for the product, service or information that they
are looking for. Knowing your audience and optimizing a
site for keywords and phrases that potential consumers
would use in their search for a product or service is
critical to being found on the Internet.
Search engine optimization pays long-term dividends, but is
an ongoing process, as the search engines themselves are
constantly evolving their algorithms. The goal of search
engines is to provide web surfers the best sites suited to
the web surfers' search terms.
Often, changes implemented will not be "seen" by search
engines for several months. It is important to follow
search engine guidelines and be patient.
Fresh Content & Communication
A stream of fresh content like newsletters, tips or blog
posts will result in long-term quality traffic. Fresh
content that is posted and updated on a regular basis will
encourage visitors to return. Archived content will build a
base for a variety of related keywords.
Syndicated Articles
Related industry articles will result in genuine interest
from a very targeted audience. Providing related content
articles that are available for syndication will result in
links back from websites that contain similar content. Over
time, articles can define a company's expertise on a
subject area. Ultimately, syndicated articles can build
confidence with prospective customers and a level of trust.
When designing a marketing campaign, consider threading
long-term and short-term marketing efforts so that sales
are stable and consistent. By implementing a marketing plan
that involves both short and long-term efforts, sales
success can be achieved.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon manages marketing for NotePage http://www.notepage.net a
wireless text messaging software company.
"Does the Thought of Marketing Your Business Make Your Skin Crawl?"
By Denise Michaels
Many people dislike marketing because they're unsure how everything they've heard applies to their situation. Most of us are more at ease doing the things that are within our expertise rather than venture outside our comfort zone. Entrepreneurs often don't realize effective marketing customized for your business is the most important factor to putting cash in your pocket or purse and having control over your destiny.
I've coached hundreds of entrepreneurs and many mistakenly believe a product or service of the highest quality will sell itself. Not true. When you don't focus attention on marketing your business; financial struggle is inevitable. Word of mouth is the best advertising, but it takes a long time to reach a point where you can pay your bills and live the life you deserve on word of mouth alone. Financial freedom which allows you to do what you want when you want should be spelled: m-a-r-k-e-t-i-n-g.
In this era of savvy consumers and advertising saturation an excellent product or service is just the start. Integrity comes first, then you must let the world (or at least your ideal customers) know what you're doing.
A statistic from 1994 said we are bombarded with between 4,000-5,000 marketing and advertising messages daily. Now that number has skyrocketed to 13,000 messages daily. Is it any wonder people are seeking refuge in quiet time? For the person striving to get a message out, how do you break through the noise to present a message that will attract your ideal customer to happily say “yes?”
There are many ways a new business owner can spend money on marketing with no guarantee of results. Even experienced entrepreneurs must keep learning effective ways to dodge the black holes that can gobble up a marketing budget in a hurry. There are so many choices; often the expert guidance of someone who has cracked the code, willing to show you secret formulas for entrepreneurial success is necessary. Entrepreneurs want hands-on, concrete information that makes your life simple without putting demands on your time. They want practical systems that work automatically.
As the closing speaker at a large conference last summer, I gave attendees a system for planning that was so helpful, I got a standing ovation. On the flight home I thought, “What if I offered a workshop where people walk away with everything they need to create cash flow. Not just “great ideas” you must decipher later and figure out how to apply to your business. Afterward you just put it out to the universe of people who need it, want it and are willing to pay for it. You are in control.
One of the many marketing ideas that I help attendees discover in my workshops is what I call “The Five C's”. No these aren't the same five C's you see in a diamond; but they will help you become wealthier.
Love Your Customer
This means more than giving great customer service. I assume you already do that. Most people are so caught up in the product or service they offer, they never take time to determine who their ideal customer is. They waste a lot of time trying to attract everyone, and educate skeptics who will never buy, rather than focus in on the specific individuals who are perfect for you, your product or service.
When I ask, “What makes your customer or client tick?” they are often at a loss for words. After considering that question and a few more they realize their energy is going into learning everything possible about the product and not about the customer.
It's easy to get caught up in the passion of a product, process or idea. It's concrete and easy to understand. There is no sense of risk or rejection when you're focused on your product or service. It takes vision to determine not just what you do but who you do it for. This establishes your credibility and expertise. This helps you put out one message focused on the right people who are right for you.
Have a Clear Message That Makes it Easy for Customers to Say “Yes”
Be clear. Create a succinct, passionate message you can share with others in one-on-one meetings such as at networking groups. Many people call this “an elevator speech.” If you were riding on an elevator and noticed you were with one person who could help boost your business, what would you say? If you can't sum up who you are and what you do in ten seconds or less, you're unclear. You're hoping your potential customers will interpret it for you and decide if it's right for them. We're all too busy. You must figure it out and offer it to them in a way that they want to receive it. As you gain greater clarity you will attract more of the right people to your product or service.
Do Marketing That's Emotionally Compelling
The most valuable thing you can share with people about is you. Your experience and how you overcame obstacles or challenges with the product of service you offer can be compelling. People will see themselves in your story and think, “Wow! If it worked for her maybe it will work for me, too.” I believe in marketing that makes people say, “I gotta have that” about your product or service. It's emotionally compelling and usually tells a story about how you or others solved a problem with your product or service.
What most people teach about marketing and advertising is be brief – because people are in a hurry. If people are interested in what you have to offer you can't tell them too much. If they're not interested, it's impossible to be too brief. People love stories of other people who have overcome challenges.
Taking a fresh, new look at your customers and the problems your product or service solves as well as the benefits you offer can result in an exciting marketing message that will create the cash flow you deserve. This is what I help people do.
Be Congruent in Every Aspect of Your Marketing
Being congruent means more than walking your talk and living in integrity. People can sense when the smallest nuance is out of place. They can tell when you care less about them and more about finding someone to share your product or service with. You may not even be aware of it, but it's like you're trying to shove a square peg into a round hole. The energy isn't flowing because you're wasting time trying to attract the wrong people. This creates a feeling of disconnection between you and your potential customers because you don't truly understand them. You may not be out of integrity because you don't realize this disconnect exists. However, you're still incongruent. Get the energy of your marketing message flowing in one smooth, congruent direction towards only the individuals who are ideal for you and it will become effortless.
Avoid Confusion That Results in a “No”
A confused mind always says, “no.” Because we are bombarded with so many choices we must say no to most of them otherwise we would never get anything done. If your message is confusing to people they will say “no.” You could have exactly what they need or want, but if they don't understand how it solves their problem and gives them a benefit quickly the answer will still be “no.” You have about seven seconds to grab someone's attention. Keep checking in to make sure your message is congruent, clear, emotionally compelling and avoids confusion.
I am a stickler about living up to my promises and making sure the people who come to my workshops leave with the message and system they've been missing. There are formulas that make it work, but they must be applied to your specific situation.
Here are a few pieces to create marketing that will attract your ideal customers:
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A mission statement that reflects your business, your way
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A unique selling proposition that draws in new customers
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A profile of your ideal customer and what it takes to attract them
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A sales letter, website content or brochure that makes customers happy and eager to buy from you
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Internet strategies on a shoestring that draw in new business
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Amazing ideas that will make customers eager to buy from you.
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Tips to help you get free publicity, build your credibility and turn your business into a fun, highly profitable one.
These are just a few of the secrets you must know to have a business that's in the flow of money and wealth and supports you.
Carpenters often say “measure twice and cut once.” In a way, marketing like that. When you take the time to figure out who your ideal customer is and how your product or service is right for them you will have cracked the code that will lead to greater success and more freedom and fun in your life.
About the Author:
Denise Michaels' mission is supporting women to live their dreams. Her “Testosterone-Free Marketing” strategies help women see how past conditioning often dis-empowers them from achieving all that they deserve.
Marketing Humor
(courtesy of Building Brands)
The Nike Swoosh
The Nike Swoosh was designed in 1971 and cost Phil Knight, the founder of Nike, just US$35.
The Nike website tells how Knight was '... staring down a deadline. Shoe boxes in Mexico were waiting to be printed. He needed a logo. He needed a decision.'
He had numerous designs in front of him, all by Carolyn Davidson, a young designer. Apparently he grabbed the Swoosh, telling Davidson: "I don't love it, but it will grow on me."
I think we can be certain that the Swoosh, now one of the most recognized symbols in the world, grew on Phil.
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