Marketing Daily TipsPre-note: In this article, teleclass is an example used to illustrate one type of eLearning market. The tips work the same for other eLearning programs, including, but not limited to, teleseminars and ecourses.
A seasoned networker knows the real meaning of networking –
being organized, efficient, effective, and, of course, work
the event to its fullest. Attending networking groups after
so many years can tire and drain anyone’s excitement.
Especially since these situations are not social events. It
is easy to have one foot in the event and the other some
place else. A major challenge for all networkers is to be
there with both feet.
It is easy to focus on what remains outstanding and not see what you have accomplished or how you have grown over the past year. Even marketing experts have difficulty nailing down time to market. I too fritter away time at trivial tasks like organizing paper clips, shuffling paper from one stack to another, updating my computer and watering plants. On worse days, I prefer doing laundry and making my kitchen even cleaner.
Here are three alternatives to increase your testimonial numbers or their quality. Create an online diary or blog, use an auto responder method, set up a form on your web site or set up a survey.
1 — Set up an Online Diary
Usually an online diary is a fun way to keep friends and family up to date on what is going on in your life. Online diaries can also be used for testimonial submission with conversational style recommendations about your product/service. Online diaries are offered on many web sites, even famous persons like Oprah, Dr. Phil, or Tony Robbins.
You set it up on their site and paste the page link into your “thank you for purchase” auto responder, on your web site or into other marketing materials. Include a 1-2-3 learning experience on what is included in a good testimonial with various examples. People will appreciate the learning opportunity by taking the time to complete the process. In addition, their quality will increase.
Online diaries are updated frequently, thus giving a higher perceived value. They also have a warmer conversational style that increases reader connection. Because a diary is considered “private”, it increases curiosity and they will read longer.
Two additional blessings are that you will save transfer time and others will read the other comments.
The offside is that you will want to monitor the entries to avoid some kids having fun.
You can also enter regularly updated customer comments received through other means on the product/service improved their life.
You can increase credibility by including the customer’s profile. Include their picture or audio testimonial or a video segment of them using the product. You can also scan in and include handwritten letters or notes you receive.
A blog is an upgrade of the online diary with additional controls.
There was online diary software available to help you set up your own online diary, however, blog software replaced it.
Resources:
Set up your own diary at: http://www.diaryland.com/. They provide a personalized URL: your-name.diaryland.com. I recommend this resource because I like the personalization capability.
Here is a course on how to set up an online diary at: http://personalweb.about.com/cs/htmltutorials/a/310emailcourse.htm
Here is some great startup information on blogs: http://www.creativity-portal.com/howto/writing/blogging.html
2 — Auto responder Method
After they make a purchase or receive a freebie set up an automatic auto responder requesting a testimonial. You can include a link to the online diary as the only choice or as part of multiple submission options.
If you offer an ecourse, forward them a progress report request. This can easily be set up in the auto responder system for easier production. Ask them no more than 3-5 questions that don’t encourage yes/ no answers. Ask them to rate their learning experience or make suggestions too.
Resources:
Thirty percent of all the drinkable water that runs between the plant and your faucet is lost to leaky pipes. In marketing, thirty percent of our business is lost to leaky follow up. Even professional sales people have leaky follow up when they stop after one or two contact points.
How much business are you letting get lost to your leaky pipes. Here are some ways to tape them up or you may have to replace some fittings:
1. Do a check up of your follow-up system from the time of precontact to six months later. Since only 2% of sales occur after a first contact and does not go up until the fifth contact — it goes to 80% then — what is your follow- up plan of action between the first contact point and the fifth?
This means that if you e-mail them once or twice there is less than 2% they will read it. People are very busy and even if you put the same message out week after week, there is less than 13% chance that they will even notice it’s the same message.
And they will need to see it at least 5 times before they will “really” read it. Follow- up is an easy plan, that is, once you sit down and plan it out.
2. I read a book this weekend, Marketing Outrageously. In it, Jon Spoelstra, puts it so well, “Prepare yourself in writing.” Another favorite saying I keep on my wall is, “If it ain’t written down, it’s a wish floating in the wind.” I don’t remember the author.
Create a plan. Even if it is a struggle to do so, create one the best way you can, yet it needs to be in writing. Creating a marketing plan is not something that comes by osmosis.
I have read plenty of books on creating a marketing plan, however, until I worked with an expert I just could not make it simple. And until I made it simple, I would do it — catch 22. Find an expert, hire them, and learn it. It will make the difference between success and struggle.
3. Never stop marketing — not even in the good times. Never be too busy to market. There is a time lag in any marketing between the time of first contact and the buy. That lag time can be devastating to a business operating on the edge. It also causes a feast or famine roller coaster ride for the business. If you are too busy, leverage your resources by outsourcing.
4. Find your rhythm and make it work with productivity. Are you a morning person or does your energy crash around 2 PM?
Tony Robbins taught me an exercise a long time ago that still works to this day. I read all my research material, write down all the questions, and then go to sleep. When I wake up the plan is outlined for me and most if not all my questions are answered. You can use this same exercise by doing this before you talk a walk or exercise.
A few of my clients told me they do it before they get in the shower or are taking a long drive with someone who doesn’t talk much. When the answers or plan is not answer in the morning, it usually presents itself within a few days all on its own.
What I like about this method is how more innovative methods show themselves that can be completed with fewer resources. My last leak pursuit began with 20 steps and missing pieces that ended up with five steps and no holes. The unconscious mind is a power tool we forget too often that is on our side.
5. Stop all unproductive marketing activities that are not boosting your profits. If the ROI isn’t there almost immediately, rethink it and adjust or eliminate.
You need be able to measure your marketing efforts in some form. Most people just don’t like doing it, so they jester it off as impossible. Know where your clients come from. If you only have a few, then trace them back to their origin. If you do not know, ask them, and then record it.
Next, ask the question, “What can I do more to attract clients in this same method?” A client in New Zealand just recently learned that her ad in the local paper is productively attracting clients. Originally, she wanted to change it. It wasn’t delivering the 5 to 1 ratio I recommend for her industry — coaching — yet it is attracting a 3 to 1 ratio.
A good ratio for a country that is just learning about coaching. Shoot for a 5 to 1 ratio — for every $1 you spend, you need to make $5.
6. Market more frequently to your current customer base - much more often. Very few professionals that I have talked too stay in touch with existing and past customers often enough. They think they might be “bothering” them by telling them about new products or opportunities you have. Guess what, this is a fable.
The easier you make it for them, the more they will appreciate it. There is so much hype of “too much e-mail.” Some people are going to be offended if they get one a month from you, do not be concerned, let them go.
Staying in touch is must for keeping your name in front of people. And if you don’t, people are too busy to remember you when they need what you offer again. They will always use whatever is easiest to remember at the time. Even if you were dynamic before.
7. Leverage your time by outsourcing whatever mechanical tasks you can. Hire a virtual assistant to help manage communications. The lag time between the time you hire them and the ROI (return on your investment in them) is about 2-3 months (before the dollars follow your leveraging).
Always hire others that you can pay less than yourself. If you are paid to write at $75 an hour, hire a typist at $15 an hour. Stop wanting it all. Keep the money flow going and you will attract more. It is also good for the economy. If errands are not productive for you, hire a high school or college student part-time to do them. If you can hire a student for less than what you make, do it.
Fight the fear of, “Will I be able to pay them?”
Well, here are six great ideas to check for leaks in your business. Don’t let the fish get away, fish with the right hook.
If a nonexistent man can change the world and millions of people with a message of joy then his marketing plan surely works. Right? Then what has Santa been doing right all these years that we can learn from?
Santa’s message is short–joy. His target market– children and the young at heart. When you think of name Santa, you automatically associate it with giving, kindness, thoughtfulness, joy, magic, and usually a lighter heart.
Yet, his campaign began long ago in another country with a different brand. There have been songs about him, plays, movies, and more TV shows than any other brand.
Let’s examine how Santa markets. Afterwards, let take a few minutes and see how it compares to you. It is natural to feel intimidated being compared to Santa, everyone feels that way at first. First, kick the intimidation in the “ass”ets. You can’t compete and you don’t want to.
Be inspired. Santa’s given you proof it can be done. Santa looks invisible until you see the children’s eyes and smiles. Even as adults, we set aside our worries and allow joy in. And Santa does this without saying a word — proves the power of nonverbal communication. And let’s not forget his profitability!
Santa uses a solid yet standard psychological system that has stood the test of time and distance. His first main marketing principle is consistency. For hundreds of years he’s delivered one brand, one message and a powerful visual image. It works for him, thus, it will work for you. Consistency includes the ripple effect. Every one of your contacts ripples the world. The tree that falls in the quiet forest is heard.
Your message needs to be consistent everywhere in your business — voice service, web site, you’re your shopping, or sitting waiting for a bus. This means being consistent 24/7 and being whom you want to attract. It is walking our talk. Consistency makes bank accounts ring jingle bells.
Take another moment, think of where you are or want to be consistent in your business. Make a list of three each day and the go make the changes. Check your e-mail signature and tone, business card, and web site. Is it consistently saying the one word that you want people to remember? One uncomplicated word. People remember simple. KISS it — keep it short and simple.
Like Santa’s “joy,” what one word do you want people to walk away with every time they connect with you or your business? Mine is “inspired.” It is the one word that I want everyone to receive whenever they connect with me. What is your word? This is a word that tickles your Twinkie and you want it to ring bells whatever roof top it lands.
The word will have derivatives, like inspirational. If you look up “joy” in the “Flip Dictionary” (Barbara Ann Kipfer), its derivatives are: amusement, beatitude, bliss, cheerfulness, delight, ecstasy, elation, enjoyment, excitement, exhilaration, felicity, festivity, gaiety, gladness, glee, happiness, jubilation, mirth, pleasure, rapture, satisfaction, and solace.
Santa’s second marketing principle is his ability to leverage resources and spread his message. He provides the message, doesn’t wait until we figure out what to say, and tell you exactly what he wants you to say to others. Give others the tools to smoothly give your message away. People appreciate having the “right” words.
Third, when you connect the word with positive energy it becomes a trend. If you focus on the negative aspects then it is a fad. Words connect feelings and energy and can be rocky or smooth. Smooth is easier to share. Fads are still important because they help with short-term revenue and keep the trend alive and moving. Many toys are fads placed inside the Christmas trend.
Let’s take a look at Santa’s hat, furry red suit and boots. Do you know anyone who delivers their product on a sleigh, with reindeer, and gifts in the middle of the night? Yet, it’s made one heck of an impact in nonverbal communications, hasn’t it? The fourth Santa principle creating a difference. Santa, like FEDEX, stands out with his delivery system. The US mail carrier comes close but still misses the mark. Yet, their uniforms don’t compare, do they?
Okay, another “thinking” break. What do you that is different or makes a difference? Do you where a uniform or deliver your products in some different way? What can you do that would be simple, effective, and make a difference? Create a list of small and large. How about your phone or e-mail response rate? Maybe you only want to deliver one way, by FEDEX or by hand.
Make a list of your customer contact points. What difference can you make at those points that would make a difference in quality to your customer? Sell ebooks, offer a printed by mail version. How does your business card show your difference?
Here is a KEY point to the difference principle never mention. Shh…it’s our secret. The difference must also be customer-oriented.
Let’s brainstorm together. A professional organizer removes clutter. They could choose the words: clutter remover. Chuckle, similar to a trash remover. A coach could use Rudolph as an inspiration. Like the red-nose reindeer, they both provide a beacon for clearer navigation. Then isn’t a life coach a “life navigator”. Both Rudolph and a life coach also “lights the way for others.” Chuckle, love to brainstorm.
Fifth, Santa checks his list to see who has been naughty and nice. Do you have a nice list? What puts them on your good list or moves them to the naughty list? What are the “gifts” for the people on the “nice” list? Create a possible gift list, let your brainstorming powers jump all over the place. How do you treat your list? Is it in a shoe box or on the computer but not backed up? Do you stay in contact with your list? How often?
Sixth, Santa gives first and then receives his cookies and milk. Are you asking for the cookies and milk first? Psychologically, people like people who first give their time, money or knowledge. It sends the message, “Here I am, let me show you why you want to trust me.” Give and then be a gracious receiver. Tell them whether you like chocolate, 2% milk or a Diet Coke with your cookies.
Know where the boundary is on how much you give so that your energy doesn’t change to anger. Even Santa has boundaries. Stop now and create a list of gift possibilities. “What can you give?” Give with an unchained heart, clear boundaries, no attached expectations, and success will connect with you.
The seventh Santa principle is his loyal and life long customers. Even though the relationship changes with his customer’s age, his message of joy and good cheer remains generation after generation. Santa ties you into a solid loyalty program that people want to keep. His technique is “customer create customer.” Quite different from other marketing messages of “advertising creates customers.”
Deep breath, we coming to the close, how do your customers create other customers? Leverage this resource. It’s cheaper too. What happened to the customers that bought from you this past year? What are your loyalty building policies and procedures? None, then you need to focus in and create one. Don’t let customers fall of your sleigh. Go strap them in with seat belts. Yes, Santa’s sleight has seat belts now.
Okay, you’re sold. You want to market like Santa. Did you stop in-between each one, take notes, and know how you currently stand on each of Santa’s principles? Are you willing to play full out, as Santa does? Borrow Rudolph’s nose and get some support to help light your way. Or borrow one of the other reindeer and create a new direction?
Okay, find your Santa hat, sit down with milk and cookies, spread your notes out and make your priority list and make one decision. Which one do you want to tackle first? Which one will make the biggest difference? Make a list of messages with your one word that you want others to share.
Let my inspiration jump from my heart to yours. Then pass it along to someone else to inspire again — “customer to customer” or in this case “reader to reader.” Good tidings to all and to all a good night.
This is it what I use BEFORE I begin to write any marketing copy or launch any new product or service.
I complete this exercise even when I think I’m sure that I have it done. The mind plays some funky games, by redoing this exercise, my thoughts zone into what I’m working on, and my mind becomes razor sharp.
In other words, if I am writing marketing copy and I do this every day for many different projects, even though I did the exercise yesterday for the same project, I repeat it without looking at the previous version.
Almost every time something new emerges that surprises the ding-dongs out of me. This works on the principle that when you dump it on a page, your mind becomes free to allow what is underneath to rise to the top.
By Hand Method
On a new sheet of paper, draw a vertical line down the center into two columns. Title the left column “Features” and the right “Benefits.”
Let’s first start by listing the features. Leave the Benefits for after you dumped as far as you can at this sitting. Features are the adjectives that describe the product or service.
Here is a few questions that will help speed your progress: * What does it look like? * What does it do? * How does it help? * What unique advantage does it offer?
How is it different from other products/services?
Your goal is to list at least 10 features.
Now let us switch to the “Benefits” column. Here you need to describe the outcome (results) of each feature. They need to describe the results of the feature you listed. If you don’t come up with anything, ask yourself if that is really a feature. If not, scratch it out and keep moving down.
Here are a few questions to get you started: * How does that particular feature bring value to the customer? * Will they sleep better, eat better, make more money, or what better because they have it?
Next, contact some prospects or past customers (not current customers). Ask them to identify the benefit they see in your product/service. Usually they can give you benefits you could not see. This is usually an eye-opening experience so don’t skip over it.
Now, number each of the benefits in significant order from the prospect’s perception. You can number them and then e- mail ten or so prospects, present and past customers, and ask them to number them. Then you can see how well you know your prospects. If you are way off to their perspective, then at least you know you need to get to see things from their viewpoint and you can work on that.
Finally, yet importantly, choose the top, number one, ultimate benefit that stands out. THAT, my friend, is the foundation of all of marketing and writing marketing copy. This isn’t the end, now you need to build your marketing strategy around this ONE, repeat ONE, benefit.
Don’t make the mistake juvenile marketers make by expressing all the benefits. This only confuses the buyers. Moreover, if your prospects are responding, “I need to think about it” more frequently then you prefer — let this be your clue.
You can complete the form with the same by-hand method listed here or use the form that I’ve created (available in the FORMS section of our web site, http://www.abundancecenter.com/forms/main.htm).
As a business owner, you know how valuable being good at marketing is. Yet, I have found working with business owners for the past 20 plus years that 99.9% of them have never defined what a good marketer is — what it means in their terms.
Let’s take a moment right now and think about what you are measuring yourself against. Without a measurement, you can’t possibly know what you are shooting for and this will lead to a misconstrued representation or always believing you are never good enough or doing enough.
Yes, the best measurement of good marketing is the revenue you are receiving. Yes, there’s nothing like the confirmation that people are opening their wallets to your business. There’s also feedback — the testimonials — they are good for pats on the back or to show other people that someone cares about what you offer. Is that it though? To most big companies it always the bottom line — profit after taxes. It’s how much the stockholders make or some other reference to money.
Yet for entrepreneurs who purposes when their own direction because they “wanted something more” what is the measurement. What is the “something more?” Okay, you want to be happy and have fun along way. Oops and before I forget to have balance between the business and the rest of your life.
Hey, I think we’ve made good progress so far in starting to define what your measurement definition of a “good marketer” is, didn’t we? Not actually, we defined what you want for the whole business most of the time with a few exceptions, like the revenue. But what makes up a “good marketer” in your definition.
Great, I love challenges, don’t you? Today, let’s take a few minutes out sometime and ask ourselves, “What is my measurement of who I would be if I were a good marketer?” Here is a list of questions to guide you as you think through and create our own definition. On a scale of 1-10, give each of these a measurement of where you know you stand right at this moment.
1. How well do you think you know who you are selling to or who has purchased from you in the past?
2. How well do you KNOW the principles of marketing?
3. How well do you practice those principles?
4. How well does the public understand what you do?
5. How do you teach them what they need to know to understand what you do?
6. Are you leaving it up to someone else to do this, or have you taken it upon yourself to make sure you educate at every possible opportunity?
7. How well do you know what you are selling - your uniqueness, your product’s uniqueness?
6. Do you change your marketing strategy frequently whenever you get tired of it?
7. Is the change timing when the market has changed or when you are tired of it?
8. Are you enjoying what you have accomplishments or beating yourself up for what is left to do?
9. Are you enjoying the learning process as fun or frustrating? Are you allowing additional time to learn and grow? Are you including the learning time to be included in with the “this needs to give me results” time? How are you measuring that growth?
10. Do you repeat your offers frequently? Did you know that the “open” rate of emails is only 48% on a good day and 8% on a bad day? The 48% rate is for opt-in material. This means that there are a low number of people taking the time to read your material most of the time. This is why it is important to repeat your messages. Yes, a few will read it several times, however, they will use the delete key quickly.
11.Are you commitment 100% to marketing when you do it? Are you playing full out when you are in marketing mode, or is your heart only half in it?
12.Is it making the money you expected?
13.Do you take “no” personally?
14.Do you take good care of your health and other parts of your life as well?
There are lots more questions that you may want to ask yourself. What you want to come up with are 5-7 measurements for you to measure yourself against. If you still are having problems with defining this for yourself, ask other people who you feel meet that description.
Is all of it dependent on “results” only? When I get” when I’m over there” when I have $X dollars in the bank, then I will be a good marketer.
When you know what you are shooting for you will not ever come short or overshoot. This will keep you focused, clear and very attractive in the universe. Especially since most of it is competing against you.
An inexpensive way to promote your services is to create various flyers and distribute them wherever you go — pin them to the bulletin boards at the library, bookstore, handout out at networking events, or playing tennis. Here are 10 tips on how to get your flyer noticed and remembered.
There is a big payoff in being different. When you accept “what is” you place yourself in the category of “sameness,” and people don’t buy sameness. Why should they? They can do sameness themselves. If your prospects aren’t seeing the value you offer, you may be coming across as the same and not daring to be different.
Dare yourself to be different in promoting yourself, your services or your products. It doesn’t matter if you are an employee, independent professional, student, or executive, being different pays off.
Take the challenge and step out of “sameness” today. How you play it doesn’t have to be in big, small counts too. Take the dare. Dare yourself too! Begin before getting out of bed with these questions: Who, what, when where and how can I be different today?
* Here are some Dare-to-be-Different guidelines for promoting yourself differently:
* Say different things about yourself. Emphasize something only you can do.
* Think differently. Focus on today — the here and now. Forget about yesterday and what did or did not go right or how tomorrow has to be better. Today is all that counts.
* Sound different. Listen to your heart and speak from there.
* Look different. How about a scarf or mismatched socks? A different hairdo? Looking different will make you feel different.
* Sell your services differently. Share a story that increased your wisdom with someone today. Maybe you aren’t a writer — then write that story.
* Offer something different. Offer options that others don’t. Present the options differently.
* Guarantee something different. Back up your services in a way that others don’t.
* Target differently. Pursue a different niche in the market. Give yourself space to think about a different market and what you can offer them. Find a solution that links your product/services and their needs.
* Communicate differently. Get your messages across in a unique way. Write your e-mail responses differently. Change your signature line. Write ten new voice mail messages and change the message every day.
* Follow-up differently. Surprise your clients with the way you stay in touch. Write a thank you note to a client. Send a small thinking of you gift. Forward them something fun and unexpected.
* Walk differently. Walk from a place of abundance. Feel abundance radiating from the inside out. Others will notice it immediately.
Dare yourself to be different!
Discover how being different makes a difference. See what new things it attracts to you — Law of Attraction. You will discover the most important secret of self-promotion: your differences are your diamonds. Your differences are your prosperity.
Believe in that secret and you will discover the magic of reaching a higher level of personal achievement, income and success than you ever thought possible. You are going to love the experience.