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Public Relations Equals Free Publicity

Posted by Stephen Floyd

“One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.” Jay Abraham

Public relations include all that is the media. Don’t limit yourself. The attention of newspapers, television, radio, magazines, bloggers, ezines and more are all equally powerful. Online marketing is just as, if not more, important as conventional media.

Here are the steps to get noticed by the media:

  1. Put together a press release for your company. The press release should be relevant to your target market and address consumer interest, not just announce your business.
  2. Compact your press release to include one hook and one angle to be sure the media person you are sending it to is interested in reading it.
  3. Put your press release in professional formatting. With press releases you need a dateline, the most important information at the top; then facts, figures, and finally, wrap it up with contact details including who and how. Print the press release on your letterhead.
  4. Send your press release to television and radio stations, local and metro newspapers, national newspapers, industry magazines, and any other form of media that reaches your target market. Don’t forgot to include relevant blogs, ezines, press release submission sites, and industry professionals.

More importantly than a perfect press release is to make sure you have addressed the needs of your target market in the products/services you offer and made that clear in the release. If you are providing people a solution to a problem, a way to avoid a problem, or an opportunity to enhance their life, the media and public will be interested.

If you have a connection (or the ability to get a connection) with a celebrity, this can practically guarantee you’ll get attention. Make sure you are offering newsworthy information, and then follow up with media outlets to make sure they are publicizing that information.

“One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.” Jay Abraham

Our GUIDED TOUR can show you how to put together press releases that work! Check out how the pro’s do it and craft the perfect press releases for your business.


How Well Do You Know Your Vendors?

Posted by Stephen Floyd

It’s extremely important to build relationships with your vendors. The people you work directly with in support of your products and services are really the ones with the most to gain when you find success. By taking the time to get to know them, you’ll uncover a whole host of opportunities.

Look for great ways to offer your vendors rewards for helping grow your business. One of ways you can do this is by offering performance based incentives that are much larger than their normal charges.

Here’s the step-by-step process to putting together a partnership with a vendor:

  1. Approach the vendors you work with and offer an incentive based on performance.
  2. Put the generous incentive plan together from their perspective, even take suggestions.
  3. Develop a clear, concise, and easy to track incentive plan, this will increase competition between vendors and resulting in higher performance levels.
  4. Encourage subsequent sales instead of focusing only on the initial sale. By doing this you can give away more of the profit from the initial sale to your vendors and make higher profits off the back end products. Encourage:
  5. Future sales
  6. Upselling better and more profitable products/services
  7. Cross-selling additional products

Think of all the vendors with which you work and the creative ways you can put together an incentive plan that entices them to be part of your business. By using their talents, capabilities, and connections you’ll both be winners.

Putting together an incentive plan doesn’t have to be a complicated process. Use our GUIDED TOUR to come up with some great ideas and put your incentive plan together for maximum results.


Telemarketing is NOT the Anti-Christ

Posted by Stephen Floyd

Today we will explore how to use direct mail marketing and, yes, telemarketing to your full advantage. I know, the word “telemarketing” might as well be four letters, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number!

With the success direct mail marketing has had and the availability of computers, these can be used as a powerful marketing tool for your success. Telemarketing is best for high priced, high margin products/services.

Here are the key steps to putting together a highly effective direct mail marketing program:

  1. List all benefits customers will get from the purchase of your products and services
  2. Pick the single most powerful benefit out of that list
  3. Build an attention-getting headline around that benefit. Remember to use emotion – fulfill the desire to be young, wealthy, desired, popular or successful
  4. Develop a sales letter using the headline you created to grab attention, provide information, and motivate customers to act
  5. Put together supplementary items such as a brochure, order form, reply envelope, or note that encourages them to read the letter
  6. Rent or purchase a mailing list
  7. Compare cost of mailing vs. cost per order
  8. Continue to test and refine your direct mail marketing plan.

You can see how direct mail marketing can help you find a local or even country-wide target market to send letters or postcards to and draw in new clientele and customers. Fine-tuning your marketing campaign will bring better results and therefore lower the overall cost of the campaign.

To be successful in telemarketing you need to:

  • Put together a plan, so you know exactly what you want to accomplish during the call
  • Develop a list of topics to discuss and the questions you want to present around these topics
  • Input verbiage checking to see if you are calling at a good time
  • Include enough questions to keep the conversation interesting, but not too many to sound like you are interrogating
  • Start with broad questions and narrow your focus as the conversation continues
  • Offer feedback to show the customer you are paying attention and that you appreciate their time
  • Never insult a customer’s intelligence or be manipulative
  • Listen first, talk second
  • Be relaxed and conversational.

Telemarketing does not have to be the trauma it’s made out to be. You can put together an honest, personal, and effective telemarketing campaign that is endearing, informative, and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your plan in a better way.

When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want, and why the prospect should listen.” Jay Abraham

It’s easy to see how direct mail marketing and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services and company branding. Our GUIDED TOUR offers the resources and tools you need to work through these processes and put together the best marketing plan for you.


Turn Prospects into Customers!

Posted by Stephen Floyd

Let’s talk about how to turn prospects into customers. While, your marketing is doing its job, you need to be working on turning prospects into customers. There are a few keyways to seal the deal. You need to be:

  • Inviting
  • Informative
  • Enjoyable

Many prospective customers are hesitant to purchase due to the threat of buyer’s remorse. This risk is mitigated if you have provided a quality product/service that delivers on your marketing claims.

However, if it occurs, there are two ways to deal with it:

  • Offer to refund money, no questions asked
  • Offer a bonus they can keep, even if they return the product
  • Offer them a sample of a free trial period.


These offers will help mitigate buyer’s remorse because this will build trust.

There are number of other ways to turn a prospect into a customer, including to offer:

  1. a special price as an opportunity for you to test the market
  2. a lower price with the reason of pushing inventory to pay a tax bill, for your kid’s’ braces, or another tangible reason. Customers love that this makes you feel so much more human
  3. a referral incentive
  4. a smaller, more inexpensive product first to build trust
  5. package deals
  6. to charge less for their first purchase if they become a repeat customer
  7. extra incentives-longer warranties, free bonuses if ordered by a set date
  8. financing options
  9. a bonus if they pay in full
  10. special packaging or delivery
  11. “name your own price” incentives
  12. comparative data or other comparison tools
  13. a trade-up or upgrade to something they already have
  14. additional, educational information to help them make the decision.

The options really are as limitless. You can use these or other ideas to find what works the best for your business, products/service, and target market. Remember this…

“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun to do business with you, you’ll loft your company above the competition.” Jay Abraham

Need help with figuring out the best strategy for converting prospects into customers? Our GUIDED TOUR gives you exclusive access to the mountain of resources and tools, along with information from some of the greatest marketing minds on Earth.


Make it Pop!

Posted by Stephen Floyd

There are 5 major components to good advertising copy: (The order of these is essential to success)

  • Command Attention
  • Showcase Benefits of Products/Services
  • Prove the Benefits
  • Persuade People to Embrace the Benefits
  • Call to Action

Advertising is sales in print. So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.

Let’s take a minute to talk about each of these components:

  1. Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
  2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. The consumers need to know what’s in it for them. Include useful, factual, and clear information to show precisely what the benefits are and how they are going to help the customer.
  3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
  4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.
  5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something.  Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.

Good advertisements include all of these components. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too. Try our GUIDED TOUR to learn how to put together great advertisements from some of the best in the business.