Thursday, December 29, 2016

Viral marketing goes mobile

Mobile devices, mobile phones and tablets are one of the last great frontiers of viral advertisement opportunities. However, we have become experts at filtering everything, our air and water, our e-mail and pop-ups, and our mobile devices as well. We are good at filtering.

The very idea of unwanted advertising streaming through our smartphones is abhorrent. Mobile devices are the ultimate opt-in medium and, therefore, a great way for marketers to connect with users…if that’s what the users want. “WANT” is the key word here. How should marketers approach the medium?

There are three main ways to achieve this:

1. Offer exclusive content. Anyone can offer clickbait texts. It’s the unique content, such as exclusive mobile images of new brand concepts, quality content, etc. that drives interest and calls them out in other media like e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most effective when it offers exclusive content for wireless devices.

2. Make it useful and timely. Think about what would be handy and helpful to have on a mobile device.

3. Clearly define objectives. Usually, one of two business objectives drives successful mobile experiences: incremental revenue of brand intimacy. On the intimacy factor, a text message usually takes priority over almost any other form of communication. Why? Because we haven’t yet been saturated with mobile spam, and this is what causes us to prioritize wireless messaging over voice.

Mobile marketing has been out there for a while but we marketers have new territory to explore. Video offers fantastic opportunities for engagement. Consumers already bypass their filters for highly useful or entertaining content and will do so for rich exclusive, compelling content.

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Tuesday, December 27, 2016

10 marketing tips for succesfull entrepreneurs

Nothing happens in business until a sale is made. Marketing is simply about getting new customers and keeping them. If you’re not doing something everyday to market and promote your business, your competitors are. Here are ten easy-to-implement tips to effectively market and grow your business:

1. Partner with large email database list owners and offer to cross promote each oher. The list owner will advertise your event, product, or service to their email database and you’ll offer to do the same to your list.

2. Create your own blog which is an online journal with frequently updated posts to entertain and excite existing and potential customers. It’s more personal and immediate then a website and keeps people engaged and hopefully coming back for more. You can even create one for free at

3. If you want to increase word-of-mouth fast, do something beyond normal industry expectations. For example, Mr. Lube offers fast and affordable tune-up service to customers right on the spot, without having to leave the car, while offering coffee, cappuccino, and a fresh newspaper.

4. Always ask happy clients for endorsements or testimonials and put them on your website and other marketing collateral. They’re worth their weight in gold. Try to get some recognizable names in your community for additional cachet.

5. Put a special offer or product advertorial on every invoice and statement you send out. Likewise, you can also negotiate a deal with another company to advertise your product or service on all their invoices for a percentage of revenues from placed orders.

6. Make your business cards stand out and be natural keepers. Offer important information on the back such as emergency phone numbers, a map, or special dates to remember. Have a slogan that offers a powerful benefit statement to your prospective customer.

7. Offer special bonus packages with your product or service offering. Get corporate sponsors to give away products as part of the bonus package in exchange for free exposure.

8. Align your business with a cause or charity. Give back to your community. Customers appreciate doing business with companies that are bettering their communities and the environment and being good corporate citizens.

9. Find an angle that makes your work controversial. The banning of Mark Twain's "The Adventures of Huckleberry Finn, reviewed as "trashy and vicious," was a blessing in disguise. Twain made a poster advertising the ban, which significantly increased sales.

10. Post frequently in online message boards/forums relevant to your business or expertise. Include your signature and offer tips and valuable advice. Eventually you will begin gaining word-of-mouth exposure as a leader in your field. Posting messages with your company information also helps to increase your search engine rankings and drive traffic to your site.

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Friday, December 23, 2016

20 Power Marketing™ Tips

In order to boost your marketing efforts, you should use these powerful yet simple tips from the national best-seller, "Secrets of Power Marketing: Promote Brand You" - the first guide to personal marketing for non-marketers.

  1. Create and grant an annual award.
  2. Send hand written congratulations and thank you notes.
  3. Send greeting cards for some occasion other than Christmas.
  4. Send postcards when you travel and even when you are at home.
  5. Give a good book to special clients. Always sign it with a positive message.
  6. Build relationships with the media before you need them.
  7. Associate with winners - attend awards functions.
  8. Build and maintain a database of clients, prospects, and key influencers.
  9. Earn certifications and win awards from your associations - and tell everyone.
  10. Ask happy customers to write testimonial letters for you.
  11. Recruit your suppliers as marketing agents. They work for free.
  12. Join and be active in your chamber of commerce.
  13. Write tips sheets for your customers.
  14. Write and send articles to magazines and newspapers.
  15. Send a news release to the media every three months.
  16. Do something crazy and newsworthy at least once a year.
  17. Send photocopies of your news coverage to your clients.
  18. Build and maintain an informative and interesting web site.
  19. Sponsor a cause, event, charity or community group.
  20. Volunteer for your association, charity or community group.

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3 Free Website Marketing Ideas - Easy And Quick

Online marketing is not cheap. You can spend thousands of dollars on Pay Per Click (Google Adwords, Facebook ads, etc) and thousands of site-targeted dollars, and you can spend thousands just buying text links from individual sites. Trust me, I've spent thousands on advertising.

However, my favorite form of marketing is the free kind. Anything free I like, especially if it helps my websites make more money without increasing my advertising costs.

Here are three easy and quick ways to market your website at no additional cost.

1. Free Business Cards

Free business cards are a staple in my advertising arsenal. You can leave them everywhere and give them to anyone. The best part is, they are free! Use them where you want, when you want, and as often as possible. That is the motto I live by whenever I get a shipment of free business cards in the mail.

2. Link Exchanges

Link exchanges are a great way of spreading Page Rank, but also of sharing visitors. Most people who like a site will bookmark it. After they have read everything they want, they will read the site that you link to. You get the visitors, and share the visitor through a link exchange.

3. Business card networking

After you have received your free business cards, use them to network with other people. Every time you meet someone, hand them one of your free business cards. After that, ask for one of their business cards in exchange. If they don't have one, make sure you mention what you do, and the website address that is also listed on your free business card. Free business cards make a great networking tool if you will put them to use. Never forget, they are free, and should not be used sparingly. Use them in any situation you can think of. People will take them home and visit your site when they pull your business card out of their pocket.

With those three free website marketing ideas, your website will not only be more successful, but you won't have to spend any of your hard earned money on marketing!

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Saturday, December 10, 2016

Timeless marketing truth: How do you know your advertising copywriting is good?

There's only one way to know if your advertising copy is any good. It's the same way that your customer knows it —> it sells! 

We are not all born copywriters, but we are all born customers. As a natural born customer, you can recognize good copy… 

Step outside yourself and read the copy fresh: does it reach out and connect with you, does it hold your interest, does it promise something real that you really want, does it convince you? 

“It has been said that advertising space without good copy is like the wooden Indian in
front of a cigar store:  It locates the store but it doesn't say anything.” Thus began an article about advertising copy written in the year the Titanic went down. What else did this sage of sales have to say in 1912?

“Good advertising copy does three things:  
         First:    Attracts attention.  
         Second:  Interests the reader.  
         Third:   Convinces the reader.

“The first mission of an advertisement… is to attract attention.  The attention of the reader may be secured by pictures, trade marks, striking headlines… Copy must be terse, clear cut, and to the point. It must consist of short, crisp sentences. Long words should be avoided where possible.  This is a busy world.  Few people have time for long-winded descriptions and explanations.” (Churchill, for one, agrees: "Short words are best, and the old words when short are best of all.")

Then and now, you know if the copy pulls you in. Even if it’s your product—even if it’s your copy—you know. Now for gaining and keeping interest… 

“To make your advertising interesting, you must not only set forth the merits and quality of the article advertised, but you must make clear how it will benefit the purchaser. For example, if you are advertising a moving picture machine for use in the home… Point out the great benefit to be derived from the ownership of such a machine.  

“Tell how it will entertain the whole family and their friends both young and old.  How it will help to keep the boys at home in the evenings… In selling an automobile the important thing to advertise is… the pleasure that the car affords; the joy and healthfulness of riding through the country… how it makes it convenient to call on distant friends, etc. etc.

“To tell what the article advertised will do for the purchaser in the way of entertainment, education, comfort, convenience, etc., is really of more importance than the thing itself.”

These words may have been written over 100 years ago but it's hard to express it any better today, which is why you’re reading them here. 

Next, the bottom line—convincing the reader. That bottom line is right where it has been all along, because it is not drawn in the sand of fashion; it has nothing (and everything) to do with hemlines and bumpers. The bottom line is drawn in the unchanging human heart.

“A salesman must first sell to himself before he can sell it to others… The advertisement that brings the best results is the one that is written by the man who honestly believes in the goods that he is selling.”

Does that conviction come through? You’ll know when it does, because it’s more contagious than influenza. Ted Nicholas, "The Guru of Direct Mail Marketing," is as savvy today as the wise man of 1912. "Certain words produce amazing results, as if by magic. All you desire in life, including everlasting wealth, can be yours depending on the words with which you express yourself.  As with all the great truths, once known, they seem so simple." 

There’s an old saying, “Be your own best customer.” That’s all the more true when it comes to judging your advertising.

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Sunday, December 4, 2016

Profit boosters copywriting checklist

You can use this copywriting checklist when you are copywriting - or to evaluate copywriting.  It is based on what works best from over 1,200 copywriting projects we have done since 1978.  It will lead to significantly more response from your copywriting.

Before writing:

1. Study the company and the product/service being sold thoroughly so you have all the information you will need.

2.  Research the prospects and the market to determine what benefits the prospect wants most, secondary benefits wanted, objections, and what would get him to buy now. Key:  Don’t guess; research.

3.  Develop the main emotions you can touch with your copywriting for this project, and how you will do it.  The strongest emotions are love, fear, greed, acceptance, survival, anger, and health.

4.  Think like your prospect; and not like the marketer.

5.  Develop the best offer(s) you can make to the prospect.  Your offer includes pricing, terms, bonuses and guarantee.

At this point, you know the company and product, what the target prospect wants most, his objections, the main emotions you can touch, and you have developed a terrific offer.

Headline and start of copy:

6.  Write at least 20 different headlines before choosing the best one. 

Headline winners include a big, bold promise of the benefits the prospect wants most, specific figures, a guarantee, credibility enhancers, a special offer.

Legendary marketers John Caples and Claude Hopkins proved that one headline can pull 10 times the response as another headline … with no other changes in the copywriting.

7.  Start of copy should re-enforce the main benefit(s) of the headline, elaborate, and incorporate the secondary benefits the prospect wants most.

Body of copy:

8.  Develop the prospect problem and pain points.  Reinforce how these problems will remain or even get worse unless he takes action, and how your product/service is the best solution.

9.  Copywriting should be first person, one-to-one, conversational. 

10.  List the prospects likely objections to buying, and overcome those objections.

11.  Sincerely flatter the prospect if you can.

12.  Get the prospect to mentally “picture and enjoy” the end-result benefits of buying.

13.  Use testimonials, specifics, tests, clients, studies, success stories and memberships to add credibility and believability.

14.  Be sure it is easy to read and “scan”.  Use sub headlines with prospect benefits, short sentences, short paragraphs.

15.  If any copy is dull or boring, cut it or revise it.

16.  If the flow gets slowed or stopped at any point in the copy, fix it.

17.  Copywriting must be passionate, enthusiastic.

18.  Create urgency to get a response now.

19.  Tell the prospect what he will lose if he does not respond now.

20.  Tell the prospect exactly what to do.

21.  Close, Close, Close.  
       Get action now.

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Conversion Rate

Conversion Rate
- The number of sales of a product compared to the number of people who visit a website to look at that product, or to the number of phone calls or sales visits that are made. (Cambridge dictionary)

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