Archive for May, 2009

Make Your First Impression The Best Impression

Saturday, May 30th, 2009

The first 10 to 20 seconds are crucial in creating the best first impression in your first meeting. People observe you from head to toe. They study your physical personality, demeanor, mannerisms, body language, your style or fashion, etc. It is therefore vital for you to make the best impression. Because once the impression is made, it is mostly irreversible. If you have made a good one, it is good; but if you have not, the damage is done. You may interest some and disappoint others. Most of us wish to make the best impression in others whether the meeting is personal or professional.

How do people assess you the first time they see you?
You are always appraised in initial business and social environments. When they see you for the first time, people notice your dress, your shoes, handbag and hairstyle, your body language, your mannerisms, etc. Certain elements contribute to making your first impression. They are: Physical appearance, body language, verbal communication and how well you perceive other people.

Here are a few tips to make the best impression:

Physical appearance

Try your best to look attractive * Dress appropriately for the situation and profession * Look poised * Look economically well off in terms of time and money * Choose a proper hairstyle or haircut * Dress well * If you are a woman, your hair should be worn away from your face and heels would make you look taller and slimmer * Accessories such as watch, jewelry and handbags or briefcases should highlight your style along with elegance and quality.

Body language

Enter a room with confidence and smile * Maintain a good posture * Make good eye contact with people you meet and hold it for a few seconds to create a warm connection * Let your handshake be firm * Maintain a distance of one-arm’s length between you and the other person while talking * Do not wear heavy scented colognes * Keep your breath fresh.

Verbal communication

Remember names when new introductions are made. This is very important especially in business circles * be confident when you converse or while giving out your personal, business details * be sensitive about what topics you choose for small talk.

Perceiving others

Study the other person and try to learn his personality as soon as you could. You could exchange simple information that helps you to understand the energy levels and compatibility between the two of you.

In conclusion, your mastery in presenting yourself in appropriate style, your efficient communication and elegant body language and your sensitivity to others are the key elements that win over others with the best impression.

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10 Ad Copy Secrets

Friday, May 29th, 2009

1. Use a hand written letter on your ad copy instead of text. Write the ad on a piece of paper, scan it and publish the ad on your web page. Adding a personal touch will always increase your sales.

2. Publish a list of famous and respected customers who have bought from you on your a copy. People will think that if these people bought from you, they should also trust your business and purchase your products. Make sure to get their permission first

3. Show before and after photos for your products on your web page copy. Show the problem picture and then beside it, show the picture of the resolution to the problem when they use your product.

4. Include an article or review that has been written about you or your business with your ad copy. This will show people that your business is respected and will increase your credibility.

5. When you offer free bonuses in your ad copy, also list the dollar value beside each bonus. People will feel they’re getting a good deal and it will increase the value of your product.

6. Hire a famous person to endorse your product or service. Make sure the person is well known to your target audience. Include their picture and statements on your ad copy.

7. Include your own picture on your ad copy. This will show people that you’re not hiding behind your ad copy and will increase their trust. Also, include your contact information below the picture and a brief statement or quote.

8. Tell your potential customers on your ad copy that you will donate a percentage of their purchase price to specific charity. This will show them you really care about the people. They may just buy your product to donate to the charity.

9. Ask your potential customers plenty of yes and no questions in your ad copy. The questions should remind them of their problem and make them think about what will happen if they don’t purchase your product.

10. Tell your potential customers they will receive a free prize if they find the five words in your ad copy that are misspelled or spelled backwards. The longer you can keep someone reading your copy the greater chance of them purchasing.

There are plenty of copywriting courses and books available but I would recommend that you look at three different sources to start: Dan Kennedy/No B.S. Marketing, Roy H. Williams/Wizard of Ads and Jay Conrad Levinson/Guerrilla Marketing.

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Your Four Most Valuable Business Assets

Friday, May 29th, 2009

If someone were to stop and ask you what the most valuable assets of your business, whether it’s online or offline, what would your answer be? Most people would respond with an answer like, “My customer list”, or “My Joint Venture Partner list”, or “my product’s source code.”

More than likely, your answer would probably be similar to the ones listed above. And, while those are all good answers, if yours was among them, then you too, would be wrong.

The fact is that everyone who is in business, everyone who is alive today, wherever they are, has four very valuable assets to help them achieve the level of success they seek. However, unless you first, understand what they are, and then second, realize their value, you will never be able to use them to their fullest potential.

Your first most valuable business asset is… Time. There is a saying, “If you want something done, give it to someone who is busy.” Successful people have learned to value their time. Master Marketer Dan Kennedy is reported to have a countdown clock on his desk, to remind him of the value—and brevity—of Time.

We each have 168 hours a week, twenty-four hours a day, sixty minutes in an hour, and sixty seconds in a minute. And while we are alive we can choose to spend time as we please. However, we can never get back what we’ve spent. So, it is up to us to value our time by guarding it and making sure to get the most out of it. This is true for our personal lives as well as for our business endeavors.

The second most valuable asset your business has is… a collection of Resources. Of course, depending upon the level of success your business has achieved, the number of these and their value will vary. Nonetheless, every businessperson has some kind of resources that can be tapped into. The trick, though, is to determine not only what resources you have, but also what kinds of resources are available as well. You may be surprised to discover that there are more than you realized at first.

Here’s an extremely valuable business asset that’s often overlooked, or at the very least, under-appreciated. What is it? Your Expertise or Experience. Regardless of what type of business you’re in, you have a unique set of abilities, skills, knowledge and experiences that no one else has. You can offer your expertise to others as well as apply it to achieve your own success. Too often we sell ourselves short about our abilities and specialized knowledge simply because we are so familiar with them that we couldn’t imagine that someone else would want or need them.

Finally, the fourth most valuable business asset you have is your… Energy. Call it passion, drive, or one of a dozen other similar descriptions. It’s the thing that motivates you to persevere in your business endeavors, even when you don’t feel like it. While everyone has this kind of energy, most people either don’t realize its value or don’t understand how use it effectively. Another term for it could be your personal vision.

Now you should be able to answer the question in the opening paragraph correctly. These four assets are not only valuable; they are also vital to your success in any avenue of life. In case you have difficulty remembering them, here’s a simple acrostic to assist you:

Time
Resources
Experience (or Expertise)
Energy

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3 Reasons Postcards Are The Best Way To Advertise

Friday, May 29th, 2009

3 Reasons Postcards Are The Best Way To Advertise

When I say postcard, maybe you think of the old fashioned, jagged edged dull pieces of card stock. Think again! Today’s postcards are vibrant, high-impact creations with clip art so real that it’ll jump off the page at you. And the best thing about them…

1. They’re Short and Personal
Let’s face it, people just don’t have time to sort through a lot of advertisements and junk mail. If the truth be known, they immediately identify ads and pitch them into the trash without ever slitting the envelope.

Postcards get read! It’s already open, and the message is “in your face” without exerting any effort to absorb it. Even if the reader isn’t trying to read it, he’ll get the impact of the short message before he tosses it.

Personal messages have a greater appeal than mass mailings. Postcards keep the old time charm of a personal greeting while implement new high tech marketing strategies… a combination for success.

2. They’re Easy And Cost Effective
Hey even the postage for a postcard is cheaper! Go to your printer and have them print you up several thousand for 7 or 8 cents apiece. Not too bad! For about 30 cents you have a cutting edge, high impact marketing tool ready to be put to use.

You don’t even have to bother with putting them in the mail. Many print warehouses will take care of it for you. Hey, what could be easier?

3. They Keep Your Marketing Strategy Hidden From Competitors
Do you get tired of spending countless hours agonizing over new marketing strategies, only the have your competitors jump right in and ape your campaign? Yeah, it’s pretty frustrating, but hard to do anything about. Everything you do is right in front of them shouting “Copy Me.”

Postcards are private interactions with the individuals who read them. It’s a one-on-one campaign that lets you keep the results quiet from prying eyes. Heck, they won’t even know what you’re doing, much less how to copy it.

There’s another sneak tactic that I haven’t mentioned yet… using postcards to direct traffic to your Website. That’s right! Most of us think we need to use Internet marketing tools to drive up our Internet sales. NOT SO! That’s what everyone else is doing, but think about it. A postcard with your slogan and visible information that directs the reader to your Website… yeah, let’s hope the competition doesn’t catch on for quite a while!

There’s not another marketing campaign that can guarantee 100 percent readership! It just makes sense that when more people read your ad, it will be more effective. Use postcards to market and count on a high response rate.

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Influencing the Influencers

Friday, May 29th, 2009

Marketers/advertisers usually focus their efforts on the people responsible for making the purchase. In many cases, this is an effective approach but in other cases it can make for a totally useless marketing campaign.

Virgin Mobile took a more effective approach in marketing their cell phone service by focusing not on the people that would be making the actual purchase, but instead focusing on the influencers of the people making the purchase. To make this campaign work, Virgin developed a viral website called Parental Enlightenment Kit which offers many tips (often fairy funny ones) to convince their parents to purchase a Virgin Mobile phone for them. By enlisting the teenagers Virgin has multiplied the effectiveness of their marketing campaign for 3 reasons:

1. The teenagers will continually mention the phone/service to their parents until they get it – Virgin’s campaign will continue to work long after the teenager has left the computer.

2. This approach is exactly the type of thing that spreads virally. As teenagers tell their friends about it, it will increase exponentially in it’s effectiveness.

3. They have targeted the most likely decision maker rather than the person responsible for the purchase.

Companies in other industries have take the same approach and achieved amazing results. For example, Pfizer targeted men with erectile disfunction (a more PC term for impotence) rather than the doctors who would actually prescribe the drug (Viagra) to treat it. You can take the same approach to market your product/service and reap tremendous rewards.

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Building an Opt In List and Your Business: An Ideal Business Partnership

Friday, May 29th, 2009

In any kind of business, marketing is such an important tool in the growth and development of a business or any kind of financial venture.

For this reason, even with the technology that covers online businesses, still, it need highly revolutionized and very effective marketing strategy in order to boost their productivity and sales.

Basically, since the advent of the Internet, people started to flock this new medium of information without even knowing its fundamental principles, how it works, things that are needed to survive in it, etc. Many people literally bombarded the Internet thinking that life would be a lot easier if they will invest on online businesses.

Indeed, it is a well-known fact that you can find money online, but only for those who know their way around and employ the best marketing strategy there is online.

What people do not know is that online marketing does not have to be very complicated. It just needs the right stuff to keep you going.

Take for example the use of mailing list, particularly opt in list. Before, no one ever dare to use opt in list thinking that it will not do any good for their business. Most entrepreneurs think that building an opt in list is just a waste of time and money. What they do not know is that, according to the “golden rule of the Internet,” money is in the list.

It has probably been mentioned before, and is worth mentioning again, money is really in the list.

Why? Because with opt in lists, you get to keep your readers on the hook by providing them with information, promotion, and other campaigns in order to entice them to buy again from you.

Basically, opt in lists are lists of email addresses of customers with their consent. This means that after the customer had closed the transaction in a particular web site, there is an option on whether or not they wish to subscribe to the mailing list of the online business for any future promotions, newsletters, or campaigns that they would like to be informed of.

And because it is an option, the customers are not compelled to provide their email addresses to the web site. Plus, the web site owners will not be accused of spamming because emails that will be sent to the customers have the consent of the customer.

Creating an opt in list can be very beneficial to your site. In fact, it has been proven that in the two-step concept of selling, follow-ups are important to sustain the interest of the consumers. The other step is to obtain the interest of the buyer.

Hence, in order to sustain the interest of your buying public, it is best to create an opt in list so that you can always give your buyers the chance to remember your products, your business, and your services, in which they have been satisfied with.

To know more of the advantages of creating an opt in list for your business; here is a list that would tell you the reasons why it is beneficial.

1. Opt in lists are the business’ most valuable asset

If you were to ask the owners of some online business about their most valuable asset, they will tell you that it is their opt in list. This is because opt in lists are customers’ lists that can provide higher probability sales in a more consistent and stable condition. Because with opt in lists, all you have to do is to follow up orders or sales through promotions and ad campaigns.

2. It is always available

The best thing about opt in list is that it never grows old. As long as your customer needs something to survive, your contact with them will never grow old. This means that you can always have a fresh, new transaction wit them every time you inform them that you have new products or services. Every transaction is a new way of increasing your sales. Simply put, no opt in list = no sales (at the most).

3. Bigger opt in list would mean bigger profits

The more customer’s names and email addresses you have on your list, the more chances you have in increasing your online sales. Every name, every email address can be worth a hundred dollars that can be accumulated with each transaction

Hence, the bigger your list, the more money you will have.

Boiled down, opt in lists are not just ordinary mailing lists. It is the very core of an online business’ existence and survival. That is why for people who value most their businesses, they extend the same value they give to their opt in list. No wonder why most people regard it as the best partnership available online.

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3 Powerful Tactics That Motivate Customers To Buy

Friday, May 29th, 2009

Wooing customers is a little bit like dating. No, you can’t present the engagement ring on your first date! There’s a two-way relationship that grows one step at a time before it leads to the church doors. You can’t rush it… you can’t skip it… if you’re looking for the satisfaction of a life-long commitment.

Getting to know your date, or getting to know your customer takes a little time and effort. The personality, likes and dislikes of each date are different, but customers share some commonalities that you, the marketer, can grab onto. Give them what they want, and they’ll become the loyal, life-time customers that make your business prosper.

1. Forget About Selling… Put The Emphasis On Buying
People like to think that all of their buying decisions were reached due to their own great ideas and skillful shopping. Hey, no one is fond of a pushy salesman. A salesman who “HELPS” them discover the best buy for their buck on the other hand, is a hero.

Really, when a person walks into your place of business, they are most likely thinking of making a purchase before they get there. You don’t have to persuade them to buy. You can take it easy, and simply help them decide what the best purchase is.

Keep your focus on the customer and his needs. Think… what benefits would he be most interested in? What is the price range he can afford? Basically, keep in mind that you are there to serve his needs, not persuade him. Ah, the pressure’s off!

2. Make Purchasing A “Sure Bet”
Buying is a “risky” business. The higher the price tag reads, the higher the risks are! Yep, a customer is just looking for a product that satisfies the needs he purchased it for. The question they ask themselves is… “Is it worth it?”

Hey, it’s a legitimate question. The world is full of scams where you spend your hard earned cash and end up with trash that doesn’t last and that you can’t get serviced. A few tough lessons, leave customers wary about off-the-cuff purchases. They want something they can trust.

A money back guarantee alleviates a great amount of concern in the mind of the consumer. There’s peace in knowing that if the product doesn’t live up to its claims, they aren’t stuck footing the bill for a piece of junk.

Customer testimonials also clearly tell “would be” buyers that you really do deliver customer satisfaction. No one can say it better than a satisfied customer, but don’t carelessly use testimonials. You need a method to your madness. Pick clear and specific testimonials to use, and include as much about the customer as you possible can to lend credence to his testimony.

3. Let Them Know That It’s As Quick and Easy As 1, 2, 3
Simplicy… ah, it makes life so much easier. Yeah, your harried customers are busy and tired. They don’t want to mess around. Most of the time, they just want to make the purchase and head home. Convenience stores testify to the fact that quick and easy often overrides a better price!

Make the buying process as simple as you possibly can. Remember that not everyone prefers the same method. The more options you have available, the more customers you will please.

When you’re planning your marketing campaign, don’t forget to point out the quick, fast, and easy benefits of your product. Remember that value isn’t everything.

It’s pretty easy to charm your customers when you know what they like! Keep these 3 tactics in mind as you go about the daunting task of growing your business and expanding your customer list… and watch your profits go through the roof.

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How Much Are You Worth: Consulting Fees

Friday, May 29th, 2009

How Much Are You Worth: Consulting Fees

How much is your time and expertise worth? Its the age old challenge for consultants: how much do I bill my clients? Sadly, there is no set in stone answer, however, here are some tips that will help you establish your rates.

First, lets look at your client’s needs. Why are they hiring an outside consultant, when they have employees? There are several reasons why your client is interested in hiring you as a consultant:

a) third party opinion – employees know where their bread is buttered, so they are less inclined to go against the current direction of the company. As an outsider, there is no concern with offering a different opinion. Your independent opinion can provide a much needed, focused perspective your client’s company needs.

b) you are cheaper – this is what is normally the hardest for new consultants to understand. How can you command $75/hr when your client has reps working for $20/hr. It normally ends up with the consultant charging a lower rates. No more!

The employee:
$20.00 Hourly rate
$ 7.00 Fringe Benefits @ 35%
$10.00 Overhead rate at 50% (computers, office space etc)
$37.00 Total effective pay rate

Hours per year: 2080… Annual salary $76960

The contractor:
$75.00 Hourly rate

Hours per year: 480 (12 weeks, 3 months worth of work)…. Cost of completing the project: $36000

Your client gets the project completed quicker, and you end up saving them over 50%.

c) expertise in a specific area – you clearly can bring something that no other person on their team can. That’s why they called you. As the expert in your chosen field, you can meet your clients needs with quickness and efficiency.

d) motivated to get job done on time, and likely, on budget – your work becomes your reputation. If you take too long, or go over budget, you wont see any future business from your client. However, provide the customer with what they need, under promise and over deliver, and not only will you retain your client for future business, you will get referrals. That’s motivation that no employee has.

Now that you know what is motivating your client, you have the groundwork to start to establish your rates. As show in the second reason for hiring a consultant, while your hourly rate may appear to be more than their employees, it actually works out to be less expensive. Any fears or unease that you have in commanding a hire rate than their employees should now be eased. However, how much more can you charge?

Who is your competition?
Establish what their rates are, and then confirm what can they offer. Can you honestly provide more services, better customer service and come under budget or on time? If your competitors can provide more than you, you’ll find that you may only be able to compete with a lower rate. However, if you can offer more, and have the proven results to back up that claim, you can justify a higher rate.

One key factor to remember is that if you charge a lower rate than your customer, you open yourself up to clients who will demand more of your time (it doesn’t cost them as much as your competition). This may lead to finishing projects past due and scheduling conflicts with other clients. So while you may be able to charge an extra $40 per hour for example, you may end up losing clients, and worse, having client demands cut into your personal time.

If you bill a higher rate, you may surprisingly find that you get better clients, and more referrals. If you can justify a higher rate, your clients will be very specific with you in terms of what their needs are (saving you time). Clients who are willing to pay a higher rate, will referral other clients who are willing to pay a higher rate.

Your rate will impact the amount of business you receive. One term successful consultants learn very early is to understand the concept of value billing. Instead of billing by the hour (which many of your clients will be leery of), consider billing by the project.

By negotiating an amount the client will pay based on the project, you can establish milestones at which payments will be made, and provide added motivation to get the job done and the client signed off quicker. If the project is going to take you 10 hours, consider negotiating an amount for 1.5 to 2x your normal hourly rate. If you get the job done in 5 hours, you get paid the full amount, not for 5 hours. The client is happy because they know what the cost ceiling is, and most importantly, the project is delivered early.

Another benefit of value billing is that you can set up milestones whereby you can get paid. If you advise your client that the project will be completed in say, 6 weeks, and comprise of 3 phases, you can receive payment from them when each phase is complete. Finish early, you get paid early and your client is happy. Finish behind schedule and your client isnt paying for work that isn’t complete yet.

This method helps to improve your cash flow. This is key for any self employed consultant.

So, how much are you worth now?

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Please excuse the dust – Under going Changes

Wednesday, May 27th, 2009

DonMacleod.com is migrating to Word Press. Please excuse the dust.

Don

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