Tuesday, September 28, 2010
Saturday, September 25, 2010
Friday, September 3, 2010
Wednesday, September 1, 2010
Tuesday, August 31, 2010
Sunday, August 22, 2010
Creative vs Directional Advertising: What first and Why?
Both Creative and Directional advertising are important to the successful marketing and sales effort of any business or organization. Generally, with creative (TV, Radio,Newspaper, Billboard) you are "creating" the need by selling yourself. You need to have a strong, compelling, time-sensitive offer, and persuade customers to buy now rather than later or not at all. With directional (Search Engine Marketing,Internet Yellow Pages, print and online directories, Pay-per-click, Pay-per-action, direct response) you are "directing" an existing need by helping customers buy. You need to be found, then chosen.
I am firmly convinced that step one to any successful marketing platform is a strong directional advertising foundation. Before you need to worry about persuading or enticing a prospect to buy, you absolutely need to be able to allow prospects who are ready to buy right now...buy from you now. You need to be found, then chosen. You get found by where you are, you get chosen by what you say. The great part is that the very info you use to describe yourself (your uniqueness, what you do, how you do it and even why you do it) will automatically direct prospects who value and appreciate your approach, who "get you" to respond. It will probably also screen out those who don't think like you, but that's OK. You don't need everyone. The prospects who respond because they appreciate what you do and how you do it will spend more money, more often and be more enjoyable to work with over their lifetime value as a customer. They will also become more then just referral points, they will be advocates for you and your business.
Once you have that rock-solid foundation of directing ready-to-buy customers, THEN any creative advertising will be more efficient because the prospects whom you can't incentivize to act now, will hopefully at least, now have your name in their brain. When they have a need, your directional advertising can help convert them into customers
Here's a list I found regarding creative advertising and the number of times and advertisement is seen by a prospect:
1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, “Oh brother!”
8. The eighth time, he says, “Here’s that confounded thing again!”
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.
Thomas Smith, London, l885
Yes, from 1885! Creative works and can work BIG, especially with a good directional foundation
I am firmly convinced that step one to any successful marketing platform is a strong directional advertising foundation. Before you need to worry about persuading or enticing a prospect to buy, you absolutely need to be able to allow prospects who are ready to buy right now...buy from you now. You need to be found, then chosen. You get found by where you are, you get chosen by what you say. The great part is that the very info you use to describe yourself (your uniqueness, what you do, how you do it and even why you do it) will automatically direct prospects who value and appreciate your approach, who "get you" to respond. It will probably also screen out those who don't think like you, but that's OK. You don't need everyone. The prospects who respond because they appreciate what you do and how you do it will spend more money, more often and be more enjoyable to work with over their lifetime value as a customer. They will also become more then just referral points, they will be advocates for you and your business.
Once you have that rock-solid foundation of directing ready-to-buy customers, THEN any creative advertising will be more efficient because the prospects whom you can't incentivize to act now, will hopefully at least, now have your name in their brain. When they have a need, your directional advertising can help convert them into customers
Here's a list I found regarding creative advertising and the number of times and advertisement is seen by a prospect:
1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, “Oh brother!”
8. The eighth time, he says, “Here’s that confounded thing again!”
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.
Thomas Smith, London, l885
Yes, from 1885! Creative works and can work BIG, especially with a good directional foundation
Friday, August 20, 2010
Inspirational Video - The Don't Quit Poem
It's not the number of times you get knocked down, but the number of times you get back up that count
Wednesday, August 18, 2010
Tuesday, August 17, 2010
Thursday, August 12, 2010
YouTube - The Alchemy of Great Work
YouTube - The Alchemy of Great Work: "- Sent using Google Toolbar"
Wednesday, August 4, 2010
Achieving your goals from Brian Tracy-- Brian Tracy Success
Achieving your goals from Brian Tracy-- Brian Tracy Success: "- Sent using Google Toolbar"
http://www.btisuccess.com/TBM/?p=10
Subject: VIDEO: Goal Setting by Brian Tracy
Hey,
Brian's people just uploaded another video about setting goals.
If you are like me, you know goal setting is important, but need
a clear process for picking and setting goals. Brian spells it out
for us in this great little video. You will like this one.
Here is the link:
http://www.btisuccess.com/TBM/?p=10
Thanks,
http://www.btisuccess.com/TBM/?p=10
Subject: VIDEO: Goal Setting by Brian Tracy
Hey,
Brian's people just uploaded another video about setting goals.
If you are like me, you know goal setting is important, but need
a clear process for picking and setting goals. Brian spells it out
for us in this great little video. You will like this one.
Here is the link:
http://www.btisuccess.com/TBM/?p=10
Thanks,
Monday, July 26, 2010
Social Media & Your Business: Getting Started | LegalZoom
Social Media & Your Business: Getting Started | LegalZoom: "- Sent using Google Toolbar"
Saturday, July 24, 2010
Positioning as an Authority for Marketing Success
Positioning as an Authority for Marketing Success
Online users are searching the Internet for information, products, and services every minute of every day. With the intense competition and wealth of information available on the Internet, people do not want to spend their time visiting a site that they do not believe is high quality, credible, and worthy of their time. They’ll allow you 8 seconds to grab their attention and that starts the beginning of a relationship – or breaks it.
Proven marketing tactics become increasingly valuable today with the increased competition and skepticism of many web users. If visitors do not perceive a site is high integrity, they quickly click their heels and scamper to another website because they know there are many more.
But people who believe your site has something valuable to offer and that is highly credible will stay around long enough to learn more. They’ll search your content for more information and as they become more intrigued by the content they begin to trust you and what you have to say. If you’ve deployed a marketing tactic that establishes your credibility, you are ahead of the race.
Think about your own buying patterns. If you do not believe you can trust a business, you are most likely to avoid stopping by to browse the products. It doesn’t matter if the business is offline or online. You want to know that you are talking to an expert in the niche.
And that’s how online web users feel too.
There are too many credible resources for them to waste their time on a site that does not meet their expectations of quality and credibility.
So, exactly how do you increase your credibility and attract a wider audience?
First of all, you must position yourself as an authority and as someone who truly understands what the customer needs. You must quickly develop a sense of authority by including valuable information, data, statistics, and compelling content on your website. It’s not just about the product you have to offer, but it’s about your own ability to respond to their needs and questions.
And it’s about your personal experience with the particular niche.
Having credentials related to a particular field can go a long way towards increasing credibility.
But so can experience and connections through a network of similar experts. Many marketers fear the mention of other experts in their field because they assume they will lose business to them. But people appreciate a marketer who is confident enough to talk about others who offer solutions. It actually increases your credibility and helps build a sense of loyalty.
When people know they can come to you for answers and that you will also redirect them to other credible resources, they are most likely to see you as a partner. Having relevant links to reputable websites that also offers information and solutions on a particular niche actually increases your credibility as an expert in the field.
In today’s world of technology, people have a vast array of resources available to them through the Internet. They don’t have to settle for one product or service anymore. They have freedom and flexibility to shop around and if they do not believe your site or products are credible, they will do exactly that.
Before you lose another customer to the click of a mouse, check your own content and information to see if it exudes confidence and credibility. If not, it’s time for an over-haul of marketing tactics that position you as an expert in the field.
Marketing tactics that include positioning yourself as an authority are more likely to land you at the finish line as the winner.
Online users are searching the Internet for information, products, and services every minute of every day. With the intense competition and wealth of information available on the Internet, people do not want to spend their time visiting a site that they do not believe is high quality, credible, and worthy of their time. They’ll allow you 8 seconds to grab their attention and that starts the beginning of a relationship – or breaks it.
Proven marketing tactics become increasingly valuable today with the increased competition and skepticism of many web users. If visitors do not perceive a site is high integrity, they quickly click their heels and scamper to another website because they know there are many more.
But people who believe your site has something valuable to offer and that is highly credible will stay around long enough to learn more. They’ll search your content for more information and as they become more intrigued by the content they begin to trust you and what you have to say. If you’ve deployed a marketing tactic that establishes your credibility, you are ahead of the race.
Think about your own buying patterns. If you do not believe you can trust a business, you are most likely to avoid stopping by to browse the products. It doesn’t matter if the business is offline or online. You want to know that you are talking to an expert in the niche.
And that’s how online web users feel too.
There are too many credible resources for them to waste their time on a site that does not meet their expectations of quality and credibility.
So, exactly how do you increase your credibility and attract a wider audience?
First of all, you must position yourself as an authority and as someone who truly understands what the customer needs. You must quickly develop a sense of authority by including valuable information, data, statistics, and compelling content on your website. It’s not just about the product you have to offer, but it’s about your own ability to respond to their needs and questions.
And it’s about your personal experience with the particular niche.
Having credentials related to a particular field can go a long way towards increasing credibility.
But so can experience and connections through a network of similar experts. Many marketers fear the mention of other experts in their field because they assume they will lose business to them. But people appreciate a marketer who is confident enough to talk about others who offer solutions. It actually increases your credibility and helps build a sense of loyalty.
When people know they can come to you for answers and that you will also redirect them to other credible resources, they are most likely to see you as a partner. Having relevant links to reputable websites that also offers information and solutions on a particular niche actually increases your credibility as an expert in the field.
In today’s world of technology, people have a vast array of resources available to them through the Internet. They don’t have to settle for one product or service anymore. They have freedom and flexibility to shop around and if they do not believe your site or products are credible, they will do exactly that.
Before you lose another customer to the click of a mouse, check your own content and information to see if it exudes confidence and credibility. If not, it’s time for an over-haul of marketing tactics that position you as an expert in the field.
Marketing tactics that include positioning yourself as an authority are more likely to land you at the finish line as the winner.
Tuesday, July 20, 2010
Design Your Recognition
Design Your Recognition: "- Sent using Google Toolbar"
About Design Your Recognition
Innovation is everywhere. It's not limited to Apple, Steve Jobs and businesses launched by twenty-somethings from dorm rooms. Sometimes it comes in well-established categories, like when a plastics salesperson named Howard Schultz had a vision for a coffeehouse that would change the way that Americans buy coffee forever. It also created a $20 billion dollar company in Starbucks.
Over the last 25 years, the founders of Design Your Recognition have repeatedly identified well-established industries and product categories ready for change and built successful businesses around them.
In 1999, they founded PaperDirect, Inc. by injecting their brand of innovation into the paper business.
By leveraging the growth of home laser printers and strategic alliances with HP, Apple and Microsoft, the amassed over 1 million customers and built a $100 million specialty paper business.
The big idea for their next business came from a small place.
Seeking inspiration for a gourmet popcorn business, they traveled to Popcorn, Indiana, a tiny farming community near Bloomington.
Invigorated by the image of a pure and simple town dedicated to corn, they founded Dale & Thomas and Popcorn, Indiana in 2004.
By reinventing the stale, ready-to-eat popcorn category, Popcorn, Indiana quickly became the first national, premium kettle-cooked popcorn brand.
Today, Dale & Thomas and Popcorn, Indiana products are sold in over 150,000 retail locations today.
Design Your Recognition is a great illustration that need is often the mother of invention. While putting together an annual charity basketball tournament, one of Design Your Recognition's founders spent the better part of a week procuring personalized awards for the winning teams. Design Your Recognition was inspired by his frustrating experience. Then that same year, the founder asked his assistant to purchase ten plaques for the annual company dinner. To say the least, the assistant wasted a lot of time going back and forth with the company's promotional product company.
Today, though a significant investment in people, technology, creativity and state-of-the-art manufacturing facilities, Design Your Recognition is changing the way the recognition products are merchandised, created and sold.
Once limited to the province of the local awards shop, buying recognition products could be a challenging.
Not only does Design Your Recognition make it super easy, it makes products that are both meaningful and relevant, making them more appreciated by the person being recognized. The founders often refer to the products produced by Design Your Recognition as "Recognition Art".
Copyright © 2010
About Design Your Recognition
Innovation is everywhere. It's not limited to Apple, Steve Jobs and businesses launched by twenty-somethings from dorm rooms. Sometimes it comes in well-established categories, like when a plastics salesperson named Howard Schultz had a vision for a coffeehouse that would change the way that Americans buy coffee forever. It also created a $20 billion dollar company in Starbucks.
Over the last 25 years, the founders of Design Your Recognition have repeatedly identified well-established industries and product categories ready for change and built successful businesses around them.
In 1999, they founded PaperDirect, Inc. by injecting their brand of innovation into the paper business.
By leveraging the growth of home laser printers and strategic alliances with HP, Apple and Microsoft, the amassed over 1 million customers and built a $100 million specialty paper business.
The big idea for their next business came from a small place.
Seeking inspiration for a gourmet popcorn business, they traveled to Popcorn, Indiana, a tiny farming community near Bloomington.
Invigorated by the image of a pure and simple town dedicated to corn, they founded Dale & Thomas and Popcorn, Indiana in 2004.
By reinventing the stale, ready-to-eat popcorn category, Popcorn, Indiana quickly became the first national, premium kettle-cooked popcorn brand.
Today, Dale & Thomas and Popcorn, Indiana products are sold in over 150,000 retail locations today.
Design Your Recognition is a great illustration that need is often the mother of invention. While putting together an annual charity basketball tournament, one of Design Your Recognition's founders spent the better part of a week procuring personalized awards for the winning teams. Design Your Recognition was inspired by his frustrating experience. Then that same year, the founder asked his assistant to purchase ten plaques for the annual company dinner. To say the least, the assistant wasted a lot of time going back and forth with the company's promotional product company.
Today, though a significant investment in people, technology, creativity and state-of-the-art manufacturing facilities, Design Your Recognition is changing the way the recognition products are merchandised, created and sold.
Once limited to the province of the local awards shop, buying recognition products could be a challenging.
Not only does Design Your Recognition make it super easy, it makes products that are both meaningful and relevant, making them more appreciated by the person being recognized. The founders often refer to the products produced by Design Your Recognition as "Recognition Art".
Copyright © 2010
Wednesday, July 14, 2010
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