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Burnout Today I want to share a question from a reader who writes: Fundraising: How To Avoid Three Common Mistakes I'm a board member of a local nonprofit and we are about to launch our annual campaign. Like other nonprofits in our community, we are facing a very competitive funding environment. There are more agencies seeking more money from more sophisticated donors. Small Business Marketing Tip - Get Attention and Be Remembered We live in a world of noise ? not just auditory noise but total sensory overload. Everywhere we go marketing messages are shouting at us day and night. Hundreds of TV and radio stations, thousands of newspapers, magazines and books, millions of ezines, brochures, and leaflets, billions of emails and web pages. And unfortunately much of it is junk so it's hard to find the important stuff. Two Methods of Marketing Using Joint Ventures Whether you're a contractor a local merchant with 150 employees, whichever, however or whatever, you've got to know how to keep your business alive during rougheconomic times. Anytime the cash flow in a business,large or small, starts to tighten up, the money management of that business has to be run as a "tight ship." Direct Mail Do you have a website? A Web Newsletter? A mailing list of e-mail addresses for customers? Do you track and test everything? You can use the web to get sales in lots of exciting ways which are dependant on technology that's available at the time. Whether you budget is £600 or £6000, I can show you how it's done effectively time after time after time! So here's what I do when I start working with clients and I would like to offer it to you as a gift now. Have a look at this list of ten great ways of marketing. I guarantee, that nearly all web site owners will not have every one of these simple methods in place right now. Please pick at least two that you're either not doing, or not doing that well - and MAKE A DECISION to add them to your marketing mix in the weeks ahead: Direct Mail Internet Marketing Email Marketing Advertising Telephone Marketing Direct Sales Strategic Alliances Referral Systems PR Additional Products/Services We will tackle these in order Direct Mail Direct mail is often overused and badly done. It's got a bad reputation over the years, mainly due to spammers, used instead of the telephone or by con artists seeking their next victim. There are a lot of myths and nonsense about mailings. You may want to print this out, because in my continuing efforts to help you reach success ? I am about to share the secrets of direct mail - I'd be surprised if the contents of this mail does not save you thousands of pounds over the next 12 months. By the way, if you are totally new to Direct Mail - "It's anything sent by post, sales letters, electronic mail or brochures etc" I want to dispel some things about DM to you. "Direct Mail doesn't work" . This ingenious conclusion is arrived at by the fact that most people throw most of the mail we get directly in the bin - therefore the thinking is that it's a waste of money. The truth is that 90 out of 100 people might throw your mailing in the bin, but if 5 people look at it, 5 more read it and one of those 5 buys from you - you may well have a highly profitable mailing. Last week I sent 400 emails to potential clients, and got 37 replies. That's to say that 37 people actually read my mail, and I got exactly 9 new clients as a result. Now what would happen if I doubled my mailings next week? I could expect from 800 mails, about 80 replies and maybe 20 sales! And that's easily doable by the way, because I've done it. But saying that, your mailing may not work ? it depends on what you say, price involved and some products may just not be suited to an email campaign. It's very much a numbers game, but one thing is certain, email is free! You have to enter this knowing that most of your mailings will go unread, but at least it's cheaper than other advertising methods. Large companies like Capital One, know their mailings DO work ? they've spent a fortune fine tuning and testing these campaigns. But just to warn you ? direct mail can fail, and they are the ones, usually, small to medium businesses send out, because they don't understand what they are really doing. If it's done right, it will make your profits increase dramatically, and when it's done badly ? it can eat into a budget, so be very careful! There are 2 types of mailings: Potential Customers Existing Customers If you don't do much mailing ? start doing some now. It's easy to not email out of fear of upsetting clients, scared of bombarding them with too many mails, thus losing a sale. That's crazy and it's to nobodys advantage. Actually, most sales emails are helpful and quite genuine. I was once told "You've got to be mad to not listen to a salesman ? they might have something you need!" So next time you receive a mail or telesales call, consider that it could well be in your favour. And there really is nothing wrong with sending out 2 mails each week.. So don't worry. I have noticed that many clients are sitting with 1000's of email addresses ? yet they aren't contacting these clients. That's like throwing money down the drain. They could say NO, then again they could say YES to your product. Imagine if a further 10 bought your services next week ? how do you feel about not emailing those customers now? Try it today?.. Think of something you can offer these customers, you must have something you can offer! Even something for free. Send them a letter and measure the response. If it works, mail them and measure the results. If it keeps on working, keep on doing it! The best email is a personal communication with a customer you know. It may read as follows: Dear----------- I wanted to follow up after your purchase of (your product) on (date) to see how it's working out for you and to thank you for your continuing business. If you have any questions or concerns, please let me know by return email, or feel free to call my private phone number. Many Thanks Regards Mr X Your customer is going to open, read and appreciate an email like this. They may even respond to it, and even if they don't, it doesn't look like spam or bug anyone. And they probably will appreciate that. ------------------------------...Give it a go ? you'll be surprised. Regards Christopher Given www.busigen.com The Fine Art of Relationship Marketing The buzzword these days is "relationship" marketing. Just what is it? And why is it important? Relationship marketing is so much more than "networking. It's gathering support of your friends, peers, and business contacts. It's developing strong, lasting, unique relationships with your most valuable asset, your customer. It's what keeps people "coming back for more." It's an excellent way to shorten the traditional routes of building trust, create opportunities, increase valuable contacts, to achieve success and excel in business. Create Free Internet Buzz with Your Workforce There are many different ways to increase your traffic on the web. Just as there are get rich quick schemes, there are get traffic quick schemes. These can backfire on you just like any other shortcut to results. Five Steps to a Web Site That Sells I'm always amazed that people would spend months to develop their web site, pay thousands of dollars to have it put together and then... they just let it sit in the cyber space without generating any new leads. Marketing the Government for Profit Steps and tips on marketing your business to the government. Improving Lead Generating and Conversation Rates: Think Like a Farmer John's a freelance photographer in Ohio who called to tell me of his frustration with the advertising and promotional campaigns he has tried in the last couple of years. Each time he does a promotional mailing to his list of 10,000, he is lucky if he gets one or two inquiries. I had a similar call from a corporation that was spending its time and money driving traffic to its web site. With six thousand visitors a day, they were only getting a couple of inquiries per week. Spice It Up! Rib Festival Teaches Us About Product Value The Rib America Festival is a fun filled family event featuring award winning BBQ and live entertainment from national, regional and local talent. Each rib cooker features their very own special cooking strategy and recipes that make for a truly unique food festival experience. The Added Effectiveness of Promotional Products in Your Marketing Plan Recently, I stopped by a new car wash in my town and while preparing to insert my six quarters into the machine to start the cleaning process, the owner came over to me and thanked me for stopping in. He also handed me a pen that had the name and address of the car wash imprinted on it. Find the Goldmine Within Your Business Doing a current customer breakdown can help you find the goldmine within your business by determining who you should be targeting in your marketing efforts in the future. There is a goldmine right there and you may or may not see it?it's your customer base! But is it all of them? No ? definitely not. Then what the heck am I talking about? PowerPositioning: WillYouAcceptThisRose.com Positioning is a powerful concept in marketing. To illustrate, have you ever visited a fast food restaurant, and, in a rush to complete your order asked for a coke when you "perhaps" meant to order some other soft drink? The Coke brand and its owners have achieved a top of mind awareness. Their brand name has become synonymous with a commodity that has a strong demand. A lot the brand's success may be attributed to being the first successful soft drink on the mass market, other possibilities may be due to their perpetual multi-million dollar global marketing campaigns that span life-times as well as cultures. Whatever the cause, the Coke brand has a very successful & fortified position. Developing the Unique Selling Proposition The "Unique Selling Proposition" advertising campaign was developed by Reeves in 1961. Reeves proposed that marketers offer products different from their competitor' offerings by developing products that have a special formula, design, or feature. The product or service being marketed must be unique and important to the prospect. Finally, the USP can be an overt statement or implied through different marketing mechanisms. Tackle a Newsletter and Come Out On Top Unlike any other marketing vehicle, newsletters give you the opportunity to contact your audience and convey your expertise in a way that offers value and information. Newsletters provide a reason -- and a structure -- to maintain ongoing contact. One of our clients has even said that recipients call if her newsletter is a few days late. Testimonials - FREE Quality Advertising FOR YOU! Every business person who has any kind of product or service, and the merest beginning of marketing sense, invites TESTIMONIALS. These might be called "reviews" or "peer reviews" or "customer comments" but they are all testimonials - a third party endorsement as to the merits of a product which helps another potential customer decide whether they wish to engage with this product or service. Customer testimonials are a wonderful thing for the merchant/marketer, because customers often pick up on benefits the marketer hadn't thought of, and their use of personal words and phrasings can bring the product/service to life in a whole new way. Whenever I am asked by someone to submit a testimonial, I am always delighted. If I like the product or the person involved, this is a wonderful opportunity for me to pay back in kind whenever I can. Because I always heed a call and have written many reviews and testimonials, I learned that there are AMAZING BENEFITS in testimonials - you actually get much, much more that you give on this occasion! Here's what YOU get out of it: 13 Lessons in Marketing, Super Bowl Style Each year, the Super Bowl provides marketers opportunity to study and learn from the games' advertisers, players, and coordinators. Super Bowl XXXVI (February, 2002) was no exception. Foremost, of course, was The Game's appropriately patriotic theme. America's mettle and proud heritage were showcased to the world through this year's red, white, and blue logo; music selection by the performers; and depictions of historic U.S. icons. The Game further supported U.S. patriotism through the presence of the armed services, police department, and fire department at the game as well as interviews with troops in Afghanistan. Finally, as if by design, the unlikely Patriots won the championship. Are You Overlooking Your Hidden Profit Centers? There are other names given to "Back-End Selling". You may think of it as follow through, or maybe VALUE added. Both are good terms. Let's take a quick look and see just how you can profit from this idea. 5 Ways to Upgrade Your Existing Marketing Materials for Practically Nothing! In addition to direct marketing strategies you want to besure your existing passive, or indirect, marketing activitiesare as effective as possible. When is the last time you tooka good look at your existing marketing activities?
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