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Thursday, November 5, 2009
9 Marketing Strategies to Blast Your Profits
Every business owner, even the really successful ones have been guilty of making mistakes in their business. The difference between the truly successful ones and those that aren’t are that they learn from their mistakes and are not afraid to take the risks to deploy strategies to take their business to the next level. Here are nine strategies for you to start using in your business today.
1. Don’t Work Without A Plan You wouldn’t take a vacation without planning your days, activities and your budgets so why would you run your business without a plan. A solid marketing plan is the foundation to every successful business and if you want to achieve greatness, you must be thinking about how you are going to accomplish this each and every day.
2. Stay True to Your Mission and Be The Leader Every business has a brand identity. A reason they went into business and an impression that they want to leave with their customers. Do not sway from your mission. To be the leader in your market, you must be the first to try new things. Do not do what your competition is doing by mimicking their marketing and advertising. Stand apart from the masses and be unique.
3. Consistency is the KeyOnce you have a powerful message, shout it from the rooftops and shout it out often. Your message has to be repeated over and over again and in every communication the business sends out into the marketplace both internal and external – Your marketing material, your website, your employees and every client touch point should be screaming the same message every time.
4. Follow Up, Follow Up, Follow Up To really accelerate your business, you must build a business based upon referrals. To obtain referrals you must master the art of the follow up. You business will grow from your existing client base either engaging additional services or referring you to others. Keep in touch with them often.
5. Don’t Be A Super Hero Do not try to go at it alone. You are not a superhero and will eventually burn out quickly. Surround yourself with talented people and lead them to victory. You focus on what you do best and outsource other tasks to topic experts who can help advance your business.
6. Wow ‘Em The best activity you can focus on is to wow your customers. Create an experience that they will remember. The best customer experience is generated by the details. Those little things that make all the difference in the world and usually doesn’t cost the business owner much to do.
7. Leverage Your Systems From this point forward, you should be thinking about how you can leverage your business. Everything that you do should be able to support multiple efforts and activities. For example, if you are marketing, how can you use that same marketing in other venues. If you write an article, can you turn that content into other pieces like an ebook, a blog post or a white paper that you can give to your customers.
8. Network Every Day Business is built by the people you meet. Make a goal for yourself to network each and every day. A good system is to commit to reaching out to five new people a day to introduce yourself and to see how you can assist them with no expectation of a returned favor.
9. Build Alliances with Influencers Chances are there are other businesses that complement your offering. Align yourself with those other business owners and collaborate on how you can help each other’s business. This will give you an opportunity to reach a new market, offer new products and build your network within your industry.
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Tuesday, November 3, 2009
Tips for Mastering Time Management
A common mistake business owners make is not managing their use of time effectively. Entrepreneurs fall into the superhero syndrome very quickly and think that have enormous super powers to do everything themselves. They slowly begin to focus on tasks just because they need to get done or perhaps it is just easier to do it yourself rather than take the time to train someone. This is the time trap and needs to be avoided. There are only so many hours in a day and you need to focus your time on the task s that will yield the greatest result and outsource or delegate the tasks that don’t provide a large return.
It is all in the math. If your hourly rate is $ 150/hr and you are not a strong bookkeeper and it takes you 10 hours to keep your books it cost you $1,500 for that task. If you outsourced your bookkeeping to a professional at $ 25/hr , chances are it will only take them 5 hours since this is their specialty, and cost you only $ 125. A big difference. Not to mention the other benefit—You now have 10 additional hours to work “on” your business rather than “in” it. The strategic planning that will BLAST your business to new heights, that next great idea that will bring in a muti -million dollar client or that creative marketing message that will brand you in a class by yourself. Your time is one of your most valuable asset, protect it wisely. Many entrepreneurs struggle with this concept because often cash is tight and they believe they can save a few bucks by doing it themselves. Unfortunately, this has the exact opposite effect and can impede success. Although you may save a few dollars in the short fun and ended up successful in the end, the question you need to ask yourself is would you have gotten there quicker? Would your business have reached its goals many years earlier? A good exercise to begin is to start planning your time…. Business is all about planning.
Follow these tips:
Develop the main areas of your focus: Sales, Marketing , HR, Operations ect..
Write down your “to do” list (tasks) — this will be an active list that you will add to each day
Categorize your task into the main areas and consolidate for easy review and delegation
Prioritize the importance of the tasks on a scale from 1 to 10 (1 being most important)
Identify task that can easily be outsourced with a check mark
Review your list and outsource and delegate everything with a checkmark
Outsource all administrative tasks, bookkeeping and marketing
Develop expectations and manage by exception. If your teams are hitting their goals, trust them to continue.
Remember that at least 35% of your time must be working ON your business.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?
You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST 9O Day Coaching Program and teaches biz owners how to build the business of their dreams for a life of freedom, profits and fulfillment. Interesting in growing your business, sign up for her FREE mini course “The Empowered Entrepreneur” and learn how to take the journey to freedom, profits and fulfillment at www.kelliedandrea
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It is all in the math. If your hourly rate is $ 150/hr and you are not a strong bookkeeper and it takes you 10 hours to keep your books it cost you $1,500 for that task. If you outsourced your bookkeeping to a professional at $ 25/hr , chances are it will only take them 5 hours since this is their specialty, and cost you only $ 125. A big difference. Not to mention the other benefit—You now have 10 additional hours to work “on” your business rather than “in” it. The strategic planning that will BLAST your business to new heights, that next great idea that will bring in a muti -million dollar client or that creative marketing message that will brand you in a class by yourself. Your time is one of your most valuable asset, protect it wisely. Many entrepreneurs struggle with this concept because often cash is tight and they believe they can save a few bucks by doing it themselves. Unfortunately, this has the exact opposite effect and can impede success. Although you may save a few dollars in the short fun and ended up successful in the end, the question you need to ask yourself is would you have gotten there quicker? Would your business have reached its goals many years earlier? A good exercise to begin is to start planning your time…. Business is all about planning.
Follow these tips:
Develop the main areas of your focus: Sales, Marketing , HR, Operations ect..
Write down your “to do” list (tasks) — this will be an active list that you will add to each day
Categorize your task into the main areas and consolidate for easy review and delegation
Prioritize the importance of the tasks on a scale from 1 to 10 (1 being most important)
Identify task that can easily be outsourced with a check mark
Review your list and outsource and delegate everything with a checkmark
Outsource all administrative tasks, bookkeeping and marketing
Develop expectations and manage by exception. If your teams are hitting their goals, trust them to continue.
Remember that at least 35% of your time must be working ON your business.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?
You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST 9O Day Coaching Program and teaches biz owners how to build the business of their dreams for a life of freedom, profits and fulfillment. Interesting in growing your business, sign up for her FREE mini course “The Empowered Entrepreneur” and learn how to take the journey to freedom, profits and fulfillment at www.kelliedandrea
ABC’s of the Perfect Elevator Pitch
One of the most important things a business owner can do is learn how to speak about their business to others. Being able to answer the “What do you do?” question and sum up the unique aspects of their business in a way that excites others to inquire more in a brief and concise manner. This is often called the elevator pitch for the intended time it takes you to ride an elevator. Can you answer the “what do you do?” question in 30 seconds or less and entice your audience to want to learn more? Sometimes going back to the basics is the best approach to learn a new technique. Just remember the ABC’s.
A. Audience Know your audience and the specific needs your product and/or service serve. You want to be able to drill down to your ideal customer (your niche) and be able to target their demands in your elevator pitch. Many business owners have no idea who their ideal customers are or how to drill down and target their demands, so one way to set you apart is to really understand your target audience.
B. Benefits What value or benefits are you bringing to your audience? Be concise and be specific. Many business owners are either too broad in this statement or confuse features with benefits. A benefit statement is always from the buyer’s point of view and what they receive from using your product or service. For example, increased profits by 22%, reduced risk, created 18% efficiency resulting in higher profits, etc.
C. Creative Offering Now, imagine searching for one exact fish in a very large pond and all you have is one “hook” to reel that fish in. Now next to your hook are thousands of other hooks that your competition has casted into the same pond. If you don’t know what will make that one fish bite on your hook, you will be landing your fish by luck rather than by skill. Being able to develop your marketing “hook”, specific to your fish, will require you to know exactly who your customer is and the benefits you bring to them. This will entice them to buy from you. Your creative offering should be why you are different. Many competitors are bringing the same benefits to your target market. So, why are you different?
You know your business better than anyone and you are the best suited to show your passion about what you do. Allow your passion to come through and speak from your heart. As long as you understand your audience, what specifically you do for them and in what unique way.
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A. Audience Know your audience and the specific needs your product and/or service serve. You want to be able to drill down to your ideal customer (your niche) and be able to target their demands in your elevator pitch. Many business owners have no idea who their ideal customers are or how to drill down and target their demands, so one way to set you apart is to really understand your target audience.
B. Benefits What value or benefits are you bringing to your audience? Be concise and be specific. Many business owners are either too broad in this statement or confuse features with benefits. A benefit statement is always from the buyer’s point of view and what they receive from using your product or service. For example, increased profits by 22%, reduced risk, created 18% efficiency resulting in higher profits, etc.
C. Creative Offering Now, imagine searching for one exact fish in a very large pond and all you have is one “hook” to reel that fish in. Now next to your hook are thousands of other hooks that your competition has casted into the same pond. If you don’t know what will make that one fish bite on your hook, you will be landing your fish by luck rather than by skill. Being able to develop your marketing “hook”, specific to your fish, will require you to know exactly who your customer is and the benefits you bring to them. This will entice them to buy from you. Your creative offering should be why you are different. Many competitors are bringing the same benefits to your target market. So, why are you different?
You know your business better than anyone and you are the best suited to show your passion about what you do. Allow your passion to come through and speak from your heart. As long as you understand your audience, what specifically you do for them and in what unique way.
Saturday, October 10, 2009
5 Proven Headline That Generate Response
In the world of marketing, you have less than 3 seconds to grab the attention of the reader for them to take the next step towards your product. The same holds true in article marketing. A great headline can lead to sales success and a poor headline can lead to failure, therefore your headline is a critical.
Your headline is the first thing your readers will see, so make sure you make a great first impression by choosing a headline that is appealing and attractive to your potential readers. Visualize yourself standing in front of a magazine rack trying to select the right magazine to read. You first will go to your favorite name brands because you trust those sources and are familiar with them, but chances are you do not make the decision to purchase before checking out the headlines on the cover. Even after you review them, you glance at the other magaiznes and will gravitate towards the headlines that appeal to your interests at that very moment. Article marketing involves the same psychology. Even though you have subscribers to your articles, you need to entice them to click on your article to read further and your headline is the tool to do that.
There are several techniques out there, but here are 5 of my favorite (and proven) headlines:
1. The Question: “Does the recession have you worried for your future?”
The question appeals to your readers who are looking for answers and who isn’t looking for answers these days? Find out what your audience searches for and create an article that provides them the answer.
2. The How To: “How to improve your golf swing in 10 days”
These work very well because people love to learn new things. The criticle element in these types of headlines is to focus on the benefits your readers will achieve by learning your new techqniue, system or strategy.
3. The Command: “Social Media Explained”
Command headlines are a great way to attach to a current trend and can also be a wonderful way to position you as an expert. Look for your most important benefit of an emerging trend and turn into a commanding headline.
4. The List: “7 Early Warning Signs of Teenager Angst”
People love lists and they are the easist to write. Turn your headline into a list message so your readers know they are going to be given tips in an easily digested format.
5. The Testimonial: “Kellie D’Andrea BLAST Secrets- Our Sales Grew by 40%”
Testimonials are great because your clients create the message including the headline. People relate to others they feel are independent and objective and a testimonial is a great way to provide that proof and demonstrate your successes.
Once your readers know that you are offering valuable information that they are interested in, they will want to read further. Your headline is like the shinny wrapping paper and the big bow on a wonderful present. Dress it up and excite your readers to open the package and be rewarded by your wonderful gift.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the Build a Better Ezine System and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Interesting in starting your own business, sign up for a FREE mini course “The Empowered Entrepreneur” and learn how not to make the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
Your headline is the first thing your readers will see, so make sure you make a great first impression by choosing a headline that is appealing and attractive to your potential readers. Visualize yourself standing in front of a magazine rack trying to select the right magazine to read. You first will go to your favorite name brands because you trust those sources and are familiar with them, but chances are you do not make the decision to purchase before checking out the headlines on the cover. Even after you review them, you glance at the other magaiznes and will gravitate towards the headlines that appeal to your interests at that very moment. Article marketing involves the same psychology. Even though you have subscribers to your articles, you need to entice them to click on your article to read further and your headline is the tool to do that.
There are several techniques out there, but here are 5 of my favorite (and proven) headlines:
1. The Question: “Does the recession have you worried for your future?”
The question appeals to your readers who are looking for answers and who isn’t looking for answers these days? Find out what your audience searches for and create an article that provides them the answer.
2. The How To: “How to improve your golf swing in 10 days”
These work very well because people love to learn new things. The criticle element in these types of headlines is to focus on the benefits your readers will achieve by learning your new techqniue, system or strategy.
3. The Command: “Social Media Explained”
Command headlines are a great way to attach to a current trend and can also be a wonderful way to position you as an expert. Look for your most important benefit of an emerging trend and turn into a commanding headline.
4. The List: “7 Early Warning Signs of Teenager Angst”
People love lists and they are the easist to write. Turn your headline into a list message so your readers know they are going to be given tips in an easily digested format.
5. The Testimonial: “Kellie D’Andrea BLAST Secrets- Our Sales Grew by 40%”
Testimonials are great because your clients create the message including the headline. People relate to others they feel are independent and objective and a testimonial is a great way to provide that proof and demonstrate your successes.
Once your readers know that you are offering valuable information that they are interested in, they will want to read further. Your headline is like the shinny wrapping paper and the big bow on a wonderful present. Dress it up and excite your readers to open the package and be rewarded by your wonderful gift.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the Build a Better Ezine System and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Interesting in starting your own business, sign up for a FREE mini course “The Empowered Entrepreneur” and learn how not to make the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
3 Essential Elements to a Life of Fulfillment
Leading a life of fulfillment may sound easier than it is to achieve, but the truth is that every person has within them, the abilities to live a life of purpose and fulfilment. We each know what makes us happy and what we need to do to find our right path but we are often overwhelmened with fear and social conditioning that our actions are immobilized and we find ourselves doing the same things we have always done or just doing enough to get buy. Each leading to the same result – a life of medocrity.
Although there are numerous recommendations out there to help you create a fulfilling life, I believe that there are three essential elements that must exist in everyone’s life in order to truly be happy.
1. Willingness to Explore New Opportunities
It is human nature to be curious and to want more – it is the American Dream. Open yourself up to new opportunities and watch your life change. Don’t be afraid to dance to your own music and to try new things. These are the experiences that make up life; embrace them and you will be one step further to fulfillment.
2. Trusting and Meaningful Relationships
As human beings, we have a natural instinct to be social and to connect with others. Those that are happy and fulfilled surround themselves with friends, family and associates whom they have a relationship with. These relationships can only be formed by creating an environment of trust and integrity; a give and take balance that generates mutual interest, empathy and understanding. Reach out to belong and connect with others to create a large circle of people who inspire you and you will be one step further to fulfillment.
3. Doing Work You Love
How many times do you find yourself miserable or making comments about hating your work? Than you are not doing the work you are meant to be doing. When you are working in a career that you love, you know! You are energized, inspired and excited each and every day and you eventually get to the point where calling it work just seems wrong. Take a moment to reflect on when the last time you felt good – were you doing a specific task? Was there something you really, really enjoyed? That is the work you should be doing. Find a career that uses those skills and makes you feel great and you will be one step further to fulfillment.
Leading a life of fulfillment requires commitment and focus towards improvement. It requires the courage to overcome fears and to challanege yourself to take action. It is an ongoing process that will be tested often but by surrounding yourself with people who you love and trust, experieincing new things and finding work that inspires you, you will be well on your way to your destination.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the 94 Day Challenge, a Goal Coaching System designed to hold you accountable for results. She also publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Learn about the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
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Although there are numerous recommendations out there to help you create a fulfilling life, I believe that there are three essential elements that must exist in everyone’s life in order to truly be happy.
1. Willingness to Explore New Opportunities
It is human nature to be curious and to want more – it is the American Dream. Open yourself up to new opportunities and watch your life change. Don’t be afraid to dance to your own music and to try new things. These are the experiences that make up life; embrace them and you will be one step further to fulfillment.
2. Trusting and Meaningful Relationships
As human beings, we have a natural instinct to be social and to connect with others. Those that are happy and fulfilled surround themselves with friends, family and associates whom they have a relationship with. These relationships can only be formed by creating an environment of trust and integrity; a give and take balance that generates mutual interest, empathy and understanding. Reach out to belong and connect with others to create a large circle of people who inspire you and you will be one step further to fulfillment.
3. Doing Work You Love
How many times do you find yourself miserable or making comments about hating your work? Than you are not doing the work you are meant to be doing. When you are working in a career that you love, you know! You are energized, inspired and excited each and every day and you eventually get to the point where calling it work just seems wrong. Take a moment to reflect on when the last time you felt good – were you doing a specific task? Was there something you really, really enjoyed? That is the work you should be doing. Find a career that uses those skills and makes you feel great and you will be one step further to fulfillment.
Leading a life of fulfillment requires commitment and focus towards improvement. It requires the courage to overcome fears and to challanege yourself to take action. It is an ongoing process that will be tested often but by surrounding yourself with people who you love and trust, experieincing new things and finding work that inspires you, you will be well on your way to your destination.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the 94 Day Challenge, a Goal Coaching System designed to hold you accountable for results. She also publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Learn about the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
Wednesday, September 23, 2009
BLAST Tool: Need an 800 number, check out Grasshopper
All of you know that when I come across a great product, I will stand up and let everyone know about it. BLAST Tool #1 is Grasshopper. I personally use this service and came to learn about them when they were still GotVMail. For my Ice Cream Cake delivery service, I use Grasshopper to give my small business a professional edge with an automated phone system that I and all my employees can access at anytime and on anyphone. Here is their story.
Grasshopperbegan in 2003 as GotVMail Communications after identifying the need for an easy-to-use virtual phone system for entrepreneurs that would provide them with a solution to 800 numbers, multiple extensions, professional voice over and seamless execution without breaking the bank.
In, May 2009, they changed their name to Grasshopper. Why the change? Quite simply, the name “Grasshopper” evokes the power to propel forward. And that’s exactly what their service does for entrepreneurs like you: gives you the tools to propel your small business forward.
As small business owners, you most likely eat, sleep, and breathe your small business. That’s why Grasshopper went above and beyond to deliver the most powerful new tool for entrepreneurs – an upgraded virtual phone system.
Grasshopper lets entrepreneurs start and grow their small businesses anywhere, using any phone. With a virtual phone system from Grasshopper, callers can reach you wherever you are—on your cell, in the office, or at home. With Grasshopper, it’s easy for entrepreneurs to sound professional and stay connected.
Whether you’re a freelancer or a growing company with multiple employees, Grasshopper works for you. Create extensions for all of your employees, regardless of where they’re located. Forward calls, receive faxes by email, and get voicemails on your mobile device without installing a single app. Grasshopper puts the power of your virtual phone system right at your fingertips. With our easy online interface, you can set up your account, tag or search messages, and view calls by geographic location and more.
For only $49 a month, there's no reason not to get Grasshopper and get connected today. For special discount or to learn more, click here
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Grasshopperbegan in 2003 as GotVMail Communications after identifying the need for an easy-to-use virtual phone system for entrepreneurs that would provide them with a solution to 800 numbers, multiple extensions, professional voice over and seamless execution without breaking the bank.
In, May 2009, they changed their name to Grasshopper. Why the change? Quite simply, the name “Grasshopper” evokes the power to propel forward. And that’s exactly what their service does for entrepreneurs like you: gives you the tools to propel your small business forward.
As small business owners, you most likely eat, sleep, and breathe your small business. That’s why Grasshopper went above and beyond to deliver the most powerful new tool for entrepreneurs – an upgraded virtual phone system.
Grasshopper lets entrepreneurs start and grow their small businesses anywhere, using any phone. With a virtual phone system from Grasshopper, callers can reach you wherever you are—on your cell, in the office, or at home. With Grasshopper, it’s easy for entrepreneurs to sound professional and stay connected.
Whether you’re a freelancer or a growing company with multiple employees, Grasshopper works for you. Create extensions for all of your employees, regardless of where they’re located. Forward calls, receive faxes by email, and get voicemails on your mobile device without installing a single app. Grasshopper puts the power of your virtual phone system right at your fingertips. With our easy online interface, you can set up your account, tag or search messages, and view calls by geographic location and more.
For only $49 a month, there's no reason not to get Grasshopper and get connected today. For special discount or to learn more, click here
Recession Escape Plan – 7 Strategies to Make the Recession Irrelevant
According to Bill Glazer, of GKIC the number one mistake businesses make is that they assume everyone knows their business and knows them when the reality is, if you are not consistently in front of your customers and prospects – they won’t remember who you are or what you do! In today’s environment, competition is fierce and you want to deploy new strategies that will help you survive and thrive in this recession and beyond.
Here are Bill’s 7 strategies to move your business forward in these tough times and in future years. Give some of these a try and watch your business soar:
1. Sell to Someone Different
Expand your boundaries to sell to a new market. With the internet, it is easy to take your local business global. For example, a retailer can put a catalogue of their merchandise on line and now sell it globally. Look for other niches and choice multiple niches that offer you a quick way to more money.
2. Sell Differently
The industry has changed so change the way you are selling. In a recession, people are looking for it to be “okay” to spend money so figure out a way to make it okay. For example, an exclusive travel company in the past would never offer “try before you buy” packages because it wasn’t their business model. Now they do and because they made it okay to buy – their customers continue to purchase from them.
3. Sell Something Different
Take a look at your resources and see if there is something you can add to your product or service line. For example, can you create special packages, training classes or group tours? For example, a local restaurant now offers customer day trips and wine schools to add to their product line.
4. Create More Value
In a recession, it is more important than ever to create additional value for your customers. What can you add to your offering that would bring additional value to your customers? For example, I usually block out xx of days for my coaching clients and to add value, I have increased the number of days available to them. I also make myself available for quick chats and email question – all included in my normal fees.
5. Strategic Status
Be the expert, the authority, the specialist and the must have advisor to your customers. People want to work with the best and want to be associated with the best so maintain your positioning in your field and be at the top of your game. Integrity goes a long way in a recession and your customers will remember.
6. Association
Napoleon Hill introduced us to mastermind groups in his book “Think and Grow Rich”. The basic concept is that you are only as good as the people you know. You want to associate with those who will propel you forward, not hold you back. Take a look at your groups, vendors, employees and friends and decide who you should associate with in business, who will challenge you to grow.
7. Use Direct Response Marketing Systems
Direct marketing allows you to reach to your customers in a variety of different ways. Being outrageous is a proven technique that Bill teaches and his concept is on the premise that if doesn’t matter how much advertising and direct mail you do if it doesn’t get opened and read, it is worthless. People like outrageous because they are bored, overwhelmed, like to be amused and respond to something different. For example, In Bill Glazer’s book “Outrageous” – he talks about a postcard he sent out with a picture of him on a donkey with the headline “Who do you think is the biggest ass?
For additional examples, check out Bill’s book here and if you are interested in exploring these themes in your own business with a proven business coach, contact me at info@kelliedandrea.com.
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Here are Bill’s 7 strategies to move your business forward in these tough times and in future years. Give some of these a try and watch your business soar:
1. Sell to Someone Different
Expand your boundaries to sell to a new market. With the internet, it is easy to take your local business global. For example, a retailer can put a catalogue of their merchandise on line and now sell it globally. Look for other niches and choice multiple niches that offer you a quick way to more money.
2. Sell Differently
The industry has changed so change the way you are selling. In a recession, people are looking for it to be “okay” to spend money so figure out a way to make it okay. For example, an exclusive travel company in the past would never offer “try before you buy” packages because it wasn’t their business model. Now they do and because they made it okay to buy – their customers continue to purchase from them.
3. Sell Something Different
Take a look at your resources and see if there is something you can add to your product or service line. For example, can you create special packages, training classes or group tours? For example, a local restaurant now offers customer day trips and wine schools to add to their product line.
4. Create More Value
In a recession, it is more important than ever to create additional value for your customers. What can you add to your offering that would bring additional value to your customers? For example, I usually block out xx of days for my coaching clients and to add value, I have increased the number of days available to them. I also make myself available for quick chats and email question – all included in my normal fees.
5. Strategic Status
Be the expert, the authority, the specialist and the must have advisor to your customers. People want to work with the best and want to be associated with the best so maintain your positioning in your field and be at the top of your game. Integrity goes a long way in a recession and your customers will remember.
6. Association
Napoleon Hill introduced us to mastermind groups in his book “Think and Grow Rich”. The basic concept is that you are only as good as the people you know. You want to associate with those who will propel you forward, not hold you back. Take a look at your groups, vendors, employees and friends and decide who you should associate with in business, who will challenge you to grow.
7. Use Direct Response Marketing Systems
Direct marketing allows you to reach to your customers in a variety of different ways. Being outrageous is a proven technique that Bill teaches and his concept is on the premise that if doesn’t matter how much advertising and direct mail you do if it doesn’t get opened and read, it is worthless. People like outrageous because they are bored, overwhelmed, like to be amused and respond to something different. For example, In Bill Glazer’s book “Outrageous” – he talks about a postcard he sent out with a picture of him on a donkey with the headline “Who do you think is the biggest ass?
For additional examples, check out Bill’s book here and if you are interested in exploring these themes in your own business with a proven business coach, contact me at info@kelliedandrea.com.
Friday, September 4, 2009
Gain the Ultimate Edge by Working With a Business Coach
As business around the world has become increasingly competitivethe demand for innovation, quicker service turnaround and compressed pricing models, has created an environment where business owners must be creative, develop new solutions and manage stressful transitions. They must remain focused on moving their business forward without eroding into their profits, keeping their customers happy and their employees motivated. This great demand for immediate results is a classic precursor to seeking a small business coach.
A small business coach is an independent and objective partner who provides one-on-one interaction, guidance and motivation to a business owner or executive who is looking for feedback and guidance on how to reach a desired goal. A coach is similar to having a partner who holds you accountable, keep you on track, and keep you progressing forward. Coaching is effective for business owners who know what they want to get done, are open to feedback and change but aren’t sure the path to take to get there. A small business coach will work with their clients to help them find the answers and offer them the support and motivation to take the necessary steps.
Some additional benefits of working with a strong business coach are as follows:
·Objective Point of View: One of the biggest benefits of working with a business coach is that they are independent and not linked to the organization; they are linked to only you and where you want to go. Sometimes those that are closest to you cannot provide a truly objective assessment of your situation and won’t be able to guide the business owner effectively. According to an ICF survey, 28% of those surveyed commented that an independent point of view was the most valuable result.
·Idea Sharing, Creativity and Brainstorming: Information is one of the most powerful assets a person can posses and having the ability to leverage a coach’s knowledge and experience is exponentially better. Having the ability to brainstorm and be creative with a coach who is focused on helping you solve a problem is one of the biggest benefits you will experience from a business coaching. 28% of those surveyed commented that brainstorming was the most valuable result.
· Sustained Improvement: Working with a business coach focuses around a goal or a series of goals that will provide a foundation for continuous improvement. A coach helps you leverage your strengths and to become more effective at process and communication improvements and holds you accountable for the results. According to an ICF survey, 15% of those surveyed commented that being accountable to the coach was the most valuable result.
· Motivation: A successful coach will be able to ignite the passion inside and to help you create the positive change necessary to move forward towards your goals. It is a motivational process that brings you through a series of discussions to help find that passion and focus. According to an ICF survey, 15% of those surveyed commented that an encouragement and motivation was the most valuable result.
Business coaching is one of the most effective ways of achieving growth, change and development in both people and organizations. It involves a process and a sounding board for decision making and helps give you more clarity and focus in your day to day operations. Lastly, it will improve your interpersonal skills and your ability to handle tension between business, family and personal needs. When a business owner feels like they are on an island by themselves, a business coach will motivate them to build the raft to get them to safety.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the “BLAST 90 Day Coaching Program”and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. For a limited time she is offering a FREE 5 part mini course on entrepreneurship offered at http://www.kelliedandrea.com/.
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A small business coach is an independent and objective partner who provides one-on-one interaction, guidance and motivation to a business owner or executive who is looking for feedback and guidance on how to reach a desired goal. A coach is similar to having a partner who holds you accountable, keep you on track, and keep you progressing forward. Coaching is effective for business owners who know what they want to get done, are open to feedback and change but aren’t sure the path to take to get there. A small business coach will work with their clients to help them find the answers and offer them the support and motivation to take the necessary steps.
Some additional benefits of working with a strong business coach are as follows:
·Objective Point of View: One of the biggest benefits of working with a business coach is that they are independent and not linked to the organization; they are linked to only you and where you want to go. Sometimes those that are closest to you cannot provide a truly objective assessment of your situation and won’t be able to guide the business owner effectively. According to an ICF survey, 28% of those surveyed commented that an independent point of view was the most valuable result.
·Idea Sharing, Creativity and Brainstorming: Information is one of the most powerful assets a person can posses and having the ability to leverage a coach’s knowledge and experience is exponentially better. Having the ability to brainstorm and be creative with a coach who is focused on helping you solve a problem is one of the biggest benefits you will experience from a business coaching. 28% of those surveyed commented that brainstorming was the most valuable result.
· Sustained Improvement: Working with a business coach focuses around a goal or a series of goals that will provide a foundation for continuous improvement. A coach helps you leverage your strengths and to become more effective at process and communication improvements and holds you accountable for the results. According to an ICF survey, 15% of those surveyed commented that being accountable to the coach was the most valuable result.
· Motivation: A successful coach will be able to ignite the passion inside and to help you create the positive change necessary to move forward towards your goals. It is a motivational process that brings you through a series of discussions to help find that passion and focus. According to an ICF survey, 15% of those surveyed commented that an encouragement and motivation was the most valuable result.
Business coaching is one of the most effective ways of achieving growth, change and development in both people and organizations. It involves a process and a sounding board for decision making and helps give you more clarity and focus in your day to day operations. Lastly, it will improve your interpersonal skills and your ability to handle tension between business, family and personal needs. When a business owner feels like they are on an island by themselves, a business coach will motivate them to build the raft to get them to safety.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the “BLAST 90 Day Coaching Program”and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. For a limited time she is offering a FREE 5 part mini course on entrepreneurship offered at http://www.kelliedandrea.com/.
BLAST Marketing Tip # 2: Give Something Away
Do you know the old saying “there is no such thing as a free lunch”, well the same holds true for marketing but in this case, you offer a free gift to entice people to your business in exchange for the opportunity to “Wow” them with your services. People love free stuff! Byoffering a small taste of what it is like to do business with you gratis, you are reducing any perceived risk that potential customer may have. It is sort of a “try before you buy” approach and Internet marketers and retailers have been doing this for years.
How many times have you seen a free e-book or video series in exchange for your email address? or How many times were you given a sample of the newest flavor at your local ice cream store in exchange for you trying their product?
In all of my businesses, both on line and off line, I often give away something to sweeten the pot. For example, in our Ice Cream Cake Business, we would give away free cake cutting knives and calendars – each with our logo, phone number and website address. In my Coaching Business, I give away a free 5 part mini series on starting your own business and a free report 23 mistakes entrepreneurs make.
People these days still remember the simple gestures. Next time your customer comes to you, throw in a little something extra and watch your revenue soar from referrals and repeat business!
How many times have you seen a free e-book or video series in exchange for your email address? or How many times were you given a sample of the newest flavor at your local ice cream store in exchange for you trying their product?
In all of my businesses, both on line and off line, I often give away something to sweeten the pot. For example, in our Ice Cream Cake Business, we would give away free cake cutting knives and calendars – each with our logo, phone number and website address. In my Coaching Business, I give away a free 5 part mini series on starting your own business and a free report 23 mistakes entrepreneurs make.
People these days still remember the simple gestures. Next time your customer comes to you, throw in a little something extra and watch your revenue soar from referrals and repeat business!
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Tuesday, August 25, 2009
Sometimes it takes a little Faith
Most times when the word faith is used, people immediately go to religion and often assume it has nothing to do with business. Yet faith is defined as an inner attitude, conviction or trust related to a higher power. In Christian theology, faith is the divinely inspired human response to God, so in contrast couldn’t faith in business be the trust and inspired response in yourself, your people and your process?
I can hear John Hiatt’s song “Have a little faith” playing in my head “When the road is dark and you can no longer see, let my love throw a spark and have a little faith in me”. To me, faith is believing in something without having empirical evidence. It is taking a leap, a risk and feeling confident that you won’t fall or if you fall, you can get right back up. It is a powerful tool in business because if you believe in everything that you have built including your people, process, products and even your customers, your business will soar without you touching and being involved in every single aspect of your business.
But having faith requires hard work and true commitment since it will be tested frequently and in the most trying of times. It will be tested when our perfect plans don’t end up being perfect, when our well rehearsed presentation don’t go well, when our workshops and teleseminars only have a few attendees or when we are having trouble converting our leads to sales. It is very easy to get distracted and start to believe the worst, but that is where faith comes in.
True faith exist in the face of adversity and is real when everything on the surface is pointing you down the path of least resistance and preparing you to give up on your dream. It is the one thing that holds you together when you have to leave your business to attend to other matters and it is one of the biggest drivers to keeping you motivated and on the path to your dreams.
So how do you hold on to your faith to forge ahead and drive your results?
Here are some tips:
1) Know that your faith will be tested over and over again. To have true belief in something, you must not waiver and must hold on to that truth. For example, if you really believe that your product will revolutionize the market but you are having trouble with investors and manufacturers, keep the faith in your product and yourself and you will find the solution.
2) Be clear about what you want. When you become uncertain and lose your faith, doubt moves in and as a negative emotion can take over your world. Remain focused on your goal and on your objectives and stake claim to what you want. The universe has a way of helping you reach your goals, you just need to be able to identify what it is you want and be specific.
3) Surround yourself with positive influences. In times of adversity or when you start to feel that doubt and uncertainty is testing your faith, reach out to your support group and allow their faith to re –energize yours. Be honest and open and allow these individuals to be your guides, advocates and strength. These are your dream champions and will carry you all the way to your goal.
4) Accept failure as part of growth. Failure is inevitable and every successful person has failed one time or another. It is part of the process of growing and enriching our lives. Learn to accept failure and treat it as a learning experience and an opportunity to improve.
“Keep your dreams alive. Understand to achieve anything requires faith and belief in yourself, vision, hard work, determination, and dedication. Remember all things are possible for those who believe.” Gail Devers
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the “Boost Your Business with Power Presentations System”and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. For a limited time she is offering a FREE 5 part mini course on entrepreneurship offered at http://www.kelliedandrea.com/.
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Saturday, August 22, 2009
BLAST Marketing Tip # 1: Know Your Target Market
Nothing is more important than knowing your target market. By knowing your target market you are able to drill down and offer solutions specific for their demands. The more you can drill down and create a niche, the more successful your marketing messages. For example, if you say your target market is women, you are not drilling down specifically enough, but if you say my target market is women who operate a small business out of their home, you are more targeted. You can even go down one layer further – women who operate a small coaching business out of their home. The more specific you can get, the better.
Knowing your target market allows you to have a laser focus on your customer and provides you an opportunity to sell directly to them rather than to large groups. Imagine searching for one exact fish in a very large pond and all you have is one “hook” to reel that fish in. Now next to your hook are thousands of other hooks that your competition has casted into the same pond. If you don’t know what will make that one fish bite on your hook, you will be landing your fish by luck rather than by skill. Most certainly over a longer period of time. Being able to develop your marketing “hook”, specific to your fish will require you to know exactly who you customer or fish is and entice them to buy from you.
Friday, August 14, 2009
Kellie D'Andrea & Associates - Our Brand. Our Mission
Kellie D’Andrea & Associates helps motivated entrepreneurs, professionals and businesses transform to new levels of performance and results by mastering the “emotional"side of business – communication, marketing, & team performance. Kellie D’Andrea, owner and C.E.O (Chief Emotions Officer) provides simple and practical ways to attract more prosperity with techniques designed to master communication, achieve goals and create a culture of accountability and results.
An example is a client that I helped reposition the business as a leading industry expert. Like most business owners, the company failed to have its’ own identity and connection in the marketplace. The entire business brand was centered around the personal involvement of the owners who were looking to start removing themselves from the day to day operations of the business. We successfully launched a complete communication and branding strategy that not only repositioned the company as a market leader, resulted in the company increasing its revenues by 32% that year and being invited to bid on opportunities that it never would have in the past. That company still uses my services and now we are working on developing high performance teams and a professional development program that enhances employee retention. We were able to work together to create and execute a branding strategy and develop a human resource plan that will continue to support the brand message and build the business. Now they are on their way towards increasing their market share even more!
Additionally since I am passionate about development, I have created a mentor program that teams like-minded individuals together to create mini mastermind groups. This personalized coaching has helped not only these business owners, but all of their employees begin the journey to reaching their personal and professional goals.
Dream It - Build It - Share It
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The Proof in the 5 ‘P's’ Method to Positioning.
One of the strongest marketing tools you have is your customers so why not use them to help get your message out and help build your business. A strong testimonial will allow you to instantaneously enhance your credibility, differentiate yourself and improve your close rate.
A testimony is a written or verbal statement about a customer experience that person has had by working with you or your product. To really be impactful they must be prepared in a way that prospective customers can relate to. Buyers make decisions based upon an emotional connection and being able to identify with someone’s situation and desire for the same result, will improve your conversion rate significantly. A well prepared client testimonial can make the difference between a successful sale and lost opportunity.
A successful testimonial should consist of the following attributes:
· Situation analysis - what were the challenges being faced and what brought them to the need to seek out a solution?
· Solution – what was the solution they decided on and why? What was different about what you were offering compared to your competitors?
· Outcome – What was the result or outcome? The more specific this statement can be, the more impactful the testimonial.
Very often you will see testimonials that consists of intangible statements “Company ABC was a pleasure to work with” or “Company ABC has great service delivery”. These types of statements may be nice to hear but are not effective in the process. The strongest testimonials include the three statements above, for example:
“I have been struggling with a way to reduce my advertising spending for years and bought the “Build a Better Ezine System” and have reduced my spending by 50%”
See how much more impactful example 2 is compared to the “feel good” testimonial.
Testimonials can be found in a number of different forms:
· Statements on website, sales pages and landing pages.
· Whitepapers
· Case studies
· Letters of recommendations
· Verbal recommendations
· Video testimonials
No matter what the form, if the structure includes the three elements above, you testimonial will be successful in enhancing your credibility, setting yourself apart from your competition and increasing your conversion rate.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the “Build a Better Ezine System” and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Interesting in starting a business, grab FREE 5 part mini course offered at http://www.kelliedandrea.com/.
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A testimony is a written or verbal statement about a customer experience that person has had by working with you or your product. To really be impactful they must be prepared in a way that prospective customers can relate to. Buyers make decisions based upon an emotional connection and being able to identify with someone’s situation and desire for the same result, will improve your conversion rate significantly. A well prepared client testimonial can make the difference between a successful sale and lost opportunity.
A successful testimonial should consist of the following attributes:
· Situation analysis - what were the challenges being faced and what brought them to the need to seek out a solution?
· Solution – what was the solution they decided on and why? What was different about what you were offering compared to your competitors?
· Outcome – What was the result or outcome? The more specific this statement can be, the more impactful the testimonial.
Very often you will see testimonials that consists of intangible statements “Company ABC was a pleasure to work with” or “Company ABC has great service delivery”. These types of statements may be nice to hear but are not effective in the process. The strongest testimonials include the three statements above, for example:
“I have been struggling with a way to reduce my advertising spending for years and bought the “Build a Better Ezine System” and have reduced my spending by 50%”
See how much more impactful example 2 is compared to the “feel good” testimonial.
Testimonials can be found in a number of different forms:
· Statements on website, sales pages and landing pages.
· Whitepapers
· Case studies
· Letters of recommendations
· Verbal recommendations
· Video testimonials
No matter what the form, if the structure includes the three elements above, you testimonial will be successful in enhancing your credibility, setting yourself apart from your competition and increasing your conversion rate.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the “Build a Better Ezine System” and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Interesting in starting a business, grab FREE 5 part mini course offered at http://www.kelliedandrea.com/.
Wednesday, August 12, 2009
What is List Building?
There is so much talk these days about list building it may be difficult to translate what exactly is list building and how it could benefit your business. In today’s marketing environment, having a list of clients and prospect is important to every business and should be an integral part of any marketing strategy, especially those who want to use online marketing efforts. But how many people really understand what is meant by a “list” in online marketing terms? And what is list building? A simple yet accurate definition would be that list building is a process of developing a database of like minded people online who would be interested in the kind of products or services that your business offers. In other words, your list is your first and main market where you can hope to achieve the most success in selling.
The premise behind list building is that you have more than one opportunity to sell to a potential customer because they have given you permission to do so by opting in to receive your ongoing communications.
Once you have a person on your list, you can keep sending them information on your products and services and continue to educate them on your specials and discounts that you may be offering from time to time. The more frequently a person is exposed to information about your site and the products available there, the more familiar your business will appear to them, although perhaps only subconsciously, the more inclined they will be to buy from you when they need what you are offering.
Research has shown that less than 2% of people buy anything from an online business the first time they come across it. Do not let this figure depress you. In fact it is a positive. More people are buying more goods and services online everyday and online businesses are the least affected by the economic slow-down and recession. So, if more is being sold online each day, but less than 2% of the sales are made on the first contact, that means that subsequent contact and long terms relationships are where the money lies for the online business. So, the critical factor to getting your business profitable is to be able to gain the trust of complete strangers who will never meet you. It is not as tough as it sounds. If you have a list and keep sending information to the people on it– a new product development, a special price, a contest or some tidbits about you and your life - they will become familiar with you and will begin to trust you. Soon your name will be associated with the product they are interested in and they will eventually buy from you when the need arises.
The goal is to provide valuable content to your list. If you continue to market and sell them, chances are they will ask to be removed from your list. People seek out information, tips and strategies that will help them improve their lives and if you can be that conduit and continue to educate and be a valuable resource, your list will continue to grow.
Be prepared to start small, a list will not grow overnight. As in any relationship, it will need time to develop. And remember the more valuable information you can provide to your targeted list the more effectively you will be able to continue to grow your list and eventually sell your products and services.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
The premise behind list building is that you have more than one opportunity to sell to a potential customer because they have given you permission to do so by opting in to receive your ongoing communications.
Once you have a person on your list, you can keep sending them information on your products and services and continue to educate them on your specials and discounts that you may be offering from time to time. The more frequently a person is exposed to information about your site and the products available there, the more familiar your business will appear to them, although perhaps only subconsciously, the more inclined they will be to buy from you when they need what you are offering.
Research has shown that less than 2% of people buy anything from an online business the first time they come across it. Do not let this figure depress you. In fact it is a positive. More people are buying more goods and services online everyday and online businesses are the least affected by the economic slow-down and recession. So, if more is being sold online each day, but less than 2% of the sales are made on the first contact, that means that subsequent contact and long terms relationships are where the money lies for the online business. So, the critical factor to getting your business profitable is to be able to gain the trust of complete strangers who will never meet you. It is not as tough as it sounds. If you have a list and keep sending information to the people on it– a new product development, a special price, a contest or some tidbits about you and your life - they will become familiar with you and will begin to trust you. Soon your name will be associated with the product they are interested in and they will eventually buy from you when the need arises.
The goal is to provide valuable content to your list. If you continue to market and sell them, chances are they will ask to be removed from your list. People seek out information, tips and strategies that will help them improve their lives and if you can be that conduit and continue to educate and be a valuable resource, your list will continue to grow.
Be prepared to start small, a list will not grow overnight. As in any relationship, it will need time to develop. And remember the more valuable information you can provide to your targeted list the more effectively you will be able to continue to grow your list and eventually sell your products and services.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
4 Proven Benefits of Successful Joint Ventures
In today’s economy and competitive environment successful businesses are reaping the benefits of one of the oldest strategies – partnering. On line marketers have been using this strategy for years to catapult their sales to unbelievable heights and now, Joint Ventures are making a comeback in the bricks and mortar world of business.
A joint venture is when two or more business, individuals or projects come together to co‐market an opportunity, project or product to each other’s client list and new prospects. It allows you to leverage the relationships and goodwill already established by your partner to the benefit of both parties. So in layman terms, a joint venture is when you join forces with another business to make some money!
With joint ventures, you want to identify people who are selling into your target market with a non competitive product or service but who are working deals with the same individuals who make the decisions on your products or services. Develop a proposal that is mutually beneficial for both parties and a marketing strategy and hit the road with your co-branded offer.
Did you ever hear the old saying “you are only as good as the people you know”. This holds true for forming successful joint venture partnerships. People want to surround themselves with successful, positive and magnetic people and businesses with a strong brand so it is critical to align with a business with comparable values and goals.
Although this one of the quickest way to enhance your market presence and boost your profits, there are many other benefits to forming a partnership with another business in your space.
Benefit # 1: New Client Acquisition
Joint ventures are a great way to acquire new leads and new clients at no additional cost. By having new subscribers, you are able to continuing building a relationship with these people and even if they don’t buy from you right away, chances are they will eventually. Not a bad way to build a prospecting list without incurring any fees. Some new online marketers may benefit greatly from giving away all profits from their first joint venture just to build their list for future opportunities.
Benefit # 2: Enhanced Credibility
You gain instant rockstar status and enhanced credibility. One of the keys to an effective partnership is selecting the right partner. If you joint venture partner is reputable, trustworthy and has already established a great following, their followers will trust you based upon that recommendation. This is why your “list” is sacred. Do not partner with just anyone, make sure you select someone who is worthy of your list and make sure that you are worthy of theirs.
Benefit #3: Increase Breadth of Services
Joint ventures are a great way to offer your clients and prospects additional products. By jointly co‐branding a product, you and your partner are able to bring new solutions to your current client list increasing your breadth of services you offer. The more solutions you can bring to your customers, the more valuable you are to your customers.
Benefit #4: Improved Conversion Rate
You will enhance your conversion rate. One of the goals when you get your list is to convert those prospects into buying customers. With a joint venture partner, you will increase your conversion rate. Your joint venture partner will be endorsing you and your product and by that testimony alone, will convert more of their leads into sales in their own list. Since they already have an established relationship, their subscribers trust their endorsements and you can leverage that trust by offering a high quality product that will benefit the joint venture partner’s subscriber list.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the “Build a Better Ezine System”and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Learn how to become the empowered entrepreneur with a FREE 5 part mini course offered at www.kelliedandrea.com.
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A joint venture is when two or more business, individuals or projects come together to co‐market an opportunity, project or product to each other’s client list and new prospects. It allows you to leverage the relationships and goodwill already established by your partner to the benefit of both parties. So in layman terms, a joint venture is when you join forces with another business to make some money!
With joint ventures, you want to identify people who are selling into your target market with a non competitive product or service but who are working deals with the same individuals who make the decisions on your products or services. Develop a proposal that is mutually beneficial for both parties and a marketing strategy and hit the road with your co-branded offer.
Did you ever hear the old saying “you are only as good as the people you know”. This holds true for forming successful joint venture partnerships. People want to surround themselves with successful, positive and magnetic people and businesses with a strong brand so it is critical to align with a business with comparable values and goals.
Although this one of the quickest way to enhance your market presence and boost your profits, there are many other benefits to forming a partnership with another business in your space.
Benefit # 1: New Client Acquisition
Joint ventures are a great way to acquire new leads and new clients at no additional cost. By having new subscribers, you are able to continuing building a relationship with these people and even if they don’t buy from you right away, chances are they will eventually. Not a bad way to build a prospecting list without incurring any fees. Some new online marketers may benefit greatly from giving away all profits from their first joint venture just to build their list for future opportunities.
Benefit # 2: Enhanced Credibility
You gain instant rockstar status and enhanced credibility. One of the keys to an effective partnership is selecting the right partner. If you joint venture partner is reputable, trustworthy and has already established a great following, their followers will trust you based upon that recommendation. This is why your “list” is sacred. Do not partner with just anyone, make sure you select someone who is worthy of your list and make sure that you are worthy of theirs.
Benefit #3: Increase Breadth of Services
Joint ventures are a great way to offer your clients and prospects additional products. By jointly co‐branding a product, you and your partner are able to bring new solutions to your current client list increasing your breadth of services you offer. The more solutions you can bring to your customers, the more valuable you are to your customers.
Benefit #4: Improved Conversion Rate
You will enhance your conversion rate. One of the goals when you get your list is to convert those prospects into buying customers. With a joint venture partner, you will increase your conversion rate. Your joint venture partner will be endorsing you and your product and by that testimony alone, will convert more of their leads into sales in their own list. Since they already have an established relationship, their subscribers trust their endorsements and you can leverage that trust by offering a high quality product that will benefit the joint venture partner’s subscriber list.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the “Build a Better Ezine System”and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Learn how to become the empowered entrepreneur with a FREE 5 part mini course offered at www.kelliedandrea.com.
“Positioning – Marketing’s Fifth “P”
Every marketer, business student and entrepreneur has been taught the 4 “P’s’ of classic marketing – Product, Pricing, Promotion and Place as the marketing mix model designed to be used by business to define their marketing strategy. The marketing mix has been around since the beginning of time and used as a tool to identify customer’s wants and needs and how to address the competitive landscape. But what about the 5th “P” in the marketing mix – Positioning?
Positioning is the bridge that connects the other 4 “P’s” together around a central theme and creates the brand equity that is so critical to the success and growth of any business and therefore the most important component to the marketing mix. Many companies approach their client base with a “one size – fits all” approach to their product or service but in today’s environment, this approach will not work. Each customer that you service in your business is unique and has different wants and different needs. Although your product may cover a wide range of attributes that may service the majority of those customers, a successful marketer knows how to use positioning as tool to customize a solution for all. Here are 5 things that you need to position to be successful:
1) Yourself – business is based upon relationships and people want to work with credible individuals, not big corporate entities. Use personal branding techniques to position yourself as an expert in your field with credibility and integrity, will yield increased sales. People will buy from people they trust.
2) Audience: your customers need to understand if they are in the right place and that there is a fit for your product and services. Skillful marketers can position the audience so they belong to target market and community and customized marketing messages specific to their needs and wants.
3) Brand: creating an image or perception in the minds of your customers is one of the most powerful positioning techniques. A brand position permeates through an entire organization and is supported each and every time a customer interacts with your organization.
4) Product: refers to what the customer thinks about your product – for example; lowest price, highest quality best service, easy access ect, when they are making a purchase decision. Your product position will directly connect to your value proposition and how you differentiate yourself from your competition.
5) Offer: refers to your approach to the sales process. Successful offers focus on the outcome your client will receive not the service or product offering. Your offer should be a combination of what outcome (benefits) your customer can expect and the way (feature) they will receive your product.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the “Boost Your Business with Power Presentations System”and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. For a limited time she is offering a FREE 5 part mini course on entrepreneurship offered at http://www.kelliedandrea.com/.
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Tuesday, August 4, 2009
Secrets to a Fulfilling Life
A fulfilling life is one of meaning, purpose and balance and the one thing that everybody strives for each and every day. It is living your life and enjoying every moment to the best of your ability and finding the happiness that is all around you. It is not only about materialistic things either. Those things can give the impression of a happy life but often you will find, that with no one to share it with and experiences to remember, all the money, cars and homes will not bring do we want it, it is how do we achieve it? The secrets are as follows:
Secret #1 – An Optimistic Outlook
Optimism is a wonderful ingredient to a fulfilled life. Take a look at the good in each thing you see, hear and experience and you will immediately be given rewards in return. This isn’t always easy, but if you practice each and every day starting with the little things, it will eventually become a part of your life and remember to start with being grateful for what you already have.
Secret #2 – A Goal and Purpose in Life
Have a purpose in life and working towards that purpose is the secret to a happy life. We as human beings are programmed to set goals and using that skill to define our life purpose will put you on the road to a fulfilled life. If you examined some of the most successful people in the world, they would tell you that they know what they want, they know the price to pay for it and they make a habit at setting goals daily. Without goals you float thru life but with goals, you soar
thru the air like an arrow with focus, power and heading straight towards your target.
Secret #3 – Take Charge of Your Life
You cannot change the past so take charge of your life and change your future. You have the power to master your own fate and orientate your life towards as positive and purposeful future. You just have to decide to do so. Stop blaming other for your problems and work towards freeing yourself of negative emotions: fear, self pity, shame and anger. The more responsibility you take for yourself and your actions, the more in charge of your life you will be.
Secret #4 – Live each day as it was your last
We operate 96% of our lives on autopilot. Doing the same actions we have done each day before. The secret to a fulfilled life is breaking out of those habits and finding opportunities to
experience life everyday. When you expand your universe and venture out to other places, you open up the possibility for new experiences and new adventures. You cannot create new
experiences sitting around waiting for something to happen. You need to change your environment in order to change your results. If you continue to do the same thing, each day in the same manner, you will always get the same results. Remove the routine of your life and try something new.
Secret #5 – Experiences in the 9 critical areas
The old Chinese masters identified 9 areas in your life that need to be tended to and nurtured in order to live a healthy, happy and prosperous life, they are as follows:
*Career, Life Mission and Individuality
*Marriage, Relationships and Partnerships
*Health, Family and Community
*Wealth, Prosperity and Self Worth
*Center of Good Fortune and Gratitude
*Spirituality, Helpful People and Travel
*Children, Creativity and Entertainment
*Wisdom, Self Knowledge and Calm
*Fame, Reputation and Social Life
Those that are fulfilled have addressed their needs in all of these areas. There is no defined formula or one size fits all approach to finding balance, those that are fulfilled have more positive experiences in many areas of their life rather than just focus on only one.
Secret # 6 – Good Health
Your body is your temple and to live a fulfilled, you must experience good health so be sure to take care of yourself with proper diet, exercise and personal development. Taken care of yourself will energize you to take the necessary actions to reach all of your goals. You want to make sure you are feeding your body and feeding your mind each and every day to remain sharp, focused and motivated.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at http://www.kelliedandrea.com/.
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Wednesday, July 29, 2009
5 Critical Components to a Successful Marketing Plan
Businesses that are successful usually have a marketing plan and most would tell you that while executing the plan has its challenges, developing the plan and deciding what to do and how to do it was the longest part of the process. Your marketing plan should be a clear, concise, and a well thought out document that guides you through your marketing activities starting with your overall objective and how you intend to accomplish that objective. Whether your company provides products or services, is off line or on line, your marketing plan is essential to your success but must focus on five critical components to be a success.
I. Position your product
In the BLAST marketing system, positioning is the most critical element to consider when putting together your marketing plan. It involves creating the image and identity in the minds of your customers each time they experience your product and building the infrastructure around it to support it. In product positioning, there are two basic focuses: Offering what the customer wants with the most profitable market opportunity and taken actions to differentiate product from that of their competition in such a way that customers will develop a preference for your product over the competition. When you put the right product at the right price and in front of the right customer, you have mastered positioning. The goal of any marketing plan is to create a strategy that will boost your profits including a persuasive message targeted towards your customer and a promise that your product actually delivers – this statement will become your brand promise.
For example:
Fed Ex, “When it simply has to get there overnight”
Domino’s Pizza “Pizza in 30 minutes or less”
II. Tap into your mastermind group
Information is one of the most powerful assets a person can posses and having the ability to leverage other people’s information is exponentially better. To help define your marketing plan, tap into your brain trust for ideas, market and competitive perspectives. In a mastermind group, each group member will come with different experiences, perspectives and ideas that will most likely be your next big money making idea. Having the ability to brainstorm and be creative with a group of people all focused on helping you solve a problem is one of the biggest benefits you will experience from a mastermind group. The powerful result of a mastermind group is that there is a synergy of energy, excitement and idea sharing that partipants bring to the group therefore raising the bar by challenging and encouraging other members to create and implement their goals.
III. Listen to your customers
The best way to find out what is in your customer’s head is to simply ask them. Whether you new business or an established one, understanding your target market is an important element to your marketing plan. It is important to get your customer’s perspective to your product, its price, quality and anything else that influences their purchasing decision. Try handing out samples, conducting surveys or test marketing your product. The information that you get back will be invaluable and well worth the investment of offering a few free samples. The feedback that you will get from your customers or potential customers will help you evaluate the integrity of your product, its ability to support your brand promise, the pricing model and its quality. Even if you are new, test your product in your target market by conducting what is called market test to see how your product will be received. This is a great way to introduce you, get valuable feedback and testimonials for your product launch.
IV. Create a simple plan
Now that you have given some thought to what you want your product to represent, identify your target market and tested your product to see what works and what doesn’t, it is now to sit down and draft your marketing plan. So many business owners get stuck at this point either thinking they don’t need a plan or are intimidated about creating one. Every business, both small and large, will benefit greatly from a well thought out planning process and a key component to every success business is a good marketing plan that answers the basic questions: who, what, why, where, when an how much. Creating a marketing plan is critical component to on-going success and is not something that should be ignored. This plan does not have to be comprehensive.
It can be a simple plan that addresses the following:
· Your overall market
· Your specific niche
· Your target audience within your niche
· Your brand promise
· Your competition
· Your benefits and competitive differences
· Your pricing model
· Your marketing budget
· Your marketing activities
· Your marketing calendar of events
· Your success measures
V. Track results
A successful marketing plan is tracked and measured. In order to measure your performance and determine if your plan is successful, you must identify how you will be measuring the success of your plan. Some examples: Return on investment (how much did I spend vs. how much I got back; Returned coupons, web hits, open clicks, Increased calls? How will you define a successful marketing activity? What is the result you are looking for?
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
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I. Position your product
In the BLAST marketing system, positioning is the most critical element to consider when putting together your marketing plan. It involves creating the image and identity in the minds of your customers each time they experience your product and building the infrastructure around it to support it. In product positioning, there are two basic focuses: Offering what the customer wants with the most profitable market opportunity and taken actions to differentiate product from that of their competition in such a way that customers will develop a preference for your product over the competition. When you put the right product at the right price and in front of the right customer, you have mastered positioning. The goal of any marketing plan is to create a strategy that will boost your profits including a persuasive message targeted towards your customer and a promise that your product actually delivers – this statement will become your brand promise.
For example:
Fed Ex, “When it simply has to get there overnight”
Domino’s Pizza “Pizza in 30 minutes or less”
II. Tap into your mastermind group
Information is one of the most powerful assets a person can posses and having the ability to leverage other people’s information is exponentially better. To help define your marketing plan, tap into your brain trust for ideas, market and competitive perspectives. In a mastermind group, each group member will come with different experiences, perspectives and ideas that will most likely be your next big money making idea. Having the ability to brainstorm and be creative with a group of people all focused on helping you solve a problem is one of the biggest benefits you will experience from a mastermind group. The powerful result of a mastermind group is that there is a synergy of energy, excitement and idea sharing that partipants bring to the group therefore raising the bar by challenging and encouraging other members to create and implement their goals.
III. Listen to your customers
The best way to find out what is in your customer’s head is to simply ask them. Whether you new business or an established one, understanding your target market is an important element to your marketing plan. It is important to get your customer’s perspective to your product, its price, quality and anything else that influences their purchasing decision. Try handing out samples, conducting surveys or test marketing your product. The information that you get back will be invaluable and well worth the investment of offering a few free samples. The feedback that you will get from your customers or potential customers will help you evaluate the integrity of your product, its ability to support your brand promise, the pricing model and its quality. Even if you are new, test your product in your target market by conducting what is called market test to see how your product will be received. This is a great way to introduce you, get valuable feedback and testimonials for your product launch.
IV. Create a simple plan
Now that you have given some thought to what you want your product to represent, identify your target market and tested your product to see what works and what doesn’t, it is now to sit down and draft your marketing plan. So many business owners get stuck at this point either thinking they don’t need a plan or are intimidated about creating one. Every business, both small and large, will benefit greatly from a well thought out planning process and a key component to every success business is a good marketing plan that answers the basic questions: who, what, why, where, when an how much. Creating a marketing plan is critical component to on-going success and is not something that should be ignored. This plan does not have to be comprehensive.
It can be a simple plan that addresses the following:
· Your overall market
· Your specific niche
· Your target audience within your niche
· Your brand promise
· Your competition
· Your benefits and competitive differences
· Your pricing model
· Your marketing budget
· Your marketing activities
· Your marketing calendar of events
· Your success measures
V. Track results
A successful marketing plan is tracked and measured. In order to measure your performance and determine if your plan is successful, you must identify how you will be measuring the success of your plan. Some examples: Return on investment (how much did I spend vs. how much I got back; Returned coupons, web hits, open clicks, Increased calls? How will you define a successful marketing activity? What is the result you are looking for?
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
Friday, July 24, 2009
Twitter, Facebook, Linked In, Oh My!
Twitter, Facebook and Linked In, Oh My”, “Twitter, Facebook and Linked In, Oh My”.
These days, I imagine if Dorothy was lost in the internet jungle that is what she would be saying
as she skipped down the yellow brick road trying to figure out social networking sites.
Similar to a cocktail party or event, social networking is the act of meeting and engaging with people with one slight difference, it is in a virtual environment. Websites such as Twitter, Facebook, Linked In, Friend Finder, You Tube and much, much more, exist to create an environment for individuals who share a common interest to meet and discuss those interests. It also provides an environment to share information, photos and news as it is happening. From a business perspective, it provides a new media to engage customers, monitor customer feedback and provide a centralized online meeting area to engage and market too all at once. Social media and networking sites are not a fad and will eventually be a integral part of business, customer service, marketing and sales and if you are not involved in it now, you need to get started right away! Here are some tips to getting started with social networking.
1. Get Started: The best way to get started is to simply sign up and follow along.
a. If you are joining Twitter – select a few people to follow and watch what is being said, who is following who and when you are comfortable, join in the conversation. To help you get started, follow me www.twitter.com/keldandrea.
b. For Facebook, sign up and look for “friends”. Chances are there are tons of people you know and Facebook will help you find them and begin making connections on your behalf. The great thing is, you get the option to accept a friend invitation or you can just ignore it and nobody will know. To help get you started on Facebook, send me a friend request www.facebook.com/kellie.dandrea.
c. For Linked In, sign up and “connect” with business associates, family and friends by sending an invitation to connect. Since this is a professional networking site, you will keep your tone and your messages professional. Search for business associates and send them an invitation to connect. Connect with me www.linkedin.com/in/kdandrea.
2. Write a great profile and include a picture: Social networking is about connecting and networking. Make sure you include you picture and write a powerful profile. Each social networking site has its own requirement for how much you can write, so write as much as you can and make it interesting. Include items that people can relate to and so that people can engage with you in conversation, but be cautious. Same rules apply when meeting strangers, don’t disclose too much personal information and always use your common sense.
3. Get involved. If you sit in the corner at a party and do not speak to anyone, you’re not networking. Most of these sites center around one theme “What are you doing now” and depending upon the site, you have limited number of characters to include in a text message to answer that question. Comment on other people’s thoughts, messages and ideas. Ask a question and see what answers you get back. Look at the photos, the web links and the blog posts that people are pointing too and provide your feedback. Join groups and participate in Q & A forums.
4. Make the Time Commitment. Networking and relationships are built over time, so you will need to make a commitment to invest in growing your network. This is not something you can do seldom and requires a level of commitment to truly maximize the results, but beware, social media is addictive and can take all your time if you let it. Schedule a few hours a day in intervals to participate.
5. Post Often and Frequently. How often should I post? This is a question that I get asked often and my answer is, all depends. On Twitter, it is expected that you send short messages about what you are doing a few times a day, but that is not the same expectation for Facebook and LinkedIn. I usually post a few times a week on Facebook and on Linked In. I post to Question & Answer forums frequently and I always supply comments and feedback to people I am connected with on all sites.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
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These days, I imagine if Dorothy was lost in the internet jungle that is what she would be saying
as she skipped down the yellow brick road trying to figure out social networking sites.
Similar to a cocktail party or event, social networking is the act of meeting and engaging with people with one slight difference, it is in a virtual environment. Websites such as Twitter, Facebook, Linked In, Friend Finder, You Tube and much, much more, exist to create an environment for individuals who share a common interest to meet and discuss those interests. It also provides an environment to share information, photos and news as it is happening. From a business perspective, it provides a new media to engage customers, monitor customer feedback and provide a centralized online meeting area to engage and market too all at once. Social media and networking sites are not a fad and will eventually be a integral part of business, customer service, marketing and sales and if you are not involved in it now, you need to get started right away! Here are some tips to getting started with social networking.
1. Get Started: The best way to get started is to simply sign up and follow along.
a. If you are joining Twitter – select a few people to follow and watch what is being said, who is following who and when you are comfortable, join in the conversation. To help you get started, follow me www.twitter.com/keldandrea.
b. For Facebook, sign up and look for “friends”. Chances are there are tons of people you know and Facebook will help you find them and begin making connections on your behalf. The great thing is, you get the option to accept a friend invitation or you can just ignore it and nobody will know. To help get you started on Facebook, send me a friend request www.facebook.com/kellie.dandrea.
c. For Linked In, sign up and “connect” with business associates, family and friends by sending an invitation to connect. Since this is a professional networking site, you will keep your tone and your messages professional. Search for business associates and send them an invitation to connect. Connect with me www.linkedin.com/in/kdandrea.
2. Write a great profile and include a picture: Social networking is about connecting and networking. Make sure you include you picture and write a powerful profile. Each social networking site has its own requirement for how much you can write, so write as much as you can and make it interesting. Include items that people can relate to and so that people can engage with you in conversation, but be cautious. Same rules apply when meeting strangers, don’t disclose too much personal information and always use your common sense.
3. Get involved. If you sit in the corner at a party and do not speak to anyone, you’re not networking. Most of these sites center around one theme “What are you doing now” and depending upon the site, you have limited number of characters to include in a text message to answer that question. Comment on other people’s thoughts, messages and ideas. Ask a question and see what answers you get back. Look at the photos, the web links and the blog posts that people are pointing too and provide your feedback. Join groups and participate in Q & A forums.
4. Make the Time Commitment. Networking and relationships are built over time, so you will need to make a commitment to invest in growing your network. This is not something you can do seldom and requires a level of commitment to truly maximize the results, but beware, social media is addictive and can take all your time if you let it. Schedule a few hours a day in intervals to participate.
5. Post Often and Frequently. How often should I post? This is a question that I get asked often and my answer is, all depends. On Twitter, it is expected that you send short messages about what you are doing a few times a day, but that is not the same expectation for Facebook and LinkedIn. I usually post a few times a week on Facebook and on Linked In. I post to Question & Answer forums frequently and I always supply comments and feedback to people I am connected with on all sites.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
Friday, July 10, 2009
Add More of You to Your Content
By now you are probably familiar with email marketing and may even be familiar with an
ezine (pronounced e –zeen from the root electronic or e – magazine), and may even be
using these marketing techniques in your business already. Some marketers may tell you that ezines are dead, a thing of the past. I would tell you that ezines are one of the most cost effective and strategic marketing techniques out on the market today.
So why aren’t more entrepreneurs grabbing onto to this wonderful idea and running with. Most likely, because of the fear that they need technical expertise or will need to hire a graphic designer not to mention a lawyer to understand SPAM laws. With all that, online marketing and ezine publishing may appear that it is going to cost you a lot of money so why bother?
Because you do not need technical expertise, a graphic designer or a lawyer specifically to manage SPAM not to mention the most important reason why – your competitors? Right now, many of your competitors are setting up an online marketing system or are thinking about it. Here is your opportunity to beat them to the punch, own your market and reach far more customers than you could through traditional methods. Online marketing is not something you should ignore, it is something you should embrace and has the potential to boost your business and profits very easily and without technical or graphical expertise.
The single most important item in successful ezine publishing is your ability to produce useful, informative and entertaining content for your readers on a consistent and frequent basis. From the words of Shoeless Joe Jackson in the 1989 movie “Field of Dreams”, “If you build it, they will come”, or in our case “If you write it, they will come”. People have a natural tendency to seek out information and a need to learn about new things. By offering valuable content, you are filling this need and developing a relationship with each of your readers and you will eventually develop a following.
Here are some tips to help you successfully connect with your readers.
1) Write your articles with your readers in mind. When you write, you should write from the customers’ perspective and be able to answer the question, what will my reader get from this article and how will it benefit them.
2) Try reaching your readers through personality – yours and theirs. To create emotional ties, you need to appeal to your readers on an emotional level, something they can relate to. Add a piece of yourself to your ezine and make it real. You want your readers to feel a sense of kinship to you and to feel they are just like you. In order to that, show a bit of your personality, humbleness and humor.
3) Be Real and Authentic. It is okay to share something about yourself and to share your opinions. No matter what your beliefs, politics or views are, it is okay to share a little bit with your readers so they can get a sense of who you are. Just make sure not to use caution when discussing strong topics such as religion and politics and be sensitive that not all may share your views. Let your readers know that it is okay for some readers to be different and still connect with you.
4) Show you care. Ask your readers for their opinions, ideas and views. Share the results of a survey in your next ezine issue and write an interested article based upon the results. Not only does this fuel ideas for new content, it helps you keep a pulse on what your readers are looking for.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
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ezine (pronounced e –zeen from the root electronic or e – magazine), and may even be
using these marketing techniques in your business already. Some marketers may tell you that ezines are dead, a thing of the past. I would tell you that ezines are one of the most cost effective and strategic marketing techniques out on the market today.
So why aren’t more entrepreneurs grabbing onto to this wonderful idea and running with. Most likely, because of the fear that they need technical expertise or will need to hire a graphic designer not to mention a lawyer to understand SPAM laws. With all that, online marketing and ezine publishing may appear that it is going to cost you a lot of money so why bother?
Because you do not need technical expertise, a graphic designer or a lawyer specifically to manage SPAM not to mention the most important reason why – your competitors? Right now, many of your competitors are setting up an online marketing system or are thinking about it. Here is your opportunity to beat them to the punch, own your market and reach far more customers than you could through traditional methods. Online marketing is not something you should ignore, it is something you should embrace and has the potential to boost your business and profits very easily and without technical or graphical expertise.
The single most important item in successful ezine publishing is your ability to produce useful, informative and entertaining content for your readers on a consistent and frequent basis. From the words of Shoeless Joe Jackson in the 1989 movie “Field of Dreams”, “If you build it, they will come”, or in our case “If you write it, they will come”. People have a natural tendency to seek out information and a need to learn about new things. By offering valuable content, you are filling this need and developing a relationship with each of your readers and you will eventually develop a following.
Here are some tips to help you successfully connect with your readers.
1) Write your articles with your readers in mind. When you write, you should write from the customers’ perspective and be able to answer the question, what will my reader get from this article and how will it benefit them.
2) Try reaching your readers through personality – yours and theirs. To create emotional ties, you need to appeal to your readers on an emotional level, something they can relate to. Add a piece of yourself to your ezine and make it real. You want your readers to feel a sense of kinship to you and to feel they are just like you. In order to that, show a bit of your personality, humbleness and humor.
3) Be Real and Authentic. It is okay to share something about yourself and to share your opinions. No matter what your beliefs, politics or views are, it is okay to share a little bit with your readers so they can get a sense of who you are. Just make sure not to use caution when discussing strong topics such as religion and politics and be sensitive that not all may share your views. Let your readers know that it is okay for some readers to be different and still connect with you.
4) Show you care. Ask your readers for their opinions, ideas and views. Share the results of a survey in your next ezine issue and write an interested article based upon the results. Not only does this fuel ideas for new content, it helps you keep a pulse on what your readers are looking for.
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site?You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at www.kelliedandrea.com.
Monday, June 22, 2009
“Give ‘em the Pickle”
Pickles are those special extra things you do to make people happy. It’s a
special phone call you make to your customer or a handwritten thank you note That you include with every order. It is taking the time to walk the customer down the isle to find the item that they are looking for rather than pointing them in specific direction to the back of the store. It is offering them a special promotional item or even just calling them by their name. It is the art of finding out what your customers want and making sure they get it.
The Pickle Philosophy is the brainchild of Bob Farrell of Farrell Ice Cream Parlour fame. He was a pioneer in the resteraunt industry, having created one of the first national full service chain resteraunts opening and managing over 150 locations before selling the chain to Marriott. It is Farrell’s belief that businesses are in the “people business” and that it is not what you sell that is important, it is how you take care of the people who buy your product. It is about figuring out what would make your customers happy and giving it to them. That’s the pickle.
It all started with a letter:
“Dear Mr. Farrell,
I’ve been coming to your restaurant for over three years. I always order a #2 hamburger and a chocloate shake. I always ask for an extra pickle and I always get one. Mind you, this has been going on once or twice a week for three years. I came into your restaurant the other day and I order my usual. I asked the young waitress for an extra pickle. I believe she was new because I hadn’t seen her before. She said, “Sir, I will sell you a side of pickles for $ 1.25.” I told her, “No, I just want the extra slice of pickle. I always ask for it and they always give it to me. Go ask your manager.”
She went away and came back after speaking to to the manager. The waitress looked me in the eye and said, “I’ll sell you a pickle for a nickle.” Mr. Farrel, I told her what to do with her pickle, hamburger and milkshake. I’m not coming back to your restaurant if that’s the way you’re going to run it.
The customer
Mr. Farrell was successful at responding to the customer, apologizing and asking him to come back and has taken this letter to create the war cry “Give ‘em the Pickle” so when something happens with a customer and you are not sure what to do? Give them the pickle. Do what you have to do to make things right.
This story applies to all businesses that want to put in strategies to keep the customers coming back. Focusing on providing excellent customer service at every touchpoint and building an organization whose employees are trained, motivated and informed about the company’s approach to customers will exceed the customers expectations with each and evey opporutnity. So create an enviroment for your employees to excel at customer service by following the pickle philsophy:
1) Service: Make serving others the number one priority of your business.
2) Attitude: Choice a service-oriented attitude. How you think of your customers is how you will treat them.
3) Consistency: Set high service standards and live them every day. Customers return because they had a positive expierence last time.
4) Teamwork: Commit to teamwork. Find ways to make each other look good. In the end, everything ends up in front of the customer.
When you are in doubt on how you should handle a customer, remember “Give ‘em the Pickle”!
©Kellie D’Andrea & Associates
Want to use this article in your newsletter or web site? You can, just include this complete blurb with it: Kellie D'Andrea is the creator of the BLAST system and publishes "The Marketing Edge" a FREE award winning ezine for small business owners who want to gain the competitive edge with strategic marketing and branding techniques that actually work. Find out the 23 Common Mistakes Most Entrepreneurs make with a FREE report offered at http://www.kelliedandrea.com/.
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