Brand identity design standing out in the crowded marketplace

title:Brand Identity Design: Standing Out in the Crowded Marketplace

author:Viojieley Gurrobat

source_url:http://www. essayabc. com/articles/marketing/article_2759.shtml

date_saved:2007-07-25 12:30:14



Have you ever wondered how big corporations such as Sony and CBS are able to establish their corporate images? How important are these images in promoting their respective products or services? The answer is simple: by creating a unique and impressive identity. And how are they able to do this? By hiring brand identity designers. Now, what is this brand identity design and who are these brand identity designers?

It has been said that a good and strong brand identity is the most potent weapon in the marketer’s arsenal. Creating a brand that is timeless, distinctive and powerful can help your business or product stand out among your competitors. Brand identity design is associated with the visual aspects of a company or business identity or brand. Brand identity represents how a company wants to be seen and how the company illustrates its image. And how and where it is seen, what it looks and feels like depends entirely on the product of the company.

A company’s brand identity can be represented through a unique logo or signage that is often incorporated on all the company’s materials such as stationery, business cards, packing and so on. The brand identity design is what often helps the customer to remember the company and the right brand identity design can be one of the company’s best marketing tools as it transforms the company’s vision and values into an image that customers become familiar with. A good visual identity or imagery is also important for almost all businesses as it often what attracts people who aren’t drawn in by words and numbers alone.

To be able to create good and effective brand identity design, many company’s hire brand identity designers. Brand identity designers create logos, promotional materials, and advertising programs that promote and establish a corporate identity. Their job is to provide new and innovative ways to combine images and words to express the key message of the company. A good brand identity designer should possess innovativeness and problem solving skills. Typography and illustration are key areas in which a brand identity designer should excel. Additionally, a brand identity designer uses design and strategic thinking to help companies find the right brand identity that will help them stand out in competitive marketplaces.

Simply put brand identity design is an artistic and practical approach that focuses on the needs of the companies in areas such as marketing, packaging, product branding, communications and website design. Thus, if you are a business owner wanting to create a good and lasting identity in the market, perhaps the professional help of brand identity designers can benefit you a lot.

Interesting preliminary results on headlines

Soon, I’ll do a large study on headlines using a list of profitable and unprofitable sites. However, I have been running some split tests and have seen some interesting results in the last week or so. The sample size is small (3 sites), but all three split tests agreed on the following factors:

1. Blue (#000080) is winning over black by a small margin on all three sites. I hadn’t expected that. I use dark blue just because I like it and the large study showed that any dark color was fine as long as it wasn’t red. Green just never appealed to me and I wanted some color in my sales letter, so I’ve been going with that dark blue. Because darkness was important in the large study, I expected black to win over blue. It’s a nice result to see that I’m not doing the 2nd place thing in this case.

2. Serif fonts (Times New Roman in the tests) are winning over sans-serif fonts (Arial in the tests). That makes no sense to me. Everyone knows that headlines should be sans-serif and regular text should be serif; right? That’s just basic typography info. In fact, I think sans-serif fonts were specifically created for headlines. Well; it appears that isn’t the case for sales copy. Times New Roman is winning over Ariel in number of conversions in three different split tests.

3. I’ve been using size 6 fonts for headlines. It’s a fairly large size and it just feels right. Size 7 is just too large. Not so say the split test results. Size 7 has an average of 24% more conversions than size 6 in the split tests I’ve been performing.

I’ll eventually do a real study on a few thousand profitable and unprofitable sites and have a conclusive answer to all three of the above questions.

I thought you might find the results interesting as I did though, so there you go… for what it’s worth.

Catch the holiday spirit with digital cameras

It’s the time of the year when your family and friends spend their time together at home. It’s also the best time to get memories in print. But oftentimes people are frustrated to find out that the pictures they have taken don’t look too good when they get printed. So the best way you could perhaps do to minimize excessive outflow of money and effort is by using digital cameras.

Digital photography has opened up a lot of new and valuable opportunities to all. Here are a few reasons for you to go digital. First, you can always make sure that the shot you took is the one you like before leaving the scene and if it does not meet your expectation, you can always delete it and take another shot. Second, digital cameras allow you to easily and quickly retrieve images. You also have the option of having your photos printed at home at your own convenience. Digital cameras can also mount filters, auxiliary lenses and polarizers allowing you to meet any photographic challenge you might come across with.

These are just a few reasons to make you cross over the fence to digital photography. When you do decide to use digital camera there are a few things to consider in choosing the right one as there are a lot of choices when it comes to digital camera today. Most of these cameras only differ in use and price. If you are thinking of only using your camera to exchange snapshots with your friends, you do not need to spend a lot for the camera. Don’t forget to ask the seller if the camera you are buying can accept external power supply. Remember that cameras use power fast so you do not want to spend most of your time buying batteries and miss the opportunity of getting the shot that you want.

Buying your digital camera need not be a difficult task. To make things simple, just try to remember these factors when shopping for your camera – number of megapixels, user controls, battery life, zoom lens and exposure control. So get started with your shopping for the right digital camera today. After all, you would not want to miss grandpa crying beside the Christmas tree because of the gift you gave him or miss little Annie getting frantic because she finally got the Barbie doll she likes. Happy Holidays everyone!

Making direct mail work for small businesses

title:Making Direct Mail Work for Small Businesses

author:Sky Maya

source_url:http://www. essayabc. com/articles/marketing/article_174.shtml

date_saved:2007-07-25 12:30:13



If you own a small business, then you know the value of affordable and effective marketing. Unfortunately, many traditional and online advertising methods are becoming quite expensive. This article will explain direct mail guidelines and methods.

Direct mail is an often over-looked method that can be very effective if executed properly. There are three guidelines to follow when conducting an effective direct mail campaign:

1. Catch the reader's attention immediately. You only have a few seconds to do this before your mail ad is thrown away as junk mail. Therefore, opt for postcard mailings instead of sending your offers in an envelope. If your business is relatively small and unheard-of, the reader will never open it unless your company's name is familiar to the reader. Envelope advertising is cheaper than postcard advertising, but is only effective if you have already built up name recognition.

When using the postcard method, you will need to be able to print images on the card. I highly, highly recommend investing in a quality home photographic printer. You will end up saving money in the long-term, and your printer will be right where you need it whenever you need it. Whenever you have materials printed professionaly, you pay for labour, expensive inks, and expensive equipment.

When searching for images to print on your postcards, remember the the point of this first guideline: catch your reader's attention. Of course you don't want an offensive image for your cards, but you do want one that is slighly "controversial". When choosing images for your cards, ask yourself these questions:

Does it stand out among the rest?

Does it contain bold colors (but isn't an eye-sore)?

Does the image relate to my business or current offers in some way?

Does the image request user interaction? (ex. a face staring directly at the reader, someone pointing at the reader, etc.)

Does the image have enough white-space for some large text?

2. Offer the reader an incentive for responding. Unless the reader is and has been genuinely interested in your services/productsfor a period of time before receiving your postcard ad, they will never repspond unless you offer some sort of incentive. For instance, you postcard could also serve as a coupon; tell you reader to bring in that post card for a discount. Also, you could use the postcard ad as an announcment for a storewide sale. Be creative when offering incentives to your readers.

Be sure to make your incentive very visible on the postcard. Let's say, for example, your postcard is also serving as a coupon for 20% on your products/services. Print that "20% off" in large text with the image, along with your product type, such as "20% all dog beds". Then, on the other side of the card, usually with the recipient's address, print the discount again with any terms that may apply.

3. Target your readers. The best way to waste advertising money is by sending your direct mail to random people, paying no attention to whether they would actually buy something from you. This is much easier when dealing with business-to-business advertising. When it comes to consumers, find out their interests is a little difficult.

Test out the waters first. A good place to try first is InfoUSA. They sell mailing lists of consumers and businesses and may provide targeted consumer lists. You may be able to create interest in someone who has never heard of your products before, but when you are starting a new direct mail campaign and you have a very small budget, keep your list targeted. You don't want to try to sell a web site to a business that already has one, or try to sell a dog bed to someone who only keeps cats.

I hope this article has given you some ideas on making your next direct mail advertising campaign more successful.

Directory submission automated v s manual submissions

Directory submission service is a specialized service and not a simple data entry job as most people think. Directory submission requires precision knowledge of SEO and the skill level comes into play when a limited space is available for submission. Most unskilled or non-seo submitters tend to crop the latter part of the description if its too long without knowing that most times it hurts the campaign and the entire purpose of directory submission is lost by that very SIMPLE looking crop.

A skilled Directory submission service provider will always have 2 sets of the description and anchor ready before he starts submission. This factor is entirely lost while doing an Automated submission. Exactly why one should never try using an Automatic Submission. I believe that manual submissions done precisely taking care of the best available category. The match-making process is best done with the HUMAN factor.

There are very few directories that allow Automated submission and most have a verification code entry to prevent such process. The Automatic softwares miss out on these directories which comprise of a majority of the total web directories.

Also noticeable is that directory submission looses its purpose if submitted to the wrong category – either it is rejected by the moderator or if listed, does not help with the Search Phrase. A wrongly listed website will not pull its weight with the Keyword linked to it. Rather it’s a wasted effort.

If you need to know more about Directory Submission Services – kindly contact the author’s website.

High volume fax broadcasting increasing your message s reach

title:High Volume Fax Broadcasting - Increasing Your Message’s Reach

author:Chris Bradley

source_url:http://www. essayabc. com/articles/marketing/article_1562.shtml

date_saved:2007-07-25 12:30:14



Many businesses in today’s competitive markets have gained an edge by using fax broadcasting to get their sales messages to important customers before the competition does.

In fax broadcasting, volume is the key to success. Once a company has a successful fax broadcasting program underway, they can supercharge their sales results by bumping up the volume of their fax broadcasts. High volume fax broadcasting takes their sales to a new level, and gets their marketing messages to a much larger audience.

High Volume Fax Broadcasting Makes Your Message More Cost - Effective One advantage of high volume fax broadcasting is access to volume discounts. Fax broadcasting is just like other forms of marketing communication when it comes to price. The more you do, the cheaper it is per unit. Fax broadcasting can run a company in the neighborhood of about 20 cents per fax in some cases, where the fax recipients number in the thousands. But if that same company jumps up their fax broadcasting efforts to a new, larger high-volume fax broadcasting program, targeting hundreds of thousands, or even millions, the cost per contact can drop dramatically.

High volume fax broadcasting can sometimes result in a cost per fax of 3 cents or lower.

With a lower cost per fax, a high volume fax broadcasting strategy can actually reach a larger audience with the same dollars that may have been previously spent on multiple fax transmissions, each with smaller volumes.

Logic would seem to indicate that your budget is better served by generating smaller fax broadcasts, one at a time. But the reality is actually the reverse. With the volume discounts available through high volume fax broadcasting, the goal should be to do the biggest fax broadcast to the largest audience you can afford all at one time.

The discounts will mean that your same annual advertising budget will make it possible to reach a much greater number of customers with your fax advertisements, compared to the company’s fax broadcast results prior to instigating a high volume fax broadcast strategy.

The bottom line for fax advertising is – bigger is better. If you’ve been a little timed about bumping up the volume of your fax broadcasts, thinking that you were conserving and stretching your budget with smaller, repetitive fax broadcasts, guess again. You need to take your fax advertising to a new level with high volume fax broadcasting.

Only then will you begin to really stretch your fax advertising budget dollars. You’ll get the best bang for your buck, and land your message in the hands of a much larger audience, too.

Why postcards printing services is considered the best

title:Why Postcards Printing Services is Considered the Best

author:Karen Nodalo

source_url:http://www. essayabc. com/articles/marketing/article_2233.shtml

date_saved:2007-07-25 12:30:14



Most people think that postcards printing services are not useful at all. They would also think that postcards are just a waste because results are not that vague. But did they know that it doesn’t need to be obvious in order to see if it really works?

The outcome of postcards may not be that broad because postcards are privately sent right at your mailbox. If a company keeps a top secret or a new strategy, then they can be rest assured that all the information will be kept safe with their customers. Postcards are kept and treasure by the customers and they will not of course send it out to their friends because they all know that it was exclusively sent to them. This is one big advantage of postcard printing services. They don’t tend to distribute leakage to other companies.

Try to change your outlook in postcards. Keep in mind that postcards are not a waste and you are not throwing your cash. If order to make your postcard mailing successful, you need to do continuous mailings because one big presentation cannot grab the all the attention immediately. In doing so, your efforts and money will not be put to waste because the people will be well introduced with your products and services and this is what postcard printing services are made for.

Some would go for the very cheapest printing services. This may not be a very good option because the people are always after the quality. The appearance and elegance of your postcard matters the most because it is that standard that attracts the eyes of the readers. If you have a presentable and elegant type of postcards, they will think that the services that you are offering looks just like the postcards they are holding.

In order to make your products sell out evenly with the help of your postcards, try marketing it with one product at a time. You know your customer’s taste of products. Don’t offer them products which they will not like because they might get tired of looking at your postcards. If you include varieties of products, your customers might get confused and might not even like it at all.

Now what is important is that you keep your products stunning and presentable if you do not want it to be left at one corner or table. Make sure that everything you include in your postcards is worth selling.

For more related articles, you may visit http://www. printingshoppers. com

Craigslist censoring begs the question is the internet the last great bastion of free speech

title:Craigslist Censoring begs the Question :: Is the Internet the last great Bastion of Free Speech?

author:Rob Sullivan

source_url:http://www. essayabc. com/articles/marketing/article_2693.shtml

date_saved:2007-07-25 12:30:14



There is yet another debate raging over whether the Internet should truly allow unfettered free speech.

This debate is over Craigslist and whether it should be more proactive in censoring those who post on it.

The debate began when listings for apartments were posted that were obviously racially slanted. In this article I look at the issue and ask the question: Should the Internet be censored?

Free speech is one of the building blocks of any democratic society. Without free speech we, as citizens of the democratic society, would be subject to many forms of chastisement including personal attacks and even legal ramifications.

This is why I for one like the Internet. You see, to me the Internet is one of the last great representations of true free speech. We are allowed to post as we see fit whether it is a comment in a forum or a blog post which gets syndicated around the world.

In fact, many sites have made their livings from allowing the general public to freely post their viewpoints, both positive and negative.

Apartmentratings. com has been sued before by angry landlords or building owners. This is a site which allows renters of apartments all over the US to post comments and ratings about the buildings they live in. Of course, many people are generally happy with their apartments but some are not, and aren’t afraid to let the world know.

It is these negative posts which have gotten the site in trouble in the past even though the website’s terms and conditions clearly state that the opinions expressed are not necessarily those of the website owners.

Now, I’ve talked to the owner of this site before and I don’t think he should be held responsible for posts made on his site. In fact, I don’t think it’s his responsibility to have to censor those who post there either.

I believe the only responsibility this site has to the apartment buildings in question would be to supply information of a technical nature to them if they have the legal documentation to support their request.

In other words, his only responsibility should be to supply IP addresses of those who have posted the offending remarks, and then let the apartment owner try and track down the anonymous posters. It really has nothing to do with the site in question.

The reason I’m bringing this up is because another well known site is currently being sued for a similar situation.

CraigsList. org is now the subject of a legal battle because of posts made to their website.

Apparently, someone posted an ad for an apartment rental and explicitly asked that certain minorities not apply because, according to the person who posted the ad, these people “tend to clash with me so that won’t work out.”

Now, here’s the issue for me: Sure the guy’s post stated that there were certain races that he did not want to apply, but it’s not like he said “I hate you all!” Instead, he said that these people tended to clash with him. This isn’t necessarily a racist comment, he’s just stating his opinion based on his previous experience. In my mind, that doesn’t necessarily make him a racist.

What really bugs me is that Craigslist is now being held accountable for this person’s post.

Sure it may not have been in the best of taste, but have you seen some of the other postings on Craigslist? There are many other posts which, while they aren’t similar to this one, are of equally poor taste in my opinion. Yet they are allowed to continue to be hosted on Craigslist.

You see, to me there are so many issues at play in this one simple post. Just consider the racism issue for a second. Who determines that it is racist? And how does one know if a post is indeed racist?

Let’s look at the apartment ratings site for a second. If I was to post there about an apartment complex that housed primarily white people and that was “ok by me,” would I then be considered a racist? If so, why would you consider me a racist? Because I said that it was ok that mostly white people lived there? Does that make me a racist or the apartment owner/manager for renting mostly to white people? Perhaps it is a community that has a small ethnic population – does that mean that the town’s fathers are racist because they are not allowing different ethnicities to reside there?

When does the racist card stop being played?

Racism aside, why should Craigslist have to censor its postings? Is there some acceptability threshold? Some common denominator that says your post is OK but mine isn’t? This then leads to the larger issue of who decides what is “common decency?”

If the community as a whole should decide what is acceptable, why is it then up to the private business (in this case Craiglist) to enforce that “common decency” protocol?

Because this is a privately run, for-profit business it should be up to them to decide how to run their business. I don’t think Google actively filters racist sites from its search results, so why aren’t they being sued because that content is also freely and easily accessible through a Google search?

In the end, I think if you are a believer in true freedom of speech with no strings attached, you must support sites like Craigslist and Apartmentratings. Because if you don’t, you never know where the government or lawyers will stop.

Before you know it our Internet could be as heavily censored as China’s. And then where will democracy live?

Reaching your consumer the way they want you to

: At the annual American Association of Advertising Agencies media conference last week, speakers stated that the industry must cater to consumers empowered by technology and multiple content choices. A joint study with Harris Interactive and the American Association of Advertising Agencies reported that roughly one-third of consumers say there is too much advertising interrupting programming. a nutshell, as business owners, what this means is that we need to find ways to interact with our consumers in ways that are convenient for them while not interrupting them from what they are trying to do. While it may sound like a contradiction, it is certainly achievable. For example, most web site owners and anyone engaging in internet marketing has already realized that despite grabbing visitors attention in a big way, pop-up or pop-under ads generally perform very poorly if at all. In fact, they can often have a negative impact on a visitor’s experience and remove all possibility of them becoming a client or customer of the company in question. On the other hand, many companies have had great success with simple text links within relevant copy on a web site. There are several reasons for the success of this type of advertising, such as:
  • Relation to the content – The visitor is reading a particular page of a web site because it is of some interest. Conversely, links to relevant content elsewhere are more likely to be of interest to that visitor than those that are not.
  • Ease of use – All a visitor has to do is click the link.
  • Unobtrusiveness – A simple text link is not a pop-up, banner or big honking flash ad that plays circus music, therefore will not annoy visitors.
To use this idea in your marketing, all that you have to do is present your message in the manner that your prospects want to receive it, make it simple to use and most of all don’t annoy them. Perhaps you don't know how or when your prospects want to receive our message, what they consider simple, or what annoys them. There is a solution for that as well. Ask them.

The first rule of crm for financial services

The Consumer's Perspective

Let's take a look from the consumer's perspective. Financial illiteracy is alive and well, especially with baby boomers. Next, throw in brand confusion—the convergence in financial services has produced new players, company names, and products. Everybody is now playing in everybody else's backyard. Insert the media's frequent coverage on retirement planning and increased advertising dollars being spent targeting "the confused generation." Now, throw in the fact that there is widespread incoherence around what the term "financial planner" even means. At its best, this situation is overwhelming to prospects, current clients, and maybe even your employees. At its worst, people are sticking their heads in the sand and saying, "leave me alone!"

Marketing financial products and services has always been an information and relationship sale. You are in the personal finance education business, whether you like it or not. And it's not nearly as sexy as the ad agencies make it seem. No matter how many sailboats, moonlight beaches, or mansions your advertising agency plasters in print and on the airways, selling financial services and products makes prospects and clients deal with issues with which many are uncomfortable. It is no wonder that selling financial services demands a set of tools that moves far beyond the info dump and plethora of brochures that dominate the industry.

The Financial Firm's Perspective

Let's now take a look from the financial firms' perspective. Mergers and acquisitions have been in full throttle. Corporate identities are still being created. Not only is there more competition, but it's possible that the more serious competitors are residing within your own company. CRM is slowly permeating the lexicon of the financial world. Yet, with a few notable exceptions, financial firms lag far behind industries like retailing and airlines in data mining, making it almost impossible today to build a single integrated view of their customers.

On either side of the spectrum, change is the dominant theme. So given the current state of affairs, how do you execute a CRM strategy that promotes cross selling and up selling? How can you increase the chances that your CRM strategy will stick? Here are some of the best conditions for selling: When the sales force has complete access to a particular customer's need or near-term future needs.

When the sales force knows and understands what cross selling and up selling mean in your firm.

When staff, partners, and suppliers work together to deliver what is promised.

When leadership teams agree on how to lead the transformation necessary to change culture, structures, systems, metrics, and behaviors to promote cross selling.

The Softer Side of CRM

All of the above conditions require more than technology solutions and product knowledge to execute. They require the softer side of the CRM equation: relationship building with customers, prospects, your boss, your peers, other departments, partners, and suppliers. If you want to solve the business challenge of cross selling and up selling, you'll need to: Build trust. For financial planners, brokers or agents, that might require working with prospects in new ways. For corporate or home office staff, that might include building bridges with other departments or field staff. Develop a network of helpful relationships that will act as "oil" for the CRM machine. Research shows that the more helpful relationships there are, the more information is willingly shared. For financial planners, brokers or agents, that might mean prospecting in new ways. For corporate or home office staff, it might mean articulating and agreeing on a practical policy of real-time knowledge and information sharing. Build crucial social currency both with customers and with people inside the organization. The core of any social or economic relationship is trust. It's all about influencing others to take action in the direction we want them to go.

It's a Process

Relationship building is a process of trust building. It is also an iterative process. It is a process of layering...the relationship starts at arm's length, then grows more intimate as the trust builds, passing little tests along the way. This applies to all relationships—with customers, employees, peers, partners, and even competitors. Your internal experts in technology, marketing, corporate identity, operations, and sales must grow to learn how to be content experts in the business of relationship building. In today's environment, CRM is screaming for experts on relationship building. Managing customer relationships can only happen after they've been properly built.

One word of caution for financial services firms as they march forward to the CRM tune: don't worry so much about selling the features and benefits of your products. You're already really good at that. Start worrying about how you can build relationships with your customers and prospects in new and different ways that will allow for cross selling and up selling. Remember the aphorism: A sure sign of insanity is doing the same old thing while expecting new and different results.

Originally published by CRMGuru. com , a service from Front Line Solutions, ©1998-2001

Email marketing lesson how to stop being a bore with your email marketing messages

title:Email Marketing Lesson: How To Stop Being A Bore With Your Email Marketing Messages

author:Joan Pasay

source_url:http://www. essayabc. com/articles/marketing/article_1705.shtml

date_saved:2007-07-25 12:30:14



Let's make sure we understand what constitutes a boring Email message.

1.Boring Email Marketing messages don't keep your customer's attention.

2.Often, boring Email Marketing messages don't get read.

3.More often, boring Email Marketing messages get put right into the delete box.


But there is something that is worse than all of this.

***It makes me sad just to think about it.

--Boring Email Marketing messages

--often result in your customers

--hitting the unsubscribe button.

Double Ouch! :(

Why does this make me sad? (see my face above)

-If your customers don't want to hear from you again you have lost permission to talk to them

-Customers that don't want to hear from you don't give you anymore of their money

It also means

1. I've blown it.

2. I've failed to keep my customer's attention.

3. I've lost an opportunity to share my business and products with a potential sale.

4. I will have to try really hard to get the customer back (without the aid of Email Marketing - which will be super hard and in some cases impossible).

5. My Email Marketing messages were boring and sleep inducing (which is not really the ego strokes I am looking for).

It really all comes down to a simple key that lots of businesses seem to miss.

You might want to write this down because it is really important. Maybe even print this Email and highlight this part - your business health; even life may depend on it.

You have to realize:

-There is so much information bombarding people these days that if your customer doesn't find something of interest in what you are saying they simply turn one degree in any direction and get information from someone else.

The key is to provide VALUE.

I will say that again - PROVIDE VALUE.

Many people think to 'not be boring' is to provide a flashy, color rich presentation.

**This is not what I am talking about.**

If your e-newsletter is five lines long, text based and full of things that your customers find valuable they won't care about what it looks like.

I heard about a guy that runs a little bulk food store. One of his recent e-newsletters offered a 15% discount for orders over $25. I thought that was an extremely generous offer!

-This store owner understands that his customers value saving money (your customers probably do too).

-His e-newsletter is text based and outlines product specials of the week and the special Email only subscribers offer {the 15% discount}. The e-newsletter is very short and takes only about 3 minutes to read.

-One of his recent weekly Emails generated a 15-20% response rate. (If you can get 5% some would consider you a god...)

Here are some things you will want to ponder this week before you write your own e-newsletters.

-What do my customers value?

-How can I give them this item(s) in my e-newsletter?

And write an e-newsletter that will be as far away from ‘boring’ as you can get.

Make it perfect

title:Make It Perfect!

author:Karen Nodalo

source_url:http://www. essayabc. com/articles/marketing/article_2081.shtml

date_saved:2007-07-25 12:30:14



Customers who are requesting for printing quotes from the different printing companies often get frustrated by the long process it takes to finish one. Customers tend to complain about the services they provide regarding the time they have consumed to finish the project and also the time it takes them o have it. This is the common complains of the customers.

With all the complaints that the customers have, printers can also explain their side. Let’s dig in and see what they have to explain this problem. Just like their customers, printers also experience some hassle and exasperation when dealing and doing the printing quotes. What would be fair is to say that both of them encounter these problems. In making printing quotes, customers would often encounter problems. Therefore, to reduce these problems they should know what troubles the printer has in printing quotes.

First is in the details. Sometimes, it will be at the fault of the customer when they oftentimes forget to include all the information needed to complete the quote. An example is the email address. They may have written the wrong email address which is one of the important details in a quote because it is where the customers will send their requests and queries. If the printer is on the job of printing, there’s no way to stop it and if they do, it will be a whole lot of crap. This problem will no longer be the printer’s fault. Another thing is if the contact numbers were not included in the printing, the same goes for it.

If the products were not specified, customers will encounter a lot of problems. In order to prevent this, you should be precise with your descriptions, product number and other important information. The prices should be precise because it is where the customers rely on. They will base their budget on the prices in your printing quote. If you have printed a wrong quote, they may feel frustrated to find out later that the product they were eyeing for is beyond reach in the price. What is important is to maintain an understanding between the customer and the company. if the customer sets a deadline, the company should accept it if they can accomplish the request if they are sure that they can meet it.

For more related articles, you may visit http://www. catalogprintingexperts. com.

Wise man marketing

title:Wise Man Marketing

author:Martin Day

source_url:http://www. essayabc. com/articles/marketing/article_1353.shtml

date_saved:2007-07-25 12:30:13



It’s a sunny morning and you’re sitting in your office. With a cup of hot coffee by your side and memories of your last holiday still fresh in your mind, even if you say so yourself, today at least, life is sweet.

You take a sip of new blend coffee and then feel a rush of cool air and a movement catches the corner of your eye. As if from nowhere there is now an impeccably dressed stranger sitting in the chair opposite. Sure you're surprised; you didn’t hear anyone knock and just as you are about to say something he begins in a calm and measured voice.

‘Here's the deal’

‘I am going to advertise your product on a billboard at the busiest junctions in every city of the world.'

‘I will tell you how many people see this advertisement and I will tell you their age, nationality and gender.'

‘I will tell you what they think of your product and in many cases I will give you their contact details. While they are reading the billboard I will make it possible for them to view your website and, if they feel the urge, make a purchase.'

‘I will have all this ready in two days and it will cost you less than a small advertisement in your typical trade journal.’

He pauses. ‘Interested?’

Now you might think that such an offer was too good to be true, you might think that you are going to wake up soon or maybe that it really is time to get a lock on that office door.

But let's just take a minute. If you are still reading this I am that man who has come from nowhere and offered you a deal.

The advertising site is on the Internet and the billboard I'm offering is the humble online survey.

Stop for one moment and start to associate an online survey not with 'market research' but with 'marketing'. Not any type of marketing but 'Marketing' with a capital 'M' and in flashing neon lights. Marketing that is quick, direct, effective and low cost.

Publish an online survey and advertise it on a website, or via email, and like a billboard by the side of a major road junction, your message will appear in front of people. But unlike a billboard where the number of people that see an advert has to be estimated (based on an arbitrary percentage of total volume of traffic), the online survey records the number of times a survey is started.

Surveys can ask demographic questions such as gender, age and nationality and in doing so you are obtaining metrics about the effectiveness of your promotion and are interacting with the respondent on a one-on-one level.

Unlike billboards where the message is often subliminal, or maybe just trying to achieve brand awareness, with online surveys you have the opportunity to connect with the public to find out what they really think about your product, how it relates to them, how it is perceived.

Using a website like http://www. surveygalaxy. com it takes only minutes and hours to create a survey and using the power of the Internet an online survey can reach hundreds of thousands of people on a daily basis.

Throw in a prize as an incentive for people to complete the survey, maybe some Pay Per Click advertising to capture an even wider, or more focused audience and you are still talking low cost effective marketing.

"So tell me. Do we have a deal?"

How to leverage your most powerful marketing tool

High Tech is High Touch

There are two components to this powerful marketing tool – the website itself, coupled with a well thought-out online strategy. Done right, here’s what a website and online strategy can do for you:

• Build relationships. Marketing your law firm is about creating and sustaining a trust-based relationship with your intended and current clients. A good website and online promotion strategy can do just that, without requiring more of you precious billable hours to be present in your clients’ and prospects lives.

• Tap new markets. Why do clients come to you in the first place? Is it because they have a real problem, an immediate need, and no choice but to hire an attorney? What if you could tap a less crisis-driven, more pro-active market that provided you with more predictable and longer-term cash flow? Amazingly, an integrated online/offline marketing strategy, centered around your website can do that for you.

• Accelerate your sales cycle. By the time someone calls you, chances are they’ve already visited your website. With the right online approach, you can increase a prospect’s confidence that your firm is the right one to call, reduce the number of unqualified prospects, encourage a “call to action,” and begin a long-term relationship.

• Stay in sight and top of mind. The adage, “out of sight is out of mind” is true, even in legal matters. There is simply no guarantee that an existing client will return to your firm the next time they need similar services. Too many variables and influences can intercede, particularly if a lot of time passes between needs. Your website and online strategy can painlessly bridge the gap between more time consuming, “off-line” keep-in-touch activities (i. e., phone calls, direct mail, customer surveys) that are often hard to carve out time to do and expensive to implement.

• Turbocharge your business development efforts. A well-constructed website can be the “hub” of your firm’s presence in the marketplace. Ideally, your website is the first place prospects go when they learn about your firm through a referral, while networking, in the press, or perhaps a direct mail piece. Once they’re on your site, you can educate them, build their loyalty and confidence, demonstrate your results, and motivate them to take action…all for a fraction of the time, energy, and money these things require off-line.

• Manage your marketing dollars more wisely. Wouldn’t it be great if you could tell which off-line marketing activities pay off and which ones don’t? With the right approach, you can do just that, using your website – and underlying technology – as a tool for “measured marketing.” You’ll never have to wonder if the money you spend on direct mail, networking, or publicity is really worth it again – you’ll know for sure!

The Essentials

The money you spend on a website and promotional strategy is only as good as the work they do for you to turn “surfers” into real clients. For a website that works hard and gets results, here’s what to consider.

1. Function over form. There are plenty of visually appealing websites that fall far short of what clients and prospects are really looking for. When someone visits your site, they want it to…

• load quickly

• be easy to read

• provide a range of information (not everyone will read it all, but everyone is attracted and motivated by different things – so you’ve got to offer it all)

• make it easy to contact you

• not distract or waste their time with unnecessary effects

• be easy to print out

• perhaps teach them something they didn’t know. Graphic design is a very important element of any website, but it should not be what drives content, navigation, and usability. At most, it should weigh in equally with content and navigation.

2. Long, well-written copy sells. Believe it or not, if what you say speaks to your target audience in language that’s about them, their problems, their world, and their needs, they’ll read a lot more than you’d think. The key, though, is that what you say has got to be about them, not your firm – at least not initially.

This goes back to the laws of marketing discussed in the first article of this series, “How to Put Law & Order into Marketing Your Law Firm.” (on our website at http://www. growyourlawfirm. com under Free Resources: Articles). Most professional service firms break this rule…and end up sounding alike. Differentiate your firm by writing website content that speaks to your clients’ worldview, not yours. Educate them, motivate them, soothe them, convince them, inform them, and move them to action.

3. Load up on value. Give visitors to your site a reason to stick around and to “bookmark” your site because it’s so darned valuable. Increase their knowledge and help them feel competent every time they go to your site, and they’ll fall in love with your firm. Ironically, the more you share about what you know, the more people are drawn to your work and will trust that your services are highly valuable, not a necessary evil, and worth every penny they pay.

4. Integrate online with off-line. Think about how you get new clients now – word of mouth? Referrals? Networking? A letter of introduction? Quoted in the press? Usually it’s through off-line activities. While you’re at it, invite people to visit your website and let it do the initial relationship-building work for you. Follow up an initial introduction with an email link to your site and an invitation to subscribe to your firm’s free e-newsletter. Attach an article you’ve written that specifically addresses the concern they approached you about. Follow up with a phone call to see if they got the article and continue your conversation.

Maybe you get a new client right away, but if not, you keep in touch through your monthly e-newsletter that reminds them of how valuable you are, and drive them back to new content on your website. Before you know it, you do have a new client, and a lot of the heavy lifting was done by your great website.

Even if your firm has a website, take a look at how hard it works for you. Remember, marketing is about creating and sustaining a relationship with your target audience and current clients. Leverage the power of a well-crafted website and online strategy, and that process gets a lot easier!

TurningPointe™ Marketing, Inc. helps professional service firms attract more clients, stabilize their business, and take their practice to the next level.

To learn more about our website audit services, Marketing Your Professional Services Firm Clinic, market strategy coaching, 3-hour market strategy analysis, and one-day learning and strategy session, please visit our website http://www. GrowYourLawFirm. com.

Be the authority and they will buy from you

title:Be The "Authority" And They WILL Buy From You!

author:Bryan Kumar

source_url:http://www. essayabc. com/articles/marketing/article_1851.shtml

date_saved:2007-07-25 12:30:14



Here's a fact about human behavior that can be very useful to you in life, especially in business and marketing.

Most people are "followers." They are not leaders. They would rather be "led" than followed.

It's true. People do secretly want to be led. And they will easily follow someone who they believe can be a good leader, someone who knows what they're doing, someone who is the "authority" on the subject. If you can establish yourself as being that "authority" in their minds, they will be willing to follow your every step.

How do you become the authority?

Just position yourself as the one who provides them with the "edge" they're so desperately searching for. Offer a few gems that are not just regurgitated stuff from other authors. Share a strategy or concept that shifts their beliefs, that helps them notice something they hadn't noticed before, that opens their minds up to new ways of thinking and new ways of doing things, that leads to an epiphany!

The very instant they realize that you are someone they can "learn" from, they will view you as the "expert" - you will instantly establish authority in their minds.

They will see you as someone who can offer them something of "value" to improve the quality of their lives. And that is a very powerful position to be in! Do not underestimate this power.

People will buy a lot sooner from someone they view as an authority than they ever will from someone who just happens to have a convincing web site.

Add honesty and great customer service to the mix, and you will earn loyal, lifetime customers.

Establish yourself as "the authority" on your subject and they will buy from you!


Bryan Kumar

F. R.E. E Special Bonus Report!

How to Profit From The Internet in 24 Hours or LESS... Guaranteed! Just Go To This Site:

http://www. bryankumar. com/24reportak. htm

Copyright © 2002-2005 by BryanKumar. com. All Rights Reserved.

Getting ahead of the game

title:Getting Ahead of the Game

author:Viojieley Gurrobat

source_url:http://www. essayabc. com/articles/marketing/article_2609.shtml

date_saved:2007-07-25 12:30:14



Business owners look at competition as a terrible thing. But for the customers at large this is a good thing. Customers benefit from the price war that occurs among products of the same line. Because of this, prices go down allowing people to buy goods or avail of services at affordable prices. But as terrible as it may seem to a business owner, competition should never be seen as a disadvantage. Instead, you should strive to make your product or service better to stay ahead of your competitors. You can go as far ahead of your competitors in terms of displays, methods, stocks and advertising strategy. Doing so you can look back at your rivals with a big smile and feeling of content and triumph.

Supposing you are dealer of ladies garments and there are three other dealers like you in your town. Would you fear the competition? Perhaps you would but if you know that you are carrying a stock quality that is better than your competitors and applying a good marketing strategy there is practically nothing for you to fear. Keep in mind though that if you are using promotional materials such as posters as part of your marketing approach, make sure that the poster contains honest advertising and attention-grabbing design. With the technology that is available today it has become much easier to print posters at faster turnaround time and at a much affordable price.

However, if you don’t intend to print the poster yourself, find a printing company that can best meet your needs. If you were to go for a company that offers poorer quality than what you are seeking, you would find yourself with products are not useful and saleable. Likewise, you might end up finding a printing company that cannot complete your print job at the required timeframe. This would obviously cause you considerable stress. Hence, doing some research, looking around and making a careful plan can help a lot in finding the right printing company to handle your poster printing.

Although most printing companies cover a lot of printing services, not all will be able to do the print job that you need. Finding print shops in your locality can be a good start toward finding the right print shop. Nevertheless, to have a lot of choices you will need to branch out and check as many listings as possible including looking online. The Internet offers listing of thousands of print shops that you could check out without leaving your home. Words of caution though, make sure that the print shop knows exactly what you want with your project to avoid any problem in the end.

So get ahead of your competitors by keeping a step or two ahead of them. A good marketing material will do the trick yet a quality product or service is still the most important.

Nine power words to punch up your ads


author:Martin Cargill

source_url:http://www. essayabc. com/articles/marketing/article_108.shtml

date_saved:2007-07-25 12:30:13



As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.

There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth.

For example, if I say to my daughter "clean up your room please" I get a totally different reaction than when I say "clean up your room NOW", even if both phrases are spoken in the same tone. When I use the word now, I know that she will clean up the mess, and that I have at least a 50-50 chance that she will do an adequate job.

My first exposure to this "Power" was at the hands of one of my mentors, now long-since dead, sad to say, who told me a story.

It seems that a trucker pulled into a roadside cafe in Amarillo, Texas and said to the waitress " There must be a million rabbits out there. I swear I've just squashed a dozen."

Compare the reaction when the story goes: It seems a trucker pulled into a roadside cafe in Amarillo, Texas and said to the waitress " I've just run over a bunny"

In both cases a small change in wording provokes a different reaction.

That's the "Power"of words !!

When used in your advertising material, such words can be almost irresistible. Here are 9 "Power Words" for you to try out.

1...Secret (or little-known) used either alone or together (little-known secrets) are both "Power Words" that appeal to the curiosity of the reader. "What does he know that I don't" Few people blame their lack of success on their own efforts (or lack of effort), so they are comforted by the thought that they are failing because they have been denied vital information.

2...System appeals to the desire for simplicity and lack of real effort required. If someone already has a system in place, "all I have to do is put my name on it and plug it in !!"

3...New (or Improved) appeals to the sense of urgency. If something is NEW then you have to get it fast before everyone else does to maintain your competitive edge. Strangely a laundry product has advertised for many years that it was "New and Improved". It's difficult to see how it could be both, at the same time, but it shows the power that both these words have that the advertiser decided to use them together, as re-inforcement for each other.

4...Power is itself a "Power Word" suggesting that if only the reader had the knowledge that you have, he/she would be able to accomplish anything.

5...Magic is almost interchangeable with power, but it also suggests that an objective can be reached without effort. This appeals to both the lazy (like me) and the impetuous who want to attain their goal immediately. There is a natural tendency to assume that any one who makes his living in Advertising and Promotion must know something that is hidden from the rest of the world. Some arcane formula like "ABRACA - DABRA" or "Open Sesame" that magically transforms them into "gurus" or "prophets", that we must slavishly follow.

6...Immediate, of course suggests that something can be done instantly. This again appeals to the sense of urgency, and has a magic-like ring to it. Why wait - have it NOW !!

7...Insider suggests that the writer has information that cannot be known to the world at large, therefore if you will only pay for this you can attain an edge on the rest of the competition.

8...FREE (note: this often appears as FR~E in ads because of the ISP filters that seem to abound today)this word included in any headline will increase acceptance of your message - but make sure that when you say FR~E that you mean FR~E. If you attempt to charge for something that you have advertised as FR~E, you will lose all credibility.

9...YOU The reader is only interested in the potential benefit that he/she will receive from your product. The old advertising maxim is still valid "Sell the sizzle not the steak". Look carefully at your product and think of all the reasons that I, or anyone else would benefit by owning it.

For example, if you were selling big, gas-guzzling cars, you would stress the comfort, luxury interiors, prestige, reliability and smooth riding capacity of the car.

If you were selling those cars that are so small the driver has to sit with his/her knees against their chin you would stress the fuel economy, zippy sporty ride, cornering and road handling ability of the car, affordable price and ease of parking.

At the end of each sales page, or large ad you should also stress your "guarantee"(oops - another "Power Word - I should have titled this piece 10 Power Words. - Ah well !). You will be accepting payment for your product exclusively through credit cards, and the vendors will reverse any credit to your account, if the customer complains.

It is far better to make a positive "Money Back ( Another Power Word - that makes 11. So sue me, I can't count !!)Guarantee" than to have a negative " I'll give you your money back if you holler loud enough ". If you're going to have to do it anyway get some extra (that makes 12) mileage out of the situation.

I'm sorry that this article ran a little long, but you can consider the last 3 "Power Words" as a bonus (Oh no !! That's 13), make it an added (we can't end on 13 - that's unlucky - make it 14) bonus.

In closing, read as many of the ads that you see on-line as you can. You'll see how experienced marketers use these powerful words to motivate their readers, and perhaps pick up some ideas, that I didn't include.

All the best in your marketing efforts

Martin Cargill


Martin Cargill gives a FREE mini-course on

Internet Marketing at his website

www. millionsbynet. com

This and his newsletter " Independence Day Ezine " are

available FREE on an opt-in basis only.


Internet banking fundamentals

title:Internet banking fundamentals

author:Jay Moncliff

source_url:http://www. essayabc. com/articles/marketing/article_2115.shtml

date_saved:2007-07-25 12:30:14



Historically banks were institutions that held your money under lock and key. Times are changing, with the internet redefining the banking sector over the last five years. Don’t be confused as it continues to develop, the many names it goes by all mean the same thing electronic, online and PC banking are all just synonyms traditional banking services provided through a secure internet portal.

Traditional banks have monitored the popularity and growth of the internet, and realising customers wanted greater control of their affairs, have created their own internet banking web sites. Customers now have the freedom to securely perform their banking 24 hours a day 7 days a week, where they can pay bills and set up recurring savings or payments, monitor check clearances and perform other tasks like transfers and balance enquiries through an internet connection. The banks also benefit from a lesser need for staff due to the migration to internet banking where customers serve themselves.

The purest form on online banking is the virtual bank, where the only place they exist is in cyberspace. These banks, and all other internet banking continue to grow in popularity because they are convenient, saving customers time and money. To help the growth and assist customers to make the change, many traditional banks offer minimal fee or completely free transfers to help customers migrate to their online banking service. Others will also enable you to set up online banking by simply transferring your funds by check.

Internet banking has revolutionalized banking with immediate global access to your bank accounts using a secure internet connection. Paying bills, transferring funds and just plain monitoring your account are all possible with minimal stress whether you are ravelling, holidaying or working anywhere in the world.

How to put the profit producing power of couponing to work for you

title:How To Put The Profit-Producing Power of Couponing To Work For You...

author:Thom Reece

source_url:http://www. essayabc. com/articles/marketing/article_1449.shtml

date_saved:2007-07-25 12:30:14



Coupons have proven themselves to be highly effective sales tools for every conceivable size and type of business.

Because coupons "pull in the business" they have gained remarkable acceptance and popularity among astute marketing managers. A simple explanation for their acceptance by advertisers is their overwhelming acceptance and use by the consuming public. In fact, Advertising Age (the Bible of the advertising industry) reports that 87% of all shoppers use coupons.

Another independent marketing research firm, the A. C. Nielson Co., reveals that 95% of all shoppers like coupons. And 60% actively look for coupons.

A recent article in the Wall Street Journal entitled, "In a Pinch, Snip.", states that coupon use rises, as the economy in any given area slides. 54% of shoppers surveyed said they had already stepped up use of coupons, and even more are expected to do so.

It's very easy to see why coupon advertising is sweeping the country. Regular use of good couponing strategy will provide a steady stream of new customers and high quality sales leads.

Savvy marketers cite these reasons for heavy reliance on couponing:

A. Coupons have the effect of expanding or increasing your market area. We know that consumers will travel far to redeem a valuable coupon.

B. Coupons will entice new customers that have been shopping at your competitor. It's a proven fact that consumers will break routine shopping patterns to take advantage of a good coupon offer.

C. Coupons attract new residents when they are actively in the market for products and services.

D. Coupons will re-activate old customers. Those customers that have been lured away by your competitor will start buying from you again when you give them a good reason to do so.

E. Coupon advertising provides the opportunity for additional profits through sale of related items. (Business owners often forget this.) When you offer a special "deal" on a coupon to invite a customer to do business with you, you have to remember that this same customer will probably end up buying additional items that carry a full profit margin.

In addition, you also are being given the opportunity to "sell-up" to a more profitable product or service. You would not have had this opportunity had it not been for the coupon getting the customer through the door in the first place.

F. Coupons build store traffic which results in additional impulse purchases.

G. Coupons are measurable and accountable Don't overlook that couponing is the most measurable and accountable form of promotion.

It's simply a matter of counting the number of coupons redeemed to judge the effectiveness of the offer. Wise use of this consumer feedback will guide you in creating future offers that improve your results.

Understand that the media delivering the coupon has very little to do with the response. Publications simply deliver your offer to a specific audience. It's up to you to determine what offer produces the best response from that audience. You do this through methodically testing various offers. Savvy use of this "coupon testing" technique will give you the specific knowledge you require to greatly improve all of your advertising response, your sales, and your profits.

How do you go about creating a coupon promotion that will work for YOU? Here's what I like to call...



* OFFER DISCOUNTS..."$50.00 OFF!", "60% OFF!", (percentage discounts are only good when they are high percentages and the value of the product or service is well known.)Dollars Off discounts work best.

* OFFER BONUSES..."Buy One/Get One Free!", or "2 Free with Each Case Ordered!", "Free Batteries When You Buy One Super Flashlight", or "Free Drop Cloth with Each Gallon of Super Paint", etc.

* OFFER PREMIUMS...Offer premiums for a presentation, for a trial order, for a subscription, for a demonstration, for a new customer referral, for an order amounting to $xxx or larger", etc.

* OFFER FREE INFORMATION..."FREE booklet", "FREE brochure", "FREE estimate", "FREE details", "FREE samples", "FREE trial", "FREE consultation", "FREE quote", etc.


* "Save $50.00 on Any Portable TV....This Month Only!"

* "FREE BROCHURE...'Beauty Secrets for Career Woman'!"

* "Free Catalog Saves YOU 70% on Office Supplies!"

* "Rent Two NEW RELEASE Video Movies--Get One FREE!"

* "Buy One Dinner Entree--Get One FREE!"

* "Buy Five Cases of Copier Paper--Get the Sixth Case Absolutely Free!"


* Illustrations work best when you show products in-use.

* Illustrations enhance credibility, aid understanding, and create desire.


* Use of logo: builds company identity and awareness in the marketplace, enhances your image, lends credibility to your offer, and improves response.


* Don't clutter. Don't cram.


* Save time, save money, increase profits, protect your family, improve your standard of living, be happier, improve your health, increase your income, increase your comfort, more convenient.


* Your customer is only interested in what you can do for him or her. Your customer will only buy the benefits-of-use of your product or service. Let me say that again...your customer is only interested in the benefits of use of your product....not the product itself.


* free, now, new, how to, save, guarantee, money, easy, simple, you, proven, love, results, discovery, fast, amazing, sex, profit.


* Offer extras when a customer requests information or places an order. Always suggest related items. Point out the added features and benefits of a higher priced item and then show the customer specifically how these features will make his life easier, safer, etc.


* Set up product displays so that you force your customer to walk the entire expanse of your store. Your "impulse" buys will increase dramatically when you expose your customer to more products by well planned placement of "sale items".


* Your customer list represents your most valuable asset. Your greatest potential for sales and profits lies in the customer database. To ignore this potential is pure folly.


* Create a planned program of continuous follow-up to your customer list.

* Use ride-alongs, invoice stuffers, new catalogs, new product brochures, special sale flyers, preferred customer sales and discounts, customer appreciation events, more coupons. Keep your customers coming back to YOU!

© Copyright 2005 Thom Reece All Rights Reserved

Learn the top 2 tips to make your new financial year the most profitable yet

Well we are already 1/2 way through 2006 and boy has it gone fast, I swear I am already seeing hints of Christmas in the stores!

Was one of your 2006 New Year resolutions to get busy with your business online and really make an impact?

If you like many others have not quite gotten there yet, don't despair because we are about to give you the hottest and easiest to implement strategies that will really make a difference to your bottom line!!

It is time to make some more money and to get you started here are our Top 2 Tips for 2006!

TIP # 1


This is one strategy that you can perform so simply every week that it boggles my mind more people are not hopping on this band wagon.

By having your online business listed in as many quality "Search Engine Friendly" directories as you can, your page rank and web visibility will double almost monthly.

When I say quality what I mean is don't list your "for Australia distribution only" site on the Uruguay local shopping network directory! You get my drift!

The main benefits of being submitted in as many quality directories as possible are;

1. Increase in your sites link popularity

2. Search Engines regularly crawl "search engine friendly" directories

3. Increased visibility for your business on the world wide web

All of these equal higher ranking on search engines, higher traffic to your site, more clients and the best of all increased profits for you!

Links back to your site must be valid and quality links, linking for the sake of linking will be picked up by the search engines and ultimately have you blacklisted for link spamming! Not an advisable avenue to go down!

This technique is something you can do yourself, or if you are short on time or don’t know where to start companies like www. infovilesilencer. com at a reasonable cost. Most reputable companies will provide you with a list for a small fee, a reciprocal link or at the very least acknowledgement for their effort in putting together a huge list!

Make sure that if you do decide to use a company to perform your directory submissions for you that they do it manually. If your site is submitted to too many directories in too short a time frame, you could, once again, be considered to be link spamming by the search engines. Pace yourself!!

To do it on your own merit simply create a standard page or word document that you can use over and over again, cutting and pasting straight into the directory forms.

In this document you should create;

1. Several compelling headings for your site (make sure they vary in character length)

2. Several varying lengths of informative, content rich and descriptive text that best depicts your site (all directories are different but most want either 50 characters, 250 characters or 1500 characters in length for your descriptions)

3. Your keyword lists, with and without punctuation (usually up to 250 characters will do the trick)

When I say characters, I mean each letter, each punctuation mark and each space is counted as a character. If you create your main document in Microsoft Word then there is a handy word count option inside the "Tools" toolbar that will do all of this for you.

Don't leave putting this strategy to work too long though, as a lot of directories start requesting payment or reciprocal links once they reach a certain size and the "FREE" listings can become scarce.

Directory submissions usually only takes a few of hours of your time per week to really start seeing results, so take the time to really grow your business online and be seen and start TODAY!

TIP # 2


Blogging has to be one of the hottest explosions onto the internet scene that online business has witnessed in recent years. The number of blogs has nearly quadrupled since their acceptance as customary in 2005.

The word Blog is short for weblogs and they are an easy fun way for anyone to easily post new content in a simple to read format with the newest information always appearing at the top of the page.

Blogs are insanely simple to set up and maintain. The new innovations like email blogging are making it even easier, some people are sending posts to their blog multiple times in a day!

So how does a Blog benefit your online business? Simple! The four biggest benefits are

1. Helping to boost your rank within the search engines.

2. Increase your traffic to your main website

3. Improve your industry credibility

4. An extra resource to place your business information, press releases, articles and more

By having a well written, well thought out, and well designed Blog your customers will know straight away that you are up to the minute with your online presence, and you will have an avenue to demonstrate your credibility in your specific area of expertise.

All of this increases your website traffic, leading to more customers, extra sales and higher profits for you!

So what are you still reading this for? Get Busy!!

Go to Blogger website and start blogging for business dollars right now!

Start submitting your site to the Directories and get seen by the people who count!

And remember one step at a time, don't think it all has to be done at once! All it takes is just one successful strategy to start seeing genuine growth and increased profits.

Plan your attack! Once you have implemented one strategy successfully and start seeing results, only then should you move forward with your next technique and so on and so forth!

Get Growing!!

The over sales pitched world

Welcome to an over "sales pitched" world. A world in which competition is fierce. Businesses competing with one another to try and get your money out of your pocket. Everyday we are being bombarded with ads on the radio, tv, billboards, email, mail, and telephone. It seems that everyday life has become one large sales pitch. From the time we wake up to the time we go to bed we have been sales pitched just to wake up and do it all over again.

It amazes me to think the amount of dollars these large companies are spending on advertising just to get your attention to buy. My question is, are people tuning this form of advertising out because of the shear volume we as consumers face on a daily basis? Don't get me wrong. For entertainment sake, some of these commecials are great and some are lousy. But I do know this. I never bought a product because of a commercial on tv or radio.. As a matter of fact, it seems radio has become the opposite. We listen to the radio to hear the commercials and once in awhile, they might play a song. As soon as an ad is played on the radio, I turn the dial (or hit the seek button) or I hit off. I bought because someone I know or had a conversation with uses a product or service and recommends it.

I don't care what kind of detergent you have, I will buy what cleans my clothes. I do not base my detergent buying on a radio or tv ad.

I think what would be interesting is to find out a product or service that is quite successful, meaning an unknown brand, that has virtually no advertising budget attached to it. Just word of mouth without all the hype. There are quite a few of them out there.

Look, marketing is not about spending gazillions of dollars with flashy entertaining ads and commercials, It's about communicating the right message to a targeted audience. People are looking for your product, service, and or opportunity. If you think you can not build a business from your home without spending lots of money on advertising, think again. Start focusing your thoughts on a marketing strategy based on communicating the right message to the right people that helps people, and watch your results improve. Remember, in the world of marketing, it's not about matching your competitors dollar for dollar in the scope of sameness. Instead, it's about rising above what everyone else is doing.

(c) Copyright 2006

The one and only way to successful net marketing

title:The One and Only Way to Successful Net Marketing

author:David Asen

source_url:http://www. essayabc. com/articles/marketing/article_2504.shtml

date_saved:2007-07-25 12:30:14



Just the other day I was very pleasantly surprised when an old friend of mine from whom I haven’t heard since over a year called me. After the usual “how’s the weather over there?” talking I quickly found myself engaged in an excited discussion about web design. After half an hour of conversation where we were talking about a lot of technical stuff I remembered how we started this conversation and BANG, it hit me. Why?

My friend actually started this conversation by asking me about my work as an ecommerce and web marketing consultant! So how did we end up talking about web design and programming? Well, when I answered him he only picked out what he found important and what he could understand. And unfortunately the only thing he finds important is web design and programming!

Like myself my friend is a trained web designer and network administrator and we both worked already for a bunch of people and companies creating websites and like me he recently started his own web design company. The only difference between us is that he still belongs to the 90 percent of people who have no success on the web while I belong to the 10 percent who are earning big money. So how does it come that some people are so incredible successful, while others are not even earning enough to pay their web host?

It’s all about the mindset.

Ask 90 percent of all so called web professionals what you have to do to build a successful web business and they will tell you all the same: It’s all about Web programming, web design and web programming again. Their eyes start sparkling when all this funny words start flushing out of their mouths and they tell you for hours all about the things you can do with java and javascript, php, flash animations, perl, cgi and whatsoever.

To be true. I can understand their enthusiasm about all this fancy technical stuff because I really love it myself, but hey, I did not ask about technical possibilities. No one answered my question yet. They just got excited by all that technical stuff. What I asked was:

How can I build a successful web business?

And the shocking truth is: The answer is so simple that 90 percent of all the people don’t get it. It’s just one simple sentence:

Do not tell your customers what they need. Ask them.

That’s a simple formula. It’s easy and logical and everyone can try it. You will be amazed about the results.

Of course, in order to practically apply this formula it would need much deeper exploration, but that’s not necessary at the moment. Before we go into details we have to understand the basics and the basic point here is that this mindset and ONLY this mindset is the key to a successful net marketing business.

If you don’t develop this mindset of putting your customers first you can be a complete laymen or the most sophisticated search engine optimisation expert, but you will NEVER succeed. If you want a successful marketing business you need happy customers and the only way to make them happy is by first understanding and then fulfilling their needs.

Like my friend, most of nowadays “web experts” focus on technical issues, programming and web design because THEY like it. But they don’t understand what their customers are looking for. Their customers aren’t looking for java, flash animations, changing images etc. They are looking for high quality information! I repeat: For…

…first class high quality information.

Therefore: Like in every other part of economy find out what people need. Do a great market research discover a suitable niche for yourself and focus on delivering high quality information to your interested visitors. And once they see that you understand their needs, they will build confidence in you and will be happy to buy your products, cause they know that your products are as great as the information you provide.

We all have the same possibilities. You have the same possibilities as I have and I have the same possibilities as my friend, but although the internet contains the same success potential for everyone not everyone uses it.

It’s your choice. You can choose, if you want to use it and be part of the 10 percent successful people or if you want to ignore it and stay in the gulch of failure.

You decide.

Can you market effectively without purpose and vision

I went to lunch with a friend the other day to ask him about his company's marketing journey.

You see, I knew that he and his partner had hired a marketing coach a couple of years back. I wanted to find out what their experience was like and where they had challenges and successes along the way.

This particular company is very typical of the small, service-based businesses that I focus on in my own marketing practice. They would tell you that they're a couple of accountants who are really good at what they do and enjoy the clients they work with. They would also tell you that they weren't marketing people who knew how to attract a steady stream of new business.

I asked my friend if there was a particular point in time or event that finally triggered their marketing breakthrough. I wanted to understand what they learned through their own trial and error. I wanted to see if there was something specific that helped them finally crack the code on marketing.

At first he thought the answer was when they finally narrowed down their target market. They finally defined a niche that was a very good fit for them, made sense to them, and helped them stay laser beam focused. We agreed that this was a huge breakthrough. It's often easy to say, but usually very hard for small businesses to narrow their target market. This was a step that was clearly paying dividends for my friend's small business.

But, it wasn't really the answer for what helped them make their marketing breakthrough. After a little further discussion we discovered that the practice never made any marketing headway until they defined and clarified their Purpose and Vision.

Without a clearly defined Purpose and Vision, the business owners could never really articulate what they were and what they were trying to get done. A little more discussion with his partner confirmed it for us. Without clarifying their purpose and vision, the business was very reactive.

None of the marketing strategies or tactics that their marketing coach was helping them implement proved to be productive. The reality was they were reactively taking whatever business they could get through the door.

Clarifying their Purpose and Vision created the marketing breakthrough. Purpose and vision tell you and everyone else what it is you're out to cause and where you want to go and what impact you want to make with the business. Doing this gave my friend and his partner focus and direction that didn't exist before. It made narrowing their target market and all these other marketing strategies and tactics make sense.

I started to think about all of my own client relationships. Some time back I had decided to build articulating purpose and vision into my ABCD Growth Marketing Model. It was a piece that seemed to be missing from successful marketing relationships and now my lunch discussion appears to have confirmed it for me.

What do you think? Can you effectively market your business without Purpose and Vision?

The 10 commandments of guerrilla marketing design

title:The 10 Commandments of Guerrilla Marketing Design

author:Roger C. Parker

source_url:http://www. essayabc. com/articles/marketing/article_591.shtml

date_saved:2007-07-25 12:30:13



Guerrilla Marketing Design is more an attitude than a system of do’s and don’ts. It’s an attitude that emphasizes the efficient and memorable delivery of information.

-First Commandment: Purposeful

Guerrilla Marketers view design not as a matter of subjective likes and dislikes but as a strategic tool intended to achieve specific goals. Guerrillas avoid unnecessary decoration. Every mark on the page must serve a purpose. Guerrillas make design decisions based on how efficiently their designs communicate a desired message to a specific audience.

Guerrilla Marketing design begins with a plan, based on careful analysis of message, audience and competition.

-Second Commandment: Recognition

Guerrilla Marketers refuse to get lost in a crowd. They know is it better to stand out and be recognized rather than confused with their competition.

Guerrillas recognize that their customers and prospects are bombarded with thousands of competing messages each day. Accordingly, Guerrillas choose colors, typefaces and layouts that project a distinct, easily recognized image that sets their message apart and accurately reflects their values.

Their designs project a consistent image throughout all of their marketing. Consistency is achieved by using a unique combination of colors, type and layout throughout their print and online communications. This consistency multiplies the impact of their marketing dollars.

-Third Commandment: Readable

Guerrilla Marketing Design is reader-friendly design.

Guerrillas recognize that readers are in a hurry and that anything that interferes with easy reading sabotages the delivery of their message.

Guerrillas make reading easy by paying close attention to typeface, type size and line spacing choices. They take painstaking care with spacing, hyphenation and punctuation. They carefully avoid design traps like setting entire words in upper case or overusing white text placed against gray or black backgrounds.

Color is never allowed to interfere with easy reading.

-Fourth Commandment: Emphasis

Guerrillas know when to whisper, when to shout.

They use design to help readers separate the important ideas from the supportive facts. They use the tools of emphasis to make their message’s information hierarchy instantly recognizable.

-Fifth Commandment: Simplicity

Guerrillas design to Simplify.

Guerrilla Marketing Designers recognize that readers quickly can lose interest when reading extended text, like articles, memos, newsletters or proposals. Accordingly, Guerrillas maintain reader interest by breaking information into manageable, bite-sized chunks using techniques like segues, subheads, lists and sidebars.

Simplicity also involves restraint. Guerrilla Marketers recognize that “less is more” when it comes to emphasis. They exercise extreme discretion before making typeface, type size, type style or color choices.

Guerrillas recognize that one outstanding photograph communicates more than three average photographs.

-Sixth Commandment: Instant Communication

Guerrilla Marketing Design is visual.

Guerrillas strive to replace words and sentences with story-telling visuals. These include charts, graphs, lists, organization charts, tables and timelines that communicate at a glance.

Guerrillas use visuals to quickly communicate comparisons, relationships and sequence.

Guerrilla Marketers understand that words alone are not enough to ensure marketing success. The presentation of the words has to be as finely-executed as the words themselves.

Guerrillas understand that design is not a mystery, nor is it a cure-all.

Rather, design is a fundamental business competency that can be mastered when the right resources are chosen and properly utilized.

California usa - beatyourprice classifieds

BeatYourPrice Classifieds

Time is money time. so money speaks. and how? so much so that there's a mad ramble to buy the least pricey goods in this age of FMCG revolution. every person worth his cent always wants the best deal at a reasonably lower price. the things can range from simple household objects to much more complex goods such as cars, bikes, mobiles etc. so the dealer who offers the best service and price always has the upper hand. so beating the price and hence the competition is the name of the game.

at beatyourprice, we not only offer the best in terms of price but also in terms of service and products. just because a product is cheap doesn’t mean it has a bad quality, atleast not here. whatever be the price elsewhere, you will always find it the lowest here. and it is a risk worth taking for you. our valuable customer.

Beatyourprice is an online ad site for business opportunity, personal ads, automobiles, real estate, etc. Post free ads in 600 US Cities, all US States, and 60 countries. Only free classified site for posting unlimited ads that stay for seven days. Selected free ads stay upto 30 days. See FAQs for details. Renew your ads as many times as you want by registering for free.

You’ll never run out of classified ad sites on which to post free ads for your websites, products, and services! We have compiled the Best of the Best sites that accept free classifieds.

You can peruse through our site for business opportunities, services, personal ads, cars, real estate, and much more.

The fast growing demand for large format printing

Is it possible to print a large format using inkjet printers? Does this question ever cross in your mind? Not every inkjet print job is a small one, and that's where large format printing comes into play.

Large format prints are great way to promote and there's no doubt about it. Large format prints can inform people about an upcoming event in your company or business, such as the release of a new product. Large format prints can also simply advertise your company's services.

With the fast innovation in our technology today, specifically in printing industry, printers are one of the fastest that has its evolution. Because printers are the heart and soul of their business, printing companies must always upgrade their equipment in order for their business not to be left behind when it comes to the new trend in the market.

Back then, you couldn’t print graphics of such high quality as quickly and efficiently as you can today. Nor could you make graphics on such a wide variety of materials. With the printing technologies and media materials available today, almost anything is possible, and print producers are taking advantage of that.

But sad to say that, there are several printing companies have the ability to produce high-quality large-format. However, these printing companies overlook their revenue stream that they can already have but they just don’t realize it. These printing companies are already having a large-format proffer but they only use it for proofing. They could also use this device for large or wide format printing applications.

On the contrary there are also printing companies that are continuing searching and developing applications for large format print in order for them to go far beyond the traditional ones. The reason is that, at present the demand for large format printing is continues to grow despite a difficult economy, the large format market is a big profit in the industry. Large format inkjet printing is beginning to replace more traditional methods and is being used for multiple purposes, such as for;

• Proofing

• Signage

• poster printing

• display graphics and more

Inkjet printers are very economical compared to any other printers. As an inkjet user, I can say base from my experience that it is a great way of printing in color or even printing up photographs. Inkjet will even print up somewhat sharp text and by allowing you to produce decent looking reports. Also, a great advantage of inkjets is that, for the most part, their footprint is relatively small, in other words, they do not hog up valuable real estate on your desk.

Amazing formulas of super affiliates

title:Amazing Formulas of Super Affiliates

author:Shishay Wubshet

source_url:http://www. essayabc. com/articles/marketing/article_1892.shtml

date_saved:2007-07-25 12:30:14



There is a frame work upon which success depends on affiliate marketing.

Super Affiliates always work on this frame work to find the best ways to the best actions of their Internet business.

#1. Super Affiliates Know How to Choose the Right Product

The First Step to successful affiliate marketing is to choose the right products which have highest earning power, highly demanded by huge number of customers.

Super Affiliates Know the game, they do not follow the crowd, they sell to the crowd. They are smart enough to find new products ahead of the game.

Super Affiliates know that, more than 90% of affiliates do not make money is, in part, because they market highly competitive product. There fore, they are always looking for products that have not been widely released in the market.

#2. Super Affiliates Know How to set up Their Website

Super Affiliates build a website that brings good sales and Customer Loyalties by Setting an efficient pages. Everything within their website has got one purpose, getting visitors to take action. They know “words” are the most powerful marketing tool as far as websites and marketing is concerned. There fore, they use the right words that turn Visitors into customers. They optimize their website to be one of the first sites, people see listed, when they search in free search Engines.

#3. Super Affiliates Know How to Drive Targeted traffic to Their Website

Super Affiliates, in order to make series money, drive targeted traffic to their website employing different techniques. They work hard to find the most effective ways they can use to drive targeted traffic to their website. They integrate different techniques to come up with the best result with their business.

There are a number of Techniques Super Affiliates use to drive Targeted traffic to their website, Search Engine Optimization, Blogging , E-mail Marketing, Pay-Per-Click Advertising, Article Marketing, Community Marketing , Viral Marketing, Classified Ads, etc.

#4. Super Affiliates Know How to Build a Huge Opt-in List

It is said that “The money is in the List”, this is the foundation Super Affiliates work strategically to build a huge opt-in List. They understand every one in their list is an asset.

They work hard to build, maintain and grow a targeted opt-in list. They employee different techniques. They incorporate and integrate these techniques and bring a huge targeted opt-in List. Some of the techniques they integrate to work efficiently are lead Capture pages with Pay-Per-Click campaign.

Integration of Viral Marketing with other techniques could also bring a huge targeted opt-in list over a short period of time.

Every super affiliate test, analyze and work hard consistently to promote their product for maximum exposure and bring their products to customers.

These are Super Affiliates Secret Formula they use as the Business Model of Success. These formulas are not “magic formulas “, every affiliate can learn them.

Good luck!

http://www. marketing-techniques. co. nr/ : The ultimate Guide to Affiliate Marketing Techniques.

When business drops off always look here

It’s amazing where you can find hidden revenue when you take a moment to look around your business. Many businesses are losing revenue because of their phone system, whether you have multiple lines, or a home phone, no matter. Either can easily lose you money.


Recently I’ve called a couple of clients’ phone systems. In several instances I was trapped in a queue. It was frustrating. I don’t necessarily have a problem with queues that prompt me to “press #1 for the children’s department” or “press #5 for Dr. Smith” rather, I get frustrated when I follow your recording instructions and I get no where! Thus, I hang up resulting in missed revenue.


Call into your phone system at least once a week, no less, even if you have only one home phone line with voice mail. Call into it. Is it still working? Has your greeting suddenly disappeared? Is there even a dial-tone? Has the line been cut? Did you leave your phone plugged into your fax? Is your receptionist still pleasant or has he suddenly become fed up with his job, grumbling at callers?

If business suddenly drops off for no reason, always look to your phone. Call all your numbers, especially after you’ve requested any changes or updates from your phone provider. [We all have stories to tell about the latter.] And don’t forget to check all forwarding numbers from your yellow page ads. Can’t remember? I check mine every time the bills arrive.

A quick story….

Many years ago I worked as a marketing manager for a large telecommunications company. One afternoon my general manager tried reaching all her direct reports, only to get voice mail each time. The next morning she demanded that all voice mails be deactivated. Moving forward, the receptionist was to take all calls live and handwrite all messages.

It was a fiasco.

We were a sales-based organization. Part of the bloodline for any sales organization is their voice mail. A large majority of deals are concocted through voice mail, since all parties can be on the run and leave long winded messages, moving the deal along to closure.

Voice mail was reactivated about a week later.


#1 -- Never make critical decisions for your business out of frustration. Had the GM spoken with her direct reports first, a more stable solution could have been created, i. e., a manager is assigned to be on call each day. Because of her knee jerk decision, sales were stifled that week. Of course the GM still received her hefty paycheck, but her army of ants brought less home to their young the week after.

#2 -- Voice mail is not a bad thing. It’s an incredible marketing weapon when used effectively. First and foremost, you should return all calls with 24 hours. If you need more time, then your greeting should say so. If email is faster for you, especially if you’re bombarded by vendors trying to sell you stuff, as I am, then proactively give a “unique” email address, whereby you direct all sales inquiries to this email. This way, you can cut and paste various questions you’ve already asked time and time again of other vendors, and simply email it. Make the vendor provide you the information you want. Until then, there is no reason for the two of you to have a voice conversation. Until he gives you the basics you need, i. e., Does his product reach your demographic? If it doesn’t, he’s wasting your time. And you’re wasting his time but not telling him so upfront. Remember, most salespeople have been taught to push until they get to either “no” or “yes.” Sadly, many skip over the entire part of establishing a relationship, exploring what the prospect needs, and hanging tight for when you “really” have a solution.

Start obsessing over your phone system and all touch points that impact your phone. You’re losing money.

Earn cash by reading internet marketing articles

The internet and technology has made it very easy for anyone to suceed online. The problem is people don't know how to take advantage of all the technology and free tools that are available.

Let me give you an example. I read an article about how to post artcles to free article repositories. Then I did some searches on Google to find articles on what were the best Repositories. I also searched for articles on the best automatic article submission software. As You can see I am using tools I find on the internet to improve my internet marketing business. When you do a search for an article or you use automated software to submit articles to hundred of article directories, you are leveraging new technology to promote your online business.

Keep in mind the internet, search technology and all the different software that is out there are relatively new. It became mainstream during our lifetime and there will be many improvements in the future. It would be a shame not to use this technology to find articles and free tools that will improve your internet marketing business, but people are already taking this technology for granted.

My number one rule is to Google everything. You can learn just about anything reading articles on the internet. After reading an article and doing a search on Google from the information I read, I found free article submission software. It is a great free tool that I use to promote my business.

You don't have to spend a lot of money to promote your business. Take advantage of all of the free articles and free tools to promote your business. If you look hard enough, read all the free niches articles and take advantage by doing a search on everything, you will reap the financial rewards that I have. Read free articles and do searches on the information you read. You will be amazed at the results.

One of the most popular sites you can go to for articles is http://www. internet-marketing-mall. net . When you go to this site you can read about, internet marketing, online promotion, search engines, home business, network marketing, site promotion, web development, email marketing, web design, web hosting, domain names, investing, stocks, and and many other topics. These aticles are updated on a regular basis. The site also has live Google rss news feeds on each article topic, at the bottom of the page. You can't get more current articles on niche topics from any other site.

Other sites that have good articles on niche topics are http://www. This site has pleanty of current articles on how to make money with Google Adsense.

If you are interested in search engine optimization I reccomend reading articles at http://www. seo-101-info. net or http://www.

If you are interested in investing opportunities you can read free articles at http://www.

When you go to these sites you will see so many articles on niche topics you won't know where to start. Make sure you take advantage of it.

Good Luck.

Internet marketing secret how to double your sales overnight

title:Internet Marketing Secret - How to Double Your Sales Overnight

author:Mike Adams

source_url:http://www. essayabc. com/articles/marketing/article_2654.shtml

date_saved:2007-07-25 12:30:14



What if you could double your sales overnight by applying just one Internet marketing secret?

One of the greatest secrets of direct marketing is that it is scientific. With many forms of advertising, you cannot tell which ad or marketing campaign produced the results. But smart direct marketers know exactly which ad or sales letter produced what results because the results are tracked and measured.

Direct marketers have a secret they have been using to double their income - or more - for a hundred years. And when this marketing secret is combined with the power and speed of Internet marketing, the results can be phenomenal. It is not an exaggeration to say that you could potentially double your sales overnight with this one Internet marketing secret.

What's the secret? Split testing. This is done by using a "key" to associate a sale with the ad or sales letter that produced the sale so that you can measure the results. In a print ad, you might provide a phone number with an extension. The extension is actually the key. You would have two ads or sales letters, each with a different key, and would then track the results using their respective keys. Internet marketers typically use tracking software to associate a key with the resulting sales, although it can be done as simply as having two sales pages and tracking the sales from each.

For accurate results, you need a test that is big enough that you can rely on your statistics. For example, with a direct mail sales letter this is generally considered to be a mailing of at least 1000. Internet marketers can substitute 1000 page views. Either way, once you know what results you can consistently expect from an ad or sales letter, it becomes what direct marketers call your "control." You always need to have one control that produces known results. Then you can test other versions against the control to see if you can consistently beat the results of the control.

Suppose that you have a Web sales letter that consistently produces an average of 10 sales for every 1000 times the page is viewed. This is a 1% response, a figure that is often cited as average for a direct response sales letter.

Now you need to test one variable at a time to see if you can increase the percentage of sales. For example, you may want to test the sales letter with a different headline, a different graphic, a different price, different bonuses, different text, etc. But always only test one variable at a time. Generally, the headline is considered to be the most important element to test first.

What you want to determine is whether any change in a single variable will consistently produce a higher response. The payoff can be quite significant. Imagine if a different headline was determined to produce a 2% response. That doesn't sound like much of a change - only 1% more. But this would double your sales! Instead of making 10 sales out of a thousand, you would be making 20 sales.

This is a very realistic scenario, so you always want to test against your control. The better your control, the more tests will fail to beat it. But once you find a sales letter that consistently beats the control, then you make it the new control and continue with testing another variation of the headline or a different variable. Perhaps you might next test whether the color of the headline makes a difference. Suppose that changing the color of the headline resulted in another 1% increase in sales to a 3% response rate. This would be another 50% increase in sales and would be triple the number of sales averaged from the original sales letter!

It is very easy to be complacent with a working sales letter and not test further, but this can be a costly mistake. Any change in a variable could result in higher profits. For example, suppose that you determined that you consistently had a 1% response rate when selling your product for $97 but a 2% response rate when selling the product for $67. For every 1000 page views, you would make $970 at $97 per sale but $1340 at $67 per sale.

Always track your response rate, always keep split testing against your control looking for a new control, and always consider the bottom line - your net profit. Many tests will fail - they will not beat your control. But once you have a successful test that consistently beats your control, you will likely have significantly increased your income. Without split testing, you will never know how much money you are losing. But with this Internet marketing secret, you can potentially double your sales overnight.

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