Category Archives: Sales – Marketing

3 Steps To Getting Highly Motivated Prospects Or Customers

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With the many ways to advertise, it is easy to sometimes be in a rush to just get something out somewhere. But, no matter where you plan to advertise, there are several basic fundamentals that will help create advertisements that are effective and profitable. Here are three that will get you headed in the right direction.

1. First on the check list is; is your unique selling position (USP) clear and provoking?

You need to find out what makes your business different from that of your competitors. From that, you can develop a strategy based on the strengths or even weaknesses of those differences. Actually, good marketers identify strengths, weaknesses, opportunities and threats (SWOTs) and develop their strategy from those factors. Here is an example of a USP that stems from a companies weakness:

“We’re not #1, so we work harder to get the job done.”

In this example, a weakness was used to let customers know that they will do what it takes to get the job done. Customers know that they are not #1 so the service and pricing will be competitive.

Having a USP is extremely important in setting you apart from your competitors. It is what gets you into the minds and eventually the wallets of your customers and prospects.

2. Effective Headings and Ad Copy

In developing effective headings and ad copy, it is essential to live by the adage, Attention, Interest, Desire, and Action. Better know as “AIDA.”

This simply means that you grab the attention of the prospect or customer with an compelling headline or graphic, you keep them reading with an interesting ad copy which creates a desire and ends with a powerful call to action .

When developing “AIDA” it is important to keep in mind that all purchases revolve around basic human wants and they fall into two categories; the desire to gain, and the desire to avoid lose. The latter which is usually the most effective. This is an entire article in itself, but if you focus on those two principals, you will be on your way to an effective ad campaign.

3. It doesn’t matter what you say if your not saying it in the right place.

Just as important as what you say, is where you say it. Where and when you place your ads will have a tremendous effect on the results of those ads. Knowing little facts, such as, the following will give you a much more effective campaign:

Full page ads get better response on the right hand pages.

Larger ads work better than smaller ads.

If placing smaller ads, they are generate more response if lower on the page and closer to the outer margins.

In direct mail, buyers are more responsive to mailings received mid-week than on Mondays, Fridays, or weekends.

Seminars and lectures work better during the second and thirds weeks of the month.

Those are just a few simple facts that will create better response for you. Being a student and learning all the intricate details of advertising will be time well spent in regards to the success of your campaigns.

Ok, so those three simple steps will help you create more effective and more profitable advertising campaigns. Advertising can be costly if the little details are not given proper attention , but highly profitable if you do your homework and create the most compelling ad and place it at the right time and place.

3 Steps to Creating A Knockout Corporate Logo For Dum Dums

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A corporate looking logo can effectively make you look far more important than you actually are. By adopting this simple 1,2,3 step guide we can turn your existing crummy logo into a world beating effort – garaunteed to impress the ladieees.

Step 1 – Choose a dull font such as helvetica
In the world of high flying executives and corporate back slapping deals done upon yachts etc. the one thing almost all self-made millionaires will agree on is that you must give the impression that your company is a straightlaced solemn outfit. Standard fontfaces such as helvetica or times will signify your ability to fit in with suits without ruffling too many feathers and will be looked favourably upon by those all important investors looking to harvest some of their cash in your business.

Step 2 – Choose a dull colour such as grey
Battleship grey – has there ever been a colour more appropriate for the deadening nature of high corporate investiture? No, not by my reckoning at any rate. But surely a grey logo among a sea of other bland logos is just going to get lost isn’t it? Hmmm, I’ve got to hand it to you, you’re right but do you know what – if we add a smidgin of royal blue somewhere within our hypothetical logo we achieve the type of chin stroking brilliance that committee members and associate directors can spend literally minutes debating before abstaining to the golf course and soho massage parlours.

Step 3 – Choose a dull symbol such as a circle
Right this is where our creative minds get to have some fun. Do we put the grey/blue circle before the words or after? Above or below? Whatever you choose to do make sure it doesn’t involve anything too clever or inspiring. Remember our aim here is to look ‘corporate’ and sensible not like some kind of fun loving chimps, you gets me. Right the logo should be just about complete and ready to enter the exhilarating world of corporate high life. To celebrate why not throw a lavish party inviting your corporate buddies like Dave and Steve from down the pub?

To summarise, what we want to achieve is an air of ‘dullness’ yet reliability. Choose a dull font, keep the colour palette strictly dull- nothing too interesting and if you must add a quirky symbol of some sort make sure it keeps well within the dull spectrum of ideas i.e. a circle or square. Corporate Logo Design is not rocket science but if you want to give off the right impression you’ve got to go with the flow. Right now where did I leave that bowl of cocaine I’m off to a corporate party. Toodle pip.

3 Secrets to Knocking Out Big Competitors

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Nobody likes a bully… especially small business marketers.  If you’ve ever felt like the little guy taking punches from a heavyweight champion, you know what I’m talking about.  Big business has donned its gloves, and is waiting to put small business down for the count.

I’ve got good news!  Sometimes the little guy wins.  Heck, it isn’t easy and sometimes it’s a close call, but little guys do win and when they do… victory is sweet!

What can you do when you’re being threatened by the bully down the street?

1. Take a careful look at the Competition
Every business has its strengths and weaknesses.  You need to be aware of both… your competitors strong points, and the places where room for improvement is quite obvious.

2.  Be Flexible
Don’t expect your competitor to broadcast his next move so that you can be prepared to block it.  You’ve got to think a step ahead, and be ready to outsmart his next maneuver.

3. Use a little Judo
You don’t have to be big and brawny to successfully use Judo.  Why?  It’s an art that uses your opponent’s momentum to trip him up.  So what if you don’t have thousands of dollars to invest in a campaign.  When you’re competition has invested his tens of thousands in one, you’ll be able to make a quick about turn and counteract quickly with a smaller campaign of your own.  He’ll either forfeit his investment or continue through, but loose steam. 

I’m going to let you in on a little secret about your competitors that might encourage you.  Although big businesses often have a wide variety of products filling their shelves, they often don’t have depth.

Think about it this way.  You may run to your local department store and find everything ranging from make-up to camping equipment.  The problem with that?  …chances are they don’t have an extremely wide assortment of their products.

This means that if you’re an avid outdoorsman, you probably wouldn’t be satisfied choosing between two cheap brands of tents when there is an amazing variety on the market.  An outdoor related store could get one over on the big department store by offering the widest variety of fewer products in a focused field. 

Another asset about being the small guy, is that it’s easier to make a quick turn.  Hey, how many managers do you have to get okays from to make a quick decision?  Think of the weeks it takes for a local department store to send a request from a customer for a certain product to the regional or national management?  Yeah, too long!

As a small business, you can have a new product on your shelves within a week.  If I were a customer wanting a new tent, I’d prefer to not wait until summer was half over to get it.

There are a lot of benefits to being the small guy.  Don’t take bullying lying down.  You have what it takes to get the best end of the stick and come out a winner.