Copyright Notice
© 2010 Justice Mandhla, Johannesburg, South Africa. All Rights Reserved. This writing is protected by International Copyright Laws. No part of this text may be reproduced in any format without the expressed and written permission of the copyright owner. The content of this e-book may not be extracted, disassembled, forwarded, copied, emailed, published on any website, referenced or otherwise used by the purchaser and/or reader without the explicit and written permission by the author and copyright owner. Violation of this notice and/or the copyright/publisher’s notices may subject you to heavy fines, penalties or legal action.

Manuscript Editor
This text was edited and prepared by Joyce A. Leggette, Ph.D., senior editor of Shulamite Publishing House, 2600 East Southlake Boulevard, Suite 120-180, Southlake, Texas 76092 U.S.A. Phone: 1+ 817.948.6244 Editor’s Notice: This free eBook was designed to help new business people and the intention of the author and publisher is that you will read the book thoroughly. In the interest of helping you to get the most from this eBook, the editor did not include a Table of Contents. For your convenience, you may utilize the “Bookmark” feature in the Acrobat Reader while reading this text to make it easier to return to points of interest. Neither the editor nor Shulamite Publishing House is the Publisher of this book. On the web at: http://www.ShulamitePublishingHouse.com Email: Publisher@ShulamitePublishingHouse.com

Publishers Notice
Nothing in this manuscript may be interpreted as financial or legal advice. The publisher and the author make no financial or legal promises. The publisher explicitly expresses herein that neither the publisher nor the author are responsible for any misuse of information within this text. You are hereby advised to seek a licensed financial planner and business advisor concerning financial and business issues related to your personal financial and business investments. You are encouraged to research everything in this text to your own satisfaction. The publisher has no financial or legal liability for the reader’s misapplication of this information or for the reader’s misunderstanding of the writing. For Permissions to reprint or quote the material in this text, contact the copyright holder and the publisher at any of these sites: www.businesslearning4life.com ; www.longlife4learning.com ; and www.mystudent4life.com

§

Powerful Tactics To Overcome Economic Challenges, Attract Clients, Increase Your Cash Flow And Grow Your Business Major ad copy concerns: • • • • • • • • • • • • • • • • • • • • • • • -2Headline – Make yours forceful; a call to action. Testimonials – Make them believable; not the end all or cure all. Subtitles – Subtitles sell; content descriptions in 5 words or less. Benefits – Make sure your listed benefits actually attract your prospective clients and are proven in the public’s mind. Features – List features in your ad content. Guarantees – Make them solid, not flimsy. Ask and Answer Questions – Conveys sensitivity to the client’s needs and answers hidden objections. Contact Information – Expresses openness for client questions. Endorsements – Build public confidence. Conversational Writing – Sterile writing conveys coldness; make your ad copy warm by personalizing it and using a conversational style. Sentences Too Long – More than one and a half lines distracts from the ad copy’s snap. Deadlines – Help clients to decide and act by including deadlines. Free trials – Introduce clients to your services and products with samples and freebies. Spelling – Make your ad copy error free to be received as an expert. Errors make the ad copy seem amateurish and unprofessional. Grammar – Like spelling mistakes, poor grammar reflects poorly on your company and its public image. White space – 20% to 25% of the page copy should be white space; without packing the text too tight. Eyes need rest and white space encourages reception of the message. Background – When the background is too dark the image distracts from the message. Blending – Visually your image should blend well. Too much contrast is kitsch. Breaks – Up there with white space; the eyes need breaks for the message to be effective. Bullets – Bullets are psychological highlighters; be sure to include them. ALL CAPS – A big “no-no” and the equivalent of SCREAMING at your prospect. Ordering options – Offer as many as possible; people like payment options. Visual Aids – Kodak said it best, “A picture is worth a thousand words”

• • •

Compared to Your Competition – You do it or your customer will; if they do it, you risk them never returning to you. Deadline Reminders – Your clients are busy; give them the courtesy of reminding them of your sale deadlines. Business Information – Similar to comparisons; offer your clients your business information or they will dig for it. Expect them to dig anyway, but offering your business information strikes a cord of authenticity with clients.

• • • • • • • • • •

Colorful Adjectives – Make your ad copy interesting by adding spiffy adjectives. Phrases that Appeal – People like memorable phrases; snazz and jazz will project an image of cool – everyone wants to be cool. Text Size – Larger than 14 point font in the body of your ad copy is obnoxious; smaller than 10 point font in the body and you seem shady as if you want to hide details. Emotions – Appeal to your clients’ emotions; the more positive emotions are usually more productive unless you sell alarms or a related product; then you will want to tap the fear factor. Paragraph Size – More than 4 page lines is too large; less than 2 is too small. Tell Your Story – An authentic story grabs the client because they relate; your client wants to relate to you; he wants to like you. Underline, Bold or Italicize Keywords – Visual emphasizers, such as font features, will sell your product even to speed readers and those who skim everything. Length of Ad Copy – Ideal ad length is 40% to 65% of the page; more or less will fail you with too little or too much information to the customer. Facts and Case Studies – Facts are always helpful to sell your client; case studies are ideal where they can be referenced. These lend you legitimacy in the eyes of the client. Industry Jargon – Ad copy that talks to your ISP about the HTML in your Guru site is both nonsensical and annoying; Avoid industry jargon and use simple terms. [i.e. Your service provider knows nothing about or has anything to do with the images on any site.]

• •

Free Bonuses – Free stuff communicates a spirit of generosity to the client; generosity attracts people regardless of what you are selling. Pricing – Keep your price competitive. Prices that are too low raise a question of quality in the client’s mind; prices that are too high should be supported by above and beyond the industry standard. Too far out of your competitor’s range and you simply look ignorant or arrogant and lose clients.

-3-

You can also create an eBook that emphasizes your products or services so that your affiliates have an extra tool to use in promoting what you offer. offer your eBook as a free bonus for buying one of your main products or services. this allows others to sell the book and the reprint rights. This will give you additional free advertising all over the web and will increase the number of people to see your ad. services and anything else that you have included in the eBook. In your ad copy and on your company’s site. Allow other companies or sites to make your free eBook available through them. or give you their email address. This will increase your product or service exposure and will circulate your information and expertise. Give away the master rights to your eBook. Put your eBook on a CD and include it with your direct mail packages and with your product order packages. sign up for your newsletter. This places your eBook in even more hands with even more exposure for your site.A free eBook is the perfect enticer for people to visit your site. You will increase your marketing effort without spending a lot more time or money. Submit your eBook to freebie and freeware/shareware sites. then they can order the full version. If they like it. This is effective for building your email marketing list. Your generosity with the free information contained in your eBook builds trust with people. Make sure the eBook is packed with industry specific. valuable information. Give away your eBook to Ezine subscribers and increase your Ezine subscriptions and your product sales. Be sure to include a mini directory of your products or services inside the front and back covers of your eBook. -4- . Utilize a “squeeze page” on a separate URL that entices visitors to give their email address in exchange for your free eBook. Be sure to give your eBook to your affiliates. products. give away a free mini-eBook that contains only a couple of sample chapters of the main eBook. It works like a software demo or shareware. Alternatively to giving away the entire eBook. You have now established a basis for people to buy your main product or service. Writing and giving away an eBook will make you an expert in your field. Cross promote your eBook with other people's products or services by exchanging content plugs as well as site plugs.

Is your product built and tested to last longer than your competition? Can you improve the overall quality of your product? Performance.Can you package your product more attractively? Do the colors of your package relate to your product? Can you package your product into a smaller or larger package? Delivery .Can you offer more benefits than your competition? Are your benefits stronger? Do you have believable proof that supports your claims? Quality .Pricing – Do you offer a price that regularly blows out your competition? Can you list higher pricing and increase the perceived value of your product? Do you offer easier payment options than your competition? Packaging . talking to a live person rather than a machine? Proof – Do you provide substantial proof that your product is reliable? Is your proof persuasive? Do you offer testimonials and endorsements that strongly support your claims? Guarantees – Do you offer strong warranties and guarantees? How easy is your company’s return policy? -5- .Can you offering cheaper shipping? Do you have a high enough profit margin to offer free shipping? Can you ship your products faster? Benefits . do you provide repair at no extra charge? Do your customers receive personalized customer service when they call in.Does your product solve your customer’s problems faster than your competition? Is it easier to us your product than your competition’s product? Features – Does your product offer more features than your competition’s product? Do your features support your stated benefits? Availability – What is the time lag in availability? Do your suppliers make it possible to drop ship directly to your customer? Is your product regularly stocked? Extras – Do you give valuable free bonuses with each order? Are your bonuses coveted and perceived as rare and valuable? Service – What type of service is needed for your industry? Do your competitors provide free 24 hour customer service and is this a feature that is required in your industry? Does your product or service require repair and if so.

Market to appeal to their sense of budget without seeming cheap about it. Problems that people face in life are a never ending fact of life. Public domain books are those whose copyrights have expired or are no longer held by the author. but not necessarily one that is easily available in the market place. you will want to market your product with a “success appeal”. his family or the previous copyright owner. Check out television. If you can create a product that provides a solution to people’s problems.com or Constant Contact. Tap into a current hot trend. Create a top product in any of the “hot” areas and you have a top seller. magazines. Market your product to appeal to people’s natural desire to make more money. Originally a portable dolly and an old-fashioned suitcase. People like value and cheap is not value.SurveyMonkey. Survey current customers to find out what type of new products they are seeking that you could perhaps provide for them. then you have a seller. Make a significant improvement on a product already in the market place and you have a “new” or “improved” hot item. For example. Create a new niche for a current product in the market place by giving the product new features that your competition does not have. Recreate an older product that is an attractive product. A great example of this is the suitcase on wheels. but quality at a good price is value that appeals to most people’s sense of financial stability and their overall security. in public domain so that you are not in copyright violations. Market your product to appeal to people’s sense of security or financial stability. Republish books that are in public domain. Package your product with add-on products that are related to the product or which are a natural next buy for your clients. in fact. Redirect your marketing efforts to include sectors previously unconsidered.HOW TO INCREASE SALES OR CREATE NEW SALES: • Solve an existing problem for people. Whether marketing to entrepreneurs or career climbers. Open up your site to suggestion input pages or send surveys via www. the suitcase on wheels is now commonplace in airports around the world. • • • • • • • • • • • -6- . To accomplish this you must research the title and author to verify the book is. Improve a product currently on the market. Create a new product by combining two or more products. a publishing house could easily market specialized English tutoring to students at all stages of education given by staff writers and editors. the net and the local clubs to discern the current trend of what’s hot.

Twitter and LinkedIn are considered the most “professional” of the social networks. LinkedIn. writing an online dating advice blog or some other image or esteem building service. Remember to avoid spam and everything that is not a soft-sell on these networks. Help others to feel more intelligent by giving them information that expands their knowledge base and you will attract them to your company and your product. view themselves as more attractive. Value packed “Tweets” on Twitter is very similar to free advice that you give on your company’s blog: Keep it short. Pleasure helps people to relax. the idea of the sociability is that people buy from folks they like. show them how your product saves them time and you will appeal to their natural tendency to seek more pleasure in life. better or in overall greater health and you will draw clients to your product. Appeal to people’s needs and desires to love and be loved by another. then you will naturally draw people to your product. Be sure to include the social network IDs on your business cards and websites to help people find you and give you an accessibility appeal to clients. People want to live longer. Show others how your product will help them to live longer. The idea of a social network is to make us all sociable. including the comfort of living pain-free and resting well each night. Whether this means opening a dating service. Unique “wallpapers” or logo emblazoned backgrounds on the social networks help to build brand recognition and make your brand name popular in these networks. Everyone wants to feel wanted and desired and this is merely a conversational effort for you and costs you nothing other than the breath you breathe. -7- • • . providing radical make-overs. Blogs are a great place to pour out industry specific information that helps people feel like they are well informed clients. Xing comes in third place and is primarily an international business network. more quality lives. Praise and expressed admiration for your clients as individuals will help build their esteem and make them to feel desired. a spiritual peace or a physical comfort. feel better. Hard selling is rarely a likeable trait amongst friends. MySpace or Twitter can improve customer relations by keeping you available and “in-touch” with your biggest brand fans. This may include peace of mind. financial security.• Appeal to your client’s need to spend more of their time enjoying the rewards of their labours. Keep yourself likeable on your social networks. simple and very informative in non-ordinary ways. If your product will help others to look better. Appeal to your client’s need to be comfortable. • • • • • • BUILDING BUSINESS WITH SOCIAL NETWORKS • • • Social networking such as FaceBook.

If your reader’s email system enforces line-wrapping. attractive.” #5 – Your Image Is Your Reputation Remember: Your reputation and the way your company treats your clients are the primary reasons people buy from you. It is okay to all cap one or two words. "Unbelievable! This company can’t get their emails out with style and clarity. The shorter line width eases eye fatigue of your reader and helps to increase the likelihood of your message being read. Email messages in all caps reduce client trust because you are perceived as uneducated or a scam. Be very careful with the all caps habit. but be careful with it. #4 – Spelling and Grammar When your client reads a sales message filled with poor writing and basic errors. The short and simple of it is basic human respect. Your image must display integrity. -8- . Make it clean. they think to themselves. Their products are probably just as sloppy. If you use a system such as Outlook Express. then you can set the line wrap so that you do not have to press “enter” at the end of each line. then your message will look chopped and unsightly. Visual garbage has a decreased likelihood of being read. credibility and honesty to your clients. articulate. #2 – Always Set Your Margins For A 60 Character Line All email marketing pieces should be formatted at 60 characters to help hold the reader’s attention.SMART RULES FOR EMAIL MARKETING #1 – Always Respect Your Prospective Client There are many ways to offend your prospect. # 3 – Be Careful Not To Use All CAPS An email message in all caps is considered yelling. Your email marketing is a primary tool for creating your public image. and error free and you’re on your way to success with email marketing. Earn their respect by freely giving respect in the language and tone of your email.

DO use the industry standard fonts: Arial. Times New Roman. To insert a link in an AOL recipient’s email. -9- . When a person’s computer system does not have your email font. Some AOL accounts cannot receive links and are effectively disabled from your content in their system. the message becomes messy and ugly. DON`T insert flashing buttons or banners into your email marketing piece.businesslearning4life.A WORD ABOUT AESTHETICS Remember: You email marketing is like a job interview and you have only one chance to make a good first impression. YOUR DO and DON`T LIST DON’T use various colors in the fonts of your messages. The hyperlink usually connects you to that email or site unless you or the prospect uses AOL. Be sure to tell the recipient they can copy and paste it if it does not highlight in their system. DON`T use uncommon fonts. When creating the “to” in the email send. The more common the fonts. make it pleasing to your reader’s eye and you are half-way there. A WORD ABOUT HYPERLINKS An email hyperlink is simply an email or website link that is inserted into the page.com /> This inserts the HTML code that should cause the link to highlight in their email. the better likelihood your message will be read by your targeted readers. there is a simple fix for using hyperlinks with AOL recipients. advertisement or email. As in everything else in your computer. Your first impression with email marketing is a visual one. DO use a standard black text on a white background rather than a wall papered background. write the link in this format: <a href=http:// www. type in mailto: [with no spaces] in front of the AOL email address. and Courier New. Black and white comes across as straight forward and trustworthy. sometimes even illegibly cluttered with machine language.

Often this is accomplished with a “squeeze page” in which the free thing is advertised and the email address is required in order to receive it. Using a signature tag gives your email an air of professionalism that every marketer wants in their email marketing. If you sow a gift [and aren’t all true gifts free?].BE SURE TO USE SIGNATURE TAGS A signature tag is a set of text lines automatically inserted into every email you send at the end of the email. Follow the prompts and instructions in your system. The visitor NEVER even sees the pop-up if the blocker is turned on in their computer. Some of the best things to give for free include: eBooks.10 - . Take the time to master the basic strategies for integrating email into your traditional marketing campaign so that you do not repeat the problems of traditional marketers. lessons and a valuable discount on a coveted product. or old fashioned typed letter it was called the signature block. block your signature and keep it simple for a professional look. To use the signature tag feature in your email program. #1 – OFFER SOMETHING FOR FREE Nowhere else on the internet is the law of sowing and reaping more pronounced than in email marketing campaigns. whether Yahoo or Outlook or some other. the purpose of your email list and system is to build a large list so you can begin to make serious money. Remember. look for the TOOLS/OPTIONS menu. . People will naturally give you their email address in return for something they perceive as valuable. then you will reap your desired email list. Remember to offer your prospect something they need or perceive as valuable for free. they are much less so today. Without a significant list. #2 – A WORD ABOUT POP-UPS AND SQUEEZE PAGES Although pop-ups have been traditionally viewed as excellent email capture tools. your prospects will quickly run in the other direction and it could damage your reputation in cyberspace. In a traditional letter. If you don’t give something meaningful. Most computers and firewalls provide pop-up blockers that automatically block the pop-up from the operator’s side. your income is limited.

Remember. the reason to add subscription boxes of some sort on every page of your site is because you have many visitors that completely bypass your homepage. The pop-up blocker is a sort of rebellion against what is perceived as forced advertising. People are on overload and they are exhausted with being advertised to on every turn. In short. The page itself contains very brief advertising and generally is not long enough to roll down after the initial click. but it becomes annoying to your site visitors unless it is done in a classy manner. If your subscription box is only on your front page. The classiest way to make this happen without putting off your prospect or client is to insert the subscription box. So. #3 – POSTCARDS To convert your old-fashioned snail mail list to this century.SUBSCRIPTION BOX ON EVERY SITE PAGE This marketing trick may seem clever to some marketers. but it is not identified as a single page site. response form.11 - . . the squeeze page has replaced the pop-up.Part of what has happened with pop-ups is a reflection of what is happening in the larger context of marketing. you have to take another route in order to be effective. The solution to the pop-up is the “squeeze page” which is now popularly used by most marketers to squeeze out of the prospect their email address. The prospect is much more likely to read your message since they can do so at a glance rather than having to sort and open that particular piece of mail. send your marketing list a postcard that invites your prospects to visit your site. then you miss many visitors. newsletter or freebie offer in the sidebar of your site pages or at the bottom of the page. Simply put a squeeze page is a single paged URL that is promoted and advertised around the internet. Include language that offers them a BONUS IF they enter their email address during their visit. You will want to use a postcard to save postage costs and increase effectiveness for your conversion. It is subject based. the sidebar is the best place since some page visitors never make it to the bottom of the page. the site visitor MUST put in their email address into the boxes at the bottom of the page. Ideally. In order to get the freebie that is offered. #4 . The advertisement and promotion of the squeeze page is based on the freebie offered on the squeeze page.

. #7 – SIMPLY ASK YOUR PROSPECT FOR THE SALE ”You have not because you ask not. Also consider: Direct Mail costs about $1. OTHER MARKETING STRATEGIES Send out an email campaign. Many people just travel from contest to contest hoping to win something for free. Another warning: Make sure you contact your local state or county regulator to make sure you are in compliance with local contest laws. It is much easier and less expensive than other marketing methods.” Besides being a proverb. marketing messages or email rather than simply inserting your web URL. The average return rate on direct mail is between 1% and 4%. Yet we sometimes shy away from asking for the email address when the email address is vital to our sales results.25 per piece including postage. #6 – PLACE YOUR AUTORESPONDER ADDRESS IN YOUR SIGNATURE TAG Use your auto responder address in your ads. This will give you an opportunity to capture email addresses and funnel them into your system for future marketing.12 - . it’s not that hard to ask for one more piece of information. You already ask your prospect for their address and phone number. That’s a lot of bucks for such a low return. They are simply there for the “free-stuff” and never intend to buy anything from you. Every good sales manager will tell you that you MUST ask for the sale. In some instances heavy fines or legal action could be waged against you. You will want to put a contest form on your site.#5 – CONTESTS Contests help to generate traffic to your site and buzz in the internet about your business. A word of caution: Contest players are not always your best prospects. it is a cornerstone of sales philosophy. The only entry requirement for the contest is that they enter a valid email address.

If you make the calls yourself. You will need to deliver substance in your content. Voice mail messages are usually a waste of time and money. you still have to be on an unlimited calls plan to avoid being swallowed by the phone bill. Out-of-date books. Blog posts. revise and update the information in them and there you are with “new” articles to submit to the Ezines. When you post on your blog. Some of the popular sources for creating articles and avenues for exposure today on the internet include: Ezine articles. Be sure to include your links and personal blurb at the bottom of your articles. Here are things to keep in mind: Ezines – Great sources for publishing small articles that give valuable information to prospects in small. You will spend very little time editing and you can crank out a volume that can feed many sources for quite some time. Current eBooks – You will want to create articles that entice the reader into purchasing your complete eBook. Your own current eBook. the articles should be ideally between 500 and 700 words. services or company using articles. make sure you are RSS syndicated so that you are automatically distributed around the blog world.13 - . One a week is a good drip rate. When you submit your articles to Ezines. bite sized chunks. Be sure to weed out the short blogs and re-market the blogs that are longer than 300 words along with a “resource box” and site pitch. A word of warning – don’t use . Out-of-Date Books – If you are the author of a book that is no longer in print and you own the copyrights to the book. Forum posts – Basically work in the same manner as Ezines. especially if you have been blogging for several years. If you have an already written collection of Ezine articles from the last several years. Forum posts. then you simply trim. Think “drip” when it comes to your articles.Phone calls can cost as much or more than direct mail. Article Marketing There are several ways to market your product. Forums are a great way to establish yourself as the resident expert on your particular subject or specialty. then you can literally slice your book up into article sized chunks and create hundreds of high quality articles that you can post in any of the online venues. This is especially true if you hire a sales staff to make the calls. Blogs – A great way to build your article marketing resources is to draw out from your better blogs.

and 3) Through your system software such as InfusionSoft. Keep the articles around 500 words. Valuable Information Valuable information is considered the number one way to feed your prospect so that they purchase from you. Most commonly. it makes you seem cheesy and sleazy. it is best to time your marketing pieces so that the prospect is not overloaded or annoyed by your emails. 2) Your email system or site email. but meaty. More frequently than this will land you in their “spam” box or the “delete me” option will be exercised.“teaser tactics” here. Auto-responders function primarily in three areas: 1) Email marketing systems such as Constant Contact. it is effective precisely because people are overloaded . do not send emails closer than one-week unless you are having special events. Email marketing systems are designed to automatically feed into your database of email addresses. Even in really matured companies. Timing The more matured your business is. the more frequently you can send out email marketing pieces to your prospects. Most business people create a series of responders with gaps in the delivery dates so they create a “drip” effect to market to the prospect. Your prospect must be contacted on an average of seven times before you have a real opportunity to close them. Ideally. OTHER IMPORTANT STUFF Auto-responders Auto-responders help you to follow up with your prospect without having to sit by your system and personally handle the response. Using auto-responders and email marketing systems give your business an advantage over the 90% of businesses that never follow up with their prospects. Although it is a “soft-sell” approach. Wash-Rinse-Repeat Repeat contact is important and effective in online marketing.14 - . small businesses use Constant Contact or another email marketing system to create their auto-responses to people signing up on their website. From there the system automatically sends out your responders in sequence.

It is simply human nature to procrastinate and the more time they think they have to get a refund. Your prospects will delete you before they will work to figure out what you want to say. Generally speaking guarantees are made on services and warranties are made on products. one “no” is just one step closer to “yes.advertisements. Content Design Large blocks of content are hard on the eyes and intellectually intimidating. it’s not now”. Estimates are that it takes between three and seven attempts to close your client to make the sale. the less likely you will redo or refund your product or service. The longer the period of your guarantee or warranty.Copyblogger. Make your messages alternately soft and hard sell pitches with 30% to 40% of your email containing the hard pitch and the rest very soft/informational.com and others. . the less likely they are to pursue it. Guarantees and Warranties Guarantees and warranties create a sense of trust with your prospect or client. Until your email marketing piece is opened.15 - . Most clients do not ask for a refund. Also known as “no isn’t really no. Ask For The Order In the sales world it is known as the “ask and ask again principle”. you want all of your email opened by your prospects. this is an art and it takes time to cultivate. you will want to practice or at least learn tips from experts such as www. Most people look at large blocks of words as work. As they used to say. depending on the size of the purchase. In reality. it cannot help you generate a sale. So.” You get the idea: ask for the order. Get Your Email Opened Ideally. but they feel secure doing business with you if they know you stand behind your product or services.

Overused words trigger spam filters. spam and adult content filters work by scanning for specific keywords. Then they look for keywords in the subject line and the body of the message or both to see what words are repeated. you never want to appear in these ways to your prospects so limit your use of these page breakers. exacting and permanent. it is permanently removed and cannot be retrieved except by a recipient’s fishing actions in their spam box.A popular solution to this fact of email marketing is to break your paragraphs into three to four sentences each. dashes and ellipses [. Astericks. uneducated or lazy. When your message is blocked or filtered before it reaches your recipient’s box. If they are used too frequently.000" AND Body contains "!!" AND Body contains "$" "Dear friend" .16 the words "money back" the words "cards accepted" the words "spam removal instructions" the words "extra income" ". Spam Filters Even though you may have the perfect marketing plan and other material. . key phrases. . you will have to make it past the spam filters. Trigger words and characters that prompt filters to delete your email are listed below: First 8 spaces of the “From” address are digits/numerical Subject line contains: o o o o the word "advertisement" or "adv" "!" AND Subject contains "$" "!" AND Subject contains "free" "$$" Body contents include: o o o o o o . Keep each section under 200 words and use a good amount of subheadings. Spam filters are automatic. Of course. then your content looks ignorant. and key characters. Junk. Filters check the “To” and “From” addresses for these keywords.] are okay to use IF you do not overuse them.

17 - .o o o o o o o o o o o o o o o o "for free?" "for free!" "Guarantee" AND Body contains "satisfaction" OR "absolute" "more info" AND Body contains "visit " AND Body contains "$" "SPECIAL PROMOTION" "one-time mail" "$" “order today” "order now!" "money-back guarantee" "100% satisfied" " mlm" "@mlm" "///////////////" "check or money order" "click here" or "click below" “To” address contains: o o o "friend@" "public@" "success@" “From” address contains: o o o o o o o o "sales@" "success" "success@" "mail@" "@public" "@savvy" "profits@" "hello@" .

Bulking Your Email Solicitations A marketing campaign that uses bulk email will gain the same results as spam.S. Safe email marketing practices consists of two categories: . Unsolicited email more often than not lands in the Spam box and wastes your marketing efforts and dollars. Spiders and other web tools that crawl sites gather site information and the owners sell the information repeatedly as “targeted” bulk email. A legitimate business person will not send thousands of emails to random. Safe Email Marketing Safe email marketing in the direct marketing/internet world is called “opt-in email marketing”. Someone who becomes angry by your unsolicited email can turn you over to local or federal authorities and prosecute you. this wastes your time and money. Unsolicited email is commonly treated like trash and you are seen by your recipients as a pusher of trash rather than a reputable business. Simply put. Opt-in lists help identify people that are "pre-sold" on the idea of receiving email offers. unknown people culled from various sites.18 - . including the U. Bulk mailing is unprofessional and makes you look unprofessional.95" are nothing more than email addresses harvested from sites all over the web. Unsafe Email Marketing Practices Sending unsolicited email is Spam and is unlawful in many countries.You will need more creativity to write effective emails that actually get into your prospect’s box. Ads that say "100. "Opt-in email lists" are your best bet when conducting a direct marketing campaign on the internet. They have agreed to receive from you for their own personal interests. By “opting-in” to a list the person on the list has essentially “signed up” to learn more about your company and products.000 email addresses for only $29.

products. Get a sneak peak today at _________.com . Make [X] work for you! 17. here is something to consider. You will love this one… 7. Have you seen this yet? 18. Special Pre-release Announcement 6. Our Loss Is Your Gain 12. Successful Subject Lines The following are subject lines that have outstanding results in marketing campaigns for a broad spectrum of goods. Before you give up. Discovered! The secret to [X] 10. Urgent News! …. Something I thought would interest you… 15. > Opt-in lists – either rented or self-generated through your own site.> Paid safe lists – a service provided by the list owner from their server. Check this out and tell me your opinion 14. Three minutes to greater [X] 9. I goofed… 5. You have to see this… 3. Doctors tell all about … 4. Who really wants to be a(n) X? 2. I need your help… 13.19 - . and services. 16. Here is the answer you are looking for 8. 1. 11.

You can cross promote your product with other business’ products in a package deal. include a coupon or sale flyer for other related products you sell in the package.Testimonials #4 . When you deliver your product. the idea being that you plant the seed of the idea of an additional product and in time the harvest manifests in your increased sales. you want to follow up with your customer at least once a month. Large companies such as Sears and Radio Shack are notorious for this practice and it is a practice that has won them their success. It is a good practice to offer your clients a full refund of their purchase price if they refer four other clients to you. It is a good idea to up sell at the order page by listing a few other products that are popular in your company sales. Whether you invite customers back to buy again or seek new customers. offer your customers an opportunity to join your affiliate program so they can earn commissions by selling your product. Ideally.Call to action #7 . Include an ad or flyer for other products you sell and have other businesses sell for you.The offer . Make it easy for the customer to add on to the original order at the time of check out. #1 . When you sell a product.The following elements are essential to create email marketing that works.Headline with a unique position statement #2 . . It is called “seed selling”.Benefit-oriented copy #3 . This practice will increase your sales power by utilizing both the power of referrals and the viral effect of the internet. This practice will give you four fully paid orders and one courtesy order. Clients who are motivated by money or on a tight budget will respond with referrals and your client base will grow as a result. This type of offer also has a humanitarian appeal in that it makes it possible for low-income or struggling clients to obtain a product they may not otherwise be able to afford. This can be in the form of a thank you or an ad for related products. be sure to follow-up with the customer. perhaps every two weeks if your market is suitable.Postscript When you make a sale.20 - .with bonuses #5 – The guarantee/warranty #6 .

Look for partners whose businesses compliment yours or who have similar objectives – not your competitors. You can also design the certificate so that it is valid for purchases on your site and increase your online sales. Sample items include: bumper stickers. . writing pens. You will always want to stay on top of the most effective new tactics for your company. t-shirts. There are numerous promo product companies that sell volumes of these items at bulk rates. Other Tips For Marketing Success Find a strategic business partner. Most business consultants and internet marketing experts tend to lean heavily into one method over the others because they benefit directly or indirectly from that method.Sell gift certificates for your products. Such items are a good investment because they create good will with your clients and they get your company name out into the community. piggy banks. New marketing strategies are created all the time. etc. That is why you have to constantly examine the latest and greatest strategies. ball caps. Internet Marketing Includes: Pay-per-click advertising Search engine marketing Banner ads Online classifieds Press releases Ezines & other article marketing venues Social networking sites like YouTube and FaceBook Online bulletin boards It is a combination of marketing techniques that will yield the most traffic with the least expense. You will make guaranteed sales from the purchase of the gift certificate. You can send free products with the product package when you ship.21 - . The freebies should have your company name printed on them.

We are emotional beings and we respond emotionally. in your advertisements. especially to ideas that bring increased pleasure. People will visit your site to read the free eBook and will develop an interest in your product ad. materials or other assets to auction off.22 - . Build up the number of people that join your affiliate program quickly by temporarily offering your product for free when they sign up. Especially in upstart businesses there is a lot of the business work that can be easily outsourced or managed with a part-time worker. Create a free eBook or a directory on a specific topic on your website. relief. security. . Outsource part of your workload. Just ask your visitors to return if they'll refer their friends to your site. This will increase your repeat traffic and sales because your visitors will visit regularly for the visitor bonuses. Depending on your product or service line. Start an auction on your site.Brand your name. services. Make sure you have a “Feedback” page where your site visitors can constructively contribute to your company’s improvement. you may either charge for this section or make it a bonus for your clients who do a certain amount of business with your company. Turn part of your site into a “member’s only” section. Include emotional words. You can accomplish branding by hiring a professional branding company or by writing any number of articles for Ezines and other sites for publication. happy. Allow people to download software or eBooks from your site at no cost. Publish your Ezine only on your site. fun. Negotiate with Ezine publishers to get free or discounted ads by letting them join your affiliate program and earn commissions on the ad you run. Invite people to subscribe directly online or in your email marketing piece. Offer daily or weekly visitor bonuses worth a purchase discount. Of course. you will need products. product or business. such as love. but good only through a certain period of time so you can prompt purchases. The type of auction will be determined by the nature of your business and the theme of your site.

You may earn extra income from people who want to hire you to write articles or books.S. When you publish online articles. If you write about your business topic. making affiliate programs available. Publish a free eBook and give it away to increase site traffic and sales. You will get free advertising. People might want to read back issues on a product. If they read your article and like it. . you gain people's trust. Since eBooks are give-aways. website address and email address in your resource box. You may place an article on a publisher's home page. business name. your advertising will multiply all over the internet. They allow their visitors to republish the articles listed in their free content page.23 - ." at the end of your ad copy. You can get extra exposure if the Ezine publisher archives their publications on site. You can also earn extra income as a feature seminar speaker on your specialty. they are quicker to buy from you. etc. This will allow you to spend your profits on other forms of advertising. You can buy advertisements in Ezines that don't publish your articles. You can allow Ezine publishers to add your articles into the content of their free eBooks. Create new products or services only after a strong need for them is determined. This gives you and your business extra credibility and helps you compete in the marketplace. You will get your article published all over the web when you submit it to an Ezine publisher that has a free content directory on their website. especially when they know very little or nothing about the product. This is where you either want to repeat a strong benefit or use a strong close like a free bonus. You can include your name. credentials. selling advertising space on your site. then you become the “expert” on your topic. You become known as the expert in your field. this will give you extra exposure. selling other people’s products. If they publish every issue of their Ezine on their home page.Brand your site and your business by submitting articles to online Ezines. Create multiple streams of income with your site by selling your own products. Use a "P.

however. Use this information wisely. Provide sign-up boxes to win awards or give away gifts on your site. When the award is given. Provide a "Contact Page" on your site. Give your site a human face and human appeal by publishing pictures of your staff or family with a summary profile of the people working with you. Improve your business by including a “feedback page” on your site. Join online business associations to gain extra business exposure through their members. This helps your site visitors and clients alike to feel that their input matters and that you are sensitive to their needs. Make your site “worth the visit” without overselling. Design your product package so that it is colourful. offering the client more of what they want in a guarantee.24 - . Allow others to republish it or give it away to increase your exposure and your status as an expert. Keep your ad copy simple. Utilize a simple form of viral marketing. Give visitors phone. email and street address information so they have a sense of comfort about how they can reach you. Sites that do not have these basics are suspect in the minds of the visitors or new potential clients. Write or have someone else write an article or small report with your name as the author or your ad included on the bottom of it. You will have full or limited access to the names and contact information of the other members and you can promote your business using this information. You want as much creditability as possible and contact information increases your public credibility and image. eBooks.Sell your back-end products to your customers immediately after they place an order with you. smart and more attractive than your competitors’ packages. Design your site so that your visitors gain valuable resources even when they do not purchase from you. You will want to include links. At the check out. Include content and free stuff on your site that helps to promote products you sell. software and other tangible and useful tools for them. you can publish the names of the winners. . Assume that your prospects do not understand industry lingo and use wording in your ad copy that makes your ad clear to them. Study your competitor’s guarantees and write yours so that it is more powerful and more attractive. because many of these associations work with the same protocol as your local chamber. take them to a "Thank You" page that showcases some of your best sellers.

Visitors that subscribe to your Ezine are your strongest leads. newspapers. you may choose to create a directory that lists related businesses your clients need to help finish their project. websites etc. Draw your competition in and gain access to them by starting a new industry association that is attractive to you. You can make this a “What’s Happening At XYZ Company”. Offer your knowledge via email or by telephone. Search for your business' name in newsgroups and discussion boards. This page should contain information that is news worthy content for Ezines.Find out who your strongest leads are by offering a free Ezine. Offer a free online directory. People will consider this a huge value because they have instant access to an expert and because consulting fees are normally very expensive. Create a "PR" web page for your business. Your company will become known as top in your field and you will become known as an expert on the topic. Offer them a product discount or give them a free bonus for linking. etc. Your directory can be full of interesting eBooks. Conversely. . Develop your opt-in email list by giving your visitors a reason to give you their email address such as a free eBook or subscription to something they will find valuable. Some of the comments you find will give you a fresh perspective concerning the public’s view of your company and will help improve your business. magazines. depending on your line of business. seminars or webinars. Help expose the positive stories written about your company or business by posting the article links on your site. Be sure your top salesman or product expert is the facilitator for such courses so that you capitalize on the added exposure of industry information. Hold free online classes. Give free product consultation to people who visit your site.25 - . Attract people to link to your site. Ezines.

Borrow/Rent For rare or one-time use equipment. Network Networking creates opportunities to exchange mailing lists and trade leads. Wholesale/Bulk Purchasing your business supplies in bulk or wholesale quantities is simply smart business. Don’t forfeit your business deal or your cash. . There is little point in investing in equipment that you rarely or ever use. Make the phone call and rent it or borrow it so that more of your profit line stays on the bottom line.26 - . Online/Offline Auctions Auctions can be a great resource for supplies and equipment. consider borrowing or renting the tools from a business equipment rental warehouse. visit as many freebie sites as possible to find free software. you will first check with your tax accountant to see which tax rules apply to your situation. but prepare to shop and bid quickly.NON-TRADITIONAL MARKETING SYSTEMS & SMART BUSINESS Barter If you have a business. bartering goods and services will help with your cash flow and will lower your overhead expenses. but there are times when that equipment is necessary to “seal the deal” with a potential client. Government agencies as well as state/city offices can be terrific resources. Of course. Free Stuff In your spare time. online business services and many more pluses in “free stuff”. It is not always possible when upstarting a business to be able to take advantage of such discounts. backgrounds. Business networks open opportunity for new types of advertising and a more targeted use of your advertising dollars. so you may want to partner with another business person in your community to pool resources for bulk discounts. especially when shopping on a budget for an expensive equipment purchase. graphics. When you barter with a non-profit organization. you may be able to write off a portion of your exchange as a donation.

If you are this careless about your public presentation. Search You can always search for new suppliers for your business.27 - . While it is important to have Bubba’s input so that the product line is sold with the right slant. The best way to set your mind to negotiate with everyone is to think of yourself as talking to a salesman at a car lot. the client wants to know what else you are careless about – especially concerning his purchase? It is wisdom and good marketing to spice-up your site's wording with plenty of adjectives. Again. A monthly evening of searching the internet will invariably yield new doors to knock on. But always remember what it is you need and what you are merely “shopping for” when you’re out there. New businesses are great to knock on because they simply need an opportunity to provide to new clients in order to build business. then by all means buy them used. it is money well spent. it is a major faux pas to assume that because a person can speak the language they are qualified to write the site content. Nothing turns off clients more quickly than to see spelling and grammar errors on your site page. Negotiate Always try to negotiate a lower price for everything from equipment and supplies to your vendor’s prices. Such mistakes make your company look unprofessional and ignorant. Such language gives your visitors a clearer vision of what you are selling or describing to them and gives them a more comprehensive understanding of your business. Purchase the supplies when they go on sale before you need them.Plan Ahead Make a list of business supplies or equipment you'll need in the future. . Professional Writing Many websites lose their prospective clients because they let the Bubba-In-Charge of sales write their site content. Check your local internet message boards and newsgroups for businesses trying to shed their equipment or supplies. Public auctions for businesses going out of business are a significant source for used items. spend the extra dollars to enlist a professional writer. Go a-knocking and compare prices. Used Stuff If your business equipment and supplies don't need to be new. Keep an eye out for stores that have big sales. Simply keep your ears and eyes open and invite your site visitors to communicate with you.

An example of negative marketing is: Do you want to be free of your debts? The idea is that if your target market is focused on their problems. Web Links A “Code 404 – Page Not Found” message on any of your site’s links is the quickest way to lose a visitor or prospective client.28 - . your company will also lose its reputation when others find out the dishonesty and word spreads about your practice. a chat room or some other online forum. Remember to tell people that your Ezine carries advertising before they subscribe or they may count it as spam. then your solution becomes very attractive. If people go to your site and what you said was free really isn't free. email marketing. the opposite of the negative marketing technique is “positive marketing” technique in which you spend more ad copy focusing on the numerous benefits of your product rather than the customer’s problem. The bigger the target market is that is affected by the particular problem you solve. A Word On “Free” Stuff When you offer something free. . Aside from the immediate lost sale. While both type of marketing deal with the positive and the negative aspects of a problem. Ezine Emailing Increase your sales by emailing full page ads to your Ezine subscribers. Negative Marketing Ad copy that asks people questions to make them think of their problems is known as “negative marketing”. Regular communication shows concern and care and everyone wants to count. what makes each type its own is the focal point of the ad content. then you will lose their trust and they won't buy anything. the more sales your company will realize. Positive Marketing Of course. a regular interaction with your clients and prospective clients builds your business and your client’s confidence in you.Customer Interaction Whether it’s through FaceBook. make sure it is really free. Check your website links regularly.

Include their picture and endorsement statement on your ad copy. Charitable donations based on sales show your clients that people matter to your company and that you have more than a seasonal commitment to people in the community. the “grandfather of sales” says. Don't waste your valuable resources. etc. Stay open to new ideas and promotional techniques in order to stay on top of the current market. If you anticipate a high run on your product. your life should be a continual learning experience. Farmers never plant one day and expect a crop the next and neither should a wise business person. contact your supplier and get a verbal commitment from them about replenishing your supply in case of high volume sales. As they say in motivational groups: “Keep the best and toss the rest”. and study to learn all the new website promotional ideas that are working for online businesses. Study the results of your efforts after 90 days and evaluate it as it measures against other marketing efforts you have made. Product Availability Keep your product available to your customers at all times. You want to make this a charity that is generally approved of by your client base. they may end up cancelling their order. Charity Advertise on your ad copy that your organization donates a percentage of your client’s purchase price to a specific charity. Results Talk Nonsense Walks Analyze the results of all of your promotional efforts. As Zig Ziglar. This is also known as “sowing season” which strongly implies a portion of the year dedicated to putting effort in your new technique. If you have to backorder it. All major marketing courses in the colleges and conventional wisdom both dictate that you must give every new effort at least 90 to 120 days in the marketplace to accurately measure your results. Never assume you have it all figured out.Your Knowledge Base Buy internet business books. eBooks.29 - . Make sure the person is well known and well liked among your target audience. private site memberships. Fame Famous endorsements are normally expensive to afford so make sure your marketing budget can handle their fee or whatever you are exchanging with them. . This helps you to cut turn around time in the event of a backorder and imparts confidence to your clients when you can commit to a shorter delivery.

30 - . Order Process Easy and clear instructions on your order page is attractive and a confidence builder.Order Incentives Free shipping. . a faster shipping option. and more using the right software. The more complicated it is. You will want to take advantage of their free advertising areas on the internet. Your order page should be easy to understand and easy to follow. You want to make it easy for them to meet their deadlines and you want to improve your bottom line.trafficattractor. Some of the best software out there includes http://www. the less likely your client will successfully complete the order process. if you are an upstart and still scratching out your niche. Viral Marketing allows others to give away or use your product or service for free. So. Web Presence Your small business will look larger on the web if you utilize the best graphics and professional design. Incentives make both goals easily possible and very attractive. Software Use marketing software so that your direct contact with your prospects is automated and tracked.com. Automate your search engine submissions. marketing software is normally used by companies that have a solid financial start. characteristics of large businesses. This quickly multiplies your online marketing efforts as your product or service becomes a household name. you may want to wait until your financial base is solid. Organizations such as Craig’s List also host a number of city related sites in numerous countries. free gift wrapping and a free bonus gift are all examples of incentives you can offer clients who order by a specific time or date. Free Ads & Viral Marketing Most communities and larger cities have free ad spaces on the internet.marketingpilot.com and http://www. posting to online classified sites. Keep in mind. An ordering system that operates smoothly and is well organized make your company look sophisticated and competent.

. Be sure to tell your visitors that you are the president or CEO of your business. For example: "Attention! Accountants. Be sure you know the benefits that appeal most to your target market. Take the time to research them. The Benefit Of Authority Most people have been taught their entire lives to those who hold positions of authority. When a client speaks to you. In other words. you invite your prospect to become emotionally attached to the idea of gaining the desired results by using language that indicates those results are a “done deal” and within their grasp. solicit their input and get to know their likes and dislikes. Besides automatic respect. Be sure to impart a sense of expertise and confidence. Use bullets. Design your site for their likes and tastes rather than your own.31 - . this gives the prospect extra assurance that they are speaking to the best person in the company for final decisions and ultimate expertise. Put yourself in your visitors’ shoes and act accordingly. Personalized Headlines Personalize your ad copy headlines to your particular target audience for each segment of your marketing campaign. You can utilize the features of an auto responder and send lessons daily to those who sign up. but make your benefits stand out visually in your ad copy. Prospect Ownership Invite your reader to see himself in possession of your product by writing your ad copy with language that spells out present or future results of the client’s use of your product. Discover A New Way To Increase Your Client Base!" Selling Benefits Benefits can include anything from delivery speed to pricing to exclusivity. dots or dashes. they gain confidence in your company by the confidence you impart in the conversation.Do Your Homework Know your target market and your visitors. This invites readers to feel exclusive and important by belonging to the target group. Don’t be shy about your position in the company. This should be something that prospective clients view as a valuable freebie. Free Courses Attract new clients to your site by offering a free course on a topic relating to your area of expertise.

The function of the auto responder is to keep your warm. Your Auto-Responder Constant Contact and Get Response are two of the largest. then you will want to keep your back issues available on a site page with the auto responder plugged into the request so that your system automatically answers the client. Most auto responders have a free introductory period and are fairly affordable once the intro has passed. interested market warm and ripe for purchase. most popular and affordable auto responders on the market today. You can also use your auto responder to distribute free online courses. newsletters. but make sure you limit the offer so that you achieve the desired sense of urgency. then make sure it is indeed limited. Blog On Your Own Domain Rather than blogging on WordPress or a similar site. Your auto responder can help with everything from squeeze pages. If you make a “limited offer”. Increased Credibility If you include tips in your ad copy that helps your prospect. . You can limit the bonus package that is included with the purchase or the purchase discount. move your blog site to a page on your own company URL.32 - .Limited Offer A limited offer creates an urgency that will help prompt your prospects to buy now. If you publish an Ezine. to newsletter sign ups to eBook sales. then you help close the sale on the spot because you immediately gain credibility as an expert. This will help to drive prospects to your business and will set you apart as an expert in your field. You will also increase the prospect’s trust in you and will be seen as a generous company that is concerned with solving their client’s problems. You want to use your auto responder in every possible opportunity so that your leads list builds and so that you have a perceived “relationship” with your warm market. reports and other desired information for your prospects. Your added credibility will also increase word-of-mouth advertising and increase your sales. Some hosts now include a blog page option in their site templates so it’s fairly easy to make your blog part of your site.

then you are in the unique position to appeal to your prospects based on what they cannot get from your competition. The more readily you identify what your company can offer that is not offered in the marketplace. Whether products. When you offer and support what your competitors do not. This too is back-end marketing.Unique Selling Proposition Research your competitor’s weaknesses and use them as reasons for purchasing from your company. Niche Marketing The internet has made the marketplace larger and smaller at the same time. you will want to insert an ad in the book that prompts the client to purchase other items in your company’s line of products. . back-end sales are made after the product that originally appealed to the client is in the shopping cart and in the card process. By easing the prospect’s mind before they speak with you by posting answers to the most common questions. but specialized niche in the marketplace of their product. You will likely never eliminate competition. Back-end Product Sales A “back-end sale” is a sale made on the back side of the purchase process – after the original sale and at the point of purchase. These questions will be constructed over time and from experience as you get a feel for the questions that most frequently block your visitor’s purchase from your company. but you can seriously shrink the pool of your competitors through savvy research and target marketing. Exploit these facts. consulting or eBooks your client’s perception of your customer service will determine your success. While it may seem to make your business smaller.33 - . While we are exposed to “the world” when we launch a site for our businesses. the larger of a market you can appeal to. the smart business person will seek to target a small. You want to remove all barriers to purchase and the FAQ pages are the place to do it. When you sell eBooks or other electronic products. you will increase your sales ratio. Work to improve your customer service on a regular basis. FAQ Pages Frequently Asked Questions [FAQ] Pages help your site visitors and yourself since they answer anticipated questions that most of your clients may ask. it actually makes it larger because you are now online and specialized. services. Customer Service Customer service is important at every level of business. Also known as “add-ons”.

Watch Your Language Remember. CDs. availability and price. As we say here. Testimonial – To offer proof of your claims. Discount/Sale – To emphasize bargains.Catchy Names Your company name and product names should be memorable and original. delivery and quality. delivery and ordering. changed the spelling. Important – People do not want to miss important information that can affect their lives. water filter systems and other household items designed to function for the family for a number of years. refrigerators. Most services are an investment. and the only books. services. customers buy or purchase books. instructions.” When you talk to people in person or on the phone. Choose your language carefully when crafting your ad copy. rebates and one-time discounts. Guaranteed – For products. Limited – For issues. make sure you are approachable and friendly toward all at all times. “If you want a friend. they utilized the “ade” sound of Koolaid. A fresh twist on an old idea can be conveyed by giving the product a catchy name. Easy/Simple – For ordering. Avoid condescending and never talk badly about your clients to prospective clients. clothes and other personal items. Be Likeable People buy from people they like. They invest in vacuum cleaners. added color to the drink and marketed their new hydrating invention as “Gatorade”.34 - . For example: When drink manufacturers wanted to capitalize on a drink tradition. time. Words That Work Fast – For results. When you gain a . shoes. words affect the buyer’s perception of your product’s value. use and payments. You/Your – Personalize the voice of your ad to effectively transfer ownership/increase sales. CDs or clothes that are investments are those designed to benefit the client for a long period of time or for personal investment purposes. be friendly. Be sure to use the appropriate language with your client concerning their purchase of your product or service.

You want to speak directly to your market. contact information and emergency contacts. You will have a larger number of strategic thinkers on staff with you which increases profitable business ideas and brings them to market sooner than when you go alone. target advertising is a much better use of your ad dollars. About Us Be sure to include an About Us page on your site to help your visitors get to know you as a company and as a group of professionals. You will become very competitive in the marketplace by appealing to a larger audience. Your business will gain a larger number of skilled people to work on your projects. You gain the knowledge of the other businesses employees. Free Consultation A free consultation is an excellent offer to your site visitors. Your marketing and advertising budget will increase. especially when the day is going rough. You will want to exchange endorsements with your alliance partners. professional profiles of your employees. Some consultations can run as much as $300 for a half an hour session with the expert. The total number of existing clients in your client base will increase dramatically. You will want to include a few blurbs on this page about your company history. especially for professionals and those that handle technical or specialized products or services.rapport with a person. You will develop new products and services faster and more effectively with a larger work force. . Everyone likes to receive compliments now and then. its public profile or points of significant recognition in the field. Visitors want to do business with people they feel like they know. so when you offer a “free consultation” you will add a sense of value to your client’s experience with you. Your business will expand more rapidly.35 - . Targeted Advertising Especially for a niche market. so there is little sense it soliciting clients from a base of people who are totally uninterested in what you offer. tell a joke here or there or offer a compliment. Advantages To Strategic Alliances Your sales staff will increase.

. but is not billed for 30 days. It’s like looking at your favourite catalogue while on the subway. Rewards/Discounts Discounts are encouraging to clients. but again. Payment Options Traditional credit card and brick-and-mortar payment practices can be utilized in your online store if you handle it well. At the same time. “You get what you pay for. Never offer extremely deep discounts on products unless your wholesale price was deeply discounted on a batch or shipment.” People perceive your value/your product’s value in proportion to your pricing.Website Via eBook Many people commute to work and back on public transportation within urban areas and spend a fair amount of that time reading while in transit. be careful here or you will work long hours for pennies. such practices are self-defeating. For instance. Be sure to sign up for their evaluations and apply needed changes to your site to increase your traffic and effectiveness. Raising the price can increase the perceived value by the client and lower prices may actually decrease your sales. and carry it with them for viewing at a time convenient to them. this allows visitors to take your site with them. On the other hand. There is an old adage that says. you can offer deep discounts on services since the primary cost for services is pure talent. you can give a “30-day Free Trial” where the client receives the product. but don’t offer them too hastily or too deep.36 - . A 10% discount is always a happy percentage for both you and the client and does not usually cut too far into your profit margin. download it. Site Evaluations Online marketing gurus offer free site evaluations that will give you valuable information about the effectiveness of your site. Or offer “12 Monthly Installments” for high end items. print it. people find they do not always have time to sit at the computer to browse through a site of interest. You can also offer “3 Easy Monthly Payments” for larger ticket items that clients often need spread out over time. Perceived Value The lowest price for your product or service is not always the best price. If you copy your site content into an eBook format and include the link on the front page as a download. Offering clients payment options also removes cost objections by making it easier for your clients to budget their purchase.

consideration and manners. even when we shop. must earn your money. “The customer is always right” was never taught so that employees would think the customer was never wrong. bag and carry your own groceries. That is really not a “too-tall order” and it should be transparent to the customer. they should not feel they are being “nickeled and dimed” because they want service. Others simply refuse to pay a company a profit so they can have the privilege of doing their work for them. After all. give your company a competitive edge and make you stand out in your field. It was taught to set the right tone and mindset so employees would handle clients with care. And the restaurant expects you to serve yourself. Where ever there is a lazy salesperson or service person I refuse to do business with that company. Manners & A Lack Of Them The old adage. then the discount on the items purchased should be huge! My personal motto is: I work for my money and I will not work to spend it. Today. The gas station expects you to pump your own gas.Features and Benefits Features are equally as important as benefits. Ideas Journal An ideas journal is always a good thing to carry with you. You will want to keep track of “the good. Service With A Smile Hand in hand with manners is the idea of service. the client can easily go to another provider with polite and thoughtful staff. but are often forgotten in the ad copy. if we are to check out. many of our traditional services have been replaced by machines.37 - . bag and carry our own groceries. Society is training us to all do our own work everywhere we go – all day long. the bad. Many people are overworked or work several jobs and simply need more service. too. Remember to list features as well as the benefits. and the ugly” ideas that roll through your head. A lack of manners from your employees will run off your clients and in today’s changing and ever expanding/competing world. Bringing service back to business will. find a way to embed customer service into your profit plan. What may seem ugly or dumb today may turn into . indeed. The bank expects you to do your own paperwork via the ATM. The grocer now expects you to check out. Your client wants to know the features of your products or services at least as much as they want to know the benefits. clean your own table and properly discard your eating utensils. you. But to make your business stand out.

There are many things you can charge extra for at the time of sale. If they order 3 it's a 10% discount. express shipping.38 - . Quantity Up-sell . etc. You can easily charge an extra $30 dollars for the reproduction/distribution rights. You will have to make a commission on the product in order to profit. Time Up-sell . etc.If your product comes with a warranty. you can discount the subscription if they order the longer subscription. Discount Up-sell . Extra Up-sell . They will see your site listed in their bookmarks and return to your site.This is similar to the discount up sell except you increase the discount according to how many products they order. At least once a season. if they order 5 it's a 15% discount.You can take your basic product and up-sell to a “deluxe edition” for a few more dollars.If you sell a product people will likely order again in the future such as shaving gel. engraving. Some do not think to do so unless you tell them to mark it. Ways To Up-Sell Deluxe Up-sell . "Bookmark This Web Site Now" Tell your visitors to bookmark your site. Affiliate Up-sell . such as a magazine. Money Up-sell . If you are the resource they need. It may include gift wrapping. and I start a new one every year or two [whenever I fill it]. imprinting. I sit and go reading through my notebooks in my file cabinet to see if anything pops out as something that can be used today in my business. Extended Up-sell .When you sell a product you can offer similar products in a package deal. Never toss out your ideas completely.When you sell a product you can also offer someone else's product as part of an up-sell.You can offer others the right to sell the product they are buying from your business. which is called affiliate selling. you can offer a second can of gel at a discount. custom designs. This is especially true for eBooks and other electronic products. I keep a simple $2 composition notebook with me at all times.a jewel tomorrow with a slight adjustment or new person on board. You really do have gems in your ideas journal. then you have given them a good reason to bookmark your site in their system. §§§ . Package Up-sell . The products are cheaper with the package deal than purchasing them separately.If you sell a product or service people subscribe to. you can ask your clients if they want an extended warranty for one more year for only $30.

mystudent4life. Mandhla is a dedicated online business educator and the author of several books. He resides with his family in Johannesburg. Mr.About the Author Justice Mandhla is the CEO of www. www.com . §§§ .com .longlife4learning. and www. He specializes in helping new and small businesses grow to their full potential.businesslearning4life.com. South Africa.39 - .

Sign up to vote on this title
UsefulNot useful