Category: Public Speaking
Publicity From Thirty Thousand Feet
Sketching out your marketing campaign will also give you a chance to see what’s been leveraging you results and what hasn’t. Keep in mind that some things like bulk sales and national media might take longer than other items so you’ll want to keep putting forth effort toward those long-term goals.
We all know that marketing a book is a process. But sometimes the process takes longer than we’d anticipated. That’s why it’s nice every now and again to hop aboard the publicity jet and get a look-see at what you’ve been doing from the thirty-thousand foot level. Why? Well, first off this birds-eye view will reveal to you areas you might be overlooking or other options for marketing you hadn’t considered.
To accomplish this bird-eye view you’ll want to get yourself a big white board, or something else big enough to chart your flight plan on. Then, once you’ve gotten that start charting the course you’ve taken so far. Don’t leave a single thing out; it doesn’t matter what it is. What you want to end up with is a serious list of everything you’ve done from the time you held your first proof book in your hands.
One of the things this type of a project will do is give you a new perspective on what you’re doing. It will show you areas that you’ve possibly been spending too much time on or potential holes in your campaign. Sketching out your marketing campaign will also give you a chance to see what’s been leveraging you results and what hasn’t. Keep in mind that some things like bulk sales and national media might take longer than other items so you’ll want to keep putting forth effort toward those long-term goals. But let’s say you’ve been spending tons of time doing radio but nothing really seems to be happening in that area. You then look over to your speaking engagement section and realize you haven’t done a lot with that recently. Perhaps it’s time to pull back on radio and start pushing speaking events.
Once you’ve spent a good long time in this birds-eye view mode, start developing a to-do list of items or add to an existing list to help reinvigorate your campaign. One of the many things you’ll learn from doing this thirty-thousand foot perspective is that we often become myopic in our campaigns, focusing too hard in one area and not hard enough in another. Stepping back from your work will allow you the breathing room you need to regroup and reset your goals. Then you can focus in on particular areas or tasks that might need a boost. ‘
It’s been said that a plane flying from Hawaii to Los Angeles is always off by three percent. If left to fly without any adjustments to the course, however slight, the plane would land up in Seattle instead (a difference of almost 1,200 miles!). But through corrections and readjustments the pilot eventually reaches his destination. As you pilot your own campaign, remember: don’t leave your marketing on autopilot. Realign, readjust, and refocus and eventually you too will reach your destination, wherever that might be.
Happy flying!
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Marketing to Marketers
Marketing to other marketers to make it easier to make money is great but many of the buyers never use the products and just try to pawn them off on other marketers. So you wind up with all these people selling scripts, programs, eBooks, and more to other online marketers and they profess how great they are without ever using them. They are just trying to make a buck as an affiliate of someone else’s idea.
I am all for new marketing ideas especially the ones that automate tedious tasks. I love submitting articles and use an auto submitter. RSS feeds provide news to my sites. Automatically creating links to Clickbank items based on keywords in my blogs is a godsend.
But, to me, if people donít use these products and just pimp them to others, they are missing out on the long term benefits for a quick buck.
I admit that I have done this in the past and may do it again in the future ñ but ñ I only sell products that I actually use and approve. That way I can actually vouch for them since I have used them and can speak from personal experience.
Personally, I prefer to market to the average Internet Joe. I market to people who are looking for a deal on a credit card (and I use a super script to keep my site current). I recommend hotels in Thailand and can speak from first-hand experience. I post links to hotels in Thailand forums and also have 6 Thai affiliate hotel sites.
I also write articles about Thailand and list my hotel affiliate links in the author’s resource box. These are pretty easy to write since I have been traveling to Thailand for over 30 years.
I also write the occasional marketing or credit article to get some traffic to those sites. I have about 10 article sites and advertise on those sites that others submit their articles to.
I would rather make a few bucks marketing a product to people who are actually going to use it instead of marketing to someone who is only going to try to sell it to someone else.
All of this is just my personal opinion. There is nothing morally wrong or illegal of marketing to marketers. I use many of the items that are up for sale, especially those that make my life a little bit easier.
The one thing that I do object to is the folks that market to others and make false or misleading statements indicating that they use the product and how wonderful it is when they have never used it and just want to make a buck.
Anyhow, keep coming up with all those great products that marketers can use to make our lives easier. Just market them honestly.
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Myths about Selling
Your online commercializing conflict will include a number of dissimilar methods in different arenas of the Internet. You may have a web site, use an auto responder, post classified ads, post articles, place banner advertisings, sponsor lists and newssheets, circulate press handouts, and much more. Keep in mind, though, that when you are first commencing, it is vital that you concentrate on one facet of your merchandising crusade at a time and elevate it to its fullest degree before proceeding on to the next.
It is more effective to slowly become profitable by concentrating on one event at a time, than to hardly be gainful because you are attacking all of the events halfhearted.
Broaden and spend little sums of money on advertisement for the first time. If you apply a conservative approach, you will not be exhausted financially if an ad doesnít return the sales you were going for. Just keep trying out advertisements as your fund permits until you discover the one that works most effective; then you can roll it out and be positive that you are going to earn money rather than lose it!
If you have a lot of contest, state that you will respect all of your competitionsí vouchers and/or rebates; use “theirî advertisement to your advantage.
An antique problem in business sector is accumulating final payment for services delivered. As a business possessor, you need to be tended for “difficultî customers and “moochesî by exercising such matters as
In your contract or sales arrangements, state the interest rates and late fees that will be assessed if payment is not received within 30 days of completion.
Compose form letters to be used for accumulating the remainder. There should be three letters in total — one after the payment is ten days late, another after twenty days, and a third that lets the client know that youíll be turning their account over to a collection authority (or taking them to small claims court).
The third letter should not be sent until 45 days after the payment is late. And of course, never bluff. If you say you will turn it over to a collection agency, do so.
The best way to protect yourself is to take payment thru credit card. State to your customer that you will bill their credit card one third of the entire cost as an initial down payment, another third just after you have passed the 50% closing period, and the final third on delivery. Or use the two-payment system – half at the introduction of the task and the balance upon completion.
One more thing. You are free to use this article on your website provided that it stays unaltered and the links in the resourcebox is live, search-engine friendly links.
DO NOT STEAL. IT IS NOT WORTH IT.
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How can we make our Advertising as Effective as Possible.
The answer is to test. Test again. And then test some more. If ad ìAî receives a two percent response rate, and ad ìBî receives three percent, then we can deduce that ad ìBî will continue to outperform ad ìAî on a larger scale.
Testing takes time, however, and can be expensive if not kept in check. Therefore, itís ideal to start with some proven tested known ideas and work from there.
For example, if testing has shown for decades or more that targeted advertising significantly outperforms untargeted advertising (and it does), then we can start with that assumption and go from there.
If we know based on test results that crafting an ad that speaks directly to an individual performs better than addressing the masses (again, it does), then it makes little sense to start testing with the assumption that it does not. This is common sense.
So it stands to reason that knowing some basic rules or techniques about writing effective copy is in order. Test results will always trump everything, but itís better to have a starting point before you test.
Sometimes a little tweak here or there is all that is needed to increase response rates dramatically.
When a prospect reads your ad, letter, brochure, etc., the one thing he will be wondering from the start is: ìwhatís in it for me?î
And if your copy doesnít tell him, itíll land in the trash faster than he can read the headline or lead.
A lot of advertisers make this mistake. They focus on them as a company. How long theyíve been in business, who their biggest customers are, how theyíve spent ten years of research and millions of dollars on developing this product, blah, blah.
Actually, those points are important. But they should be expressed in a way that matters to your potential customer. Remember, once heís thrown it in the garbage, the sale is lost!
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