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Super Bowl Advertising And Marketing For Perfection

With Super Bowl ads running at almost $3 million for 30 seconds, you need to be perfect.

The game kicks off in about one hour and we have already seen some of the high-priced ads. Here are my comments on how the big guys do it.

#1. Pepsi. Pepsi has an outside-the-box ad. The ad is done by two deaf guys trying to find out where Bob’s house is. It is done completely in sign with sub-titles. This is a first. We will see if this is labeled “offensive” even if the National Association of the Deaf approved it.

#2. Budweiser. A perennial mainstay. Wouldnít be a Super Bowl without Bud and all of their commercials.

#3. Miller Lite. Bud’s main competition that seems to always be poking fun at Bud.

#4. GoDaddy. GoDaddy is always controversial which gets them the most publicity. You may see racier ads at their web site.

#5. P&G. Proctor and Gamble will air its first ever Super Bowl commercial featuring Tide.

#6. Vitoria’s Secret. Marketing lingerie with hot chicks to guys makes sense to me.

There are more and I will post another article after the game.

Some comments in general.

Sex, humor, and music still sell. Well, it sells to a primarily male audience.

More companies are linking their TV ads to their web site.

Companies can get away with more on their web site. FCC rules donít apply.

If it worked before, use it again.

Stars give credibility (to an extent).

Market to your audience (in this case, mainly males).

This is the only show that people actually wait in anticipation for the commercials.

Pepsi has coined a new term ñ different abilities ñ as opposed to disabled or challenged.

30 seconds cost almost three million, but these ads will be all over the Internet forever for free. Some ads are already at YouTube before the game started.

Marketing to 90 million people would be considered by most to be the greatest opportunity to get your product noticed. We will see who makes it big with the best Super Bowl ads.

OK. It is almost game time. I’ve got my sandwich, chips and dip, cold beer, and some cashews. I will be cheering for the New York Football Giants since I love an underdog.

Use the power of Super Bowl advertising to get some ideas on how to market your web site. Hopefully, for a lot less than 3 million dollars for Ω minute.

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The Business of Publishing

The truth about publishing is really stranger than fiction and the truth is: getting published is only half the battle. The other half is to keep your reality check in balance so it doesn’t bounce.

Congratulations, you’re published! But what exactly does it mean to be “published”? Besides the fact that your work is finally in print and your college alumni has asked to interview you for their newsletter it also means fame and fortune, right? Well, ok, maybe not on the level of J. K. Rowling, but at the very least you can expect a call from Oprah, right? I hate to be the one to break it to you but you’re probably not even on her radar screen. The truth about publishing is really stranger than fiction and the truth is: getting published is only half the battle. The other half is to keep your reality check in balance so it doesn’t bounce.

While publishing is all about creative expression, it’s also about business and it’s those business savvy authors who will succeed in the end. Now you don’t have to be an MBA to be a keen business person, you simply have to understand that the choices you make relative to your books future should be based on strategies that will enhance sales not just drain your pocketbook. So, how do you do this? First, take a long, hard look at your reader.

At Author Marketing Experts, we always create a reader profile for each book we promote. This reader profile will tell us where to find buyers for the books we represent. Taking this first step helps us sort through our choices when it comes to book promotion and make decisions on behalf of our authors that are sound and will help leverage sales.
There are times when it’s a waste of resources to do a nationwide radio or TV promotion. In fact, some of our programs don’t include any outreach to broadcast media. Why? Because as alluring as it might seem to appear on the Today Show, what’s the point if your audience doesn’t watch morning TV? And, if your audience isn’t watching this show, the chances are slim they’ll even consider you anyway. What? More rejection? Who needs it!

As you embark on or continue your campaign, ask yourself a few tough questions. First, what’s your ultimate goal for this book? If it’s just to give away at family reunions, that’s great! But then you’ll probably want to nix any marketing. If your book is an arm of your business and you have speaking engagements lined up through the end of the year. You probably don’t need to spend a lot on marketing since most of your sales will come from your speaking engagements (i.e. back of the room sales). On the other hand, if you wrote this book to grow your business or to leverage your credibility then you will probably want to dial yourself into your industry through enhanced media exposure.

For fiction authors this area becomes a little tricky. First, you need to determine your long term goals. By long term we mean: do you want to stay in this business or was this book just “something you wanted to do.” If it’s a hobby, then treat it as such but if this is going to be your career, then you need to keep your message out there on a continual basis, through venues such as author events, talks, signings, print and broadcast media.

Make sure the choices you make, make sense for your book and aren’t just made because you’ve always dreamt of being on Oprah. I’ve known authors lured into inappropriate marketing plans by big, flashy names and promises of stardom, wasting thousands of valuable marketing dollars and heading in a direction that wasn’t right for them. If you’re serious about your work, ready to let go of your muse and face the task at hand with some business savvy, then you’re really ready to get published. Below are some guidelines that will help further your success!

1) Reader profile: create one of these at the beginning of your marketing campaign and keep refining it as you move through the process. Refine and redefine who and where your audience is and how to get to them.

2) Time commitment: determine what you can and can’t reasonably do. If you have a full time job it probably doesn’t make a lot of sense to commit yourself to forty hours of marketing a week unless your boss is on vacation.

3) Investment: how much are you willing to invest in your future? Are you willing to invest money without seeing much in return knowing that you are building a foundation or do you want to see immediate monetary results? Most authors don’t see a return on their investment for a year or more. Are you committed enough to yourself or your project to keep this investment going?

4) Reality check: what’s realistic for the industry you’re in? Are you latching onto a fad or something with more longevity? Are you getting into a brand new market that will require lots of reader education? Or are you trying to go mainstream with a non-mainstream topic? While this is an admirable goal, it can be like swimming upstream.

5) Budget: while we encourage authors to invest in their future, we’ve also seen a number of people go into heavy debt, quit their jobs and even sell their homes just to promote their book. While that kind of dedication is certainly admirable, remember that although you have the potential to make a great deal of money it’s not going to be overnight. The lure here is of course that “If I stick with it, this next sale will make me famous.” Well, maybe or maybe not. If you’ve been plugging away for a while without any significant success get a professional to give you some honest, constructive feedback about your plan, your market, and your book. It might be that a poorly designed cover is the reason you’re not making sales, or a topic that’s fallen off of the public’s radar screen. In the meantime as you’re waiting to hit the big time you’ll still need a place to sleep and Uncle Vinnie’s couch will get old real quick.

6) Burnout: we hear this term often, even to the point of being overused. What we’re really talking about here is author burnout. We’ve found that the average author only markets their book for ninety days. That means ninety days of day and night marketing, radio interviews at 3am and a book signing every weekend. On day ninety-one they are so tired, so discouraged and so broke they quit. You can avoid this by giving yourself realistic goals and a realistic timeframe in which to complete them. There’s nothing in the world like seeing your book in print. If approached realistically, objectively and with sound business sense, it can be one of the most exciting times in your life.

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How To Sell Your Books On Radio

When my book was published I participated in eleven 15-minute live interviews on local radio over a period of just five days.

The results were highly encouraging; the book leapt from nowhere on Amazon.co.uk to position 194 out of 3123 competing titles and eventually grabbed the No.1 spot for its core keyword (retirement) where it remained for nine months.

I am shortly to repeat the broadcast exercise for my newly published tome but before doing so I am already off to a head startÖ

Although this title does not hit the bookstores until Monday 8 May 2006 it already ranks at No.47 out of 3453 competing titles on Amazon.co.uk ñ which means of course that the book is already selling in big numbers online ñ thanks largely to the success of its predecessor and the initial boost it got from radio promotion.

These promotional interviews are arranged by my publisherís media consultancy and I do not require to visit a single studio to take part; they are all conducted over the telephone, sitting at my desk at home.

So what if you self-publish your output and you donít have a publicist to arrange radio interviews?

Does that mean you are excluded?

No way; I have self-published several books in the past and managed my own promotion.

Wherever you live in the world youíll find that the majority of local radio stations are banded together into a single network for cost-effectiveness.

Here is what you do

1. Identify the controlling network;
2. Visit the corporate website containing links to all subsidiaries;
3. Pick out those stations within a 500/1000 mile orbit;
4. Visit each local station website individually;
5. Scan the daily programming schedules;
6. Highlight those programs that might identify with the topic of your book;
7. Note the presenterís name;
8. Email him/her with a well-couched request for a live interview;
9. Follow that up with an identical snail mail request;
10. Follow that up with a telephone call (youíll get to speak to someone in authority).

You know your topic inside out; speak up with confidence and youíll get your interview; maybe not straightaway but, if you sell yourself and your project professionally, youíll be logged into and up-and-coming slot in the station scheduling.

Go for it is free!

I will be reporting in a subsequent article on the outcome of my latest batch of broadcasts.

In truth though there is more to creating bestselling books than spieling about them on radio and if youíd like to learn how I manage to produce bestsellers consistently, visit the website featured in the resource box below.

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Creating a Effective and Informative Booklet is the Key for a Successful Booklet

Booklet is a promotion tool used by companies to market their products and services. Booklets is a information documents usually printed in colors, The different types of booklet are pamphlets, leaflets, catalogs, annual reports and guides to name a few.

While designing a booklet from a business perspective you have to keep in mind the layout, imposition and its printing. You should be very careful while planning your booklet. The margin in the booklet should have enough room to insert the holes for binding. Choose a two color or four colors for your booklet which will workout cheap on a low budget.

Booklet cover :- Booklet covers speaks a lot about your company do a research while choosing images and photographs for booklet cover preferably have images related to your business products and services. Donít send wrong signals to customers having some vibrant images which are misleading.

Create a booklet which is neat and informative having just some graphics wonít help you booklet been marketed properly. While typesetting the font have a bright background with dark letter which will be easy and better to read. Always try to have a light background dark letters and dark background with light letters.

Always make the booklet simple have 2 or 4 pages with all information on it rather than having 10 pages. A person just takes couple of minutes to read a booklet by the time you should be able to leave an impression about your company in the reader mind.

Specification of a booklet layout design While printing a booklet keep in mind the common sizes booklet comes out they are 8.5 x 11, 8.5 x 14, 11 x 7 booklets.

Choosing the printer is the final step of the booklet design process. Always try to get a printer who meets your deadline of delivery of the finished printing material. Check the printer has latest equipments for printing your booklet by a professional way.

So creating a effective and informative booklet is the key for a successful booklet design.

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A Strategy For Coming Up With A Great Book Title

Book publishing companies hire high-priced people to come up with a title or ìheadline,î because book publishing is a big business; therefore a lot of contemplation goes into making their titles as commercially-viable as possible.

Go into a bookstore and browse through the titles in the bestseller section. Book publishing companies hire high-priced people to come up with a title or ìheadline,î because book publishing is a big business; therefore a lot of contemplation goes into making their titles as commercially-viable as possible. Many well-known and highly successful books started out with other titles. According to Dan Poynter, the father of self-publishing:

ï Tomorrow is Another Day became Gone With The Wind.
ï Blossom and the Flower became Peyton Place.
ï The Rainbow Book became Free Stuff For Kids.
ï The Squash Book became the Zucchini Book.
ï John Thomas and Lady Jane became Lady Chatterlyís Lover.
ï Trimalchio in West Egg became Fitzgeraldís The Great Gatsby.
ï Something that Happened became Steinbeckís Of Mice and Men.
ï Catch 18 became Catch 22

While you are at the store, notice how the other browsers pick up a book, scan the front and back cover, and then put it down again before going on to another book. The whole process takes about two seconds each. Thatís all of the time you have to make an impression on a potential reader. In those two seconds, you must appeal literally to three of the five senses that human beings have, sight, speech, and hearing, and figuratively to the last two, touch and smell.

1) Sight: When someone first comes in contact with your bookís title, it is usually by seeing it on the front cover. So your title must be aesthetically appealing.

2) Speech: If a person stumbles over the words, it will add to the difficult in marketing your book. Even if you are writing only for family members and friends, and you are giving away your book for free, there is still an element of marketing.

3) Sound: Business philosopher Jim Rhone says in order to have effective communication, you must ìHave something good to say, say it well and say it often.î Your title will be heard often, but will it be good and will it be said well?

4) Touch: Touch also means to ìrelate toî or ìto have an influence on.î Figuratively, your title must allow itself to touch or be touched by being able to relate to your readers or have some type of influence on them.

5) Smell: Your title should figuratively give off an aroma. In other words it should project ìa distinctive quality or atmosphere.î If the aroma the title gives off suggests that very little thought or concern was given to it, people will assume that the rest of the book is the same way.

On a recent Publisher’s Weekly Bestseller list, out of 20 books, one had a one-word title; five had two-word titles; four had three-word titles; five had four-word titles; three had five-word titles; one had a seven-word title and one had an eight-word title. The point is, most honchos at major publishing companies believe that the simpler/shorter the title, the better. None of the titles were complex.

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