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Direct Mail The Numbers Game, part two
In an earlier article, I talked about direct mail and some of what you need to know to be successful at it. In this article we'll take a look at three of the key parts of a direct mail package, the sales letter, response device and brochure.

Lesson #5: Do Not Go Wild with Your Marketing
The name L.L. Bean conjures up exciting images of adventure and explora tion. It was the store you would go to if you wanted to set off on an arctic expedition. It was the brand you would trust to get you through a night camping during a thunderstorm in the back woods of Yosemite. It was the company that was going to help you survive your most daring journeys.

Measure THAT
One of the secrets of the Yellow Pages was that the phone company would give you a second line when you bought a big ad.

The New Power Of Advertising

A website is an island. Advertising is a bridge to that island. Large and small businesses online are discovering that truth in a hurry – or else. Advertising is not what it used to be. The internet has changed its purpose and its strength. Rather than making advertising in the traditional media weaker, the net has made it stronger. That’s why all guerrillas must be aware of the new power of advertising.

Most of the Time Talent's Not Enough

You're a talented writer, designer, speaker, consultant, coach, salesperson, but doors aren't flying open for you. Why not? Talent, I'm afraid, is assumed - a lot of people have talent. It's the price to get into the game. Talent, married with creativity, however, is how you get out of the cheap seats. (In fact, creativity will allow you to get places with lesser talent than others - oops, potential self indictment)

Advertising No Longer Has to Make the Sale
Not very long ago, advertising's main goal was to make the sale, though there are many other goals. But that has changed dramatically with the growth of dotcom companies all over the internet. Today, the goal of much advertising is not to make the sale but to direct people to websites.

Trade Show Tidbits
Instead of a brochure, hand out a one-page fact sheet. Do a pre-show promotion because 33% of people attending a show do so because of a promotion.

What sort of accent do you have?
Not only the way you speak-but the way you write and act. More than geography, accents now represent a choice of attitude.

What Are Your Words Worth
Word choice can change the perception and value of your business communications. Each piece of correspondence, promotional, marketing and advertising material your company produces is an investment in your success. Are you investing wisely?

Are You Selling What Your Customers Want to Buy?
How to make sure your customers know you have what they need.

Asking for Feedback

It is always wise to encourage clients to ask for feedback from an advisory board or their ideal clients when delivering new creative, be it for a web site, a brochure, a new logo or even a rebrand. It is also important that the client provide the creative team with background re who their audience is, how the piece will be used and what they are trying to achieve. In this article, I include tips on how to get useful client/peer input on everything from logos to web design, to content.

Don't Buy Medical Insurance Unless You Understand These Five Things
You should be sure that your medical care insurance company is in point of fact a health-care insurance company and meets the minimum standards for your state.

A Key to Success in Your Internet Marketing Business - What Product are You Selling?
If you are in an internet marketing business, it’s critical that you understand what product you are selling. I can hear what you are saying. “Now that’s a pretty stupid statement, Scott. Just take a quick look at my website. It’s pretty obvious what product I am selling.”

Top 5 Tips to Increase the Effectiveness of the Most Important Sales and Marketing Tool
What is the most important sales tool that you have? And more importantly, are you losing opportunities to leverage this key tools? These 5 tips will help you use that tool more effectively as well as to increase sales.

Where Can I Find The Best Medical Insurance?
What Company Has The Best Healthcare Cover? Finding the best healthcare coverage is like finding the best shoe. You will need to know something about the foot in question before you start looking.

Do's and Don'ts of Networking
Do you oversell when you're out networking? Did you go just for the food and maybe free drink? Do you pull out more than one card? Are you dressed correctly when you go out networking? Funny Networking Poem created after watching the unsuccessful attempt to network and they simply need simple tips and a few adjustments to turn that diaster into a success.

# The Invisible Close Sales Nugget - Using Written Testimonials to Boost Sales - 5 Quick Tips!
Using written testimonials allows someone else to promote your product or service, even if they're not there to do it. Here are 5 quick tips from The Invisible Close Ebook for collecting and using written testimonials to boost sales.

Ten Rules for Great PR in the 21st Century
Ten Rule for Great PR in the 21st Century

Producing Excellent Sales Letters
How can you use written communications to facilitate the sales process? This article will show you. First, however, I want to make one very important point: The very best sales letter, brochure, or marketing piece is no substitute for even an adequate face to face sales call. Written sales communications should be designed to facilitate the sales process, not replace it.

C-Level Selling Tip 3: Sales Rejection, What You Didn’t Learn in College
Sales people have 3 role, marketing, selling and relationship development. Most only market because they really don’t know the difference. Then they get rejected. Learn all the skills from this C-Level Selling Tip 3 - Sales Rejection.

Being authentic in sales
The 20th century approach of one-upmanship, although still encouraged by many traditional sales managers, seems to be slowly retreating into the shadows of the past as crude and old-fashioned. Polar opposite to the latter, but just as unproductive..

How not to make a prospecting call

I've been selling for more than 20 years and have learnt many things by trial and error, common sense and staying aware of market conditions and how customers like to buy. There is no shortage of information out there about prospecting, sales, etc. However, I am still amazed at how people don't know how to prospect successfully, given the plethora of calls we receive at home in the evenings, with very much similar outcomes to my experience. So why do many businesses still get this part so wrong?

Who is your 'brochure' written for?
We are sick of apologising for our businesses not being able to live up to false expecations and promises too frequently splashed about with gay abandon in the marketing materials, annual report, PR hype et al that we are required to use.

The trick: no tricks
Yet another brochure has landed on my desk inviting me to learn the tricks on how to sell successfully. I wonder how many people will take the bait this time. The motivation circuit in fact is full of sales people who, for a hefty fee, will explain how they hit the big time and offer to share their tricks. Well, here is some advice for free: this approach never works.

Three is Marketing's Magic Number
When you overload your audience with too many messages, you risk not communicating at all.

Everything Starts With A Conversation (Including Your Next Sale!)
Picture this. You're out having a coffee with a friend. An acquaintance of your friend happens to walk in and sits down for a few minutes to chat. After you finish talking about the weather and last night's sports scores, the inevitable question comes up: "So, what do you do?" You've got 60 seconds. What do you say?

Small Business Advertising - How Baseball Theme Direct Mail Campaign Hits Home Run
It's fun to take a promotional medium, like direct mail, and turn it into a winning campaign. Feel free to use this idea for your business, or create something like it.

Build Your Business Faster With Direct Mail Advertising
Using Direct Mail Advertising can be an effective, inexpensive ad strategy for growing your business. Campaigns need to be interesting and informative; should be mailed to the same prospects again-and-again; and for best results, followed-up with phone calls.

How to Create a Powerful Brochure for Your Business

Your marketing literature is the foundation on which your business is built. There's nothing like being able to give a tangible item to a prospective customer or client that keeps your brand in front of them. But so many brochures are poorly-written, or so full of information that the prospect has no idea what to do with it. The following are some general rules to follow to make sure that your brochure helps you close the sale.

Budding Entrepreneurs – Personal Assistant – A Low Cost Businesses To Start In A Recession
It’s a recession and you have lost your job or you just have that entrepreneurial spirit and want to start a business. You don’t have much money and in these awful times a business loan is out of the question, so what kind of business can you start? Well here are some business ideas that have very low start up costs, but have the potential to make you enough money to live off of.

TIPS OF WRITING EFFECTIVE MISSION STATEMENT THAT FITS WITH YOUR ENTIRE MARKETING STRATEGY

Many times you get into a company and the first thing that greets you is the receptionist and the companies' mission statement. The mission statement is either hanged in a huge board for all to see. It will also be on the top page of the brochure, which will be on top of the table at the waiting room. To hang a mission statement for all to see is a great thing; however I have been reading many mission statements in my visits in many offices not in one country but in many and one thing come out clearly.

Creating Powerful, Promotional Material On A Budget
Nothing saddens me more when I'm out at an event or opening my mail than seeing BRUTAL (that's right, BRUTAL) promotional material. Let me describe it. First, like something out of a horror movie, I find myself staring at a home made business card or worse, the tri-fold brochure (start the creepy music).

Fail in Favor of the Customer
I talk to lots of companies about who they hire and how they train.

How to Create Magnificent Marketing Materials
Stand out. Get noticed. Be remembered. How do you do this? By creating marketing materials that really engage with your target audience and show them how you are different.

Home Business Expert: How To Advertise In Print Media
Like any other business venture, how to advertise in print media is also a significant issue even in your home based business.

The Differences Between Great Marketing and Terrible Marketing
As a marketing consultant and copywriter, I see horrible marketing everyday. The most common mistake I see is are...

7 KEY STRATEGIES TO BOOST YOUR BUSINESS
Learn all you can about marketing. Marketing is absolutely crucial to the success of your business and you avoid it at your peril! New business owners can think that marketing is quite a complicated process. However, it's not rocket science and the basics can easily be learned.

HR Consulting: Taking The Plunge

So you want to be a Human Resource consultant. And why not? You’ve paid your dues in corporate life. You’ve risen to the top of your profession. It’s time for a new challenge. HR consulting is a great career for the right individual—but the wrong profession for many. If you like predictability, the amenities of corporate life, a steady flow of people to your office, and a regular paycheck with benefits—then keep your day job. But if you’re comfortable with ambiguity, you thrive on change and uncertainty, and juggling multiple projects is what gets you out of bed every morning, then consulting may be for you.

The Best Way to Approach New Clients
As a business owner you know the kinds of clients you want. Why not go one step further and make a list of actual companies you would like to have as clients.

Sales Training – Remember Your First Sales Success
The first recognized automobile show in the United States was held at New York City’s Madison Square Garden New York in November, 1900. Much like a first car show, your first sale was in the planned approach and applied training mode. What was your first sale like? If you have yet to make your first sale, then that is your goal.

Connect With Customers & Prospects on THEIR Terms to Increase Sales

Are you really speaking to your customers in ways that connect them to your products and servcies? Undoubtedly you offer a product or service to your customers or potential customers. Have you seriously taken time to consider how you or your business benefits your clients? If you haven’t done this lately, take a moment to consider your customers. It’s super important. Your marketing content should be all about what your product or service will do for the consumer. One of the most common mistakes made in marketing, advertising and promotional materials is not focusing on the features and benefits of a product or service and HOW they directly benefit your core audience or target market.

Use New Eyes

When was the last time you read your marketing material? Did a "name check" to see what internet users find when they google your company? It's time to use new eyes! Next time you go to the printer - give your brochure or marketing materials to someone who doesn't know a thing about your company and ask if they "get it". Many of us are so use to our jargon and our services that we just assume our readers will understand what we write and who we are---big mistake. When was the last time you googled yourself and your company? It's amazing what you can find out about people and the companies they run. Want more positive exposure? Write articles, create

How Do I Market My Bookkeeping Business?
It's hard to know the best way to market any business. Different methods work for different business and areas. The trick is finding the right one for you that doesn't blow the budget.

Website Role In A Brick-And-Mortar Business
Website is not a substitute for old fashioned foot traffic and many people still seek human help and customer service, but small business owners should use their website to complement their business.

How To Use Tip Sheets To Promote Your Business
Your prospects just want to trust you. Here's how tip sheets can help you gain that trust.

Buying Your Way to the Top
Here are some networking tips you can put to use in your own business right now that will help win the business

Tips on Writing Auto-responders with PUNCH!

Auto-responders are a business's best friend. Before we cover tips on writing fantastic auto-responders, here is a quick recap. What exactly is an auto-responder? Think about when you meet someone and you ask them "How are you?" Most times the automatic response is "Fine thanks". People don't even think – the answer just automatically comes out. Now – transfer this to your computer. Most people are aware of the "sorry I am holidays so can't answer your email" type of autoresponder email. You know the person is not there answering their email – the computer does it automatically. This is the most basic sort of autoresponder – one email triggers one response.

WHEN IT COMES TO MARKETING SERVICES: WE DON'T DO MARKETING
By Mike Schultz and John Doerr As we speak with leaders of professional services firms and ask them, "What do you currently do for marketing?" a certain percentage of them reply, "We don't do marketing." What we find, however, is maybe they do more than they think.

The Newest Way to Expand Your Copywriting Business
The Newest Way to “Expand” Your Copywriting Business - Will Newman explains how offering more services can land you more clients.

5 Tips to Help You Maximize Your Small Business Profits
Most small and solo business owners don’t begin to see the profit potential in their business. If you own a small or solo business, I’m sure you had a big dream when you started. You may have seen a life of doing what you enjoy with no boss telling you what to do. You may have seen an opportunity to take a brilliant idea and turn it into an ideal lifestyle.

The 6 Figure Business Building Model for Small Business
If you own a small or solo business or practice, or are an independent service professional here are some great business building ideas for you.

5 Things You Need to Know Before Hiring a Copywriter
Not all copywriters are creatively equal. Before hiring someone new, do your homework…here’s 5 things you must now before taking the leap.

Your Business Card Making It Making the Most of It
Your business card is an important marketing tool. This article explains how to make the most of it.

How Can I Find Clients and Prospects Use An Effective List
When you introduce yourself to a new market, the most important tool at your disposal is a list of your prospects. Without that list, there’s very little you can do. But where do these lists come from?

How To Choose The Best Marketing Strategies For You
Instead of making your marketing decision based on price, convenience, or familiarity, you need to look at your goals, the results you are likely to get, the true costs and the potential gains.

FIVE WAYS TO MAXIMIZE YOUR PR AGENCYS EFFECTIVENESS
It's important for clients in business-to-business to develop a solid relationship with their PR agency to maximize the success of the program. Here are 5 tips from a business-to-business PR veteran.

Top Tips for More Effective Marketing Material
These simple guidelines will help you make your letters, brochures, information, corporate profiles, advertisements and other marketing material more effective in what it was designed to do…SELL.

Coaching Website Makeover (or Startup)
Don't let your coaching website collect cyber-dust! With these tips you can create a website that will produce the results you need it to.

Should You Use Sales Letters Before You Cold Call
Remember the numbers game? Well, that is the same thought behind sending out sales letters. The hope is that with every hundred or so letters, a few sales will result.

Five Steps to an Intuitive Website
An intuitive Website gets results by meeting visitor needs. How can you make your Website intuitive?

Its Wednesday February 21st at 1045am Time to Conquer Your Fear

Seven years ago, my ship started to turn. At the time, Delia Associates looked very much like a traditional business advertising and PR firm. Don’t get me wrong. We were doing some great work for a lot of great clients. But that’s when the branding bug caught me. I saw branding as more than a fad. I realized it was the foundation of category domination. If a company could discover its true distinction, it could virtually erase all competition, and drive toward greatness.

Specimens Not Just for Guys in White Coats Anymore
Okay, let's assume that you're at the trademark stage: you've had comprehensive research conducted; the analysis on the research has been done; and (yay!) your name is clear. Now the next step is filing for the Federal trademark.

Garber on Business: Your PR Checklist for success
Companies and individuals wanting to enhance their self-promotion can benefit from doing a little strategy work before starting a new PR campaign.

A Website or Blog is Worth a Thousand Brochures
The minute you print a brochure, it is out of date. Production is expensive. Distribution is expensive.

Marketing With Brochures
With the explosion of the internet and online businesses many business owners forget how important it is to market offline as well. One of the main pieces in your company’s marketing should be a brochure. You should have a brochure for your online and offline marketing.

6 Steps To Design Effective Brochures
Have you ever decided you need a brochure or other piece of printed marketing material? This could happen after you see a brochure from another business (maybe a competitor) and you think “I need one of those too”.

Do You Really Need a Brochure
The phone rings. Good news... it's a potential client. You say, "Thanks for calling, I'll send you our brochure." But what should you really be sending them?

Your Brochure Is Killing Your Sales
Brochures can be the silent assassins that take-out the sales you should have got. Does your brochure sell? Do you know? You can rehabilitate your brochure by listening to your customers favourite radio station...

Too Dull? Too Sharp?
You work hard getting the right cover message and words for your brochure. Now, you want to give it a look, an image.

10 Things a Website Should Do.
A website is much, much more than an online brochure. This article explores ten things your website can and should be doing.

Tactics to remember for making a professional brochure
In regard to productive business one of the most influential is marketing. For marketing purpose you should help to make a brochure which will build up your commodity. To make the customer eye-filling retain an exceptional brochure.

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