How many times have you been at a networking function and been lost for words when asked "what do you do"?

We all have. But do you see this as a threat or an opportunity?

Developing a Personal Branding Statement or PBS can be a powerful way to help market yourself to prospects, clients or potential employers.

Here are 8 characteristics of a strong personal brand:

1. WOW factor. It must be memorable with high recall. Hearing it makes people say ‘WOW that’s interesting …… tell me more’. Be truthful, accentuate interesting or key parts of your role without fabricating the facts.

2. 10 words or less. The fewer words the more powerful it will be. Often a strong summary will work for all networking functions. However tailor your spiel for the conversation, people will be more interested in something they recognise.

3. Focus on benefits. The statement should address the age old marketing question ‘What’s in it for me’, known as the WIIFM.

4. It should reflect your values, beliefs and personal mission in life rather then just a profession. Be passionate about what you do and relay this in your message.

5. Saying it should give the impression of confidence and energy.

6. Use it as a ‘Teaser’. Don’t tell the whole story - think of the analogy of a newspaper, radio or TV headline encouraging the target audience to want to find out more. The questions generated by your opening spiel should act to direct the explanation to the person’s needs. Let them identify areas they are interested in rather then covering it all.

7. Positioning. Marketing is all about positioning - use it to position and differentiate yourself in the marketplace.

8. Be flexible. Slogans, brand names and themes change over time and in different situations. Change it to fit your market, interests and career aspirations. Know enough about what you do to be confident and flexible, uncertainty can portray distrust or other negative implications.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom’s blog at http://www.8mmedia.blogspot.com

You’ve decided to try advertising your business with post cards. The idea came to you from the post cards you receive from other businesses. You like the idea because it seems easy to do and economical. However, you’ve never tried this before so you question whether this method will bring you customers.

Let me say this first, "All Forms of Advertising Work!" However, you have to clearly understand how the advertising medium works and realize that each form has it’s limitations along with costs associated with it.

At this time, I also I need to dispel a myth that has been around for as long as there has been printed advertising. Many, many business people believe that if they do a 1 time mass mailing it should be a slam dunk in sales.

Let me be the first to say. "With over 36 years of selling to the public, it simply doesn’t work that way!" If you plan on being in business longer than 1 day, then you must continually advertise to keep the clientele coming to you.

Advertising in any medium has always been about repetition and getting your name remembered. It’s called "Branding". Study businesses that use television commercials. They are constantly repeating their business message 1000’s of times a day. They are the best free examples to watch and learn from.

So for your business, you can conclude that the more your prospects see your name or message repeated, the easier it is for them to get to know you and what you offer. Then it becomes an easier task to get them to buy from you.

So How Does Post Card Advertising Work?

You create an ad on a Post card. This can be done in your favorite graphics or word program. Then use the mail merge feature in the program to insert mailing addresses automatically. In case you haven’t setup your address book you would need to do this before you do a mail merge.

Print out the cards, stamp them and then mail them out. If done correctly and repeated over and over again your customer base will grow. This is the simple mechanics of post card advertising.

So Where Do I Get Good Addresses From?

Before you can get good addresses, you must first know who it is you are wanting to target before you do your mail out. You wouldn’t offer gun sales to anti-gun activists or religious material to a group of Atheists, now would you?

First, go to the large search engines and do some research to find out who uses your type of product and/or services. Once you uncover who they are, you then know who your target market will be.

As a side note, there are companies that do sell mailing lists that contain groups of people, organizations and businesses. It is all gathered and cataloged and based on personal interests and/or work related. You can buy these mailing lists or start your own.

Secondly you have to determine how often you will be sending your post cards out. The amount of times you repeat your message, to those you target, will determine how well they remember you. Let me show you how I am targeted by companies that I do business with and that get my attention as well as my order.

Example:

ImpactYourArea.com is targeted by companies that make promotional products. Everyday I receive something in the mail from some company. It could be product announcements, new product samples, promotions and/or valuable insight to generating more sales.

Some companies send me information at least once a month. Others 4 times a year. Then there are those companies that send me something only once a year.

Of those three company types which do you think I remember more? It would be those that send me something once a month.

From this example it should be clear that getting your message out repeatedly and often is how your prospects are going to remember you, your product and/or services.

So What Are The Limitations With Post Card Advertising?

Let’s say you plan to send out 5000 post cards in a one time mailing. If you are targeting prospects that use your type of service or product, then statistically you should draw 1-2% in responses. Meaning that roughly 50 people may show some interest.

That doesn’t necessarily mean you have converted the prospect into a buyer. It only means they have shown an interest in your offer and are willing to take it to the next step.

The next step, for them, is to find out a little bit more about your offer. These are your "Tire Kickers". Of those that responded your chance of converting them is also 1-2%.

So your chances of converting prospect to buyer, from your 1 time mail out could be 4-6 buyers from your original 5000 post card mail out.

Now most would say that the campaign was a failure. However, by the way this medium works it was right on target.

So How Do You Increase Response Rate?

Instead of sending out a 1 time mass mailing of 5000 post cards, consider sending out a smaller amount and do it in monthly increments. Repeat the mail out process once a month for 12-24 months.

So How Much Should You Send Out?

I would start small and build from that. This gives you the ability to spend a little at a time while measuring how each mail out converted. This keeps your advertising costs down and manageable.

Start with 500 post cards a month. Only target prospects you know that would use your product and/or services. Then I would repeat the mail out to the same group over the next 1-2 years.

Even if they do not buy the first or second time after they’ve received your card, they are beginning to get to know you and your product and/or services. As time goes by your chances of converting them to a buyer increases. There is also a good chance that those you target may pass your offer onto someone else.

In conclusion, never allow the idea that advertising once will be the solution to gaining repeat business. Don’t forget that post card advertising does work if you learn how to do it right and you repeat the process over and over.

Copyright 2005 © Woody Quiñones & www.Impactyourarea.com

About the Author: Woody Quiñones has been selling to the public since the age of 10. With over 36 years of marketing experience he has started several businesses with little or no money. Including his popular website, http://www.ImpactYourArea.com Woody is also an Authorized Kaeser & Blair Dealer, a published online writer, a licensed and certified locksmith of 17 years and can be located on numerous online business forums.

Become your customers top-of-mind choice.

Some of these snapshots of real life SmartPartnership success stories can be adapted to help your kind of business (or non-profit or government agency) thrive…

1. *Offer Special Touches That Your Competition Doesn’t*

That’s how guests at the Holiday Inn Express enjoy the opportunity to try Kohler’s new multi-function showerhead and spa bath.

Families staying at some Holiday Inns featuring Nickelodeon Family Suites get to play in a water park and arcade.

Who knows how many people chose to stay at the Ritz Carlton during one Fall, rather than at another luxury hotel because of an added thrill, complimentary use of a brand new Mercedes during their stay?

2. *Trade Benefits to Lower Your Overhead - While Attracting Attention with a "First Ever"*

That’s how T-shirt designer Tami Minatelli could exhibit at nine street fairs last summer without paying for her booth space. A manufacturer of a new, unique, no- stain suntan lotion paid for Tami’s booth. Because she wore their lotion and her T- shirts, with a sign above her head, describing her original painting-on-cotton method and the lotion’s “do no harm” guarantee. Next to burn protection, that’s the biggest concern of people who use suntan lotions.

3. *Co-Create Products That Provide Another Reason to Buy - and Attract Media Coverage*

That’s why Volkswagen’s Beetle and BMW are creating an in-car adapter to accept iPod music players by Apple Computer Inc.

Spectacularly expensive iPod minis, decorated by Swarovski with 1,000 crystals (one for each of the 1,000 songs it can store) are attracting priceless publicity, as have some cell phones and pianos, also “Crystallized with Swarovski"

That’s how the new Acer laptops look ever more elegant now that they are packed into a candy red casing, designed by Ferrari 3400, complete with the sports car’s logo.

That’s why this summer you’ll have another reason to buy Adidas’ trendy new walking shoe. It will sport striking-looking and cushy Eagle F1 tire treads from the tire giant Goodyear.

4. *Get Introduced to Prospective Buyers Where Your Competition Isn’t Even in Sight*

That’s why those who fly on Delta Air Lines airline, Song, will see cabin interiors and flight attendant uniforms created by clothing designer Kate Spade.

5. *Become a Bigger Customer Magnet by Joining Forces to Offer More Helpful Tips *

That’s why, when pillow-maker, Leo Hollander decided to drop private labeling work in favor of launching his own brand, he recruited complementary partners. On his "Live Comfortably” web site, he provides articles by a feng shui expert, a chiropractor, and a color specialist. Result? He boosted all partners’ visibility and credibility – in front of their mutual market of customers.

6. *Give Your Niche Market Something They’ll Want to Talk About*

To reach men in bars, sports arenas and restaurants, advertisers used the Wizmark, otherwise called an "interactive urinal communicator.” As men step up to the urinal they activate, with the slightest movement, a sensor that prompts red lights to flash, crunchy guitar chords to sound and a 30 second commercial to appear. Yes women, the male response has been positive.

7. *Let Your "First-Ever * Story be Optimally Timed for All Partners*

That’s why Oprah Winfrey and General Motors could *make dreams come true* for audience members and reap millions of dollars of free media coverage. Women were escorted out to the parking lot where they saw rows of beribboned Pontiac 6Gs to drive away. What a way to kick off the new TV season and be top-of-mind for car buyers.

That’s why this summer you’ll have another reason to buy Adidas’ trendy new walking shoe. It will sport striking-looking and cushy Eagle F1 tire treads from the tire giant Goodyear.

8. *Give People Another Reason to Try Your Product*

That’s how Applebee’s and Weigth Watchers attracted new customers without advertising more. When Weight Watchers designed and branded several low-cal menu items for Applebee’s, followers of their diet program (and those thinking of losing weight) could eat out without guilt, at Applebee’s. And Applebee’s fans got a first-hand introduction to the flavor of Weight Watchers.

Bottom Line benefit:

SmartPartnerships generate a profitable payoff for all partners because, at the very least, they get a credible introduction to each other’s customers.

You don’t have to go it alone any longer. The “feel good” truth is that, with the right partners, the sum is greater than apart.

Here are some low-risk and high-opportunity ways to jump-start your first consumer-attracting SmartPartnership

1. Print joint promotional messages on your bills.

2. Offer a reduced price, special service, or convenience if customers buy services or products from you and your partner.

3. Hang signs or posters promoting one another on your walls, windows, or products.

4. Mention one another’s benefits when you speak at local events or are interviewed by the media.

5. Show the joint use of your services and their benefit on the health of patients

6. Pool mailing lists and send out a joint promotional postcard.

7. Promote your partners’ products during their slow times, and ask them to do the same for you.

8. Share inexpensive ads in local shopping papers or a nonprofit event program.

9. Give a joint interview to local media.

10. Put one another’s promotional messages on Lucite stands on counters or floor stands in waiting areas.

11. Encourage your staff to mention how your partner’s products can be used with yours.

12. Give your partner’s product to your customers when they buy a large quantity of your product, and ask your partner to do the same.

13. Use door hangers, posters, flyers, or postcards to promote special offers for one another’s products.

14. Co-produce an in-store or other event, demonstration, celebrity appearance, free service, or lecture.

The BIG Benefit:

Together the partners in each of these real life success stories generated far more visibility, value, money and goodwill than they could have accomplished in traditional “solo” promotions, fundraising or advertising.

Kare Anderson is the author of SmartPartnering, publisher of the SayitBetter newsletter reaching 32,000 people, speaker and Emmy-winning former NBC and Wall Street Journal reporter.

Dynamite comes in small packages… or in small ads in the marketing realm. Our natural instincts scream that BIGGER IS BETTER! Is it really true? Sure, the small advertisement doesn’t have the luxury to of listing all of the benefits and cementing the deal. It does whet the reader’s appetite for more information and clearly directs them to the desired info. Here are 4 easy steps to make small ads work for you.

1. One Product, One Target
Let’s face it, you don’t have space to waste. Decide on your specific target audience and focus on one specific product. Keep it simple, direct, and powerful… a one act production.

2. Let Your Headlines Shout It
The headline is the MOST IMPORTANT part of your advertisement. It will decide whether the reader reads or trashes the remainder of the information. You’ve go to get it right, and say it loudly. Focus on the most outstanding benefit of your product.

3. Back Up Your Headline
You don’t need to write stories or essays here. Remember this is a SHORT ad. Brief benefits can back up your headline just as effectively. Fast!… As Easy As 1,2,3 … and Satisfaction Guaranteed… all speak the message you want to portray with no frills to distract readers from the main point.

Don’t forget to give the reader exact instruction on how to take advantage of the offer you’re advertising! Keep it simple and easy, yet clear and with several options to choose from. List a Website address, a telephone number, and a fax number. Make sure it’s convenient for the reader to get the information he wants.

4. Continuously Test It’s Effectiveness
The biggest room in the world is the room for improvement. What will happen if you change your headline… spice it up a little? What about using different copy? You’ll never know unless you experiment!

Don’t change more than one part of the ad at a time, if you’re expecting to discover exactly what is most effective.

These 4 step advertisements are perfect for classified ads in magazines, newspapers or on the Web, direct mail postcards, and emails. The potential profits from small marketing tool can produce astronomical results!

Who is Allyn Cutts, and why should you care?
Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers. Allyn is a marketing and sales fanatic, providing measurable marketing solutions that drive huge results for small-to mid-size business clients. Allyn works personally with clients to design and deliver off-line and on-line direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://www.AllynCutts.com and you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays.

Ever had one of those conversations where you wondered what the topic was and the only word you could identify was “I”?

As a marketer, I often recommend marketing yourself. However, there comes a point, rather quickly in any conversation when the other person tires of hearing “I”. So, the problem is…

How’s the weather over there? Is there life after “I”? Can we change the topic? Is there someone else who wishes to speak now? Check please?

If the only person you are qualified to discuss is yourself, your listeners will be heading for the exit rather quickly. Your self-marketing won’t get you very far if you can’t talk about anything or anyone else.

Self-marketing works best when you learn to focus on your listener. Ask questions. Encourage your “audience” to tell you about themselves. Offer solutions for their problems. Focus on them.

So, how do you sell yourself? By promoting, motivating, and encouraging the other person, you will find they are attracted to you.

While it’s important to be sure they get your name (so they remember who you are and what you do), it’s more important they know you have their name and know what they do. When you contact them later for networking purposes, they’ll know you were sincere.

Copyright © 2005 - Jan Verhoeff

Jan Verhoeff recognizes opportunity for advancement, personal marketing, and networking in most any location. Putting your name on the market, being able to achieve your goals, and knowing how to reach your potential is brand performance. Brand your market with eBiz Brand Performance.

Increasing brand awareness through the use of print advertising, TV and radio advertising, the internet and direct mail campaigns are generally the most well known methods of building up your business profile in today’s dynamic market, another element in a successful brand strategy is vehicle and signage advertising which is one of the most important cost-effective advertising tools available to small businesses today.

Today’s business world is an increasingly competitive place to be and your company identity is an essential component of your image. It is the publics’ first perception of you and your first opportunity to make a positive impression on potential customers. A well designed signage program can instantly and effectively communicate the style, professionalism and overall presence of your business, it conveys to people who you are, where you are and what you do.

Vehicle signage advertising is one of the most cost-effective advertising tools available to maximize the potential of your business. With distinctive and effective design, your shop vehicle becomes a moving billboard and communicates with your customers in a way that no other advertising medium can. It sends the message to potential customers that your company is expert and professional and is also established and reputable. Vehicle advertising is long lasting and works 365 days a year, if you consider how many people might see your vehicle everyday, how can you afford not to advertise on it? The options available range from small discreet magnetic signage to large spectacular full vehicle sign wraps.

Exterior and interior signage are also important marketing assets in promoting your business and enhancing its image, how your directional and informational signs are presented and function together with attractive storefront or forecourt signage are critical to a positive customer shopping experience which will in turn create more sales and leads. Advertising banners and displays can be used to announce new products, promote special events, advertise sales, generate excitement or attract and motivate customers.

There are many different materials available to signmakers depending on your particular requirements in terms of durability and impression you may wish to convey. Signage is generally estimated in terms of lettering, installation and substrate materials. One of the first things to do when choosing a sign company is to find one that specializes in the type of signage you require. Although most companies will not refer to any specialties in their advertising, many will in fact be particularly accomplished at making a certain type of sign. You will often find faster turnaround and better pricing when working with such a company. Working with people who are particularly informed about the issues surrounding a given project can significantly impact the types of signs that are created. If you are not using your own designer, you may want to consider the portfolios and completed projects of graphic designers working at the sign company. Alternatively, companies that already know what they want achieved should look for a sign company that accepts computer files by internet or on disk for direct output.

In today’s competitive business world, advertising and marketing is not an expense, it’s an investment. Effective signage is an important element of that advertising strategy.

(c) Copyright 2005, Tim McCarthy. All rights reserved.

D-Signs, Tralee, County Kerry, Ireland
Signs, Printing and Display

This is not a how-to design a logo. This is a guide to educate you on how an experienced designer can help you through a project whose outcome you will need to live with for years. Learn how greatly the symbolic significance of your corporate identity can impact your business. To say anyone can design a logo is to say anyone can design a 53 story high rise. Here are some key lessons that will tell you if you’re choosing the right architect for your corporate identity!

Simple Definition- On The Surface

A logo design is composed of one or more elements of shape, type, and thematically chosen colors. In a glance, it conveys a substantial amount of information to the viewer, much in the form of short gut feelings that aren’t vocalized —good, hesitant, authoritative, dignified, classy, upscale, expertise, cheap…the list is endless.

Your logo is a symbol that will stand on every piece of printed or electronic collateral for at least the next 10 years. Remember that thought. Changing your logo in a year because you don’t like it breeds confusion and mistrust that spreads like weeds within your audience. Many people over look that fact when they have a logo designed from the Internet for $25.

Your identity is an extension of your business that communicates visually, through appearance, and emotionally, through symbolism. Curtailing or ignoring thought, revision, and growth in the design process will hurt your finished product and corporate image. A good graphic artist will lead you through the design process. He or she will help visualize your company as the world sees you.

"I’m not creative," "I can’t draw," "Make it green cause green is my favorite color and I’m the boss and it’s my logo!" If you find yourself thinking along these lines, you’re pretty normal so don’t worry! If your passion and talent lie in matching the perfect violin to a young blossoming talent that walks into your music store, you’re probably not going to do your own corporate tax returns.

Tax returns are done every year. Your logo, the heart and soul of your business is created once. It’s part of you, and is the face of your business the world will see. Let a graphic artist, whose own passion is design, help you with what they do best. It’s well worth the investment. Let’s look at why…

In the following we’ll discuss some obvious and not so obvious things a logo communicates and illustrate by examples you’ll recognize. You will have a greater understanding of how much power your little icon can potentially have.

Logos: The Obvious Characteristics

From a usability and visibility standpoint there a several key factors that must be built into the design. Your logo must be clear and simple enough that it does not lose meaning when reproduced at different sizes, specifically smaller. If it is too cluttered and muddy on your business card your first impression will be a disappointment to a potential client.

It must not lose meaning when reproduced in one color. The Internet and online marketing let you produce things in blazing colorful glory without extra cost. However, don’t forget those equally important other places your logo will be seen like packaging, shopping bags, faxes, Xeroxes, newspapers, business cards, brochures and letterhead. Those are important items in building brand loyalty and recognition to your product. If they don’t look sharp, neither will your image, and neither will your sales.

Logos: The Quiet, Harmonic Subtle Qualities Often Overlooked

Your logo is a symbol of your company’s ideals, practices and missions. A well- developed, carefully sculpted logo can inspire vision, stability and comfort. Your image can make a viewer feel he or she is in the best, most experienced hands. With this visual interaction you are building a trust with your audience.

Instill trust and a solid foundation

A logo can build trust and credibility. When you see a company’s logo, even briefly, you feel something. That something can make you uneasy and worried about what you’ll get for your money, or it can make you feel safe. How about McDonald’s? (Fat grams and calories aside for a moment), when you see the Golden Arches, most people think good, fun, always-know-what-to-expect-even-in-a-strange-land hamburger. If you are lost in a foreign country, sighting the McDonald’s Logo creates a sense of familiarity and relief.

How about a black circle with two little circles on either side, toward the top. Mickey. (Yes, that might make some mom and dad’s feel faint at the ticket prices), but beyond that, there’s an unparalleled, magical feeling of childhood, laughter and joy. What powerful emotion from three, joined, black circles that transcends language and culture.

If we say your logo is a symbol, by definition it represents the heart and root system of your company. The ultimate goal is for your audience to feel and understand your business on an emotional level and remember it. Sometimes logos can have an abstract relationship, sometimes right in your face. Either way, they must make sense and uniquely tie into your business. If you buy a pair of sneakers with a swoosh on them, do you have any doubt that they will wear out too soon, be uncomfortable, or a waste of money?

Show you are proactive and visionary

Say you’re in the market for a luxury car. You are probably less worried about the obnoxious sales people and more attune to advertising you’ve seen. Which companies immediately come to mind when you think of precision, perfection and technological achievement?

Logos like Jaguar, Mercedes, or BMW convey enough inherent sense of forward thinking that they can appear as the only element on a billboard. There is a confidence you’re in a class of superior engineering, advanced technology, and luxurious style compared to low and mid range automobiles. And even more intriguing, if you’re an owner or in the market for one, doesn’t seeing that particular logo reinforce those ideals to you? How can a little silver kitty on the front of a hood evoke such deep emotional reactions?

Portray confidence and expertise

Calvin Klein, Ralph Loren, and Coca-Cola are recognizable from across a room. With each, you know purchased products are consistent in quality. I’d suggest the most obviously confident is Calvin Klein. But it works, doesn’t it? The smell of CK cologne might trigger a good (maybe bad!) memory for you. Who in real life is more confident than the perfect underwear models that seem to be in endless production? If they don’t radiate self-confidence to that corporation, I’m at a loss for what does!

People will argue Coke is better than Pepsi or vice versa. It really doesn’t matter because both are regarded as the best cola drinks made. Either one far surpasses any of the knock off brands. They are experts in their field. So how does a designer create an image like these for your company?

How does a designer begin? Every creative professional has his or her own methods, but the initial premise and ultimate journey is the same.

Design Is A Process

Research

It is impossible to find parallels of symbolism and create a logo identity without learning about the company, interacting with its employees, understanding the products and services, and examining the competition.

Here a designer starts to understand what ideals the corporate image must convey and what makes the company unique. Now, how to communicate those thoughts, feelings, and ideals onto paper.

Brainstorming/Draft

I usually carry a small tablet around with me when I’m working on a logo design. I sit at lunch, at red lights, and through the day sketching, scribbling, jotting down thoughts that pop into my head. These aren’t anything for show, but quick ideas that usually springboard to new ones. Eventually one common thread stands out and I’ll extrapolate some tighter focused ideas around that theme.

Revision

This is the most important process of design. This is where shapes and words combine into life. Here is where ideas evolve into concrete concepts. These concepts are further reworked, poked and prodded, transformed into more detailed, individual entities. A new idea may still enter into the mix, but results become much more refined and defined.

At a point when gut instinct and some outside opinions say, "That’s a keeper!" I’ll present the top three concepts to the client. I may offer some thoughts about color or other added aesthetic enhancements, but I’m more interested in conveying the underlying meaning of the symbol, and how I think it would speak to an audience and drive the company forward.

Conclusion

I strongly suggest you let an experienced designer help you with your logo development. It’s not unreasonable to pay several thousand dollars for a design. That design should, however, take more than two days to develop and a lot of interaction and explanation! But you have to live with the results and they should be nothing less than great.

When interviewing several graphic artists, ask them how they develop a logo. What steps do they take? Their way might be a bit different than this article, but the general thought should be the same. You’re business is probably your most valued investment. Help the world believe that too by having a logo that conveys it.

Name recognition, building trust, and brand loyalty take time. All of the companies talked about were new once too. And, all are innovators with their own unique, wonderfully expressive faces to the world.

John Krycek is the owner and creative director of http://www.themouseworks.ca theMouseworks.ca. Read additional articles on logo design and identity creation and graphic and web design in easy, non-technical, up front English!

Does that make sense? Yet, that is what I hear from a lot of prospective clients.

What that is saying is, “My Marketing Doesn’t Work So I’ll Never Do That Again!” (I’ve actually heard that statement).

Most small businesses don’t understand how to make it work, so they dip their toe in, try it, and when they don’t get what they expect, they leave to never try it again. Yet, generating exactly the number of leads you need every week is not only achievable but rather easy if you understand the principles and failure to understand them results in an 80% failure rate among most small businesses.

Critical Goals (The Keys: Guaranteed success, vs. Highly Probable Failure)

There are a few critical goals and measurements we track in a business. These typically are:

• The number of leads generated weekly (comes from our marketing plan, advertising, networking, referrals, etc.)

• The number of closed sales, and dollars in closed sales every week

• Number of completed jobs (customers, projects, etc), total dollars generated, and profit (gross profit) generated per job every week.

And finally the bottom line generated by the key measurement results above

• Total dollars sold for the year, profit generated for the year.

• Does the profit generated by your sales pay your overhead.

• After overhead is paid how much extra is generated that goes in your pocket as “net profit.”

The definition of “critical” goals: a goal that IF accomplished will result in

• The total dollars of revenue for the year, the overhead is paid, and having a specific defined number of dollars to put in your pocket.

And IF these goals ARE NOT achieved the consequences will be:

• The total dollars of revenue WILL NOT be reached

• You will likely not be paying overhead and the money will be SUCKED out of your pocket instead of putting it into the pocket.

• AND the biggest consequence, you just entered the high probability that your entire business will fail.

Now that we’ve set the ground work for what critical goals will do for you if you achieve them, and what will be the consequences if you don’t, this leaves us with a rule I give all of my clients: Critical goals are something that YOU WILL do no matter what.

It’s likely that there are 50-60 other things pulling on you to get done, but since these 5-6 things are SO CRITICAL (success on one side, failure on the other), then NOTHING else is more important. Stop doing the trivial many and focus on the 5-6 critical things that WILL deliver results, guaranteed.

When it comes to a critical goal that appears difficult, our response to that will not be “CAN’T” but rather “HOW?”

Now back to our original statement that

My Ads Don’t Work, So I don’t Do Them Any More

Isn’t lead generation, the leads that come from our ads, one of our critical goals To generate X number of leads EVERY WEEK.

And our rule was Make it happen no matter what, it’s not CAN’T but HOW?

If our ads are not delivering what we expected, shouldn’t we be figuring out HOW to make them work instead of saying “they don’t work so I’ll never do that again.” We just said CAN’T instead of How. The opposite of our ground rule.

Is business really that simple? Just deliver the Critical Goals? You bet!

How to fix the ad response rates

For most ads I find these are the critical factors:

1) Who we are communicating to

2) What we are saying

3) How we are saying it (and How must be about the benefit of the product, not the name, specifications, features, and especially not about WHO WE ARE.)

I’ve seen ad response rates jump 10 times on the very next advertisement just from following these ground rules and developing the answers to these questions.

Alan Boyer, CEO of The Leader’s Perspective, LLC is considered one of the world’s leading breakthrough specialists.

With over 35 years of business experience, he has catapulted businesses lightyears ahead in weeks. Some double, some jump 10 times.

He helps companies worldwide reach further than they EVER thought possible….FASTER

http://www.leaders-perspective.com

mailto:AlanBoyer@leaders-perspective.com

You bet a name is important. Many small business owners try to come up with a clever name for their business rather than one that explains what they do. And, nine times out of ten, that is a mistake. Your business name should give your prospects some idea of what your business is about.

One of the most useful processes you can use to come up with a good name is to turn it around. Rather than looking at the name from your perspective, approach it from your prospect’s perspective.

1. Identify your target market. Be specific. What are their wants and needs? Specific gender? How big are they? Do they make a certain amount of revenue? What do they look like? Draw a picture of your prospect.

2. Why should they do business with you? What are the benefits? What makes you different from all the other businesses in your industry?

Based on your answers to 1 and 2 above, brainstorm a list of words that could potentially turn into a company name. Now try putting them together. Experiment with all sorts of combinations. Eliminate those that just don’t appeal to you at all.

Now narrow down that list to 10 possible names and walk away. Let the list sit for at least a day. Then come back and take a second look. See anything else that should be removed? If not, you have a potential list of names. Access your state directory of business names to make sure yours are not taken. Check the Library of Congress for patent and trademark names too.

Narrow your list again, this time whittling it down to three names. If at all possible, run those names by people who are your target market to make sure they "get it."

Okay, you’re almost done. Take that list of three names and rank them in terms of how you feel about them. Say them out loud just like you would if you were introducing yourself to someone or answering the phone.

That’s it. Select the name that works the best for you and get your business going.

About the Author

Denise O’Berry frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.

http://www.whatspossible.com
http://www.justforsmallbusiness.com
http://www.deniseoberry.com

Businesses that depend upon advertising should do everything possible to make sure they are spending their dollars wisely. But as we all know, this is easier said than done. How can we attract attention, develop a powerful message, and effectively persuade our audience? How can we lead them to believe that using our services or products is the logical decision? How can we make our message stand out in a world of constant commercial bombardment?

Enter Public Relations, an important yet often ignored tool of marketing. When it’s used in conjunction with paid advertising it can mean big bucks for companies of all sizes.

While effective public relations efforts have proven their effectiveness since the on-set of business, early efforts were not integrated into advertising efforts. In fact, it wasn’t until a campaign launched by American Express in the 1980’s when the corporate world started to take notice of the power of public relations. The credit card giant modified all of their advertising, communicating that each time a cardholder used their American Express card, they would donate a penny to the restoration of the Statue of Liberty.

The campaign results were much better than even American Express could imagine. Consumers couldn’t help but to feel good about a business that supports our country. And, since each purchase supported Lady Liberty, additional spending was certainly justified! As a direct result, card usage and membership had increased substantially. The cost of a facelift for America’s favorite lady: Priceless!

American Express was not the only one pleased with this creative use of advertising and public relations. Their successful campaign kick-started marketing experts all across the world who learned quickly that communicating involvement in a cause, the community, and/or the country will motivate action and generate profit. Businesses began using terms like “cause-related marketing,” becoming involved in community efforts and telling the world through advertising efforts.

Today, study after study continues to find that companies who utilize this combination marketing approach are extremely effective. I often quote findings offered by Cone Corporate Citizenship, indicating that 84% of Americans would be likely to switch brands to one associated with a good cause if both price and quality are similar. If that’s not enough to get your marketing wheels spinning, read on…

In one of the most recent comprehensive marketing studies completed (Brand Benefits, 2003), it was found that we have a much more charitable public than even the experts anticipated! Studies concluded that over two-thirds of consumers (68%) actually want companies to become more involved in the community through supporting charities, organizations, and/or causes. And, most importantly, they confirmed that those companies who do this would see a significant increase in revenue. Customer perception, loyalty, and buying behavior are all positively impacted when companies tell their publics about their community and cause involvement.

It’s important to note, that when companies recognize the importance of PR & Advertising, everyone benefits. Take Whirlpool Appliances for example. Instead of promoting great sales or lifetime guarantees in their television commercials, the mega-manufacturer features their non-profit partner, Habitat for Humanity. The well-known charity brings local volunteers together with families in need, building them a new, affordable house. According to Whirlpool, “every family needs a place to put down their roots and nurture a hopeful future.” Their commercials feature families and focus on the commitment that Whirlpool has to help these families achieve the American Dream. The company proudly donates a refrigerator and range to every Habitat Home. With marketing like this is it any surprise that Whirlpool is the #1 Home Appliance Maker in the United States? Everyone wins.

If you’re thinking that you couldn’t possibly donate on this level and that every penny in your business counts, you’re not alone. You can effectively blend public relations into your advertising and make a positive impression with your publics without breaking the bank.

One very effective way to increase your revenue is to show your support by generating awareness for a particular cause or event. For instance, use a portion of your advertising space to let the world know about the surprising number of children that suffer from developmental issues such as Autism. List the local provider that offers assistance and needs community support. By taking this action, you let your publics know that you are a company that cares. You help the local nonprofit provider, the children, and your bottom-line.

Many companies are already being wonderful corporate citizens, yet failing to toot their own horn in their advertising efforts. If your company or your employees are involved with local charities, let the world know through your advertising efforts. Don’t let your gifts of time go unrecognized. Showcase the organizations name and logo (assuming you have permission) and proudly state that you are a supporter of that organization.

As with any good marriage, commitment is the key to success. Over promotion of a one-time only philanthropic activity will not get you the results you need. When companies find a charity, cause, or nonprofit to work with…they must become committed to an effective long-term campaign that will benefit all involved. And, of course, make sure the organization you choose to partner with is one that makes sense given your business type as well as your personal views and values.

Many CEO’s fear taking their marketing down this successful path. While the research is clear and the arguments compelling, it is change that causes paralysis. If you are experiencing cold feet, remember the wonderful benefits that engaging in public relations activities offers for everyone involved. Secure your future, take the plunge, and tell the world!

This article was published by Business Builders, a marketing outsourcing company that believes very strongly that the best way to gain loyal clients is to offer them the tools needed for success. Their Web site, http://www.businessbuildersnet.com, offers many additional free resources as well as valuable products for purchase on their product site: http://www.easyaspiemarketing.com