A rough guide to corporate identity

The tabloids report the millions spent by large corporate companies on their logos as a scandal… Those small swathes of colour adorning British Airways’ tail fin, ICI’s letterhead or Sainsbury’s checkout seem to come at a huge price.

So do these companies have too much money and not enough common sense? Are they victims of designer indulgence, or are they getting a good deal?

This isn’t rocket science, but it is often misunderstood, as the tabloids flagrantly show. Let’s start at the beginning. Every company has a corporate image. Every company from Joe’s One-Man Taxi Co. to IBM. It may be good, it might be bad. Put simply, corporate identity is the way in which an organisation is perceived.

Corporate identity describes the individual characteristics by which a company is recognised. It is the organisation’s sense of ‘self’ - the corporate individuality or personality. Visual identity (that’s the logo) is a pretty big part of it.

So how deep into corporate identity do you want to go? Let’s really confuse matters.

The public, customers, employees, the city, all have a vastly different image of the same company. The image is an accumulation of a company’s past and present identity. Each and every encounter we have with it (by phone, in person or through the media) alters our impression. First impressions (what psychologists call the “primacy effect”) are vital to how we see the company in the future, and extremely difficult to change. Future encounters with the company and its products will only add to the mosaic already constructed in our mind (the “recency effect”), rather than replace it.

But the multi-nationals have bought far more than just a logo. They buy a carefully designed face - corporate plastic surgery, an appearance, an identity. And they’ve paid for a lorry-load of thinking behind it. They have funds and enough at stake to really do the job properly. The logo isn’t plucked from the sky, but selected with precision from thousands of others which were cast aside during its design.

A research team identifies the company’s needs (they are all so very different). A corporate ID programme uses the results and a design team is briefed. Ideas lead to solutions, and stage by stage presentation to the client for discussion and refinement.

Once completed, the ID is usually ‘rolled out’ gradually, strictly enforced by lengthy guidelines covering all possible applications. The advent of desktop publishing has both helped and hindered in-house bastardisation of corporate identity. Without consistency, the identity is ineffective, probably damaging.

There are companies in the UK still unconcerned by their image. Some feel the company is not developed enough to begin work on its image; others perceive astronomical costs, or just don’t care that their corporate communications look like the office dog ate them. And some just slap a logo on everything in sight.

You don’t have to spend millions on corporate Identity

Many household names would not exist without painstakingly designed and instigated schemes that we as customers seldom even consciously consider. So what of those companies who don’t have millions to outlay on corporate identity programmes? Fortunately, the corporate identity for a smaller company tends to be far simpler.

Your corporate identity programme can be conducted in-house, just as the research and much of the development. Always keep it very simple, and brief an appropriate designer not a print company. Make sure you get on with them, and see some of their past work. Get a rough quote before you start. Cut down any wrong trees they are likely to bark up. Inspire them. Be direct. Be patient. Be decisive. Give them ‘creative freedom’. Ensure they get to know and understand your business. Try to see your company from the point of view of your target market.

Keep the number of presentations they make to you to a minimum. This adds importance to those meetings. Don’t compromise, but do stay open-minded. It doesn’t have to be expensive, and an investment in a well thought-out corporate identity for your business will reap its cost many times over, not to mention giving you a massive advantage over your badly-dressed competitors.

Next time you walk down the street, look out for Sainsbury’s which is certainly tasting better at last. It took their designers nearly three years to lose the ‘J’ and find a replacement for that ghastly orangey-beige. Check out Barclays’ gorgeous new global eagle. And while you’re there, you might remember that Tesco not so many years ago looked a little bit like Kwik Save does today. Next time you decide to skimp on the presentation of your company, think how much you spent on your best suit. Don’t turn up to the ball in your jeans!

Written for In Business Magazine by Jonathan Foster-Smith from Shine Design., graphic design and corporate identity consultants in Oxford. Distributed by Whatprice.

In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I’m hoping the next five will be just as helpful.

There’s nothing like getting valuable exposure and new clients for your business without spending a dime (or perhaps spending just a few). Here are five more of my favorite tips for doing just that.

1. Submit an article to a business magazine or newsletter. Chances are there are lots of publications out there that are geared to your target audience. For instance, I receive numerous publications about marketing, communications, and running a business. These types of business publications are almost always looking for articles and information that will be valuable to their readers. And most of them welcome articles that are submitted by experts in the field (i.e., people like you). If you’re not already, familiarize yourself with the publications that your target audience reads, such as those published by trade associations or your local business newspaper (many are found at www.bizjournals.com). Then start pitching articles — not only will you get exposure in front of those who read the publication, but you can send copies of your article to clients and prospects. (For specific tips about how to write publishable business articles, see the August 2004 issue of my newsletter, "Marketing Tips from The WriteShop." It’s available at www.writeshoponline.com/newsletter_writeshop.shtml.)

2. Advertise in local, low-cost venues. If your business is local or focused in a specific community, don’t waste your time and money with advertising that reaches audiences much larger than your target. For instance, advertising in a large metropolitan newspaper is unnecessary if your target audience is actually located in two or three suburbs of the metropolis. Instead, consider low-cost advertising venues, such as high school football programs, alternative newspapers or community newsletters. They’ll be more tailored to your target audience and will be much easier on your budget.

3. Keep in touch with customers via e-mail. Convenient, easy and virtually fr*e, e-mail offers powerful marketing opportunities. If you don’t already, start collecting customers’ e-mail addresses (with their permission, of course). Sending e-mails too frequently can annoy your customers and be counterproductive, so don’t take advantage of the medium — but using it wisely can be an effective, inexpensive way to keep in touch. Clients will usually be glad to hear from you, especially if you’re using e-mail to send information that is valuable to them, such as announcements of special events, discount offers, helpful newsletters, or articles that interest them.

4. Network, network, network. We’ve all heard that it’s not what you know that matters; it’s who you know. Simply getting to know people is possibly the least expensive and most valuable activity you can undertake to help promote your business. If your business is local, attend networking events in your community, many of which are cheap or even fr*e. (Check your newspaper’s business section for listings.) And don’t be stingy with your network — when you have two acquaintances who could do business together, introduce them to each other. When you share your contacts, you simply broaden your network and others will be more likely to introduce their own contacts to you.

5. Ask for referrals. We all love to get referrals, because they often bring business — or at least interested prospects — with little, if any, effort from us. But referrals are few and far between if you simply wait around for them. Instead, those who really want to succeed in building word-of-mouth business must develop a referral system. When you’ve pleased a client, don’t be afraid to ask for referrals. You’ll get more success if you explain clearly what type of clients you’re looking for. And when clients refer you to their friends or contacts, be sure to thank them appropriately. For instance, one of my clients, a carpet cleaning company, asks every customer to refer their friends and neighbors. When those friends turn out to be clients, the company sends the referrer a coupon, which is redeemable for cleaning services or cash. That way, everybody wins — the new customer, the old customer, and of course, the carpet cleaning company.

Copyright 2004 Nancy Jackson

About The Author

Nancy Jackson of The WriteShop helps companies better market their products and services with powerful communications including newsletters, articles, Web content, brochures and custom publications. Subscribe to her free monthly newsletter at www.writeshoponline.com or e-mail info@writeshoponline.com for a free quote for marketing communications services.

Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don’t simply offer the best deals, the best quality, or the most impressive bells and whistles. If you want to win big in today’s cutting edge world of business, you have to begin by thinking differently and by challenging the status quo. Whether you are a new or an established business owner, these ten powerful strategies will position your company for big success.

(1) Adopt the philosophy of “Givers Gain.”

In 2003, the members of Business Network International (BNI) passed over 2 million referrals to each other. Founded by CEO Ivan Misner, BNI is a business and professional networking organization that offers members the opportunity to share ideas, contacts and most importantly, referrals. Misner founded BNI based on the philosophy of “Givers Gain,” which is the belief that in order to get business, it is important to first give business. One of the critical factors in achieving success rests in the ability to develop reciprocal relationships where two parties naturally refer business to each other on a consistent basis. “It’s not what you know but who you know” has never been so true as it is in today’s competitive world of business. For more information on Ivan Misner and his philosophy of “Giver’s Gain,” access an interview here:

http://www.cvcommunity.com/utility/showArticle/?objectID=1452

(2) Focus on Soft Innovations

In today’s competitive marketplace, the old equation of spending more on advertising to increase profits it not working as it once did. In his latest book, Free Prize Inside, author Seth Godin, makes a strong case for using soft innovations as a way to get noticed in this crowded and noisy world. Soft innovations are the small yet insightful ideas that can take your product or service from good to remarkable. They are often hidden, and they usually solve a problem that is “ peripheral to what your product is ostensibly about.” At first glance, you think the soft innovation does not mean much, but once you have it in place, it becomes an essential part of your product or service. Examples of soft innovations include Starbuck’s Cards, Dinosaur-shaped pasta for kids, and Amazon.com cutting its ad spend and offering free shipping with the money saved. For more information, read an interview with Seth Godin in Today’s Coach here:

http://www.cvcommunity.com/utility/showArticle/index.cfm?objectID=1524

(3) Re-groove!

How do you operate when the heat is on? How do you respond to chaos? When new skills or new behaviors are needed, how do you respond? Knowing what to do and how to do it is one thing but being able to respond effectively and to keep your cool under pressure and on a consistent basis is a very different ballgame.

As leaders in today’s world, it is crucial to learn how to work differently and how to be able to shift and bend to meet expectations which here one day and gone the next. The half-life of a great idea or a new product or service has never been shorter, and it is up to you as a business owner to become masterful with reshaping strategies, adding new perks to old products, and to stay on top of your game in the face of dramatically changing circumstances. You may find that your strength of achievement was required to get your company up and running but that same strength is now squelching the creativity of your team. It’s time to Re-Groove! It’s time to unlock the incredible potential that is inside of you that is required to get the job done under present day demands.

If you are dedicated to re-grooving (getting past the old worn out grooves of your past conditioning,) it is essential to work with a coach or trainer who can coach you through the new behaviors quickly and in real time. By learning to re-groove, you will be able to create incredible opportunities for your company and for yourself.

(4) Make your brand a “state of mind”

Are you winning when it comes to style, a smart and accessible mix of products and services, and first rate customer service? If so, Bravo! However, this is just a part of the equation of what it takes to truly succeed. In order to create a brand that is truly memorable, it is crucial for you to live an inspired life and to make your brand a “state of mind” for your customers. This state of mind could be a feeling of trust and confidence, a sense of well being, or a state of knowing that you are buying from a company who has your best interests at heart. This state of mind cannot develop behind the confines of the walls of your business. It grows and develops when you are in the middle of your potential buyers…in restaurants, traveling, checking out the competition, playing sports, tinkering with a hobby, having fun and lots of it! If you are living fully and in relationship with others, you will be re-energized every day and you will give your customers a vision of what an inspired life actually looks like, because you are living one! Your brand will become much more than your trimmings…it will become the connection that others feel when they think of you as a valued person in their lives.

(5) Become masterful at mobilizing resources

The ability to galvanize resources, both human and monetary, and to build effective and efficient projects with them is a critical component of success in today’s marketplace. We are quick to look first at the monetary costs of a project and quickly get cold feet, when the reality is that we have valuable resources hidden in our personal and professional lives which may not cost a dime. Social capital is one resource that is one of the most valuable assets available to business owners of today. The term social capital emphasizes that very specific benefits are made available from the trust, reciprocity, information, and cooperation associated with social networks. The value of social capital is that people can draw on the wisdom of each other to solve common problems, especially as it relates to money, time, and resources.

(6) Buck conventional wisdom

In 1971, Rollin King and Herb Kelleher decided to start an airline that you might say…was different and a little bit quirky. They began with one simple notion: If you get your passengers to their destinations on time, at the lowest fare possible, and make sure they have a fantastic time doing it, people will choose you over a competing airline. This is the story of Southwest Airlines, who chose to move beyond the status quo by offering services and a sense of style that bucked conventional wisdom. With their focus on fun, games, and "Love Southwest Style,” Southwest has made its mark with its strong focus on stellar customer service and conveniences such as allowing customers to proceed to their departure gate without stopping at the ticket counter, skycap, or self-service kiosk. Most importantly, Southwest has honed in on searching for important personal qualities in those they hire– the perfect blend of energy, humor, team spirit, and self-confidence to match its famously offbeat culture. Southwest was once dismissed as a maverick, as their strategies seemed strange to the “airline powerhouses.” These same powerhouses are now looking in awe at what this “maverick” has built. The strategy of originality worked…It had the sticking power required for success.

(7) Become a Talent Farm

When recruiting new employees, what are you looking for? Raw talent? Raw communication skills? Intellect? Athletic ability? Commitment? Skills? Flexbility? What about all of this and more? If you are a company who wants to operate at the leading edge, where change is the greatest and success is the goal, you will want to recruit the most talented group of people you can find…those people who are self- starters and who are living boldly in the world. By developing a “talent farm” culture, you can instill a mindset of excellence from the top to the bottom of your organization. This culture encompasses a deeply held belief that having high caliber people is crucial to your success. With this “talent farm” approach to recruiting, your company will also be required to recruit great talent every day. Successful businesses and organizations have a strong sense of what they are looking for, and they are always on the look for new talent and ways to retain them for a lifetime.

(8) Embrace your core values

What is it in life that you most value? Do you value beauty, leadership, creativity, stability, or family? You can choose to orient your life around your wants and needs or the list of things you feel you “should” be doing, but if you embrace your core values and build your life around them, you will find experience inspiration and joy at a level you never thought was possible. Whole Foods Market is one of the fastest growing supermarkets of today, because its commitment to fresh, nutritious products is a value that keeps customers coming back for more and employees happy, hard working, and committed. When you focus your business on doing what feels right and what fulfills you, you will have no regrets, because you have been true to the very core of your being.

(9) Become a "white hot center" of influence

A “white hot center” of influence is an organization or group that you most want your company to be aligned with tightly and in a relationship which is reciprocal. One connection into a strong center of influence can position your company to attract a stream of qualified opportunities. (Example: You are an interior designer, and you want to be in the middle of Southern Accent or Better Homes and Gardens Magazine.) In order to attract a “white hot center” of influence, you have to become what you want to attract. Be well educated, highly skilled, experienced, trained and innovative in your product development. Fill your network with other business owners who are up to big things in the world and who are experts in their respective fields. Attract talented people into your company, and tap each and every talent and skill available in your company. As you begin to raise your bar in all areas of your business and enhance your network, you will eventually become a “white hot center” that will attract others by the thousands.

(10) Just Begin!

Start where you are, and begin today to create success in your life. Drop the excuses, reasons or people to blame, dis-empowering attitudes and behaviors and get on with the business of living the life you know you were born to live. Do what you know you want to do, and do it with passion. Begin today to create the tomorrow you want. As Peter Drucker said, “The best way to predict the future is to create it”

About The Author

This piece was originally submitted by Bea Fields and Kimberly George, Business Coaches, who can be reached at bea@coachville.com and kim@coachville.com, or visited on the web at www.CoachVille.com, www.FiveStarLeader.com or www.RebelBusiness.com.

If you haven’t made many sales or perhaps none at all, don’t be discouraged. Use this 10-point checklist to breathe new life into your advertising campaigns and improve your response rate.

Remind people they are ordering through a secure server. Tell them you won’t sell or share their e-mail address and that all their information will be kept confidential.

Your advertisement should outline benefits and not just features. In addition, your ad’s headline should attract your target audience. You should also list testimonials or guarantees.

Here are two free resources you can use to learn how to write effective ads and headlines.

5,000 Hypnotic Words and Phrases

http://www.incomewaterway.com/free-book

Copywriting E-Course

http://www.red-hot-copy.com/downloads.htm

People usually don’t purchase the first time they visit. The more times they visit your site, the greater the chance they will buy. The most effective way to get people to return to your site is to give them a free subscription to your e-zine. You can accomplish this by posting a sign up form or guestbook on your website. You could also list free and low cost resources on your website and update them regularly. Ask visitors to bookmark your site and visit again and again to discover newly added items.

People will feel more comfortable if they know who they are buying from. Publish a section called "About Us" (or "About Me" if you’re a sole proprietor) on your web site. Include your business history, profile of employees, contact information etc. Here’s an example of my own "About Me" page.

http://www.incomewaterway.com/aboutme

Accept credit cards, checks, money orders, and other forms of electronic payments such as PayPal, ClickBank, etc. Take orders by phone, e-mail, website, fax, mail, etc.

You need your own domain. To find if a name is already taken and to register your own domain name go here:

http://www.godaddy.com

Make sure your website is easy to navigate through. If you site has dozens of pages, consider including a site map.

Websites are most effective when the material all relates to one theme including the graphics.

Here’s where you can find out how to download a free ebook that will help you design effective web pages:

webpages@frogleads.info

When you use free stuff to lure people to your website include it below your ad copy or on another web page. If you list the freebie above your ad they may never look to see what you’re selling.

You won’t sell steaks to a vegetarian. You want visitors that are interested specifically in what you offer. Consider surveying your existing customers to see what made them decide to buy from you. This information will help you improve your target marketing and advertising.

If you don’t yet have a customer base, use ezine advertising to begin building one. Find ezines that cater to an audience interested in your marketing area. For instance, if your product relates to humor find publishers that distribute humor ezines. Here’s one of the fastest ways to find the right ezines.

http://www.incomewaterway.com/ezines

Every experienced marketer knows you must work at constantly improving various aspects of your business…especially your ad copy since it’s the lifeblood of your business. This is how you get the word out. So, you must be willing to try different headlines and revise ad copy if necessary.

Use an ad tracker for your advertising campaigns to measure how many clickthroughs you receive for a particular ad.

Many people are interested in your product but they put off buying it till later and eventually forget about it. Entice them to buy now with a freebie or discount and include a deadline date when the offer ends.

If your business is at a standstill, it doesn’t have to be. Use these 10 techniques to breathe new life into your marketing efforts.

About The Author

Karin Peavy has marketed online for three years. Her goal is to help others zero in on exactly what’s needed for web success. In response to this goal she created http://www.incomewaterway.com, home to some of the web’s best marketing resources including free articles and ecourses. Karin also publishes a free weekly e-newsletter that provides product reviews, income opportunities and marketing tips. Free gift with every subscription: http://www.incomewaterway.com/FreeTips.

You may use this article in your electronic publication or on your website as long as you do not alter the article in any way. You must also include my bio in its entirety.

karinpeavy@incomewaterway.com

You’d have to labor to shield yourself from the power of Branding; it’s hard to avoid it in today’s business and social climate. Even in the backwoods of very, very small-town America, you couldn’t emancipate yourself from the in-your- face concepts of Branding messages from all over the world. Even in conversations that don’t discuss it (and those are becoming few and far between), Branding is present. On television, in the supermarket, at the movie theater, in your car, Branding is constantly with you. If you’re in business-any business-you are involved in Branding in some way. If you are a sole proprietor, you may, yourself, be a brand.

It is no longer enough to simply be the best-or even the best-selling-product on the market. It has become necessary to establish a brand identity, which can lead to additional products, deeper market share, and expanded consumer loyalty.

As Cable Neuhaus, editor in chief of Folio magazine, says: "Branding is so paramount. A car to many, many people is an extension of themselves. It’s an extension of the way they see themselves. Relatively few people go down to the dealership that’s closest to their home and say, ‘What can I get for $22,500?’ That’s not the way people buy cars for the most part, and that’s the reason the car companies spend billions of dollars worldwide, in all likelihood, on the Branding enterprise. GM just fired the guy who’s in charge of Branding because they feel he wasn’t very successful there. They have a succession of car lines and you can move up the lines: Chevy, Pontiac, Buick, Cadillac. There isn’t all that much difference between a Buick and a Pontiac; they’re usually built on the same frame. The difference is how they market themselves to the audience. Pontiac is ‘We build excitement.’ Buick is ‘American luxury.’" In the world of public relations, where I work to brand some of today’s hottest stars, it’s virtually impossible to avoid talking about Branding.

Working in Hollywood for 20 years, I’ve never heard the kind of buzz around a concept that I’ve experienced with Branding. Everyone is looking for the key to the concept; everyone is saying the word, although most have misconceptions about its meaning.

The problem is, only the select few people know what Branding really is. And even fewer understand the essential role public relations plays in the Branding process. As Duane E. Knapp, president of BrandStrategy, Inc. and author of The Branding Mindset, says: "Most people do not have a clue what brand means. The common misconception is that brand is hype. They have this concept that one of the ways to be a successful brand is that you’ve got to hype the brand, you’ve got to have a lot of activity, a lot of communications, a lot of advertising, which is the antithesis of the true concept of brand. I think [PR] is the most important role. The company should decide what their promise is. If you don’t have a brand promise, you have nothing, and it’s not the advertising tagline. It’s what the employees and the company promise to consumers. It’s not a promise unless it’s written, unless every single employee in the company can tell you what they have to do to deliver that promise. They might not be able to recite the exact two or three sentences, but for example, at L.L. Bean, they know that there is no such thing as an unhappy customer."

"I think (public relations) is a massively important, and even more massively under-leveraged, role in the Branding process. I don’t think people fully understand the value of setting up an interview with a major magazine or somebody else endorsing your brand. 3M talks about how you perceive your brand in three different ways: one, ‘customer satisfaction,’ two, ‘would you buy the brand again,’ and three, ‘would you recommend it to a friend.’ I look at PR as an analog to ‘would you recommend it as a friend.’ "

-Scott M. Davis, managing partner of PROPHET’s Chicago office and co-author of Brand Asset Management

It’s impossible to look at Branding without the public relations perspective, and my business happens to be public relations. In doing business with high- profile celebrities from Barbara Streisand to Fleetwood Mac, Demi Moore to Kareem Abdul-Jabbar, Charlton Heston to Michael J. Fox, and corporate clients like Pizza Hut, I deal with concepts like advertising, marketing, market research, and sponsorship. Public relations is part of all those disciplines. And since public relations is, we’ll discover, an integral part of the Branding process, I have a unique perspective on the business of Branding. I work with people who create and perpetuate some of the most successful brand names and brand identities. I’ve worked with the highest-level actors, actresses, entertainers, directors, and Hollywood insiders, all of whom strive to become brands and some of whom have done exactly that with unparalleled success.

I know the advertising executives and marketing professionals who create brands, and I know the editors, producers, studio executives, and television moguls who present them to the public. In fact, you’ll read about their experiences and hear their opinions throughout this book. They’ll help me to explain why some things work and others don’t. It’s not alchemy; it’s not voodoo. There may be magic involved, but magic is usually the product of intense drudgery, endless practice sessions, and just a touch of inspiration. Branding isn’t the wave of a magic wand; it is a discipline that can be taught and learned. It can be practiced and examined, discussed and analyzed. The better it is understood, the more successfully it will be utilized.

There will also be a total Branding experience: the creation of a fictional brand of ice cream that we’ll see grow from an idea into a full, mature brand through the best use of public relations practices. The concept of the product, the name, the presentation, and the advertising and marketing will all be influenced and shaped by the uses of public relations. The brand win emerge through its promise to the public, and through the way that promise is communicated and reinforced. That is pure public relations.

The journey we’re about to take will be a fascinating one. We’ll examine brands that are practically sacred in many households, and discover how they got that way. We’ll look at the most inspired choices and biggest Branding mistakes ever made. And through it all, we’ll keep an eye on what you can do to use public relations techniques to help create that once-in-a-lifetime brand.

Michael Levine is the founder of the prominent public relations firm Levine Communications Office, based in Los Angeles. He is the author of Guerrilla PR, 7 Life Lessons from Noah’s Ark: How to Survive a Flood in Your Own Life.

GuerrillaPR.net is a resource for people that want to get famous in the media, without going broke. http://GuerrillaPR.net

You’re flipping through this publication as you wait for your latte, when suddenly you decide to stop and read an ad. What made you stop? I’ll bet it was an attention grabbing headline.

It is a scientifically proven fact that 5 times as many people read headlines as read the body copy of an ad. So with the headline, an advertiser has spent about 80% of their advertising dollar. It doesn’t take a genius to realize then the headline is the most important part of any ad.

Yet, most small business advertising is wasted for lack of an effective headline or, worse yet, no headline at all. Don’t make this same mistake.

The headline is the first thing that your reader or prospect sees when they open your letter, browse a magazine, or flip your postcard. In that moment, (about 3 seconds) your reader decides whether or not to read any farther.

So first and foremost, any advertisement you produce must have a headline and your headline must grab your reader’s attention immediately. If you don’t grab them by the throat and hold them right away, you never will.

Writing powerful headlines takes some hard work but it can be done if you follow some simple guidelines.

1. Your headline should give the reader a reason to stop and read now instead of later – a carefully chosen word or two can create urgency

2. Your headline should communicate something the reader considers valuable – they need to be able to justify the time spent reader your ad

3. Your headline should scream how you might offer something that is unique or at least interesting

4. Your headline should point to something very specific for the reader – use facts and how to’s

Using these points as a guide to create your headlines allows you to create headlines that hook your reader quickly, offers them a benefit they want, and gives them a reason to read on.

Never use boring, conventional or overused statements and never use a headline to trick your reader into looking on.

Attention Getting Power Words for Your Headlines

Look at powerful headlines and you will see that many contain one or more of the following words that sell.

 Discover Easy Free New Proven Save Results IntroducingAt Last Guarantee Bargain Easy Quick Sale Why How ToJust Arrived Now Announcing 

Start of by writing some headlines that clearly communicate your promise, benefit or USP. Then look for ways to make them even more powerful by adding a power word or two and checking if they contain at least 3 of the guidelines provided above.

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing coach and creator of the Duct Tape Marketing System. You can get more information about the Duct Tape System and download your free copy of “How To Create the Ultimate Small Business Marketing System in 7 Simple Steps” by visiting http://www.DuctTapeMarketing.com

In this highly competitive online marketplace, it can be difficult to persuade customers to buy from you when you offer a similar product to your opposition but with a higher price tag. And trying to beat competitors on price alone is a cut-throat business, very risky and not recommended. It attracts bargain hunters ready to defect to competitors for a better deal.

Using a value-pricing strategy is a better proposition because it attracts loyal customers. Why do customers buy designer-labelled clothes and luxury cars? Why are those items more expensive when they don’t cost so much more to make? The answer lies in the perceived value. Value is not an inherent attribute of the product but it commands a higher price.

Customers do not buy features and benefits, they buy VALUE.

Value is subjective. Value is a benefit but a benefit is not necessarily of value to all customers. For example, a vendor offers free installation and free updates for his software. Customer-A considers "free installation" as "value"’ because he has no technical knowledge and this will save him time and effort. Customer-B rates the free installation as "nice to have" but the drawcard or "value" is the free updates that will save him money in the long run. Customers do not assign value to the same benefits.

Behind value-pricing strategies there are a few important concepts:

• Customers are value conscious rather than price conscious e.g. some customers will pay extra for prompt delivery.
• Customers assign a personal value to a product or service e.g. a teenager is willing to pay a premium price for a concert performed by his idol.
• The selling price is based on customers’ perceived value rather than on the vendor’s costs e.g. an ebook costs less to produce than a paperback but readers will pay more for it because of the value placed on format and instant delivery.

When customers evaluate competing products, they are usually comparing value. To increase the value of your products, you can either add benefits or reduce the perceived risk factors rather than resorting to reducing your price.

Adding benefits
Value-added benefits do not replace comprehensive product information but are complimentary strategies to help converting website visitors into customers and giving you the competitive edge. Try these value-pricing strategies:

• Special packaging e.g. recyclable containers, gift wrapping with card
• Package deals (for convenience) e.g. bundles, "all inclusive" value pack
• Fulfilment options e.g. "white glove" delivery service, instant download
• Payment options e.g. monthly and yearly plans
• Free training material e.g. online manual, video, audio
• Personalised service e.g. "I oversee each account"
• Free product updates or refreshers (for courses)
• Bonus offers
• Certification e.g. licence, training certificate

Reducing perceived risks
For new customers, there is always an element of risk in purchasing from a new vendor, especially over the internet. These are examples of value-pricing strategies to boost confidence and credibility:

• A professionally designed website
• Free trials or samples
• Extended warranty option
• Free after-sales service
• Your credentials, length of time in business, list of important clients
• Guarantees of satisfaction "100% satisfaction guarantee"
• User-friendly privacy, security and refund policies
• Testimonials, endorsements, reviews
• Easy access with contact options e.g. toll free number, chat live

Naturally, everyone loves value for money but does not necessarily want the cheapest option. What value do customers perceive in your product and how much are they willing to pay? Value comes at a price!

Next time you consider reducing your selling price, think value.
"We’re not the cheapest but…we offer value."

© 2005 Henriette Martel-Lawson

Henriette Martel-Lawson, author of "200 Marketing Ideas for Your Website", is a website strategist who helps businesses develop or convert a stale website into an effective marketing tool. Henriette is the founder of Marketing Cues, an internet marketing resource centre providing articles, reviews, free tools and lots of tips. Receive a free ebook when you subscribe to bimonthly WEBmarketingcues newsletter at http://www.marketingcues.com

What is the golden rule of internet advertising?

Give, so you may receive.

It is as simple as that.

Most people desire to receive, but never give!

You can increase your marketing exposure effortlessly by placing your ad on free stuff, then allow other people to give it away. The more people that give away your free stuff the more your ad will be seen.

Most free stuff can be created easily and without little or no expense. Electronic freebies are perfect because with these types of freebies there’s no shipping or physical material costs.

Below are some popular types of electronic freebies.

Free e-Coupons/e-Gift Certificates-Give your visitors free electronic coupons and gift certificates for your products or services.

Free e-Books-Give your visitors a free electronic book. The e-book should be related to your web site theme.

Free e-Reports-Give your visitors free electronic reports. The reports could be in autoresponder form or in text format.

Free e-Courses-Give your visitors a free electronic courses. They could e-mail your follow-up autoresponder and be sent a lesson each day.

Free Software-Give your visitors free software. It could be a game or a useful utility. Just have them download it right from your web site.

Free Online Services/Utilities-Give your visitors free online services or utilities. They should be ready to use right from your web site.

In conclusion, when you use this marketing strategy it will quickly spread your advertising all over the internet.

May you succeed in your internet advertising and make a lot of money.

Warmly,

I-key Benney, CEO

I-key, a Millionaire CEO from New York City is the creator of "Mscsrrr: Millionaire Secret Cash System", (internet income) program, which has helped thousands of ordinary people from all over the world to attain financial security and shining success during the past 2 yrs.

Mscsrrr Millionaire Cash System helps you to generate $1,500+/Week for life, from home or office, part time or full time. No large investment or hassles. Win $1000-$2000 free “cash”…

Sometimes, new entrepreneurs are in such a rush to get started at their businesses that they jump right into working with customers without giving much thought to their BUSINESS NAME. “I’ll just do business under my own name for a while, until I find something I like.” While it seems easy at the time, you might want to re-think the plan to change business names down the road. You will find that, as your professional recognition and customer base grow, people have started to IDENTIFY you with the name of your company. A name change in mid-stream can be costly and confusing.

First, you will lose ground in the marketing arena — it takes time and effort to build up BRAND RECOGNITION, and that time is lost when you change names. You may also lose customers to the competition — what are they to think when they go looking for “Joe’s Mobile Car Wash” in the yellow pages and you’ve changed your name to “Fast and Easy Auto Detailing?” They might think that you’ve gone out of business and it’s time to find someone else to clean their cards. And finally, changing names can cause you increased PAPERWORK and EXPENSE — changing your bank accounts, credit cards, marketing materials, incorporation documents, DBA registration, etc. So why not get it right the first time? Here are some suggestions for choosing a business name that will serve you well for years to come.

IS IT MEMORABLE?

When people hear the name of your company, will they be able to REMEMBER it 15 minutes, 30 minutes, 3 hours, or a week later? When they decide to hunt you up on the web or in the phone book, will they be able to easily recall your business name? It doesn’t matter if you are choosing a fictitious business name or using your own — the same rules apply. Your name should be UNIQUE enough that it will stick in a potential customer’s mind — “Smith’s Gym” isn’t going to be nearly as easy to remember as “Work That Body.”

You also want to stay away from names that are likely to be CONFUSED with another company. You may think it’s a cute idea to come up with a name that closely resembles (without exactly copying) another company’s name. But calling your personal coaching company “Joys-R-Us” is confusing, unoriginal, and likely to bring about a lawsuit! And beware of phrases or ACRONYMS that are overused in your profession. You wouldn’t believe how many Professional Organizers use some combination of words that spell out SOS (usually “Someone’s Organizing Solutions”). Your company will stand out more if your name is truly unique.

IS IT EASY TO SPELL?

However, the next question is “when they do recall it, is it easy enough to spell that they can immediately find your listing?” You want to stay away from challenging spellings and pronunciations. Calling your restaurant “Phine Phoods” is just asking for trouble — how is your customer going to know to look under “p” instead of “f” in the phone book? And if your last name is Piccalopoupoulis, you may be better off creating a fictitious business name. A good rule of thumb to follow is to pay attention to what happens when you tell other people your name — if you are always having to SPELL or PRONOUNCE it slowly, it will be hard for people remember and find later on.

This is particularly important if you are planning to turn your business name into a DOMAIN name. Websites with long or hard-to-spell names get overlooked during standard searches. And try to avoid having to include a hyphen or underscore in your name to make it appropriate for the web. Short, snappy, easy-to-remember names work best in the translation from brick-and-mortar to internet.

DOES IT DESCRIBE YOUR COMPANY?

Will customers learn something specific, unique, or descriptive about your business, just from hearing the name? Will they get a feel for WHAT you provide or HOW you provide it? Many individual service providers try to sound like high-end firms by using some derivative of their first and last name for their company identity – “Joanna Carrol and Associates,” or “JC Consulting,” or “Carroll and Company.” But what does that really tell a potential customer about your company? I don’t know if you are an insurance agent or an attorney or a professional organizer. Include something in your name that describes your product or service — “JC Graphic Design” — so customers aren’t left WONDERING what type of business you have.

You can also include some information about those special CHARACTERISTICS that make your business DIFFERENT from the competition. Okay — so you’ve told me that you are a printer. Why should I hire you instead of the printer down the street? You might be faster, cheaper, provide better quality, have more experience, offer a higher-end product, or provide more services than the other guy. If it’s appropriate and pertinent, include one or two of those traits — “JC Full-Service Graphic Design” — in your name.

DOES IT LIMIT YOU?

If you are joining an industry that allows for “branching out,” be careful about giving your company a name that traps you in a very small service area. For example, a company that starts out putting in tile floors — but has plans to expand into vinyl, hardwood, and carpeting down the road — wouldn’t want a name like “TileMasters.” Something more along the lines of “FloorMasters” will give the company the FLEXIBILITY they need to grow and change later on.

And if you have intentions of ever expanding your service area, you need to be careful about a GEOGRAPHICALLY limiting business name. “Hair Over Atlanta” isn’t going to work as well when you open locations in Seattle and Los Angeles and New York. Be sure to check the US Patent And Trademark Office’s online database (http://tess.uspto.gov) to make sure your name is available for national use before you start printing it on your cards.

You also have to stop and think about whether naming your company after yourself — “Bob’s Bar and Grill” — will limit you in a different way. If you have ever read “The E-Myth” by Michael Gerber, you know that having customers identify your business as an EXTENSION of you brings about its own special pitfalls. You become indispensable to the company — people get used to seeing Bob behind the counter every night and that’s what makes it “Bob’s” — the business can’t run without you. And if you ever decide that you want to take a break, let someone else run the place on your behalf, or sell the company, you will run into a roadblock. Quite often, what seems like a great way to PERSONALIZE your business ends up turning it into a stone around your neck.

This business is your baby, your investment in the future, and you will have it with you (hopefully) for a long time. Don’t short-change your business by skipping out on one of the most important steps you will take during start-up — selecting just the right name.

Ramona Creel is a Professional Organizer and the founder of OnlineOrganizing.com — a web-based one-stop shop offering everything that you need to get organized at home or at work. At OnlineOrganizing.com, you may get a referral to an organizer near you, shop for the latest organizing products, get tons of free tips, and even learn how to become a professional organizer or build your existing organizing business. And if you would like to read more articles about organizing your life or building your business, get a free subscription to the "Get Organized" and "Organized For A Living" newsletters. Please visit http://www.OnlineOrganizing.com or contact Ramona directly at ramona@onlineorganizing.com for more information.

Many people in business lay-out (design) their own ads. That old adage "If It Is To Be It Is Up To Me" prevails. Do it yourself and you may get what you want. Many newspaper salespeople are poor at conveying customer wants to the design department, and slow are retunring proofs. The result is an ad with errors, not approved by the cusotmer.

If your expenditures will be moderate, you might be able to afford a graphic designer or advertising agency. It costs nothing to find out, call a few ad agencies in the phone book and ask for an account rep. Explain you may be in the market for an agency and let them ask the questions. A quick determination will not be long in coming.

There is a lot to be said for finding a way for someone else to do your ads so you can use your talents for what you do best, running your business. Designing your own ads (a furniture store I visited had a complete drafting table, magnifying light and glue pot in the corner) is about the same as fixing your own leaks and asking the plumber to come by and inspect it.

Your ad will have less than eight tenths of a second to get a reader’s attention. You must stop the reader’s eye in less than a second, and hold it for at least three seconds to make an impression. Think about the ads you pass when you read the paper, You fly by some of them faster than you can say "one-Mississippi" (a half a second).

Collect a folder of ads thet grab your attention. Gather a list of hot words. There are articles and lists throughout the internet of "selling" words. Type "Words that Sell" in any search engine.

Always Stress the Benefits A feature is what something is. A benefit is what it does. Advertise the benefits of your product or service, not the features. People don’t buy something to get a feature, instead they always buy to get the benefit produced by the feature.

The jury is still out on the effectiveness of color vs the cost of color. Look at the big boys, most don’t use color in display ads (only the car dealers, for some inexplicable reason).

There are Already Enough Egos Look through any paper and count the mug shots of the owner, pics of the kids or staff. Not to mention the photos of the business building or award. Ego is easy to sell to the advertisers, but it doesn’t sell the customer. The paper uses ego all the time to sell you more ads. The billboard people are especially notorious for this practice. Focus on the benefits and forget your smiling head and shoulders shot.

Put it on the shelf After you put an ad together, put it on the shelf, in a drwaer or file it in your computer for a day. Don’t look at it or think about it. Wait at least 24 hours to take a fresh look. Can you remove at kleast 5 words? It will sell harder with less words. You don’t read jumbled ads, they don’t either. Does it have to be that big? Cut it by a third and you can buy more for the same money.

Sell the benefits with class and your advertising can be very effective.

For more about advertising, get my article "Your Billboard is Showing" MailTo:Billboards@BigIdeasGroup.com

©2005 BIG Mike McDaniel, All Rights Reserved MailTo:Mike@BIGIdeasGroup.com BIG Mike is a Business Consultant and Professional Speaker. His BIG Ideas Group helps small business grow with mastermind groups, seminars and training. http://BIGIdeasGroup.com

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