Recently, I was reviewing our website statistics. One of the sites that had a link to mine caught me by surprise. Since this is a family publication, I won’t include the name of the website. But, let’s just say it contains a four-letter word that people do not use in most business circles.

The website was basically a bulletin board for people to rant about other companies. The posting about my website started out with the subject, ‘Is this website just a little too slick?’ The postings went on to say that my website had a lot of sizzle, but no steak.

My first thought was, ‘How dare they say something so rude after I worked so hard on my site. Are they trying to say that my business has no substance? They know nothing about me and what I do. I can’t believe they would attack MY business image.’

You see, those of you who have met me know that I am a small business image consultant. I work on everything from customer service to documentation and training. Basically, all the behind-the-scenes things that affect the business image. How could MY website have a bad image?

Then I took a step back. And, with a huge gulp of reluctance, I admitted to myself that they were right. Earlier that week, I had started to redefine my business services. Small business image consulting no longer ‘fit’ the real me. And somehow that was showing through on my website. It WAS a bit too slick. It was not getting to the essence of what I wanted to say.

Instead of just changing my website, I decided to take on a more important endeavor. I took a look at my identity and my brand. I found this amazing book called Make A Name For Yourself by Robin Fisher Roffer. This was the wake-up call that I needed. After pouring over the book, I began to get in touch with my natural gifts.

While documentation has always been a part of my business, it wasn’t the part that I ‘played up’ at networking meetings. Small business image consulting sounded exotic and sexy. It got people talking about customer service and the importance of it. It got me speaking engagements. It got me lots of press. This was all of the sizzle that they mentioned on that bulletin board. But, it didn’t get me what I needed most. The steak - more phone calls and emails requesting my services, and ultimately, more satisfaction.

I decided to put my writing services in the forefront. In addition to my technical writing, I now specialize in lengthy documentation and press releases. The process of redefining my business was a scary one. All these feelings of fear and inadequacy appeared. I started to wonder what people would think of the change. Would they think that this was bad for my business image?

Then, I started to wonder how many other business owners are just offering what sounds good. How many of them aren’t expressing their natural gifts through their business. How many are afraid to make a change?

None of us should be afraid to redefine our services or to create a brand where there wasn’t one before. Now I am more secure in what I do. I am true to myself, my passion, and my gifts. It’s a freedom and a liberation that I’ve never felt before.

My services no longer have an exotic and sexy sound to them. But, at least now I can offer the sizzle AND the steak.

—

Leila Johnson owns Johnson Solutions Group in Rio Rancho, NM. She acts as Your Virtual Documentation Department. Leila is a versatile writer who works with those small businesses that don’t have the time or expertise to handle their documentation. Leila can be reached at 505-896-9379 or through her "new and improved" website at http://www.johnsongroups.com

Having a quality brochure makes a positive impression on a potential customer. It gives the appearance that you’re serious about your business.

And it may give you an advantage over competitors who don’t use brochures.

Printing technology has made big advancements in the last decade, including high speed, high-resolution color photocopiers and laser printers.

This has reduced the need for using printing presses and allows you to print small quantities with less expense. If you’re printing only a few hundred brochures, this is the way to go.

If you’re printing in the thousands, you may find it more economical to use a printing press. Your per unit cost can drop significantly.

But print production, especially involving color, is a complex subject and ignorance can be costly.

“The most important thing a business person should do is ask a lot of questions,” says Phil Lewis of Vancouver’s Generation Printing.

“Many small businesses try to design their own brochures without consulting with a printer or graphic designer. They don’t understand that what you see on your computer screen isn’t necessarily what’s going to be printed. Inevitably, we end up having to fix many of the customer’s mistakes and charging for it. If they had consulted us before they started designing, we could’ve saved them time and money.”

With thirty years experience as a prepress production specialist and sales rep, Lewis has these suggestions when creating a brochure:

Hire a graphic designer. It’ll cost you more up front, but it’ll give your brochure a more professional look and that gives your customers’ confidence. Shop around. Contact at least three designers and ask to see samples of their work. Get quotes and compare. >Know your market. Would a glossy, color brochure make that much difference to your target market? If you’re selling financial services to wealthy investors, then appearance counts. But for most small businesses, it’s not worth the extra cost.

If you can’t afford to hire a designer and are creating the brochure yourself, ask questions before you prepare a computer file for printing. Does the printer want the source file or a portable document file (pdf)? Do you need to include fonts and linked graphics? If you’re going to create a pdf, be clear what options the printer wants you to select before creating it.

BROCHURE FORMAT Brochures come in a variety of sizes. Probably the most common format is called a slim jim. It’s either a letter or legal sized sheet that’s folded two or three times vertically. It’s a popular format for small businesses because it can fit a display rack or be mailed in a standard number-10 business envelope.

MORE TIPS ON REDUCING YOUR PRINTING COSTS

* If your brochure can fit into the same envelope as your invoice or other material you mail to customers, stuff the brochure inside. You save on postage.

* I believe printed brochures are preferable to electronic versions. They’re easier to read. However, if you think your prospects are computer savvy, you might consider putting a pdf version of your brochure on a diskette or CD. It’s a novel and inexpensive way to distribute it.

If you’re not sure how computer literate your target market is, then you should stick to a printed brochure.

You can also buy pre-designed brochures sheets for your desktop printer. You just add the text and graphics. Paperdirect.com has a good selection.

HOW TO GET BETTER CUSTOMER RESPONSE FROM YOUR BROCHURE

Here are some suggestions you should consider.

* Make sure your address, phone and fax numbers, website and e-mail are easy to find.

* Give your reader a reason to open the brochure. Start selling on the cover. And list the benefits your product or service offers.

* Use testimonials. Nothing helps sell a product or service better than reading comments from satisfied customers. (Be sure to get your customer’s permission before quoting him.)

* Have a “Frequently Asked Questions” section. Your brochure should answer common questions a prospect is going to ask about your product or service. If your business does quotes, include a separate questionnaire that the prospect can fill out and fax to you.

* Include information that the prospect would find valuable. He’s then more likely to keep the brochure longer. For example, you run a computer repair service, so you include in your brochure a small section called “Ten Ways to Boost your Computer’s Performance” or “Little Known Windows Shortcuts to Improve your Productivity.”

* Tell the prospect what the next step he or she should take. Call for more information? Call for a free estimate?

Designing your own brochure will save you money. But I still think it’s worth the expense to hire an experienced graphic designer. If you don’t have a talent for design, your brochure will look amateurish and will reflect poorly on your business.

About The Author

Dave Coyne is a marketing consultant and information publisher. Get his FREE Report: “How to Run A Home Based Business And Never Create A Product, Write An Ad, Or Talk To Anyone.” Send an email with REF006 in the subject line to dcinfobiz@GetResponse.com

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”

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.

Larger companies have learned that collecting art adds something special to its overall corporate image. An art collection may include art on display in waiting, or general areas. Larger collections may focus on education programs for the employees of the company and partnerships with area museums or art spaces.

Unfortunately the kind of art programs and collections afforded by multi-billion dollar companies, are not usually within reach for companies without an extensive art budget, if it’s even considered at all. However, if you are ready to use some creative thinking you can create an art program, add new art to your workspace, and increase employee satisfaction. If you’re interested, keep reading and get started with Artistic Lifestyling at work.

As business owners, one of the first design decisions we make are for our business cards. They are your client’s very first impression of your company. A well-designed card should convey both a text message and a feeling. People really do pick up and collect business cards they are attracted to – even if they don’t need the services right away. If you take the time to have the card designed by a true artist, chances are you will be pleasantly surprised by the results.

I stumbled on what I consider to be a couple of great business card design companies owned by Daniel Will-Harris http://www.will-harris.com/design/bizcards2.htm and Victoria Arico at http://www.lookslikejoy.com/BusinessCards.html. I prefer designers rather than mass-produced templates for many reasons, but primarily because I don’t want to see my ‘logo’ on someone else’s card. The image conveyed on your business cards, should match your work environment in terms of appearance and energy. A modest art program at work can help to unify your corporate image for your clients and employees.

Even if your company already has an art collection, it often doesn’t include art for personal workspaces. People spend so much time at work that it is important to encourage them to create a sense of individuality with personal art that appeals to them. Shared or open spaces might be perfect for a small water feature to help keep competing noises down. It’s best not to be too extreme in choices of art on these walls, but a couple of modest pieces, a collection of small art postcards or even a small sculpture can bring instant interest to a workspace. Because selecting art can be a bit tricky, guidelines or policies created for the company help people keep their art selections appropriate for the workspace.

If you are lucky enough to have room in your workplace for public art, you can use the space for rotating art shows by artists from across the country. You can also commission murals, sculpture or faux finishes to add creative and artistic touches to your space. Remember there is no need to over do it at work, but do consider the feeling you want to express. If you are in a hectic work environment choose art that makes you feel instantly calm in the midst of chaos.

There are so many ways to artistically enhance your workspace. Hold some after-hours art classes or host an exhibit that features art created by your employees. It’s a modest investment that gives back over and over again, and also helps support local arts in your community. Use your imagination and put together a great arts program at work that will encourage employee creativity, interest in your company, and add to your overall company image.

About The Author

Lise Richards is an Artistic Lifestylist and owner of The Creativity Center, Inc and Red Door Gallery. Her Artistic Lifestyling program helps all people live more creatively in artistically designed spaces. Visit the company online at www.centerofcreativity.com; director@centerofcreativity.com

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

Why a look? Most consultants see themselves as hard working and pragmatic. They believe the look of their materials is unimportant. After-all, clients are hiring expertise not looks, right? Not so!

People buy people first, ideas second and things third. Your brochure represents you. It is you when you’re not around.

What sort of image do you want to convey? Would you visit a prospect wearing a cheap, out-of-date suit, looking sad and second-class? Unlikely. However, many people do just that, when they use low-quality, poorly designed brochures. Your brochure represents you when you are not there. Make sure it is dressed in the fashion and quality you would use for yourself. Before you run out and find yourself a tailor or take up sewing, you should first look at your competition’s material and other’s material. Collect brochures that strike you as effective, and those that are poor. Think of it as fingering through GQ or Vogue looking for a new outfit. Figure out what makes the good brochures work and where the bad brochures fail. What kind of attitude do they portray?

Then try to come up with something that combines some of the elements from successful designs. But, be careful, don’t create a zoot suit. And, make sure it fits. Look at the layout of your page–is it a dense wall of words? Don’t make your prospects work to find out what they need to know–because, bet on it, they won’t. Lay your information out in bite-sized pieces, with revealing headings, to help your reader grasp the main message. These are like the accessories you wear. Small signals that give the viewer an indication of what you are like and what you do. Be it a Rolex or a mood ring.

Two important, but often unrecognized, problems with brochures are poor grammar and poor typography. You might as well wear brown shoes with a blue suit. Your audience may not know what is amiss with your materials, but they’ll be disturbed. Use high-quality, and appropriate, visuals (colours, graphics, etc.) to illuminate and support your message. If you use clip art, choose it carefully. Use the same style and quality of art throughout your brochure. And, make sure it relates to what it is illustrating. That is, make sure your tie matches your suit. Poor visuals will only get in the way and muddle your message.

You don’t have to dress like a Bay Street lawyer, and your brochure doesn’t have to be glossy. Dressing comfortably, yet appropriately, is the key and the same holds true for designing a brochure. You wouldn’t wear black tie to a picnic, so why design a brochure that’s black tie when your target is chips and dip. Or vice versa.

The bottom line: a poor brochure, like an cheap outfit, will damage you more than it will help; it’s a waste of time and money, while a good brochure is your company’s representative, a reflection of you.

Keith Thirgood, Creative Director

Capstone Communications Group

Helping businesses get more business through innovative marketing

http://www.capstonecomm.com/

Markham, Ontario, Canada 905-472-2330

Subscribe to Thrive-on-line http://list.capstonecomm.com/mail.cgi?f=list&l=thrive_on_line

How many times has this happened to you?

A friend recommends a film that just came out: "You’ve GOT to see this movie! It’s SO (funny, scary, suspenseful, etc.)." They start quoting lines, excitedly taking you through the plot. You’re hanging on their every word. Seems like cinema doesn’t get any better than this! So you run out and plunk down $10 to see the movie. And what do you discover? That this is “just another movie”… mildly entertaining, at best. Next time this friend starts crowing about another fantastic film, you’re not so willing to listen. In fact: you’ll never go to another movie on their recommendation again.

What happened? Too much build-up. Someone “over-sold,” and lost credibility because of it. The same is true for advertising. Too much build-up can break the sale. It’s what happens when your ads are “anticlimactic.”

What do I mean by advertising that’s anticlimactic?

Let’s say you came across an ad for a mysterious “something” that can give you the same ecstatic feeling as being in love. The advertiser doesn’t mention what it is… he’s too busy painting a picture of how this thing can change your life. The ad goes something like this:

“Ahh, that blissful, lighter-than-air feeling of being in love! When you feel like this, you’re at your best… like you can do anything. When you’re in love, you’re on top of the world! Now imagine if you could summon this feeling to life at any time you wanted. Just think of what it could do for your career, for your personal relationships, for your quality of living!”

How would you feel if, after reading paragraph after paragraph about this elusive euphoria that can be yours for just a few dollars, you came to learn that the ad is about CHOCOLATE. You’d be a little annoyed, wouldn’t you? You might even feel like someone had played a dirty trick on you. How likely is it that you’d buy that chocolate (even if it happened to be Godiva-quality), knowing you were duped in such a way? Not very! In fact, you’d more likely buy chocolate from the guy who told you outright, with minimal fanfare, that he was selling delicious, gourmet chocolate. Because he was being honest. And you, the consumer, appreciate honesty. Don’t you?

Right now, hard-hitting ad copy is all the rage. Unless you live under a rock, you’ve probably seen those long sales letters that promise the moon and the stars, if you just BUY NOW. Looks like those internet gurus have become pretty darned successful, right? And you want what they have: persuasive skills that guarantee results for your business. You want it so badly you can taste it. That’s why when they dangle their secrets under your nose, you listen with rapt attention. And you think, well, if they’ve become millionaires with their hard-sell strategies, maybe I should follow suit. But should you? Or will it just come across as a big build-up followed by a letdown? How will you avoid the trap of creating ads that are anticlimactic?

I write ad copy for a living. Lately, my clients have been coming to me in a frenzy looking for “that thing” that the Yanik Silvers of the world have. The first thing I ask them is, what are you selling? Is it something with many long-term benefits? Has your product made a difference for many people? If so, then yes, I believe you can build a case for what you’re selling with persuasive copy. But if it’s something like chocolate, or phone cards, or electronics, that will provide a bit of enjoyment in the here and now… then my advice to you is avoid the high-pressure sales pitch. It’s just going to create build-up that you can’t live up to. And if your product presentation is anticlimactic, your sales will suffer for it.

How are the web marketing gurus able to create such aggressive ads, without being anticlimactic?

Internet experts have something that everybody wants and only some people know how to get: success. The truth is, success doesn’t come in a box or in an e-book or in a four-day seminar. None of these things guarantee that success will ever be yours. But they MIGHT help, and that’s where the promise of success is ever-gleaming. That’s how the experts can keep you trying like hell to attain it - repeatedly forking over your hard-earned cash for their mysterious know-how - all the while thinking that "maybe this one will seal the deal and make it happen for me!" Their ads will never be anticlimactic because they have mastered the art of keeping their customers salivating for more. Can you do this with your product offering?

Is what you sell highly sought-after, and in the category of success? Is it a stepping-stone to something of great magnitude? Or is it merely something that can enhance quality of life in little ways? The truth is, it takes more than ad copy to sell a product. Sometimes… surprise… the product has to sell itself.

Despite what some would have you believe, no blown-out sales pitch is going to guarantee that you’ll become a millionaire. Just like the embellished movie review, an aggressive advertising campaign will attract attention, and it may even make you some money. But only until people realize that your product doesn’t live up to all the hype. At that point, they’ll lose interest. And then you’ll lose customers. What will happen the next time you’re ready to launch a new product? Surprise… no one wants to “watch your movie.”

What would you rather be: a one-hit wonder, or someone who draws a loyal following that’s ever-growing? For those that want the latter, here’s my advice: be realistic. Keep your advertising honest and informative. Present your product or service in a way that highlights its advantages without telling tall tales. Establish trust and credibility with your customers, and they’ll keep coming back. And above all, don’t base your advertising campaign on "what works for other people." Base it on what works for you.

Copyright 2005 Dina Giolitto. All rights reserved.

Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years’ industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples.

Sometimes the best inspiration comes from hearing about the deconstruction of other company’s names. For you, I am happy to share how I came up with "Slice A Day :: your slice on marketing"…

1. First the purpose and vision of my site was to have people volunteer some marketing stories…true case studies of business owners and how they promote business.
    
2. Then gathered the supplies for brainstorming. I had a sheet of paper, pencil and a dictionary/thesaurus.
    
3. Let the brainstorming begin!

   I love really clever, catchy and visual names. It comes from having a web design and creative background. The AIGA.org hosts a local networking event called "Brew" with the tagline "where ideas perculate". I loved it! And to mimic it’s genius, here is where that spark of inspiration took me.

   ::: Start List :::

   • "grill - where ideas sizzle"
    
   • "water cooler" 
      …sidenote: i thought that’s where people really talk openly
    
   • "feedbag - serving up ideas"
    
   • "your market draw" 
      …sidenote: i don’t know how i got here
    
   • "evoke" 
     …sidenote: now i’m just writing words, synonyms
    
   • "persuade"
      …sidenote: this is where the dictionary & thesaurus come in

   • "convince"

   • "share"

   … a few minutes pass by
   … a few more minutes pass by

   • "Slice-A-Day.com" 
      …sidenote: visual images of pie and cake
      …sidenote: slice is a portion of a bigger piece…hmm

   • "Share Your Slice On Marketing" 
      …sidenote: tagline that explains and supports vision
    
   ::: End Brainstorming List :::

I like "slice" because you just get quick and small chunks to read… just enough to evoke a thought, to make you think, or to leave you wanting more.

———————————————–
Maya Sunpongco
Slice-A-Day.com
your slice on marketing

Have you ever spent a small fortune on advertising that generated disappointment rather than sales?

Many small business owners have been down the road of flat advertising results and are at a loss when it comes to developing new ideas to improve the response to their ads.

Whether you run ads in your local newspaper, your industry’s top periodical or on-line, you need your investment in advertising to pay for itself, and then some, in order to justify its cost.

If your ads aren’t generating the interest you want in your products and services they may be suffering from one of the five common mistakes small business owners and professional service providers make when developing and delivering their advertising.

Here is a list of five qualities common to successful small business advertising campaigns.

Zero in on Your Best Prospects

Many small business owners make the mistake of thinking bigger is better when they choose a medium in which to run their ads and opt to spend their advertising dollars to reach a larger but less focused market.

For example, if your company specializes in helping law firms reduce the cost of long, ongoing cases and you choose to run a series of full page ads in the New York Times instead of the New York Law Journal you will likely be disappointed by the response to your campaign. Despite reaching the considerably larger audience of the New York Times your would be missing the focused attention of the legal minded readership of the New York Law Journal.

Be sure to zero in on your market. You will increase the likelihood that the readers who see your ad will actually have a need for your service.

Set Yourself Apart from the Crowd

Unless your business sells a product or service that is completely unique and faces no competition your ads need to set your products or services apart from the crowd of your competitors.

If you are the owner of a pet supply company and your ads simply say, “We Sell Pet Supplies” they will be passed over along with every other bland advertisement for Fido’s food.

On the other hand, your ads will stand out and attract much more attention to your shop if you state that you sell, “King Sized Bones and Bowls for the Royalty in Your Family.”

By focusing your ads on the owners of large breed dogs you distinguish yourself from the crowd of pet shops that simply sell pet supplies and make it clear to the owners of large dogs that you sell what they need.

Be sure the copy of your ads has the effect of making what you offer unique. Your highly targeted prospects will reward you by noticing the difference in your ads and buying from you.

Demonstrate Value

Another property of a highly effective advertisement is that it demonstrates the value your products and services provide. By demonstrating value in your advertisements you give your prospects a clear idea of the benefits you provide and a clear reason to buy from you. Demonstrating value can also help you set yourself apart from you competitors.

How can you change your ads to demonstrate the value you provide? What special offers can you make to set yourself apart from the pack?

Focus on client problems

Consumers buy products and services because they fill a need or solve a problem. If your ad copy does not address your prospects’ problems they will never know that you provide the solution they need.

If you are recovering from knee surgery and need to work with a physical therapist to regain your full range of motion, would you be more likely to choose a therapist who advertises his new and modern equipment or the one who advertises that she will have your knee working and feeling like new again in just three weeks?

Be sure to focus your ads on your clients’ problems. You will win more business as more and more prospects come to see you as the solution to their problem.

Require Action

The final aspect of a highly effective ad is a call to action. If you’ve done your job up until this point, your prospect has read your ad. If your ad does not finish the job and inspire your prospect to contact you for more information or visit your store or your web site, it is not worth the money you spent to have it published.

Don’t assume that your prospects know what they should do next. You need to tell them to be sure they know.

If you’ve gotten their attention, demonstrated your value and shown them that you are the solution to their problem, don’t waste your good work by neglecting to instruct them to take the next step and contact you.

If all this seems like a lot to accomplish in one advertisement, you need not worry. A well-written marketing message will take care of most of the details of writing a highly effective ad.

Do you have a marketing message you can use to consistently deliver effective ads and position your business as the solution to your client’s problems? You should.

The author, Jeremy Cohen, helps small business owners and professional service providers attract more clients, grow their business and be more successful with his marketing and web site enhancement coaching service and his marketing guides. Get his free guide: Jumpstart Marketing: More Profits, Clients and Success at: http://www.bettermarketingresults.com/marketing-services/asp

How many times have you heard of seen advertising for a graphic design company that states that they do branding?

If you think branding is a logo, letterhead, or web design with all the same look, and colours, then it’s true…they can "do branding".

Let’s take a look at one of the world’s best-branded companies, McDonalds. You may not like the food, but if someone says "golden arches" you know what institution they are talking about. Mickey D, McCoffee and Big Mac all bring the same familiar name to mind. You each may have a different reaction to the thought of eating there, but any one of the many product names will trigger the bigger picture.

Think about the things you know from each of your McDonalds experiences: You know they have salty fries, the food is fast, and there is a system to everything they do. The staff often says the same things to you. You can get the same core menu items all over the world. If you take the time to think about it, you can up with a huge list of features you can count on at McDonalds.

Doesn’t that make the term "branding" when applied to logo, look and colour seem a bit of a misnomer?

We know that the concept was born in a single location in small town America. How do you think that McDonalds developed their brand? You can get the book and read all about it, but you don’t have to do that to figure out how to build your own brand.

There is no secret. It’s all about organizational culture. Brand is the personality your business has developed through your leadership and the systems you put in place. It’s having a customer know that each time they go into your business, they will be treated the same way they were last time they were there. They will see some of the same products. The staff will say hello just like they always do. The business will have the same policies and procedures…in other words…a customer can count on you to be who you were during their last experience.

No one else can create a brand for you, …unless you hired a CEO to run the business, set the parameters and standards, and writes the operational procedure manuals. Many businesses start small, with the owner doing most of the work…that’s the time to write the procedure manuals, when the person with the vision is actually doing the work and can see what works best to achieve their pre-defined results. If everyone ran their business like a well-run franchise, there would be fewer business failures and many more strong brands..

Having a strong brand means that everyone who works in your business has a clear picture of why they are there. The business could run without you, because everyone would know what they were supposed to do and how they were to treat co-workers and customers alike.

Decide who you are as a business and be the best you can be at it every day. Write down the things that you do. Decide what your goals are. Share it with your employees…and you will create a brand.

Oh… and don’t forget…you need a logo, letterhead and a web site that all convey the same message….but they are not the brand….YOU ARE!

Nancy Fraser - Nota Bene Consulting Results Driven Advertising and Marketing www.notable-marketing.com

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These days, everyone’s looking to save a buck. But if you plan to cut corners by using a fledgling copywriter or marketer, expect to put the money you just saved towards a really good lawyer. Because you may just find yourself in court.

Lawsuits abound in today’s world. Lots of people are more than willing to sue at the drop of a hat. No one wants to think that they "know" anyone like this, but the truth is, this planet is crawling with lawsuit-happy consumers who can make your life a living hell. You may think, "Oh, I’m just a small start-up; no one would bother trying to get money out of me!" But do you know this for a fact? Even if you’re miniscule now, you want to grow your business. With any luck, one day you’ll be earning more than just a comfortable living. The best way to ensure your legal protection in the future is to start practicing caution today.

How does this relate to your advertising, and who you hire to work for you? Every bit of written material put out by your company is a statement issued by you. If you hire someone who has little to no experience in the real world, you’d better be on top of them at all times. You’d better make sure that what they’re creating for your company doesn’t contain any legal "loopholes" or claims you can’t fulfill. Because as soon as your advertising makes a statement about anything, someone will try and hold you responsible. They might even seek legal counsel on the matter. Yes, what you say can and will be held against you in a court of law.

I worked for the "R"Us family of stores for seven years, writing and editing everything from catalog copy to sales promotions to coupons to informative marketing mailers. Nearly everything said in our ads was supported by a legal disclaimer that prevented the company from being held responsible for any "unforseen events" that might occur as an indirect result of our statements. At the time, these legalities posed a great annoyance to our department, slowing down progress and hampering creativity. But today, I’m incredibly grateful for the "extensive legal training" I received while working there.

What are some examples of loose-lipped writing that can land you in legal hot water? What situations might you get yourself into in today’s fast-paced, maximum-output world of marketers?

E-books are hot right now. Everyone wants one, and they want it yesterday. But beware the trouble of an untrained eye taking control of your e-book content! Last year, I worked for a small start-up company. They wanted an e-book written fast, so they hired an unpaid intern. Although the e-book served its purpose well, it was riddled with statements that could get us in trouble! Why? Our e-book was for children. In it, we had included a long list of ways kids could spread holiday cheer. One entry was something to the effect of, "Offer to help your neighbor carry in the groceries." Innocuous as it may seem, the end result of this remark could be some parent taking us to court because their child went out and tried to assist some unsavory character, and was abducted in the process! Heaven forbid, but nothing’s impossible. In our e-book, we took care to state "Never do anything without first asking permission from your parents" - many times, and in many ways.

Article content: seems like everyone wants it in mass quantities. But how smart is it to hire a wet-behind-the-ears intern to write pages and pages of information and then publish it under your company name? One little slip-up, and guess who’s getting a subpoena in the mail. Not the intern! I recently wrote an article on credit card debt elimination. As I was crafting my copy, I kept stumbling over "red flag" statements that could prove troublesome. "Some debt consolidation companies may even be able to erase the interest fees you’ve accrued." Was that true?? If it wasn’t, somebody might be getting an earful down the road. It’s difficult to know what information found on the internet is accurate, or just somebody’s assertion. If you’re not sure - disclaim! Or, simply avoid commenting.

Coupons and limited time offers that aren’t properly disclaimed can cost you money. Say you run a sale on your website, but you forget to include start and end dates. If the sale prices are valid in January but you don’t tell your customers, someone could very well come along and demand a discount in May! Or what if you post an ad for your business offering 50% off all design jobs but you forget to exclude the really high-end projects? You could find yourself working on an extensive web-design job that’s only bringing in five hundred dollars when it could have made you a thousand!

What about your return policy? You want to be known as a company with its customers’ best interest in mind - but what if your return policy is so open-ended, it leaves you vulnerable to excessive returns, when in fact there is really nothing wrong with what you offer? I worked for an e-greeting company this summer. How is an e-greeting company supposed to guarantee "customer satisfaction?" It’s not possible! So, in such a case, a statement like this has to go. Would a newborn to the industry have the foresight to make such decisions? My guess is no.

Do you sell products via the web? Anything that poses a safety threat should be disclaimed to avoid future legal headaches and thousands of dollars lost. Everything from over-the-counter drugs to children’s products to baby clothes to automobile parts to finances must be shielded from potential legal action. Never thought about legal ramifications? Best to get an expert’s advice before going forward with your business plan.

Still thinking of hiring a novice to help you run your business? Think again. A little extra money spent now can mean a ton of money saved later. Hire a copywriter or marketer with corporate experience, who will exercise legal caution in your business writing and provide financial security for your future. Who knows… you may never even need that lawyer.

Copyright 2005 Dina Giolitto. All rights reserved.

Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years’ industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples