Jack D. Deal's Free and Inquiring Mind Applied; Change before you have to...831-457-8806

Graphics, Videos, Illustrations can carry a greater impact than words...

Sometimes, a useful and informative graphic can tell a story the way no words can. Offer your readers a visually interesting graphic or illustration, and they’ll likely thank you by sharing it and linking to it. --Michelle Bowles

Marketing tip of the day...

try youtube -- it's better than twitter, articles, google ads, facebook and myspace combined.

Online publicity and link building...

Link building and its counterpart, online publicity, must be seen as ongoing activity to be performed on a regular basis over time, not a one time fix. The more you learn about it, the more confident you become in deploying budgets and selecting strategies. --Eric Ward

The only thing certain in marketing?

Just because there's enormous pressure today, the best don't ignore the fact that tomorrow is right around the corner in the form of a 2010 plan. And when looking ahead, the only thing certain is that historical norms are no longer a reasonable guide. So the best are anticipating the key questions for their 2010 plan and working on getting some answers now. --Pat Lapointe

Leveraging behaviors for marketing advantages...

Privacy is definitely the biggest concern today. There has been the concern that through such approaches as deep-packet technology, companies can leverage information through subscriber-based providers to marry anonymous behavioral segment data and identify real people. --Joe Apprendi

Facebook and Blog Quote by Dan McDade

“Everybody wants to jump on the bandwagon and say ‘I’ve got a blog’ and ‘I’ve got a Facebook page.  Companies jump into it, … and then they lose attention and focus. Next thing you know, their content is four or five months old. It’s out of date, and they’ve moved on to the next thing.”--Dan McDade

excerpts from twitter.com/jackddeal jan 26 on social and traditional media...

jackddeal

which isn't surprising since we live in a world of accelerated change less than 10 seconds ago from web
the dynamics of psychographics do apply for both social and 'traditonal' media, but for many companies, the meaning of traditional doesn't less than a minute ago from web
small and medium size businesses are finding their ROI for these types of "mass media" continue to fall...not all businesses...but most 3 minutes ago from web
what is traditional anymore? 4 minutes ago from web
TV is undergoing fundamental change...the most popular network shows have 10% of the viewers the top shows had in the '60's 4 minutes ago from web
radio is owned by chains such as Clear Channel and has less local coverage than ever about 2 hours ago from web
magazines are even worse...many are going under and mag ads are way down too about 2 hours ago from web
newspapers are no longer traditional in the sense they were just a few years back about 2 hours ago from web
the Sentinel has almost no classified now and has much less local coverage...the Mercury is pushing its online version more and more about 2 hours ago from web
take newspapers; for years I have subscribed the Santa Cruz Sentinel and the San Jose Mercury News...both are half the size of a year ago about 2 hours ago from web
my counter, and not total disagreement, is that traditional media is no longer traditional...across the board about 2 hours ago from web
modernmetrix disagreed with me that psychographics just applies to social media and not traditional media...strictly speaking that is true about 2 hours ago from web

Marketing Brochure Analysis

Dear Bob,

I reviewed your new company brochure and have the following comments and suggestions:

1) your website address should be at the very top of the first page

2) "not a problem"  is poor marketing copy

3) marketing copy should be complete sentences or have punctuation indicating otherwise; having a text 'sentence' not contain a verb makes you look bad

4) your copy in general needs to be redone; awkward sentences and dangling participles make your message look weak

5) all copy needs to be edited carefully; in one section the apostrophe was wrong and the wrong words capitalized; common nouns are not normally capitalized

6) cliches like 'one stop shop' and 'competitive prices' don't work anymore

7) your company has three locations but only lists the address for one...why?

8) statements like "you get what you pay for" might not convince your prospects, especially since one of your competitive advantages is price.   

9) your employee pictures don't make them look 'homey'; the photos make them look underpaid. 

In conclusion, I would not use the brochure until it is fixed.

Notes on opening up multi channel markets

How Smart Companies are Opening Up Multi-Channel Markets

Brick and mortar to e-commerce; simply opens new venue

Doing away with ineffective traditional marketing and increasingly using search marketing and search optimization

Automate online processes as much as possible

24/7 advantage

Research online, buy offline. 

Research offline, buy offline. 

Use offline presence to drive online sales.

Use online presence to drive offline sales.   

Local search

Regional search

National/global search

Mike ran Fineline Screen Printing for 25 years before expanding to Cheapfasttees.   

Uses existing infrastructure. 

Operations equipment

Phone and computer networks

Some changes in tracking and minor changes in bookkeeping/accounting

Vastly Superior Strategy or Why Bring Up Swift-Boat Again?

	jackddeal under CNN's most popular news: "Biden's comments on special needs kids called 'new low' " groan...every statement is a gaffe... less than 5 seconds ago from web
	jackddeal as always some of Ron Owen's listeners ask 'why not Hillary?' ...that is becoming the question of the hour...groan... less than 5 seconds ago from web
	jackddeal why are we Demos worried to death that Joe will lay the big egg in the debate with Sarah? groan... less than 5 seconds ago from web
	jackddeal Ron Owen of KGO is telling Biden how to debate Sarah...why isn't Joe instilling confidence? Ron says it will be a history maker...groan less than 5 seconds ago from web
	jackddeal internal flaws in the Obama campaign have been super magnified and these flaws are now not reflecting kindly on the campaign... less than 5 seconds ago from web
	jackddeal clearly the Obama campaign is over stressed right now and really needs a vacation... less than 5 seconds ago from web
	jackddeal it's not 'hitting back' by calling the Repubs "liars"...it's showing weakness...groan...and junk strategy... less than 5 seconds ago from web
	jackddeal calling people 'liars' is so first grade...at least that's what it looks like... less than 5 seconds ago from web
	jackddeal it's clear Obama is getting input from far too few people and the input he is getting is flawed...right, Chairman Burton? right Mr. Axelrod? less than 5 seconds ago from web
	jackddeal one would think that the Demo braintrust would find something better to do than to look at Sarah's per diem expenses as Governor...groan... less than 5 seconds ago from web
	jackddeal McCain watched Hillary's campaign and saw when she got Obama flustered, he got off his game and started flubbing up...he looks flustered... less than 5 seconds ago from web
	jackddeal liars, pigs, lipstick, catnip...sure sounds Presidential, no? is this the high road that Burton and Axelrod are showing Obama? groan... less than 5 seconds ago from web
	jackddeal are Burton and Axelrod conducting the 'mother of all comedy of errors'? groan...they are trying mighty hard... less than 5 seconds ago from web
	jackddeal all of the sudden Burton and Axelrod have Obama talking about lipstick, pigs and catnip...and the issues? groan... less than 5 seconds ago from web
	jackddeal Obama: They seize on an innocent remark, take it out of context, throw up an outrageous ad because they know that it's catnip for the media less than 5 seconds ago from web
	jackddeal if strategy is getting your opponent to do what you want them to do, then McCain's strategy is vastly superior... less than 5 seconds ago from web
	jackddeal McCain ad on Obama: "Ready to lead? No. Ready to smear? Yes." groan... less than 5 seconds ago from web
	jackddeal Obama:"I love this country too much to let them take over another election with lies and phony outrage and Swift-boat politics." a la Kerry? less than 5 seconds ago from web
	jackddeal why do Chairman Burton and Axelrod have the Obama-Biden ticket looking so amateurish? groan... less than 5 seconds ago from web

Twitter 8 on shameless self promotion and just plain self promotion

	jackddeal it can be subtle or it can be loud, but must it be demeaning? only if you are filled with hubris, hate yourself or are mentally unstable... less than 20 seconds ago from web
	jackddeal but if you really think about it, if you don't promote yourself, who will? who else really could? is it selfish? do you find it demeaning? 2 minutes ago from web
	jackddeal internal promotion on the other hand, can mean that a group markets internally or that there are internal advancement opportunities 4 minutes ago from web
	jackddeal Take a look at Facebook and see all the Shameless Self Promotion entries. Why bother to put something up when it's of such poor quality? 7 minutes ago from web
	jackddeal The art of great self promotion is blowing your horn without giving the appearance of doing so...being unaware you are being sold something 14 minutes ago from web
	jackddeal shameless and stupid can be the same; promotion can be shameless yet stupid; in fact, many are and that's where the shameless self comes in 16 minutes ago from web
	jackddeal this shameless promotion idea keeps bugging me; not an oxymoron nor mutually exclusive terms; but if you are trying to figure out meaning 17 minutes ago from web
	jackddeal overheard: 'my stocks are down, my house is losing equity and my job is not so secure anymore...I'm worth half what I was a year ago'

Shameless Self Promotion or Stupid Self Promotion or Both?

Take a look at Facebook and see all the Shameless Self Promotion entries.   Why bother to put something up when it's of such poor quality?   

A good promotional piece is something you should be proud of...a work of art and science.   It shouldn't be shameless or shameful as shame has nothing to do with it...pride does. 

Shameless and stupid are not mutually exclusive.   

The art of great self promotion is blowing your horn without giving the appearance of doing so. 

Website Marketing Fundamentals and Your Look and Feel Upgrade

If you are in business or are a professional, you probably have a website or are thinking about creating one.  A website can be a powerful marketing tool if used correctly. 

Your first consideration is to have your website fit in and be a part of you marketing strategy.   You and your company have a strategy whether it is informal, formal, written or simply by "default;" that is, reactive rather than strategic.   

Clearly if your website does not match up to your marketing strategy and plan there will be a disconnect. 

If your website is "disconnected" from your marketing plan you will join the millions of business owners and professionals that have static websites that are more like newspaper or magazine ads. 

This old school approach is becoming very old school.   Those companies and individuals that are leveraging web technologies for marketing are gaining strong competitive advantages even in regional and local markets. 

But as the saying goes, without a map or plan you can end up anywhere and anywhere is not smart business, especially in marketing.   

What do you want your site to do?   Maybe sell a product, relay information, generate an inquiry, set an appointment, request more info; the possibilities are endless. 

That is why you need to decide first what you want your site to do and it should be a solid business decision, in fact one of your most important business decisions.   

After you determine you goals, you should assess how appropriate is your site in meeting those goals.   Who is your target market?   What are your target market's demographics and interests?

In web sales and marketing terms you want to look for the conversion or next step from your target audience.   If your product or service is low consideration such as a product sold directly through e-commerce, then your conversion would be a direct sale. 

If your product or service is high consideration, such a kitchen remodel or roof, your conversion may be a phone call, inquiry, email, appointment or in-person visit. 

If you have no site, determine your budget first and then your timeline.  If you have a site that needs to be updated and upgraded, also determine your budget and timeline. 

Unfortunately many older websites cannot be upgraded or made search engine friendly and you may have to start again.

Before doing anything, look carefully at the keywords and keyword phrases that your viewers will use to find you.   Make sure these keywords are 'loaded' on your site, especially your homepage.   

Viewers find your site through keywords and keyword phrases; if these keywords are not on your site how will they find you? 

You can pay for ads and pay-per-clicks, the big advantage being you can target your audience.  Don't forget that more and more search engine algorithms are tending toward fresh original content also known as organic search engine results.

The good news is that your "organic" content is permanent, or at least until you remove it.   Unlike a paid ad that goes away when you stop paying for it, organic content lives on indefinitely making it an excellent value for your marketing dollar. 

An important fact to remember is that if you don't update your site regularly the search engines stop making spider and crawler house calls to your site.   If your goal is to attract the search engines then you must update your content regularly.

Use promotional interviews, promotional articles, quotes, blogs, links, backlinks and anything else you can to create content and make the search engines take notice.  It's all about your content.    

Make sure your site, especially your homepage, is full of your logo and brand.   If you have neither, develop them.   Remember that many expensive logos and brands don't work and you don't have to spend a fortune to get a good one.

If your site is new, you need to optimize it for search engine accessibility.  This is known as search engine optimization or SEO.   If your site has been up for some time and has lots of content, SEO will be less effective but still may be of value.

Search Engine Marketing or SEM is a more comprehensive marketing strategy plan than SEO.   SEM usually implies paid marketing but increasingly free marketing has become very effective depending on the market or space your company is in. 

Don't forget your site's look and feel which should match your company's look and feel.  If you sell luxury boats you don't want your site looking like you are CraigsList. 

Conversely, if you sell discounted goods from China you don't want your site to look and feel like Macy's website. 

Clearly some content is better than other content and remember that your content should parallel your marketing plan.   But don't forget that even minimal content is now better than no content. 

"There may be talk of recession and consumers may be less susceptible to advertising than they used to be, but consumers are still human," says Julia Hyde of Creative Search Media in Scotts Valley, California, "and the science of psychology will still make them spend their hard earned money. The goal is to persuade them to spend it with you."   

The bad news is technology is allowing your competitors the same access to web marketing as you have.   

The good news for you is hopefully they haven't heard about it yet.

Advertisements:

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Wingwalkers Baking Company www.wingwalkersbakingcompany.com bakes delicious cinnamon roll, coffee and cream, walnut and ginger and coco-choco chip cookies.  Distributorship inquiries welcome.

The Professional Touch Quality Auto Body Repair, Serving Scotts Valley and Santa Cruz since 1985, 203 - B Mt. Hermon Rd, Scotts Valley Karl Ryan owner www.proftouch.com

Jungletraders furniture, masks, statues from ancient African hardwoods like Rhodesian Teak and Lebombo Hardwood located at 5400 Scotts Valley Drive Suite B, Scotts Valley, CA  www.jungletraders.com

Cruz'n Cellular 266 Mt. Hermon Road Q, Scotts Valley, CA 831-430-0663 Verizon,  AT&T, T-Mobile Sprint-Nextel, Sirius Radio, Metro, Unlocking Sevices and Payments.  Sales, service and cell phone consulting. 

Public Relations

Public Relations

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Reply to: serv-67312gslist.org
Date: 2008-05-08, 12:45PM PDT

Public Relations is not just for Madison Avenue. How your company relates to your area or region has a great deal to do with your business success. Do you distribute monthly press releases? Do you have a media packet with media teasers? Do you know what types of human interest and business related stories your local media cover? Do you know who to contact? Do you struggle with finding something interesting about your company? Public Relations is not rocket science but it does require focus and attention to get results. To examine the non-Madison Avenue public relations possibilities, respond to this ad or contact JD Deal Online Marketing and Zuniweb.com at 831-457-8806.

• Location: Santa Cruz
• it's NOT ok to contact this poster with services or other commercial interests

PostingID: 67312

Marketing Online or Internet Marketing

Marketing Online or Internet Marketing

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Reply to: [email protected]
Date: 2008-05-08, 6:05AM PDT

You might have a solid traditional marketing plan and are doing all the right things efficiently and effectively. Yet quarter after quarter you are noticing that as benefits diminish costs rise. You might find yourself beginning to ask questions like "If no one uses phone books what good is a Yellow Pages ad?" Clearly the new marketing frontier is online and across vertical and horizontal markets companies are using the Internet to promote their products and services as well as find new prospects and potential customers. New technologies are allowing smaller companies to compete in new marketplaces. To see how an online marketing can fit your company's strategy reply to this ad or contact JD Deal Online Marketing and Zuniweb.com at 831-457-8806.

• Location: Santa Cruz
• it's NOT ok to contact this poster with services or other commercial interests

PostingID: 672691

Advertise Online or Online Advertising

Advertise Online or Online Advertising

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Reply to: [email protected]
Date: 2008-05-08, 5:45AM PDT

Radio, TV, and print advertising keep costing more with declining results. Humans under 30 don't use phone books and besides in five years phone books will be obsolete; look at the bright side, a least no more expensive Yellow Pages ads. So just how will your potential customers and prospects find you without newspapers and phone books? Why is online advertising booming and newspapers are downsizing? This isn't a trickle trend it's a tsunami. Use online advertising to leverage your marketing budget and improve your marketing ROI Return on Investment. To see how online advertising can best fit your marketing strategy contact JD Deal Online Marketing and Zuniweb.com at 831-457-8806 or reply to this ad. Be sure to include your URL or website address with your online advertising inquiry.

• Location: Santa Cruz
• it's NOT ok to contact this poster with services or other commercial interests

PostingID: 672676

Logos and Logo

Logo and Logos

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Reply to: [email protected]
Date: 2008-05-06, 11:09AM PDT

Need a logo and don't know where to start? Tried it yourself but didn't get too far? Worried a good logo will cost $5,000? Think again. You may not be Madison Avenue yet but that doesn't mean you have to have a tacky logo. It also doesn't mean you have to take out a loan to pay for a logo either. Google my article "How a 'Look and Feel' Redesign can Upgrade Your Stale Corporate Image" for more information; reply to this ad or contact JD Deal Online Marketing and Zuniweb.com at 831-457-8806 or [email protected]

• Location: Santa Cruz
• it's NOT ok to contact this poster with services or other commercial interests

PostingID: 670

Creative Marketing Collateral

Creative Marketing Collateral

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Reply to: [email protected]
Date: 2008-05-06, 11:00AM PDT

Let's face it, your look and feel is sad and tired. You need an update and an upgrade. You need a new look and feel; maybe even a new you. In today's modern world being yesterday is so very yesterday. The bad news is that like your granma said now is not the time to be shy. The good news is technology and leveraging that technology can take you from vintage to fringe even if you are shy. Besides, what's to like about looking like everyone else? Reply to this ad or contact JD Deal Online Marketing and Zuniweb.com at 831-457-8806 or [email protected].

• Location: Santa Cruz
• it's NOT ok to contact this poster with services or other commercial interests

PostingID: 67023

Marketing Plan and Marketing Plan Development

Marketing Plan and Marketing Plan Development

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Reply to: [email protected]
Date: 2008-05-06, 8:18AM PDT

Having problems with your current marketing plan? Are you certain your plan is outdated and needs an upgrade? Getting less and less ROI return on investment for your marketing dollar? Does your competitor's marketing plan seem better than yours? The good news is technology has allowed the small and medium sized company to compete in the global and regional marketplaces. The bad news is your direct and indirect competitors are already using these technologies or are thinking of using them. Where do you start? First, look at your business and marketing model and strategy to make sure you are on track. Next assess your specific tactics to reach your marketing goals. For more information contact JD Deal Online Marketing at 831-457-8806 or respond to this ad.

• Location: Santa Cruz
• it's NOT ok to contact this poster with services or other commercial interests

PostingID: 66998

Mission Statement, Slogans and Business Development

Mission Statement, Slogans and Business Development

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Reply to: serv-craigslist.org
Date: 2008-05-06, 8:29AM PDT


Need a mission statement or slogan and don't know where to start? Already have a mission statement and slogan but they are worn, tired, goofy, meaningless, weak or silly? A mission statement is mission critical. Your mission statement or slogan speaks volumes about you and your business with very few words. Although a good mission statement or slogan is a real boost to your company's marketing and image, a bad one can be a stain on your collective efforts. For more information on creating a mission statement or slogan Google my article "The Mission Statement Revisisted or This Time It's All About Us". For further information contact JD Deal Online Marketing at 831-457-8806 or respond to this ad.

Location: Santa Cruz

• it's NOT ok to contact this poster with services or other commercial interests

PostingID: 67000

Free Online Marketing Review

Free Online Marketing Review

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Reply to:
Date: 2008-05-05, 7:18AM PDT


Do you feel there are many 'might be' customers that simply cannot find your site? Not sure but would like to know? Find out by replying to this ad with your website address or call JD Deal Online Marketing and Zuniweb.com at 831-457-8806 [email protected] for a no obligation web marketing review. We design websites from the business strategy up.

Location: Santa Cruz

• it's NOT ok to contact this poster with services or other commercial interests

PostingID: 6684

Promotional Interview for Online Marketing

How many people need what you have but can't find you? Use a Promotional Interview to drive traffic to your website, position yourself as an "expert" in your field or niche, improve your first impression and enhance your overall image. A Promotional Interview is an online marketing tool that can be customized to your specific marketing strategy. Google "How a Promotional Interview can Benefit Your Business and Career" for more info. Reply to this ad or call JD Deal Online Marketing and Zuniweb.com 831-457-8806.

• Location: Santa Cruz
• it's NOT ok to contact this poster with services or other commercial interests

PostingID:

Promotional and Marketing Article for Your Business and Career

Date: 2008-05-05, 7:56AM PDT

How many people need what you have but can't find you? Use a Promotional Article to drive traffic to your website, position yourself as an "expert" in your field or niche, improve your first impression and enhance your overall image. A Promotional Article is an online marketing tool that can be customized to your specific marketing strategy. Google "How to Turn a Third Party Informational Article into a Power Marketing Tool" for more info. Reply to this ad or call JD Deal Online Marketing and Zuniweb.com 831-457-8806 [email protected]

• Location: Santa Cruz
• it's NOT ok to contact this poster with services or other commercial interests

PostingID:

What is the Difference Between Sales and Marketing?

In traditional business, marketing is what brings your prospect to your door, gets them to call, send an email or in some cases actually buy.   Sales is everything that happens after the prospect has contacted you. 

Traditional business is still with us though it has clearly been evolving very rapidly in recent years.   Although the general definitions of sales and marketing still apply, business evolution has expanded and radically changed both concepts.   

And that evolution appears to be accelerating. 

The most obvious difference is the blurring of the lines between sales and marketing.  Most low consideration sales involve an emotion, impulse or unmet need.   

The prospect or customer either buys 'on the spot' or they do not buy at all, just like the grocery store.   Almost everything we buy falls into this category.   

These impulse or emotional sales include items such as hot dogs, toothpaste and gasoline.   In these sales the marketing and sales are all bound up into one 'presentation'. 

The good news is the sales process and cycle is short and sweet; the bad news is everybody in the world is competing for that same sale. 

Higher consideration sales, such as cars, houses, properties, colleges, etc., still fit the more traditional divisions of sales and marketing.   That is why many companies split their sales and marketing departments; their respective functions often can be separated. 

Most companies set up their marketing departments to drive qualified prospects to their sales department.   It is the sales department's job to assess needs, do presentations, prepare bids and contracts and of course, close the sale.   

Although sales and marketing are both involved in buying a CD online or buying a timeshare condo in Akumal, the two processes are very different. 

Yet even these higher consideration sales are beginning to evolve.   Many companies have their marketing departments identify and qualify their prospects before sending the 'lead' to the sales department.   

The marketing department may be involved in a number of actual sales 'touch points' before the sales department gets the lead. The rule is form follows function and function follows results.   

Of course with anything humans attempt the devil is always in the details.   It may seem like sales and marketing would be the same across companies in the same vertical and even horizontal industries.   Not so anymore.   

How a company structures their sales and marketing processes often determines their degree of success in the marketplace.   Technology has now 'forced' smaller and medium sized companies to compete directly on strategy.   

If everything else is equal between competitors, the one with the best strategy wins.   Those companies that don't wish to compete on strategy simply don't compete.    

The easiest way to determine where marketing ends and sales begins in your company is to draw a flow chart of your sales cycle.   Plot out each step as your prospects find out about you, contact you, go though your sales presentation, ask questions and obtain enough information to make an informed decision.   And of course buy.    

If your sales process is complex and involves repeat sales, don't forget to include the follow-up on ongoing sales potential.   

The important point to remember is it is not as important to create a distinction between sales and marketing as it is to develop marketing and sales strategies that work.   Consequently your marketing and sales departments may be the same or they may be on opposite sides of the planet, depending on your sales cycle.

So the real answer to what is the difference between sales and marketing is ...it depends.   It's relative because the answer will always be dependent on the application or sales cycle and process.  How your company structures your sales and marketing functions will most likely determine whether your company succeeds and fails. 

But like most things in life, the devil is always in the details...

What are the Consequences of a Weak or Incomplete Search Engine Marketing Plan?

Sarah and her husband Sam run a construction supply company.   They have put their life savings into their store and have stocked it with a deep and wide inventory of tools and supplies.   Great care and planning went into their layout and merchandising and it is an impressive store.   

From a business model perspective their business should be booming.   The demographics are good, the location good with a local and regional prospect base that creates steady demand.   Things should be good but they aren't. 

Unfortunately Sarah and Sam have seen their income level off and even slowly decline.   At first they rationalized that they were still building their business; the old 'it will take three years to make a profit' ploy.  Baloney.   Three years?  How about 20 years?

But Sarah and Sam did their homework.  They even have in their office a business plan they made before opening their store.   They work 60 hours a week, remain upbeat, treat their employees well, pay all their taxes and remain optimistic that things will improve. 

Sam and Sarah's problem is they have a regional business that is only marketed locally.   Each and every day there are prospects in their regional marketplace that need what Sarah and Sam have to offer but do not know Sarah and Sam are there.   

These prospects end up buying from competitors or going out of the region.   

Lately Sarah and Sam have been noticing their take home pay is shrinking.   Even though each work 60 hours a week they are finding that they are having trouble making personal ends meet and in fact have increased their credit card debt.   

Sarah and Sam did everything right and they should be benefiting from their efforts but at this point they can only see more of the same.   In their early forties, Sarah and Sam are horrified about the possibility of working for the next 20 plus years just to pay their bills; they certainly did not start their business anticipating that it would only break even.   

Sarah and Sam had an initial marketing plan that was a good initially but was never updated or upgraded.    Each day they stress and strain over the few customers that do walk into their store.   

Sam actually is a pretty good 'closer' and of the real prospects they encounter Sam closes one out of two for a pretty good closing ratio. 

The problem is they just don't have enough prospects so they have to work harder for everything they get.   The sad part is they are in a niche market or "space" with great potential not only locally but regionally, but they are only getting local prospects. 

Several months back they became a bit desperate and started placing ads on TV and in the newspaper.   They 'think' they got some business off the ads but aren't sure because they didn't find out how the prospect heard about them.    Lesson number one in marketing is if you can't measure it, it doesn't exist.
   
If you ask Sarah about her marketing plan she will pull up their website on her laptop and proudly show it off.   

It is a nice site; good graphics that are well laid out with clear and intuitive page designs.   Sarah said that since they were in the construction "look and feel" business it was critical they have a slick, graphically well designed site.   And they do. 

But Google and Yahoo don't measure graphics and design.   The fact that the website and marketing collateral is weak and ineffective has not occurred to them yet.   They are both proud and defensive over what they have created.   

What they assumed was a good web strategy in actuality is nothing more than posting a static website.   A simple keyword string test shows that they are not on the search engines and cannot be easily found on the web; hence the almost total dependence on walk in and drive by traffic.  And newspaper ads.   

Instead of strategizing on how to capture market share they have ended up simply reacting to the marketplace.   

And so there they go, day after day, weekend after weekend, month after month.   If they make a bigger sale they feel that things are at a tipping point and ready to go their way. 

But they have seen slight sales spikes come and go before.  They cannot understand that maybe their plan isn't working or working as well as it should. 

It's not that Sarah and Sam are bad people or stupid people.   In fact, in their industry they are competent and do 95% of their business as well as anyone in their industry.      

Except for one thing: Sarah and Sam forgot to upgrade and update their search engine marketing plan.

Marketing and Sales: An Evolutionary Process

In business, not much happens until a transaction is agreed upon. The strategy of how to make these transactions occur is called marketing. The techniques and procedures for closing the sale is called sales.

Without sales, there is no business.

The successful business is always looking at ways to improve the strategy and process.  Successful businesses become students of their markets which is important because the very way transactions occur is changing.

In the "commoditized" age, we focus on price and differentiation. Unless you are a monopoly, some combination of price and benefits are the dynamics in the marketing and sales process today.

But just below the surface, we begin to see smart customers are getting smarter all the time. Smart customers are value conscious when spending their money.

This increased awareness and knowledge has changed the fundamentals of selling.

Value-hungry consumers know they will have a higher potential return on their investment if they can establish a good rapport with the vendor or seller.

It is not only "How can I get more out of the company," but also "What solutions can you bring me today and in the future?"

Repeated contacts are needed to establish this relationship as trust does not come quickly. The contacts should be part of your marketing plan.

Fragmentation in the marketplace is continuing as the competition gets smarter too. Competitors are constantly looking for the competitive edge that will allow them to find their niche.   

Price has become a primary concern -- usually falling in the very top priorities. Customers want to get to price early and sales professionals want to get to price last.  Clearly the concept is that the more value demonstrated the higher the price. 

Profitability is the name of the game. If you work on commission and you give your commission away in the negotiation process, what have you gained?

It either generates profit or brings other benefits. If it does neither, then it hurts the business.

Sales potential is shifting from the immediate sale to a series of ongoing long-term sales. Although initial profits may be lower, the longer-term approach allows for increased profitability by stabilizing sales and  lowering the cost of sales.

Organization provides a structure so return is maximized. The problem is usually one of balance. Regimented organizations are usually less productive in the newer business environment.

Organizationally diffused businesses often waste resources.

The wisdom of developing one's individual strategy to be adaptable and responsive will provide a key competitive advantage.

Adaptability and responsiveness are key skills for tomorrow's salesperson. The nature of the market shows no mercy.

Enthusiasm must be generated by the customer. Good employees prefer to work in a business with enthusiastic customers.

It has become clear that the sales process of tomorrow will require more and deeper skills than are required today.

Gone is the door-to-door peddler. Now the sales process requires greater coordination.

The individual salesperson must possess an array of tools and skills and know how to use them wisely. For those salespeople that can bring those kinds of skills to the marketplace the rewards are well worth the trip.

One benefit is clear: they may prove to be the highest compensated employees in the company.

How Data Mining and Internal Marketing Can Boost Your Sales

Data mining is a niche marketing method that allows you to link data to your customer and prospect profile.   

This data allows you to market directly to those that are most likely to need, want and be able purchase your goods and services.  Conceptually this dramatically increases your probability for a sale. 

Internal marketing is controlled and run by you.  You may contract out certain parts of your internal marketing plan, such as advertising, but the overall plan is managed by you.   

After all, if you don't do it, who will?      

Effective marketing should bring your business a steady stream of good prospects as well as keep your company foremost in the minds of your current customers.  It is management's responsibility to make this happen. 

The clear key to data mining is to get relevant and accurate data.   

First, understand what data you need and why you need it. 

Second, try to get data that is "cleaner" so your results will be less flawed.

Obviously bad data is a waste of time and money as the effort expended is not on the optimal targeted niche market.  Any effort that is not on the targeted niche bull's eye is in most instances wasted effort.   

Once this data is available, it must be analyzed to sort out what your prospects need and how your business meets that need.   

Whatever data mining strategy you use, it should align very closely to your business strategy of generating optimal results.  That is why you are in business, no? 

Apply a good analysis that targets your prospect or customer profile.  You can do a technical analysis or an 'anecdotal' analysis to find out the best ways to reach your target markets. 

Or do both; by gaining perspective you gain insight.   

Focus on at least one primary benefit your prospect gets from your products and services.  It is a good idea to look at the entire list of benefits your products/services can deliver; intuitively the most important benefits would become marketing 'hooks'. 

Design some form of a "Call to Action" that generates a specific result, such as a visit to your store or a phone inquiry.   

Simply knowing your business is there is OK but it does not mean a sale or even a potential sale.   The important point is to focus on the customer and prospect profile you create and market to that profile.   
 
Make sure your marketing stands out so it will be noticed.   Remember that pretty is nice but it might not stand out.   Consider being bodacious to get noticed. 

It's OK to use tricks to attract attention but benefits are what sell.  Make sure your marketing efforts don't appear as if you are hustling gimmicks.   

Timing is critical.   Make sure your message is a timely and relevant to your prospects.   To sweeten the pie, add incentives such as a discount if purchased before a certain date. 
    
Track your responses, refine your approach, and market again.  Repeat consistently for better results.  Remember the best and most accurate data is gathered internally and consistently.

Getting that good data is the key to successful data mining marketing.  The good news is that data is becoming more available.

Good data is now available on new parents, homeowners, travelers, car owners, etc.   It's up to you to find and mine that data. 

With all the above considered, apply your business expertise and business knowledge to your advantage.   If you see a new trend in your business, take that trend into account in your marketing analysis.   

Use what you know, but be hungry and open to learn more.   One of the real advantages to using data mining is that it can help you learn more about your markets.   

The more you know, the more competitive you will be.
   
Although data mining is relatively new, it is showing great promise for big ticket and repeatable sales.

The real potential for mid-size and smaller businesses is the ability to combine new technologies in marketing applications that are innovative and results driven in large niche markets.

For example, by combining analyzed data with variable image printing, personalized mailings can reach high probability prospects with products and services they need. 

These personalized messages stand out and are likely to be saved and used by the prospect since they are relevant.

In today's market just "getting the word out" is not enough.   As we are bombarded with thousands of marketing messages each day, simply being one of the crowd does not bring results. 

The good news is that by using customer and prospect data you can internally target market those customers that can afford and benefit from your products and services.   

What else do you need?

The Mission Statement Revisited or This Time It's All About Us

The mission statement is a hybrid between a slogan and an executive summary. Just as slogans and executive summaries can be used in many ways so too can a good mission statement. An effective mission statement can compliment all the other good things you do.

If you don't have a mission statement you are not alone...many companies don't. Many that do have statements that are ineffective or unused.

This brings us to the logical conclusion that almost no businesses have effective mission statements, which should give your business good reason to do one.

A mission statement can say who you are, what you do, what you stand for and why you do it.   Though not a slogan or motto it can be combined with one.   The best mission statements are short, maybe one or two sentences long. 

This makes writing the mission statement a sometimes difficult chore; many companies find it easier to write a brochure than a mission statement.   But although perhaps difficult the generation of a good, quality mission statement is well worth the effort.

An effective mission statement is best developed with input by all the members of an organization.   It is important to remember that the mission statement is not just for customers and clients; employees will constantly be exposed to it as well. 

Even if certain employees think it is silly or have no ideas (both are common) they will buy into the concept more if their opinion is solicited.   

Effective mission statements take time...sometimes up to several months allowing for input and final editing.   During that period keep asking for input. 
It is a good idea to examine other mission statements to get approaches to yours; most companies put their mission statement on their website.   

Humor, sarcasm, cynicism and eloquence are usually not good components of an effective mission statement. Simplicity, honesty and brevity are. Avoid saying how great you are, what great quality and what great service you provide. Using these concepts makes you indistinguishable from your competitors who say the same thing.   

Effective mission statements need not set the world on fire and overly lofty statements have little credibility. The best ones are direct and powerful.

Try to state something that elicits an emotion or feeling; perhaps powerful or perhaps more subtle.   There are no formulas other than try to make your statement you and make it do something that will cause notice.
 
Most importantly since it is yours make certain your statement is you and not some other company. That is why you should not copy a statement from another company.  Even if your statement is a little unpolished it will appear to have more credibility than if it portrays you as something you are not.

Make certain you believe in your statement. If you do not believe it, it is a lie. Everyone that deals with you will know it is a lie.

Take a look at mission statements in brochures, websites or office walls.   Most say something about the commitment to quality and service and how the company is gung ho on everything it does as it makes a profit off you.   Those types of mission statements are useless and detrimental to the image your company needs to project. 

If you have such a mission statement hanging on your wall, take it down and do another.   You will feel a lot less foolish.
 
In a real sense the mission statement should be viewed more as an ongoing process rather than finalized text chiseled in stone.  As your company develops the mission statement may need to be revised to reflect new changes.   

Review and edit your statement on a regular basis.   By keeping the statement fluid and ongoing it can be used as a policy statement by your company that stays in front of your employees and customers on a daily basis.   

This effort is further enhanced if you use your mission statement to supplement your sales and marketing tactics and not as standalone marketing collateral.

Seriously consider combining your slogan, if you have one, with your mission statement.   This could be tricky and you will have to do a number of mock ups to first determine if this will work.   There are many advantages to having one concise message linked to all your marketing collateral and human resources materials.
 
Make certain all in your organization get a copy of the statement. Use it in your personnel manual, business meetings and post it in the workplace.  You and your people should be proud of your mission statement.   If not, develop another one.   

There is no fool like the fool that has a goofy mission statement hanging on their wall; it shows you really don't care.
 
If your do your mission statement correctly it can deliver solid value to your company and it will be your mission accomplished.  That's what you want, right?

Why Bodacious, Internally Generated Self Promotion Beats Boring, Checklist Marketing

Sally and Jim are a nice couple.   30 years ago they started a business that they continue to run today.  Moderately successful, they pay the bills and have employees do the daily routine work.   

They have nice stores and all their employees smile and say 'good morning' and 'have a nice day.'   They have a very expensive website that does what it's supposed to do and covers the obligatories such as Site Map, About Us and Contact Us, though they seldom if ever get any requests for information.   

Their logo is artfully designed and the text they use on their website and other marketing collateral is scrubbed, spellchecked and sanitized.  Like all of their marketing efforts, their website is well done but ineffective.   All the marketing pieces are there but nothing happens.   Sally and Jim did everything by the book and now are getting the unexpected book results.      

Still, Jim vigorously defends their decision to do everything just right except the part about the desired results.   From the beginning they budgeted 3.75% of their gross sales to marketing.   They printed up media packets, marketing promos and slick handouts for their in store customers.   But nobody noticed the handouts.   Nobody cared. 

And nobody notices their website except to say 'that's nice'.    Their website takes no risks and makes no statement except that which is the usual and the customary.   Jim's rationale for putting all these ho hum traditional pieces in place was 'if everyone else is doing it, there must be something to it.'   Precisely the reason for not doing it but after 30 years Jim is still making the conversion from employee to entrepreneur.   

After 30 years Jim and Sally would like to sell off their stores but they are asking a high price with less than average sales.   Nobody is buying.   Jim and Sally are getting a little bit worried now and that checklist comfort zone they had sat in for so many years doesn't look so comfortable anymore.    The real icing on this upside down retirement cake is they are ready to exit their business but have no exit strategy.  Uh-oh. 

Jim and Sally's problem is and has been no one knows they are there.   Their management and marketing is safe, traditional and ineffective.   It does not stand out so it is not noticed.   They talk about great customer service, high quality and cheap prices; in other words, they say exactly what their unimaginative competitors all say.   So when new prospects are looking at Jim and Sally's industry for products and services, all the players appear to be the same because they all present the same image.   It's coin flip time. 

Although 'professional', their marketing is limp as it does not generate interest or 'buzz'.   Strong on structure and function; weak on message and appeal.

Jim and Sally started out with the marketing checklist strategy that has plagued them for many years.  Jim thought that as they went down the marketing list and could check off items on the list, the marketing would then become successful.  The checklist was the plan or rather completing the checklist was the plan.   Jim was never actually told this by anyone; Jim made this assumption all on his own. 

Later Jim learned that simply having a website, brochure or sales presentation is not enough.  "Take one of our brochures and be sure to check out our super well constructed website."   Right.  Will do.

Jim and Sally had an opportunity to get their company message out and to generate community and online interest.    Instead, they laid a marketing egg.  Too bad for their company.   By trying to look 'professional' they made themselves appear to be dull, which they are; 'we'll be safe and do it like everybody else.'   

Jim and Sally will continue to justify their lackluster marketing results by saying the big improvement is somewhere just around the corner.   In the end they will most likely cash out with a whimper for their many years of self deception.  No one will cheer.  The numbers aren't there; the numbers were never there.   Sally and Jim will go down with the ship. 

Maybe later they will wonder what if they had been more 'bodacious' or more likely they won't wonder at all.   It won't matter either way...they were too late.  They could have done something more imaginative but they didn't dare.   The truth is they didn't even try.

Why Google and Yahoo Foot Prints are Eliminating Everything but Your Business Card

In the old days I used to carry a laptop with an overhead digital projector.   And sometimes a portable printer.   I looked like a mercenary walking in.  I still on occasion use the projector.  But not much...same goes for my sales collateral, presentation, brochure, letterhead, portfolio and media packet. 

First off it's so much easier.  I don't arrive at a client's office needing a baggage cart.  I show up with my notepad, digital camera and recorder; all fit nicely in my pockets.   I don't carry a phone onsite since I am not an obstetrician or plumber.  In fact I walk in with what appears to be just me because it is just me.   

Sometimes they give me a quizzical look as if to say 'didn't you forget something?'   But unless they specifically ask, I don't specifically tell.   If we are at a conference table, I take out my pen and my small paper notepad and put it directly in front of me.  To one side I lay my pocket recorder, and to the other my trick digital camera which I take from my shirt pocket.  I'm not totally low tech...

I then take out my business card or maybe several if we are in a group.  I lay them on the notepad.  By this time more than a few in the room are watching and wondering what I will do next.  Maybe perform some sort of magic trick and up will pop a laptop and projector and sales portfolio packet.  As we do the obligatory handshakes and settle in, I slip my card across the table to my hosts.  And smile. 

"Do you have a resume or client list we can review?" is often the first question since they don't know what else to ask.   

"No," I answer, "both are provided by Google and Yahoo."

"Really?" they ask with raised eyebrows, "do you have a special deal with them?"

"No, just Google or Yahoo my name in quotes" I reply.   

"And your resume is online?" they continue.

"No, just my history and work."

At this point someone is curious enough to open up their laptop.  They Google or Yahoo my name and look up, nodding their head affirmatively.   What they see is what I have done.  I could compile one myself in a resume format but why bother.  My footprint or search results go on page after page.  Depending on Google's algorithmic moods, it can go on for dozens of pages.

As they click down the pages their eyes scan my article topics and they can see I write mainly business articles but also personal development, humor, sports, motivation and politics.   I tell them my websites are simply self publishing blogs that store and house my article archives.   

If they continue to scroll they will see many different websites where my articles are posted.   All types of industries; auto, construction, health, real estate, pet care and even a few not so PG sites fortunately pretty far down the list...ha.   Some political sites, some personal development sites and even an inspirational site or two.   And a few radical ones, a few right wing ones and a few Jesus ones. 

The advantages for me are many.  First I don't look like a salesman warrior loaded down with gadgets and briefcases inspiring fear as I prepare for battle.  If I need a promo sheet, I have one folded up in my pocket just in case.  I can use the wasted set up time to chat or start asking questions. 
 
Second, I have a very cool business card that is simple, direct and just the right colors.  It's me.  Third, they will never hear my cell beep or catch me stealing a glance down to see who called.  What an insult.  Fourth, I don't distract everyone by looking for an outlet and setting up my gear.  Ten years ago I would set up a mini office to impress.  Today I don't set up anything to impress.  Google and Yahoo are nice enough to do that for me. 

There's an old sales tactic that asserts if you can get the prospect to do something active they become more involved and more likely to buy.  Doing a simple Google or Yahoo search isn't much but it is active.   It's also something they can do when I leave or whenever and wherever they wish.   It's something they can duplicate anywhere and something I have no direct control over.  Because of all this, it's credible.  And (in)credible

Another important point to note is that I have a clean record.  Not even a divorce, knock on wood.  So by boldly stating 'Google my name' it shows that I am confident that no prison record will pop up.  Unfortunately this tactic is not a good one if you do have a prison record...

If you Google my name you will find articles of mine in the London Daily News but no record of my being an inmate at San Quentin.  That's because I have had articles in the London Daily News but have never been an inmate at San Quentin.   A simple Googling proves both.  Thank you Google and thank you Yahoo for making my life so much easier. 

You ever try to get a three prong plug into a two prong outlet without an adapter?

How a 'Look and Feel' Redesign Can Upgrade Your Stale Corporate Image

Way back when I started my own business, I hung out my own 'shingle'.   One of the first things I did, and one of the smartest, was to have a professional designer do my business cards.  I could have done it cheaper by using business card templates and a quickie print shop, but I didn't. It was one of my very first business decisions and continues to be a very good one.

 

Years later I find my card stuck on the office walls of many of my past clients.  That card and its design is a constant reminder I am still here and a phone call, or more likely with me, an email away.  Although a simple card, I get compliments to this very day on its strong visual appeal.

 

I forget exactly what I paid to get the design but I decided on quality because my card represents me.  Some years later, now I find it is the first and only thing I give people since I use my Googleprint instead of a resume, portfolio or PowerPoint presentation.   As the only thing physically tangible that I give, I need my card to project the 'look and feel' of my company.

 

Basically you have three choices with your marketing collateral: 1) go cheap because you can 2) nickel, dime and hassle yourself as you barter, piecemeal or do the work yourself or 3) contract someone that can create a design that fits your needs or perhaps even someone that can offer you a better idea or concept.

 

Just as you pick up a first impression of someone you just meet, you also get an impression of a company's look and feel by its marketing collateral.  Just as one would be suspicious of a professional that uses a gmail account, a poor design can in a matter of milliseconds irreparably tarnish your image. Bad design detracts from your company's message as well as your desired look and feel.  In my opinion it is better to not have any marketing collateral at all than to have bad marketing collateral.   The reasoning is straightforward and as far as I can see applies universally.  If you have no collateral at all your prospect will wonder; if you have bad collateral your prospect will know.

 

So how does a company go about getting their look and feel?

 

The first step is to determine, from a business and marketing perspective, what result you want to put as your goal.  If you have a current business and marketing plan that is working, then find someone that can translate that into visuals.

 

"I translate the look and feel of the company into graphics," says Margaret Di Maria of Di Maria Design http://www.dimariad.com, "in Silicon Valley that translation part is how the designer distils the essence or statement of a company into the design." The difference between a 'close' and a 'bull's-eye' in marketing collateral is exponential.  As that sweet spot is approached the intensity increases.  Shortchange your marketing collateral, and you shortchange all of your other efforts.

 

So how does one actually start this process?

 

With my business cards I had some idea of what I wanted and the designer was able to work that idea into a design.  Most designers will come up with some preliminary drafts to make sure the result is clear.   Getting that 'feel' part of look and feel is the trick…a mixture of art and science.

 

The actual process of how an image is perceived in the mind is the interaction of a very complex matrix of neural networks.   These networks are so vast that it may be a century or two before humans get a clear picture of how just how this system works.  But despite how it may work we know the results; how we think and feel determines what we buy.

 

"Often companies don't know what the possibilities are and ask for suggestions, "says Di Maria, "the process requires a bit of going back and forth but here in wired Silicon Valley most of it is done online.  The key for me is to start out on the right track and have a clear picture of what the design is supposed to do."

 

Sometimes the marketing collateral is designed to support a new look and feel.  As companies grow their needs change and often they will 'reinvent' themselves by coming up with the 'new' look and feel. 

One of the big changes in Silicon Valley is the paperless marketing campaign.  Since many companies now have everything except their business cards online, the look and feel and design becomes even more important.

   

Prospects can now easily click between competitors to pick and choose with whom to do business. This means that many previous advantages, such as a professional sales staff, presentations, portfolio, etc, are now of lesser significance as more and more marketing moves online.  This is happening because consumers and businesses are finding online information about the products and services they want.

   

If you are unsure, do a quick gut check; Google your competitors.  If they are way ahead, try to catch up.  If your image is looking sad and feeling tired, try to gain distinction with an upgraded look and feel.  In the days of instant competitive click comparisons, you simply can't afford to look and feel badly in your marketplace.

 

It shows.

Why Radio, TV, Newspaper and Other Traditional Advertising is so Very Yesterday

In the good old days marketing and advertising were the same.  A new business found a location, placed some ads in the local newspaper and then sat back and watched the customer's line up. Well, maybe it didn't work just like that but it was a much simpler marketing world back then.

Advertising wasn't rocket science and it was easy to track the results. The ad was placed, the customers and sales were tracked and the business owner could see if the ad was effective. Many times it was and the business was off.

But not so anymore. Marketing, advertising and sales are increasingly complex and extend across multi media. Steadily over the years owners have been reporting that mass media advertising has become less effective. That is the Return on Investment (ROI) is diminishing.

As the sources of mass media have exploded consumers and prospects are bombarded with ads from every direction. This has made it very difficult for an individual ad to be noticed. Most ads sold in mass media are created by the media themselves. Joe and Sally Business Owner don't have marketing expertise so they leave it up to the 'experts'. The mass media experts are going to focus all their attention on Joe and Sally to get the sale and then proceed to create their ads the fastest and easiest way possible. Since Joe and Sally are marketing ignorant, they don't understand what is happening.

What is happening is the ads are boring, not targeted, safe and almost always ineffective. Not the best way to spend the marketing budget. What happened was Joe and Sally simply did not know so they trusted the media reps. Joe and Sally bought the old line that the purpose of marketing and advertising is to get your name out. The argument is that their media outlet has a target market of 10,000 or a million potential customers for your business. Joe and Sally think this is all too wonderful a deal and it is.

The potential target market numbers are actually meaningless for the owner. Potential target market is a sales tool developed by the media to fool folks like Joe and Sally. Since Joe and Sally don't know, they tend to follow the crowd. What the crowd and media won't tell Joe and Sally is that 'Get My Name Out' doesn't work unless you buy the deluxe monthly package for 15 years. And even that is no guarantee.

Joe and Sally left out one big step in their marketing campaign: how do we know if it works. The media will say that it works if a member of the target market now knows you are in business and what you are selling.

That's fine for the media to rack up numbers but those numbers simply do not translate into sales. Sales occur when a prospect that heard or saw the ad comes in and buys something. Any other scorecard for Joe and Sally's business is meaningless.

As you can see it's a cop out to say radio, TV and newspaper ads are marketing. Joe and Sally are only fooling themselves and hurting their business if they believe that.

There's a more fundamental reason why traditional marketing and advertising doesn't work: the design and attention getting are weak. Commercials and ads simply look and feel like commercials and ads. The consuming public sees this and immediately knows 'this is an ad'.

Shucks, what can poor Joe and Sally do? For starters Joe and Sally can stop whining and get to work. Joe and Sally need to create and execute their very own marketing and sales plan and not rely on some commissioned media sales rep to do it for them. The simplest way is to take their prospect profile or those who buys from them, and shake out the top customer benefit. The initial marketing focus is on creating a sense of urgency for obtaining this benefit.

The ad or 'hook' is then worked into the initial marketing piece. It doesn't have to be flashy or glamorous but it does have to laser beam in on that benefit. Resist the temptation to add a laundry list of benefits to this ad. Once the ad is developed then it is ready for execution. This execution strategy may or may not include mass media, depending on the marketing budget. The smaller the budget the less likely mass media will work.

What is important is that Joe and Sally constantly look for customer feedback on their ad. From this information Joe and Sally can refine or redo their ad. They can also create new ads and look at other customer benefits. The important point is that feedback is constant and the marketing strategy kept flexible.
 
Since Joe and Sally are on a limited budget, they will have to do most of the marketing work themselves. As their business grows they can evolve and expand their marketing plan and contract marketing services.

The good news this puts powerful marketing tools in the hands of owners like Joe and Sally. The bad news is that like all tools, these marketing tools don't do the work. If they are not used, nothing happens.

Joe and Sally have a choice. They can continue rat holing their marketing dollars in mass media which brings then little or no return on their investment. Or they can invest in computer and web technology, learn how to use it themselves and then control their marketing destiny.

It's Joe and Sally's choice because it's Joe and Sally's business that is on the line.

How to Turn a Third Party Informational Article into a Power Marketing Tool

Despite the fact that cyberspace seems filled, the world still craves fresh, interesting and unique content.  To be successful both online and offline publishers must provide a steady stream of zippy content to catch and retain today's demanding readers and viewers.  

Viewers want content that is relevant, interesting, informative, entertaining and makes them feel something.  Once viewers find good content they will keep coming back for more.  And publishers know that.  It's their business to know that.

This content can include a positive article about your company written by a third party.  You can take this story and use it as a promotional article for your business.

The article needs to be at least 700 words for widest Internet exposure and not be an obvious commercial for you.  In fact, your company name may only appear in the article a time or two…and probably not even in the title. 

There has to be an angle or hook about your company that lends itself to a good story.  Everybody has a story and most likely you have several angles a writer could use in an informational article.

                                                                                                

The third party makes the article appear as if a reporter is doing a story on you and not a promotional public relations piece.  To pull this off requires it be written in a lower key.  Today's savvy viewers know when they see an advertisement.   

A good informational article writer will retain the copyright since many of the biggest article distribution services require the author own the copyright.  But you should be able to get the use rights so you can use the article as a multi-purpose marketing tool, especially if you are paying a fee.

Depending on the nature of the article, it is possible to gain widespread exposure for your company including having the article posted on dozens or hundreds of websites and blogs. 

You may even find that the article may be spreading across the World Wide Web and if you Google your company's name you might find your own website way down on the search results list.

But not to worry.  When your exposure suddenly leaps you should be glad.  Remember the article contains the backlink to you so if someone is curious about your business they can just click.   And the backlinks pull your own site's search engine ranking up which is what it's all about, no? 

The first step is to put the article on your website.  Make sure you use the author's resource box or byline to show readers it was written by a third party and not you.  If you have a company newsletter be sure to include your article there. 

The author can also put the article on his/her website and then distribute it.  A good, well written informational article can end up on hundreds of different web pages.   Some sites may include the article in numerous categories. 

When the article appears on other websites it also means you can print the article from those websites.   That means you have a fourth party website which further improves credibility and distances the article from looking like an ad. 

To track the article's exposure, do a Google search for the article name put in quotation marks.  This will give you a listing of where the article appears.   Give it some time as it can take up to four weeks or more to get picked up with some search engines. 

Check the websites that have the article to see which sites are more appealing and bookmark the best sites using them for your article reprint files.  Don't forget you have a third party article posted on a fourth party website. 

Article reprints can be used as handouts, flyers and brochures.  These can be used in word of mouth campaigns such as 'here is a story about us and an extra one for a friend you think might be interested.'   

Article reprints can be mailed out with statements or other mailed material. 

E-mail allows you to send the article's URL or Internet address and the viewer simply clicks on the link to view the article.  The article can also be cut and pasted as a text file in an e-mail message.  Either way there is no handling, paper or postage and those are big advantages.

One of the best uses for the article is in providing media leads.  Include the article in your media packet or use the article as a lead teaser for a reporter or interviewer.  Show hosts, reporters, and program managers are constantly looking for new and interesting material and the article you provide them can point them right to you.

Like any tool, a marketing informational article is best when used.   Its flexibility and low cost make it a perfect fit for any marketing plan. 

The marketing informational article might just surprise you and become the most cost effective power tool in your marketing tool chest!

Non-Dairy Creamer: Modern Angst Miracle Product

Non-dairy creamer has to rank as one of the marketing coups of all time.  From a marketing standpoint the non-dairy creamer makes great sense.  From the consumers it is a big joke.

The premise is many fat folks like to put cream in their coffee or tea.  Why we put cream in our coffee is a question that puzzles the coffee purists...suffice it to say many have allergies or have problems with high fat dairy products.   So the ever astute marketers saw a market and went for it. 

Think of these dynamics: I can't use cream because I'm allergic to dairy products or weigh 400 pounds.  So I take a small container of non-dairy cream and open it.   I could even buy a half gallon milk carton size -- so  even the cartons are the same.   But the similarities end there...

Non-dairy creamer does not taste or smell like cream but why not put it on anyway...chemicals and all.   Why?  Because some marketer says it looks like cream when I stir it into my coffee!   I have faked myself out!   And my auto-suggestion allows me to know it's not cream but I'm happy anyway!

And non-dairy creamer has progressed to the point where it ihas its own line of products.   Many people now, who do not have health concerns, buy non-dairy creamer for their coffee.   Many now think it tastes more like cream than cream does...

So the next time you have coffee visualize yourself pouring non-dairy creamer chemicals into your cup.   The marketers are certainly planning it that way...

Jack D.  Deal

Charlie McCarthy and Howdy Doody: 20th Century Cultural Icons

The other week at a collectibles show I  bought a Charlie McCarthy toy puppet and actually confused him with Howdy Doody.  The guy standing beside me thought Charlie McCarthy was Howdy Doody too.   Subsequent viewers of my puppet have also made the same mistake and I didn't find out until I checked him out on Ebay.  Some newer viewers think Charlie is from a recent horror flick that was, as they say, very scary.   One went so far as to say he would not be able to sleep with Charlie McCarthy in the same room.   What's this bizarre world coming too?  Go figure...

Charlie McCarthy was of course the puppet from ventriloquist comic Edgar Bergen;  hence, Edgar Bergen and Charlie McCarthy.   I remember as a very young lad listening to Edgar and Charlie.  Charlie was always a wise donkey and always saying the wrong thing.   Edgar would call Charlie a dummy and Charlie wouldn't like it and make a sarcastic reply. The audience would roar.   Charlie would bicker constantly with Edgar and the dialogue was a bit edgy for back then but somehow Edgar could pull it off by blaming it on the misbehaving puppet.  Edgar would  act upset and embarrassed by Charlie and we all felt badly for poor Edgar.  It was zippy and even my mother laughed.   A few years later my attention changed focus and I fell in love with Candace, Edgar's movie actress daughter, but then again so did every other male adolescent at that time so the competition was pretty stiff...and she eventually married someone else.      

Howdy Doody was partners with Buffalo Bob.   They had a little kiddie show with Howdy doing most of the antics as if he were all wired up on speed...a nervous kind of guy,always jumping around since of course Howdy was a marionette.   Buffalo Bob, a real person, would dress in a buckskin frontier suit...sort of like Daniel Boone without the hat.  Buffalo Bob would always tell the kids in the studio audience 'No comments from the peanut gallery' when they would laugh or heckle.   It's a term I still use today and I wonder how many in my age bracket use the same expression.   The Howdy Doody show was nonsense and all us bright American kids knew it was nonsense but we loved it anyway.   Which was good, because not too many years later we would be faced with life's cold realities where many of us would wish we were back in the peanut gallery with our old pals Howdy Doody and Buffalo Bob.   

Through the years Howdy and Charlie have come and gone.   As time passes we even confuse the two. But somehow we came away with a cultural legacy by growing up with these guys.  They were our heroes, our friends and in a way our first introductions to the outside world.   When Buffalo Bob died a few years back they ran clips of the shows on TV and pictures in the newspaper and somehow I could still identify with it after all those years.   No one can live forever, not even Buffalo Bob or Howdy, but their legacy as culture goes on through all us kiddie fans from years past.         

But of course that's how culture works.   It comes and it goes.  It is the partnering of the ego with society.  And maybe at some point in the future when folks are a lot smarter than we are and can figure things out a lot better, they will analyze what effect Howdy and Charlie had on the development of Modern America.    And kids will catalogue Howdy and Charlie in their cultural icon database.  And watch video clips and write reports on what it might have been like to be sitting in the peanut gallery, no comments and all.    

We all need a sense of belonging, of having a cultural home...and when I saw the clips of Howdy I said 'yep, that's my culture all right.'   That's me.  With Buffalo Bob and the participatory peanut gallery who needs  kings and epics and revolutions and all that sort of heavy tradition?  Howdy and Charlie give me a cultural place to hang my hat...and in some strange way I take comfort in being able to do that.  It must be we all need a place to hang our cultural hats.   It gives us a sense of who we are, even if we still are only the adoring fans of a couple of wooden dummies...      

And really, how can any snob dare say America has produced no culture when we have such cultural icons as Howdy  Doody and  Charlie McCarthy? 

No comments from the peanut gallery?   

Jack D. Deal

Sales: An Evolutionary Process

Jack  D. Deal

In business, not much happens until a transaction is agreed upon. The strategy of how these transactions occur is called marketing. The techniques and procedures are called sales. Without sales, there is no business. The successful business is always looking at ways to improve sales. Successful businesses become students of the sales process. That is important because the very way transactions occur is changing.

The nature of the sales process is changing. In the "commoditized" age, we focus on price and differentiation. Unless you are a monopoly, some combination of price and benefits are the driving factors in the sales process today. But just below the surface, we begin to see the real effects of this rapid change. Some of these are:

Smart customers are getting smarter all the time. Smart customers are value conscious when spending their money. This increased awareness and knowledge has changed the fundamentals of selling.

Relationships have become a key in selling. Value-hungry consumers know they will have a higher potential return on their investment if they can establish a good rapport with the vendor or seller. It is not only "How can I get more out of the company," but also "What solutions can you bring me today and in the future?"

Repeated contacts are needed to establish this relationship. Trust does not come quickly. The contacts should be part of an overall plan.

Fragmentation in the marketplace is continuing as the competition gets smarter too. Competitors are constantly looking for the competitive edge that will get them to their goals. Niche markets can provide high profit margins.

Price has become a primary concern -- usually falling in the top priorities. Customers want to get to price early and sales professionals want to get to price last.

Profitability is the name of the game. If you work on commission and you give your commission away in the negotiation process, what have you gained? It either generates profit or brings other benefits. If it does neither, then it hurts the business.

Sales potential is shifting from the immediate sale to a series of ongoing long-term sales. Although initial profits may be lower, the longer-term approach allows for increased profitability by stabilizing sales and allowing for lower cost of sales.

Organization provides a structure so return is maximized. The problem is usually one of balance. Regimented organizations are usually less productive in the newer business environment. Organizationally diffused businesses often waste resources.

Customer focus is shifting from a competitive advantage to a necessary ticket to play the game.

Adaptability and responsiveness are key skills for tomorrow's salesperson. The nature of the market shows no mercy. The wisdom of developing one's individual strategy to be adaptable and responsive will provide a key competitive advantage.

Enthusiasm must be generated by the customer. Good employees prefer to work in a business with enthusiastic customers.

It has become clear that the sales process of tomorrow will require more and deeper skills than are required today. Gone is the door-to-door peddler. Now the sales process must require greater coordination to best maximize value delivered to the customer. The individual salesperson must possess an array of tools and skills and know how to use them wisely. For those salespeople that can bring those kinds of skills to the marketplace the rewards are well worth the trip. They may prove to be the highest compensated employees in the business.

Jack D. Deal

How to Develop a Marketing Plan to Recruit Employees

Jack D. Deal

Your company can grow and prosper with the right employees without spending a ton on recruiting costs. To do this, you'll need a Recruitment Plan -- just like a marketing plan--but this is marketing to potential employees! The first step in developing and using a Recruitment Plan is to target your market (applicants). Ask and record the answers (involve as many of your current employees as possible to get the best results) to the following questions:

• What are our company/department objectives for the year? This is your mission statement or a paraphrase of it.
• What makes us attractive to potential employees? Ask your employees the following questions to stimulate the discussion: "Why would someone want to work here?"; "Why did you come to work here?"; "Why do you stay?"
• Who are our potential employees? Based on all you now know about the employees you need-- are they new to the workforce, retired, students, veterans, people with disabilities, teachers, salespeople, accountants? Think about what walks of life your successful employees have come from.

Once you identify who your potential employees are, ask:

• Where would we find them?
• What do the employees we need value and need? Ask your current employees what's important to them about their position and what is important to them about working for your company. It's likely to be the same things that'll be important to the employees you're seeking to hire.
• What are 10 benefits to them of working with us? When your employees talk about "work" with potential employees, they should have an inventory of things to discuss beyond whether they like it or not.
• Who is our competition for the kind of employees we need? You have competition from companies who have proactive employee recruiting programs. Because everyone should be involved in recruiting new employees, all of your existing employees should know who the competition is and what they do well to attract employees. Learn from your competition.

REMEMBER: to grow your company and be successful, you need to seek the employees you need all the time, not just when you have an opening!

Jack D. Deal

Customer and Client Rapport

In the ‘good old days’ contracts were not the norm. A handshake sealed a deal and one’s word was one’s reputation. Times have changed. Now many businesses have contracts, lawyers and a more complex method of doing business. But even though the symbolism of a handshake may have lost its significance the elements of trust, integrity and a relationship have not.

Like any relationship, good customer rapport requires ‘care and feeding’. Customers make or break a business and establishing a good rapport has been shown to be the most effective way to retain customers. As a bonus, numerous studies have shown that satisfied customers tell others who in turn become new customers. The word-of-mouth strategy for new customers has been also shown to be the most cost-effective method for obtaining new business.

When I do ‘intelligence work’ or spying on a competitor I pay a great deal of attention to how the competitor deals with customers. Often customer relationships can expose a competitive weakness that is far greater than weaknesses in pricing, location or marketing. And we have all seen instances where the customer keeps coming back because of the relationship even though the competition may have a superior product or service. Why? Because the customer feels more comfortable and assured! This is not rocket science! Of course there does come a point where perceived value affects the decision but a solid relationship can certainly make switching loyalties much more difficult. If you are trying to take away market share from a business that has strong customer-based relationships you will see just how difficult that can be!

The key is to make the customer relationship foremost in the business’ culture. Businesses become successful when relationships take precedence over sales. Businesses become successful when they place a higher priority on the customer then they do on cash flow, operations or internal problems. When employees take the time and effort to nurture a relationship they are building a valuable company asset – arguably the most valuable company asset. The formula is completed when the company does what they do very well.

Customers need to feel the rapport is sincere – we all have built in ‘phoniness’ detectors. Simply giving lip service and a forced smile are not enough. Customers want to be heard, they want their needs addressed and they want value. Being heard, having needs addressed and receiving value are perceptual – perceived by the customer. Right, wrong or otherwise the customer’s perception determines the sale.

The most obvious business connection is through ‘front-line’ employees. If the employees do not care then why should the customer? It is management’s responsibility to instill in employees the concept that the customer is top priority. This means that not only is the phone answered by the third ring but is also answered pleasantly and appropriately! How many businesses do we see that cannot even do this simple task? A rude, indifferent employee sends the message that the company is rude and indifferent.

However, customer service and relationships cannot be forced upon employees. Employees must understand and feel motivated to develop customer rapport. Management sets the agenda and is ultimately responsible for the results. The easiest way for management to set the agenda is to set the example. Answering the phone, dealing with an irate customer, explaining patiently to a customer that does not understand – these are things that managers can do. Show your people how to do it and they will understand the importance! Oddly enough, when the focus goes away from internal problems to the customer, many internal problems also get resolved!

Regular meetings can emphasize the importance of the customer relationship by bringing up specific examples of customer focus. Hiring the right people is critical when filling direct customer contact positions. Some applicants are too self-centered to ever be effective at establishing customer relationships. Training, both formal and informal, can also help. ‘Hands-on’ management is especially effective as it can keep the focus on the customer.

There is no magic formula to establishing good customer rapport and it is very hard work! But if your company depends on repeat business you should focus on customer relationships before your competitors do!

When this secret gets out to your competitors it may be too late.