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Today's Feature Article

Knock, knock. Who's There? Your Target Market, Are You Listening?
Catherine Franz

Have you ever had a conversation with a person who wasn't listening to anything you said?

This one-way communication experience is a big turn-off and many times frustrating to cope with at the time.

Is this occurring in your marketing? Oops, no one wants to think of their business as turning a deaf ear to their market. Yet it can be easy to do since most of us have a jammed packed life already, with little time to spare let alone to listen to what our market is saying. Yet, we can't afford not to, or we lose our revenue. Relying even 40 percent on push marketing turns off the sound to your market. Okay, Catherine, what is push marketing?

Push marketing is when you use brochures, flyers and other material -- including your business card -- and you push them out into the market praying all the time you are doing it, hoping they read them and will take the action you want them to. This is an easy rhythm to get into because it allows you to hide and not feel any rejection. Yes, if you don't know who they are, they can't reject you.

Materials are supporting documentation and should never be used to push what people need to buy from you. Yet, business owners, especially independent professionals and newbie's (under 3 years in business) use push marketing to frequently to "feel" like they are marketing. Then when the response rate is nil or real small, which is always the case, they get disappointed, give up ( major reason for dissolutions in the first 3 years of businesses) , and begin to think they can't market, or marketing is "t-o-o" hard.

Then they walk around pointing out why people aren't buying. Take a moment, do it now before you forget, and make a quick list of what you use to market your service -- brochures, business card, flyers, what else? Yes, most web sites are push marketing -- you need to push people to get them to visit. Of course, there are some exceptions.

Now ask, "How much do I count on for these materials to market for me? Do you go to networking events and push your business card into everyone's hand?" Oh, did you feel that whoosh of negative energy with that sentence? I sure did. Next time, keep those business cards in your pocket until asked for one and then still hesitate to give it out without some boundaries or criteria.

Why, because a business card has all your contact information on it. U-know, name, phone number, and maybe a logo that took you a year or two to develop that your market could care less about.

Your business card doesn't say how kind, understanding, caring or what you know or the value you bring to your clients. Its just flat energy.

Well, then, Catherine, how can you do this differently? Thought you would never ask.

Be creative. Think of a few things you would prefer to do to establish a relationship with your market. How about printing a copy of your ebook or latest article and discussing the topic instead of handing out a business card. Take one or two copies with you to give to qualified leads.

If someone else sees you giving the ebook out, and you want them to, invite them to a free upcoming teleclass and say its part of the handouts (even if it isn't). Take out a small note sheet that has your name, web site, and phone number printed on them ( here's a vendor I recommend if you don't have any of these already -- various sizes -- Day Timer http://www.daytimer.com), and write down the name, date and time of the next teleclass and tell them they can register by visiting your web site.

KEY: The moment you use ink and take the time to write it down it, you move from push marketing to relationship building marketing.

Make it your goal to connect and begin building a relationship with your market. Look around and take measurement on how you are using with your material. Create a "measurement moment" and check in regularly. I do. Ask, "How can I do something different this week that builds connections?" Make a list of one or two you can do differently. Then test them. Be creative.

Ask, "How can I learn about at least one of their challenges?" After you do, spend some quality time thinking how your product or service answers that challenge. If not, and it fits into your niche, then ask the universe to send you some options on how you can. This will open new doors of creative flow for you.

Remember, this is a learning curve, behavioral change, and shift in mentality. So, adapt and adopt with patience and love.

When you connect with others you double, even triple your attractiveness and money. Solo attracts solo.

Questions to support your evolution:

> Is your marketing communication two way?

> Is your push marketing percent too high?

> How can I ask prospects to share with me their biggest problems or challenges?

> How does that relate to what I am offering?

> How can I change this right now?

> Have I put my "measurement moment" on my regular agenda for next week, next month?

> What 3 questions can I have in my arsenal for my next point of contact (include e-mail in this as well)?

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Today's Motivational Reading

What's Your Why?
Brandon Iurato

This may be the most compelling word of all. “Why”. It motivates people to think and wonder. Children ask “why” of everything.

The reason “why” is so important in human thought is that thought revolves around meaning. If something has no meaning to us, we ignore it. When it takes on meaning, we fix our attention on it.

Without meaning, there is no internal motivation or purpose to take action and depression sets in. Without meaning, we don’t feel alive. That’s why it is so valuable to set goals for yourself. When we have a goal on which to focus, our life tends to reorganize itself around making it happen. The resources, solutions and answers start to appear.

Deep within you, you know what you are designed to do. There is a voice, a feeling, a sixth sense that tells you. We all have experienced the feeling that things would unfold in a particular direction, for a particular reason…destiny, fate.

I believe that all of us “know” our calling. We just fail to NOTICE. Marsha Sinetar wrote a book titled “Do What You Love, The Money Will Follow”. In my experience, that’s true. Things may not turn out as we originally hoped or expected, but the path is worth following.

Our interests and impulses are messages we should listen to. Follow your gut instinct. As Emerson said, “Desire is possibility seeking expression.” So, if something fascinates or fulfills you, you really should take notice. Your natural path may be calling you.

The key to tapping this growth potential is beginning the process. Take the first steps; act on your impulses. Find ways to enhance the world through your actions. Don’t start by looking at yourself, start by looking around you. What are you concerned about? How would you change the world if you could?

Growth doesn’t occur without change and reaching out. Only when you step out of your comfort zone will you be able to reach out to help others. Encourage those around you to tap into their hidden potential, there lies greatness inside all of us. Wake it up!

Your job is not to fully understand the world, but simply to enhance it. Make it better because you were here. Whether that be through an entertaining performance, a beautiful sculpture, a simpler solution, a kind gesture or a global movement. Grow where you are planted and branch out to connect with and help others.

Where Do You Look — Inside or Outside?

Goals that involve gaining something can be very powerful. Goals that involve giving can be even more powerful. When we connect with a cause outside of ourselves, we have more of an influence on others. Can you think of any of the best known businesses that did this? Apple computer was founded with the goal of making technology work for everyone. Ford Motor Company built cars that the average person could afford and use.

Disneyland was created to become “the happiest place on earth.” The New York Times informs us daily with “all the news that’s fit to print.” The great insurance companies began as a way for people to share the expense and reduce the impact of loss or disaster.

Look around you again, what do you care about? What would you change? Look wider. Examine your daily life, your community, your family, and your business. What are you concerned about? What would you change? What inspires you? Maybe you can change things for the better. Maybe the seeds of a greater contribution already live within you.

Write down your thoughts. I always say: If your life is worth living, it’s worth writing down. Notice what excites or bothers you. Think about it. How could you initiate some actions that would inspire new possibilities?

Grow where you are planted. Then branch out toward even more. Move toward your “why”, your purpose. Toward meaning. Meaning and Fulfillment

“What’s nice,” Walt Disney said to his friend and coworker, Mike Vance, “is to be grown-ups like we are . . . and to remember the kids we were back then.” Then he asked Mike, “Do you know what’s even nicer than that? It’s to be grown-ups like we are, remember the kids we once were, and to know that we have become the person that, as a child, we hoped and dreamed, someday we might become.”

“That’s called fulfillment and it’s something every human being dreams to achieve.”

Fulfillment is what happens when an acorn becomes an oak, a nurturer becomes a nurse, an explorer pursues a quest, or when a message finds its medium. You and I experience fulfillment whenever we are making a difference. If we are doing something that matters in some way, we tend to smile inside. And this shows up in the quality of our work. Not only do we feel better, but we feel better about ourselves.

We need to know that what we do counts. We need work that fits our values and talents, something for which we are suited. If we don’t find meaning in the job itself, we must bring meaning to it through the way we approach it.

Fulfillment comes when we spend our energies on what we care about, believe in and have talent for. Psychologist William Glasser said, “If a job utilizes talents, appeals to interests and relates to values, it will be fulfilling.”

People need purpose. We need to define our “why”. When we’re not planning and working towards something, our life starts to diminish, it starts to shrink. There are many examples of the fact that the more purpose we have in our life, the longer we live.

We need a definite major purpose, some reason to get out of bed in the morning. Something to challenge us. Brain research has shown that if we keep ourselves intellectually challenged and stimulate the mind we may actually cause brain cells, called neurons, to branch wildly and establish new connections. So stimulate your brain with a purpose and challenge your thinking!

We must have a purpose, because it’s the source of the life energy that makes our lives meaningful. Setting goals is so important because it gives us a purpose to live. That’s why people say you’ve got to have a dream, a vision.

Funny thing, purpose doesn’t come from outside us, it always comes from inside and it goes out toward others as some form of service or self-expression.

Are you living the life you were meant to live? When you identify the big purpose, your “why” that you want to go after in life, all of a sudden the life energy you need starts coming in to you to fulfill that purpose.

And you can do this at any age! How much you have lived doesn’t have anything to do with this. Look at examples of people who started when they were young with a clear purpose, or people who started much later in life.

We often need a cause larger than our skills in order to grow. Thinking Big, Dreaming Big is allowed and, in fact, encouraged! Remember that the last time you felt really alive—a time when you were doing something that stretched your abilities and sharpened your skills, your mind and body were very active. Your purpose or goal no doubt tested you and made you greater than you had been before.

Only then did you feel fully alive. When there is a reason to grow, there is room to grow and a natural path to follow.

Follow your dreams and pursue them with a passion.

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Brandon Iurato, motivational speaker, author and trainer shows people how to get more out of life. He welcomes comments and feedback at biurato at frontiernet.net

Today's Subscriber Article

14 Ad Copy Tips - Dare To Be Different
Eva Browne-Paterson

I received a question from a subscriber earlier this week and thought I'd share it with you in case you have the same problem.. . "I've found in the last couple of weeks that too many people are using the same word content in their ads - how they are ever going to make their ads stand out?"

It's a good question and one that you should really take notice of. It often looks like the ad copy being promoted for particular programs is the same and that's because many affiliates just copy and paste the ad copy from the same affiliate area.

If you really want to stand out, and you'll need to to make sales, then you'll need to change the ad copy to sound more like you and not like every other Tom, Dick or Sally.

Here are 14 ways that you can change the ad copy provided to most affiliates online and be more original with the ad copy you submit in your promotions.

1. Re-write the copy: Just have a go at doing it. You don't have to be a great copywriter. Just write from the heart and be honest and true to yourself and it will come across that way to the reader.

2. Use an eye-catching headline: I highly recommend using an eye- catching headline that will attract attention -- even if you're being really different. Use different words that stand out, ask a question or solve a problem to gain attention.

3. Capitalisation: Only use caps where it's completely necessary. Usually the headline is one place you can use caps to emphasise particular words. Throughout the body, having whole sentences capitalised is a no-no.

4. Using symbols: If you have space left over in the headline, that's one place you can get away with using symbols, as long as you don't go overboard. Symbols can make a headline stand out but remember, it is the wording that really counts. If you have spare space in the headline, consider using one symbol either side of the wording. Or repeat the same symbol twice. That's about as far as I'd recommend going with symbols...

5. Use testimonials: Testimonials are a terrific way to let the prospect know how it will feel when they get their hands on the product or service that you're promoting. If you don't have a testimonial of your own because you don't have the product yourself yet, then borrow some from the main web site or type the contents of an audio testimonial provided on the site. These are great resources you can utilise. If there's a particularly powerful statement in the testimonial, then you can grab a piece of that statement and make it the headline for something completely different.

6. Lower the hype: Don't go overboard and make huge monetary claims. The FTC don't like it and you're putting yourself and the publisher at risk of fines of up to $10k. Just be honest. If someone else made that kind of money, say it... Don't elude to the fact that you made $25k in your first month when we all know that's probably a bit of a fib. It's not worth it and your prospects can see right through it.

7. Re-word statements: Use a thesaurus to come up with statements that say the same thing in a different way. Thesaurus tools are found in MS Word and online as well and are very handy indeed.

8. One exclamation mark: Why waste space with tonnes of exclamation marks? Using one says the same thing, but 3 or four just screams "desperate newbie dying to make their first sale!!!!!"

9. Use up all the space allowed: When you're allowed to use five lines at 65 characters per line, why not utilise all that space? I honestly shudder when I receive a solo ad that's seven lines long... It's a waste of the advertiser's precious money. Utilise the space you've been allotted to get the message across and prompt the reader to click through to your site within that space. Use a formatting tool like the one at formatit.com to space out the ad copy properly.

10. Tease the reader: Don't worry about informing the reader about every little feature of your program. That's what the salesletter is for. The aim of the advertisement is to attract new prospects to your web site. Tease them by giving them just enough information to pique their interest and compel them to click that link in your ad.

11. Include bonus info: People love a freebie or a discount. Don't be afraid to include them or let them know what goodies are in store for them.

12. Check the spelling: This is a must-do task and also includes checking the grammar. Make sure your ad will make sense to the reader. And don't forget question marks after a question.

13. Prompt the reader: Make sure you prompt the reader to take the next step. That is to visit your site where the salesletter will do the selling for you. Creating a sense of urgency helps and so does a time-limited offer. Use instructions like click through now, visit our site today, here's the link to click... You get the idea.

14. Test your ad copy first: Using free ezine ads is a great way to gauge the response from your advertising before you go and pay for advertising. Test them out and get them pulling the response you really want. ;-)

Just dare to be different and you'll notice a great improvement in the response from your advertising sooner than you can click the link in the resource box below. ;-)

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Eva Browne-Paterson publishes EvieB's New-Z and runs Ezines-R-Us. com. She lives in Australia and has been marketing for over 13 years online. If you're looking for ezines to test your ad copy in, click the following link to subscribe with one click to over 20 ezines with a double opt-in reach of nearly 300k!
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