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Today's Feature Article
Knock, knock. Who's There? Your Target Market, Are You Listening?
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
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"
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
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
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?
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
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
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
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
“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
“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
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.
Brandon Iurato, motivational speaker, author and trainer shows
people how to get more out of life. He welcomes comments and
biurato at frontiernet.net
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Today's Subscriber Article
14 Ad Copy Tips - Dare To Be Different
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
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
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
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
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. ;-)
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!
To listen to a new Top Show, click the picture.
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