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Issue #8 - Pathway To Success
Volume 6, Issue #8, 9th April 2006

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'Pathway To Success'
Volume 6, Issue #8, 9th April 2006
Publisher Irena Whitfield

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    Today's Feature Article

    How Long Till Marketing Works?
    Jay Conrad Levinson Jay Conrad Levinson

    Whatever you do, donít hold your breath while waiting for marketing to take affect. Instead, hold your horses because itís not gonna happen instantly.

    How long does it take for a prospect to become a customer? Well, letís first look into the chemistry of prospects. Prospects are like you except that theyíre probably doing business with one of your competitors. Fortunately for you, that competitor most likely doesnít know the full meaning of follow-up, with the result that most customers feel ignored after the sale.

    These are among your hottest prospects. They already do business with a company such as yours and may be disenchanted because theyíve been left alone after making their purchase. Thatís why guerrillas identify their best prospects and then begin the courtship process. It is a courtship and it is a process. Armed with that insight, you can transform them into customers.

    Most business owners contact prospects once or twice, and if they donít show an interest, the business owners move on to greener territories, on to the non-existent Land of Instant Gratification. Guerrillas continue romancing those they are courting. Eventually, those prospects feel so cared for, so important, so attended to, that they switch over and begin to patronize the guerrilla who never stops courting.

    How long does it take until this happen? Try seven years on for size. Thatís the outside. It could happen in a month, even a week or less if the prospects are in the market right now and neglected by their former supplier. But it probably wonít happen soon and it most assuredly wonít happen if you ignore them after contacting them once or twice.

    Remember that prospects have minds that are more open than you think. Allegiances that are lost every day, allegiances gained every day. The guerrilla marketers donít lose them because they recognize the slow motion process of gaining them. When they speak to prospects, whether in person or through one of the venues of marketing, they do not talk about their businesses or their industries. They talk about the prospects themselves -- which is the topic most on the mind of prospects and one that ceaselessly interests them. When guerrillas can talk about the problems facing prospects, they gain even more attention.

    And when they talk about solutions to these problems, they still see things from the prospectsí points of view and talk from that mindset. As weeds are flowers whose beauty has not yet been discovered, prospects are customers who have not yet realized all that you can offer them.

    Give them time. Give them information. Give them attention. While youíre waiting, walk a mile in their shoes so you can be better prepared to talk to them about how their feet feel.

    People patronize the businesses they do for an enormously wide variety of reasons. Often, itís location, though the Internet is changing that in a hurry. Frequently, it is mere habit. Guerrillas know in their bones that the prime reason is the buyers have confidence in the sellers. That is closely followed by the quality of the offering. And next comes service -- which guerrillas know should be defined as "anything the customer wants it to be." After service comes selection -- and again the internet rears up as a contender for business because of the staggering breadth of its selection. And fifth comes price. To some people, fewer than 20 percent, price is the number one criterion. But those attracted by price make the most disloyal customers because theyíre easily wooed away by somebody offering a still lower price. Guerrillas build their businesses on loyal customers. Possessed with that insight, they do all in their power to maintain loyalty.

    They may do it with frequent-buyer programs. They may do it with special events centered around customers. They may do it with fervent follow-up, with their newsletter, with little freebies for their customers. But most of them do it by recognizing the customer and using his or her name, by talking about personal things before getting down to business, by listening very carefully and sincerely to what their customer are saying. Listening is considered one of the most crucial parts of follow- up. Itís no surprise that people patronize businesses that listen to them.

    Many marketers create their marketing under the ridiculous assumption that prospects are asking "Who are you? What is your product or service? When are you open? Where are you located?" The only real question in the prospectís mind is "Why should I care?"

    Hereís what theyíre thinking: Itís not "tell me a story about you." Instead, itís "tell me a story about me. Tell me how you can save my time, increase my income, reduce my stress, bring more love into my life, cause people to think highly of me." If you canít talk to them about those things, leave those prospects alone because youíre wasting their time and your money.

    Another insight possessed by guerrillas is that people patronize business that can offer things to change their lives for the good. Sometimes these are huge things, such as cars and computers. But usually theyíre not. After all, how much can a new shirt or a new paper stock for stationery change a life? Not much, but youíve still got to be thinking in those terms.

    Keep in mind that people are attracted to businesses that have established credibility. You get it with superb marketing and commitment to a plan. Marketing continues to be a blend of art, science, business and patience. It works. But it rarely works instantly. Thatís why the most crucial ingredient in the blend called marketing is your own patience.

    Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide. Jay is the Chairman of Guerrilla Marketing International, a marketing partner of Adobe and Apple. He has served on the Microsoft Small Business Council. His Guerrilla Marketing is series of books, audiotapes, videotapes, a CD-ROM, an Internet website, and an online marketing advancement called The Guerrilla Marketing Association - which is an interactive marketing support system for small business.

    But most of all, Guerrilla Marketing is a way for business owners to spend less, get more, and achieve substantial profits. Don't miss your opportunity to profit here:

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    Today's Motivational Reading

    10 Motivational Triggers That Make People Buy
    Rudy Cline

    1. People want to make more money. They may want to start their own business, get a higher paying job or invest in the stock market. This will make them feel successful.

    2. People want to save money. They may want to invest for the future or save for a big purchase. This will make them feel more secure.

    3. People want to save time. They may want to work less and spend time enjoying life's pleasures. This will make them feel more relaxed.

    4. People want to look better. They may want to lose weight, tone their body, or improve their facial features. This will make them feel more attractive.

    5. People want to learn something new. They may want to learn how to change their car oil or build a deck. This will make them feel more intelligent.

    6. People want to live longer. They may want to get in shape, eat better or gain extra energy. This will make them feel healthier.

    7. People want to be comfortable. They may want to relive aches and pains or want to sleep in a more comfortable bed. This will make them feel relieved.

    8. People want to be loved. They may not want to be lonely anymore or want to start dating again. This will make them feel wanted.

    9. People want to be popular. They may want to be a famous celebrity or be more popular in school. This will make them feel praised and admired.

    10. People want to gain pleasure. They may want satisfy their appetite or sexual desires. This will make them feel more fulfilled.

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    Today's Subscriber Article

    Advanced Traffic Generation Tips For Your Web Business
    Jeff Smith Jeff Smith

    Whether building or growing your online business, you need 3 basic elements to succeed: something to sell, copy that sells it and traffic generation to drive visitors that will buy.

    Weakness in any one of these areas can very severely impact your results frustrating you beyond belief.

    These 3 building blocks may not be new for you, but I bet that you have tended to think about them as islands, each of which you must master in order to achieve online business success?

    Online Business Success Ecosystem

    Suppose you have spent thousands having a bang-on sales letter written for your business, and you are able to draw some significant traffic to your site.

    You'll sell products won't you?

    Of course, however, what happens if your product (or the product you are selling) is not of high quality or is not significantly percieved as offering value?

    First, you will get many returns resulting in lower profits, additional service fees, additional support costs and possibly losing your ability to take payment online.

    Second, a bad sale, even if not returned, will not gain you additional word-of-mouth sales. In a niche market, this means you will certainly miss out on capturing your market. In a mass market, this means you have significantly hurt your chances for successful press, reviews, interviews and low or no cost advertising opportunities.

    Third, you hurt your reputation for all other business you want to capture within your market. High equity business build customer value over time by continuing to market additional products and services - typically higher-end over time. By releasing a less than stellar product, you stop your progress dead in its tracks.

    So, as you can see, marketing strong, in-demand and differentiated products IS critical to your overall marketing campaign and important to traffic generation.

    To truly move into advanced traffic generation territory, we have to think about techniques that will consistently build momentum and traffic month after month, rather than one-time traffic spikes that cannot be sustained.

    This is important background to these 4 leading traffic generation techniques.

    Generating a Stampede of Traffic to Your Website:

    1. Writing Content

    There is no better way to virally spread your thoughts, brand, products and services to a wide audience than developing content. Writing articles, audios, podcasts, blogs, ezines, special reports, rebrandable products, content- rich web pages, are just some of the opportunities that will both bring in new traffic as well as build relationships with your market resulting in more sales and higher value in long-run.

    2. Affiliate Program

    When I launched my online business back in 2000 little did I realize that within 1-year, over 75% of my traffic and more than 50% of my sales would be generated through affiliates and joint venture partners. Now with over 1,000 affiliates generating consistent, targeted traffic, my business largely operates in a completely automated fashion. I could literally disappear off the face of the earth for the next 6-months and still see very little impact on sales. Obviously, to build an affiliate army, you must own the rights to your own products.

    3. Develop Your Own Quality Unique Products

    What does product creation have to do with generating traffic? Actually, quite allot. Even if you plan a business model around selling someone else's products, wholesale selling, or advertising revenue, creating your own product is a MAJOR traffic building technique. Creating high-demand products will build your brand, gain you lots of no cost publicity, attract partners and joint venture your way, build word-of-mouth marketing, open up many new channels to generate traffic (Try Amazon, Barnes and Noble, and eBay to start) and can act as a leveraged stream of income for your business

    4. Take Your Message To The Street

    Generating a stampede of traffic often rests on your ability to convince the market that you are someone that needs to be checked out and followed. So, focus on building your visibility through Press releases, joint ventures, keynote speaking opportunities, local presentations, teleseminars, seminars, courses, workshops, bootcamps, book reviews, trade shows, podcasts, radio shows and more...

    While these are certainly ADVANCED techniques for generating a traffic stampede to your web business, they are not difficult, require no special skills and well within the reach of anyone looking to break out with their web business this year.

    Jeff Smith is a high-achieving, trusted and dedicated marketing consultant who has rapidly built his own thriving, successful online information marketing business and is dedicated to helping YOU do the same. In fact, consulting, writing articles and newsletters you will find on his site are simply ways Jeff lives out his personal PASSION to help YOU SUCCEED! His product creation and selling business is what gives him the lifestyle he enjoys.

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