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I believe that the worst is behind me now that I managed to move
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Registrars. It was a real hell lately.
I remember back in 2000 I wrote that everyone should avoid
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what happened to Ready Hosting. The new owners are pure business
people and not only that, if they were honest, straight
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limiting and reducing services almost to zero, then not allowing
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Today's Feature Article
7 Strategic Moves That Boost Your Profits
Work smarter, not harder, by making small but significant shifts
in the way you do business. Simple adjustments, clearheaded
analysis and two minutes here and there may be all it takes to
boost your bottom line. Carefully consider these options, and
you should be able to implement at least one or two of them
1. Drop your least profitable offerings and concentrate on your
most profitable ones. Note that I said "profitable" - not those
bringing in the most or least money overall. You can sort your
products and services by their profitability if you analyze your
expenses according to which sources of revenue they support. "
Most small business owners lose sight of precisely where they
are making money and where they're not," says David Shepherd,
author of the book, Your Business or Your Life. By getting rid
of the offerings that require the highest percentage of costs in
order to deliver them, you can see immediate improvement in
profits, says Shepherd.
2. Send "difficult" clients or those you simply don't like to
your competitors. In a survey by David Maister, a consultant for
top professional firms around the world, only 30-35 percent of
respondents said they liked their clients; 50-60 percent said
they tolerated their clients; and 5-20 percent didn't like them
at all. "Why spend the majority of [your] life working on
tolerable stuff for acceptable clients when, with some effort in
(for example) client relations, marketing and selling, you can
spend your days working on exciting things for interesting
people?" asks Maister. You'll feel more enthusiastic about your
work and get more done when you send unpleasant or troublesome
clients to get their needs met elsewhere.
3. Pursue customers who can or will pay more. A consultant once
told me that she'd come to the conclusion that people starting a
small business simply wouldn't pay the fees she felt she should
charge. I didn't agree, because I'd had clients ready to spend
big on launching their new business. They were in their forties
and fifties and either had a budget to spend from a company that
was laying them off, or they were willing to raid the retirement
fund they'd accumulated working for a large corporation. It
would be possible to target others like them and make multiples
of what she'd be earning from those just scraping by, but I
think she just didn't believe what I was saying. Almost always,
your existing market includes people who have more money or are
willing to spend more of what they have for your stuff, and by
marketing to people like them, you earn more for the same effort.
4. Reuse everything you create in different formats or for
different purposes. If you've taught a seminar, turn your
handouts into an article (that's how what you're reading came
about). If you collected industry data to direct your marketing,
sell your research to colleagues. If you regularly interview
experts about what's new in the field, incorporate their
insights into a product. And so on. "Do once, sell three times"
is a shrewd money-making mantra.
5. Create an untiring army of sales reps through an affiliate
program. Colleagues who don't have their own products or
services, or whose offerings complement yours may be happy to
promote your wares in exchange for a commission on the business
that they refer. On the Internet, so-called affiliate programs
make that process easy. You decide on the terms, find marketing
partners who agree to them and give those partners a link to use
that keeps track of leads or sales coming through that link. I
use FusionQuest.com for my affiliate program because unlike most
such services, they themselves take no commissions from sales
coming through the program.
6. Cultivate and reward your referral partners. Two ordinary
words work magic when it comes to nurturing relationships with
people who regularly send you business: "Thank you." If they
send you sales with a particularly high value, a gift, such as a
book, a fruit basket or tickets to a show might be appropriate.
How do you initiate such relationships in the first place? This
can be as simple as inviting professionals out to lunch and
asking them what they do so that you can refer business to them.
Only an idiot would not reciprocate by turning the same question
back to you.
7. Invest more to get customers who have a high lifetime value.
Keep in mind that when done properly, marketing is not an
expense but an investment. Correspondingly, you need to know how
much you can afford to invest to acquire a customer. The smart
way to think about this question is not in terms of an amount
for your marketing budget that you think sounds reasonable but
in relation to how much you can earn during the whole time
someone remains your customer. For instance, spending $100 to
lure each new customer may sound outrageous until you realize
that each one spends $4,000-5,000 with you over the course of
three years. With that profile, it might be smart to spend much
more than $100 per customer to lure them into your fold.
Why slave away doing things the way you've always done them when
you can earn more by using some of these strategies? Please let
me know when you try any of these moves, with extraordinary
Marcia Yudkin, marcia at yudkin.com, is the author of 6 Steps to Free Publicity and 10 other books. She runs a private member
site, MarketingforMore.com, which supports business owners who
are growing their businesses. Learn how to avoid the most common
pricing mistakes in her free report, "Charge More & Get It,"
Today's Motivational Reading
Here's To Think On ...
From The Lips Of A Child
A group of students was asked to list what they thought were the
present Seven Wonders of the World. Though there was some
disagreement, the following got the most votes:
- 1. Egypt's Great Pyramids
- 2. Taj Mahal
- 3. Grand Canyon
- 4. Panama Canal
- 5. Empire State Building
- 6. St. Peter's Basilica
- 7. China's Great Wall
While gathering the votes, the teacher noted that one quiet
student hadn't turned in her paper yet, so she asked the girl if
she was having trouble with her list.
The girl replied, "Yes, a little. I couldn't quite make up my
mind because there were so many."
The teacher said, "Well, tell us what you have, and maybe we can help."
The girl hesitated, then read, "I think the Seven Wonders of the
World are: 1. TO SEE 2. TO TASTE 3. TO TOUCH 4. TO HEAR."
She hesitated a little, and then added,
"5. TO FEEL 6. TO LAUGH 7. AND TO LOVE."
The room was so full of silence you could have heard a pindrop.
From time to time you come across a child who seems to have the
inside track to their Maker.
While all of us, usually at a young age, have experiences that
reveal to us a power beyond our normal selves, some appear to
have listened more than others. Such is this little girl.
I have made the study of myself and of others my life's work. It
has always been important to me to witness how others react to
situations. In a whole classroom of kids only this one chose to
consider the real miracles of life.
That is typical of life, and yet I say to you that when you are
quiet, calm and in a meditative state, you can make real
progress toward your goals and objectives simply by listening to
what you are being told from "inside".
Learn to listen to that still, small voice. That will lead you
to where you want to go and it will do the job faster than any
conscious thinking and enthusiastic effort on your part.
Strength and power does not lie in the bold and loud but in the
quiet and calm. Learn this and you become strong.
There are many who mock this approach. Do not succumb to their
taunting. You know where you want to go and it is you who must
lead the way. Those who taunt are only trying to keep you at the
level they are.
You have, within you, the power to realize the things you dream
about. The voices you must listen to come from "inside" not from
the outside world. Constant, persistent following of what you
are told from "inside" will achieve your objective much faster
than any other method.
That is the message this little girl was really trying to give us.
From The Lips Of A Child
Internationally syndicated columnist, Ken Darby authors many
articles found in newspapers and magazines throughout North
America. He is the author of The Saga Of Pinehill, The Adventure,
ISBN 1-4137-4723-X a thrilling adventure filled with life's lessons,
and available through your favorite bookstore or
Today's Subscriber Article
Five Ways A Blog Helps You To Market Your Business
Want to advertise online without spending a fortune? Get a blog.
If you're an Internet marketer, you need a blog, because:
* a blog helps your site to rank higher in the search
* a blog expands your customer base.
Blogs are often called social marketing tools, because they
let you interact with your readers via comments and
permalinks (see the glossary below.)
What's a blog? Get up to speed here:
Let's look at five ways a blog helps you to market your
One: A blog helps your site to rank higher in the search
In 2003, when Google bought Pyra Labs, the company which
developed Blogger, the reaction was Huh? At the time, blogs
were seen by most as online journals, primarily maintained
by the demented and teenage girls.
How times change. In 2006, companies small and large are
using blogs to promote their businesses. This is because
Google and the other search engines love blogs because of
their constantly updated content.
Blog often, and you'll get more visitors and a good search
Two: A blog expands your customer base - you'll reach
people you could reach in no other way
A blog helps you to reach people you can reach in no other
way because your frequent updates mean that you'll
automatically get niche visitors - those people who have no
clue about you or the product that you're selling, but who
happened to type in a search engine query that mentioned
words you used in a single post.
Those niche visitors can become buyers, and this means that
you don't need to struggle to get top listings in any
search engine. Write (or link to) quality content, and your
visitors will find you.
Three: A blog helps your site to differentiate itself
A blog is a form of stealth marketing. Therefore a blog
doesn't need to be about the products you're selling. A
blog can be about any topic that you're passionate about.
Blog about your passion, and mention - in passing - the
products you're selling. You can also link to them, but
don't bother selling heavily - that's not what a blog is
Four: Like a diamond, a blog is forever
Although the most-visited blogs update often, some of them
several times a day, that doesn't mean that you have post
more often than you can fit into your schedule. Your
permalinks (see below) mean that since your blog items are
standalone pages, they're indexed by search engines in the
same way that any HTML or other page is indexed - your blog
items/pages will continue to bring traffic even if you
don't update very often.
Five: A blog attracts new opportunities
A blog makes your business visible. Your stealth marketing
efforts will attract the attention of people who may become
joint venture partners, or who will have other
opportunities for you.
The time and energy that you invest in your blog can bring
results beyond your wildest expectations. Create a blog -
it's your hardest-working, and most cost-effective online
Blog = Web log.
Permalink = permanent link, an URL for a single blog post.
Comment = blogs have a comments section, where readers can
interact with the blogger and others.
Michael Murray is a 23-year old full-time Internet marketer
with Cerebral Palsy who lives in sunny Orlando Florida.
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