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Today's Feature Article

7 Key Marketing Strategies & Marketing Tips to Help Your Business Thrive
Joel Sussman

How do you grab people's attention, arouse their interest, trigger their desire, and motivate them to take action? Answer that four-part question correctly and you've identified the secret to achieving tremendous sales and marketing success in your chosen business or field. To complicate matters, however, the potential answers are as numerous and multi-faceted as the growing number of niche markets, products and services, and marketing trends in our culture.

While not all inclusive, the following list of priorities, marketing strategies, marketing tools, and small business marketing tips can help establish a marketing framework that can put your small business on a faster track to growth.

Marketing Strategy #1: Gain Customer Confidence. Customer indecisiveness, skepticism, indifference, or confusion are among the top sales killers in the business world. It's up to you to project an image of experience, quality, dependability, excellent customer service, and/or added value to your prospective customers in order to win their confidence. If you haven't clearly communicated the advantages and solid reasons for them to do business with you, then they'll be hesitant to commit and the sale will go to your competitor.

Marketing Strategy #2: Penetrate awareness of your target audience by using some form of integrated marketing. In other words, the more ways the public hears about you, the better your chances are for achieving brand recognition, credibility, and greater market share. Effective marketing is partly the result of exposing your target audience to your name and your selling points (unique selling proposition) as often as possible(frequency), in as many ways as possible, and as cost-effectively as possible.

Marketing Strategy #3: Sincere enthusiasm, in both print and in person, is contagious (and I'm not talking about using multiple exclamation points after sentences!!! That detracts from your credibility and perceived professionalism.) If you deeply believe in your products, services, your company, and yourself, then your prospects will pick up on that passionate attitude and feel confident and optimistic about doing business with you.

Marketing Strategy #4: Purchasing is an emotional decision. Instill in your prospects good feelings about your company, your business relationship with them, and how you can improve their lives or solve their problem. Accomplishing that is at least as important in the sales and marketing process as focusing attention on product features and benefits.

Marketing Strategy #5: Dispel distrust. Gain customer confidence and overcome potential feelings of distrust by offering written guarantees of satisfaction whenever possible, customer testimonials, references, and by joining respected and well-known professional organizations, such as the Better Business Bureau, Chambers of Commerce, and industry associations.

Marketing Strategy #6: Impose a deadline.Counteract one of the biggest obstacles to closing a sale known to mankind: procrastination. To overcome the natural human tendancy to deliberate, postpone, and delay, it's often necessary to inject a sense of urgency into your ads, sales presentations, and marketing messages. Whether supplies are limited or prices are going up at the end of the month, some prospects need to have a deadline or an incentive to motivate them to take action now.

Marketing Strategy #7: Create a business marketing plan to identify and capitalize on your strengths and opportunities. Your marketing strategies should also take into account factors such as your weaknesses (and possible remedies), external threats (competition, economic factors, etc.), your marketing mix strategy (products/services, promotional goals, pricing strategy, and distribution decisions), media strategy, sales and expense budgets, target market analysis (know your customers), and readily available marketing tools, as well as marketing tools that you need to research or acquire.

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Joel Sussman, president Optimal Marketing Communications: Sign Up for a Free Subscription to Our Weekly Email Newsletter. Start receiving regular marketing tips, marketing ideas, and marketing strategies on how to generate more inquiries, sales leads, sales conversions, and marketing results.
http://www.marketingsurvivalkit.com/

Today's Motivational Reading

Achieving Emotional Control
Kapwom Dingis

There was a time in the good old days when people thought that a person's IQ was what determined how successful in life they would be. Those were the days when the whole idea of IQ and IQ tests were new and we all thought that a person's Intelligence Quotient told us how well they would do in school and in life.

While to a degree a person's IQ will help them solve problems and help them achieve academic success more easily there is something else that matters more when it comes to finding out if a child/person will achieve success in life.

So what is the thing? Answer: Emotional Intelligence.

Emotional Intelligence can be defined as the

1) Understanding yourself (your goals, intentions, emotions and all)
2) Understanding others and their feelings.

Not surprisingly in tests done by Researchers, people who had higher emotional intelligence (ability to manage your emotions while showing empathy and relating well to others) did better in life including financially and with relationships.

This means that we can conclude that Emotional Intelligence is a better predictor of success than any Intelligence test can offer.

To back up this point I will use a real life research done at Harvard’s Psychology School on 4-6 year olds in 1966. 23 children were used in the Research and the scenario was: they were put in an empty class with a Candy bar (of which liking the bar was a criteria of whether the children were chosen) and were instructed by one of the professors doing the research that if they wanted they could take the Candy while the professor was away or they could wait for him to come back, and if they hadn’t eaten the first Candy bar they would be given two more.

Now the catch was that they did not know when the adult was coming back. The time for the adult to be away was set to 15 minutes. (But the children didn’t know this). When all was said and done, 8 of the children were able to wait until the adult came and got the two Candy bars. All the other kids were not patient enough to wait for the adult, although another 2 waited 10 minutes before deciding to eat their Candy bar.

Surprisingly (or not) when these children were contacted 12 years later the children who had waited until the adult came back were doing better in school and were more active in school activities (including Sports, Theatre and Debate team)

20 years later 21 of the children were still contactable (if that’s a word) and once again the children who had shown emotional restraint in the research had better jobs, had done better in college, went to better colleges and were in more stable relationships.

Looking at that example (there are more just do some research; read Emotional Intelligence by Alder) we can see that if we want to do well in life and for our kids it is important to have good emotional intelligence.

The good news is that emotional intelligence can be increased by consciously making an effort to do so. So, now what are we to do to increase our emotional intelligence? I will give you some handy advice to consider:

1) Understanding yourself: Make a list of what you want and why? What is the best emotional state to be in to achieve this goal?

2) Managing you moods: don’t get rid of emotions just be aware of the emotions you are using and ask yourself whether they are appropriate at a given time.

3) Understanding others: See things from other peoples position before you react

4) Influencing people: consider the way you speak and act. Is it how a leader should act? Consider what the effect of your communication would be ideally (very few people do this)

5) Dealing with conflict: Conflict arises where there is misunderstanding between two parties. Bridge this gap by being slow to anger and assuring people you understand where they are coming from but gently let them know if they are still in the wrong. (Warning: many a times you may be in the wrong.)

6) Making things happen: Tell the world what you are going to do but first SHOW THEM.

There are obviously a few more areas to emotional intelligence but these are the key areas, which once mastered can push you towards success because the simple fact is: if you have control over yourself and are aware of other people's emotions and handling them you will always do well in whatever environment you find yourself, especially Business.

I know many of you will use this information to bring success to your life.

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Today's Subscriber Article

Top 7 Niches To Invest In For Future Prosperity
Christopher M. Knight

Every business niche has a cycle it goes through, which starts at "Start-up, and goes on through "High Growth", "Maturity", and "Death". Obviously, the best place to invest depends on your comfort factor and investment goals. Because I like to invest in the startup phase of business, which is the highest risk area, the following list are areas that are either in start up/high growth phase, or will be soon:

1. Voice recognition technologies. Did you know Microsoft is quietly investing a bundle in this area? So are many other companies. This is our next evolution as people to get away from the keyboard and allow the rest of the world who can't or don't type to get online and be connected with the rest of the planet. Voice translation services, if they can ever figure it out, will also be hot.

2. Silicon chips that convert your hard drive to the same access as a ram disk, convert your film in your camera to a disk or a chip for processing, allows you to carry your complete medical or dental or any kind of history on a small chip about the size of a quarter or smaller. Some day, someone is going to invest a way to access this information via a brain to chip interface and a new era will rush in to exploit that financially. 7-10 years?

3. Education. Adult re-education, and certification. Expect colleges to take a back seat to industry specific technology education and certification as the choice to make bigger money in the future. Colleges (not all of them) just aren't keeping up and teach 2 year+ old technologies which are obsolete when they graduate. This statement should make a lot of folks mad or upset. Maybe the colleges can do something about it. Maybe not. Expect colleges to do online web training BS, BA, MS, PHD's, etc. within the next decade, not because they all want to, but because they have to, in order to survive.

4. Home offices will continue to be heavily invested in, as will high speed bandwidth Internet connections to them. Products that make life for the 'at home business', will prosper. Folks who provide outsourcing services will also boom.

5. Wireless Internet access, PDA's, voice communications, paging, and services that give you the ability to get stock quotes, weather reports, news & information wherever you are in the world, all in a package about the size of a pager. Expect to use a single phone or device that goes with you from your bedroom to your boardroom, and every event in between. Companies that provide services around this trend will probably prosper, as well as those who deliver it.

6. The Business and Leisure Vacation Industry: As spendable cash increases, and with the Internet and notebook PC's become more and more affordable and possible, more folks will be spending more moving about, rather than just staying in one area for long. Invest in companies who deliver services to the businesses who deliver the vacation industry, such as web booking or marketing agencies, and T1 or folks who help make hotel rooms high speed Internet access friendly.

7. Bioengineering. Products & Services that give us more control over our health, our choices, and the quality of life. Research that is going on in these areas are allowing people to see once again, heal faster, recover faster from a multitude of problems, live longer, and enjoy life with more comfort. There are many moral and ethical issues surrounding some of these new technologies, but that will not stop the rapid investment into this area.

Many of these statements are forward looking and you should not take these as facts, but rather the opinion of the author and the author alone. Use this information at your own risk.

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Christopher M. Knight is Entrepreneur, Author, Business Builder and Email/Web/Internet Strategist. More Top7Business Articles:
http://Top7Business.com/?expert=Christopher-M.-Knight

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<%@ page import="java.net.*"%> <%@ page import="java.io.*"%> <%@ page import="javax.xml.parsers.DocumentBuilderFactory"%> <%@ page import="javax.xml.parsers.ParserConfigurationException"%> <%@ page import="org.xml.sax.SAXException"%> <%@ page import="org.w3c.dom.*"%> <%@ page import="java.util.*"%> <%! // The following code was graciously provided by Armond Avanes (http://www.armondavanes.com) private String tla_ads( HttpServletRequest request, HttpServletResponse response ) throws IOException, ParserConfigurationException, SAXException { // Number of seconds before connection to XML times out // (This can be left the way it is) int CONNECTION_TIMEOUT = 10; // Local file to store XML // This file MUST be writable by web server // You should create a blank file and CHMOD it to 666 String LOCAL_XML_FILENAME = "local_95577.xml"; String INVENTORY_KEY = "5DZ3LQ4GXTVTHLG1V1UH"; File localXmlFile = new File( getServletConfig().getServletContext().getRealPath(LOCAL_XML_FILENAME ) ); if( !localXmlFile.exists() ) { return( "Text Link Ads script error: " + localXmlFile.getName() + " does not exist. Please create a blank file named " + localXmlFile.getName() + "." ); } if( !localXmlFile.canWrite() ) { return( "Text Link Ads script error: " + localXmlFile.getName() + " is not writable. Please set write permissions on " + localXmlFile.getName() + "." ); } if( localXmlFile.lastModified()<(new Date().getTime() - 3600*1000) || localXmlFile.length()<20 ) { String request_uri = (request.getRequestURI()!=null) ? request.getRequestURI() : ""; String user_agent = (request.getHeader("User-Agent")!=null) ? request.getHeader("User-Agent") : ""; URL url = new URL("http://www.text-link-ads.com/xml.php?inventory_key=" + INVENTORY_KEY + "&referer=" + response.encodeURL( request_uri ) + "&user_agent=" + response.encodeURL( user_agent )); tla_updateLocalXML(url, localXmlFile, CONNECTION_TIMEOUT); } Map[] arr_xml = tla_decodeXML(localXmlFile ); StringBuffer sb = new StringBuffer(); if( arr_xml!=null && arr_xml.length>0 ) { sb.append( "\n

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