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  • Are You Marketing With a Deaf Ear?
    by Charlie Cook

    Can you imagine having a phone conversation where you couldn't hear what the person at the other end was saying? You would have difficulty getting much done and you certainly couldn't tailor your response to their needs and interests. Yet this is the way many people market their products and services.

    Most people make the mistake of thinking that marketing is one-way communication. The tendency is to create marketing materials and push them out to your target market and hope for a response. Marketing monologues, whether in person, in a brochure or on a web site are a sure way to scare prospects and clients away.

    If you want to grow your business your objective should be to create a dialogue with prospects and help them become clients. Starting your marketing efforts by creating a two-way conversation with prospects can help you target your marketing efforts and open the door to future business.

    * Is your marketing communication two-way?

    * How often do you ask your prospects to identify their biggest problem, relative to the service or product you offer?

    * How often do you survey your target market to find out what they are worried about?

    * Can you list their most pressing concerns?

    * Do you use this information to regularly improve your marketing strategy and materials?

    Large corporations provide annual job performance reviews and conduct annual customer satisfaction surveys. While annual feedback like this may be useful to you and is better than nothing, your goal is to create an ongoing dialogue with your prospects and clients so that you can regularly improve how you market your services.

    You won't want to rush back to the office after every client meeting to revise your marketing strategy, but the more often you ask questions to understand client and prospect concerns and then shape your marketing to match, the more new clients you'll attract.

    Improve your marketing by listening to prospects and clients. Get them talking by asking the right questions and then hear what they have to say. Fortune 500 companies use marketing firms, charging tens of thousands of dollars to conduct customer satisfaction surveys. If you’re an independent professional or small business owner, you can do it on your own provided you are a good listener.

    Good general questions to ask include:

    - What's the biggest obstacle to growing your company?

    - What problems are your biggest concerns?

    - What are your three most important objectives for the next month?

    - What’s the decision making process in your organization?

    The specific questions you use will depend on the problems you solve for clients. If you install phone systems, you’ll want to know what your prospects’ biggest concern is about their phone system and its installation. If you're an accountant your questions will be about financial objectives. If you provide conflict management you'll want to find out the most common sources of discord.

    The objective is to understand your prospects needs and then you can use this information to position your products and services. Let your target market tell you what they want to see and read. Good times to fine tune your marketing include; before you develop your marketing materials, when you talk with prospects and in your conversations with clients.

    - List 3-5 questions you could ask a prospect or client to identify their biggest concerns relative to your service or products.

    If you want to attract more clients, find ways to ensure your communication is two-way. Frequent surveys, in-person conversations and even watching how your clients use your products are all good ways to get feedback. When your communication is two-way you’ll know what prospects and clients are concerned about and you can target your marketing to increase your business.

    *****************
    Charlie Cook, helps independent professionals and small business owners who are struggling to attract more clients and grow their businesses. To get the free marketing guide, '7 Steps to Get More Clients and Grow Your Business' visit http://www.charliecook.net/ ccook@charliecook.net

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    3 Magic Ways To Increase Your Sales!
    by Larry Dotson

    1) Tell your potential customers in your ad copy that you will donate a percentage of their purchase price to a specific charity. This will show them you really care about people. They may just buy your product so their money will go to the charity. For example, you could say, "I will donate .75 cents from each order to the (name) Foundation."

    2) Ask your potential customers plenty of 'yes' and 'no' questions in your ad copy. The questions should remind them of their problem and make them think about what will happen if they don't purchase your product. For example, you could say, "Do you want to get out of debt?” “Do you want to have financial security?"

    3) Tell your potential customers they will receive a free prize if they find the five words in your ad copy that are misspelled or spelled backwards. The longer you can keep someone reading your copy, the greater chance of them purchasing. You could also have them find hidden links, hidden graphics, etc.

    *****************
    FREEE eBook! 5000 Words & Phrases That Sell Like CRAZY! http://www.ldpublishing.com

    Visit 'Pathway To Success' Archives and Read Past Issues 2001

    Visit 'Pathway To Success' Archives and Read Past Issues 2002

    Visit 'Pathway To Success' Archives and Read Past Issues 2003

    What's the #1 Thing People Do Wrong?
    by Joe Vitale

    I admit it. I'm frustrated. I'm tired of getting emails from people who write, "I can't do what you did because ---."

    Just fill in the blank with whatever excuse you can think of.

    People say they can't write as many books as I have because they don't have the time, or they're too old, or too young, or too married, or too single.

    People say they can't make their book a best-seller like I did because their book is different, or they're different, or the timing is different.

    People say they can't ask celebrities for endorsements because they feel insignificant, or insulting, or imposing.

    The list of excuses is endless. Here are some more actual ones I've received:

    "You're more famous than me. I could never write people and ask for their help, as they wouldn't give me the time of day."

    I started asking people for help, advice, input, suggestions and direction when I was a teenager. I have letters from FBI king J. Edgar Hoover, boxing legend Jack Dempsey, and master magician John Mulholland. I was certainly unknown then. Yet people always helped me. I've managed to connect with Evel Kneivel, Donald Trump, Jimmy Carter, best-selling authors and more--- and I did it before anyone knew my name. I simply ASKED for their help. They were kind and replied. Today I'm doing the same for anyone who writes me who sounds sincere and respectful.

    "You have a large network of people to ask for things."

    Yes, I do. NOW. But I didn't when I first started. I developed my network by building relationships. I reached out to people, helped them, they helped me, and trust was formed. Because I've nurtured my relationships online for almost ten years now, a bond is set. When I announce that I want contributions for a new book, my network responds. When they want something, I respond. I was able to compile all the information for my most recent book, "The E-Code: 47 Surprising Secrets for Making Money Online Almost Instantly," in less than 7 days --- all because I asked my network for help.

    "You have a big mailing list so you can sell things faster."

    I went online with no mailing list. NONE. I didn't even recognize the importance of having my own list until one day I offered my first e-class to my then tiny list and made $22,500 in one week. Then I woke up. I've been working on building my email list ever since. Anyone can do it. And while you're waiting to do it, you can always joint-venture with people who already have mailing lists. How? Just ASK. One day some person in Norway wrote me. He wanted to know if I would help him sell his new software. I liked his program and agreed. He didn't have a list. I did. He had software. I liked it. I did a mailing and split the profits with him. It was a win-win.

    "You are more talented as a copywriter so you can sell better than me."

    I learned to be a copywriter by investing time, money and effort into studying the greats and getting out there and doing it. My first sales letters were garbage. I still write and rewrite to make my letters as hypnotic as I can. I wasn't born writing, reading, or even walking. I learned it all. Can't you?

    "I don't have anything to offer free to get people to buy what I am selling."

    There are a million things for free online. You can find thousands---thousands!---of free e-books online. Just grab a few and offer them as your incentives to get people to buy your product or service. Anyone can do this. Just look around online. The fruit is there for the picking. I've seen people take classics of literature---now in the public domain and available as e-books---and offer them as incentives for prospects to buy their product. It works. How do you find them? SEARCH.

    "I can't teach an e-class like you because I have no credentials."

    Your credentials are you. They are your life experiences more than anything else. Few today care about whether you have a degree or any other credential. They care if you can deliver on whatever you promise. My lifemate, Nerissa, is about to teach an online video editing class. Anything you can teach off-line can be taught on-line. With video, audio, graphics, text, and chat rooms, you can have a virtual classroom on ANYTHING you can imagine. Why not?

    "I can't make money selling my stuff on the Internet."

    Look around. The Internet is so big and vast and even incomprehensible that truly anything can be sold online. I've seen people sell tumble weeds and buggy whips, greeting cards and computer generated art. Anything sold off-line can be sold on-line. Go look at Ebay. People sell cars, used clothes, dirt and even snow there. I once sold an "Elvis Mermaid" at Ebay. (You can see a picture of it at www.mrfire.com) Are there really any limits to what can be sold online?

    "I missed the right time to sell my idea."

    Really? Just look at the title of one of my books: "There's A Customer Born Every Minute." A new crowd of prospects appears every single day. You can sell virtually anything at virtually any time if you think of what people want and cater to them. Sometimes you have to think of other uses for the same product, or other audiences than what you originally had in mind. But the best time to sell what you have is now. What are you waiting for?

    "You live in America and I live in Mexico and selling doesn't work here."

    Give me a break. Friends of mine always go to Mexico (and other countries said to be behind us) and they come home with truck loads of things they bought. Besides that, with the Internet, where you live is almost meaningless. Take your product and go online. Then you're not selling to your poor neighbors, but to the entire planet. Think BIG.

    The list goes on and on.

    To me, excuses are the #1 thing people do wrong -- online and off. While all of these excuses seem legit to the person saying them, they are virtually all hogwash.

    Excuses are beliefs. If you buy into them, you're stuck. If you believe instead that there's always a way around whatever the excuse is, then you'll move forward. My philosophy is, "There is ALWAYS a way."

    So let me try to help you here.

    First, what are your excuses?

    When I began this article by asking the question, "I can't do what you did because ---", what did you say? How did you complete the sentence? Those are some of your excuses.

    Second, ask yourself if there's any way on earth to get around your excuses. In other words, are the excuses you stated real or imagined? Have you tried to get past any of them? Has anyone else, ever, gotten past the same excuses?

    Finally, what would you do if you had no excuses?

    Whatever your answer, get out there and JUST DO IT.

    Leave your excuses behind and your prosperity will begin to come to you.

    Leave your excuses behind and you can achieve success, too.

    Leave your excuses behind and your life will begin to soar.

    If you don't act now, why not?

    Whatever your answer, THAT'S an excuse.

    Are you going to let it stop you?

    *****************
    Dr. Joe Vitale's most recent book, co-authored with Jo Han Mok and a cast of Internet celebrities and super stars, is "The E-Code: 47 Surprising Secrets for Making Money Online Almost Instantly." Joe is also the author of the #1 Amazon best-seller, "Spiritual Marketing," the author of the #1 best-selling e-book "Hypnotic Writing," and the author of the #1 best-selling Nightingale-Conant audioprogram, "The Power of Outrageous Marketing." His newest book is "Adventures Within: Confessions of an Inner World Journalist," available now at www.amazon.com Sign-up for his free monthly newsletter at http://www.mrfire.com

    Successful people are always looking for opportunities to help others. Unsuccessful people are always asking, "What's in it for me?" Brian Tracy

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