Alexandria Brown
Internet Marketing Archive:
Alexandria Brown (aka: “The Ezine Queen”)
Alexandria Brown’s Small Business Marketing Blog:
Small Business Marketing Blog
http://small-business-marketing.blogspot.com/
It's not that they don't understand the value of those efforts, or they don't WANT to make the time. It's that they're simply trying to do too much by themselves. They're so busy running their business that they're not working ON their business.
Are You Spending All Your Time on the Little Stuff?
Owning your own business requires wearing a lot of hats. But it seems that when many people leave their jobs to "go solo," they think they must work completely solo as well. They insist on doing everything themselves -- even tasks they know darn well they're not good at.
They try in vain to design their own Web sites and brochures, write their own sales copy, process their own orders, manage their own mailing list, personally respond to every customer call and e-mail, ship their own products, and more. Pretty soon they're running around like that proverbial headless chicken.
What eventually happens is their love for their work -- the reason they started their own business in the first place -- drowns in a flood of administrative trivia. Suddenly one morning they wake up feeling burnt out and without that positive, creative energy they used to have.
When this happened to me a few years ago, I was lucky to learn about virtual assistants (VAs). VAs are freelancers who take care of all that "busy work" for entrepreneurs like us. Because VAs are independent themselves, they work on an as-needed basis from their own homes or offices, saving you the cost and hassle of hiring a regular office assistant.
I now have six VAs -- Liz, who lives in Boston, Julie, who lives in Iowa, and a few others scattered all over the country. And I can't live without them!
What Could YOU Delegate to a VA?
During next week, keep a log of all your activities. Then sit down and review it. Decide which activities are truly ones that only you can do and which you can delegate.
For example, here are some of the tasks I delegate to my VAs:
* Responding to customer e-mails and phone calls
* Scheduling business and personal appointments and interviews
* Bookkeeping: invoicing clients, receiving and paying bills, reconciling bank statements, tracking expenses and tax records, working with my accountant (This was my favorite to delegate!)
* Internet research and fact checking
* Planning my travel for speaking engagements and seminars
* Maintaining my e-zine and customer mailing lists
* Managing my e-zine ad sales
* Handling registrations for my teleclasses/workshops
* Maintaining my Web site (copy edits, additions)
* Creating sales reports
* Shipping customer orders and shipping products to anywhere I'm speaking.
* Submitting my articles to other publishers and article sites
* Placing ads in publications and at Web sites.
* Formatting e-books, creating PDF files, and sending out for printing.
* Designing PowerPoint presentations
And I don't stop there. My VAs have also been happy to help me with personal stuff like researching vacations, shopping around for car insurance, and reminding me of birthdays and other important dates. Thanks to these amazing gals, I save my time and energy only for my "genius work."
Worried You Don't Have the Budget?
The good news is you're not hiring your VA full time. A VA only charges you for the hours she actually works. Although VA rates may be more than you'd pay an administrative employee (usually $30-50 per hour), you don't have the added expenses of employee benefits, office space, and equipment. You're also getting someone who has years of experience, who loves what she does, who already has her own desk, chair, computer, software, fax, phone, stapler, and pens, and who's ready to leap in and start work as soon as you are.
Keep in mind that having a VA will IMMENSELY free up your time to focus on the stuff that matters: marketing and growing your business, developing bold new product ideas and income streams, and servicing your larger clients. You'll think much bigger and will have much more creative energy. I guarantee it!
Look for a VA That Matches Your Needs
If you're looking for a long-term partner who is committed to helping you succeed (and I was), look for someone who's graduated from a VA training program such as AssistU. Another resource is the International Virtual Assistants Association.
Don't wait until it's too late! Most people put off hiring a VA until they "hit the wall." Things like overdue bills, a messy office, late projects, and unreturned phone calls add up until their business almost collapses.
Take action NOW and at least learn more about getting some help. It will be a big relief, I promise!
If you'd like some guidance in getting started, I also highly recommend my friend Melanie Benson Strick's Virtual Team Building Secrets program.
© 2003-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
Why Are You Doing Everything Yourself?
Tue, 19 Aug 2008 10:12:00 +0000
One problem I often see with solo entrepreneurs is that their businesses aren't growing because they're simply not making enough time to do it!
It's not that they don't understand the value of those efforts, or they don't WANT to make the time. It's that they're simply trying to do too much by themselves. They're so busy running their business that they're not working ON their business.
Are You Spending All Your Time on the Little Stuff?
Owning your own business requires wearing a lot of hats. But it seems that when many people leave their jobs to "go solo," they think they must work completely solo as well. They insist on doing everything themselves -- even tasks they know darn well they're not good at.
They try in vain to design their own Web sites and brochures, write their own sales copy, process their own orders, manage their own mailing list, personally respond to every customer call and e-mail, ship their own products, and more. Pretty soon they're running around like that proverbial headless chicken.
What eventually happens is their love for their work -- the reason they started their own business in the first place -- drowns in a flood of administrative trivia. Suddenly one morning they wake up feeling burnt out and without that positive, creative energy they used to have.
When this happened to me a few years ago, I was lucky to learn about virtual assistants (VAs). VAs are freelancers who take care of all that "busy work" for entrepreneurs like us. Because VAs are independent themselves, they work on an as-needed basis from their own homes or offices, saving you the cost and hassle of hiring a regular office assistant.
I now have six VAs -- Liz, who lives in Boston, Julie, who lives in Iowa, and a few others scattered all over the country. And I can't live without them!
What Could YOU Delegate to a VA?
During next week, keep a log of all your activities. Then sit down and review it. Decide which activities are truly ones that only you can do and which you can delegate.
For example, here are some of the tasks I delegate to my VAs:
* Responding to customer e-mails and phone calls
* Scheduling business and personal appointments and interviews
* Bookkeeping: invoicing clients, receiving and paying bills, reconciling bank statements, tracking expenses and tax records, working with my accountant (This was my favorite to delegate!)
* Internet research and fact checking
* Planning my travel for speaking engagements and seminars
* Maintaining my e-zine and customer mailing lists
* Managing my e-zine ad sales
* Handling registrations for my teleclasses/workshops
* Maintaining my Web site (copy edits, additions)
* Creating sales reports
* Shipping customer orders and shipping products to anywhere I'm speaking.
* Submitting my articles to other publishers and article sites
* Placing ads in publications and at Web sites.
* Formatting e-books, creating PDF files, and sending out for printing.
* Designing PowerPoint presentations
And I don't stop there. My VAs have also been happy to help me with personal stuff like researching vacations, shopping around for car insurance, and reminding me of birthdays and other important dates. Thanks to these amazing gals, I save my time and energy only for my "genius work."
Worried You Don't Have the Budget?
The good news is you're not hiring your VA full time. A VA only charges you for the hours she actually works. Although VA rates may be more than you'd pay an administrative employee (usually $30-50 per hour), you don't have the added expenses of employee benefits, office space, and equipment. You're also getting someone who has years of experience, who loves what she does, who already has her own desk, chair, computer, software, fax, phone, stapler, and pens, and who's ready to leap in and start work as soon as you are.
Keep in mind that having a VA will IMMENSELY free up your time to focus on the stuff that matters: marketing and growing your business, developing bold new product ideas and income streams, and servicing your larger clients. You'll think much bigger and will have much more creative energy. I guarantee it!
Look for a VA That Matches Your Needs
If you're looking for a long-term partner who is committed to helping you succeed (and I was), look for someone who's graduated from a VA training program such as AssistU. Another resource is the International Virtual Assistants Association.
Don't wait until it's too late! Most people put off hiring a VA until they "hit the wall." Things like overdue bills, a messy office, late projects, and unreturned phone calls add up until their business almost collapses.
Take action NOW and at least learn more about getting some help. It will be a big relief, I promise!
If you'd like some guidance in getting started, I also highly recommend my friend Melanie Benson Strick's Virtual Team Building Secrets program.
© 2003-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
Your 5-Step Internet Sales Cycle
Mon, 18 Aug 2008 19:51:00 +0000
Many people seem to think that selling on the Internet is a complete mystery. Funny how we see the Net as its own entity instead of just another marketing channel.
When I meet people and they say they're going to start an "Internet business", I get worried. It's as if that's all they need to know -- not what they're selling or who their customers are. (I mean, when faxes first came out, did you hear people saying they were just starting a "fax business"? Not really.)
The Internet is just one type of media that can sell for your business, and it follows a sales cycle like any other. It's not magic ... it's a process.
But once you WORK that process, it CAN work like magic!
So let's look at the five basic parts of the Internet sales cycle:
1. Collect Leads
Who are you looking for? Your answer should match your ideal client or customer. (Please don't say that's "everybody"!) Do you market to women? Men? What ages? What professions? Certain areas of the country or world? What publications do they read? What interests do they have?
The answers to these questions will help you determine where and how you can find these folks. There are tons of ways to get leads online: search engines, pay-per-click ads, banner ads, articles, blogs, directories, and other types of advertising and promotions.
2. Get Them in Your Funnel
Once you've found who you're looking for, you need to get them in your "sales funnel". On the Internet, that means get them on your list. The best way to make this easy is to offer a free ezine or e-course.
On your website, getting visitors on your list should be your #1 objective! Why? Up to 99% of your first-time visitors will not buy from you or even contact you. They'll take a quick look and then click away, and you've lost them forever. These people are already valuable prospects -- they took the time to find your site and are interested in the subject matter or products you deal with. Does your home page or landing page give the visitor a bazillion choices? If so, ditch the clutter and give them a compelling invitation to sign up for your ezine or e-course.
3. Follow Up
Marketing studies have always shown that your prospects need to be exposed to your message at least 9 times before they'll take action! (Some say it takes even more times on the Internet.)
In traditional sales, real people had to follow up with their prospects via live meetings, phone calls, or postal mailings... over and over and over. What a lot of work! But the Internet makes all this easy, instant, practically free, and ... automatic.
This is where your ezine or e-course works like a charm, following up for you automatically. In fact, with many of the programs available today, you can schedule email messages up to two years away! It's like putting your marketing on auto-pilot, so you can just "set it and forget it"!
4. Close the Sale
The goal of your ezine or e-course should be to drive the reader to buying what you have. Of course you're also providing useful content and information -- that's why they got on your list, and that's why they'll stay on your list. But your underlying objective is to make more sales.
Most people make the mistake of trying to sell from the actual email. That is, drive them straight from the email to taking out their wallet. This is usually not effective for two reasons: 1) you don't have the room in an email to fully explain what you're selling and demonstrate its value to the prospect, 2) it can turn people off who aren't ready to buy yet, and you'll lose those prospects from your list.
The idea of the email is to get them excited about your offering and to get them to CLICK.
Once they click, they're taken to a sales page that you set up specifically for that product or service you're promoting. It's THERE that the prospect will get the full scoop on how great it is, why they need it, how much it costs, how to order, etc.
5. Upsell, and Upsell Again
Here's the biggest mistake I made when I started to sell my first information product online (Boost Business With Your Own Ezine): It was the ONLY product I had to offer for 2 whole years! So once anyone bought it, I had nothing else in my funnel to sell them. (Marketers also call this having a "back end" product.) That meant I had to work extra hard at finding new prospects all the time.
Smart salespeople know it's much easier to sell to people who have already bought from you than to constantly go out and find new prospects.
I finally realized I already had thousands of valuable customers who knew, liked, and trusted me. They'd already purchased a product from me that they were happy with. So I learned more about WHAT ELSE they wanted.
That's when I began churning out valuable new products and programs that my customers ate up like crazy. And that strategy took me from sales of less than 5,000 dollars a month to these days averaging 50,000 dollars a month!
Now, that didn't happen overnight! In fact, I recommend starting with ONE product like I did. It makes learning this entire process much easier, and your results will come faster. Once you get the system down, you can start adding more valuable offerings to your prospects and customers.
Learn It, Work It, Live It
Pretty simple, yes? Based on this model, you may see the missing links in your own Internet sales cycle. Have patience, keep learning, fill in these gaps, and you'll start to see the magic work for you.
© 2005-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
10 Keys to Copy That Sells!
Thu, 14 Aug 2008 15:00:00 +0000
Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to Web copy, e-mail, sales letters, brochures, direct mail, and more. As long as your goal is to elicit a reaction from your reader, you've come to the right place.
1. Be reader-centered, not writer-centered.
Many ads, brochures, and Web sites talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word "you" often.
2. Focus on the benefits -- not just the features.
The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection. You're buying the sleek, stylish Gucci look. So that's what Gucci sells. You don't see their ads talk about how well made their sunglasses are. Think about what your customers are REALLY looking for.
Now, what does an insurance broker sell? Policies?
Nope -- peace of mind. (See? You've got it.)
3. Draw them in with a killer headline.
The first thing your reader sees can mean the difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered -- no one gives a hoot about your company.
Bad: "SuccessCorp Creates Amazing New Financial Program"
Better: "Turn Your Finances Around in 30 Days!"
4. Use engaging subheads.
Like mini-headlines, subheads help readers quickly understand your main points by making the copy "skimmable." Because subheads catch readers" eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it's important to include action or selling elements.
Bad: "Our Department's Successes."
Better: "Meet Five Clients Who Saved $10K With Us."
5. Be conversational.
Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people will still be confused. Plus, being conversational helps prospects feel like they can trust you more.
6. Nix the jargon.
Avoid industry jargon and buzzwords -- stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they're used to. In some industries, buzzwords are crucial. Just make sure your points don't get muddled in them!)
7. Keep it brief and digestible.
No one has time to weed through lengthy prose these days. The faster you convey your product or service's benefits to the reader, the more likely you'll keep her reading. Fire your "biggest gun" first by beginning with your biggest benefit -- if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) -- these make your points easy to digest.
8. Use testimonials when possible.
Let your prospects know they won't be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people's initials only -- it reminds me of those ads in the back of magazines with headlines like "Lose 5 Tons in 3 Days!" Give people's full names with their titles and companies (or towns and states of residence) -- and be sure to get their permission first.
9. Ask for the order!
Tell your reader what you want her to do -- don't leave her hanging. Do you want her to call you or e-mail you for more information? Order her copy now? Call to schedule a free consultation? Complete a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing materials I come across every day that don't make it clear what the reader should do. If you wrote interesting copy, your reader may forget you're trying to sell something. Tell her what to do, and she'll be more likely to do it.
10. Have your copy proofread!
Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurs. Hire a professional editor or proofreader to clean up your work. Remember, you only get one chance to make a first impession! Oops -- impression.
© 2001-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
Should You Market to Pleasure ....Or Pain?
Wed, 13 Aug 2008 11:58:00 +0000
One day a few months ago, I emptied my mailbox after being away for several days.
Because I give regularly to charities, I seem to be on the mailing lists of every organization in the world. So there were plenty of solicitations to sort through.
Usually I toss most of the envelopes I receive, the ones with generic messages on them like "help us today" or "give to save the... [insert 'children', 'animals', or 'forests' here]".
But one envelope caught my eye. It was an unusual beige color, it had a picture of a cute little dog on it, and it said in bold letters, "Don't let what happened to Coco happen again."
Because I was curious who Coco was and what happened to him, I opened the envelope.
The letter told a true story of animal abuse so horrific that I burst into tears for that poor little dog. It ended by explaining how I could help prevent this from happening to other animals by donating to their organization.
I can tell you I never whipped out my checkbook so fast in my life.
But why this time?
Why had I ignored all the other mailings that simply asked for my help?
Because this one made me FEEL.
It told me a shocking true story. It struck a deep nerve in me that brought out my rage regarding this topic. Suddenly it was personal, because it touched on my pain.
You see, all marketing plays on either pleasure or pain.
It seems to me that most marketing plays on pleasure. For example, cosmetic companies show women how gorgeous and young we could look if we only used their products. Car companies show us how sexy and powerful we'd feel if we buy that sports car we can't afford. And beer companies convince men that they'll magically attract gorgeous females if they only drink a certain beverage.
But...
Sometimes "Pain" Works Better
Some businesses will do BETTER by marketing to people's pain. For example, a TV commercial for a financial planning service shows a couple arguing over money while their children listen from the other room, looking scared. An acne medication ad shows a teenage girl staying home from the prom, crying because she's got a few pimples.
And if you think about it, most of us don't take action on things until we feel pain. For example, a friend of mine didn't take control of his finances until he was nearly bankrupt. And a couple I know didn't hire a marriage counselor until they were ready to split for good. My sister didn't look for a better job until she couldn't stand the one she was in anymore.
So, follow along with me here...
Are your prospects more likely to actually buy your product or hire you based on wanting pleasure ... or to move AWAY from their pain?
For example, a dating coach may have more success in her marketing with statements like, "Are you sick and tired of sitting home lonely on Friday nights? Attracting the wrong men for you again and again? The clock is ticking - have you met Mr. Right yet?"
The idea is to touch on people's pain, then show them that you're the solution.
Another example is an auto repair shop that marketed a free report, "10 Ways Not to Get Ripped-Off Next Time You Get Your Car Fixed". Not only did that touch on most folks' fear of getting ripped off, but it also positioned them as an authority on the subject!
For those of us who are naturally positive people, marketing to others' pain may seem initially uncomfortable. But you're doing them a favor! By helping them realize what's wrong in their lives, their businesses, or the world, you're also showing them how they can fix it. You're actually helping them "see the light".
Marketing to people's pain can make for dramatic results when done right.
What State of Mind Are YOUR Prospects In?
Think about your target market right now. What state of mind are they in when they are considering hiring you or buying your product? Are they more likely to take action to gain pleasure? Or to make the pain they're in go away?
If the answer is different than what you've been doing, try changing the angle of your marketing for a while.
You may find that a little pain is the best thing that ever happened to your business. : )
© 2005-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
3 Things You Can Do to Stop Worrying About the Coming "Recession"
Thu, 07 Aug 2008 13:41:00 +0000
I was catching up recently on the phone with an acquaintance of mine, and her talk turned to the coming recession. "Oh no," I thought. "She's really buying into this."
She went on to complain about the price of gas, how everything's getting so expensive, how she's worried about her husband's job, and how the country's going to hell in a hand basket. And she knows all this of course because she watches the news.
Then, as our conversation took another turn, she told me about the fancy new home entertainment system her hubby just installed in their family room. And how her daughter now is taking both ballet and piano lessons.
I don't know about you, but as I look around I still see people jammed into shopping malls and spending, spending, spending. Compared with the rest of the world, we really have nothing to complain about. And for you reading this article, this recession will only be what YOU make of it.
Now listen, I know prices are going up for many things. You may have lost some equity in real estate. And it may cost $75 to fill your gas tank. The family grocery bill may be higher than before.
But it's especially important as entrepreneurs that we do NOT follow the thinking of the herd. If you let the news get to you and become mousey with your marketing or waffle back and forth on firm business decisions, you WILL feel the "recession". So it's important more than ever to simply refuse to participate in all the worry.
Here are three steps to turning this "lemon" of a recession into some entrepreneurial lemonade...
1. Stop listening to all the media's B.S.
Mainstream news would make no money if it stopped preying on people's fear. (You realize the news networks are not a public service, right? They are in the business of getting ratings to sell advertising. Period.)
Have you ever noticed that after watching just 20 minutes of CNN Headline News you usually want to go curl up in a ball and die? I mean, you may as well because the world's going to blow up, right?
Everything is going to pot. You'll find negative stories on the environment, war, disease, crime, and of course... the economy. It's laughable what they'll come up with just to broadcast some bad news. A few weeks ago at the gym I spotted this "headline" story on the tube along with some sad-faced puppies: "PETS: Feeling the Foreclosure Boom!"
So stop watching CNN all day, refuse to participate in this circus, and instead start planning your first (or next) million.
2. Look for the good news.
If you actually look around you in real life right now you won't see people holed up at home, huddled around a fire and eating rice and beans. Yes folks may be cutting back their budgets a bit, but it's pretty much life as usual.
I am told that just this past May the U.S. enjoyed the fourth straight week of a declining number of people filing for unemployment. And while the media keeps harping on the disappearance of the middle class, guess where most everyone is apparently moving? The TOP. Yes, that's right. Two-thirds of the middle class are movin' on up - just like George and Weezie.
A recent issue of Time Magazine stated that according to federal income-tax data, "...the pie is [still] getting bigger for everyone." And a June 18 article in the Los Angeles Times says, "...there still won't be an actual recession, UCLA forecasters say."
You can always find doom and gloom if you want to. So turn off your TV and use your brain. And even if you think this recession is going to be a big deal, see what it brings with it: A huge opportunity for entrepreneurs, along with less competition from those throwing in the towel because they aren't made for the game.
3. Go where the profits are.
Those two-thirds who have moved up are what many are now calling the "mass affluent". These folks are a BIG opportunity for us business owners to re-engineer our offerings for large potential rewards.
My marketing mentor Dan Kennedy -- who’s "no B.S." attitude on the recession I adore -- reported in a recent article that there has never been more discretionary income and spending on a broader and more diverse range of premium priced goods and services than ever before.
Dan was the first one to teach me that in normal conditions less than 10% of consumers truly buy only based on price. He surmises that number will go up in a recession, perhaps even double or triple, but it will still be the minority.
(By the way, Dan has an excellent new book on this precise topic, The No B.S. Guide to Marketing to the Affluent. Everyone in business right now should get a copy.)
So it's funny that many of us are so worried about what we charge. What we should be doing instead is looking at ways to make what we offer more valuable, more experiential, more unique, more indispensable. AND what we all should be doing is looking for ways to take what we already do and target it to the wealthy and soon-to-be wealthy.
For example, can you offer a premium version of what you already provide? Something that includes more 'hand holding', more services, or a more dynamic experience with you? Do a quick brainstorm on your own.
It's Time to Step Up, More Than Ever Before
NOW is the time to be bold, dear ones! While your competition sits around and complains that toilet paper has gone up $1, you unleash an amazing new marketing campaign that blows 'em away. While they hem and haw their investments have dropped, you snap up real estate deals on the side. While they are convinced they should charge less and cutting their profits to survive, you choose to reengineer, raise your prices, and thrive -- growing your business faster than ever before.
Look for the silver lining... it's right in front of you.
© 2008 Alexandria Brown International Inc
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
How Starting Your Own "Country Club" Can Skyrocket Your Revenues!
Wed, 09 Jul 2008 21:14:00 +0000
My mom was visiting recently and during our mother-daughter shopping time I noticed something interesting. Almost all of the stores I made a purchase at asked me if I'd like to get on their mailing list. That's very smart.
However, the WAY in which they did this made a big difference in my answer. I said NO to almost all of them because they simply did not make it enticing for me. I mean, who WANTS more junk mail? So if you simply ask me if I'd like to be on your mailing list, the answer will usually be NO.
But one store in particular got me. First of all, it was a designer clothing store I loved. Second of all, they didn't ask me if I wanted to be on their mailing list. They invited me to become a "VIP Client".
Say the words "VIP" to me and my ears perk up. It of course stands for "very important person". And in general it indicates a level of advantage and prestige. Suddenly I WANTED to be on that mailing list, especially when the salesman explained to me it came with certain benefits, such as early notice on new arrivals, a personal shopping service, and private trunk shows.
And you know what? I would have even paid to be part of that - to be regarded as a VIP.
You see, people WANT to be part of something special. The example above was free. But don't underestimate how much your clients or customers will PAY to do that, either.
Example: A friend of mine recently shared he pays $15,000.00 a year to belong to the President's Club of a local playhouse, even though he and his wife could attend each show there for just $150.00. Why would even a loyal attendee want to pay 100 times more? Special treatment like preferred seating, valet parking, invites to VIP functions, private restaurant for members only, networking with a higher level of people, etc.
Another friend of mine pays for membership at a private nightclub here in Los Angeles up on Sunset Blvd. for many of the same reasons (but more so, I believe, because it impresses his dates ; )).
My marketing mentor Dan Kennedy taught me there is a segment of virtually EVERY customer or client group or market who will happily pay FAR above standard prices for convenience, status, and special treatment.
I call it "country clubbing" your business. Why be the driving range with an hourly charge when you can be the classy six-figure membership club down the street? You can offer both of course, but look at what will skyrocket your business FASTER, with less transactions and higher quality clients.
One example of this is my private Platinum Mastermind program, which I launched in 2006 due to overwhelming demand for my personal coaching. This group of 15 serious small business owners each pay $19,000.00 a year to have greater access to me than anyone else, and in a small group setting where we meet 3 times a year at luxurious 4- and 5-star hotels and resorts.
My Platinums are, essentially, VIPs in my world! And because I maintain a bit of mystique about the group, people seem to want "in" even more. (One of my members got cornered in the ladies room at my last Online Success Blueprint Workshop by several attendees who demanded to know how they could get into Platinum!)
I share this not to impress you, but to impress upon you that in YOUR market (yes, *yours*) there IS a percentage of folks who will gladly pay MORE - much more - for a higher level of service or treatment. Remember, you're not trying to please EVERYBODY, just the select few who can afford that level of service.
So now, take a minute or two and consider how YOU can start your own "country club" for your clients and customers. Whether it's a VIP level of service or a private client group that meets a few times a year.
To get your wheels turning, imagine this... if you can get 10 people to commit to some type of program that is just $10,000.00 a year, that's an extra $100,000.00 this year for YOU!
© 2007-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
11 Quick (and Good) Content Ideas for Your Ezine or Website
Fri, 20 Jun 2008 12:37:00 +0000
Publishing articles, especially via an e-zine, is the ideal opportunity to showcase your business. By sharing your knowledge and expertise, you build credibility as an expert, while spreading the word about your services and products.
While I'm sure that sometimes you have dozens of content ideas, I bet other times you find yourself staring at a blank computer screen, grumbling that it's publishing time again. Well, have no fear! Here are 11 quick (and good) content ideas for when you're in a pinch.
1. Give real-life success stories. Describe a problem you've solved for a client/customer, and use that as a springboard to offer more general advice. Show your readers how you've helped customers address challenges -- "case studies" if you will. This positions you as the expert in your readers' minds more than your coming out and saying so.
2. Think of three areas in which you'd like your clients to think of you as a resource. Now develop content in those areas. For example, in my past life as a professional copywriter, I really enjoyed writing for Web sites. To help encourage my clients and prospects to hire me for these projects, I published several articles on how to write Web copy that sells.
3. Read industry publications for ideas. Are there any hot issues in your field right now? The more controversial, the better. Don't be afraid to offer your own opinion -- your readers want to know it. After all, YOU are the expert in their eyes.
4. Jot down 8 questions your clients have asked you in the past. You know, the ones they ask you over and over. Answer each in a short article. If you publish weekly, that's two months' worth of content, right off the bat! And if you can't think of any questions, send all your current clients/customers a quick e-mail, asking them what topics they're most interested in learning more about.
5. Learn anything neat lately from an industry conference, workshop, seminar, or insightful article? No one says you have to reinvent the wheel of information! Pass on any gems of advice you've learned elsewhere -- just give them full attribution. Or give your opinion of the event or article itself. Your readers will appreciate your frankness.
6. Offer a list of your top 5 or 10 tips on a certain subject. It's much easier to bang out a list of tips than to put together a real article. Of course, the tips can evolve into an article if you wish! Be sure to list your best tip first, or at least close to the top. (If you "fire your biggest gun" last, you risk losing your audience before they get to the good stuff.)
7. Interview associates whose expertise would interest your readers (while not competing with yours). E-mail interviews are incredibly easy to do. Just send your interviewee 3 to 5 questions via e-mail, edit their answers, and have them approve the final version. Be sure to give them a short plug in your e-zine as a thank you. (A one- or two-sentence description of their business and their Web address should be fine.)
8. Recommend books and resources that you use, and offer full reviews on them.In one issue of my old e-zine, "AKB MarCom Tips," I featured reviews of my favorite four copywriting resource books. I'm glad I also gave my Amazon.com associate links, because I ended up making some nice commission, to boot!
9. Invite clients or readers to write you with their own questions, and answer one in each issue.Right after their question, publish the person's name, business, and Web address, with their permission. They'll enjoy the attention and free publicity!
10. Invite readers to send in profiles. Ask them to tell you about themselves -- their names, businesses, locations, and how they use the information gained in your e-zine. Feature one profile in each issue or one every few issues.
11. When all else fails, borrow an article! There are dozens of Web sites offering hundreds of articles that you can use in your e-zine. The articles are free and available for you to use immediately. The only catch is you're required to leave the entire article intact, including the author's promotional information. One of my favorite places to search for articles is www.ezinearticles.com.
One last note: Keep in mind that if your e-zine's main objective is to get you more clients and customers, you should NOT feature other writers' articles more than once in a blue moon. Remember our main goal is to continually showcase YOU. : )
© 2001-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
Up Your Sales With Testimonials!
Mon, 16 Jun 2008 14:08:00 +0000
When a prospect is deciding to hire you, register for your program, or buy your product online, you aren't there in person to help convince them you're "for real." That means you have to go the extra mile by building credibility, so your web visitor immediately can trust you!
One of the easiest and most effective ways to do this - and increase your sales by leaps and bounds - is to feature TESTIMONIALS from your clients and customers. Testimonials may seem like a given, but many people completely forget to use them in their marketing.
You can never have too many testimonials. In fact, if you enjoy watching TV infomercials like I do, you've probably noticed a typical 30 minute spot is over 80% testimonials! And that's for good reason... they are the hands-down BEST way to gain instant credibility. So rack 'em up, and put them everywhere!
Here are 3 ways to make sure your testimonials sell FOR you...
1. Ask for RESULTS-ORIENTED Testimonials
The most effective testimonials are results oriented. That is, they share actual results your clients or customers have gotten. Also include numbers, dollar amounts, and/or percentages to get your prospect's attention and dramatically increase your response.
Lame testimonial: "Alexandria Brown's Online Success Blueprint course is a great guide to online marketing."
Awesome testimonial (and a real one, too!): "Thanks to the powerful, simple strategies I Learned from Alexandria Brown's Online Success Blueprint, I made 60,000 dollars in 2 DAYS. I will easily QUADRUPLE my revenues this year. Thank you!"
2. Include Full Information on the Client or Customer
Have you ever seen shifty ads in the back of magazines with testimonials like this? "This super product melted away 300 tons off my body overnight!" - E.B. in Wichita, Kansas.
Yah, right! I'm sure "E.B." is a real person and that's a real testimonial. Hmmm...
The more information you provide about your clients and customers, the more believable your testimonials are. Include full name, occupation or company name, city and state they're from, web address (if applicable), and a PHOTO. (Even a poor photo, if that's all they have. It's important to make them REAL to your reader.) You can see samples of how I did this here.
3. Use Audio (or Video) Testimonials for Even Better Results
Audio and video also add a TON of credibility to your testimonials, because your prospects actually hear and/or see the client or customer delivering the testimonial!
Audio is a snap to set up on your web pages using a great tool called Audio Acrobat. Have your customers/clients call their hotline and leave a voicemail testimonial. Then you just copy and paste the code onto your website!
Bug, Then Beg. And if All Else Fails... Bribe!
If you have trouble getting testimonials from your clients or customers whom you KNOW have had great experiences working with you or using your products, don't get mad at them. You just have to bug them. It's rare you'll receive a testimonial unsolicited.
First, contact clients/customers whom you know have gotten great results thanks to you. Ask them if they can write up a short testimonial outlining their experience. They'll probably say "yes" but will forget to follow up or take a long time.
I then usually offer to write something up for them based on what they've shared with me, which I'll email to them for approval. Every time I've offered this, they are relieved and say "great!" And 99% of the time they are delighted with what I sent them.
As a last resort, and if you're dealing with clients/customers whom you may not know as well, I suggest offering an "ethical" bribe to encourage them. For example, have a contest and the people whose testimonials are chosen for your web page get a free product or prize. Gets them off their butts and works every time! :)
© 2006-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
How to Reach Thousands of Your Ideal Clients and Cutomers and Skyrocket Your E-mail List
Wed, 11 Jun 2008 16:08:00 +0000
One of the questions I'm asked the most by my clients is, "How can I most quickly build my e-mail list?"
My answer is, find someone who's already reaching your target market in droves, and use THEM to build your list! How? With these three easy steps:
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STEP 1: Determine exactly who your ideal client or customer is.
The more descriptive you can be here, the better. For example, don't just think "men". Think "men ages 18-40 who like sports and working out". Don't just think "small business owners". Think "women owners of professional service businesses that do less than $1 million a year".
Can you take on clients or customers who fall outside of this description? Of course! But you need to know who you're going after.
Example: About six years ago, I spent a romantic summer week on Nantucket Island in Massachusetts. My beau was wonderful in letting me decide most of the activities we'd do each day. But there was one thing he definitely wanted to do at least once - go bluefishing!
Now I'm not sure if you could have guessed this, but I'm not really into fishing. ; )
But hey, I'll try anything once, so off we went to the docks. Now, I figured we could go on any boat with any captain and do this. But no ... we went with "Captain Dan the Bluefish Man" (who smelled like his specialty). Dan took us on his special boat to this special place off the island where the bluefish were, and we even used special bait that the bluefish liked. And we had great success - they just kept biting!
I realized that if you know exactly what you're going after, you're much more likely to get it. The same goes for reaching your target market.
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STEP 2: Find other people, companies, or websites that are ALREADY reaching your target market en masse.
Sit down with a cup of coffee this weekend and do some online research regarding your target market. What sites are they already visiting? What newsletters or magazines do they already read? For example, if your target market is stay-at-home moms, find the most popular sites they visit. Find the most popular e-zines they read.
Come up with a list of your top five websites and top five ezines that are already reaching your ideal client or customer.
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STEP 3: Contact these websites and ezines and see if they will:
--> REVIEW your book, products, services, or ezine for their readers. If so, send them a review copy and follow up a week or two later. Request that when they run the review they mention your e-zine and direct people to your website to sign up.
--> accept guest ARTICLES. If so, then submit one of your best, with a short bio that links people back to your website to sign up for your ezine.
--> SWAP ads or recommendations for each other's websites, products, or services. If you have an ezine that reaches the same target market they want to reach, this is a great win-win.
--> do a CO-REGISTRATION deal. If you already have a good amount of e-zine subscribers and website traffic, they may be open to adding your e-zine to their ezine signup form if you do the same on your part. (Ideally folks should just check a box to subscribe to the additional e-zine automatically.)
--> run a recommendation or ad in exchange for a COMMISSION on resulting sales. For example, you give them the ad to run, tagged with a link that lets you know if any sales come from it. (This is easy for you to do if you have an online affiliate program.*)
--> accept PAID advertising. Banner ads, text ads, and other paid placements obviously cost you money, but if it's your only option and you really want to reach these folks, go for it. But be sure to track your results so you can see if it's working. (You'll need a link tracking program to do this.*)
And these are just a FEW ideas to get you started!
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Remember, your #1 goal is to get people back to your site to sign up for your e-zine or other email list, because THAT is how you guarantee the chance to market to them repeatedly!
(*I use and recommend http://www.autowebbusiness.com/ for automating your affiliate program and tracking all your ad links.)
© 2004-2008 Alexandria Brown International Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
Why No Online Marketing is a Failure (It's Only a Test)
Tue, 10 Jun 2008 15:11:00 +0000
Just yesterday a colleague of mine, whom I'll call "Sandy," asked my advice about marketing her new information product online. She saw some of my banner ads on a particular Web site, and wanted to know if she should put her own up there.
I said they didn't work that well for me, but I suggested she try it, because it was a site often visited by her target market.
"But how do I know it will work for me?" she said.
"You don't," I answered.
"What?" she said.
"Test it!" I said. "Try it and see how it works for you."
Test, Test, and Test Again
I then shared with her one of the most important concepts I've learned over the past five years of studying Internet marketing millionaires.
Here are people who have each made millions from selling information online.
But they didn't just become millionaires out of the blue with their first idea and their first marketing strategy. They had failures. In fact, after talking with them, I learned they had MANY failures.
I looked at these people, and tried to imagine them "failing." It was hard. After all, there they were, teaching us what works.
But they'd failed many times. They tried something, it didn't work, and then they moved on to another strategy. They TESTED things, and they still always do test things.
If I tried something online and it didn't work, I saw it as a failure. But they just see it as a test.
It's Time to Reprogram Your Mind
In school, if we didn't have the right answer, we "failed." But in marketing, that's complete bull.
In marketing, if we don't get the right answer, we LEARN. We learn what does not work and where not to spend our marketing money anymore. That's damn valuable information!
Now, I know this concept may seem like a "duh" to you, because it did to me too. I heard stories over and over about testing, but every time I did, my mind answered back, "Of course ... I know that."
Isn't it funny how our minds assume we know things? But we don't really know something unless we're DOING it, day after day.
I thought I knew what was working and what wasn't working, but how could I when I wasn't tracking anything?
And also, how could I take others' marketing advice without seeing if their advice was really working for ME?
Tracking Is Your Key to Riches
So I started tracking and testing.
Six years ago, I couldn't even tell you how many visitors I was getting to my site every month. Now I can tell you not only how many unique visitors I get, but how many of them on an average buy my product, how many of them sign up for my e-zines, the maximum I should spend to get a visitor to my site, and more. Knowing this information has helped me TRIPLE my income over the last two years.
Tracking and testing is not as hard as you think. The beauty of any type of direct marketing, especially online marketing, is your ability to track results.
Now, in Sandy's example above, she needs some type of ad tracker program that assigns a special link to her ad. Even better, this program should be linked to her shopping cart, so she can see how many clicks directly turned into sales. (For this purpose, I highly recommend AutoWebBusiness
For her Web site, she should track how many visitors she has each month compared with how many sales she has each month. Her reporting program should tell her how many unique visitors she has on her site (not just "hits," which is useless). And if it doesn't tell her that, she should use WebStat -- an inexpensive program that makes it very easy to read these reports.
Sandy should extend this tracking mentality to every type of marketing she does -- even her free teleclasses. For every teleclass she teaches, she should track how many of those folks sign up for her e-zine and how many buy her product right away.
See where I'm going with this? The numbers don't lie, and once you start seeing the light, marketing will become much more painless. Just stop doing what doesn't work, and put more energy into what does.
THEN, you won't look back and see any failures. You'll only see "tests."
© 2003-2008 Alexandria Brown International, Inc.
Online entrepreneur Alexandria K. Brown publishes the award-winning "Highlights on Marketing Success" weekly ezine with 28,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at AlexandriaBrown.com
7 Marketing Lessons We Can Learn From TV Infomercials
Tue, 15 May 2007 19:06:00 +0000
"7 Marketing Lessons We Can Learn From TV Infomercials"
by Alexandria K. Brown
I hate to share this, but I love watching infomercials. And I've ordered more than once from them! Everything from cosmetics to a cell phone accessory.
When pressed, my friends admit the same. If you sniff around most people's homes, you'll find SOMETHING ordered from an infomercial, whether it's the Ronco Rotisserie or Victoria Principal's skincare.
You may think of these often annoying programs as "trash TV", but think again. Did you realize that they use many of the exact same strategies that we should?
Now, I don't mean you need to scream at your customers or flash "$19.95" in blinking digits on your website! Those are gimmicks. But what most people don't realize is that many of the STRATEGIES that sell the kitchen doohickey gadget are the same ones that can also sell your products and programs.)
Here are 7 of my favorites:
1. They grab your attention.
Infomercials air on the most challenging medium there is out there: television. You're just a second away from your prospect clicking their remote to the next channel. So they do their best to get your attention right away and KEEP it for as long as possible.
That's why infomercials give bold statements and emphasize how this doohickey will change your life. You should do this too -- stop beating around the bush and make it clear to your prospects how your products and services will change *their* lives!
2. They give tons of real-life testimonials.
You'll see that TV infomercials have evolved greatly since years ago. It used to be one or two people talking to a camera for the entire time. These days most typical 30 minute spots are over 80% customer testimonials! And that's for good reason... they are the hands-down BEST way to gain instant credibility.
A great example is for one of those home exercise machines. I noticed years ago they just showed the super-ripped guy using it on the infomercial. Now they show that guy, PLUS dozens of before and after testimonials from real-life guys with beer bellies and real jobs who used the product with success. That was a great move on their part, because c'mon, I just can't believe that super-ripped guy got that hot looking using it just 30 minutes, 3 times a week!
3. They use personalities.
The most successful infomercials now use celebrity guest hosts. They know this gets people's attention more than practically anything out there. Pro Activ uses Jessica Simpson. Youthful Essence (a skincare product I love) uses Susan Lucci. Even NutriSystem is now using Dan Marino in their commercials to target men.
You can do the same in your marketing. You can either hire a star, or even better, make YOURSELF the celebrity... by sharing stories, being personal, and having fun with your market.
4. They give an irresistible offer.
It's rare these days to see an infomercial asking for you to pay for something in full. You'll mostly see things like "3 payments of $19.95" or "4 payments of $39.95". Why? Cash-crunched Americans are always more concerned about cash flow than the total price. They'll even happily pay much MORE in the end in order to gain a lower monthly payment!
You can do the same. Offer a payment plan for your products, courses, workshops, and coaching. You'll be AMAZED at the increased response, and it's easy to do with marketing-savvy shopping cart systems.
5. They give a strong call-to-action NOW.
These folks know that as soon as you change the channel, you're going to forget about their product. So they make it very urgent that you pick up the phone and call them now or visit their website and order. They usually say something like "If you call in the next 10 minutes you also get..." and they list a few great bonuses.
This isn't just specific to TV. Everyone would rather put off ANY decision these days, we're all so busy and overwhelmed! So you need to give people a good REASON to act now, whether it's a discount that expires, a payment plan that expires, a limited number of products or seats, a special bonus... you get the idea.
6. They sell on continuity.
What's "continuity"? It's when you make ONE sale that results in multiple charges over and over. For example, because my friends have been raving about I.D. Bare Minerals natural makeup, I recently ordered a kit from their infomercial. Now, every 2 months, I receive a fresh supply in the mail, and my card is charged again. I love it because I don't have to remember to reorder. They love it because they only had to make ONE sale, and how they've got me as a customer forever until I cancel!
Hear me now... continuity will change your life! Consider how you can use this principle in your business. Could you convert some of your current offerings into a monthly membership? Or instead of doing one-shot teleseminars, create an ongoing monthly program? (I did this with my Marketing & Motivation Mastermind.)
7. They repeat themselves. And repeat themselves.
And repeat themselves again! Smart marketers know it takes an average of 9 TIMES for someone to see/hear your message BEFORE they will even consider purchasing! That goes for you too. So many of my clients complain that advertising doesn't work when they only ran one ad ONCE. Or published ONE newsletter and it didn't get them results.
Remember it's the ongoing exposure and repetition that breeds familiarity and trust with your prospects! And that leads to more sales than you've ever imagined.
© 2007 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
Does Your Parking Lot Look Busy? Your Prospects are Watching
Thu, 03 May 2007 10:40:00 +0000
"Does Your 'Parking Lot' Look Busy? Your Prospects are Watching!"
By Alexandria K. Brown
Twice a week I go to a great little massage place in the neighborhood, and right next door is a tiny Indian restaurant. The food always smells delicious when I walk by, and the owner excitedly waves at passersby. But there's a reason why I've never gone in and given it a chance...
The restaurant is always empty!
When I walk by, I always think, "Hmm, maybe I'll try that place for takeout one night." But in five years I never have. I always end up going two doors down to the bustling Chinese place or the sushi place with the line out the door - even though I have to usually wait 20 minutes for my food to be ready.
What's even funnier is that the food at those places isn't even great, but I keep thinking I must be missing something since so many other people like it!
The saying is true... no one wants to eat at a restaurant where there are no cards parked outside.
We all go by the feeling of "safety in numbers" and look for what some people call "social proof" that something is good or works before we try it.
This is why it's extremely important to use testimonials on your website, brochures, and marketing materials, and even in your talks and teleseminars.
And it's even MORE important for people like us whose businesses don't have parking lots. It's up to US to show prospects they won't be the first person ever to hire us or buy our products!
Simple idea, yes, but many people forget to use it in their marketing. (Even I forget sometimes, too.) But it's extremely important. Whether conscious or subconscious, seeing testimonials for a product or service makes us feel "safe" when deciding to buy.
But please remember the big difference between a good testimonial and a lame one. Let's look at two examples:
Example 1: "I've really enjoyed being a part of Alexandria Brown's Gold Mastermind program and have found it great value for the money." - E.B.
This one's all right, says nice things, and gives the person's initials. Problem is, there are no actual *results* shared here, and using initials-only leaves doubt about the authenticity of the testimonial.
Example 2: (and a real one, too!): "Since joining Alexandria Brown's Gold & Platinum Mastermind programs last year, I've doubled my revenues and can directly attribute at least $100,000.00 to her ideas and advice. Believe me, you WANT to be a part of this exceptional group of entrepreneurs!" -- Christine Kloser, Founder of "The Conscious Business Circle", Red Lion, Pa., www.ConsciousBusinessCircle.com
Now, let's look at the second one. Much more effective because it's results oriented. That is, it shares actual results the client/customer has gotten. Do whatever you can to include numbers, dollar amounts, and/or percentages -- these will grab your prospect's attention, let them know this is the real deal, and dramatically increase your response.
Also, the more information you provide about your clients and customers, the more believable and effective their testimonials will be. Include full name, occupation or company name, city and state they're from, web address (if applicable), and a PHOTO. (Even a poor photo, if that's all they have. It's important to make them REAL to your reader.)
If you're in a sensitive industry and clients don't want their names revealed, then share as much as you can about them otherwise. For example, "-- female Fox News executive, 38, Studio City, Calif." While it's not as good as giving their names, it's better than nothing.
And remember, one of the best things about using testimonials is it's much more effective for your clients and customers to rave about YOU than for you to rave about yourself. So let them "rave" and have fun with it!
BONUS TIP: Use Testimonials to Address Common Objections
If you really want testimonials to dramatically improve your response, make a list of the common objections your prospects usually have to buying your products or services. And then have at least one testimonial that addresses each. For example, when I first started selling my Boost Business with Your Own Ezine system, I learned that some folks weren't buying it because they thought they needed a website to get started. So I found a success story from one of my customers who had used the system and never even had a real website. And we created a testimonial that made sure to share that fact.
© 2007 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
Your Fortune is in the Follow Up!
Wed, 20 Dec 2006 13:55:00 +0000
"Your Fortune is in the Follow Up!"
(Or, repeat, repeat, repeat your message!)
by Alexandria K. Brown, "The E-zine Queen"
Would you blow your entire annual marketing budget on just one ad to run once during the Superbowl?
Of course you wouldn't. You know that people seeing your message just once wouldn't be enough.
Then why do we tend to spend our time and dollars on single-shot marketing, rather than repeated messages?
The answer is... most folks just don't know any better. Or, perhaps it seems boring to repeat your message over and over and over and over.
But the truth is, your fortune is in the follow up!
This past weekend I went to hear direct marketing master Bill Glazer (my marketing mentor who runs Glazer-Kennedy Inner Circle (along with Dan Kennedy) speak at a conference here in Los Angeles. During his talk, he shared with the audience how he spent the last few decades of his life running Baltimore's #1 retail men's clothing store, Gage Menswear, along with his late father.
Bill talked about one of his first direct mail campaigns, and how during the planning stages he announced to his dad that they were going to mail a special promotional offer to the same list not once, not twice, but three times. His father was appalled and yelled at Bill that he was crazy and was wasting their money!
Bill persisted and mailed all three pieces of the campaign. Well, their results revealed that mailing the exact same offer three times not only increased their response, it DOUBLED their response! Pop was floored, and he sure was delighted with the flurry of sales that came in. From that point on he also trusted Bill with their marketing dollars.
Why does repeating your message work?
It's simple... people are inundated with messages every day. Last statistic I heard was each of us sees over 3,700 distinct messages a day! That means you need to repeat yourself over and over if you're going to break through the clutter, actually get their attention, get them to read or listen AND get them to respond.
Your assignment is to now look at all areas of your marketing and advertising in your business, and see where you need to add some follow up.
Some quick places to look at:
Your Ezines - Are you publishing your ezine enough? Once a month just doesn't cut it anymore. You should be reaching out and "touching" your prospects and customers at least once a week, if not more. (If you're running out of ideas or you're not sure how to do this without bugging folks, my ezine system takes care of that for you!)
Teleseminars and Live Events - When promoting events, you're going to need many more than one or two announcements or mailings. As a general rule, when I'm really trying to fill up a teleseminar (phone seminar) I sent out at least three emails dedicated to the promotion. For live events, you need dozens of messages, and well ahead of time. Most of the trainers I know start marketing no less than six months ahead of any live event they're hosting!
One-on-One Marketing - If you cold call or mail out letters to prospects, how many times are you following up? Don't be afraid to call or mail again. I myself have finally responded to an offer after I've been contacted several times, and was glad the vendor took the initiative to follow up.
Advertising - Instead of blowing your budget on a few large ads per year, try running a smaller ad much more often! Also most publications, both online and offline, will usually give you big discounts for purchasing more than one ad at a time. (I do this with ads in my own ezine, Straight Shooter Marketing.)
Remember, many marketing experts who test all these strategies say that repetition is the key. So don't even feel you have to be creative with your marketing - just saying or mailing the same thing over and over is better than not saying it or mailing it again.
© 2006 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
13 Steps to a "Slippery Slope" Online Sales Letter
Wed, 20 Dec 2006 01:51:00 +0000
13 Steps to a "Slippery Slope" Online Sales Letter
by Alexandria K. Brown, "The E-zine Queen"
Many of the solo professionals whom I coach are people who offer services. They're coaches, consultants, creatives. And many of them are also beginning to sell information products on their Web sites. They're smart to offer a lower-priced alternative to hiring them, and to sell a product that can gain them passive income.
But here's the problem: I see many of them trying to sell their e-book, tutorial, etc. on a regular Web page. They list a paragraph about the info-product and give the price, and they expect a slew of sales.
Wrong.
You need a special sales page that has a "slippery slope" sales letter.
Remember that game Chutes & Ladders? If you landed on a space that had a chute on it, you just went down, Baby. No turning back. That's how your sales letter should be - a "slippery slope" that pulls in the reader because it's so compelling and interesting.
Here's a basic outline of the 13 elements you want to include. To see an example of them all in action, visit MY own sales page at www.BoostBizEzine.com.
1. Limit your navigation.
The visitor should not be distracted by links that take her to your bio, other products, etc. The idea is to keep her on this page, reading your copy and leading her to order. So on this page, only have navigation that relates to the product (e.g. FAQs, Order now).
2. Give a powerful headline.
Your headline can make or break your sales. If it's not compelling, your visitor will click away. Here's an easy headline formula: "How to _________ So You Can ____________." Make sure the 2nd part gives a big benefit, for example, "double your business" or "gain peace of mind."
3. Discuss the problem the prospect has, or incorporate your own story.
Marketers call this "pushing the 'ouch' button." First discuss the problem or pain that the reader has, and then lead in to how your product will solve it. Or share your own failure-to-success story that the reader can empathize with.
4. Tell us who you are.
If I'm going to buy your stuff, I'd like to know why you're qualified to write about this topic. Give me the feeling that you've learned a lot about this topic and want to share it with me.
Even add a picture of yourself and an audio greeting, like I did. These help the reader instantly feel like she knows you better, increasing the "trust factor." And people buy from those they feel they know, like, and trust!
5. Use bullets like mini headlines.
Lay out everything I'll get from your product. Don't just list your table of contents verbatim! Turn each point into an exciting secret. For example, suppose your e-book features 5 tips on how to save money on groceries. That bullet could read, "Revealed: 5 ways you can save hundreds of dollars on your monthly grocery bill."
6. List plenty of testimonials.
Show your prospects they won't be the first to buy. It's more effective to weave-in testimonials throughout your sales letter than to have a separate section for them. Give each person's full name and Web address, and for extra power, post their photo and an audio testimonial as well.
7. Tell us why your product is such a great value.
How does the price of your product compare if I hired you one-on-one? For example, your manual is a great value at $49 if an hour consultation with you would run me $250.
8. Throw in a few great bonuses.
Offer special bonuses (preferably created by you) that are so good you could sell them alone if you wanted to. It could be a list of resources, a collection of articles, extra tips on a certain subject, or a free consu1tation.
9. Give an unconditional guarantee.
This puts your prospect at ease, giving her no reason to NOT buy. A few turkeys will take advantage of your generosity, but the amount of sales you GAIN from this strategy dramatically outweighs the risk.
10. Request immediate action by having a limited time offer.
Some sales pages use trick scripts to make it seem like the offer always ends on that day at midnight, but I find these insulting. If you really will be raising your price soon (and you always should be), list the exact date and stick to it. Otherwise just say it's an introductory, limited-time offer.
11. Make it ABSURDLY CLEAR what to do next.
Nothing bothers me more than when I'm at a Web site, I have my credit card ready, and I can't find the $%#@& order link! Make your order process idiot-proof. Example: "Cl1ck below to 0rder n0w on our secure server." Also sprinkle in order links throughout your page -- some people will be ready to buy before they get to the bottom.
12. Make one last plea.
In your P.S., right after your signature, emphasize that I should act now. For example, "Don't miss out on this great 0pportunity. Remember, you can buy n0w and change your mind at anytime."
13. Don't forget your contact information!
Readers WILL have questions, so provide an e-mail address on your site that you or someone else will check at least daily. Also, don't you feel better buying from a Web site that lists a real address and phone number?
Want More Detailed Step-by-Step Help, With Examples You Can Model?
See my quick-start audio program, "The Secret, Simple Formula to Writing Web Copy That SELLS".
© 2003-2006 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
Get More Sales With These 5 Proven Headlines
Tue, 14 Nov 2006 18:35:00 +0000
Get More Sales With These 5 Proven Headlines
by Alexandria K. Brown, "The E-zine Queen"
In the world of marketing, your first impression -- your headline -- can lead to either sales success ... or failure.
It's important to realize that headlines work best when they appeal to your reader's interests (not yours). And not only can they *grab attention*, they can also make your message easy to read, convey your main selling points, and lead your customer to a sale.
Over the years copywriting pros have used several headline formulas that always work well. Here are my fab five:
1. The Question: "Are You Worried About Your Financial Future?"
A question headline automatically gets your readers involved in your message, because they answer it in their minds. Many people will read further into your letter, ad, or Web site copy just to find out what answer or solution you provide. Again, make sure the question focuses on the reader's interest, not yours. A bad example would be: "Do You Know What New Product We've Created This Year?" (No one cares but you!)
2. The How-to: "How to Get Thinner Thighs in 30 Days."
How-to headlines work very well, because people love information that shows them how to do something. (Thousands of book titles begin with "How to....") Think of the benefits your product/service offers and then try creating some "how to" headlines.
3. The Testimonial: "Jane Smith's Consulting Is Pure Magic -- Our Sales Have Increased by 30%!"
Why not let your clients do the selling for you? Their commendations can go a long way in convincing others to use your services. Tip: To appear credible, always include your clients' full names and the cities they live in.
4. The Command: "Boost Your Business Today!"
Turn your most important benefit into a commanding headline, such as "Make More Time for Your Family," "Look Younger Instantly!" and "Get 7 New Clients This Month." (By the way, throwing a number into your headline is another good tactic. And readers seem to like odd numbers as opposed to even.)
5. The News: "Introducing Our New 'Rest-Assured' Tax Service!"
Caution: This only works if you truly have something big to announce that is of interest to the reader. (Something that will make her life or business better.) Don't try to make news out of something that's not.
Once your readers know you have something they're interested in, they'll take the time to read your entire article, brochure, letter, ad, e-zine, or Web page. So put some TLC into creating headlines that entice!
© 2002-2005 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
Run Your Business From Home? Here's 10 Ways to Be More Productive
Wed, 20 Sep 2006 15:23:00 +0000
Run Your Business From Home? Here's 10 Ways to Be More Productive
by Alexandria K. Brown, "The E-zine Queen"
Ah, working at home sweet home... Visions of leisurely days, conference calls in comfy sweatpants, increased productivity with fewer interruptions. But the distinctions between work life and home life soon blur. You really should throw some laundry in the wash before you write that proposal. You have an hour before a meeting: Should you balance your books or clean the kitchen? And remember to call that client back right after you empty the cat box.
Welcome to the real world of the home office: unforeseen distractions, a lack of structured time, and sometimes a perceived loss of identity. But don't give up the dream just yet! By putting into place a few simple ideas, you can reap more of the rewards of staying home-bound. Based on my experiences and those of my clients, here are 10 simple ways to help you stay on track.
1. Separate Your Space.
Keep a separate, distinct work area in your home. Very important. (This is especially difficult if you're living and working in a shoebox apartment, like I was when I started my business in New York City!) If you don't have a separate room, at least define an area, and know that when you're in it, you're in "work mode."
2. Structure Your Time.
As your business and personal time mesh, it's more important than ever to structure your day. For example, if you regularly take a walk or go to the gym, try to do it every day at the same time. Value that personal appointment with yourself -- even when you're very busy. It will actually help you keep your business on track! I like to get up early and work until 1 pm, then I take a few hours off to enjoy lunch and go to the gym or jog on the beach. Then I'm back at my desk at 5:00 until who knows when!
3. Outsource All You Can.
When I began my business, I made the mistake of doing all my own administrative work. Whenever you start thinking, "Well I can just do that myself," STOP. Streamline your business, making everything as automatic as possible. Use outside services to stay focused on your *real work*. Get accounts with an overnight delivery service, messenger service, errand service, bookkeeper, etc. Save your time and energy for your brilliant ideas! (Learn more about hiring a virtual assistant (VA) at www.ezinequeen.com/assistanttele.htm)
4. Use Technology to Your Advantage.
In-person meetings are very valuable when appropriate, but schedule them sparingly. Try to do most of your business via phone, fax, and e-mail using the best equipment you can afford. For most of us, when we're out of the office, we're not bringing in the bacon! So it's important that you can communicate flawlessly from where you are. PLEASE do us all a favor and get separate lines/services for your phone, fax, and Internet! No one likes getting a busy signal or having to call first before faxing.
Get separate lines for home and business, or ask your phone company about getting "distinctive ring". Also, voicemail is better than an answering machine, because if you're on an important call and don't want to be disturbed, other callers can still leave you a message.
5. Group Your Errands.
Try to group your meetings and errands together to minimize your out-of-office time. Make a list in the morning of all the outside tasks you need done for the day, and attempt to complete them in one fell swoop. Even better, do what I used to do and designate just one day a week as your "blitz" day for errands and meetings. Plus, then you only need to get dressed up one day a week! : ) (Nowadays I use an errand service to run around for me.)
6. Stay Focused.
Make your workspace off-limits to other roommates or family members when you're working. For you animal lovers, this may go for pets as well. (My cat Francine gets extremely jealous when I'm not giving her complete attention!) Keep all personal paperwork such as bills, magazines, and to-do lists out of sight, so they won't distract you from your work projects.
7. Beware of Yappers.
Many of your friends and family will be immediately delighted when they learn that you're now home-officing. They picture you lounging on the couch, eating potato chips, and waiting for their calls. When they call you simply to chat, politely remind them that you're working, and ask them if you can call them back after your day is over. It may take them a while, but they'll eventually get the idea.
8. Work With Your Moods.
Keep track of your moods and productivity compared with the time of day. For example, if you find you're more alert in the morning, use this time to make important calls and do your creative work. Take advantage of your natural cycles. If you feel better after an afternoon nap, go for it! (I'm a BIG proponent of the catnap. In fact, I may start a support group.)
9. Suit Yourself.
To bring out your best work, make your environment perfect for YOU. How do you work best? With plenty of breaks, or with no interruptions? In silence, or with some light music in the background? On a cushy couch and coffee table, or at a business desk in an ergonomic chair? (My friends thought I was nuts when I spent $750 on my Herman Miller Aeron chair, but they quickly understood why I did once they sat in it! It will last forever and my spine thanks me every day.)
Also, find some places you can do work when you need a change of scenery. How about the library, the park, or your neighborhood coffee shop? When I need to do serious reading, thinking, or editing, I take my work outside to the beach. The sea air, sunshine, and soothing waves help me think much more clearly.
10. Break for People.
Feeling sluggish, lonely, or moody? Arrange for at least one social break during the week. Schedule breakfast, lunch, dinner, or even just coffee with a client, vendor, or friend. Join a business networking group, or sign-up for social activities such as dance class or recreational sports league. Don't go into hermit mode -- it can be self-destructive!
© 1999-2006 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
How to Write a Kick-Butt E-zine Ad That Gets Attention and Action!
Thu, 20 Jul 2006 18:41:00 +0000
"How to Write a Kick-Butt E-zine Ad That Gets Attention and Action!"
By Alexandria K. Brown, "The E-zine Queen"
One of the best places to advertise online is in ezines and e-mail newsletters. Why? Ezine ads are very affordable compared with many other types of advertising. That also makes it an inexpensive way to test headlines and offers. But most important, it's a great way to reach the exact target market you want.
For example, my own ezine, "Straight Shooter Marketing", is read by over 20,000 small business owners and solo-preneurs. So if that's a market you're trying to reach, that could be a great match. If your target market is stay-at-home moms, you should search for ezines with that type of readership.
To find ezines that fit your particular needs, I recommend searching the Directory of Ezines.
Once you find where you'd like to advertise, it's time to write a kick-butt ad!
Remember that a successful ezine ad needs to do THREE things:
1) Get people's attention. You can do this with an exciting headline. All caps is OK for this.
2) Promise something people will WANT and can GET right now. Instead of advertising your service or business, advertise a lead-generator like a free report, how-to articles, or of course your own ezine!
3) Tell them what to do next. This is the "call to action". Direct them to a web page for more information. Even better if you give a sense of urgency -- a reason to act now.
Most ezine ads vary between 25 and 50 words, so write one of this length, including your URL, and keep working it until it's GREAT!
Here Are Some Examples of Ads I've Used Myself:
Sample Ad 1:
HERE'S HOW TO BLAST OFF YOUR SALES, FAST!
Learn how to publish a simple ezine that will boost your business, make you famous, and grow a massive mailing list you can market to over and over. FREE report tells you how at www.BoostBizEzine.com.
Sample Ad 2:
HOW TO PUBLISH AN EZINE THAT MAKES YOU MONEY
My FREE Special Report will tell you how! Learn how to publish a simple ezine that will boost your business, make you famous, and grow a massive mailing list you can market to over and over. Go to www.BoostBizEzine.com.
Sample Ad 3:
THE MARKETING SECRET NO ONE IS TALKING ABOUT
It will boost your business, make you famous, grow a massive mailing list you can market to over and over, and it's easy and free! What is it? See www.BoostBizEzine.com.
Run Your Ad in MULTIPLE Subsequent Issues of One Ezine
Running your ad just once will NOT give you a good sense of whether it's working. Place ads in at least 3 subsequent issues of one ezine to see how you do. Repeated placement has been proven to increase response rates. The Direct Marketing Association says that most people won't even respond to an ad until it's been seen 9 times!
A smart publisher will offer discounts for multiple ads. We do this especially to encourage beginner advertisers to run more than one ad, because they won't be able to gauge response if they just run one.
Use a Tracking Link in Your Ad
You will be WASTING YOUR MONEY unless you track your ad results using a link tracker. You cannot just keep an eye on your sales the day your ad runs and determine how that ad performed.
You need to use a tracking link in your ad, which will simply tell you how many people clicked on it. A good tracking system that's integrated with your shopping cart will also tell you which sales you had came from that certain ad, and it's really easy. (I recommend QueenCart.com.)
For example, say you run an ad but you get no sales from it. Unless you use a tracking link, you won't know if your ad stinks, or your website stinks!
If you use a tracking link, you'll know where the problem is. If you got hundreds of clicks on your ad, but only a few sales at your site, then you know the problem is your website. If you got very few clicks on the ad, then you know you need to write a better ad.
See how valuable that is?
Tracking links can be long and ugly, but people don't have to see them if you advertise in ezines like this one that are published in HTML.
Test, Test, Test!
"You'll never learn what works best, unless you TEST!" Make changes in your ad copy from time to time and see how things go. See which ads pull the best responses and which ezines get you more subscribers.
Don't mean to sound like a broken record, but I can't emphasize enough how important a good, simple tracking system is for doing this!
Don't Be Afraid to Ask Questions
If you have any questions about running your ad, the publisher should be there for you. We ourselves work with a lot of beginners, so we even offer a Free "Tip Sheet" to help new advertisers get started. Why? A good publisher knows that if they can help you get good results, you'll advertise again!
© 2006 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
Up Your Cashflow by Next Week: 13 Ways to Have a SALE!
Mon, 19 Jun 2006 14:25:00 +0000
"Up Your Cashflow by Next Week: 13 Ways to Have a SALE!"
by Alexandria K. Brown, "The E-zine Queen"
Nothing gets people buying products or programs like a special promotion in your e-zine. Now, I know right now you're thinking, "I can't have a sale on my products or services. That's sooo cheesy!"
Au contraire, mon frere. It's all how you position it. Here are 13 ideas to consider. Choose one that would work for your business and give it a try.
IMPORTANT: You'll need to put some type of time limit on the offer to encourage folks to buy now and not later. It's also better if you explain to your readers WHY you're having the sale. You're not Wal-Mart and you can't just drop prices whenever you feel like it. Instead, give your prospects a reason. (Even a funny one -- see tip 13!)
1. Close-out sale. Have inventory you want to get rid of? Making room for other products or new versions of products? Then offer the current version at a significant discount.
2. "Scratch and dent" sale. Have any books, tapes, or CDs that were returned to you by customers? Offer them at a hearty discount for people who don't mind if they're a bit worn.
3. Half price sale. Lop off 50 percent from all your goods, or select just one.
4. Coupon sale. Allow customers to enter a coupon or promo code to get a discount. (If you have a decent shopping cart program you should be able to set this up in seconds.)
5. Free shipping sale. Offer free shipping for a limited time. Or, upgrade folks to express shipping at no extra cost.
6. "We'll finance it" sale. Offer a payment plan - this works great for higher priced items and programs. (Again, if you have a decent shopping cart program, you should be able to set up timed, automatic billing.)
7. Free 30-day trial. Get their credit card information at the time of order, but don't charge them until the month is up. Another variation is the 30 day trial for $1.
8. Pre-publication sale. Start taking orders before your product is even ready. (Seeing orders come in is also a great incentive for you to finally finish creating that product!)
9. VIP discount. Give a special offer to a certain group. Show your e-zine subscribers, your clients, your speaking audiences, etc. that they're special.
10. Buy one get one free! Yes, this can even work for information products and services. The purchaser can give the extra copy to a colleague as a gift, or two people can split the cost and essentially get your product or service at half price.
11. Special bonus. Give something extra if people purchase before a certain date. (This is a great strategy to up your sales without cutting your prices.)
12. Package discount. Offer a big discount if they order all your products/services or a select combination thereof.
13. Birthday sale. Or any fun occasion... Valentine's day, your anniversary, groundhog day, your dog just had puppies, your kid just lost his first tooth -- have fun with it!
BONUS TIP: Many of these options for coupons, discounts, cutoff dates, etc. can easily be set up with a good shopping cart system. QueenCart.com links you to the one I use and recommend.
Now that you have a reason for your sale, you need to know how to write a promotion that SELLS. My program "E-mail Promotions That Sell" gives you the simple, step-by-step formula.
© 2004-2006 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
You've Got...Complaints! How to Turn Disgruntled Customers Into Raving Fans
Thu, 08 Jun 2006 19:43:00 +0000
"You've Got... Complaints! How to Turn Disgruntled Customers Into Raving Fans"
by Alexandria K. Brown, "The E-zine Queen"
Did you know that marketing isn't only about getting your clients or customers? It's also about KEEPING them, and keeping them happy. That's a big key to growing your business, because not only will those customers themselves keep coming back to you for more, but they'll send their friends and colleagues as well.
Studies done by the American Management Association show that your average HAPPY customer will tell three people about her experience with you. But your average unhappy customer will spread the negative word about you to 11 other people!
I'm sure you've done this yourself. I sure have! In fact, I can name three companies right now that I will "never" do business with again, simply because of the way they handled my complaints. (Sometimes all I wanted was for someone to say, "I'm sorry this happened, Ms. Brown!")
A System Is Your Solution
If there are any complaints you receive on a regular basis, you should be addressing them by putting systems into place to avoid those problems from happening in the first place. There's no way your business can grow with those landmines in your path.
But even after you do, remember that you are human, and so are your customers, so things will go wrong from time to time. And customers will write or call you to complain. So let's give you a system to handle these situations graciously, with integrity, and turn them around for the best!
After doing some research, I've found that most all the recommended protocols for taking care of complaining customers basically follow this 5-step process.
1. Validate the customer's feelings. Simply acknowledge that she's irritated. Example: "I can understand you are upset."
2. Assure her you'll take care of her. Let her know something will be done. Example: "I'm here to help you with this."
3. Make a "sad-glad" statement. This helps the customer realize you care. Example: "I'm sorry you experienced a problem. And I'm glad you told me about it!"
4. Ask the customer what will make HER happy. Don't let this scare you! Customer service experts say that most often the upset customer will ask for "less" than what you would have offered yourself. Example: "How can we make this better?" or "How can we make this up to you?"
5. Acknowledge that you'll do what she wants, or make a counter offer. (But always try to just give her what she wants! In the end, it will save you time and headaches, and avoid any bad word spreading about you.) Example: "I want to keep you as a customer, and we're going to honor your request." Or, "We can't do that per our agreement, but we can... [counter offer here]."
I'd also throw in a little something else for her trouble. For example, perhaps free shipping or a bonus gift.
Adjust to Fit, and Review With Your Team
Of course you should adjust this process to fit your particular business. I suggest you take a few minutes to write up a script based on these steps, and then review it with your assistant or anyone else in your business who is in contact with your clients and customers. Make any necessary changes, and then distribute it to your team and agree that everyone will follow it.
Have your team keep a log of each complaint that comes in, what it's about, and how it's handled. Then have a monthly meeting to review and suggest improvements.
© 2005-2006 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
Fri, 02 Jun 2006 14:06:00 +0000
"Sell More Online By Offering a Big Fat BONUS!"
by Alexandria K. Brown, "The E-zine Queen"
I don't know about you, but I secretly love watching infomercials. I enjoy dissecting how they sell, how they get people excited, how they entice people to take action now and pick up the phone and order something they completely don't need!
As you know, these programs always offer a huge bonus or multiple bonuses for people who buy. Often the bonus is worth even more than the featured product itself. You know what I mean... they're selling you a little vegetable chopper, but they also throw in a blender, toaster, and coffeemaker!
Why do they do this? Because it makes the offer completely irresistible. The prospect thinks, "Jeez, I'd be crazy not to buy this right now!"
The same strategy works extremely well online too. Using BONUSES is also a great way to add more value to your program or package, enabling you to raise your price point. And you don't have to spend any money creating your bonus products if you don't want to.
Here are 7 ideas to get you started offering a bonus ASAP:
1. Special Report
Think of some information that relates to what you're offering that would be very helpful for the customer. Exciting titles with numbers are shown to work best, like "31 Easy and Fast Ways to Get More Clients" or "5 Mistakes Most Families Make When Choosing a Puppy." Write it in Microsoft Word, format it so it looks nice, and then use Adobe Acrobat to save it as a PDF file for easy downloading. (Be sure to promote your business and website in there too - remember it may get passed around.)
2. Resource List
Compile a list of your personally recommended resources, websites, books, and vendors that are related to your product or service. You can set this up as a PDF file as well, or create a password-protected area of your website that customers and clients can access. Example: One bonus that comes with my Boost Business With Your Own Ezine system is the "Ezine Queen Private Resource Library." It's simply a select collection of links to websites and tools that can help my customers grow their lists and run their online businesses.
3. Checklist
Are there any checklists that would be a good tie-in to what you offer? That help people do what you're teaching them to do, better or easier? Example: I have a program called "Insider Secrets to Making Money With Teleseminars," and one of the bonuses is the checklist that I myself use when I plan any teleseminar event! My customers love it because it makes it super easy for them.
4. Collection of Articles
Hopefully you write articles or tips on a regular basis for your own ezine or newsletter, and you may even have them posted at your website as well. Why not package your favorites into a PDF document and title it your "Top 10" or "Best of" collection?
5. Action Guide
Look at the principles, strategies, and tactics you teach in your program, and put together a separate guide to help the user do assignments, stay on track, and document her progress. (Some marketing experts say calling it an "action guide" or "success journal" is better than "workbook," because "work" can subconsciously deter people.)
6. Audio Class
Record a 60-minute audio introduction or orientation to your program. If you already offer a free introductory teleclass or do live speeches, you can simply record that. Offer it online as an MP3 download, or even better, let people listen right from the website. (You can see exactly how I set mine up here.)
7. Consultation With You
A consultation is a great bonus to offer, for several reasons. First, it lets you get to know your customers better and hear the questions they ask and issues they face. This will help you further improve your products and services to offer what they want. Second, it's a great opportunity to upsell these folks to a higher-priced program at the end of the call. For example, if they enjoyed the advice you provided on the call, they may be interested in your six-month coaching program. Don't fear that everyone who buys your product will actually take advantage of your free consultation - they won't. When I got started, I offered a free 30-minute consultation to all purchasers of my Boost Business... system. I estimate that less than 20% of the people who bought it actually scheduled a call with me.
Digital or Physical?
I'm a big fan of digital bonuses because they cost nothing to create and there's no packaging or shipping involved. But of course you can also go with physical bonuses, especially if you're already shipping the main product to the customer anyway. My Boost Business... system is a physical package that we ship, so we add in a 2-CD program that teaches people how to get more sales from their ezine. It's simply a recording of a great teleseminar I did about two years ago.
If you're offering printed material as a bonus, don't go crazy spending a ton of money making it look great. "Good" is okay! A simple report that you have printed and bound cheaply at a copy shop is fine. Remember that people are paying you for the information you provide.
What's most important is the cover -- even if you only produce a digital report or audio product, having a graphic of it will help increase your response and make you look more professional. I use and recommend Killer Covers.
Give Your Bottom Line a Bonus This Month
So get YOUR bonuses in gear! Make a note of how your sales have been so far, and then add some bonuses and watch the numbers rise.
© 2005-2006 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
How to Use Teleseminars to Promote Your Business and Generate Quick Cash
Sat, 29 Apr 2006 15:07:00 +0000
"How to Use Teleseminars to Promote Your Business and Generate Quick Cash"
by Alexandria K. Brown, "The E-zine Queen"
Can I share a secret with you?
Teleseminars are some of the easiest money I've ever made.
Chances are you've attended a teleseminar lately. Why not produce them yourself? These seminars by phone are fun and easy to do.
Giving FREE teleseminars is a fabulous way to promote your business, help your prospects get to know you better, increase your e-zine subscribers, and jack-up sales. I offer a free monthly teleseminar that gives people an introduction to what I teach (how to get business via an e-zine). These calls generate me tons of new e-zine subscribers and sales for my home study courses.
Giving PAID teleseminars promotes your business and generates revenues as well. I do one paid teleseminar at least every two months on a different marketing topic, and sometimes I invite a special guest. Each of these events grosses me between $5,000 and $10,000.
You should also consider offering an "intensive" or "bootcamp" series of multi-week teleseminars. You can break up aspects of one topic or do a series on multiple, related topics. My former "4-Week E-zine Launch Telebootcamps" went for $497 and sold out every time.
To get started, you'll need:
1. a bridge line. For less than 30 people, FreeConference.com has worked fine for me. (Yes, it's FREE.) For more people or for paid events, I use a paid line such as from Great Teleseminars, because they come with personal service and an operator if anything goes wrong.
2. an automated way for people to sign up. I use, LOVE, and wholeheartedly recommend AutoWebBusiness. It's an online shopping cart program that comes complete with e-mail autoresponders and link tracking. It also lets you do coupon offers for special groups, and you can automatically track commissions for affiliates.
3. a way to record your teleseminars. You'll want to provide the audio for people to listen to later online or you can make CDs. Record yourself with inexpensive software like Sonic Foundry's Sound Forge Studio, or hire someone to do it for you. I use www.AudioStrategies.com.
But there's a LOT more to it...
How do you get signups, especially if you have a small list?
Where can you advertise your teleseminars?
What days and times will get you more people?
How much should you charge?
How can you get expert guests on your calls for free?
How should you prepare handouts and visuals?
Do people really want CDs, or are they happy with online audio?
WHERE do you start?
To learn MY step-by-step formula for producing teleseminars that REALLY make you money, see my program, "Insider Secrets to Making Money With TELESEMINARS."
© 2004-2006 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at www.EzineQueen.com
It's Probably Time for Your Marketing to Go OFFLINE! How to Get Started With Direct Mail
Fri, 28 Apr 2006 13:51:00 +0000
"It's Probably Time for Your Marketing to Go OFFLINE! How to Get Started With Direct Mail"
by Alexandria K. Brown, "The E-Zine Queen"
I admit that for some time I was resistant to doing any marketing via old fashioned snail mail. After all, email is FREE (at least for the time being). Why pay to print and mail anything at all? I mean, I'm the Ezine Queen - not the direct mail queen! And I was already making hundreds of thousands of dollars a year using the Internet.
Well, I can tell you I've changed my tune based on several mailings I've done over the past year. A test of sending out few simple postcards and one sales letter mailing helped me exponentially increase my response to two of my programs over the last several months. I'm now SOLD!
If you aren't collecting any physical addresses right now from your clients, customers, and ezine subscribers, please get started now. Because not only will offline marketing supplement your online efforts immensely, but email deliverability gets trickier and trickier to maintain.
Email can (and will) change in the future. How, I can't tell you. But the good old U.S. Postal Service will be around for a long, long time just the way it is. (And if YOU want your business to be around a long, long time, you'd better start getting those addresses now!)
Best of all, direct mail marketing will supplement your online efforts for even better results. It's a no-brainer, folks. Time to get with it.
So, if you're ready to venture into direct mail, here are a few dos and don'ts I'd like to share with you before you get started...
1. DON'T blow your whole budget on one mailing!
Imagine Nissan coming out with a new car and running ONE single television ad spot, never to be repeated. Ludicrous, yes? But many small business owners somehow think one mailing will do the trick. The biggest mistake most new marketers make when venturing into direct mail is doing ONE mailing, and judging the response solely from that. You should plan a campaign that involves at least three steps, and five to seven for best results. (If you want to keep it super simple, you can just mail the same darn thing repeatedly!)
2. DON'T do an expensive mailing your first-time out, even if you can afford it.
Why? I learned this the hard way when I did an exciting, pricey mailing without first realizing how many undeliverable addresses there were on my list. Remember that some people mistakenly mistype their addresses into your system, and people often move, sometimes with no forwarding address. I recommend doing an inexpensive mailing such as a postcard first time around in order to help weed out the undeliverables on your list! (Remember to include your return address so you'll get these back.)
3. DON'T overlook how important your copy is in order to get attention and get response.
The great thing about mailing a postcard is the recipient reads what you have to say right then and there. If you send something in an envelope, it has to get opened first. That's why master marketers recommend printing a headline or teaser on the outside of any mailing that's done in an envelope. Example: "Look inside to learn 5 ways you can increase your sales by next week!" I say just do a postcard to keep it simple (and less expensive than doing an envelope mailing).
4. DO keep your graphics simple and attention-getting.
Don't go crazy paying some designer thousands of dollars to create a mailing for you, when you can keep things simple and get just as good