Constant Communication Marketing Mistakes

August 29, 2008 | Leave a Comment

Are You Making This Marketing Mistake?

A few years ago, I met one of the best known ’sales experts’ in the UK. He had authored several books, and provided motivational training for blue-chip companies in a career spanning decades. If you’ve worked in the sales world for any time, you have almost certainly heard of him. Now in the ‘golden years’ of his career, he could sit back and let the opportunities come to him, couldn’t he? Actually no.

"We never kept a database, Bernadette" he privately confessed to me. So at great expense he had to hire and manage a sales team to set appointments for him. If he had cultivated a list over the years, he would have had prospective clients knocking on his door. "But my business is different!" Ok, so you’re a consultant - and you only work with 3-4 large clients each year. Surely you don’t need a list of 1,000 do you? Maybe not, but any list will give you huge leverage.

If you run a training course, you could offer ‘tips’ to attendees, which you mail, or email after the training. Make sure you keep in touch because even though they may not have buying authority right now, some of those attendees will get promoted, some will move to other departments, some of them will move to different companies, or even different industries.

Several business opportunities have come to me this way over the years. Or you’re a massage therapist - and you can only see 12 clients a week, so you think you don’t need to have a huge list either. No therapist who has been in business for more than 2 years should ever have an empty appointment book. Just this week I heard the sad tale of an experienced complementary therapist who had worked with over 1,000 clients. Business had mainly come her way via word of mouth and referral. But then, for a variety of reasons, she had to stop working with clients for a couple of months and had lost momentum.Now she was struggling to re-establish her client base to its previous levels.

"Well, why not send a mailer to your past clients," was the advice. "Ah", she replied, "I didn’t actually keep a list of addresses of my clients". So she was basically starting from scratch all over again. This sounds so obvious, but you would be surprised just how many people I have seen make this fundamental marketing mistake.

Keep a list of all your past clients, and if you come up to a lean period, you can simply send a mailer to them. It doesn’t have to be a hard sell, just a simple reminder that you’re available, and perhaps a special offer. I guarantee you will get a response from people who have been meaning to call you for weeks or months, but never got around to it - until you contacted them.

Action Steps

1. Commit to collecting names and contact details of every single person who expresses an interest in your business. Look at every current activity you do to market your business and make sure that there is a way of capturing details of people - even if they’re not ready to buy right away.

2. Follow up and stay in touch. Yes, I know you’re really busy and don’t have time to follow up with everyone, but there are ways of following up with people that don’t have to be a huge drain on your time or money. An email newsletter is a cost effective way to stay in touch with thousands of people. Even monthly or quarterly mailers or postcards would be better than nothing at all.

3. Stop trying to be perfect. Some sort of name capture and follow up is better than nothing at all, and you can always tweak and adjust your follow up messages as you go along (that’s what I do).

4. Start measuring success differently. Most people measure their business results in terms of sales and profits. I recommend that you also add ’size of the list’ to your success measurement - as it can help you plan for future sales and profits too.

5. Commit to building and cultivating a prospect list. Put ‘growing your list’ to the top of your priorities and you’ll be surprised at the results you can achieve.

About the Author
Bernadette Doyle publishes her weekly Client Magnets newsletter for trainers, coaches, consultants, complementary therapists and solo professionals. If you want to get clients calling you instead of you calling them, then get your free tips now at http://www.clientmagnets.com.

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

Oil Pipeline Experts Systems Software Inc Enter the Open Market

August 22, 2008 | Leave a Comment

Systems Software, Inc, the world experts in the field of batch and crude pipeline scheduling announced today that after 13 years as the sole provider of pipeline scheduling to a major us oil company they have decided to enter the open market and expand their new product reach.

According to founder Keith Ferguson, “After an extensive evaluation, we decide that it is in our best interest to move our business forward and allow other major players in the oil industry to enjoy the benefits that have been almost exclusive to our client for well over a decade. Our newest version of SSI was developed in conjunction with real pipeline schedulers from around the world to fulfill all their requirements for scheduling a pipeline.”

Speculation from several industry insiders is that the software platform developed by SSIs founder and expert Keith Ferguson will not last on the open market long. Rumors of a buyout have been circulating for several months about suitors for the 29 year old company. According to users of the system there are no other platforms that work the way SSIs does and the implementation time is unheard of in the industry, a matter of weeks. There is only one other player in this field and they can’t even come close to the turnaround time one pipeline manager was quoted as saying.

According to SSI they have already received test pipelines from 3 large players in the oil industry and have been able to provide working systems that can be tested on site with the clients data. When asked about rumors of a partnership with another player in the energy market, SSI responded that they were unable to talk about any partnerships because of non-disclosure agreements. They did add however that their new product is written where any frontend or backend can be used not just the ones developed by SSI.

About SSI Scheduling

Systems Software Inc, is the world leader in pipeline scheduling. SSI has provided software support to the oil and gas industry in the SCADA systems and pipeline scheduling areas for more than 29 years. SSI helps clients operate their pipelines efficiently and profitably. Our professionals are experts in the areas of information technology, advanced complex problem solving and mathematics. http://www.ssischeduling.com

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

Do Free Consultations Work?

August 21, 2008 | Leave a Comment

It’s not unusual for someone setting up a service business to be advised to give a free consultation as a way of winning business. In the coaching world in particular (and many other service businesses) this is recommended as the main way of winning clients. Many coaches are assured (often by the people selling them their coaching training) that all they will need to do to have a full practice is offer free taster sessions, and somehow those people will magically transform into paying clients.

This in my view is one of the Big Fat Myths Of Building A Coaching Practice, and it really annoys me to see would-be coaches being duped and misled in this way. The fact is, with any buying decision, the buyer has questions and concerns that need to be addressed, and not all of them will be handled in the free consultation.

Over the years I’ve encountered people who are frustrated and demoralized by their conversion of free consultations into paying business. So what’s the answer? Are we for or against free consultations? My take on this is that free consultations might work, but you need to use them in the right way, and that means asking the prospect to take the next step at the end of the session.

The Free Consultation Won’t Do The Selling For You!

The trouble is, many people use free consultations in the hope that the consultation will do the selling for them, and they won’t have to engage in the ‘dirty’ business of asking for the order. So the consultation comes to an end, the service provider says, "I hope you enjoyed that/found it useful", and then waits for the client to initiate the next step, because they don’t want to be ‘pushy’. Meanwhile the prospect is actually waiting for some direction from the service provider, yet when none is forthcoming, leaves, or ends the phone call, confused. So if you are going to offer free consultations, make sure that at the very least you invite the prospect to take the next step, and find out what questions and concerns they have about proceeding.

The free consultation should pave the way for a sales conversation to take place, not replace it. They Take Up Your Time The main objection I have to ‘free consultations’ as a selling tool is how much time they take. When you’re running your own business, time is the most valuable resource you have. You can always make more money, but none of us, not even Bill Gates or Oprah Winfrey, can manufacture more time. Most people, especially when they are starting out, think that they are cash-poor, but time rich, and therefore happily offer free sessions in the hope that it will win them some business. The trouble is, if you’re even half way good at what you do, it won’t take long for word to get round, and your calendar will be full with free consultations, but no paying clients.

I suggest that instead of offering free consultations ‘one-to-one’ you offer group tele-coaching preview calls. That way you will leverage your time and can simultaneously reach a number of prospects.

What Type Of Prospects Do You Attract With Free Offers?

I hate to say it, but in my experience it’s true, when you offer anything for free, you will attract a percentage of people who will never, ever buy from you no matter what you do for them. I have had many successful coaches admit to me privately that it was only when they found the confidence to charge for an introductory session that they attracted a better caliber of client. I’m not saying don’t offer free stuff - but offer things that are low cost for you to deliver and high perceived value to the prospect e.g. special report, e-book, free teleseminar. Things that take your time on a one-to-one basis are a HIGH cost to deliver, because it’s time you can’t sell to anyone else, or time you could be spending on other projects.

Why People Say No To Free Consultations

Some people are mystified that even when they offer something free - people don’t want it. I’m reminded of the man in Hyde Park who, as an experiment, started offering £5 notes to passers by, only to be refused! There are a whole host of reasons why someone might be reluctant to take up your free consultation.

First, they might be worried about what they are getting into, secondly it’s wrong to assume that the financial risk is the only barrier preventing someone from doing business with you. They might be worried about being vulnerable or looking foolish. In these circumstances the prospect will take the safest option i.e. do nothing!

So should you offer free consultations? Well, at the risk of sounding like a politician, it depends. What I’ve done in this article is give you some things to take into consideration. At the end of the day, you have to consider all the options and make the decision that is best for your business right now. (You can always change your mind later).

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

Bringing New Products to Market

August 20, 2008 | Leave a Comment

Written by David Mammano

Otherwise known as the idea train, an entrepreneurs’ way if thinking is her biggest strength and, if not carefully managed, could be her biggest curse. I probably have a new idea every day. And at the time I have it, I usually get so excited that I think it’s the next best thing. In mind, at that time, I have just made Steve Jobs look like an amateur.

Ok Dave - whatever…

But, at the same time, some of my ideas are pretty good. I wouldn’t have a successful business if they weren’t. And of course, some of my ideas are….let’s say, put on hold.

If I actually acted on all my ideas, my company would have imploded a long time ago. One can stretch a company too thin where it begins to lose focus. I started in this direction a few years ago. A member of my team made a comment to me that was very enlightening. She said, "I feel as though lately we are growing like a shrub instead of a tree."

It was a very powerful statement and made me think about pruning the shrub so we can grow like a tree again. And we have.
Now when I have ideas, I present them to my managers first to flesh them out. This can be a frustrating experience because entrepreneurs and managers think differently, thank God. If he’s smart, the entrepreneur has surrounded himself with detailed managers who can say no to him when appropriate. Most entrepreneurs don’t like their ideas to be grilled and possibly put on hold or nixed for the benefit of the company. So, he will give his managers the right to set him straight if the idea is not the best for the company at that time; or needs to be altered/killed.
Of course, I can do whatever I want within my own company. But in my mind, it’s not my own company. If I don’t have the buy in from management and the rest of the team the idea will never take shape.

So here is my 10 step plan on how to entrepreneurs can deal with their ideas:

Marry well. Your spouse should be the first one to tell you if the idea has merit or if you’re smoking something. You can save your team a lot of time if your spouse can nix the idea first. My wife has a special talent to see through my special"forest" and if I am in "DaveLand" with one of my ideas, she’ll let me know. "DaveLand" is actually a great place! The sky is red and there is fun everywhere (and great food), but it’s not for everybody…
Hire well. It’s obvious, but some ego maniacs surround themselves with minion-like people. I have empowered my team to challenge me and let me know when I am getting off course. If I did not do this years ago, my idea train could have derailed the company.
Develop a process to discuss ideas with your management team. Form a R&D committee or just have a discussion at your weekly manager meeting
Explain the opportunity or problem to solve and see what they come up with first.
Present your thoughts at a very high level. Don’t get tactical yet. Just the 50,000 foot view.
Be calm. Don’t try to "sell" your idea. Stick to discussing the opportunity in a calm, rational way and let the conversation flow. If your managers feel they are being sold an idea, their BS meter may go off. This could really change the direction of the discussion.
Ask them to pitch the idea back to you. Then ask, "What does it look like when we, as a company, execute this idea really well and so that it doesn’t strain the company?"
On a white board, brainstorm all the reasons why you shouldn’t move forward with the idea. Then, list all the reason why it’s a good idea.
Listen half as much as you talk.
Be ready to walk away from the idea, or alter it.

It seems like a lot to go though, I know. Many entrepreneurs might be reading this and saying, "Bull! The reason I started a business is to do whatever I want, whenever I want!" That may work if you are a one man show. But if you have people working for you, you’d be smart to rely on their intelligence to guide you. Hopefully, that’s a big reason why you hired them.

Another big reason to go through this process is the actual execution of the idea. Traditionally, entrepreneurs are builders of ideas but not always great at seeing them through. You’ll need your team to embrace the idea if you expect them to execute it well.
Bottom line; make sure you allow really great passengers on your idea train who can help you drive.

Enjoy your ride.

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

Queen of Dreams Limited Edition Intuitive Healing and Coaching Event

August 20, 2008 | Leave a Comment

Now, before anyone starts emailing me asking if business executives use intuitive healers and coaches, the answer is YES. Go watch Flipping out on Bravo and you will even see wealthy people having their houses cleansed. Now read on about the event and get what you want out of life

Internationally Recognized Intuitive Healer, Author, and Soul Gifts Teacher

"TINA FERGUSON" THE QUEEN OF DREAMS

You are loved, You have a divine right to happiness.

Tina Ferguson Imagine a world filled with people who experience peace, purpose and prosperity on a daily basis. Wouldn’t that be great? I think so! You are a beautiful child of God. You have a divine right to enjoy abundance and joy each and every day. Do you believe it? Do you realize that you can have everything you can imagine and more? It’s true! It’s also simpler than you think and nearer than you realize. Begin today to allow all that is yours. Begin by seeing all the abundance already present in your life today – beauty, joy, nature, experiences, relationships. See more and receive more.

We want you to know that you are divine! You are so loved and so supported, there are no words to begin to tell you how much you are thought about and cared for! There is virtually nothing you could ever ask for that would not be met with resounding enthusiasm and joy.

I live in our great, big, beautiful world with my son and husband, and then of course, there’s our angel dog, Rico (think big – really big – like Marmaduke).

Beyond this there are many people I love and care about who call this planet home. Suffice to say I want the world to be a good place now and in the future. What better way to help make the world a better place than by working with people to help them understand that they already hold the keys to the life they truly desire?

I have experienced an adventurous life path. It has been steep at times, always breathtaking, and abundantly bountiful in gifts. What I see most often is that people often know something isn’t right, and they believe they aren’t sure what it is until the guidance comes and it confirms what they knew all along! This is just one of the things I delight in when working with people.

I have worked with people dealing with all changes of life and I am usually the last stop on their journey. They have tried the medications, 20 sometimes 30 years of therapy, and everything in between. I am here to say that most of my clients are able to use the guidance to heal their lives even after:

Loss
Unemployment
Death
Depression
Cancer
Divorce
just about any life challenge you can imagine

If money is an issue in your life feel free to listen to our Free Radio show on iTunes and talkshoe Every Thursday 8 Central. Just search for the queen of dreams and look for her picture.

You are Loved

*Please remember you are never alone the angels are always around you.

Client Testimonials

Crystal Clear Clarity

Hello Beautiful Tina … I have been meaning to drop you a note of thanks for our last class and the gift of all your teachings … so now I will also add my thanks for this beautiful call tonight . I honor you Tina for bringing such incredible peace, love and wisdom to all those you speak with! Bless you bless you bless you!
With Love

Crystal Clear Clarity

As I sit here and watch the snow, I’m in awe of how wonderful my life is, in spite of how quickly things change! Even though January has been a horrible month for me (I’ve been riddled with an illness that has left me really fatigued), I have still kept up my attitude, continued to bill clients, have touched based with new prospects and managed to continue working on my writing. I owe a lot of that to you. I just wanted to drop you a line of thanks! Through your wonderful work, I have persevered and maintained my passion for adding a new aspect to my business, and honing this new skill. You are truly wonderful!
I hope that the years are everything you hope, and deserve, which will be nothing short of wondrous!
Best Wishes,

Crystal Clear Clarity

Dear Tina,
Over the past 30 years, I have had the pleasure of working with outstanding Metaphysical Teachers. Some known world-wide.
May I share that your material is excellent, but that is not what makes you stand out.
You are indeed special. But that is not what puts you in the forefront.
Your listening skills and information is focused and clear. But that is not what makes you, “uniquely unique”.
It is your vibration, your empowerment and your genuine sincerity and humble acceptance of the Divine. It rings through the telephone with, “soul power”.
May all our journey’s be filled with glory.

Crystal Clear Clarity

Hi Tina,
Had to record this——unbelievable—-at 5:00 a.m. today, energy was pushing both me and my furry friend out of the bed. Neither one of us could stay in bed no matter how hard we tried—–we were literally tossed out. I/we were amazed- could you do this every morning please!!! And I had tons of energy at work today. Thank you, I was 20 min. early for work.
There is a P.S. to this—–the energy I feel is truly amazing.

You should/must be very pleased with your work-you truly have mastered this technique-rather all techniques. You are the Grand Master and when you say that gratitude is the fastest way to increase the vibrational levels, all I have to do is think of you and study your e-mails and I am most grateful that God put you in my life……how truly loving he is to let us walk with you for a while.
With love,

Life Coaching Client

“Words can not express my appreciation for you and for the help that you have been.”
The advice today was right on for me.
Much love

Life Coaching Client

“Just a note to let you know I just landed my first website copy writing job today. Thanks so much for all you have done for me!”
Kindest Regards

Web Development Company Owner

“When I first started working with Tina, I was lost. There wasn’t a single area in my life that was going the way I wanted it to. She helped me get focused and grounded so that I could start digging myself out of the hole. Each day I made a small change in my thoughts and my outlook and those thoughts began to manifest into reality. With the tools Tina has given me, I’m able to meet new challenges without getting bogged down and mired in the abyss I used to “live” in. I can never thank her enough for guiding me back to myself. So far, I’ve lost over 50 pounds, increased the daily “gifts” that come my way, and have more joy than ever in my life.”

D. Magazine Owner

“I had already experienced one business failing that resulted in bankruptcy and was facing another one when I met Tina at a conference. She offered to help me free of charge. I knew something good was going to come of our meeting, I just didn’t know what. After six months, my struggling publication that was about to shut down, grew 50 percent larger, I increased my revenue 300 percent, and attracted some of the most well-known names in our industry. I can’t believe all of this happened so fast. I know without a doubt that without her guidance I would not be in this place today.”

As an internationally recognized Author, Intuitive, Healer, Marketing Expert and Business Coach, I’m honored to use my gifts to serve the Creator of All That Is and the creator in you.

http://www.thequeenofdreams.com or http://queenofdreams.ning.com/

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

Marketing to Millennials

August 17, 2008 | Leave a Comment

The Millennial Generation was born between 1977 and 1998 and is just beginning to enter the workforce. Members of this 75 million person group are being raised at the most child-centric time in our history and the impact to marketers is undeniable.

In general, it is said that this group displays a great deal of confidence. This could be the result of focus they receive from parents and high expectations placed upon them – not to mention their new found independence with the advent of cell phones, the Internet, and other electronic forms of communication. This is truly the first generation to grow up completely online and as a result, the marketing mix used to target them needs to evolve. As you might expect, this group is technically literate like none other.

Socially, Millennials are different as well. They are typically team-oriented, banding together to date and socialize rather than pairing off. They work well in groups, preferring this to individual endeavors. They are also good at multi-tasking and were the ones studying while listening to the radio or watching television - all the more reason to ensure that you utilize cross-media marketing and ensure consistency among your communications.

From an academic perspective, they are the group that was able to play a sport, attend school, and engage in social endeavors. Millennials believe in going green and supporting endeavors that are good for the environment.

When it comes to work, Millennials seem to expect structure. They acknowledge and respect positions and titles, and want a relationship with their boss. Millennials are in need of mentoring and they’ll respond well to the personal attention. When considering the management of Millennials, be mindful that they appreciate structure and stability. Mentoring Millennials should be more formal, with set meetings and a more authoritative attitude on the mentor’s part.

How to Market

Now that you understand a little more about the target you are seeking to attract, consider the places they go for information and the way they behave. Millennials are logging into their MySpace and FaceBook accounts 3 – 4 times each day, sending instant messages to friends, and uploading their videos to YouTube. Are you there?

Listen to the conversation. Where many businesses are failing today is that they are not listening to the conversations that the Millennials are having about their products or their company. Sign up for Google Alerts, visit Technorati and see what individuals are blogging about.
Create accounts in FaceBook and MySpace and other Social Media. Put you name out there. Make sure that you company has a space among social media outlets. One thing to keep in mind though is to not be overly commercial. Millennials can see right through it. Rather, be genuine and let your prospective market understand what you’re really about and what you stand for.
Communicate on a personal level. Create a two way dialogue with your audience. Give them an opportunity to speak to you. Whether you let them rate your products, share comments, or share their experience with friends, providing a forum to socialize is essential.
Focus on consistent messaging. Regardless of which media type you use (email marketing, direct mail, Adwords, etc.), keep your messaging consistent. If you say one think and do another, or change your messaging frequently, you will not be building the trust necessary to ensure lifetime customer value.
Be creative. When your marketing is creative, it can very quickly gain momentum. With the advent of YouTube, Flickr, and Delicious, messages are quickly shared and distributed. Don’t force the issue. Rather, create something meaningful, fun, and worth sharing. Before you know it, the Millennials will be sharing and distributing information about your and your brand.

Improving the effectiveness of your marketing to Millennials is no small undertaking. To be truly successful, you need to understand the social dependence these individuals have when communicating and the value they place on the opinion of others. Although much of Millennial marketing needs to happen online, don’t lose track of some tradition media like direct mail. As much as marketing has changed, traditional media can still be effective – just make sure it has a social component.

About the Author

Michael Fleischner is an Internet marketing expert and founder of MarketingScoop.com. He has more than 13 years of marketing experience and has appeared on the TODAY Show, Bloomberg Radio, and other major media. Michael is also the author of SEO Made Simple: Strategies for Dominating the World’s Largest Search Engine and The Webmasters Book of Secrets: Improve Search Engine Rankings.

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

Monitor and Manage Your Google Rankings With Ease

August 15, 2008 | 1 Comment

Every good SEO program begins with keyword development and monitoring.

Keeping track of where your website ranks on Google for important keywords and keyword phrases can be a full time job. Although many tools exist for monitoring search engine position, properly evaluating SEO performance requires a disciplined approach.

There are a variety of ways to measure search engine rankings for your website. Popular website tools like SEO Elite and Web CEO include search engine ranking tools that can track where your site ranks for identified keywords. But what if you don’t own SEO software?

To evaluate search engine rankings, you simply need a means of measuring rankings on a regular basis. Follow these simple guidelines:

Create and maintain a spreadsheet of your rankings. Having a document that you continually update can help you see weekly changes as well as trends over time. Be sure to keep it updated at least once a week so that you are always aware of how you rank for keywords and keyword phrases you are watching.

You can choose your keyword list based on the keyword phrases you’ve selected as important, those your competitors rank well for, or individual phrases identified by SEO software. If you want to get a jump start, you can identify which keyword phrases your site is ranked for in the top 20 on Google using SEOdigger.com. This tool provides a listing of which keyword phrases your site ranks within the top 20 Google search results for and can be a great tool to identify your competitor’s keyword rankings.

Record changes in search engine result placements simply by entering each keyword term in to Google or using SEO software. You can also find free tools online to report your rankings like CleverStat or GoogleRankings.com.
Continue to make changes, build links, and record your results. This step will never be completed but rather is an ongoing process. You should strive to become number one on all your SERPs and get so far ahead that none of your competitors will be able to compete. This requires constant and never ending consideration to building links and creating more and more reasons for other sites to link to you.
Consider reciprocal linking, link acquisition, as well as adding free tools to your website, valuable content, and helpful downloads. Access to these tools is ideal if you want to attract links to your website. Once you’ve added these valuable tools, make sure to let others know that they exist. Consider a free press release, email campaign or promotion.
Expand your keyword list. As you improve your overall rankings on major search engines, consider adding other keywords phrases that may be relevant to your website, products or services. Focusing on an expanded keyword list can result in more traffic and broader appeal.
Monitoring and managing your search engine rankings, especially on Google is necessary if you wish to increase the organic traffic to your website. This begins with basic monitoring and evaluation of your rankings on key search engines. Once you’ve developed your spreadsheet, update your rankings each week with free tools or SEO software.
Continue to focus on your rankings and developing inbound links through free tools and resources on your site as well as proactive link requests. Over time, as you improve your rankings for key terms and phrases, expand your list. Improving your rankings is a never ending process, but an important one. Stay the course and you’ll experience the results you’re looking for.

Michael Fleischner is an Internet marketing expert and the President of MarketingScoop.com. He has more than 12 years of marketing experience and had appeared on The TODAY Show, Bloomberg Radio, and other major media. Visit MarketingScoop.com for further details and more marketing articles including tips on how to improve search engine rankings for your web site.

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

7 Ways to Improve How Long Users Stay on Your Website

August 13, 2008 | Leave a Comment

Today more than ever, consumers are overwhelmed with choices, and distractions. The cost of attracting users to your website continues to increase and keeping them engaged is more important than ever.

Engagement doesn’t end with an individual browser reading content or clicking on an ad. Rather, engagement is an ongoing process that results in loyal customers who come back again and again, becoming more vested in your web site.

How can you make sure you’re engaging and keeping customers?

In order to create a loyal following, there are some basic principles you need to consider. From first impressions to life-long membership, put yourself in the shoes of your browsers and make their experience a valuable one.

Reduce Clutter. How many times have you visited a website only to be overwhelmed and confused? What is this site about you may have asked yourself. Or perhaps you found yourself asking, ‘Where is the information I’m looking for?’
Don’t ask your browsers or potential customers to figure this out. Make your site clutter free and create a visual priority that emphasizes the information, resources, or actions your browsers want. By reducing obstacles you build trust among new web site visitors and allow for simple decision making – which benefits everyone.
Make Navigation Intuitive. There are many ways to navigate a web page but intuition rules the day. Don’t try to get fancy with your navigation or overuse java script. Basic navigation that follows current convention is the best way to lead individuals through your web site to the information they’re looking for.

Make The Initial Site Interaction Relevant. When a browser reaches your web site, you have less than seven seconds to get them engaged. Making your initial site interaction relevant to what individuals are looking for is essential for keeping them interacting long term.
If you are promoting your web site with Google Adwords, or any pay per click advertising for that matter, be sure to create customer landing pages that are truly relevant to the individual who clicks-through your ad. Once you’ve established relevancy, you can move them deeper into your content, tools, and resources.
Ensure That Your Content Is Up-to-date. Web site content that isn’t up to date does not serve your audience and browsers are likely to move on. One way to ensure that information is timely is by providing a feed of relevant news or information. If including static text on your web pages, try not to include specific dates. However, if you must publish dates, be sure to update this information on a regular basis.
Start An Interaction With Your Users. Each time a browser views your web page, you have an opportunity to interact with them. Don’t let this opportunity pass you by. One great way to interact is to offer something of value at no cost. This can be a white paper, access to an exclusive list, or simply a 30 day free trial. Be sure to capture an individual’s valid email address and include them on your mailing list. An auto-responder is best if you wish to engage these individuals on an ongoing basis.
Provide Plenty Of Support. Don’t hesitate to offer support right from your home page. Prominently display your 800 number, support email address, and additional information for your prospects and customers such as mailing address. This information is viewed favorably by search engines and also creates a sense of legitimacy. Contact information builds trust among prospects and elicits interest in your company.
Make Sharing Easy. Once you’ve made your web site easy to use, don’t hesitate to offer browsers the ability to share your web site with others. This can be in the form of a simple widget that allows users to bookmark your page, subscribe to an Rss feed, or submit your content to popular news sites like Digg.com.
Individuals are much more likely to visit a web site based on a friend’s recommendation versus some other type of marketing initiative. Leverage the power of viral marketing with easy sharing tools.

Your web site can be your greatest asset. Unfortunately, many marketers and website owners are so focused on increasing traffic that they lose site of the audience that’s already visiting their web pages but are simply not converting.

Don’t make the same mistake. Improve the quality of you site through relevant content that is up-to-date and easy to find. Once you’ve engaged users, encourage them to share. Doing so will make your site perform better, increase conversions, and deliver value for all involved.

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

Start Your New Sales Job With an Unfair Advantage

August 12, 2008 | Leave a Comment

Attention Sales Professionals! If you are looking to become the ultimate recession proof sales person or are starting your first sales job, then read this now!

Don’t You Wish You Had a GPS to Guide Your Sales Results?

Mapping Your Way to Sales Success is Easy with The Field Guide to Sales!

Tired of the uphill battle to gain new clients?

Worn out from constantly running in circles to get everything done and feeling like you are accomplishing nothing?

Exhausted from wishing there were more than 24 hours in a day?

Sick of experiencing the sting of rejection from prospects?

Frazzled and fed up of your boss nagging you to meet some “pie in the sky” goal?

And even worse, does it feel like no matter how hard you work, no matter how you push yourself to get up and go, there is always someone who seems to get all the breaks?

Would you like for that someone to be you?

Imagine this:

In as little as two weeks, that someone can be you. You are that top sales person who makes it look easy, always looks rested and does not seem to work that hard.

Referrals come from unexpected places and contracts you thought were dead are suddenly reinvigorated!

You easily meet your quota and current clients buy more

Instead of pushing so hard, you can relax as you work a system that puts sales on autopilot!

The fact is that selling is a complex subject, yet it follows a simple process. The little secret is that people don’t like to be sold, but they really love to buy!

Yet every day salespeople miss opportunities, waste time and miss out on what is theirs because they lack a proven model for success that virtually begs people to buy from you!

Luckily, there is a new way to sell for you to explore!

Do you want to access the many ingredients you already have that will close more sales?

Do you want a surefire way to access all the people you need to be successful?

Would you be surprised to learn that anyone can use this system successfully?

Isn’t it your turn?

A startling fact about achieving sales goals…

There are two primary ways sales professionals go about the business of selling. One is a scatter shooting approach where you follow up on every lead, every phone call and every one in between hoping to get the sale. The other overloads you with more marketing and sales ‘to do’ items than a team of 10 could handle and expects you to chase down prospects.

Both are wrought with failure points and neither put the salesperson on the path toward results.

Think about it – you have too many things on your plate to really get to know your potential customers. You do not have enough hours in the day to properly follow-up with your existing clients. You are given a sales goal to meet that no one bothered to ask you about before they gave it to you. And you never get to see your family and friends because you are always working.

The main worker bee here is you, and you are steadily running out of steam!

Why bother?

Wait! Before you throw in the towel, you need to know there is another way!

The Field Guide to Sales advocates a third model. You reap the benefits of a flexible sales process that puts you in control and gets others to do all the heavy lifting for you. And, the best thing is that you have a pocket coach and a step-by-step have a roadmap that allows you to address typical sales weak spots before they can do damage to your sales numbers!

It’s the best of all worlds!

"The Sales Company helps you develop a successful sales strategy you can follow to results. That’s been our experience. We booked 110% when our competitors were downsizing or going out of business. I know this was a direct result of the work we did with The Sales Company. They worked with us to develop a sales strategy tailored to our company and to each individual. And, they helped us stay positive and on top of the sales curve."

"We came to The Sales Company because sales were at a standstill and profits were dipping. The wisdom and perspective they brought to the sales and business side of our company were great! I never thought about sales this way before! The Sales Company continues to help us prioritize and decide which direction is best for our company. They don’t make decisions for us; they help us make better decisions. My business has been steadily growing and we’ve hired three new employees since we started working with The Sales Company. They are the guardian angel of our business."

Dare to be a Top Sales Producer!

Yeah, yeah, I know what you are thinking. Look Deb, I’ve read all those books by “great” sales people and tried all sorts of new systems. I can’t even think about adding one more thing to my plate.

I say you can’t afford NOT to!

"Our first meeting with The Sales Company, I recall you telling our group that they would have to work with a new system. After the meeting, it seemed each person had some resistance to offer,…but we’re already so busy." "…these numbers don’t really mean anything because they’re guesses…"

"Today we employ a simple and effective sales management program. Thanks to your practical approach, we have formalized our revenue forecasting process and increased individual sales accountability, thus allowing us to proactively manage our sales efforts. The new process shortly became routine. Thank you for your immeasurable help. Yes, change is painful, but mediocrity is more so."

Look at it this way – only 1% of the sales people are recession proof. They can get hired whenever and where ever they want. They are not stuck in a job they do not like. They do not have to worry about sales goals because they blast through them like tissue paper. AND, they never, ever have to worry about the economy.

The fact is, if you aren’t hitting your numbers, you are spending your time on the wrong things and in the wrong areas.

How is that possible?

I know it is highly likely because the top 1% do not work themselves to death just to make quota. They have the right system and the right approach. They spend their time in three distinct areas, understanding that these key areas hold the keys to turbo-charged sales. In short, they know a secret that the other 99% of sales professionals don’t.

Don’t you want the same secret they have working for you?

How do I know what the secret is?

Because I’ve been in your shoes – out in the trenches day-to-day. I also have been a top 1% sales producer. Whether you’re a new salesperson working to get that first client or you’ve been selling for years, the systematic process is always the same.

The Field Guide to Sales Program helps you focus time, energy, and other resources on things that matter for you, the client, and the company. It can also help you lighten your load of activities that steal your attention from the bigger prize.

In short, read The Field Guide to Sales, follow the systems and tools given to you, and become a top sales person!

Trek the shortest distance…in style!

The Field Guide to Sales is packed with practical advice and tools to use daily. You will have techniques at your fingertips to focus your attention and action. Just a few of the topics covered in this Guide include:

Building your sales forecast, step by step
How to spend more of your time on activities that boost sales
How to easily rid yourself of unhappy customers by setting up the relationship to win
Why there’s more opportunity than you realize all around you
The four types of listeners and how to influence with each
What to do when the best-laid plans fall short
Energizing your environment

And much, much more…

"We knew The Sales Company could provide a shortcut to key decision-makers. But the most powerful part of the equation is that they are positioned to identify opportunities and pass them along when there’s a "match." Without The Sales Company, we wouldn’t know was many influencers, wouldn’t be exposed to as many opportunities, and we certainly wouldn’t have as much revenue. It boils down to this: there are 24 hours in a day, but when you work with The Sales Company, the results are equal to 48!"

I’ll give you the information, laid out in an easy-to-read guide, with tools and techniques to implement. Leverage this information to vastly improve your sales process and your life.

Is it time to let go of trying hard and not succeeding?

Within short order you will have:

A systematic process that is easy to follow giving you more time in your day
Sales tools to track every step giving you visibility and accountability of every aspect of your sales progress
Increased awareness of a solid sales process giving you the ability to be in the right place at the right time, every time
The ability to exceed expected sales goals giving you control of your destiny
The model of a top producer down pat giving you access to a recession proof sales environment

Order now to begin your journey toward phenomenal sales.

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG, Tina Recommends

Harness The Power of Free Trials

August 10, 2008 | Leave a Comment

Do free trials really work? Are they cost effective? Whether you’re considering a free trial or sampling of some kind, keep in mind that many products are best "experienced". For example, its difficult to know whether or not you’ll like the flavor of a new toothpaste without trying it. On the service side, you don’t know if you’ll like a new dry cleaner until you get your shirts pressed.

As a result, many marketers are using free trials to lure new customers. This is particularly effective when the lifetime customer value of a new customer is substantial.

Picking up on our dry cleaning example, once acquired, a customer may stay with the dry cleaner for many years to come. Therefore, offering a free trial for a few shirts equates to a low acquisition cost in relation to the total revenue that can be generated from the newly acquired customer.

Another example is Salesforce.com. A business-to-business company that specializes in online management solutions has been offering free trials for a long time. These free trials have accounted for significant revenue growth and the addition of more than 40,000 new subscribers per year.

Make Your Free Trial Effective

The key to having a successful free trial program is to make it simple and risk free. For example, don’t ask clients for tons of information in order to begin their free trial. Make participation clear and easy requiring only minimal information. Make sure this information allows you to track their participation and follow up with them at a later point in the process.

Solicit feedback from those who participate in the free trial. Ask them, "How’s it going?" This can improve your chances of conversion and also give you the information you need to enhance your program moving forward.

Most Popular Free Trials

The most popular free trial is "30-day Free Trial". This is effective for a number of reasons. The first and foremost is that a new habit is formed within three weeks. By getting someone to participate in a program for a minimum of 3 weeks (like subscribing to a cable channel) makes it habit forming and creates some switching costs. Remember the old saying, "I want my MTV". Yeah, of course… because once you’ve watched it for a while you can’t do without it.

Other types of free trials are available as well. The key is to look at what competitors in your industry are offering and finding the offers that have been out there for a long time. This means that the offers are effective. No company can survive by giving their products and services away for free indefinitely.

Is a Free Trial Right for You?
If your product or service is a high price, and a free trial may not be idea. As a result, you many want to consider sampling. Perhaps sampling involves a small portion of the complete service you’re going to deliver.
Just the other day, I received a free trial of something for my website. The free trial only included a partial scan of my website. After some items were identified, I had to upgrade to receive the additional benefit. This works extremely well for service businesses or those where products are too expensive for a free trial.

In conclusion, think about the free trial as another marketing tool in your tool chest. Free trials are ideal when selling products and services that can generate an ongoing revenue stream. Don’t hesitate to try a free trial offer. If it works, you can have a consistent stream of users and conversions.

Posted by Mark F | Filed Under Feature Marketing Article, Full Marketing BLOG

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Start Your New Sales Job With an Unfair Advantage

Attention Sales Professionals! If you are looking to become the ultimate recession proof sales person or are starting your first sales job, then read this now!

Mapping Your Way to Sales Success is Easy with The Field Guide to Sales!

Would you like for that someone to be you?

A startling fact about achieving sales goals…

Dare to be a Top Sales Producer!

Trek the shortest distance…in style!

Order now to begin your journey toward phenomenal sales.

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Harness The Power of Free Trials

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