Words That Sell

Is E-Mail Marketing Dead? Far From It...

2011-10-27T17:10:00.002-06:00

With all the buzz on how Social Media is taking over the business world, you'd think that e-mail marketing is going the way of the do-do bird and will soon be extinct as a major marketing medium. However, when you look at how marketers are making money online, that's the farthest thing from the truth.

To paraphrase Mark Twain: "The reports of the death of e-mail marketing have been greatly exaggerated."

Savvy marketers such as Matt Furey, Perry Marshall and Tellman Knudson have made and are making most of their money through 'old-fashioned' e-mail marketing. They write their own copy, or have a full-time copywriter perform economic alchemy - magically turning words and ideas into money.

The foundation (or DNA) of your marketing - which includes your website, marketing communications and e-mails - is built upon words. The right words can inspire trust, build relationships, and ultimately persuade enough people to connect and do business with you.

Mark Twain also had another great quote: "History doesn't repeat itself, but it often rhymes." The Social Media hype and buzz of today is similar to the tech/telecom/dot.com boom of the late 90s. Internet marketing 'gurus' said it was all about 'clicks and eyeballs.' Profits didn't matter because 'it's different this time.'

Social Media gurus talk about the power of "likes" and "re-tweets" as proof that SM marketing works. I don't doubt there's some value in being popular; however, I'm not sure this popularity always translates into profitability and sales - which should be your main goals as a website or business owner.

E-mail marketing has one big advantage over Social Media: When someone is reading your e-mail, you have their undivided attention. With Facebook and Twitter, you're competing with dozens - if not hundreds - of other people and companies. I know that e-mail marketing has worked (and still works) consistently for savvy marketers - if done correctly - time after time.

A good landing page and series of auto-responder e-mails will attract qualified leads, and convert a higher percentage of those leads into paying customers. If your website isn't generating the leads and sales you want, ask yourself these questions:

1) Do I have a good landing page (or opt-in field on my Home page) that's easy for people to sign up?
2) Am I offering valuable free information in exchange for someone's e-mail address?
3) Am I following up with enough auto-responder e-mails to educate the prospect on the value of what I have, and...
4) Am I making an attractive (or preferably an irresistible) offer?

If you've been using Social Media marketing without much success, maybe you should consider giving 'old-school' e-mail marketing a try.

Another Stupid Ad Agency Trick

2011-03-24T13:27:00.001-06:00

Opened an e-mail from a local ad agency today, which bragged about their latest contribution to the business and marketing world - the "Brand Audit," conducted to determine this gullible new client's "brand equity."

I can't make this nonsense up, here's the link and main "benefits" of this announcement:

http://www.figadvertising.com/blog/2011/03/barnacle-bookkeeping-to-use-fi/

Customer Response Research

Consumer response research is central to the brand exploratory. It is concentrated on understanding the preferences, attitudes, and behaviors of consumers in Barnacle Bookkeeping’s niche, and it aims to understand the effects and comparative success of past and potential marketing campaigns.

Brand Inventory

Brand Inventory assesses various marketing mix inputs (strategies, programs and tactics; including brand elements, product attributes, communication programs, pricing, distribution, etc.), and delineates how individually and collectively they execute the brand strategy.

Brand Exploratory

Brand Exploratory seeks confirmation that the target market actually thinks and feels about the brand as intended; to confirm if indeed that target has absorbed brand knowledge and is responding positively to the brand and its associated marketing.

What's missing in this worthless diatribe of "brand-speak"? Whether their marketing efforts have actually made a SALE for said client.

The only metric any business should be concerned with is the results a marketing campaign or advertisement produced - measured in sales or dollars. That's why I'm a direct-response copywriter, who focuses on results for my clients. Agencies who sell and talk about absolute nonsense like this, is why I don't put much stock in the value of "brand-building" for a small-to-medium-sized business.

Here's a recent example of a formerly big company who met its untimely demise, because its management didn't pay attention to marketing fundamentals.

Remember McClain Finlon, who used to be one of Denver's biggest ad agencies? They had sales of $210 million per year in the mid-2000s, and Qwest was their biggest client - responsible for about 1/3 of their annual revenues. Qwest had a failing business model, so like any good corporation, they blamed their marketing for their poor business results. Qwest switched to an ad agency out of Cleveland, which didn't improve their sales... that's why Qwest merged with Century-Tel last April.

Eventually, McClain Finlon was sold to a new owner, went into bankruptcy... and out of business altogether by 2009.

I talked with folks at this agency in 2007, and they wanted copywriters to do short, cute, and clever ads for their clients. Didn't sound like they really cared that much about results - just so it looked "creative."

I tell you this story because it's a real-life example of what happens when you get away from good marketing fundamentals. Don't focus on being cute or clever, focus on what the value is for your client... get their attention... build trust and the relationship, which should eventually lead to a sale. That's what good, effective marketing is all about.

Especially in today's economic conditions - and for the foreseeable future - smart companies will demand that you prove the results of your advertising and marketing campaigns. If it doesn't produce sufficient sales, scrap it and try something else.

If you're considering an agency or marketing firm who spouts this kind of nonsense - and doesn't tie what they do to increasing your sales or revenues - get the heck out of there, and find a company or professional who does.

Direct-Response vs. Branding Advertising - Another Perspective

2011-01-24T13:03:00.001-07:00

Came across this article by Brad Fallon, which reinforced my belief why most business owners should focus on direct-response, instead of branding or image-type marketing.

Unless they have a few million dollars to spend on advertising and marketing... and don't care about the results.

Brad has literally made millions of dollars online as a successful Internet marketer, so he knows what he's talking about.

Frank Kern also talked about this in his "State of the Internet address," why 'brand awareness' isn't nearly as important as making sales, and measuring results.

Too many business owners have fallen for the siren's song of "branding" advertising; wasting good leads, time and money. I'm not discounting the importance of having a good professional business image, to look credible to current and future clients.

However, I'm adamantly opposed to business owners doing dumb things when they don't have to. Ad agencies LOVE to push branding because it makes them look cool, and they don't have to be accountable for results.

When an ad or campaign runs for a few weeks or months - and doesn't provide the results the client wants - they usually remind the client that "it takes time to build brand awareness in the marketplace," or some nonsense like this.

For almost all small-to-medium-sized business owners, your focus should be on making sales and revenue - not trying to be like a Fortune 500 company.

Your business models are different, and you should be able to measure, monitor, adjust and control 100% of your marketing and advertising.

That's the reason many ad agencies have gone out of business the past few years - they were too busy being cute and clever, instead of being accountable.

If you wonder why your offline or online marketing isn't generating sales and revenue, ask yourself this question: "Am I advertising to present a good image, or am I advertising to solve someone's problem and provide value... which will make sales?"

Cyber-Monday 40-40-10 Promotion

2010-11-29T18:46:00.000-07:00

Hi Everyone,

The other day I was thinking: Most small business owners want to get good marketing and business advice, but probably aren't able to afford to hire a quality marketing consultant or copywriter. That is, until now.

I know what it's like to struggle in business and wish I could talk to someone and pick their business brain to get profitable ideas for my business. That's why I decided to launch this Cyber-Monday 40-40-10 promotion.

Why did I call it this? I saw a Black Friday "40-40-40" promotion from a good online marketer. I decided to tweak it a little bit for my business and clients.

For a 40-minute consulting call on any business, marketing or sales challenge, 10 business owners can have access to my time - and pick my marketing brain - for only $40. You're probably asking: "Why are you doing this?"

1) I sincerely want to assist business owners who may be struggling, and find ways they can sell more of their goods and services without breaking the bank with expensive advertising. I know what it's like starting out, and wishing you had someone who could help you out.

While I'm not a millionaire (yet), and haven't accomplished everything I want to... I've gained a ton of experience over the past 6 years and want to share it with other biz owners at an affordable rate.

2) In the process of helping other business owners, I'll get a better idea of where people need help - and what services I can provide that will help more entrepreneurs succeed.

3) Christmas is coming soon, and I want to make a little extra money to help buying presents. Is that an honest enough answer? :)

To take advantage of this offer, send an e-mail to: brian.ochsner@gmail.com, then copy and paste: "Cyber-Monday 40-40-10 Promotion" in the subject line. This will make sure that I see and open your e-mail ASAP, and that you don't get lost in cyber-space.

I hope everyone had a great Thanksgiving, mine was nice and relaxing in a very rural area. Best Wishes for a great December, and I'll have another post up soon.

How to Attract More Leads From Trade Shows

2010-11-19T11:05:00.000-07:00

A consulting client is attending a trade show in March, and wants to know how to get the best marketing results. Most companies have a box or fishbowl where you can put your business card in for a drawing, and hopefully win a valuable prize. The ultimate goal is to get a qualified prospect's contact information, follow up with them after the show, and make a sale.

It's more difficult today than it used to be to follow up and connect with qualified prospects, get a meeting with them... then make the sale. Sometimes weeks or months can pass by before someone returns your call or e-mail, which makes it a really frustrating and long sales cycle. However, I thought of a solution that makes it easier to get prospects into your marketing funnel.

What is it?

It's mobile marketing. Someone can text a phrase, words or numbers to a text address, and they've opted-in to your list. If you're exhibiting at a trade show, place a big banner in front or elevated above your booth, with large-font, readable copy that tells how they can opt-in to your text list. It's a copywriting challenge, but it should also tell them what they'll receive when they opt-in to your text list (chance to win a free prize, free info, etc.).

It's fast, easy and can give you better results than the old fishbowl. If someone can't get to your booth - or doesn't have time to stop by - you've made it easy for a trade show attendee to opt-in to your list.

A great mobile marketing program is provided by a company called Text Cast Live.

Full Disclosure: If you click on that link and make a purchase, I will receive compensation for that purchase. I don't make many recommendations nowadays - and when I do, it's only for top-quality, reputable products, services or people.

Have a safe and happy Thanksgiving, you'll probably see the next blog post in December - take care.

Don't Just Do Something, Sit There and...

2010-10-11T11:12:00.000-06:00

Came up with this post this morning as I was brainstorming ideas for a copywriting client. Most workdays I usually get up, shower, log on to my computer and get right to work. This morning, I decided to do something that most people don't intentionally do (because it takes some effort).

Lately I've noticed that I haven't been as productive as I want to be, even though I was "doing something" at my computer. But I wasn't real focused or intentional about what I wanted to do, and the tasks or goals I wanted to achieve.

What is this task that most people avoid like the plague, that I was engaged in this morning?

Thinking of how I can create more value for my client and her business. Henry Ford said it best:

"Thinking is the hardest work there is, which is probably the reason why do few engage in it."

Even though I haven't completed as many tasks, I'm more productive today than I would have been going straight to the computer and "doing something" without a plan or purpose. I feel like time isn't getting away from me - and I'm getting more accomplished and providing more value for my client.

If you're not as productive as you'd like to be, focus on doing less and thinking more.

What's Your Purpose?

2010-09-09T16:18:00.000-06:00

I thought about this phrase when I asked myself the question: "What's the purpose of a company's website?"

You can also apply this question to just about every activity or task in your business and life.

Some people are WordPress fanatics, who know 57 different plug-ins for your WordPress site. Others are self-described Social Media "gurus" who have 87,593 connections/friends/fans, and want you to know they're really a big deal.

The questions that always run through my mind when people take or promote these actions are:

"What's the ultimate purpose of doing these things?"
"Are these the best uses of your time and resources?"
"Will they help me achieve my most important goals quicker than anything else I do today?"

Lately I've been more focused on selecting tasks, activities and events to attend that will help me meet my life goals. Doing this will save you a lot of time, money and regrets down the road. Consider the purpose of what you do today, for a better business and life tomorrow.

How to Test Market a Product or Service Wisely

2010-09-07T12:12:00.000-06:00

Everyone's probably heard an entrepreneur say - or saw them start a business based on: "I've got a cool new product or service, check it out!"

And you've probably seen many of those same folks licking their business wounds several months or years later, because the potential customers weren't as gung-ho about the product (or service) as they were.

Remember, in business and marketing it's ultimately about what your customer wants - not necessarily if you think it's great. The best way to roll-out a new product or service is to test on a small scale before rolling it out on a big one.

Let's say you have a prospect or list of 2,500 people. Assume a response rate of 0.5 to 1% - in this case, we'll say 25. That's how many "widgets" or service bundles you make available to your list on this test basis.

Send out an e-mail or Social Media post to your list promoting this special offer. If you sell out (and especially if you sell out quickly), you've probably got a winner on your hands. Then ask for testimonials from these satisfied customers. This will tell you why customers bought your product, and help you better market it to future buyers.

If you don't sell this test offer out, ask folks on your list a few quick questions about why they didn't buy - and what would make it more appealing for them to buy this type of product (or service) in the future.

Send out a follow-up e-mail, or create a survey at SurveyMonkey.com - and offer free information or a discount to your business in exchange for their time and opinions.

This method of test marketing is easier, less expensive and more profitable for your business. I hope everyone had an enjoyable Labor Day weekend - make it a great week!

The Most Important Asset In Your Business - and Life

2010-07-08T00:12:00.000-06:00

Thought this would be a fairly short post - went a little longer than I originally thought. It's a timely topic, with an ingredient you must have in your marketing to have more qualified customers buy from you.

I used to believe that if you got a prospect's attention - and got him to read through your sales letter or marketing message - that was enough. But nowadays, that's only part of the battle. Whether it's in business, politics or any other area of life, we live in a very "low trust" environment.

You absolutely, positively, must provide proof that you and what you're marketing are credible and trustworthy. That means providing real testimonials from satisfied clients, and as much 3rd-party documentation (through articles, medical studies, and proven results) as possible. A fairly well-known copywriter said a year or two ago that you didn't need testimonials in your sales copy. Maybe you could get away with it back then, but now, I believe it's a necessity in your marketing message.

I believe we're coming into a time in business, marketing and our culture, where people aren't buying into hype, flash and "bling" like they used to. It's more like the days of the Old West, where you did business with someone based on the product or service they provided... and the reputation they had around town. Gary Vaynerchuk talks about this, and actually giving a rat's a** about how your product or service helps your clients.

So what is this critical asset necessary to business and life success? Trust.

Confidence and trust in a person, product or business takes a long time to build up - but can be torn down quickly. Do everything you can in your business and relationships to inspire and maintain trust. Have your clients' best interests in mind... provide the best content and information on your product, service and industry... and keep the focus on what's in it for the client - and NOT about you.

Some people who are self-promoting shills really annoy me. They always seem to talk about themselves and, have to put their "brand label" in every video, web page or Social Media tweet or post. Dude (or Dudette), I don't care if you're the "rockstar" or self-annointed royalty of a Social Media platform... get to the damn point, and explain how what you're saying benefits me - NOT how cool you or your "brand" are.

Good marketing, salesmanship and yes, promotion is important - don't get me wrong. However, if you don't provide enough proof - and build up sufficient trust in who you are and what you do - it'll be a longer road to business (and life) success.

I've probably irritated some people by saying this, but I don't care - it needs to be said. I'm not sure when the next post will be, probably the middle of this month. Time seems to fly by nowadays, it'll be here before we know it.

Do everything you can to cultivate - and maintain - trust in your business and personal life. Feel free to comment on the best ways you know how to be trustworthy to your friends, family and clients. Until next time, I hope you're enjoying your summer.

Why SEO Rankings Are Overrated, If You Overlook This Key Factor

2010-06-28T15:11:00.000-06:00

I've talked with several website owners the past few weeks, and they're all focused on their website having high SEO rankings for relevant keywords and phrases. That's part of having a profitable website... but only if you have a landing page that does this critical task. Most website owners have the process backwards:

They look to maximize their SEO rankings first, THEN figure out this critical component second - when it should be the other way around. If you get this key factor handled first - and then focus on SEO - your online marketing will be more profitable in a shorter amount of time.

What is this commonly overlooked and critical factor? Conversion. The percentage at which you convert visitors into paying customers.

Think about it: Why would you want to spend time and money boosting your SEO rankings, when you only convert a small percentage - or maybe none - of the incoming traffic? You could be wasting money focusing just on SEO... and burning good leads.

Focus on your landing pages, website copy, auto-responder e-mails and marketing strategy. Test them with a small sample of visitors, and when it converts well... THEN you can invest more money, and roll it out on a larger scale.

If you aren't sure about how to setup a good marketing funnel, write good website content/copy, or auto-responder e-mails - consult with someone who can. Just because you CAN do something in your business, doesn't mean you SHOULD. A "fresh set of eyes" always helps - even for me - to see things I overlooked, even after reading a section of copy 15 or 20 times.

I know a guy who I consulted with 10 months ago, who's still trying to get the results he wants. Talked with one of his sales reps last week, who said he shut down his business in February to get this right. Ugh. Don't spin your wheels and try to figure it out yourself - ask for a fresh set of eyes and thoughts to get the results you want.

I attended AffCon2010 in Denver last Monday and Tuesday, was playing catchup the rest of the week - that's why I didn't get this post written until today. I'll have another blog post up later this week or early next - have a safe and fun 4th of July holiday!

It's the PROCESS, Not the Product

2010-06-18T15:34:00.018-06:00

Many times business owners come up with an idea for what they think is a great product or service. However, many times they're surprised that the prospects they're selling to aren't as enthusiastic.

I thought about this title because a friend of mine showed me the website of someone with - surprise! - a really cool product they like, and they hope enough other people will like enough to buy. The premise behind her friend's marketing plan was to get enough people to buy this one product, and their business problems would be solved.

As I've learned over the years, that's not the most profitable business model to use. The initial product you sell to a customer should be the START of a long-lasting business relationship. You discover what problem(s) they want to solve, and provide products and services - either your own or from other biz owners - that will solve your customers problems.

You can become an affiliate for other quality products and services, and get paid for the sales that you refer to another busines owner. However, make sure that you only become an affiliate for good people with quality products and services - not just the ones with the highest affiliate payout.

Most of the time it's not the product, but the marketing process that will lead you to business success. And here it is:

1) Build a qualified list of customers and prospects. You can do this from networking events, landing pages, Pay-Per-Click (but only if the lifetime value of the customer is more than the cost of generating the lead), and opt-in forms on your website.

2) Communicate with and educate people on your list through e-mail, Social Media, teleseminars and/or webinars, and your website. There's an old saying in business: "The more you tell, the more you sell." Provide quality information that truly educates people about your industry, business, product or service - it can't be just a thinly-disguised sales pitch. People will see through that in a heartbeat.

3) Survey people on your list periodically. This is to make sure you're providing the products or services they want - not the ones you think are a cool idea. Many an entrepreneur has failed because they had a "cool idea." I'm not critizing innovation or creativity, but you should always TEST your ideas on a small scale... before rolling them out on a larger one.

4) Promote your - or someone else's - product or service, one promotion at a time. Try it for a few days or a week, then take a look at your numbers and evaluate your results. If you like the results you got, keep doing what you were doing - but remember that no matter how good a promotion or message is, it'll eventually suffer from "message fatigue." If the results aren't to your liking, you may want to try another product/service, or change the way you're marketing it to your list.

5) Rinse and repeat the process. Although it isn't easy, it is that simple.

Have a great weekend, look for another educational marketing post next week.

The Biggest Website Mistakes - Part II

2010-06-11T11:21:00.000-06:00

Here's my sequel to The Biggest Website Mistakes - Part I. These are other annoying, unnecessary and profit-draining mistakes that I see people make on their business websites.

Mistake #4: Burying the most effective headline(s) "below the fold" (top part of the Home page). It's crazy why people insist on making visitors work hard to find the information they want. Put these eyeball-catching, benefit-laden headlines at the top of the website, where it's easy to people to read them. Remember - you only have 7 to 10 seconds to sell a new visitor on staying at your site.

Mistake #5: Burying the opt-in form and Social Media links at the bottom of the page. I saw a marketing consultant's website with page links, a cutesy tag line and a picture at the top of the website. I scrolled all the way to the bottom, where these forms and links were at. That doesn't give me a lot of confidence in their ability to help website owners if they don't do the right things on their own website.

Mistake #6: Focusing too much on themselves and their business, instead of how their company, product or service can solve a problem for the website visitor. Information - that's what almost every website visitor is looking for. And visitors want to know HOW that information will solve a problem, or fulfill a desire in their lives.

And if you just blather on about how cool you or your company is, that will turn people off very quickly and they won't be interested in what you have to offer - because you haven't shown that you're interested in solve their problem or understanding where they're coming from. If your website has no solution or empathy for the reader, you probably won't get their business.

While I could write several more posts about common website mistakes, I'll stop at Parts I and II for right now. I'll have another post up next week, enjoy your weekend.

The Biggest Website Mistakes - Part I

2010-06-07T20:27:00.000-06:00

I've looked at several websites lately, and see the same things that annoy me almost every time. They irritate me because they detract from making sales, and cost website owners a lot of money.

So instead of being frustrated, I decided to post these biggest website mistakes and explain what you should do instead. Here we go...

Mistake #1: Putting your business name or logo at the top of your Home page, instead of 1-3 good headlines. The headlines should tell visitors: Who this website is for, what the benefits are for them, and what's different about this website and business.

I know you love your cool logo, and seeing your name in Internet lights. The problem is... new visitors aren't interested in your name or logo! They want to know what's in it for them by coming to - and staying at - your website. And a new visitor will decide whether to stay or click out in 7 to 10 seconds.

An adage from the early 20th Century says it best:

"Tell me quick and tell me true, otherwise sir (or ma'am) the heck with you."

And it's even more true today in our fast-paced, high-tech world than it was in the simpler 20th Century.

Mistake #2: Not clearly telling your visitor what you want her to do. Some website owners believe their website should provide a show or a concert. Or fill the entire page with tabs and buttons to make it look impressive.

But that isn't what most folks want. The majority of people who surf the Internet and go to a website want one thing: Information.

And they want that information quickly. That's why landing pages with an opt-in box for first name and e-mail address work well. Capturing a name and e-mail address is great, but it's only half the battle. And it leads me to:

Mistake #3: Not following up with auto-responder e-mails and an e-zine. Auto-responders and e-zines are great ways to inform and build a relationship with a new prospect. I realize that e-mail open rates have declined over the years, and e-mail marketing has gotten more difficult.

However, e-mail marketing still gives you a big advantage over Social Media: A reader's undivided attention on your message. You don't have to post, re-post or re-tweet something 17 times a day to make sure someone sees it. If you're consistently providing good content and information in a reasonable manner, you won't have to worry as much if your e-mails are getting opened. People will want to read what you have to say.

That's all for Part I, I'll post Part II later this week.

How Social Media marketing Is Like Internet Marketing...

2010-03-22T23:56:00.000-06:00

Unless you've been living under a rock, you know that Social Media sites such as Facebook and Twitter have been booming in popularity and "buzz." Plenty of self-proclaimed Social Media "gurus" have been trumpeting how great SM is from the highest online mountaintops.

Don't get me wrong - SM is a great way to increase your online network, and connect with more people. But I'm not convinced that it's the be-all/end-all when it comes to business marketing today. The buzz with SM marketing closely resembles the earlier days of Internet marketing.

Here's how: Internet marketers really didn't have a well-thought out plan or business model as to how the Internet could help grow their business (selling more of their core product or service) in the longer run. What they did figure out how to do was sell info-products and services about... How to make tons of cash from Internet marketing!

Fast foward to today: Social Media is all the rage, and SM gurus are coming out of the woodwork. They claim all you need is a WordPress website and a Facebook fan page, and you'll be on the glorious road to riches. And they have for sale... info-products on how to do Social Media marketing - imagine that!

Now - I'm not criticizing everyone involved with SM or Internet marketing. People like Frank Kern, John Carlton, Lorrie Morgan-Ferrero and Stephen Pierce have some great stuff available, and they truly want to help people increase their income online. And there are other good online marketers out there.

Successful (and profitable) Social Media marketing is kind of like Bigfoot and the Loch Ness Monster: I've heard great stories about them, but I haven't seen very many people make a ton of money from SM marketing. I'll be glad to be proven wrong - but until I see the proof in the pudding, I'm sticking with proven fundamentals of online marketing, such as:

- Building a Qualified List
- Developing a Relationship With That List
- Selling More Products/Services To That List

Pretty simple, but very effective if done correctly. And I'll stick with these boring, basic fundamentals to help my clients increase sales and profits.

The Question That Branding Gurus Hope You Never Ask...

2010-03-17T18:02:00.000-06:00

You've probably heard the phrase "branding" when it comes to advertising, or how you should "build your brand" to increase sales in your business. I grew up on a farm and ranch in Kansas - there the word "branding" meant searing a hot iron to the hindquarter of a steer to prove ownership.

Being a direct-response copywriter (and a natural-born contrarian), I'm always skeptical when masses of people gravitate towards the "next big thing." And I'm even more skeptical when the gurus can't (or won't) explain how this fancy-schmancy branding campaign works to bring in bucketfuls of cash.

Let me explain the difference between branding or image-type advertising, and direct-response marketing.

The branding theory goes something like this: Put your company name, logo or tag line out there enough times and eventually you'll get enough name recognition from customers who will recognize your company's "brand" - and eventually buy your product or service.

The flaw in this theory is you have thousands of other companies doing the same thing, trying to get that "brand recognition." Consumers see an average of 3,700 marketing messages per day through traditional and "new" (Social) media.

To increase that name recognition, you'll have to spend a lot of money - all for the sake of "putting your name out there." And not with the goal of actually making sales. That sounds like an expensive - and not necessarily profitable - proposition to me. Good for the ad agency or consultant, not so good for the biz owner.

Direct-response (DR) marketing is designed to get a specific response - opting into an e-mail list, or preferably making a sale. Most DR ads aren't real pretty or fancy, and normally don't include a company logo. They're usually composed of words in short or longer-copy sales letters online or in print.

And if done correctly, you can track and account for every single penny you invest in marketing your business. You'll know what works - and more importantly, which ads or campaigns aren't working - to make sales and profits.

In the past, ad agencies loved brand/image-type marketing because they dealt with clients with big ad budgets - and they didn't worry that much about results. If the client asked how well the campaign was working, they could always tell them: "Hey, it takes time to get your name and image out there... just give the campaign a few more months to work its magic."

Today, 99% of small business owners don't have that luxury to wait and hope that a branding campaign will work. If any agency or consultant recommends using branding-type advertising for your business, ask him or her this one question. I guarantee it'll stop 'em dead in their tracks:

"How will I know if this branding campaign is really producing results for my business?"

You'll probably have an uneasy pause in the conversation, a few seconds of stunned silence... and they'll mumble something about brand recognition. If they can't - or won't - give you a good answer, you politely end the conversation.

Direct-response marketing allows you to measure, adjust and control ads and campaigns and shows you the exact Return on Investment for your marketing dollars. Always test ads and campaigns on a small scale before rolling them out on a big scale.

When done correctly, DR marketing will beat the branding approach almost every time. Nothing is perfect or foolproof, but I like using marketing approaches that are proven and time-tested. Not the latest "bright, shiny object" that may or may not work.

3 Reasons Why Your Website Doesn't Make Money

2009-12-07T10:23:00.053-07:00

You may wonder why a well-designed, professional looking website doesn't always translate to profits. I've given some thought to this problem, and here are the biggest reasons why:

1) It doesn't motivate a new visitor to stay at your site. A website visitor will decide in 7 seconds whether to stay at a new website. To accomplish this goal, your website must: A) Inspire trust - through B) A professional-looking design, and C) Provide useful and valuable content to the reader.

Cheesy-looking websites done by a high-school kid in Front Page worked 5 or 10 years ago - but not today. People are much more skeptical, and won't spend their time - or money - with a business that looks less-than-professional.

You should include a headline that addresses the biggest problem for a visitor - and how your business can solve it. This will grab a visitor by the eyeballs (to get his attention); quality content - such as articles, Free Reports and/or White Papers - will keep it.

The best kind of marketing is educational or content-based. By using this approach, you position yourself as a thought leader in your marketplace - and not just another business pitching their product or service.

Having a good website is just the start to making more sales. Here's the 2nd reason why your website isn't performing like it should:

2) The website doesn't include opt-in fields for a visitor's first name and e-mail address. The Internet is a great marketing medium - however, it's shortened the attention span of people around the world. Which means that unless a visitor really likes - and bookmarks - your website, he may never return again. Unless... you capture his e-mail address, and consistently follow-up.

It's important because only a very small percentage (3% at most) are ready to buy now. Think of Internet marketing like a dating relationship. You meet someone you're attracted to, and talk with them for a little while. You learn more about their personality, the common interests you share, and if you want to pursue the relationship further.

Some marketers say that you only need a WordPress blog/website for your business, and that's it. Maybe - but only if it provides great content and the opt-in fields with "opt-in bait" - such as a free report, audio, video and/or White Paper).

If someone goes to your WordPress site - and they're not on your list - and you don't have a way to keep in contact with them... you're hoping they'll remember you (over dozens of other websites out there) and come back to your site. It could happen, but given the shorter attention spans of people nowadays, it's not likely.

Once you start and develop the relationship with your list, you'll see better results from your website marketing. Which leads to Reason #3 why your website isn't making the money you want:

3) Not communicating consistently enough - with quality content - to your audience.

If you don't keep in contact with your customer or prospect frequently, they'll lose interest and probably forget about you. And definitely won't buy from you. This doesn't mean you send daily sales pitches, which say something like: "I'm cool, Social Media's cool - buy my stuff!"

This approach gets real old, real quick. To make money with your website, obviously, you need to make sales. You should provide a higher ratio of content to sales pitches. Bob Bly says the optimum ratio in your e-mail marketing is about 80% content to 20% pitches.

Because buyers are flooded with thousands of messages every day - e-mails, social media and blog posts, and traditional advertising - they're becoming more selective about what (and who) they listen to. That's why if you don't provide quality content in your communications - and show you're interested in solving someone's problem - people will stop listening to you (or receiving your e-mails), and won't buy from you.

Marketing fundamentals transcend time - and still work - whether you use snail mail or e-mail to connect with your customers. In summary, here's the formula for website sales success:

1) Present a good business image
2) Show your customers you care and are truly interested in solving their problems
3) Provide a valuable solution that will solve their problems.

If you stay focused on your customer and how you can help them, you'll be amazed how well your website and business will perform - even in a slow economy.

Turn Your Marketing 'Clunker' Into Cash

2009-10-07T14:55:00.003-06:00

You're probably wondering: "What's this all about, and how can it benefit my business?"

Here's the scoop:

I was at my local Glazer-Kennedy Insider's Circle meeting in Denver today at the Burnsley Hotel. Karen Schaefer - who does a great job moderating, brainstorming money-making ideas, and kicking attendees in the butt to take action - talked about Dan Kennedy's September newsletter. It talked about how you can use current news to market and promote your business. Like the recent "Cash For Clunkers" program the government enacted to increase the sale of new cars.

So - I decided to have a two-week special offer where I'll take your lowest-performing "clunker" website... sales letter... advertisement or other marketing piece, take my marketing and copywriting expertise, and turn it into a higher-performing asset which brings more cash into your business!

If your business is running:

- Pay-Per-Click marketing
- Cost-Per-Action marketing
- Direct mail sales letters
- E-mail/e-zine promotions
- Print Yellow Pages ads (which still work if they're done correctly)

... and you aren't getting the results you deserve, then give me a call at 720-747-5895, or send an e-mail to: Brian.Ochsner@gmail.com, with "Cash For Clunkers" in the subject line.

We'll set up a time to talk (up to 20 minutes) about your business and marketing. If you have a good product or service and a good target market, there's a good chance I can work with you.

You may be asking: "What kinds of results have you produced for clients in the past?"

I've written a promotion where the client netted $8.56 in pure profit for every dollar they invested with me. And I created another sales letter that brought in $1.53 in revenue for each $1 invested in my services.

I'll be right up front - I can't guarantee these kind of numbers for your business. However, I'm confident I can provide better results than you're getting right now.

And - with your permission, I'll do a "before and after" comparison, and provide a link to your website - promoting your company and what you have to offer.

However, this offer is only available for a limited time - until October 21st @ 11:59 PM Mountain time.

Give me a call at 720-747-5895, or send an e-mail to: Brian.Ochsner@gmail.com, with "Cash For Clunkers" in the subject line.

The only thing you have to lose is more sales and dollars - take action today.

If Your Marketing Needs Help, Go Back to Basics

2009-09-28T14:36:00.003-06:00

I've learned there are no "magic bullets" (or quick fixes) when it comes to anything in life. Whether it's athletics, relationships, or business... the answer can almost always be found by making sure your fundamentals are sound; said an easier way, getting back to basics.

If your website or offline marketing isn't doing as well as you think it should, go back to these business basics:

1) Know exactly who you're marketing to. It may sound like an odd question, however, it's the foundation for your business marketing. If you aren't crystal clear on this point, it's about impossible to market effectively. Maybe the demographics of your market has shifted, and they want different products and services than they used to. If you aren't sure, then ASK them! Make a quick, free survey at www.SurveyMonkey.com, and send it out - be sure to offer something in return if they complete the survey.

2) Communicate with folks on your list frequently. It doesn't mean pitching them every time - you must provide valuable, usable information in addition to the occasional (and also valuable) offer. Outlook is OK to use for your e-mail list, however, I'd recommend you use a good e-mail management system like aWeber. It allows you to send out e-mails at different times of the day (or night), and provides tools that can track your e-mail marketing, and make it more effective.

3) Make sure your website captures a visitor's attention, provides value, and gives a clear call to action. A lot of websites nowadays are well-designed, and look professional. However, what they don't do is give people a reason to stay at that site. The average website visitor takes between 3-10 seconds to decide if they'll stay or go. You should provide "opt-in bait" to make sure you capture a new visitor's name and e-mail address. This is very important to building your e-mail list, which is THE most valuable asset your business has.

4) Make sure your offers are what your customers really want. Go back to point #1 - if you aren't sure, make a short survey at www.SurveyMonkey.com, and send it out to your list. Offer something valuable in return if they take the survey.

5) Make the focus of your website, marketing and business on your customers - not you. It's an easy trap business owners fall into, because its human nature - everyone loves talking about themselves. Read through your website and marketing... if you see the words "me," "I," "us," or "our company" more than 2 or 3 times - you need to make some changes.

If your website or business is struggling, and you aren't sure why; go back to these business basics, and you should have a pretty good idea.

If you go over these 5 basics, and you still aren't sure - then contact me at: Brian.Ochsner@gmail.com with the phrase "Business Basics" in the subject line, and I'll be glad to conduct a Business Marketing Evaluation (a $297 value) for no charge through October 15th, 2009.

We're almost to the 4th quarter of 2009, and time is flying. Block out time in your schedule to do this; if you don't have time, contact me @: Brian.Ochsner@gmail.com with the phrase "Business Basics" in the subject line, and I can do it for you. Time waits for no man (or woman) - take action today.

Seth Godin on Social Media

2009-09-17T13:56:00.003-06:00

Kevin Thompson re-posted this YouTube video of Seth Godin answering a question at a live event on whether social networking is valuable for business.

In less than two minutes, he shares more wisdom than most of the self-proclaimed "social media experts" combined. He explains the difference between fake and real networking, and it's great advice every business owner should take to heart.

You'll have to watch the video to hear Seth's answer in full - it's what I've always suspected behind the hype and buzz about Twitter, Facebook, etc.

3 Keys to Business Success on Twitter and Facebook

2009-05-04T09:06:00.004-06:00

I've had an account on Twitter and Facebook for a few months. While I wouldn't say I'm an expert, I have a pretty good idea about how you can increase your business through these Social Media websites.

These 3 success keys are the same ones that online entrepreneurs have used for years to grow their business. Here they are:

1) Get a reader's attention. It's difficult to do this if you only post once or twice a day - especially if someone follows a lot of people who have frequent daily posts - or if your posts aren't that compelling (especially in Twitter, where you're limited to 140 characters per post). That's why your posts must be like a good headline in a sales letter or on a website... and you should repeat the same interesting post several times a day.

It can address a business hot button (like increasing your list or conversion rates), tie in with popular current events (like swine flu), or be controversial. Or... I've seen several people who post motivational quotes or wise business advice; another good marketer threw in some Chuck Norris jokes this morning - which are hilarious.

2) Offer valuable content the readers you're targeting want to know more about. This overlaps a little bit with #1; however, this merits its own category because it is so important. If you want to increase your list, or generate more sales from social media websites, you MUST provide solid content that your target market of readers can benefit from. I've seen several savvy marketers have a compelling post, with a condensed link to a landing page, website and/or link to an audio or video.

You should have your "marketing funnel" planned out before you make these posts. Social media websites are great marketing TACTICS to use in your business; however, they're not necessarily a marketing STRATEGY in and of themselves. In other words, Facebook or Twitter may not be the "magic bullet" for your business if you don't use them correctly.

If you really want to delve into social media and how to profit from it, I'd suggest you get Joel Comm's book, Twitter Power; or listen to Mari Smith.

3) Make a post linked to a very compelling offer. You can promote a special you're running for a limited time (such as a "scratch-and-dent" sale for info-products in less than perfect condition); which can be a book, info-product, or a lower cost to your membership site. Here's a recent, real-life example of an almost-irresistible offer.

I subscribe to Ted Nicholas' The Success Margin e-zine. Last week, he promoted one of Bob Bly's books: Words You Should Know to Sound Smart, 1200 Essential Words, which sold for only $9.95.

That's a great price and value all by itself. He also threw in 33 bonuses, which were worth several thousand dollars. As I went through them, these bonuses had more value to me than the actual book did. And - I didn't know when I'd see them offered again, so it was a no-brainer to take Bob up on this irresistible offer.

While this offer wasn't made on a social media website, it's still a great example of a very compelling offer. And one you can use on Twitter, Facebook, your e-zine or blogsite.

Take these 3 success keys, put them to use in your business whereever and whenever you can, and I'm confident you'll see better business results.

Great Marketing Promotion Using Obama's Inauguration!

2009-01-20T00:10:00.005-07:00

This is a great example of putting on a promotion, and tying it together with current events. Ben Martinez, owner and marketer extraordinaire at El Jardin Mexican restaurant in Commerce City, Colorado has a current e-mail promotion celebrating "Bar-Taco Obama" being inaugurated as our 44th President.

He's offering a taco plate with 3 beef or chicken hard-shell tacos, for only $4.44 (44th President, get it?). If you couldn't guess already, Ben likes to use puns and plays on words. Another good example was tied to Breast Cancer walks last fall, where Ben was selling "Mar-CURE-ritas."

Check out his website at www.ILoveElJardin.com, and get on his e-mail list. If you're in the Denver area, you'll help your dining dollar go farther, and get treated to great food and service (which is a hard combination to find nowadays).

I'm using this example because Ben does an excellent job of marketing and promoting his restaurant, especially tying these promos to current events. How can you promote your business and get publicity with current events and news? Follow Ben's examples, and you can't go too far wrong.

The 90-Day 'Marketing Sprint' Begins Today!

2008-09-02T17:17:00.004-06:00

I can't believe that we're 2/3rds through 2008 already. So I'm looking ahead to the last four months of this year for what I want to get done, and still have time to enjoy life and spend it with family and friends.

And I know the last 4 to 6 weeks of the year can be the most difficult for a business owner. That's because people are busy with holiday parties, get-togethers and travel.

How many times have you talked with a potential customer between Thanksgiving and New Year's, only to hear the dreaded phrase: "What you have looks good, but get back to me after the 1st of the year." This is frustrating, and a momentum-killer for your business and bank account.

That's why you must have a plan of action between now and Thanksgiving, and through the rest of the year.

There's two ways you can deal with the holidays in your business:

1) Have a laser-like focus from now until Thanksgiving to get as much business done as possible. I call it the "90 Day Marketing Sprint."

Plan your marketing promotions, and make sure folks you outsource business to (such as graphic and web designers, copywriters, and event planners) know what you're doing, and are available when you'll need them.

Make sure you have enough lead time to get the design work, copy and other work done without being rushed. This way you'll be more productive, have fewer year-end regrets, and built-in momentum to carry you into the New Year.

The second option is...

2) Promote your own (or become an affiliate for other marketers') products during the holidays, to provide a secondary income stream for your business. You can promote these to your e-mail list easily, when you use an e-mail program like AWeber.

You can use AWeber to send e-mails at a pre-determined time, so you don't have to spend time to manually send each one to your list. If you don't have that big of a list, Joel Christopher and Tellman Knudsen have good advice on how to build a list quickly.

By doing the 90-Day Marketing Sprint, and getting income from affiliate programs, you can better deal with the 'holiday hurricane' of activity from Thanksgiving through New Years Day. You'll have a sense of accomplishment... more peace of mind... not to mention more money in your bank account.

If you haven't done it yet, plan out what you want to get accomplished from now through December 31, 2008. It'll make your business life easier, and give you a head-start on positive momentum for 2009.

Why Paris Hilton's mom may be right...

2008-08-05T00:51:00.003-06:00

I almost have a hard time writing these words, admitting that the mom of a Hollywood celebrity may be right, but it's true. The recent John McCain ad (click on TV Ad: CELEB) tries to portray Barack Obama as just a celebrity, like Britney Spears or Paris Hilton, and not a leader fit for the Presidency.

Paris Hilton's mom fired back, and said the Celeb ad was a waste of money. Here's why she might be right.

Like many other big, dumb companies and campaigns, they've forgotten (or haven't bothered) to know what their audience likes and dislikes.

The creator of this ad forgot that in 2008, Americans LOVE celebrities like Britney, Lindsay and Paris. And buying decisions on a product, service or politician are based primarily on emotion, then justified later with logic - not the other way around.

How does this relate to effective marketing? It's simple. You always start with the "who," (i.e., your target market). Not what you think they should like in an ideal world, but what they really want and desire today.

It sounds simple and pretty common sense, but it's amazing today how many business owners overlook this basic, and very important concept. Make sure that your business or website doesn't take for granted that you know your target market, and exactly what they want.

If you have any doubts, use Alex Mandossian's Ask Database, or Survey Monkey to verify if your marketing assumptions are correct.

Knowing who your target market is and what they want is the foundation of your business marketing. Get this wrong, and you're in for a world of hurt. Take the time to use one of these valuable tools to make sure you really know your target market.

It Always Comes Back to Marketing Fundamentals

2008-06-15T23:49:00.006-06:00

I was thinking today about the state of our local and national economy, and why some businesses went out of business. The one that came to mind first was a coffee and wine shop in an upper-middle class part of Denver - who recently went out of business 4-6 weeks ago.

The e-mail they sent (which came as kind of a shock to me) mentioned they couldn't keep pace with the rising price of food and liquor. And that's why they had to close their doors.

I don't deny that inflation in food and energy is real, and affects most traditional businesses today. However, if they had marketed more effectly, and gave their customers more opportunities to buy from their website (instead of purchasing only at their physical store), I think their chances of survival would have been much greater.

One idea would be to have a recurring purchase program for coffees and/or wines. A Coffee or Wine of the Month club. As I mentioned in my last post, too many business owners make one or two sales per customer, and don't follow up with additional offerings. As a result, they have to keep trying to get new customers - which is a lot more difficult and expensive than re-selling to the customers you already have.

The more I learn and re-learn good business, copywriting and marketing skills, the more I believe that success in business and any area of life boils down to mastering the basics. It's not always the flashiest or sexiest approach, but it almost always results in business success.

Too many cool yuppies (who I call 'posers') seem to be obsessed with looking good at all costs, and often overlook the basic fundamentals of good business marketing, which should be based on results.

It's not this Madison Avenue-type 'branding' nonsense, which says that you need to get your business name out there often enough and people will eventually buy from you. No way.

If you aren't getting the business and marketing results that you want, then your business needs to go on a direct-response marketing diet for at least 3 months. Then you'll know which ads and marketing are working, and which ones aren't.

In this economy, you can't afford to overlook business fundamentals. Your livelihood and survival could depend on it. For a limited time (if you book on or before June 30th), I'll conduct a Business Marketing Analysis for only five business and website owners at no cost.

If you'd like to take advantage of this offer, give me a call at 720-747-5895; or send an e-mail to: Brian.Ochsner@gmail.com, with the words "Business Marketing Analysis" in the subject line.

There's no cost or obligation, and it could make the difference between your business' surviving... and possibly thriving.

Remembering the People Most Important to Us

2008-05-27T16:19:00.003-06:00

I hope everyone had a nice and relaxing Memorial Day weekend, and spent it with friends and family. I also hope you took time to reflect on what this holiday is really all about: Remembering those who served our country in the military.

It's also a good time to reflect on the most important people in your business: Your customers and prospects. More specifically, how often do you keep in contact with them; and are you selling them enough of the products and services they need?

This is probably the biggest reason why people don't buy multiple times (or even once) from a business or website owner - they weren't contacted very often (or not at all) after the initial contact. This is one of the biggest mistakes in marketing strategy that a business owner can make: Not following up with a customer or prospect.

The average American sees and hears 2,000 to 3,000 marketing messages a day. It's difficult (if not impossible) for your single marketing message to get through and resonate with a prospect. It'll take time for someone to get familiar with you, your business and how you can solve their biggest problem(s).

That's why you need to have a series of follow-up e-mails or postcards ready to go after you make an initial contact with a prospect through direct mail, pay-per-click ads, or other marketing channel. And if you aren't keeping in contact with your customers, another company is.

Along with the series of follow-up messages, you need to have an overall marketing strategy (also known as a marketing funnel) that you move customers through to make an initial purchase, then more frequent (and hopefully higher-priced) purchases. Dan Kennedy is a big advocate of the marketing funnel, and I am too.

Remember to stay in touch with your customers and prospects - it's the most profitable thing a business or website owner can do.

Your Best Source of New Customers Is...

2008-05-22T12:27:00.003-06:00

Your old ones! Folks who haven't purchased from you in awhile, or current customers that you can sell more products and services to.

New customers are always good, but they're more expensive to obtain. The initial expense to get a new customer isn't as important by itself; but what the cost of lead generation is compared to the lifetime value of a customer.

Marketing studies have shown that it's 5 to 7 times more expensive to get new customers, instead of selling to existing or former ones. This can be a costly mistake that can be damaging - or even fatal - to a struggling business.

If you've been in business for more than a year or two, you've probably had some customers stop doing business with you for one reason or another. You can contact them by postcard, e-mail and/or a phone call to touch base with them again - preferably with an attractive offer.

A local men's haircut place recently sent me a postcard, offering a men's cut for 40% off. It was a good offer, and good enough to take advantage of it. However, their regular men's cuts are $38 - so I'm not sure I'll keep coming back at that price.

Re-activation offers to former customers are good ways to get feedback on your products/services, in addition to more cashflow.

Red-Hot Temperatures and Red-Hot Copy!

2007-07-27T18:14:00.000-06:00

It's summertime in Colorado, where the weather and my schedule have been heating up!

Was an usher in a friend of mine's wedding last week... had a great time, the itinerary was hectic: Bachelor party Thursday nite, rehearsal and dinner Friday, ceremony on Saturday, then a potluck and gift-opening Sunday. Really happy for Mike and Christine, best wishes to them for many years of health and happiness.

Weather has been hotter than normal, too. Highs have been in the mid-90s to low-100s; that, plus my schedule has taken a lot out of me. Came down with a sinus infection that sapped my energy and hasn't let me sleep very much (or well). I decided to take an extended vacation to see family and friends in Kansas. Went with my dad to see a local MD today, confirmed it was a sinus infection, and got some Amoxicillin to take care of the problem. That, plus home-cooking and some extended rest have gotten my batteries partially re-charged.

The other part of the 'Red-Hot' theme of this post has been Lorrie Morgan-Ferrero. I met her at a marketing seminar in 2005 in Denver. Really enjoyed talking with her, and she definitely knows her stuff when it comes to copywriting. I subscribed to her list and traded periodic emails with 'Lo.' When I got an opportunity to be in a mentorship program she opened up in June, I jumped at it... and fortunately, got accepted!

It's been a great experience after only a month or so, and I HIGHLY recommend Lorrie's coaching and info products to anyone who's serious about improving their copywriting and/or marketing. I don't recommend anyone unless they can 'deliver the goods' and know their business well. And Lorrie most definitely does.

She has talked about opening up more spots in her Gold Mentorship program later this year or in early 2008. If you're serious about copywriting, and want a great opportunity to be coached by a true professional in every sense of the word, go to Red Hot Copy and sign up for her e-zine if you're not already a subscriber.

It's a summer Friday nite, and I'm ready to spend time with friends and enjoy a cool beverage or two. Have a great weekend, remember to take time to relax and enjoy your summer!

Direct-Response Marketing vs. Branding

2007-07-08T15:30:00.000-06:00

As a copywriter and marketer, I know that direct-response marketing (if done correctly) can produce positive results for almost every kind of business. You can measure, monitor, adjust and control your marketing campaign for optimum results.

Then I look at companies and ad agencies who use the 'branding' approach to marketing, which says: If you just get your 'brand' or logo out there often enough (and 'build your brand'), you'll eventually get sales and your business will live happily ever after. After hearing this for several years, I still don't have a clear definition of what "branding" actually is... and I'm not convinced that this marketing approach is better than good old fashioned direct-response.

I think some folks also mistake the branding approach as a substitute for good business and marketing fundamentals. If a company isn't competent at its core business, all the fancy logos and brands in the world won't be able to make up for this. Even if a company is competent (or preferably good at what they do), and doesn't market effectively to customers and prospects (sending the right message to the right market... through the right media), its still probably going to struggle.

Companies that don't stay current with business and marketing trends will also have a tough road to hoe. Good direct-response marketing should explain to a current or potential customer what a business does, how it can benefit her, and how it's better and different than what the competition does.

Branding doesn't quite do that.

It seems to be based on cheesy slogans, fancy logos, and/or fancy Flash videos on a company website. Now, I'll admit you should have a professional-looking website, and quality marketing materials; and project an appealing, professional image to your target market.

If you don't have the right image, potential customers may not take you or your business seriously. And it's important to have a USP (Unique Selling Proposition) that makes you stand out in the marketplace.

But a business owner's main focus should be:

1) To know and do her business well,
2) To communicate what the business does through effective marketing, and tell someone how it will benefit them,
3) To follow up and make sure the business is geniunely meeting customers' needs.

For me, it's the business basics and fundamentals that matter. Not how unique or flashy their 'brand' is. The brand can provide some short-term flash, PR or 'buzz,' but it's the solid business and marketing fundamentals (which I just mentioned above) that give a business long-term survival and profitability.

Marketing Like You Were Talking to a Kid

2007-06-29T15:55:00.000-06:00

This is the best way I can describe how you should approach a sales letter or marketing piece. You never want to assume that the target audience you're talking to can read your mind and know what you're thinking.

People today are bombarded with information overload, and it may take them awhile to focus (or re-focus) on your message and understand how it can benefit them. As you're doing this, break your message down step by step, so there's no misunderstanding or guesswork on the reader's part.

Here's the rule of thumb that I use: If I think my message is easy enough for a teenager to understand, then I've made it easy enough to understand. Here's another hint when you're writing...

Use smaller, shorter, easier-to-understand words. Remember, your goal is trying to sell a product or service to the reader - not impress her with your knowledge and grasp of the English language. That was fine in Mrs. Johnson's Advanced Composition course, but not so helpful when marketing and selling in print.

It's 5PM on a summer Friday afternoon, I'm ready to call it a day behind the PC. Hope your summer's going well, have a happy, safe and fun 4th of July!

Tell 'Em Quick, and Tell 'Em True

2007-06-15T11:00:00.000-06:00

This is the biggest pet peeve I have with ads and marketing today. It doesn't matter if it's the headline and sub-head of a print ad, or the first 10-15 seconds of a TV or radio spot.

Nothing irritates me more because it wasted that much of my time. What is it?

It's the beginning of an ad that doesn't quickly and clearly tell me who they are, what their product or service is, and most importantly - "How Can It Help ME?"

Being a typical 30-something single guy, I'll make an exception to look at an attractive woman on a TV or online ad. A great example of this is the GoDaddy.com ads. The model they hired for these ads is great-looking, and definitely got my attention the first few times I saw them.

But the ads didn't give a clear call to action, or explain how Go Daddy is better or different than other domain registration sites.

There's a great old saying about advertising (not sure exactly who said it and when), and it definitely applies today with regards to marketing and your ads:

"Tell me quick and tell me true, otherwise sir, the hell with you."

American are being bombarded by hundreds (and probably thousands) of ads every day through TV, radio, newspapers, magazines, and online. If you don't cut to the point quickly and give a clear, specific benefit for your target audience, your viewer, listener or reader will probably tune you out and forget about your ad.

Information overload is a big reason why American's attention spans have gotten shorter and shorter. However, there are exceptions to this rule.

If you have a good existing relationship with your customers or list, they'll be more willing to allow you more time to explain what you're talking about. Even so, you want to respect people's time. It's probably the most important commodity for most folks in our ultra-busy, fast-paced lives.

Another exception is telling a good story that 'hooks' the reader's attention, and holds it through the body of the sales letter all the way to your offer.

But when you're marketing or speaking to a new audience that doesn't know you from Adam or Eve, it's important to get to the point as quick as you can.

Telling your story 'quick and true' is the best way to get someone's attention, and maintain your credibility.

The Odds of Success?

2007-05-21T14:44:00.000-06:00

Ryan Healy has a great post on this topic - check it out.

Do They Know What You Know?

2007-04-12T20:43:00.000-06:00

A common marketing mistake is to assume that your reader knows what you're writing about. Especially with new websites or online communities, such as LinkedIn.

An even bigger marketing mistake is to assume your reader understands the benefits of your subject. I thought about this after reading an e-mail from another company. They promote workshops that show people how to get started with and utilize LinkedIn effectively.

Through my experience and looking at other marketing materials, I've learned that you won't market yourself, products or services effectively if you assume your reader has a magical ability to read your mind and know what you mean.

As a rule of thumb, always assume that you're writing to a kid in middle school. If what you've written is clear enough for her to understand, you've probably done a good job of communicating your message.

The easier your message is to understand, the easier your job will be to sell more of your product or service.

Super Bowl Ads - How Not to Advertise Effectively

2007-02-08T12:13:00.000-07:00

After watching these overrated, overhyped ads during Sunday's game, I kept shaking my head and asking this question out loud: These companies paid $2.6 million per ad for this?!

Most of the ads were trying to be funny, cute or clever, but really didn't tell why their product or service was great, or give the viewer a call to action. There was one exception: King Pharmaceuticals, who gave viewers a website to view to determine what their risk of heart-related illnesses are. Obviously, King Pharmaceuticals' goal is to make people aware of an actual (or possible) heart-related problem they may have, and buy one or more of their products to solve these problems.

It was still a little too cheesy for my taste, and didn't give the website address often enough. But given the competition it was up against, it was still better direct-response advertising than most of these idiotic ads.

Fortune 500 companies like Anheuser-Busch, Ford and others have hundreds of millions of dollars budgeted for advertising each year. Unless they want their budgets cut, these marketing departments have to spend every dime they're allocated. Most of the time, it doesn't matter if they're effective or not - ad agencies keep telling them they need to 'build their brand' by repeating these usually worthless ads over and over.

As a small or medium-sized business owner, you don't have that luxury of spending money on advertising that doesn't bring in qualified, targeted prospects who can buy your product or service today. That's why measurable direct-response advertising is the best way to market your business, and get the best return on your marketing dollar.

Check Out Ryan's Blog

2006-07-20T12:10:00.000-06:00

Here's another good blogsite with excellent content, from copywriter Ryan Healy. I met Ryan at a copywriting seminar last fall, he's a great guy who knows his business very well. Go to Ryan's Blog, and you'll find solid marketing and copy advice, plus a recommended reading list of all-time copywriting classics.

I don't give my endorsement to anyone unless they know their stuff and they're good people to deal with, and Ryan is definitely in both of these categories. He believes in writing 'honest copy,' which in my opinion is the only and best kind of copy to write - especially in the super-skeptical world we live in.

Check out Ryan's Blog for good, useful marketing and copywriting information.

Keep In Touch With Your Customers

2006-07-19T14:08:00.000-06:00

I chose this topic because I've been guilty of this mistake over the past few months. Life got busy at the start of this year and I was going to "get to it later." Unfortunately, I didn't get a 'tuit' until today.

It's important that you keep in contact with your customers and prospects, and the best way to do that is through an electronic newsletter, also known as an e-zine. Alexandria (Ali) Brown can show you how to skyrocket your sales by typing a simple e-mail and clicking the 'Send' button. Click here to learn how.

Remember, if you're not staying in touch with your customers, your competition probably is. If you're providing valuable information, products and/or services, your customers will see you as a welcome online guest. People's attention spans are very short nowadays, you have to stay in fairly constant contact to keep your business in the front of their mind.

Check out Ali's site and subscribe to her free e-zine. It has a lot of great information you can use to increase your profits by writing a simple e-mail, and hitting the 'Send' button. How simple is that?

Channel Demand - Don't Try To Create It

2006-01-12T16:16:00.000-07:00

This is one of the biggest mistakes that businesspeople and marketers make. They come up with a great idea, product or service, and believe it's the greatest thing since the round wheel was invented.

And because THEY think it's so cool, everyone else will too. If these people don't agree with them - well, they're just stupid. The problem is that it's an uphill battle trying to convert your market to see things the way you do. You'll spend much more time, energy and money trying to 'evangelize' an uncertain market, than selling to people who are willing and able to buy a product they already want.

This sounds pretty common sense and basic, but its amazing how often businesses (small, medium or large) and their owners violate this marketing law. Maybe it isn't a marketing law, but it really ought to be.

Gene Schwartz, one of the greatest copywriters of all time, said in his book Breakthrough Advertising, that a copywriter should learn to channel demand - not try and create it. In other words, give the market what they're hungry for. Don't reinvent the wheel, use the wheel that's round and let it roll.

Again, I realize this may sound like Marketing 101. It may be a good idea to look at your business, and make sure you're giving your customers what they want and need.

The Three Best Business Books

2005-11-09T11:07:00.000-07:00

If you’re an avid reader like I am, it’s difficult to recommend just a few books about business and making money. Think and Grow Rich is definitely an all-time business classic. How To Win Friends and Influence People is another one. If you don’t have definite, clear-cut goals, along with good people skills, it’s very difficult to succeed in life.

Lately, I’ve narrowed it down to three books that I believe are ‘must-reads’ for anyone who wants solid, usable, real-world advice on how to succeed in today’s Business Jungle.

1. To Be Or Not To Be Intimated by Robert Ringer. There are so many good lessons and theories (that work in the real world) that it’s hard to narrow them down. The basic premise of the book is that the less intimidated you are in business and personal situations, the higher level of success you’ll have. The author does not advocate trying to intimidate or bully anyone. He gives you solid, real-world theories and strategies of business self-defense.

2. NO BS Sales Success by Dan Kennedy. Another excellent real-world guide about selling yourself and your services. One skill I wish I would have learned earlier in my career is the ability to sell. It’s priceless – not just in business, but in your personal life too. Dan Kennedy, in my opinion, is THE best guy to learn sales and marketing from.

3. Rich Dad, Poor Dad by Robert Kiyosaki. A great story about the author’s life, the lessons he learned from his real dad (who he calls his poor dad), and his best friend’s father – his ‘rich dad.’ It’s an easy book to read – even if you have little to no business background.

If you have kids 6th grade or older, they should absolutely read this book. Why? Because job security is an oxymoron or myth nowadays. Schools don’t teach kids how to be self-employed or to make money. They educate (or indoctrinate) kids on how to be a good Dilbert drone – also known as an employee. Nothing wrong being a good employee.

However, I feel schools are doing today’s students a disservice. Especially with how much they gouge – er, I mean charge - students for tuition and books. These institutions of higher learning aren’t really preparing them for the realities of life in the 21st Century.

This book is also a good place to start for anyone who wants to make the transition from employee to entrepreneur. Rich Dad, Poor Dad won’t tell you exactly how to get out of the Rat Race, since everyone has different and unique skills. The book will show you the attitudes, mindsets, and ideas that can help you find your own path to financial independence.

I’d recommend you go to Amazon.com or your local bookstore and purchase all three of these books – or at least borrow them from your local library. You may think that you don’t have time to read, or that reading isn’t that important in being successful.

I’ve read literally dozens of business books, and haven’t watched TV programs in my residence in the last three years. Sounds pretty radical, I know. Over that time span my thinking has gotten so much sharper and clearer, and I’m a better businessman, communicator and leader because of this. Turn off your TV, and get turned on to reading. It’s one of the best decisions you can ever make.

If you don’t believe me, I’ll end this post with a quote from Dan Kennedy:

“Rich people have large libraries, poor people have large TVs.”

Why Copywriting Is The Most Important Part of Your Marketing

2005-10-31T16:04:00.000-07:00

The more I write for myself and for other clients, the more I’m convinced that the right words are without a doubt THE most important part of your marketing. Flashy image or “branding” type ads can get your prospect’s attention, maybe make him or her laugh or be impressed for a short amount of time.

It’s like seeing a 4th of July fireworks display. You may see some nice sights and sounds, but they won’t last in your prospect’s mind much longer than you’ll remember the fireworks.

More importantly – these flash-in-the-pan type ads can be very scary for your bank account. Why? Because these cutesy, ‘brand-building’ ads don’t tell your prospect WHY your company, product or service is better than your competition. And today, consumers are more skeptical than ever.

They’re bombarded with these same kind of flashy ads that all look and sound the same. Even if someone sees your ad, there’s no guarantee they’re really paying attention. Americans’ attention spans have never been real long, and they seem to be getting shorter all the time.

When you use direct-response marketing, you’ve got a prospect’s time and attention. Once you have this important asset, then you can tell your full story about who you are and what you can do for the reader.

If you don’t want to hire a professional copywriter, there’s a way you can learn this important skill. My friend Lorrie Morgan-Ferrero is a top-notch copywriter who also teaches others how to improve their copywriting and public relations skills.

To learn how Lorrie can help your business, click here: http://tinyurl.com/c5w3q.

Being the skeptical business guy that I am, I don’t recommend anyone to friends, associates or acquaintances that doesn’t know their business pretty darn well. I think it’s downright frightening to not give good, solid business-building information to folks that read what I have to say.

My reputation is on the line when I make a ‘reco’ to anyone. Especially when it concerns your business, bank account and family.

I met Lorrie last summer at a marketing seminar here in Denver. Besides being a top-notch copywriter, she’s a great person as well. If you’re serious about learning the art of copywriting, Lorrie’s one of the best copywriters to learn from.

If you want to take your marketing, business and bank account to the next level, click here http://tinyurl.com/c5w3q. You’ll also want to subscribe to her e-zine. I always learn (or re-learn) great copywriting and marketing tips in each issue.

That’s all for now - Have a Happy and Safe Halloween!

Brian

Blogger Fundraiser - Katrina Relief Efforts

2005-09-01T09:09:00.000-06:00

Today over 500 bloggers in seven countries are helping raise funds for people affected by Hurricane Katrina. This effort was spearheaded by Hugh Hewitt, a law professor at Chapman University in California, who also has a nationally-synidcated radio show.

There are many, many fine charities to contribute to. The one I'll recommend is Lutheran World Relief. They're a very efficient organization with a very low % of overhead. This ensures that the majority of your dollars go to the folks that really need it.

Check out Mark Daniels, Hugh Hewitt, and Instapundit for more info about and links to other charities you can contribute to.

I know this is a big departure from my usual posts. I thought this was a small way I could contribute to people who have had their lives turned upside down. Contribute what you can, and pray for our leaders, relief workers... and especially the families affected by this natural disaster.

What's Your Market Hungriest For?

2005-08-22T23:17:00.000-06:00

By meeting your (paying) customer’s needs consistently, you’ve conquered more than half the battle in business success. This may sound pretty basic, and just plain ol’ common sense. But I’ve noticed that common sense isn’t always common practice.

In other words - folks may KNOW what to do, but unless they put it into ACTION, it’s just a good idea with potential.

Ask yourself this: What is your market hungriest for? More responsive or faster customer service…a greater selection of products/services…making it easier to buy your product or service – maybe having the option to purchase online at their convenience.

Take a half hour to an hour, and think about these things. Or better yet (if its possible), be your own customer, and go shopping at your own physical store or website. Then you’ll see if the buying experience with your company is as good as you think it is.

I’ll admit it does take some extra effort, and time from your schedule to do this. However, the time and effort you put in now will reap bigger dividends later. Especially when you hit your busy season, and you may be scrambling just to keep your head above water.

Your USP, Part II

2005-08-02T12:37:00.000-06:00

On my last post, I explained what a Unique Selling Proposition is, and why your business needs to have one. Now, I’ll explain what mine is in the marketplace.

What makes me stand part from other copywriters/marketing consultants, is having an accounting, investing AND copywriting/marketing background. I’ve worked as an accountant/financial analyst in the corporate world for 9+ years, and passed the CPA Exam.

I’ve also profitably invested in tax lien certificates and stock options. I made over 22.2% in 18 months on a Jefferson County, Colorado tax lien I bought and sold…and 1,232% in 10 days on a stock option. That’s an accurate number - not a typo (I know it sounds too good to be true) - and I’ve got the trade record to prove it.

With this investing “grand slam” that I hit, there was some good fortune involved. But if I weren’t financially literate (able to accurately read and interpret a financial statement), I wouldn’t have put myself in position to make this profit.

On top of this, I’ve been involved with a couple of start-up companies, and learned some valuable lessons about what you should – and shouldn’t – do in starting a business.

These skills, along with the ability to sell in print, make for a unique USP.

Now it’s your turn to develop your USP. Think about the things you like. Maybe it’s a sport, like golf, baseball, or racquetball. Or a hobby like collecting baseball cards…investing in stocks, options or real estate…quilting….restoring antique cars.

It could be something like exercise or health & nutrition, and a specialized niche of either. It could be for kids, people in middle age, or seniors.

This exercise might be difficult for some of you at first. If it is, think back to what you liked when you were growing up. Or think back over your career – what industries have you worked in, or liked working in? And what tasks did you love to do?

It may not come to you overnight. But it’s necessary for your personal satisfaction, and business profitability.

Why A USP Is Crucial To Your Business Success

2005-07-27T12:25:00.000-06:00

It’s a simple – but absolutely CRITICAL – factor to your business success. USP is short for Unique Selling Proposition. This tells the marketplace why they should do business with you, over and above your competition…even instead of doing nothing!

It's what makes you different (and hopefully better) than your competition. It’s also your ‘reason for being’ in business. Most business owners’ USP is (at least privately): “Do business with me because I need the money.” That’s an honest USP, but doesn’t say anything about the benefits it’ll give your customers and prospects.

You should ask yourself this question before getting into business, and if you’re already in biz: “What is my Unique Selling Proposition (USP), and what makes me stand out from my competition?” If you’re not sure where to start, here's a couple examples:

Domino’s Pizza: "Fresh, hot pizza delivered to your door in 30 minutes or less – guaranteed."

M&Ms Chocolate Candies: "Melts in your mouth, not in your hand."

With Domino's Pizza, they didn't say it was the best, or even great-tasting pizza! Domino's was started in a college town, and they knew their market: College kids.

College kids aren't looking for gourmet pizza, usually they just want hot, reasonably-priced pizza delivered quickly. And that's exactly what Tom Monaghan - the founder of Domino's - brought to the marketplace.

There are two main reasons why you should have a USP: 1) To make your company stand out from the competition, and 2) To increase the actual value you’re giving your customers, which allows you to charge higher prices.

In my next post, I’ll go into more detail about how to craft your USP, and what MY USP is as a copywriter and marketing consultant. Until then, here’s a couple of links to help you better understand this important marketing concept:

http://www.marketingsphere.com/marketing-articles/unique-selling-proposition.html

http://www.woodweb.com/knowledge_base/USPs_Your_key_to_selling_success.html

Advice From The Godfather On Creating A Great Offer

2005-06-30T20:29:00.000-06:00

I’m not a huge movie buff, but I do remember some quotes from some of my favorite movies. Bull Durham. Caddyshack. Major League. I know, they’re not exactly highbrow entertainment, but they’re worth my money to rent from Blockbuster.

Although I haven’t seen The Godfather from start to finish, there is one very memorable quote that you can apply to your business and customers that will make a BIG difference in your profitability. The Godfather himself, Don Corleone, who says these often-quoted, now-famous words:

“Make ‘em a offer…dey can’t refuse.”

And how do you do that? Pack as much value into it as possible. In order to do that, you must know what’s valuable to your customers. If you don’t know, for goodness sakes, ASK! When you send out a print newsletter or e-zine, have your customers/prospects fill out a quick survey.

Nowadays, time is a valuable commodity. People won’t do anything just because you want them to. You may need to offer a free gift, in exchange for them taking their time to help you out.

Here’s an example of a great offer from an Italian restaurant owner. Dan Kennedy writes a letter about Giorgio, the ‘Romance Specialist’ who wants to help busy, weary couples rekindle the flame of romance by spending a special night at his restaurant.

What’s the offer? This was written approximately 15 years ago, so adjust the prices in your mind. For only $99, a couple will get a limo ride to and from their house to Giorgio’s establishment, and an Italian dinner for two - with an unlimited amount of red wine - awaits them.

There the lucky couple will have a secluded, quiet candlelit table with a great view of a bay at sunset reserved just for them. Is that a great offer or what?

To create these great offers, look at the marketing ideas from companies and industries other than your own. You can copy and borrow the best and most applicable ideas for your company and industry. Combining this with the survey results from your customers, should allow you create an offer your customers can't refuse.

When you do this at least once – and preferably several times during the year – you’ll stand out from your competition, and give yourself and your business a BIG advantage.

Have a Happy, Fun and Safe 4th of July – appoint a Designated Driver, DON’T drink and drive!

Lead Your Reader Towards The Offer

2005-06-28T19:55:00.000-06:00

After you’ve gotten a reader’s attention, you need to keep that vise-like hold on his attention, in order to get him to your offer. How do you do that?

Always, ALWAYS focus on the benefits for the reader. What’s in it for her. And present it in a compelling manner that keeps the reader eagerly jumping from one sentence to the next. If you don’t stay focused on this, it’ll be very difficult – if not impossible – to lead the reader to your offer.

When you’re writing, keep the sentences short and punchy. Just like I’m doing here. Don’t get overly worried about perfect grammar.

Dan Kennedy has another way that’s pretty effective, summarized in this formula:

Problem – Agitation – Solution.

Re-state the problem you addressed in the headline (lousy golf game, being overweight, looking or feeling old, etc.). Then – remind the reader how bad it makes her feel, and what she’ll miss out on by not using your solution to this problem.

This will lead to your product or service – the solution! - and how it’ll make your reader’s life better. Focus more on the emotional satisfaction, instead of pure logic. Remember, people make decisions based on emotion, and reinforced by logic.

By following these keys, you’ll write more effective sales letters, ad copy and website copy. This will lead to increased response rates and sales.

The Best-Written Ads Are Worthless Without This Element

2005-04-19T18:15:00.000-06:00

Some marketing experts say the offer is the most important part of an ad. While I agree that a sales letter MUST have a great offer, it's not the most critical part. I'll give you a hint: It's the sentence that caused you to read my post.

Also known as the headline.

The words you use in a headline should fuel your target audience's greatest desire - or calm their greatest fear. Think about the questions Baby Boomers may be asking themselves:

- How can I make and save enough money to live well in my golden years?
- What can I eat, and how can I exercise to staying looking and feeling young?
- What can I do to keep my libido strong into old age?

Here's some examples of headlines that address these questions:

How To Invest Like Warren Buffett, and Live Comfortably When You Retire
The 'Superfood' You MUST Eat To Reverse The Aging Process
Three Little-Known Nutrients You Need To Supercharge Your Sex Drive!

By knowing your target audience's 'hot buttons,' or what motivates them the most, is the biggest key to writing an effective headline. This will ensure more people read your ad, and increase your chances for a higher response rate.

Here's a good post from Kevin Nunley about headlines that will energize your ads, sales letters and web copy: http://www.sitetube.com/web-writing/seven-headlines.shtml.

To Brand Or Not To Brand - That Is The Question

2005-03-29T08:35:00.000-07:00

Today a lot businesses think they should be concerned with their "brand" or image in the marketplace. That's a valid concern, but not the most important one for most small-to-medium sized businesses.

Why? Because they're trying to advertise like a Fortune 500 company, and smaller businesses simply don't have the cashflow to justify this high-dollar, high-repetition marketing that's hard to measure the results. Another reason is you're competing with so many other brands, images and ads people see on a daily basis; it's difficult to have yours stand out from everyone else's.

Quick Quiz: Name 3 ads that you've seen or heard on TV, radio, in the newspapers or online in the past day or two. Kinda tough to remember, isn't it? Again, that's because of the information overload in the marketplace. If branding isn't the way to go, what is?

Direct-response marketing that you can measure, monitor, adjust and control (in my opinion) is a better and smarter way to market yourself or your business. Why? First of all, people are skeptical about advertising claims and promises more than ever.

By explaining your product, service and company, you show prospects why you're unique from your competitors, and can provide all-important proof to back up your claims and provide credibility.

Second, when people read your e-mail, print ad, sales letter or Web copy, you've captured the most important assets in the marketplace today - a reader's time and attention. American's attention spans have never been real long to begin with, and seem to have gotten shorter over the past few years.

With an attention-getting (and keeping) letter with the right words, you've captured a person's attention. With image-type ads on TV, people may or may not be paying attention...or, they may use their Tivo and completely blow them off.

My next few posts, I'll go over the different parts of a good sales letter, and keys to making them work effectively for you and your business.