Articles submitted to BECANADA for publication. If you would like to submit an article, use this form. Article[s] may appear in the 100,000 resources index, Cashlinks Newsletter [over 10,000 members], Isell Newsletter [over 16,000 members] or various other publications / websites by Becanada. Dr. Nunley's Biz-Tips by Kevin Nunley - 53 articles. Hate to write? Kevin and his team of in-house editors will write your web copy, sales letter, press release, article, and more! See our low prices at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006. Listings of articles... this is a LONGGGG page... Article titles in BOLD . Make Your Email SELL Now that just about everybody has Internet access, studies show people average 20 hours per week online. That is an amazing statistic considering the Web has only been around for a few years. Even more amazing is how much people use email. It has become the central part of the way hundreds of millions of people use the Internet. It pays to make your email messages more effective. Here are some tips to help your email SELL! 1. State your offer in the first paragraph. People get a ton of email and few have time to read it all. Give readers the offer right away and hook those who are interested. Many will then study your whole message. 2. Keep your words simple and sentences short. This helps people read faster. 3. Provide a link to the web page where customers can order. This works best if the page is dedicated entirely to your one offer. You can even put an HTML order form in your email message. Some companies who are doing this are getting outstanding results. Kevin writes your sales copy, press release, or article AND gives you marketing advice at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:email@example.com or 801-328-9006. Put Some Punch In Your Classified Ad Classified ads are the world's number one cheap way to advertise. They cost just a fraction of a large print ad. And you get your classified ad in everything from an email newsletter to USA Today. Most classified ads are either hard to understand or not terribly exciting. To get sales, you need people to immediately understand your offer. You also need to build a bit of an emotional fire under them. Start each sentence with an action word. Get this.., Save now..., Click to... Make your sentences as short as possible. Incomplete sentences are ok. Two words. Fine. This fills your ad with energy and builds excitement. When possible, include a quote from a past customer. People believe other customers before they believe you. It's human nature. I knew a guy who built himself a fine retirement by marketing his self-published book with classified ads. He started out with an ad in one magazine. When he had made his money back, he put an ad in more magazines until you couldn't look through a newsstand without seeing his ad. Kevin writes your sales copy, press release, or article AND gives you marketing advice at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006. Tie In With Non-Profits When the World Trade Center in New York was attacked, many business people didn't know quite how to react. Sadly, we had never seen a disaster on this level. How should we respond? Should we close our doors in mourning? Or should we put our heads down and keep on plugging in the face of terrible sadness and adversity. Within a few days, after business owners had heard from their customers, most figured out the best way to respond. Businesses everywhere expressed their grief and condolences, then directed customers to consider contributing to a relief agency. While customers might have felt a business that didn't acknowledge events was being uncaring, most appreciated seeing a statement of condolences on a web site, a line in an ad, or a sign on a store. But that alone isn't enough. Customers want to know you are doing your part to help the situation. Working with a non-profit is an excellent way to do this. Offer Kevin's popular FREE email courses from your site. Your visitors and customers will love it! See http://7LessonCourses.com Reach Kevin at mailto:email@example.com or 801-328-9006. Telephone Selling Tips The telephone is still one of the top ways to sell. You can pick up a phone, reach just about anyone in the world, and get a very sincere conversation going. This ability to use the phone to go anywhere and achieve a special rapport with customers makes the telephone an indispensable selling tool. Jot down what points you want to cover in your conversation before you call. This will help you stay on track. Asks questions. Remember, it's the person who asks the questions who controls the direction of the conversation. Listen to what is going on around the person on the other end. Managers are often very busy and may have something important come up during your call. Offer to call back in 30 minutes or an hour. This helps you get back to the customer fast before he has a chance to put you off indefinitely. When customers call you, spend a few seconds in friendly banter. Then answer questions and zero in on a product or service that can help them. Kevin writes your sales copy, press release, or article AND gives you marketing advice at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006. Three Ways To Close A Sale One of the hardest parts of selling anything is closing the sale. You know when you're having a problem with closing. You spend lots of time with customers, but don't get many sales. Here are three simple ways to close the sale: 1. Show you really empathize with the customer. If they hurt, you feel their pain. If they want, you understand their desire with all your being. 2. Ask questions. Ask questions. And ask MORE questions. You lead the direction of the conversation. If you get the right answers, you get the sale. 3. Be ready to answer the objection it costs too much. Reduce the price down to what it would cost the customer by the day or per hour. You can also point out most everything these days costs too much. Ask the customer how much they think they should pay for the product or service. Once they answer you, their expectations will become more reasonable. Finally, practice closing too soon. What feels like "too soon" is often just right. Offer Kevin's popular FREE email courses from your site. Your visitors and customers will love it! See http://7LessonCourses.com Reach Kevin at mailto:email@example.com or 801-328-9006. Go Out And Get Referrals Recently a survey asked major companies where most of their customers come from. A whopping 85 percent said referrals are their number one source of new business. The first place to look for referrals is from happy customers. When someone is satisfied with your product or service, mention how much you would love for them to tell friends and co-workers. Most people feel a bit proud you would ask. Get referrals from other sales people. You don't have to look at them as enemy competition. Many people in your industry fully appreciate how well you do what you do. They may feel you offer better expertise in some areas. Competitors can also get over-worked and need to refer customers to you to give themselves time to catch up. Several top business writers frequently send jobs to me. They know I have a staff of top-notch writers who can get the job done quickly. The competitor looks good to their customer AND has time to work on other projects. Kevin writes your sales copy, press release, or article AND gives you marketing advice at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006. How To Correct Common Marketing Mistakes by Kevin Nunley DrNunley.com A well-tuned marketing campaign is a beautiful thing. Your advertising not only connects with just the right prospects, but it seems everyone is talking about you, your product, or service. Sales come in at a nice pace. Profits mount as you quietly chuckle thinking how little you spent on marketing. Suddenly, moving your company forward doesn't seem hard at all. Unfortunately, marketing rarely works that easily, at least at first. Rhonda, who is marketing director for a mid-sized business-to-business company, purchased an expensive series of television ads to boost product awareness. "I thought getting our brand in front of so many people would naturally increase sales, but it didn't happen," she laments. Meanwhile, Ted, working hard to get a home-based business opportunity started, sunk his entire three-month marketing budget into a sales letter to 1,000 prospects. Only a few responded leaving Ted wondering what he did wrong. Most marketing gets held back by a few very common mistakes. Let's look at a few along with ways you can easily correct them to get your advertising back on track. Mistake #1: Your marketing gets lost in the crowd. Each of us gets bombarded by thousands of advertising messages every day. >From magazines, to radio ads, to a TV talking in the background, to the flier left on your front door, the daily ad barrage continues. Prospects quickly learn to ignore marketing. After all, most of it has very little to do with their concerns. Prospects only pay attention to marketing that is radically different or marketing that speaks directly to their most immediate concerns. Highly innovative marketing rarely works. It may be one of the most counterintuitive features of promotion. How many of the outrageous dot-com ads from the 1990s do you still remember? Instead, separate your ad from the pack by making it talk directly to something the prospect really cares about. It should point out a problem your product or service can solve. Make the language of your ad sound like the way customers would describe the problem, the solution, and the way they feel after the problem is solved. This is language that gets attention. Mistake #2: Marketing targets an audience that is too broad. Before you can address the specific concerns of a prospect, you have to narrow the groups of people your marketing is reaching. Ted's sales letter didn't work because the list of addresses he mailed to weren't people who had already shown an interest in starting a home-based business. Many were already owners of good-sized businesses. Others were managers in companies with little time or inclination to work from home. Ted would do better to use a more tightly targeted list of people who had recently requested information on a home-based business or had tried one or more opportunities in recent years. An ad in your big city newspaper will reach a great many people, but very few will be in the market to buy your improvement for offset printers. In this case, your ad would work much better in a trade magazine for printing companies. TV and newspapers work very well to sell products used by a large, diverse mass of people. You can target TV and newspapers further by putting ads on specialized cable TV programs or in special neighborhood editions of newspapers. Likewise, you can get better targeting and lower rates by placing ads in regional editions of national magazines. Mistake #3: Your ad budget gets blown in a one-shot marketing gamble. This is one of the most common and often heart-breaking problems. A new store will spend everything they have on one radio remote, full page newspaper ad, or direct mailer. If the first try doesn't work (and it often doesn't), there is no money left for a second or third try. Which leads us to the next mistake. Mistake #4: Marketing isn't consistent. The old saying among veteran marketers is the first ad never works. You get consistent, long-term results by continuing your ad over weeks and months. It may be true that familiarity breeds contempt, but not in marketing. Familiarity develops awareness and confidence in prospects so they buy. There are endless examples of a small inexpensive ad that appeared in the local Sunday paper every issue for years. Sales started slowly, then built to a constant roar. I'll never forget the owners of an auto parts supplier who strongly believed if the ad didn't pull astounding results the first time, there was no use in continuing. They bounced from ads in one publication to ads in another with little to show for their effort. Mistake #5: Marketing fails to tie different media together. Too many times the direct mail campaign a company does has little to do with the magazine ads they are running. Instead, make your ads in different media all relate to each other. Take the audio from your TV commercial and adapt it for a radio spot. Use a still from the TV commercial in your magazine and newspaper ads. Take the still photo and some of the verbiage from your spot and use it in a direct mail campaign. The continuity will increase your chances of breaking through the marketing clutter to really reach prospects. Keep in mind different media work in different ways, accomplishing some things better than others. Television SHOWS how your product or service works. Radio helps people know the FEELING of using your product. Newspapers and magazines are good at EXPLAINING how things work. Direct mail utilizes the power of the letter to talk to your prospects in a very personal one-on- one way. Mistake #6: Finally, don't belive the hype that the Internet is somehow dead or dying. USA Today recently reported the number of people using the Web has doubled since the Internet Boom in 1998. Huge numbers of consumers and businesses worldwide now understand the Web is a wonderful place to find a large variety, get things done fast, and uncover a lower price. Use your web site to give visitors all the information they need to understand and buy your product or service. Have your TV spots, radio commercials, print ads, and sales letters all send people to your web site where they can spend as much time as they need perusing your in-depth material. Marketing is one of those aspects of life where the tried-and- true often works best. Use these proven solutions to common marketing mistakes to insure your advertising and promotion efforts bring the results you expect. Kevin Nunley provides marketing advice, copy writing, and promotion packages. See his 10,000 marketing ideas at http://DrNunley.com Reach Kevin at mailto:email@example.com or 801-328-9006. Smart Ways To Use A Website With Your Business by Ron Sathoff and Kevin Nunley http://InternetWriters.com Every business needs a web site. We used to say that to business owners and get strange looks in return. "Why do I need a web site?" the manager of a pizza restaurant once asked. Of course, we now see a very large number of customers looking up their neighborhood pizza maker with search engines. They will try Yahoo or HotBot before turning to the more traditional Yellow Pages. The restaurant owner no longer wonders why he should be online. As more and more businesses get their own web sites, we're seeing a number of very smart ways to integrate an online presence with your existing business. Here are the top five ways. 1. Your web site gives customers a way to quickly search through your big selection. If you have an auto parts store, you may have many square feet of products to choose from. You may have hundreds more items that can be ordered and delivered quickly. In the past, it might have been difficult for customers to easily find what they were looking for, or even be aware that you could get it for them. Your web site makes it easy to type in the name of a product, then see those products with descriptions and your prices. There are a number of fine online catalog software applications. If your selection isn't Walmart-sized, I suggest using a simple search engine to help people find what they want among your pages. Try the free search service at atomz.com. 2. Use your web site to make it easy to find updates in your rapidly changing inventory. We often buy computers and musical equipment from PCMall.com and MusiciansFriend.com. Both companies provide some of the lowest prices in their industries. They do so by buying up discontinued items. For companies like these, a web site is essential. By the time their print catalog is published, many of the items are either dwindling or long gone. Their web sites can immediately tell customers if the product is still available, even listing how many units are still in the warehouse. 3. Use your web site to augment your print catalog. We just gave one example, but here are more. Mailers, sales letters, and catalogs are expensive to print and even more costly to mail. Expand on the limited space you can devote to an item in print by including many more details on your web site. You may even be able to reduce how often you mail print materials. Replace some of your mailings with email reminders, an email newsletter, and references to your always updated web site. 4. Use a web site when you can't get distribution. For years, Kevin couldn't get his own business going because of distribution problems. No matter what he tried, the cost of getting his products and services to customers was too expensive for a new, start-up business. The Web represents a huge revolution in distribution. All kinds of services and information can be delivered to customers anywhere in the world via the Internet. The cost is almost free. Look for products and services you can distribute from your web site. You many have existing products (like advice to customers) that are better delivered from your web site. There are probably a host of new things you can sell once your web site is set up. 5. Use a web site when your business is too small to market any other way. Almost everyone has gotten an idea for a business, but never followed through with it because the cost of start-up was too high. With a web site, you don't necessarily need a storefront, employees, or anything more than a home phone (and a computer, of course!). With that comes one last reason why you need to think wisely and use a web site in your business. If you don't, your competitors will. The Web excels at giving every business person an equal chance to earn a profit -- don't throw yours away. Ron Sathoff and Kevin Nunley provide marketing advice, business writing, and promotion packages. See their massive 5-in-1 marketing deal now 75% off. Read all their business tips at http://InternetWriters.com Reach Ron and Kevin at service@InternetWriters.com or 801-328-9006. Three Ways To Sell Anything by Kevin Nunley http://DrNunley.com All of us sell all the time. From a child asking Mom for a cookie to the CEO of a major corporation trying to ink a million dollar order, each of us sells. We sell our ideas and beliefs to co-workers, bosses, and family. We sell products, services, and concepts. Here are three simple ways to sell anything. You can use them in person, on the telephone, or with email. Way 1: Start a conversation. I never realized how effective this super-simple method was until I met Ted. He is able to get an order an amazing 98% of the time. How does he do it? "Simple. I just talk to people," he says. It all started early in Ted's career when he couldn't seem to sell anything. "I had recently gotten married and just when I really wanted to succeed, no one seemed interested in my sales pitches." Sometimes our best ideas come when we're really discouraged. Ted got so down on his sales technique he forgot about it and just started talking with people. Amazingly, they bought. Sales started to trickle, then turned into a flood as Ted became the company's top sales person for his region. I watched closely to see how Ted does it. He starts up a conversation. As soon as you mention something about yourself, he show a big interest. He talks about whatever you are interested in. I immediately feel like Ted is a friend I've known all my life. After twenty to forty minutes, Ted casually says "so can we get you set up with an order?" After such a good conversation, 98% of his prospects say yet. Way 2: Ask questions. This is a very simple way to sell and it works for both products and services. Most customers don't know half as much about your product as you do. In fact, most probably don't know much at all. Yet it is a rare customer who starts off by saying I'm a complete idiot on this. Ask questions to help find customers find the areas where they need more information. They may not even know what areas they want to know more about. Let's say a customer comes into your computer store and starts looking for a new desktop. Ask questions to find out if the customer is mostly interested in processing speed, reliability, or a popular feature. Ask what frustrates them about their current computer or what they like that they fear losing with a new computer. Find the customer's main concerns. Then give them as much information about those concerns as they seem interested in having. This does three things: You eliminate doubts based on lack of information. You show you are an expert ready to help. The customer becomes convinced you are interested in the things that are important to her. Way 3: Explain how your product or service works. Again, most customers don't really know how the thing they want to buy does what it does. There is so much more you can tell them to enhance the value they get from your product or service. Let me give you an example. People love to send their press release to media, but most have no idea how to get one written, how to send it to media, or if the media will even be interested. Because I spent many years working in radio and TV, I can talk about how to send press releases from now until the cows come home. Customers love it. I tell them how we put their contact info and headline at the top because editors are busy and may not read the rest. I explain how most editors read their email, but regular mail and faxes arrive by the bag loads. The customer learns how to change the slant of his story to interest media. Once you take time to fully explain how your product or service works, most people are far closer to making a purchase. At the root of these three methods to sell anything is human contact. These days it is had to get a knowledgeable person on the phone. If you send an email inquiry, you'll probably get a form letter reply that has little to do with your question. Customers respond when you give them good old-fashioned attention. Start a conversation, answer questions, and explain to get more customers. You will sell more products and services. Kevin Nunley was one of the first to start a business online and succeeds even when others are giving up. See his 10,000 marketing ideas to promote your business at http://DrNunley.com Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006. Repeat Customers Key For Web Back at the height of the Internet boom, I remember hearing a business researcher say sooner or later web sites would run out of new customers. At the time, he sounded like a grouch trying to rain on the dot-com parade, but that day has come. Just like a new restaurant or store, you get a lot of visitors at the grand opening. After a few weeks things settle down and fewer new faces come through the door. Web sites are going through that phase right now. While most of us had grown accustomed to a steady stream of new customers, we are now having to figure out ways to keep our old customers coming back. And this is as it should be. Eighty percent of the business most companies get is from customers who have bought before. Keep people coming back by offering reliable service, being friendly, checking on them after the sale, and sending postcard or email reminders from time to time. Repeat customers will become your bread and butter. Read Kevin's FREE 10,000 ideas to market your business at http://DrNunley.com See his popular promotion deals. Reach him at mailto:email@example.com or (801)328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Design Postcards Online Postcards are a favorite low cost way to reach prospects. Unlike a letter, postcards don't have to be opened. The prospect sees your postcard in their stack of mail and can't help but read your headline. From there it is pretty easy to get them to read the rest of the postcard. All this happens while the prospect is tossing unopened sales letters--which cost more to write and mail-- in the trash. For years the one big problem with postcards was you had to get someone to design them. The first postcard I sent out was designed by the neighborhood copy shop. It was nothing more than crooked typing on colored card stock. And they charged me $85 for it. Today you can design your own cards online. They look like something a corporation paid a Madison Avenue agency thousands to develop. There are a number of companies that provide this service. I use ModernPostcards.com. Simply pick an eye-catching photograph for the front of your card, then type in your copy for the back. Be sure to include a headline and even a logo. Read Kevin's FREE 10,000 ideas to market your business at http://DrNunley.com See his popular promotion deals. Reach him at mailto:firstname.lastname@example.org or (801)328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Regional Editions of Magazines Major national magazines have high ad rates. But did you know you can get much cheaper rates if you advertise in a regional edition? Check your local library for the latest copy of SRDS (Standard Rate and Data). It lists magazines that have regional editions and gives their ad rates. Keep in mind the rates media companies list in SRDS are often their highest rates. You can usually negotiate a lower price. Also check into remnant space. If the deadline for ads is approaching and an odd ad space still hasn't been filled, you can get it for a fraction of the regular price. There are big benefits to running even a single ad in a national magazine. From then on you can advertise your products "as seen in Newsweek." One merchant took the magazine page with his ad and enlarged it into a huge poster. He put it in front of his store. It gave his business prestige it had never before enjoyed. Many more customers stopped by simply from seeing the poster. Read Kevin's FREE 10,000 ideas to market your business at http://DrNunley.com See his popular promotion deals. Reach him at mailto:email@example.com or (801)328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Train Your Sales People I once spent some time hanging around the top Chevrolet dealership in America. Their sales volume was awesome. Over the course of two hours, I counted 22 new cars sold. The secret was the sales person would get the customer interested, then the owner would step in. He is a master salesman with a special gift for closing the deal within minutes. Imagine how hot your sales could be if ALL your sales people could sell like a master. You can make big strides in that direction by training your sales force to do certain things. 1. Every sales person should know your product or service line inside out. Have them use the product themselves. 2. The sales pitch should be memorized. You don't want to sound like a guide at Six Flags, so memorize the main points then deliver them naturally. 3. Provide sales training in a number of ways. I talk directly to employees, email instructions, and have more experienced employees explain. Read Kevin's FREE 10,000 ideas to market your business at http://DrNunley.com See his popular promotion deals. Reach him at mailto:firstname.lastname@example.org or (801)328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Sell With Posters Good marketing comes in all kinds of formats. One of my favorites is a good, low-cost poster. Plain black and white works fine. Add one or two extra colors to spice it up (yellow is good for getting attention.) Make your headline and contact information BIG enough to be seen from a distance. The key is to put your poster where just the right people will see it. Go for locations where your most likely customers will get your message. I live near a fairly new neighborhood. Many of the new home owners spent everything they had to get into the house, then spent even more on furnishings and a new lawn. One smart entrepreneur has a poster on the main street out of the neighborhood. Hundreds of cash-strapped residents making their daily drive to work see his poster showing how they can earn extra money each month. Get just the right location for your poster by knowing as much as you can about the kinds of people who will buy from you. Place your poster where they go, especially when they may be in the right frame of mind. Read Kevin's FREE 10,000 ideas to market your business at http://DrNunley.com See his popular promotion deals. Reach him at mailto:email@example.com or (801)328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Build Credibility You earn credibility when people believe you can do what you say. Build credibility by knowing your product or service inside and out. If a customer is having a problem, make sure you can offer at least one good solution. Build credibility with friendly service, by showing you care about the customer and the reputation of your business, and by providing follow-up. You also get credibility when you appear to know what you are talking about. Get loads of credibility by writing an article, turning out a regular column, hosting your own video, or even writing a self-published book. Go one step further by getting yourself or your business covered by the press. A single newspaper story or TV news feature about your business can give you mountains of credibility over night. Be sure to keep copies of any press you get. Frame it and put it in your office, behind your cash register, or on your web site. Credibility also comes with consistent marketing. Read Kevin's FREE 10,000 ideas to market your business at DrNunley.com See his popular promotion deals. Reach him at mailto:firstname.lastname@example.org or (801)328-9006 Improve Your Ad. Here's How. by Ron Sathoff and Kevin Nunley http://InternetWriters.com Wanna improve profits? Need to make more money? The first step is to find more people who are interested in what you sell. You could go door to door. You might call all your past customers for tips on who to call next. But more than likely, you will simply place an ad. Print, broadcast, and online advertising are the fast way to get the word out to thousands, even millions, of interested prospects. Here are five simple way to improve your ad to get great response fast. 1. The most important way to improve an ad really has nothing to do with the ad itself. Ads work ten times better when they are tightly targeted. Targeting means putting your ad in a place where most of the people who see it are the same folks who are most likely to buy from you. For most businesses, a good example is your morning newspaper. No doubt it reaches hundreds of thousands of readers, but they come from all walks of life and professions. While you are paying to get your ad in front of those massive minions, you have to know that few are intensely interested in what you sell. You often do far better to place the ad in a trade paper or magazine that covers your industry. Their readership may be just a few thousand, but almost every one of those readers is working in your industry and knows and needs what you sell. You ad will get far better response. 2. Make your ad an attention-getter. All of us are bombarded by thousands of advertising messages each day, from radio spots, to TV audio that plays in the background while we're making dinner, to the newspaper ad you see blowing past you as you get out of your car. We humans deal with it by simply tuning out all but a few ads. The ads we pay attention to are the ones that pertain directly to our most pressing concerns. The ads we notice are the ones that promote a product, service, or idea that can solve our problem, make us feel better, make us richer, or make us feel sexy and loved. Get attention by targeting your best audience. Then use a headline to shout out a problem or solution your target audience will immediately identify with. 3. Make your ad skim-friendly. Only a small percentage of us start at the beginning of an ad and read every word to the end. We just don't have the time or interest (remember those thousands of ad messages we face each day?). Most of us skim through an ad. If the ad is more than a couple of sentences, we will skip it if it doesn't look like copy we can skim. Put your most important phrases in bold. Ron likes to bold the key elements of the offer. Kevin insists that he can get the jist of the offer simply by reading Ron's bold phrases. Your ad should be easy to read FAST. Keep sentences short. Use simple everyday words. Make your paragraphs no longer than three lines. Try to limit yourself to one idea per sentence. 4. If your ad will appear in print or on TV, use a picture, graphic, or image to enhance your message. The image should help tell the story. Almost all advertising paints a vision of the customer in dire trouble. Then, when she buys the product, she is delivered into the promised land of a better, easier, more enjoyable life. Depending on your ad, you may be able to use images to illustrate this important story line that works with any audience. 5. Your ad must show people how to buy. Include as many ways to contact you as you can. When we send an article to publications, we hear from a lot of readers when we include our web site address. We hear from even more if we include our email address at the end. Put those plus our phone number and regular mailing address at the end and reader response goes from a trickle to a flood. Ron Sathoff and Kevin Nunley provide marketing advice, business writing, and promotion packages. See their massive 5-in-1 marketing deal now 75% off. Read all their business tips at http://InternetWriters.com Reach Ron and Kevin at mailto:service@InternetWriters.com or 801-328-9006. Successful Upselling. How to super-size every sale to double, triple, and quadruple your profits instantly. by Kevin Nunley http://DrNunley.com Ask and most businesses will tell you. The key to their success is upselling. It is one thing to get the sale. It is far better to super-size that sale. Real profits come when you get the customer to buy a larger, more expensive, or more comprehensive product or service. The guy going into a pet store to buy a fish is a classic example. When the clerk sees Sam looking at the budget-priced gold fish, she leads him over to the much more impressive tropical fish. "As you probably know, you will need a fish tank," she says. "These beautiful fish only live in salt water. We have these $75 salt water tanks on sale for just $49.95." By the time Sam exits the store, he has purchased much more than the twenty cent gold fish he originally came in to get. He is proudly carrying home several exotic species, a $50 fish tank, fish food, a light, and other accessories. The sale went from a tiny twenty cent transaction to nearly $100. The store's profit margin rose right along with it. You Are There To Help Upselling is easy if you think of your main business as helping customers. Think about the problems your customers come to you with. What does it REALLY take to solve their problems? Chances are, your customer needs a lot more than the simple inexpensive solution they first consider. By grouping together several different products and services, you can give the customer a more advanced package that goes much further toward creating a satisfying solution. Melissa buys a computer. Even though she is not thinking of purchasing anything more than the computer, a few questions posed by the sales person reveal Melissa will probably need new software to help her achieve the things she wants to do with the computer. The computer and new software have a pretty steep learning curve. Melissa will need help from an expert and likely a technician to install the network system her needs demand. The computer retailer anticipates Melissa's situation. Many of their customers are just like her. The store offers a "getting started" package with all new computers. It includes several software choices, instruction sessions, and help with installation. These things are cheap for the store to provide, but greatly increase the value of the purchase. Three Ways To Make Upselling Automatic Here are three favorite ways to build upselling into any purchase. Use these and customers will buy two or three times as much without even thinking about it. The day I put these ideas to work in my own business, I tripled my income. 1. Bundle several related products or services together. Drop the price below what the total would be if the customer bought all the products separately. When a customer inquires about a single item, point out she can get that item PLUS a great deal more by purchasing your bundle. You will find many customers just can't resist the bundle bargain. Announce your new bundle with flair. It can pull in orders faster than you can fill them, especially if you advertise heavily to existing and previous customers who already have a good taste for what you offer. 2. "It works fine by itself, but it REALLY works when you add THIS." If your product or service works much better with a complimenting item, be sure to tell customers about it. It is surprising how many products and services go hand in glove. It's hard to have one without needing the other. Years ago I wrote press releases for $75. A great many customers bought the release, but never got around to sending it to media. So I started writing AND sending press releases. The $75 press release became a $295 release-and-distribution. Almost no one bought the press release by itself after that. 3. If a little worked, a LOT will work even better. As soon as you learn a customer is having success with your product or service, offer them a good deal on more of it. Sheila's family likes the yellow bars of soap one company sells. When the distributor who services her account hears about this, he offers her a deal on six bars each and every month. This works as well for management consultants as it does for soap sales. If you solve one problem for a company, pitch them on letting you solve three or four more problems for them. Later you can convince them to let you handle all their problem solving needs. Successful upselling needs to be at the core of every business or professional practice. It can instantly multiply your profits. You might well go from just getting by to living comfortably, and from living comfortably to rolling in wealth. As you can see, super-sizing every order has to do more with planning than with any special selling skill. Get good at fulfilling a need. Then create packages and strategies that sell even more of your solution to each customer. Kevin Nunley provides marketing advice, business writing, and popular promotion packages. See his 10,000 free marketing ideas at http://DrNunley.com Reach Kevin at mailto:email@example.com or 801-328-9006. Increase Your Online Sales For The Holidays by Kevin Nunley http://DrNunley.com It looks like we are headed for another holiday season of brisk sales online. While bricks and mortor stores are cutting back on merchandise for the holidays, there is every indication that Internet sales will be up. Don't look for mainstream media to tell you this story. The truth is, while they've been moaning about the dot-com meltdown, Internet sales have actually improved this year by an estimated 40 percent (Jupiter). From April of last year to April of this year, the number of adults on the Internet jumped 18 percent (Forrester). Holiday sales start in September. Don't wait until late November or December to launch your holiday items, services, or marketing. Get started now! People who buy gifts online tend to be folks who are looking for convenience. They may be part of the large group who like to get gift purchases out of the way early. Or they may be those who procrastinate and buy at the last minute. Make it easy to purchase. Put an order button or link next to each item you sell. It is vital to take credit cards. If possible, have your shopping cart automatically fill in information for returning customers. You may even be able to show customers what gifts they purchased from you last year. List how long it takes for orders to be filled and shipped. Web site visitors will be much more willing to buy if they know for sure the gift will arrive in time. However, remember that not everything sells well online. Shoppers feel more comfortable buying some items online while they prefer buying other things in a physical store. You also need to find items that are easy to display online. Good examples of things that sell well on the Web are electronics, computers, books, and business supply items. Online sales now account for massive sales in these categories. Dell is legendary for the millions in computers they sell online each day. A huge percentage of all sales online are one business providing supplies to another. If you are having trouble selling your product online, check to see how the mail order industry does it. Many people won't buy clothing online because they can't try it on before they make the purchase. Yet, a number of companies are very successful selling clothing from mail order catalogs. Watch what kinds of clothing they sell, how they help customers find clothing that fits, and the return policy catalogs use to help customers feel secure. There is another reason to look at mail order when choosing items to sell online. Even though customers are buying from your web site, physical items need to be shipped. Choose things that are easily shipped and won't be damaged. After you've made sure your order forms and shopping cart are user friendly, and that your product is Internet suitable, wait to see if more sales start rolling in. If not, you might have to reconsider selling your product from your own site. During the past year or so people have begun to visit fewer sites. Customers tend to go to the same sites over and over again while spending less time searching for new sites. This can make it tough for a small or new site to get enough visitors to create sales. Many are finding it works well to sell from one of the Web's busy online malls. Yahoo, Amazon.com, and eBay all have popular malls that draw millions of visitors. These set-ups can make it very easy for you to sell online. You will have to pay a monthly listing fee ranging from just $9.95 per month at eBay to a more serious $300 at Yahoo. Amazon and eBay also take a small percentage of each sale. eBay charges a nickle for each item listed. The online mall approach doesn't work for everyone. If you already have a good customer base, you probably want to keep your site separate from the malls. Having lots of competitors listed right next to your area may drain away your existing customers. You can always sell your product through an online mall as well as your own site. This approach works best if you already have a solid customer base but need to find more prospects. The easier it is to find your products, with prompt delivery and and good customer service, your sales will surely boom during the holidays. Kevin Nunley provides marketing advice, business writing, and popular promotion packages. See his 10,000 free marketing ideas at http://DrNunley.com Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006. Promote Your History It's amazing how many people ask me about my personal history when they call or write. I suspect that this is because people like to deal with folks they know something about, and by knowing a little bit about where I came from, they get to know a little bit about who I am. If you don't seem to be having the kind of relationship you want with your customers, try using this kind of information in your marketing. Talking about your history is a great way to personalize both yourself and your company. Talk about who you are and how you began -- customers love to hear about success stories, especially if they are trying to create one of their own! Some words about why you began your business and what you believe in can also be very good for creating credibility. You see a lot of small, food-based companies do this. Bakeries, for instance, will often include a little card in their bags of goodies describing when and where the company was founded. Grab sales like crazy with SEVEN sales letters, pages of web copy, or autoresponder messages! Professionally written by Kevin and his staff of top editors. See http://drnunley.com/copywriting.htm Reach Kevin at email@example.com or 801-253-4536. Dr. Nunley's Biz-Tips by Kevin Nunley Dealing with Answering Machines It seems like whenever I have to call a customer, 75% of the time I get their machine instead. Like most people, I still feel a little uncomfortable talking to a machine rather than to a flesh-and-blood person. Listening to messages on a machine can be just as frustrating. If a message is hard to understand, or confusing, or just too hard to write down, the person listening is liable to just hit the "delete" button. Being able to leave a good message is a key to creating a good line of communication with your customers. Make sure you speak slowly and clearly, and spell out any words that may be hard to understand, especially names. Make sure you leave all the important information -- who you are, why you are calling. when you called (not all machines have time stamps), and how (and when!) you can be contacted. When giving out your phone number, I find that it's best to say the number twice. The person who listens to the message, frantically trying to write down the number, will thank you! Announce your new business, product, or service with Kevins Media Manager press release deal. We write your release, send it to 5,000 media nationwide, send to a targeted list of media in your industry, hand mail to up to five media in your city, put your release online and register it with search engines. Get it all now for just $399 at http://drnunley.com/release.htm Dr. Nunley's Biz-Tips by Kevin Nunley Making Old Products New Again If you have an old product or idea and would like to breathe some new life into it, breathe easy. Thanks to a few simple processes, it really is possible to "recycle" old ideas and make them look like shiny new ones. Just like a white elephant gift, an old idea can be made new again by putting it in a box and giving it a brand-new look. New packaging can do a lot for an old product, catching the eye and making customers think, "Hey, I've never seen that before... it must be new." This is exactly what Rex Games, Inc. has done with Tangoes, an updated version of an ancient Chinese tangran game. In its shiny new packaging, it is marketed as a therapy, an educational aid, a training tool, and a sales premium... but rarely just a game. A new audience can do wonders for an old idea. If they've never seen it before, it's new to them. So, if the product has previously been marketed with classified ads in the newspaper, try marketing it on the Internet. Grab sales like crazy with SEVEN sales letters, pages of web copy, or autoresponder messages! Professionally written by Kevin and his staff of top editors. See http://drnunley.com/copywriting.htm Reach Kevin at firstname.lastname@example.org or 801-253-4536. Dr. Nunley's Biz-Tips by Kevin Nunley Design Your Print Materials Online If you're "graphically challenged" like I am, you probably need the help of a professional designer to make your printed marketing materials look first class. But what if your project can't afford a designer's fees? Try designing your stationary, postcards, and business cards online. New technology at sites like CopyMax.com and VistaPrint.com let you pick a design, choose colors, and fill in blanks to get professional looking designs. Many of these online firms have free or low-cost introductory deals. A local sales person dropped off her card. It was a smartly designed glossy piece that got attention. When I turned it over, it said "printed free online." Eager to try it out, I designed 1,000 full-color cards for my business for less than a tank of gas. A computer program will never take the place of a good designer, but these sites do get you off on the right foot. You may be able to create an eye-catching design to demonstrate your ideas to a designer for more precise and effective marketing materials. Announce your new business, product, or service with Kevins Media Manager press release deal. We write your release, send it to 5,000 media nationwide, send to a targeted list of media in your industry, hand mail to up to five media in your city, put your release online and register it with search engines. Get it all now for just $399 at http://drnunley.com/release.htm Dr. Nunley's Biz-Tips by Kevin Nunley Enthusiasm--Your #1 Marketing Tool Years ago when I was just starting out in my first big-time media job, I was about as eager as anyone could be. My boss noticed this and pointed out how valuable enthusiasm is to individuals and organizations. "The Ancient Greeks thought enthusiasm was a gift from the gods," he said. I've often remembered that, especially when watching successful business people at work. The best are always filled with enthusiasm. Customers notice enthusiasm. They figure you enjoy your job, do it with intensity, and will give them a better product or service. This same principle can work for the employees of large companies, too. One chain business supply store has workers who seem bored and dispirited. But over at their competitors, I never walk in without being greeted by the checkout guy at the door. A manger always looks up and heads my way asking if he can help. These people are enthusiastic about business supplies. Many customers go there for no other reason than to get a lift from sharing their enthusiasm. Grab sales like crazy with SEVEN sales letters, pages of web copy, or autoresponder messages! Professionally written by Kevin and his staff of top editors. See http://drnunley.com/copywriting.htm Reach Kevin at email@example.com or 801-253-4536. Dr. Nunley's Biz-Tips by Kevin Nunley Help Customers Find An Expert Customers love to talk with an expert. When you have a pressing problem, nothing makes your day brighter than finding someone who immediately understands what you're going through and can offer several ways to quickly improve the situation. Of course, if you are trying to be an expert to everyone who calls, emails, or walks through your door, you may not have time to do anything else. This happened to me recently when the crush of folks wanting me to look at their web site got to be more than I could handle. Rather than turn people away, I hired a top local web site expert to answer these messages twice each week. Are folks put off that I'm not answering some of their questions? Not at all. Customers are getting to talk with an expert and they kindly give me credit for connecting them. Find experts in your own community and online by checking the yellow pages, talking to others in your industry, using search engines, and networking. Announce your new business, product, or service with Kevins Media Manager press release deal. We write your release, send it to 5,000 media nationwide, send to a targeted list of media in your industry, hand mail to up to five media in your city, put your release online and register it with search engines. Get it all now for just $399 at http://drnunley.com/release.htm Smart PR Stategies To Get Your Small Business Free Media Coverage by Kevin Nunley DrNunley.com Paul opens his favorite business magazine to find a fawning interview with Amazon's Jeff Bezos. Then he picks up the morning paper and reads a long story on a new donut chain being built in his town. Later he catches a feature piece on CNN about a guy who sells funny handmade shoes and learns accounting secrets from a CPA in Ohio. Media hands out millions of dollars in free publicity every day. As well as advertising works, a media story about you almost always pulls better. The familiar and respected voice of a newspaper editor, magazine writer, TV reporter, or radio personality talking about you holds lots of weight with the audience. How do all these businesses get media coverage? The secret varies depending on what your business does and HOW BIG it is. Large in-the-news businesses like Amazon.com get coverage for practically any development. Political figures find their words in the media for almost any pronouncement. The local college football team gets press even if there is nothing much to cover. A Different PR Strategy For Small Businesses Your small business can have a much tougher time if you try to approach media the same way big organizations do. Media is almost entirely owned by large conglomerates and staffed by media pros who have never worked in a small business. The overall industry mindset is that big business is news and small business is--well--rarely news. This all changes, though, if you offer good information or advice that will be helpful to the media outlet's audience. Newspapers love it when a tax expert offers tips around tax return time. Radio stations get a big kick out of anyone who can keep their audience laughing. TV likes anything that is visual and brings out emotion (hide the keys to a new car in a pool of jello, ask contestants to swim to win, and watch every TV station in town turn out). Let's focus on you as the media savvy expert. This is without question the best strategy for consistently getting your small business in the media. Start by taking inventory of the areas you are, or could become, an expert in. Think in terms of the kinds of information a general audience would find interesting, helpful, or moving (these days many in the media try less to explain and more to create emotion). If you have a day care center, make a list of ten ways tired parents can keep an energetic youngster entertained and learning. Run an auto body shop? How about ways to avoid getting taken by mechanics and insurance companies after an accident. If your area of expertise can relate to a hot topic in the news--all the better! Historians, lawyers, detectives, and political scientists get in the media several times each year by giving informed tips relating to an event or scandal in the news. You may even be able to provide a local angle for a national story. Finding Media Who Will Cover You I have found the best way to get covered by newspapers is to first find the reporter who handles stories like yours. Read through the paper's web site. It usually tells which reporters are assigned to particular topics (like the business editors or technology reporter). Many papers give reporters wide leeway in what stories they cover. Call the reporter and deliver a short, too-the-point message on why you have a story THEIR AUDIENCE would find interesting. Get to the juicy, memorable part first. Follow up quickly with a press release, question and answer page, and a bio about your business history (sometimes called a backgrounder). This same strategy works well for getting covered in magazines, industry journals, and on major web sites. Use search engines to find articles on topics that match your business. Look up the article, find the author's email address, and suggest another related story that, of course, includes your business or expert information. This often works surprisingly well to generate PR for you. ProfNet.com has a service where journalists and writers can post topics they are trying to get information on. As a business or non-profit, you pay $50 to $100 per year to see these posts. Your multiply your chances of getting covered by ten when you respond to a reporter with good usable info. Magazines often post a list of subjects they will be covering from one issue to the next throughout the year. This is particularly true of industry publications. Expanding To Radio While you have your media materialss in hand, call local talk and news radio shows. Speak with the host or producer. Explain what is interesting about your information and, again, follow up with your release, Q&A, and bio. The same strategy can work for getting you on top radio morning shows. Radio comprises well over half of all the media outlets in the US and many other countries. Don't over look it. As you get media coverage, collect quotes from the media folks who have worked with you. "Jean kept the phones lit up for an hour" KXXX San Diego, CA "Interesting information every home owner should know." The Daily News Canton, OH Build your list of stations and publications your business has been featured in. Include reprints when possible. Media folks love to cover stories and feature experts who have already been successful elsewhere. Stay in touch with media who cover you. Send a handwritten thank you note to editors, reporters, and on-air personalities. Make sure YOU are the expert they think of when your topic comes up in the news throughout the year. Kevin Nunley provides marketing advice, copywriting, and promotional packages. See all his tips to help your business or career at http://DrNunley.com Reach Kevin at firstname.lastname@example.org or 801-328-9006. Track Your Email Marketing New reports show half of everyone on the Internet may be showing up only to use email. As big as the World Wide Web is, simple email is just as popular. Recently marketers have started looking for ways to increase the effectiveness of their email. New HTML email, where the message looks like a web page, allows businesses to place a tiny clear graphic on the page. You can't see the graphic, but it allows the sender to know if you've opened the message and who you may have forwarded it to. When the message pulls up the graphic, it calls it from the sender's server telling the server who you are. All this can be used like the "values" card many supermarkets feature. You supply personal information on a form to get the card, then when the card is swiped, the grocery store computer matches your purchase up with your info. It gives the store a powerful database. Postel and i-Trace are leaders in this technology. i-Trace offers its email tracking service for free. Kevins team of professionals will write your LONG web site sales letter for just $250. Nothing sells your product or service better and you cant beat our price for a limited time! See http://drnunley.com/webcopy.htm Reach Kevin at email@example.com or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley How to Write a Short Ad Your short ad doesn't have a lot of room for sales talk. It has to get to the point quickly. Your ad must crisply tell what product or service you are offering, who you are, how the customer will benefit, and what the next step is for buying from you. Forget what your English teacher told you in high school. Short ads are different from almost all other kinds of writing. Incomplete sentences are OK. Two and three word phrases are fine. Keep your sentences short and use periods. The most common problem I see in ads are several phrases run together in one long sentence. For easy reading, stay away from sentences like this one that start with a phrase followed by a comma. Instead, write the sentence like this: Stay away from sentences with commas for easy reading. Finally, make sure you offer several ways for customers to reach you. Internet ads should include your web site address, email, and phone number. Ads in print publications should also include your mailing or store address. Kevin will write your classified ad for just $35. See our special ad copy deal at http://cheapwriting.com/ads.htm Reach Kevin at firstname.lastname@example.org or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Organize Your Ideas Writing, speaking, and selling is a lot easier if you use some simple ways to organize your ideas. How many times have we had something to say, but couldn't get it out because we couldn't organize our ideas? One of the simplest ways to get your thoughts together, in speaking and in writing, is to tell the story chronologically. Start at the beginning and move toward the end. For example, if somebody asks me how to start a business from home, I might tell them the story of my own business. I would start from quitting my 9-5, to setting up an office in a spare room, to where we are today. Or you can start at one point in time, then move into the future and back into the past. The same works for explaining just about anything. Settle on a main point, then discuss other points that relate to it. You may want to number your points as you go along. My friend Alvin Apple always says, FIRST you do this, SECOND you do this, THIRD.... Kevins team of professionals will write your LONG web site sales letter for just $250. Nothing sells your product or service better and you cant beat our price for a limited time! See http://drnunley.com/webcopy.htm Reach Kevin at email@example.com or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Marketing Plan On A Napkin Some of the greatest marketing plans of all time have started off on a napkin. Legend has it the entire Star Wars movie sequence was first jotted down on a napkin by George Lucas more than 25 years ago. Your napkin-sized marketing plan may be all you need to get your business or career on a more successful track. Start with a sentence that tells the reason for your marketing. What is your overall goal? The next line should tell how you intend to achieve this goal (advertising in newsletters, magazines, on cable). Next, write down your target audience. Make a note of the niche you are filling. If you can't appeal to everyone--and few of us can--which specific groups will you go for? What unfulfilled need are you satisfying? Wrap your napkin marketing plan up with how much you intend to spend on marketing over time. You might pour 10% to 15% of sales back into marketing. See Kevins full service marketing plans at http://drnunley.com/marketing_plan.htm No where you get proven marketing done this BIG at such a low price. Reach Kevin at firstname.lastname@example.org or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Customer Service Changes Customer service is undergoing a bit of a revolution. The days of meeting customers in person is fading. More and more, companies deal with their customers via telephone, email, and web site forms. While this change may make many of us uncomfortable, it seems to be a rapidly expanding fact of life for business. It is important to set customers at ease and make a human connection when using email, the Internet, and the phone. On the phone, smile slightly to give your voice a friendly sound. Modulate your voice, making it slightly higher on some words and lower on others. This keeps you away from the dreaded telemarketer monotone. Use some of the same techniques for email. Put a little enthusiasm in the way your write. Keep your sentences short with one idea per sentence. Customers will think your messages are easy to understand. Increase your web site's customer service quotient by reducing the number of clicks it takes to buy something. See Kevins all out marketing plans at http://drnunley.com/marketing_plan.htm No where you get proven marketing done this BIG at such a low price. Reach Kevin at email@example.com or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Build Your Cell Phone Web Site The Internet is gradually coming to cell phones and PDA's in North America. . It's too early to tell if the Internet on cell phones will become popular here, but you may want to get in on the trend anyway. Recently we downloaded Coffee Cup Software's free Wireless Web Builder <http://www.coffeecup.com/wireless>. David Kirk, our 17 year-old tech whiz, used it to quickly build us a simple sight you can see on a cell phone or PDA. Wireless sites have to be simple. You only have space for a few short lines of text. Our site opens with our name and a short line explaining what we do, then a toll free phone number to call. Visitors click to a screen with a list of links to our services. Each service gets it's own page with a very short description, the price, and our toll-free number. The Coffee Cup deal comes with free hosting at BlueDomino.com. You can see our free cellular site at http://wap.bluedomino.com/users/drnunley You need good, exciting original copy for your web site! Get our 7 pages of writing for just $499. See http://drnunley.com/copywriting.htm Reach Kevin at firstname.lastname@example.org or 801-328-9006. Market To Everyone Most products and services are geared to a specific group of customers. Right now I could use a chain saw, but I doubt anyone else in my neighborhood is in the market for one. There are some products and services that are used by everyone. Today I got a note from a woman who sells books of coupons good for grocery discounts. Who is her audience? Everyone. We all eat and no matter how rich you are, saving money on food probably sounds like a good idea. But how would she inexpensively market her product to a huge mass audience? Since her question asked about the Internet, I suggested putting low-cost classified ads in big distribution email newsletters. Her ad would direct prospects to her simple web site that has a photo of the product and a way to order. Your town's daily or weekly newspaper is another way to reach a large mass audience that consists of just about every kind of customer. TV is another good mass media including lower cost cable. Looking for ways to market your product, service, or idea? Ask Kevin! He'll give you fresh promotion ideas free--no obligation. Reach Kevin Nunley and his staff of marketing experts at email@example.com or 801-328-9006. See the promotion packages that are working best for his customers at http://DrNunley.com Dr. Nunley's Biz-Tips by Kevin Nunley Spot Your Niche Unless you have the advertising budget of Coca Cola or Ford, you have to limit your marketing to a few effective methods. You will want to direct your advertising to a limited group of prospects who are highly likely to buy from you. Easy enough. But exactly WHICH group of prospective customers should you focus on? Spotting your niche can be a daunting task. Sometimes it is even tough to know what groups you have to choose from. Start by making a list of the things you love to do. Your niche needs to begin with something that you don't mind working on and thinking about constantly for years. The real benefit of doing this isn't that you can comfortably become a workaholic, but that you probably know quite a bit about the things you love. You also have a lot of enthusiasm about that thing. Nothing sells your product or service like genuine and whole hearted enthusiasm. Make sure the niche you go after has enough people to provide you with a living and can be marketed affordably. Looking for ways to market your product, service, or idea? Ask Kevin! He'll give you fresh promotion ideas free--no obligation. Reach Kevin Nunley and his staff of marketing experts at firstname.lastname@example.org or 801-328-9006. See the promotion packages that are working best for his customers at http://DrNunley.com Dr. Nunley's Biz-Tips by Kevin Nunley Product Photos On Your Site A picture tells a thousand words. And nothing sells a product like a good photo of it. In the "old" days you had to spend big bucks on getting brochures, flyers, and postcards complete with full color photos. You may still want to do that, but you can save lots of money by putting your product photos on a web site. Pay attention to the quality of the photography. You don't need a high resolution picture to sell a desk. But try to sell food with grainy, off-color photos and you're in trouble. These days scanners are dirt cheap. Scan your own photos, then edit and polish them with a program like Photoshop (see the cheaper Photoshop LE) or PaintShop. Recently I needed some photos for my website but didn't have a scanner or a digital camera. I took the pictures with a regular camera, then sent the film to ShutterFly.com where they developed them, digitally edited them, and put them online. All I had to do was grab the photos off the site and put them on mine. Looking for ways to market your product, service, or idea? Ask Kevin! He'll give you fresh promotion ideas free--no obligation. Reach Kevin Nunley and his staff of marketing experts at email@example.com or 801-328-9006. See the promotion packages that are working best for his customers at http://DrNunley.com Dr. Nunley's Biz-Tips by Kevin Nunley Find Your Product's Sizzle There is an old marketer's rule that it is better to sell the sizzle rather than the steak. Of course there are exceptions to this rule (like any other) but it is often good advice. Look for what gives your product or service sizzle. Is it the promise of earning a steady income? Is there a certain glamour associated with your product or service? Are you able to make people relax? Recently I was reading reviews for a book about weekend homes. I was surprised that none of the people who had read the book pointed out the great architecture or fine decoration the book displayed. All those who commented on the book said how looking at nice weekend homes made them relax. In fact, that is what they bought the book for. They were looking for a way to reduce stress. The book worked like a mini-vacation. Look for the sizzle in your product or service. When you talk with customers, ask them what they like about your product or service. Findv out how they use it. Looking for ways to market your product, service, or idea? Ask Kevin! He'll give you fresh promotion ideas free--no obligation. Reach Kevin Nunley and his staff of marketing experts at firstname.lastname@example.org or 801-328-9006. See the promotion packages that are working best for his customers at http://DrNunley.com Dr. Nunley's Biz-Tips by Kevin Nunley Sell By Answering Questions The higher the price, the more questions I ask before buying. Sometimes it's because I want to make absolutely sure the product or service is just what I need. Other times I'm fishing for ideas on how I can reduce the cost. In the end, the sales person who answers the most questions wins. I invariably buy from the knowledgeable person who seems to welcome my ignorance, doubts, and left field ideas. Think a moment about the last time you bought a pricey item. Or the last time you bought something on the Internet. Did you get a prompt answer to a question right before the sale? I once watched a very successful greenhouse operator work the phones at the back of her store. She had four phones nailed to the wall and she kept at least three of them going at all times answering customer questions. Clearly, this wall of phones was the engine behind their massive sales. Post your "We happily answer questions" sign in your store, on your delivery van, and most certainly on your web site. Looking for ways to market your product, service, or idea? Ask Kevin! He'll give you fresh promotion ideas free--no obligation. Reach Kevin Nunley and his staff of marketing experts at email@example.com or 801-328-9006. See the promotion packages that are working best for his customers at http://DrNunley.com Dr. Nunley's Biz-Tips by Kevin Nunley List A Reason To Visit We often see an ad end with the name of the company's web site. It is a great idea to list your site address on ALL of your marketing materials. But just listing your URL isn't enough. Be sure to include a REASON why someone should click to your site NOW! Home business expert Alvin Apple always lists his site along with a note about his newest article which anyone can read free. "See Alvin's latest article 'Starting Your Business On A Shoestring' at http://AlvinApple.com." I do a similar thing when I post on discussion groups. The post ends with: "See Kevin's 10,000 marketing tips at DrNunley.com." My web site tracking report shows people don't click on my link if I don't include the reason to visit, but lots of hits come in from the post if I do. Include your reason to visit in your email signature file at the end of messages. Put it on your business card. Supply a good reason to visit in all your ad copy. Looking for ways to market your product, service, or idea? Ask Kevin! He'll give you fresh promotion ideas free--no obligation. Reach Kevin Nunley and his staff of marketing experts at firstname.lastname@example.org or 801-328-9006. See the promotion packages that are working best for his customers at http://DrNunley.com What Is Your Marketing Telling You? Five things that go wrong with ads and how to fix them. by Kevin Nunley Marketing is an essential part of building a profitable business. Even if your customers come entirely from one customer telling another, your sales go nowhere unless you have a way to get the word out. But what happens when marketing fails to do its job? You shuck out hundreds, even thousands of dollars for advertising. The ad runs, then nothing. The phone doesn't ring, Nobody comes in your store. Your web site gets no hits. Do-nothing marketing gives you a sinking feeling. You didn't just waste your ad budget, you're also flying without any good way to bring new customers to your business. You have spent money without any assurance you will be making more down the road. Fortunately, most marketing problems have fairly easy answers. Listen closely to what your marketing is telling you and you will discover surprisingly simple ways to fix lackluster advertising. Problem1. Your ad runs,but nothing happens. Most ads that fall short do so because customers didn't notice or didn't understand what your ad was trying to tell them. It's that simple. The ad doesn't communicate so people don't respond. Give your ad the"mother" test. Ask yourself if your mother would completely understand it. Customers are a lot like Mom. They are smart people but may not know much about your industry. What makes perfect sense to folks in your business may sound like Greek to customers. Watch for insider jargon, long complicated sentences that mix up your meaning, or ad copy so clever it hides your main message. Problem 2. You get response, but it is from the wrong kind of people. The folks who come in your store or email you aren't the same people who will become good customers. For example, you advertise car covers, but everyone who contacts you is looking for bumpers. This problem is usually caused by poor targeting. Your ad might have reached a lot of people, but most weren't individuals who would buy from you. This is a common problem for businesses advertising in big newspapers or on TV. They reach a big massive audience, but not many are interested in what the business sells. Solve this problem by putting your ad in magazines, ezines, and on radio stations and cable shows that have a narrow, specific audience that closely matches your best customers. Problem 3. You get response from a few good prospects, but not as much as you anticipated. Instead of a flood, you get a trickle. This often happens when your headline or offer doesn't grab attention. It may not be juicy enough or loud or obvious enough. "Come visit our online mall" doesn't turn near as many heads as "Get an instant $100 gift certificate when you visit our online mall." My tests have found prospects jump at headlines that include big dollar numbers or free computers. Your industry may have other hot button offers that always get response. The only way to know is to test different ads. Also pay attention to what works for your competitors. If they have used the same offer for years, it probably works like gangbusters. Problem 4. You super charge your ad with a great offer, but still get only a trickle of response. Great ads don't always work the first time they appear. In fact, the first ad rarely gets an avalanche of results. Once you develop an ad that seems to be hitting home with customers, repeat it over and over. During the many years I worked in media, we figured it took a minimum of two weeks of heavy promotion to get an idea across to our audience. It often took six weeks to really do the job right. Promoting for only a week virtually insured we wouldn't get much response (and that was with an exciting ad running EVERY hour of the day). So what if your ad budget is just a small monthly amount? Find a good ad, then repeat it week after week and month after month. Watch closely to see if sales gradually mount. The business world is full of examples where a small business put a tiny display ad in the Sunday paper month after month. After a year or two, almost all their new business comes from the ad. Problem 5. Your ad pulls lots of interest, but nobody buys. We see this a lot with advertising on the Internet. A site will run a great ad in an email newsletter and get plenty of clicks, but nobody buys. In this case, the problem isn't with the ad, but with the web site. Frequently the web copy fails to do its job. The ad gets the customers through the door, but the copy is too flat, too short, or doesn't encourage customer confidence. The same kind of thing happens in retail stores. We did a wildly successful promotion for an auto dealer. Hundreds of people came into the dealership each hour of the promotion. The store's sales people were completely unrepaired for that kind of response. They stood around grinning with their hands in their pockets. Not once did a sales person offer to help the hordes streaming through the door. At the end of the day, not a single car had been sold. Solve this problem by making sure your sales or support staff know all the details of your advertised offer. When a prospect sees your ad and calls, anyone who answers the phone should immediately know what the customer is asking about. Most ads fall short because of one of these five problems. All have definent symptoms and easy solutions. Listen to what your marketing is telling you. Then fix the problems and encourage your successes. You will quickly take the mystery out of marketing and make it a reliable partner. Kevin Nunley provides marketing advice and copywriting. Read all his free tips and see his popular promotion packages at http://DrNunley.com Reach Kevin at email@example.com or 801-328-9006. Personalize Your Marketing Plan There are some great ad agencies and promotion firms out there, but nobody can market your business like you can. If a tight budget forces you to be a do-it-yourself marketer, feel confident that you are in good hands. No matter how powerful or smart a marketing plan is, it must be personalized to four things: your business, your style, your budget, and your time. What works fine for one business may be all wrong for another. This week I talked to a guy who asked if door to door sales is a good way to spread the word. "I LOVE to talk with people," he said. That is an effective and low cost way to market, but most of us probably wouldn't make it our first choice. Some people love to sell on the telephone. I'd much rather sell via email. If your time is limited, choose marketing strategies that can be set in motion and left alone. Find a good print publication or email newsletter, set up a renewing monthly ad deal, then let it do its job for a year or more. Hate to write? Kevin and his staff of top-notch professionals write your sales letter, web site copy, press release, ad--whatever your need! See our low prices. especially on multiple page packages at http://DrNunley.com/copywriting.htm Reach Kevin at firstname.lastname@example.org or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Fix Problems Fast People have never been busier. When problems crop up, they need them fixed--fast. Most of us have days crammed with must-do's from dawn to dark. If a problem comes up (like last week when I got a flat tire), the time it takes to get a solution can throw us off schedule. We wind up hurried and scurrying for the rest of the day. A growing number of customers will pay extra just to make sure they're dealing with an organization that can fix problems quickly. Many pay even more for a company that does its best to head off problems before they happen. One top dot-com impressed me last year when they responded to a problem by immediately overnighting the package. This year, after a series of devastating budget cuts, it takes weeks for them to solve customer problems. Now there is little or no reason to choose them over a local merchant who sells the same thing, even at a higher price. Keep your can-do attitude in full force. When a problem crops us, show you can fix it--fast. Hate to write? Kevin and his staff of top-notch professionals write your sales letter, web site copy, press release, ad--whatever your need! See our low prices. especially on multiple page packages at http://DrNunley.com/copywriting.htm Reach Kevin at email@example.com or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Your "How To Know When You Need" Sheet One great way to increase business is to write up your own "how to know when you need" sheet. It is a page that lists several problems you can solve. Tell the reader how to recognize the problem, then how to solve it using your product or service. For example, I was at a tire store the other day. Next to the coffee pot they had a poster listing all the signs of tire trouble: "Do your tires rumble and your steering wheel shakes?" Of course, the problems could be solved with balancing, alignments, and new tires--all sold by the store. Make a list of the top four problems you solve. What are the symptoms these problems show? While they may be super simple to you, customers may not know the symptoms. Describe what they look like, feel like, or smell like. Then present the possible solution. Don't force a solution on people. Gently suggest it: "The problem could be..." is a good way to start. Hate to write? Kevin and his staff of top-notch professionals write your sales letter, web site copy, press release, ad--whatever your need! See our low prices. especially on multiple page packages at http://DrNunley.com/copywriting.htm Reach Kevin at firstname.lastname@example.org or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Starting Your Talk The hardest part of speaking to a group is starting the talk. Nothing is worse than getting up in front of a crowd to suddenly find you don't have a way to begin. Here are the top ways to start a talk: * State an impressive fact. "85% of everyone in this room has suffered from this problem this week!" gets the audience's attention. While they are looking stunned and amazed, hit them with more information about your impressive fact. * Ask a question. This is the classic way to get an audience involved. "How many of you have ever struggled with a confusing tax form?" You will get smiles, hands going up, and more than a few who can't wait to hear where you are going with this. * Tell a joke. Yup, it's the world's oldest way to start a talk, but it works. Yesterday I heard an elderly General start a speech to college students with a lame, poorly-told joke. It worked. People laughed, the General chuckled, and he was off and running with his discussion. Try memorizing the first minute or two of your talk. Hate to write? Kevin and his staff of top-notch professionals write your sales letter, web site copy, press release, ad--whatever your need! See our low prices. especially on multiple page packages at http://DrNunley.com/copywriting.htm Reach Kevin at email@example.com or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Make Your Headline Powerful And L-O-N-G Five times as many people read the headline of an ad than read the copy. Make your headline powerful, attention getting, and make sure it sells your product or service. Anything less wastes most of the money you paid for advertising. Be sure to include your company or brand name in the headline. Since most people read nothing more than the headline, leaving your name out will insure 80% never know who you are. The best headlines promise the customer a reward. "Use this product and get this benefit." Flip through a magazine or newspaper and count the number of ads that shout a benefit in their headline. Talk longer on your cell phone for the same price, avoid the summer heat, escape the boredom of everyday life. Have your headline announce news about your product or service. Headlines that proclaim news are remembered by almost 25% more people. Finally, make your headline L-O-N-G. Ten word headlines sell far better than shorter headlines. Hate to write? Kevin and his staff of top-notch professionals write your sales letter, web site copy, press release, ad--whatever your need! See our low prices. especially on multiple page packages at http://DrNunley.com/copywriting.htm Reach Kevin at firstname.lastname@example.org or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Present A Slice Of Life One of the most effective ways to make a commercial is to present a slice of life. One actor tells another about a problem she has. She should describe it in a way that helps the audience identify with the problem. It's a problem they have, too. The second actor offers the advertiser's product or service as the solution. The slice of life approach works great for TV and radio. In fact, it's the basis of about half of TV commercials. Also use the slice of life in print. Show a photo of someone who looks like your customers (or the way your customers would LIKE to look). The headline should state the problem. Have the copy tell a story--a slice of life. The slice of life works even better if it is true. When a customer tells you a story about how she solved a problem with your product or service, make detailed notes. Use her experience later in an ad. To make the story even more effective, include the actual customer in the ad. Hate to write? Kevin and his staff of top-notch professionals write your sales letter, web site copy, press release, ad--whatever your need! See our low prices. especially on multiple page packages at http://DrNunley.com/copywriting.htm Reach Kevin at email@example.com or 801-328-9006. Three Ways to Make a Name For Yourself on the Web by Kevin Nunley http://drnunley.com We all know that the internet is a great marketing tool. A website can be a very profitable means of marketing your product or service, and advertising on other people's websites can be very effective as well, but that isn't where the advantages stop. Business oriented bulletin boards, discussion groups and chatrooms are all over the web, and while they aren't traditionally looked upon as marketing tools, they can be a great way of getting the word out about your business. 1. Bulletin Boards: Bulletin boards are lists of questions or statements and responses in your area of interest that can be viewed on the web, usually in a bulleted list format. Do a search, and then read through several bulletin boards that might appeal to people who would buy from your business. Once you're comfortable with the format, offer a suggestion, give an opinion, or post a question. Be sure to include your full name at the bottom of your post along with your web address and a line that gives a reason for visiting your site. I usually sign my notes: Kevin Nunley 10,000 marketing tips at http://DrNunley.com After your posts have appeared regularly for several weeks, people will begin to see you as someone who is involved and ready to help, and they'll check out your website. A new customer is born. Now, some people say that bulletin boards are declining. Don't listen to them, though. As people are growing more comfortable with the web and getting involved with more and more sites, they simply aren't posting as much. That doesn't mean they aren't reading. I recently added a brief tip to several discussion groups that seemed to be a little slow. The results were actually really great. I tracked a number of people clicking from the bulletin board to my web site, far more people than had posted in the days since my original post. 2. Discussion Groups: Being recognized as an expert in your field can really boost your sales. When people know you can help their situation with experience and knowledge, they'll come to you, and they won't mind paying for whatever you suggest. One of the Net's best tools to turn yourself into a recognized expert in your field is discussion groups. These can be UseNet newsgroups (check with your Internet Service Provider for how to find them) or they can be discussion groups on web sites. There are also email discussion groups, sometimes called listservs or majordomos. To get started, pick a couple of groups you find interesting. Join up, but don't post just yet. Hide out for a while and get a feel for the interests of the group and the tone of the conversations. See who posts the most and who seems to be the most respected. Also, see if you can pick out the naysayer, or the "troll under the bridge," (every group has one it seems) so you can avoid any hassles. When you're ready to dive in, pick a question and give a good solid answer, without a lot of opinion or comment. Make it a goal to answer a question once or twice each week. Keep your answer strictly non-commercial but DO include your commercial signature file at the end sending people to your site and email. If people respect your answers, you'll find yourself with more business. 3. Chat Rooms: Chat rooms are the least formal of these formats. These are those discussion groups you can get involved in where there is a scrolling conversation of people commenting back and forth in real time. They can be very entertaining, and also a great marketing tool. Before you can start you will have to register with a user name, and usually a bio. Once again include your url, and email. When you start chatting, keep a friendly tone and get to know the people you're talking to. Don't immediately start pushing your product. You have to use the soft sell approach. People in general do not like being "sold", especially by someone online they've never met. Though they can see you in chat rooms, read your website, view posts on a bulletin board, you will need to build a reputation with them. It is important to appear in the chat room at the same time every day or several days per week. Let visitors know what your chat room schedule is. If you make a positive contribution to the discussion and stay on top of what's going on, you can become the resident expert who visitors and regulars turn to for information and for business. So remember, the internet is a great marketing tool in more ways than you think. Use bulletin boards, discussion groups and chat rooms to promote your business. If you just keep your eyes and mind open, all sorts of opportunities will present themselves. Kevin writes your press release and sends it to 5,000 media contacts nationwide. Even one story can be worth $1,000s in FREE advertising. See Kevin's low-cost package at http://DrNunley.com/. Reach him at firstname.lastname@example.org. How To Get Great Buys On Banner Ads And Make Them Produce Results by Kevin Nunley http://DrNunley.com Banner ads are down but not out. The billboard-like Internet ads that appear on web sites everywhere don't pull the response they once did. Yet, today's much lower ad prices are giving many businesses an affordable and effective way to spread the word online. Back in 1994 when the Web was new, as many as 40 percent of people who saw a banner ad clicked on it. As time passed and banners became commonplace, response rates dropped to 1 to 2 percent. Those figures are comparable to what other media--radio, TV, newspapers, and direct mail--can deliver. Banner ad rates have dropped from $20 to reach 1,000 people a year ago to just five or six dollars today. Even though the trendy luster of the Web has passed, there are still millions of interested prospects to be found online. This could be the best time ever for small and medium-sized businesses to stock up on banner ads. The Internet ad industry isn't taking response rates lying down. Recently the Internet Advertising Bureau approved standards for new, larger banners. The new "wide skyscraper" size has already appeared on top sites and is three times larger than what we are used to. Advertisers hope the larger size will get reader attention, converting more sales. Experts warn not to get caught up in the flash of new banner technology. The quality of your offer and the clarity of your message are still the main factors in getting results. Here are five ways to make sure you banner gets attention and pulls response: * Your banner should ask the reader to take action. Something as simple as putting "Click Now!" on your banner can increase response. * Use words that attract interest and create emotion. Free and Special Offer are favorites. I like to start each line with an action word. Buy, Save, Profit, and Rush work well. * Push the main benefit your product or service provides. Most advertisers forget this point and promote their product's features. Show readers how a feature leads to something that benefits their situation. The chrome fender on the Gizmo 2000 saves time and reduces costs. Animated banners pull better response than static ads. Sites and banner networks usually have guidelines that help keep your animated banners from becoming a turnoff. Keep your ad size under 12k. Anything larger takes forever to load for anyone using a slow dial-up line as almost 80 percent of North Americans do. If you use photos in your banner, keep them low resolution so they load quickly. In many cases you can reduce the standard 256 web-safe colors to just 16 for an even "lighter" banner. Animated banners step readers through two or three successive panels. Put your most important message on the first panel so those with slow connections don't miss out if the second panel doesn't pop up before they click away. I like to put the main offer on the first panel with a few delicious details on the second. If you banner is light and loads fast, feel free to have the most important part of your message on the third panel. For example: (1) Tired? (2) Feel better fast (3) Get Energizomine...Click here! Before you commit big money to your banner ad campaign, test your ad or ads with a 30 day trial run. Most banner networks provide reliable statistics on how many people have seen your ad (impressions) and how many clicked on it to go to your site (click-throughs). You can also check the server logs your web host provides to see where hits are coming from. Pay close attention to the web page visitors are taken to after they click on your banner. One of the biggest complaints is users can't find information about the offer they saw on the banner. Tailor a special page to correspond with your banner. Make sure you give plenty of information, ways for prospects to contact you, how to buy, and what your product or service costs. Too many sites are leaving these points out of their sales page, making this one of the chief causes of lagging banner response. Banner ads are the Internet's main advertising vehicle. Over the next few years, as more and more people get fast broadband Internet connections, we will see "rich media" banners that look more like television. Low ad prices and less competition makes this a great time to promote your offer or name online. By following these simple tips you can make banners a reliable part of your marketing arsenal. Kevin Nunley provides marketing advice and copywriting. See his 10,000 marketing ideas and popular promotion packages at http://DrNunley.com Reach Kevin at email@example.com or 801-328-9006. Seeing From Your Customer's Point of View Six ways to increase sales by Kevin Nunley DrNunley.com The better you can describe your best customers, the more products and services you can sell. How do you that? * Know Your Customer What newspapers, magazines, and e-zines do they read? What topics interest them most? What groups or associations do they belong to? You can devise a questionnaire to send to your best customers and prospects. Entice them with a free offer or a big discount. Many actors start developing their character by writing down a long list of words that describe the character. This helps the actor think deeply about the part they are going to play. This strategy works well to help you figure out what kind of people buy often. You likely know far more about your prospects and customers than you realize. This method helps you get a clearer understanding of what you probably already know. * Do A Needs Analysis Experts on selling always tell you to start by doing a needs analysis for the customer. That's a fancy way of saying you need to figure out what the customer's problem is, and to decide how you can fix it. Would your potential customer's life be improved with your product or service? You can fix that! Does your customer find a certain product or service inferior? Your mission will be to deliver a better solution. Michael Dell got the idea for his Dell Computer business while he was still in high school. He quickly saw computer stores weren't giving him very good prices and service was almost nonexistent. As a customer, that was his problem. "When I would go to a computer store, I would pay 25 percent retail mark-up for a computer and be served by a person who knew little about computers," Dell wrote in a recent article. This early experience became the idea behind his own business. By selling direct to customers, Dell could eliminate the mark-up. He also insisted on customer support being a top priority, positioning Dell as a consumer advocate. * Ask Some Questions What if customers have some idea what they need, but don't understand the big picture of why they need it and how you can provide a solution? Be prepared for this. It is a little like when you or I go to the doctor. We know something hurts, but we may not know what is causing it. If you don't know what is causing the problem, it is very hard to come up with a cure. Start your needs analysis by asking questions. Help the customer zero in on the exact problem. When a prospect tells me "I'm not making any sales on my web site," I first find out if they are getting enough visitors. The problem could be too little traffic or they may be getting enough traffic but their site's copy isn't selling. Best of all, doing a needs analysis gets you focused on the customer. That is the quickest path to a sale. * Listen to your Customers Why is this important? Most of us tend to develop beliefs about ourselves, our products, and our businesses. We have strong feelings about why we are good, why people should buy from us, and why our customers find us important. Believing in yourself and your products and services is very important. It is hard to be successful if you don't believe with confidence. Beliefs can also blind us to reality or new conditions. Believing in a false reality can bring unpleasant surprises down the road when a competitor suddenly surges or customers begin to stay away. Watch yourself, your biz, and competitors with open eyes. Look for solid indicators that your view of things may need an adjustment. If customers disagree with your view, or just offer suggestions, listen to them. There may be some valuable grains of truth in what they think. * Stay Acquainted with Your Customers Keep notes! This tip sounds a bit sneaky, but customers love it. >From time to time customers may tell you about something going on in their life. "My daughter is graduating next week" or "Product X is our best seller" or "My team won the championship." Write down those revelations for later use. Refer back to your notes right before placing a phone call or composing an e-mail to the customer. Selling depends on your excellent product or service, but also on your likability and ease with people. Notice how personal and natural this conversation sounds: "Is your daughter enjoying being a graduate? She's going to State U? You're probably looking for a low-cost computer for her. I have a great new budget model that fits into any space and is loaded with the software that a college student needs." Customers are impressed when you remember things about their life or business. They don't know you are reading from notes. The customer feels important. They think they are getting your special attention. In the end, that is the most powerful tool you can use to entice people to buy. * Remember What It Was Like To Be A Customer Many businesses say their best ideas come from customers. It is also a good idea to think back to before you started your business. Think back to the time when you were a customer buying from businesses like yours. What frustrated you? Were there parts of the business you felt weren't giving you a very good deal? Is that part of why you have a passion to give customers a better solution? Keep doing that by knowing your customers and satisfying their needs, because you were in their shoes once. Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com See his popular marketing programs that combine the best of what works online. Reach Kevin at mailto:firstname.lastname@example.org or (801)328-9006. Do A Needs Analysis Experts on selling always tell you to start by doing a needs analysis for the customer. That is a fancy way of saying you need to figure out what the customer's problem is and deciding how you can fix it. While customers usually have some idea what they need, they often don't understand the big picture of why the need it and how you can provide a solution. It is a little like when you or I go to the doctor. We know something hurts, but we may not know what is causing it. If you don't know what is causing the problem, it is very hard to come up with a cure. Start your needs analysis by asking questions. Help the customer zero in on the exact problem. When a prospect tells me "I'm not making any sales on my web site," I first find out if they are getting enough visitors. The problem could be too little traffic or they may be getting enough traffic but their site's copy isn't selling. Best of all, doing a needs analysis gets you focused on the customer. That is the quickest path to a sale. Hate to write? Kevin and his team of in-house editors will write your web copy, sales letter, press release, article, and more! See our low prices at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:email@example.com or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Remember What It Was Like To Be A Customer Many businesses say their best ideas come from customers. It is also a good idea to think back to before you started your business. Think back to the time when you were a customer buying from businesses like yours. What frustrated you? Were there parts of the business you felt weren't giving you a very good deal? Michael Dell got the idea for his Dell Computer business while he was still in high school. He quickly saw computer stores weren't giving him very good prices and service was almost nonexistent. "When I would go to a computer store, I would pay 25 percent retail mark-up for a computer and be served by a person who knew little about computers," Dell wrote in a recent article. This early experience became the idea behind his own business. By selling direct to customers, Dell could eliminate the mark-up. He also insisted on customer support being a top priority, positioning Dell as a consumer advocate. Hate to write? Kevin and his team of in-house editors will write your web copy, sales letter, press release, article, and more! See our low prices at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Pay-Per-Clicks Get A Larger Audience While business papers have been bemoaning the downturn in Internet stocks, things are quietly changing online. During the past year millions of people have joined those who surf the Internet and use email several times each week. Millions more started buying things online, getting in the habit of taking advantage of the Net's vast selection and often lower prices. Pay-per-click search engines--the ones that let you pay a small fee for each visitor who clicks to your site--have seen big increases in the number of people who use them. Yet, the downturn in Internet ad rates has kept their prices low. This has suddenly made many pay-per-clicks one of the most powerful, low-cost promotion tools on the Net. I noticed this recently when one of our new sites went from no visitors to hundreds of hits per day. We traced the crowd of visitors back to a very cheap ad we had placed on NetFlip, a pay-per-click started a few years ago by college students. Hate to write? Kevin and his team of in-house editors will write your web copy, sales letter, press release, article, and more! See our low prices at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:email@example.com or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Send Your Press Release A 2nd And 3rdTime Newspapers, radio, and TV offices are very busy places. It is easy for your press release to get lost or overlooked. Like a lot of businesses, media firms have had to tighten their belts in recent years. When I started working in radio in the 1970s, it wasn't unusual for me to work three or four hours on the air, then leave for the day. By the mid-90s, the same radio stations were requiring all employees to do two and three jobs, often working 12 or more hours each day. By now you're getting the picture. If you want media to read your press release, you may have to send it more than once. Send your release, then wait for a couple of weeks to pass. Rewrite the top of your release and give it a different headline. Freshen it up with a slightly different angle. Relate your story to things that are already in the news. If you get no response, send a third freshened release a month later. Many editors won't use your material until they see you are persistent. Hate to write? Kevin and his team of in-house editors will write your web copy, sales letter, press release, article, and more! See our low prices at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Get Web Visitors Involved The key to making a sale is getting the prospect involved. Whether it is just having him become excited about your ad or spending time with him on the phone, the more involved a prospect is, the more likely he is to buy. This is especially true on the Internet. Watch sales jump as soon as you engage more of your site's visitors in email conversations or online discussions. This strategy has been a main focus for many companies for years. There are now several sites that provide you with all the free audience involvement tools you can use. Bravenet.com is a favorite. At no charge, they set you up with dozens of audience participation tools ranging from live chat from your site to your own discussion group. We recently created a web site based around the Bravenet tools. It focuses entirely on getting visitors involved with discussions about marketing, advertising, and promotion (see http://PromoteTown.com). If you start your own discussion board, expect to create most of the content yourself for the first few weeks. Hate to write? Kevin and his team of in-house editors will write your web copy, sales letter, press release, article, and more! See our low prices at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:email@example.com or 801-328-9006. Dr. Nunley's Biz-Tips by Kevin Nunley Tell Customers Something Specific There two important ways to focus all your marketing and advertising. First focus on a specific kind of customer, then tell them something specific about your product or service. This sounds pretty simple, but you will notice a lot of advertising that fail to focus. The ads seem to be aimed at everyone and the copy tries to tell you everything about the product. That is just too unfocused to get attention and produce results. The message tends to blend in with the thousands of ad messages all of us hear, watch, and read each day. Once you decide which group of your best customers you can reach with an ad, tell them something specifically addressing a need they have. The retail stores you supply may have a big problem keeping up with inventory. Your marketing should speak directly to store managers, talking about the specific problem and showing how your product or service can solve it or make it better. Hate to write? Kevin and his team of in-house editors will write your web copy, sales letter, press release, article, and more! See our low prices at http://DrNunley.com/copywriting.htm Reach Kevin at mailto:firstname.lastname@example.org or 801-328-9006.
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