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Why Marketing Plan is Important?

# Figure out how much money is in your budget.

As we all know, marketing of any kind costs money. How much money you are willing to commit to the cause is going to determine some key factors about how that money can be best spent. Remember, you want to be economical but you also need to be realistic on what it will take to pull in the leads you need to close new and repeat business.

# Determine your target market.

Who is most likely to buy your product? Are they married? Are they business owners? What is their income level? These are the people that you want to target. One of the most common mistakes in marketing is answering “Everyone” to the question “Who is your target market?” It may be that you have more than one target market, but there is no product in the world that appeals to each and every person. Even Coca-Cola targets different people with different messages. Decide who is MOST LIKELY to buy what you have to sell and target them. Your message to teenagers will be different than your message to housewives even if the product is exactly the same. Different markets may require different mail pieces or advertisements.

## Using the Right Mailing List.

In making sure that your message is getting across to the right people – people who are in the market for what you’re offering – it usually comes down to finding the right mailing list.

There is a great deal to know about mailing lists. There are pointers you could follow when buying a mailing list that tell you what to watch for in a mailing list company to make sure they’re reputable. They are:

i) Get references. Talk to other people that have purchased mailing lists from that company.

ii) Do they guarantee on delivery? That means due to the inevitable number of bad addresses there are in a list, can they still guarantee a high percentage of deliverable addresses. That number should be 90% or better. People move all the time so a mailing list company cannot guarantee 100% deliverability – but they should guarantee at least 90%.

iii) How often do they update their information? They should be able to answer this question and should be updating their information monthly.

You can get burnt on mailing lists – it is the most expensive part of your campaign. Ask friends who own businesses. Don’t just purchase from the first person that tries to sell you mailing lists. Do your research.

# Select what media to use. (i.e., Direct Mail, Television, Radio, etc.

This decision will depend on both your budget and your target market. If you have not done a good deal of marketing in the past we recommend picking one media to start. This is much easier to keep track of and you will better be able to tell whether or not it is working. Also, since repetition is the key to marketing success, using one media to begin with will help you reach the same people multiple times. If you run a newspaper ad and send out a postcard, you run the risk of the majority of the people only seeing your ad once. However, if you send out the postcard twice you can guarantee that you get your message to the same people twice and you will start to build recognition.

Once you are getting the returns that you want from the first media, or if you decide that it is not working for you, you can branch out into another form of advertising. Over time you will build up a very diverse
marketing plan.

# Make a Schedule and Stick with It.

Figure out how many people you have in your target market. For this example we will use Direct Mail Marketing. If you have a mailing list of people in your target market that has 1500 names, figure out how many times per month you can mail a postcard to them and still stay within your monthly budget. Once you come up with this number, do it!

Tips to Increase New Customer Traffic

Plain and simple : You are going to have to reward them.

The reason that happy customers don’t tell many other people about your service is because most customers EXPECT good customer service so the companies that provide it aren’t at the front of their mind. They have too many other things to worry about on a daily basis.

By starting a Customer Referral Program you will give your best customers a reason to want to tell other people about you. Offering discounts or special incentives to customers who refer another person or company to your business is a win-win situation.

You may have medical licensing boards or other ethics committees for your profession that restrict you from certain types of rewards and rightly so due to conflicts of interest that may arise. But you can always find something that you can do to reward your customers when they refer someone to you.

Here is an example of a Customer Referral Program for a Direct Mail Company and how it works:

“When you refer someone, and that person places an order, you will receive a $25 credit that can be used toward any of said company’s services.

Each time this happens you will receive the $25 credit and there is no limit, so feel free to go crazy referring your friends to us. If you refer enough people who become customers you could end up getting your next order FREE.”

When you set up your own referral program you will want to do two things:

First, make sure that the incentive you offer to your customers is in proportion to the price of what you are selling. If your least expensive service is $5000, then a $25 discount is probably not going to be enough to get them interested in spreading the word.

And secondly, you need to promote it. Make sure that your customers know
about the new reward program by:

1) Having your sales associates mention it whenever someone places an order.

2) Posting notices in your business if you have customer foot traffic.


3) Sending out announcements to your customer address list on a regular basis.

All of these things will help you to increase the number of customers that you receive through word of mouth, and at the same time help keep down your marketing costs. Is this a great idea or what?

Offering discounts or special incentives to customers who refer another person or company to your business is a win-win situation.

Reward the customers that reward you. One of the greatest compliments is when someone refers another or others to your business.

Effective Marketing Strategy

1. Who is your Ideal Client (IC)? The more you know about their distinguishable demographics, psychographics, and consumer habits, the better. You should be able to describe your IC as a specific type of person with a specific need. You should be able to describe their likes, dislikes, and their pattern of seeking out resolutions and opportunities as it relates to what you offer. Take the time to know as much about your IC as possible. The insider’s view will allow you to speak their language and feel their pain in a way that leads to empathetic marketing.

2. What problems and/or desires does your IC have that will inspire them to do business with you? Your solution needs to perfectly answer the question they are asking. If your IC is not asking a question you will have to work too hard to make a sale. Your IC should be asking questions such as: How can I solve this problem? How can I achieve this goal? How can I do this quicker, faster, better? There has to be sufficient motivation to buy and you need to know what it is so that you can market to the motivated buyer.

3. How can you reach them en masse and what’s the best form of communication? Most businesses need more than a few clients and most need to constantly add new clients in order to sustain and grow. Reaching ideal prospects in sufficient numbers is necessary to get the number of IC(s) that will be the basis of your revenue. Large ticket products and services do not need as many clients as smaller ones but here is the trap with large ticket items: having only a handful of high paying clients can be risky if one or more should stop doing business with you. I have seen small and large corporations draw their income from one or two Fortune 500 Companies and consequently experience extreme adversity when the Fortune 500 Company reduces their business needs or stops buying altogether. That is exactly what’s happening with automotive suppliers. They depend on a small number of auto companies and their survival is at risk every time the industry takes a turn for the worse. Don’t make the same mistake; keep your marketing pipeline full of new ideal prospects and gently move them down the pipeline to become IC(s). Do this while continuing to enrich your relationship with your current client base and you increase your chances of sustainable profits.

Once you can answer these three questions, you can create an outreach strategy that positions you and your product/service in a way that is likely to get your IC’s attention. Unless you have deep pockets and a vast supply of patience for taking the slow and tedious path, forget brand marketing and marketing to the general public. If you are in a network marketing business, forget duplication and recruiting until you, yourself, know how to acquire loyal customers.

Your ability to connect with your IC is the one of the first things you need to master. When you have become proficient at it, you can grow your business wide and deep and duplication and expansion become possible. Don’t waste time or money marketing to anyone who does not fit the profile of your ideal client.

Your #1 job is to serve those you are qualified to best serve and if others find their way into your store and make a purchase, that’s fine but don’t invest energy in seeking them out.

When you connect with your ideal client and your marketing message is directed to them, you won’t have to work hard for the sale. You can focus on creating affinity, trust, and contribution. The selling process becomes a natural communication process that is much more agreeable to the seller and the buyer.


Offline Website Marketing Tools

#1 – Put Your Website Address on Your Business Signs

If you are like my company we have spent thousands of dollars on advertising signs on our business at our location in Townsville Australia but it still amazes me as I visit other places and even countries, that businesses with really effective websites still do not advertise their web address on their signs.

Let me throw a few things at you … How would you like 37,000 per day to see you! You would do anything to get that sort of traffic wouldn’t you? Course you would. Well there are 200 – 300 business on the street where we are located and we have coming past our building everyday 37,000 vehicles, free traffic. Then why wouldn’t you as a business owner have your website address plastered all over your business signs. Do you realise that of the 200-300 business less than 10 actually have their website address on their business?

How crazy is that! This is free traffic. Never underestimate drive by traffic, and if you do not believe me then ask yourself a question, “Why do companies like Walmart, Harvey Norman, Coles Myer etc put their stores on main roads?” For the drive by traffic! It doesn’t matter whether you only get 100 cars a day or 1 million cars a day, having your website address on your signage means that as people go to work and see the address, they are more likely to have a look at your website as soon as they get to work than any other time. If a person has a particular need for your products, studies have shown, they are more likely to first check out your website, than actually come into your store.

#2 – Put Your Website Address On Your Vehicle

Just like the previous offline website marketing tool, this is a no brainer. If you have sign writing on your car for your business, would you forget to put your phone number on the car? Course Not (Mind you I have seen a few cars that have even forgot that) then why would you forget to put your website address on your car. If your business sells products and services via the internet, then you need to tell your customers where to find you.

30% of our car detailing traffic that I own actually comes from our vehicles and within that 30% over 60% of our business is derived from people seeing our cars on the road, then visiting our web address to see our prices and services and then booking their cars in. Never forget your website address on your vehicle.

#3 – Put Your Website Address in Your Yellow Pages Advertisement and White Pages Advertisement

The world seems to be obsessed with the Yellow Pages. It is truly a phenomenon. We page thousands of dollars to be in the Yellow Pages and the three things we check to make sure are in there are our Address, Telephone number and web address. Most people before they ring you, will in fact check out your website first. If the website address tells me nothing, then I simply move on to the one that has a website address that tells me what I need to know.

#4 – Put Your Website Address on Your Business Cards

Look this one is another one of those no brainers. Everybody in business should have an email address and website address and they should both appear on your business cards prominently. Since a large proportion of business these days is done through email then not having just your email address is costing your business. I know of some businesses that will not communicate with you through anything but email and the phone. They simply refuse to deal with people who have a fax because they want to save money.

Get your website address on your business cards. If you have only just gone and got them printed then go down to your local stationary supply company and buy some small stickers and stick them on the back. Might look tacky but at least your customers will know how to contact you.

#5 – Put Your Website Address on all Media Advertising

When ever you do any advertising at all, whether it is a leaflet drop or billboard advertising in Time Square (Nice if you can afford it) make sure that your website address is on the advertising. When people see your website address they are more likely to visit your site first before coming into your store. Many many important sales are made won or lost long before you ever see the customer and in many cases your website could be that deciding factor.

#6 – If you are sponsoring a Charity or Sports Group have your website included next to your name

If you have decided to sponsor a Charity or Charity Day or even a sport group then make sure that the Charity or Sporting group includes your Name and Your Website on their printed material. The human race is really quite bizarre as they are more likely to remember your website address than your telephone number. Just like before, if they see your details at a Charity or Sports function, then they are more likely to goto you then your competitors because your support your community, then make sure that the Charity or sporting group gives the customers a way to find you.

Remember to have your website address on all of their printed material and signage if possible.

#7 – Put Your Website Address on your Uniforms

One of the core reasons we give our staff uniforms is so that they are easily identifiable when they are out and about but more so, the uniforms make my staff walking billboards for my company. Most companies when developing their uniforms will only include their logos. My recommendation to everyone is to include your website address as well.

Many people have told me they have seen my staff at the shopping centre and seen our web address on their uniforms and that is how they have found us. Some of our biggest customers have come from the website address on their uniforms. This is one of the cheapest and free website marketing tools.

#8 – Put Your Website Address on all of your Business Merchandise

If you are creating merchandise to give to your customers, make sure you include your website address on the merchandise. In fact, it is less intrusive to include your website address on your merchandise than it is to include your telephone number. Let me give you an example. I am sitting in our business writing this article and I looked over at a Stainless steel mug that my brother gave me from Canada. The mug is a merchandise item from Prince George Savings Credit Union. I tried to look up their site and put in the usuals but all I got was spam sites. It was simply to hard for me to find them so I gave up.

I should note that this stainless steel mug takes pride and place on my desk in my office and I use it all the time. If they had their website address on this stainless steel mug then I could have easily looked up their website and maybe set up a bank account or invested some money with them but they have made it too difficult to do so.

If your merchandise is designed to push your name or market you in the workplace, then make sure you make it easy for your customers to find you. Remember, most people will go to your website rather then to call or visit your store first, simply to avoid the heavy sell.

#9 – Incorporate Your Website Address Into Your Logo

When I work with our SEO clients and their business coaches one of the things we look at is their logo. When I first setup our training and car detailing business, one of the things I did was to incorporate our website address in the logo. The core advantage to this is that where ever our logo is our website address is and it allows people to find an easy way to contact you.

Often when you are sponsoring teams at football games, the only information about you they allow is your logo. This means sometimes that it can be difficult to find you but if you include your website address in your logo, your customers will always have a sure fire way to find you.

#10 – Put Your Website Address On Your Press Releases

When ever you release a press release ensure that you put your website address on it. Many a time, media companies will actually include your website address, in particularly when they post information about your press release on their websites. I have noticed a trend at MSNBC, Ninemsn and CNN to do this. The advantage to you as the website owner is that the link they include in the text will be treated as a high quality link than any other, because most of these three sites have PR rankings of 8 or more which means this will help you in your webpage rankings in the search engines.

The other point to this is that you may find a traffic peak whilst your article is actually visible. For example, as a proud Australian I was heartbroken to hear about the death of Steven Irwin an Australian Icon and Legend and a proud Queenslander like me but when their family did the press releases they included the Wild Life Warriors website address on the press release. Virtually every single media outlet around the world has posted the website address on their websites which means this website is doing outstandingly well. At least in this tragic circumstance there will be some good come out of it.


How to Identify who Our Ideal Clients Are?

Here is the best way to do this. I recommend (right now) writing down traits that your best, ideal clients have. Think about the people you LOVE working with more than anything else. If you dont have anybody in mind, think about what they will be like when you do meet them. Let me give you a few traits of my ideal client…

My ideal client is friendly to work with. They have money and can afford to hire me. They are interested in marketing and growing their business. They like to learn new things as much as I do. We learn from each other. They provide feedback on my work. They pay me on time. They have ongoing work. They challenge me. Underneath it all they love helping people (even if they are not in healthcare). We are friends and enjoy each others company. I could go on, but this gives you an idea of what we’re trying to do here.

On the same piece of paper farther down the page write down things you don’t want in your clients – so you can identify these bad traits when you come across them. For example…I don’t want clients that don’t pay in a timely manner. I don’t want to work with clients that are not open to my suggestions — clients that think they know everything. I don’t want clients that only care about making money and not doing the right thing. I don’t want clients that are always in a rush and frantically running behind.

You get the idea.

Taking the time to think about and identify the traits of the people you want to work with, or attract, will help you know them when you see them.


Marketing Rules to Your Past Customers

Rule #1 – Collect all of their information.

It sounds like a no-brainer but you would be surprised. The more information that you have on your customers, the more likely it is that you will be able to get in touch with them to let them know about specials or to remind them it’s time for their next service. Also, don’t neglect to ask for your customers’ email addresses, most everyone has one and most will give it up pretty easily.

Rule #2 – Don’t treat your customers like prospects.

Make sure when you collect the information in your database you differentiate between people who have placed an order in the past and people who have not. Customers want to feel like you are paying attention to them and when they have placed a few orders with you and are still getting your “10% for First Time Buyers” postcards they tend to feel unappreciated. Bottom line, if they don’t qualify for an offer you are sending out, don’t send it to them.

Rule #3 – Don’t let your designs get stagnant.

When you are mailing to databases of people that you have never spoken to before, it is OK to send them the same postcard multiple times. It helps to increase recognition and will eventually increase your response rate. Dealing with customers and prospects that you have already spoken to (meaning they already know most or all of the details of your business) you need to mix things up a bit. Your mailings should be attention getting and informative. If you have started offering a new service recently, a piece designed to let your database know about it would be a smart move. The main point is to keep your company in the front of their mind and to keep them reading your promotion.

Being great at what you do is not always enough to keep the customers that you have earned. With all of the competition out there today you need to be constantly reminding your customers that you are the best at what you do. Direct mail is the best way to give them that reminder.

Always remember to keep mailings that you send to your database informative, attractive and most of all current. Personalize everything that you can and make sure that what you are sending to a past client actually pertains to them or their company. Anything less and your customer may start to drift, and the only people that are going to be happy when that happens are your competitors.


Packaging Ideas

1. Create a Reusable Package

The boutique beverage market is mature and extremely competitive, so you might think there are few really new ideas when it comes to packaging. You would be wrong. POM Tea has created something truly different. For a start the product itself is different – it is tea infused with pomegranate juice. But it is the packaging that is remarkable; the drink is packaged in a regular tall drinking glass with a lid and a clear shrink wrap label. It says on the label: Remove the label, keep the glass. In our local Wild Oats it retails for $2.79, not that expensive for a bottled tea, and you get a free glass. No need to worry about recycling here – you get to reuse the packaging.

2. Add a Little Extra to Your Packaging

Sometimes you can have very standard packaging, but stand out from the crowd by just adding a little twist to it. Amy’s Kitchen has done just that with their line of pasta sauces. It is a standard size jar with a standard color label that really blends in with all the other pasta sauce offerings. What sets them apart is the paper and gold bow over the lid of the jar. It looks like the way your grandmother would package it, and you can’t go down the aisle of pasta sauces without noticing it.

3. Make Design the Focus of Your Packaging

Most people think about the product first and the packaging second, but Method Products turned that equation around. They focused on packaging from the very beginning – they wanted to create packaging that was beautiful, that you didn’t have to hide in the cupboard. They created a premium line of cleaning products with packaging that you could display in the kitchen or bathroom like a home accessory. Just stroll down the aisles of any Costco or Target and you will see this focus on design really makes Method Products stand out.

4. Create Fun Packaging

Fun packaging doesn’t just have to be for kids, after all adults like to have fun, too. The bright colors and unusual shapes that dominate kids”products can work in adult products, but usually a more subtle approach is better. One industry that has started to embrace a little more fun in their packaging is the wine industry. Just take a trip to the local liquor store and look at all the fun animals on wine labels these days. We have penguins, kangaroos, frogs, horses, swans and many more critters appearing on wine labels. We may not be ready for a penguin shaped wine bottle, but a colorful penguin label can add an element of fun and really stand out from the more conservative wine labels.

5. Let Your True Colors Shine Through

Candle-Lite is the goliath of the candle industry with over 160 years of continuous candle making operations. Their packaging is nothing fancy, just a candle in a clear jar, but the colors they choose are striking. They use bright colors, often with multi-layered candles and they let these colors shine through with simple clear jars. And a simple label on a white background accentuates the colors in the jar. On my local supermarket shelf their candles really stood out from the dozens of other brands.

6. Extend Your Labels with Sandwich Printing

If you are selling a clear liquid in a clear bottle then you have an option available to you that can give you more packaging space for very little extra cost. I am talking about printing on the back of your labels. You can’t put regulatory information on the back of your labels, but you can run contests, tell a story about your company, or give ideas about how best to use your product. It is a simple way to give your customers more information and not detract from the presentation of your package.

7. Try the Metallic Look

Most labels are printed on white or clear material, but there are many other options available to you. One look you can consider is using a metallic foil for your labels or packaging. With a good design the metallic look can be very striking when compared to the same design on white, and really isn’t that much more expensive.

8. Focus Your Packaging on a Specific Target

The Axe line of products from Unilever has a very specific target audience – young men aged between 18 and 35. So they built their packaging to appeal to that target. The package for the Axe Shower Gel looks like it could just as easily contain motor oil as shower gel. It is a thick molded black plastic container that has a rugged appearance that appeals directly to this demographic. Here is a product that has tailored not just the contents but also the packaging to their specific target market.

9. Merge Two Packaging Concepts

Another very competitive industry is the beer business, with the big players there always looking for an edge on their competitors. Last year Anheuser Busch came out with a completely new concept in packaging that ended up winning several packaging awards. The concept was so simple it is amazing no one had done it before. We all know beer comes in glass bottles and aluminum cans. What Anheuser Busch decided to do was just combine these two concepts and they came up with the aluminum bottle. It was different, it looked classy and eye-catching, and it was 100% recyclable.

10. Look to Nature for Inspiration

Nature has some amazing examples of “innovative packaging.” Consider the banana, the pea-pod, the kangaroo pouch, the pine cone – these are all examples of nature creating efficient packaging. Nature’s packaging is usually elegant and beautiful as well as efficient. There are shapes, colors and even packaging concepts that you can borrow from nature’s example. So next time you go for a walk in the woods, take a look around you and marvel at the innovative packaging created by nature.

Declare Your Niche

Let’s say you’ve already decided on an area or niche to specialize in. You also need to know who the target market within that niche is. It could be women over 50 that are at high risk for developing heart disease if you are a healthcare facility. Or it could be the marketing director for business’s that work with alternative medicines if you are a copywriter. The key to successfully marketing your business is to be extremely specific and know the person you are selling your services to.

We all hear about how important being identified as an expert in one particular area is, but how many of us have really been brave enough to say “this is who I serve” — knowing it could turn some business away.

I know that putting a stake in the ground and declaring “this is what I do and who I serve” can be scary. You may be concerned that you don’t know which niche is right for you. Or that there may not be work in a niche once you’ve chosen it. But let me assure you from experience the benefits of specializing in one area far outweigh any disadvantages that come along with it.

Let’s take a look at some of the advantages for a business that declares an area of expertise, or a very specific niche:

– Helps you clearly identify and target your ideal client

– You are seen as an expert

– You can charge more because you are an expert

– You’ll find your work is easier because you learn the industry slang

– Marketing is easier. Because you have a specific target market it’s much easier to identify a prospects pain and address how you can fix that. Can your marketing address issues in other markets or related fields? Sure. Can you take work in that field? Absolutely!

– Smaller market segments are easier to market to

– No matter what you do differentiating yourself is not easy. Being specific about who you serve and choosing a niche clearly, narrows down the choices for your prospects and more clearly identifies who your competition is.

So no matter what your concerns, think about these many benefits and how much easier it will be for your ideal clients to find you once they know who you are; once you’ve told them that you are here specifically to help them solve their problem.

Micro Marketing Power

Take a moment and imagine a typical person in your market right now. What is she or he doing? Watching TV – and if so, what’s on? Or is she sitting at her desk, trying to figure out how to pay her bills? And agonizing? Or is he looking out the window, wondering where his own child is right now – the one who just moved away from home.

This is what I call micro market definition. It’s different from niche-ing, because you already know your niche, right? This is simply carving out a much more specific, detailed picture of the market you already know and love. And more importantly, it’s understanding their exact emotional frame of mind.

Truly effective market definition goes far beyond the usual boring stats like age, marital status, geographic location and education. That’s all ‘old think’. This micro market definition captures the psyche of the person you’re selling to, and really digs into to their day to day situation. It describes their current highs and lows, and what the big needs and wants are that define their lives.

And why is this type of market definition effective? Because when you really, really, really know your audience, you can design a website, a blog, and infoproducts that speak right to their heart. And so you can effectively solve their problems, deliver your work, and live your life’s purpose.

So, yep, this kind of clarity is critical.

To do this, you need to think empathetically. And you need to extend your imagination right into the zone of your market. For instance, if you decide your market is teens going through major life transitions (parental divorce, moving to a new state, life threatening illness in the family, etc.), I want you to really put yourself in the position of that young person.

How exactly do they go through their day? What’s their high point? Their low point? Their mental health break? What song do they hope will come on the radio? What web sites do they hang out at, or how do they communicate with their friends? Terse, tense cell phone calls because they’re so busy? Frantic endless text messages? Long, chatty AIM (instant messenger) conversations? (Right here is an opportunity for non-traditional marketing message delivery.)

But here’s the biggest question — what’s the big need that’s driving them? Is it just to put an end to their parents? Or are they focused on other ‘non-teenager’ issues? Are they suddenly getting a taste of grown up life, so maybe they’re gathering around spiritual websites, or religious affiliations. Or are they drawn to podcasts of world philosophers like the Dali Lama? Or dark teen age angst bands that play grunge? (Here, again, is another possible connection point you can make if you can figure out what sites they linger at.)

See how effective this can be? If you knew, for instance, that your needy teens would be drawn to visit New Thought churches, then that’s a great place to position yourself as a speaker, writer, or blog commenter. Same goes for the blog of existential, angry pop bands. And it goes much further than that.

All truly great marketing begins with empathy. As you really put yourself – like, really, totally and completely – in your people’s position, you extend yourself out of your own little shell. This in turn informs your mission with that critical extra piece – the extra inch that makes your market feel as if you truly understand them.

Stop right now, no matter where you are, and write down ten critical things you need to really remember about your audience. Make sure you imagine your people in your mind (even ask them how you can help.) And bear in mind that helping them is your mission in life – it’s that important!

By really stopping to think, define, and continue defining, you will give your business a tremendous gift: empathy. And did I mention that this process is never really finished? Markets grow and evolve just like our popular culture does. And so one needs to revisit their assumptions about their market annually if not more often.

Think, feel, and imagine your audience. And then go create. That’s where the real joy lives in these businesses.


About Customer

The same applies for your online business, you have a dream, a vision and it is your dire wish to make a success of this venture.

Why not? You have spent money and huge amounts of time planning and creating it. And you are now awaiting the arrival of the visitors. But when they come it is not what you had expected.

With any offline business you need clients, you supply the product they require and they buy from you. But you have to sell what they need. It is of no use if they are looking for dog food and you are selling them a lovely toolbox filled with tools.

There are two reasons why they will not be buying from you even though you got them into the store.

The first one is obvious, you are not selling what they need and want when they are there. The second reason is that they are not in the mindset of spending more money than what dog food would cost. They came prepared to buy dog food.

You would agree that this is a very stupid way of going about business and you would probably not last very long.

The big question now is how did all these people get into your store in the first place?

Let’s say you only had a door and they were not able to see through a window, and your name certainly did not reflect what you are doing, so they came by just because they were curious. Remember people love browsing around, but I can bet you quite a few went past your store who would have been interested in what you have on offer, if they only knew.

Nowhere on your billboard, advertising or in your name did you make any reference to what you are all about. Nice tricky little writing got people to walk in, but very few if any actually bought anything.

It is just so strange that this type of marketing is spread so widely all over the internet.

The advertising is non descriptive just trying to get the person to click on a link.

How much money do you think they are making versus the clicks they are receiving?

Just getting people to your sales page will not make them buy; you need to let them know upfront before they are clicking through what you are all about.

That does not mean you should be uncreative in your advertising, what it means is that you should think more creatively to find real interested visitors to your pages, unless you do that you will be throwing loads of cash down the drain, meaning that the dog wont have a bone.

Now we don’t want the dog without a bone because before the dog had the bone the bone had meat which we had. So if the dog does not have a bone, you don’t have any food.

So the main idea behind your marketing effort is to find out which people you need to attract to your site. For this you have to do some research in your chosen market to find the search terms and sites that are frequently visited by your target audience.

You also need to know that the market you are targeting actually buys products, and don’t just browse around. This information you should research before you even attempt to create your product or start marketing your affiliate product.

The next step is to build a list of people that are really interested in the products and information you have on offer. It is your list which means you are allowed with their permission to send them information and products.

This is where your real money lies and will be the most important factor to the future success of your online business.

So before you create that all important new product, keep these points in mind and create a long term sustainable business that would ensure that the dog will have a bone.


Worst Mistakes of Company Letter Head Designs

Don’t Do Tip 1: Overcrowded Corporate Letterhead

If you are going for a corporate letterhead look you want to be sure to not crowd everything into the top of the letterhead. Sure there are a ton of things you want to include on there and a lot of important information. However with all of the contact details in today’s connected environment you letterhead can quickly become overcrowded and ugly. So plan ahead and make some decisions early on what is necessary for the top part of the letterhead. For example do you really need two different emails address, multiple phone numbers, address and all kinds of other junk crowding your logo and letterhead design. Instead see if you can’t leave some of these things off the letterhead and if not then place them down at the bottom in the footer area. The more open space you can provide in the letterhead the more of a corporate look it will have.

Don’t Do Tip 2: Overuse Of Color On Company Letterhead

Sure we can all admit that we love color and lots of it. However when you are working with a letterhead color should be used sparingly if at all. Your letterhead will be copied, Xeroxed and run through the fax which are all black and white only. So if you have lots of color and wonderful gradient areas on your letter head full of beautiful colors it is going to turn out ugly in the end. After it has gone through multiple fax machines and a few copy machines your letterhead will look like a big black ink spot. It might be now better used in a psychology testing laboratory then as your letterhead. In fact I often suggest when working with ideas for a letterhead design one should copy and fax it a few times along with crumpling the paper up and abusing the letterhead a little before deciding if it is the final look you want. By doing this you can see your letterhead as everyone else will.

Don’t Do Tip 3: Overly Detailed Letterheads

Getting a letterhead with lot of fine, small details is not going to work very well either. It will go through the same process as above and you don’t want your finely detailed artwork look like a old sailor’s tattoo that has spread and stretched out too much from over use. The fine details will be lost and thing will blur together. Again try taking it through the process yourself and see if you still like the final result.

Don’t Do Tip 4: Realtor Letterheads

You know we have all seen those glossy business cards and beautiful letterhead printed in full color that many Realtors will use and they look great. However they are often a little overboard and a little too gaudy if you are not in the realty business or field. So if you are not in that field do not put a pick picture of yourself with a beautiful sunset behind you on your letterhead. This will look very overdone and like you are into yourself too much. You want a letterhead that emphasizes your company and not just you.

No matter what you plan on doing with your letterhead and no matter what industry you work for don’t waste your time or spin your wheels trying to get a letterhead to only be disappointed later. Instead take some time to reflect on the company and mission of your business. Then try to design letterhead that communicated these feelings. You want your letterhead to act as a first impression and it is therefore important that it carried the mood and tone of your business.