Click here to view the embedded video.

In this video segment we’ll look at what kinds of things that might be blocking your creativity.

The Three things that can get in your way and block your creativity are:

• Your Perceptions
• Your Emotions
• Your Culture & Environment

Perceptions. – What things MEAN to you?

Like…. Stereotypes. Or having a Limited Vision Or being set in your ways with Habits that might keep you stuck in old patterns. What about your perception of Tradition VS. Change? Are traditions keeping you stuck?

Or your Emotions - How do you FEEL?

Does it bother you to look like a fool? Do you fear taking risks? Are you afraid make a mistake or fail? Real problem solving and idea creation is messy.

When you change your thoughts and change your actions and you’ll get better results.

Cultural & Environmental Blocks might be…. Other People’s Opinions… Lack of cooperation and trust among colleagues or co-workers. And then there’s Distractions – phone calls, and easy intrusions. All of these things can block your creativity…

Have you ever had a big idea that you didn’t take action on… Maybe it was your Perceptions or emotions that got in your way… Well, it almost happened to me…

In 1986, I invented a product line that was used to store bicycles inside your home or apartment… Maybe you’ve seen them in the Sky Mall Magazines on airplanes, in Sharper Image, sporting goods stores or other specialty catalogs…. The main line was hand-crafted from solid Oak and was a tension-mount system that went from Floor-to-Ceiling, to hold 2 bikes in a limited space, protecting your bikes and your home.

In the beginning, I tried several different ways to get the product to market. It was a tough first year and I thought about quitting many times. I can assure you that my own perceptions, emotions and my environment got in the way more than just a few times… but through creativity and innovation, and using the mindset tools we’re going to be exploring today, I was able to sell over 28 million dollars worth of product in just a few short years…

I’ve used these same tools, again and again to help clients differentiate themselves in a competitive market; to launch innovative publicity campaigns; to build websites and online marketing strategies that created virtual money-machines; to design new advertising concepts, and improve many other areas of their businesses, even beyond the marketing department. These are proven tools that YOU can start to apply immediately…

Think about your business… Products… or Services… Are you truly doing everything you can to find, attract and keep your customers?

Are you allowing self-imposed limitations to hold you back? It’s time to breakthrough those limitations, use your resources, and expand your creativity. You deserve it!

Wow, Might seem like a lot to think about, but actually, it’s all about your B.S…

You remember… Your Belief System (from Marketing Mindset Video 1) that can either get your way or launch you to success.

(continue reading… this part isn’t on the video clop… Enjoy!)

I’ve used the tools I’m about to share with you to help organizations in many different industries around the globe achieve amazing improvements in their marketing results and you can use them too.

You may be familiar with some of these techniques, but I’m sure you’ll have a new appreciation for them as they apply to your marketing strategies!

Have you ever heard of Idea-mapping or Mind-Mapping? It’s one of my favorite creativity tools! Idea Mapping is a simple technique you can use to capture and organize your thoughts and Ideas visually on one page.

Idea Maps are especially helpful for Brainstorming to help you think up new and creative ideas more quickly and easily. Here’s how you get started…

Take out a blank piece of paper with out lines. You want it without the lines because the lines can restrict the natural flow of your thoughts. Turn the paper landscape… with the long side of the paper at the top.

Next, in the center of the page, draw an image or print the words that represent your main theme, concept or topic that you want to brainstorm. For example, you might start with “ideas for New products” or “How to sell product X”…

State it in the form of a question… who, how, what, why?… you decide. Allow plenty of white space for the rest of the map. I like to have a few colored pens available too because color stimulates the brain and helps captures attention.

At first, your Idea maps might be pretty simple branches with lines and a few words and that’s okay… As you practice, you’ll become more creative and you’ll find this to be a fast way to capture and generate new ideas. This will also help you create new connections between ideas and concepts.

A picture really is worth a 1000 words! It stimulates the brain to think up new associations, it focuses the thoughts and it results in much better recall of the content at a later date. So draw pictures to represent your ideas. They can be simple stick figures, sketches, symbols…what ever makes sense to you. The brain works by association so by connecting the main branches to the central topic, the brain links those elements together.

The main branch words and images stimulate other thoughts and associations. They allow the random flow of your thoughts as you add other levels of thought. So make the central lines from the center thicker, curved and organic (like the branch of a tree attached to the trunk) to help organize your sub-themes.

Start to add a second level of thought. These words and/or images are linked to the main branch that triggered them. Add more branches and levels of thought as ideas come to you. Feel free to jump from branch to branch as the mood strikes you.

Remember, You can use:

• Pictures
• Line drawings
• Patterns
• Symbols
• Shapes, boxes, circles
• Colors, etc…

I encourage you to use this new tool. Use it in meetings, sales presentations, and of course when you are planning your marketing strategies. While I started out drawing most of my idea-maps, now I also us mind-mapping software called “MindManager from www.mindjet.com. There are several others too, but don’t think that you need to get software… Start right away using paper and pen to open your mind and expand your creativity. I’m sure that you’ll quickly see how using idea mapping can help you and your team!

I’ve explained how Idea mapping can work for brainstorming… and I’m sure that most of you are already familiar with the concept of brainstorming…but just to make sure, here is a quick review of the rules for GROUP BRAINSTORMING:

• Set a time frame… generally the shorter the better… like 15 to 30 minutes max!
• The Goal is to collect as many ideas as possible from all participants with no criticisms or judgments made while ideas are being generated.
• All ideas are welcome no matter how silly or far out they seem. Be creative. The more ideas the better because at this point you don’t know what might work.
• Absolutely no discussions during the brainstorming session. Talking about the ideas will take place after brainstorming session is complete.
• Do not criticize or judge the other people’s ideas. Seriously….Don’t even groan, frown, or laugh. If you do… you’ll hamper the creative process.
• Write all ideas on a flipchart or white board so the whole group can easily see them.

Here’s a great tip! If you’re in an organization that’s had trouble with brainstorming, either because of certain people, egos or office politics, or have trouble in getting a large list of ideas, then I suggest you send out a memo before the meeting with the main brainstorming topic or question?

Ask them to print their ideas on paper as a requirement to the meeting, or you can use post-it notes during the session, so people can participate anonymously.

Let’s talk about making your final selections.

• When all the ideas have been recorded–combine ideas as much as possible,
• Next, Vote to select the best 3 to 5 ideas.

Let’s review what we’ve covered so far…

That it’s your mindset that determines the actions you’ll take.

Without action… you can’t improve your results. Why improving your creativity helps your mindset as well as your business. We discussed removing the mental blocks that get in your way… like certain perceptions, emotions and your environment. And then how to use “idea-mapping” and brainstorming basics to stimulate your mind!

Subscribe to the RSS feed using the link in the upper right corner and follow me on twitter.com at www.Twitter.com/Prime_Concepts

Click here to view the embedded video.

Is your B.S. getting in the way of your marketing success?

Think about your role in the marketing process?

Are you an Executive, Marketing Director, Entrepreneur, business owner, or sales person? … Regardless, “The Profit Rich Marketing Show” will help you increase your sales and profits!

Here are some Keys get you on track.

Check your (BS). Belief System. Is your BS supporting you or getting in your way?

What about your Self-Talk… That constant voice in your head… Is it mostly optimistic or pessimistic?

You’ll also want to Overcome F.U.D.(Fear, uncertainty and doubt-that can keep you stuck-in-a-rut of inaction or analysis paralysis.

My mindset as a marketer started at age 15 when I started my first business. It was a painting company and you can imagine the challenges I faced, especially since I was earning minimum wage, living on my own in the “projects-paying $17 a month for government housing.

I still remember my first customer lead. A prospect called asking for a quote to paint the interior of their home…I was so excited… whoo hoo!

One little problem. I didn’t even own a paint brush!

So I went to the local paint store and asked for help from the manager. I said “if you help me, I’ll buy all my paint and supplies from you forever.” At first, he was reluctant and didn’t take me seriously. I suppose I wasn’t the model businessman. Age 15… long hair… army jacket. He went over to the shelf and opened a can of paint, dipped a new brush and then started spackling me with paint.. He said, “If you want to be a painter-you’ll have to look like one!” He gave me a clipboard, calculator and instructions. I was set…or at least I thought I was…

I drove to the prospect’s house, walked up to the door and was about to knock… when that little voice in my head said, “Hey, what are you doing? You don’t have the skills, experience… You aren’t old enough, Smart enough…”

That self-talk wasn’t helping much. Then my other voice kicked in! “What have you got to lose? Go for it !” So I knocked on the door.

A man answered and we went through his house room by room, with him telling me what he wanted. “Oil based here. Semi-gloss there, Fix the cracks in the ceilings, Glaze the windows…”

My mind was racing… “Oh my god, What am I doing now”-but I just wrote it all down. I told the man I’d have to go back to my office to prepare the quote and that I’d be back in 30 minutes. My Office… Right.. J

I returned to the paint store and the manager helped me prepare the quote. Back to the prospects house I went. Walked up to the door again and just as I was ready to knock… that little voice said, “just go home… forget about it…” F. U. D!

Something possessed my hand, and I knocked! The door opened and this time the man’s wife was home too. Great!

She took one look at me and stepped behind right her husband.

I handed him the quote and said…, “The total for the painting job is $1,025. I need 50% up front… and 50% on completion”

There was the longest pause in my life. He took a look at me, took a look at the quote, and said, “Do you have any experience?” Being a street-smart kid, I replied “Here’s how we work… if you’re not 100% satisfied with the work we perform, then you don’t have pay!”

The wife said, “Honey… Write the boy the check!… And he did!”

I got to my car and sat there staring at this check for $525. That was more than I earned in a month… and I’d done it in about an hour. I thought, This is so cool! I’ve got to learn more about marketing and making money! By the end of the first year, I was making $35,000 with three crews with an average age 40 years old. This was 1976 – That was a lot of money for a teenager!

The main point is that it’s not your circumstances, experience, marketplace, competition, or products that determine you’re overall marketing success…. It’s your mindset!

This brings us to the next point…

There’s really no such thing as Money Problems… only a lack of ideas. If you want to increase your profits, then increase your creativity to generate more money-making ideas. Subscribe to the RSS feed to be automatically notified for Part 2.

Click here to view the embedded video.

How to use Direct Mail to reach targeted prospects and get them to take action to buy your products and services.

I was at my desk when my new assistant brought me a stack of the day’s mail. She said, Don’t you want me sort this out for you so you don’t have to waste your time with the junk mail? I said, no thanks… I’ll like to look through it all. Why you may wonder? Because I know that new marketing ideas are found everywhere… especially in direct mail pieces. Sure, I sort my mail over the waste basket like everyone else. One stack for keepers and one for the trash, except my sorting process is a bit different. I keep the regular business correspondence & interesting mail pieces. I pay attention to the design and marketing messages of the mail pieces that catch my eye.

To me it’s not Junk Mail… It’s Idea Mail.

I like to study them for ideas. Ideas I can model to find new concepts that can be adapted to projects I might be working on. Key word– adapted–not copied. I look for interesting headlines, teaser copy, and creative designs. Companies spend millions on direct mail because it works… While a vast majority of it may end up in the trash, it’s your job to make sure that if you’re going to use direct mail, you do it effectively… otherwise you’re just killing trees and filling up landfills… and worse…wasting a lot of money.

I’ve worked with several clients and students of my marketing boot-camps that say direct mail doesn’t work. It certainly does work, but you need to follow the rules that we’re going to explore today. I use direct mail in conjunction with a multitude of other marketing methods to generate leads and sales. Recent statistics show that even with increases in postage and paper costs, marketers are continuing to spend over 70 billion, that’s billion with a B, on direct mail.

This blog posting is about making your direct mail efforts profitable.

First, a few clarifications are in order. The terms, direct marketing, direct-response and direct mail are easily confused by many people… even experienced marketers. So, to clarify, direct marketing typically refers to marketing efforts directed at the end-user when a retailer or distributor is in the middle. Direct-response advertising is any advertising method (print, broadcast or direct mail packages) that invites the recipient to contact you directly. with a specific call-to-action. Direct mail uses the mail service to deliver your sales piece directly to the mailbox of your prospect. I specialize in direct-response marketing because it allows me to solicit direct responses, hence the name, which is specific and measurable. By measuring the results, I can tweak the process until it’s profitable… thus creating a virtual lead-generating cash machine.

By the end of this show, you’ll never look at direct mail quite the same way again. You’ll be armed with the secrets of successful mailings that you can use to grow your profits. My goal is to help you increase your response rates, lower your cost per qualified lead and make you more money. If you’re using direct mail, do you know your response rates? Do you know how much you’re spending to generate a lead from the number of pieces that you’re mailing? Without measuring the costs, responses and profitability of the mailings you cannot insure your success.

Oh, one more quick clarification. Direct Mail is really categorized in two types. Internet-direct Mail (sent via EMAIL) and Traditional Direct Mail sent through the post office or shipping company.

Today, our focus is on traditional direct mail, but many of the strategies apply to both methods. Direct mail offers unique advantages over other media. You can selectively target a list of customers within your market. It can be personalized to your prospects allowing you to provide detailed information required to motivate them to take action. It can help you build a database with valuable information to help your sales efforts. It’s flexible because you can send small or large amount of marketing messages in a variety of printed formats, including letters, postcards and brochures. And as I’ve mentioned it’s measurable allowing you to quantify the results.

Think about your goals for direct mail… You may want to drive traffic into a retail store… Or generate traffic to a web site. Maybe you want to build your database, improve customer service or build relationships through special offers? Certainly you have products or services that can benefit from power of direct mail.

Subscribe to the RSS feed to be automatically notified for Part 2 on Free Publiciy.

Oh, and follow me on twitter.com at www.Twitter.com/Prime_Concepts

A great way to drive home the importance of having a marketing plan is to imagine you’re sitting in your dream car, but with one little caveat… the windows are all painted black and there are no gauges. You push the pedal to floor and zoom, zoom, away you go! What do you think is going to happen next? Certainly, you’re going to crash-not a pretty picture.

Click here to view the embedded video.

Are you surprised to know that many businesses operate their marketing efforts similar to this scenario?

They send out a few postcard campaigns and direct mailings, invest in a website, make a few signs and counter displays-oh yeah-and don’t forget about the pretty brochures with a picture of their building, their logo and tons of content with no action steps.

I’m not trying to sound cynical, but I hate to see good money being tossed down the drain because there isn’t even a basic marketing plan in place. Or maybe there’s a plan, but it’s being implemented without, testing, tracking or benchmarks for improvement.

When Was The Last Time You Reviewed Your Plan? I’m sure it’s a part of your regular operations, right? Generally speaking, developing a marketing plan is undertaken as part of the yearly planning process. It should also be used when you want to introduce new products & services; enter new markets; opening a new location, or when you’re using new strategy to fix an existing problem.

Use this outline to ensure success at your next planning meeting. It’s a Five Step Marketing Plan.

Step 1: Purpose & Mission (“Where do you want to go?”)

Create a summary of your market position & goals. Write out a clear statement of the purpose of your business, your chief product or service along with the problems that you help solve that other people will pay to make go away?

If I asked your employees what your company mission is, what would they say? It might be a good action step for you to take? You may be surprised with the answers you get.

I’m not talking about some 150 word mission statement that’s on a plaque in your office. I am taking about a clear vision and focus that can be explained and repeated easily. The shorter the better.

Step 2: Situational Analysis (“Where are you now? What’s working and what needs to be improved?”) Here’s are the major parts of step 2:

Do Your Research to gain a competitive edge.

Product Analysis – What stage in the product life cycle are your products? New, Growing, Mature, Declining?

Target Market Analysis – Profile your customers using Demographics – Statistics; and Psychographics – Behaviors.

Customer Analysis – Find out how customers react to your quality & price; service & delivery; image & brand-everything that influences their purchasing decision. To discover what they think just ask them. Make personal calls or send surveys via e-mail or postcards.

Distribution Analysis – What are your channels of distribution? Retail, Wholesale, Internet direct, Distributors, Sales Rep network, Mass Merchants?

Competitor Analysis – There are direct and indirect competitors. Direct is an actual competitor that offers the same solution. An Indirect competitor is something that competes for your same dollars. For example, if you sell copiers an indirect competitor might be new office furniture.

SWOT Analysis – Of course, Strengths, Weaknesses, Opportunities and Threats.

Industry Analysis – How to you rate against others in your industry? Above or below average?

External Environment and Trends – Consider Market Factors, Political factors, Legal Factors, Economic Factors, Technological Factors? Social and Cultural Factors?

Financial Analysis – Are you making a profit? What are your primary financial ratios telling you? Can you identify any trends?

Let’s review what we’ve covered so far: Use the 4-Question System to measure performance of your promotions. And we’re in the middle of the 5-step Marketing Plan, Step one: Purpose & Mission. Step two was your Situation Analysis.

Follow me on Twitter.com at www.Twitter.com/Prime_Concepts

It’s long been said that “if you cannot measure it-you cannot manage it.” Nowhere is this more true than with direct and internet marketing campaigns, where the necessity of examining what works and what doesn’t directly influences the bottom-line.

Click here to view the embedded video.

In today’s competitive marketplace-it’s critical that you make the most of your marketing efforts. A great way to accomplish this is with a solid marketing plan, combined with a marketing calendar. It sounds like common sense, but some things that are simple aren’t always easy-however, they can be with the right strategy.

If you’re like most of the businesses we work with you want to grow your business? Maybe you want to introduce a new product or service? Or differentiate yourself from the competition… or maybe you just want to sell more to your current and new customers…

Well, you’re watching the right show. Grab your note pad and pen and let’s get started!

I’ve used a four-step system to measure performance & generate millions of dollars sales. It starts with a basic understanding of these four questions.

First question: 1. What does it cost you to reach your prospects?

Second question: 2. How many of these prospects get converted into customers?

The third question is: 3. “What’s the up-front profit on the first sale?

And the forth question is 4. “What’s the long-term value of the customer/client?”

Can you answer those questions about your business? Take them into consideration as you implement new marketing strategies.

To apply this system, select a specific promotion and then track your results!

For example, if you send a postcard mailing to 2,500 prospects and the mailing cost is $ .65 each, then the answer to question #1 is $1,625 dollars. That’s (2,500 x .65).

If you get 50 new customers from the mailing, then you know how many leads were converted and have the answer to question #2. Take the 50 Customers divided by the 2500 prospects and you get a conversion rate of 2% percent. That’s (50 / 2500 = .02 or 2%)

If you earn $100 on the first transaction-you raised $5,000, that’s (50 customers x 100 each=5,000) and you have the answer to question #3. This also let’s you calculate gross profit on that mailing. Take the $5,000 revenue MINUS the expense of $1,625 and that leaves you with a profit of $ 3,375 dollars.

Next, consider the long-term value of gaining a new 50 customers. Question #4 is the most important question. Sometimes you may lose money or just break-even on the actual promotion, but in the long-run with referrals and repeat sales, you can be very profitable.

Sure there are other considerations too, like the overlap of other promotions, different time frames and the synergistic effect of your other marketing efforts. Don’t let the math scare you. The point is to make sure that your marketing efforts are producing profitable results.

“No one plans to fail… but many fail to plan” Face it. Having a marketing plan saves you money, saves you time, keeps you focused, and says that you’re serious about your business. “Planning without action is futile… Action without planning is FATAL”

Is your business acting without a marketing plan? Do you feel overwhelmed, over-worked, or frustrated trying to get it all done? Well, a marketing plan won’t solve ALL of your problems, but it will help your organization increase the chances of success.

A marketing plan is a road map detailing the route you’ll take to get your business noticed by potential clients. By following a properly crafted plan, you’ll know what to do and why you re doing it, while avoiding some of the mistakes that can cost you money and future growth.

Subscribe to the RSS feed or follow me, Ford Saeks on Twitter at www.Twitter.com/Prime_Concepts

Think you’re secure when you’re traveling with your laptop using hotspots and wireless internet? Think again…

I just watched this Wireless Hacking Demonstration by IT Security Consultant, Mike Foster as he shows how easily your personal data and wireless traffic can be stolen even with a firewall, virus protection and spyware installed.

Watch the two videos now…  The second video is the Mike’s demo showing the Laptop wireless hacking demo. You don’t need to be technical to understand how scary this is if you are traveling… and it can even happen at your business. His new book “The Secure CEO explains how to protect your computer and network in plain english. Get it today and get secure! You’ve been warned… so don’t call me when you lose your vital computer data.

Click here to view the embedded video.

How Safe Is Your Computer Data from Internet Hackers? Watch The Demo Below:

Click here to view the embedded video.

“The Secure CEO: How to Protect Your Computer Systems, Your Company, and Your Job” Packs Plain-English Security Solutions for Executives

Viruses… hackers… malware… identity theft… security breaches… it’s enough to make any CEO’s head spin. In order to remain competitive and profitable these days, it’s absolutely imperative that you—and your organization—take control of your IT issues before they take control of you!

In his new book “The Secure CEO,” Vital Systems Security Review Specialist Mike Foster combines his considerable Internet technology experience with his innate understanding of the latest business and security technologies. The result is “The Secure CEO,” the definitive IT handbook for CEOs and key executives. And best of all, it’s written in easy-to-follow “plain English” that readers can understand, regardless of their technological background.

Foster’s premise is that although CEOs may ‘think’ their networks and company information are safe from prying eyes, more often than not they are not. In his book Foster asks critical questions key executives need to consider, such as:

• Are you sure your network isn’t running illegal programs that have been remotely installed by criminals in other countries without your knowledge?
• Is your IT team so under-trained or over-whelmed that daily “fires” keep them from performing critical security tasks?
• Are unclear communication and negative personality types adversely affecting your IT department?

“The Secure CEO” gives you the bottom line answers you need to effectively analyze your current use of Internet technology. Readers will uncover strategies to minimize IT security breaches, tactics for keeping their companies safer, and proven “best practices” to implement to help keep systems secure in the future.

http://www.keepmynetworksafe.com/secure-ceo.html

If you’ve read the book or watched the movie “The Secret,” you know that the secret is the law of attraction. In a nutshell, what you focus on most, you’ll manifest in your life. Without exception, every human being has the ability to transform any weakness or suffering into strength, power, perfect peace, health, and abundance. The law of attraction works both ways, positively and negatively.

So what does this have to do with marketing and making more money? Plenty. Often clients will tell me that a certain form of marketing, say direct-mail postcards, doesn’t work for them. It’s not the marketing method that doesn’t work, it’s the application of the method combined with a benefit message to a target market. Their expectations and beliefs can influence the results. They focus on their preconceived beliefs.

People see what they want to see.

Don’t believe me? Just check out this short video clip about awareness.

Click here to view the embedded video.

In marketing it’s your job to communicate the value of your products and services. To do that effectively and profitably requires 100% belief and the ability to help your prospects focus on what you want them to see. It’s the same with web design, print design and copywriting. Over the past 25 years I’ve worked with many talented graphic designers. In each case or project, I have to help guide them not to lose the message in the creative design. The message is my focus, the design is their focus. It’s a delicate balance, and when we get it right, everybody wins — including the client and the prospects.

What about you? Did you see the dancing bear in the video?

I missed it the first time since I was focused on counting the number of passes the team in white was making. The awareness video was about awareness for cyclists, but it also is a good example that when you focus your attention, you block out other options. That’s a powerful concept that when applied positively to your marketing and sales will help you increase your results.

If you focus on creating positive results, track your efforts and make the proper adjustments you’re guaranteed to improve. The same goes for negativity. Focus on your problems, weaknesses, or limitations, and they expand.

Prosperity consciousness can be developed. As a gift and thank you for reading my blog, you can download a free prosperity book from Randy Gage. It’s called “Accept Your Abundance ” and it’s free.

Action Items:

1. Watch the video on awareness in this blog posting

2. Download and read the FREE book: Accept Your Abundance” by Randy Gage

3. Subscribe to the e-zine and RSS feed in the right column

4. Post your comments

I’d love to hear what you think. It’s easy, just enter them below. Thank you.

Recent headlines: NEW YORK SUN — “Talk of the Worst Recession Since the 1930s”

NEW YORK (CNNMoney.com) – “The U.S. economy is now in a recession, according to a poll of economists published Thursday, March 13^th by The Wall Street Journal.”

What do you think?  Are you worried about a recession?

I was speaking to a group of commercial customers in Ohio last week, and I asked them what their biggest challenge was in growing their business. 

They said things like the economy, the recession, the competition, the weak value of the dollar… but no one in a room of over 200 people said anything about their own businesses.

Then I said something really shocking… I said, “there is no such thing as money problems…” (and paused for about five seconds) and added, “there are only idea problems.  If you want to make more money, then generate more ideas and implement them!”

Want to grow your business, and increase your sales and profits? 

Then think about your business and how you can add more value. More value means more profits.   While statistics and the media may show the country in a recession, it’s hardly going to stop people from spending money over the long term.   Just visit your local shopping mall, department store, or highway, and look at the traffic.  Where are all of these people going?  Either to work or to spend money… no doubt.

Hey, I’m a marketer… not an economist.  My goal is to make sure you focus on your business and take care of your customers.  You attract new prospects with compelling benefit-driven marketing messages, and you keep them by delivering value through your products and services.

So instead of focusing on the news, point your focus toward your prospects and customers. Think about new ways to offer them value.  Ask better questions and you’ll get better answers.  Put yourself in the mind of your prospect and get clear on what they really want.  

Remember that people don’t buy what they need–they buy what they want.  Find the “want” and fill it.  Then nurture the relationship.  

Send them “thank you” letters or cards. I’ve sent over 500 “thank you” cards this month alone.  I found a convenient way to order online and get them mailed immediately. As a thank you for reading my blog, you can get your free gift account and send a free card to one of YOUR customers today on me.  

My advice… Don’t participate in the recession.  

Ignite your creativity.  Unleash the ideas that you’ve thought about, but might have been reluctant to act upon. There is no better time than NOW to get started.

Focus on your business… not the fear-based media that wants to manipulate you into thinking that the sky is falling.

What do you think? Subscribe to the RSS feed on the right or use the icons below.  I’d love to read your comments! 

My peers and the many people in the media consider me as one of the top experts in direct and Internet Marketing. Just type my name “Ford Saeks” into Google and check out the results. But there is always more to learn, especially in my areas of expertise.

I like to read blogs, newsletters, and magazines to stay up to date. I realize everyone has an opinion, but I would think a publication like “BusinessWeek” would be more diligent in checking the content they publish.

I’m referring to an article by Gene Marks, titled “Tech ‘Solutions’ Your Small Biz Can’t Use: A lot of highfalutin software and gadgets aim to help you run your company, but too little of it is suited for a small-business environment.” Gene Marks writes for BusinessWeek on MSNBC and his column is read by a large percentage of small businesses.

I bring attention to it, not because it’s helpful in content, but to illustrate the point that you, the reader, must be a critical thinker! I use technology in many facets of my business and this guy is an idiot. He’s misleading small-business owners. Just read the many reader comments, over 109 on BusinessWeek’s site.

It’s so bad, it got him listed as “dumbass of the week“ on Ask Kalena: The Daily Search Engine Advice Column. I’d go into more detail about what’s wrong with his post, but they did a superb job of it.

Action Tip:

1. Become a critical thinker

2. Do your due diligence when selecting any type of technology

3. Check references

4. Focus on your outcome and match the technology to the desired solution

 Let me know your thoughts. Comment below.

How is your telephone answered?  Are you using a real person or an automated attendant with voice prompts?  

Either way, I’d encourage you to “mystery shop” your own company. Mystery shopping is the process of pretending to be a prospect and calling, e-mailing, or visiting your business to see how well customer service is handled.

What I’m focusing on here are your phones… I hate it when I call my bank, get forced to go through all sorts of prompts, only to sit on hold forever before being transferred to a rep who doesn’t speak English fluently and who can’t help anyway. So many reps these days seem completely untrained, unempowered, and inept — it amazes me.  Then there are the voice-automated attendants that if not configured properly send you to “voice-mail hell” where you’ll freeze over before you get any help.

Let’s talk for example about Bank of America.  Soon to be my “old” bank.  I’ve been with them for years, and moved millions through their bank, yet I cannot call the local branch and it takes an act of congress just to get a trained person to respond with professional and helpful answers.

I don’t have a problem moving customer service call centers to India or even Mars, but the staff should be trained how to properly answer and route calls.  What good is it to call a department “customer service” when in reality, there’s no “service” involved?

When I tried asking for Bank of America’s Sales and New Accounts it was the same issues and lack of service.  I don’t believe they have a sales department… they have a Sales “Prevention” department.

I don’t know how many millions Bank of America spends in advertising to attract new clients, but I’m sure it’s a big number.  I wonder if their marketing department ever looks at their attrition rate to see how many customers they lose just from poor customer service (I’m certain it’s a big number too!).  What good is it to get a customer and then irritate them with lackluster service and support?

If you’re going to work hard to get your prospects, clients, and customers to come to YOUR business, shouldn’t you make sure you take care of them once they’re there?  It’s been proven that it’s easier, faster, and less expensive to sell to an existing customer than it is to find new ones.

Action Items:

1. Mystery shop your own phones.

2. Listen to your voice-mail greetings and options.

3. Do you mention your website on your voice-mail greeting?

4. Are your people doing a great job? If not, take action to improve it!

Have more tips? Feel free to share them below!

What’s a Blog and why should I care?

I get asked this all the time.  Let’s see if we can clear this up… 

Short Answer:

A blog is a type of website that is usually arranged in chronological order from the most recent ‘post’ at the top of the main page to the older entries toward the bottom. Watch this short video that answers the questions in simple and easy — non-techie — terms.

More Details:

The word BLOG is short for web log. A blog is basically a journal that is available on the web. Authoring a blog, maintaining a blog or adding an article to an existing blog is called “blogging.” Individual articles on a blog are called “blog posts” or entries. A person who posts these entries is called a “blogger.”

A blog may consist of text, images, video and links to other web pages. Blogs generally use a conversational style of writing with the best blogs focusing on a particular “area of interest.” They are typically updated at regular intervals using software that allows people with little or no technical experience to update and maintain the blog. Postings on a blog are almost always arranged in chronological order with the most recent additions featured at the top of the page. Confused? Don’t be. It’s really quite simple.

Great Video Explanation

Click here to view the embedded video.

I was speaking with a client today about improving their web site’s organic search engine rankings and other ways to increase their site traffic. The outcome was to increase their income. The topic of Passive Income came up… and we both agreed that there really is NO SUCH THING as passive income. At some point, you had to do something. You had to send out an email, create a web site, mail a direct response letter or do something related to adding value.

The money will not just flow to you without some effort.  There is no Free Lunch. As my prosperity Mentor Randy Gage says, “The only free cheese is in the mouse trap!”

I’ve been self-employed my entire life. I’ve made millions and lost millions on my journey to creating wealth. I’ve hired the right people and the wrong people and continue to learn life’s lessons along the way.  Through it all, I’d hardly call my efforts “passive”, but now after years of investing time and money I have several streams of income.

What do you think?  Do you Agree or Disagree?  Comment here and let me know your opinion.

– Until next time,

Ford Saeks

When one of my clients says to me, “Ford… I’m not sure what to write about.  Aren’t press releases just for big news?” I tell them that kind of assumption just isn’t true. You can create press releases for a wide variety of topics, as long as you keep a few key elements in mind.

One of the most important ones to always follow is to adapt your “story”(or theme) to a favorite media topic in the news. That will make it more interesting to your media contact, as well as to their readers. To help you get started, here are my TOP 5 topics that I use to increase the chances of getting publicity through traditional sources like newspapers, magazines, and newsletters.

HEALTH is one of the most popular topics covered in the media. Can you find a way to tie your product, service, or media promotion to a current, health-related topic? One of my clients runs a successful pilates studio and even though it’s a local studio, her press releases and articles have been published in several national publications and on tons of sites.

Even if you’re not in the Health industry, who cares? You can still be creative and find a way to tie your media release to a health-related topic. Once you’ve found that connection… exploit it and editors and prosects will want to read about it.

HOLIDAYS are another great way to tie into your press releases. The media are always looking for stories related to holidays. Connect your product or service to a holiday–as a gift, a thank you, a recognition for a job well done–whatever–and you are halfway there.

A great publicity resource I’ve used for finding holiday-related topics (and one of my favorite marketing “secret weapons”) is called “CHASE’S Calendar of Events,” and it’s available as a book or CD-Rom.  For over 50 years, CHASE’S Calendar of Events has been the most trusted and comprehensive reference to what’s going on today. Be it an important historical anniversary, the phases of the moon, a sports event, the birthday of a favorite celebrity, a festival, CHASE’S has it all–and you can use it to come up with a ton of innovative publicity ideas.

CONTROVERSY sells, no matter what side of the fence you are on. Since this is an election year, you have multiple opportunities to tie your releases to controversial current events. You can take sides, give your opinion and show how your expertise on a subject matter can help.

One of my clients, Randy Gage, recently published his new book entitled “Why You’re Dumb, Sick & Broke… and How to Get Smart, Healthy & Rich.” We created a media release with the headline “Millionaire Messiah Debunks Politics, Religion and Society as Impediments and Reveals How Prosperity Begins in the Mind,” and that one release helped us get on the best-sellers list of the New York Times, USA Today and Amazon.

Now I’m not suggesting you copy the style we used for Randy–that worked for us, but it may not be congruent with your company and target audience. So think about current events and how you can create a bit of controversy.

MONEY is one of the few topics in life that never fails to grab a prospect’s attention. Do you know anyone who isn’t interested in anything relating to money? I don’t.

Does your product or service offer a unique way to save your customers money? Can you help them be more productive or profitable? Do you offer free training, special reports, or a resources section on your site that can help them make more/save more money. If you do, I guarantee you’ll get their attention. Write a release about it and publish and distribute it.

TRENDS are everywhere–and are the topic of discussion over dinner tables and around water coolers everywhere. Watch the media TV, or read newspapers and magazines to stay abreast of the latest emerging trends, and then see how you might tie your product or service into a particular trend.

Just by watching the news, reading popular magazines, or surfing websites you’ll be bombarded with the “topic of the week” or month.  Look for ways to leverage a particular trend through your press releases. You can do this with events, movies, or any topic on the “pop culture radar” of your prospects.

Develop a unique and interesting story angle and then pitch it to a media representative (editor, writer, etc.) and with a little luck you’ll watch your release go viral through the news distribution services.

Remember, the secret is to make your press release relevant. Tie it to a current topic and use emotion to make it entertaining. See how you (or your product/service) solve problems, meet a need, or fill a void… tell your prospects something that they don’t already know, or give your release a unique angle.

Good luck, and let me know how these topics work for you.

Unlock the secrets to writing powerful and intriguing press releases that hook editors’ interest with million-dollar copywriting advice from marketing guru Randy Gage at www.cashcopywriting.com.

This blog is devoted to design elements you can use in your e-mail mailings to grow your list quickly. Here are the remaining five tips I promised you last time. Hope they get you thinking about growing your own e-mail list.

Secret #6: ADVERTISE your site and electronic newsletter in other publications or use web banners and traditional advertising mediums, such as print, TV and radio. Encourage e-mail subscriptions on all print ads. This secret may seem obvious, but you’d be surprised by how often it is overlooked. Depending on your type of business and industry, this can be an effective method to grow your list. 

Secret #7: Use PAY-PER-CLICK Advertising to send targeted traffic to your mini-site or main site through Pay-Per-Click search engines. Pay-Per-Click advertisements show up alongside the natural site listings on the search results pages (SRPs). You go to your favorite search engines and set up an account and bid on the keywords terms related to your target market. By using PPC advertising you get you in front of your target market almost instantly. More traffic means more subscribers. But before you rush off and open a PPC account, keep in mind that you need to know the “value” of each subscriber, as well as your break-even cost of acquiring a lead and customer. If you haphazardly set up PPC and start bidding on keywords without understanding what you’re doing, you could easily waste thousands of dollars. If you can’t devote the time and energy to do it right, or can’t hire an expert certified in Pay-Per-Click advertising (like me!), skip this secret for now! I guarantee you that if you implement the other secrets I’ve offered you, you’ll still have more than enough to keep you and your marketing team busy for quite a while.

Secret #8: Get listed in E-ZINE DIRECTORIES. There are many sites that contain directories of e-zines; most list new e-zines for free. Getting your e-zine listed in these directories can help you attract more subscribers (and perhaps even some advertisers if you offer advertising in your e-zine). I’ve seen a wide variety of results generated from this method, so get listed! E-zine directories can also be a great resource for finding other lists for JV deals. 

Secret #9: Create an E-MAIL SIGNATURE.  An e-mail signature is the text that you see at the bottom of an e-mail message. Most e-mail software applications allow you to create a custom e-mail signature that will be used automatically each time you send out a message. I have several e-mail signatures that I use, depending upon the purpose of the e-mail, but all of them promote something with a link back to one of my websites. While advertising is often banned in mailing lists and newsgroups, e-mail signatures are not. Post a message and your carefully worded signature will follow. Use e-mail signatures and watch your subscriptions grow.

Secret #10: OFFLINE PROMOTIONS can work wonders. Don’t forget you can promote subscriptions to your e-zine offline too. Here are a few quick ideas–train your staff to collect subscribers from incoming sales and service calls; create printed subscription forms that customers can fill out and send back to you (add a field for them to enter their e-mail address if they want to subscribe to your e-zine); if you have a retail store, have your printed forms available on point-of-purchase displays or at the checkout counter. If you attend trade shows, make sure you have printed sign-up forms in your booth. If you send direct mail, include a subscription form with your sales letter or catalog. If you don’t want to bother with printed forms, simply put a note on your documents and brochures telling prospects how they can receive your free e-newsletters via e-mail. You can even use your voice mail system. For example, “Hi I’m Ford Saeks, I must be out helping someone improve their marketing efforts so please leave a detailed message.”

So there you have it–10 great strategies for building up your e-mail list quickly and dramatically. I hope you see how easy these are to implement right away. Good luck!

For more Internet marketing techniques to help you increase search engine rankings and generate more traffic to your site, check out the “Internet Profit Kit for Information Marketers: 101 Proven Tactics & Tools You Can Use to Build Your Business.” Visit http://www.internetprofitkit.com for details.

Are you taking full advantage of the free publicity available to you? When was the last time YOU sent out a press release? What’s YOUR opinion of media releases? Do you have a media section (or page) on your website? 

I’ve harnessed the power of publicity to promote all kinds of products and services in more industries than I can count. I still use publicity efforts to promote my Direct and Internet Marketing services, along with campaigns to promote my clients’ products (and that has lead to millions in sales each year).

Putting free publicity to work as part of your marketing campaign is much easier than most people think. Why? Because there are thousands of print and online magazines out there starving for content. There are millions of Internet sites craving for new content too.

Note the word “content” in that last sentence. The content of your publicity piece has to be of value to their readers or else forget it. If it reads like a commercial or blatant ad for one of your products, no one is going to devote coverage to it.

Before we go any further, let me make a subtle but important distinction. When I refer to either a press release or a media release, I’m referring to the same thing. If you want to get nit-picky a “press release” is sent to print publications (magazines and newspapers) while a media release is sent to non-print media outlets (TV, radio, and Internet sites). But for the purpose of this blog, we’ll consider the terms are interchangeable.

Just a few years ago, if you wanted to benefit from sending out press releases you had to identify media outlets, and then try to entice an overworked and underpaid reporter or editor to pick up your story. It could be a long and arduous process. Even if you hired a PR firm, you still were stuck trying to target journalists and media outlets to select your stories. I’m glad to say that’s not the case today.

Now you can benefit from online media sources that post and distribute your press releases to millions of prospects instantly. And that’s what I want to discuss today—new and faster ways you can use to become a publicity powerhouse!

The main difference from then to now is that before you had little to no control over what stories ran and how much of the story actually got published. But today, thanks to online PR services, your press releases automatically become web content, which means it has a much better chance at automatically becoming news and getting read by prospects.

When my company recently launched a new membership website called ProfitRichMarketing.com, we had to focus on a publicity campaign. We wanted to drive traffic, generate leads, gain subscribers, and get higher rankings in the search engines so prospects could find us when they searched for specific keyword terms.

The process started by creating the publicity plan. Our goal was to reach business owners, marketing directors, entrepreneurs, sales people and anyone else who wanted to learn how to promote and use marketing methods effectively. We knew our prospects weren’t searching to join a content membership site, but that they were searching for solutions, tips, tactics, strategies, and techniques related to marketing, sales, promotion and publicity. So we created press releases and articles that were newsworthy, and filled them with keyword-rich search terms. We made sure to include hyperlinks back to us; and added a tagline about our company.

The most effective way to get your release published is to simultaneously place it on your own website and then send it to a press release distribution service. I’m sure you understand the concept of posting it to your site–just get your webmaster to create a section on your site with clear navigation and links with the keywords, titles, and topics of your release.

Next, you’ll want to utilize a press release distribution service. Keep in mind that they fall into two categories, each with their own benefits. First are distribution services that specialize in getting your releases out to lots of different Internet sites, which helps you reach thousands of people almost instantly because listings get automatically sent to Google News, Yahoo News and others. Your search-engine rankings improve too when you include hyperlinks back to your site from your releases because in-bound links are a weighted component of the search-engine rankings algorithms.

The other type of distribution service focuses on getting your release into the hands of broadcast and print reporters. While some services claim to do both, usually you’ll have to use more than one service and track the results. While I don’t endorse any particular service, you can find several services on Google or Yahoo just by searching for “News Release Services.”

That’s enough information about publicity for this blog. Hope you found this helpful. Remember that there are many ways to promote and market yourself or your products—with solid content and some persistence you can connect with prospects quickly and consistently, as often as you want.

Discover the secrets to writing press releases and copy that hooks editors’ interest with million-dollar copywriting advice from marketing guru Randy Gage at www.cashcopywriting.com.

Think about your last big purchase. Did you use the Internet, either for researching a product or to buy something? What was the last thing you purchased from a website?

What are your favorite websites—and why? Make a list of the top five that you visit and once you’re finished reading this blog, go visit them again and evaluate them through the mind of an “Internet Marketer.”

As a marketer, being able to get inside the mind of your prospects is critical. You need to understand the behaviors and habits of your prospects (what do they buy, how do they buy, what factors influence their buying decision, etc.).

Over the years, I’ve worked with many entrepreneurs, small businesses, and major corporations to help them improve their sales and profits. Through that experience, I’ve realized that it was not uncommon for many of them to be under-utilizing the four stages of the buying process. Yes, there is more than one stage in the buying process; the actual purchase is just one of four main stages.

The concept of multiple “stages” in the buying process applies to all types of selling, but especially for the web, where marketers will need content to address each stage in the buying process. This not only helps your visitors have an improved experience, but it also helps the search engines catalog you as a good reference.   

Here are the four stages of the buying process.

Stage 1—“Recognition that they have a problem.”
Every sale begins only after your prospects realize that they have a need. Once your prospects recognize that they have a “problem” (i.e., they are aware of a need or desire!), then they will begin their search for a solution to that problem.  Sometimes, as marketers, we need to help them see the problem… we need to point out their headache before we can sell them the pain reliever.    

Stage 2—“Research and comparison shopping phase.”
You can help guide your prospects through this phase by including on your website an archive of helpful, free articles they can read to learn more about a particular product or service, “specials” landing pages, and content devoted to helping them along through the purchasing process.    

Stage 3—“The purchase.”
This is the stage where the actual purchase takes place. Once a prospect is aware that they have a need, and they’ve done their research and comparison shopping, they are ready to buy. All that you need to do here is make sure your website has easy-to-follow navigation and links to get them to the check out page. Make the process as easy as possible for your customers to purchase from you—especially online.   

Stage 4—“The post-purchase evaluation.”
You’ve sold a product and they’ve spent their money, but your job isn’t over if you want them to keep coming back to you. Always follow up a sale with a post-purchase evaluation from your customer. Ask them if they are satisfied or dissatisfied with their purchase? Prospects are always asking themselves whether or not they made the right decision, but you can reduce their pre-purchase concerns by offering guarantees, warrantees, and testimonials from satisfied customers. You can help eliminate any post-purchase doubts with after-sales communications (including a post-purchase satisfaction evaluation).

As an example, let’s say I’m in the market for new energy-efficient hybrid car, but I don’t want a little wimpy car. I want an SUV… and a luxury SUV at that!   

What types of keywords might I use to do some online research?  I’d start out with “hybrid car,”
“luxury hybrid SUV,” “how hybrids work,” or maybe “hybrid SUV performance ratings.”

If you’re in the business of selling high-performance luxury hybrids, you’d better have content and keywords on your site that match my search engine inquiries. 

A final point to keep in mind is that prospects who visit your site will invariably be at different stages of the buying process (a few may even jump right to the purchase stage). Be careful with your assumptions. Let the market tell you what’s working, and if whatever you’re doing now isn’t working—that’s a clear sign you need to change.

As an action step (and you know how I love action steps!), think about the “problems” that your products and services solve for your customers. Are you making the fatal assumption that your prospects will just figure out the benefits you offer on their own?

The best advice I can offer is to resist the temptation of making any assumptions about your prospect’s decision-making process. Remember, stage one of the buying process is helping your customers become aware that they have a problem that you offer a solution to. Their “problem” may also be positioned as a desire, too. But the goal here is to make it crystal clear to them that they found the best source for resolving their problems, wants, and desires when they reached your website. 

For more Internet marketing techniques, check out the “Internet Profit Kit for Information Marketers: 101 Proven Tactics & Tools You Can Use to Build Your Business.” Visit http://www.internetprofitkit.com/  for details.

In part one of this two-part blog I told you a little about the extensive (and affordable!) “music-on-hold” equipment options available to businesses of all sizes. In part two, let’s cover a few important basics about crafting your own custom “on-hold” message.

Technology options aside, here are a few thoughts on the most important part of your “on-hold” system—the message. I’m sure you already know this, but remember… content is king. It’s critical that you craft an informative, benefit-driven marketing message for your “on-hold” audio. Each one should be about 10 to 30 seconds long and mention the benefits/solutions your business provides.

Listen to a good example of a custom on-hold message.

I recommend recording a loop of two or three different messages, with each separated by music. This way you’ll have a variety of messages for callers to hear, reducing the chances of them always hearing the same recording.

Make sure your recordings are fast-paced, to the point, and dynamic (like a real conversation and not a robot reading from a script!). Other points to keep in mind include:

• Assure prospects that a representative will be with them as soon as possible.
• End every message with a quick statement of appreciation for the customer’s call.
• Change messages periodically. If you offer special sales frequently, update more often.
• Change “on-hold” messages at least once a year.

There are hundreds of “music-on-hold” companies that for a fee can sell you the equipment, help you write your script, provide the voiceover talent and help you find the right music too. You can visit their websites and listen to samples of “on-hold” messages to get an idea of what you need.

There will always be times when you have to put a customer on hold, but there’s no reason why it can’t be a win-win situation for you and your prospect. If they’ve got to be on hold, don’t waste their time playing music or commercials for other businesses.

Whether you go the “do-it-yourself” route or pay a professional service to create your messages, the important thing to understand is that you definitely need a custom “music-on-hold” system as part of your relationship-building and marketing program.

If you’re still not convinced, let me leave you with this: a recent telephone marketing survey showed that custom “on-hold” message systems can increase sales by as much as 26%.

Wouldn’t a double-digit sales increase make your day?

Want to learn more about writing great copy? Discover the secrets and strategies of million-dollar copywriting from marketing guru Randy Gage at http://www.cashcopywriting.com/.

An often overlooked opportunity to promote your business is sitting right in front of you on your desk. It’s your telephone. I’m not talking about how you use your phone to reach or greet your customers, but rather how you use it to market to potential customers who are calling you.

What do your customers hear when they’re put on hold?

Neither you nor your prospects get anything of value when your customers are left listening to music. And having them listen to a radio station isn’t much better, because chances are they’re not hearing music, just commercials. Worse still, they could end up hearing a commercial for a competitor!

Putting callers on hold and leaving them in total silence is a bad idea too, because it can make them think they’ve been disconnected and cause them to hang up.

So if you don’t have (or aren’t using) a “music-on-hold” system to promote your business, you’re missing out on significant relationship-building opportunities.

Maybe you thought about creating promotional “on-hold” messages in the past, but were afraid they were too difficult or too expensive, but these days nothing could be further from the truth!

There is a vast selection of top-quality “on-hold” message systems available for businesses of all sizes and budgets. You can compare features and prices at just about any major brick-and-mortar electronics store, as well as on dozens of “music-on-hold” websites.

The custom options for “on-hold” messages can be summed up in two words—variety and affordability. There are “bare bones” setups starting around $50, all the way up to multi-line, multi-message units designed for larger companies.

At the entry-level end of the spectrum is single-line, music-on-hold units designed for small office or home office use. These can be used by anyone wanting to provide music or custom messages to callers placed on hold. Just plug in:

• your phone line from the wall.
• your single-line telephone.
• a sound source (CD player, MP3 player, computer sound card).
• to place callers on hold, just push a button; to remove hold, press again. It’s that simple.

Digital “on-hold” players are great because you don’t have to worry about wear and tear on your message because the message is played from a digital memory chip. It will sound exactly the same even after a year or more of playing to your callers. And again, many units let you use your own audio source like a CD player, an MP3 player, or your computer. And if there’s a power outage, most digital units automatically reload when power is restored.

Some equipment for “on-hold” systems you can purchase, others you lease under contract. Be careful leasing though, as with some companies you may end up paying much more for that player over time than it’s actually worth. Costs vary with the systems and your requirements. Some “on-hold” companies have subscriptions that require a monthly payment (even if you only update your message once a year); others let you purchase a one-time program with nothing more to buy. Word to the wise… do your research.

I’ll end part one of this two-part blog here, so you can think over some of your equipment options for a bit. In part two we’ll take a look at the most important part of your “music-on-hold” message–the crafting of the message itself.

In the meantime, if you want to learn more about how to write effective marketing copy, check out the business-building secrets and strategies of million-dollar copywriting guru Randy Gage at www.cashcopywriting.com.

I’ve used the tools I’m about to share with you to help organizations in many different industries around the world achieve amazing improvements in their marketing results. You may be familiar with some of these techniques, but after reading this blog, I hope you’ll have a new appreciation for them as they apply to your marketing strategies!

One of the most important tools I use when starting a new marketing project is sometimes called “idea mapping” or “mind mapping.” It’s one of my favorite creativity tools and it always helps me get inspired. Idea mapping is a simple technique you use to capture and organize your thoughts and ideas visually on a page.

Idea maps are especially helpful when you are brainstorming for new and creative ideas. Here’s how you can get started…

Take out a blank piece of paper (use paper without lines because lines can restrict the natural flow of your thoughts). Turn the paper lengthwise, with the long side of the paper at the top.

Next, in the center of the page, draw an image or print the words that represent the main theme, concept, or topic that you want to brainstorm. For example, you might start with “what ideas for new products?” or “How to sell product X?”

State it in the form of a question, using the words “who,” “how,” “what,” or “why” if possible. Leave plenty of white space for you to lay out the rest of your map. I like to have a few colored pens available too, because color stimulates the brain and helps capture attention.

At first your idea maps might be pretty simple, branches with lines and a few words. That’s okay. Because the more you practice this method, the more creative you’ll become, and the more you’ll discover idea mapping to be a fast way to capture and generate new ideas. It also helps you create new connections between your ideas and concepts.

When it comes to idea mapping, a picture really is worth a 1000 words! Images stimulate the brain to think up new associations, and focus your thoughts, resulting in much better recall of the content at a later date. So use pictures to represent your ideas. They can be simple stick figures, sketches, symbols…whatever makes sense to you. Because your brain works by association, visually connecting the main branches to your central topic helps you link those elements in your brain.

The main branch words and images stimulate other thoughts and associations. They allow the random flow of your thoughts as you add other levels to your map. So make the lines from the central topic thicker, curved and “organic” (like the branch of a tree attached to the trunk) to help organize your sub-themes. 

Now try adding a secondary level of thought. Link these words and/or images back to the main branch that inspired them. Continue to add more branches (levels of thought) as ideas come to you. Feel free to jump from branch to branch as the mood strikes you. Remember, it’s your idea map so you can use any of the following to create it:

• pictures

• stick figures

• lines

• patterns

• symbols

• shapes, boxes, circles

• colors

If you’re not already using idea maps or mind maps as part of your creative process, I strongly encourage you to start using this tool in meetings, sales presentations, and of course, when you’re planning your marketing strategies.

Although I started by drawing out most of my idea maps, now I also use mind-mapping software called “MindManager” from http://www.mindjet.com/. There are several others too, but don’t think that you have to run out and get this software right away. It’s just as effective if you start out using just pen and paper – the goal is to open your mind and expand your creativity. Give it a try and I’m sure you’ll quickly see how idea mapping can help you and your team!

I’ve already explained how idea mapping can help your brainstorming efforts, but here are a few quick points to keep in mind about the actual brainstorming session itself. For maximum results and openness to the creative process, there are a few rules you need to adhere to for successful brainstorming.

Set a time frame for your session; generally the shorter the better (like 15 to 30 minutes max.). The goal of brainstorming is to collect as many ideas as possible from participants, without criticism or judgments while ideas are being offered.

All ideas must be welcome, no matter how silly or far out they might seem. The goal is to be creative; not brilliant. The more ideas gathered the   better, because at this point no one knows what might (or might not) work.

Allow absolutely no discussion during a brainstorming session. Stopping the creative flow to talk about ideas being offered should take place after the brainstorming session is over. Don’t criticize or judge the ideas! Seriously, don’t allow groans, frowns, or laughs. If you do, it can make participants less willing to offer input and hampers the creative process. Write all ideas on a flipchart or white dry erase board so the entire group can see them.

Here’s a final great tip: If you’re in an organization that’s had trouble with brainstorming in the past (because of egos or office politics), or if you’ve had trouble in getting a large list of ideas, I suggest you send out a memo before the meeting outlining the main brainstorming topic or question.

Ask participants to print their ideas on paper as a requirement of attending the meeting, or you can use post-it notes during the brainstorming so people can offer ideas anonymously.

Let’s talk about making your final selections. Once all the ideas have been recorded, combine similar ideas as much as possible to reduce any redundancy. Next, vote to select the best three to five ideas from the session.

Hopefully by now you’ll see the important role creativity and free thinking plays in improving your mindset as well as your business. If you’re not already using it, try  idea mapping (or mind mapping) and good old-fashioned brainstorming to stimulate your thought processes!

For more examples and ideas on indea and mind mapping, check out Ford’s “Internet Profit Kit for Information Marketers: 101 Proven Tactics & Tools You Can Use to Build Your Business” at http://www.internetprofitkit.com/.

For many marketers, the hardest part of their job isn’t the sale, it’s the creative aspect. Unlike so many of the skills required to be proficient in marketing, creativity can’t be turned on and off like a light switch… usually.

There are a few basic things you can do to help get the creative process started—like switching off your phone, closing your door, and just letting your mind go where it will. On a little deeper level, there are a few more things you need to master in order to really get your creative game on and create a marketing mindset that’s conducive to the task at hand.

The ones I want to bring to your attention right now are your…

• Perceptions.
• Emotions.
• Culture and environment.

What do I mean by perceptions? I’m really referring to the ways your mind interprets what is going on all around you. Not so much “what you see,” but rather “how your mind interprets what you’re seeing.”

Think about that for a moment, because there is a difference in meaning.

For example, your perceptions are what give life to the stereotypes you believe in. They can also contribute to your limited vision, or your inability to see the “big picture.”  Your perceptions color everything you do, and they way you do it. They build up habits that may be keeping you stuck in old thought patterns and actions.

As an exercise, stop and consider your perceptions of “tradition” vs. “change”? Is it your unconscious comfort with perceived traditions that’s keeping you stuck in your current situation?

To be creative, you must be in touch with your emotions. You cannot be truly creative without some emotion; logic does not create art; passion does! Emotions are the barometers of how we feel, and how we feel can directly impact our creative impulse.

For example, if unexpected setbacks or surprises on projects leave you feeling uncomfortable and feeling a little foolish, odds are you’re not going to take risks—to avoid that feeling you’ll tend to play things safe. Unfortunately, the creative process demands risk-taking and 100% commitment—if your nature is to fear taking risks because you’re afraid you’ll make a mistake or fail, you’re not going to be an effective problem solver because idea creation is messy.

If you can change the ways you think, and open yourself to new courses of action, nine times out of 10 you’ll see more creativity and better results.

Cultural and environmental blocks to your creative impulses are more numerous, but a little harder to pinpoint, too. Cultural blocks can be traced back to how your cultural while growing up regarded creativity. Was it encouraged by your family, friends, and school? Were artistic endeavors frowned upon, with the emphasis instead placed on hard work and conformity? Cultural blocks can also include workplace issues, other people’s opinions, or a lack of cooperation or enthusiasm among colleagues and co-workers.

Environmental blocks to creativity tend to be in the here and now, and most often boil down to distractions. You know, phone calls and pagers, loud conversations, and other visual and auditory intrusions. All of these things can block your creativity, so the best advice is to be creative as far away from the real world as possible. Treat the search for creativity as you would meditation—seek out quiet, relaxing, calm environments and then just let your mind do the rest. 

With that in mind, think about your business, your products and services. Have you ever had a big idea that you didn’t take action on? Can you remember why you didn’t take action—was it your perceptions, emotions or environment that got in your way? If it was, don’t feel too bad… you’re definitely not alone. In fact, it almost happened to me.

Cue the flashback…

In 1986, I invented a product line that was used to store bicycles inside your home or apartment… maybe you’ve seen them in the Sky Mall Magazines on airplanes, in Sharper Image, sporting goods stores or other specialty catalogs. The main line was hand-crafted from solid oak and was a compact, tension-mount system that went from floor to ceiling and held two bikes, protecting your bikes and your home.

In the beginning, I tried several different ways to get the product to market. It was a tough first year and I thought about quitting many times. I  can assure you that my own perceptions, emotions and my environment got in the way more than just a few times, but I was determined to make this work so I started rethinking my strategies. With some creativity and innovation, and using a new-and-improved mindset, I was eventually able to sell more than $28 million worth of product in just a few years.

I’ve used this same “taking stock of your perceptions inventory” again and again to help clients differentiate themselves in a competitive market, to help them create and launch incredible publicity campaigns; to build amazing websites and implement online marketing strategies that created virtual money-machines.

I’ve seen people re-evaluate their thought processes and perceptions and come up with cutting-edge, successful advertising concepts, while at the same time improve other areas of their businesses beyond the marketing department. 

Are you allowing self-imposed, unconscious limitations hold you (and your business) back? Why not make today the day when you break through those limitations, tap your internal resources, and start harnessing your innate creativity. You deserve it!

If you’d like to learn how to write more creative and inspired marketing copy, check out Randy Gage’s 12-part study course “How to Become a Copywriting Stud!” in our online Success Store.

You bet it does! Creating your marketing mindset is critical, because it’s your mindset that determines the steps you take and the overall success of your marketing efforts.

I always recommend that before starting a project, marketers should check their B.S. (that’s “Belief System,” and not the other “b.s.”). Ask yourself whether your Belief System supports you or gets in your way?

Another aspect of your Belief System that you should always be aware of is your Self Talk. By Self Talk, I mean the nature of that little voice you constantly hear in the back of your head. Is it mostly optimistic and encouraging, or does it tend to be pessimistic and discouraging? 

Together, your B.S. and your Self Talk can be two strong weapons you can use to overcome F.U.D. (that is, any sense of Fear, Uncertainty and Doubt you might harbor in your subconscious). Subtle but powerful, F.U.D. can keep you stuck-in-a-rut of inaction or “analysis paralysis.”

I’ve been a big believer in the power of your mindset for many years. In fact, my marketing mindset actually started for me at age 15, when I launched my first business. It was a painting company and you can probably imagine the challenges I faced, especially since I was earning minimum wage, living on my own in the “projects” where I paid $17 a month for government housing.

To this day I still remember my first customer lead—a prospect called asking for a quote to paint the interior of their home. I was so excited… whoo-hoo! There was only one little problem… I didn’t even own a paint brush!

So I went to the local paint store and asked for help from the manager. I said “if you help me, I’ll buy all my paint and supplies from you forever.” At first he was reluctant and didn’t take me seriously. I suppose I wasn’t the model businessman at age 15, with long hair and an army jacket. He went over to the shelf and opened a can of paint, dipped a new brush in it and started spackling me with paint.

“If you want to be a painter you have to look like one!” He gave me a clipboard, calculator, and instructions. I was set (or at least I thought I was).

I drove to the prospect’s house, walked up to the door, and just as I was about to knock that little voice in the back of my head said, “What are you doing? You don’t have the skills or experience… you aren’t old enough… smart enough…”

My Self Talk wasn’t helping much. But then another voice kicked in…

“What have you got to lose?” It said. “Go for it!”  So I did, and knocked on that door.
A man answered and we went through his house room by room, with him telling me what he wanted. My mind raced.

“Oh my god, what am I doing?” my Self Talk demanded, but I just kept writing his instructions down.  I told the man I’d have to go back to my office to prepare the quote and that I’d be back in 30 minutes (my office… right.)

I returned to the paint store and the manager actually helped me prepare the quote. Back to the prospect’s house I went. I walked up to the door again, and just as I was ready to knock that little voice said “just go home… forget about it!”   

My F.U.D. was working overtime back then.
 
Something possessed my hand, and I knocked. The door opened and this time the man’s wife was home too. She took one look at me and stepped behind her husband. I handed him the quote and said “The total for the painting job is $1,025. I need 50% up front and 50% on completion.”

That was followed by the longest pause in my life. He looked at me, took a look at the quote, and said, “Do you have any experience?” 

Being a street-smart kid, I replied “Here’s how it works. If you’re not 100% satisfied with the work performed, then you don’t pay!”

Then his wife said, “Honey, write the boy the check.” And he did!

I got to my car and sat there staring at this check for $525. That was more than I’d earned in a month… and I’d done it in about an hour.  I thought, “this is so cool! I’ve got to learn more about this marketing stuff and making money!”

By the end of the first year, I was making $35,000 with three crews with an average age 40 years old. This was in 1976 and that was a lot of money for a teenager!

The point of all this is that it’s not your circumstances, experience, market place, competition, or products that determine your overall marketing success… it’s your mindset! With the right Belief System, backed by optimistic and encouraging Self Talk, you too can overcome your F.U.D. and have the level of success you’ve always dreamed of… P.D.Q.

It doesn’t matter what you’re selling or what industry you’re in… if you’re selling online or offline, you can only stay in business if you’re making a profit. And profit comes from either increasing sales or reducing your expenses. This blog is about both, because when you make your marketing materials more effective—you increase your bottom line.

Ask anyone who knows me and they’ll tell you that I’m a big believer in systems, formulas and concepts. If it’s proven to produce positive results, I’m all for it.

One of my favorite systems with proven positive results is also one of marketing’s most basic. You’ve probably heard of it… or you’re at least familiar with it if you’ve ever read any good sales material. It’s called the AIDA method.

Like so many terms and concepts in marketing, AIDA is actually an acronym for a formula used in creating powerful and effective marketing communications, sales letters. It’s also widely used in advertising too.

A – Attention (or ‘Awareness’): This is job one–attracting the attention of the customer.

I – Interest: raise customer interest by writing copy that includes features and benefits of your product or service.

D – Desire: (the customers’ desire for the ‘solution’ you offer). Convince customers that they want and desire your product or service and that it will satisfy their needs.

A – Action: You need to ‘take your customers by the hand’ and lead them toward taking a specific and measurable action. (i.e., order now, learn more, save instantly…).

Applying the AIDA method, now look at one of your marketing pieces and ask yourself these questions:

What’s the PURPOSE for the specific marketing piece? This applies to your website and if you’re using Radio or TV advertising too!

a.      Is it to provide information & support the sale? – Is it to help prospects gain knowledge? 

 Or…

b.      Is it to get the prospect to take immediate action? – For selling & promotion?

         Is there an attention-getting headline and subhead? Attention

         Is there a clear ‘benefit’ message? Interest

         Is it designed with Your Prospect in Mind? Desire

         Is there a specific and measurable call to action? Action

How would you score the effectiveness of this marketing piece using a scale from one to five, with five being extremely effective and 1 being a cure for insomnia?

When it comes to your marketing efforts, get in the habit of asking yourself “Does this convey the message I want my reader to get?”

While we’re on the subject of strong marketing copy, keep in mind the 5 Ws. This is very important. Get focused on:

Who are you designing to? Who is the target prospect?

What do you want them to know or do?

Why should they care? Why should they pay attention?

Where can they get more info?

When should they respond or take action?

It’s helpful if you actually create a Word Document or template with the 5Ws… Who, What, Why, Where, and When. This will help you and/or your designer understand the purpose of the piece.

Action Step: Now that you’ve got the hang of the AIDA method, go back and review all of your marketing materials and see if they follow AIDA. You may be surprised by what you discover after looking at your materials through the AIDA formula. Don’t worry about your past efforts—learn from them and profit from them! This exercise will help you find out which pieces are well conceived and which need to go back to the drawing board.

Of course the best measurement for any marketing materials is the response it generates. But when you’re planning your designs you’ll have a head start when you follow the AIDA formula.

If you’d like to learn more about writing killer marketing copy, check out Randy Gage’s popular 12-part study course “How to Become a Copywriting Stud!” in our online Success Store.

“I’m having trouble. I know my marketing pieces are glossy, professional and well written, but I’m not connecting with as many of my target customers as I expected. What am I doing wrong?”

Ford responds:

Without actually seeing your materials, it’s hard to pinpoint the exact cause. However, I can give you a few pointers to help you evaluate your own marketing efforts. In fact, right here and now I’m going to reveal a system that has literally earned me and my clients millions of dollars… I’ll give you the best marketing method ever for free, word for word.

This system was created through a lot of trial and error that resulted in several big successes and a few big blunders along the way. I’ve spent millions perfecting it, and now it’s easy to learn. With a bit of practice, it will help create explosive growth in your business, too.

The system is my trademarked PSP Method^TM.

The Positioning System for Profits (or PSP) method helps you focus your efforts and connect the right message to the right target market using the most effective marketing methods.

It works for all industries and types of companies, regardless of size, products or services. It works for advertising, publicity, online marketing and traditional marketing strategies. At first glance, it may seem over simplified, but please don’t be too quick to judge it until you’ve actually applied it to your business.

Let’s review the components first, and then I’ll show you how it can be applied to your organization. Please write down the following words… make sure to leave a few lines between them on your notes.

Message

Market

Method

Next to the word Message, write – “the WHY?” (your benefit message)
Next to the word Market, write – “the WHO?” (your target market)
Next to the word Method, write – “the HOW?” (the advertising and publicity)

Seems simple enough, right?

You’d be surprised how many highly paid professionals, adverting agencies, and businesses miss the mark entirely. Sure, I know you understand these simple concepts… I’m not trying to insult your intelligence… but ask yourself: Are you really 100% sure that you’re sending the best marketing message to the right target market using the most effective and profitable methods?

The real magic of this system is in creating profitable combinations. These are like digits of a combination lock… if you don’t have the right combination, you can’t open the lock, or in this case, unlock the profits of your products or services.

Don’t take my word for it…

Look at your own website, and review your brochures and other marketing materials. Are you trying to send the same message to multiple markets or buyers? Are you even tracking your results so you know which marketing methods give you the best performance?

I’ve learned the hard-way that “profits can hide a lot of mistakes.” Why waste your money, time, and other resources on combinations that don’t produce? Once you master this system, you’ll be able to stamp out the wasted marketing efforts and easily increase your results.

Let me give you an example of how my PSP method worked for my business. A few years ago I invented a line of oak and aluminum bicycle storage systems that went from floor-to-ceilings to hold bicycles inside in a limited space. At first, my message was ‘protect your bikes.’ My target market was bicycle owners who attended bicycle races, because they usually invested most of their money in their bikes and I figured they’d want to protect their bikes. My method of getting that message to that target market was attending the large bicycle races across the country and setting up a booth at the finish line consumer expos.

But after attending several races, I’d only received a handful of orders. It’s was hardly worth the time and effort. Okay, it was a total bust.

After applying the PSP Method (I didn’t have it called that at the time), I changed my message, changed my target market, and the method. Now as a marketer who believes in testing, usually I suggest only changing one element at a time, but sometimes you just need to re-evaluate what you’re doing and make drastic changes. So that’s what I did.

The result? I generated over $80,000 in orders in just three days. Want to know what I did?

First, I listed all of the compelling benefits I could think of. Next I created a list of the types of prospects that could use those benefits, and then I made a list of potential marketing methods.

Again, sounds just like a simple marketing plan, but what I did next was mix and match combinations to determine the best way to sell the most, with the least amount of effort, and earn the most money.

So my message changed from “protect your bikes” to “earn money in your store.”
I changed my target market from end-users (consumers who owned bikes) to bicycle dealers, specialty catalogs, and mass merchant stores.

My main marketing methods changed from consumer shows (open to the public) to  industry trade shows (for businesses only).

After exhibiting at the first industry show, I collected orders for over $80 grand. Okay, that created a whole host of other issues like production, cash-flow and management—but those were all problems I could fix now that I had the right combination to keep the orders flowing in. 

I could share hundreds of other real-life examples of how this system works, but I want you to start using it right away. You’ve got the method, now put it to work and let me know how it turns out for you. Good luck!

If you’d like to learn more about writing killer marketing copy, check out Randy Gage’s popular 12-part study course “How to Become a Copywriting Stud!” in our online Success Store.

“I’ve been looking over our company’s marketing materials and I think I understand why they haven’t brought us much new business. They’re not awful, but to be honest, they’re boring. Any advice?”

Ford responds:

The promotional and sales materials you create for your business are important tools for your success. You really need to think about them and understand how they will support your branding and overall marketing plan.

Early on you’ll need to decide if you want your new marketing piece to generate a sale by itself, or function as part of a larger, two-part sales process. Step one is to get something free and create a relationship, and step two is to get the sale. At Prime Concepts Group we always design marketing materials that get a prospect to take whatever specific step we want them to take in the buying process.

In order to get prospects to take the next step, there are a number of essential copy components to include when creating new materials. Here’s a list of them, along with brief definitions and usage suggestions.

Kickers – A kicker helps qualify your prospects and draws them into reading your headline. Think of it like a headline for the headline.

Headlines – This is no-doubt the most important copy element. I could write for days just about headlines. Take time to consider as many variations and approaches as possible; at Prime Concepts Group it’s not uncommon for us to come up with 30 or more headlines before we settle on the top two or three that we want to test.

Subheads – These build upon the interest created in the headline, and carry your reader right into the main body copy.

Body Copy – Make a list of all of the benefits and features of your product or service. Benefits are powerful because they are based on emotions–so lead with them. Validate your benefits with features, which are the facts about your product. I like to use 3×5 cards, or just type them up on a master list when you brainstorm. Be concise, clear and creative.

Testimonials – These are third-party endorsements from your satisfied customers. Usually they are free for the asking, so ask! Using testimonials helps prospects feel more confident about you and your product.

Your Offer – Believe it or not, I’ve seen plenty of slick and expensive marketing materials that include everything EXCEPT an offer. An essential part of your message must tell prospects what your proposition is; what problem do you solve and how can they get it?

Add Value – Consider special pricing, up-sells, and product/service bundling to make your product more appealing and offer greater value.

Address Credibility – do not forget to tell prospects why you’re the best choice. Like everything in life, you need to offer them an RTB – “Reason To Believe.”

Pricing Strategy – Don’t blurt out the price until you’ve established the value, unless the price is the most compelling reason for prospects to act. This isn’t usually the case, so I recommend using other benefits first.

Risk-Reversal/Guarantee – You’d better have one. Some companies are afraid to state guarantee for fear that customers will make too many returns—but if you test, you’ll find that guarantees usually have the opposite effect—you’ll get more sales.

Include A Specific And Measurable Action Step – Put a big red star beside this one, because it’s that important. An Action Step tells prospects precisely what you want them to do and how they should go about doing it. Don’t just put “for more information…blah, blah, blah…” at the bottom of your brochure because people don’t need more information, they need solutions to their problems. They want to increase pleasure or reduce pain, so say something specific like… “Find out how we can help you____________.” (You fill in the blank with something compelling).

So there you have it–the essentials you need in order to create great copywriting. Good luck with your new marketing materials! 

If you’d like to learn more about writing killer marketing copy, check out Randy Gage’s popular 12-part study course “How to Become a Copywriting Stud!” in our online Success Store.