Blog Topic: Information Marketing

Keep the Graphic Designer and Web Programmers in Check.

Secret # 7. Your web designer shouldn’t be in control of the marketing process

In this marketing blog post 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?

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.

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

How to increase targeted traffic to your website and sell more products and services.

On our Internet Marketing blog posting we were talking about getting into the mind of your prospects… and the Four-stages of the buying process.

Increase Sales with Internet Marketing Speaker Ford Saeks

It was 8:00 o’clock on a Thursday morning. I arrived at my office to find my email in-box filled with orders worth over $70,000 dollars…  It was a great way to start my day!

One of the ways you can improve your relationship with your clients and customers is to create information based products.  While this is a common method of making money for professional speakers, authors, trainers and consultants, it also can be applied to all types of businesses.

Regardless of YOUR particular type of business or industry there are informational products that you could create and either sell or give away that positions YOU and YOUR business as the expert resource.  The key is to identify the type of information that your target prospects and customers want to know more about and then create a product that answers those questions.  If you think about it, you probably could come up with many different titles and types of products, but if you’re starting out with information products then pay close attention to these basic tips:

What if I told you there was an easy way to dramatically help you increase your sales without spending a dime… you’d be interested, right? Of course. And better yet, what if it was easy to implement?

Question: I want to use Google® Adwords to drive traffic to my site and there are already tons of Adword ads on my keywords. Is it a waste of time, money and effort adding my ad to the mix if it doesn’t display on the first page?

Ford Saeks, Internet Marketing Speaker Answers In:

You’ll get the highest click through rate on the first page which as of now shows the first eight Google® adwords ads. I don’t always aim for the top listing even though it gets higher traffic. My tests have found that sometimes being the second or third listing on the first page actually gets a better quality lead to my site.

Google® changed the way keyword bid prices and listing work as of August 16, 2005. The minimum click-through rate is not the main factor in determining where your ads show, but now the amount you bid on the keyword (or keyword phrase) is a major factor with where your ad displays.

It’s only a waste of money if you are tracking the number of visitors and measuring your success of the campaign based on your “visitor value” and that value is less than it’s costing you to buy the traffic on Google. The visitor value is the number of visitors received divided by the revenues generated from them in a specific period of time.

You must split test your Google® ads, split test your landing pages and keep tweaking the process until it’s profitable. It’s profitable when you can attract a paying customer for less than its costing you to buy the traffic from Google. Keep in mind that you might be losing money on the first sale and that’s fine, as long as you have backend follow-up products that make up for it in the long-term.

A competitive keyword group doesn’t mean you cannot make money – it just means you have to be savvier with your ads, landing pages, auto-responder series, and lead generation mechanisms. There are several strategies specific of using Pay-per-Click methods to get traffic – and they can be the best source for cleaning up your sales processes quickly to increase your profits.

How to actually design the landing pages, create the ads and effectively use Google and other Pay-per-click strategies is covered in Ford’s New Internet Profit Kit for Information Marketers

Mix Marketing System(tm) from Ford Saeks

Get more bang for your marketing buck when you align your sales message to your target market, using the most effective marketing method.

Here’s a quick story that uncovered my multi-million dollar strategy that has help me and my many clients improve their sales and profits.

Fall 1987. I was living in a cramped, one-bedroom apartment in Wichita, Kansas. My roommates: two Italian racing bikes that always seemed to be underfoot.

One day, as I untangled myself from the spokes of my Medici Criterion Bicycle, it came to me: a design for a product that stored bicycles in an apartment or house without taking up too much space or damaging the walls or ceiling. After some development, I decided to call this floor-to-ceiling oak bicycle rack PedaStyle®.

Now came the easy part: selling my product. Or so I thought.

I didn’t have much money, but I did have enthusiasm. I read over 30 books by famous marketing gurus. I took careful notes. I wrote a detailed marketing plan.

My first tactic: sending a sales letter and brochure to 10,000 bicycle club members.

Now, this was a bit of a stretch for me. Renting the lists, printing the brochures and paying for the postage cost $6500 – a small fortune for a guy who was overextended with monthly bills, big car payment and on a fixed salary. But that didn’t bother me. I knew I had a great product, a marketplace brimming with potential buyers and a proven marketing strategy. My only concern was whether my tiny mailbox could hold all the orders the mailman would soon be stuffing inside it.

After four days, I checked my mailbox. I figured a couple of people would have sent their checks in by now.

Nothing.

Three… four… five weeks went by.

Not a single order.

Direct mail, I concluded, doesn’t work.

Has this ever happened to you?

You read the tips, studied the strategies, implemented the techniques to a “T,” and… nothing?

Let’s face it: Most marketing books are filled with hundreds - even thousands – of strategies that promise better results and higher profits with a few simple steps.

So why do so many people fail to get the results they want? Is it because those strategies don’t work?

Rest assured, the strategies do work. (I know. I found out the hard way.)

But it takes a special system to make the strategies produce the results they promise. The system is simple and easy to use. It can generate impressive results with very little wasted money or effort. And in a minute, I’m going to share it with you.

But first, let me take you back to 1987.

Despite my direct mail disaster, I was still convinced that PedaStyle was the storage solution thousands of bikers had been looking for… and that I would get rich delivering it to them.

If direct mail wasn’t the answer to my marketing dreams, I figured, maybe advertising would do the trick. So I placed ads in five major cycling magazines, set up an 800 number and offered a special low price.

The ad space cost me $7580, and the 800 number added $50 to my tab. (I knew Aunt Belle, rest her soul, would have been pleased to know that the small inheritance she left me paid my bill at “Bicycling Magazine.”)

This time, I was convinced I had it made. My ads would reach over 350,000 bicycle enthusiasts. Even if only 2 percent of them responded, I’d soon be trading in my one-bedroom apartment for a down payment on a country club estate overlooking a golf course.

The issue with my ad in it came out… Only a handful of checks trickled in.

So I took the show on the road to cycling events… I barely broke even on gas.

I experimented with telemarketing… Another bomb.

I tried advertising in trade publications, direct mail, and in-person sales calls. Sales were pathetic.

I couldn’t figure out what was wrong. I had the right product: The 27 people who did buy the PedaStyle raved about it. I had the right approach: I thought I followed the marketing strategies to the letter. I knew there was a market: Every article I read said that more and more Americans were buying (and presumably storing) bikes.

But, despite my commitment to PedaStyle, my opportunity to market it was drawing to an end. I’d stripped my tiny savings accounts to pay for my campaigns. I’d sold one of my bikes to cover my living expenses. I had become so reliant on credit cards that I gave new meaning to the question “paper or plastic?” at the checkout line. I knew I’d hit bottom when I called my landlord to ask if he took MasterCard. Next, I’d be trading in my one-bedroom apartment for a pup tent.

In a last-ditch effort to save my faltering business venture, I registered to exhibit in the fall 1987 Bicycle Dealer Showcase in Long Beach, California - the premier trade event for the bicycle industry.

I was just going through the motions as I packed my old van with supplies and product samples. I wasn’t sure how this attempt would succeed after all the others had failed. My friend Steve Sims agreed to come along to help. (You know you’re pathetic when your friends feel so sorry for you that they’ll take a week of vacation to sit behind a booth in a trade show.)

Off we headed for California.

On the first day of the show, we handed out more than a thousand brochures. That was the good news. The bad news: People loved PedaStyle, they said… they just wanted to look around before they placed an order.

Right.

Three days later, with the trade show’s close just hours away, we’d had only $700 in sales.

“Well,” I said, “we’ve given it a our best shot. I guess PedaStyle just isn’t going to make it.”

Steve and I decided to pack up early so we could get a head start on the long drive back to Kansas.

I was stacking brochures in boxes when a man walked up to the booth.

“Wait a minute… are you leaving?” he asked. “I’m the senior buyer for Performance Bicycle Catalog, and we’re interested in your product.”

Six minutes later, he’d placed an order for $7,500.

The next person to stop by ordered $1,600 worth of products.

We got orders for three units… 30 units… 300 units. By the end of the show, we’d sold more than $20,000 in confirmed orders. And we had projected re-orders worth more than $75,000 for the first six months.

What I had accomplished - well, let’s face it… what I had accidentally stumbled upon - was getting the right message in front of the right market using the right marketing methods.

Over the next 12 years, using that same foundational elements, I sold millions of dollars worth of bicycle storage solutions around the world. Since then, I’ve used the right mix of these three key elements - message, market and method - to duplicate that success in dozens of other distribution channels and with hundreds of other products.

I’ve refined that system - matching message to market with method - into the Mix Marketing System(tm).

To learn how to use it, read on…

More than just the four P’s…

Almost every marketing book I’ve read, or marketing seminar that I’ve attended isn’t complete without mentioning the four P’s. They were introduced over 40 years ago by Neil Borden and then modified later by many others, including me. That was the mix of trying to get the balance right between product, price, promotion and place.

Product: Defining the characteristics of your product or service to meet the customers’ needs.

Price: Deciding on a pricing strategy.

Promotion: This includes advertising, personal selling, sales promotions, etc.

Place: Looking at location and where a service is delivered.

While there are similarities, I’ve found the Mix Marketing System(TM) takes a unique approach by showing you how to determine each element and their interrelationship, then transforms them into a system to get the best results. With both systems it is easy to assume that one part of the mix is wrong, when in fact it is another. For example, if response to a direct mail piece is poor, it could be that the answer is to change the offer, or to send it to another market, or improve the quality of the promotional piece, instead of cutting the price. We’ll look at how to test the elements in a few moments…

Elements of the Mix Marketing System(tm)
–> Your Unique Benefit Message (the WHY…Arrow)
–> Your Specific Target Market (the WHO… Target)
–> Your Mastery of Marketing Methods (the HOW…Bow)

First, we’ll take a closer look at each concept. Second we’ll explore how to define each concept for your product or service, and third we’ll explore how you can achieve powerful marketing results by mastering the combination of these three concepts.

Element #1:

Your Unique Benefit Message (Graphic: Arrow)

A common mistake in marketing is sending the wrong benefit message or no benefit message and expecting the buyer to figure it out. With the bicycle racks I had a different benefit message for marketing to bicycle dealers than to exporters. Bicycle dealers wanted accessories where they could make at least a 50% profit margin because they barely made any profit from the sale of bicycles.

Exporters wanted secure territories and multiple year deals so they could build their markets and benefit from the natural growth curve that it took to increase a new products market share. The main benefit to consumers was saving space, but the benefit to the catalog companies was a product that created exceptional profits from the percentage of space on the page.

I worked with a company called Floating Swimwear® to define its messages. Floating Swimwear manufactures a one-piece swimsuit for children with a flotation device sewn inside. It helped protect children in and around water while giving adults peace of mind.

That message - the kids won’t drown - appealed to parents and grandparents. But the benefit to pool and spa dealers was different. They were attracted to the company’s easy payment terms (convenience), a starter kit at a special introductory price (higher margins), great premium for pool owners and excellent impulse item for their customers year round (increased sales).

It applies equally to service businesses also. Quantum
Expositions International, Inc., produces national career & job fairs and has a different benefit message to attract attendees, a different benefit message to attract event sponsorships, and another to attract exhibitors to their expos.

The large size of their events and targeted sponsorship advertising attracted large attendance giving the exhibitors a better chance of finding quality applicants, which saves them time and money. The attendees get the opportunity to preview and interview with perspective employees face-to-face and be recognized, instead of just sending in resumes to personnel departments, which gave them an increased advantage of securing a new job. The event sponsors, usually newspapers, radio and television stations benefited by receiving a percentage of the exhibitors’ payments from booth spaces.

With my consulting & training business, the unique benefit message I promote is that I help businesses make the most of every marketing dollar through a system that gives them a competitive edge and increased profits – guaranteed! How can I afford to offer a money-back guarantee? Because most businesses are only using one or two marketing strategies and get the majority of their sales from only one target market.

Therefore, using the Mix Marketing System(tm) we are able to evaluate their current results, find new combinations based on their resources and compliment what they are already doing to add more value to more people, thus increasing sales and profits. The results come from new channels of distribution, increased effectiveness of their marketing efforts, higher repeat sales, and higher profit per order. You too can achieve even greater success by mastering these three key concepts and designing the combinations for your particular business.

The problem is, most companies focus on the features… and forget the benefits. That’s because companies are so close to their products and services that they take the benefits for granted and focus on promoting their features.

You can’t leave out the benefit and expect the buyer to figure it out.

This is important, because benefits are the only reason people pay attention to what you’re selling. People want what’s in it for them and what your solution will do for them.

Features are important… they add credibility, but are only valid once the buyer is aware of the benefits to them.

Creating your Unique Benefit Message

Why should I do business with you instead of someone else? What benefits do you offer that make you unique to your target market?

The answer to those questions is your message. You might also have heard your message referred to as your “unique selling proposition” (USP), a term coined by Rosser Rieves in the 1950s.

To create your message:
———————–

–> Identify your features and benefits.

Gather your company’s promotional materials, ads, website pages and Yellow Pages listings. Next, take a note pad and draw a line down the middle of the page. Label one column FEATURES and the other column BENEFITS. Now search each item for the features and benefits offered and record them in the appropriate column.

Be careful not to confuse features for benefits. If you can put the words “you get…” (as in the buyer gets) in front of it, then it’s most likely a benefit.

If it’s about you, your product, your service, or your company then it’s a feature.

For example:
* “Open 24 hours” is a feature; the benefit is convenience.

* “Low Price” is a feature; the benefit is saving money.

* “In business since 1985″ is a feature; the benefit is the feeling of confidence it provides the buyer.

* “Quick delivery” is a feature; the benefit is saving time.

* “Handcrafted from solid Appalachian Oak” is a feature; the benefit is that it’s attractive.

* Offering a “100% money-back guarantee” is a feature; the benefit is that there is no risk.

* “Available in five colors” is a feature; the benefit is variety.

* “Radio dispatched” is a feature; fast response is the benefit.

* “Pentium IV” is a feature; higher performance and speed is the benefit.

* “Windows XP” is a feature; the benefit? _________ (Okay, I couldn’t resist.) The benefit is a visually driven operating system that’s easy to learn.

Repeat the process for each product or service group on a separate piece of paper. By now, you should have a long list of benefits and features. Don’t be concerned at this point if some of your benefits don’t appeal to all of your audiences. What’s important at this stage is that you have a list of why people should buy your products and services.

What are the top five benefits from your products or services?
1.
2.
3.
4.
5.

Are those benefits clearly stated on your promotional materials in the way of headlines, subheads and body copy? Are they aimed at your target markets? If not, how are your customers supposed to figure out why they should do business with you? The key is to craft a message that communicates the benefit of each product and service you sell to each segment of your buying audience.

Now that you’re armed with your unique benefit messages you have to focus them at the best targets and send them using the most effective methods.

Element # 2: Your Specific Target Markets (Graphic: Target)

In today’s highly competitive, high tech marketplace knowing as much as possible about your specific buyers and their habits is critical to achieving maximum results. Results can be measured many ways… as in total responses or total percentage of profit. I’m always aiming at adding the most value that maximizes the return on investment. Therefore I want to sell to target markets that have the largest volume potential and still make a profit.

When I was selling PedaStyle, for example, my most profitable sale was direct to the consumer, although 90% of the revenues came from the specialty mail-order catalog companies, like The Sharper Image®, Frontgate®, Herrington®, and William Sonoma’s Hold-Everything® catalogs. That meant we had to carefully craft specific benefit messages for each target market while making sure we didn’t create conflict between the different distribution channels.

For example, the bicycle shops didn’t want us to sell to the catalog companies because customers could use their store to view the product, and then order from the catalog company to save money. Likewise, the catalog companies didn’t want us selling to the mass merchants because of the reduced retail price points. Understanding, this issue goes way beyond the normal issues of just demographics and into the psychology of the target market. What’s issues are important to them and then matching that with the benefits of your products and services.

Who you think your market is, may not necessarily be the most profitable market or the only market you should pursue. For instance, I knew the many benefits of my bicycle racks, and thought that one large target market was bicycle racers. They fit my preconceived idea of a target market. Most bicycle racers owned more than one bike, each bike was valued at over $500 each, so they should want the benefit of saving space, and protecting their investment in bicycles… right? But even though they seemed like a target market, they were more interested in spending their money on new components and traveling to bicycle races, than on storing their bicycles.

When I first met with the owner of Floating Swimwear, they were operating out of their basement and selling their product at consumer boat shows. Makes sense doesn’t it? People that own boats, probably have children and are definitely around water. They were in their 8th year of business with annual revenues that hadn’t exceeded $30,000. This was an absolute shame, because the product had so much more unused potential. While that was a market that wanted their product, it was only after applying the Mix Marketing System(tm) that a much larger target market was developed. Changing their target market from consumer direct to selling wholesale to pool & spa dealers, Floating Swimwear transformed itself into a market leader with sales over 750,000 in just a few years.

Quantum Expositions International started by producing their career fairs in the mid-west, with their only source of income from selling exhibit space at their expos. After looking closely at their target markets, they decided to market to major television and newspapers for sponsorships. This single move in target marketing tripped their revenues from the following two events.

Celebrity speaker and national best-selling author, Les Brown gives motivational talks to corporations, associations and conventions with annual revenues measured in millions. While he receives several talks from corporate audiences each year, the bulk of speaking and product sales come from events filled with entrepreneurs and network marketers. It fits since his theme is “Live Your Dreams” and “It’s Possible.” By focusing marketing efforts on that target market, and developing new products designed for them, we were able to dramatically increase his income and he continues to be in high demand.

The point is to evaluate who you are actually targeting with your marketing & promotional efforts. What evidence have you gathered, from what tests that prove that you should continue to pursue or go after a specific target market?

How to Define Your Target Markets.

Ask yourself these questions.
——————————
1. What are the top three largest markets of people can benefit most from the value of my products or services?

2. What criteria am I using to categorize the different target markets?

3. Do they have the means and authority to make purchases?

4. What is the growth potential of the top three? Are they growing or shrinking in size of market?

5. Who are we aiming our benefit message towards right now?

6. What characteristics are being used to distinguish our target markets?

7. What markets are my competitors aiming at?

8. What are we using to track customer data?

9. Do we have a database of prospects and customers?

10. How often do we send a benefit message to them?

11. What demographic data have we collected?

12. What do we know about their reasons for buying from us?

The answers to those questions will help you recognize your specific target markets. Each product and service is unique and it’s critical for you to gather and track information about your customers and the effectiveness of your marketing efforts. Did you notice any new target markets in your list? What can you do to improve the gathering of data about your customers?

By now you should have your list of unique benefit messages and know who you want to reach with them. The next key concept explores the different options available send your message to the target to score a winning combination.

Element # 3 Your Mastery of Marketing Methods

This is the element that most people are familiar with in terms of understanding what the methods are but not necessarily how to use them to their best advantage. The purpose of this section is to make you aware of the major categories of marketing methods, not to teach you every option available. It’s also to help you recognize that the methods do not stand alone, but must be combined properly with the other two elements of your unique benefit message and target market.

The marketing methods are divided into two sub-categories:
“CASH” methods that you have to pay for like advertising.
“NO-CASH” methods that you get for free or almost free like publicity.

Methods that cost you money.

This consists mainly of advertising and selling mediums were you pay to have your benefit message sent to a particular audience. For example, either through print, radio, television, Internet, tradeshows, telemarketing, or in-person sales calls and varies greatly depending upon your business.

Avoid image advertising and stick with direct response methods.

Image Advertising should be avoided. Often, businesses fall prey to the media advertising salesperson who talks in terms of image advertising. Where there is no way to accurately measure whether or not the advertising was successful. If sales go up, then they want to take the credit, if sales don’t then they explain that it must be due to the lack of repetition and suggest running the campaign again.

Now, I’m not against advertising… I just want people to use it effectively it help their business. When I ask clients if their prior image advertising is working they say, “we’re not sure but we are getting our name out and getting exposure.” Do you know what you get from exposure… a cold! So if you are going to spend your resources on advertising then make sure you lead with benefits, substantiate your claim with features, have a specific offer and an action step that tells the prospect what to do… call, write, etc. Support it with a system for tracking the responses.

Direct response advertising methods are measurable, and therefore easy to know immediately if they are working. An example of direct response advertising for the bicycle racks was an advertisement in bicycle magazines offering buy two and get one free with no shipping expenses through the end of the month by calling 800-946-7804 x 230. Even though we didn’t have an extension 230, we knew which advertisement the lead came from.

Floating Swimwear advertised a “new dealer starter kit” for $548 in their industry trade magazines using a special toll-free number. They also exhibited at the National Pool & Spa shows across the country and generated more orders in each three-day show, then in the entire previous year.

One of Floating Swimwear’s distributors decided to run display advertisements in the Wall Street Journal. They were convinced that running only a couple of advertisements would yield hundreds of orders because of the shear numbers of circulation. That’s a dangerous assumption. They spent $18,000 in advertising and only sold 36 swimsuits. The benefit message was right, but the target market and use of the marketing method not effective and they lost all of their money.

In an attempt to sell a large number of floating swimsuits in a short period of time, another dealer decided to create a television commercial. His deciding factor was that he was getting such a great deal on the airtime he couldn’t pass it up. They did their initial research and selected markets that had large numbers of homes with pools… hardly a proper marketing test. They invested over $50,000 and sold less than 75 orders. The commercial was fine, the problem was that not many parents with small children are up watching television at 3:00 am. Again, it was not the method that failed, but the combination and implementation of the method.

For my consulting and speaking services I send direct response sales letters to targeted lists offering solutions to increase sales, productivity and profits, supported by free “added-value” special reports and audio cassettes filled with marketing techniques that they can implement immediately to achieve better results. For each specific market, I craft a new unique benefit message and track the results in my database. I start with smaller mailings as tests, and test different offers, pricing, and lists. Once I find a combination with a good response I increase mailing on a larger scale.

For the bicycle racks we testing many different paid methods of marketing. Each target market and channel of distribution had it’s own combination of these concepts that made it successful. We attracted most of our dealers, catalogs and exporters from industry trade shows, but the awareness of our products came from the thousands of dollars worth of free publicity we received year after year.

List the paid forms of marketing methods that you are currently using on a piece of paper. Are you tracking the response and their effectiveness?

Why spend money when you can get it for free?

When was the last time you send a media release about your products or services? Free publicity is often overlooked and under utilized. It’s amazing that people don’t take advantage of this category of marketing methods more often.

With the line of bicycle racks I sent out hundreds of media releases each quarter. When the editors had the room in the magazines, they would run my release. It created credibility through third-party validation. Each year, we would hear “we see your ads everywhere, how can you afford to run so much advertising?” We couldn’t, it was mostly the free media releases. Sending media & press releases continues to be one of our best methods of marketing for our clients.

Mastering the Marketing Methods
———————-

There are several great resources that go into step-by-step detail of how to use different marketing methods, many of them can be found throughout this site http://www.primeconcepts.com. Think of the marketing methods as the devices used to send your unique benefit messages to your specific target markets. Each concept by itself is important, but only when they are used in the right combinations do they become powerful. Your results increase exponentially when you combine publicity and multiple marketing methods tailored to each target market.

Putting it all together…

In one word “testing.”

I’ve sat in on several focus groups and meetings where people sit around and try to speculate which market would be better than that market, which method should they use.

I recently worked with a company to write a direct marketing sales letter. They were clear on their market and the benefits, but not sure about the method. I wrote two different headlines and split the initial test mailing in half. Each half received a different headline with a unique extension after the phone extension so we could track the responses. One headline out pulled the other by 2 to 1. Imagine if we wouldn’t have tested.

Of course you should gather market research and plan a marketing strategy, but you’ll never really know without testing. Testing, testing and then, that’s right… testing again.

Test by sending your unique benefit messages to different specific target markets and tracking the responses from each marketing method. Start small and repeat the tests until you get the response rate that is acceptable to you.

Marketing is a science and not an art. Test everything, your headlines, the copy, the colors, the markets, your benefit messages, price points and keep track of the results. Once you find a winning combination, repeat it and expand it.

MIX Marketing System™ “Keepers”

–> Even if you have the best product idea in the world you still have to get it in front of the right decision-makers.

–> It’s not the marketing strategy that works or not, but your application of the strategy that counts.

–> You must clearly understand who your buyer is and know as much about them as possible.

–> Who you think your market is, may not actually be the people you are selling to.

–> Selecting the right benefits and target them for each buying market.

–> Start with a small test. Test, and then test again. Then increase your efforts.

Action Steps: 6 Steps to your Success with the Mix Marketing System(tm)

1.Complete the features and benefits exercise and design your unique benefit messages for each valuable solution that you offer.

2.Select the top three or four markets that you feel have the most potential and gather as much information about them as possible.

3. Study the different marketing methods (CASH) and list the ones that you feel would be the most effective to send your message to the target market.

4. Send out press-releases (NO CASH) with benefits to each specific audience.

5. Apply the Mix Marketing System™ elements and implement a test.

6. Evaluate your results, make a modification to only one element at a time and test again until you find the best combinations.

Best of Success,
Ford Saeks,
Internet Marketing Speaker, Business Consultant