Casual Articles - Business

Dental Surveys Can Boost Marketing Campaign Results
In dentistry as with any other profession is it important that you know what your clients think of you and why they came to you. You need this information so that you can devise a marketing campaign to bring in more patients like those that patron you often already. You can’t just assume that you know what they think. Because you have been in business 20 years you may have some idea; this is true. But you would be surprised at the number of dentists who think they know their patients so well only to find out after surveying them that they did not actually know the specific reason they acquired most of them in the first place.What you're after are the bu

dience statement, and it will help you set your postcard marketing objectives (Step 3).

Here's what the audience statement might look like from the example above:

Fire Your CIO - If He's Not Implementing Strategy, Show Him the Door
Gone are the days when the names of a company’s top leaders filled less than half a page of the annual report. The traditional executive leaders, the CEO, CFO and COO have a growing crowd of so-called officers jockeying for spaces in the executive parking lot. The Chief Information Officer, currently a fixture at most companies was just starting to get settled when CSOs, CCOs, CTOs, CROs, CMOs and myriad other C-something-Os have started jockeying for room in the executive suite.This small army of execs can be broadly divided into two camps: strategic and operational. There is a valid case that the latter should not even be included in the C-suite. Posit

If you've been practicing real estate for any length of time, you've encountered postcard marketing in some form or fashion.

Real estate agents use postcard marketing (also known as direct mail marketing) for a number of reasons. Among other things, postcards are cost-effective, versatile and targeted.

But the purpose of this article is not to tell you why you should use postcards to market your services. The purpose of this article is to address the "how" of postcard marketing.

To be exact, this article will show you how to use postcards to outperform the competition and increase your ROI. Now that I've made a huge promise to you, let me deliver the goods:

Step 1 — Identify Your Audience
When creating your postcard message, start by identifying your audience. This is a critical step because the rest of the process depends on it. To identify your core audience, you simply have to ask yourself a series of questions.

Here's an example of how your Q&A might go:

1. What area do I want to represent? Happy Town, Vermont.

2. Am I focusing on buyers or sellers? Buyers.

3. Any particular type of buyer? First-time buyers.

4. Where might I find them? Apartments. Perhaps living with relatives in the area.

5. What's important to them? Learning about the home-buying process.

6. What else is important to them? Finding an agent they're comfortable with.

Step 2 — Create Your Audience Statement
When your list is complete, you should be able to combine the answers into a paragraph. This paragraph is your audience statement, and it will help you set your postcard marketing objectives (Step 3).

Here's what the audience statement might look like from the example above:

Stumbling Forward and Going Nowhere
Twenty or more years ago I took several evening courses in an effort to meet other people and especially women.One of the courses I took for about a year was Tai Chi. The major benefit of the course was to learn about balance. The instructor demonstrated to us how most of us walk. We take a step, then fall forward and catch ourselves with the other foot before the rest of the body hits the ground. In other words we stumble forward. When we are in balance we can move forward with deliberate steps, and we should be able to stop anytime in the middle our stride without falling forward.Stumbling is what most people do in their lives. We try to gain so

ket your services. The purpose of this article is to address the "how" of postcard marketing.

To be exact, this article will show you how to use postcards to outperform the competition and increase your ROI. Now that I've made a huge promise to you, let me deliver the goods:

Here's an example of how your Q&A might go:

1. What area do I want to represent? Happy Town, Vermont.

2. Am I focusing on buyers or sellers? Buyers.

3. Any particular type of buyer? First-time buyers.

4. Where might I find them? Apartments. Perhaps living with relatives in the area.

5. What's important to them? Learning about the home-buying process.

6. What else is important to them? Finding an agent they're comfortable with.

Here's what the audience statement might look like from the example above:

What's In A Name?
"What does Tresaca mean?""How did your mother come up with that name?""How did you come up with Black Unicorn Communications?""What does Black Unicorn mean?"I have been asked these questions countless times in my life.The only choice I had regarding the selection of my first name was choosing the pronunciation of it. I eventually realized that the meaning of my name was up to me, and that it was much more than just a name.It was a part of me and I was much more than a name. My name could mean whatever I wanted it to mean, and like me there were no limits when it came to defining it.When it came to creating

e. This is a critical step because the rest of the process depends on it. To identify your core audience, you simply have to ask yourself a series of questions.

Here's an example of how your Q&A might go:

1. What area do I want to represent? Happy Town, Vermont.

2. Am I focusing on buyers or sellers? Buyers.

3. Any particular type of buyer? First-time buyers.

4. Where might I find them? Apartments. Perhaps living with relatives in the area.

5. What's important to them? Learning about the home-buying process.

6. What else is important to them? Finding an agent they're comfortable with.

Here's what the audience statement might look like from the example above:

Marketing Strategies That Work: Setting The Buying Criteria
What if I told you there was a simple marketing strategy you could use to...Stop prospects from price shopping Convert more prospects to customers Pre-empt your competitionYou'd want to know about it right?It gets even better. Because you don't have to be a great writer... or even a great marketer... to put this strategy to work in your business.Just so you know how powerful this particular strategy is, let me tell you a story...Before I became a freelance copywriter, I was the sole copywriter and online marketer for a well-known home schooling company.I'd been mulling over how to u

ght I find them? Apartments. Perhaps living with relatives in the area.

5. What's important to them? Learning about the home-buying process.

6. What else is important to them? Finding an agent they're comfortable with.

Here's what the audience statement might look like from the example above:

Corporate Gifts Offer Great ROI
How do you make the most of your marketing budget? Any marketer will tell you that the key to getting the most mileage of your finances is to choose activities that offer high ROI value. A corporate gift-giving program offers excellent ROI in many different avenues on the marketing spectrum. For just a bit of pocket change, you can catch the attention of your best prospects, woo them to visit you at a trade-show booth, keep yourself in the forefront of their minds, trade on their loyalty and turn them into adverts for your services. All it takes is a little planning and foresight, and some insight into the type of gifts that will grow legs and run for your busi

dience statement, and it will help you set your postcard marketing objectives (Step 3).

Here's what the audience statement might look like from the example above:

"I want to reach people looking to buy their first home in Happy Town, Vermont. Being first-time buyers, they probably live in nearby apartments or with relatives (so I should send my postcards to homes and apartments in my farm area). These people will want to learn about the home-buying process in order to feel more comfortable with it."

You're probably starting to see the value of an audience statement. In fact, you might even have ideas popping up on how to connect with such an audience. And that leads us to our next step...

Step 3 — Determine Your Objective
Now that you know your audience, you can set the objective for your postcard marketing campaign. Ask yourself, "What do I want to happen as a result of sending my postcards?"

Here's the key to this step. Don't ask your postcards to do more than they're capable of doing. For example, don't use postcards to try and convince recipients that you offer superior service. That's a common mistake, and it's too much to ask of an 8"x5" piece of card stock.

"Superior service" cannot be conveyed through a postcard. It can only be conveyed through a working relationship.

So let's scale back the objective until we find something that (A) gives the postcard a more realistic task, (B) follows a more natural sales progression, and (C) capitalizes on known consumer behavior.

Let's use our postcards to generate a response from recipients.

Now that's something a postcard can handle — especially if you create a compelling message with a strong offer. And since we know from statistics that most consumers end up choosing the first real estate agent they contact, we're capitalizing on known consumer behavior.

Following our first-time buyers example, maybe we will promote a free home-buying seminar to generate int

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