Casual Articles - Business

Waiting Can Bankrupt Your Business
I’m just like you. I’ve put off making certain marketing decisions because I didn’t want to spend money. Sometimes that was a smart thing to do. But other times it just cost me money… and time… and I bet some future clients as well.What do I mean?For example – my recent changeover to an email service provider (ESP) to deliver NousNEWS, my monthly email newsletter. Not an earth-shattering decision on it’s own. But this one decision will save me hours of work and enable me to market my business more effectively. This will mean thousands of dollars in revenue to me over a 12-month period.Not only will I save time in future, but guess what? I’ve wasted plenty of time in the past. Wasted time by being inefficient. Wasted time by thinking I was saving money. Wasted time by waiting.In fact, because I waited to make the changeover, the task is much bigger now than it would have been if I had done it earlier.Although it’s not always that simple. Take my ESP decision for one. There are also technology issues to be considered. And there’s integration with my web site. And there are the procedural issues (systems) that need to be altered. It’s easy to see how decisions get put off until “some day”.Beware... Waiting can bankrupt your business.Example 2. I have a client in a computer support business who is non-stop busy for a few months straight, fixing client problems, responding to urgent phone calls, and putti

d mower. Like running out of gas, finding the gas can, taking it to the gas station, driving back with a can full of smelly gas in the car, maybe spilling gas on the carpet. Once at home, there’s the annoyance of yanking the starter until your arm feels like a wet noodle. And the fire danger of having a can of gas in the garage with kids playing near it. The point is, you want to paint a very troublesome picture of life without your product.

Life with your product—absolute bliss

Now that you’ve raised your reader’s interest by making them feel the pain of life without your product, it’s time to provide your solution. Here’s where you’ll briefly introduce yourself and your product or service. No more running out of gas, no more smelling gas cans in your new car, no more yanking that starter cord till your arm falls off. Just flick the switch and you’re ready to mow. Plug it into your electric outlet and it charges overnight. Your worries are over. You go on and on, hammering home the fact that your product or service is th

The Most Important Business Aspect - Marketing
In your community, I'll bet you can name a company (or perhaps several, if you live in a large geographic area) that has been around many years but cuts many corners in the book of business.Perhaps they charge extra for prespraying, they leave carpet (or walls, if a restoration company) wet, and the list goes on. But somehow these bad apples never seem to go out of business and you can bet the owner of this type of company is making a decent living and oftentimes making a killing.There's a company in my service location that fits this description. This owner's house is large and immaculate and he drives an expensive sports car. Unfortunately he's not a scrupulous business owner. He hires bargain-basement subs who drive their own cars to the jobsite, with their own portable in the trunk and have to purchase overpriced chemicals from this owner as a condition of their employment. If the sub doesn't have enough money he simply fills his preconditioner jug with water and dish soap or laundry detergent. If he runs out of real protector he uses water.Their "technicians" have never had more than a couple of hours of On-the-Job Training and do a very poor job of cleaning. They advertise low prices and the technicians push the customer hard to try to make a $12.95/room job into a $40+/room sale. Not a month goes by that we don't hear a horror story about this business.This owner is the epitome of everything that should be unsuccessful

The average consumer is inundated with sales pitches. So if you’re selling a product or service to today’s ad weary consumer, if you want your sales letters to get results, you’ll need a step-by-step plan that breaks down the barriers to buying. A plan that bypasses the head and goes right for the heart.

If the heart’s in it, the brain will follow

Buying anything is largely emotional. Whether it’s paper clips or plain paper copiers, emotions lead the purchase. Facts, specs and the like are simply used to justify the decision, once made. Which means that everything about your sales letter, every sentence, every phrase must appeal to your customer’s emotions.

What emotions?

The simple truth is, there are only two emotions that really motivate people: The promise of gain or the fear of loss--with the fear of loss being the stronger. Example: Given the choice of headlines: “Save money in legal fees.” Or “How to keep from being sued.” The latter will probably get a better response.

Supporting the promise of gain and the fear of loss are seven key emotional hooks or basic human needs. No matter what your product or service, to be effective, your sales letter must directly address as many of these basic needs as possible:

• Safety/Security

• Wealth

• Good looks

• Popularity

• Self-satisfaction

• Free time

• Fun/Excitement

Okay, so how do you get them to act?

How do you go from head to heart? What’s the copy paradigm? Imagine you’re in a baseball stadium facing an audience in rows of bleachers. It’s the game of the century, ninth inning, bases loaded. And you’ve got a bag of peanuts you absolutely must sell or the boss will fire you on the spot. What would you do to get their attention? Yell “Peanuts?”

Start with a verbal “2x4”

You’ve got to hit them over the head with an emotional motivator. And that means you start with the envelope. Remember-- gain or loss--it has to be right there on the outside, in bold.(When was the last time you rushed to open a plain white envelope?)

Two examples:

Gain-- “We Put a Money-Making Miracle in this Envelope.”

Loss-- “Throw This Away and Work Hard for the Rest of Your Life.”

So, they’ve opened the letter and what do they see? A boring paragraph about your leadership in the industry? Stuffy sentences about commitment, innovation and dedication?

Whoosh. In the round file it goes.

Back to gain or loss. Again, it’s got to be there in a headline they can’t miss. And it must reinforce the headline that compelled them to rip open that envelope. Both headlines must dovetail in their message and emotional impact. Example: “Finish reading this letter and you’re halfway to becoming rich.”

Next comes the all-important body copy. What to say to leave them begging for your product. For this we go right into the consumer’s emotions, mining for clues to the perfect selling pitch.

What’s the problem?

A while back, McDonalds was beating the pants off its competitors. So Burger King hired a big powerhouse ad agency to gain them market share. They tried everything--analyzing secret sauces, elaborate contests, toy tie-ins. Nothing worked. Finally, they sent out questionnaires, did focus groups, and literally stopped people on the street. And you know what they discovered? Not what consumers liked, but what they didn’t like about hamburgers. For on thing, the leading hamburger came practically “factory made” with everything on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The solution was simple: hamburgers made to order, followed by the now all-too- familiar slogan “Have it Your Way.” The point is, you’ve got to find and exploit your consumer’s problem. And make your product the hero.

Life without your product--miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” Now it’s time to remind them how many ways that problem affects their lives. If you’re selling a cordless electric lawnmower, you’ll want to remind them of all the headaches of their old gas powered mower. Like running out of gas, finding the gas can, taking it to the gas station, driving back with a can full of smelly gas in the car, maybe spilling gas on the carpet. Once at home, there’s the annoyance of yanking the starter until your arm feels like a wet noodle. And the fire danger of having a can of gas in the garage with kids playing near it. The point is, you want to paint a very troublesome picture of life without your product.

Life with your product—absolute bliss

Poor Grammar, Poor Impression
I've become increasingly concerned about the ignorance of Americans - not those who have learned English as a second language, but native English speakers - regardless of race, income level, schooling or other determining factors. The number of people who read seems to be decreasing in direct proportion to the number of kids growing up with portable dvds, and ipods. Television has become the preferred babysitter for children and the most effective way for adults to anesthetize themselves after a day's work.These days I see egregious (horrible, outrageous, astoundingly bad) grammatical errors on resumes and cover letters, web sites, signs, emails to me.....regardless of management or income level. Some of these are written by people who are in the job market hoping to be invited in for an interview, and their paperwork is full of punctuation and grammatical mistakes. Were they careless? Or do they not know? Maybe it doesn't matter. Maybe the hiring authority doesn't know the difference either.The other day I saw the back of a company shirt that said: providing quality service since 10 years. A company shirt? How many were printed and are worn by employees who walk around advertising that that particular company has someone in an upper-level management position who didn't catch the error or didn't know the difference?Here's a sign I saw in a store a few weeks ago: We do not except credit cards. (It should be "accept".) Last week a se

f gain and the fear of loss are seven key emotional hooks or basic human needs. No matter what your product or service, to be effective, your sales letter must directly address as many of these basic needs as possible:

• Safety/Security

• Wealth

• Good looks

• Popularity

• Self-satisfaction

• Free time

• Fun/Excitement

Okay, so how do you get them to act?

Start with a verbal “2x4”

Two examples:

Gain-- “We Put a Money-Making Miracle in this Envelope.”

Loss-- “Throw This Away and Work Hard for the Rest of Your Life.”

So, they’ve opened the letter and what do they see? A boring paragraph about your leadership in the industry? Stuffy sentences about commitment, innovation and dedication?

Whoosh. In the round file it goes.

Next comes the all-important body copy. What to say to leave them begging for your product. For this we go right into the consumer’s emotions, mining for clues to the perfect selling pitch.

What’s the problem?

Life without your product--miserable

Life with your product—absolute bliss

HR Jobs
Human resource management plays a crucial role in the structuring of an organization. Improved relations between various countries and industrial growth have led to a phenomenal increase in job opportunities and the need for skilled employees. Every organization requires a full-fledged HR department to take care of its employees regardless of the nature of the organization.There are various HR related tasks to be taken care of in different organizations and business enterprises. HR jobs can be classified into various categories such as recruitment and training, analyst, benefits administration, compensation management, consultant and employee relations.The employment and placement managers generally administer all the aspects of employee recruitment. Human resource personnel may have to travel quite often to college campuses, to search for potential employees. They screen, interview, and occasionally test applicants to verify their knowledge in a specific field. Human resource personnel must be very well acquainted with the various policies of the organization in order to discuss wages, working conditions, and promotional opportunities with prospective employees.Human resource personnel must have certain qualities and skills to sustain the pressures of this field. The human resource training, labor relations managers and specialists must have effective interpersonal skills. An organization has people from various cultural backgrounds

ite envelope?)

Two examples:

Gain-- “We Put a Money-Making Miracle in this Envelope.”

Loss-- “Throw This Away and Work Hard for the Rest of Your Life.”

So, they’ve opened the letter and what do they see? A boring paragraph about your leadership in the industry? Stuffy sentences about commitment, innovation and dedication?

Whoosh. In the round file it goes.

Next comes the all-important body copy. What to say to leave them begging for your product. For this we go right into the consumer’s emotions, mining for clues to the perfect selling pitch.

What’s the problem?

Life without your product--miserable

Life with your product—absolute bliss

Cell Phone Do's And Don't During A Meeting
What would we do without our cell phones? Wow, there’s a scary question. It’s hard to imagine a world without them. But cell phones, connected as they may keep us, seem to have an amazing power to disturb and trump face to face interaction. For example, why is it that during a meal or a meeting, people insist on taking every call? Even worse, just let the phone ring? They forget all about the person across the table as if they were invisible!This violates the golden rule of interpersonal communication, which is to make the other person feel like the most important person in the world.The following is a list of cell phone do’s and don’ts that will help you avoid embarrassing yourself while still honoring the person across the table. (This information is NOT found in the 147 page Sprint PCS handbook.) Whether you’re at lunch or in a one-on-one meeting, use these etiquette tips to combat even the most enticing barriers that stand in your way of being an effective communicator.DO…Be Subtle Yet Accessible The three possible locations to keep your phone are: bag, belt or pocket. Many people chose to keep cell phones in their bags because of pocket-less wardrobes. If this is the case for you, be sure to choose a vibrating or single beep ring that is audible, yet minimal so it doesn’t ring seven times while you search through your bag.Pockets and belt clips are the most efficient places to keep your phone because

hem market share. They tried everything--analyzing secret sauces, elaborate contests, toy tie-ins. Nothing worked. Finally, they sent out questionnaires, did focus groups, and literally stopped people on the street. And you know what they discovered? Not what consumers liked, but what they didn’t like about hamburgers. For on thing, the leading hamburger came practically “factory made” with everything on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The solution was simple: hamburgers made to order, followed by the now all-too- familiar slogan “Have it Your Way.” The point is, you’ve got to find and exploit your consumer’s problem. And make your product the hero.

Life without your product--miserable

Life with your product—absolute bliss

Is Plastic Corrugated Returnable Packaging Right for Me?
In the competitive manufacturing world, new, “innovative” products are constantly being introduced that are designed to save users enormous amounts of time and effort. And manufacturers of consumer goods are not the only industry trying to win the title of “Most Innovative.” Even business-to-business organizations, like the vendors who supply materials to manufacturers, have entered the game with products that aim to help manufacturers realize significant savings.The packaging industry has also put its hat in the innovation ring, and with great success. For example, a relatively recent innovation, corrugated plastic, has taken the packaging industry by storm, and manufacturers are just now starting to realize the product’s benefits. Plastic corrugated is a durable material designed to replace the conventional paper, or cardboard, corrugated products which once dominated the packaging industry. Corrugated plastic is formed when two plastic liners are fused together on either side of a sheet of wavy plastic known as fluting. Together, these three layers create a weather- and chemical-resistant material whose properties offer a superior alternative to traditional packaging methods.For manufacturers, the benefits of plastic corrugated are plenty. Just take a look at this list of how corrugated plastic can help manufacturers save resources:1. Plastic corrugated will outlast cardboard corrugated by 20-40 times and can be used over and ove

Life with your product—absolute bliss

Credentials time

Here’s where you build trust by detailing key facts that build confidence in you and your company. You could start by listing some testimonials from satisfied customers. If these come from people in the industry who your prospect is familiar with, so much the better. And if you can get photos, phone numbers and so forth, it will add even more to your credibility. This is also the time to mention how long you’ve been in business and any articles that about your company and/or its products that have appeared in the local or national media (these can be particularly valuable, since they come from an impartial source).

Now that you’ve assuaged their fears about doing business with a complete unknown, they’ll want to be totally sold about your product or service. Here’s where you go into detail. And this is the perfect time to do so, because you’ve established trust. They won’t be thinking about who you are, but what you can do for them-- how you’re going to solve their problem.

Detail benefits, not features

A key caveat here. Don’t get your reader quagmired in “Featurespeak.” It’s easy to do and it’s what most unskilled writers fall victim to. Featurespeak is for your sales team, not your potential customer. Avoid things like “Our new cordless electric mower features the X9T Autoflex handle, or the PT600 Zenon Battery. Better to say, “Our new electric mower’s handle easily adjusts to your height for maximum comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your product or service has more than three major benefits, list them in bullet point form to make them easier to read.

Make them an offer they can’t refuse

This is the crucial part of your sales letter. Your offer should be compelling, irrefutable and urgent. You want your reader to say, “This is a great offer, I’ve got nothing to lose but my problem.” Try to combine the big 3 in your offer--irresistible price, terms, and a free gift. For example, if you’re selling a cordless electric mower, your offer might be a discounted retail price, low interest rate, and a blade- sharpening tool. Try to raise the perceived value of your offer by adding on products or services--for electric mowers, it might be an extended warranty or safety goggles. Augment this with compelling benefits these additional products or services will provide.

Assuage with a guarantee

There’s a little voice in the back of every customer’s head that whispers, “Buy this and you’ll be sorry.” So make your offer bulletproof. Take the risk out of the purchase. Give the absolute strongest guarantee you can. It tells your reader you’re confident in your product or service. Enough so to back it up with a strong guarantee. Don’t be afraid to make this final commitment.

Motivate the procrastinators

So they’re reading your letter and are pretty convinced that your company and your product or service can solve their problem. They want to buy. The mind is willing but the flesh is weak. Time to bring in our key motivator—fear of loss. One way to tap into this fear is by convincing your reader that because this is such a good deal, only a scant few mowers remain. Or that the extended warranty is being offered only for the next few days, or for the next 50 customers. Our old motivator-- gain--can be used here as well. Example: “Buy now and get a $20 gift card--FREE!”

Call to action--KISS

You and your staff know what readers need to do to buy your product or service, but your readers are inundated with offers every day. And each offer has a different procedure for buying. Give them a break and walk them through the order/purchase process. And KISS (keep it simple stupid). Use simple action words like “Pick Up the Phone and Call Now!” If your phone number spells out a catchy slogan or company name, always add numerical phone numbers. If they need to fill out a form and mail it, say so. And if possible, use la

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Sporting goods store fixtures are considered functional items to hold sporting goods, like ball, golf cup, racquet, cap or any other related item. They are available in varying color combinations, the usual color being black. Fixtures come with or without revolving bases.

Why worry about grammar and spelling? After all, don't your customers just want the product?

One of my favorite airlines committed a customer interface blunder. They changed the automated telephone menu system for reservations, removed the 24-hour fast-access option for frequent flyers, set up the menu so it changes at various times of the day, and put long recorded messages on the system to 'educate' passengers while they wait.

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