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Casual Articles - A Stupid Question, but it has to be asked
What does one envision when thinking of a "bodyguard"? When one considers the historical image of a “bodyguard”, most people envision a large, tall, mean looking individual, capable of lifting you in one hand and tossing you across the room, seemingly without effort.In today’s world, security professionals refer to “bodyguards”, our associates, as “executive protection specialists" or "EP agents”.In terms of answering the first question, “What is a bodyguard"; let’s first ask the question: What is Executive Protection?Executive Protection is the integration and deployment of physical & technical security measu
You would not think of advertising fishing rods in a fashion magazine.
It is amazing how many things are aimed at e-zines and other media that have little or no relevance to the product.
Let us assume that we are advertising in a selection of ezines.
How do we know which ones to use?
The surest way is to sort out some likely ones and subscribe to them. Ask for some back issues. Get a feel for the type of readership.
Would they be likely to be interested in your product?
Or have you another product that would interest them? I have had some of my best prod
The interviewer hopes that YOU are the right person for the job. They are under pressure to fill the position so that they can get back to their own work. Therefore you are in a greater position of strength than you think. Concentrate on what you have to offer in the way of qualifications and experience instead of feeling intimidated.An interviewer has 3 aims:1) To learn if you are the right person for the job.2) To assess your potential for promotion3) To decide whether you will fit into the company environment.The key to a successful interview is in preparation <
Does your sales letter create as many sales as you would like?
What proportion of them respond to your advert?
What is just as important, how many of those that responded actually purchased your product?
How can you improve the response rate?
How many new email addresses did you capture?
Do you have an 'opt in' strategy so that you can mail them later with more offers without being accused of spamming?
Let us look at the sales letter first.
The headline.
Does it stand out? Does it grab your attention?
Does it shout, "READ ME, READ ME, READ ME".
On the other hand: Does it give a tantalising hint at something
interesting inside. Something of real benefit to the reader.
Does it ask a question that can only be answered by reading the
content of the letter?
The letter itself.
Is it speaking to a group of people? Or is it a one to one
conversation? How many times does it say 'You' compared with the number of
times it says 'Me, We or I'.
Your readers are not interested in you or what a marvellous gadget you are offering. No, they are only interested in
what it can do for them. How much better off they will be if they invest their hard earned cash in your enterprise.
Will it help them to become rich, a better person, happier or better looking, Will it make them more attractive to the opposite sex?
Convince them of just one of these, or similar things and the price will not matter.
It all boils down to "What's in it for me."
The old adage: "Sell the sizzle, not the steak" is as relevant now as it was in the old days of door knocking.
Let's go back to the original sales letter. How good was it in the first instance? Were you happy with the initial response? if so, what went wrong? Has it become stale. Would a makeover put it right? Perhaps it just needs a new headline.
If the click through rate is good, it would appear that the headline is doing it's job.
Should the ratio of purchases to clicks-through be poor I would suggest that the text of the letter is not up to scratch.
The problem may not be in the letter, or the headline. It could be that you are not aiming your advertising at the right people.
Whatever you are selling, a very large percentage of the population will not be interested in it.
You must find those who are the most interested in your particular product.
You would not think of advertising fishing rods in a fashion magazine.
It is amazing how many things are aimed at e-zines and other media that have little or no relevance to the product.
Let us assume that we are advertising in a selection of ezines.
How do we know which ones to use?
The surest way is to sort out some likely ones and subscribe to them. Ask for some back issues. Get a feel for the type of readership.
Would they be likely to be interested in your product?
Or have you another product that would interest them? I have had some of my best prod
Small business start-up need not cost the earth and you can approach it from a number of directions. A recent press article covered some good material for those thinking of starting a small business. Quoting three cases of successful small business starts, it gave information on the background of the new business owners.One of the factors I found interesting was that in each instance the entrepreneur was female. No I am not being sexist I am saying how good it is that these ladies have seen and seized the opportunity.I believe that almost anyone with a skill can succeed in business if there is a market for his or her
On the other hand: Does it give a tantalising hint at something
interesting inside. Something of real benefit to the reader.
Does it ask a question that can only be answered by reading the
content of the letter?
The letter itself.
Is it speaking to a group of people? Or is it a one to one
conversation? How many times does it say 'You' compared with the number of
times it says 'Me, We or I'.
Your readers are not interested in you or what a marvellous gadget you are offering. No, they are only interested in
what it can do for them. How much better off they will be if they invest their hard earned cash in your enterprise.
Will it help them to become rich, a better person, happier or better looking, Will it make them more attractive to the opposite sex?
Convince them of just one of these, or similar things and the price will not matter.
It all boils down to "What's in it for me."
The old adage: "Sell the sizzle, not the steak" is as relevant now as it was in the old days of door knocking.
Let's go back to the original sales letter. How good was it in the first instance? Were you happy with the initial response? if so, what went wrong? Has it become stale. Would a makeover put it right? Perhaps it just needs a new headline.
If the click through rate is good, it would appear that the headline is doing it's job.
Should the ratio of purchases to clicks-through be poor I would suggest that the text of the letter is not up to scratch.
The problem may not be in the letter, or the headline. It could be that you are not aiming your advertising at the right people.
Whatever you are selling, a very large percentage of the population will not be interested in it.
You must find those who are the most interested in your particular product.
You would not think of advertising fishing rods in a fashion magazine.
It is amazing how many things are aimed at e-zines and other media that have little or no relevance to the product.
Let us assume that we are advertising in a selection of ezines.
How do we know which ones to use?
The surest way is to sort out some likely ones and subscribe to them. Ask for some back issues. Get a feel for the type of readership.
Would they be likely to be interested in your product?
Or have you another product that would interest them? I have had some of my best prod
While many of the offshore oil rig jobs are physical in nature, many of the rig companies go out of their way to make sure your time spent onboard is an enjoyable one. For instance employees may find themselves living in accommodation wings that meet 4 or 5 star hotel standards - despite the fact that you a living in the middle of the ocean. While you are on board the company will usually meet all food, board and laundry expenses, along with travel and transfer costs.There are a large number of offshore oil rig jobs that are available. The range of employment opportunities include:Driller, Derrickman, Shakerhand or M
Will it help them to become rich, a better person, happier or better looking, Will it make them more attractive to the opposite sex?
Convince them of just one of these, or similar things and the price will not matter.
It all boils down to "What's in it for me."
The old adage: "Sell the sizzle, not the steak" is as relevant now as it was in the old days of door knocking.
Let's go back to the original sales letter. How good was it in the first instance? Were you happy with the initial response? if so, what went wrong? Has it become stale. Would a makeover put it right? Perhaps it just needs a new headline.
If the click through rate is good, it would appear that the headline is doing it's job.
Should the ratio of purchases to clicks-through be poor I would suggest that the text of the letter is not up to scratch.
The problem may not be in the letter, or the headline. It could be that you are not aiming your advertising at the right people.
Whatever you are selling, a very large percentage of the population will not be interested in it.
You must find those who are the most interested in your particular product.
You would not think of advertising fishing rods in a fashion magazine.
It is amazing how many things are aimed at e-zines and other media that have little or no relevance to the product.
Let us assume that we are advertising in a selection of ezines.
How do we know which ones to use?
The surest way is to sort out some likely ones and subscribe to them. Ask for some back issues. Get a feel for the type of readership.
Would they be likely to be interested in your product?
Or have you another product that would interest them? I have had some of my best prod
Joe Girard was a car salesman. During his selling career he sold 13,001 cars, all of them at retail. And, all of them one car at a time...no fleet sales, no multiple sales, and no wholesale sales. He personally sold more cars during his career than most dealerships sell in their lifetime.During the years 1963 to 1977, Joe Girard sold more cars on a one-on-one basis than anyone else in the world. On his best day he sold 18 automobiles. His best month, he recorded 174 sales. His best year...a total of 1425 vehicles. All in all, he averaged about 6 retail sales per day. An amazing accomplishment!All of Joe's sales have
If the click through rate is good, it would appear that the headline is doing it's job.
Should the ratio of purchases to clicks-through be poor I would suggest that the text of the letter is not up to scratch.
The problem may not be in the letter, or the headline. It could be that you are not aiming your advertising at the right people.
Whatever you are selling, a very large percentage of the population will not be interested in it.
You must find those who are the most interested in your particular product.
You would not think of advertising fishing rods in a fashion magazine.
It is amazing how many things are aimed at e-zines and other media that have little or no relevance to the product.
Let us assume that we are advertising in a selection of ezines.
How do we know which ones to use?
The surest way is to sort out some likely ones and subscribe to them. Ask for some back issues. Get a feel for the type of readership.
Would they be likely to be interested in your product?
Or have you another product that would interest them? I have had some of my best prod
An elevator pitch is basically a quick introduction that doesn't sound too canned. You want to work on fine-tuning something that is anywhere from ten to twenty seconds. You use this speech whenever you meet a prospect that you meet at any kind of event. Your pitch should talk about what your company does, what makes you unique, and why they want to consider you. In this article, you'll learn why elevator speeches are so important for your IT marketing.The Elevator Speech DefinedIn theory, the term “elevator speech” originated based on this scenario: you're getting into an elevator with someone on the 20th floor of
You would not think of advertising fishing rods in a fashion magazine.
It is amazing how many things are aimed at e-zines and other media that have little or no relevance to the product.
Let us assume that we are advertising in a selection of ezines.
How do we know which ones to use?
The surest way is to sort out some likely ones and subscribe to them. Ask for some back issues. Get a feel for the type of readership.
Would they be likely to be interested in your product?
Or have you another product that would interest them? I have had some of my best product ideas from reading an ezine that had no relevance to what I was selling at the time.
I generally try the cheapest adds first, if I am sure that the readership is right for my product and the cheap ad' pulls even a few sales, I then put a similar ad in the best position in the ezine, knowing that if the small ad' works, the bigger ad will surely make a good profit.
Should the cheap ad' not work, don't give up yet. You can generally get a good idea of what is working by studying the other ad's in the ezine, especially those that appear week after week in more than one ezine. Type out a similar ad' but for your product and see how it goes.
Copy other people's methods but don't copy their adverts. As soon as someone has written something, it immediately becomes their copy write and you would need their permission to reproduce it. (The main exception is if you paid that person to write it for you.) In that case it is best to decide who is the owner of the copy write before you start.
Don't give up. If you have faith in what you are selling, you must find the best methods of advertising it.
Then it is up to you to write the best advert that you can. Always remembering that it is the headline that must capture the reader's attention. Without a good headline, the best advert in the world will be overlooked and just a waste of space, time and money.
I hope I have given you something to think about. In this business your adverts are your shop window. The aim is to get their attention and invite them to come in and take a closer look.
I wish you all the best in your business ventures, remember, You are a very important member of the community. Without the small businesses, the world's economy would collapse over-night.
By for now. Bob.....Robjfar
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