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Casual Articles - 30 Ways to Promote Your Website on a Shoestring Budget (Part 2)
A good sales manager and Sales Trainer must teach each and every salesperson of the sales force for their company the importance of relationship building. Consider if you will the very competitive marketplace where your company and the competition compete head to head. Your competition offers specials, bundling of services and products and even special terms for payment.Often it is hard to keep track of what your competition is doing and therefore your salespeople may lose sales because the competition is willing to do something at the last minute in order to make the sale that your salesperson has no idea of. Instead your salesperson gets an excuse or another round of objections, which have no bearing on reality of the prospects interests, desires or problems with the sale.If the salespeople have developed a proper relationship with the buyer or purchaser or with the potential customer then this prospect is more apt to tell them what is really going on and give them a chance to match the competitors bid, special offer or special terms.Even with super intelligence in the marketplace of what your competitors are doing it still behooves each salesperson to be on a strong relationship basis with every prospect they are offering or attempting to sell your products and services to.Sure, the responsibility is with the salesperson however, in the real world it is the sales managers duty and responsibility to the company to know what is going on and the psychology behind what the salesperson is doing. Please consider this in 2006.
The best way to get started advertising in ezines would be to contact the editors of various ezines and check their rates, publication dates and number of subscribers – go to www.ezine-dir.com or www.go-ezines.com for a comprehensive listing of ezines.
22. Publishing an Ezine or Newsletter
Whether you are the CEO of a multi-national corporate network or a stay-in-your-pyjamas entrepreneur, one of your primary business objectives should be to develop long-term relationships with everyone you communicate with – website visitors, prospects, customers, employees, suppliers, service providers etc. And one of the best methods of building strong relationships is through your own Ezine (electronic magazine) or Newsletter.
If you've been marketing on the Internet, then you know it may take several contacts with a prospective customer before closing a sale. What better way to make those contacts, without spamming... In addition, you can eventually make a nice income selling sponsor advertising and classified ads.
To publish an effective Ezine will take some time to develop and there are thousands of resources on the internet that will help you – simply go to your favourite search engine and type in “ezine publishing” or “ezine publishing articles”.
In the meantime, here are some tips to get you started.
(a) Give your readers quality content - not rehashed or well-worn articles that have been published hundreds of times already.
(b) Write your own articles whenever possible or hire a ghost writer to help you. Talk to your readers as you would normally talk. Be yourself and let your sense of humour and uniqueness show through in your writing.
(b) Ensure the ezine
Let’s assume that you are one of the millions of family-run businesses that form the very core of the typical local Yellow Page directory. Say you’re the area plumber, auto repair shop, electrician, insurance agent, or restaurant owner. You have a YP ad because it seemed like the right thing to do when you opened up a few years back. Your YP rep helped draw up the ad and it looks pretty good. It has a picture of your shop, which he took with his digital camera. There’s a nice map and you even opted for some color too. The headline is the business name and you’ve also increased the size a few times. So, how is it working? Are you excited about the results? What about that ROI?Before I go on, let me tell you a bit about myself. I was a Yellow Page consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have experience in creating ads and have advised almost 7000 companies on how to put together the most effective ones. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in essentials areas like the headline, artwork, body text, placement, book, or heading. So, whether you have an ad or are thinking about placing one, please read on.The ROI or “return-on-investment” is crucial to all advertising. You work hard for a living and have tried to put together the best business possible. Making sure that the YP ad is working hard for you is the job of the rep. He or she should have placed all the essential elements into the ad so that you get the greatest return possible. Unfortunately, there is no rule of thumb, but you should be making a decent profit off the ad. Just how much is determined by many factors, including the content, position, size, and category or heading.All or just some of these parts, with just a subtle change, could make all the difference. But you are no marketing expert, so where do you turn for advice? The YP rep? Well they are paid to be helpful, but they are on commission and paid based on the amount you spend. So, will they ever tell you to spend less? Hardly. No, you should try someone with no vested interest in the amount you actually pay for your ads. Knowing that, I wrote a book designed just for people like you. It tells you all you need to know about the indust
It is extremely important that your website is included on ALL your office stationery so that customers can see it over and over again. That way they are more likely to remember it. If you’ve just had your letterheads printed, you can always add your website address on your wordprocessor, when printing your correspondence. For brochures, business cards etc, consider having small labels printed up. Your office stationery should include not only your website address, but also your email. Consider adding your details to:
- Letterheads
- Business Cards
- Flyers
- Brochures
- Labels
- Packaging
- Merchandise bags
- Catalogs
- Invoices
- Fax headers
- Display units
17. Pay per click (PPC)
Pay per click advertising is when an advertiser (you) pays for each qualified click that sends a search engine user to the advertiser’s web page. PPC requires you to bid on keywords or phrases that relate to your business. The best known pay per click services are Google AdWords and Overture.
Generally you can bid from as little as a few cents per visitor. However, the more you bid the higher up in the search engine your advertisement will appear. Pay per click is a great way to deliver targeted and qualified visitors to your website at a very reasonable price.
It is a good idea to experiment with different PPC search engines to find the one that works best for you. In addition, you will need spend time testing your keywords and ads.
For more information check out:
Google Adwords - https://adwords.google.com
Overture – www.overture.com
18. Visitor Exchanges
There are many websites popping up on the net that are known as Traffic Exchange, Click Exchange, Visitor Exchange or Surf For Hits programs. People become members of these sites with the goal of generating free traffic to their site.
The way it works is quite clever.
You visit another member's website and in exchange someone visits the website of your choice. Most of these programs work on a 2:1 ratio. This means that for every two sites that you visit, someone else in that same Start Page program will visit your site.
Simple concept, isn't it?
The great thing about these programs is that you will receive all of this traffic to your website, without having to spend a dime!
One of the biggest benefits from these programs is the ability to develop a downline of people that will generate 1,000's upon 1,000's of click thru visits to your site over time! In other words, you receive credits for the credits they chalk up for themselves!
For more information go to:
http://www.web4business.com.au/FreeVisitors.htm
19. Articles
Writing articles is an excellent way for you to get free publicity. Getting an article published is free. The publicity you receive by having your article published in a newspaper, magazine or website can be worth thousands of dollars in equivalent advertising space. Well written articles yield better results than advertisements and earn you respect from customers, who see you as an expert in your field.
The best articles are “tips” or expert pieces. People are looking for guidance and will purchase from the experts who show them how to solve their problems.
Your article should include the following elements:
(a) The Headline
This should be attention grabbing and use power words and phrases, such as “How to …” “10 Ways that …”, “Do you want to …”
(b) Lead Paragraph
The first couple of sentences should tell your readers why they should read the whole articles. Show them the benefits they will gain or the pain that they will avoid by reading the article.
(c) Body Copy
This is where you inform the reader how to do something that will enrich their business or personal lives. Use short sentences and provide step-by-step directions that they can easily follow.
(d) Conclusion
At the end you will want to summarise the topics you covered and briefly review the main points. Since you have helped your readers they will most likely want to know more. This is your chance to make your sell by making them an offer with a call to action.
(e) Resource Box
The resource box should supply the reader with the following information:
- Your name
- Company name
- Contact information
- Website details
- How to order your product, etc
If writing an article seems too daunting for you initially, you can hire a ghost writer to do this for you – generally at a very reasonable price. If you need someone to help you with this, you may wish to check out:
www.elance.com
Once your article is written you will need to submit it to various publications on-line and off-line. For a listing of Australian printed publications, including the editor’s details, you may wish to buy “The Australian Writer’s Marketplace”, available from most bookshops.
For a listing of on-line magazines (e-zines), visit: www.ezine-dir.com. You can then contact the editor of each magazine and offer them your article.
If you don’t have a lot of time to submit your articles manually, you may wish to consider using article submission services by companies such as:
Submit Your Article – www.submityourarticle.com or
The Phantom Writers – www.thephantomwriters.com
For a small fee they will submit your article to thousands of publications.
20. Webrings
One of the more interesting ways to add some targeted traffic to your site is to join webrings. A webring allows visitors to surf through sites that are related in one way or another. They are free of charge to the owners, members and visitors.
Webrings deliver targeted traffic day after day and once they are set up they tend to stay set up with little further maintenance
Each webring is created and maintained by a person known as a ringmaster. This person accepts site submissions and validates that the site meets the topic of the webring. For more information visit: www.webring.org
21. Ezine Advertising
One of the best, cheapest and most targeted way to promote your product or service is through ezines (electronic magazines). Ezine ads reach people who want what you have to offer. As Ezines are generally based on a theme or particular interest and their subscribers have requested to receive them, you can be sure that they are going to be read.
Prices for advertisements vary depending on the popularity of the ezine and the actual location of your ad. Top position ads generally cost more than those found mid-way or at the bottom. Most ezine publishers will also send solo ads (advertisements about your product/service) to their subscribers. However, this is generally more costly.
To get the most of your ad, ensure you develop a killer title or headline and that the ad is straight to the point.
The best way to get started advertising in ezines would be to contact the editors of various ezines and check their rates, publication dates and number of subscribers – go to www.ezine-dir.com or www.go-ezines.com for a comprehensive listing of ezines.
22. Publishing an Ezine or Newsletter
Whether you are the CEO of a multi-national corporate network or a stay-in-your-pyjamas entrepreneur, one of your primary business objectives should be to develop long-term relationships with everyone you communicate with – website visitors, prospects, customers, employees, suppliers, service providers etc. And one of the best methods of building strong relationships is through your own Ezine (electronic magazine) or Newsletter.
If you've been marketing on the Internet, then you know it may take several contacts with a prospective customer before closing a sale. What better way to make those contacts, without spamming... In addition, you can eventually make a nice income selling sponsor advertising and classified ads.
To publish an effective Ezine will take some time to develop and there are thousands of resources on the internet that will help you – simply go to your favourite search engine and type in “ezine publishing” or “ezine publishing articles”.
In the meantime, here are some tips to get you started.
(a) Give your readers quality content - not rehashed or well-worn articles that have been published hundreds of times already.
(b) Write your own articles whenever possible or hire a ghost writer to help you. Talk to your readers as you would normally talk. Be yourself and let your sense of humour and uniqueness show through in your writing.
(b) Ensure the ezine
Entrepreneurs and small business owners often ask what the keys to successful business plan writing are. Obvious mistakes and omissions are pretty common – especially for first-time business plan writers who don’t know how to write a business plan. Fortunately, these mistakes are also easy to avoid. Here are eight tips that will help you write a business plan like a pro!1. Start with the end in mind – In Alice in Wonderland the Cheshire Cat told Alice, “If you don’t know where you’re going, any road will get you there.” The same applies to your business and your business plan – If you don’t have a goal, you don’t need a plan.You already know the importance of a business plan, so sit down and outline your goals before starting to write it. Where do you want the business to be in five years? What is the mission of the business? Do you want a large corporation, or do you just want to live comfortably and pay the bills? Do you want your business to be acquired eventually? By answering questions like this and starting with the end in mind, you will be able to focus your business plan in the right direction.2. Learn about your customers through market research – You might think you know your customers, but have you actually sat down and talked to them? You can create the coolest widget in the world, but if no one wants your cool widgets, your business will be a bust. Talk to your customers. Do surveys. Lead focus groups. Find out where customers are not getting their needs fulfilled and build a product that fulfills these needs. A little market research can go a long way.3. Be realistic with your financial projections and expectations – Sure, we’d all love to make a billion dollars in our second year of business, but (unless you’re really lucky) it probably isn’t going to happen. Spend a significant amount of time developing your financial forecasts to make them realistic. Don’t just rely on your gut feeling to make the estimates. Use the information that you’ve gathered from your market research and other sections of your business plan. Creating your pro forma financial statements can be a pain, but it’s very important. You may want to consult with an accountant and lawyer.4. Don’t ignore the competition – Do you really know who your competitors are? A lot of business owners make the mistake of believing that their business exists in a vacuum. Ign
The way it works is quite clever.
You visit another member's website and in exchange someone visits the website of your choice. Most of these programs work on a 2:1 ratio. This means that for every two sites that you visit, someone else in that same Start Page program will visit your site.
Simple concept, isn't it?
The great thing about these programs is that you will receive all of this traffic to your website, without having to spend a dime!
One of the biggest benefits from these programs is the ability to develop a downline of people that will generate 1,000's upon 1,000's of click thru visits to your site over time! In other words, you receive credits for the credits they chalk up for themselves!
For more information go to:
http://www.web4business.com.au/FreeVisitors.htm
19. Articles
Writing articles is an excellent way for you to get free publicity. Getting an article published is free. The publicity you receive by having your article published in a newspaper, magazine or website can be worth thousands of dollars in equivalent advertising space. Well written articles yield better results than advertisements and earn you respect from customers, who see you as an expert in your field.
The best articles are “tips” or expert pieces. People are looking for guidance and will purchase from the experts who show them how to solve their problems.
Your article should include the following elements:
(a) The Headline
This should be attention grabbing and use power words and phrases, such as “How to …” “10 Ways that …”, “Do you want to …”
(b) Lead Paragraph
The first couple of sentences should tell your readers why they should read the whole articles. Show them the benefits they will gain or the pain that they will avoid by reading the article.
(c) Body Copy
This is where you inform the reader how to do something that will enrich their business or personal lives. Use short sentences and provide step-by-step directions that they can easily follow.
(d) Conclusion
At the end you will want to summarise the topics you covered and briefly review the main points. Since you have helped your readers they will most likely want to know more. This is your chance to make your sell by making them an offer with a call to action.
(e) Resource Box
The resource box should supply the reader with the following information:
- Your name
- Company name
- Contact information
- Website details
- How to order your product, etc
If writing an article seems too daunting for you initially, you can hire a ghost writer to do this for you – generally at a very reasonable price. If you need someone to help you with this, you may wish to check out:
www.elance.com
Once your article is written you will need to submit it to various publications on-line and off-line. For a listing of Australian printed publications, including the editor’s details, you may wish to buy “The Australian Writer’s Marketplace”, available from most bookshops.
For a listing of on-line magazines (e-zines), visit: www.ezine-dir.com. You can then contact the editor of each magazine and offer them your article.
If you don’t have a lot of time to submit your articles manually, you may wish to consider using article submission services by companies such as:
Submit Your Article – www.submityourarticle.com or
The Phantom Writers – www.thephantomwriters.com
For a small fee they will submit your article to thousands of publications.
20. Webrings
One of the more interesting ways to add some targeted traffic to your site is to join webrings. A webring allows visitors to surf through sites that are related in one way or another. They are free of charge to the owners, members and visitors.
Webrings deliver targeted traffic day after day and once they are set up they tend to stay set up with little further maintenance
Each webring is created and maintained by a person known as a ringmaster. This person accepts site submissions and validates that the site meets the topic of the webring. For more information visit: www.webring.org
21. Ezine Advertising
One of the best, cheapest and most targeted way to promote your product or service is through ezines (electronic magazines). Ezine ads reach people who want what you have to offer. As Ezines are generally based on a theme or particular interest and their subscribers have requested to receive them, you can be sure that they are going to be read.
Prices for advertisements vary depending on the popularity of the ezine and the actual location of your ad. Top position ads generally cost more than those found mid-way or at the bottom. Most ezine publishers will also send solo ads (advertisements about your product/service) to their subscribers. However, this is generally more costly.
To get the most of your ad, ensure you develop a killer title or headline and that the ad is straight to the point.
The best way to get started advertising in ezines would be to contact the editors of various ezines and check their rates, publication dates and number of subscribers – go to www.ezine-dir.com or www.go-ezines.com for a comprehensive listing of ezines.
22. Publishing an Ezine or Newsletter
Whether you are the CEO of a multi-national corporate network or a stay-in-your-pyjamas entrepreneur, one of your primary business objectives should be to develop long-term relationships with everyone you communicate with – website visitors, prospects, customers, employees, suppliers, service providers etc. And one of the best methods of building strong relationships is through your own Ezine (electronic magazine) or Newsletter.
If you've been marketing on the Internet, then you know it may take several contacts with a prospective customer before closing a sale. What better way to make those contacts, without spamming... In addition, you can eventually make a nice income selling sponsor advertising and classified ads.
To publish an effective Ezine will take some time to develop and there are thousands of resources on the internet that will help you – simply go to your favourite search engine and type in “ezine publishing” or “ezine publishing articles”.
In the meantime, here are some tips to get you started.
(a) Give your readers quality content - not rehashed or well-worn articles that have been published hundreds of times already.
(b) Write your own articles whenever possible or hire a ghost writer to help you. Talk to your readers as you would normally talk. Be yourself and let your sense of humour and uniqueness show through in your writing.
(b) Ensure the ezine
Email marketing is a powerful way to make a lot of money if you know exactly what to do and when to do it.There have been fortunes made with email marketing and you can do the same thing too.Here are a few good ways to make the most with email marketing.#1 - Always offer useful and helpful content.You need to build trust with your email marketing and the best way to achieve this is by giving your prospects the very best information you can.You need to strive to be original and stand out from the crowd.Give your prospect the best and in return, they will become your best customers for life.#2 - Be consistent.You need to keep in contact with your prospects and email marketing is the best way to do this.Your will want to keep in touch with your prospects a minimum of 2 times per week and a maximum of 6 days per week.Do not send your prospects sales pitches each time. Mix up your messages with content and product promotions.This will build trust with your prospects and trust is the golden key to email marketing.#3 - Be courteous.Nothing will gain you more from your email marketing than by being super nice to your prospects.If you have someone who just does not like you, and tells you about it, do not get into a fight with them.Simply unsubscribe them from your messages, or do not contact them any longer.The more respect you show to your prospects, the better your email marketing results will be.Email marketing will be your number one tool for making big profits so be sure to use caution and care.
(b) Lead Paragraph
The first couple of sentences should tell your readers why they should read the whole articles. Show them the benefits they will gain or the pain that they will avoid by reading the article.
(c) Body Copy
This is where you inform the reader how to do something that will enrich their business or personal lives. Use short sentences and provide step-by-step directions that they can easily follow.
(d) Conclusion
At the end you will want to summarise the topics you covered and briefly review the main points. Since you have helped your readers they will most likely want to know more. This is your chance to make your sell by making them an offer with a call to action.
(e) Resource Box
The resource box should supply the reader with the following information:
- Your name
- Company name
- Contact information
- Website details
- How to order your product, etc
If writing an article seems too daunting for you initially, you can hire a ghost writer to do this for you – generally at a very reasonable price. If you need someone to help you with this, you may wish to check out:
www.elance.com
Once your article is written you will need to submit it to various publications on-line and off-line. For a listing of Australian printed publications, including the editor’s details, you may wish to buy “The Australian Writer’s Marketplace”, available from most bookshops.
For a listing of on-line magazines (e-zines), visit: www.ezine-dir.com. You can then contact the editor of each magazine and offer them your article.
If you don’t have a lot of time to submit your articles manually, you may wish to consider using article submission services by companies such as:
Submit Your Article – www.submityourarticle.com or
The Phantom Writers – www.thephantomwriters.com
For a small fee they will submit your article to thousands of publications.
20. Webrings
One of the more interesting ways to add some targeted traffic to your site is to join webrings. A webring allows visitors to surf through sites that are related in one way or another. They are free of charge to the owners, members and visitors.
Webrings deliver targeted traffic day after day and once they are set up they tend to stay set up with little further maintenance
Each webring is created and maintained by a person known as a ringmaster. This person accepts site submissions and validates that the site meets the topic of the webring. For more information visit: www.webring.org
21. Ezine Advertising
One of the best, cheapest and most targeted way to promote your product or service is through ezines (electronic magazines). Ezine ads reach people who want what you have to offer. As Ezines are generally based on a theme or particular interest and their subscribers have requested to receive them, you can be sure that they are going to be read.
Prices for advertisements vary depending on the popularity of the ezine and the actual location of your ad. Top position ads generally cost more than those found mid-way or at the bottom. Most ezine publishers will also send solo ads (advertisements about your product/service) to their subscribers. However, this is generally more costly.
To get the most of your ad, ensure you develop a killer title or headline and that the ad is straight to the point.
The best way to get started advertising in ezines would be to contact the editors of various ezines and check their rates, publication dates and number of subscribers – go to www.ezine-dir.com or www.go-ezines.com for a comprehensive listing of ezines.
22. Publishing an Ezine or Newsletter
Whether you are the CEO of a multi-national corporate network or a stay-in-your-pyjamas entrepreneur, one of your primary business objectives should be to develop long-term relationships with everyone you communicate with – website visitors, prospects, customers, employees, suppliers, service providers etc. And one of the best methods of building strong relationships is through your own Ezine (electronic magazine) or Newsletter.
If you've been marketing on the Internet, then you know it may take several contacts with a prospective customer before closing a sale. What better way to make those contacts, without spamming... In addition, you can eventually make a nice income selling sponsor advertising and classified ads.
To publish an effective Ezine will take some time to develop and there are thousands of resources on the internet that will help you – simply go to your favourite search engine and type in “ezine publishing” or “ezine publishing articles”.
In the meantime, here are some tips to get you started.
(a) Give your readers quality content - not rehashed or well-worn articles that have been published hundreds of times already.
(b) Write your own articles whenever possible or hire a ghost writer to help you. Talk to your readers as you would normally talk. Be yourself and let your sense of humour and uniqueness show through in your writing.
(b) Ensure the ezine
1. Put your attention getting message in the second quarter down the page. This is consistently the place where people look first.2. If you are going to use a picture, place it in the top quarter of the page, above the headline.3. Every advertisement should use the AIDCA structure; Attention getting message | Interest | Desire | Conviction | Action4. For a one page brochure stick to the AIDCA formula above. Make a concise selling story.5. If the boss insists on a multi-page glossy brochure make sure the front page includes the strongest customer benefit; and not the company logo and meaningless picture.6. Typefaces: The use of a Serif typeface in your advertisement stresses the horizontal direction which helps people to read more easily.7. Typefaces: The use of a Sans Serif typeface exhibits a strong clean cut appearance in an advertisement, suitable for short text elements.8. Stick to one Serif and one Sans Serif typeface per document. Sans Serif for headlines and Serif for the main text. Using a Sans Serif typeface for main text can reduce readability by up to 50%.9. Do not use italics for a large text block. Difficult to read and again will reduce readability by up to 50%.10. Do not use italics for emphasis in your advertisement. Use bold. Italics are OK for short individual phrases.11. Keep underlining to a minimum. It is difficult to read if used on more than a word or two. If needed for emphasis, use bold instead.12. For the average reader a 10 point type is about right for the main text in an advertisement.13. For older readers consider using 12 point type.14. Advertisement headlines: For maximum impact use a Sans Serif typeface such as Helvetica or a Serif typeface such as Times Roman for a more elegant look.15. Keep headings with 'all capitals' to a minimum. Longer headlines using 'all capitals' are difficult to read.16. Don't use more than two levels of headings or sub-headings. Any more than that just confuses the reader.17. For narrow columns of text use the 'justified text' property; where it is flush to the left and right hand edges. Use a Serif typeface for this in your advertisement.18. For single columns of text use the use the 'justified text' property; where it is flush to the left edge and jagged to the right hand edge
Submit Your Article – www.submityourarticle.com or
The Phantom Writers – www.thephantomwriters.com
For a small fee they will submit your article to thousands of publications.
20. Webrings
One of the more interesting ways to add some targeted traffic to your site is to join webrings. A webring allows visitors to surf through sites that are related in one way or another. They are free of charge to the owners, members and visitors.
Webrings deliver targeted traffic day after day and once they are set up they tend to stay set up with little further maintenance
Each webring is created and maintained by a person known as a ringmaster. This person accepts site submissions and validates that the site meets the topic of the webring. For more information visit: www.webring.org
21. Ezine Advertising
One of the best, cheapest and most targeted way to promote your product or service is through ezines (electronic magazines). Ezine ads reach people who want what you have to offer. As Ezines are generally based on a theme or particular interest and their subscribers have requested to receive them, you can be sure that they are going to be read.
Prices for advertisements vary depending on the popularity of the ezine and the actual location of your ad. Top position ads generally cost more than those found mid-way or at the bottom. Most ezine publishers will also send solo ads (advertisements about your product/service) to their subscribers. However, this is generally more costly.
To get the most of your ad, ensure you develop a killer title or headline and that the ad is straight to the point.
The best way to get started advertising in ezines would be to contact the editors of various ezines and check their rates, publication dates and number of subscribers – go to www.ezine-dir.com or www.go-ezines.com for a comprehensive listing of ezines.
22. Publishing an Ezine or Newsletter
Whether you are the CEO of a multi-national corporate network or a stay-in-your-pyjamas entrepreneur, one of your primary business objectives should be to develop long-term relationships with everyone you communicate with – website visitors, prospects, customers, employees, suppliers, service providers etc. And one of the best methods of building strong relationships is through your own Ezine (electronic magazine) or Newsletter.
If you've been marketing on the Internet, then you know it may take several contacts with a prospective customer before closing a sale. What better way to make those contacts, without spamming... In addition, you can eventually make a nice income selling sponsor advertising and classified ads.
To publish an effective Ezine will take some time to develop and there are thousands of resources on the internet that will help you – simply go to your favourite search engine and type in “ezine publishing” or “ezine publishing articles”.
In the meantime, here are some tips to get you started.
(a) Give your readers quality content - not rehashed or well-worn articles that have been published hundreds of times already.
(b) Write your own articles whenever possible or hire a ghost writer to help you. Talk to your readers as you would normally talk. Be yourself and let your sense of humour and uniqueness show through in your writing.
(b) Ensure the ezine
One study found that as many as 90% of the stories you read every day in the newspaper came about because someone sent a press release. Why aren't some of those stories about you?When people see you in the media, you become familiar, even famous! And it gives you credibility. When you are written about in the newspaper, or interviewed on TV or radio, you are news; and that's better than any advertising you can buy.Anyone can learn to write press releases. It just takes a little knowledge and a lot of practice. To write a good press release, put your editor/producer hat on. What will the people who read this publication, watch this television program, or listen to this radio station want to know? What are their interests and concerns? The editor or producer's job is to figure out the answers to those questions and present interesting news. Your job is to make the editor or producer's job easier.The headline is the most important part of your press release. Make it count! You have only a few seconds to grab the attention of an editor or producer, who may receive hundreds (or thousands) of releases every week. If the headline doesn't interest them, they won't read the rest.Promise something of interest. Instead of ''New Book Tells How to Make a Budget and Stick to It'', describe the benefits of having a budget—getting out of debt, retiring comfortably, putting your kids through college, etc. Sorry, but no one cares that you wrote a book. Don't even mention it in the headline. Describe the benefits of using your information. A hot topic is one parent quitting a job to take care of the children. Can you show the audience how to do that? There's your headline: "You Can Stay Home With Your Kids!"Use the inverted pyramid style of news writing: The most important information goes at the beginning, with the least important at the end. The first paragraph should deliver on the headline. Start with a question, a statistic, a provocative statement or a powerful benefit. Subsequent paragraphs back up the first by providing background information, quotes, and other relevant details. Keep it to about one page.When I edit press releases written by clients, I usually end up rewriting the headline and taking out the first two paragraphs. That's because the headline and first two paragraphs are usually about the person who wrote the release. If your press release is "me" centered and d
The best way to get started advertising in ezines would be to contact the editors of various ezines and check their rates, publication dates and number of subscribers – go to www.ezine-dir.com or www.go-ezines.com for a comprehensive listing of ezines.
22. Publishing an Ezine or Newsletter
Whether you are the CEO of a multi-national corporate network or a stay-in-your-pyjamas entrepreneur, one of your primary business objectives should be to develop long-term relationships with everyone you communicate with – website visitors, prospects, customers, employees, suppliers, service providers etc. And one of the best methods of building strong relationships is through your own Ezine (electronic magazine) or Newsletter.
If you've been marketing on the Internet, then you know it may take several contacts with a prospective customer before closing a sale. What better way to make those contacts, without spamming... In addition, you can eventually make a nice income selling sponsor advertising and classified ads.
To publish an effective Ezine will take some time to develop and there are thousands of resources on the internet that will help you – simply go to your favourite search engine and type in “ezine publishing” or “ezine publishing articles”.
In the meantime, here are some tips to get you started.
(a) Give your readers quality content - not rehashed or well-worn articles that have been published hundreds of times already.
(b) Write your own articles whenever possible or hire a ghost writer to help you. Talk to your readers as you would normally talk. Be yourself and let your sense of humour and uniqueness show through in your writing.
(b) Ensure the ezine has been properly edited, you have checked your spelling, grammar and formatting. Ensure all the links are working
(c) Personalise each issue for your subscriber. If your email software allows it, include a field so that your ezine is addressed to your subscriber by their firstname.
(d) Don’t publish too many ads or too many affiliate links
(e) Ask for feedback to help you improve your ezine
(f) Stick to publishing a text ezine rather than HTML.
(g) Publish your ezine regularly and on time.
23. Media Releases
Having a story written about you and your business will not only bring you lots of new customers (at no cost to you), but will also provide you massive credibility. Stories about you in the media are far more believable, powerful and attractive than any ads you could possibly run. People will trust and respect you instantly.
A media release (also called press or news releases) should provide enough details to be informative, but it should leave out just enough information to be tantalizing that the media person calls you to find out more.
Your media release should feature the following:
The Headline
This is 90% of your release. Your headline will do almost all of the work in attracting attention to you.
The Summary
This is the first part of the media release and should tell your story briefly.
Credentials & Quotations
Insert quotes from other people and include the person’s credentials
Call to Action
What do you want the person reading this release to do? You want them to call you for an interview. So provide your contact details and write a very brief outline of why you would be an interesting person to interview.
For more information about writing media releases visit:
www.pressrelease.com.au
www.elance.com
www.prweb.com
www.prnewswire.com
www.newsbureau.com
24. Radio advertising
You may have shied away from radio advertising, thinking the cost would be well over your budget and it may very well be if you were to advertise on commercial radio stations. But have you considered community radio stations? There are hundreds of them around and the great thing is that they will reach your local market. For community radio stations in your area, visit your local yellow pages or search on the internet.
25. Print advertising
Writing the Copy
When it comes to print advertising, you have to get to the point—fast. Your headlines should motivate readers to want to read on to learn more about your product, price and offer. Effective headlines address a pressing customer need or desire. The reality is that people care more about themselves—and what you can do for them—than about your business. You'll get a much higher response rate when your headline quickly answers the question, "What's in it for me?"
In the body of your copy, offer an incentive for the reader to call you or come to your store. You may want to offer a discount or a free giveaway
Placing the Ad
Newspaper ads are very effective for businesses that market their products and services locally. Not only can you reach a large number of people in a specific metropolitan location, but you can also target prospects via their interests (in the sports, lifestyle and business sections, for example).
Advertising costs depend on a number of factors, including the size of the ad, where it's placed, the day it runs and so on. Call and request a media kit from the newspaper or magazine so you can determine what advertising steps you can take that will fit with your marketing budget.
Consider placing print advertisements in local publications, national publications, industry publications, target market specific publications, yellow pages, local directories, special catalogues
26. Postcards
If looking to target potential customers, don’t overlook postcard marketing. Postcards achieve almost a 100% readership, while being simple to use and inexpensive.
Postcards:
- keep your name in front of customers
- generate a high return on investment
- are flexible, informative and creative
- have high impact and low cost
Postcards can be used to:
- generate website traffic and sales leads
- promote new specials or company awareness
- announce new products, websites, store locations
- thank customers
- use as a discount offer /coupon
Repetition is the key to effective marketing efforts and postcards offer an inexpensive way of doing it.
27. Word of mouth / Testimonials
Word-of-mouth marketing truly is one of the best ways to promote your business. The three most important things you can do to start the process of increasing your business through word-of-mouth include:
(a) Diversify your networks by becoming visible and active in the community. Participate in various networking groups and/or professional associations.
(b) Set up a contact list of businesses that are complementary and noncompetitive to you. For example: a lawyer, an accountant, a financial planner and a banker. All of them have clients with overlapping similar needs. They can all work with and refer each other easily. Another good example is a florist, a photographer, a travel agent and a jeweler. A referral for one of them becomes a referral for all of them.
(c) Building your business through word-of-mouth is about cultivating relationships with people who get to know you and trust you. People do business with people they have confidence in. It's not what you know, or whom you know, it's how well you know them that counts. If you go into this process understanding this one key point, you will have a better opportunity to build your business through word-of-mouth.
28. eBay
If you sell products (as opposed to services) in your business, one of the best marketing tools you can use is eBay. eBay is a community where individuals and businesses can buy and sell a vast range of new and used items at fair market prices.
The main reasons why you should sell on eBay include:
- You can sell little or lot of practically anything from antiques to cars.
- Gain access to the millions of eBay buyers worldwide.
- Feel safe with policies and protections of the Community.
- Sell as an individual, small business, enterprise, and more!
For more information visit: www.ebay.com for selling globally or www.ebay.com.au for selling within Australia.
29. Viral marketing
On the Internet, viral marketing is any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect. One example of successful viral marketing is Hotmail, a company, now owned by Microsoft. Their strategy is simple:
(a) Give away free e-mail addresses and services,
(
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