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Hiring - Communicating in the Age of Interaction
Interaction today comes in two ways: human-to- human and human-to-information. As a natural extension of the Information Age, the Interaction Age has come with messaging capabilities and real-time conferencing supplementing office productivity. Yet with all of this technology at our fingertips, it is easy to lose sight of what makes essential and productive communication between team leaders and employees. Of particular concern is the kind of communication that focuses on the upward communication that leads to productivity and high performance.

2. Carry your cover theme throughout the brochure
Use images, subheads, captions and body copy that continue your front cover theme throughout the brochure. If your cover theme is “Now yo

The Secrets of Internet and Online Marketing
You probably already use the Online World for many things. Whether you use it for entertainment, research, sending E-mail to friends and family, or just discussing numerous subject topics with others.Of all things you can do online, there is one that you should definitely know how to do. MARKET ANY BUSINESS ONLINE!That's right, with the power of the Online World to reach millions of people, online marketing is definitely an awesome tool that no business should be without. Just because of the simple fact alone that

One rule in direct mail is that your letter sells your offer and your brochure sells what you’re selling. For example, let’s say you mail a classic direct mail package to generate sales leads for your enterprise software product. Your classic package will consist of a #10 mailing envelope, a sales letter, a brochure (perhaps an 8 1/2?11 sheet folded twice), a reply device and a #9 return envelope.

In this package, your letter sells your offer (which might be anything from a white paper to a complimentary audit to a discount) and your brochure sells your product (describing in detail the tech features that are too cumbersome to include in a letter). Here’s how to organize and write that brochure.

1. Create a compelling and memorable theme
Don’t just name your product on the front cover, or simply feature a photo of your manufacturing plant taken from the air. Instead, craft a theme that captures your prospects attention and stimulates interest. Turn this theme into a headline for your front cover. Include a customer benefit, clearly stated or implied, whenever possible. Here are some examples:

(a) Committed to Memory (manufacturer of computer RAM)
(b) Now you’re Talking (Voice Over IP service)
(c) We go the Distance (distance learning software)
(d) Get Online Without a Line (wireless email service)

2. Carry your cover theme throughout the brochure
Use images, subheads, captions and body copy that continue your front cover theme throughout the brochure. If your cover theme is “Now you

A New Way To Handle Complaints, Or Is It?
What a lot of money we have been wasting on dealing with customer complaints.Instead of dealing with them and attempting to satisfy the customer we should create a process that makes complaining so difficult then when customers complain they get such a huge negative experience and never receive any satisfaction.They will think very hard before they complain again.This approach is working already.Fifteen Years ago I moved up to the West Coast of Scotland. After three years of the Highlands I decided to make it my per

ochure (perhaps an 8 1/2?11 sheet folded twice), a reply device and a #9 return envelope.

2. Carry your cover theme throughout the brochure
Use images, subheads, captions and body copy that continue your front cover theme throughout the brochure. If your cover theme is “Now yo

Strategic Marketing Plans For Weighting Marketing Activities
Strategic marketing plans are a must have for your fledgling computer business. With a strategic marketing plan you define a means to accomplish your overall marketing goal.The most successful businesses have a strategic marketing plan in place and they refer to it often. They use it as a living document and not something that sits on the shelf collecting dust.When developing your strategic marketing plan your first priority should be how you weight the different marketing activities available. Here is a suggested breakdown for

too cumbersome to include in a letter). Here’s how to organize and write that brochure.

2. Carry your cover theme throughout the brochure
Use images, subheads, captions and body copy that continue your front cover theme throughout the brochure. If your cover theme is “Now yo

Should You Advertise on TV?
When people discover my background in advertising, the questions flow. One of the most frequent questions is "Should I advertise on TV?"I can't answer that questions until I ask a number of questions first.Do you have an advertising plan?Are you working on a firm budget?What are you trying to accomplish with your advertising?Where are you spending your money now?Usually by the 4th question the happy face is one of disappointment.Contractors don't build a building without a plan, and you sho

spects attention and stimulates interest. Turn this theme into a headline for your front cover. Include a customer benefit, clearly stated or implied, whenever possible. Here are some examples:

2. Carry your cover theme throughout the brochure
Use images, subheads, captions and body copy that continue your front cover theme throughout the brochure. If your cover theme is “Now yo

Government Grant Money - How Much Is Available For Your Business?
Are you looking for funding options for your business idea, project, organization or foundation but you are not sure what programs are available and what the eligibility requirements are?Finding sources of funding is often the single biggest challenge for anyone wanting to start or expand their business. One financing option is federal or state funding from government sources. Whether you need money to start your business, to expand your business, to buy new equipment, to buy inventory, to hire employees, for research an

2. Carry your cover theme throughout the brochure
Use images, subheads, captions and body copy that continue your front cover theme throughout the brochure. If your cover theme is “Now you’re Talking,” for example, a subhead inside the brochure might be, “Talk about a great deal.” Your call to action might be, “We need to talk.”

3. Start your selling message with your prospect
Inside the brochure, the first image and headline that your prospects see should speak directly to them and the problem they face. Don’t start with you or your product. Start with the prospect.

4. Grab attention immediately
Arrest your prospect’s attention and show that you understand their problem (the one that your product or service solves). For example, a software vendor sells an application that manages enterprise storage from a single management console. Here is how they grab their prospect’s attention:

[Cover theme]
Get more storage without buying more storage.

[Inside headline]
Adding storage solves your storage problems. True or false?

[First line of copy]
Is your distributed storage ballooning by 75% a year? If all you do is add more storage, all you do is compound your problems.

5. Describe your top benefits first
List the top five features of your product or service, and the benefits that customers get from these features. Remember that a feature is someth

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Do you fear competition or is it just a fact of life? Your answer dictates what your future actions will be.

It is easy to get caught up in the bloodshed and threats to our security, no matter where in the world we live. However, being American can be doubly difficult since the fall of the Berlin Wall and the tragedy of 9/11, where as the world's only Superpower we are caught up in every web of tragedy that the world spins. What is the role, if any, of business?

60% of all small business owners, sales and solo-professionals claim that more than half of their new business comes from referrals.Yet only a handful of professionals can clearly articulate where their referrals consistently come from and how they turn them into a new business.

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Suggest You - Brochures that Generate Sales Leads (and How to Write Them)

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