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Suggest You - How to Profit from Your Expertise (Part 2 of 2)
Have you ever wondered just how all the retailers who have a shop at your local shopping centre, sorted out who’d go where? If you imagined that they didn’t really care – think again.The adage in real estate; location, location is just as relevant in the shopping centre placement game.Firstly some useful terms to clarify the language used:Anchor tenant – A major retailer such as a supermarket or discount department store who ‘anchors’ all or part of the centre. Usually found at either end. Satellite – A retail area physically separated from the main building, but sharing the car park etc. Handy for ‘utility’ type tenants such as car servicing. Traffic – The general term used for shopper ‘flow’ as identified by devices such as clickers.If you examine a selection of your local shopping centers, you will find a pattern emerging. There will be at least one anchor tenant. A large retailer, such as a supermarket, which will be placed usually at either end. This anchor has the job of attracting the bulk of traffic to the centre, and is
4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).
5. In most cases, you’ll get a polite “maybe,” “can you send me some information?” or “you need to jump through these hoops…” Great – you’ve got the green light to take the nex
This is the seventh article in a series of eight articles about how to build a profitable portfolio of tax lien certificates or tax deeds. If you missed the previous articles in this series, you can read them at www.taxlienconsulting.blogspot.com.OK, so you've got the tax sale list and you've done your due diligence and you've made your preparations to go to the tax sale. You've registered for the sale, you have your paperwork in order and you've made arrangements to have the proper form of payment at the sale. Since most tax sales are auctions, the next step to building your profitable tax lien portfolio is to bid at the sale.Before you bid at a tax sale you need to know what the bidding procedure is and what your strategy will be. You'll have to decide beforehand just how much you are willing to pay for each property that you want to bid on, or how low (in interest) you will bid. I suggest that you attend at least one tax sale before you bid so that you are aware of what is actually being bid and what the competition is like. It's important
This month, we’ll look at how to get in front of the right audiences to put your attention-getting articles and talks to work in promoting you and your firm.
Before we go there, make sure you’ve:
• Given your talk or article a compelling title that answers your target audience’s “WIIFM” (What’s In It For Me?). It doesn’t matter how brilliant your content is, if people don’t read past your title or sign up for your talk. Your title is ALL that matters, at first glance.
• Got a title that’s clear and easy to understand, targets the audience specifically, includes core benefits directed at the reader/listener’s self-interest, and leads the reader/listener into the copy/talk.
For specific tips on how to make your titles compelling, read last month’s issue of this e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/linktarget.html.
So if sharing your expertise through articles and talks is the fastest way to promote your professional service firm, how do you get in front of audiences that are full of good prospects?
STEP 1: Find the right audiences
In the beginning, this is about promotion and getting the word out through knowledge sharing…not getting paid to speak or write articles. So if you’re doing this for free, get a return on your investment by being in front of your target audience.
Finding the right target audience for your talk or article takes some old fashioned footwork. Here’s what you do:
1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?
In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)
For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).
2. Know you “customer.” Check out the websites of the organizations and publications you’re targeting. Find out what the hot issues are. Also research any procedures for speakers and writers – you’ll often find guidelines right on their website. Sometimes you have to complete an online application, other times is less formal.
3. Contact the right person – the one making the decision about speakers or articles. Even if decisions are made by committee (i.e., the Education Committee), they still have a main contact and a process you need to follow. Get the person’s name and talk with them directly.
4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).
5. In most cases, you’ll get a polite “maybe,” “can you send me some information?” or “you need to jump through these hoops…” Great – you’ve got the green light to take the next
There are many benefits of having a written, comprehensive construction safety program. A construction safety plan can assist principal contractors to manage their workplace health and safety obligations.SafetySafety incidents will fall when you establish a make-ready planning practice coupled with following the rule of only doing work that is in a condition to be started and completed uninterrupted. Safety on the construction site is the responsibility of the contractor and the contractor supervisors. The goal is to improve safety and health for construction workers by making such information more accessible. Learn about the dangers of hand/power tools and equipment and necessary safety precautions. We believe that safety training and an up-to-date contractor safety manuals and proper Illness & Injury Protection Plans (IIPP) can help prevent future jobsite accidents. A practical guide for eliminating safety and health hazards from construction worksites, the Handbook of OSHA Construction Safety and Health addresses the occupational safe
• Got a title that’s clear and easy to understand, targets the audience specifically, includes core benefits directed at the reader/listener’s self-interest, and leads the reader/listener into the copy/talk.
For specific tips on how to make your titles compelling, read last month’s issue of this e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/linktarget.html.
So if sharing your expertise through articles and talks is the fastest way to promote your professional service firm, how do you get in front of audiences that are full of good prospects?
STEP 1: Find the right audiences
In the beginning, this is about promotion and getting the word out through knowledge sharing…not getting paid to speak or write articles. So if you’re doing this for free, get a return on your investment by being in front of your target audience.
Finding the right target audience for your talk or article takes some old fashioned footwork. Here’s what you do:
1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?
In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)
For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).
2. Know you “customer.” Check out the websites of the organizations and publications you’re targeting. Find out what the hot issues are. Also research any procedures for speakers and writers – you’ll often find guidelines right on their website. Sometimes you have to complete an online application, other times is less formal.
3. Contact the right person – the one making the decision about speakers or articles. Even if decisions are made by committee (i.e., the Education Committee), they still have a main contact and a process you need to follow. Get the person’s name and talk with them directly.
4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).
5. In most cases, you’ll get a polite “maybe,” “can you send me some information?” or “you need to jump through these hoops…” Great – you’ve got the green light to take the nex
Custom dunnage for returnable packaging typically includes partitions, thermoformed trays, divider sheets, hanging fabric pouches, and layered pads. Whichever you choose depends entirely upon the function you need it to perform. Because custom dunnage is made specifically for you, it can help you cut costs by conforming to your exact specifications. Here are some other ways to save money when placing a custom dunnage order:1. Know what you want the custom dunnage to do. You may need to keep parts separated so that they do not touch each other, or you may need to support quite a bit of weight. You may even need multiple layers of dunnage in one container. Knowing this information will help determine what styles are best for your needs.2. Evaluate the different types of custom dunnage, and interview your operators to see which options they prefer. Plastic corrugated partitions may be cumbersome to handle. Fabricated or molded foam may take up too much space. Stackable, returnable plastic trays may take more time than your operators have. By aski
In the beginning, this is about promotion and getting the word out through knowledge sharing…not getting paid to speak or write articles. So if you’re doing this for free, get a return on your investment by being in front of your target audience.
Finding the right target audience for your talk or article takes some old fashioned footwork. Here’s what you do:
1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?
In some cases, it could even be events held by your larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)
For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).
2. Know you “customer.” Check out the websites of the organizations and publications you’re targeting. Find out what the hot issues are. Also research any procedures for speakers and writers – you’ll often find guidelines right on their website. Sometimes you have to complete an online application, other times is less formal.
3. Contact the right person – the one making the decision about speakers or articles. Even if decisions are made by committee (i.e., the Education Committee), they still have a main contact and a process you need to follow. Get the person’s name and talk with them directly.
4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).
5. In most cases, you’ll get a polite “maybe,” “can you send me some information?” or “you need to jump through these hoops…” Great – you’ve got the green light to take the nex
With a little bit of knowledge, you will achieve a far better, lasting solution to seating; and save money.1. Comfort: Ideally, ergonomically shaped seats and backs provide the best comfort over a long sitting. Beware of thick upholstery; it may appear attractive but is often of a very cheap grade that is prone to premature degradation. Thin, dense foams offer greater comfort over time, and will last far longer.2. Storage: For large installations, storage should be a key consideration. If you have limited storage space, perhaps you require folding or stacking chairs. Should you have room for stacking chairs, these are usually more comfortable and durable. Of all the folding chairs available, there are only about five models that are really any good.3. Durability: Be careful; a five year guarantee may suggest that your chairs will last, however, 5 years is not very long at all. Not many suppliers will offer you a longer guarantee - but if you consider a 5 year guarantee as a “get out clause”, the supplier can wash his hands of you
For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).
2. Know you “customer.” Check out the websites of the organizations and publications you’re targeting. Find out what the hot issues are. Also research any procedures for speakers and writers – you’ll often find guidelines right on their website. Sometimes you have to complete an online application, other times is less formal.
3. Contact the right person – the one making the decision about speakers or articles. Even if decisions are made by committee (i.e., the Education Committee), they still have a main contact and a process you need to follow. Get the person’s name and talk with them directly.
4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).
5. In most cases, you’ll get a polite “maybe,” “can you send me some information?” or “you need to jump through these hoops…” Great – you’ve got the green light to take the nex
I want to start things off by saying that I come to the table not only bringing a problem, but also the solution. Most of us are skeptics and are concerned that the money recently handed out will not be used to improve the patient care in our healthcare system. Even with the best intentions, the money may get diverted to areas, which may have little impact on the real systemic healthcare problems. As you read this article, you will discover there is a way to ensure that the changes and investments of the dollars have the desired outcome on healthcare. It only requires passion and a solid strategic plan for implementation.Over the last few weeks, there has been a great deal of press and conversation about Canadian Healthcare. The politicians are dividing up a pot of newly found money for healthcare and the public is wondering why the waiting lists for many of the critical care areas are so long. It appears the healthcare system is broken down.Growing up in Canada, the one differentiator between Canada and the rest of the world was our fantastic
4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).
5. In most cases, you’ll get a polite “maybe,” “can you send me some information?” or “you need to jump through these hoops…” Great – you’ve got the green light to take the next step!
If you get a “no,” move on. Learn what you can, adjust your approach if you’re making no progress, and keep going.
STEP 2: Send the right materials
Getting a green light means you need to send something.
Talks
For talks, it usually means sending your “press kit” or “media kit.” This isn’t as fancy as it sounds. Often a well-written, cover letter, 1-page description of your talks, and your bio (again, client-centered and must pass the WIIFM test) will due. In most cases, though, you need more.
To really knock their socks off, you should include some of your articles, a list of places you’ve given talks, a couple of client case studies, any brochures or printed web pages that are high-value and about the target audience, and a 1-page collection of testimonials from people who’ve attended your past presentations. If you sell products or have “packaged” your expertise into tapes or CDs, definitely throw one in!
The point is to clearly demonstrate how valuable you’ll be for the decision-maker’s audience. Remember, the person booking you for the talk has one concern: that you make their event a success. So they need to know that you’ll be well received, offer loads of value, and not ruin the event.
You’ll build their confidence in you as a good choice, by giving them lots of evidence that you’ll do a great job. That’s what your press kit, your website, and your easy approach with them on the phone will do.
Articles
For articles, you’ll need to do a query letter with a brief description of your article. You can offer to send a sample article or direct them to your website for examples of your writing. Again, the decision maker needs to know they can count on you to deliver the goods.
A couple of points about articles for major publications:
• You probably won’t retain the copyright if you’re writing an original article, but ask for it anyway. At a minimum, make sure you can get “reprint rights” for your own website.
• What you submit will be edited, most likely heavily. Editors have to stick to a word count, which means a lot can get cut. It’s still worth it, considering the exposure you’ll get.
I’ve found that one of the easiest way to get articles distributed is to write and publish them on your own web site, then invite others to use them or link to them on their sites. Word gets around and people are always looking for good content.
STEP 3: Follow up and keep your pipeline full
Like any sales pipeline, you have to keep your speaking/publishing pipeline full of prospects at various stages of closure. Here’s how to manage it realistically:
• After you send your materials, politely and consistently follow up with the decision maker you talked with in Step 1. Be persistent, b
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