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Branding Development Techniques: Be Unique; But Recognizable
Developing a business brand can be one of the most rewarding and challenging of experiences. The rewards of a successfully orchestrated brand identity can be found in that feeling of complete accomplishment. Yet, the challenges of this brand building experience can make any business owner give up before they have even begun. So, how does one avoid the pitfalls and shame of a butchered brand that so often consumes a company's meager marketing budget? Even the largest companies make the worst branding mistakes. However, by following these three simple steps, any size organization can build strong and lasting brands that are unique and recognizable: Arm Yourself Build Strategically Maintain The Brand Arm Yourself The foundation of great brands is those individuals who are hired to create them. So, at the start of the brand development process, an effective and experienced team should always be on board. Make no mistake. The worst thing a company can do is hire a self-taught graphic designer instead of an advertising agency to build the brand they hope will take them into the future. However, this is the first, and often most crucial error that I see all the tim

oday, everyone is a Doubting Thomas or Thomasina.

Based on centuries of past experience, your prospects are very skeptical of sales offers. They don't trust the offer and they don't trust you. They’ve been burned too many times before. They’re afraid of making a bad decision.

Most importantly, they’re afraid of making a mistake.

Very often, the fear of making a mistake is exactly is what prevents people from buying. So acknowledge that fear... face it head on... and then blow it out of the water by taking the risk off the shoulders of your prospect.

If you can turn the risk of loss from your prospects to yourself -- if you can say to consumers, "I'm the loser if you don't like what you ordered because I'll refund every penny you paid" -- you'll both end up winners.

Lots of offers have a "money back guarantee" and that takes away some of the risk. But, if you really want to explode a consumer's doubt, make your offer better than risk-free.

Here are two risk-removing offers. Which one gets your vote... in dollars?

30-Day Money-Back Guarantee
“Every one of our Widget Executive Pen and Pencil Sets comes with a 30-day money-back guarantee. If you don't find that you're writing better, writing faster, and writing neater with your Widget... if you are not completely satisfied with your purchase for any reason... simply return it within 30 days for a full refund of the purchase price.”

Lifetime Guarantee
“Every one of our Widget Executive Pen and Pencil Sets comes with a lifetime guarantee on the mechanics. Should your pen or pencil ever develop mechanical problems simply return it and we'll replace it with a new one. You have nothing to lose so order now...”

That lifetime guarantee is pretty powerful stuff isn’t it? Let's you envision yourself writing away happily for the rest of your days on earth.

Kinda makes you feel “safe” to order now, doesn’t it?

So there you have it, the "easy as 1-2-3" ways to create an ama

Do You Need An Answering Service?
It is nothing short of annoying when a person does not have an answering service. Let’s face it. In this day and age, everyone should be able to manage at least an answering machine, right? When it comes to business transactions, it is even more important to have some sort of answering service available to your customers. Whether they are calling in with orders or calling in to answer questions, you need to have the proper tools for the job and that includes a well qualified answering service.But, how do you find something that will work for your specific needs? For example, if you need an answering service that is able to make and take appointments for you, then you need someone live on the other end to do this work for you as well as software to help them fit the appointments into your schedule, right? No, you may be able to find and hire an answering service that simply conveys this information back to your secretary or to you and tells the individuals that are calling that you will call to confirm the information.There are many set ups for these answering services. You have software programs that can virtually do all the work for you. You have a wealth of live people to call on in various situations as well in organizations and companies that do th

Have you seen the movie "The Godfather"?

It's a brilliant movie, filled with great scenes, great lines, and great characters. One of the most memorable pieces of dialogue is spoken by Don Corleone after he's asked how he will convince someone to do something that person would prefer not to do. The Godfather replies,

“I’m going to make him an offer he can’t refuse."

Essentially, the old man is saying, "He better buy what I'm selling... or he's dead meat." I gotta admit, this approach is a little extreme and probably not something you want to try in your business, but it is a perfect example of an irresistible offer!

An irresistible offer is an "invitation" that is so clearly compelling, so powerful, and so obviously attractive that no one in his/her mind could refuse. That's the kind of offer you want to make, too.

Personally, I like to create the offer FIRST before I put my fingers on the keyboard or write a single word of copy. The initial idea for an offer may come quickly, but I may spend days just thinking about it, brainstorming it, framing it and re-framing it, and playing around with different combination of offers.

Once you've got a handle on your irresistible offer, the rest comes easy...

If your offer is “hot,” your sales copy will practically write itself and it will easily bring an avalanche of sales. If your offer is weak, no magic “phrases and words” are going to save you.

That’s how important a well-thought out, well-articulated offer is! So the million-dollar question is: how can you make your offers amazingly seductive?

Here’re some "Whip Up An Immediate Buying Frenzy" tips that I’ve learned over the years...

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Whip It Up #1 -Don't Be A Victim of "Human Nature" -
Get Readers to Act NOW
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It’s human nature to procrastinate. People need that extra “nudge." If your prospect doesn’t take action the instant he/she is finished reading your ad copy, there’s a fat chance you’ll lose your prospect's enthusiasm, interest, and ultimately the sale.

You can achieve immediate action by either having a deadline or a limited quantity or preferably both!

Below is a good example from http://www.wizardtalk.com

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Urgent! Time Sensitive Message...

It’ll cost you nothing to get started. Plus, if you’re not satisfied... for any reason or no reason at all... you’ll pay nothing ever - guaranteed! (Please read this entire message right away because, this offer is extremely limited and may expire for good on DATE!)”
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You can't afford to let your prospect “think about it.” You don’t want them to wait till tomorrow, til the day afer, or even one extra minute because they might get distracted or change their minds. You want them to whip out their plastics and order NOW!!!

Here's a mathematical formula you need to know: Delay = Lost Sales. And here's the flipside: Fast Action = Big Money.

State all the specific benefits they’ll get from taking action now... Remind them what they will 'lose' or miss out by not responding... Have a clearly defined time limit... Do everything you possibly can do get them to ACT now!

You can also make your prospects stand-up and take action now by making your bonuses a limited time offer... This means if prospects order by a certain date, they’ll get a bouquet of bonus stuff.

Which leads to the next trick...

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Whip It Up #2 - Overload Your Prospects With Bonuses
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If you really want to give your readers and hot-foot and send them running to place an order, beef up your offer with high-perceived-value bonuses...

How valuable should the bonus be? Your prospect should feel that he/she will be rewarded with 2, 5, 10, or 20 times the value of the cost of the main item.

I was watching TV the other night and was absolutely glued to the information that was on...

Okay, stop laughing. For your information, I like to watch infomercials MUCH more than regular shows... they’re just awesome...and the learning opportunity is unbelievable. (And I've even scored a few great products through the years, too!)

Anyway, I was watching the Ronco Six Star Cutlery infomercial... And Ron Popeil, the father of all pitchmen -- Pocket Fisherman, is a personal favorite -- was pitching his Showtime knife set (carefully, of course, so as not to cut anyone!)...

Pitchmaster Ron was talking about how you can get the Showtime knife for only 3 easy payments of $13.33... (I said to myself... that’s a little pricey, but I know there's a ton more goodies coming, so I waited... Okay Ron, show me what you got!)

And then, of course, Ron said, “But wait, there’s more!”

Ron promised: "You’ll also get the Carving knife... you’ll get the Large Filet knife... you’ll get the Bread and Bagel knife... you’ll get the Bread and Bagel knife... you’ll get the Chef's knife... you’ll get the saw knife... you’ll the boning knife... you’ll get the sportsman’s knife... you’ll get the chop n’ server knife... all for only for only 3 easy payments of $13.33!"

(You feel the urge the pick up the phone and just dial the number yourself, don't you?)

But wait, there’s EVEN MORE! That Ron Popeil is a "black belt" in the "Bonus Arts"!

"You’ll also get the Cheese knife...." says Ron. "You’ll get the cleaver... you’ll the carving fork... you’ll get the utility knife... you’ll get the paring knife... you’ll get the garnishing knife... you’ll get the poultry sheers plus you’ll GET 8 friggin’ steak knives... ALL FOR ONLY 3 easy payments of $13.33!!!

"Good heavens, haven't you picked up the phone yet? You must hurry up because there’s only 2 minutes left... 1:59... 1:58... 1:57... 1:56... hurry up, time is running out, so start dialing and order NOW."

Well, I am teasing you a bit... this isn't exactly Ron's pitch... But you get the idea, right?

A Bonus on Bonuses: whenever you add bonuses to your offer... you must work just as hard selling the bonuses as you do selling your product or service!

We talked earlier about the best bonuses having a high perceived-value. That doesn't happen by magic. You must build the value in the mind of your prospects... tell them the worth -- financial (tangible) and emotional -- of EACH bonus item and what’s special about them individually and collectively...

Back to Ron and his Showtime knife... ...

After he's described in the bonuses in extensive and colorful detail, now Ron has got an amazing offer to share. He's not just selling a bunch of knives for $42 bucks. No way! He's offering you a $852.75 value for only 3 easy payments of $13.33.

By factoring in the enormous combined value of the bonuses, Ron makes it seem as though you're getting the original product for free... and then some!

And here's the beauty part: you can pretty much set the value at any reasonable level you like. What you paid for the bonus doesn't matter...

What matters is the worth of the bonus to the consumer. So can you see how much more “convincing” your offer becomes when you assign a specific value to your bonuses?

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Whip It Up #3 - Make Your Offer As Risk-Free As Possible
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"Doubting Thomas" is a Biblical figure... the Apostle who would not believe the resurrection of Jesus until he saw Jesus with his own eyes. But "Doubting Thomas" is also with us today, thousands of years later, alive and well and living in the hearts of consumers, both male and female.

Today, everyone is a Doubting Thomas or Thomasina.

Most importantly, they’re afraid of making a mistake.

Lots of offers have a "money back guarantee" and that takes away some of the risk. But, if you really want to explode a consumer's doubt, make your offer better than risk-free.

Here are two risk-removing offers. Which one gets your vote... in dollars?

That lifetime guarantee is pretty powerful stuff isn’t it? Let's you envision yourself writing away happily for the rest of your days on earth.

Kinda makes you feel “safe” to order now, doesn’t it?

So there you have it, the "easy as 1-2-3" ways to create an amaz

Assessing Value
A client of ours recently asked us to help his company increase sales revenue. "Our sales are okay, but not what we need them to be," he said. "I just have to believe we could be closing more business. Once we get in the door, the sales process goes very well. It's getting in that's the problem."What else is new?Many companies have the goal of sustaining existence by selling what they make. Great companies focus on delivering unique value -- even before a single product or service is purchased. It's an old saw that is still ignored by far too many businesses.Our client's problem is simple: His company fails to communicate unique value to the target market.LifebloodCommunication is the lifeblood of every business. It carries unique value -- the key nutrient that feeds all relationships. When the flow of value is obstructed, a variety of symptoms manifest, including: Slow sales Customer dissatisfaction High employee turnover Poor product quality Assessing the flow of communication is one of the most important business diagnostics tools available to you. One method of assessing that flow is by analyzing the value delivered to key stakeholders.In our client's case, a business communications asses

oesn’t take action the instant he/she is finished reading your ad copy, there’s a fat chance you’ll lose your prospect's enthusiasm, interest, and ultimately the sale.

You can achieve immediate action by either having a deadline or a limited quantity or preferably both!

Below is a good example from http://www.wizardtalk.com

= = = = = = = = = = = = = = = = = = = = = = = = = = = = =
Urgent! Time Sensitive Message...

Here's a mathematical formula you need to know: Delay = Lost Sales. And here's the flipside: Fast Action = Big Money.

You can also make your prospects stand-up and take action now by making your bonuses a limited time offer... This means if prospects order by a certain date, they’ll get a bouquet of bonus stuff.

Which leads to the next trick...

= = = = = = = = = = = = = = = = = = = = = = = = = = = = =
Whip It Up #2 - Overload Your Prospects With Bonuses
= = = = = = = = = = = = = = = = = = = = = = = = = = = = =

If you really want to give your readers and hot-foot and send them running to place an order, beef up your offer with high-perceived-value bonuses...

How valuable should the bonus be? Your prospect should feel that he/she will be rewarded with 2, 5, 10, or 20 times the value of the cost of the main item.

I was watching TV the other night and was absolutely glued to the information that was on...

And then, of course, Ron said, “But wait, there’s more!”

(You feel the urge the pick up the phone and just dial the number yourself, don't you?)

But wait, there’s EVEN MORE! That Ron Popeil is a "black belt" in the "Bonus Arts"!

Well, I am teasing you a bit... this isn't exactly Ron's pitch... But you get the idea, right?

A Bonus on Bonuses: whenever you add bonuses to your offer... you must work just as hard selling the bonuses as you do selling your product or service!

Back to Ron and his Showtime knife... ...

By factoring in the enormous combined value of the bonuses, Ron makes it seem as though you're getting the original product for free... and then some!

And here's the beauty part: you can pretty much set the value at any reasonable level you like. What you paid for the bonus doesn't matter...

What matters is the worth of the bonus to the consumer. So can you see how much more “convincing” your offer becomes when you assign a specific value to your bonuses?

= = = = = = = = = = = = = = = = = = = = = = = = = = = = =
Whip It Up #3 - Make Your Offer As Risk-Free As Possible
= = = = = = = = = = = = = = = = = = = = = = = = = = = = =

Today, everyone is a Doubting Thomas or Thomasina.

Most importantly, they’re afraid of making a mistake.

Lots of offers have a "money back guarantee" and that takes away some of the risk. But, if you really want to explode a consumer's doubt, make your offer better than risk-free.

Here are two risk-removing offers. Which one gets your vote... in dollars?

That lifetime guarantee is pretty powerful stuff isn’t it? Let's you envision yourself writing away happily for the rest of your days on earth.

Kinda makes you feel “safe” to order now, doesn’t it?

So there you have it, the "easy as 1-2-3" ways to create an ama

Program Review - Teamfifi Dot Com's Internet MLM program
I am sure Malaysians all knew Fifi (Noor Hafiza Saharuddin) of TV3’s ‘Bersama Mu’ reality tv show really well. Sweet gorgeous looking lady, isn’t she? Some of you may have noticed but most still knew little about this. There is a new hot Internet MLM (Multi Level Marketing) program at the moment that at one glance gave the impression that it is somehow associated with her. The program are being promoted almost everywhere in Malaysian internet from banners, online advertisements, forums, chat rooms, group emails and internet messaging.The program was initially started by Rafa Green Sdn Bhd (that’s equivalent to a Pvt Ltd company) based in Petaling Jaya. The program was a complete unknown then but through the initiatives of their down liners that initiated the idea to establish their online presence through a self managed community based website, they eventually put this program as one of the most talk-about money making opportunity here in Malaysia. The idea is ingenious! Hence, Teamfifi Dot Com was born on June 2006. Now, I have no means to confirm whether or not the website really has anything to do with TV3’s personality Fifi. There is no official information published anywhere in Teamfifi Dot Com that can make me draw that conclusion today. One thing for certain t

eived-value bonuses...

How valuable should the bonus be? Your prospect should feel that he/she will be rewarded with 2, 5, 10, or 20 times the value of the cost of the main item.

I was watching TV the other night and was absolutely glued to the information that was on...

And then, of course, Ron said, “But wait, there’s more!”

(You feel the urge the pick up the phone and just dial the number yourself, don't you?)

But wait, there’s EVEN MORE! That Ron Popeil is a "black belt" in the "Bonus Arts"!

Well, I am teasing you a bit... this isn't exactly Ron's pitch... But you get the idea, right?

A Bonus on Bonuses: whenever you add bonuses to your offer... you must work just as hard selling the bonuses as you do selling your product or service!

Back to Ron and his Showtime knife... ...

By factoring in the enormous combined value of the bonuses, Ron makes it seem as though you're getting the original product for free... and then some!

And here's the beauty part: you can pretty much set the value at any reasonable level you like. What you paid for the bonus doesn't matter...

What matters is the worth of the bonus to the consumer. So can you see how much more “convincing” your offer becomes when you assign a specific value to your bonuses?

= = = = = = = = = = = = = = = = = = = = = = = = = = = = =
Whip It Up #3 - Make Your Offer As Risk-Free As Possible
= = = = = = = = = = = = = = = = = = = = = = = = = = = = =

Today, everyone is a Doubting Thomas or Thomasina.

Most importantly, they’re afraid of making a mistake.

Lots of offers have a "money back guarantee" and that takes away some of the risk. But, if you really want to explode a consumer's doubt, make your offer better than risk-free.

Here are two risk-removing offers. Which one gets your vote... in dollars?

That lifetime guarantee is pretty powerful stuff isn’t it? Let's you envision yourself writing away happily for the rest of your days on earth.

Kinda makes you feel “safe” to order now, doesn’t it?

So there you have it, the "easy as 1-2-3" ways to create an ama

Interview Follow Up Letter: Should You Send One?
After you've attended a job interview, sending a brief interview follow up letter or (follow up email if appropriate) is a great idea.Not only does it show the company you are interested in the position and are a professional person, it can help to keep you top of mind in the eyes of the hiring manager who may have interviewed many people for the position.Just make sure you keep the letter/email brief and ensure that there are no spelling or grammatical errors. You don't want your good effort to be wasted if it contains typos that makes it look like you can't write properly.Also, make sure you send the interview follow up letter in a timely fashion ie. on the day of the interview or the morning after at the latest. No point in waiting longer than this to send it.Once you've sent a thank you letter after the interview, you might just want to wait to see how things play out rather than sending another note if you don't hear anything back.It can sometimes take awhile for a company to actually wrap up a job search for a new staff member so any delay might be for unavoidable reasons that you're not aware of.I understand that you're probably excited about the possibility of getting the job and you want to hear back from the company as soo

you picked up the phone yet? You must hurry up because there’s only 2 minutes left... 1:59... 1:58... 1:57... 1:56... hurry up, time is running out, so start dialing and order NOW."

Well, I am teasing you a bit... this isn't exactly Ron's pitch... But you get the idea, right?

A Bonus on Bonuses: whenever you add bonuses to your offer... you must work just as hard selling the bonuses as you do selling your product or service!

Back to Ron and his Showtime knife... ...

By factoring in the enormous combined value of the bonuses, Ron makes it seem as though you're getting the original product for free... and then some!

And here's the beauty part: you can pretty much set the value at any reasonable level you like. What you paid for the bonus doesn't matter...

What matters is the worth of the bonus to the consumer. So can you see how much more “convincing” your offer becomes when you assign a specific value to your bonuses?

= = = = = = = = = = = = = = = = = = = = = = = = = = = = =
Whip It Up #3 - Make Your Offer As Risk-Free As Possible
= = = = = = = = = = = = = = = = = = = = = = = = = = = = =

Today, everyone is a Doubting Thomas or Thomasina.

Most importantly, they’re afraid of making a mistake.

Lots of offers have a "money back guarantee" and that takes away some of the risk. But, if you really want to explode a consumer's doubt, make your offer better than risk-free.

Here are two risk-removing offers. Which one gets your vote... in dollars?

That lifetime guarantee is pretty powerful stuff isn’t it? Let's you envision yourself writing away happily for the rest of your days on earth.

Kinda makes you feel “safe” to order now, doesn’t it?

So there you have it, the "easy as 1-2-3" ways to create an ama

Time Management & The Home-Based Business - Daily Habits Every Effective Leader Should Know
I had worked for someone else as an employee for my entire former career. I would wake up early in the morning, drive to work, put in 8, 9 or more hours, with an hour for lunch in the middle, and then come home. My day was scheduled out for me. I did this each day by habit. I was accountable to my boss, who expected me to be there at a certain time and perform my assigned duties. Not so for the home business entrepreneur.You started a home-based business to be personally and financially successful. Perhaps, like me, you were looking for some time freedom, desiring more time for yourself and family. As a home business entrepreneur, you are the boss. You don’t answer to anyone but yourself (or maybe your spouse!) You are responsible for your own results. If you work your business, you will reap the rewards; if you don’t... you know the saying.So, do you just wake up in the morning, go to your home office and start prospecting or marketing from sunup to sundown? Absolutely NOT! It is important for you to establish daily habits that allow you to work your business effectively and also enjoy the freedom that you were looking for.The main activities that effective leaders do each day can be grouped into a few categories. Create a schedule for yourself incorpo

oday, everyone is a Doubting Thomas or Thomasina.

Most importantly, they’re afraid of making a mistake.

Lots of offers have a "money back guarantee" and that takes away some of the risk. But, if you really want to explode a consumer's doubt, make your offer better than risk-free.

Here are two risk-removing offers. Which one gets your vote... in dollars?

That lifetime guarantee is pretty powerful stuff isn’t it? Let's you envision yourself writing away happily for the rest of your days on earth.

Kinda makes you feel “safe” to order now, doesn’t it?

So there you have it, the "easy as 1-2-3" ways to create an amazingly seductive offer no ane person can refuse! They'll be calling you the Svengali of the Market in no time!

Remember though... use your powers for good!

Yours in marketing madness,
Dan

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Thinking about buying promotional merchandise for your next big advertising campaign? Your junk drawer might contain important clues about what not to buy.

All too often sales people will be on a sales goal deadline and make mistakes in getting too pushy when all the questions have not yet been answered by the prospect. This leads to a dilemma and many a salesperson will go in for the trial close

There is so much mis-information regarding the arena of 'getting paid for surveys' online. I cannot even begin to imagine all of the things people believe about online surveys, but I'm here to clarify some common misconceptions. Getting paid for online surveys has been around most abundantly for the last 3 years online, often over-hyped to make it seem like you can make an actual income doing them.

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