Advertising - Should I Advertise?

Excerpted From McCauley's Marketing Manifesto

www.freepublicitygroup.com/marketing_manifesto.html

Section E - THE BASICS - ADVERTISING

1. Advertising costs money and produces fewer results

a. As a society, we have advertised ad nauseam. Though it used to work well, advertising no longer works like it used to. Advertising is an intrusive message. It interrupts rather than informs. It does not pull, it pushes. Think about those used car dealer commercials. The ones with the horns blowing and the sirens going off and the big yellow bursts on the screen or page. Most novice marketers are those type of marketers. This style of marketing requires huge numbers to be effective. You most likely do not have these kinds of numbers yet. Using this type of advertising is why advertising gets such a bad rap. It is also why people say 'I hate marketing'. This is not marketing, it is advertising. (See Section A above).

2. Publicity is free and produces greater results

a. People do not like ads. Think about this. When you pick up a newspaper, do you prefer to read the ads or the stories? When you watch television, do you jump up to make a sandwich when the show comes on so that you can get back in time for the commercials? TIVO, spam blockers, popup blockers, paid radio - the list goes on and on. The success of commercial skipping technologies is a testament to the simple fact that people dislike advertising. As a marketer, the very last thing you want is to have people fast forwarding past your message. People do not like to read ads, but they do like to read about subjects they find to be interesting. This is why content is king and why publicity works.

3. There are generally two unique categories of advertisements – ‘Awareness’ advertising and ‘Results’ advertising

a. Awareness advertising allows you to tell people you exist ‘We’ve been here for 25 years!’

b. Results advertising produces quick results - action - ‘Sale This Thursday Only!’

c. You should not totally discount advertising. It is necessary at a local level. If advertising becomes a necessary evil for you, you will most likely need to utilize both in a mix that is right for your business. Always use one or the other at any given time. Never create a message like ‘We’ve Been Here 25 Years But Will Be Out Of Business By Thursday!’ That won’t work unless you are a furniture company pretending you are going out of business - again.

4. Traditional LOCAL advertising will never disappear, but will be used far less on both the national and, in the future, at the local level

a. A recent study has shown that 50% of people now look to search engines FIRST for local and national business information, followed by 24% Yellow Pages, 4% local newspapers and 1% television. Yet only 44% of small local businesses have a website! What does this means? It means that if you are a small local business and have no website, you are virtually invisible to 50% of your potential LOCAL customers. Hmmm. Now might be a good time . . .

b. Another recent industry study shows that Boomers (who make up a huge majority of buyers now) spend 9.5 hours a day on a screen - mostly television. 77 % of this screen time occurs between 7:30pm and 11pm. 76% listen to radio. Older boomers read print. Those age 55-65 spend 100 minutes per day reading print on average, those age 45-55 spend 30 minutes per day reading print. Most of this is with their LOCAL papers - 57% read local dailies, 68% read local weeklies. This means that, if your market is LOCAL and you have a PHYSICAL business storefront, you should be using your LOCAL dailies and weeklies.

Posted by Don at Free Publicity Focus Group

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Getting The Attention Of The Media

Excerpted From McCauley's Marketing Manifesto
http://www.freepublicitygroup.com/marketing_manifesto.html

There has been a great deal of talk lately regarding whether it even makes sense to approach traditional journalists anymore when attempting to create publicity for you, your product or your service. The answer to that question is found in the client profiles you create. That being said, if you find that you must necessarily pursue this as part of your marketing strategy, I offer the following from McCauley's Marketing Manifesto, Section H, Media - Traditional Journalists:

MEDIA – TRADITIONAL JOURNALISTS

1. The media does not care about your product or your service

a. This is because the media is interested in news

2. The media really has no reason to care about your product or your service

a. This is because the people in the media are paid to report news. A sales pitch does not qualify as news.

3. The media WILL begin to care about you, your product or your service ONLY if you present something that has real news value

a. Real news value can mean many things at different times. Even if your message has real news value, it is always up to THEM to decide how this will be judged and how important it might be to their slice of the mind of the public. It is not up to you. Don’t bug them. Feed them quality information instead and be patient. Demonstrate that you know your subject and that you are a real professional. Don't call us, we'll call you is a good rule to keep in mind.

b. You will be forced to jump through their particular hoops if you hope to get coverage. Every one of these will have a different set of hoops. However, media people are accustomed to getting ‘pitches’ so, learn how to pitch effectively.

c. That being said, a 'pitch' to a journalist is NOT the same as a 'sales pitch'. They are two completely different things. This too is an art form with a huge learning curve. If you do not know the difference, don't even attempt it. I will say it again - traditional journalists are not paid to listen to sales pitches; they are paid to report news that is important to the public.

4. Traditional journalists, though still important, are not AS important as they once were.

a. If your potential buying profiles are still watching TV, listening to radio or reading newspapers and magazines, then you will need to learn to pitch well as you will necessarily need to get coverage in tv, radio, newspapers and magazines. If your potential buyer is using the Internet exclusively, concentrate your efforts there instead. Due to the move by journalists to the Internet, (and if placed properly), your message will be picked up by default. Remember that it is always best to create relationships with the media and not to be perceived as a huckster. (See 'The End Of An Era' located in the articles section of this site"

b. 'THE MEDIA' is not a thing. The media is a group that is comprised of real, live human beings. Remember that always. Treat them with courtesy, dignity and respect as you would anyone else. They are busy people and you must respect their time.

5. A media release is a one time, very directed news communication tool with a time limit

a. Never use a cookie cutter release. Never use someone else's release as a model. You will be seen to be like that guy in the bar - you know the one - the guy that goes from table to table saying exactly the same thing to every girl in the place, hoping to get lucky with someone - anyone. Using someone else's release as a model is like asking someone if you can read a letter they wrote to their girlfriend, copying it and then sending it to YOUR girlfriend. The results will be pretty much the same.

b. A media release may or may not directly create sales. Usually not. The purpose of the media release is to help create the 'buzz'. The buzz creates the sales. The media release is a vital component of the strategy and should be treated as such. If anyone tells you anything different, run away, run away.

6. The Internet is fast replacing traditional media (duhh)

a. There are two types of improvement models:

Constructive: This is where a new idea improves upon an existing model in some way, leaving the existing model in place

Destructive: This is where a new idea completely replaces the old model, rendering it obsolete.

The Internet could be said to be a destructive form when applied to traditional media. Though this will not happen immediately, the Internet will eventually most likely completely replace tradtional media. Newspapers are really feeling the heat now. Radio is not far behind.

For now, depending upon your target profiles, you may need to use both the Internet and traditional media. Don't ignore either. It is your specific profiles that will determine which should be used and in what ratios.

Posted by Don at Free Publicity Focus Group

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Social Marketing And Blogging - Thoughts

The following thoughts are excerpted from McCauley's Marketing Manifesto. Note: Social marketing at the corporate level, a relatively recent development, is far too broad a topic for inclusion here. That being said, for the rest of the world . . .

1. Twitter, Facebook, LinkedIn and other social sites are not social marketing.

a. These are social marketing message delivery tools. Social marketing is a completely different subject. Remember that tools are just tools - they are not the strategy.

2. Engaging in social marketing is the Internet equivalent of doing referral marketing, only a lot bigger.

a. Social marketing is not 'new'. As a matter of fact, social marketing was the first form of marketing to exist. Back before we had newspapers, radio, tv, magazines and other forms of media, the only way to get the word out was to tell other people - your friends - their friends - and the word was simply passed from person to person. Media and the Internet made this far easier to do without paying for advertising.

b. If people like you, they will pass the word along to their friends. Those friends will then bypass every other option available to get to you, because their friend recommended you. This is the power of social marketing. (See 'What Successful Marketers Know . . . That Most Don't' located in the articles section of this site)

3. As a tool, Twitter can be used for marketing but should not be used as a sales pitch machine.

a, Social marketing involves creating trust, developing real relationships and providing value at a level that will cause another to pass the word regarding you, your product or your service. Therefore you should strive to provide that trust and that value. Try not to bore everyone with never-ending sales pitches or frankly boring posts. An informal study has shown that there are basically three types of tweeters:

Type A
9 am – ‘Buy my stuff’
11 am – ‘Buy my stuff’
1 pm – ‘Buy my stuff’
3 pm – ‘Buy my stuff’
5 pm – ‘Buy my stuff’
7 pm – ‘Buy my stuff’

This gets old fast and becomes an unfollow. This is like saying ‘Look at me! Look at me! Look at me!’. This is tweeting up the wong twee.

Type B
9 am – ‘Just got up’
11 am – ‘Thinking about lunch’
1 pm – ‘I ate too much lunch. Naptime’
3 pm – ‘Just got up’
5 pm – ‘Thinking about dinner’
7 pm – ‘I ate too much dinner. Going to bed’

This also gets old and becomes an unfollow. If you do this, you are in twubble.

Type C
9 am – Great Twitter tools (link)
11 am – Found a great article that will help you (link)
1 pm – Found a whitepaper everyone should read (link)
3 pm – Read this survey
5 pm – Read my article on advertising (link)
7 pm – Found a cool web site (link)

Type C's get the followers. The point is that providing valuable information to others, passing it along, makes for happy followers. They will come to appreciate you and will actually look forward to your tweets (assuming you are attempting to use these types of tools to create awareness). Remember this. Please remember this. It's twue.

4. Be careful what you say

a. Of course, this goes without saying but I said it anyway. One of the worst examples is when you get a post that says 'I found a site that got me 2000 new followers last week!' Then, when you visit their Twitter page, the poster only has 100 followers. What does that say about the person who made that post? Ask yourself - why do you covet those followers in the first place - what is the real goal here?

Always remember that a bad message or a bad impression sent to a lot of people will only cause you to fail faster. First things first. If you don't know what those first things might be, stop here and start at the top of this page again.

5. Treat social marketing tools as you would the watering hole or the golf course.

a. Think of social marketing tools as places to get familiar and casual with your potential buyers outside the restrictions of the marketplace. We know that lots of really great deals are made at the local watering hole or on the golf course. This is because it pays to know people and this is how you get to know them. However, if you as a business owner spend all day in the bar screaming ‘Look at me! Look at me!’ you will most likely be out of business very quickly.

If you are going to attempt to use social marketing, the easy way out is to pretend you are at a casual party filled with potential clients. Don't bore, don't blather on endlessly about yourself or your accomplishments and don't dance in inappropriate ways. You are in front of thousands of potential customers who, depending on the time of day, have not been drinking. Act and speak accordingly.

Posted by Free Publicity Focus Group

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The Most Powerful Marketing Strategy You Will Ever Use

First, allow me to preface this by stating that I am not the bragging type. I am, however, very confident that I do know my subject. My subject is, of course, marketing.

Since 1977, I have personally built 3 service businesses in the 'real world' from nothing; all very successful. I spent no money whatsoever on advertising or marketing. I have consulted with hundreds of businesses and have helped them build those businesses. I have been there and I have done that. What I am about to show you will, if implemented and used consistently, allow you to build whatever business you own faster and more efficiently than you dreamed possible. Not only can you do this; anyone can do this.

This technique lies at the very core of many of the successful business ventures I have been involved in since the beginning. Let us begin by considering:

The Key Factor

Every successful marketing professional knows that referral marketing is the most effective method to use when marketing a product or service.

If someone gets a referral to some product or service from one of their friends, they will pass by every other form of advertising offered them and knock themselves out to seek out and find what their friend has recommended. If a friend recommends a website, they will go there. If a friend tells them a particular book is quite good, they will spend the money to check it out without hesitation. (Did you see yourself there for a moment?)

This is because most people believe their friends will not lie to them, jerk them around, yell at them, blink at them, try to trick them into hitting a buy button or use any other slick marketing tactic on them. If their friend tells them something is worthwhile and relevant, they will often seek it out immediately in absolute trust and will most likely purchase it. Those of us in the marketing game know that a referral is like pure gold, for a referral is pre-sold. It is often money in the bank. The credibility that lies at the heart of successfully marketing anything is inherent in the referral process.

However, referrals are sometimes hard to come by. We often forget to ask. The referrals you get most likely come sporadically. We would love to have a mailbox full of referrals every day, wouldn't we? But that seldom happens (for most of us). Most of us treat referrals as a hit or miss proposition. Wrong.

Be aware that there is a method that can create an ongoing, unlimited stream of referrals. This method outperforms any other method I have come across in 30 years of creating marketing and publicity plans for my clients. That method is to use gifting to create publicity, awareness and, most importantly, referrals. In a nutshell, here is how it works.

The Method

* You, as owner, offer a gift of real and lasting value at no charge
* You allow the gift to be passed to others
* You brand the gift
* You then publicize the gift itself

The end result is that your gift can go ‘viral’ and create a massive amount of free publicity for your practice or business, a huge amount of awareness and a virtual landslide of new referrals. Done properly, it works every time. It almost never fails. However you will find many people who don’t experience success.

I Tried That! It Didn't Work!

I have found that there are two broad reasons why this methods does not work for some people.

a. Many marketing companies and professionals use gifting. However in my opinion, it is used in the wrong way. A gift should be just that - a gift. It should have no strings attached. Giving a coupon or discount as a gift creates precisely the opposite effect you might wish to achieve by using a gift. It is an advertisement disguised as a gift. Trust is essential in the marketing process. If you are perceived to using any form of trickery or dishonesty, you will be quite dead in the proverbial water.

The minute you do this, your potential buyer sees right through the tactic. A REAL gift, given without any strings attached or any forced action, is greatly appreciated. Don't dress up an advertisement as a gift and expect any real results. You might as well give away those silly branded pens or calendars with your name on them.

b. Another primary reason most gifting strategies fail lies in the perceived VALUE of the gift itself. Hey, who needs another book about social security? Or a free report about gold? These gifts most likely generate some names, but really provide no value whatsoever. That information is available everywhere, always and at no charge. Do these types of 'gifts' provide any real value? Is this something people will knock themselves out to pass along to their friends?

People who use these types of strategies are collectors of names, not marketers. They are playing numbers. Marketers want the names of those who have a real interest in their product or service. Don't fool yourself into thinking you are experiencing success if you are collecting names. You can get names from a phone book. Very few of those names in the phone book will be interested specifically in your product or service. This is why advertising to the masses pulls such low numbers in regards to actual results.

What Will Work For Me?

The gifting strategy will work every time, but only if the gift meets the following test. The gift:

* must provide REAL value,
* must be something that is not generally or widely available elsewhere
* there must be a PERSONAL CONTACT involved in the exchange of the branded gift.

If your gift meets those three simple criteria, you mostly likely will be successful.

Hopefully, you have done the research to understand your potential client or customer. You know who they are, you know where they are, you know how many there are and you know how they prefer to receive their information. Most importantly, you need to know what they want, and you need to give it to them in the way they prefer.

If you know what they want, give them a gift that satisfies their own perception of their needs. Give it freely. Give it without obligation. Brand the daylights out of it and encourage them at every step to pass the thing along.

Then publicize the gift.

The end result is the best anyone marketing a product or service can hope for. The gift opens the door in such a way as to create good will. It sets the stage for allowing your potential buyers to see that you do have their best interests at heart - that you are not trying to trick them into buying something or signing up for something. You are providing something of real value at no cost.

Publicizing the gift itself is what makes this work, as this plays on the desire to obtain something of real value at no charge. If the gift truly helps the receiver solve a real problem, the ‘PR value’ is enormous.

How Does This Method Work?

a. You, as owner, give a gift, (a gift of real value, with no strings attached). Brand that gift with your own unique brand. Once the potential buyer sees there are no strings attached, no tricks involved, they WILL pass that gift along. The fact that the gift has your brand attached is not a from of coercion or trickery. Your message goes with the gift, and brings into play all that referral marketing offers.

b. You then publicize the fact that the gift is available only from you. You do this using the media, the Internet, your clients lists – any way you have available to you.

It is ridiculously simple. It is extremely effective.

What Is The ‘Downside’ To Using This Strategy?

The downside, if there is one, is that the gift may not lead directly to new client. That, I suppose we could say, is a downside. But to that I say, so what? Your message has gotten into the hands of another potential client in a very favorable, non intrusive manner, you have created good will, you have shown yourself to be mega professional and you have created the opportunity for that impression to be passed along to many other people. Your primary goal here is to position yourself as someone who has the best interests of others at heart, and to demonstrate your willingness to help others.

The gifting concept incorporates all of the best marketing stragies one can use, rolled up into one neat little package. It creates awareness, very positive publicity and allow your message to perhaps go viral. It is the best of all worlds.

For more visit www.freepublicitygroup.com

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Stupid Marketing Tricks Part VIII - The Cleaver Advertising Agency

Today is Hugh Beaumont's birthday (the actor who played the Beaver's father). Yesterday I was accused of 'spamming' because I mentioned my website address in a post on a discussion group for crying out loud. I also signed up for yet another social networking site. Now, you might ask, how do all of these things tie together in my own mind? In answer, I offer the following.

Stupid Marketing Tricks - Part VIII - The Cleaver Advertising Agency

Newspaper, radio, tv and magazines are suffering massive meltdowns. The revenue is drying up. The publishing business is not far behind. Why is this so? I call it the 'Ward Cleaver Syndrome'.

Back in the late 50's and early 60's print media used to run ads that featured Dad sitting at the head of the dinner table, dressed in a crisp white shirt and skinny tie and smoking his pipe, smiling cluelessly. Mom was always serving up something like a perfectly cooked turkey in her beehive hairdo and A-frame dress, while the kids sat in their plaid shirts, buttoned up completely to the top, with a napkin sticking out of the top, sprouting their cowlicks proudly and licking their little chops. The background was normally greenish and the headline was always shouting something like 'My Family Deserves Only The Best!'

This is the year 2009. Those days are gone. However, the people who created those ads are not. And, unfortunately, many of them still want to run things.

When I listen to or read some of the rants, wails and comments of the big dogs in these industries, I get the impression that they are most likely sitting in a 50's style backyard bomb-shelter, typing it out on a Royal typewriter, or perhaps broadcasting their message using a tube style ham radio. ('Gee Beav, I guess things are changin' huh?')

Not in their world. In this, the real world.

Marketing is now 'social' in nature. 'Social' is a term that loosely means 'NO GATEKEEPERS'. It is a free exchange of ideas and information. As I have mentioned hundreds of times, you, as an individual, are on a completely level playing field against corporations that have millions in their advertising budget. You are equal. This is fantastic news for you. This is bad news for them.

This opens up a whole new can of worms, filled with both good worms and bad worms. China be damned - the Internet is all about free people and free exchange. Some of the newspapers, magazines, radio and television moguls don't like the free exchange of information. Free exchange means they have nothing to sell. Bloggers can now destroy companies. Google and Amazon are making their moves to take over the world. Blah, blah, blah.

It is only the Cleavers of the world who are getting upset, because their tightly controlled little world is crashing down. You can hear the desperation in every word they speak. The fear is as thick as the maple syrup on Mrs. Cleaver's pancakes. They are losing their control.

As a marketer in the year 2009, you can now take your message directly to your buyer. No advertising necessary. No regulation imposed. Do as you please. The market itself will determine your fate, not some editor or some publisher or some other myopic, self righteous judge of what the public may have or have not.

The field of book publishing is trying desperately to adapt. However, like everyone else, as a group they have no idea which direction to take. Unfortunately most of those in power have a June Cleaver 'The Internet - isn't that nice, dear!' kind of mindset. Too late for many of them. Many of the publishing companies appear to be more interested in FIGHTING the changes than they are in MONETIZING these positive changes. In a social environment, they will lose.

The Color Computer is gone. 8 tracks and CB radios are no more. Neither is it necessary to play by any set of rules given by any organization with Mr. Cleaver at the helm. Don't get me wrong. Beaver Cleaver's dad was a really nice guy. However, today, Mr. Cleaver would be merely clueless and completely out of touch. Try though he might, he could no longer control anything, for the world will have passed him by.

Google is not destroying any newspaper, radio, tv, magazine or publishing company. The market itself is determining that these things are no longer relevant to any degree and therefore, they will not survive in their present form.

If you are still using marketing strategies from the 1990's and before, you will not be attacked. No one will tell you. Instead, you will simply be politely ignored. Then, much like Ward, June, Beaver and Wally, you will be forgotten.

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Stupid Marketing Tricks Part VII - Using The Wrong Words

Let's take just one moment to review what we have accomplished this far . . .

The very broad and most basic formula for developing and implementing an effective marketing plan has not changed at all. It is still, and most likely ever shall be:

a. Define the market.
b. Define the people.
c. Define the message.
d. Define the preferred delivery system(s).
e. Deliver the message.

We have thus far accomplished a and b. We have begun to learn how to craft an effective message (one that creates sales). This is the second post on this subject.

Remember that the entire formula must be viewed from a new perspective that takes into account the current options now available in the marketplace. The old 'tried and true' marketing systems are not working because they being applied TO a marketplace that has changed radically, dramatically and permanently.

In her book, Every Generation Needs A New Revolution, author Linda Thompson of Life Path Solutions ( http://www.lifepathsolutions.biz ), provides us with an extremely penetrating look into this new marketplace. (If you have not read her book, I highly recommend you do so if you intend to successfully market any product or service in this new marketplace. In my opinion, it is the new Bible in regards to learning to craft effective marketing messages).

"Remember the sale pitch, 'This is not your father's Oldsmobile?' That's what's happening today,” Linda says. “We are trying to sell our products and/or services to multi-generations, using the same delivery, to everyone. Most likely, those who have tried this approach have not found a great deal of success. Every Generation Needs a New Revolution illustrates how this commonplace problem can easily be overcome and can indeed be transformed instead into a real asset.”

In her book she defines the following groups of people:

The Veterans - born 1901 - 1929
The Silents - born 1930 - 1945
The Boomers - born 1946 - 1964
The Generation X - born 1965 - 1976
The Generation Y - born 1977 - 1990
The Millenials - born 1991 - Now

All of these diverse groups are found in the marketplace currently. However she breaks this down even more. For our purposes here I will summarize briefly just a few characteristics of these groups. Her treatment is far, far more comprehensive. (Again, I highly recommend that you read the book to get the full, unedited picture).

Veterans
Personality: Traditional, Family Oriented
Core Values: Patriotism, Loyalty
Think of: Charles Lindbergh, Rudolph Valentino

Silents
Personality: Conformist, Conservative
Core Values: Dedication, Sacrifice
Think of: Jimmy Carter, Charlton Heston

Boomers
Personality: Driven, Soul Searchers
Core Values: Optimism, Teamwork & Involvement
Think of: The Beatles, Bill Gates

Generation X
Personality: Risk Takers, Skeptical
Core Values: Diversity, Global Thinking
Think of: Michael Dell, Brooke Shields

Generation Y
Personality: Optimistic, Prefer Collective Action
Core Values: Confidence, Civic Duty
Think of: Tara Lipinski, LeAnn Rimes

Millenials
Personality: Remains to be seen
Core Values: Remains to be seen
Think of: Remains to be seen

What does this mean to you and your marketing efforts? It means a great deal. For here we have 6 very distinct groups of people, with 6 very distinct ways of communicating and 6 very distinct ways of perceiving that message you are sending.

One of the primary reasons your message may not be effective is that it is being perceived by groups of people who perceive your words in many DIFFERENT ways, not all of them as favorably as you might hope. This is not your father's anything.

According to Ms. Thompson in Every Generation Needs A New Revolution, the numbers break down as follows: (these numbers have not been verified by me - I reference them here from the book)

The Veterans 63 million
The Silents 49 million
The Boomers 78 million
The Generation X 40 million
The Generation Y 70 million
The Millenials Unknown

Now, let's suppose you are a Veteran, but your primary market is Gen Y. You develop a great message that references Rudolph Valentino. Nobody will know what the hell you are talking about. Don't laugh. I have files full of these things. I see this over and over again.

(Remember that you are developing multiple profiles. Hopefully you will have more than one. You will want to craft one message for the female Silent, and a completely different message for a Gen X male. You may have many profiles, requiring many different, highly targeted messages - perhaps even a different landing page for each profile . . . )

Not talking the language of your targeted market would be a really stupid marketing trick. More on this subject in the next post.

For more information, visit http://www.freepublicitygroup.com

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Asoma Music Teams With Dan Millman To Create 'Song Of The Sage' - Music That Changes Lives

[Killaloe, Ontario – December 12, 2008] Asoma Music, a Canadian media company, has teamed up with Dan Millman, author of several bestsellers including 'The Way Of The Peaceful Warrior', to produce an audio product that can literally change lives. Entitled 'Song Of The Sage', the CD (also available for direct download) features twelve tracks, each dedicated to detailing a spiritual law. The readings are drawn from Dan Millman's book, 'The Laws of Spirit'. The voice recordings are done by Dan Millman himself and are combined with lush music created by Asoma Music. The end result is an experience that can take the listener to deep levels of relaxation while simultaneously allowing the listener to absorb spiritual principles that transform one's life experience.

Dan Millman is a prolific author who has sold millions of copies of his books worldwide. These include Way Of The Peaceful Warrior, The Journeys of Socrates, Sacred Journey of the Peaceful Warrior, Wisdom of the Peaceful Warrior, The Life You Were Born To Live, Everyday Enlightenment, No Ordinary Moments, Living on Purpose, Body Mind Master, and The Laws of Spirit. He has also authored two children's books; Secret of the Peaceful Warrior and Quest for the Crystal Castle.

View the entire multi-media release at http://www.freepublicitygroup.com/Release_Asoma-Music.html

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Social Multi-Media Press Release Has Arrived

The Social Multi-Media Release has arrived - bigtime.

Now, simply by using this form of release, in addition to your traditional press releases, you can not only get the word out to traditional media (newspaper, magazine, radio, tv, etc) but can also get it out to technorati, facebook, linkedin and also social bookmarking sites such as digg, delicious, etc. Using both allows you to cover nearly the entire spectrum of publicity resources.

In addition you can embed audio, video - whatever you can imagine. The end result is a multi-media experience that covers all the bases. I posted a full article on this at http://www.freepublicitygroup.com/ArticleEndOfAnEra.pdf

Later this morning I will post a sample here on this blog and will continue to do so from time to time.

More at http://www.freepublicitygroup.com

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Stupid Marketing Tricks Part VI - Selling YOUR Product

Thus far, we have covered the first 3 key areas to be addressed before attempting to create a marketing plan that will actually produce sales. We have discussed the facts that you must determine:

a. IF there is a market for your product or service

b. if so, HOW MANY people comprise that market, and

c. WHO comprises that market.


So let's complete a short quiz:

1. IS there a market for your product/service? If so, what verifiable sources can you cite? List them.

2. HOW MANY people comprise that potential market? Cite the studies, surveys, verifiable information sources.
(NOTE - Failure to produce verifiable proof sources will cause you to get an F- on this quiz. Please stop fooling yourself and do your homework. Hey, it's your money and time . . . :) )

3. WHO comprises this market? How many profiles have you created? Remember you must know your potential purchasers:

* Gender
* Income Level
* Age
* Occupation
* Education Level
* Geographic region
* Lifestyle characteristics
* Purchasing characteristics
* Hot buttons
* Benefits sought by this profile

The next two very broad steps will cover developing the message and delivering the message.

THE BASIS OF DEVELOPING A MESSAGE FOR EACH PROFILE

Before we get into developing a message, I would like to make a very important point.

All successful marketing messages have, at their core, a common element. Conversely, many unsuccessful (or mediocre) marketing messages have, at their core, a different common element. Do you know what these common elements might be?

Let's look briefly at two, 'in your face' marketing messages:

Message A:
"My Handy Dandy Super Duper Lawn Destroyer 2000 took over 400 hours of research to develop. For the money, it is a real bargain. It has oversized wheels, a comfort rubber handle and a patented Jizmo Gizmo Lever that allows it to be emptied easily. The Lawn Destroyer 2000 is great! You will never find a better lawn mower at a better price. . . ."

Message B:
"This easy to use machine is easy to push and easy to navigate around anything found on your lawn. The handle reduces vibrations, so that your arms never get tired. You can even empty the clippings without bending and stooping. It's so easy to use, even children and grandparents can use it. This kind of comfort cannot be found in any other lawn mower, at any price, anywhere."

Now, what is the difference? Some would say it is FEATURES VS BENEFITS. True. However, what is demonstrated in the second message is that you have the potential clients' best interests at heart.

Listen to me carefully now. Developing an effective marketing message (one that produces the results you seek) has absolutely NOTHING AT ALL TO DO WITH YOU.

Nothing. It instead has EVERYTHING TO DO WITH THE PURCHASER.

People do not care about you. They do not care about your product or service. They ONLY CARE ABOUT SOLVING THEIR OWN PROBLEMS, WANTS AND NEEDS AS THEY PERCEIVE THEM.

To develop a message that will work, regardless of profile, you need to get inside that profile's head. You need to solve their problem as THEY wish it to be solved. This involves five steps:

1. Acknowledge and identify the problem/need/want

2. Build up the problem/need/want - make it urgent

3. Offer a very good solution

4. Make the decision easy to implement right now

5. Ask them to solve their own problem/need/want right now

This is not salesmanship - this is helping people. If you learn to help others, you will succeed with the WORST of messages.

Having the best interests of others at heart, and being able to communicate it well, is the key element to successfully marketing anything.

Look at the messages you have been using. Find the 'me's, we's, our's and us's' and cross them all out with a big red pen. Now start over.

Not giving your potential buyers what THEY want is a REALLY stupid marketing trick.

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Free Publicity Focus Group Announces New Web 2.0 Press Release Services

[December 4, 2008 - Holden Beach, NC] The Free Publicity Focus Group today announced a new press release service. Dubbed the 'Web 2.0 media release', this service takes advantage of the power of audio, video, social bookmarking, and a host of other features not available through the traditional press release model.

'It is a model for both the present and for the future,' stated Don McCauley, founder and facilitator of the Free Publicity Focus Group, 'and frankly, the time for a service such as this came a long time ago. It is evident that the traditional release, though still viable in many respects, is quickly being surpassed. Historically, the ability to get that release into the hands of the public has represented a challenge, due to the fact that traditional print media is limited in regards to space, and traditional electronic media is limited in regards to available time. The need to incorporate 'direct-to-the-consumer' news releases has not only become necessary - one could say it has become urgent. Current Internet technology makes this very easy to accomplish.'

The Web 2.0 media release incorporates resources that are simply not available in traditional news releases. These include, but are not limited to:

* Graphics
* Social Bookmarking Tools
* Audio
* Video
* Links
* Referral Tools

and a host of other resources. In addition to the social bookmarking aspects of this style of media release, these releases can also be highly ranked by search engines such as Google and Yahoo. Links to media sites, such as YouTube, allows for a single release to serve as a media experience, rather than a potentially boring, flat text file.

'Assuming the release is properly structured, i.e. keyword and search engine optimized', stated Mr. McCauley, 'this style of release can also serve to drive the release and the information to the top of these search engines. That fact, combined with the power inherent in presenting the information in audio and video formats, makes this style of release both an informational tool and a very powerful, direct-to-consumer marketing tool. The days of struggling to get a single release printed in a newspaper or magazine in a single market are quickly passing into obscurity.'

In addition, the ease of bookmarking the release on social marketing sites adds the potential for making the release a viral marketing tool through the utilization of tell a friend links and other information sharing tools.

A sample of the Web 2.0 press release can be seen at http://www.freepublicitygroup.com/pressrelease_web2.0.html. For more information, including options and price quotes, contact Don McCauley at the Free Publicity Focus Group by email at don@freepublicitygroup.com, or call 910-842-9248.

The Free Publicity Focus Group specializes in demonstrating how anyone can build a massive marketing and publicity campaign for little or no money. The Free Publicity Focus group brings 30 years of marketing experience to the table for their clients. Services include, but are not limited to publicity and /advertising strategy analysis, marketing plan development, campaign development, website services, traditional and web based publicity services and a host of other services.

The above release details something I've been meaning to do for a long time now. I have finally decided to offer this service because, as I see it, if you are not using a 2.0 media release in addition to the other tools in your bag of marketing tricks, that WOULD be a stupid marketing trick . . .

More at http://www.freepublicitygroup.com

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Stupid Marketing Tricks - Part V

Thus far, in our quest to build a realistic marketing plan that produces results, we have done some homework and some legwork and have answered the first two questions:

1. IS THERE a market for my product? (do people need this product or service) AND
2. HOW MANY people feel they want or need my product or service?

These are but 2 of the most important questions you must ask before beginning to develop the plan. The next question is equally, if not more important. It is:

3. WHO ARE these people?

Now anytime we discuss marketing on the Internet, the subject of getting traffic comes up. Everybody wants traffic to their site. Everyone wants lots of traffic to their site. This is foolishness.

I have 2nd page placement on Google for my very generic search terms. First page on Yahoo. Does this get me traffic? Yes. Is it the traffic I want? In most cases, no.

What I get is the tire-kickers. I don't want tire-kickers. I want people who are

a. sincerely interested in marketing their product
b. are willing to do the work necessary to be successful
c. are willing to invest the time, money and effort to be successful
d. are willing to step back and do it the right way
e. have set specific goals by which they will measure success
f. are realistic in their approach and in their expectations
g. will not give up easily
h. understand that marketing is a numbers game and will play the game by the numbers
i. are willing to allow the real numbers to drive the plan, resulting in success
j. are willing to change the plan when market factors change

Unfortunately, what I often get is that person who is looking for the easy, get rich quick method of selling a product or service. These are the wannabe marketing rock stars (read 'failures'). Or I get the person who wants to pick my brain for hours for free. I turn down nine of these people for every one I accept. In short, I rely on the traffic to create leads, not sales.

Internet marketing works exactly the same as marketing in the real world. The game is simply bigger. Bigger offers much more opportunity, but also much more competition. The process of selling on the Internet, therefore, requires that you create a much tighter, more restrictive definition of your niche.

Here is a silly example. Imagine that you have a store in a mall. You sell skateboards. Now, who would you rather have in your store:

100 people age 65 and above OR
5 people age 14?

Certainly, the 5 people age 14. These are your real potential customers. They buy skateboards. Hardly anyone over 65 will buy a skateboard, unless they are buying it for someone age 14. 'Nuff said.

In the world of Internet marketing, you must imagine, however, that your store is located in a mall that contains several MILLION other stores. That changes the game in a major way. How will you set your storefront apart from the millions of other stores in that mall?

By defining your niche.

You must now define very clearly WHO that potential customer might be. Let's draw a picture of your first niche customer or client. Who is that person?

Gender?

Income Level?

Age?

Occupation?

Education?

Geographic region?

Lifestyle?

Purchasing characteristics?

What is the hot button for the person who fits this profile?

Why does this person feel they need or want what you have to offer?

What benefit (not feature) does your product offer to satisfy that need or want?

CAUTION - Don't feel that you must draw just one profile. You can draw as many as you like. For instance, if your answer to gender is both 'male' and 'female', continue through the rest of the questions for just 'male', and then repeat all the questions for female. You now have two profiles. You will want to do this because you will create one message for 'male, age 25-35' and another for 'female, age 25-35'. You will create a different message for each profile and will most likely want to create a different landing page for each profile on your site.

What will motivate the female age 25 is not necessarily what will motivate the male age 25.

When defining your niche, don't use an ax - use a scalpel.

Creating a single 'one size fits all' message for ALL your potential customers or clients could be said to be a VERY stupid marketing trick.

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Stupid Marketing Tricks Part IV

In the last few posts I have made the point that, before taking any product to market, you first must determine whether or not people need or want your product or service. If they NEED it, you will use one approach. If they merely WANT it, then you will use another approach.

So let's assume that people actually WANT or NEED your product. Now we must look at how MANY need or want that product.

Again, don't laugh. Not looking at this subject realistically will cause you to fail faster than many of the other failure factors that might come into play here.

Let us suppose that you have developed a small computer chip that solves a system error in the XYZ232 computer system. Every user of the XYZ232 Computer Operating System in the world really NEEDS this chip. Without this chip, users of the XYZ232 Computer System will experience never-ending and ongoing frustration. In all the chat rooms, on all the discussion groups, in the IT forums, everyone talks about the need to solve this inherent problem. You have the answer. In your mind, you have determined that this is a NEEDS based marketing scenario. And so you spend 10 grand to develop your chip. You then announce that you have developed the chip in an ever so perfect marketing campaign. You do everything exactly right.

Sales, however, end up being 50 chips. Just 50. What happened?

What happened is that you failed to do the research. Surprisingly, there are only 200 XYZ232 Computer Systems users on the entire planet.

Knowing there is a market is one thing. You KNEW there was a market. Knowing the potential size of the market is another.

You see, a really stupid marketing trick is to believe that everyone is just like ourselves. We assume this is the case. It is not. The fact that you are interested in a subject does not necessarily lead to the correct conclusion that there are many others interested in that subject.

Yes, it is important to you. However, it may be important to just a few other people. If this is the case, you will fail.

As marketers, we believe it is all about us. This is human nature. However, in successful marketing, it has absolutely nothing to do with you. It is all about the potential buyer. Your OPINION frankly does not matter at all. YOUR likes, YOUR preferences, YOUR dislikes are not going to cause another to willingly part with their hard earned money. THEIR likes, dislikes, preferences and perceived needs or wants will.

All of marketing comes down to the ability to get into the head of another person or large groups of people. You will only be successful if you solve THEIR perceived problems in the way THEY want them to be solved. Very basic, but often overlooked.

Artists (painters, poets, authors and musicians, etc) are especially guilty of assuming everyone will be interested in their grand works of art. Not so. Yet artists are SO INTO their works of art that they never stop to consider the fact that frankly, nobody cares, except extremely limited and narrowly targeted groups of people. This is how the phrase 'starving artist' came to be. (Selling artistic works is very difficult in the general marketplace, but EXTREMELY easy if one can precisely define that specific group of potential buyers).

And so, the second step is to determine the size of the market. This is done through research. There is no single research tool that will provide the answer for all products.

The Internet can provide much of the information you need. Start with a search on 'XYZ232 Computer sales' as your search term. Look specifically for studies, articles, etc on the number of buyers out there. Also use Google Adwords Keyword tool. This tool now tells us the NUMBER of searches done on a particular phrase for a specific period of time. Look at the number of searches done on 'XYZ232', for instance. If the number of searches done on 'XYZ232' was 100, while the number of searches done on 'ABC456' was 10 million, you can guess that your potential market is relatively small.

Ask for help. Get into the chat rooms of XYZ232 computer users and ask about where you might get information on these numbers. Everyone in these rooms is really trying to be helpful, so get some input from others. Don't forget about that old, dusty library down the street. Explore magazines devoted to the XYZ232. Go to the bookstore. As your local computer technician. Ask XYZ232 Inc. What you are looking for here is the NUMBER of users of this brand of computer.

But be careful. If you ask XYZ232 users IF they will buy the product, nearly all will say yes. You are not attempting to find out IF they will buy (they certainly will), you are trying to determine HOW MANY THERE MIGHT BE. Don't be fooled into thinking there MIGHT BE a large number of potential buyers.

You must KNOW there are a VERY LARGE NUMBER of potential buyers for your product or service. Establishing THE PROOF that this is so is the first step any potential manufacturer of any product would take in the real world. Again, this is so basic that it perhaps need not be verbalized. Marketing 101. Failure to know the size of the potential market before even considering taking that product or service to market would be a majorly stupid marketing trick.

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Stupid Marketing Tricks Part III - The Unrealistic Marketing Plan

As promised I am going to discuss how an effective marketing plan is developed. We must start the discussion by asking what might at first glance appear to be a silly question.

This question is so basic to one's ultimate success that most people never stop to ask this question when attempting to take a product or service to market. This is why most people fail.

This question is so basic that it is easily pushed out of consciousness and is frankly often never asked.

Yet it is hands down the most important question one could ever ask.

Are you ready for the question? Get a pencil and some paper.

This question will be developed in three distinct steps. Ready? Ok, here goes.

Step One: Write down the name of your product or service

Step Two: Put a question mark AFTER the name of your product or service

Step Three: Before the name of your product or service, write the words 'DO PEOPLE NEED'

Now you have a question. It should look like this:

DO PEOPLE NEED (NAME)?

Now answer the question. And don't laugh. This is not the time for laughing - this is the time for brutal honesty.

I spend all day talking to people who are having a difficult time marketing their product or service. They have gone to all the trouble to set up a website, print up brochures, put together mailing lists, sent out direct mail, posted ads, sent press releases, done blog tours, developed newsletters, joined associations, put together affiliate programs, blah, blah, blah, blah on and on and on and guess what? No or low sales.

They then ask me why, after doing all of this, there are no sales. There are no sales because they forgot to ask the most important question:

DO PEOPLE NEED (NAME)?

This is not funny. You see, we get so excited about developing and marketing our product or service that we forget to ask if anyone actually needs the thing.

When I say 'need', I mean need. Not want. Want is different. The entire approach will change when one needs something versus wants something. The entire game, the whole approach, is different.

Need means the prospect will die without it. It means they will suffer terrible consequences if they do not have it. Need items are items such as food, clothing, shelter, air, water etc. Some needs are legislated (auto insurance) etc. Need means need. Must have. No way out of it.

If people NEED this product or service, the potential market is a given. The approach then is to advertise, market or publicize the fact that your product or service meets the NEED better than the product or service of the competition. People recognize the NEED for your product or service; you do not have to 'talk them' into it. It is a given.

Once you have determined that people NEED this product or service, then you must simply take the steps to define WHO needs the product or service. This is the second step. Let's not go there yet.

WANT

If people do not NEED your product or service, but rather simply WANT it, then you must attempt to elevate their WANT to the status of a NEED.

One of the primary mistakes those new to marketing make is that they assume everyone NEEDS their product or service when in fact they do not.

You may believe people NEED your item. This will not cause them to buy your item. What will cause them to buy your item is when THEY RECOGNIZE they NEED that item. This is accomplished by elevating their WANT to the status of a NEED in their mind.

See how this works? It's basic. So basic, in fact, that we forget to do it.

Do not fool yourself. Be brutally honest. Look at this from an outside perspective and ask yourself if people actually NEED this product or service. The answer to this question will form the basis of the entire approach of a successful marketing plan.

People do not NEED toys. They do not NEED gadgets. They do not NEED books. What they WANT is the enjoyment the toy might bring. What they WANT is the reduction in stress a gadget might provide. What they WANT is the information in the book.

Selling to satisfy a NEED is not easier than selling to satisfy a WANT. It is simply a completely different approach. Do NOT fool yourself into thinking that people need your item when, in fact, they do not. If you fool yourself, you will end up wasting a great deal of time and money.

Trying to sell your product or service without asking 'DO PEOPLE NEED (NAME)?' is a really stupid marketing trick . . .

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Stupid Marketing Tricks Part II

Watching TV Is Exhausting . . .

. . . and exasperating, I might add.

Karl Greenberg of Media Daily News says it better than I ever could. However, I would also add that the same holds true for radio (especially), newspaper and magazines. The article he wrote is located here:

The public, by and large, is fed up. The use of commercial skipping technology is on an ever-upward trend. I have commercial skipping technology on nearly all my electronic devices. I call it the 'mute' button.

People want to buy. However, they do not wish to be sold. Giving the market what it wants, in the way it wants it is key, but does require a completely different set of strategies.

As I have said many times - giving your potential buyers a message, using intrusive advertising tactics not only does not work, it causes them to actually resent your message.

The entire world of advertising is slowly moving towards being lumped under the 'spam' heading.

Do you really want your potential buyers to actually resent your methods? If so, keep shoving advertising in their collective faces. If not, draw them in with strategic publicity strategies.

To be fair here, running intrusive advertising certainly is not a Stupid Marketing Trick . . . yet.

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Stupid Marketing Tricks - Part I

Now don't laugh . . .

Being a marketing consultant, I spend my day talking to people who are having a hard time selling their product or service. It seems to me that there is no end to the number of people who are experiencing this difficulty.

This week, I heard a story from one such person. This person could not understand what might be wrong. According to her, she had done everything exactly right. She posted a very long list of all the things she had done, from the development of the marketing plan, to advertising, publicity, blogs, seo work, newsletters - the list went on and on and on and on.

She could not understand, having done everything a human could possibly do to market her product, why the sales were not happening. The answer seemed very simple to me.

So, here is a question.

Who buys medicine?

Really - answer the question - who buys medicine?

Answer?

Sick people, obviously.

People can be sick. Or they can believe they are sick.

If they are not sick, or do not believe the are sick, they will not buy medicine.

Why make such a silly pronouncement?

It is an unfortunate fact that unsuccessful marketers concentrate on the benefits of their product or on the strength of their marketing efforts. They believe people will buy actually their product on the strength of the benefits it offers, or on the basis of a marketing plan based on fantasy. Benefits are important certainly. This is true. However, this is not what sells products (or medicine for that matter).

What sells medicine is the fact that there are enough buyers who are either sick, or believe themselves to be sick.

Again, this seems silly, but this makes a very important point. That point is this:

You can do everything right - perfectly right down to the last detail. However, if there are no sick people, or no people who believe they are sick, no one will buy your medicine. Ever.

The very first question you must ask, before even considering developing, creating or taking a product to market is whether or not there is a market for the product.

IS THERE a REAL market for this product? And precisely how big is that market?

Don't laugh. Hardly anyone thinks of this question before jumping into the market. This is why many fail.

I read hundreds of marketing plans every year. I even have a form I have people fill out before we talk. One of the very first questions asked on the form is 'If everyone who COULD buy your product DID buy your product, how many sales would you make?'

This is another silly question. However, without a doubt, it is the MOST important question.

Very few people can answer it. Nine times out of ten the answer is either 'I don't know' or 'Everyone!'. Both answers are completely wrong.

You have a great product or service. It does great things or provides benefits you feel people need. However, you must ask yourself if THOSE PEOPLE believe they need it. If not, you would be stupid to spend the time, money and effort to try to sell them something they simply will not buy.

Let's cover that again. People will only buy your product if they believe they need it.

If they do not believe they need it, they will not buy it. (Please note that I said 'believe' they need it).

The Internet is many things - however it is primarily marketplace where people go to find something they already know they need. Few people log on thinking "Today I will buy something. I don't know what I will buy. I just want to buy anything. I will look around until I find something to buy."

No indeed. People log on thinking "I need X. I will find the right X at the right price and I will purchase that X."

Throughout the coming weeks I will demonstrate how to begin to build a valid, realistic and working marketing plan - one that may actually make you money. So, before the next post, I will ask you to answer several questions:

1. HOW MANY people NEED your product or service. This requires a numeric answer, not 'everybody' or 'anybody' or 'a lot of people'. Give me an actual number here.

2. Now, prove it. Show me the studies or survey results.

If you can't answer with a number derived from studies or survey results, you are only fooling yourself or being overly optimistic.

I almost said 'You might be a stupid marketer IF . . . ' but I won't. That's already been done.

More at the Free Publicity Focus Group (http://www.freepublicitygroup.com )

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Some Marketers Just Don't Get It - Part IV

In the last few posts I have discussed the fact that, to become a successful marketer, you must think like a leader, as your communication will flow from your perception of yourself. I also mentioned that a key component in this is that you learn to provide good content to your potential clients or customers, as this is what they desire.

Have you ever signed up for a newsletter? If so, I think you will agree with me that there are basically two types:

In the first, which I shall call Style One, we are pleased to receive a flow of information we both need and desire. Normally, these types of newsletters will start by quoting a recent report or study ie 'XYZ Special Report - Recent Study Shows More Seniors Going Online'. Then, we are presented with perhaps the facts or reports that give us the details. Finally perhaps, we are told why this is important to our business. And then, at the end, we are told that XYZ is a leader in developing effective email strategies.

Style Two is decidedly different. It goes a little something like this -

"Don - NEWS FOR YOU! More seniors are going online! YOU NEED THIS REPORT NOW! Special Discount Pricing FOR MEMBERS ONLY!'

Hmmm. Now, which of these two do you believe will catch my attention, assuming I am a real businessman (with a marketing budget) interested in creating a successful business that involves email marketing?

Style One demonstrates the potential for thoughtful analysis, real facts and rock solid information. Style Two sounds like it was written by a carnival huckster.

Now we must ask the real question. Whom do you trust? The businessperson who provided the information in Style One, or the shady character that jammed Style Two down our throats?

Credibility is key. You will never succeed in marketing without it.

I asked you to think of yourself as a teacher. Now I will ask you to imagine yourself as a consultant.

It is said that consultants make the big money. Why is this so? It is because they provide facts and proven strategies - impartial information.

Real leaders - teachers and/or consultants - do not use these styles of communication. They impress us with the fact that they are credible and really have the best interests of others at heart.

Likewise, nothing impresses me more than a marketer who will admit his competition is also quite good at what they do. This creates a level of credibility in my mind that can be produced in no other way. This shows honesty.

You are a good businessperson. This does not necessarily make your competition 'bad'. If you say this, you will totally lose your credibility. If you even hint at this, you will lose some credibility. A real consultant, real teachers, know that they are not the only ones on the planet with good ideas, theories, methods or techniques.

When learning to create free advertising and publicity, one need only to stop thinking like a marketer and to start thinking like a publicist. Likewise, to become a really successful marketer, one need only to stop thinking like a marketer and start thinking like a consultant.

The whole timbre of the communication offered will change. Others will perceive you in a whole new light. Likewise, YOU will perceive you in a whole new light.

Teachers and consultant are perceived to be leaders. That perception - being perceived as a leader - will cause your sales to soar.

Imagine for a moment that Albert Einstein, after developing the Theory of Relativity, had put out an email to his constituents:

"Don! You Gotta See This! I have developed an entirely NEW, secret Theory of Relativity! I am offering this report to only a very SELECT group of people. You need to HURRY as they are going fast! The price, now just $97, will most likely be raised to $147 very soon. GET IT TODAY!!!!!"

Testimonial " Albert, you are right on the money with this one! This has provided me with everything I need to know to build a rocket ship! Everyone needs this report! Thank you, thank you, thank you!"

"Order my 'Secrets To Relativity' Report today and I'll throw in bonuses worth over $4900! Blah Blah Blah"

Now, would we have put any faith in what he said about the Theory of Relativity? No. Neither will anyone put any faith in what you say if you use this type of communication. This type of communication puts you in that carnival huckster category (in the perception of real business people) in nearly every case.

It goes without saying that, if you wish to market anything successfully, you must become a valued, credible resource to your potential clients or customers. You must become a leader. In your own mind. First.

And then you must speak like a leader . . .

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Some Marketers Just Don't Get It - Part III

Now, I certainly did not mean to give the impression that you can be a leader in your industry simply by deciding that you are (as you may have thought from the previous post). What I meant to impress upon you here is that your communication is only as good as the results it produces. Your communication will flow from your own perception of yourself.

If you believe yourself to be a leader, your communication will reflect that perception. Conversely, if you are not confident about either yourself, your abilities, your ideas or the worth of what you might offer to others, your communication will also reflect this.

What YOU think you are is precisely what others will BELIEVE you are. Again, Psychology 101.

In the physical world, communication is more than just words. Have you ever observed a person walk into a room who exudes an air of authority? All we have to do is look at this person and we know, intuitively, subconsciously, that this person commands and expects respect. The expectation of respect is evident in the way that person walks, stands or gestures. The bearing of this person tells us he or she expects to be treated in a certain manner. It is evident in the attitude of this person. We know intuitively what this person believes himself to be. When this person speaks, his words will command attention and respect from us, as we will believe he KNOWS what he might be talking about.

So what does this have to do with marketing?

In the electronic environment, others cannot see you or, in most cases, hear you. Therefore, the only way to communicate this demeanor is through the words you use in this environment. The words you use, (this includes the tone, the delivery and a host of other factors), will determine whether others will percieve you to be believable and, subsequently, whether or not you will be trusted. Ultimately this will be the factor that will determine whether a potential client will do business with you. The only way to create that all important trust, in this environment, is to use words. The words will communicate everything there is to know about you. These words always flow from your own perception of yourself.

As regards marketing, that's very important. Frankly, it is the single most important factor to be considered, for it forms the basis of all the rest.

Success in marketing always begins with being a leader in regards to ideas. If you have an idea that attracts others, those others will be drawn to you and subsequently your product or service. If you are perceived as being just 'one of the pack', you will never experience the success you seek. The singular trait that all leaders share is that they not only are 'idea leaders', but that they FREELY share those ideas with others.

Even if your product or service is mediocre, you will still experience greater success if you serve as a resource of ideas for others. This does not mean you give away all of your 'secrets'. It does mean you must freely give enough of your ideas to be truly helpful to your customers or clients.

The Internet is based upon the free sharing of ideas - more than any other factor. We respect those who have knowledge that can help us. We revere teachers. We crave information. If you can become the source of that knowledge, can convey it effectively to others and are willing to do so, your success is virtually assured.

Your failure, on the other hand, is likewise virtually assured if your potential clients perceive a hidden agenda of some kind. For instance, if you send an email out to your list every week that provides just a tidbit of good information, covered over by paragraph after paragraph of blatant sales language, you will fail - eventually.

However, when you take on the role of a respected teacher - a teacher willing to share freely with others - your potential clients will buy whatever you recommend they buy. This only happens when you are perceived to have their own best interests at heart, rather than perceiving that you are only interested in getting into their wallets.

This is another area where new marketers fail by the thousands. Some new marketers believe that the goal is to create a huge email list and then to mail a new and exciting sales pitch to that list week after week after very boring week. No indeed.

This does not lead to success - it leads quickly to a high rate of lost subscribers. It leads to disappointment on the part of your potential client or customer.

Those who experience long term, lasting success, are those who realize that the goal is to teach. Through freely teaching others, through the sharing of ideas, they establish a position of dominance in the minds of their prospective customers or clients. This must be established PRIOR TO recommending the purchase of any product or service.

The leaders of thought in the field of education become famous for their creative thinking. The leaders of thought in the field of business have, in most cases, become rich.

To be even more succinct - if you wish to experience success in marketing, become a teacher. Do not sell - teach. It appears to be a contradiction that, if you can learn to teach - to share your ideas with your customers or clients for free, - your sales will skyrocket.

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Some Marketers Just Don't Get It - Part II

I mentioned that the key, the Holy Grail, the single factor that will determine your success or failure in marketing your product or service, more than any other factor, is your ability to create relationships with your potential customers or clients. Real relationships.

No, I am not talking about one of those long distance, auto-responder kind of relationships. I AM talking about REAL relationships that are built on trust, effective communication and are mutually beneficial.

I would like to try a very brief project now. Please complete this before you continue reading. Ready?

Please write down the names of 3 businesses that are just like your business. Write the names of 3 companies or people who do what you do, in the same way you do it. Do this before reading on . . . .

I'll wait . . .

Got it? Good.

Can't think of three? That's fine. Now you can continue reading.

If you managed to think of 3 businesses like your own, you get an F.

If you could not think of a single business like yours, you get an A+.

The first step in creating a relationship that will produce new clients/customers is to differentiate yourself from your competition ENTIRELY. You must claim a position that is uniquely yours. This is basic branding and positioning.

If you want to experience mediocrity, simply do what has made others successful. That is the sure road to eventual failure. This, unfortunately, is the road most marketers take, as it is the easy road.

Your situation is completely unique. Copying someone else's methodology is akin to wearing someone else's eyeglasses. You might be able to see, but you will not see well.

It goes without saying that, if you wish to achieve stellar success, you must be perceived to be at the very top of the proverbial food chain. You must be not just A leader, but THE leader.

But how, I hear you asking, can I be the leader when I am currently located at the bottom of the damned chain?

The answer, so elusive to those new to marketing, is this:

Simply assume the lead.

Imagine for a moment that you are, really are, the leader in your industry. Imagine that your company sits at the very top of this chain. Vividly imagine this for just a moment in your mind. Now ask yourself:

What would the leader in this industry do today?

What would the leader in this industry be thinking today?

What decisions would the leader in this industry make today?

What beliefs would the leader of this industry hold?

And, most importantly, if you were the leader of this industry - if this were true - what would you say to others?

Now, say it.

You must learn to act, think, decide, believe and speak like THE leader in your industry. When others hear what you have to say, whether that be on your website, in your articles, in your posts or on your blog, they will recognize clearly the fact that you ARE the leader.

It is vital to your success that you change your perception of yourself first. Changing your perception of yourself will change your style of communication completely. It is this style of communication that will draw customers and clients to you, more than any other factor.

When you are perceived to be the leader by others, people will come in droves and will very much want to create those relationships with you. People do not want to associate with mediocrity or middle of the road success.

Think about this. What communication style attracts you? Suppose you are seeking good advice about a business project. Which of these two people would you have a tendency to believe?

Person A: "I tried a few things, and I think this might work . . "

Or

Person B: "This is precisely what you need to do today . . . "

When you are perceived to be at the top, they will come to you.

Those relationships will never be formed unless you - YOU - perceive yourself to be the leader and know that you are worthy OF those relationships.

This is the primary step. This is Psychology 101. This is NLP Modeling in its most basic form.

Take a moment today to think about those you perceive to be the leaders in your field; those you wish to emulate. Now ask yourself - Are they mediocre? Do they apologize and/or argue? Do they waffle? Or do they speak with absolute confidence and authority?

Leaders do not follow. Leaders lead. You must do the same if you wish to experience the same success. Do not copy the leader. That will make you a follower. Lead.

In the old days, the saying was 'Build it, and they will come.' In this new marketing model, the saying has become 'Build YOU, and they will come.' You see, in this new model, leadership is no longer defined by an established brand name. The old school, lumbering big boys on the block can no longer stand solely on their reputation.

In the Internet free market model, everyone is equal. Leadership is now taken by those who are on the cutting edge of thought - not past leadership or reputation. It is not based on yesterday's success. It is built upon the ability to think forward. Those who look to the future, not to the 'this is the way it's always been done' past, will lead.

In reality, you may not be the leader. However, this is the chicken or the egg theory. To become the leader, you must first believe yourself to be the leader.

Assuming the leadership role in your own mind will not actually make you the leader. However, when you take on the leadership role in your own mind, every aspect of the way you approach your business will change. But what will happen immediately is that your communication style will change completely. You will speak with the authority that comes from confidence in yourself and confidence in your ideas.

Only then will you be able to build relationships built on trust.

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Midsummer Massacre? A Bloodbath?

The large US newspapers are getting hit very hard. Check it out . . . .

http://www.mediapost.com/publications/?fa=Articles.san&s=86831&Nid=45201&p=932294

I believe a bit of clarification is in order here. I still recommend LOCAL newspapers, if advertising is your thing, in that the local rags generally have a very loyal readership. However, many of these smaller papers are owned by the big boys. Two of our local newspapers are feeling this crunch from the trickle-down, the other two are not.

Both categories will suffer to varying degrees from Internet competition however. Local papers will continue to be a good resource for local awareness advertising if your target market is age 50+.

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Even More Proof That The Internet Is Hurting Traditional Media

If there was ever any doubt, here is the proof . . . .

Check this out

If you have not yet made a change in your strategy, now is the time.

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