Top Ten Reasons Why Your Book Isn't Selling

Do you believe you are doing everything right, but feel you are still not getting the results you hope for? Marketing a book requires a laser sharp, targeted approach. Listed below are 10 reasons why your book marketing plan may fail.

1. YOU (AND YOUR BOOK) MAY BE INVISIBLE
Recent studies show that an extremely high percentage of buyers state that the Internet is not just a choice - it is instead the ONLY choice. Even those who intend to buy in the 'real' world often do their research on the Internet before venturing out into that real world to purchase products and services.

Buyers must be able to find you. But they will NOT search by your name or your book's title. They will instead search using a very generic phrase like 'children's book' or 'thriller' or 'spy novel'.

Studies show that hardly anyone goes beyond page three of search engine results. So, you must be on one of the first three pages for the GENERIC SEARCH TERM (like 'children's book) that describes your book. Go to a search engine and check this. Type in the generic phrase that describes your book and see if you are on the first three pages of search engine results. If you are not there, you are virtually invisible. If you are invisible, nothing else you do will matter much at all.

2. YOU MAY BE USING THE WRONG APPROACH
Marketing in the Internet environment requires a completely different approach. If you are using methods and strategies proven to work in the real world in the past, these old school strategies will most likely not work much at all in an Internet marketing environment. Even if you are using that old marketing model perfectly, you can still fail miserably in the Internet environment.

The old saying 'Build it and they will come' has been changed to 'Build it and they will likely ignore you'. To achieve sales success, you must have interested traffic, and you must have a lot of it. You must know how to convert that traffic into sales. All the traffic in the world will not matter if it does not convert to sales. Converting traffic to sales is no small task.

3. YOU MIGHT HAVE NEGLECTED YOUR SEO STRATEGY
In the 'old days' (just a few years ago), the strategy was to tell as many people as possible about a product and hope that a percentage of people responded by buying the product (this is called an outbound strategy). But the Internet is search engine driven (requiring a laser sharp INBOUND strategy).

Today the potential buyer begins by typing a generic phrase into a search engine, in essence saying 'Here is what I'm looking for'. Your book site is then indexed by the engines based upon how important it appears to be in regards to the generic phrase entered and in regards to how you stack up against the competition for that generic phrase. This is 180 degrees from the old school, real world model.

Search engines rule this environment. THEY decide who is important and are the equivalent of the traditional Yellow Pages. However you will only be listed in THIS one-of-a-kind gigantic online yellow page directory if you understand and follow the SEO rules given you by the engines. If you don't know and understand the rules, you will be at the end of the listings. And, if you are at the end of the listings, no one is going to find you, as they will likely look at just the first three pages.

Imagine having your business banned from the yellow pages in the real world. Not having a great SEO strategy is the same thing. As far as the searcher – the book buyer - is concerned, you will not exist. This is especially true if the Internet is the only tool the buyer will use.

4. YOU MIGHT NOT BE COMMUNICATING SAYING WHAT YOUR BUYERS WANT TO HEAR
Let us suppose that the buyer does find your website. Now what?

Understandably, many authors like to talk about themselves - but the buyer is not really interested in your history, how you came to write the book, what lead you to write it, how you struggled. They want to know what your book will do for THEM. You must speak to THEIR NEEDS SPECIFICALLY. If you do not do this and do it well, you will have a visitor, but not a buyer.

You must get that desired message to them in under 30 seconds. You must know what THEY really want, and you must provide it more effectively than the competition. If you are not saying what the buyer wants to hear, they will likely never buy your book.

5. YOU MIGHT NOT BE COMMUNICATING A STRONG BRAND
Remember - to the Internet searcher, you are but one of millions. You may look like everyone else. Your book may be 'just another book' to that shopper. What are you telling the visitor that NO ONE ELSE is saying? Without a sharply researched brand, you will appear to be just like everyone else.

6. YOU MIGHT NOT BE POSITIONED PROPERLY
Type the phrase 'children's book' into the Google engine today (May 1, 2011) and you will get over 30,900,000 hits. That is your competition. Every one of those pages is presented to that shopper. Your book is just one of them. You know your book is not like all the rest, but they do not. What have you done to take a strong position in regards to the competition you face?

7. YOU MIGHT NOT BE USING A STRONG CALL TO ACTION
All marketing sites are websites, but not all websites are marketing sites. Your site must be sharp, clean, clear and it must brand you and position you better than the competition. You must provide a logical, step-by-step map for the visitor to follow and you must have compelling calls to action in all the right places. If you do not do this, you will end up with visitors. Remember: a visitor is not a buyer and won't become a buyer without a sharp brand, proper positioning and a strong call to action.

A website is a website is a website. Anyone can build a website. A book marketing website, on the other hand, should be a results-producing machine.

8. YOU MIGHT BE BORING THE BUYER
No, you are not a boring person. But do remember always that the attention span of the searcher is very, very short. There are millions of competitors, just one click away. You have 30 seconds to present the brand, the position and the primary reason why someone should buy YOUR book.

9. YOUR APPROACH MAY BE SELLING, RATHER THAN TELLING
When fishing, no one jumps into the water, jams the hook into the fish's mouth and tries to force it to bite the hook. This is what many selling strategies are like.

If you yell in people's ears, attempting to jam your really great hook in their mouths, don't be surprised when they run away. (Think about how you feel about spam, pop up ads, Twitter-blab and commercials). No one likes to be sold.

Instead, in this environment, you must (much like fishing) offer irresistible bait instead. The fish will then come running, they will tell all their friends and they will bite willingly.

10. YOUR EXPECTATIONS MAY BE SET TOO HIGH
Don't put up a website and believe people will magically just show up. They will not.
Don't put up a website and expect people to buy, (if and when they visit). They will not.
Don't put up a website and believe you are finished. You are not.

In the real world, building a successful business takes years and a great deal of effort. In the Internet environment, building your online store will take just as long - perhaps longer. It will require just as much work to make it succeed - perhaps more. The Internet is not a magic bullet. It is a different style of business. A real world business may have a few competitors just down the street. Your Internet business has millions of competitors, all right next door, just one click away.

In this environment the whole world is your potential buyer base. But this will not matter if you don't learn how marketing really works in this environment. If you are not getting good results, don't complain - instead, get some help.

Looking for some real help? Click here

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Book Marketing - Selling Your Work In An Internet Marketing Environment

If we can believe the numbers, somewhere around 800,000 self published books hit the market last year. Imagine this:

You walk into a library. The library contains over 300 million books.

'Show me everything you have in the way of children's books,' you say to the librarian.

The librarian hands you 38 million index cards.

'Oh, wait a moment,' you exclaim, 'I only have time to look at 20 or 30.'

Now the librarian, whose name happens to be Ms. Searchengine, decides which 20 or 30 of the 38,000,000 cards she believes to be important and hands them to you. The rest simply disappear from your vision. The other 37 million plus books become invisible to you.

This example seems extreme, but the numbers are close to being correct. There are over 300 million sites on the Internet. People, not knowing an author's name or title, will search using a generic phrase such as 'children's book'. Some search engines will return over 38 million hits for such a phrase. And most searchers will only look through the first 20 or 30 search engine results before stopping.

If you are the author of a children's book, this is very close to what you will face when attempting to get some notice for that new book you have slaved over. How does one overcome this mind-numbingly difficult situation?

Niche marketing.

Yes, I know - the very phrase 'niche marketing' has become a cliche. It's been overused. It has never been overdone.

In the past, marketing was primarily a game of numbers. As marketing professionals we came to expect about 1/2 of 1% rate of return. If we sent 1000 postcards bulk mail to a list, we could expect that about 5 people would respond to that mailing (assuming they had shown no prior interest in the subject of the mailing). If we instead used a targeted list (for which people had previously shown an interest in the product being presented), the numbers went up.

Many people panic when they first hear about a rate of return of just 1/2 of 1%. 'Oh,' they say, 'that means I will need to get 1000 visitors to my site to sell just five books! I only get about 20 or 30 visitors a day! It will take forever to be successful."

While on the surface this may seem to be a depressing situation, the inbound nature of Internet marketing actually makes it much easier to enjoy larger conversion percentages. Why is this so?

If an Internet surfer types 'children's book' into the search engine, what are they interested in?

Children's books.

If your site is optimized for that phrase, they will find you - maybe.

This actually means that not some, but rather every person who that author's site is interested in what that author is offering. All of them. Every single one.

However the real key in inbound marketing is to be found by those who are looking for you - to be one of the first 20 or 30 presented by the search engine for that very generic search phrase. They do not yet know the author's name. They do not yet know the title of your book. That is an extremely difficult task for some.

This is precisely why strategic search engine optimization is so important to anyone marketing anything on the Internet. This is especially true for marketing books. Try to imagine what might happen if 800,000 new hardware stores opened in the US every year. Year after year after year. Yet this is what is happening in the field of book marketing. And that is why you will want to get serious about SEO if you intend to market your book in an Internet marketing environment and this is also why you want to learn as much as possible about the search habits of your niche market.

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Internet Marketing and PR Strategies – Are You The Invisible Business?

Way back in the day, I had a client who owned a transmission shop in a city of 100,000 people. His transmission shop was named 'AAA Transmission'. He chose this name because this would be the first listing in the yellow pages when someone searched for 'transmission' (yellow page optimization was and is much simpler than search engine optimization). This placement in the yellow pages was responsible for bringing in nearly 90% of his new business.

One year, due to an oversight, the phone book company failed to place his ad in the yellow pages section. He lost 90% of his call-in business practically overnight. The phone stopped ringing. This simple oversight nearly destroyed his business. As a result, he was then forced to run large ads in the local newspaper week after week after week - a very expensive proposition.

As a business owner, you would likely find this story to be sad indeed. However, believe it or not, this is most likely your story if you have not taken the time to develop a laser sharp Internet search engine strategy for your business. The Internet has replaced the old phone book for a very high percentage of the population. In your case, however, you may be invisible to the entire world, not just a city of 100,000.

Imagine for a moment a directory containing nearly half a billion entries (this is close to the truth, assuming we count both websites and blogs). Your goal is to have your business appear on the first page of that directory under an appropriate heading such as ‘printer’ or ‘accountant’. How would you do that? That is what search engine optimization is all about.

Most businesses find this to be a very daunting, if not completely overwhelming task. Very few people will every type your business name directly into the search engine query box as most of the world population does not yet know you even exist. Instead, they will use a broader term, describing what they are looking for. They will use words like ‘printer’ or ‘accountant’ or 'transmission'. If your competition appears and you do not, this is the same as having no listing in the yellow pages. If nearly everyone is using that search engine to make decisions about where to place their business, you are in trouble indeed.

Take just a moment and do this. Type in that very broad term that relates to your business. Look at the total number of sites returned. That is the number of sites that make up your competition in this 500 million entry directory known as the search engine.

The search engine will always hold the final say regarding where you are placed in this directory. Again, for some, getting to that first or perhaps second or third page can be likened to finding the Holy Grail buried in your back yard. This is not likely to happen. And, for most, this seems to be a nearly impossible task.

But it is not difficult if you have done your homework. All that is required is a strategy that incorporates three key components

1. You must know how your potential client thinks and which words your client will use to find you – not the words you might use, but rather the words THEY will use. This keyword analysis is a vital first step in the process.

2. You must know and fully understand how search engines work. This will require some hours of serious study and research.

3. You must design a strategy that incorporates both of the above and simultaneously outshines the strategy of the millions of sites who are your competitors.

You have two options. You can take the time to learn what you need to know and to develop that strategy based on your particular situation or you must hire someone you trust to do this for your business. Failure to do either will certainly cause you to be nearly invisible to those who matter – your potential clients.

Posted by Don at Free Publicity Focus Group

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Social Media Versus Paid Advertising - The Writing On The Wall

In the news yesterday I read about yet another local North Carolina magazine going out of business. 'Changes in the publishing business' was the reason given by the owners. These closings follow the track of larger magazines and newspapers across the country.

Magazines and newspapers are having a tough time these days it seems. Why is this occurring? Frankly it is because magazines and newspapers need ad revenue to survive and, for many, it is just not there at the levels required anymore.

Many blame the Internet for this turn of events. However, it is most likely not the Internet itself that has caused the problem. It is, rather, the fact that people have simply begun to say 'Enough is enough'. The mindset of the modern-day consumer is a far cry from that of the Silent Generation, the Veteran Generation and the Boomer Generation. These folks would sit still for those blatant, yell in the ear tactics. Not so today. Things have changed and they have changed permanently.

As a society, we have advertised ad nauseam. Though it used to work well, advertising no longer works like it used to. A recent study showed that a very high percentage of people who can skip advertising DO skip advertising. Advertising must produce results or it is money wasted. If nobody is listening or watching, it will not produce those results.

People simply 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.

This is also why social media marketing is quickly taking the front seat in regards to producing results for business in the Internet marketing environment. There is one form of message that people love more than any other form - hearing from their own friends. That message is read. That message is not ignored. That message can and will produce results.

Social media messages, sent via Facebook, Twitter, LinkedIn or any social media delivery system, from one person to another, represent the modern-day equivalent of referral marketing, generally considered to be the most effective form of delivery for any marketing message ever devised by mankind. It is always been the most effective, is still the most effective form today and will always be the most effective form of creating awareness for any business.

Magazines, radio, tv and newspapers will never disappear, but they will be forced to develop different operating models and the Internet takes more and more of the revenue share. Those who can manage to incorporate social media marketing into their revenue generation model will survive, while those who do not or cannot most likely will not survive.

Posted by Don at Free Publicity Focus Group

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Going For It - New Years Book Marketing Resolutions.

Depending on the source you believe, somewhere around 500,000 new books hit the shelves this year.

What does this mean?

* If each book were but an inch thick, and all the books were placed on a single shelf, that shelf would be over 7.8 MILES long. You book is but one of them. This does not take into consideration all the books out there already. That's just this past year.

If you walked into a bookstore and asked for your own title and the clerk pointed and said '7.8 miles down, on the left,' how would you feel?

* Walk outside tonight. Count every star you can see in the sky. Write down the total number of stars you can see, then take that number times a factor of 200,000. The resulting number is the number of sites competing for your potential buyer's attention. This number varies widely depending on the source and nobody knows for certain, but it's somewhere around 400,000,000 sites. That's 400 million. (again there is a lot of argument on this point)

* We must remember that many of the competing books out there have big money and big marketing and publicity machines backing them up, while many of the competing sites have SEO experts at the helm with huge budgets and years of education, knowledge and experience. Such is your competition.

Sadly, authors who initially hoped they would become more famous are more likely simply becoming more invisible.

This year, if you are serious about your book, you should perhaps get really serious about marketing.

Putting up a nice website, writing a blog, twittering and facebooking, doing a book trailer or a press release and the like, while commendable, are not really going to set you apart, as nearly every single one of those 500,000 authors and companies and 400 million owners of those sites are doing this also. Everybody is doing this. So, what will work?

Developing a laser sharp marketing strategy and marketing plan that will set you apart and create real awareness for you and your book will work. If you are but playing at marketing, you must begin to really work at marketing your book. It is perhaps not necessary to work harder. It is always advisable to work smarter.

What does developing a real book marketing strategic plan involve?

* Developing tightly focused buyer profiles
* Formulating laser sharp branding strategies
* Developing traditional and non-traditional publicity strategies
* Writing keyword optimized, profile specific marketing copy
* Developing an effective media strategy
* Developing a keyword strategy specific to your niche profiles
* Implementing a website optimization strategy for the visitor
* Search engine optimization for the search engines
* Developing effective targeted optimized blogging strategies
* Developing effective social media marketing strategies
* Learning to develop inbound marketing strategies with outbound strategies

Some of these are Internet strategies. Over 70% of your potential buyers now consider the Internet to be not just A choice, but THE FIRST choice when making purchasing decisions. And the points above are but starting points. The strategy must be implemented and you must work that strategy every day. You will need to adjust that strategy as market conditions change, new opportunities are presented and ideas once good become not so good.

Nobody writes a book to become a marketer. People write books because they want to be an author.

However, the term 'author' now encompasses the term 'marketer'. If you do not get serious about marketing, you will be an unknown author. Free articles and ebooks regarding marketing are available at the Free Publicity Focus Group article section here. Free video training is also available here. A free, no obligation consultation is available here.

It is the year 2010. The marketing methods used in the past decade will not work well in this environment.

The market is not a thing - the market is an event and it is an event that changes and morphs and moves and becomes something different every single day. You must not only keep up with these changes, you must stay ahead of them or be left in the dust. Owning a business and saying 'I hate marketing,' is like owning a car and saying 'I hate buying gasoline'. People do not actually hate marketing. People actually hate selling. But selling is just a subset, a component of the marketing model.

Are you ready to go for it? Make a resolution in 2010 to get really serious about marketing.

Feel free to contact me at don@freepublicitygroup.com

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The Single Key That Leads To Internet Marketing Success Or Failure - Part Two

This is Part Two of the series on trust. You might wish to begin by reading Part One found elsewhere on this site.

One of the biggest mistakes businesses make in regards to marketing is attempting to market a product or service to those who do not need that product or service. Playing the numbers is a 1950's mentality approach to marketing that holds little value in today's environment.

In this environment, presenting people with a message that holds no interest at all for them, with no prequalification whatsoever, will not create trust - it most likely will instead destroy any trust they might have previously held in you.

You cannot sell anything to someone who does not want to buy it. Effective marketing today demands that you first qualify your potential buyers before being so bold as to jam their inboxes or mailboxes with your message.

We need only to look at all the commercial skipping technologies available today to see the value in this statement. TIVO, popup blockers, spam filters - the list goes on and on. Over 90% of those who can skip sales messages DO skip sales messages. John Q. Public is slammed with hundreds of unwanted sales messages every day, from all directions, and John Q is simply fed up.

You do not want your business to be lumped in with spammers and purveyors of such vulgar communications. This does nothing to create credibility or trust in the minds of your potential clients. Frankly it creates nothing more than resentment and mistrust.

Trying to force an unwanted or unsolicited sales message on a potential client is like is like trying to force a hook into a fish’s mouth and then expecting it to bite. This will not work. You must instead offer something the fish wants to bite. The fish will only bite when the fish wants to bite.

Spammers are not the only parties guilty of these archaic marketing methods. Inexperienced Internet marketers (established businesses or not) form a large majority of those marketing in this environment. These newbies are especially prone to fishing by force. Remember: it takes but one unsolicited sales message these days to result in your business being quickly blacklisted and sent to the spam box for eternity

True professionals understand the value of opt-in marketing in both the electronic and the real world. Though much more research is required up front, opt-in marketing actually results in less work and less wasted effort and resources than simply throwing a lot of something against the proverbial wall and praying that some of it sticks. Though hurling stuff at the wall may not cause failure immediately, approaching marketing from this perspective creates an ugly downward spiral - a vortex that grows exponentially and constantly demands more and more resources to yield less and less results.

Sending your message to only those who have previously demonstrated an interest in your product or service will always produce far better results. This is day one, Class One, Chapter One in the modern marketing textbook.

It is also the final test in Trust Building 101.

Posted by Don at Free Publicity Focus Group

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The Single Key That Leads To Internet Marketing Success Or Failure

There is a single factor, unrecognized by many, that can mean the difference between success and failure in Internet marketing. Even if everything is done right, this factor can singlehandedly destroy any business. Conversely, even if everything else is lacking, this factor can still cause a business to succeed.

Surprisingly, as important as this factor may be, it is so basic that most businesses simply fail take it into consideration at all. The failure to consider this when presenting a business to the world could be said to be the very base upon which all success rests. What is this all important component of a successful Internet marketing strategy?

Trust.

People will only buy from a business if they really trust that business.

If people do not trust you, they will never buy anything, regardless of the price asked or the quality of the product. If they do really trust you, they will do business with you even if everything else is not up to par.

Trust is formed as the result of many seemingly unconnected factors. Building trust is an intuitive and perhaps a subconscious process. We often cannot verbalize why we trust a particular business or individual. We cannot say why we do - we only somehow know that we do, or we do not. We know it the minute we walk through the door. On the Internet, we know it the second the web site flashes on to the screen. We never actually decide to trust or not to trust. We instead feel trust.

As buyers we can begin to experience trust as the result of a handshake, in the eye contact – in hundreds of ways. We sense feelings of mistrust in the same way. However, as business owners in an Internet marketing environment, we are not given the opportunity to develop that trust through a firm handshake or a steady gaze. We must instead build trust through words, images, initial impressions and site design.

Intuitive processes are quite hard to define. While our fathers may have trusted banks and presidents, many of us today do not. Is this due to a greater awareness, better communication or media influence? Or is it the result of something else now present that was not present in years past?

The subject of building trust could span an entire book, or perhaps many books. It cannot be given a full treatment in a single article and so I shall attempt to cover the subject over a number of concurrent articles.

That being said, here is one easy takeaway idea. Understand that there are basically two broad categories of businesses. There are takers and there are givers.

Takers take. They take your money. They take your name. They take your email address.

Givers give. They give free advice. Free articles. Free gifts.

If a business is a ‘taker’, people will most likely not trust that business.

If a business is a ‘giver’, people will often trust that business, even if everything else is messed up completely.

If a business is a ‘giver’ but has strings attached to the gift, people will know that business is just a taker trying to appear to be a giver. Don't do this. This old-school tactic is number one on the list of things that can immediately destroy trust.

In the next article I will continue with the subject of trust and how to begin to build it.

Posted by Don at Free Publicity Focus Group

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Creating Awareness In A Global Marketing Environment

In the 'old days', creating awareness of a product or service in the marketplace required a simple and very straightforward approach. Most of us just advertised in the media available at the time. These outlets included newspaper, radio, television and magazines. Frankly, it was a no-brainer. We decided on an ad budget, determined the appropriate percentage of the budget to be allocated to a particular vehicle, created and placed the advertising and tracked the results.

All of that has changed.

In this environment, an effective marketing strategy must be concentrated in four distinct, key areas:

Search Engine Presence and Optimization

A very large percentage of the buying public now looks at the Internet as not just a choice, but rather as the first choice when making purchasing decisions.

Traditional Outlets (Newspaper, radio, TV, magazines, etc)

These are still important if the product or service is offered locally versus globally. However, many people will choose the Internet first even when making local purchasing decisions.

Social Sites

Facebook, Twitter, LinkedIn and other social sites are also being used by a very large percentage of the buying public. If a business is not there, it runs the risk of being invisible to a large segment of its potential new client base.

The 'Blogosphere'

Bloggers are fast becoming the new media. It is urgent that any business create awareness of products or services here or risk losing those who look to blog reviews and opinions when making purchasing decisions.

It is a much bigger game, and tracking ROI has become very difficult.

In addition business owners must be aware of the shift that has occurred from outbound strategies to inbound strategies. In years past, creating awareness was primarily an outbound strategy. We found potential customers and clients and delivered a message using the tools of the times. This outbound strategy was a 'yell in the client's ear' approach that was based primarily on advertising in the vehicles available at the time. Commercials, billboards, direct mail and like vehicles formed the basis of the marketing toolkit.

In today’s environment, businesses must marry that outbound strategy with a laser sharp inbound strategy. The inbound strategy allows the potential client to easily find the product or service they seek. Search engine optimization and Internet publicity strategies are the primary components of this inbound strategy.

It is a much bigger game and the learning curve is very long. However, though there is much more that must be dealt with in this environment, the ability to take the little mom and pop corner store to the global marketplace brings something to the table that was perhaps not there before.

It is really fun.

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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Marketing 'Experts'

Once upon a time a man searched for years to find the greatest Zen Master in the world. After decades, he found a person who everyone said was that master. It took him many days to climb the mountain where the master sat. At last he reached the feet of the Master.

"Oh great master," he said, "for many years I have searched and at last I have found you. Tell me, please tell me how I might become a great master like you . . . "

"Print up some business cards," replied the master.

Anyone can say 'I am an expert'.

Imagine you walk into a hardware store. A man wearing red bib overalls runs up to you and exclaims 'You need a hammer!'

'I do?' you ask.

'Absolutely, yes you do. I am the hammer expert. Come on. Let me show you our hammers. These hammers are cool. They come in different colors and sizes. They are the best hammers money can buy and can be used for just about any purpose . . . .

Ten minutes later you finally manage to get a word in. 'But I am here to buy a tool to change a tire,' you protest.

'Doesn't matter. You can use a hammer. I am a hammer expert and the uses for these hammers are unlimited. Why, just the other day . . . "

The question is this: Would you buy that hammer you really don't need because the hammer expert said you needed the thing? No.

Experts are everywhere these days it seems. Many of these people are not experts - they are tool salesmen. It is an unfortunate fact that most of these experts go about things backward. They first decide upon a tool and then try to retrofit you into their tool profile. Don't allow this to happen. If you do, you will waste a great deal of time and money and will end up with a hammer that will not accomplish your goal. How can you tell you are talking to a real expert?

1. Experts analyze - they don't fantasize

If anyone tells you the answer before asking the questions you are not talking to an expert - you are talking to a salesperson. A real expert will do an analysis of your situation before making any recommendations whatsoever.

Real experts often turn away more clients than they accept.

2. Real experts have real experience.

The first question you should ask should be 'How long have you been an expert at _______?' If the answer does not end with the word 'years', (plural) run away. Even if the answer does end in 'years' you may still wish to back away slowly, especially if the expert is an expert at selling a particular tool only.

3. Real experts know that they do not know everything

A real expert will refer you to other real experts if they do not consider themselves to be an expert on a particular subject. This is why doctors and attorneys refer clients to other doctors and attorneys. There is no such thing as an expert who is an expert in everything. If anyone tells you that they are the expert in everything, cover your pockets, cover your you-know-what and, again, run.

4. Above all else, real experts are realistic

If your expert is promising the moon, that is likely where you will have to look for that expert - after that expert takes your money. Experts do not make promises - they make projections. No one can guarantee the success of anyone else.

The expert might make you angry at times. This is because real experts are known for telling the truth. You may not want to hear the truth. This is because your expectations may be unrealistic. Most marketers do not want to hear bad news - they only want to hear good news. A false expert will be more than happy to tell you all the good news you want to hear - until they get your money. Then, they most likely will not answer the phone, as they are probably out having lunch with their tool-selling buddies.

A real expert will most likely burst a few bubbles. They will be realistic. This is what you want. This is how they developed a reputation as a real expert. Real experts do not deal in hopes or dreams - they deal with reality and facts. This is also why you should use them. Real experts are building a reputation - not making a fast buck. No real expert would gamble a long-term reputation against a few short-term dollars.

Finding a real expert out here can be difficult. It is said that the Buddha, after a lifetime of teaching, in his final words to his disciples, gave the best piece of advice he could muster:

"Just do the best you can."

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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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.

More at http://www.freepublicitygroup.com

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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 . . .

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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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