Testimonials add credibility and proof to your promotional copy — which is why no marketing campaign should ever go out without a slew of ‘em.
But often your customers, although ebullient about your product or service, aren’t able to express their enthusiasm very well in writing. So what do you do?
What is the one thing that all successful people, whether athletes or entertainers or billionaire business tycoons, have in common? They’ve all had mentors. That’s what helped them get to the top faster and easier.
As Brian Edmondson, Director of the Internet Money Club, put it during his presentation yesterday at Bootcamp:
Clayton Makepeace has a strategy that his largest client has used to bring in $2.5 million in sales in 24 hours. And it generated $16 million in sales in a single month.
Though it’s not a traditional sales process or marketing campaign, direct-response marketing is at its heart. And it leverages the best parts of the Web — what Clayton calls the Internet’s “5 Golden Advantages”:
You don’t see the world through your eyes, said Tom McCarthy in his Bootcamp presentation yesterday. You see it through your brain.
And that means, despite the possibilities you see in front of you, your brain can sap your confidence and “psych” you out of taking action.
Many of Ryan Lee’s websites look like porn sites. He admitted as much during his presentation at ETR’s Info-Marketing Bootcamp.
But Ryan is not in the porn industry. One of his major niches is fitness. And that’s where he’s applied what he’s learned from porn sites — specifically, how they market their … um … products.
Joint ventures (JVs) are a great way to get started online if you don’t yet have any products of your own to sell. And then, when you get more established, they should play a major role in your overall marketing strategy and product launches. Because JVs will get your products in front of fresh eyes.
A joint venture is simply two or more people working together to achieve a common goal. In a nutshell: “You promote my stuff, and I’ll promote yours.” That could mean selling each others’ products or giving each other access to your e-mail subscribers or visitors to your high-traffic websites.
Sales and marketing strategies, product development, and the like are essential parts of any business, of course.
But, as many of the speakers at ETR’s Info-Marketing Bootcamp have stressed this week, much of your success as an entrepreneur depends on the relationships you form with fellow business builders. In fact, these partnerships will accelerate your success. You’ll make more money, faster.
“At this point, we cannot rule out malignancy,” he said.
It wasn’t the typical opening to an Info-Marketing Bootcamp presentation.
But MaryEllen Tribby, Publisher and CEO of Early to Rise, is not your typical presenter.
What’s your excuse for not working toward your most cherished dream?
It could be to start your own Internet business or learn a new language or travel to Asia.
Do you think you’re too old? Too inexperienced and unqualified? Too busy with other things? Too broke?
What do you really need to start building a life-changing amount of wealth?
Your 401(k) ain’t gonna do it. Neither is your day job.
The 200 aspiring Internet entrepreneurs at Bootcamp know. It was the subject of Michael Masterson’s keynote speech: The Special Theory of Automatic Wealth.
“This way, attendees could start making as much as $500 while they’re still at the conference!” MaryEllen exclaimed.
We’d already made a big promise: Every attendee at our upcoming 5 Days in July Internet Business Building Conference WILL walk away with their own fully functioning Internet business – in just 5 days. But now MaryEllen had upped the ante. Now, attendees would have a chance to start making money even before they got back home.
This is how it breaks down: All attendees will have the opportunity to enroll in ETR’s Affiliate Program at the conference.
As you may know, becoming an affiliate of an established company that already markets a variety of products is a great way to “get your foot in the door” as an online entrepreneur. You simply promote the company’s products on your website, and they (in this case, ETR) take care of fulfilling the orders generated by your efforts, handling customer service, and so on. You, of course, get a cut of each sale. (With ETR’s commission structure, you get 25 percent on all sales. So, for example, by selling just one ticket to ETR’s 2009 Info-Marketing Bootcamp, you can get $499.25 – straight into your pocket!)
George Dahir, ETR’s Affiliate Program Manager, will be in Denver to personally assist the new affiliates in setting up their websites for affiliate sales, show them the best ways to promote ETR’s products, and, of course, answer any questions.
But this is only one component of the comprehensive Internet business-building program the ETR team has in store for 5 Days in July attendees. Search engine optimization, pay-per-click ads, copywriting, e-mail marketing and list building, not to mention website creation with some of the easiest-to-use software ever… it’s all going to be covered in Denver.
[Ed. Note: Even if you are just thinking about starting your own business, you should go here to find out what the Early to Rise team has in store for you during our 5 Days in July Internet business-building conference.]
My brother was scanning CraigsList when he found the perfect apartment: cheap, in a great neighborhood, and the landlord was offering all sorts of extras.
Turns out the listing was fake (though the apartment was real). Something on CraigsList that’s not on the up-and-up? Shocking, I know. How did my brother find out? When he inquired about the rental, he got an e-mail asking for his Social Security number, driver’s license info, bank account details, etc. so they could run a “credit check” – and he knew something was amiss.
Yes, that’s the kind of information a prospective landlord is likely to ask for (legitimately) – but only when you meet him in person and after you have seen the property. And what have you learned about e-mailed requests for personal information from people you don’t know? That’s right, you’re probably dealing with an identity thief who’s doing some “phishing.”
It turns out that identity thieves aren’t the only ones misusing CraigsList apartment ads. Scammers are posting vague listings with no specific addresses – but rock-bottom rents. Those who inquire are asked to provide a credit report before they can see the apartment, and are helpfully given a link to get a “free” one. It’s a link to a company that actually does offer a free report… after you’ve signed up for their expensive credit monitoring service.
The lesson? CraigsList is a great resource, but caveat emptor. When a deal sounds too good to be true – it probably is.
[Ed. Note: Unscrupulous businesses got you down? Why not Unscrew Your Life with ETR's monthly newsletter designed to help you overcome life's annoyances, scams, and more.]
When starting a small business, your first steps should be researching your target market, developing a marketing plan, and testing offers. In other words, taking action to turn your business idea into a real business by making sure you can sell your products at a profit.
Unfortunately, many first-time entrepreneurs let their anxiety about such things as tax codes, website security, and the right corporate structure sidetrack them into spending all their time on endless rounds of research.
Sure those things become important, but only after your business is up and running. And once the business is actually making money, you can afford to hire professionals (an attorney, accountant, Web designer, etc.) to worry about them for you.
It may seem like you are working on your business while you are trying to figure these things out for yourself. But as MaryEllen Tribby, ETR’s publisher and CEO, points out (often in her “tough love” comments to attendees at our conferences):
“Instead of helping you get ahead, these things could actually be preventing you from achieving the success you want.
“Whenever you think you MUST do something to help get your business started, ask yourself, ‘Will this help me achieve my marketing goals?’ If the answer is no, it may not be worth worrying about it.”
[Ed. Note: With ETR's 5 Days in July business-building conference, you may not learn much about advertising laws or accounting practices. But you WILL get a comprehensive education in starting your own profit-producing Internet business. Get the details here.]
“You know so-and-so… really? Well, I have this product/idea/freelance offer that I’d love for you to pass on. It’s no problem, right? Even better… could you give me his e-mail address so I can get in touch?”
An old friend or new acquaintance finds out that you’re “connected” and they want you to open up your network – and risk your reputation – to promote their project.
Should you do it? That depends. It can be uncomfortable to say no (especially face-to-face). But say yes only if the request passes all three of the following tests:
[Ed. Note: For more straightforward advice on avoiding and overcoming sticky situations like these, check out ETR's monthly newsletter dedicated to helping you "unscrew" your life.]
Networking is a great way to establish personal connections with people in your industry, whether you’re interested in joint ventures, finding a business partner, seeking funding, or looking for a new job.
But do it wrong and you can burn a lot of bridges. Here are some things you should not do:
Be too vague. Your friend passes on contact information for a consultant that you know will help your business – so you give him a call. But instead of briefly describing your problem and asking for specific advice, you tell a long rambling story and then ask: “Can you help me?”
Prepare for the call by honing your elevator pitch – a one-minute, specific summary of who you are and what you need.
Bombard the contact with “follow up.” Let’s say you’re given contact information for a CEO who’s looking for your type of freelance services. Make your pitch with a phone call or by e-mail. Lay out your expertise and tell him what you can do to help him. Then let him carry the ball. Don’t send daily e-mails “checking” on the status of the hiring decision. Nagging isn’t going to get you the job. If he’s interested in you, trust that you will hear from him.
Forget to follow up with the “connector.” When you’re introduced to a great contact don’t forget to say thanks and offer to reciprocate or help in some way.
[Ed. Note: Networking effectively is just one skill you can learn with Unscrew Your Life, Early to Rise's monthly newsletter dedicated to helping you navigate the trials and travails of daily life, whether you're at home, at work, or anywhere in between. Find out more here.]
The stock advice for American travelers seeking safety information for other countries is to check out the advisories at travel.state.gov. It is also recommended that you register with the State Department before your trip, and then check in with the local U.S. embassy or consulate once you get there.
But those should be the first – not only – steps you take, especially if you’re traveling to areas known for conditions that make them unstable or dangerous (e.g., civil unrest or disease outbreaks). You see, the U.S. isn’t always up to date when it comes to issuing travel warnings. And in emergency situations… well, U.S. travelers in Mumbai during the recent attacks report calling the embassy only to be told to watch TV news for more information.
So you should also register for e-mail alerts from the Australian (smarttraveler.gov.au), British (fco.gov.uk), and Canadian (voyage.gc.ca) governments. Their worldwide travel advisories tend to be more current and more frequent than those from the U.S. Plus, they’ll send you e-mails and text messages quickly and often during emergency situations.
(Source: Conde Nast Traveler)
[Ed. Note: Staying safe when traveling is just one of hundreds of situations you can learn to handle with aplomb with Unscrew Your Life. It's a monthly newsletter with tips for overcoming life's sticky situations, large and small. Find out more here]
In business, your name is – at the most basic level – all you’ve got. So whenever you sell anything, you must make sure it is of the highest quality, it is backed up by top-notch customer service, and that you don’t just deliver on all the promises you make in your advertising… you over-deliver. When you do make a mistake (it happens), you must do everything you can, as quickly as you can, to make it right.
Which makes Martha Stewart and Kmart’s reaction to a “misdesigned” patio chair quite surprising. Turns out the chair, a kind of stationary rocker, has a flaw that can sever the fingertips of those who take a seat and rest their hands in the wrong place. Several people have been injured.
Martha has dismissed the claims as exaggerated. And Kmart has yet to recall the chair (although the version now being manufactured has been redesigned).
This is, obviously, an unacceptable response. But are you doing something similar (albeit less physically harmful to your customers) – even on a seemingly insignificant scale? Selling e-books with outdated information… Releasing goods with cheaper packaging… Cutting costs with an automated answering service instead of live customer service representatives? And when customers call you on it, do you get belligerent and defensive?
It could be something small in your eyes. But in a customer’s eyes, it could be reason enough never to come back.
[Ed. Note: Ever bought a product that didn't live up to expectations - and the manufacturer blew off your complaints? Find out how to get your money back - and then some - with ETR's Unscrew Your Life newsletter. Get it here.]
The traditional resume is all about you, not what you can do for the company. That’s why we encourage Early to Risers to send out “sales letters” instead, highlighting how you can increase profits, improve customer service, etc.
But some companies are stuck in the “resume rut” and require job candidates to provide one. In that case, our recommendation is to use your “sales letter” as a cover letter – and make sure your enclosed resume is not cluttered with junk like this:
1. Your photo. It has become trendy to include a photo in a resume – but it’s unprofessional. The HR department isn’t casting you in a movie.
2. Descriptions of your “traits.” Nobody cares if you are “a team player” or a “hard worker.” That’s assumed. Use the limited space you have in a resume for experience and measurable accomplishments.
3. Your ability to use Word and other basic programs. That, too, is assumed. And, unless you are applying for the typing pool, nobody cares how fast you can type.
4. A third – or even second – page. If you’re fairly new to the workforce, one page is enough. (You can leave off your college job at the Burger Hut.) If you have considerable experience, two pages is okay.
(Source: U.S. News and World Report)
It was possibly the worst sales pitch I’d ever heard – a National Public Radio commercial for a touring company coming to South Florida.
“If you see one Broadway show this year… you might want to see Les Miserables.”
It’s like saying, “Hey, the show is so-so. You might want to go to a movie instead.”
Are you engaging in this sort of halfway marketing with your business? Are you hesitant to make strong claims and scared to “sell” – sending out lukewarm sales messages instead?
You shouldn’t be. If you’re in business, you believe in the quality and value of your products. You think they will help people. Make sure they do – and be proud to sell them. Tell your prospects that your products are the best ones out there. Enthusiastically urge them to buy.
Review your marketing efforts. Get rid of half-measures. Adopt this model and your sales will skyrocket.
[Ed. Note: For more straightforward business-building and marketing advice, check out Michael Masterson's Wall Street Journal bestseller, Ready, Fire, Aim: Zero to $100 Million in No Time Flat. It's full of wisdom, techniques, and insider "secrets" that Michael has learned in his 40-year career. Get your copy today. ]
Biding your time until your “dream” job falls in your lap is a recipe for disappointment. But by using Michael Masterson’s principle of chicken entrepreneurship, you can create your own dream job and secure your financial future at the same time.
Simply start a side business based on something you’re passionate about.
Have you kept tropical fish most of your life? If so, you’re an expert in fish care and aquariums. And it’s possible that people will pay for your advice. Have you always had a “flair” for cooking? Gardening? You could create and sell an e-book, start an e-mail newsletter, create an instructional video, etc. Useful, expert information can be sold in almost any form imaginable.
Granted, not every passion can be turned into a saleable information product. You have to test the waters before you go too far.
Start by checking to see if you have any competitors. Do a Google search. Check Amazon and eBay. If nobody else is selling a similar product to your intended market, that’s not a good thing. It probably means there are no customers for it.
If your initial research looks promising, test your idea online. The easiest way is to set up a Google AdWords campaign. If a lot of people click on your ads (which should link to a landing page that makes the actual sale), you know you’ve got something worth pursuing.
Don’t put in a lot of time or money creating a product. If you get a lot of orders, rushing to fulfill them will be a good problem to have.
[Ed. Note: Your dream "job" could be around the corner... At Early to Rise's Profits in Paradise conference this week, you could learn dozens of ways to break out of the rat race and build a lifetime of wealth from our cast of experts in real estate, investing, self-development, and Internet marketing. Find out how Profits in Paradise could change your life today.]
The death of a loved one is tough enough. But hearing from debt collectors just weeks after the funeral makes it much worse.
Before you make any promises to “settle” your relative’s accounts, whether a cellphone bill or credit card debt, know this: You probably don’t have to pay a dime out of your own pocket. The debt can be paid with the deceased’s estate and whatever you have inherited from it. But, although laws vary from state to state, heirs are not usually required to pay off the deceased’s bills with their own money.
That doesn’t stop collection agencies from asking you to do just that by using carefully worded language. Some even position themselves as helping you with payment plans.But if you ask them directly, they should admit that you do not have to pay.(Source: The New York Times)[Ed. Note: How to deal with unsavory creditors is just one of the dozens of tricks and techniques to improve your life at work, at home, and everywhere in between that you'll learn with ETR's Unscrew Your Life newsletter. Sign up today and get a valuable free guide to getting past hundreds of life's little irritations.]
My cellphone plan includes free text messaging. But on last month’s bill, there was a charge for two of the dozens of messages I sent – for a total of about 50 cents.I called the company and, as you might expect, spent an hour or so on hold, being transferred, and explaining my gripe to a succession of reps.When I hung up, it occurred to me: That hour of my time could have been much better spent.
Instead of quibbling over 50 cents, I could have brainstormed Internet business ideas, started writing a sales letter, done keyword research, found public domain works to repurpose for sale. ] The list goes on. In short, in the time it took to snatch back my half-dollar from the jaws of corporate America, I could have started setting up a profit-producing Internet business that would ensure my financial future.
Some screw-ups are worth complaining about. But before you spend the time to call up customer service over a couple of bucks… or race back to the grocery store to get your Buy 1, Get 1 Free deal… consider whether it’s really worth it.It can be tough to let go of that “It’s the principle of the thing” mentality. But, most of the time, it’s not really worth it. As Robert Ringer said in his article “When Not to Save Money,” “Pennies may add up to dollars, but the time required to save those pennies can add up to a lot of stress – and enough stress might just add up to serious illness or premature death.”
Take a minute to reassess the moneysaving measures you take – and whether they are worth the time, energy, and stress you put into them.
[Ed. Note: Have a spare hour? With Early to Rise’s Internet Money Club Independent Learner Edition, you could turn every spare moment into a moneymaking opportunity as you learn to build your own Internet business from the ground up. Get all the details for starting a cash-producing venture online right now.
Looking for material that you can use for your e-books and other information products? There are countless resources for finding content that’s in the public domain. By that, I mean content that was never copyrighted… or that was copyrighted but the copyright expired. You can repackage and republish that stuff to your heart’s content, without the author’s permission. And you don’t have to pay him or her a cent.
Do a quick Google search for “books public domain,” and you’ll find tons of possibilities. But as veteran copywriter and marketing expert Bob Bly points out, there is an “analog” method for finding public domain works too. And this one can be even better, because it allows you to thumb through the material to make sure it suits your needs.
Bob’s recommendation is to check out used bookstores for old books in your niche. Books published prior to 1963 that have not had their copyrights renewed are fair game, and you are free to do with them as you wish. (Check the U.S. Copyright Office records first – www.copyright.gov/records/ – to be sure.)
[Ed. Note: Award-winning copywriter and marketing consultant Bob Bly will show you how to secure your financial future with an Internet business at Early to Rise's upcoming Selling on the Internet Conference in New York City. It's a crash course in Internet entrepreneurship taught solely by Bob (www.bly.com)..To learn more, go here.
Dusty old bookstores can be a fun way to find public domain works. But if you're not a bookworm, why not let a couple of "pros" who have made $500K+ repurposing old books into new products show you their hassle-free, online system?]
“I’ll build your website – only $895! Call 800-XXX-XXXX.”
No, it wasn’t the copy for a classified ad or a posting on a freelance job site. It was a “bandit” sign, stuck in a grassy highway divider down the street from my house.
At ETR, we embrace multi-channel marketing, but you have to choose channels that are going to reach your target market.
“Garage Sale” signs at busy intersections get noticed by folks who are out for a Sunday drive. Billboards on the highway do a good job of drawing traffic to restaurants and attractions. And at election time, roadside signs are fairly effective at drumming up support for candidates and issues.
But if you’re marketing a technical service like Web design, you should be posting on CraigsList or Elance.com, not a street corner. You could also place pay-per-click (PPC) ads on Google, so that when people search for “Web design services” your ads will pop up on the results page.
The idea is to advertise through channels that will get the attention of your prospects.
In their book Changing the Channel: 12 Easy Ways to Make Millions for Your Business, http://changingthechannelbook.com/promos/102808_etr/ Michael Masterson and MaryEllen Tribby point out, for example, that an 80-year-old grandmother almost certainly doesn’t spend a lot of time with a computer. So if your target market is older women, it wouldn’t make sense to focus your marketing online.
Identify your target market and do some research. Then make some educated guesses about the kind of advertising that is likely to appeal to them. Telemarketing? E-mail? Banner ads on websites? Print ads in newspapers?
Test your best guesses, track your results… and run with the winners.
[Ed. Note: Not sure how to reach your prospective customers? Find 12 highly effective marketing methods in Michael Masterson and MaryEllen Tribby’s Amazon.com bestseller, Changing the Channel. Pick up your copy today.
You’ve worked hard and have finally been promoted to that executive position, with a salary to match. You’ve made it, and you’re sure your financial future is bright.
But is all that income tied up in car and mortgage payments, expensive vacations and dinners out, and the like? If so, your financial security is mighty rocky. If your company fails and you’re unexpectedly laid off… if your high-flying career derails… if illness prevents you from working for an extended period of time… you’ve got nothing to fall back on.
Marketing expert and self-made millionaire Bob Bly recommends you take a smarter approach and start saving: “Money can protect you against many disasters, and make many others easier to bear. You should set a goal of accumulating $2 million in liquid assets.”
Why $2 million? Because, Bly points out, the investment income from $2 million can provide you with enough money to live on… no matter what.
[Ed. Note: Award-winning copywriter and marketing consultant Bob Bly (www.bly.com) will show you how to secure your financial future with an Internet business at Early to Rise's upcoming Selling on the Internet Conference in New York City.
It's a crash course in Internet entrepreneurship taught solely by Bob. Learn more here.]
There’s a house for sale in my neighborhood. Has been for over a year.
Not uncommon in today’s market. But the home’s Pepto pink and lime green facade – in a neighborhood of conservative homes painted in subtle, neutral colors (many of which are also for sale) – makes me think it will continue to be on the market for quite a while.
Eye-catching, for sure. But if the owner thinks that’s giving him an advantage in the marketplace, he’s making a big mistake.
Are you doing the same thing with the website for your Internet business – depending on flashy graphics to make the sale for you? As Michael Masterson pointed out in a recent issue of his VIP newsletter Ready Fire Aim, fancy websites with animation, music, and the like may keep Web designers happily employed, but they do nothing to help you sell your products.
Your business website should be simple and clean, with a clear call to action. You want to convince visitors to buy your products with an easy to read and understand sales message, not dazzle them with design.
[Ed. Note: Michael Masterson's take on Web design is just one of the many "insider" tips and techniques he reveals in True Path to Profits: A Master Entrepreneur's Guide to Business Success. Find out more (including how you can get a bonus subscription to Michael's VIP newsletter, Ready Fire Aim) here.]
Chinese take-out is big business in South Florida. But “Chang’s” never had a chance.
They opened, added their name to the sign at the plaza entrance… and that was it. No ads in the local paper, no insert in the Penny Saver, not even a guy sticking flyers under windshield wipers in the parking lot.
Have you assumed this same “build it and they will come” attitude with your business? You may have built a website and created products. But have you taken steps to build up your e-mail marketing list or optimize your site for Google searches?
You need to “channelize” your business by marketing via as many different channels as possible. That means getting the word out about your products through search engine optimization, pay-per-click campaigns, forum posts, e-mail marketing, direct mail, print ads, TV ads … every marketing channel that’s appropriate for your market.
As Michael Masterson and MaryEllen Tribby write in Changing the Channel: 12 Easy Ways to Make Million for Your Business:
“Your best customers are those who are motivated, financially capable of buying from you, and prepared to buy. If you don’t locate and convert these customers through a multi-channel, direct-response advertising campaign, then you are leaving dollars – perhaps millions of dollars – on the table.”
[Ed. Note: For even more tips to supercharge your marketing campaigns and increase your business's bottom line, check out Michael Masterson and MaryEllen Tribby's book on multi-channel marketing, Changing the Channel: 12 Easy Ways to Make Millions for Your Business.]
You’ve probably seen the Cash4Gold infomercials. You send in your old jewelry, and they cut you a check. But when one curious blogger tried it, he got back a third of the appraised value. He called to complain and get the jewelry back – and Cash4Gold quickly upped their offer.
The blogger considered this to be unethical (why wasn’t he offered the higher price the first time around?), and posted the story at cockeyed.com. It was picked up by other websites. And now when you Google “Cash4Gold,” it is #2 on the Google results page.
But what the company did next made it a lot worse.
They sent the blogger a series of e-mails offering “Cash4Deleting” the negative post. At one point, the offer was up to a couple of thousand dollars. And, of course, those e-mails ended up online as well.
Some say any publicity is good publicity… but in this case, I’m not so sure.
Aside from their clearly dishonest approach to running a business (which, in itself, pretty much assures that Cash4Gold has no future), they made a stupid mistake when attempting to bribe the blogger. Apparently they didn’t realize that anything you say in an e-mail can end up being seen by the wrong people – millions of them.
(Source: Consumerist and Cockeyed.com)
“If I was you, I would have kicked her out.”
“I would have smacked her.”
“And her husband… what a @*&#%. ‘Now you’re sure this is compatible?’ he asked me for the umpteenth time. I couldn’t take it.”
Several employees of my local cellphone store were blowing off steam about a “difficult” customer. But they weren’t doing it afterhours at a local bar. They were standing right in front of me while one of them was ringing up my purchase. And there were about 10 other customers within earshot.
As Michael Masterson says: “The customer should be treated as if he is right, even when he is wrong.” And that applies even when you’re not dealing directly with a customer service problem.
If you run a business where your employees interact with customers, clients, business partners, vendors, etc. (pretty much any business), you must have a zero-tolerance policy for “trash talking.” Employees should put on a public face when anyone outside the company is around. No gossiping, no insulting comments about former associates… nothing negative.
[Ed. Note: Dealing with difficult customers is an unavoidable part of being in business. So what? You can do it! Don't let that prevent you from building a powerhouse Internet business. Get a step-by-step guide to starting and growing your business right here.]
Some business owners and marketers think that one channel of marketing (maybe direct mail, TV ads, or joint ventures) is all they need.
“I just have a little retail store. I’m not a big company,” they say. Or, “I reach my customers with the Yellow Pages just fine.”
But as Michael Masterson and MaryEllen Tribby reveal in Changing the Channel: 12 Easy Ways to Make Millions for Your Business, any business can multiply its profits by using a multi-channel marketing strategy to reach their customers.
For example, the owner of Michael Masterson’s local cigar shop, Cigar Connoisseur, is already using joint ventures, event marketing, TV and radio advertising, print ads, and direct mail. Joe’s coordinated, multi-channel approach has increased the number of customers that come to his shop, the frequency of their purchases, and the amount they spend during each visit.
Joe is doing very well. But Michael thinks he could do even better, and has suggested testing telemarketing and e-mail marketing, as well as search engine optimization for the Cigar Connoisseur website and pay-per-click ads. If Joe takes Michael’s advice and tests these additional channels, he will surely find at least one more that will work to his market.
You, too, could amp your sales by reaching out to your customers via multiple channels. Keep in mind that not every marketing channel works for every business. That’s where testing and tracking comes in. If one channel isn’t generating enough sales to justify the time and money spent on it, forget about it… and move on to the next channel.
[Ed. Note: A comprehensive marketing plan is only one part of your business's overall sales and marketing efforts. You can find dozens of techniques and strategies in Michael Masterson and MaryEllen Tribby's Amazon.com bestselling book, Changing the Channel: 12 Easy Ways to Make Millions for Your Business.]