Broaden your audience - use written words!

Darn I hate videos! Seems like everyone on line with interesting information these days is putting it on video - so I miss it!

First I have to wait until midnight so Hughes Net won't shut me down for downloading too much. But then, with a satellite connection, many videos come in little chunks. I forget what they're talking about in between the chunks.

I know, I know. Video is the really cool thing to use - and it takes less effort than refining your words to write them out. But since only about half of all internet users have high speed, that means you have half the audience you could have if you wrote down your information.

Think about that...

Do You Ask Your Customers and Clients for Testimonials?

You really should, you know, even if it's hard to do.

In a world filled with big promises, big claims, and marketers shouting "I'm best, pick me!" having a 3rd party endorsement can mean a lot.

But it is hard to do. So, go about it a different way - ask without really asking.

I made some suggestions about how to do that on my other blog... Come see.

A new look at your competition

Hi all -
It's been a while since I posted here, because I moved my blog to my website. I intended to take this one down, but then my son talked me out of it. Bossy kid.

Anyway, I don't have enough hours in the day to write on both blogs, so I'll give you a hint about the content, and ask you to please follow me, and Read today's post...

It's a new look at competition - and why maybe it isn't competition at all! Please join me for an idea that just might give your business a boost!

Marte

Please follow me to my new blog site

If you read about SEO then you know that your blog should be attached to your website. So now, mine is attached to my primary website: www.marte-cliff.com.

I thought there was a way to do that with blogger, but couldn't make it work, so I finally downloaded Wordpress, got some help from the friendly tech guys at Go Daddy, and made it happen.

The new blog still needs some work on layout, etc. but it's there.

So, please join me...

See you there!

Marte

Think about the benefits you offer to customers

Two weeks ago we were all whining about the heat and the lack of rain - now I'm whining about the cold and the rainstorm that did me out of a horseback ride on Monday. We've had frost a couple times in the past few days, and the air has a definite "fall chill."

What ever happened to gentle transitions between seasons?

Well, if nothing else, some retailers should be glad. The change in weather should get people started thinking about winter clothing, heating stoves, snow blowers, and even Christmas shopping.

Do you have a business that will benefit from the arrival of winter? If so, have you got your new promotions written? It seems soon to be thinking of holiday promotions, but if you start now, you'll produce good ads, and if you wait until November... Well, they might be the kind of thing that results from working in a hurry.

So stop now and think about how your product or service really benefits people during the holidays. Do you sell something that would make a unique gift? Do you offer a product or service that would ease holiday stress? Have you made a special purchase so you can offer a huge discount on some popular item? Can you offer extra service that your competitors don't?

Take out a paper and pen and write down 10 or 20 reasons why someone should do business with you this fall and winter. Why should they choose you instead of a competitor? If you get stuck, write down wild ideas, because they'll lead to good ideas if you keep going.

When you finish, pick out the 4 or 5 best reasons (benefits to the customer, remember) and base your fall and winter ad campaign on those reasons.

Now decide how you intend to reach out to your customers. Will you place ads in a newspaper? Will you send out flyers? Will you do an email campaign? Get out the calendar and schedule your marketing events, then write the ads.

Do it now. Because if you wait, all those good ideas will have flown from your head and you'll be facing the last minute deadline without good copy.

Yours for prosperity,
Marte
writer@marte-cliff.com

P.S. Remember, if you get stuck, I'm as close as your email, and I love writing promotions that create sales!

The Law of Attraction and Time Management

I have to share a tried-and-true time management tactic that I've just begun to use, but first, have to share my excitement!

My copy of Money & the Law of Attraction arrived today! I got started reading over lunch, and can hardly wait to keep on. In fact, I'm going to block some time just for this book.

OK, back to time management. I keep CD's in my car and work on my education any time I have to drive somewhere. Early last week I gave a second listen to a Glazier/Kennedy CD and heard again about time blocking. So I tried it, and I really am accomplishing more. I'm also feeling better about it.

The idea is to block out a certain amount of time for each of the tasks you must accomplish - and of course to put first things first so you don't miss deadlines or put off doing the things that will bring you the greatest rewards. We humans seem to be experts at "busy procrastination" that keeps us doing trivial things and putting off the important ones.

My trouble always has been thinking that I had to do it all "today" and then ending up accomplishing nothing because I couldn't decide where to start.

With the time blocking method you know when you'll get at each project, and it removes the pressure of thinking you have to do everything at once. The only real problem is deciding which things can wait until another day. My method is deadlines and promises first, business-building activities next, and routine bookwork after that.

The second important benefit to time blocking is that time once blocked cannot be interrupted. In other words, you don't take phone calls or go throw a load of laundry in the washer. And you don't let your mind wander off to the other tasks you think you should be doing. You simply focus on the task at hand.

From a psychological standpoint, you're telling yourself that you will accomplish a certain thing within a set time frame - and the result is that you generally do so. The speakers on the CD didn't mention the Law of Attraction by name, but that's what they were talking about. You state an intention, you believe in it, you do it.

Yours for prosperity,

Marte

P.S. If you haven't ordered your copy yet, I recommend that you do. This book is really something!

How to make readers delete your mail

How silly would that be? But from the looks of my mailbox, plenty of people are working hard at it.

One that stands out today says something like "Why Jerry hated my article." But guess what? When I scrolled down, I saw no mention of Jerry or an article. It was just a whole lot of short blurbs urging me to click and go to dozens of different places.

I deleted it. I'm not that curious about Jerry or her article.

I've said it before - nearly everyone has said it before - be sure your subject line is not only interesting enough to make people open your mail, but has some relevance to the message below it. Otherwise, people won't just delete this time - after you've done it to them a couple of times they'll automatically delete without bothering to look at what you have to say.

One of our most well-known copywriting gurus is doing that now - his headlines promise some information,but when you scroll down you find that you'll only get the information if you buy something. I don't even bother to look any more. I really should take the time to opt-out of his stuff, but the speed of my satellite connection leaves a lot to be desired, so I don't want to take the time.

So - if you offer something in your subject line, be sure your visitors find it quickly when they open your mail. Otherwise, you'll lose your credibility and the trust you work so hard to build.

Yours for prosperity,
Marte

Public speaking won't kill you - even if you think it will

This past week I helped the owner of a moving company in San Francisco put together a speech to give to a group of Realtors. He was, of course, terrified of getting in front of the group, but he did it anyway, because he'd like to earn their referral business. And you can too!

No matter what you're doing for a living, you have some expertise that others don't have, and you can share it with a group of individuals who care. This is effective marketing at only the cost of gas to get there - or the cost of a copywriter if you can't decide how to say what you want to say.

Who can do this? Anyone. Who can you talk to? Any group that has meetings.

For instance, if you're lender expert in reverse mortgages you could speak to the Senior Citizens group and let them know the pros and cons. If you sell insurance you could speak to this same group about the various and confusing Medicare plans.

If you're a Realtor you could talk to the Chamber of Commerce. Just fill them in on how the market is affecting real estate sales in your city, if more people are moving out than in, if people are still searching for commercial property in your vicinity, etc. These folks have heard plenty of rumors, so go tell them how things really are.

With the Chamber, you can give a short talk introducing any kind of services - because business people do like to know about other businesses in town.

If you're a farrier you could talk to the local 4-H Horse clubs about proper care of their horses' feet.

If you're a tutor you could talk to a parent-teacher group.

If you sell fund-raising materials you could talk to local service groups - and tell them the results of any studies you have about which promotional materials result in the most future sales.

If you're a leather crafter, go talk to the local gun club and show them how to choose the perfect holster (that you can create.)

Think about what you do, who your target market is, and then look for a group of people who meet regularly and would welcome expert information about their topic of interest.

You don't have to talk for an hour - in fact, they'll be glad if your talk is brief and to the point.

Be sure to prepare a little hand-out material. You can give your audience a brochure, coupons for $ off future service, or an informational piece with your name clearly displayed. And be sure to attach your business card. Make sure your photo and your web address are on one or more pieces that you hand out - so people will instantly remember who you are when they look at your materials later.

You really can do it - just prepare ahead of time so you know what you're going to say. You can take along your notes so you don't miss an important point, but try not to just read your speech.

Remember that this is a group who is interested in what you have to say - it's not anything at all like when I was a student teacher and had to get up in front of a class of kids who wished I'd just go away.

They won't expect you to be perfect - only real. So get out there and promote yourself!

Yours for prosperity,
Marte

What if your marketing budget is small?

Look around - you'll find a ton of places where you can market for free - or almost for free. Start with Craig's list and search for more. Do this for both your services and your listings. Remember, the internet is a powerful tool - the place where over 80% of all home buyers begin their search. Make use of this power.

Remember also to market at the end of every email you send, so that no one can forget what you do.

In my ebook, Getting Clients, I outline many methods of low-cost yet effective marketing techniques. One of the first is wise use of business cards. They're so inexpensive that you could actually have different cards for different niches.

Try adding a tag line such as "Making short sales simple." Be sure to include your URL - to direct people to your site, where they can learn more about how you'll help them.

If you're strapped for cash starting out, go to Vista Print and get their free business cards.

The real challenge is in deciding how you'll present yourself, and making sure that everything you do shows the benefit you'll bring to your customers and clients. Your tag line needs to be short and attention-getting. So the first step is deciding what you're trying to accomplish, and then distilling the message down to a few words.

Now is not the time for "Me too" or "I'm here" marketing - it's the time to separate yourself from the crowd and show people how you can help solve their specific problems.

About those business cards - hand them to everyone! Hand them to people you've handed them to before, and if they ask why, tell the truth: "I hope you'll give this one to someone you know who needs my help."

Do you see a theme in what I've said? The more you focus on how you'll help people, the more business you'll have.

Above all, remember that the Law of Attraction is at work - so focus on what you want, expect to get it, and start each day with positive confidence!

Yours for prosperity,
Marte

Profiting from the real estate downturn, part III

Sad to say, many Realtors and others who serve the real estate market will drop out over the next few months. They'll buy into the gloom and doom and stop trying.

We have to be honest here, and realize that a whole lot of agents who got in when the market was hot weren't really trying much then, either. Just being there gave them enough business to keep them in the game. During my 19 years in real estate I met dozens of them who gave little effort to sharpening their skills - either as an agent or in marketing themselves.

Their decision to drop out is good news for you! They really were just cluttering things up and making it harder for customers and clients to find you.

Now is the time to sharpen your expertise - about all the homes for sale in your niche, and especially about how to deal with selling repossessed properties. And now is the time to market yourself as an expert.

Since many of those homes are in a pre-foreclosure state, it's also the time to learn all you can about handling short-sales. They do require an extra dose of patience and persistence. They also call for your use of compassion and kindness, because those home sellers are in a state of unhappy turmoil.

For those who serve the market in other ways, you may have to shift your idea of who your customers will be - for instance, instead of marketing exclusively to home sellers, also market to the agents who handle REO properties.

But think about this: Those people who are not in financial trouble, but who need to sell and move during tight times, may need your services more than ever. We all know that a sparkling clean and properly staged and landscaped home will sell faster than homes that merely look "lived in."

Your task is to show home sellers the advantage you can give them over their competition.

So get out there and present yourself as the professional they need! And if you have a hard time developing your marketing plan, get in touch.

This really can be a time of prosperity...

Marte

Profiting from the real estate downturn, part II

Yesterday we talked about how Realtors can profit by targeting rental buyers, and how others who provide services should step in now and market themselves to Realtors who list repossessions.

Now think for a minute about becoming a rental manager, taking care of details for those rental buyers and freeing up their time to find and buy even more.

Not only will you make a nice little side income, if you happen to be a Realtor, you can put yourself in a firm position with next year's home buyers. Of course, if you manage enough units, your income could be substantial, so if you like it, go for the gold!

But back to next year: You begin by treating your tenants very well - making sure that they not only like but trust you. Then you offer to show them ways to improve their credit scores, save money, and have the down payment they need for a home sooner instead of later.

Read the book: "Drop Your Debt Fast" and share tidbits with them - encourage them to get it for themselves and get busy. Counsel them on all the things they should and shouldn't do while they're building that credit. And when they've made progress, begin telling them about homes they can afford. In short - create a group of "buyers in waiting" who will turn to you when the time is right.

You non-Realtors who offer cleaning, repair, remodeling, landscaping, staging, accounting, database management, etc. should get in touch with the agents who follow my advice and create a list of rental owners. Show them the work you do and ask for a referral to those owners.

Again, when you approach the Realtors present yourself as a professional - dress the part and carry a well written brochure plus business cards. I showed you yesterday how to get the business cards for just the price of shipping... and your brochures need not be expensive, either. If you use the right paper, you can even print them from your own computer.

Just make sure that your brochure focuses on what you'll do for the prospect - make sure you don't fall into the "I, I, me, me" trap that makes so much marketing a waste of time and paper. If you can't figure out how to write a Customer-focused brochure, or if you're unsure of your own grammar and punctuation skills, write me.

To make yourself look even more professional, why not go back to Vista Print and get a Free Car Door Custom Magnet? Then those rental owners will know at a glance what you have to offer - and you could get calls from people who haven't seen your marketing elsewhere.

OK, keep squeezing that lemon -

The real estate crisis could fatten your bank account

If you're selling real estate in one of the areas hardest hit by foreclosures, think about rental management for a minute.

It could be your way to turn the lemon market into lemonade for you - AND to assure yourself of a good supply of buyers next year and the year after.

Let's start at the beginning - finding and selling the rentals.

First, search out the foreclosed homes that would make good rental properties. You know, the ones that are structurally solid mid-size properties at a price that will allow them to become rentals. In other words, homes whose payments will be less than current rents for comparable homes. (That means you'll have to research rentals just a bit.)

Turn yourself into the encyclopedia of all foreclosures with rental potential.

Next, advertise the fact. Target your marketing toward those entrepreneurs who are actively seeking rental properties. They're people who either have a good chunk of money stashed away, or excellent sources for obtaining financing. They want the best bargains in town, so show them that you know where they are.

Be sure you preview each of those homes and talk with the agents ahead of time. You'd feel pretty silly taking an offer on a home on a Thursday when the deadline for bids was Wednesday night.

As a rule of thumb, Mortgage company REO agents won't look at an offer that's more than 10% under list price - check with each agent and see if that holds true for the company they're representing.

Some of your buyers will try to go 20 or even 30% under - and that is probably a waste of their time and yours - so have your facts before you talk with them.

If you aren't sure how to appeal to that crowd, get in touch. These people could become not just your bread and butter, but your gravy as well - so do what it takes to reach them.

Tomorrow I'll tell you how this down market can create next year's income... And remember, if you need help creating your marketing materials, I'm as close as your email, and helping you make more money through your marketing efforts is what I do. Write me.

P.S. If you're not a Realtor, but could provide services needed in cleaning up, fixing up, and maintaining those REO properties, now is the time to contact every agency in town and offer your services.

Be sure you have a well-written flyer or brochure, and attach a business card. You're going in as a professional offering assistance - so look the part!

Do you believe in the law of attraction?

I do, and that's why when I found this link to the new book "Money and the Law of Attraction" I was anxious to bring it to you!

Try as we might to keep a positive thought - and think only of the things we want to manifest in our lives - sometimes it helps to do some serious reading and remind ourselves of just how much we influence the "outside" events that shape our lives.

I've been reading Abraham for quite a while - and realizing why so many people are stuck in a kind of "rat on a wheel" existence. As much as they "wish" for something better, deep down they only believe in what they've always experienced.

Like my friend who once again hired a Realtor who isn't marketing his home. This makes #3. The other day he said "I didn't expect any better from her." Well gee, why did he bother to hire her then?

I hope that when you embark on a new marketing program or strive to create a winning sales letter - or even head out the door to meet with a client - that you are expecting the results you want. And that you're putting your belief behind that expectation.

It really is the only way to get from where you are to where you want to be.

Yours for success,

Marte

More on marketing to multi-cultural clients

Oops! Sorry! I got busy here and didn't get back "tomorrow." But I'm back now, with more about marketing to multi-cultural clients.

When you were being taught about in-person sales, you were probably told to be friendly and outgoing, and to offer your hand in greeting. That may have been fine when you were working in a one-culture community where hand-shaking was the accepted mode of greeting.

But it isn't fine any more! Not if you're dealing with people whose culture you don't know well.

There are actually two reasons why your friendly greeting can repel the very people you wish to impress.

First, for the purpose of this discussion, is cultural differences. In some cultures, strangers simply do not touch each other. Not with a hand-shake, and not with a friendly pat on the arm or shoulder. This is such a strong belief, that for some, touching a woman is tantamount to an insult - to her, to her husband, and in fact to her entire family! A good reason to keep your hands to yourself.

Second, most Americans have become germ conscious. Have you noticed that more grocery stores now offer antibacterial wipes at the door, so you can wipe down the shopping cart handle? Some people just don't want to grasp the hand of a stranger, not knowing if that hand has been washed recently.

And that's not new. I remember an incident years ago - We had gone out with friends for the evening and stopped at a quick stop on the way home. The gentleman with us excused himself to use the rest room, and when he came out, my husband introduced him to the girl behind the counter. He stuck out his hand and she refused it. She said "I'm not going to shake your hand. You just came from the men's room and I know you didn't wash." Sheepishly, he admitted that she was correct, and everyone laughed.

Now while that girl was straightforward in her objection, your potential clients probably won't be. In fact, some might not know what to do, and will definitely feel uncomfortable. And when you make people uncomfortable, they'll avoid you in the future.

So what to do? Easy. Let your future customers and clients take the lead. Smile, nod, give them a warm verbal greeting. And if one of them sticks out a hand to shake, take it.

By the way, when you do shake hands, be firm but gentle. Nothing marks a person as wimpy and untrustworthy so fast as a limp handshake - and nothing makes people wince so fast as a bone-crusher. That happened to me just a few days ago, and my knuckle still hurts!

Yours for prosperity,
Marte

Marte Cliff
writer@marte-cliff.com

Respect my personal space - Please!

Ever meet someone who gets so up close and personal with you that you keep backing up to get away from them - and they keep coming forward to get closer again?

It's awful!

And you could be doing it to your own clients, if you don't understand that different cultures require different degrees of personal space. The average American wants and needs about 2 1/2 feet between them and a casual acquaintance. That's where we feel comfortable, and the space we try to maintain.

But some cultures, the Japanese for instance, want more space - about another foot. So, they might shake your hand, but then step back. If you step forward into your comfortable space, they'll back up. And unless you catch on, you're apt to back them right out your door, never to return.

You know how much you like to avoid people who crowd your space - so do they!

On the other hand, some cultures are more comfortable up close - way too close for your comfort. And just as you feel a bit slighted when someone backs away from you, they'll feel slighted when you back away from them. So try to resist.

You can learn "who is who" when you take the quizzes at ethnoconnect.com - a wonderfully informative site that will help you learn to connect with customers from a wide variety of cultures.

Something else to remember - each of us is an individual, no matter what our culture. So tune in to your individual customers and their need for personal space. Some folks are just more private than others, so make it your goal to let them feel comfortable when they're with you.

I'll be back tomorrow with more on marketing to multi-cultural customers. In the meantime, I wish you a productive day!

Yours for prosperity,
Marte

Marte Cliff, Copywriter
www.marte-cliff.com

Your clients need a little privacy - so give it to them!

Yesterday I re-listened to a CD about selling to a multi-cultural market. This segment of society is growing by leaps and bounds - it was already at about 1/3 of the population a year or so ago when the CD was recorded. And, according to studies by NAR, was purchasing 70% of the homes. Other businesses also need to be aware that 1/3 of their customers - more or less, depending upon location - will be from a culture different from their own.

That means, unless you're in a small town like mine, where almost everyone is either of Scandinavian or Italian descent, you need to be acutely aware of cultural differences.

This week I'll bring you some of the highlights from that CD...

But one thing covered on the CD seems to me to apply to everyone - every culture, every gender, and every age. That is the need for people to talk privately, without a sales person hovering over them saying "What do you think?" "Are you ready to order?" "Shall we write an offer on this house?" ... and on and on.

NO! Sometimes they aren't ready. Sometimes they need to talk to each other without anyone listening!

Multi-cultural customers often use a different language to accomplish this in front of the sales person - and sales people are insulted by the practice. But the truth is, they should feel encouraged by it. When buyers want to talk privately, it's one of those things called "A buying sign."

So, to best serve your bank account, let your customers have a little privacy.

Yours for prosperity,
Marte

Marte Cliff, Copywriter
writer@marte-cliff.com

Marketing smarter instead of more expensively

Your prospects - the people who are still spending money - see thousands of advertising messages every single day. I read somewhere that we see more now in a week than our great-grandparents saw in a lifetime. And I don't doubt it - Just the junk e-mail puts a hundred or so in front of most of us every day. Add the newspaper, TV, radio, direct postal mail, Billboards - and it's astounding.

So... how can you stand out from all this noise?

I think you need to start with the customers you have - Give them a good incentive to give you their email addresses, and then mail to them regularly. But not just with an ad.

I believe you need to send them something interesting enough that they might pass it on to friends. Then include a weekly special that's for your email list only. In other words, let them feel special, and let them invite their friends to feel special too.

What's interesting enough to read regularly, and send on? Articles about your field of expertise are one good idea. But you could also send a weekly quote, a good joke, or even a puzzle. If you get alerts about viruses, send those as a courtesy. If there's a special event coming up in your community you could give updates about it. If you're supporting a local charity you could talk about it.

Just make sure you:
1) Send something in addition to a sales message.
2) Include a call to action in the form of something special for your customer

They call it viral marketing, and if you do it correctly, you can begin to reach more and more people who are actually interested in what you offer - and spend a fraction of what it would cost to run ads in newspapers and magazines.

If you offer a "once in a while service," such as real estate sales - use this method to maintain top of mind awareness - and perhaps even to bring your customers super special (exclusively from you) deals from other businesses. (You could even sell ad space in your email - but do be sure you believe in the other person's product or service before you do!)

Spend less - benefit more! And if you can't figure out how to write those letters, write me! Copywriting to add to your income is what I do.

Yours for prosperity,
Marte

Marte Cliff
writer@marte-cliff.com

Marketing to the right crowd

Everywhere we go lately there's someone crying about the economy, predicting that times are going to be even tougher than they are now, and predicting nothing but doom and gloom.

And yet... the steady flow of tourists to our nearby lake hasn't slackened a bit. Friends of mine spent Wednesday on the lake, and said the number of people burning gasoline pulling water skiers and driving personal watercraft just for the sheer joy of feeling the wind in their faces was amazing.

And... a new restaurant opened in our small town about a month ago. Their prices are far higher than anyone else around, and yet every time you go by you can see people seated inside. It's hard for me to believe that this "depressed area" can support $10 burgers and $30 steaks, but apparently it can.

So, the fact is, some people do have money. Or if they don't have money, they're willing to go further in debt to have fun.

Then too, our neighbor visited the John Deere dealer this week to buy a new oil filter for his tractor. He asked how business was going and got an answer that would startle the gloom crowd: "Great. We're far busier than last year, and it was a good year."

So folks aren't just spending money to escape for a few days - they're also spending plenty taking care of their yards and their small farms.

Think about your product or service. Then look around your own community and see how people are spending money. What are they after? Is it fun, or could it be vanity? Or are the people near you spending only on necessities? If so, look a little farther afield and see what they're looking for. (That is, of course, unless you sell necessities.)

How can you position yourself to appeal to the people who are still spending? Do you need to reach farther than your community? Should most of your marketing be done on the internet? Can you turn whatever you offer into a necessity - or position it as "fun?"

This is a question all of us need to address. Because the fact is, while some are out of work and barely scraping by, others are spending. And they're spending a lot.

Yours for prosperity,
Marte

I guess no one knows John Reese

And that seems to be pretty normal. Marketing gurus are teaching people that the way to break into the business is to "Do a launch" and create a lot of hoopla over it by offering extremely attractive affiliate payments.

Does that mean that what they sell is going to be good? Does it even mean that the affiliates who promote it have seen the product? Maybe. But not necessarily. I remember an instance several months ago that underscored that thought.

One of the big affiliate marketers promoted some new biz op launch - along with about 2 dozen other affiliate marketers. And then, just a few days later, he mailed out an apology to everyone on his lists.

It seems he had fallen for the hype, promoted the product without testing it, and it turned out to be so lame that he was ashamed to have endorsed it. He encouraged everyone who felt as he did to request a refund immediately - just as he had.

But the damage was done. From then on, when he endorses a product, people will wonder. I kind of doubt if he'd do the same thing again, since he was so embarrassed over the incident. But you never know for sure.

Be cautious - try to learn something about a biz op product before you find out that the person writing it didn't know anything more about the subject than you do. Writing is easy - all you have to do is take 4 or 5 other people's material, compile it, and presto! A new program guaranteed to make its buyers rich.

I belong to a copywriter's forum, and checking things out ahead of time is one of the big benefits. When some member is considering joining a mentoring group or buying in to one of these expensive programs, he or she asks the group for their opinions - and the group gives them. You might try finding and joining a similar group.

And... if you buy a program and it isn't useful, don't be afraid to return it. Just remember to keep a copy of the guarantee, in case you have trouble. I bought something once and tried to contact the sellers to no avail. They did have a phone number on their site - but it was permanently attached to an answering machine.

I got a refund that time by contacting my credit card company.

By the way, if you buy through Clickbank you have a set number of days to easily request and get a refund with no questions asked.

Yours for success,
Marte
writer@marte-cliff.com

Should you use video to reach your prospects?

It all depends upon who they are and where they live.

If they're city dwellers and have a good income, perhaps. If they live in the country, probably not.

Less than half of internet users have high speed, so if video is the only way they can get your message - they won't get your message.

I use Hughes Net - which means that for my $60 a month I can download only 200 MB per day. If a friend sends a photo or six, or if I try to watch a video, my access is shut down for 24 hours.

Know what that means? Any marketing message via video is immediately deleted. I won't take the chance of being unable to access client websites for a whole day.

For those on dial up - they probably "can" watch, but who can stay interested in 3 words, pause, 3 more words, pause, etc.? Certainly not me, and I'll bet not you either.

So... if you're SURE that your audience has high speed access, go for it. Otherwise, you might include it as an extra way to see the message, but you still need compelling copy to do the lion's share of selling for you.

Think about your audience before you plan how to approach them...

Yours for prosperity,
Marte

P.S. When you need that compelling copy, get in touch!

How to present a professional image

Do you judge people by how they look?

Of course you do. We all do. So stop and take a critical look at how you look when you set out to win new customers.

Your clothes make a huge difference, and the trick here is to make them present an impression without even being noticed. First, dress appropriately for your line of work. A Realtor, for instance, should not dress like a night club hostess or a golf pro. Neither should a dentist or a mortgage lender or an airline pilot!

By the same token, a building contractor should probably not show up in a suit and tie, unless the company is so huge that everyone knows he (or she) will never set foot on the construction site.

Your hair and makeup should follow suit - create an impression without anyone noticing any detail about either. No bright blue eyeliner, please. Ditto with jewelry - subdued is the rule. And perfume! Please, don't overwhelm anyone. The last thing you want to be remembered for is the scent that lingers long after you've left the room.

Criticize your own look before customers do it for you - and then adjust!

Now, here's one little tip that people seldom mention: If you want to look seriously professional, carry a clipboard. I don't know why, but you'll be viewed as knowledgeable and reliable if you're seen carrying a clipboard and making notes.

Get yourself a clipboard, then put a legal pad on it because if you carry an empty clipboard you'll look silly instead of professional.



Yours for prosperity,
Marte

Could smoking be a good networking tool?

That crazy thought entered my head today, and I decided that yes, it could.

If you don't smoke, you won't know what I'm talking about, but if you do, you will.

When attending conferences, there's often a break between speakers when smokers rush outside for a quick puff before the next session. Different individuals choose different spots, so generally there aren't more than a half dozen in one spot, even at a large conference - which makes a perfect climate for talking to each other. After all, you aren't going to just stand there and puff while staring straight ahead. And, since smokers are the current "bad people," you all have something in common, so form kind of an instant bond with each other.

Over the course of a 2 or 3 day conference, you can strike up a pretty good camaraderie - and that could lead to referrals and work in the future.

Where else can you find a small group of people with whom you share such a strong bond?

That's my random thought for the day... I hope you had a wonderful 4th.

Yours for prosperity,
Marte

Happy 4th of July!

Today's the day to celebrate our Independence, and to send up thanks to all those brave souls who made it possible. Perhaps a bit of thanks to a higher power would be in order as well.

I wish you a perfect day -

Marte

Same words, different people = different understanding

Reading computer related instructions always frustrates me, because I'm not techie enough to know what the words mean. When they say "enter name" my first question is "what name?" My name, the website name, the web host's name? What??? From there it generally gets worse.

The people who wrote the instructions knew what they meant, but sure didn't leave me a clue.

So any time you're writing from an expert status to an audience of people who are not expert, you need to remember to clarify what you mean, even when the terms are well understood in your industry. That is, unless you sell only to other experts.

The second thing to consider is the point of understanding determined by your audience's identity.

For instance, yesterday I picked up the local "ad paper" to read while I ate lunch. And I came across the words "dead broke" in one of the ads.

What's the first thing that comes to your mind? Probably a person who has no money, right? Is this person trying to sell something because he or she is dead broke and needs cash fast? Is the "broke" status given as a reason for a low price?

No, that wasn't it at all. Instead of a negative, the term was a positive. You see, I was reading ads for horses for sale. And if you're talking about a horse, "dead broke" means that horse is a good one. He's mannerly and obedient, and he doesn't get excited over things that put some horses in a tizzy.

I don't suppose you're trying to sell a horse to someone who doesn't know horse lingo, but do keep this in mind when you write an ad, or even a letter. If you're trying to appeal to people who are new to your industry or your product, be sure that you don't use any words or phrases with a double meaning. At least, not unless you go on to clarify.

Wishing you good words,
Marte

Two small words that add punch to a request

Words and where you use them really do make a difference, and these two are surprisingly effective.

The two words? "Will You."

Instead of making a statement such as "Call if you'll be late," change it to "Will you call if you'll be late?" and get the affirmative response. Once someone has said yes, they've made a commitment to you and are far more likely to follow through.

Use this tactic in dealing with friends, family, and with customers.

Your specific business dictates what you might want your customers to do. It might be calling to confirm an appointment, calling if they can't make it, calling if they have questions prior to a decision, or calling after the purchase to let you know if they have any concerns. (Which is better than talking about you behind your back.)

If you've got any little word tricks that work for you, share them please!

Yours for success,
Marte

A New Lead Generation Idea

Sometimes a good idea just jumps out at you - and that's what happened to me when I read a post on Active Rain yesterday.

This was a lead generation tip for Realtors, but any business that provides a "big" service could use it.

After you've closed on the sale of a home (or installed a pool, remodeled a kitchen, landscaped a yard, etc.) throw a party! Let the client invite 25 friends for the celebration, and while they're there, do your best networking.

Hand out cards, of course, but mainly just get acquainted with these folks so they can see how friendly you are and imagine how pleasant it would be to work with you. You can also use this time to learn more about what your potential clients are most interested in about your kind of service, and use that knowledge in future marketing. If you listen well, you might learn something you didn't know about your prospect base.

You could also hand out discount cards. Make it a VIP kind of thing - because they're friends of your friends (clients.)

Let your client choose the kind of party - wine & cheese, beer & pizza, punch and cakes, or whatever fits their personalities and lifestyle.

Now, if I could only figure out a way to use this idea myself. But, all of my clients are long-distance. Hmmm... guess not. Be pretty hard to serve refreshments through the computer.

Happy second half of June!

Marte
writer@marte-cliff.com

What should you present in a listing presentation?

This one is for you Realtors. My Real estate help ezine today is about the experiences a friend has had in trying to find a good Realtor to sell his house...

After two bad experiences with hiring the wrong agents last year, he's been interviewing plenty of agents trying to find someone with enthusiasm and willingness to work with him, rather than against him.

He wanted to contribute $2,000 per month so that his house would be advertised in more places with larger, more prominent ads - and he wanted his realtor to work with me on the copy.

The agent he finally chose presented him with a full blown CMA, a clear schedule of her various fees, a marketing plan, and then some. Others merely showed him a computer print-out of a few recently sold properties.

I intended to post the entire article on my site so you could go read it and then come back and comment. But that is not to be - at least not tonight.

When my computer crashed a week ago it left me without my reliable old Top Dawg software for HTML editing - and I cannot find my way around in Dreamweaver. My son says its a great program, but I can't find anything great about it - not even one thing!

After spending an hour trying to figure out how to talk to it, I've given up. I simply MUST find a more user friendly editor. One that's made for non-techies like me who don't know any of the jargon but just want to do some simple editing. Things like inserting paragraph breaks and changing a font size. Top Dawg seems to have disappeared from the web, darn it!

So, instead, share with us what you think should be included in a listing presentation. And if a client offered to contribute $2,000 per month for you to use marketing his house, would you take it?

How about if a client told you that you had a professional copywriter at your service? Would you take the assistance, or turn it down?

We're just curious...

What's the difference between anxious and eager?

Think about those two words... I've been thinking about them ever since this afternoon when I listened to a teleconference with Herschell Gordon Lewis.

He was talking about the importance of the words you choose in marketing, and how each word conveys a subtle meaning. Even while it "says" the same thing.

For instance, think about the two phrases: "Declined to comment" and "Refused to answer." They give you two different feelings, don't they?

But back to the headline - the word anxious conveys a bit of anxiety - even though it might not be what you mean. But the word eager conveys enthusiasm and hopefulness.

Another "trick" he mentioned was about making things seem bigger or smaller by the unit of measurement you choose. Would you rather have a "quarter pounder" or a 4 ounce burger?

I've taken all sorts of copywriting classes, and like most copywriters, I read and study about copywriting almost every day of my life, but listening to that man was incredible. I took 10 pages of notes in one hour. I'd heard him speak before, which was why I made it a point to listen today. If you ever get the opportunity to hear him - jump at it.

The kind of psychology he talks about will help you even if you're not a copywriter - because everyone needs to persuade someone sometimes.

Yours for success and successful persuasion,
Marte

Newsletters and your customers

Would your customers enjoy hearing from you when you aren't focused on selling them something? Would they like tips about how to use or care for the products you sell? Would they like to know about things going on in the community or enjoy you sharing a favorite quote?

I'll bet they would. And when you send people things of interest, you build that all-important "top of mind awareness."

They very best way to reach out with a newsletter is to write it, print it, and mail it, but if you're just getting started and don't have the budget for it, e-mail works pretty well too. And you can add a sales message - just don't make it the focal point of your newsletter.

There are plenty of companies out there willing to sell you a newsletter for your specific kind of business, but I personally think that the ones you write yourself - or have written just for you - are more effective. And I think that if you've got 4 pages, 3 of them can be related to your specialty, but not "pushing" it.

When I wrote a newsletter for my real estate company, I always included a section of quotes - and often people called or wrote to tell me how much they enjoyed them. I also included home care tips, news about new businesses in the community, and goofy articles like "What I love most about Autumn." People used to stop me in the grocery store to tell me they always read every word.

I have a newsletter laying here from my chiropractor, and I don't think it does the job. The only thing personal about it is his picture, name and address. The rest of it tells me why I need chiropractic. Well shoot! If I didn't know that I wouldn't be on his list to mail to!

The other thing that detracts from this mailing is that the photographs show that it is not personal to this community. Our community is decidedly not diverse. And yet, this newsletter is filled with photos of people from ethnic groups that are not represented here - at all. It may be politically correct to include a variety of ethnic groups, but if they aren't here, they aren't here. So the newsletter shouts out that he didn't write it and these aren't photos of actual patients.

It would be far more effective if he had a photo of Jane Doe, patient, with a big smile and a thank you for how good she feels.

I really believe newsletters help build your business, and that you can be more effective at less cost with a personal message. And if writing just isn't your thing, write me, and I'll help you get it done!

Yours for prosperity...
Marte

After the marketing, follow up and service make the sale

Earlier today I made some changes to my primary website: marte-cliff.com, but after I did it I thought maybe I need to go back and add a disclaimer for those business people who aren't just going after a one-time direct sale from their marketing.

It is absolutely true that your marketing materials have to send the right message - they have to touch some emotion in the reader (or viewer) to cause them to stop, think about your message, and take action.

But for many businesses it doesn't end there. You aren't asking your customers to just "click here to order." You're trying to draw them in to use your services, you need to explain your product in person, or you want to sell them products on an ongoing basis. After all,if you're selling your real estate services, want them to patronize your health spa, or are merchandising steel buildings, your marketing materials are designed only to bring you leads.

And if you get a dozen great leads in a day and then let them go cold because you didn't respond to their inquiries - they'll be gone by tomorrow.

Then, if you get a customer but fail to give the service they expect, they won't ever come back.

So, while your website, your ads, your letters, and the rest will bring customers to you if they're written correctly, what happens later accounts for at least 50% of your success.

I'm constantly amazed at the companies who don't bother to answer customer inquiries. And of course, when I'm the customer I'm not only amazed, but annoyed!

Why do people do that? It costs money to get a lead, so ignoring them is a lot like taking handfuls of bills out on a windy day and letting them fly.

Speaking of bills, I ran across a really strange situation lately. Someone sent me a very persuasive direct marketing piece. I think I already told you about it. It was so persuasive that I decided to Google it, and found out that it was a scam. But... in the envelope with the marketing letter was a "Million Dollar Bill."

That caught my imagination - I thought of all kinds of ways to use that for advertising, and even to enclose with a "Thanks a million" note to people who have done me a good turn. It's just a fun thing to have. On the bill was the web address of the person who supplied the bills, so I went there.

Hmmm... no prices. No way to order. But there was an email address, so I wrote, asking for pricing and ordering instructions. That was at least 2 weeks ago and I've not had a reply. Now how goofy is it to go to the trouble to set up a website for your business and then ignore someone who writes wanting to know the price and how to order?

Since then I've found several other websites that sell the million dollar bills, and I'll order from one of them. But again - goofy. This person made me aware of the product, but someone else will get the sale.

I'll bet if you keep your eyes open you'll find more examples like this. So... write and tell us about them!

How Google Can Save Your Sanity

Yesterday I got a most interesting direct mail piece. It was a scheme to get me to send money to someone who would teach me how to go out and find merchandise that stores need to liquidate for some reason or another.

I didn't count, but it was about 6 or 8 pages long, showed copies of the big checks people are receiving, and told how easy it all was. All you have to do is find the deals, convince the people to sell for ten cents on the dollar, and then this guy would buy the stuff, re-sell it, and give you half the profit.

Easy work, right? Somewhere in the letter he mentioned that he spent thousands every month to gather the contact info for the people you need to talk to - but I didn't notice anywhere that he said he'd give you that info. Only that he had it.

Anyway, out of curiosity, I decided to Google him and the business.

Oh boy! All I can say is that it's too bad the people who wrote about him hadn't done the same before they forked over their cash.

That's the second time in the past month or so that I've gotten something really persuasive in the mail and Googled it - to find that it was a complete scam.

If everyone would do that before they bought into these schemes, that kind of business would be out of business in short order.

And why doesn't everyone do it? Within just a few minutes you can find out if something is for real or not.

As well as doing a search, there's a website called www.ripoffreport.com where you can research all sorts of businesses you might be considering using. I got acquainted with it when I did some work for Hollywood Hair - he had me go see the reports people had posted about his biggest competitors.

Once I got there, I went exploring, and it was an eye-opener. Of course, some of the reports were silly. For instance, someone had written that Melaleuca products were no good because some people are allergic to them. Well duh - some people are allergic to almost anything you could name. So, you have to pay attention to what the complaints actually say.

If you're thinking about getting involved with a business opportunity, or even considering buying from a new company, use this tool we call the internet. You'll save your sanity and your money too!

Best success,
Marte

Some Realtors chase prospects from their sites

My husband has decided he wants to move - he isn't quite sure where to, but somewhere on water so he can walk out the door and get in his boat. Of course, he knows it has to be somewhere that will also accommodate a horse and a garden spot.

So, he's been searching the internet to see what's there.

And guess what? He isn't able to find out.

He's just looking at this point, not even sure whether he wants to look in Montana or Washington, or even Canada. So, he refuses to put his name and address in the boxes on Realtor sites. Therefore, he's not allowed to see what's for sale.

Tonight I did get stubborn and keep looking after he gave up. And on about page 14 of Google I found one real estate site that offered a peek at listings without first putting me through a squeeze page.

Now, we may never move at all. And if we do, maybe not to that area. But if we do, guess which agency will get our business?

I harp a lot about capturing names, but I do believe this is the wrong way to do it. Instead of turning customers away, give them this information without obligation, and then offer some useful report to capture the names of the prospects who are truly interested in moving to your area.

Not only will you make a friend, you'll save yourself the bother, time, and expense of staying in touch and pushing on people who have no intention of moving to your town.

Think about it...

Proofreading - one of the most vital steps in marketing

Ever get a marketing letter from someone and change your opinion about them and their business? I try not to let that happen if it's a person I know - and know that they're good at what they do - but when I hear from a stranger, I can't help but form an opinion based on their written words.

Sometimes a letter can do more harm than good when it shines a negative light on the expertise of the sender.

It's not just the composition that counts. It's true that a letter that fails to tell the reader "what's in it for me" will not get the hoped for results. But a letter filled with mis-used words, misspellings, and plain old typos can portray that person or business in a really bad light. As in sloppy, or unintelligent.

One accountant wrote that she had lost business because the letters she sent out made her look as if she paid no attention to details. Not a good trait for an accountant!

The cure is proofreading - not just once, but 2 or 3 times. And not immediately after you finish writing. At that time you still know what it is supposed to say - even if it says something else. It's easy to overlook a missing word or a repeated word or a spot where it says "teh" instead of "the." (Yep, you guessed it - that one is one of my big problems. Even copywriters need proofreaders.)

Sometimes it's helpful to use tricks on yourself. Read your work aloud to catch missing or doubled words, or read it backwards to catch misspelled words. The best method of all is to get someone else to read it aloud to you.

When you go to the trouble to contact your clients and prospects, make sure that your letter makes a favorable impression - proofread before you send!

Oh - and that goes for email, too. It's such an easy place to make a silly goof!

Do you love to write? If not, don't do it.

Although I can't understand it, some people do not love to write. It makes no sense to me, because writing is downright fun, but I won't argue with those who disagree.

What I will argue with is the idea that people who dislike writing should still try to produce their own ad copy. It just doesn't come out right - and it takes valuable time away from them doing what they do best, whether that's selling houses, hanging drywall, or repairing cars.

Poorly written ads can actually make a business or a business person look unattractive to the very prospects they're hoping to win. Does it make sense for them to pay for that kind of advertising? I don't think so.

Sometimes you have something to say and you know it exists only in your own head. So you think you have to write it. You do, but only to an extent. The best solution is to dump it all out on paper, and then bring in a writer to put it together in the right order, with words that make it interesting. You and your writer work together to create a finished, polished project.

I do that for clients, and I did it for my husband. You see, he's a retired home builder and he wanted to tell people things they need to know before they hire a contractor and embark on the exciting adventure called "Building my dream home."

Between my years in real estate and his as a contractor, we heard so many tales of woe that it seemed like something we just had to do. So, since he's definitely not a writer, he merely put down his thoughts in random order. Then I sorted them out, asked him a lot of questions to fill in the holes, and turned it into an e-book called Home Building Simplified.

If you're thinking about building, check it out. And in the meantime, get a free copy of our report entitled "How to Spot a Bogus Contractor," by emailing helpmebuild@getresponse.com.

If you have marketing materials that need to attract more clients, or if you have a report or book burning in your head - but you don't like to write - get in touch.

I'll help.

Are you driving away prospects with offers that are too good to be true...

Today I got a postal mail promotion from a well-known company - in it was a letter about a "system" for making money on the internet that "anyone can do" even if you have to go use the computer at the library.

It promised rich rewards for being an "Internet deal maker." I read the whole thing because I thought that this particular company couldn't afford to send out something completely bogus. But... in spite of the temptation, I didn't mail in the payment.

Why? Because I learned a long time ago that things that are too good to be true usually aren't true.

If I told a copywriting client that my letter would absolutely quadruple his sales within 2 weeks - would he believe me? I hope not. I know a good sales letter could do that, and I'd be glad when it did. But since there are so many other factors to consider, if I promised it I'd be a fool, or a liar.

Look at your own promotions. Are your promises reasonable? If not, tone it down a bit and see if your response doesn't improve.

And if you need a sales letter that speaks to your prospects, or a web page that shows what you can do for your prospects, drop me a note. I'd love to help.

Yours for prosperity,
Marte

Use the holidays to spark your marketing creativity

Did you do a promotion for St. Patrick's Day? I'll have to admit that I did not do any promotion for my copywriting business - but I think we all should be looking at each of the holidays that come along as a good reason to make contact with our client lists, and even reach out to new prospects.

The bars and some restaurants do a good job - after all, this is the only time of year you can buy green beer. Not that I want green beer - that actually sounds kind of awful - but who doesn't love a reason to celebrate?

Hmmm... what do I drink that's green? Green tea perhaps, or lime flavored soft drinks. For whatever reason, the only things that seem like they should be green are veggies. But color and marketing is a subject for another day.

What could you have done? Some kind of promotion dealing with luck? Could you have hidden a "pot of gold" in your store or on your website and offered a discount to customers who found it?

It's too late now to do something for St. Patrick's, and if you're using print media it's probably too late to do Easter, so what's next?

April Fool's day seems like a good time to do a fun promotion, and if you act quickly, there's time to get something in the mail or the local newspaper. And of course there's time to tweak your website a bit.

Today, take out the calendar and look at the events coming up. Then write them all down and let your imagination run wild with ideas about how to tie them to your promotions. Be silly, be outrageous, be creative - and something really spectacular will come of it. In fact, get some friends and family to sit down with you and toss out ideas. Sometimes the best ones come from something that sounded ridiculous at first.

Just do it - and remember to laugh a lot!

Marte

Free gifts - with strings attached

This morning I was cleaning off my desk, and once again moved a little card from Reader's Digest - Free Gift when you visit this site. So, before I tossed it I decided to go see what it was about.

First I had to give my name and email. I almost stopped there, but went on. Next was the offer, which was a free RD Condensed book. They'd send me the first one at no charge, and then every 4 weeks or so I'd get a new one - only $19.99 plus $5.99 shipping and handling.

If you really wanted to try condensed books, it was a good offer. But I shy away from anything that gives me a free trial and then if I don't want to buy more I have to go through a rigamarole to cancel.

How about you? Do you bite on offers where you're enrolled to purchase a "something" every month - just because you get the first "something" for free?

I don't do it any more - I already have plenty to do besides trying to cancel a subscription.

And in this case, I didn't even want the free one.

I kind of prefer choosing my own authors and titles - and the public library is on my way to the grocery store. It's a nice place - lots of books, lots of authors, lots of choices. And if I want, I can read a few pages to see if I'm interested before I bring one home. I can even request a book from a different branch and it will be there for me in a couple of days. Best of all, it only costs me a few extra cents in gasoline to go a block off the highway to get there.

Not to say I don't purchase books - I do. But the ones I purchase are for future reference: copywriting books, natural health books, books of quotes, poetry - all the things I'm going to go back and read again. And even at that, my bookshelves are overflowing. There's no room for novels I'm going to read only once.

Have you checked out your library lately? It's full of good stuff. And it's free - with no strings attached.

Happy Sunday,
Marte

Marketing 101

Yesterday when I stopped to have lunch I looked around for something to read - and found the local "freebie" newspaper (weekly, 8 pages). After glancing at the 7 articles (yes, always 7) I then turned to the advertising.

I have to hand it to the ladies at the newspaper - they must be very good sales people to get so many local businesses to place ads. It's not their fault that at least 80% of those ads say nothing at all - that part isn't their job. They are often called upon to take the advertiser's information and turn it into an ad, but there's no way that they can do a copywriter's job. Even if they've been taught the difference between a useless ad and an effective one, they simply don't have the time to do more than arrange the information given to them.

Maybe I should take out an ad myself and offer a course in Marketing 101 - It would include things like:

• Have a reason to place the ad
• Take time to come up with a headline
  
• Know who you are trying to attract
• Let them know what it is you actually do
  
• Tell your prospects what they stand to gain by doing business with you
• Include your name
• Include your phone number
• Include your address
  

I don't guess I'll do it, but it's fun to think about.

Meanwhile - I'll keep on writing letters and e-mails and web copy for my clients, and turning occasionally to watch the snow fall outside my window.

I did have to leave my cozy office for a while today - to shovel some of that beautiful white stuff. So much fell off the roof that the pile was threatening to run into the satellite dish that keeps me connected to the rest of the world. Can't have that! And then I had to shovel enough so I could open the gate and feed the horses. I don't think they'd appreciate an excuse in place of dinner.

Life in North Idaho right now seems to revolve around snow - plowing, shoveling, and wading through.

Hope you're warm and cozy tonight!

How NOT to build your list

Grrr... I'm really steaming this morning.

I've been working to get rid of the junk mail that arrives daily, so every Monday take a half hour and click on the unsubscribe links for those that provide it.

Today it was ConAgra Foods. How did I get on a list about food? I only cook when I have to and sure don't want recipes and advertisements for processed foods full of God only knows what kind of chemicals.

Anyway, I clicked the unsubscribe link and went to a page where I was required to enter a password. I don't have a password, so clicked another link. A while later I got an email directing me to a page where I could enter a new password and log in. Guess what, they said the password is invalid. Too bad for me.

In other words, this company refuses to let me unusubscribe without some long hassle. I suppose I could get through it, and probably waste an hour or more of time just to get off their list.

I then went to the contact page, where I could send them an email and complain - but ONLY if I give them my full name and address. They don't need my address.

Talk about a lesson in how NOT to win friends and influence people. Why would you want someone on your list is so angry with you that every time they saw your email they'd curse? I really don't think that would get you any sales, do you?

Networking, an effective piece of your overall marketing plan

Everyone talks about networking, and about working a room, and a lot of people try to do it but with little success.

I'm one of them - shy and quiet in a crowd. I can hide in a crowd better than anyone I know, in spite of the fact that I love meeting and talking with new people. It's just that reluctance to "butt in" that stops me. So I stand around and look stupid until someone talks to me. Sometimes they do, and sometimes they form an opinion that I'm stuck up so they leave me alone.

My favorite thing is to spot a kindred soul - someone also standing looking stupid - and then I have the nerve to go say hello.

So, I was tickled to find a good "how-to" article today. It's by Ilise Benum, a top expert in the field of self-promotion.

You can read it yourself at: http://biznik.com/learn/articles/business-networking/how-not-to-network

Even if you aren't the shy type, the article will give you tips to make your networking more effective from a marketing / self-promotion standpoint.

Best success!
Marte

A quick pick-me-up for your web copy

Have you ever noticed that when you think something is a direct quote you're more apt to stop and see what it says?

If you're reading a newspaper article and you see quotes, your eyes are drawn to them, just as they are to a photograph.

So try this: Go to your website and put your headline in quotes. Then scroll down the page and if there's a sub-head that looks like it could be something you are trying to "say" to your prospects, put it in quotes too.

According to Joe Vitale, it works. So, since he's the guru of hypnotic marketing, it's worth a try. The best part is, it only takes a minute to make a small change like that one.

Of course, to make a truly hypnotic web page, you need several more elements, but most of them mean re-writing your copy. This one is quick and easy.

Yours for success,
Marte

P.S. If you're ready for that re-write, write me first. I create web copy that's friendly to both your prospects and the search engines.

Is your copy layout hurting your sales?

Years ago, newspaper ad reps used to tell people that they needed plenty of white space around their copy. Most people I talked with had the opinion that the advice was just a ploy to sell bigger ad spaces.

But it wasn't.

You really DO need some white space. Breathing room, so to speak. And now that we're using the web it seems more important than ever. We've all gotten in a hurry - so we look at a web page almost to see if we HAVE to read it. It's true - we're looking for an excuse not to.

This is a completely different situation than we have with a newspaper or a magazine. Those you might read while eating a solitary meal, or while riding a bus or an airplane. At those times you're looking for something interesting to read. On the web, most of us are not. We're looking for information, and scanning to see if what we want might be there.

And who can scan a wall of copy? Who even wants to try? It's easier to click away and find a friendlier page.

Even in print the white space around a headline or between paragraphs is helpful. It gives our eyes a rest and lets us focus in and find what we want to read.

And yet - I see web copy so dense, and in such a small font, that the only way I'd read it is if I believed it held something I absolutely needed to find.

I get marketing emails in the same format - but I can't tell you what they're selling, because I've never taken time to read any of them.

Right now you might be thinking about some of the long running ads that are dense copy covering an entire page in something like the Enquirer. But think twice about them. The copy is long, but there are definitely paragraph breaks, and sub heads and bullets scattered throughout.
Those elements keep pulling the reader's eyes along the page - so even if they're scanning, they've got a place to stop and see what's next.

Before you send your next letter, go back and make sure you've left space between your paragraphs - and slice up those paragraphs so that none is over 7 lines long - less is better.
If it's a sales letter, take some of your information and put it in bullet form - and add some sub-heads to build interest and keep your reader moving.

Meanwhile, check your web site. Make sure the font size is large enough to see when you're sitting back in your chair relaxing. Then check the white space for both readability and visual appeal. You don't want all of your sentences the same length, by the way.

Make everything you send out look easy to read - that's the key. Let your reader quickly scan to see what you're offering - and if that's the right person for your product, they'll go back and read everything in between.

Call or write if you need some help!

Marte
writer@marte-cliff.com
208-448-1479

Marketing without revealing the price

I've made up my mind - from now on curiosity can motivate the cat, but not me. When I get a promotion that doesn't reveal the price, I'm hitting the delete button.

How about you? Will you keep on clicking that buy now button just to see how much it is - and be drawn in to the next step in the letter to get you buy, buy, buy?

I remember a LONG time ago reading some of the rules for promotion. I mean the rules beyond giving the prospect a good reason why they should buy, appealing to emotions, being conversational, and remembering to include both some proof and a call to action.

These rules had more to do with ethics, or perhaps common sense, if you want your prospects to trust you.

One was to give your name and a way for would-be customers to contact you. Don't hide behind your copy and hope no one finds out who you are.

Another was to be up front about the price. I think maybe the final was to be honest - but hopefully that's a given.

Anyway, right after I read that, some of the "big guns" in internet marketing started leaving the price out of their promotions. It made me cranky then, and it makes me more cranky now.

So - add that to my New Year's Resolutions. No price, no curiosity. Just delete.

I'd love to hear your opinion!

Marte
writer@marte-cliff.com

Marketing Resolutions for the New Year

Did you make a New Year's Resolution? I hadn't really thought about it until tonight, when I read an ezine suggesting some cool ways to build business by resolving to do one thing each day toward that end.

It could be working on your marketing, it could be writing and publishing an article, it could be reaching out to get one new client, or it could be thinking up some new way to improve some part of your business. For us copywriters, he suggested writing a mini-ad each day for business we'd like to work for - and then sending it to them as a gift. Now that sounds like fun.

How about this? Monday write an article and send it to article site #1, Tuesday do a Craig's list posting, Wednesday write an article and send it to article site #2, Thursday call a past client, and Friday call someone you'd like to have as a new client.

You could come up with any combination of the above, but doing one thing each day to market yourself or your business would have to make a difference by the end of the new year!

Go for it! Make 2008 the most fun and profitable year of your life (so far)!'

Yours for prosperity,

Marte
writer@marte-cliff.com