ProBizTips Newsletter
** ISSUE #238 **
April 14th, 2003
** ProBizTips Top Sponsor ** |
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Hey!
Good Day to you and I hope your day is going well so far! :)
Welcome to all our new subscribers this week and I hope you grow
to love us as so many have ... we couldn't do this without you!
I got quite a few comments on my rant from last week. All of them were supportive and in agreement with the exception of a couple of people who wanted me to clarify some things I said ...
I have no problem with that and it shows me your listening! :)
Check out the talkback section for comments and corrections ...
In the meantime ... sit back, relax and enjoy today's issue!
Your Friend,
Diane Hughes
ProBizTips Weekly
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| ProBizTips Feature Article |
I Hate Ruts
by Peter Sinclair
Exceptional service is service that is out of the ordinary and relates to or forms an exception. It is unusual, remarkable and superior.
Exceptional products stand out from the crowd. They perform at a higher level, last longer, give more value for the dollar, provide comfort or convenience to our lives and are the ones that we will purchase time and time again.
Exceptional people are the type of people that I like to hang around. They are givers. They are achievers. They speak good words. They never quit. They pursue excellence in all their endeavours and choose to walk the extra mile while smiling the largest smile.
These people are exclusive because they are an exception.
Their lives are 'an exception to the rule' because they rule their lives differently to the mass of humanity who choose to follow the crowd.
And that, I propose, is what makes them exceptional...
I HATE RUTS. They're like graves for dead men. I'm alive. And when confronted with anything that looks like a grave I hire a front end loader and demolish it.
I hate restrictions. They stop me from pushing ahead in the pursuit of my dreams. I break restrictions with my bare hands.
I hate the words, 'You can't do that. You can't go there. You're not qualified.' I bite those words between my teeth and declare defiantly, 'Watch me!'
I hate impossibility. I look at it square in the face and breathe all over it, 'Nothing is impossible to me because I have a belly full of belief.'
I hate ignorance. It is the blight of all the humanity who struggle to make ends meet, day in and day out. I make it my mission to not only acquire knowledge, seek out mentors and share what I'm learning with others as fast as I learn it.
I hate conformity. When anyone tries to stick me in a box, I kick it out. I refuse to be hemmed in because I'm a free spirit with my own dream and my own method of pursuing that dream and its fulfillment.
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ACCEPT NOTHING LESS THAN WHAT YOU EXPECT
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l love challenges. They are an opportunity to draw out my hidden strengths that would have never been found if trouble hadn't darkened my door.
I love mistakes. They are my teacher. I learn from them. They cause me to stop and evaluate in order to make corrections so that I don't repeat them time and time again.
I love roadblocks. They cause me to become more and more creative. Because I know that there is a way, I will find a way.
I love storms. For every storm there is always a rainbow to be found. And at the end of every rainbow there is a pot of gold.
I love the words 'impossible' and 'quit'. I get to prove them wrong time and time again as I rip them out of my dictionary.
I love confrontation. It allows me to walk graciously while maintaining my integrity and holding onto my dignity.
=========================================
EXCEPTIONAL PEOPLE ACCEPT NOTHING LESS THAN BEST
=========================================
So, to become an exception, or to live an exceptional life, one needs to live differently.
It comes down to habits.
I recently picked up a book about the world's best swimmer Ian Thorpe and in reading about his daily training schedule it didn't take a genius to work out why he is so good.
Apart from him being blessed with huge feet, that must act like the propeller of a ship, he has followed up his passion with years of dedication and hard work.
These habits have flowed over and into his ability to become a champion in his chosen field of endeavour.
If you desire to be exceptional, in whatever field you choose, then you too must refine your daily habits and consistently apply them to your daily life.
For me to improve as a writer, I must write every day. I must read a whole lot more than I write. I must study other writers. I must be diligent and consistent. I must be passionate and that passion increases as I work harder and get to know my subject better and better through use.
Don't be satisfied with anything less than exceptional. Rise to the challenge to be the best you, you can possibly be. Accept nothing but the best from yourself, starting today.
As my friend Richard Duszczak wrote during the LIVE CHAT session the other day, "...find something that you love to do, and that you're passionate about, then give it 110%."
Motivational Memo for the Week: Except you live exceptionally you will never live an exceptional life.
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MOTIVATIONAL MEMO
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BizTips by Dr. Kevin Nunley |
Getting Good Low-Cost Help
Undergraduates are willing to do anything to get some experience and a reference to include on their resume. They know how close they are to being jettisoned out into the real world, where the battle of the entry level position begins.
Don't miss out on these students' ready and willing to learn attitude. Oh, and their willingness to work for a modest wage, sometimes even for free.
For instance, you could round up some marketing students to design a questionnaire and poll customers. They get to say they were involved in marketing research, and you get to find out what your customers think and want. Everybody wins.
Or, you could hire a graphic design student to build your website. It's best to harness their skill on the way up, while their rates are still affordable.
And, of course, college students are usually willing to work for less if you offer a flexible schedule. Classes are sometimes offered during inconvenient times of the day, making it difficult for college students to find jobs that will work with their schedules. Give them some leeway on scheduling, and they'll give you some flexibility on wages.
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Kevin WRITES your professional copy--web site copy, sales
letters, ads, press release and more! See http://DrNunley.com.
Reach Kevin at kevin@drnunley.com or 801-253-4536.
The Make-Break Point: Your USP
by Bob McElwain
Your USP (Universal Selling Proposition) will make or break your business. Let me put this differently. With a great USP, success is nearly assured. Without one, you will be at best, just an also-ran, someone struggling to remain in the race.
You need a USP for the business itself, and one for each product being sold. If you are selling products produced by others, the sales literature available may already include a great USP. If it does not, however, one needs to be created.
There is lots of debate about what a great USP is. I have no intention of seeking to end it. But I must point out lots of people have it wrong.
Differences Of Opinion About The USP
Some believe it is a statement that explains how your company or product differs from others. Something that makes it unique, and thus better.
Since all is about selling benefits, some believe the USP is a statement about the greatest benefit offered by your company or product. A benefit that sets you apart from others. One others can not claim.
I don't agree with either or related views.
To side step debate as possible, let's ignore the marketing strategies used offline. Let's focus on those that work online. This allows me to state without reservation that such positions won't work on a website.
The Key Is To Focus On Behavior
Your visitors don't give a hoot about you, your product, or how hard you have worked to make it available. The simple fact is, they don't think about you at all. They have only one question when they hit your site: What's in this for me? You have only seconds in which to provide an appropriate answer.
Talk of you, your company, or your product, regardless of uniqueness, will only bring a click on the Back button. Soul-searched words about the benefits your company or product offers will also bring immediate exit.
What's required is a USP that provides your Perfect Customer with a PERCEIVED benefit that sets you apart from and above others. Note it matters not at all whether this benefit is your strongest, best, or whatever. It doesn't even matter if it's so. It only matters that your Perfect Customer perceives it as such.
Further, to the degree possible, you want your Perfect Customer to grasp this in a glance, even to shout out loud, "Hey! This is it. This is what I need!"
USPs And The Big Boys
For examples of great USPs that have proved to be winners, check out some books on marketing. Here's one: Coca Cola - The original.
Pepsi has been trying to beat this for some time. And they have put millions and millions of dollars into the effort. But Coca Cola remains the first and original cola, a position that can not be taken from them. (It is unlikely a new Web Business can establish such a position.)
The story of the ferocious marketing efforts of these two competitors makes fascinating reading. For example, Coca Cola has tried a number of alternatives to, "The original." Pepsi seemed to have a winner in, "For the new generation." But they, too, have been experimenting. And both continue to spend great gobs of money in hopes of gaining an edge over the other.
Years back, Avis strongly challenged Hertz in car rentals with, "We're second, so we try harder." This captures attention. While many cheer the underdog, most go for the favorite when they reach for their wallet. But this worked for Avis. That they tried harder implied to many that Avis would thus make life easier for them.
Over many years this proved to be an extremely effective position. As in the cola battle, Avis came off this now and then to an alternative, only to watch sales plummet. They recovered quickly with a return to this position.
USPs For The Rest Of Us
Whether or not you already have a business, nothing matters more than discovering a great USP for both your company and products. Your USP will be your company's greatest asset.
A small business does not have the money to launch large institutional branding campaigns to popularize a USP. However, you can be just as effective as the big boys are in building a great one. Take the time to get this right.
Using Your USP
Incorporate your USP into a small logo and include it on every page of your site. Include it in some way in every communication sent out about your company or product, particularly in sales literature. Use it in a signature file that is automatically appended to every email message sent by your company.
No, you're not going to beat Coca Cola this way. But people will come to associate you and your product with your USP and logo. While not a megabuck branding campaign, this can be remarkably effective.
Tag Lines Are Great
A tag line is a three to five word statement that captures or at least reminds of the essence of your USP. For Avis, "We try harder" works. Staples gets attention with, "Yeah, we've got that." This implies they can fulfill all needs. "The quicker picker upper" suggests Bounty paper towels to many.
Use your tag line wherever you lack the room to state your complete USP. Done properly, a tag line tends to add a aura of superiority, something that can never be claimed directly.
As suggested, a good USP and tag line can mean the difference between success and failure in a small business. And in building these, you are on equal footing with the big boys. So take advantage of this opportunity, and get it right.
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Bob McElwain, author of "Your Path To Success" and
"Secrets To A Really Successful Website." For info,
see <http://sitetipsandtricks.com/webways/>
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ProBizTips Tip of the Week |
3 Killer Ways To Ignite Your Affiliate Commissions!
by Larry Dotson
1) Be Personal
Use a personal endorsement ad. Only use one if you've actually bought the product or service for the affiliate program. Tell people what kind of benefits and results you've received using the product. You need to purchase the product or service in order to write a honest endorsement.
2) Be Original
Write your own affiliate program ads. If all the other affiliates use the same ads that you do, it won't give you an edge over your competition. Use a different ad to give yourself an unfair advantage over all the other affiliates. If you have sub-affiliates, tell them to do the same.
3) Be Creative
Create a free e-book with the advertisement and link of your affiliate web site. The subject of the free e-book should draw your target audience to download it. Also, submit it to some ebook directories and allow other people to give away the free ebook. The more exposure your free e-book gets, the more your ad will be seen.
----------------------------------
10,000 Sales-Producing Words And Phrases!
Just visit: http://www.ldpublishing.com
I saw the Dr. Phil as well and I agree with you. War is not my first choice but I do believe that this conflict had to happen in order for the world to get a grip on the Mideast mess. I read somewhere that most Europeans countries view terrorism acts as part of life, no big deal and that they view 9/11 in the same way. This blew me away because that means they are essentially giving terrorism carte blanche. With attitudes like that, terrorism will never be stopped and will continue to manipulate and control the world. That's not a world I envision myself living in. (And I live in New York and understand the full impact of 9/11.)
Thanks for sharing!
Tricia
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Diane,
If people quit being a member of your ezine because of your so called rant well so be it. you did not need them any way. As a nam vet. I can relate to your DAD and I agree with you 100% -- keep up the great work.
GOD BLESS AMERICA AND OUR TROOPS AND THE CANADIAN CITIZEN WHO SPOKE HIS MIND. LONEWOLF100
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Good morning Diane,
I just had a chance to read the newsletter, and as always, I'm increasingly impressed ;)
I want to thank you, from the bottom of my heart, for the things you spoke out about. It's hard to take the criticism that comes along with a war. And although I make no decisions that directly affect it, all decisions made directly affect me and my family.
I've been a member of the U.S. Air Force for over 5 years now... and I take everything that's said very much to heart.
I guess it's just been awhile since I've been able to hear some genuinely supportive dialogue concerning this war, and I wanted to be sure that you know that those of us involved appreciate your support.
It's people such as yourself that make me proud to serve this country, regardless of what it takes to do so.
Thank you once again.
Sincerely,
Christopher M. Schumacher
Proud member of the USAF
http://www.WarOnMarketing.com
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Dear Diane,
I agree with what you wrote about "Iraqi Freedom" in your newsletter.
But as I am in the UK and British, (you most likely have other Brits on your list), a quick acknowledgement of the UK army's help would have been nice.
Have a good day, Michael
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Michael --
You're absolutely correct. My apologies for leaving out my support for the British troops, Kurds, and others who are helping free Iraq ... we love you, too! :o)
Diane
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Dear Diane,
Yes, I too, am an ardent supporter of the president and our troops. However, your generalization that pro-life groups block streets was not correct. Mainstream pro-lifers (like myself) and their respective organizations do NOT support such actions.
It's your right to say what you wish in your publication but I would suggest that you make this correction in a future edition.
Debbi A. Ballard, President
International Network Liaison Corporation (INLC)
Marketing and Management Consulting for the MLM/Network Marketing Industry
http://www.mlmcompensationplans.com
----------------------
Debbi,
In no way was I meaning "Pro-Life" groups in general. I was speaking of the Anti-War protesters who did so within the first few days of war.
Consider this my correction ...
Diane
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**We're interested in your comments, questions, and suggestions.
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Hi Diane,
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Good luck with your Ezine!
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