ProBizTips Newsletter
** ISSUE #248 **
June 23rd, 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!
For those of you who are curious, yes -- I'm still smoke free. It's been over a month now and I'm starting to lose the urge now. So it's getting a little easier and I feel much better!
I think it's even making me think more clearly! I've had more ideas in the last few weeks than I've had last year alone! I have many plans in store for ProBizTips and I think all of you will be pleasantly surprised and excited about it when all is said and done ... stay tuned --- :)
In the meantime ... sit back, relax and enjoy today's issue!
Your Friend,
Diane Hughes
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| ProBizTips Feature Article |
Shattering the Branding Myths
by Diane Hughes
If you've been online long, you're sure to have seen many "gurus" give their ideas about branding. However, much of what you read simply isn't true. Over the years, many myths about branding have taken hold in the online world and spread like wildfire. The fact is: They are doing you more harm than good.
Branding is not one aspect of your marketing campaign. It is the combination of everything your business stands for. Branding is not created with a single, stand-alone event -- rather it is created over time through a series of strategically thought-out actions.
Let's take a few minutes to shatter a few common myths about branding and to introduce constructive, proactive branding principles that you can build on.
Branding Myth #1 - Your USP Is Your Brand
Absolutely not. While your USP (Unique Selling Position) might be used to help convey your brand, it is not - in and of itself - your complete branding strategy.
Branding Principle #1 - Your Brand Is All Encompassing
Your brand is built, and conveyed, with every action you take, with every product/service you offer, with every piece of communication you send, and with every contact you make with your customers.
Branding Myth #2 - To Be Remembered, You Must Have A Logo
Also not true. Look at companies like Marlboro (cigarettes), Puffs (tissue), and Ziploc (plastic bags). They simply use a specialized font with the product name. No swirls, no images, no "logo." While logos certainly are not "bad," they are also not mandatory.
Branding Principle #2 - Customers Remember You Primarily By How They Are Treated
The most innovative logo, the most attractive colors, and the world's best logo designer will do you no good if you don't offer excellent service. Customers remember you and your company by the way they are treated. Was their shopping experience good? Were all their questions answered? Were their problems solved to their satisfaction? These things go way further to help customers remember you than any logo could ever hope to.
Branding Myth #3 - Once Your Branding Strategy Is In Place, You Need Do Nothing More
This is probably the biggest myth of them all! So many online businesses are led to believe that once they have an amazing USP, and a snappy logo they have accomplished everything in the realm of branding.
However, just the opposite is true. Your branding strategy is an ongoing process, not a one-time event. Defining your strategy is just one part of that process.
Here are some basic tips to help you define and implement your brand.
1. Decide how you want to be perceived by your customers. Do you want to portray an image of trust? Loyalty? Dependability? Innovation? Wide selection? Speedy service & delivery?
2. What makes YOU perceive other companies that way when you shop? Is it their selection? Customer service? Pricing? All of the above?
3. Make a list of the qualities you and your employees must display to customers in order to portray your desired brand.
4. Share the list with everyone in your organization and ask them to develop specific ways they can support the brand.
5. Compile a final branding strategy and share it with everyone in your organization.
Successful brands are those who are well defined and that have the support of the entire organization. Brands based on myths are those that simply have a spiffy logo, a "killer" USP, and the hope that the customer will "get it."
Would you rather base your brand on sound principles or myths? That's what I thought!
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Diane Hughes is an accomplished Internet entrepreneur and
editor of the popular ProBizTips Newsletter. Subscribe to
her newsletter for more tips, tricks, and secrets of the
trade -- plus get HUNDREDS of eBooks, software and tools
just for subscribing! http://www.marketersdream.com/diane
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BizTips by Dr. Kevin Nunley |
Autoresponder Tricks of the Gurus
One of the biggest advantages of owning an online business is that you can use autoresponders for repetitive exposure. Most prospects need to be exposed to an offer between 3 and 7 times before they buy, and autoresponders make that task easy.
However, knowing what to say in an autoresponder and how to say are two different things. First you must know the three things that make up the backbone of an effective autoresponder:
* Useful Information
* Personalized Messages, Both in the Subject Line and in the Body Copy
* Back-end, Upsell Offers
Okay, that's the easy part. Now you have to know how to use autoresponders to their greatest potential. Thanks to the examples of Internet gurus, we have plenty to work with. Here are a few of the newest and most successful applications of autoresponders:
1. The multi-part sales letter - Break up a long sales letter into a series of weekly messages and you have an instant autoresponder series. You can also send a sequence of letters, each promoting a different benefit of your product or service.
2. The Training or Coaching Course - Valuable information is a commodity to your prospects, so offer it to them in the guise of a training course. And don't forget to push your product or service at the end of the letter.
3. The Ezine or Newsletter - Create a bond between you and your potential customers by delivering information they specifically requested. You build credibility and trust that often leads to sales.
4. Especially for You - Offer exclusive deals and promotions to prospects.
5. Go for the Upsell - If a customer buys from you once, chances are they will return. Give them incentive with a series of upsell emails on increasingly expensive products and services.
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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.
What do afternoon How-to Shows and a Marketing Web Site have in common?
by Mark Saville
Ever get really interested in an Artist on TV that paints a picture in front of you and by the end of the show you're convinced that you could do the same thing if you only had the right tools?
I'm not going to treat you like a dummy and think that you don't know where I'm going with this. It's quite obvious from the title but lets examine the strategy and look at the parallel between the show and what you need to have in your sales copy.
If you were the art teacher, you have two choices. You could have the painting prepainted and a set of paints and brushes and your offer could read, "Paint this Beautiful Picture in a half an hour with my do-it-yourself Paint Set.... buy it now".
Or you could take your viewer through the whole half hour process step by step, showing them exactly how to start with a basic idea, roughly sketch it out, blend in the background, work in middle ground, then add detail and highlighting to bring the painting to life. Do all of this with a one on one attitude ...
Which do you think will sell more paint sets?
I've seen people making the same mistake time and time again on their websites. Put up a site add some banners to affiliate programs and then wonder why they don't get sales.
Let's talk about the your sales copy. People enter the Internet for one reason and one reason only. They are looking for information. You need to feed their desire or they'll go on to the next site that does. This happens in 3 seconds.
If they run into the "buy now paint set" they'll regard this as just another commercial and they'll change channels in a flash with their "one click" remote called the mouse.
On the other hand If they happen on a channel with a guy or gal set up with an easel, going through the process step by step and making them feel like they're one on one, the surfer will surely stop and look for awhile.
Now obviously your prospect needs to be interested in painting a picture or they wouldn't be there in the first place so make sure your're teaching art and nothing else.
You must also grab the viewer's attention in that first 3 seconds to make them stay and watch for awhile by making them a solid promise that if they'll just stick around, you can have them painting beautiful pictures in no time.
Give the informational part away free, make them feel like they're the only one there. Just the student and the teacher learning how to paint together. Show them exactly what you do step by step. Show them that it's easy using the right tools.
By the time your half hour segment is over, you'll have them believing in themselves and the fact that they can make a beautiful painting.
You've just done them a very generous service. You've helped them to become more confident and taught them that with the right steps and the right tools, they can wow their friends with this wonderful painting that they did all by themselves.
Oh and the paint set? They'll be more than happy to buy the tools they need because they already have the information on how to do it.
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Mark Saville is a veteran Internet Marketer that first
started in 1995 and is the creator of Network Responder
the marketing software that's ahead of it's time.
http://www.network-responder.com
ProBizTips Tip of the Week |
3 Killer Sales Letter Closings!
by Larry Dotson
1) Use A Urgent Deadline
You could end your ad copy with a deadline. Tell them it's a limited time offer and they need to order by a specific date. For example, you could say, "Order before Sept. 7, 2002, and you'll get the whole package for only $19.67!"
Another example, "I don't know how long I can offer the free bonuses, so order now!"
2) Use A Strong Guarantee
You could end your ad copy with a strong guarantee. Give them a full lifetime or triple-your-money-back guarantee. It's also good if you write your guarantee so it sounds personal and includes specific information. For example, you could say, "I personally guarantee you'll be able to end writer's block 99.9% of the time or your money back."
3) Use A Persuasive Testimonial
You could end your ad copy with a testimonial. Use one or two of your customer's testimonials that are believable and include specific results. For example, "P.S. Read this testimonial: I was able to change my oil 7 minutes faster without all the mess! I would highly recommend this product to anyone! (their name) (their title or occupation)."
---------------------------------
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Dear Diane,
I want to "Thank You" for sharing your knowledge and expertise with all of us who visit your website and receive your ezine.
I am a millworker, I work 10 hour shifts (all night) and I know there has to be a better life for me; Though trial and error, I have learned to use this computer and I am now preparing to put it to work for myself. I have investigated too many so called business opportunities and learn-how-to do this or that which are a waste of time.
One day while snooping the web I came across your website. What I enjoy most is your honesty when it comes to truely wanting to help people like me. Through your articles, I have learned many new and rewarding aspects of the business world that I not only practice in my new and growing business but I also practice in my everyday life. You inspire me.
I also pass your teachings onto others who want to build a new life for themselves as well. I hope that through sharing your knowledge, many others will follow.
C Smith
Oregon
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