ProBizTips Newsletter

ProBizTips Newsletter
** ISSUE #265 **

October 17th, 2003

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A Word From Diane

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!

Whew! I can't believe how fast this year has gone by! It's almost depressing how quickly time is passing me by ... I feel like I'm getting nothing done! :P

Speaking of ... I have decided it's about time I start posting some discussions and get the forum started and kicking. I'll try to post something every week and would appreciate if you would participate -- register if you're not registered yet ... :)

http://www.probiztips.com/forum

Here's this week's discussion post:

--------------------------------------------

Lately, I've had a hard time keeping focused and getting things
done. With all the "hoopla" -- new programs, services, products,
and such -- it's really hard to stay focused on my end and keep
things moving at a good pace.

I get TONS of emails almost everyday introducing me to a new
program, a new service, or a new product. I'm asked to try it
out and give my comments. If I like it, will I mention it to
my list? I don't mind this at all -- I get a lot of valuable
products and services for free ... but boy, can it be distracting
and take up a lot of my time!

That is probably my biggest obstacle and distraction in internet
business ...

What is yours?

--------------------------------------------

Please join in the discussion ....

In the meantime ... sit back, relax and enjoy today's issue!

Your Friend,

Diane Hughes
ProBizTips Weekly

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ProBizTips Feature Article

Understanding Its Purpose Can Increase Sales
by Karon Thackston

I believe it was Mark Twain that once said, "If I would have had time, I would have written a shorter letter." His point being... it takes much more thought and time to write a short, concise piece than a long one. It's true, too!

Think about it. How hard is it to get your point across in a very limited amount of time or space? Ever tried to write copy for a postcard mailing? How about a 30-second radio commercial? How do you tell customers everything you want them to know in just a few words? Truth is... you don't.

Short copy has some special considerations. The first (and most important) is that it isn't meant to make the sale. Then why do you write it? *To spark interest!*

Short copy plays an important role in the advertising process. It can be used as a lead generation tool, an announcement, a teaser to build interest, and in lots of other ways. Extremely short copy is simply meant to lead to other means of closing a sale.

Postcard mailers might instruct the reader to send for an information package. Pay-per-click search engine listings will guide the reader to a Web site just full of copy. Ezine ads do the same thing. Small display ads in newspapers or in-store signage may encourage the reader to get more details. You get the point.

Short copy needs to be extremely targeted. For example, if you're running a small display ad in a magazine you'll want to take into consideration "why" the readers bought that magazine. Then create your headline and copy to speak to their special interests.

If the magazine is devoted to Web site development, address that interest in your ad. Consider what will grab your customer's attention and make him/her curious. The "call-to-action" for short ads is always aimed at getting more information... not necessarily at making the sale.

Many times, short copy will pull a better response if a l.imited-time offer is made. "Zero percent interest until January 30th" or "Order before February 1st and get FREE shipping."

WARNING: Be very, VERY sure that your support copy is ready to go when you run short ads. For instance, I once had a client approach me about writing copy for a postcard campaign he wanted to do. When we went through the process of his customers' most desired behavior, I discovered that he wanted readers to visit his Web site to get the additional information they needed in order to purchase. However, his Web site was hardly set up to sell anything to anybody.

While the postcard was fully capable of generating leads for the client, the support information he had prepared was in desperate shape! He would have seen little return on his investment - not because the postcard didn't do its job - but because the"landing page" of his site was simply awful.

Whether you're asking readers of short copy to call, click, or come by, be sure your support staff or information is ready, willing, and able to handle the job.

Lastly, when you write extremely short copy, remember to stay focused. As I've said, there is not enough room to sell the customers within your copy, but there IS enough room to pique their interest. Use the limited space you have to punch up the biggest benefits or end results your customers are looking for, and you'll see bigger returns on your investment.

---------------------------------

Copy not getting results? Let Karon write targeted, SEO copy
for you. Visit her site at http://www.ktamarketing.com, or learn
to write your own copy at http://www.copywritingcourse.com.
Don’t forget to subscribe to Karon’s free ezine at
http://www.ktamarketing.com/ezine.html.

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BizTips by Dr. Kevin Nunley

Turn Traffic into Repeat Customers

If there's one thing I've learned in years of running an online business, it's that success has nothing to do with the amount of traffic you get. What matters is the number of customers you keep.

The name of the game is attracting, converting, and keeping customers. And how do you do that? Here are a few ways to keep your customers around for the long haul:

*Shower them with attention. Get their email address and send them f.ree information or an email course to wow them with your knowledge and insight. Make them feel like you're the best source of information around. Credibility sells!

*Say thank you. Everyone likes to feel appreciated, so be sureto tell your customers that you appreciate their business.That's what we call positive reinforcement.

*Shock them with a note in the mail. Show them that you're not just some faceless entity in cyberspace. This strategy will separate you from your competition. Who says the online and offline worlds have to be separate?

*What extras can you add in with your customer's purchase? Batteries? A portable shake bottle? A golf club cover? Show your customers that you're willing to do whatever it takes to make them happy.

Always remember, modest expectations + over delivery = a happy customer!

------------------------------

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.

ProBizTips Guest Article

Do You Treat the Dishes Better Than Your Cash Flow?
by Philip Campbell

Cash is the lifeblood of every business. Cash is what keeps your business alive. It is a very precious asset that must be treated with the care and attention it deserves.

Always remember, Cash Is King, because No Cash = No Business.

One of the cold, hard realities of business is that if you ever run out of cash, your business goes down the toilet. All your hard work goes right down the drain. Your dreams and desires for creating an exciting and p.rofitable business come crashing down.

Stop and ask yourself this question - What is my cash balance right now?

If your answer is "I don't know", then you don't have your cash flow under control. It means you are not "doing today's work today". You are not "doing the dishes" each day.

AN ACCURATE CASH BALANCE IS CRITICAL

In business, you have to have good numbers. And the most important number of all is your cash balance.

Even the most intelligent and experienced person will fail if they are making business decisions using an inaccurate or incomplete cash balance.

Decisions that might otherwise be brilliant become deadly when they are made based on inaccurate data. If you go to the doctor and he makes an inaccurate diagnosis, the treatment he prescribes for you could be harmful - even fatal.

DOING THE DISHES EVERY DAY

The key to keeping an accurate cash balance in your accounting system is to do today's work today. t's "doing the dishes" every day.

The problems start when you, or the person you have in charge of your books, violate this rule. When entering cash receipts is put off and entering invoices is delayed.

THE "DISHES" TEST

If you've gotten in the habit of putting off the "non essential" accounting and "data entry" work, I'd like to suggest a little test.

STOP Doing the dishes.

Allow the dishes to stack up for a full week.

Save yourself the time and trouble of cleaning up after meals. After you enjoy a good meal, put the dishes in the sink or on the counter and get on to the other things you have to do. Move on to the other important things around the house.

Just think how much f.ree time you will create for yourself.

Life is good, right?

Well, maybe not. After the first day or so, a couple thoughts start to run through your head. "I'm still going to have to do the dishes. When I do, there is going to be a huge stack and it's going to take a long time. After a week, they are also going to be smelly and have old and hardened food all over them."

You would be embarrassed when friends come over and see a dirty pile of dishes stacked up in your kitchen. Then after a week, isn't it a much, much harder chore?

Stop and ask yourself this question - do most people do the dishes every day because they just love doing the dishes?

Of course not. They do them each day because it's one of those chores that is best done in bite-sized chunks.

TAKE CONTROL OF YOUR CASH FLOW

Doing the dishes every day is the practice of doing today's work today. You do it because the alternative approach is a really bad idea.

You need to put this same approach to work in your business.

Specifically, make sure your financial records are kept current each day. This will ensure you have an accurate cash balance.

Make the commitment NOW to take control of your cash balance. You owe it to yourself and to your business.

Remember, Cash Is King, because No Cash = No Business.

---------------------------------

Philip Campbell is a CPA, the Founder of
http://www.growandsucceed.com, and the author of the eBook:
"NEVER RUN OUT OF CASH, 2 Questions That Will Eliminate Your
Cash Flow Worries". Philip has helped hundreds of business
owners take control of their cash flow. You can learn more
by visiting http://www.growandsucceed.com.

ProBizTips Tip of the Week

Instant plug-in scripts that help you profit...
"Special offer expiry date with a twist"
by Michel Komarov

This is one of my favorite scripts because it adds an extra sense of urgency to any offer.

So what does it do?

It creates an active deadline date counting down the days until your offer expires.

So where's the twist?

What's extra special about this unique code is as soon as the offer is over the HTML code you placed inside this script will no longer be seen on your website.

For example, inside the HTML code could be an order button giving your visitors the chance to order at a discount.

As soon as the special o.ffer date has been reached, the discount order button just disappears!

I think this is a much more honest way of working than just adding an advance special o.ffer expiry date that's never reached.

Here's how it all works...

Place the HTML code into the source code of your web page anywhere between the <body>and </body>tags. The position you choose is where your special offer will appear:

var expiry = new Date(2004,0,1);

// (2004,0,1) = (year, month, day)
// months: 0 = Jan, 1 = Feb, 2 = Mar, 3 = Apr,
// 4 = May, 5 = Jun, 6 = Jul, 7 = Aug, 8 = Sep,
// 9 = Oct, 10 = Nov, 11 = Dec

var today = new Date();
var expiryDays = parseInt((expiry-today)/86400000);
var expiryDate = expiry.toDateString();
if (expiry >today) document.write(

''+
'<p>'+
'<b>Your special o.ffer HTML-code.</b><br>'+
'You can use:'+
'still '+ expiryDays +' days<br>'+
'or... till '+ expiryDate +'<br>'+
'</p>'+
''

);
-->
</script>

Set the expiry date you need at string:

var expiry = new Date(2004,0,1);

Note. See the comment below this string.
Month's numbers begin from 0.

You need to place your special offer HTML-code between string

''+

and

''

Then you should quote each your HTML-code line with single quoting symbol (') and add the plus symbol (+) at the end of each line.

Please note: You shouldn't use single quoting symbol inside your HTML-code. (Use double quoting symbol inside your HTML-code instead.)

You can also place the expiry date inside your special offer.

Use the expiryDate variable. Or you can place the number of days until the offer expire, just use the expiryDays variable.

That's all there is to it, if you follow this link: http://www.icoder.com/pluginscripts/examples/2offer.html you can see how it should look when you've installed it on your web page.

For a more detailed explanation on what JavaScripts are and how to install them please send a blank email here: mailto:jshelp@icoder.com

If you need any help or advice in installing this or any of my other plug-in scripts just let me know and I'll do my best to help ;-)

---------------------------------

Michel Komarov is a fully qualified software engineer helping
people to automate their online businesses for maximum profits.
Visit his website today to discover how he can help your business
profit with a limited time discounted script installation to all
the readers of ProBizTips:
http://icoder.com/jvpartners/DianeHughes.html

ProBizTips Talkback

**We're interested in your comments, questions, and suggestions.
Do you enjoy this ezine? Do you have an Internet marketing or
e-commerce related question? If so, feel free to submit it to us.
We may publish your question and response in the next issue.

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Leaving With a Laugh

Cards offering used textbooks for sale are posted on the college notice board at the beginning of each semester. One read: "Introduction to Psychology, $8, never used." The card was signed, "Must sell."

The next day a note had been added: "Good price. Are yousure it's never been used?" Signed, "Prospective buyer."

Below in a different hand was: "Positive!"
Signed, "Professor who graded his exam."