ProBizTips Newsletter
** ISSUE #310 **

Tuesday, May 31st, 2005

A Word From Diane

ProBizTips Mid-Sponsors

ProBizTips Feature Article
Marketing Rapport  - 3 Tips!

ProBizTips Business Tidbit
10 Killer Ways To Keep Your Profits Rolling

ProBizTips Guest Article
The Last Piece of Chocolate Ever

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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!

=======** ON A PERSONAL NOTE **=======

Not too much going on here. The family and I are doing great. My son graduated Kindergarten last week. Boy, does time fly by! :(

====** FROM A BUSINESS PERSPECTIVE **====

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Without further ado -- sit back, relax and enjoy today's issue!

Your Friend,

Diane Hughes
ProBizTips Weekly

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Marketing Rapport  - 3 Tips!
by Daniel Levis

Establishing & maintaining rapport with your online audience is perhaps the single most important ingredient in marketing online. Actually in marketing period, but even more so online because of the lack of personal contact. Rapport is at the core of selling, always has been, always will be.

Let me tell you a little story.

Earlier this week, I got a call from a salesman after leaving a message about getting my stereo repaired. My expensive, but aging Nakamichi CD player is on the fritz, & I’m virtually tuneless. Not good.

It was a notable conversation for anybody interested in the art & science of persuasion. And in particular, the role rapport plays in that process.

My apprehension was this.

I bought the unit about 8 years ago, & I’m thinking. OK, this is going to cost me some money. I could probably now go out & buy a new CD player for the same amount. Just getting an estimate is going to cost me.

So the guy calls up, & immediately starts building rapport with me. How does he do it?

After introducing himself, he says, “So you’ve got an MB-1s, awesome unit, what do you listen to?” I tell him, “I’m into rhythm & blues & jazz”. He probes a little to see what kind of blues I dig, & we find ourselves rapping for a bit about how much we both love the music of Stevie Ray Vaughan.

And then without missing a beat, he says “So I suppose you’re wondering whether technology has advanced so far in 8 years that you could replace your MB-1s with a new unit for pennies on the dollar?

I say, “yes”.

And then he goes on to tell me. “Unless you’re prepared to fork out a sizable chunk of change on a relatively high end unit, your going to lose some of the raw analog warmth & character that oozes faithfully from Stevie’s Fender Stratocaster every time you slide a CD into that Nakamichi”.

And I’m like, Wow, thanks for saving my life dude.

This wasn’t the only guy I called, but I can tell you this. He was the only one I considered doing business with. And it came down to the rapport he created.

So what can we learn from this?

First off, let me point out that while this was a personal interaction, you should take the principle of rapport very seriously when it comes to your marketing.

The fundamentals are thus.

I liked this guy. Because I liked him, I listened to him. Because I listened to him, I believed him. And because I believed him, I bought from him. Sure it wasn’t a huge purchase. But what happened in those few minutes on the telephone takes place in virtually every sale you make, whether you’re an active participant in the process, or not.

You are developing an unspoken relationship with your customers, as a result of both your personal interaction, & every piece of online marketing you deliver.

The challenge is this. How do you generate rapport, when you don’t have the expensive luxury of personal contact with all of your clients at every stage of the buying cycle?

Here are a few ideas.

1) Be a person in your online marketing. Far too many businesses make the dreadful mistake of coming off as stuffy, corporate, & boring, in the name of professionalism. Your business can be professional, & still have character.

This is just as true in b2b & technical sales, as it is in consumer sales.

One of the best things you can do is deliver your marketing message in the first person. You should voice a friendly, rapport-building persona in virtually every kind of direct response advertising you do.

2) Communicate with your prospects, in their own words. If you’re marketing to engineers, & you know they use acronyms, use acronyms. If you’re selling to the CEO, speak in plain English. Just common sense, but so often ignored. If you’re selling b2b, understand that there are multiple decision makers involved. Find a way to speak to them all. Use multiple campaigns if need be.

3) And finally, give your customers more than they expect. It is rare to do business with a company that demonstrates a genuine concern for the actual outcomes that their customers experience as a result of a purchase.

This is very different than simply being committed to the satisfactory performance of your product or service. You build rapport by showing your prospects exactly how what you’re selling “fits in” to what they are already doing.

In the final analysis, your prospects & customers should feel like they know you as a person from your marketing & advertising. More importantly, they should know you as the kind of person they would call a friend, & look forward to hearing from.

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

Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto Canada. Recently, Daniel
& world-renowned publicist & copywriter Joe Vitale teamed
up to co author “Million Dollar Online Advertising
Strategies – From The Greatest Letter Writer Of The 20th
Century!”, a tribute to the late, great Robert Collier.
http://Advertising-Online-Strategies.com/ad-strategies.html

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10 Killer Ways To Keep Your Profits Rolling

1. Give people a free online utility. When you offer a utility that can solve a person's problem, people will definitely visit your web site.

2. Offer a free affiliate/reseller program. When you offer people a free opportunity to make money they will line up to visit your web site.

3. Supply news stories related to your site. People want current news on the topics they are interested in. You could also include new "how to" articles.

4. Offer your visitors a free community. People like to have a place were they can have discussions with others on a particular subject.

5. Make people feel safe when they order. Explain to them you won't sell their e-mail address and all their personal information will be kept confidential.

6. Offer free samples or trials of your product. This will let people experience your product and attract people to your web site.

7. Make your ad copy attractive. Your ad should lists benefits before the features. Include guarantees and testimonials in your ad.

8. Remind people to come back and visit your site. They usually don't purchase the first time. The more times they visit, the greater the chance they'll buy.

9. Let people know anything about your business history. They'll feel more comfortable if they know who they are buying from.

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

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The Last Piece of Chocolate Ever
by Ted Riley

Right now I am playing a game that I have played ever since I was a kid. (I just took another drink of milk). When I got a box of chocolates as a gift, I would grab a whole container of milk and run into my room with the box. I would then try to make the milk last for the entire box, trying hard not to run out of milk before the last piece of chocolate, or run out of chocolate before the last bit of milk. To this day I wonder if I had more fun playing the balancing game than I did actually eating the chocolate. I do know one thing. Sometimes the game distracted me from the delicious taste of the chocolate and I do regret that.

What does any of this have to do with being in business or becoming an entrepreneur? Plenty, so bear with me a few paragraphs more.

THE TRUTH HURTS, A LOT

I have reached that age where I am now sure of a few things.

One. Time moves only forward. The number of grey hairs on my head far exceeds the black ones. Outside of a dye job I don't see that ratio ever going back the other way.

Two. The hands of time spin ever forward and the direction they point to is eminently clear. This journey is of a finite length, and I am now of the age where I can start estimating that length. I am reminded of this every time I wince at the realization, that I am squarely in the age bracket those health insurance commercials for the silver set are targeting.

Three. Although I have many good years left, I am absolutely out of time when it comes to wasting any of them. Even one single day. Every day is precious and I need to treat each and every one of them that way.

BACK TO BUSINESS

One of the dangers of the later years can be an extreme sense of isolation. Loneliness. A sense of being disconnected from the world and those around you. This can be especially devastating for women. Women by nature are more social than men, especially mothers and most of all grandmothers.

Take a caring human being that has been actively involved raising one or more generations of human beings. Then place them in a solitary environment, with their only comfort being perhaps the television, or the occasional guilt motivated call from a relative. This is a recipe for sadness, despair, and a loss of self worth. But I would never paint such a bleak picture for you if I didn't believe that there is a cure.

THE CURE FOR CHOCOLATE DEPRIVATION

The best solution for isolation is to start your own business.

All of us, especially women, need to feel that they are performing a useful service for somebody. For society. To be part of a group and to be needed. You can of course perform charity work or other similar work for free (if you can afford to do so). But will you feel really needed?

Let me put it this way. Have you ever told a friend about a great business idea you had? I bet in many cases, they were very supportive and were very excited for you. Now, did you ever ask them for money to invest in your business idea? I will also bet that in most cases their enthusiasm vanished and was replaced with negativity, or perhaps a series of excuses for why they can't give you any money right now.  

Outside of love from your family, the only way you know if someone really needs your services is if they pay you for them. The best compliments I have ever received from anyone were from paying clients, not from friends.

STILL GOT MILK

What happened to the chocolate?

The good news is that after the last bite of chocolate, there was still a nice helping of milk left in the glass. Perfect! Even though I was typing this article I made a point to relish every chunk of chocately goodness as I washed it away with milk.

The question is what will you do with the last piece of chocolate in your box? Will you begrudgingly finish it, holding back tears of regret and resentment for the life that you could have had, or for the gratitude not received from the family you did have? Or will you create a new family and a new self-image based on a sense of empowerment? Power that comes from creating a new family of people that you help, and who in return, pay you for the valuable services that you render.

CONCLUSION

I don't know you so I don't know how many years you have left in your box of chocolates. But I can make you this promise. Try your hardest to enjoy each and every day to the fullest. Create for yourself at least one more terrific year, filled with a sense of belonging to the world and rich with the memories of people and events. If you can do this, it will wash away all the sadness and life again will make sense. Perhaps in a way that it hasn't for a long time.  

This article has now come to an end and like the chocolate I just ate, I hope it was as much fun for you as it was for me.

Good luck.

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

Ted Riley is an entrepreneur and educator interested in
teaching others on the benefits and rewards of having your
own home business. He writes frequently for the web site
"A Grandmother's Business", a web site dedicated to the
needs and equirements of the mature woman entrepreneur
and job-seeker. To see more articles like this visit:
http://www.grandmabiz.com/

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