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Target Your Share of the 50-Plus Market Every 7 seconds someone in America turns 50. Are you doing your personal as well as professional best to make them your loyal customers, build trust, and receive referrals from satisfied customers? Here are some ways to increase your success and sales with this very diverse group. How To Recover Your Almost Customers You'll always need to find new prospects for your business. But don't overlook the prospects you already attracted. Many are close to buying. Use these four simple procedures to convert those "almost customers" into paying customers. The Money Making Secret of The Toll Booth Position I'm a marketing consultant and at one of my client-companies, acompany that, in less than 10 years, has gone from a $10 millionto a $100 million dollar business one of the people I work withfrequently has jokingly given herself the title, 'Vice President,Back-End.' Has the Free Report Had Its Day? For years now we have been inundated with offers of Free Reports. Most promise to tell you how, in a few hours per week, you can make incredibly huge sums of money or achieve some other benefit. And it's not only on the web you find these offers. I subscribe to an informative, inexpensive Marketing to Hispanics/Latinos A powerful consumer market with annual spending power exceeding $350 billion, Hispanics-or should that be Latinos?-have become the largest minority group in the United States, and a marketplace well-worth looking into and with plenty to see--once you get the labels straight. Five Tips to Make Your Marketing More Creative Same old same old just doesn't sell anymore. To make your marketing stand out, you need to get creative. Below are five tips designed to get your creative juices flowing. Some are brainteasers or are what Michael Michalko in "Thinkertoys" calls Linear Thinkertoys. Others fall under intuition or Intuitive Thinkertoys. Some tips may appeal to you more than others. My suggestion is to try them all. Even the ones you're not drawn to may still open some doors that wouldn't have opened any other way. These tips will work whether you sell a product, a service or both. 1. Find the "second right answer." Roger von Oech talks about this in A Whack on the Side of the Head. Don't be content with the first good idea you come up with. Take the time to think of a second, or third or 50th idea. Quantity counts ? the more ideas you have to choose from, the more likely you'll discover an excellent or even a brilliant one. Remember, Thomas Edison discovered thousands of ways a light bulb didn't work. 2. Change the question. If you change the question, you're probably going to get a different answer. You say you want to sell more products? What if you changed the question to how can you make more money? Well, there are other ways to make more money than to sell more products ? maybe you lower the cost of making the product or you raise the price of the product. Now you suddenly have new avenues to explore rather than just going down the same tired path. 3. Ask your product or service how it wants to be sold. Now we move into more intuitive techniques. Start by getting yourself into a relaxed state. Take a few deep breaths or practice some relaxation techniques. Imagine your product or service in front of you. Now ask it questions. Who do you want to be sold to? How do you want to be sold? What are your strengths? What are your weaknesses? Who do you think you can help? Why do you want to help them? You can also do this technique as a journal exercise. Write down the question and answer. See what bubbles up onto the paper. 4. Paint a public relations campaign. What would a press release look like if you painted it? Or sculpted it? How about a dance number? A collage? Take any part of your marketing that troubles you and turn it into a piece of art. By combining two dissimilar acts, you may discover your answer. Or you may not come up with anything at all, but just the act of "playing" and "creating" could jolt something loose. Hours or days later your idea may suddenly end up in your lap. 5. Walk away from it. If nothing is working, then stop. You can literally walk away by taking a walk, or just quit thinking about it. This is especially important if you find yourself getting frustrated or discouraged. Give your subconscious time to mull things over. The idea may just suddenly appear to you. Or, after a few days, try another exercise or two. That may be the catalyst you need. The most important tip of all? Make sure you have a blast. Being creative should be fun. Keep it light and fun, don't struggle too hard with it, and see how many ideas you're rewarded with. Beyond the Booth With the advent of spring, trade shows begin to blossom. 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The greatest asset to your business is your Customer, specifically, your Customer Lifetime Value. What Is Better Than FREE? Oh come on! FREE is free. Zero, zip, nada, zilch. What on earth could be better than FREE? 10 Effective Ice Breaking Questions Whether you go to a Chamber of Commerce event, a PTA meeting, the racquetball court, the local health club, or practically anywhere else, opportunities to network present themselves constantly. But there are fears which present themselves as well. For example, we ask ourselves if we are in a situation where talking business might be considered tacky. Will I be considered a 'hard sell' type of salesperson for talking about my business at a social gathering? 5 Ways To Entice Your Parallel Market to Trade Links Lots of people get confounded when attempting to exchange links, you're not alone. The people who have the spot you want are competitors. The people who don't aren't worth exchanging links with. What to do? Postcards: Awareness Tool or Selling Tool? Are postcards better for building awareness or for selling?In my opinion, the answer to the above question is, "They can do both jobs. It depends on what type of business you're in."My own perspective is that of the Web and graphic designer who must distinguish herself from the hordes of other designers out there. I do this by keeping my name in front of my clients and prospects with postcards. Over the years, this approach has brought me quite a bit of repeat business from my longtime clientele, and new business from the prospects on my list.Since many businesses do nothing to stay in touch with their market, and spend their precious time and resources chasing after new customers, I think that the awareness approach has merit. After all, it costs six times less to sell to an existing customer than it does to sell to a new customer. This has been proven through numerous studies.Now, let's move on to the selling approach. Let's say you're new in town, and, by golly, you need some clients pronto-pronto. Which means that you're not going to send out postcards to build awareness. Rather, you're going to send something that gets new clients ringing your phone and setting up appointments where you sell your design services.In short, different strokes for different folks. And postcards are versatile enough to serve 'em all. Mission Statement Impossible Dant dant da da dant dant da da. Dant dant da da dant dant da da. (That's the theme from "Mission Impossible"...)FADE IN. Online Advertising Versus Traditional Media Advertising Before I compare today's online advertising with traditional media advertising I will make an analogy. |
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