Marketing With Logic and Emotion

A couple days ago our refrigerator conked out.

A repairman showed up today to take a look. The verdict? We'd need a new freezer coil. The cost was close to $ 1,000 and would take almost a week to get the parts.

A new refrigerator was about $ 2K. And that's the option I chose. It will arrive tomorrow.

Logically, I could have saved more than $ 1K if I'd chosen to get it fixed.

But emotionally, I did not want to be without a fridge for a week, perhaps longer. The discomfort of that was worth avoiding even if it meant paying $ 1,000 more.

All buying decisions are emotional, not logical.

When a client decides to work with you, they may justify it logically, but quite often, they chose to get your help because of how they feel about you and their situation.

They will choose the option that feels the best to them.

In most cases, people buy your professional services because something is not working for them.

And that decision is always emotional.

And they also want things to work better for them or their companies.

And that decision is emotional as well.

Since marketing is 100% communication, your first job is to remind your prospective clients of the problems, issues and challenges that they are experiencing.

And your second job is to inform them how much better things will be after you help them by using your professional services.

Neverheless, this emotional content needs to be presented in a logical, understandable way.

That's why the third law of attracting clients says you must balance logic and emotion in your marketing.

This is the art of marketing.

Learning how to communicate this way can be tricky, but I like to break it down into these 6 logical steps:

1. Write a list of all the problems, issues and challenges your prospective clients are facing.

2. Write a list of how things could be if their problems, issues and challenges were resolved (the mirror image of # 1).

3. Prove to them that you have the experience and know-how to help them achieve # 2.

4. Write a list of all the other benefits and advantage they'll gain if they hire you to help them.

5. Explain what you'll actually do and what it will look like (but not in too much detail).

6. Let them know what they need to do to get started with you (including your fee).

Now, of course, this can be written or stolen in an infinite number of ways, but these steps are the building blocks of marketing communication that turns prospective clients into paying clients.

Cheers, Robert

Networking False Start

Networking is an art and has many “unwritten rules”. In order to gain the most out of your networking, its is critical to start on the right foot. Similar to sports, a false start can not only slow down the game but cost penalties and affect the points in the game. It is important to focus on the right ways to network to gain the best advantage.

Listed below are ways in which savvy networkers can establish a strong foundation for proper business and social dealings.

Warm Up

Do your due diligence and properly prepare for networking events and encounters. Visit the company or association website and familiarize yourself with their mission, goals and membership offerings. If you are attending an event, make sure to rsvp, arrive early and connect with the organizers. At the event, be proactive and socialize with new people and explore the culture and nature of the association.

Before The Sound Off

Just like in sports, before the gunshot or another sound goes off, make sure you positioned correctly. In regards to a networking standpoint, this means that you are accessible for business, can be easily contacted and have the capabilities to do business. These aspects support your credibility, brand and professional presence.

Game Strategy

Do not leave your networking to chance. Once you have made good connections follow up and have a strategy in place. Be intentional about building relationships, adding value and communicating your networking goals. Fostering an atmosphere for sharing resources, introductions and expanding networks are also essential.

Use these tips to create a dynamic networking start. Connect and make yourself available to do business and expand your network for success.

20 Ways to Increase Sales With Direct Mail Letters

1. Adapt letter-headed paper

If you're using company letterhead for direct mail then adapt it to your requirements. The company name and selling benefit should stand out. If you want people to email you, then the email address should stand out. If you want them to phone, then make the phone number prominent. Use the footer as a place to increase sales by drawing attention to a trade association or quality control mark. Make legal information as small as possible.

2. Postal replies

Do you want potential customers to reply by post? Include a pre-paid envelope.

3. Long letters

Do not be afraid to write long letters (over a page). Nobody will buy something without enough information to make a decision. Keep selling until you have run out of sales points. Every word should be relevant – no rambling.

4. Be friendly

Address your letter to a known person if at all possible because it shows that you care who they are. Second best is to address them by their job or interest, eg. 'Dear Dog Owner'. The worst salutation is 'Dear Sir / Madam'.

Sign off in a friendly way. Instead of a secretary signing the letter on your behalf, sign it yourself. Include your Christian name and a friendly title. 'Customer Services Manager' says that your company cares about its customers.

5. Powerful headlines

At the top of the letter write a headline that communicates the product's main benefit. It gives the potential customer a reason to read on. Keep it clear and simple – think communication not clever word play.

6. Powerful openings

Grab your reader's attention. Study magazine articles and newspapers. How do they it? What works? Use your research. Here is a list of letter openings to get you started: http://www.procopytips.com/sales-letter-openers

7. Subheadings

Subheadings make letters digestible. Each subheading should sell the product.

8. Ask for what you want

Do not beat about the bush. If you want your reader to buy your soaps then tell them so. If you want them to take out a subscription, ask them to sign up (and make it super easy). Ask straight away – do not leave it until the middle of the letter.

9. Talk benefits

Know the difference between features and benefits. Instead of saying 'the X65 lawnmower has a bar of sixty rotating blades' say 'the X65 lawnmower develops a healthy lawn within weeks'. Decide which is the most important benefit and put that first. All the other benefits follow.

10. Make it personal

Address the reader as if you were sitting next to them. Make it about them and not you. Every time you write 'we' try and change it to 'you'.

11. Emphasize important points

Emphasize important words by using bold or underline, but do not overdo it or the power is lost. Indent to emphasize key paragraphs.

12. Make sure the letter flows

Guide the reader gently from one point to another. Sentences should be linked ('what's more …', 'but …) and ideas should be set out in logical order.

13. Entice the reader to act

Your letter must end with a 'call to action'. Now you've (hopefully!) Sold the reader make it easy for them to act. Do not make it complicated by providing lots of alternatives which involve decisions. Give an incentive too: 'reply by 20th August and you will receive a free watch'.

14. Provide reassurance

Make sure the reader knows they can not lose. For instance, say you will not take payment until the product has been dispatched or that they will not be charged for 60 days.

15. Use a PS

When you receive a letter do your eyes go straight to the PS? So do your reader's. There should be a new 'just remembered' benefit here to seal the sale.

16. Make it a parcel

You do not have to send a letter on its own. A creative package is likely to generate a higher response rate. You could include a sample of your product or a promotional item which will be a constant reminder of your company eg. a drink coaster or a pen.

17. Include a reply device

Pre-paid postcards with tick boxes make life easy for potential customers. If you can print their name and address for them, all the better. Reassure people that a salesman will not call and that they are under no obligation to buy.

18. Include an endorsement

Comments from satisfied customers go a long way as do market research statistics: '85% of our customers have used us for over 2 years'. Always be truthful. Never be tempted to lie – to do so cheats your customers and undermines your reputation.

19. Involve the reader

Ask rhetorical questions: 'What would you do if …? Write questions that potential customers might ask and answer them: 'How much will it cost?' Provide an example of a company or individual who reaped the benefits of your product: 'When James & Son bought our product they halved their production costs in a week'.

20. Overcome objections

Make a list of all the possible reasons your customer might have not to buy. Decide how you would answer these objections and put them in your letter. For example: 'I can not afford it now' could be solved with an easy payment plan. If you think people will want to compare deals with other providers then provide a comparison chart.

Nine Ways to Make Your Business Visible

My Fourth Law of Attracting Clients states that you must be visible.

Imagine that you woke up one morning and discovered you were completely invisible. And nobody could hear you either. If you sent an email, nobody would even see it.

Not such a great circumstance if you wanted to attract clients to your business!

But as absurd as this situation may seem, it's pretty close to reality for many independent professionals. They are rarely seen or not noticed by their prospective clients.

If your business is not growing and you need to attract more clients, the very first thing you need to do is gain more visibility.

In my business, my efforts to become visible followed this progress: networking – speaking – keep-in-touch marketing – publishing.

I joined my local Chamber of Commerce, professional groups, and networking clubs and I started to meet a lot of new people, many prospective clients.

Then I contacted organizations and started to give talks on marketing for professionals. I met even more people and added them to my mailing list.

I then mailed a newsletter every other month to those on this list, and I sent postcard mailings inviting people to various introductory marketing events.

In 1997, I transitioned to an email list that reached 50,000 people at its peak. These people received this eZine once a week and I also promoted various

products and services to those on the list. Twenty years later the eZine still goes out weekly.

Finally, I published my InfoGuru Marketing Manual that developed more credibility and led to more clients and participants in my marketing groups.

I may be a lot of things, but one is not being invisible!

The hard truth you have to face is that very few people wake up in the morning with your name on their lips. You can not remain reliably invisible and expect your business to grow magically.

You need to remedy this with a “Visibility Plan.” Here are nine ways to do it:

1. Start slow, with patience. You can not get in front of 50,000 people overnight. Get clear on who your ideal clients are and where you can connect with them.

2. Focus on as many in-person meetings as possible through professional organizations. Really get to know people and their needs.

3. Reach out to make connections with those you've met who could be possible clients or refer you to clients. Real connections are more powerful than virtual connections.

4. With permission, add people to your e-list and send some valuable information at least monthly. This kind of keep-in-touch marketing is essential to stay visible.

5. Set up your website to get opt-ins in return for a report or article. Make it a practice to give away lots of value and demonstrate your expertise.

6. Establish a presence on social media such as Facebook and Linked In. But do not make this your primary visibility method, as it can be hard to stand out in this crowded arena.

7. Submit articles to online publications that your ideal clients visit and read. This is a great way to build credibility to a very targeted audience.

8. Seek out opportunities to give presentations – everything from speaking at professional groups to giving a TED talk. Nothing is more powerful than highlighting your expertise on stage.

9. Publish a book or e-book that establishes your expertise. A book is a powerful door-opener that provides a platform for the services and programs you offer.

I've done all of these things to one degree or another and I've also helped my clients do them as well, with great success.

These are all opportunities to communicate the value of your business and build credibility and trust over the long haul.

Remember, nobody is going to do business with someone who is invisible!

Cheers, Robert

Networking On Instagram

There are many ways to grow your networks, connect with others and do viable business while building quality relationships. Networking does not have to be in person but can also be done via internet, apps and other online avenues. Social media, in particular, is a remarkable way to engage with individuals, groups, companies and associations. But, like with other online platforms, savvy networkers need to learn how to make the most of their networking efforts.

Listed below are helpful tips for creating, fostering and growing communities for networking success.

Hashtags

The use of “#” are critical for Instagram efficiency and effectiveness. Once you have set up a profile, link and other information, consider brainstorming hashtags which resonate with your brand. These labels can help you connect with like minded individuals who share your interests, skills, passions etc. It can also create trend topics which allow you to be searched and discovered. It is recommended to post with at least 8 relevant hashtags.

@ Sign

The use of “@” are equally critical for using IG to its maximum proficiency. This feature allows you to include others in your post. This activity can make your posts to not only go viral, but tap into other networks to further connect. Choose individuals, companies and organizations which can benefit from your posts, find value in your content and are able to repost to their followers / community.

Visuals

Last but not least, it is important to make your post engaging whether they are short or long. Include eye catching photos, interesting video clips, graphics and designs to appeal to your viewers. This is an opportunity to not only be creative but promote your brand and unique identity.

Follow these instructions to master the art of networking via IG. Connect with others, grow your networks and continue to add value.

Why Your Business Should Invest Into Direct Mail

Like any good entrepreneur, I'm always thinking of ways that I can develop and grow our businesses and brands. One of the best marketing strategies does not occur in the digital world. Each week, one of my companies sends out over 1,000 pieces of direct mail. We have an excellent response rate, even with a younger demographic target audience.

Think about it; people are deluged with emails, social media posts and instant messaging. In the digital world, it's a novelty to receive a great piece of direct response material in the mail. However, there are a few differences in what we do in our direct mail than what was done in the old school days.

  • We experiment with all types of colorful pieces.
  • We rarely send any letter.
  • The pieces are always vibrant with images and very little copy.

There are a couple of reasons why your business should consider direct response to prospect and grow your business.

  • Response rate: Last year, Compu-mail noted, “Direct mail household response rate is 5.1% (compared to.6% email, 6.% paid search, 2. online display, 4.% social media.) This is the highest. response rate the DMA has ever reported, since coming out with the Response Rate Report in 2003.
  • Personalization: When your prospects receive mail (not including bills), particularly those who are Generation X or older, there is a familiar feeling. The older generations still like to receive something in the mail with their names on it. They can touch the piece, and there's something novel about it in today's world.
  • Generational Myth: Believe it or not, a sizable portion of Millennials also like direct response because it's something they too can touch and hold. According to a Forbes article, 36 percent of people under the age of 30 like to check their mailboxes, and 95 percent of those between the ages of 18 and 29 have a favorable view of mail, such as personalized cards.
  • QR Codes and PURLS: Companies have been experimenting with testing QR and PURLs (personal URLs), which redirects a person who receives a piece of mail back into the digital age. Since most people now have a smartphone, these codes can be scanned by the target audience for more information.
  • Messaging: If you're doing a particular project or sale, consider using direct mail to bolster the urgency. My team and I have gotten high response rates to direct mail pieces that have had a deadline to partner with our companies. One of the key reasons we have seen this work is because with all of the emails people receive, lots of times they are dismissing this form of communication quickly just to get through their email box.
  • Multi-channel Marketing: Direct response is an excellent way to support your digital marketing efforts. We know that people have to see your brand and logo multiple times for it to begin to “stick” in their minds. Direct mail helps reinforce your brand's digital efforts. Prospects not only see you in the digital world but also in the “real world.”
  • Testing: Direct mail provides your business with an opportunity to test another method for reaching out to your prospects. We've tested direct response with high-level prospects in our target audience, and the new accounts we've obtained paid for the mailing expenses
  • Easy Analytics: Direct mail results are straightforward to understand. You do not need to have anyone on your team sign-into a digital platform to pull a report for you. Direct response provides you an easy way to see how much you spent against the amount of new business you achieved.
  • Credibility: Direct mail, because it's familiar and tactile, gives the participants an automatic sense of your credibility. We live in a world of “fake news” and raging social media interviews about content in the digital space that is authentic and real. Direct response cuts through the noise and instantly gives credibility due to the investment and its familiarity.
  • Creativity: Direct response is an excellent way to experiment with color, size, shape and different packaging for your pieces. Sophisticated marketers are experimenting with many different types of mailings to stand out from a regular sized and traditional letter and envelope, which encourages people to look at the piece.

The Data & Marketing Association (DMA) has reported that direct mail has declined. However, in a digital world where people are inundated with massive amounts of content, direct mail stands out as a creative way to cut through the noise. At the very least, direct mail is an excellent complement your digital efforts, and at best, it's a great way to obtain new business.

Impact of Shift to Polymeric Cables on DC and AC Cable Accessories

It is very essential for the professionals to understand the reasons for making the change and not embracing change just because other individuals in the field are adopting it.

The impact of this change affects both the DC and the AC systems, albeit differently. Currently, transmission and distribution of power is taken care of largely by the AC systems because of their reliably easy transformation for the varied voltage levels. However, for longer ground cables and for submarines, HVDC systems are more advantageous.

In case of AC systems, it is the voltage levels that will influence the type and design of the cable accessory to be used. To quote an example, for cables of low voltage the comprehensive shift from paper to PE-insulated or PVC cables occurred more than 50 years ago. In this case, straight joints require accessories based on heat shrink technology; for example, heat shrink boot etc. while branch branches require accessories based on cast resin technology.

The shift to the new technology in case of MV cables occurred more recently, around the 1980s or so. One noteworthy feature that is worth mentioning at this voltage level is the availability of a huge variety in the kinds of polymeric cables. The initial paper cable constructions were available in four types previously metallized paper screened, belted, single-core and three-core single lead sheath; however, when the MV polymeric cables came to the market it came with a bang. About 100 plus varieties of this construction type were being offered and even today, a varied range of the different kinds of cable accessories are being used for this voltage levels.

With regard to high voltage levels, the EPR and XLPE cables together account for a large replacement of the earlier paper technology based cables. Accessories for polymeric cables of high voltage are silicone based mainly due to certain advantages offered by them. One is their hydrophobic properties when used on cable terminals and the other is their gas penetration rate and softness when applied in the production of joints.

Talking of the DC systems, the relevant area is the HV levels and here the paper-insulated cable technology still provide performance benefits over the newer technology. This is due in the context of conventional line-commutated converters load flow is changed by reversal of voltage polarity and therefore consequent breakdown because of modification in distribution of the electric field can occur. Event though, many applications are preferring the environment friendly and low maintenance polymeric cable technology, DC systems using modern voltage source converters can only go for them.

There is no doubt that traditional paper cable technology is being gradually replaced alongside an equivalent impact being made on the kinds of accessories required. At the same time there are certain applications where the old technology still holds supreme. It is necessary to bear this fact in mind while determining the type of technology that will best suit your application.

Networking Slump

Even savvy networkers can experience a decline or slow down in networking activity. There are many reasons for unpredictable situations such as the time of the year, holidays, changes in the industry / economic climate, etc. But regardless of the circumstance, you can bounce back and gain traction in your networking endeavors.

Listed below are tips for navigating uncertain conditions to make the most of your business and social strategies endeavors.

Plan Ahead

Take time to create a networking playbook. Mark times which are considered busy and potentially slow. Planning ahead allows you to forecast and better predict your outcomes. For example, Summertime, the holidays or a new (fiscal) year can slow down networking or business progress. Find ways to be productive and efficient to avoid becoming idle or complacent.

Stay Active

Keep your network frequency up to par. Be focused on staying consistent by attending monthly events, having weekly lunches or coffees, scheduling calls or sending out emails. Making it a point to stay connected and being available adds value while fostering trust for growing quality relationships. It shows that you are serious and intentional in your agenda.

Track Progress

Although it is important to plan ahead also make sure that you are evaluating your processes. Observe best methods, common trends and successful ways of networking and staying effective. Monitor results and seek out ways to improve your systems. Also, reach out to your existing networks for support and additional advice.

Use these simple and practical tips to overcome common networking obstacles. Be mindful of ways to avoidactivity and unwanted circumstances to achieve your goals.

Start Your Future NOW!

Ever think “There must be something else, something more and something better”?

The world is changing at a rapid pace. Job security is a thing of the past, and for most of us, having ajob barely pays the bills. For most people, it does not pay the bills, and certainly does not allow for holidays or luxuries.

School taught us to work hard, get good grades and get a job. What it did not teach us was how to create wealth.

It's the 21st century, the Information Age and if we do not keep up we will fall behind, big time!

Traditional jobs are disappearing rapidly. Businesses now use half the staff they used to, and in many cases pay on a performance level rather than an hourly rate. And this is just the beginning of what is to come.

So what can you do about it? The answer is simple – Become an Entrepreneur.

There are millions of people globally who have discovered the secret to creating wealth through becoming an Entrepreneur. And it's easier than you think.

To become an entrepreneur all you need is: –

  • A willingness to learn
  • A can do attitude
  • Determination and discipline
  • The desire to become a better person

Anyone can learn Entrepreneurial skills. You do not need a university degree; you do not even need to have finished school. In fact some of the richest people in the world had very little if any formal education. What they did have was a desire to make something positive happen in their lives.

Do you want more for your life and the lives of your family? Do you want a future that has quality?

I think we all do, but we are so caught up in the speed of 'daily living' that we just have not given much (if any) thought to the possibilities that are out there. And believe me there are endless possibilities. It does not have to be all doom and gloom. Life is for living.

Once you learn the basic skills to becoming an entrepreneur, a whole world of opportunities can open up to you.

So what is an Entrepreneur? Basically anyone who owns their own business.

But do not panic. It does not have to be a huge company, with employees and massive overhead expenses. Nor does it mean buying a franchise. There are literally thousands of business opportunities out there, if you know where to look and how to find them. And the wealth they can create can make the difference between an average life and an abundant lifestyle. Which one would you prefer?

Remember, you are new to this, so step one is to start part time. Learn the skills while still working your current job. And if you are serious about increasing your wealth, you have the ability to earn part time, an additional $ 1000 plus per month. What would extra $$$ per month mean to you and your family?

For most it would mean a BIG DIFFERENCE.

The time to get started is NOW. Do not wait. People who wait are waiting all their lives. Do you want the next 5 years to be the same as the last 5? If not, then take action now.

And here's the secret that most people never realize – The time will pass anyway!

Yes that's it – The Time Will Pass Away! So why not do something to make things better. Unless you are happy with your life the way it is now. It's entirely up to you.

But here's the key – if you start now, you'll be so much better off 5 years from now. And your future self will thank you for it.

Trust me. Nothing changes by itself. No one will jump up and do it for you. And if you do nothing, then that's what you get in return.

I live by the motto – The only way to predict the future is to create it.

So start your future now. It will be fun. It will be exciting and it will be very rewarding.

Where Refrigerators Go to Die

You may be wondering what beat up old refrigerators have got to do with anything, let alone marketing. Stay with me and find out.

The other day I went to the recycling center with my husband and standing on its own in the middle of a dirt area was a group of discarded refrigerators. I looked at them and saw beauty in them, stood there, old, antiquated, forgotten. It reminded me of the equipment and online tools that we have used and discarded in marketing.

Who remembers telex machines and fax machines being used for mass distribution of advertisements? It was not that long ago people were grappling with email. What about Netscape? At some point these were all brand spanking new shiny objects. There was a little bit of awe, anticipation and fear, but we got on with the job and mastered the technology.

When we go to the shop to buy a fridge there's something we're looking for: the latest fancy ice maker; SMART technology that links the refrigerator to the house systems. Whatever, it is, we're drawn in by something we've never before and when we get it home, it takes pride of place in the kitchen. We want to immediately try out the functions, even though we do not understand how they work, and we start pressing the buttons before we read the instructions. We show our new toy off to family and friends and then it becomes part of our everyday life. At some point it will outgrow its usefulness. For some people it is early on, and we decide to upgrade to a newer model and pass on our not so new refrigerator, still with some life in it, to the next appreciative owner. Or we could be the owner who keeps the refrigerator going for as long as possible, repairing it until the parts become obsolete. Then we move on, running fast to catch up with the latest features to satisfy our palette. The cycle starts again.

Technology runs with a similar cycle. We buy the latest equipment or software that promises to increase our business profitability. We use it before we understand its true functionality. We show it off to our customers and prospects and then we settle into a daily routine. We may upgrade by adding new parts or new versions or we may move up to the latest model. Some of us will keep patching our tools until there comes the point when there is no longer any service or upgrade capacity left. We then have a lot of catching up to do when we invest in new technology.

In marketing, there is always something new that's there to make life easier, get more sales, more customers, more time and more interactions. The sales funnel gets more sophisticated and there before we are constantly looking for the new ways to get customers and sales. In this maelstrom, technology quickly becomes obsoleste or left behind.

If we do not keep up with technology, we will find our outdated methods could slow us down. A good example of keeping up with technology is the use of autoresponders for email marketing; a great tool to nurture prospects and convert them into buying, but for many of us, the process involved seems tedious. What we do not acknowledge is that the time taken to set up the email sequences, more than compensates people personally sending out emails that seem repetitive and take up a lot more time in the long term. I am not saying we should be completely online; we should not. But if we do not keep up with change, then change will overtake us anyway and we could end up, with our businesses, stuck in that field, like those refrigerators waiting to die.

Fear of technology is a very real problem facing people in businesses. This fear turns resources that are meant to help make our lives and businesses easier, into taboo topics that should never be discussed, or worse still, they get sabotaged or thrown into dark cupboards never to see the light of day.

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