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The Book on Marketing: Teleseminars.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Teleseminars.

We’ve all undoubtedly participated in teleseminars, which are essentially conference calls. Some have spoken at them and arranged them. They can be pure content (i.e., no overt sales pitches) to increase social proof and heighten interest in a forthcoming new product. They might combine content and pitch. Even better, you can set up a series of them as a high-priced online course (Marc Goldman and Jay Abraham did this with a six-month long series, one per month, on joint ventures and deal making).

One activity that many experts engage in is teaching. One of the finest methods to show off your knowledge to potential customers and advertise your business at the same time is to teach a teleseminar on a subject you are knowledgeable about. Becoming a teleseminar presenter is a terrific way to market your skills because it is so simple to do.

You can instruct in a wide range of teleseminar varieties. For instance, it is possible to educate using a single teleseminar, a series of classes, or a very extensive teleseminar series. To upsell your other products and services at the end of the teleseminar, you can either charge for each teleseminar or offer them for free. Your teleseminars can be used in a variety of ways to advertise your skills.

Make a decision regarding the setup. You must decide if you want to conduct teleseminars or teach a class in your neighborhood first. Since you can advertise your teleseminar to a much bigger audience when you teach over the phone and so attract a lot more participants, I advise beginning by teaching teleseminars.

Also, anyone in the world can attend your teleseminar lectures. Every time I do a teleseminar, participants from the US and other nations join me on the calls. 

Will you charge for the teleseminar or provide it without charge? You might want to make your first teleseminar free if you are just starting out teaching teleseminars. If you accomplish that, you will have a large number of attendees, making this an excellent training session for you to learn how to organize and conduct teleseminars.

Even if you give this teleseminar away for free, you will still gain a lot from it. For those who sign up for your newsletter, you might offer them a complimentary ticket to the teleseminar. Also, you ought to upsell throughout your free teleseminar by extending a special offer to participants on a good or service.

Make materials for your teleseminar, conduct research, and choose a topic that will be beneficial. Finding the ideal subject for your teleseminar is crucial. A compelling subject will draw in dozens or even hundreds of listeners to your call. But, if your topic is not interesting to them, you will not be able to convince anyone to register for your teleseminar.

Create the resources for your teleseminar once you have selected a topic that interests you. Once you have your teleseminar's theme and materials, choose a time and date for the event and begin marketing it to attract attendees.

Organizing teleseminars is a highly effective way to show off your knowledge and establish more of a presence in your target market. You may quickly increase the number of newsletter subscribers and clients you have by starting to teach teleseminars.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: JV Mailings.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

JV Mailings.

For some providers of goods or services, direct mail may be out of their price range. This explains why card decks and Value Packs are so popular. You can always collaborate with a non-competitor (or two or three) who shares your target market but offers a complementary or related good or service in addition to such mailings. By sharing the cost of the mailing, you may still convey your message, but at a much cheaper cost.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Space Ads.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Space Ads.

Space Ads. This is also called Remnant Advertising. If you're going to run a space ad, using the editorial layout will typically yield better results. For the headline, body, etc., use the same font families and sizes. Use 2 columns in your ad if the newspaper uses 2 columns per article on the page where your ad will appear. You utilize three columns if they use three. The "advertorial" strategy outperforms typical space ads that scream "ad" almost constantly.

Advertising time and space are ephemeral resources. If it is not sold, it is either lost, utilized as a "house ad," given away for PSAs, or used for another non-profit-generating filler. However, media outlets frequently accept much less than their regular retail fees to unload their leftover space or time instead of suffering a loss. This implies that advertisers can purchase ordinarily pricey media for a significant discount. Media vendors profit as well, monetizing inventory that would have otherwise gone to waste, even when the space and/or time are sold at a sharp discount.

Businesses that wish to utilize last-minute advertising space must make it simple for the media outlet to work with them and employ their advertisement. Media organizations frequently prefer to just sell these last-minute ad slots to their larger advertisers since they have ready money, ad departments that can produce an ad rapidly, and management that can make decisions quickly. Newcomers must be as easy to work with as the big brands if they want these kinds of possibilities to come their way. Newcomers should let their advertising representatives know they are interested, save aside some cash, and have an ad prepared for immediate use. Due to the short notice of the space purchase, advertisers must be able to decide on creative unit(s) and quickly assess how these last-minute purchases fit into and/or effect their budget. Remainder ad purchases for radio, television, and the internet come with the warning that the advertising time and/or space is entirely preemptable. When bidding for general market advertising space as well as leftover advertising space, preemptable pricing might lead to competition between advertisers. The surplus inventory is won by the media business whose bid is the highest. 

Although using last-minute advertising might help a business stretch its advertising budget considerably, doing so isn't always simple due to how last-minute it is. Businesses need to be ready to respond fast.

Newspapers. Newspapers give a lot of options for residual space because they are frequently published every day and have a pretty fixed format. Advertisers' readiness to accept smaller leftover advertising, which may be required to fill out the paper, is one success factor, particularly for newspapers.

Magazines. National publications in the US offer one of the best remaining prospects. These publications sell regional ads and publish regional editions. The chance for the advertiser arises from their unsold inventory if they are unable to sell all of the regional advertising (which is very often) or only an odd number. 

Still, leftover advertising can be found in even modest magazines. The amount of advertising that is sold is one factor among others that magazines use to determine the editorial content. However, there are times when advertisers cancel, choose smaller advertising, miss a deadline, or the magazine has additional content, all of which present a chance for a different advertiser to step in at the last minute.

Radio. In contrast to print media, which may be expanded and contracted to some extent as needed, radio advertising is finite, making it one of the greatest forms of media for leftover buys. In one hour, a predetermined number of spaces must be filled. Therefore, radio advertising has a higher probability of being discounted than other forms of media. And the price reductions can be anything from 25% and 75%.

Television. For advertisers, the expansion of television stations, whether network, cable, or satellite, is a positive thing. There is a ton of television residual space available, and price reductions can reach 90% off the rate card.

Outdoors. You may see empty billboards everywhere you turn. Even though these slots frequently remain empty for a long time, this is not last-minute advertising in the strictest sense, but it is a significant form of residual advertising and should not be disregarded by businesses searching for opportunities to advertise, especially for brief bursts.

Sponsorships. Numerous sporting and other events struggle to get the marketers they want. This is a another example of leftover advertising. There are many sports and athletes of a less glamorous sort who need to earn money rapidly and at the last minute, while major athletic events like the Super Bowl or Formula One sell their advertising and sponsorship options with ease.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Bounties.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Bounties.

Hiring high school and college kids with a bounty program. Pay school kids $10 or $20 per lead they bring to you based on your criteria.

It is possible to adapt this technique to deal with autos. The names and addresses on a vehicle registration plate can be extracted using a variety of services. These same college and high school students might be on the lookout for items like body damage, broken taillights, and cracked windshields. When they find one, they make a note of the details on the license plate and give it to you. Then you may provide the leads to companies that specialize in auto body work, windshield replacement, and auto repair.

Think of owning a furniture store. You may collaborate with door-to-door salespeople and ask them to look out for worn-out furniture. They will already be in the living room of their potential client.

What about the technician who looks out for water damage in the basement while maintaining the furnace? If you provided basement sealing services, wouldn't you want as many furnace maintenance professionals as possible to bring you leads?

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Write a Book.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Write a Book.

 

Thanks to Print on Demand (POD) publishers, it's now simple and affordable to write and edit a book in your preferred word processor, submit it to a POD's server, and have the book shipped out in a few weeks or less. A excellent approach to establish yourself as the authority is through books. When you send your clients an autographed copy of your newest book, something absolutely miraculous happens. You suddenly become credible in their eyes. Your standing is raised. They are more inclined to want to work with you on a business basis.

It goes without saying that successful people prefer to associate with other successful people. And a book demonstrates your achievement to them. It elevates your status. Right now, you are a writer. Your self-claims in a salesletter are far simpler to refute than those in a book. It doesn't matter that anyone can order a book to be printed (at least for now).

You have a few choices if you don't have the time or patience to create a book:

  • You can have the book recorded and then transcribed (elance.com and fiver.com are good places to get a transcript done for you, but there are many other places online and offline to have them done as well).
  • You may hire a ghostwriter to write your book. Check out some of their earlier work, though!
  • You can host a teleseminar alone or with other professionals, then have it recorded, edited, and published as a book.
  • You can team up with other authorities in your area and each contribute one or two chapters to a book.
  • You may conduct interviews with other professionals and write a book with the results.
  • You can update public domain novels for the modern era and publish them as books (you might want to examine legal resources to ensure your choice is genuinely in the public domain because it's not always obvious).

As you can see, it's not too difficult to finish a book quickly and inexpensively. Just make sure the topic and content are pertinent and meet a need. In an ideal world, a book may also be used to generate leads or to sell a back-end product.

Now what do you do with it? Put it on Amazon and sell six copies to friends? Sort of. That is one option. It doesn’t matter how many people read the book for the fact that you wrote a book to be on your résumé and it helps you stand apart from other candidates. I know this is a book about marketing and directed at entrepreneurs who are not likely to be looking for a job, but isn’t everyone job searching? If you own a company, you are working for your customers. If your customers are uncertain, you need something to help tip the scales in your favor and the expert credentials provided by being an author are both really cool and serve the bill to be that expert in the room. 

The book can also be used as a free giveaway. That helps bring people to greater familiarity with you and your product. 

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Lead Generation JVs. 

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Lead Generation JVs.

Discover which other businesses your target market uses. As an illustration, you may offer your products to business owners who frequently go to UPS Stores and similar places. FedEx, Kinkos, and other "copy shops" are also good options. Many of these firms neglect to keep track of their customers' names, addresses, email addresses, etc. You can then reach an agreement with them. Set up "take ones," where individuals can obtain free pamphlets, go to your website, fax you, or mail you their contact details. Later, follow up by sending them a free report that applies to them. Joint venture with their contact information and notify the prospects of this.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Marketing Defined.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Marketing Defined.

 

What Is Marketing?

Consumers today have greater access to information and options than ever before. It's important to note that the following information is for informational purposes only and does not constitute legal advice. 

But what precisely is marketing? What resources should you draw on to create a cutting-edge marketing plan for your company?

So What is Marketing?

The technique of marketing involves generating interest in a good or service and persuading potential customers to purchase it. 

The phrase "marketing" refers to a wide range of tactics used to locate, connect with, and persuade potential customers. Among these marketing techniques are:

  • Market analysis. No matter if you work in business-to-business or business-to-consumer marketing, market research can help you understand your target market better. 
  • Promotion and advertising. Reach out to customers by promoting a good or service directly or by working with an advertising company to develop a campaign that fits your objectives. 
  • A social media plan. By starting discussions about your product or service on social media, you can reach potential customers where they spend their time. 
  • Public affairs. To increase the visibility of your business, get in touch with media outlets. 
  • Acquisition and retention of customers. Create connections with customers and the media to increase the message's reach. 
  • Print advertising. Use signage, newspaper and magazine adverts, as well as other conventional distribution methods, to reach potential buyers.
  • Digital marketing. Use internet marketing to connect with customers via social media, video platforms, search engines, blogs, and other digital marketing platforms.

Although the ultimate purpose of marketing is to sell goods or services, a successful marketing strategy involves much more than just the final click or swipe to purchase. It involves putting a product in the public eye and fostering brand loyalty based on enduring connections with customers. 

How marketing success is determined.

 

A business doesn't have to change society's values in order to succeed, but it does need to spark customer interest and boost its bottom line. A business can use the following metrics to evaluate the performance of its marketing initiatives:

  • Total revenue. This represents the overall revenue the company receives. Your chances of making more money increase with the number of people who are exposed to and receptive to your marketing. 
  • Sales expansion. The ability of a business to increase revenue over a predetermined time period is measured by sales growth. Comparing sales income from several time periods is used to calculate this (such as from one year to the next, or even one quarter to another). 
  • Customer devotion. Customer lifetime value, often known as CLV or LTV, is one metric used by businesses to gauge customer retention. It calculates the expected profit margin from an average customer's whole association with the company, as well as the repeat purchase rate and customer loyalty index (CLI).
  • Revenue from marketing expenditures. This is the total income generated divided by the sum of your marketing campaign expenditures. 
  • Rates of conversion from online marketing. These percentages represent the users who click on an advertisement, complete the form, and then make a purchase.

Types of Marketing

Marketing can be divided into two main categories: inbound and outbound. Inbound marketing is a strategy that attracts your target market to your company. Your communications are sent out via sponsored advertising in outbound marketing.

Inbound Marketing.

Building a relationship with a customer base is the goal of inbound marketing, which is accomplished by marketers using shareable social media, email campaigns, captivating content, and excellent web design. Inbound marketing typically involves meeting the customer where they are already looking for a solution. 

Inbound marketing examples include:

  • Marketing using influencers. Companies use the influence of a person with a sizable fan base or public profile to market their products and persuade consumers. The idea of utilizing celebrities to advertise a product is far older even though influencer marketing is frequently linked to social media and the world of "influencers," or persons with a sizable following on a social platform. A celebrity or influencer may receive payment in exchange for promoting a product on their Instagram account, appearing in a traditional TV commercial, or being seen using the product in public.
  • Viral promotion. Many marketers dream of their products going viral, a phenomenon named for how quickly and widely a message may travel. But, the secret to virality is tricky to figure out. Effective viral marketing initiatives connect with their target market, which cares about the product enough to spread it. Popeyes, a fast food restaurant, introduced their chicken sandwich in 2019 with a viral marketing campaign. The campaign employed a single, two-word tweet to start a verbal battle with other companies. This massive word-of-mouth campaign caused the goods to sell out across the country in a matter of days.
  • Marketing via search engines. By including targeted keywords and phrases in the product description or on the website, marketers can increase a product's visibility to potential buyers by making it easier for them to find it through searches. These techniques, also referred to as search engine optimization (SEO), help search engines identify a product, increasing the likelihood that it will show up higher or more prominently in the search results for your target clients. Marketers can change their website to include frequently searched words or terms, or they can utilize search engine marketing strategies to develop content in advance that contains these words.
  • Content promotion. In order to increase the credibility of the business and the product it is selling, content marketing positions the company as a source of knowledge and guidance. To establish a connection with their target audience, content marketers use guidance, educational content, and stories that are relevant to them.
  • Social media promotion. To increase customer awareness of a product, marketers use social networks like Facebook, Instagram, TikTok, Twitter, and LinkedIn. Social media marketing can assist you in developing engaging connections with your audience in places where they already hang out.

Outbound marketing

When a marketer contacts clients, this is called outbound marketing. Outbound marketing is more of a hard sell in which you demand the potential customer's attention in the hopes that they will require your good or service. 

Outbound marketing examples include:

  • Conventional marketing. A business uses TV, radio, print, and online advertising to promote its goods and services. 
  • Personal encounter. Businesses phone other businesses and potential customers to market to them and persuade them to buy. 
  • Sponsorship and advertising for events. Beyond paying for ad space, a company may sponsor an event to generate more visibility via linked media coverage of the event.

Final Thoughts.

Make sure you know who your target market is before you start developing your thorough marketing approach. Spend money on market research to learn what motivates your audience, including what they need, want, and where they look for it. To properly understand a consumer, one must be aware of the issues they face and the things they genuinely value. Empathy for your target audience will enable you to develop a marketing strategy that speaks to their needs rather than your own. Rich content creation for customers that enhances a business's authority also enhances the perceived value of its goods.

A creative, relationship-focused discipline, marketing. The most effective marketing initiatives identify their target market, create compelling messages, discover innovative means to distribute those messages, and ultimately increase the authority and trust of their brand and its offerings.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Billboards.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Billboards.

If a billboard designated for advertising but is empty, you have a chance.

Everyone can purchase space on a billboard. It's not quite as simple as putting a billboard in your cart and going to the checkout line, of course. Purchasing a billboard requires some expertise. 

You need to know how they are sold, identify the owner of the billboard you wish to purchase, then complete the deal. This is why the majority of billboard purchasers employ media companies to make their purchases. Instead of doing it yourself, it's simpler. 

Yet, you can buy a billboard on your own if you have a really tight budget or just want to do it for fun.

Be sure your product does not fall into any prohibited categories before you begin preparing the creative portion of your board. If you sell cigarettes, you are not allowed to advertise on billboards. Since 1998, this prohibition has been in force. Many states that have legalized marijuana, nonetheless, forbid billboard advertising for dispensaries or other marijuana-related businesses or place restrictions on it in specific places. If your business fits within this category, check the local laws. Ads for adult-themed entertainment are likewise restricted in many states and cities. Moreover, vendors might impose their own limitations depending on regional laws or internal regulations. When you get in touch with them, they can inform you about those.

Federal regulations that forbid deceptive advertising apply to all billboards. You cannot, for instance, assert that your soft drink cures cancer but you may assert that it improves alertness. 

Those who have never purchased advertising frequently believe that their local or state governments own the billboards that line their highways. In reality, advertisers own billboards. These businesses either directly or via an agency rent out the area to ads. The majority of the billboard inventory across the US is owned by a small number of significant providers, including:

  • Lamar Advertising.
  • Outfront Media.
  • Clear Channel Outdoor.
  • Intersection.
  • JCDecaux.

Additionally, there are a lot of smaller, more localized vendors.

Do you have a particular spot in mind for a billboard? After that, you'll need to ascertain its owner. You can get in touch with the owner directly if any have indicators identifying them at the bottom. But most people don't. As a result of their prior interactions with the companies, agencies frequently know which billboards belong to which ones. 

If you are unsure about where to purchase a billboard, you can speak with suppliers about the inventory that is readily available, but you must conduct your own research. Make sure you choose a billboard with adequate visibility by looking at the billboard's position. When you purchase many boards from a merchant, they frequently include these awkwardly placed ones.

If you have never done it before, making transactions with vendors can be challenging. Another reason people use agencies is because they have experience working with these people and have other client ties they can draw on. Even if you might end up paying more if you purchase a billboard on your own since you lack the necessary experience and resources, it is still doable.

The majority of billboards are sold in four-week blocks. Of course, you can increase your purchase beyond that, but whether you should will mostly rely on the product you're marketing. For instance, you wouldn't want to promote after a concert has ended because it has a set day and time. But, you could choose to purchase your board for 12 weeks or longer if you want to promote the opening of a new retail store. 

The cost of a billboard varies significantly depending on a variety of factors, including the city in which it is placed, its physical position, whether it is on an interstate or in a city, and the length of your commitment.

You will probably spend a higher fee for your billboard in a larger city. For instance, you will pay more in Los Angeles, California than you will in Scottsdale, Arizona, which is a less crowded city. When purchasing in a small town, you will typically pay less than you would for other local advertising methods.

Remember that you'll be paying for more than simply the billboard space. The creation of the billboard creative is also an additional cost. What you plan to do with the board will determine how much that will cost again. As a general rule, allocate 50 cents per square foot. The vinyl will cost roughly $336 if you purchase a typical 14-foot by 48-foot bulletin billboard. Your production expenses will be higher if you want to modify the billboard somewhat, such as by building it out slightly beyond its original dimensions.

The possibilities available to you if you want to advertise on a digital billboard will be more constrained. Traditional billboards are much more prevalent than digital ones. Digital may be a better choice, though, if you just have a very small window of time to advertise or you already have digital media on hand. On a digital billboard, you can book as little as one day. Also, you might invest in a network to spread your message throughout several cities.

A fairly accessible kind of advertising is billboards. You can make a purchase directly from a seller and quickly have your advertisement up. Still, it never hurts to get in touch with a professional if you think you might need a little extra help or guidance.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Create a Newsworthy Event.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Create a Newsworthy Event.

On Friday, October 30th at the local bowling alley, some people sat up a blood drive. They worked with the local Red Cross. Bowling alleys get busy in bad weather and the bar at the bowling alley was doing a costume contest that evening. The people setting up the blood drive were working with a local political candidate and one has a sense of humor so it was named “Blood Sucking Politicians.” All people running for office that year were invited to attend and because of the visibility, would be shamed for not attending. They could work the crowd of people and ask for votes but also had the opportunity to donate. They offered cash prizes for their own costume contest and the bowling alley offered a free round for anyone who donated. The event wrapped up at 6PM and was done in time for the bowling alley to get busy. 

The local radio stations were invited out if they wanted to broadcast from it and one of the politicians offered to pay for a live remote for one of the local stations while the other came out as a community outreach event and really helped get people interested in the event. Press releases leading up to the event, Facebook invitations, social media reminders, and Eventbright direct invitations were sent out to as many people as possible. $200 was spent on social media promotion split between Facebook, Twitter, and Instagram. A hashtag was created for the event so people could post selfies of themselves with a needle in their arm while in costume as they donated and they had a hashtag to use plus  a list of good local hashtags was shown to them. The hashtag was promoted on all major social media sites and the local participants really pushed it hard. 

In the end, it was a huge event that made the bar, the bowling alley, the Red Cross, the donors, and the politicians all very happy and this is something completely fictitious that never happened, but an idea I have personally kicked around. Why am I using it as an example? Because of the potential an event like this would have for publicity of the brand (the organizer) who is putting it on. Charity is great and really helps increase outreach. 

Write your good press releases as described elsewhere in this book and you will have an event to remember. 

The nice thing about the title of the event and being in a book is that it is now copy-written as part of this book and my personal property…but please feel free to use everything I just gave you for an event with credit given to me (@TheMichaelBeebe on all things social) and stay out of La Porte County, Indiana. I haven’t done anything with the idea yet, but I would like to. It is a great event idea and would have a huge impact on a lot of people plus it’s great promotion for those involved. I bet you could even have politicians sponsor the costume contest with prizes. 

Imagine if you’re the campaign advisor who puts this event together and it goes off successfully. How about a car dealership? They have big parking lots. Perhaps tie it in with a free car wash for a donation. Be creative, but you can always put on an event for next to nothing and the Red Cross will set up the Bloodmobile for five people sometimes. They need blood so bad, they may not require any sort of minimum donation amount to drive it out to your event. 

Toys for Tots, coat drives, canned food drives for local pantries all work great for events like this or mix a few together and shoot for as much altruism as possible and though you’re not making direct money off of an event like this, you can create a lot of social capital for your brand.

Make sure to get a lot of photos and post them on your social during and after the event.

I include this in the Section on written marketing because this will be press release heavy, but the main goal is to get members of the press, all of the press, out to your event to see what you are doing and to write up high value feel-good press on your brand. 

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Market Segmenting, Targeting, and Positioning.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Market Segmenting, Targeting, and Positioning.

Core marketing strategy disciplines include segmentation, targeting, and positioning for both domestic and international markets. Making the proper decisions is a crucial requirement for corporate success because errors in these areas are likely to be expensive and may lead to failure. Companies may now micro-segment, target, and position in seconds thanks to "Big Data" technology. Compared to conventional methods based on coarse-grained geographic, demographic, psychographic, and behavioral categorizations, this constitutes a significant advancement. The use of smartphones and the Internet are still uncommon in many parts of the world, and there are still few ways to segment consumers using big data. Also, our world is becoming more and more digitally divided, with search engines and applications that are not always available to everyone and governments and consumer rights groups worried about sending data across international borders. This chapter begins with a brief overview of conventional segmentation techniques followed by an explanation of how segmentation, targeting, and placement have been advanced by big data. The next section examines potential difficulties with segmentation, targeting, and positioning that businesses with global operations may encounter.

Market Segments .

Organizing potential customers into groups or segments with comparable demands and responses to marketing actions is referred to as market segmentation in marketing. Market segmentation helps businesses to target various customer groups who view the entire worth of particular goods and services in a variety of ways.

Knowing how to segment markets .

Three factors can typically be used by businesses to distinguish between various market segments: 

Within a section, homogeneity or shared requirements 

Differentiating oneself from other people or organizations

Reaction to the market, or a comparable response 

For instance, a company that sells athletic footwear might have market segments for long-distance runners and basketball players. Basketball players and marathon runners react to commercials very differently as separate groups. The company that makes sports footwear is better able to promote its branding by having a thorough understanding of these various market niches.

Market segmentation is a development of market research that aims to pinpoint specific customer groups in order to develop products and branding that appeal to the group. By identifying which items have the best odds of capturing a share of a target market and figuring out the best approach to get those products to market, market segmentation aims to reduce risk. This enables the business to improve overall efficiency by concentrating scarce resources on initiatives that yield the highest rate of return on investment (ROI).

Market Segmentation Types.

The four main categories of market segmentation are as follows. One type, however, can typically be divided into individual and organizational segments. There are five typical categories of market segmentation listed below. 

Demographic division. One of the straightforward, widely used techniques for market segmentation is demographic segmentation. It entails segmenting the market based on factors such as age, income, gender, race, education, and occupation of the target market. According to this market segmentation technique, people with comparable demographics will have comparable wants.

Company-Level segmentation. Demographic segmentation and firmographic segmentation are the same ideas. This technique examines organizations rather than individuals and considers a company's personnel count, clientele, number of locations, or annual revenue.

Geographic segmenting. Technically speaking, geographic segmentation is a subset of demographic segmentation. This strategy organizes clients according to their actual locations on the basis that it's likely that residents in the same region will have similar wants. For larger businesses looking to diversify into new branches, offices, or locations, this technique works better. 

Behavioral segmenting.  Consumer behavior, consumer activities, and customer decision-making patterns are all important components of behavioral segmentation. Based on their previous interactions with markets and products, this strategy divides consumers into categories. This strategy makes the assumption that consumers' past spending patterns predict what they would likely buy in the future, even if purchasing patterns can vary over time or in response to external factors.

Psychographic segmentation. Psychographic segmentation aims to categorize consumers based on their lifestyle, personality, attitudes, and interests. This technique to market segmentation is frequently the most challenging. As these features (1) could change easily and (2) would not have readily available objective data, doing this might be more challenging. Yet, because it organizes people based on inherent motivations rather than external data points, this strategy may produce the strongest market segment outcomes.

The Best Way to Choose Your Market Segment 

There isn't a single, generally accepted method for segmenting the market. Along their market segmentation journey, businesses frequently ask themselves the following questions in order to define their market segments.

Specifying goals and expectations 

  • What is the aim or objective of market segmentation? 
  • What does the business intend to learn by segmenting its market? 
  • Does the business anticipate any potential market segments?

Establish Customer Segmentation 

  • Which market categories do the rival businesses serve? 
  • What data from the U.S. Census Bureau is available to the public that is pertinent to our market? 
  • What information do we need to gather, and how can we do that? 
  • Which of the five market sector kinds should we divide up?

Analyze Possible Markets 

  • What chances exist that our statistics won't accurately reflect the various market segments? 
  • Why should we favor one kind of clientele over another? 
  • What long-term effects might selecting one market segment over another have? 
  • What is the ideal client profile for the organization, and which market groups most closely match this "perfect customer"

Create a segmentation plan 

  • How can the business test its theories on a representative test market? 
  • What attributes make a marketing segmentation plan effective? 
  • How will the business know if the plan is effective?

launch and observe 

  • Who are the important parties who can offer comments once the market segmentation approach has been revealed? 
  • What obstacles stand in the way of implementation, and how may they be removed? 
  • How should internal communication for the marketing campaign's launch be handled?

Market segmentation advantages. Implementing marketing segmentation requires time and money. Successful marketing segmentation strategies, however, can improve a company's long-term profitability and health. 

Market segmentation offers a number of advantages, such as:

  • Improved use of resources. Marketing segmentation enables management to concentrate on particular customer or demographic groups. Marketing segmentation enables a targeted, precise approach that frequently costs less than a broad reach approach, as opposed to attempting to offer products to the entire market. 
  • Greater brand recognition. Management must think about how it wants to be regarded by a certain group of people due to marketing segmentation. Management must decide what message to produce after identifying the market niche. The fact that this message is intended for a specific audience suggests that a company's branding and marketing are more likely to be very deliberate. This can also have the unintended consequence of improving customer interactions with the business.
  • Increased likelihood of brand loyalty. Marketing segmentation gives customers more chances to establish enduring relationships with a business. Customers may respond favorably to more direct, personable marketing strategies that encourage a sense of inclusion, community, and belonging. Market segmentation also boosts your chance of finding the ideal customer that fits your product line and demographic. 
  • Bigger differences between markets. A corporation may pinpoint the precise message it wants to send to the market and to competitors thanks to market segmentation. By clearly stating how a business differs from its rivals, this can also aid in product differentiation. Management creates a specific image that is more likely to be memorable and specific than a general approach to marketing.

Improved digital advertising targeting. A corporation can implement more effective customized advertising methods thanks to marketing segmentation. This includes social media marketing strategies that target people of a certain age, area, or behavior.

Improved digital advertising targeting. A corporation can implement more effective customized advertising methods thanks to marketing segmentation. This includes social media marketing strategies that target people of a certain age, area, or behavior.

Market segmentation has some limitations. Without any potential drawbacks, the aforementioned advantages cannot be realized. Here are several drawbacks to take into account before putting market segmentation tactics into practice.

Targeting. 

In marketing, targeting is segmenting your target market and creating marketing campaigns that will reach the groups that are most likely to respond to your efforts. The success you have in reaching potential clients can be significantly improved with target marketing. 

In marketing, the term "targeting" typically refers to a three-step procedure used by marketers to identify the ideal segment to target. This method is known as STP in marketing, which stands for segmentation, targeting, and promotion. Advertisers divide their target audience into segments based on demographics like age, geography, interests, hobbies, or past purchasing patterns.

Marketers evaluate which section best fits their offerings, values, and products after creating various segments. Marketing professionals will find it much simpler to reach potential customers and persuade them to buy the good or service if they can select the appropriate audience segments to target.

The third step, promotion, is developing customized communications and messaging especially for the selected target group. A marketing team can get the most of their investment by creating marketing plans that will engage the target audience through the media channels that they are most likely to use. With 53% of the world's population using sites like Facebook, Instagram, Twitter, and others, digital channels and social media are currently the most successful type of promotion.

Social media platforms, such as Facebook, LinkedIn, Twitter, and Instagram, have sophisticated options to allow businesses to target users based on market segments. A bed-and-breakfast business, for example, could target married Facebook followers with an ad for a romantic weekend getaway package. LinkedIn, on the other hand, is more B2B (Business to Business) oriented, so you can target businesses using a variety of criteria such as the number of employees, industry, geographic location, and so on.

Marketing Analytics for Targeting.

Targeting in marketing benefits from the use of marketing analytics in various ways. Analytics are necessary for marketers to comprehend the behavior of the prospective target markets they decide to segment. Marketing teams will be able to develop these segments and evaluate how well they fit with the team's predetermined marketing personas thanks to marketing analytics. The ideal consumer of the organization, including their age and income ranges, gender, location, and interests, is represented by marketing personas or buyer personas. Marketers will be able to determine the ideal group for targeting by using marketing analytics to discover which buyer personas it best represents.

The most effective platforms and channels to target the chosen segments are determined by marketers using marketing analytics. You can select the age range, gender, location, and other factors to specifically reach individuals in your target audience with the built-in targeting options that are available on many social media and paid advertisement channels. 

Marketing departments will need to choose target categories and then develop customized messaging that will best appeal to that demographic. With the use of a variety of marketing tools, marketers may test different messages to see which generates the most conversions from their target market.

Making the most of your marketing efforts requires knowing which audiences you want to convert through market targeting. Use market targeting strategy as a technique to expand and succeed if your business is trying to stand out in a sea of competitors. A strategy as effective as market targeting is worth twice as much as you spend. 

In summary, market targeting is a tried-and-true strategy to increase conversion rates, boost brand recognition, and forge enduring bonds with customers.

Market Positioning.

Market positioning is the capacity to shape consumers' perceptions of a brand or product in comparison to rivals. Establishing a brand's identity or image with the intention of influencing how consumers view it is the goal of market positioning.

Product managers should prepare for market perceptions of their products since, in reality, customer perceptions are the only ones that matter because a product has a life of its own. If a consumer isn't considering it, then your product isn't there. Effective positioning strategies concentrate not just on the product's current state but also on how it might develop in the direction of your ideal future state.

Companies use marketing to explain their position in the market to consumers and shape how they view the goods and services offered by the brand. The brand identity is established through marketing, which also affects how customers perceive the brand's position in relation to competing products.

Positioning is not messaging. The positioning of your product explains how it differs from competing products on the market. What you'll do to fulfill the commitments made in your positioning statement is described in your messaging to your target demographics. 

Positioning is not value proposition. Because it is a promise you make to your customer and outlines the advantages your product or service will provide for them, a value proposition differs from positioning. 

Positioning is not differentiation. Positioning is the process of claiming territory in the consumer's mind. Differentiation, on the other hand, is a strategy that businesses frequently employ to make their offering stand out and better appeal to their target market.

Positioning is not branding. When a business uses a combination of logos, taglines, slogans, and different advertising techniques, it is said to be branding a product. Nike, for instance, is known for its tick logo, "Just Do It" tagline, and a number of motivational advertising campaigns. But, positioning is primarily concerned with how a product is seen by the consumer in relation to competing brands.

The types of Positioning.

  • Consumer needs. Understanding your target market and how to meet their unique requirements. 
  • Product price. Presenting your company's or product's price as reasonable. 
  • Promotion. Promote your brand's or product's high quality by emphasizing its quality. 
  • Utilization and application of the product. Connecting your brand or product with a certain usage. 
  • Brand. Putting your brand in the position of being superior to your competitors.

Market positioning is a tactical exercise we undertake to forge a consumer's perception of a brand or product. The four Ps—promotion, pricing, venue, and product—are used to accomplish this. Your positioning strategy will be more successful if it defines the Ps in greater detail.

A product's positioning may make or break it; if done well, it will create an audience that is open to your message and confident in their choice despite the abundance of alternatives. If you get it wrong, you'll be lucky if your product gains any traction with customers. The branding of your business and how your target market views you depend on your market positioning. It should reflect your basic beliefs and convey your values to clients. One of the most important aspects of marketing is creating a good product positioning plan since it gives your company the chance to stand out from the competition. An increase in customer retention and increased advocacy are frequently the results of well-executed product positioning, which also aids internal teams such as sales, marketing, and customer success in providing compelling customer experiences.

The goal of market positioning is to influence consumers to see your brand and product as the market leader. You have the chance to engage with your customers when market positioning is properly carried out and performed. Products that appeal to consumers are those that they are interested in buying. Customers are more likely to choose to purchase your product over competing ones if they believe it can provide them with the benefits they seek.

Brand positioning. Brand positioning is the process through which a business positions its name in the minds of its clients.

Comparative positioning. Comparative positioning is the process through which a business assesses alternatives that are accessible to its target market. 

This demonstrates their value in comparison to competing companies on the market and helps establish their USPs. 

Differentiation positioning. When a business concentrates on qualities that market rivals can't imitate, or when they utilize the feature to "differentiate" themselves from rivals, the business is said to be using differentiation positioning. This strategy is advantageous because it enables businesses to focus on a certain characteristic they can provide that others cannot. 

Segmentation positioning. Segmentation positioning is advantageous if a corporation is addressing more than one target audience because it helps satisfy the particular needs of each group.

The importance of brand positioning. In order to distinguish your business from others selling comparable goods, brand positioning is crucial.

Product positioning. Finding a product or service's position in the market is a deliberate activity called product positioning. In order to concentrate on messaging and convince potential buyers of the benefits of your product, positioning establishes what sets it apart from competing products on the market.

What constitutes a product positioning statement's four primary parts? 

The four components of a positioning statement are the target, the category, the differentiator, and the payout.

1. The target - When you start working on your marketing activity, it's vital to decide on the aim. The target market should be determined by key factors including demographics, geography, psychographics, pain points, client needs, and so forth. 

2. Category - Prospective buyers require a frame of reference when assessing a transaction. The category in which your brand will compete needs to be described. Technology, fashion, etc. are a few examples. For your customer, providing context will help develop brand relevance. ensures that the brand is relevant to the consumer.

3. Differentiation - One element of differentiation should be mentioned in your positioning statement; it is generally accepted that your product shouldn't have many benefits or characteristics that make it stand out from the competition. This is so that the distinctive qualities or advantages of your good or service can support the key differentiator. Don't forget to avoid using the strong assertion that your product is "the global leader" as your point of differentiation. Instead, elaborate on why you are the world leader. Make sure to differentiate your goods from the viewpoint of your customers rather than from a business perspective. While having a sizable turnover or a big market share may be appealing to you, your consumer doesn't care about these things.

4. The payout - In this section of your positioning statement, you differentiate yourself from the target market's wants or objectives. It's crucial to explain to your target personas how your differentiator will meet their user needs in this case. A solid understanding of your target market is essential for developing a compelling positioning statement, which supports our earlier claim. Never rely on internal assumptions when making any kind of understanding; always use real market research as a foundation.

How to create marketing strategies using segmentation, targeting, and positioning (STP)

The segmentation, targeting, and positioning (STP) marketing model is a well-known strategic method in contemporary marketing today. It is one of the marketing models that is used in practice the most frequently, and marketing leaders credit it for effective, streamlined communications. 

With an emphasis on commercial effectiveness, STP marketing identifies a company's most lucrative market segments before creating a marketing mix and product positioning strategy for each one. 

STP Marketing Strategy.

While designing marketing communications plans, the STP model is helpful since it enables marketers to prioritize propositions before developing and delivering individualized and pertinent messages to engage with various audiences. Market segmentation, market targeting, and product positioning make up the three steps of the funnel. 

You want to develop a foundation for the segmentation of your target market during the research-based market segmentation phase. You also want to identify key traits that will distinguish each market group from the others. 

You must assess each segment's potential and commercial attractiveness when developing your targeting and positioning strategy. You must then develop a detailed product positioning strategy for each segment you have chosen, as well as a customized marketing mix based on your understanding of that segment.

Segmentation, targeting, and positioning is an audience-focused rather than product-focused approach to marketing communications which helps deliver more relevant messages to commercially appealing audiences.

At a more tactical communications level, STP marketing is also relevant to digital marketing. For instance, as demonstrated by these alternative tactical email customer segmentation tactics, implementing marketing personas can assist in creating more pertinent digital messages.

You may locate niches with particular demands through segmentation, mature marketplaces to find new clients, and provide more targeted and powerful marketing messages.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Postcards.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Postcards.

Yes, postcards are a type of direct mail, but they deserve their own category. Postcards are excellent for generating leads because they are easier to manufacture and ship than full-blown direct mail packages or sales letters. A free report or free present, like in classified ads, frequently works well here. Additionally, postcards are a fantastic way to stay in touch with your clients and potential clients. They also function well when included in a series of mailings.

The US Postal Service website, http://www.usps.com, is an excellent place to go if you want personalized postcards because the USPS has collaborated with a business that will print and deliver your postcards for you! The best part is that you simply have to pay shipping (i.e. FREE printing costs). Ensure that you are listed on the mailing list so that you can receive your own mailing as well.

Even now, direct mail still rules the marketing industry. Marketers today run highly focused campaigns using a combination of fresh concepts and technology. For the best results, businesses can combine their direct mailing with digital marketing activities. However, they must experiment with many pairings to identify the best ones. In doing so, they can succeed in both and increase conversions.

Despite how effective this combo is, some businesses only engage in internet marketing. As a result, they are passing up a lot of chances. But what enhances the effectiveness of direct mail marketing? People are searching for a break because they are overexposed to digital media. A variety of direct mail collaterals are available to help you communicate with your target audiences. These products help you and your prospects communicate more effectively. With the proper offer and CTA, you can turn them into clients. Due of their small size and appealing design, marketing postcards are quite effective, and recipients enjoy receiving them in the mail. Since postcards don't need envelopes, they are frequently opened.

Direct mail marketers have long been interested in postcard marketing. It is the simplest and most economical method of direct mailing. There's no denying that sending postcards back in the day was common. People appreciated the practice of sending and receiving postcards. Whether it's Thanksgiving or a college graduation, postcards make a great means of communication. These factors made the introduction of postcard marketing obvious. Postcards were first used by businesses to market to both prospective and current clients.

Using postcard marketing, a sort of direct mail, you may communicate with your target demographic and make irrefutable offers. Invitations, notices, or offer coupons are the three main types of content on marketing postcards. Even though it can appear a little dated, many businesses still utilize postcard marketing to gain market share. 

Direct mail items are kept by recipients. Postcards including pertinent offers are more likely to be kept for later use. But are postcards effective marketing tools? Postcard marketing has the potential to boost both sales and engagement.

Your mailing lists can be divided up, and data can be gathered from many digital sources. These elements contribute to customization, which in turn aids in attracting more attention.

Does Postcard Marketing Really Work? One of the most advantageous and cost-effective forms of marketing for businesses is postcard distribution. It's time to look into postcard advertising efficacy if you still have any questions about it. 

Postcards Have a Nice Look. They capture the eye. Compared to other direct mail materials like envelopes, they attract a lot more attention. An envelope is not required for a postcard. Anyone may flip it over and have a look, and since the recipient can immediately see the contents when he or she picks up the postcard, it has a greater impact.

Postcards Have a Higher Response Rate. The response rate for postcards is 4.25%, which is higher than that of other forms of collateral. People enjoy receiving postcards in the mail, and the offers tempt them. Many of them also store coupon-containing postcards for future use. Because of their compact size, recipients may easily pin them to their boards or place them on the refrigerator.

Postcards Are Useful. About half of the people who get postcards think them useful—about half of them. On a postcard, there are only a few short phrases written. Postcards give users access to crucial information in the fewest possible words. Therefore, receivers can rapidly skim through postcards. A postcard marketing campaign might help you tremendously if your target market is made up of busy decision-makers and professionals.

Postcards Create Emotional Bonds. People are inundated with emails and display advertisements in today's digital environment. Postcards provide your marketing communications an emotional undertone because there are no emotional values associated with such advertisements, which frequently irritate individuals. They also give recipients a nostalgic feeling. Additionally, this personal touch encourages potential customers to answer the call to action. A research by Royal Mail found that 57% of people who receive postcards feel better appreciated. Postcards, it seems, make recipients feel special.

Postcard Marketing Fits Well With Digital Marketing. Compared to single-channel marketing, omni-channel marketing generates engagement rates that are 250% greater. A further benefit of multichannel marketing tactics is a 90% increase in client retention. Combining offline and internet marketing platforms is preferable. You can profit from both in this manner and get greater outcomes. Any internet marketing channel can benefit from postcard marketing. After an email marketing campaign, print and mail postcards. Alternately, you might combine a social media campaign with a postcard marketing campaign. These cross-channel marketing initiatives raise brand awareness and encourage sales. Since postcard marketing is inexpensive, you can incorporate it into any current or upcoming campaigns.

Postcard Marketing Campaign.

For many different kinds of businesses, using postcard marketing to connect with clients has long been an economical option. The mailings are enticing and, naturally, also include the standard print side reminder that one of our dogs is due for a checkup.

Conduct Recurring Campaigns. Recurring postcard campaigns make it easier for you to stay top-of-mind with your target market. Choose a time interval, such as three months, six months, or a year. These recurrent mailings serve as brand reminders to prospects. Therefore, they are more likely to get in touch with you before your competitors the next time they want to acquire anything that matches the items of your brand. Campaigns that are consistent and repeated are significantly more effective than one-time campaigns. Direct mail marketing doesn't work with this "set it and forget it" strategy. You must get in touch with prospects frequently enough to establish familiarity and credibility. Not every postcard marketing campaign needs to be repeated. Postcard campaigns that advertise a seasonal sale with time-limited deals perform better. Decide your marketing kind wisely based on your message and product.

Segment Your Target Audience. The right mailing list is essential to a postcard marketing campaign's success. Actually, mailing lists account for 40% of the success of your campaign. Choose potential customers who fit your consumer character. If your business sells home automation products, for instance, you should focus on homes that can afford your items. Or, if you run an online store offering children's clothing, you should target households with young children. Companies can contact prospects who are most likely to respond to their postcards thanks to laser-focused targeting.

Use a Trackable Call-to-Action. Is postcard marketing effective? is a question that some marketers frequently ask. If you employ all the proper postcard marketing components in the proper way, it might be. The call to action is one such vital component. People are instructed on what to do next through a call-to-action. It points them in the direction of a decision that moves them up the sales funnel.

  • Postcards without CTAs are useless. They leave the recipients perplexed and lack any discernible objectives. 
  • If they are interested in the offer, the CTAs direct them as to what to do next. They are also employed to monitor replies and participation. 
  • As trackable features, you can include QR codes, pURLs, or specific phone numbers. They can serve as a CTA and aid in keeping track of each response.

Here are some examples: 

  • To receive a 20% discount, simply scan the QR code provided below. 
  • Order now by calling our toll-free number. 
  • If you'd like to learn more about our products, click the link below.

Follow-Up After Recipients Receive Your Mail. Once your postcards are delivered, your campaign is not over. Marketers must to have an effective follow-up strategy in place. Never use direct mail campaigns as your only marketing method. Tell your salespeople to contact recipients as soon as possible after they receive your mail. Additionally, you can send them an email or launch a concurrent social media campaign. Increased brand memory and awareness are ensured by these factors. The majority of people require extra encouragement to finish the CTA. Follow-ups act as that prod and aid in generating more responses. In order to seal deals, you should also follow up with your respondents. By contacting cold leads, businesses can turn many of them into hot ones.

Avoid Using Postcard Marketing as Sales Pitches. Postcard marketing is a fantastic idea, but utilizing them to make a sale is wrong. Instead, think of postcards as a way to improve the bond between you and your clients. The space on postcards is extremely constrained. You are limited to adding your headlines, offers, and CTA. Prospective customers might require more details before making a purchase from you. To direct consumers to landing pages, some marketers utilize QR codes and pURLs. Include more information on these pages and inform visitors of how to make purchases from you. On your postcards, you can include your contact information. Allow customers to contact you directly to continue the purchasing process.

Always Proofread. On your sent mail items, misspellings and typos might damage the reputation of your brand. Therefore, before printing your postcards, make sure to proofread their content. A mistake can also be made by unrelated offers and messages in addition to misspellings and typos. Is the audience going to find your offer useful? Will they be intrigued by what you have to say? You can determine the effectiveness of your postcards by finding out the answers to these questions. Once it is designed and prepared for printing, have other people review your draft. It is crucial to get a second opinion because you might not be able to see errors on your own. Perhaps one of the best postcard advertising advice you can obtain is to proofread your postal pieces. You may find it easier to find and correct problems with a new set of eyes. Additionally, these suggestions enable you to tweak your copy and design. You should examine your postcards from the perspective of the recipient.

Generate More Responses With Personalization. Personalized and unique postcards are present in some of the top marketing postcard examples. Personalization provides you the advantage and makes it easier for you to instantly engage with your target audience. Mail with their names on it is more likely to be kept. Therefore, personalization lengthens the life of your letter and raises brand awareness. 

  • Customers are displeased with impersonal shopping experiences in 71% of cases. 
  • Personalization in marketing communications is appealing to 90% of US consumers. 
  • 2.1 times as many customers are likely to value individualized messages.

These figures demonstrate how personalized postcards may attract attention and greatly raise response rates. Marketers should convey to their customers that these postcards are personalized for them. There is a higher likelihood that your postcard will be read and remembered if the recipient's name is highlighted on it. Other variable tags that you can utilize include a person's firm name, age, likes, and preferences. The recipients of your mail can benefit from these items. As was already said, personalization works well with pURLs. Your postcards gain a personal touch that makes them distinctive to the recipients.

Add Exciting Offers. Is postcard advertising successful? Many marketers frequently ask themselves this question. The answer to this query is very debatable. If you send out postcards with nothing to offer and use generic mailing lists, you risk getting a "no." But if you make the appropriate adjustments, you may make it a "yes." Always include pertinent and practical offers with all of your mail, especially postcards. Many individuals mistake marketing postcards for discount cards and coupons. You ought to meet their standards. Offers encourage recipients to take advantage of them. There are other offerings you can highlight, including:

  • Buy One, Get One Free.
  • Receive 10% off of your first purchase. 
  • On your subsequent purchase, receive a flat $50 cashback. 
  • Use the promo code “BEEBEROCKS69” to receive a 69% discount and credits worth $20 each when you refer a friend. 
  • Enter Your Information to Access a Free One-Year Subscription.

Those are a few compelling offer samples for you to think about. You might think of a few that are pertinent to your brand.

Include Your Contact Details. Even though this is one of the most fundamental procedures, some businesses overlook it. Don't forget to include your contact information, such as your email address, phone number, and website link. These information should be included on every postcard in addition to the CTA. Use the reverse of the postcard on the left if you don't have enough room. To preserve clarity and consistency, make sure to add your company's name and logo as well.

Talk About Benefits. Always focus on the advantages of your product or service, not on its disadvantages. Let's look at an example to explain it clearly. Vacuum cleaners are purchased to clean homes, not because they are made of plastic. Prospects are more receptive to hearing about the advantages of your product than the features. You may highlight these aspects on your website. Postcards, however, don't have much room. It is advisable to make judicious use of the space and concentrate on initiatives that will increase sales. Consider representing your features as advantages as a further clever tactic. For instance, "our lawnmower, constructed of plastic, is simple to handle and easy to clean."

Set Clear Objectives. Clarify your goals for the project. You ought to be clear on the goals for your campaign. Typical objectives include: 

  • Maintaining current clients. 
  • Producing new leads. 
  • Taking advantage of a new market sector (for selling a new product line). 
  • Reengaging past clients. 
  • Increasing sales through promotions and contests with discounts. 

Your next stages, such as choosing the layout and wording for the postcard, are guided by clear and well-defined goals. Your marketing objectives will also affect your mailing list.

Add Testimonials. Testimonials and other forms of social evidence aid in persuading customers of your brand's dependability. They demonstrate that customers value your offerings and frequently make purchases from you. You can include one or two quotes even when a lot of testimonies cannot fit on a postcard. You can also choose a few of your previous postcard advertisements and reuse them. Use the same artwork while making a few little adjustments. Does the market for vintage postcards exist? Vintage postcards are constantly in demand. A lot of individuals really sell them online. As a result, you can reuse your old postcards. It's probable that folks will like your retro aesthetic and react to it.

Postcard Copy.

When writing a copy, be careful with your word choice. Your writing should be helpful and tailored to your target. Power words such as: 

  • Try This.
  • Special.
  • Bonus Offer.
  • New.
  • Improve.
  • Now.
  • Valuable.
  • Customized.
  • Save.
  • Easy.
  • Free.
  • Guarantee.

These phrases pique prospects' curiosity and encourage them to learn more about you. The headline is a further consideration. Your postcard's headline needs to be direct and concise. The goal of your mailing should be clear to recipients at a quick glance. Leave no opportunity for ambiguity or speculation. Your message is summarized in the headlines. They encourage readers to continue reading your postcards. To create a catchy title, you might employ any of the following strategies: 

  • Ask a question to pique readers' interest. 
  • Fix a specific issue.
  • Guarantee benefits.
  • Promote limited-time offers.

Each industry has an own writing voice and style. The copy on an insurance postcard is substantially different from the copy on a healthcare postcard. Keep your material original and pertinent to your audience at all times. Consider the words and phrases that will wow your potential customers and employ those. Writing your text internally saves money and time. You could spend $100 to $2,000 outsourcing the task, and you would still need to proofread it.

Postcard Design.

Your campaign's design will determine 20% of its success. One of the best postcard marketing techniques is to create an attractive and eye-catching design. Follow these guidelines to keep your postcards visually balanced: 

  • Pick the proper hues. To increase brand recognition, the majority of businesses exclusively employ the colors found in their logo. However, make sure that every hue complements your messaging. 
  • Pick the appropriate arrangement. Clear adequate space to prevent clutter. 
  • Insert pertinent images. Using the right picture can help you effectively deliver your message to your audience and capture their attention. 
  • Observe all USPS design specifications. They assist you in managing your spending. 
  • Add your CTA and offers in prominent locations. These elements need to be clearly highlighted.

Postcard Size.

The success of your postcard marketing campaign is significantly impacted by its size. A small-sized postcard is easily lost. Additionally, it is unable to attract much attention. A huge postcard may be discarded because it is cumbersome to handle. Because of this, marketers should take these factors into account when choosing the optimum postcard size. Your money is a further factor in why size is so important. The price of a postcard increases with its size. Additionally, you must adhere to USPS size and weight requirements. All of your postcards must be rectangular, per USPS regulations. Minimum dimensions should be 3.5" x 5" x 0.007". Additionally, they shouldn't be larger than 4.25" x 6" x 0.016". If you go beyond these limits, your sending expenses may go up. Because of this, most marketers stick to smaller sizes, but it's best to choose a postcard size that works with your message and offer.

Choose a larger size if your message requires you to include more photos and phrases. If not, a compact postcard ought to work well. Make careful to provide adequate white space and avoid making your postcard overly cluttered. Additionally, choose a finishing that gives your postcards a nice appearance. B2C postcards typically have a glossy finish, while B2B marketing postcards typically have a matte finish.

Mailing Lists.

When it comes to mailing lists, you have four main choices. Your decision will depend on your financial situation, business model, and marketing goals. It's possible that your target market may not reside nearby. Prospects are typically dispersed throughout the state or nation; tiny eateries, shops, and retail establishments may cater to a local clientele. However, there may be a large audience for eCommerce stores, educational institutions, and other businesses. As a result, decide on your company type and the objectives of your postcard marketing campaign.

In-House Mailing Lists. The mailing lists that your business creates are known as in-house mailing lists. These prospects are probably already on your contact list, and you want to improve your relationship with them. This mailing list information is true and helpful. Furthermore, there is no cost associated with them.

Outsourced Mailing Lists. You can rent or buy lists from a third party if you don't have any of your own. You can get assistance from a number of agents or list brokers during the process. You can only make a few uses of a mailing list that you are renting. With your agent, be certain of the terms and circumstances. Such a list can never be completely accurate. They can have typos, incorrect addresses, and useless data.

Every Door Direct Mail (EDDM). The greatest choice for targeting particular neighborhoods is EDDM. With this USPS service, you can send to each and every residence in a particular ZIP code or locality. For instance, let's say you own a pizza delivery service and want to advertise your menu in your area. You can run direct mail campaigns with EDDM even if you don't have a mailing list.

Postcard Mailing.

Compared to the expense of mailing letters and other products, postcards are a relatively inexpensive option. Other strategies to reduce mailing expenses include pre-sorting, adding Intelligent Mail Barcodes, and using ZIP+4 codes. Postcards can be sent using one of three methods. They are First-Class Mail, Standard Mail, and Bulk Mail. If you mail at least 500 postcards in a single batch, you can take advantage of first-class postage rates. However, you need also make sure that the size and weight requirements for USPS first-class mail are met by your postcards. Postage for sending postcards using this option starts at $0.34 per piece as of this writing. A business mailing at least 200 postcards can use this option for standard mail and starts at $0.47 per piece. To send bulk mail, you must have a USPS permit. Additionally, you must presort every postcard before delivering it to the central mailing facility. The price depends on the volume of mail you send. Your prices decrease as you send out more postcards.

Campaigns using postcards for marketing are inexpensive and quite effective. Postcards are a great way for any small, medium, and large brands to increase conversions.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Secret Sales.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Secret Sales.

 

On all of their purchases done in a single visit, you can give your customers a covert discount ranging from 10% to whatever. The issue is that clients can only discover the size of the discount by going to your business. For instance, the chance of discovering a 75% off coupon often makes it impossible for the consumer to resist. 

This is literally one of the 48 Laws of Power! Law 17 states, “Keep others in suspense by being unpredictable. Keep them second-guessing.” Some might argue that Law 17 is a form of gaslighting and perhaps it is. The purpose here isn’t to discuss ethics. Any concept can be used for good or bad purposes. A secret sale is the good way. This gets people to come back over and over again to get sales you may not be doing. Kohl’s is one of the best at it as far as I know. Maybe I don’t see the weekly sales flyer, but I rarely pay full price when I go clothes shopping there. Once you walk in, there’s so many sales going on that I had no clue on, it’s a secret to me sale!. 

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Volunteer.

, , , , , , , , , , , , , , , , , , , , , , , , , , ,

I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Volunteer.

 

If you can volunteer where you meet potential clients, it's a terrific way to network in addition to making you feel good about supporting a worthwhile cause (or people who have frequent contact with your prospects).

The largest generation still alive in the United States, the millennials, are concerned about issues. People like to work for companies that give back and are more inclined than members of other generations to conduct business with those organizations. Also, they make up more than one third of the workforce in this nation and, in a few years, will represent about 50% of it. 

According to Jeff Fromm, a speaker and consultant on millennials, "Millennials are more responsive to cause marketing than prior generations and are more willing to buy things affiliated with a cause." Also, they reward businesses who support the social causes and topics that are important to them.

Non-millennials also enjoy doing business with ethical organizations. So, incorporating charitable giving and volunteer activity into a marketing strategy makes sense. So how can you accomplish that without having it come off as marketing? 

Choose the appropriate cause. 

It's crucial to pick the correct cause if you want to incorporate charity into your marketing plan. Join forces with a program that feeds the underprivileged if you are in the food business. Choose a cause that requires your good or service. Make sure your efforts aren't only about self-promotion if you want something that supports your company's vision.

Get everybody on board. 

When it comes to donating, more is better. Invite as many individuals as you can to participate in your marketing initiatives that incorporate philanthropy. This year, the Utah-based company RAGS, which creates limited-edition children's rompers, involved both its staff and consumers in their charitable endeavor. Using social media, it solicited donations of toys for a nearby charity organization called Community Action Services and urged followers to use a hashtag to publicize the event. It collaborated with a few other companies and provided in-demand items for attendees who brought toys to donate. 100 people received a free RAG, and 50 people received a free backpack-style diaper bag. Also, the venue donated raffle items. The company interacted with both current and potential consumers through the toy donation campaign, which benefited a local charity.

Keep your self-promotion in check. 

It can be alluring to brag about how fantastic your business is and how much money you've donated to charity. Yet much self-promotion could be harmful. Instead, invite clients to spread the word about your initiatives on social media by using hashtags and shoutouts. Speak to your staff about using their social media profiles to promote your efforts. Request that the NGOs who receive your donations showcase your charitable efforts on their websites and social media accounts. It's acceptable to draw attention to your charitable endeavors, but watch out for turning it into bragging.

Spend more on donations. 

While giving money to nonprofit organizations is simple, getting involved and making an effort for a cause is more beneficial. Of course, send a cheque. But if you can, match your employees' donations to urge them to give as well. Promote volunteering and take the initiative. Some businesses offer paid time off for employees to volunteer for a cause of their choice, such as working at a food bank. Think about volunteering your talents to a nonprofit to create marketing materials or to provide employment training. Getting actively involved in a cause is beneficial for the community and for marketing.

Keep at it till the end. 

It won't benefit your marketing plan to approach philanthropy in a one-and-done manner. Support causes over the long run instead. Make it a yearly celebration, a continuous endeavor, or both. Consumers and others will recognize the link between your company and charitable giving, so you won't need to explicitly mention it in all of your marketing collateral. You must adopt a long-term strategy if you want giving back to be a part of your marketing plan.

It's wise to incorporate philanthropy into your marketing plan. Yet if you do it correctly, picking the proper cause, and going above and beyond self-promotion, it only works once.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Thank You Letters.

, , , , , , , , , , , , , , , , , , , , , , , , , , ,

I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Thank You Letters.

These letters are memorable and persuade your customers to recommend you, whether you provide gift certificates, discounts, a 2 for 1 deal, a free present, or simply a nice thank you letter to stay on their radar. These kinds of letters should always be personalized, and the envelope should never have a letter with the mailing address on it.

For instance: 

Dear Mr. Smith, 

I really hope your recent acquisition of my fine art has exceeded your expectations. I hope you and your family enjoy watching it for many years to come. 

As a self-employed artist, I sincerely appreciate your patronage! I truly want to thank you in person!

You should be aware that a recent painting I completed sold for over $10,000 at a local auction. My original Silent Tempest painting has been on display in the Wadsworth Atheneum in Hartford since 1998, and my work has been featured in regional art exhibitions. That means your painting's worth will probably rise significantly if you keep it. 

As you may be aware, I can create custom portraits, landscapes, abstract art, and theme-based pieces using the subjects of your choosing.

How does that affect you? 

A good query. I recently relocated into a new, larger studio, and I'm currently doing a special deal only for my best clients. 

What I want you to do is call me immediately for a totally free, no-obligation quote on any custom painting you'd like me to do for you (you'll love this). But... 

Hold off on telling me you have this letter until after I've given you my free, no-obligation estimate.

If you wait until after that to tell me that you have this letter, I'll further reduce my already absurdly low pricing by 21%. 

In this manner, you may be certain that I haven't "padded" my price in order to appear to be having a discount. I'll fall for your deception! 

Why would I do this? Simple. I want you to be a lifelong client. The majority of my clients return time and time again because they adore my creativity and unique color choices. They also appreciate the fact that I enjoy the same level of recognition for the worth of my paintings as no other local artist does.

Thank you;

Michael Beebe

P.P.S. Don't reveal to me that you have this letter until I've given you my absolute lowest price!

Well, that's obviously made up (it's a copy of a sample letter I used in my Money Magnet newsletter). Additionally, until your market justifies it, I personally wouldn't use pricing as a selling point for an artist, but you get the concept. 

All visitors who come in to look at cars are asked for their name and address by one auto salesman. Then he writes them a handwritten message, thanking them for visiting, and providing further information about the car they were looking at, including its features and advantages. In his situation, it is worthwhile even if it only results in one additional sale every year (and he makes more than that).

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Magazines Advertising.

, , , , , , , , , , , , , , , , , , , , , , , , , , ,

I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Magazines Advertising.

Magazines give you the chance to target particular audiences that have shown a keen interest in a particular subject. Several specialized hobbies are covered by niche periodicals, including cuisine, pets, sports, fitness, and just about every other issue of general interest. With a little study, picking the best magazine is simple. This research will also assist you in developing your message and designing your advertisement.

Review the client profile you have. All advertising campaign should start with a consumer assessment so you can buy ads in media that they read, watch, listen to, or visit. Discover two or more demographic details about your clients. For instance, it is not sufficient to know that the majority of your clients are female. Women of all ages—young, old, married, single, and mothers—purchase for a variety of reasons. You can focus your advertising message and media placement more effectively the more demographic information you have about your audience, including age, ethnicity, education level, and income level. In order to make sure you purchase space in the finest publication or publications, you can compare magazine media kits and readership demographics with the use of a thorough customer profile.

Examine your marketing strategy. Your marketing strategy should outline how you've positioned your good or service in the market, why you set the pricing you did, and what intangible characteristics you've identified about your target market. For instance, if you are aware that the majority of your clients are males between the ages of 25 and 45, it is possible that they share a certain subjective characteristic, such as a passion for sports, technology, or money. You may use this to design advertisements that highlight traits like ambition, smarts, and masculinity. You can choose magazines that appeal to readers with particular characteristics and use marketing data to emphasize your product's benefits rather than its features.

Request media kits from publications you once assumed your target audience might read. The editorial, circulation, readership profile, prices, and other details for advertisers are all included in a media kit. Compare your client profile to the reader profile.

Examine the editorial content of publications you are thinking about using arbitrary criteria to see if it conveys the same message as your marketing approach, such as masculinity or hipness. This might enable you to focus your selections.

Cost per thousand, or CPM, is a way to compare magazine advertising rates. A magazine's CPM is the price you pay to reach 1,000 readers. This figure enables you to contrast the worth of publications with various circulation or advertising rates. Whereas one magazine might cost $2,000 per page and have 15,000 readers, another might cost $2,500 per page and have 20,000 readers. The CPM for the first magazine is roughly $133, while the CPM for the second magazine is $125. You can see that although while the first magazine charges less for full-page advertisements, it is still a more expensive purchase overall.

Choose a publication, and then tailor your marketing message to appeal to its readers. Sell the features of the product that will appeal to parents, such as convenience, safety, or value, for instance, if you are running an advertisement for a childcare product in a parenting magazine. In that same parenting magazine, if you are running an advertisement for retirement planning for young couples, highlight affordability, responsibility, and security. Successful advertisements frequently show the reader's need or problem before demonstrating how your product or service meets that need or solves that problem. This is referred to as selling a product's benefits rather than its characteristics. For instance, rather of focusing on their robust drive trains or anti-lock brake systems, automakers frequently highlight reliability or status.

Make good use of graphics. When writing magazine ads, put the reader before your business. You may be competing with content, graphics, and other advertisements as readers scroll through a 100-page magazine. Don't make your company's name, phone number, URL, or emblem the primary component of the advertisement. Make your main selling point the primary graphic in your advertisement. You can add extra detail to your content once you have the reader's attention.

Make an advertisement using a horizontally flipped number six or an inverted six as the information flow. Moving from left to right, your most crucial information should begin at the top of the advertisement. Draw the reader's attention to the bottom left, then the bottom right, then the middle, right side of the advertisement.

Try out your ad and ad purchase. Don't spend all of your advertising dollars on just one publication. To monitor your progress, run a test ad or tests ads. This is frequently referred to as A/B testing. Use distinct phone numbers or discount codes if you are placing advertisements in various magazines so you can track which publication is bringing you customers. Advertising relies on repetition, and according to a proverb in the business, most customers won't respond to an advertisement until it has been run at least three times.

When purchasing magazine ads, enquire about ad placement. Inquire if your ad will be run-of-book, in which case the magazine will choose where it appears, or if you can request a specific location. Attempt to position your advertisement on the right-hand page, where readers' eyes tend to finish, and close to editorial content that is pertinent to your good or service. Suggest that your advertisement run in the middle of the magazine, ideally away from competitive firms. Less intriguing and rarely read content typically appears at the back of magazines.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Yellow Pages.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Yellow Pages.

Yellow Pages are another another excellent resource that is frequently underused or ineffectively exploited. The benefit of yellow page ads is that the people who see them are already interested in the goods or services you are advertising. Your Unique Selling Proposition (USP) must be mentioned in bold type and should be benefits-driven in yellow page advertisements (remember, this is the one place where your prospects will see your ad alongside all of your competitors). You want your advertisement to stand out among the noise. Again, free gifts or premiums work well in this situation. Use a direct response sort of advertisement.

The Yellow Pages have supported commerce for more than 100 years. They are a crucial component of the commercial world of today. The Yellow Pages can be a dependable, efficient, and cost-effective advertising tool when you consider the high expense of advertising in outlets like newspapers, television, and outdoor billboards. 

What does this imply for your sector? As a result, the Yellow Pages continue to be one of the most effective tools for local businesses to reach potential clients. Advertising in the Yellow Pages has helped both small and large businesses grow their clientele.

These large phone books are still misinterpreted in many ways. Simply simply, a lot of business owners run Yellow Pages ads because they feel obligated to. They frequently view these advertisements as merely another cost, similar to taking inventory or stocking stores. Many advertisers are unaware that Yellow Pages advertising is an investment rather than just a cost. Yellow Pages advertising continues to be one of the most efficient development engines accessible to business owners, with over 17 billion references to the Yellow Pages made each year, 90 percent of which result in a purchase.

Even while consumers may know what they want to buy, they frequently have no idea where to look for it or which company to purchase it from. The details in your advertisement, such as the special services and goods you provide, your business's hours of operation, your location, and other characteristics that distinguish you from the competition, can influence a customer's choice. According to studies, 70% of consumers utilize the Yellow Pages to get fresh ideas for what they need, and 71% of people who consult them are in "decision mode" when doing so.

Only 13% of people seek for price listings in the Yellow Pages. 36 percent want to know what items and services your company offers, while 46 percent search for store hours. In other words, even though price is definitely significant, it should not be the only aspect of your Yellow Pages ad or the only piece of information that your potential clients are looking for. Customers seeking a landscaping contractor want convenience, dependability, a good reputation, and unique offerings, according to research. While your rivals may offer cheaper costs, you can attract customers by including this kind of information along with prices in your advertisement.

When shopping around, many utilize the Yellow Pages as a "search engine." According to research, they don't just respond to the first, brightest, and most striking advertisement they see. In fact, 62 percent of customers who use the Yellow Pages look at many ads. Customers will typically view 5.3 advertisements before determining who to call and how to make that decision. 79 percent of consumers, it has been found, demand more details from Yellow Pages advertisements.

Advertisements in the Yellow Pages are seen by a wide variety of potential customers who are still deciding whether to buy. Making an advertisement that gives them the information they need will prevent your company from becoming lost amid the commercials of your various rivals.

There are several ways to accomplish this. Here are a few concepts:

  • Because consumers frequently refer to more than one heading when using the Yellow Pages, advertise under several categories, according to research. In fact, 21% of customers look up at least two headers before finding what they're looking for. The likelihood that someone will see your advertisement and get in touch with your company improves when you advertise your business in multiple locations. If your area of expertise is floral landscaping, for instance, list your advertisement under both the "Florists" and the "Landscape Contractors" headings. Additionally, include your advertisement under "Lawn Maintenance" if you offer services related to lawn care.
  • Include details that your customers want to know: Of course, you must include your company's address and phone number in your advertisement. However, customers are searching for details like office hours, in-depth product and service information, driving instructions, maps, prices, the number of years the company has been in operation, available payment methods, and special offers. Give specifics about everything that makes your company stand out from the competition. List the various rates in your advertisement, for instance, if you give discounted prices to new homeowners or offer special rates during a particular season of the year.
  • Offer guidance and recommendations: Include advise or tips in your adverts by describing the ideal procedures for waxing a customer's car, for example.
  • Emphasize special items and services. Design your advertisement to highlight and draw attention to the distinctive services and goods that your company offers. If you have a specialty in website design, for instance, describe the particular services you provide and their advantages.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

Do You Have a Pen: Georgia

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I wrote another book, but it's about travel this time! This one is pretty big, actually, with close to 60 chapters. The book, Do You Have a Pen: My Time Spent on the Road, on the Rails, and in the Air, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily and then the book will be available for immediate purchase.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of Do You Have a Pen: My Time Spent on the Road, on the Rails, and in the Air.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Georgia

Georgia State Flag
Georgia State Flag

Georgia Isn’t bad,  but it isn’t that great either.  It’s a state that I don’t mind driving through,  but I could care less about staying there for the most part.

Everyone I know bitches about Atlanta traffic.  While driving through one night,  I figured out what the problem with it actually is.  They do this weird thing where,  if you’re all the way left as far as you can be without being in the HOV lane,  they add a lane on that side eventually,  but the lane all the way right becomes an exit lane.  In essence,  everyone needs to keep merging left one lane every couple miles and that causes backups.  When its the normal busy Atlanta traffic,  no one notices because you’re too busy dealing with some asshole merging in front of you without his damn blinker.  I have taken the bus a few times to Atlanta because the airport there us usually cheap to fly out of and its not a bad ride from either Jacksonville or Charlotte,  so long as you’re on MegaBus,  both of which are expensive airports to fly out of.  I can routinely find flights out of Atlanta for  $50 or  $70 to Chicago.  The bus station is right across the street from Magic City Gentleman’s Club.  With the hip-hop fame of that strip club,  I expected it to not be a shithole.  I had to order an Uber from there one time and I walked just so I was in the shadow of a building so I could see the screen of my phone and the girl came to get me and thought I was just getting out of the strip club at ten o’clock in the morning.  While I appreciate her thinking I was that much of a high end player that I would be leaving a strip club at that time of the morning,  no I was not,  in fact,  doing so.  Also the convenience store across the street from the bus station has some wannabe thugs out front asking for cigarettes from everyone who walks out of the place.  (Bum etiquette tip:  don’t ask for a cigarette before the person that bought them has opened the pack and lite his first one.)  The train system is good and efficient.  Most cities have conductors that kick you off the train once it reaches its final destination.  That is not the case in Atlanta.  So one time I got on the train to the airport and fell asleep.  Robert called me on my cell and woke me up and asked me where I was and I told him I was six stops from the airport—but it seemed strange.  Something was wrong.  I felt like I was going backwards.  I was. I fell asleep and went to the airport,  then slept through everyone detraining,  then continued to sleep through people getting back on the train,  and finally I slept through six stops going the opposite direction.  Why did my phone wake me up?  Because I keep it in my shirt pocket and I woke up to it vibrating over my heart—thinking I was having a heart attack.  That was one hell of a way to wake up,  but effective.  I got off the train and waited for one going the opposite direction,  you know, towards the airport again.  Hartsfield–Jackson Atlanta International Airport  (ATL)  has one of the best waiting areas of any airport before TSA checkpoints so if you have to wait for a flight,  it is a decent place to wait for one for an extended period of time.  Because of that and low city train costs,  the homeless have figured that out too.  One night while napping there before an early morning flight,  I had a large man wake me up by hitting a clipboard with a pen hard.  He then asked me if I was homeless.  I said  “no.”  He then asked if I was sure.  I didn’t say a word.  He asked again and I still stood mute.  He asked why I wasn’t talking and I politely said,  “I don’t answer the same question more than once.”  Keep in mind,  I was sitting with an empty food tray in front of me and my iPad.  Nothing about me said I was homeless.  He left and a little weaselly guy came and sat down with me to explain they are with some city-based homeless outreach program and they had to ask everyone if they ask one person.  I said  “or you could have just left me sleep.”  He then asked me for my boarding pass.  I asked him if he was with TSA.  He was not.  I asked him if he was with American Airlines.  He was not.  I asked him if he was with airport police.  Again,  he was not.  So now I less-than-politely told him that he could not see my boarding pass.  At this point I believe I seemed to be more trouble than I was worth because I was getting really pissed and he got up and left me alone while apologizing for disturbing me.  People of supposed authority hate being told  “no.”  If it had been a cop,  sure, I’ll show him.  That’s his job to determine if I’m trespassing or not.  Beyond that,  it’s no ones business and the cops could tell I was waiting on a flight because they aren’t idiots. 

I love crappy strip clubs and there is one I went to in Byron,  Georgia.  It’s called Strippers Gentleman’s Club.  You know it’s gotta be classy with a name like that!  It was the obvious train wreck that a strip club in a two-store strip mall sharing a wall with a convenience store looks to probably be.  It was the shithole you are imagining in your head right now.  I wanted a dance from a girl that as just on stage and most dancers just go get the girl because the favor will eventually be returned.  The girl asked me for a tip to go get the other dancer.  This is what happens when a club has no competition.  

If you are into antiques,  right after you cross from Tennessee into Georgia on Interstate 24,  you will find some really good ones in and around Ringgold,  Georgia.  All the way down south on Interstate 75,  almost to the Florida state line is Valdosta,  Georgia.  Though I have not had any issues there,  I know them to have the lowest cost of living in the country,  which usually means a low tax-base and dilapidated area,  much like Michigan City,  Indiana has.  Living in the same county as Michigan City,  I have become acquainted with Valdosta simply because  “were not the bottom!”

When you hit the rest areas of Georgia along Interstate 75,  they all or most all have a neon—rutabaga.  Ok,  I think it’s supposed to be a peach,  but I ain’t never seen no peach look like that!   

Thank you for reading this little piece of Do You Have a Pen: My Time Spent on the Road, on the Rails, and in the Air. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Real Estate.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Real Estate.

Tie Up the Rights to Real Estate, but not in the sense that most people would expect. I mean the universe. Using the chiropractor as an example, what if you established a satellite office that is staffed once or twice a week at a health club or health food store? There are a lot of things you could put there. The list also covers exercise gear, weight-loss centers, massage therapy, Shiatsu, acupuncture, and other services. 

Instead of an office, you might acquire the rights to a display space or an impulsive purchase counter near the register. Would you think about putting products or services in a particular area, the back, or the front corner of the store? Today, banks operate branches inside of supermarkets. Similarly, flower shops. Sears created a $1 billion company by incorporating Allstate Insurance inside their retail locations. Designer shampoos can be found at salons.

You can go out and gather stuff when you secure the territory, which you will essentially devote to it. Really, anywhere there is foot movement, everything is fair game. Just be sure to pick a product or service that appeals to the target market, or the tastes of the onlookers.

There are many one- or two-person companies that manufacture their own jewelry, candies, biscuits, toys, crafts, and jewelry. Maybe the local hotdog stand doesn't serve cookies. After merging them, cut them. What about unfinished goods and crafting materials at a craft fair? a hotel amenity that the hotel may not offer? Free wireless Internet access could be offered in exchange for their contact details. The fact that you don't have to post any inventory is a fantastic benefit.

It's a great concept to sell cars on empty properties or hold your own flea market or craft fair. A Halloween-themed haunted house sponsored by the local costume shop or a pavilion for golf equipment that was present at the US Open. 

The idea of tying up the rights to space is the emphasis of this case, which also touches on some of the other ideas. Get the rights first, then think about how to fill them.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Circulars.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Circulars.

Once more, high school kids can assist you in distributing circulars and posting them anywhere, including on telephone poles and community bulletin boards. Making a donation to your neighborhood church will allow you to leave a stack at the next bake sale or bingo game. Additionally, you can make arrangements to have your advertisement published in your community or local newspaper. Circulars are relatively reasonably priced to print and distribute.

Circulars are an excellent instrument for advertising. Circulars have a variety of advantages, but for maximum impact, they must have particular characteristics. Circulars also need to be distributed in order to be effective in company communication. 

Circulars are a quick and affordable way to disseminate information. In 30 minutes or less, designers can generate a circular on their computer and print out several copies. Depending on the level of information required, circulars can also quite informative. People are free to read or ignore circulars if they are informal and unobtrusive.

The most effective circulars typically include a number of essential elements. The title, which caters to a certain audience, is the most crucial component. Needing to lose 10 pounds this month? "Need To Lose 10 Pounds This Month?" could be a persuasive circular heading for a business offering diet goods. The header directs readers to the body of the circular, which uses a bullet-point structure to describe a specific deal, good, or service. 

The "contact information" or the date, time, and location of the sale, for instance, will come into play if individuals are interested.

A compelling headline or pictures should be used in the circular's design to grab readers' attention. After that, it must keep the reader's attention and finally persuade her to purchase a specific good or service. Businesses can increase reader interest in a product by making the circular plausible. Providing the reader a compelling cause to buy right away will also make her want it more.

If your company doesn't have a talented designer on staff, you might want to have the circular you're sending to the public professionally made. You can use templates created by a variety of independent graphic designers and graphic design studios for the circulars you send to present and future recipients. 

Owners of businesses can put circulars on the bulletin boards in grocery stores or include them with the daily newspaper. Circulars may be stuck to people's car windshields by some business owners.

Circulars and other offers are sometimes sometimes sent door-to-door by other businesses. A circular may be included by businesses in a direct mail package. Reaching the consumer can be done using any of these strategies very successfully.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

The Book on Marketing: Classified Ads.

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I wrote yet another book! This one is pretty big, actually, with over 90 chapters, all of which are rather meaty. The book, The Book on Marketing: No More Excuses for Marketing Inaction, can be pre ordered or, depending on when you see this, purchased by clicking the link HERE. A new chapter will post daily for close to 100 days and then the book will be available for immediate purchase instead of just preorders.

I also released the rough drafts of the book chapter by chapter on my website and you can read what I wrote and get the gist of the chapters. Honestly, you don’t even need to read the book. There is enough information between the blog postings and the resources pages found HERE that the rest of the book might just be fluff.

With that said, the blog is a very first draft, mostly notes, of the final book. It’s out of order and a tad messy. This gives you a peek inside my writing process where I do the technical, eclectic part first and the voice tends to change depending on the topic I am discussing and the research I did for the chapter. Paraphrasing from common knowledge sources in the first draft gives it that eclectic look and feel. So please, enjoy my scattered brain and typos in this draft of The Book on Marketing: No More Excuses for Marketing Inaction.

The book itself its a much easier format to read plus adds a lot more of me into it as it goes on with real world, easy to grasp examples where I could put them and honestly, I would truly appreciate your purchase.

Classified Ads.

This is something that everyone ought to try in some capacity. It's excellent for generating leads. Still, you need to have a compelling, benefit-driven headline and a crystal-clear call to action. Free reports complement classified ads very nicely. The Hartford Courant, my hometown newspaper, even regularly offers 3 lines for 3 days at no cost! Even additional lines are only a few dollars more in the end. Anyone with a website should be experimenting with ways to use classified ads to drive visitors to the site with a pricing like that.

A cheap and simple option for small businesses to reach potential clients is through classified advertising. If you don't have the money for other kind of promotion, it's a terrific method to spread the word about your business. Regardless of the media, whether it be online, in print, or both, the majority of businesses should be able to find some type of classified advertising they can afford.

Save Time and Money. Generally speaking, buying classified ads for your company will be much less expensive than buying other media space like print, radio, or TV adverts. Even free advertising is available on some classified websites for businesses. You normally won't have to spend time producing an ad yourself or pay a creative firm to do it for you when using classified advertising. It's typically as simple as writing some brief material and including your contact information to post a classified ad. Many magazines and websites that sell classifieds offer assistance if you wish to create a more elaborate ad.

Larger Reach. By using classified advertisements, you may target your marketing to the areas where you conduct business and connect with potential customers. Print ads should only be placed in magazines that are available in the areas you can serve. Advertising in classifieds that are mostly disseminated in regions that you are unwilling to travel to or conduct business in will be of little use. If your firm is primarily online, this won't be a problem. Your ad will appear when potential consumers search for businesses like yours around where they reside thanks to the many online classified services that allow you to define the locations you serve. In order to ensure that your advertisement will be seen by the proper audience when it is published in a local newspaper, request a media pack.

Greater Access. Advertising on the radio and television is fine and well, but it doesn't constantly put products in front of potential customers. People won't turn on the radio and wait till they hear an advertisement for a plumber if they have a leak and need to call one. Customers can look you up while your web advertisement is active or for as long as they have a print advertisement sitting around.

Easy Connections. Potential customers can get in touch with advertising directly through the websites of several online classified services. This implies that customers interested for the products or services you offer can contact you by simply clicking a link on a computer or smartphone to send an email.

Thank you for reading this little piece of The Book on Marketing: No More Excuses for Marketing Inaction. If you received any value from what you read, I ask you to please consider purchasing this book by clicking HERE. Thank you for everything!

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