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14/04/2015

The 4 Questions Every Marketing
Piece You Create Must Answer

Let’s say that you and your marketing team have spent a lot of time and effort creating a new direct mail campaign. The questions you have bouncing around in your brain are probably questions like, "Is this any good?" "Will it work?" and then, "How will we know?"

Or let’s say, you’ve just completed a new website makeover. You’ve planned. You’ve designed. You’ve written new copy. You’ve added new capabilities. Yet, you still have those same three questions banging around in your brain.

Or maybe you’ve just created a new brochure. It looks great. Beautiful pictures in full color. Great page design. Cool fonts. And killer content (in your mind). Yet, it’s not really getting the response that you thought it would get. So, what gives?

Well, if marketing is about attracting and retaining new customers/clients and a marketing piece doesn’t generate more leads (or help retain those converted leads), that’s a problem. It doesn’t matter how good it looks (or if the designers love it). What matters is, "Does it help move non-customers into the status of being a prospect/customer/repeat customer?"

So, if looking good or you liking a piece isn’t the answer, how can you know if you have a great marketing piece? Well, the answer is found in thinking like a prospect. in other words, you have to stop thinking like an owner and start thinking like the person you’re trying to market to. And if you do that, you’ll want to ask and answer the four most important questions any potential prospect is going to ask of every marketing piece they encounter.

1. Is This For Me?
As you know from your own experience, whether you’re sorting mail or surfing the internet or reviewing your email or watching an ad on TV or listening to an ad on your radio while driving somewhere, the number one question you ask of every marketing piece you encounter is, "Is this for me?"

Even worse, the company that’s trying to advertise to you has about three seconds before you make that choice, right? Three seconds. That’s it. If you’re surfing the web, and you pull up a new website, how much time do you give it before you move on? Exactly. A few seconds.

If you don’t believe me, just try this today. Go visit a few random pages and see how long you give them before you’re ready to move on. Or when you go through your mail today, see how much time you give an envelope before you decide to read it or throw it in the circular file.

Now, what makes this such an issue is that if you look at most marketing materials, what do they prominently feature? Exactly! They feature the company themselves. It doesn’t matter whether it’s a company that makes leaf blowers or an IT company that does automation, a HVAC company or an attorney, a retail clothing store or a social media marketing company, almost every business when they do their marketing, they start out by talking about themselves and what they do and how great they are.

So, if normal people only give a company three seconds to decide, "Is this for me?" and most company marketing starts out by being focused on them (meaning, the company), how effective is their marketing? Not very.

With that insight, go back and look at your marketing materials/properties. In three seconds or less, will your prospect think, "This is for me" or will they think, "This is about this company"?

2. Does This Company Get Me?
If you’re looking at a marketing piece from a company and they pass the "Is this for me?" test, the second question you ask is, "Does this company get me?" Now, you may not intentionally ask that question, but you are asking it.

Whenever you’re reading copy, you’re asking questions about whether or not the company gets you. Do they use words that I use? Do they get my problem? Do they speak my language? Are the people in these pictures people like me? Do they understand what I’d dealing with? Do they get my world? Etc.

For example, let’s say you go home tonight and you open your mail and see two direct mail pieces from painting companies. One starts out, "LowCountry Painters: We’re the cheapest painters in town." And the other starts out, "As a busy executive, you have a thousand things on your plate to deal with and the last thing you’re thinking today is, "When should I get my house painted?" We get that …" Which one are you going to keep reading?

This is why it’s so critical to really know your prospects—their hopes, dreams, fears, frustrations, problems, pains, longings, obstacles, needs, wants, language, etc. Because the more you know them and how they think, the better you’ll be able to connect with them.

So take a look at your marketing materials and ask, "Does this communicate we get the world our prospects live in or not?" You might be surprised by what you discover.

3. Is This a Problem I Care About Solving Today?
This is the hard one, isn’t it? We may offer what people need, but is it something that they want—and something that they want to solve today? Because if it’s not, they’ll pass. Just like we do.

For example, every week you’re inundated with ads from heating and air companies. They’re on TV, they’re on the radio, they advertise on the web, they send out direct mail and they’re in every Val-Pak on the planet. They’re everywhere. And chances are, you don’t pay much attention to them—until you have a HVAC problem or it’s time for a check up. Then, and only then, do you care about reading those marketing pieces that you normally just pass by.

So, if that’s what you do, what do you think your prospects do? Exactly. The same thing. They only pay attention to marketing messages that connect with problems that they want to solve today.

So, as you take a look at your marketing materials, do they speak to urgent problems that your target market wants to solve today? If not, change the focus and copy of your marketing messages so they connect with urgent wants vs. general needs.

4. Will I Win in This Transaction?
In other words, every prospect wants a deal. They want to know, regardless of the price point, "Will I get more value from this thing than what the company is asking from me?"

Price is irrelevant. For example, I recently bought a $1500 office chair. Most people I’ve talked with originally think, "You’ve got to be crazy! I’d never spend that much for an office chair" But for me, it was a no-brainer. Why? Because I’ve done the math. At my hourly rate, a few hours of more work in my chair and it’s paid for. Multiply that over a year (and more accurately, over years since it has a lifetime warranty) and the value of that chair so far exceeds the price I paid that I feel like I won this transaction. Even better, since I have lower back issues, and I can sit in this chair for hours and when I get up my back actually feels better—made this purchase a no brainer (i.e. how much is pain relief worth). Any way you add it up, the price (for me) is irrelevant for this chair.

On the other hand, if I were to go to Office Depot and buy a $200 office chair, I would lose in that transaction. I’d be less productive and my back would hurt more. Why would I ever pay $200 for that? That’s not a winning transaction.

In other words, the absolute price is not the critical issue. What’s critical is, "Does the prospect you’re selling to believe that the value of what you’re offering far exceeds the cost?" As long as your prospect believes that they’ll win in the transaction (regardless of whether they’re buying a $250K car or a $10 kitchen gadget or a $50 Kobe beef burger) your marketing is effective.

So, as you take a look at your marketing and your offers, do your prospects believe they’re going to win in the transaction? If not, you have to communicate more value.

Note: this is one of the reasons why bonus offers are so effective. They tend to convince prospects that they’re getting a great deal (i.e. that they’re winning in this transaction).

So, there you go. Four questions you need to make sure every marketing piece answers if you want them to be effective. Keep asking the questions your prospects are asking:

1. Is this for me?
2. Does this company get me?
3. Is this a problem I want to solve today?
4. Will I win in this transaction?
To your accelerated success!

***

What’s The Secret?The little-known secret to easily exploding your profits is this: LEVERAGE.You see, the big mistake mo...
13/04/2015

What’s The Secret?

The little-known secret to easily exploding your profits is this: LEVERAGE.

You see, the big mistake most entrepreneurs make is that they only focus on improving 1 area of their business. They focus on 1 thing and try to double its effectiveness.

That’s the HARD way to double your profits.

Instead, it’s so much easier to make what I call ‘mediocre’ (20%) improvements to several areas of your business, at the same time... Simultaneously.

THAT is the secret to multiplying your profits, faster than you’ve dreamed possible...

Here’s a simple example I’ll use to prove my point... (And these results are not too different from what I’ve recently experienced in my own business over the past year!)

As you can see in the chart below, when you just make 20% improvements to these 4 areas of your business, you will DOUBLE your sales and profits!

31/03/2015

The Simple Reason Entrepreneurs Fail

Most businesses fail. I hate to be so blunt, but this is the truth. The only thing that varies is just how many businesses fail.

What’s the number one cause of this failure?

According to Dun & Bradstreet, the primary cause is lack of planning.

Entrepreneurs and business owners don't plan to fail. Rather, they fail to plan (which causes them to fail).

In my view, there are two types of business plans; (1) the one you develop when you start your business, and (2) the one you develop to grow your business.

When you start your company, the purpose of your business plan is to ensure you have fully thought through your venture.

Now, once your business is up-and-running, you still need a business plan in order to succeed. This is the second type of business plan, and I refer to this type of plan as a "strategic plan."

Specifically, your strategic plan needs to identify precisely:
1. Where you want your company to be in five years
2. What you need to accomplish within the next year to progress you to that point, and
3. What your strategy is to complete your key milestones in the next 12 months

So, if you want to avoid failure, and achieve maximum success, make sure you are continuously creating, updating and following your strategic plan.
...............................

20/03/2015

Top 10 Time Management Traps for 2015

These days, despite technology intended to make life easier, we tend to work harder and have less discretionary time than ever before. Why?

After more than 20 years speaking at conferences and implementing productivity-improvement programs at Fortune 1000 companies, I've come to recognize certain nemeses most of us face repeatedly.

While clients do occasionally surprise me with the nature of their time management headaches, about 95% of the time, the traps they find themselves mired in fall into the same familiar handful of categories.

So to help you have a productive 2015, let's take a look at the ten biggest time traps faced by the modern worker. I'll discuss the common variations of each, and offer some advice on how to overcome them.

Trap #1: Prioritization

Setting workplace priorities is by far the most common time management complaint I hear, and it comes in two flavors: either the worker has problems juggling multiple projects and can't set his or her own priorities, or the boss has problems setting priorities for the employee.

Often, the boss labels everything as equally urgent, leaving workers to throw up their hands in frustration and simply guess which project to focus on-which may cause drama and stress later on, if they guess wrong or the boss proves unreasonable.

Whether the failure to set priorities is the boss's or the worker's, the worker ends up scrambling, and may soon fall prey to overwork and overwhelm (which represents another common time trap; see below).

The solution, while easy to state, may be difficult to accomplish: firmly ask your boss to prioritize your projects. Then ruthlessly triage your task list, focusing first on the items that truly matter. Prioritize everything else according to relative value.

Trap #2: Interruptions and Distractions

This timewaster consists of anything unscheduled but routine that disrupts an individual's focus and thereby damages productivity at work. Meetings and crises don't count; they have their own categories.

I imagine you could fill up a whole page (or more) with a list of the various interruptions and distractions that impact your workplace productivity: coworkers who drop in at random intervals; ringing phones; noisy neighbors; and micromanaging bosses.

Communications issues, especially those involving email and phone calls, plague us all constantly, and represent almost a third of this category of complaints.

Overcoming this particular trap requires a firm application of self-discipline. If something distracts or interrupts you, make the effort necessary to guard against it. If you have an executive assistant, have them guard access to you. Otherwise, tighten your focus.

Use ambient sound or music to block out noise. Turn off your email alerts and close your browser. Forward your calls to voicemail when you have no time for calls and respond a few times a day. Go somewhere quieter for a while or work from home one day a week.

Trap #3: Overwork/Overwhelm

This problem boils down to: "There's not enough time in the day to do everything!" Given the human need for rest (and sanity), workers can push themselves only so far within the unforgiving limitations of the 24-hour day. Time is a constraint no one can bargain with or stretch.

Take firm control of your time, jettisoning the unimportant tasks from your schedule, and maintaining an unremitting, tight focus. Examine each task and determine if you've been overdoing it; in other words, can your downstream user make do with less? If the task really belongs to someone else, give it to them.

To the maximum extent possible, find ways to delegate tasks to others, and practice purposeful abandonment: if you run out of time for something of minor relevance, let it go. Stop seeing your task list as a "must do" list, instead viewing it as a "want to do" list.

These steps represent only the beginning of a valid prioritization effort, but taken together, they're big steps-and they can help you deal with the beast of overwhelm before it devours you.

Trap #4. Lack of Self-Discipline

For some people, the biggest time management problem is actually a lack of self-discipline: i.e., not having the willpower to say no to distractions, or to stick tenaciously to the task at hand. Many people won't admit it, however.

Many employees are unable to concentrate or attempt to multitask too much. Too often, they lose track of the projects they're juggling, which echoes prioritization and planning issues as well. Others have problems with setting or sticking to goals...and a few just can't seem to get anywhere on time.

To overcome these problems, fire up your willpower, crack the whip on yourself, and decide to concentrate on a task until complete.

About a quarter of those with self-discipline problems see procrastination as a bigger issue than a simple lack of focus. Most often, they find themselves daunted by huge, complex projects. So in addition to applying tight focus to the problem, break it into smaller chunks you can handle more easily. Set milestones, buckle down, and get to work.

Trap #5: Disorganization

Many workers accept a high level of chaos in their lives, and as a result find themselves stuck in the time trap of disorganization. Information constantly gets lost or misplaced.

Tracking action items, managing the boss (or subordinates), filing, planning, and overall project management sometimes overwhelms these workers, because they don't have a logical information processing system in place.

Learn to use your email software to its fullest, establish a logical, simple organizational system, and process every piece of information as it enters your life. Don't let it pile up, and never dither about what to do with an item-whether a piece of paper, an email, a voicemail, or any other bit of information that crosses your desk.

Always make time for planning. And occasionally, step back and look at the big picture, so you can see how everything is working. As necessary, take steps to fix what doesn't work, and be on the lookout for ways to improve efficiency.

Trap #6. Scheduling

Do you have problems getting things done in the time you have? Common complaints include an inability to properly estimate how long specific tasks will take (a skill that comes with experience), and deciding where on one's calendar to place each task.

The second case requires thoughtful (and stringent) application of both task triage and prioritization, as well as a willingness to say no to new work when possible. You especially have to learn to let things go.

You can't get important things done you're your calendar is burgeoning with unimportant meetings. Most of us prefer to do the easy, fun tasks first-an unproductive attitude at best. Instead, do the hard, high-significance things first. You can let go of the rest if time runs out.

Trap # 7: People Problems

Jean-Paul Sartre famously said, "Hell is other people" -and yes indeed, your coworkers can present a variety of difficulties when it comes to getting your work done. As I've already discussed, many workplace distractions emanate from others; who hasn't been annoyed by coworkers gossiping in the hall, or playing their music too loud?

Upper echelon workers often find that management duties represent their biggest time challenges; but those come with the job. Productivity at work suffers more when people act as roadblocks and bottlenecks. A few seem to do it on purpose, often from sheer cussedness.

Some don't care about your deadlines, so they don't get important information to you in a timely fashion. Others just can't seem to get anywhere on time, thereby wasting your time. And when a boss can't (or won't) make a decision, you might end up twiddling your thumbs until they do.

Some bottlenecks you can go around. Some you can break by stepping in to help, or at least by asking the blocker flat out what the hold-up is. Whatever the case, try to smooth the way so you can get the workflow process moving again. If you can't, then accept the situation as something you can't change and move on to something else.

Trap #8: Crises

The time trap of the unexpected runs neck-and-neck with people problems in my informal survey. In fact, most workplace crises arise from human behavior in one way or another.

Bosses dump urgent projects on you at short notice, slow coworkers keep dragging their heels until you can barely meet your deadlines, human bottlenecks tie up resources, and everything suddenly comes due right now. We've all been there-and we'll all certainly be there again.

You can't do much when other people spin things into crisis, except react-which means you must remain perpetually flexible. Establish systems and processes in advance to handle the unexpected when it lifts its ugly head, including guidelines for each type of emergency you can imagine. When a crisis arises, practice SLLR: Stop, Look, Listen, and Respond. After you have a handle on the situation, spring into action.

You may have to triage your to-do list again, with some tasks moving down or off the list as a result. If you've already scheduled a little extra time into your schedule, let it take up the slack. Do all you can to address the new work while letting as few of your normal tasks go as possible-and get all the help you can while doing so.

Trap #9: Work/Life Balance

It may sometimes seem like your organization doesn't want you to have a life outside of work, considering everything they pile on you. Workers tend to accept excessive hours as part of the background noise.

Mostly, people just want a personal life, so they can pursue their hobbies, rest and relax, exercise, go to school, or (the #1 response) spend more time with their families. Again, the solution involves a strict adherence to self-discipline, ruthless task triage, and relentless prioritization, so you can make a big enough hole in your schedule to enjoy life outside of work.

Focus on being efficient and productive at work, so you can achieve maximum results in minimum time, leave the office earlier, (can you get down to 10 hours instead of 12?), and get a life.

Trap #10: Meetings

No organization can function without face time; so inevitably, meetings take up some portion of the average worker's daily schedule. In some organizations, they get out of hand, directly harming workplace productivity.

Finding enough time to actually fit in work when you regularly spend half the day in back-to-back meetings can be difficult. And before you accuse me of exaggeration, I do know people who've worked such jobs.

When meetings go bad, the problem, again, tends to be because of oblivious people. They go off on tangents, won't get to the point, or simply can't communicate well; whatever the case, they err by wasting everyone else's time.

Besides fighting this tendency in yourself, you can overcome the meeting trap by cutting down your commitments to meetings, going only to those you absolutely need to attend, and setting time limits you communicate to everyone as soon as you arrive. If you can, leave once you've made your contributions. If the meeting goes over the allotted time, politely excuse yourself, citing another meeting to attend.

And There You Have It!

That rounds out my list of top ten time management traps, based on my research and decades of experience helping people hone their workplace productivity. Most interrelate in a variety of ways, both obvious and subtle.

As I've mentioned repeatedly in this article, the secret to overcoming these time traps will always be hard work and unremitting vigilance in the form of task triage, serious efforts at prioritization, and laser-like focus. Simple and straightforward enough, if not especially easy!
***

14/03/2015

We provide all information for new business or for expansion if you have money or not. We have investors they invest their money on right proposal, they give money for start up also.

14/03/2015

If you want to sell more of your existing products to your existing customers, draw up a simple chart of your products and services. Don't be afraid to dust off those old products that you haven't paid much attention to lately. List your best customers' names down one side of the paper and your products across the top. Then cross-reference your customer list with your product list to identify opportunities to sell your best customers more of your existing products.

When your growth slows, it can be tempting to diversify out of your core. But the least risky growth strategy will be to figure out what else you could sell to your existing customers.
***

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