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 Adland Digest FREE Edition #520
  Tuesday, November 21, 2006

Information Your Business Needs RIGHT NOW

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Internet and Profit Newbies
Blogs & Blogging
Guest Articles

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Customer: Talk to "ME".  Not "US"

Linda Caroll brings us a superbly written article about the single most common mistake people make when writing for the world wide web.  Namely that online business owners will often address a "crowd" or a market segment in their web copy which doesn't "warm" the visitor up as he/she navigates the website. 

"Scrooge"ing on the word "you" in the singular context will net you exactly $0.00 in profits.  Watch your reaction and your bank accounts here my friend.  If you're saying to yourself as you read her article, "Yeah yeah I know this already..." but your business's bank account has only zeros with no other digits to the left of them, then chances are you don't and it's time to change your approach.  [ Read More ]

Kenneth Sword, our Blog Advisor has submitted another masterpiece on the art of blogging.  Here's a snippet:

"Successful Internet marketing is an exercise in exposing
your business for the long term good. It surrounds
informing and educating a targeted market, and leading the
prospect into a fair and honest exchange of her money for..."
[ Read More ]

Enjoy this issue,

Michael, Adland Digest Editor

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Internet and Profit Newbies

If you're new to making money on the internet, get to know the Do's and Don'ts of taking the step into the world of generating income online. 

[Linda Caroll's photo]
Linda Caroll
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The Mystery of the Faceless Shopper

I was reading a post on an inspirational forum the other day.

A fellow asked; "Can you name the five Wealthiest People in the World?
The last five Heissma trophy winners?
Ten people who have won the Nobel Prize? No?
What about; A teacher who helped you in school?
A friend who has helped you?
Someone who makes you feel appreciated?

His point was that we remember the people that touch our lives and our hearts in some way.

This made me realize the biggest marketing mistake that people make - particularly on the Internet.

They "market" as though they are dealing with faceless shoppers. Imagining the masses that will read their website, they speak to the crowd. Except, there are no faceless shoppers.

The "secret" to good Internet marketing is remembering;
"marketing to" = "communicating with"

Asking
how well are you "marketing to" your customers?
is the same as asking
how well are you "communicating with" your customers?

Put some faces on them. They are real people, with feelings like yours. Do something to make a difference.
Send a thank you note for doing business with you
Send a virtual card on holidays - without a sales pitch
Start a loyalty benefits program for your regulars
Use a mail merge program, such as aweber, so you can address them personally, perhaps even responding to their specific needs by clever use of filters.
You'll be surprised how much of a difference it can make when you remember that we all still have faces on the Internet, even if you can't see them.


About the Author

Linda's clients have been featured in Forbes, People Magazine, Home & Garden TV and more. Visit her website design site at LindaCaroll.com

 

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Web Logs, Blogs and the Art of Blogging

The ongoing growth of Blogs and RSS feeds


Kenneth Sword

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Before You Can Monetize Your Blog You Must ...

Before you can monetize your blog you must pick your niche that you will write about. This follows right after my topic "If You Want To Be In Business The First Thing You Need To Sell ...".

I hear people saying all the time "I don't know what to write about". But, they can surely talk. I tend to take peoples' actions and comments and start writing on that just as if I was talking to them. The same I am doing here now. I am not worried for correctness of my grammer when I type, I type the way I speak. Just being yourself will go a long way.

Ok, so how do we pick a niche? Let's look at you. Let's do a self-analysis of you. You will need pen and paper for this. Go ahead and get this now. I'll wait.

...

Got It? Well, go get it. I'm not kidding.

...

Alright, let's begin with "Who are you?" How old are you? Male or female? Single, committed, married or divorced? Children? Where do you live? Your ethnicity? Religion? Your lifestyle? Raised with other siblings or solo? Habits?

These questions and a few others make up who you are. Writing them down will give in front of you a clearer picture than just trying to remember. Plus, I am getting you into a writer's mentality by doing this. So, write it out.

One trick for me is I use Notepad on my computer to type all of my notes and I save as I go. I can reread and revise later before using any of it on the web. Ok. Let's move on to the next step.

Now answer "What do you know?" What schools did you attend? Who do you know? What are your interests? Sports? Health? Chess? Reading? Hobbies? Political views? Movies? Authors? Writers? What do others say about you? what do they ask from you? What are you passionate about and who shares those passions?

This is becoming your 'expertise' list. Things that you can share and start becoming an expert about.

Next, "What makes your blood boil?" What gets you angry? Have you ever been part of a debate and was so adamant that no matter what argument came to you in the debate you would fire right back with an opposing comment? What's your strongest belief?

This is to get you thinking on topic(s) that maybe you have or have not researched in depth and would be to your benefit to know since you feel so strong about it/them. Passions are something that you would really stick to for a long time through thick and thin. Good days and bad.

Now write out "What would you want to know?" Have you been researching information lately? What is your routine for reading material when you log on the internet? When you turn on the TV? When you watch the news, what really catches your interests? What topics do you ask for answers from your friends and co-workers?

These can be interactive topics within your interests. A good way to get people involved.

Now, you have a pretty good picture of yourself and what possibly you can blog about. Read over your answers several times throughout the day and make sure you are comfortable with what you answered. Forgot something? Add it. Look at yourself honestly through your writing and see what you have in common with alot of people.

I'll approach in my next post on assessing your knowledge and skills.
Happy Blogging

Kenneth R Sword Jr
 

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Special Guest Articles

These professional articles written by industry leaders.  Adlandpro.com has a free article library you can learn from here.

 

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How to Approach Success in Business
By Dan B. Cauthron

First of all, anyone who intends to succeed in business,
whether on the Net or off, needs to develop a systematic approach. This involves setting both long term and short
term goals.

Too many beginners come into the Internet business arena
with no definite plan or idea, expecting success to quickly
fall into their laps. This may happen for some, but some
people also win lotteries. But even professional gamblers use a systematic approach in their efforts.

So, letís talk about your approach to your own business
success.

Marketing vs. Advertising

They are not one and the same, but both are integral parts
in the success of any business. By definition, advertising
is a short term exercise geared toward making a customer
aware of a product, and then getting a sale. Itís a
necessary part of any successful marketing plan, but it
cannot be THE marketing plan.

Marketing, on the other hand, is a longer term endeavor. It
encompasses the big picture of your business and how it
will succeed. Not being aimed toward an immediate result,
your marketing plan should allow you to position` your
business, over time, into a favorable niche so that you can
be there when it is time to make the sale.

Successful Internet marketing is an exercise in exposing
your business for the long term good. It surrounds
informing and educating a targeted market, and leading the
prospect into a fair and honest exchange of her money for
the benefits of owning your product, or using your service.

A few techniques that you might consider are . . .

- Writing and Distributing eZine Articles
- Publishing Your Own Newsletter
- Using Autoresponder Messages That Educate and Inform
- Giving Endorsements to Other Webmasters
- Viral Marketing With Branded eProducts
- Developing Informative Content on Your Site
- Developing a Relationship With Your Opt-in List Members
- Giving of Your Own Time and Energies

The Ten Foot Rule Doesnít Work Anymore

In the early days of direct sales, the salespersonís rule
was to market to anyone who came within 10 feet. This
machine gun approach probably made a success of those who
were aggressive enough to bother everyone they came in
contact with.

Sorry, it doesnít work on the Internet. Todayís typical
Internet user has keenly focused interests, needs, and
desires. She relies on the Internet to fulfill at least
some of those. No matter what you may hear, few people
actually surf the Net aimlessly, with no purpose in mind
but to see the next page.

Hawking your wares to people who donít have a predetermined
interest will not only waste your time, it may build a lot of
animosity toward you and your business.

Forced Marketing vs. Attraction A

Think about television advertising for a moment. It is
forced upon us, whether we want it or not. How many TV ads
do you see that make you think, "Wow, Iím going out right
now to buy that!" How many times have you developed a
resentment after seeing the same commercial six times
during the course of your favorite show? That is forced
marketing. It gets crammed down your throat.

On the other hand, successful Internet marketing must rely
on the force of attraction and persuasion. It should be
your goal to identify a particular need within the market,
find ways to attract those prospects who have that need,
and then be there with your doors wide open when they seek
a solution.

Customer Service As an Investment

There arenít enough words to describe the importance of
good customer service. Henry Ford said, "A business
absolutely devoted to service will have only one worry
about profits. They will be embarrassingly large."

Most people would prefer to do business with another
person, rather than a vending machine. Let the public see
you as a real person, and cultivate that involvement. Show
interest, and take advantage of opportunities to go above
and beyond the call in fulfilling the needs of your
customers. After all, helping others is truly a reward in
itself.

Stay Flexible and Be Original

A marketing strategy that worked just a few short months
ago may or may not work today. This makes it all the more
important that you stay on top of your marketing plan,
track the results, and be ready at any time to strike new
ground.

Always keep an eye on what your competitors are doing, but
donít make the mistake of getting caught up in a herd
mentality. The herd may very well be charging blindly
toward the nearest cliff.
 

About the Author:

Dan B. Cauthron provides No Nonsense Information and Resources for Serious Internet Marketers at his website: http://DanBCauthron.com

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