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 Adland Digest FREE Edition #547
  Wednesday, May 30, 2007

Information Your Business Needs RIGHT NOW

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Be Personable, NOT Over-Personal...LOL!

The world of internet chat brought about acronyms like "LOL" and "BRB", very casually typed without periods to indicate and abbreviation.  For anyone who's spent more than a year or two online interacting in a chat room or sending messages with an instant messenger such as AOL Instant Messenger (A.I.M.), Windows Live Messenger (Formerly MSN/Windows Messenger), and Yahoo Messenger, seeing LOL or LMAO in a message is commonplace and we instinctively know what they mean.  For someone reading a professional newsletter using the web for business and research purposes only (Yes, there are a surprising amount of people who don't use it to network and socialize) these terms come up in their minds pronounced like "lawl" as in the word lollipop or the word "burb" for BRB.

When we become accustomed to using these Online-Community terms, they start to spillover into our real-world correspondence as well.  We just automatically assume that the other party is going to know what we're talking about.  I can recall more than one occasion where I put a smiley :) at the end of a lighthearted note or email to people I work with.  "Pizza for lunch today guys? :) "

For the most part, it's all pretty harmless except when you're writing anything for an audience you don't know.  Sales copy, newsletters, email follow-ups, etc.  Before you slap down a semi-colon and a bracket to indicate your happiness in a business email or formal letter, consider for a moment that the person receiving it may not be familiar with :) or :P or ;) because they're new to the web.  Also consider that they may not know exactly what ROFLMFAO actually stands for.  Worst case scenario, the person is familiar with the term or emoticon and decide that your professionalism is lacking costing you a promotion or client contract because you confused or annoyed the person you were trying to convince.

Would you consider putting this on a cover letter to apply for a position at a major financial institution?

"I look forward to meeting with you and discussing how I can apply my skills to best suit your company's needs :)"  If you said yes, shame on you.

Internet slang has its place but not in the business world because not everyone is "down wit da lingo" if ya know whadda mean?

Keep it short, sweet, simple, professional, personable, and focused in order to deliver the best possible impression to those who read your writing.  Let your personality shine through in your writing.  Your professional reputation and your checkbook will thank you later. 


Michael Dela Cruz,
Adland Digest Editor


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Stop and Go Marketing
Copyright 2007 by Beth Woodward

Stop and Go marketing and ENERGY go hand in hand. Stop and Go marketing says what it is. We go out to market for time periods and then we get busy with our work and stop marketing. Here is the problem with that. Using the example of a funnel filled with clients and business contacts, when we stop marketing the funnel becomes empty over a time period. When the clients dry up we go back to our funnel, which is empty and once again, we panic and rush out to market.

Are you familiar with the word and concept of retention? It means keeping your current clients rather than losing them and having to find new ones. It costs a company quite a bit less to keep a customer than it does to go get a new one. With marketing your business, it takes quite a bit less energy to keep the flow of contacts and clients coming through the funnel than it does to have the funnel empty only to begin again.

Here is a great example of a metaphor that we experience everyday. I was on the way to my hair appt this month. I chose to take the side roads rather than the freeway. I noticed with each block I had to either take my foot off the gas and slow down to yield or I had to come to a complete stop. In any case, I was using more gas to get moving again. At each stop I noticed two types of moving forward. I could either push on the gas slowly to continue or I had to peel out to beat the traffic. Either way I had to start again from a stop. Had I taken the freeway (after rush hour) my drive would have been consistent and I would have used less gas. Or, in marketing terms, less energy.

on the side roads or
the freeway?
Consistency will keep your marketing funnel filled and you will have more energy to put into your business.

There is a perspective and a truth to a statement I heard from a successful business owner. Marketing is your job. What you "do" is the cherry on top. What he's saying is this. When you are not out "doing" your business, you should be marketing. Keeping that focus, your funnel will be filled and you will not experience Stop and Go Marketing.

There are many other reasons we stop our marketing. Here are a few from entrepreneurs like yourself.

* I don't know how.

We can actually stop marketing for a while and then we think we don't know how. This reaction can stem from the next bullet point.

* Fear.

If it's been a while since we have marketed that 'freezing up' syndrome can creep back in. TRUST yourself -- you DO know how!

* Frustration.

It's not working. Have you tried something for a while and it doesn't seem to be working. That's what marketing can be -- a trial and error with our services and products. After a while you will learn what works and what doesn't with each piece that you offer. Once you find what works, STICK TO IT!

* No Time.

We're working so hard and such long hours, there is no time to get out and meet new contacts. Suggestion: Create a short block of time to address envelopes to previous clients. Put stamps on them with your return address label. Have your note cards next to your envelopes. Take a break and jot a quick handwritten note to say hello and send it off. You have continued your marketing and keeping your funnel filled.

* I don't have a plan.

Part of planning is having a plan that fits your style. Not everyone works well from Structured Plan A. You might need a more creative plan. Something fun that will keep you motivated and focused. That is the key, motivation and focus along with a plan that fits your style.

Let's summarize.

Stop and Go Marketing...

Drains our funnel of contacts as well as our energy.
Creates reactions of: I don't know, Fear, Frustration, No time, No plan
Consistent Marketing...

Keeps our contact funnel filled which gives us a nice flow of customers and income
Keeps the negative reactions away and promotes energy
Remember, we all need to market in order to have a financially success business. It's your choice on how you want to market and what type of approach and plan will help you succeed with ease, energy and excitement.

Are you marketing...

Beth Woodward, CPCC, is the creator of the popular Marketing On The Playground Program, and the "My Way" Marketing Plan. Find out more about how to market "your way" and sign up for monthly Marketing Tidbits at http://www.marketingontheplayground.com

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Are You A Chicken?
Copyright 2007 by Kim Duke

There are many traits/habits required to be a successful sales person. Determination. Creativity. Negotiation. Superior customer service. Risk taking. Integrity.

You know the one trait that isn't required?

Being a chicken!

This is one of my 7 year old niece's favorite phrases - she likes to challenge people by saying "Don't be a chicken!"

I have no idea where this phrase comes from- do you? It always makes me laugh though!

One thing I do know - no one likes to feel chicken, look like a chicken or be called a chicken.

So what in my twisted Diva mind constitutes being a chicken?

Avoiding conflict.
Going with the flow even when you know the flow is headed over a waterfall.
Waiting for perfection to happen.
Never taking a risk.
Having a wishbone instead of a backbone.
Excuses are your middle name.
Scared of making a mistake.
Hey look - we have all been chickens at one time or another. But EESH - it just doesn't feel good.

We are headed into one of the biggest sales periods for most businesses. These businesses will make over 50% of their annual revenue in the next few months.

How are you positioned to take advantage of all the opportunity?

Have you created a pilot project? Raised your rates? Treated your clients with amazing customer service? Tried something new? Taken a chance?

Remember this line from your Diva:

Chickens Don't Take Chances.

But Divas Do!

So ask yourself:

What have I been avoiding/regretting/denying?
What small positive step can I take to move me forward?

A great book that I read in 1994 and still love today is " Feel the Fear and Do It Anyway" by Susan Jeffers. Hit the library - go to a second-hand bookstore or your local bookstore and get it TODAY.

It is time for you to SHED the chicken skin and move in the directions of your dreams!

Kim Duke, The Sales Diva, provides savvy, sassy sales training for women small biz owners and entrepreneurs. Kim works with clients internationally, showing them The Sales Diva secrets to success! Sign up for her saucy and smart FREE e-zine and receive her FREE Bonus Report “The 5 Biggest Sales Mistakes Women Make” at http://www.salesdivas.com

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