ADLANDS' DIGEST
A Free subscribed Discussion List
of 25,000 subscribers
on web marketing and promotion
supported by AdlandPro World's Classifieds
at http://www.adlandpro.com
Bogdan Fiedur, Publisher
contact at
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Vol. 1 issue #324 Dec, 22, 2002
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Topics in this issue:
Sponsor Message
Word from Publisher
=====================
C o n t i n u i n g D i s c u s s i o n s (6)
============================================
1.GMT Autoresponder
~John Olson
~Dave Perkins
~Claire Solt
2.New to internet/Safelists
~Amalia Sotiriadou
~Saundra Jackson
~William Jaroske
3.The Gurus: Read, Listen, Act Massively!
~Geoff Dodd
4.FTP Programs
~Rikie
5.Trying So Hard
~Claire Solt
~Katheryn M. Labosky
6.Ad Tracking
~William Jaroske
N e w P o s t s (3)
=========================
1.Patricia Amirault
~Smartmall.biz
2.Albert Stout
~"It's suppose to be free" I thought?
3.Oliver Jackson
~What's in a Name ?
Site Review Requests (1)
=========================
1.William Nabaza
~ http://www.1lists.com
Site Review Responses (1)
=========================
1.John Olson
~ http://www.moneysignup.com
G u e s t A r t i c l e (1)
=========================
1. Super Charging Your Business Success
By John P Matthews Jr
Joke of the Day
=========================
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===========C o n t i n u i n g D i s c u s s i o n (1.1)=============
From:John Olson
Subject:GMT Autoresponder
To John and anyone thinking about GMT,
I saw the request for information about GMT week before last and I thought I
would just let some others post their thoughts about this program. In reading
the replies in Adland #323 this week, I can see no one really knows what this
thing is all about.
Let me start of by saying this is just my opinion, based on looking at what is
offered by GMT and talking on the phone with members and E-mailing back and
forth with other members.
So, what is GMT all about?
It is all about Money. More directly, the transfer of Money from those who just
joined to those who have been in for a while. It is not about the Product, the
Product is just a means to an end. Transferring Money.
Yes, you can join for free, and if you send out 100 E-mails a month they will
pay you, I even remember being told that they will help you get those 100 mailed
out to people on their lists. Great you say, I can make money and not do much of
anything.
Sure that's great for now, but listen up to what these people are doing and what
is really happening with members around the World who are joining this.
Large Meetings are being held, all over. At these meetings, people are not just
joining for Free, they are paying Hundreds of Dollars so they don't have to do
anything. When you upgrade to a paying member, which is in the neighbourhood of
$200.00, you don't have to send out any mailings. And GMT sends you money on a
regular schedule, the amounts getting larger with each payment.
I have talked with people who have spent Many Hundreds of Dollars on this for
not only themselves but their Family Members too. All in the belief that the
money will come rolling in and be worth the cost. It is an investment to them.
But is an investment in a scheme that I believe is doomed to fail or be shut
down. The people at these meetings have no idea going in what an Autoresponder
is, or why they would need one. Oh, they all will rationalize it now as
something they can use, but in reality, they are only buying this with the
promise that they will be making Money hand over fist in a short time for doing
nothing but paying their $200.00 dollars.
And yes, the free autoresponders messages all have adds back to GMT. Of course
they do. They want more members to join and then buy into this Thing. At some
point you are asked to commit to being a paid member, but by then you are
supposed to have earned so much more then the $200.00 cost, that you will gladly
pay up.
It is again only my opinion, but at some point this Freight Train will come to a
sorry end, sorry for the Newest Members who will be out a Lot of Money. Not so
for those at the Top who will make out like bandits. And in my opinion, that is
what they are, Bandits.
The Product means nothing, it is only a way around the MLM Laws and so is the
joining for free and getting paid. Most People are joining only because they are
told they can Pay, Do Nothing and Make Money.
I have talked to these members, and they are so Sure this is Real, and Great,
and will last forever. They swear the owners are all on the up and up.
And at one point I too was So Sure about a company, Sure that it was all being
run right, it's name was SkyBiz. And it's as dead as the Courts can make it.
GMT makes me Sick. I know at some point people, a lot of people are going to be
Hurt by this and most of them are to over come with Greed to See it coming.
A company like GMT, will Give all Network Marketing a Bad Name when it dies.
It is very sad for me to see all these people flocking to the Trough of Free
Money, thinking it can really last.
If you are in GMT right now and have made Money, I guess you got yours. But
think of all those Thousands who will be out Hundreds of Dollars when this goes
under, and it will, mark my words.
I just hope to God I am wrong, but I fear I am not.
John Olson
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It's Your Money. It's Your Time.
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===========C o n t i n u i n g D i s c u s s i o n (1.2)=============
From:Dave Perkins
Subject:GMT Autoresponder
I didn't catch the opening posts that resulted in the messages I read in
today's newsletter Vol. 1 issue #323 Dec, 14, 2002
regarding the GMT
autoresponders.
My input is as follows: GMT's autoresponders, in the opportunity I was
pitched, certainly are not FREE.
In today's financial market, start-up capital is difficult to come by, so
GMT is using a "position based" program to raise capital. It's a novel
approach that pays off handily, and rapidly to the early investors... and
more slowly to later investors.
The product (a requirement by law, I'm told) is the autoresponders. You
get one or more, depending on your investment level. You must activate
only one of them to qualify for a return on your money. The others can be
sold or used in any way you wish...
And no, I did not get involved...
More info for you at: http://www.gmt101.com
Dave Perkins
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===========C o n t i n u i n g D i s c u s s i o n (1.3)=============
From:Claire Solt
Subject:GMT Autoresponder
GMT can pay free members, because they put you in a mixed matrix of free
and paid members. Then they really bombard you daily with sales report
messages about how well the paid members are doing. They pay $200 to join
a matrix that pays more.
Also, to remain qualified as a free member you must send out 100 emails a
month, using an autoresponder that promotes the opportunity.
After about five weeks a free member gets a check for $35. I have done the
above and will wait for a check before I promote this to others. My policy
is to test it first on myself, before I promote anything.
I think that they are pretty sure that 5 weeks of sales reports and a check
will get us more interested in buying a $200 share.
At this point, I regard this as barely legal, because all of the emphasis
is on sales and there is seldom a mention of the autoresponder product.
Claire Solt
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Granny is a Marketing and Training Pro Learn Principles and Programs to
Get 900 hits/day Systematically. CLICK NOW
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===========C o n t i n u i n g D i s c u s s i o n (2.1)=============
From:Amalia Sotiriadou
Subject:New to internet/Safelists
Kathy, as a heavy safelist user, I can tell you one thing: the only thing
that matters to a safelist user is how to post their message as quickly as
possible and get out. If we can use automatic safelist submitters, that's
even better. Don't count on your safelist as a way of earning money, you
probably won't even cover the basic expenses unless your membership
exceeds 3 or 4,000 members. Rather, look at your safelist as a resource to
gather prospects for your main business venture, especially if you can
develop a sense of community somehow. A safelist takes commitment and a
good server in order to be successful. Most safelists go out of business
or are thrown out of their servers for too many bounces within a few
months. Oddly enough, I have never seen Herculist, AdBuilder or any of the
other monster safelists be inaccessible even for a day. With good,
reliable service, I am glad to pay a subscription. I, for one, don't need
much of anything else. Oh, a guarantee that my ad will be read would be
nice but I don't think anyone has come up with a good enough scheme for
that, no matter how hard they have tried.
--------------------------------------------------------------------
Your MAP to SUCCESS
http://www.talentgrid.com/business
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===========C o n t i n u i n g D i s c u s s i o n (2.2)=============
From:Saundra Jackson
Subject:New to internet/Safelists
Kathy wrote.
>I am new to the internet and have the opportunity to start a
>safelist.There are lots of safelist out there so I would like some
>constructive thoughts on how I could make my safelist a little different.
Kathy, That's exactly what we need another safelist. Safe but sorry.
Safe to send your ad to free of SPAM accusations. No buyers. Just people
who send each their ad. You must have something better to do with your
time.
Saundra Jackson
comments http://www.adlandpro.com/adlandpost.htm
===========C o n t i n u i n g D i s c u s s i o n (2.3)=============
From:William Jaroske
Subject:New to internet/Safelists
Kathy,
Safelists are nothing more of kisses of death to online marketers. Free
classified advertising is much better. But if you like the spam business.
Try selling bulk email lists.
William Jaroske
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===========C o n t i n u i n g D i s c u s s i o n (3.1)=============
From:Geoff Dodd
Subject:The Gurus: Read, Listen, Act Massively!
Audra Gehrke writes
>For Rebecca and everyone else who sits on their
>computers and wonders why they aren't getting rich
>quick over night...it doesn't happen, period.
Geoff Dodd
Hi Bogdan and Readers,
I read in a recent post 'don't listen to the
gurus or you'll lose all your money.'
Well that's only if you don't ACT on what you
hear. I've been inside *Guerrilla Marketing
Bombshells* forums solidly reading, listening
and learning -and I've never found anything as
advanced as this in my life.
In fact, it inspired me to get moving and produce
new web pages such as:
http://www.home-business-residual-income.com/
The gurus in question are Jay Conrad Levinson
and Mark Joyner. Their new programs are more than
impressive, with long term compensation plans that
start with a 2x15 forced matrix for the 'Bombshells'
network marketing program.
They offer a free lead-in Daily marketing intelligence
newsletter, which you can read in 30 seconds, and new
tools for those promoting it as an affiliate, such as
a sign-up box.
There are true gurus and there are wannabe gurus.
True gurus speak volumes in a single phrase. The
wannabes use 3 or 4 paragraphs of hype. Knowledge
of Advertising like Jay Levinson's is based on
decades of thought, testing and market research.
That's a real guru.
So I say 'listen to the real gurus.' Then use your
own brain. The take Massive promotional ACTION.
Geoff Dodd
Australia
>* Don't listen to the "Gurus", you will go broke!
--------------------------------------------------------------------
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http://www.home-business-residual-income.com/internet-training/
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===========C o n t i n u i n g D i s c u s s i o n (4.1)=============
From:Rikie
Subject:FTP Programs
Hi Bogdan et al,
Firstly, I would like to commend you change in structure for submissions
to your ezine Bogdan. This is sure to make the process seamless for you
and is a really tidy way to ensure all readers get their submissions
completed correctly. To me, I just like it.
On to FTP programs.
I have been online for about 3-4 years now but have only been serious for
about 2 years. 12 months ago I decided I needed to create my own web page
and proceeded to do one of those easy free things with yahoo/geocities.
It went ok and I began tweaking this and that until I got to a stage where
I had taught myself enough to have a go at the html version. Then I got
the bright idea that I could have my own domain name and set up my own
site without all the yahoo junk.
If only it was so easy....
Ok so I found a cheap domain name service and purchased my name -
Rikies-biz.com - that was cheap!! Now I need to set up the site.
Well after a few questions to the domain people I found I needed to
purchase a 'host' also which iswhere the website will 'reside' - more
expense. Done that, now how to transfer the info off geocities to the
'host'.
I found I need an ftp program.... what's that??
Ok, a few more 'dumb' questions and I got that for FREE!
Then I had to learn how to work that.... I'm still learning but it's
getting to be about as clear as mud *L*.
Now my site is up and running meanwhile I'm still learning more details of
html etc.
My point, if you don't understand any of the above but want to have your
own site & domain name, ASK ME.
or if you don't want to email me, ask someone you trust, ask anyone you
come into contact with. DO NOT just sit there and wonder, believe it or
not people LOVE to help - they just need to be asked.
Email me at Adlands@rikies-biz.com
or subscribe to my ezine and ask ALL my
readers too.
Mostly, just have FUN,
Rikie
--------------------------------------------------------------------
Rikie's Self Help Ezine
Visit me at http://rikies-biz.com
or subscribe to my ezine with a blank email to subscribe@rikies-biz.com
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===========C o n t i n u i n g D i s c u s s i o n (5.1)=============
From:Claire Solt
Subject:Trying So Hard
Fred writes,
>My suggestion would be to go back to where you was working. and count your
>$250.00 as a warning, I have over $15,000.00 invested and have yet to
>produce one penny.
>I try to follow every thing I am told but there is always something to buy
>to make it work for sure, you buy it but it still won't work, I join
>safelists and send out hundreds of ad's nothing.
I am stunned by what you say. 5 years and $15,000.
But maybe the explanation is in your assertion that none knows how to
make money on the internet.
One this is for sure, one must be coachable. Imitate and duplicate another
who is successful.
Second, you must focus.
Third you must concentrate on making a profit. My first objective is to
make something I buy pay for itself and then make a profit. This goes for
every ad tool that I use.
Fourth, if you are going to do MLM or affiliate programs you must learn to
recruit and manage a downline. There is a lot of emphasis on recruiting,
but I am careful about making sure that I have access to contact
information of those that I recruit. If I do not, I don't bother. Managing
a downline requires communication, and duplication, and a great attitude.
If you insist on making a profit on little investments like each and every
upgrade, you will not end up wasting $.
Claire Solt PhD
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Granny is a Marketing and Training Pro Learn Principles and Programs to
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===========C o n t i n u i n g D i s c u s s i o n (5.2)=============
From:Katheryn M. Labosky
Subject:Trying So Hard
Hi Fred. You're reply to the previous post which referred to how
difficult it is to start and maintain an internet business, literally
broke my heart. I hear you.
Unfortunately, your experience is typical, as there is very little good
information out there, and many, many "fly-by-night" types of
affiliate,
MLM, and reseller programs. My advice at this point, is simply to stop
buying into any more programs or tutorials that promise "majic" as
there
is no "majic". You need to look into "Fred" at this
point and decide what
talents and motivations "Fred" has. If you're emotionally
hurting from
all this, and it seems that you are, it becomes easier to believe in the
hype that proliferates on the net. If you can strengthen yourself first,
and then rethink the whole situation, come up with something that you feel
is marketable, and then write a business plan and follow through, without
listening to others, you will eventually see success. But it does take a
lot of work. Here are a few guidelines to follow if you do decide to
become a reseller or affiliate, or if you decide to continue in the
programs you are already enrolled in.
Every good program should have the following:
1. A name that reflects its actual product or services. "Golden
Money
Madness" (fictional) does not do this, but "Cleaning Products
Galore"
(fictional) would.
2. Does the program engage in "product overloading"? This
means that
most of its sales come from its members. All good programs encourage at
least 70% of the sales from retail or outside purchasers, not the members.
3. Is there an actual product? Chain letters, or copy-and-paste
informational guides, that you send to multiple lists is not a product,
just a spam email program.
4. Are there actual physical addresses for the individuals in charge (PO
Boxes do not count), as well as phone numbers? No one works in a void,
and if these are not given to you immediately, then avoid these programs.
I do hope I've helped somewhat. Of all the replies in this issue, yours
was the most poignant and the most touching, as well as the most
"real"
and therefore I felt the need to answer. Its a cold world out there, and
unfortunately, the "net" allows such a degree of anonymity that one
must
exercise even more caution than in the "dirt world". Let us know
how
you're doing from time to time.
Sincerely,
Katheryn M. Labosky
--------------------------------------------------------------------
Owner: KLR Marketing Services/Written Solutions
"The Reluctant Entrepreneur"
http://www.written-solutions.com
kaerae01@hotmail.com
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===========C o n t i n u i n g D i s c u s s i o n (6.1)=============
From:William Jaroske
Subject:Ad Tracking
Claire wrote.
>To see adtrackz, here is my tracking link:
>http://www.ifmr.net/cgi-bin/cs/cgi?adtrackz
Claire,
This adtacking system is a pure waste of money if you ask me. It is
certainly not worth paying for.
William Jaroske
comments http://www.adlandpro.com/adlandpost.htm
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==============N e w P o s t i n g (1)=============
From:Patricia Amirault
Subject:Smartmall.biz
Smartmall.biz certainly earned it's name to save paying it's lower members
which it promised.About a day or so before without even telling anyone
changed their policy not to pay $0.50 for eveyone under you but you now
had to be a member paid in full to get a dime.Do you think that they would
own up to something
like that.Well no; and everyone else didn't dare say anything for fear
that they might be hit on in some way
well that cost me $1500 as there were 3000 people behind me at $.50 each.
Well you live and you learn but mlm'rs beware the systems like a
casino.The house
never looses.
Patricia Amirault
--------------------------------------------------------------------
I'm signing off now but my daughter Anna is going to take my place.Have a
good one and a Merry Christmas to all and to all a Good Night.
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==============N e w P o s t i n g (2)=============
From:Albert Stout
Subject:ITS SUPPOSE TO BE FREE" I THOUGHT?
yes its sad but true internet users are
being used every day to
make the rich rich the poor poorer!
does anyone really have free stuff! i know a lot of
free places email
and ill send alist to choose from free domains,web building web hosting
promote your site with free downloadable site! free advertising!
comments http://www.adlandpro.com/adlandpost.htm
==============N e w P o s t i n g (3)=============
From:Oliver Jackson
Subject:What`s in a Name ?
Recently I published a page to handle advertising for people that needed it.
I felt that this page was worth a special domain name to advertise so that
people could relate the Name to the service with the page.
When I registered that domain name I was asked by my service provider to
give a
contact email address.With out hesitation I did so ,knowing that this
information would remain private .
Wrong. It is a matter of policy to post the names of domain owners and their
contact information to domain registrars. This triggered a nightmare that I can
not begin to relate to you adequately enough.
One morning doing as I always do and as I'm sure all
ambitious newbies do I
went to check my mail and found 1000 emails in the catch.
This was in a mail box only used to receive
transmissions from the
advertising page I mentioned above.No email had ever been sent from it.How could
this have happened.eventually somehow I received an email to register my domain
name by a different company offering cheaper rates than my current provider.so I
checked it out .It was worth a look see .
I typed up my name( to feed my ego)and
there it was as plain as day.
Everything my service provider knew ,the whole world new.Thank God I didn't
give my phone number or I`d really be in trouble.I have since been able to tract
the offender but for legal reasons am not allowed to disclose this information
so I thought that telling you all this ,perhaps someone could benefit from my
ordeal .
Good Luck and keep on webbing .
Oliver Jackson
--------------------------------------------------------------------
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proud creator of http://www.HomeMarketing123.com/affiliates.html
for more info on HomeMarketing123.com email my auto responder at:
webmaster@homemarketing123.com
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=====================Site Review Request (1)===============
From:William Nabaza
Subject: http://www.1lists.com
hi,
I just opened up a new site called 1lists.com - offering 3 sites in 1
site, in this site you can have your very own ffa, safelist and classified
ad site for only a low price of U.S.$3.90 we handle everything for you and
you charge your clients for access to safelist, ffa premium
postings/banner ads/ and classified ad postings/banner ads, txt ads, you
get all the money and you still pay a flat rate fee of U.S.$3.90
it's introductory price and I hope adlandpro members like it.
go over to:
http://www.1lists.com
comments http://www.adlandpro.com/adlandpost.htm
=====================Site Review Response (1)===============
From:John Olson
Subject: http://www.moneysignup.com
William,
Well, you have a very professional site. And it is my belief that the main
reason you requested a site review is to try and grab some Newbies attention and
get them to sign up for your Paid to Read E-mail deal. Am I right?
I thought so.
Since I can find nothing to talk about as far as a review of your site, I will
comment on the whole Paid to Read thing.
First, let me say that I have a couple of Paid to Reads for the heck of it, but
not with the idea I am going to make much of anything. I have them because
advertising to the Readers of Paid to Reads has been proven to be somewhat
effective for something's. So, my own Paid to Reads might be considered
research.
But what you have here is not only a Paid to Read, but a Paid to Sign up. Which
I would advise anyone who is thinking of advertising with Paid to Reads, to
avoid. Anyone who is PAID to Sign up to something, is more then likely going to
disappear as fast as they sign up. I would Never Pay someone to sign up to
anything. That is a waste of money.
If someone is Paid to Sign up, that is about as far as their Loyalty goes. They
are not signing up because they like what you are offering, they are signing up
because someone is paying them $0.20 to do it. And that is not a very good way
to build a business.
Granted, not all the advertisers will be free programs, there will be other
offers. But how good will the people be who signed up for the News Letter or the
Product info or the Trial Club Membership be?
And for anyone who is thinking that signing up for a program like yours is going
to make a lot of money by doing it, let's quote from your FAQ page:
"Are my referral earnings working?
Yes, it takes many paid emails received by members to have referral earnings
show up, even for members that have 100's or 1000's in their downline. Referral
earnings are displayed once a referred member has earned their referring member
at least 1 full cent. Technically a member with 1000 referrals that have each
earned him/her 1/2 cent has earned $5.00 but their earnings will not be shown
until an individual member has earned them 1 full cent."
So, people look at this. Even a person with 1,000 referrals is not earning much
more then $5.00. That is ONE THOUSAND Referrals. Give me a Break... Who is going
to take the time and put out the Work to do this?
And here is another couple of quotes from your FAQ page:
"How much do I earn by signing up for offers?
Each advertiser pays a different amount per unique visit. You will earn US$0.20
cents for each offer your sign up for."
"When can I request payment?
You may request payment after you have earned the minimum payout of US$25. and
after you have signed up for a minimum of 50 offers."
So after someone has signed up for 50 things or other programs at about $0.20 a
program they might be able to get a check for $25.00. But wait, if you are only
getting $0.20 for signing up to something, when you have signed up for 50
Things, you will have earned about $10.00. So, to reach the magic $25.00 you
will have to sign up for One Hundred and Twenty-Five Things.
How long is that going to take?
Very nice site, bad program... Just my opinion.....
John Olson
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=====================G u e s t A r t i c l e
(1)===============
Super Charging Your Business Success
By John P Matthews Jr
Over 45 years in a variety of businesses, I have become acquainted with
some of the most creative managers of marketing, sales and communication
about the best ways to solicit customers and increase cash flow. All of
the ideas contained herein will be effective for just about any business.
The following are the some of the best ideas for super charging your
business, no
matter what kind you are in.
1. "Same-Old" is out -- Getting attention with something new is
in. To
obtain new business, you must strive to be innovative and dramatic.
For example, an insurance agency, offered "the biggest steak dinner in
town"
if it couldn't save any person money on their car insurance. This challenge
was enough to make the telephone start ringing off the hook for days at a
time.
The customer flow was "absolutely crazy" for days. The bottom
line:
dozens of new insurance buyers and tons of new cash flow. The cost?
All they had to do was pay for a half dozen steak dinners!
2. Emphasize dedicated and strict target marketing. Your primary
assignment in marketing and sales is contacting the correct person
in your demographic area or the right people inside another
company. Addressing snail mail to "Facilities Manager" or
printing
a "routing slip" on the outside of the envelope is ineffective.
Hitting
the target is the challenge. Scoring a bull's eye means making
contact with the right individual. This is the only way to make the
sale. Taking time to be highly targeted in business communication is
essential.
3. Be more creative. Simply mailing direct-mail pieces isn't
effective.
Ask yourself: "Will anyone be intrigued enough to read the mailer--before
tossing it in the wastebasket?" Ask the same question about anything your
company mails on a regular basis. A highly creative approach is
necessary to be different and distinctive. Creativity costs money. But, if
more people read your ad, take time with your newsletter or decide that
your offer in a mailer makes sense, you have accomplished your goal.
4. Focus on what your customers care about.
After listening to the admissions director talk about what should be shown
in the school's new recruiting video, the marketing consultant asked, "Is
this what parents and prospective students are interested in knowing?"
Suddenly, everyone became less confident. Someone suggested asking
the student tour guides what questions the visiting parents and their
children asked?
Whether creating an ad, a brochure, or a sales presentation, knowing
what the customer wants, needs and expects is what works.
5. Tell customers how to think about your company. We come to conclusions
by making comparisons. If you don't let customers and prospects know why
it is in their best interests to do business with you or buy your product,
they won't. The rating of life insurance companies makes an impact on
customers.
The J.D. Powers' customer-satisfaction survey on cars and personal
computer manufacturers influences buying behavior. So too does the
magazine, Consumer Reports. Wise companies spend time and effort
consciously influencing the way they are perceived by customers,
prospects, bankers and stockholders.
6. Make your offers outstanding. Customers are cautious. They don't like
being put on the spot. They don't want to make a mistake. This is why
conditional offers are essential. For example, "Try it for 30
days...free."
"We won't deposit your credit card slip for a month." "Your
satisfaction
is guaranteed." "Take the car for the weekend and drive it all you
want."
The goal is to overcome the customer's reluctance. In real estate
Transactions we provide three opportunities for the buyer to cancel the
Agreement: Financing; the survey and the inspection. Plus, if the seller
or the buyer wishes to terminate the contract at any time up until the
sale is actually closed, they can do so.
7. Be in the right place at the right time. "Why didn't I think of
you
last week when we bought the new..." Some salespeople simply shrug off
such comments. "Oh, well. I can't be in the right place every time."
Wrong.
Being in front of the customer is today's assignment. Developing a consistent
program for staying in front of customers regularly is the challenge. A
mix of seminars, newsletters, bulletins, fact sheets, special events and
informative articles will keep you in the customers' minds.
8. Name your product or service. One of the best ways to differentiate
your products or services from all the rest is to give them distinctive
names. A building contractor with expertise in remodelling during off-hours
calls himself the "stealth" remodeler. A fuel oil dealer doesn't talk
about service--he emphasizes "ComfortCare Service." The idea is to
imbue
ordinary ideas with new meaning thereby separating your company from
your competitors. Make sure, however, that the name appeals to your
customers and not just to you.
9. Be relentless. Persistence is power in marketing and sales. Far too
many firms fail in their efforts because they don't follow through long
enough to produce proper results. Marketing momentum comes from a
consistent effort. Once you start a newsletter, issue it on schedule. Be
patient.
Customers need time to comprehend what you are doing and for prospects
to get acquainted--and comfortable--with your business.
10. Get rid of anything that is self-serving. Most company publications,
ads, letters, brochures, and other sales materials are filled with words,
photographs and information that do nothing more than toot the company's
horn. No one cares that the business says it is the "best,"
"oldest" or
the "biggest." Pictures of the staff are only interesting to the
staff. A
better approach is to ask prospects what they want to know about your
company. No one is anxious to see pictures of the CEO, chairman of the
board or the executive vice president.
11. Tell them everything you know. Spill the beans, so to speak.
Since
today's customers want information, knowledge and helpful ideas, do
everything you can to share everything you know. This is the only way to
become a valued resource to your customers. When people use your ideas,
they will buy what you sell.
12. Be generous. No one wants to do business with firms operating on a
one-way street. Buy a new car and the dealer hands you a 20-cent plastic
key holder! It sends a message that this dealer doesn't under-stand his
customers. You may forget the car, but you will never forget the lousy key
ring! Another auto dealer delivers the new car to your office. What a
difference. This dealer sends a powerful message--our customers are
important.
13. Make prospect identification your mission. The single most important
daily activity in any business is prospect identification. By making
prospecting a continuing process, companies produce a steady flow of new
sales leads. They never stop asking, "Who do we want to do business with
if we have the chance?" Then make sure all prospects are entered into a
database so they can be cultivated over a period of time.
14. Scrutinize your corporate identity. How your company presents itself
makes a difference. Is your logo appropriate? Is it dated? Does the symbol
of your business communicate the right message and the correct image?
Is the president the only one who understands it? What about the company
colors? Are they reminiscent of the late '50s? Do the letterhead, mailing
labels and business cards convey a strong, positive message? Or, are
they dull and ordinary looking? If you don't think this is important, your
competitors will be thrilled. Corporate identity is the face you put on
your company.
15. Write customer-centered letters. Most business letters have cold,
impersonal words. "As per our conversation..." "Pursuant to our
agreement..." When was the last time you heard anyone talk this way at
lunch (other than perhaps a lawyer)? Yet, give the same executives a pen
and they become stilted. There is no reason why business letters should
not be warm, friendly, conversational, interesting--and customer-centered.
Write as if you were the one reading it. Should a letter end at the bottom
of the first page? In most cases, Yes, if that's what it takes to tell the
story. But it may take two, four or six pages. A letter should be as long as
necessary and always interesting to the reader.
16. Goal setting is important to you and those who mentor and advise you.
Successful CEOs of large corporations are required by their board of
directors to have a plan. Intelligent and mature boards want to see that
the
CEO is not only attending to business but also that he is allotting daily
quality
time to his family that includes vacations; his church; community; and that
he is faithfully following a regimen of physical exercise that includes walking,
weights and dieting. Spend time on your daily goals and prayer
daily.
17. In all contractual negotiations, generate a paper trail. Realtors,
top level management and CEOs keep a meticulous diary. That is why when
they are involved in lawsuits, their diary is one of the first things to be
subpoenaed.
18. Continue to further your education not only in the intricacies of your
chosen field but also in writing, English and computers. If you don't know
how
to type with more than two fingers, learn to type with ten. If you do not
know
to speak any language other than English, learn Spanish first.
19. Learn how to solicit business on the Internet.
20. Just because this item is so far down on the list does not mean that
it has a lower priority. Whatever your religion is, study it. Learn
what it
says
about your relationship with God, Allah or whatever you call your Higher Power.
Basically, all faiths stress love of the Supreme Being and your neighbour.
Learn everything about ethics not only in your religion but also in society.
Realtors are required by their licensing boards to take an Ethics course
annually.
21. Budget your family and your business. If you have an excess of funds,
help others who are less fortunate. When you give, do so in secret.
John P Matthews, Jr.
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