5 Must-Have Techniques For Creating Unbelievably Productive Copy

1.  Get Specific
Nothing can spell out BORING quicker than bland claims that really say nothing.  "My clients make more money!"  is a perfect example of poor copy that could use a little life.  What happens when you change it to, "My clients increased their sales by 23.5% in the first 30 days!"  Now that is kicking!  It's specific and exciting.

Be sure that your claims sound believable, no matter how unbelievable they are.  People are skeptical of "too good to be true" claims.  It's better to tone it down, and let them be surprised when it exceeds their expectation. 

2.  Keep It Short and Sweet
Long paragraphs and complex sentences look too much like work to read.  Yeah, readers get bored quickly and easily.  Chop it up, and break it up.  Don't use paragraphs of more than 7 lines or sentences longer that 18 words.  Find ways to shorten it up, and you'll keep the readers attention.

How many long words are in your copy?  Replace them with short common words to create a reader-friendly appeal.  Let your copy speak to them in the language they are used to hearing.  Well, if  your readers don't like to spend a lot of time reading... it pays to choose your words carefully.

3.  Keep it Active
Eliminate dull passive phrases.  They do little, except bore the heck out of your readers.  Dig them out and replace them highly active words that will motivate the reader to get up out of his easy chair and DO something.

The call to action is the most important part of any advertisment.  Call, subscribe, join, order, buy... make them hear the call loud enough that they do something - NOW.

4.  Skip the Humor
In the right place, and at the right time, humor is an effective tool.  Written sales copy just isn't it.  Ads are short, concise and to the point.  Humor tends to get in the way and distract.

Real life stories captivate readers.  They relate to them.  The human interest of these stories draws the reader into the message, whereas humor distracts them for the point.

5.  Us A Powerful P.S.
A P.S. can be a powerful way to emphasize your product, highlight the points of benefit, or dramatize effects of the purchase.  It's the perfect way to summarize your page.

The P.S. is most powerful on Web pages.  Surfers often read the headlines and skim to the P.S. where they look to get an idea of what's on the page, and if it's worth their time to read it.  Put some effort into making your P.S. captivating.

5 Marketing Moves for Business Success

Marketing has traditionally been broken down to a formula known as “the 5P’s” – the five factors that make up an organization’s marketing strategy. If these are done consistently, well, and for a long enough period of time, these 5 factors also become part of their brand.

So far, so good. But the problem is that no one can seem to agree on exactly which 5 P’s are important, so the list typically includes: people, product, place, process, price, promotion, paradigm, perspective, persuasion, passion, positioning, packaging, and performance.

Wow. Sounds complicated, huh? I’m going to try and simplify effective marketing into five moves – five concrete actions – that you can implement immediately. Your challenge: try one or more of these NOW.

Move 1: Move Up

Want to try something different? The next time you’re speaking with a prospect, when the question of price comes up, DOUBLE your normal price and see what happens.

Am I crazy?

Maybe, maybe not. The other side of the coin is that maybe YOU’RE crazy for not charging for VALUE, but instead competing on PRICE. Businesses that compete on price lose. Period.

The easiest thing your competition can do is undercut your price. In fact, the first thing they will copy is your price. It takes no imagination, no creativity, no innovation, no market leadership, and no vision to lower the cost of something. And it hurts all parties involved. Lower prices always mean lower profits. Studies have shown that a 1% drop in price leads to an 8% drop in profit.

What happens when you double your usual price?

Several things. Prospects perceive:

* An increase in the value of your product/service

* An increased level of prestige in owning/using your product/service

* An increased level of trust in you – and all your other offerings (the halo effect)

* An increased level of confidence that your product/service really works

A marketing consultant that I respect once gave me a very valuable piece of advice. She said, “Be expensive or... be free.” Being one of the most expensive providers of a service is remarkable – people talk about their $200,000 Italian sports car or $21,000 platinum-plated cell phone. Nobody talks about their $19,000 GM sedan.

I’ve helped companies double their prices, with great success, and I’ve helped independent consultants double [and in one case triple] their fees. In each of those cases, they got more clients, not fewer. Details on how to do this in Move 3. And perhaps this means you’ll lose a few unprofitable clients along the way. If you don’t lose some unprofitable clients, you won’t have room to serve the more profitable ones when they come along. It’s professional suicide to continue focusing on serving a market sector “that can afford” to pay your old (low) prices. Price doesn’t find clients. VALUE finds clients. And those clients that value your work should – and will –  pay according to that value.

Free is also a powerful price point. And, of course, free is remarkable. Which is another facet to moving up – you move up when you give VALUE first. For free. Got a great idea for a prospect? Great! SEND IT TO THEM. Even better, got a business lead for them? Hand it over! Did you come across an article, a profile, or a piece of research that directly impacts their business? Clip it and mail it to the top person with a brief note. That prospect’s door is now open.

Move 2: Move In

Moving in means moving closer to the customer. Live in their world, think about their problems, and think about their clients and prospects. What’s the first step? Research. Preparation. Homework. Industry, regional, business, and company news is now at every salesperson’s fingertips on the Internet. If you’re not intelligently researching your prospect’s issues, challenges, and pressures, how can you possibly come in with a credible solution?

Don’t like sitting at the computer all day? An even better idea is to hit the street. Visit businesses, talk to your contacts in the fields you serve, get some firsthand information about what’s going on in their world – what are their challenges, perspectives, obstacles, priorities; what are their dreams, their “only-ifs,” and their biggest aspirations?

Is this a lot of work? You bet. Do the majority of salespeople put in this kind of effort? No way. Which is exactly why YOU should. That brings us to Move 3.

Move 3: Move Ahead

Moving ahead means going above and beyond what most salespeople are doing. It means putting in the work – yes, the real, hard work – that makes the difference between being a peddler and being a partner.

Want to move ahead? Start by avoiding doing things your prospects dislike.

Here are the top 10 things salespeople do that buyers dislike according to a Purchasing magazine survey. See if you (or your sales team) might be guilty of any of the following professional no-no’s:

10.Failure to keep promises

9. Lack of creativity

8. Failure to make and keep appointments

7. Lack of awareness of the customer's operation ("What do you guys do here?")

6. Taking the customer for granted

5. Lack of follow-through

4. Lack of product knowledge

3. Overaggressiveness and failure to listen

2. Lack of interest or purpose ("Just checking in")

... and the Number 1 dislike: Lack of preparation.

You can also move ahead by charging more (remember Move 1?) and DEMONSTRATING the VALUE of your product service with hard numbers.

In his insightful book, How to Become a Rainmaker, author Jeffrey Fox calls this process dollarizing. Dollarizing is one of the most powerful sales techniques because once you show (with real numbers that your prospect will provide you with) the return on investment – how THIS much spent will generate THIS much savings, or profits, or sales, or new clients, or hours, etc. – you basically shift the conversation from selling what you’re selling to SELLING MONEY.

In my seminars, I do an exercise called “The Money Machine” that will help you spell this out in hard dollars, very clearly.

The Money Machine goes one step further because you can use it monetize against:

* competing products/services

* the prospect doing nothing

* the prospect doing it themselves

* other things the prospect is already comfortable spending money on

For a free copy of my Money Machine worksheet, email me: david@unconsulting.com.

Suddenly, your product/service becomes a real “investment”: meaning, you can show people the math behind “this much IN” for “this much OUT.” There’s nothing much easier than selling money at a discount!

Here’s another way to move ahead: stop the ridiculous game of “closing the sale.” Closing is not a technique; closing is not a trick; closing is not about magic phrases and looks and power games. Closing should be a natural extension of your conversation, and the two most effective questions you should ask your prospect as you near the end of your value-based discussion are:

1. Does what we’ve talked about so far make sense?

2. What would you like me to do next?

Answer to Question 1: If you’ve prepared for the meeting, discussed the prospect’s key issues, and monetized the value of your solution, of course it makes sense!

Answer to Question 2: “Let’s go ahead” or “Let’s do the paperwork.” Or if your prospect answers this with “Get Out” or “Drop Dead,” you have a pretty good idea that the sale is not ready to close. Seriously, carefully listening to the answer to this question will allow you to address any hidden concerns, hesitations, or issues – right then and there before the prospect would otherwise blurt out an abrupt “No!” to any other traditional “ask for the sale” verbiage that so many sales trainers recommend. Remember, you’re not there to sell – you’re there to HELP THE PROSPECT BUY. If you need to tattoo that on your forehead, be my guest.

Move 4: Move Aside

Here’s another thing that most sales and marketing people have a hard time with: you can’t be all things to all people. Move Aside is about finding your niche, and claiming your expertise in a narrow area of specialty. In plain English, this means you want to become the “Go-To Guy” for your specific product or service – the exact opposite of a “jack-of-all-trades and master of none.”

The people you speak with will have a very different reaction to these two mental images of your product/service:

* “I think we can make this fit.”

* “This is exactly what we’ve been looking for.”

Let me give you an example. There’s a real company that lists among its services “Carpet removal, house cleaning, odd jobs, catering.” Now, I don’t know about you, but when I want a caterer, I’m looking for someone who does catering 24/7. I don’t want to have to worry about “Did they wash their hands after the carpet removal job and before serving my guests?” In fact, if I’m looking for a caterer for a wedding, I might even be drawn to “Wedding Bells Catering” much more so than “Sam’s Catering” or “Good Eats Catering.”

Here’s another example. There are lots of graphic design companies that do all sorts of work – websites, logo design, brochures, collateral material, wine labels, book packaging, etc. You name it, they do it. And business is generally OK. (But let’s face it, if they were going like gangbusters, they probably wouldn’t have sought out my help!) Some of them had a hard time differentiating themselves from the competition and others found it challenging to develop a strong client base and referral network. We’ve had some good success developing their current business, but when we delve into the possibilities of “Moving Aside” and carving out a real niche, or developing one thing that is their flagship specialty, most of my clients get cold feet.

One company (not my client – too bad for me!) that has done this with fabulous results is MaxEffect. They made a tough call. They moved aside. They could obviously do a wide variety of things with their graphic design and advertising skills, but they do ONE THING: they work exclusively on yellow pages ads. That’s it. If you want a killer yellow pages ad with bold graphics, custom or stock photography, clean layout, and a strong, compelling message, these are your go-to people. They’ve designed hundreds and hundreds of yellow pages ads and they’ve built a fanatical client base, and they get a steady stream of referrals – not to mention the steady and growing flow of client work.

Check it out for yourself: http://www.max-effect.com

Move 5: Move Alone

Right now, you are lost in a sea of gray. Me-too rules the day. Everywhere you look, there is more and more and MORE of the SAME OLD THING sold by the SAME OLD PEOPLE in the SAME OLD WAY. Boring. And deadly.

The problem is that people don’t buy gray. If you and your company and your offerings blend into the background, you might as well close up shop right now. Let me put it another way: all companies go bankrupt. It’s just a matter of time. Want proof? Out of the 100 largest companies of 50 years ago, 17 survive today. And none of those 17 are the market leaders they used to be.

Why? Shift happens. If you’re not separating yourself from the crowd, you’re blending in – and nobody will even notice you, much less seek you out and tell their friends about you.

Here’s an example of a company that really hasn’t been doing a bad job – but they’re also not the standouts they used to be.

On a recent call to American Express, an executive was straightening out a billing problem. At the end of the call, the operator asked her, “Have I exceeded your expectations for this call?” and the exec flatly answered, “No.” She had a billing problem, and the rep fixed it. That’s the expectation.

Now, if the rep had offered the executive a $50 American Express gift check to be used at any of American Express’ online retail partners, THAT would have exceeded expectations, right? That story would be worth repeating to 10-20 people. Can you imagine the executive telling anyone, “Hey, I called AmEx to fix my billing error. Guess what? They did it!” That’s not moving alone.

Here’s a good test to see if your marketing and sales strategies are in the category of “moving alone” – they are if you’re doing something that:

* is “simply not done” in your industry

* customers will make a remark about (remarkable!)

* goes against conventional wisdom (I call this “uncommon sense”)

* others (including your competition) think is “crazy”

* others (including your competition) will actually be AFRAID to copy

Get silly. Get crazy. Get an attitude. Get noticed.

Author Seth Godin perhaps put this most succinctly when he said, “Safe is risky. And risky is safe.”

Let me conclude with a recap of the 5 Marketing Moves:

1. Move Up = Get more valuable

2. Move In = Get closer

3. Move Ahead = Get smarter

4. Move Aside = Get specialized

5. Move Alone = Get noticed

Taken together, these will also help you make the Ultimate Move = Get insanely great.

And remember the immortal words of Jerry Garcia:

“You don’t want to be considered the best of the best.
You want to be considered the only ones who do what you do.”

5 Mistakes To Avoid When Choosing An Affiliate Program & 5 Tips To Choosing The Right Affiliate Program

When people decide to join an affiliate program to make extra money, or to have a full time job, they often do so with illusions and no idea of how the affiliate program actually works. Read the following top 5 mistakes people make when it comes to choosing an affiliate program and avoid these mistakes at all costs. Then, you will be able to be more effective and make more money for your time, so it is definitely worthwhile to read these warnings and avoid them.

#1 Don’t Compete, Support
Too many affiliate programs compete against their competitors which wastes money and puts affiliates out of business. However, if you are part of an affiliate program the more affiliates the better for getting more information and more money. One of the worst things to do is choose an affiliate program that believes in competing against other affiliates. Instead, choose an affiliate program that agrees with supporting and growing other affiliates to have a larger network and access to more affiliates.

#2 Little Reward
Another mistake people frequently make when choosing affiliate programs is choosing a program that offers little reward for the individual’s hard work. Too many affiliate programs pay too little and as a result affiliates find it difficult to make the money they should be making. Look for an affiliate program that has a good pay rate for your work.

#3 Old Statistics, if Any
You want an affiliate program that offers good, solid, real time statistics, not old statistics or ones that are no longer valid. There are not many affiliate programs out there that provide the kind of statistics an affiliate manager needs, but do your best to find an affiliate program that offers the most.

#4 No Support
Too often affiliates find themselves waiting days for an answer to an e-mail and an important question for their business. You want an affiliate program that guarantees you support round the clock if possible or at least within 24 hours. If not, keep looking for an affiliate program that wants to help you help yourself.

#5 Fresh Ideas, Creative’s
Many affiliate programs provide few ideas or creative’s to their affiliates and so thousands of web pages end up with the same advertising. However, affiliate programs would have a better success rate if many different ads were made available so affiliates could alternate ads and place different ads on different sites, depending on the products sold.

Commit these five mistakes to memory so you know exactly what you are looking for in an affiliate program, as well as what to avoid. You will be much more successful and happier as well if you do not get caught in these traps!
5 Tips To Choosing The Right Affiliate Program

Affiliate programs can be a great way to make money online. You don't have to spend time developing your own product, worry about taking orders, or take care of customer service.

If you already have a high traffic website or run an e-zine you can stand to earn a steady flow of commissions every month without a lot of extra work on your part.

To help you get started promoting affiliate programs, I've provided the following 5 tips to help you choose the affiliate programs that are right for you.

1. Choose affiliate programs that match the content of your site. If your site targets a niche market than choose affiliate programs that offer products to that niche market.

2. Choose affiliate programs that pay a high commission. For example 30%-50% on your direct sales.

3. Join affiliate programs that pay two-tier commissions. This enables you to not only earn commissions on your own sales but also on the sales of people who you introduce to your affiliate
program.

4. Join affiliate programs that offer a line of products so that you can earn commissions when your referrals come back and purchase other services or products.

5. Join affiliate programs that offer their affiliates great marketing support. Many affiliate programs offer their affiliates pre-written ads to use or get ideas from, sales letters, marketing courses, and articles to use in promoting their services.

Remember, the best affiliate programs will see their affiliate program as a partnership with you and combine high commissions with excellent support so that you can start earning money
promoting their products as quickly as possible.

5 Keys to Capturing Prospective Buyers

Spring has sprung.  The birds are singing as they busily build nests and do their mating dances.  Yeah, it won't be long before the flowers bloom, and grass starts growing.  You know what that means...grass needs mowing.  When you parked the riding mower last fall, you knew that it would be a miracle if you could get it through another summer.  You're going to need to replace old "Betsy" sooner or later, and start thinking about the features you want the next mower to have.

Well, you haven't tried starting the old mower, but hey, it's raining cats and dogs outside.  With nothing better to do, you head for the mall and find yourself among a line of shiny lawn mowers with a wide variety of prices and features.  What are the advantages of each one compared to the difference in costs?

Yep, not every customer that walks through your door is ready to make a purchase.  Maybe they're still in the "thinking about it" stage.  Yeah, when you think long enough, you usually talk yourself into doing it.  That's why it's important to treat every customer's question with respect.  You never know when a properly answered question will lead to a sale.

Here are some tips to keep in mind for effectively answering customer questions:

1. A Question is the Sign of a Potential Sale.
Yeah, if a customer is taking the time to look you up and ask questions, you're dealing with a high level of interest.  Don't take it lightly.  A prompt and quick response laced with the added benefits of the product will go a long way toward closing a sale.

2. Make it Easy to Ask A Question.
There's nothing more frustration than having a simple question and having to move heaven and earth to get an answer.  Make it easy for your customers to ask questions. Make your website question friendly and include a phone number with all of your sales material. 

3. Organize - Set up a Frequently Asked Question File
What questions have you emailed answers to sixteen times this week?  Keep a file with those repeat questions.  You'll be able to copy and paste the answers into responses. Hey, your customer will be happy and you can spend time doing something else. Everyone wins!

4. Get Back - Quickly
How many times have you shopped around while waiting for someone to get back to you?  Yeah, it's easier than ever on the web.  Customer attention spans are ever shortening with the vast global competition at their fingertips.  Don't dilly dally - get back to them pronto!

5. Make Every Question a Sales Opportunity
When someone asks you a question, you've got their attention!  They're waiting for an answer that is important to them.  Yeah, it's the perfect opportunity to expand your response to include benefits of the purchase. 

Questioning customers wear a badge that says, "Buyer on Board!"  Read it and pay attention.  Often a little nudge will mean a sale to tally at the day's end.  Think of it like this...learning to effectively answer customer questions is a low-cost and effective way to boost your profits this year!

5 Great Ways to Reach Your Target Market

There are many ways to reach out and find the people you are trying to attract for your business. Here are just a handful of ways to get you started:

<b>1) Attend organization meetings</b>

Where do people in your target market hang out? Research this, and then plan to attend a meeting or two to mix and mingle. What better way to meet and get to know these individuals while learning more about the market?

<b>2) Offer to speak at a meeting or conference</b>

What do you have to offer that you feel could be of value to those you are trying to reach out to? Present a short talk or slide show on a helpful topic. Be sure you present something of value to the group. What helpful tips or other material would hold ther attention, and entice them to learn more about you and what you do? Just give them a small taste of your skills and knowledge. Chances are, they will want to talk to you after the presentation.

<b>3) Advertise in publications your target market reads</b>

The Internet is a great place to research what publications are out there. You can probably even get your advertisement to appear online as well as in the hard copy of a publication. Advertising can be rather expensive, so be careful with this one!

<b>4) Present a free teleclass</b>

If you are not confident in your public speaking skills, but still feel you have something of value to teach those you are trying to influence, try offering a no-cost teleclass. It is usually fairly inexpensive to rent a bridge line to host your class. You can teach from the comfort of your own home, too. This is also a great way to get a list of names to add to your subscriber list for mailings. If you are comfortable with this option, you can charge a small fee for future teleclasses you hold, which will bring you some passive income.

<b>5) Start a blog</b>

Write daily or weekly posts related to subject matter that will pique the interest of your target market. Spend time researching particular topics that you can write about. Then, add some pizazz...get excited when you post the information to your blog. If you're excited about something, others will be too. And don't forget to use keywords. These are what the search engines will use to find the content in your blog and draw others to it.

5 Free Online Advertising Channels For Your Business

What a wonderful invention it is, this thing we call the Internet!

If you would just take your time to know your way around, you could discover a lot of premium products and services being offered for free.  What's best is that there is a seemingly endless number of these wonderful finds, what with the Internet being a vast network of constantly evolving ideas and all!

Among these magnificent benefits is the chance to be able to promote your business, any business, online, free of charge!  It doesn't matter if your enterprise is a purely online or offline venture, the World Wide Web is home to a great number of marketing opportunities that you could avail of, with no damage to your business' budget whatsoever.

Advertising can be a big problem otherwise.  A lot of companies reserve a big chunk of their budgets to cover marketing expenditures.  Sometimes, these gambles pay off, but there are occasions when they fail miserably, putting to waste some good money that could have been used in other areas of development for the business involved.

But with the many channels available online, marketing has become a less risky course of action.  There so many avenues available online where you could advertise your business for free and attain more exposure for your products or services.  Here are some of them.

1. You could advertise through your own website.  Ordinarily, you should pay a nominal fee for web hosting and your domain name.  A paid web hosting service is more reliable.  Your own domain name would impress upon your visitors an immediate sense of professionalism.  But if you don't want to spend for them, there are a lot of free web space providers on the Internet!

2. You could advertise through other people's websites.  And you could do this in a lot of ways too!  You could create a banner that would summarize your business' offers and have it displayed on existing pages.  Or if you have your won website for your business, you could use the said banner to link to your pages, or you could even settle for simple links.  Additionally, you could have other webmasters rave about your venture and they could talk about it in their own websites.

3. You could create your own affiliate program.  By giving commissions as incentive, you could invite a lot of Internet users to become your affiliates.  Each affiliate would work to help you make a sale.  It's like having a battalion of sales representatives that you'd only have to pay if they manage to refer a willing customer!

4. You could try viral marketing.  Viral marketing is the online equivalent of word o mouth advertising.  By giving away something for free, for as long as that something has a link or a simple reference to your business, you're encouraging the recipient to spread the word about your business to the people he knows.  This would result in the exponential expansion of your business message like wildfire.

5. You could advertise in online communities.  Forums and mailing lists are popular venues that could likewise convey your business message.  Membership to these groups is usually free.  Additionally, you could also create your own mailing list and start capturing leads for future sales by doing some helpful follow-ups.

The Internet is a great place for promoting your business.  There are five million people online at any given time and the world is, quite literally, your market.  It would be best for your business to capitalize on this wonderful opportunity and expand your audience a thousand fold bigger!

And you wouldn't even have to spend a penny while you're at it.

5 Features Your Web Host Must Have

It is important that your web host has all the greatest features and technologies. However, you may not be aware of what you should look for in a web host. They all say they are the best, most reliable, etc. but how do you decipher who is really telling the truth? How do you find out what is really important when choosing a web host? In this article you will find the 5 things your web host must have. When you are researching a web host and you come across one that does not have these 5 things just click away to find one that does have what you need.

5 Features Your Web Host Must Have –

1.    Greatest Control Panel: The control panel is the place you will be visiting most often, so it should be easy to use, have all the features you need, etc. You can find a great control panel with cPanel, which provides one of the best control panel user experiences among all of the others. CPanel offers more than 42 different icons, 50 of the most used PHP scripts, shopping carts, forums, and even a WordPress blog – one of the best blog hosts out there. cPanel also provides an easy to use layout and navigation so when you do use it you can forget about frustration.

2.    On 24-7: Your web host should be working for you around the clock. This will keep your website up and running 99.9% of the time, and the server should be able to locate and repair any problems as soon as they appear. It is rare that a server could become inactive, but if/when it does happen, you do not want it to happen to your website. That could mean lost sales, lost visitors, and maybe even lost customers for life. No one wants that. The web host should be working all of the time – no exceptions. It should constantly monitor your website at least every few minutes for problems, check your server load and RAM, and be able to let administrators know immediately so they can instantaneously fix the problem. Your web host should also provide a fire wall to keep your website safe from hackers, viruses, and anything else that could effect your website.

3.    An Outstanding Server: If you want to avoid regular problems and too much downtime (all that can be avoided) you need to find a web host with a reliable server. The web host’s server should have multiple hard drives, good RAM, the latest CPUs, the best power supply, quality motherboards, a great cooling system, and a testing system for all new servers.

4.    Linux Servers: No, you do not need windows servers. You should get a web host that uses Linux only. You don’t need to have Linux on your own computer to have a web host that uses Linux. Linux has been shown to be more reliable and able to handle larger loads than other server operating systems. It is even better at virus protection and has a better uptime than others.

5.    Free Features: Your web host should provide you with a variety of free features, or features that you can use for a small fee. These features should include things that you can use for your website such as graphics, blogs, paid pages, sub domains, interesting facts to add to your website, forums, and more.