Which Media is Right to Reach Your Target Market? 16 April 2008

That’s probably one of the most often-asked questions my clients put to me…

Well, the answer is, it depends on your ‘ideal customer‘. (If you haven’t a clue what that means or who that is, then my Stop Working With Deadbeats! Attract IDEAL Clients & Knock Out The Competition Instead will help you hone in on what is potentially one of the most important elements of running your business.)

In a nutshell, you need to know your target buyers like the back of your hand before you can target them appropriately. Until then, you are pretty much wasting your time, expense and effort trying to reach them.

OK, for the point of this post, let’s say you know exactly who your ideal client is. By now, you should know that a) targeting has suddenly become much easier, and b) you know where they ‘hang out’, which publications they read, and so on.

Assuming you decide to advertise in a given publication that they read, make a note of whether any of your competitors are advertising regularly there. If so, that’s a good sign…

Now, phone up the advertising department for that publication and tell them that you are thinking of placing an ad, and that you’re currently researching the results of ads in the same industry (ie, those of your competitors). 

You will be surprised as to how honest they’ll be with you.

If it all sounds good, arrange a multi-run ad deal – ie, where you place a similar-sized ad in that publication for a number of issues (ideally, seven, but at least three if you can push to that). Make sure you include some kind of code for tracking purposes, and then measure the response you get. If it’s good, repeat the ad – it is obviously extremely well targeted. If for some reason it bombs, consider your ad’s copywriting and/or offer. Could either be improved upon?

The key to ANY advertising and marketing is to test, track, tweak and test again and again until you get the response you want. I covered more on this in a recent issue of my newsletter Communiqué for Success! 

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Businesses Ignore Customers’ Emails at Their Peril 27 March 2008

More than half of leading organisations are still ignoring customers’ emails, according to new research.

This seems counter-intuitive and, from a business point of view, rather foolish…

As a busy sole trader, I take the time to provide as detailed a response as possible to customer queries. With prospective customers, I aim to respond to their emails within 24-48 hours. With existing customers, I like to get back to them as soon as I can, often within the same day their emails are received.

Naturally, when deadlines are looming or I’m away on business, this can be put off target. But usually it works out just fine.

Due to the nature of being a sole trader, anything above and beyond this is nigh on impossible. There are so many ‘hats’ one can wear.

That said, I would expect a larger company to have an adequate and speedy customer-response system in place. There is nothing worse than a company who goads you into becoming their customer with fast, efficient email responses, only to drop off once they have you in their database… 

For all e-commerce businesses, customer fulfilment should be one of the most important aspects of running that business. Most business owners would be alarmed to think that customers leave a company not necessarily because they’re disillusioned with the product, but rather the service (or lack of it).

With today’s ‘need it now’ online culture, it is absolutely crucial that every promise made to your customer is fulfilled on target, on time…

How do you measure up? 

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When English is Bad For Business 25 March 2008

The March 2008 issue of ‘Communiqué for Success’ is ready for public viewing (for a limited time only). Subscribers get privileged, advanced notification and member offers and specials, so be sure to sign up for your free copy.

This issue of the much-talked-about newsletter answers such questions as:

• Why is old-school English damaging your sales?

• What is the future for CfS?

• How can you move your prospects beyond wanting to buying?

• What is the best way to avoid toxic clients?

• How can you grab your ad critique & consultation?

• Where can you get free online fax services? 

All the answers (and more) are in this month’s newsletter.

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Word count for this issue: 2,223

Approximate time to read: About 11 minutes    

Scanning Time: About 41 seconds

Suggested props: White Hot Chocolate with Marshmallows
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You can see the current and some of the past newsletters by going towww.mediaminister.co.uk and clicking on the “F*REE stuff” link on the top menu.

And it’s all freeeeeeeeeeeee.

Enjoy!

 

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Customer Retention in an Uncertain Market 3 March 2008

The latest edition of ‘Communiqué for Success’ is now available for public viewing (subscribers get advanced notice when it’s hot off the press). It answers such questions as:

• How can you retain customers in an uncertain market?

• What is happening to CfS – and what does it mean for you?

• How can you win the attention of the growing digital marketplace?

• What is the number one secret to effective marketing?

• How can you successfully market online?

• Where can you get free online hosting? 

All the answers (and more) are ready to be revealed.

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Word count for this issue: 2,613
Approximate time to read: About 12.5 minutes    Scanning Time: About 45 seconds
Suggested props: Organic Hot Chocolate or NoCaf
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You can see the current and most of the past newsletters by going to www.mediaminister.co.uk and clicking on the “FREE stuff” link on the top menu.

You’ll also find direct links to my other sites.And it’s all freeeeeeeeeeeee (for now).

Enjoy!Tracey

PS - The direct link to the latest newsletter is –http://www.mediaminister.co.uk/cfs/19February2008.htm

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8 Tips to Improve Ezine Copy 26 February 2008

1. As your ezine is free, do not give away your best content (save that for your paid-for service).
2. Offer the editor’s personal commentary/angle on news of the industry you cover.
3. Have the editor develop a voice — people respond to people, not organisations.
4. Use transparency. Show your editorial process (where you’ve been, whom you’ve spoken with, etc). In other words, show, don’t tell.
5. Return to core themes. Champion your reader’s concerns. Work their deeper emotions. Find solutions.
6. Show a personal side. Disarm your reader and develop a relationship by throwing in personal information (”While I was riding my bike this weekend, it struck me that…”).
7. Differentiate yourself in the market. Use this regular contact with readers to develop special ideas and opinions that give you a chance to develop a niche or unique selling proposition.
8. Use your ezine as a testing facility for new products. Ask for feedback. Offer teaser versions of new products and see what kind of response you get.

Source: Nic Laight, Fleet Street Publications / SEPA

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Online Marketing: Why Colour Matters 15 February 2008

Subscription marketing expert Don Nicholas says colour certainly matters in online marketing.

Don says that when a publisher did an A/B split test of two versions of his landing page, one fared substantially better than the other. The only difference was that one had an order button that said “Order Now” in navy blue type on a dark orange (ochre) background, while the other version had black font on a red background.

The navy/ochre order button generated 27% more orders than the red button – more proof as to how seemingly small changes can make a big difference to the bottom line.

Why such a big difference, though? Well, most people regard the colour red as ‘hot’ and attention-seeking. But in certain online and offline marketing elements it can work against you. This is because red also means “Stop!”

Says Don: “Is that really what you want the reader to do when he gets to a button that says ‘order now’?”

Source: NEPA Presentation on Landing Pages  

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Web Traffic Tips: Be Collectable 7 February 2008

Allow your visitors to collect things from your website. As well as helping to encourage repeat visits, research shows that the more your visitors get to know you or become familiar with your site, the closer they get to doing business with you.

Try things like a series of ebooks, teleseminars or articles. Or add a newsfeed to your site. 

People like to collect things. It makes them feel good because every time they collect a new item, they are fulfilling their goal. 

Source: ProfitsUp.net 

 

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F*R*E*E* Professional Content For Your Newsletter 31 January 2008

Do you have an in-house newsletter/ezine that goes out to your marketing or writing staff?

Perhaps you belong to a professional organisation that is actively looking for fresh newsletter articles. Ones that are relevant and useful for your members…

Then again you might publish a great blog and need more quality content…

I have written many articles and ‘filler pieces’ on a variety of business, marketing and writing-related topics – and they are now available at no charge for inclusion in your newsletter, ezine, website’s article archive, or blog.

You can access some of these articles (be sure to read the usage rules) at: http://ezinearticles.com/?expert=T_Dooley

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Reader Q&A: How Do I Get Free Publicity? 29 January 2008

Question:

“Do you have any tips on how to get some free public relations and media coverage for a friend’s business. Is there any way one can advertising their business within spending much cash?” 

–– Deville W, of Hampshire

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Answer:

There are a myriad of ways to generate publicity (which is a kind of ‘free’ advertising) without spending much cash. But advertising or promoting your buinsess through a combination of paid and non-paid-for means is key to surviving in the business jungle. 

Also, what works for one company might not work for another. For example, a standard tailor is not of much interest to the press, so a press release probably wouldn’t benefit that type of business as much as it would for, say, a new type of gourmet store. 

You might want to start with publicity – providing the media with news and other information on your friend’s business to get her media coverage. The thing is, when you do not pay for the coverage (’free’ publicity), you basically have no real control over the timing or content of your publicity. And there’s no guarantee you will get that publicity. 

That said, there is one ‘free’ publicity tool that does the business – the humble press release. 

A properly formatted, professionally written press release will stand a much greater chance of grabbing that media attention for your friend and get her business/name in the newspapers and magazines, as well as on radio and television. As a copywriter, editor and ex-journalist, I write or polish press releases on a regular basis, so I know what works and doesn’t. I’m currently writing a report on this and will let you know when it will be ready. 

A low-cost, highly effective option is postcard marketing. It’s a really great way of getting and keeping your name in front of your prospect list or target audience. I covered this in the first issue of Communiqué for Success! 

Another method is for your friend to form alliances with other entrepreneurs in his or her area. It doesn’t have to be a big network, a group of three can easily work. The point is for each person to agree to refer newspaper reporters to each other whenever they get approached about a topic on which you all could comment. 

Finally, online networking sites such as Ecademy and LinkedIn can be great promotion platforms. And they’re a fantastic way of searching for contacts. 

It all boils down to acting upon opportunities, effective communication, and building relationships and trust. 

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Avoiding the ‘Delete’ Key 23 January 2008

Aside from the barrage of spam emails singing the virtues of the likes of cunning cialis, very viagra, plenty penis, wonky watches, email marketing still works. 

The key is targeting. (Of course, I’m assuming that you already have an opt-in list. Shame on you if you do not!) 

Gloss over correctly identifying your target market, and your email campaign will sink faster than The Titanic. 

Once you know who will buy your products or services, then you need to know what kind of offer they will lap up. That decided, you still need to do some leg work…

What kind of language is your target audience familiar with? What ‘trigger’ words will catch their attention? How can you appeal to their emotions while offering something useful? Can you engage them into a ‘conversation’ with your copy? Is what you are offering –– both in terms of content and the actual offer –– relevant? 

The point is that you don’t want to waste your prospects’ time (or test their patience) with self-serving general nonsense.  

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