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Feb 12

Brands vs. Logos

Posted by Ray Sanford

When you mention "brand" to most people, they think of logos. The Nike swoosh, Coca-Cola's script, etc.

Few realize that while a logo is part of a brand, a brand encompasses much more. It’s the sum of all customer experiences. So how can you measure a brand? The easiest way is to pay attention to all the stories, comments, myths, and feedback that are circulating. With the Internet, it's much easier than it used to be. You no longer have to hire an expensive research firm to conduct surveys. Jut pay attention to what's being said.

Use the internet. Twitter, Facebook, LinkedIn and other social media sites. Subscribe to Google alerts and other services that can make searching easier. Then simply pay attention to the conversation.

Jan 15

Permission Marketing with Tip Sheets

Posted by Ray Sanford

By Roger C. Parker

Use tip sheets to encourage clients and prospects to sign up for your e-mail Newsletter. Permission Marketing, a marketing concept popularized by Seth Godin, is based on obtaining your client's, prospect's, and web site visitor's permission to communicate with them via e-mail.

Often, the hardest part of a Permission Marketing program is developing an incentive to persuade clients, prospects, and web site visitors to send you their e-mail address and permission for you to send them your e-mail newsletter. That's where tip sheets come in! Tip sheets are short, formatted, documents that contain non-selling information your market will find useful. Clients and prospects appreciate tip sheets because they contain helpful information that helps them save time and avoid mistakes.

Advantages

Tip sheets are easy to prepare and can be distributed for free as electronic files. You don't need many words, and you don't need fancy graphics to communicate a credible, competent, professional image. Clients and prospects like tip sheets because they contain helpful information presented in a short, concise, easy-to-read format which saves them time.

Steps to success

  1. Create your tip sheet. Choose a topic that either helps your market achieve a goal— save time or money, increase sales, win a race, etc.— or avoid making a mistake, like a bad buying decision. Ideas include: frequently made mistakes, questions to ask when buying, trends, symptoms, installation tips, usability techniques, shortcuts, and workarounds. Support each point with one or two short, concisely edited, paragraphs. Write as you speak, in a conversational tone. Format your tip sheet using subheads set in a typeface that forms a strong contrast with adjacent body copy. Add extra space between lines, and above subheads, to enhance the professional image your tip sheet projects.
  2. Promote your tip sheet. Promote your tip sheet everywhere: on your business cards, in your e-mail signature, in your ads, article bylines, and search engine advertising. Mention your tip sheet when speaking or attending networking events. Always describe how to obtain your tip sheet by visiting your web site. Use tip sheets and print-on demand postcards to convert postal mailing addresses to e-mail addresses. Tip sheets promoted with postcards can efficiently reactivate previous clients and reach out to prospects who have not yet given you permission to contact them via e-mail. Using postcards to promote tip sheets avoids the many problems associated with unsolicited e-mail, i.e. spam.
  3. Sign-up. Make it easy for web site visitors to locate your tip sheet. Your tip sheet and newsletter sign-up offer should be prominently placed at the top of your home page. Describe the benefits your newsletter offers subscribers and stress your privacy policy. Set up your web site so autoresponders will deliver your tip sheet, add the recipient's name to your newsletter mailing list, and inform you of the new contact.
  4. Track your results. Experiment with additional tip sheet topics. Use different e-mail addresses or web site landing pages to determine which topics and media generates the best results.
  5. Expand. If desired, you can use tip sheets as the basis for in-depth treatments of each topic. You can expand tip sheet topics into newsletters, special reports, e-books, presentations, speeches, teleconferences, and audio recordings.

Read more: http://www.articlesbase.com/newsletters-articles/permission-marketing-with-tip-sheets-2043.html#ixzz0qIPvkCGB
Under Creative Commons License: Attribution

Jan 08

Using BC to outperform your competitors

Posted by Ray Sanford

What if you had a website that would:

Let you update and manage it yourself without having to learn any technical stuff. Announcements, blogs, forums built in.

Manage your online store, complete with integrated order management, shipping and payment collection.

Let you reach your market with built-in email marketing tools right out of the box. Automate a campaign to email a string of newsletters to be sent out at intervals or even link the delivery to specific dates such as birthdays or anniversaries.

Build your customer base with an integrated system that tracks every action your customers make.

Helps you make informed business decisions with up-to-the-minute reporting and analytics working for you 24/7

How much would it be worth?

That's the kind of capabilities built in to Adobe's web hosting platform, Business Catalyst.

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