Answer Upon - Business

The Opportunity Lesson
An opportunity is a chance or an opening in which we might be compelled to take some kind of action or make a movement towards something we desire. We are provided with many opportunities doing our daily activities. We will normally only act or take opportunities which are familiar to us. Opportunities provide us with a chance fo

very printer in town: that they'd like my business. I don't know anything about how they compare in the areas that matter to me:

e.g.

price
speed of service
quality of printing
quality of design

So, there was nothing in t

To Be Successful Sell to Wants not Needs
My mother used to tell me, tongue in cheek, that I never wanted anything in my life- everything I asked for was something I needed!! Think about it. We say, "I need a new car." "I need to go on vacation." "I need someone to clean my house." When was the last time you heard someone say, "I want a new pair of shoes." I bet ev

Like most business owners, I get a lot of direct mail from other businesses.

And I’ve noticed that a lot of these mailings make one big mistake – they don’t make an offer.

By "offer" I don't necessarily mean a discount or a special concession, what I mean is something for me to respond to (i.e. direct response advertising).

I'll give you an example:

I received a letter last week from a local printer I had never heard of.

(I can't remember their name, I've already thrown the letter away)

They basically said "hello" and told me they'd be "happy to take care of my printing needs".

(you know this type of letter, you've received letters like this yourself)

Now, this means nothing to me.

I'm not on some "printers' blacklist" where I struggle to find printers who'd agree to take my business. As long as I'm willing to pay their fee, any printer in town is going to be happy to do business with me.

So, all I know about this particular printer is what I already know about every printer in town: that they'd like my business. I don't know anything about how they compare in the areas that matter to me:

e.g.

price
speed of service
quality of printing
quality of design

So, there was nothing in th

How CEO's Can Use Axiology To Improve The Bottom Line (Part 2)
In the first article (first in a three part series) we explained the little known science of Axiology, the Value Profile and how it is helping CEO's obtain the greatest leverage from employee's strengths. We described how a CEO (we called him Richard) can accurately measure and compare candidates for a specific position o

t I mean is something for me to respond to (i.e. direct response advertising).

I'll give you an example:

I received a letter last week from a local printer I had never heard of.

(I can't remember their name, I've already thrown the letter away)

They basically said "hello" and told me they'd be "happy to take care of my printing needs".

(you know this type of letter, you've received letters like this yourself)

Now, this means nothing to me.

e.g.

price
speed of service
quality of printing
quality of design

So, there was nothing in t

Full Service Advertising Agencies
Full service advertising agencies have the ultimate intention of influencing the purchasing behavior of consumers, in a way favorable to the advertiser. How do they achieve this end? The first requirement is that the advertisement should capture the attention of its audience. To achieve this, the advertisement has to provide the

ay)

They basically said "hello" and told me they'd be "happy to take care of my printing needs".

(you know this type of letter, you've received letters like this yourself)

Now, this means nothing to me.

e.g.

price
speed of service
quality of printing
quality of design

So, there was nothing in t

Super Secret Tip For Using PPC Search Engine Advertising Successfully
It's not about traffic; it's about generating leads. That's right. It only took me eight words to give you the secret super tip on using pay-per-click (PPC) search engines successfully. It's not about generating traffic to your website; it's about generating leads from the traffic for which you are paying. This slight shift in u

ist" where I struggle to find printers who'd agree to take my business. As long as I'm willing to pay their fee, any printer in town is going to be happy to do business with me.

e.g.

price
speed of service
quality of printing
quality of design

So, there was nothing in t

So You Want To Get A Franchise?
So, you want to get a franchise? You figure it’s a good way to be your own boss, without the risk if going it alone? Here are a few ideas to consider:The Location - The location of a business matters a lot. It's critical to its success. It makes little sense to buy an ice cream business franchise if you intend to run your

very printer in town: that they'd like my business. I don't know anything about how they compare in the areas that matter to me:

e.g.

price
speed of service
quality of printing
quality of design

So, there was nothing in the letter that had value for me.

I have no reason to respond positively to this printer and my response was simply "so what?"

(actually it was "poor guy, he probably got some bad marketing advice")

So, my advice to anyone who's thinking of doing a mailing is to ask themselves "what am I offering here" before they send anything out.

Because, if you're not offering something of value to the reader, his response is probably going to be somewhere between "so what?" and "who cares?"

The notion that he's going to file away the letter so that, at some point in the future, he can put in the time and effort to find out if you've got something special to offer, is fanciful.

It makes a lot more sense to give him this information right up front and, if he believes he might benefit from your services in the future, he's more likely to file the letter ... and call you first once he's in the market.

One of the key features I look at when I critique marketing materials (particularly sales letters

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Sometimes the only the thing that determines whether or not you make the sale is how well you communicate with your prospects and customers. Communication really is an art that needs to be practiced and refined. You may think you know exactly what to say, but it doesn't take much to turn a person right off.

What you market that you sell and what you really should be marketing are two very different things. All too often small business owners focus on what they do, the features and benefits of their products - NO ONE CARES. Take a moment to digest this quick article and start understand why what you think you sell is probably killing your bottom line.

Sports stadium fans go to the events for the ambience and experience. Indeed, one with a large screen television would have a better view of what happened, along with slow-motion replays and zoom lenses. But we all agree it is not the same. Yet as sports figures salaries increase that means the cost of the tickets go up as well.

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Answer Upon - Marketing - Do You Make this Direct Mail Mistake?

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