Search Marketing Articles

Saturday
Mar172012

What Kinds of Information Products Can You Create?

I think that no matter what business you are in, you can benefit greatly by either adding an information marketing business model to your current business or exiting out of your current business entirely and transitioning into the information marketing business. That’s because you possess specialized and unique knowledge about your business that other people will gladly pay to access. Unlike consulting or coaching which utilizes a basic time traded for money business model, with information marketing, you can leverage what you know and share your specialized knowledge with people all over the world.

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Sunday
Feb262012

Email Newsletters Versus Printed Newsletters - Advantages and Disadvantages

One of the most common questions when it comes to newsletter marketing is whether to do it electronically or as a printed publication. And really there's no canned answer that I can give without looking at the person's business model, key customer attributes and lifetime value per customer. But in short, I personally believe that every business out there, whether it be retail or services, brick and mortar or online, should in fact be publishing a combination of both electronic and print newsletters to its list. I'll cover that later, but for now, let's break down the advantages and the disadvantages of email versus print newsletters.

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Tuesday
Feb212012

Creating an Information Product Versus Creating an Information Business: The Ascension Model

When I consult with authors and soon-to-be-authors, they ask me how they can market their books to the masses. Before I answer this question, I ask them a much deeper question of what's their overall goal with their book. Some people write books because they want to enhance their professional practice. Some do it for the huge amount of credibility that it brings them.

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Monday
Feb132012

Why Low-Price Leaders Die Slow Painful Deaths

Not so long ago, price and comparison shopping was an arduous task that required using the telephone book and other directories, calling for quotes, visiting multiple locations, writing letters and sending faxes. Not so anymore. Today, you can just hop on the internet and find the lowest price possible. Aggregate and channel sites like Google, Buy.com, Amazon.com and others are dedicated to empowering the consumer with as much information as possible. And that's a good thing!

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Friday
Feb102012

Why Publish a Newsletter?

One of the things that I ask small business owners is whether or not they publish a newsletter, either in email or hardcopy format. Most of the time I get a "no." That leads me to my follow up question, "Why not?" Here are the most common answers that I get: "It takes too much time." "I don't see any immediate return on investment."

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Tuesday
Feb072012

How to Confidently Answer the Question, "What do You do For a Living?"

It's unavoidable...Sooner rather than later - perhaps at a cocktail party or at a football game, somebody is going to ask you the question, "...So what do you do for a living?" Some of us are lucky enough to have professions with definite and concrete edges to them that people can relate to, like being a doctor, or a fireman, or a chef. But then, those people are not the ones reading this article.

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Sunday
Feb052012

12 Ways to Write a Profitable Sales Letter

Seems obvious, but it’s the most common mistake with respect to sales letters and it doesn’t even involve the actual copywriting! Before you start writing the first word of copy for your sales letter, you better have a detailed profile of the ideal prospect that you are sending the sales letter to. The more you are able to drill down on a list and segment out key attributes that best represent your target market (i.e. profession, income level, magazine subscriptions, marital status, etc.), the better response rates you’ll get in return. The research is worth the investment.

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Thursday
Feb022012

How to Match Your Selling Techniques to Your Target Generation

Ages 18 to 38 - This group is the most exposed to multi-media messages throughout their daily lives because they have grown up with multimedia technology. Therefore, they are also the group that is the most heavily bombarded with advertising messages from all angles. They have grown a thick skin to marketing messages and are therefore a very discerning group to market to. This age group is really looking for value, quality and uniqueness. An example of a product that delivers this is the Apple iPhone. This group is also tech-saavy and are comfortable in most cases making purchases through an ecommerce store without the assistance of a live human being (depending on the price).

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Tuesday
Jan312012

Suspects Versus Prospects

A suspect in marketing lingo is a person that has a high probability of purchasing from you based on their demographic or psychographic attributes. Take a minute and think about what a suspect is in a the police world. To the police, a suspect is someone who has a high probability of potentially having done the crime, based on their motives, proximity, identifying characteristics etc, but being a suspect does not necessarily mean that they were the ones who actually did it.

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Friday
Jan202012

Why Paid Membership Sites Fail

Having a continuity revenue model, also known as a subscription or recurring revenue model, built into your overall business strategy is a smart thing to do. Afterall, in theory a customer subscribes to your on-going membership site, newsletter, CD/DVD of the month or software for a certain fixed price each month and you've got yourself recurring revenue generated each month that's on-going. With the ease of creating membership sites these days it seems like a ton of business owners that I know are trying to get onto this bandwagon just to a get continuity revenue stream coming into their business. I just want to highlight some of ways that creating a membership site without proper thought can seriously leave you overworked and underpaid and with more headaches than it's worth.

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