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No-one Cares About Your Need To Sell

You want to make money right? It’s OK don’t be shy. We all want to make some money. That’s why we start businesses.

And in order to make money you recognise you need to make sales. And to get sales you need customers. But I’m here to tell you that’s the worst reason in the world to advertise. Because the market place doesn’t care what you want.

Be honest. Do you care if the mega department store wants you to give them money? My guess is you answered no. So you can see that any advertising you do for your business based on your wants is not going to get a fantastic response. Because the market doesn’t care about what you want, they only care about what they want.

It’s about the market. What they want. Not you.

Did I just repeat myself? Yes? Good.

To get a response that rips the doors off it’s hinges or causes a breakdown in supply, you need a real reason to advertise. An interesting message that your market has a reason to respond to.

When you look at most advertising it’s usually the same standard name, rank and serial number template. Who they are, what they do, and the phone number. What sort of a message is that? “Here we are. Give us money.”

In order to engage someone you’ve got to get their attention, generate interest, convert that interest into desire and compel them to take action. I don’t know about you, but name rank and serial number advertising doesn’t do any of that for me.

So what do you do?

The first step is to make your business for somebody. Actually define a group of people who you are for. Who you are a stand for. Concerned for. Who you look after.

It doesn’t work to say you are for everybody. That just conveys the same message as “Here we are. Give us money”. You’ve got to actually define it so they recognise themselves and connect with you.

For example, people who fish for Barramundi in Central Antartica. OK, that’s a little absurd. But you can see that if there were such a group of people they would instantly recognise themselves in a headline that flagged them. They’d connect and want to read more.

This is of paramount importance in any online communication because you’ve got split seconds between being deleted and being read. If people already know you are for them, they’ll be predisposed to reading your messages.

Share with us who and what your business is a stand for ? Share with the other readers in the comments below. Maybe it’ll help others get clear on the stand they can make.

That’s how you get this online thing to pay.

Kind Regards


How To Present A Call For Action

In order to have your offer occur as an opportunity, you as the writer have to suspend all attachment to the outcome. Everyone knows you want things to go your way, but nobody cares about you. Only themselves.
Read the rest of this entry »

“They” Are Hiding Vital Information

consumer confidence Dear Business Builder

Did you know Australians are currently the 5th most optimistic consumers in the world? Neilsen’s Global Consumer Confidence Report for May 2010 tells the story.

And yet, in a recent private discussion with a leading Barista from Brisbane, the number of businesses filing for bankruptcy is at an all time high. You won’t read about that one in the news though. The government doesn’t want the spending public to know.

So if consumers in Australia are spending, but SME’s are going bust, where is the money being spent, and how can you get them to spend with you?

It’s got to be cheap, easy, fast, and measurable. And what about something you already know the basics of?

The Big Problem with getting customers through the door is, it’s expensive. You need the customers to get the money to do the advertising to get the customers in the door.

What a pain in the butt that is!

But there is a goldmine out there that way too many businesses ignore. It’s their past customers. Not getting your customers details should be a punishable offence. Because it now costs nothing to get back in touch to reel them back in, where in the past it still took some heavy dollars. Though much less than finding new customers.

Email is free! And nearly everyone now has an email address they check regularly.

Warning: Email can be the quickest way to lose people if you don’t treat it and your customers with respect.

Here’s what email gives you as a powerful marketing tool with a fantastic ROI.

  • You can reach thousands of people with one cleverly crafted click
  • Build a relationship with many, in a conversation with one
  • No printing, no envelopes, no designer needed and no glue licking
  • Communicate directly with people who you know want your products and service because they’ve been in before
  • Respond immediately to events effecting your market with timely insider information, letting them know you’ve got their back
  • Send scheduled automatic emails to give great value while you lie on the beach waiting for their call
  • And with the right email marketing software you can measure the results to see, in reality, how effective you really are at communicating (Warning: some business owners don’t like reality)

There are some problems with email marketing. You can turn people off real fast by pestering them with pushy sales messages and you can very easily be labeled a spammer by the recipeints email software (and then the entire internet) if you don’t be careful with your words and your email structure. But all of that can be easily solved with a bit of training and the right ‘keep-it-simple-stupid’ software tools.

It’s understandable the ‘powers that be’ are keeping the record bankruptcies quiet. The Australian people are spending confidently. And that’s good for you and me. Ours is to find simple cost effective ways to bring em back in through our doors.

If you need some advice or assistance with getting started, or even some more advanced email marketing techniques, let us hear about it at Top Results Online. We’ve got your back.

To Your Prosperity.

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