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Should You Test Company Names Or Product Names on Google? A few years back, the firm MarketingExperiments ran tests of product names and domain names using Google Adwords, with results that could very well impress company and product namers to employ this method By changing just the name in identical ads, the research team was able to show significant differences in click-through rates from otherwise identical text ads Six Things You Probably Do Not Know About Distributing Press Releases In recent years, while helping clients distribute press releases on PRWeb, Ereleases, Emailwire, Officialwire and a few other paid press release distribution services (and using those services myself), I have learned a few important pointers that I haven't seen other publicity experts discuss 1 Service Providers and Experts: 6 Ways You Profit by Creating Information Products Here’s a question I received not long ago from someone whose income consists of writing and editing fees from clients: "Is it really worth all the time it takes to create and market infoproducts If your normal revenue-generating activities bring you $50 or $100 an hour (or more), why spend it on planning, writing and marketing these little projects The Three Biggest Mistakes First-Timers Make When Developing Information Products “Is it really worth developing information products instead of spending that time and energy working for clients” I’m often asked this question, and the answer is yes… as long as you avoid the top three mistakes I see others make when creating their first infoproduct Your First Information Product: Choosing a Topic That Will Sell The other day I asked about 100 people who had signed up for a session on developing infoproducts what was their biggest concern about creating their first information product To my surprise, less than 10 percent said they worried most about the technicalities of the product creation process or felt a lack of confidence that anyone would buy Product Creation: How to Create a Product You Can Sell Easily Via SEO Search engine optimization (SEO) is a powerful no-cost way to attract potential buyers to your home-study course or other product However, to get the best results with this marketing method, begin your consideration of SEO not after you have created your product but way earlier – before you’ve even selected the topic Postcard Marketing Model #20: Get Important People to Take Your Call Imagine how far you could go in your career personally or how far you could take your company if you could snap your fingers and get an audience with a Senator, a CEO, a New York book publisher, Oprah Winfrey’s producer or some other VIP Postcards can open the door Postcard Marketing Model #22: Spark Repeat Business Did you know that it costs five times as much to sell to a new customer as to sell something else to the same customer Although this fact is far from a marketing secret, it’s a rare company that takes full advantage of this important dynamic Teleseminar Versus Webinar? Determine Your Most Profitable Teaching Format "Aren't teleseminars being superseded by webinars" This is a reasonable question Teleseminar Pricing: Two Highly Recommended Teleseminar Pricing Models "Should I charge more for those who attend my live seminar than those who buy the recording" The answer depends on your primary purpose for presenting teleseminars Five Ways to Make Your Company Slogan Catchy or Your Tag Line Terrific Whether you call it a company slogan, a tag line, a strapline, a logline, a branding statement, a positioning statement, a motto or a memory hook, this refers to a phrase that follows the company name in website headers, in print ads, on business cards and everywhere else Ideally, the slogan should say something interesting in a snappy way Postcard Marketing Model #11: Generate Leads Whether you sell leadership training or ping-pong tables, health care plans or lawn mower gizmos, you need a constant flow of potential customers – likely ones – to turn into actual clients Postcards are an inexpensive, easily managed, highly controllable means of generating leads Postcard Marketing Model #12: Generate Immediate Cash Flow With Special Offers You’re having a slow week or a slow month Or you see a week or month looming that’s been slow in the past Postcard Marketing Hands-Off Case Study #1 – Local Printer Here's an incredibly simple system a smart local printing company uses month after month after month to get new customers into its shop to place an order Like all successful postcard marketing campaigns, it started with strategic thinking: What category of people could serve as a reliable source of new customers Postcard Marketing Hands-Off Case Study #2 – Speakers Bureaus Here's a postcard campaign that was profitable for me some years back To get more speaking engagements, I wanted to be represented by more speakers bureaus Postcard Marketing: Recession Rescue Case Study Someone asked me if postcards are a good marketing tool for a recession Yes, they are Practical Copywriting: 10 Steps to Improve Your Marketing Copy Today and Tomorrow Not satisfied with the response you’re getting from sales pages on your web site, email marketing blasts and other promotional copy Hiring a copywriter for a complete makeover will cost big bucks Practical Copywriting: 12 Steps to Boost the Persuasive Power of Your Marketing Copy Whether consumers or business buyers, people today are skeptical and tight with their discretionary money If customers have been slow to sign up for your paid offerings, try these practical copywriting exercises to increase the persuasive power of your marketing pitches Postcard Marketing Model #19: Build a Reputation in an Industry Let’s suppose that two years from now, you would like to be perceived as an expert within a certain industry Right now, however, you’re a nobody But is it Really Proven to Work? Eight Research Studies Related to Copywriting Hang out in any copywriting forum online, and you’ll soon encounter the refrain, “But what does testing show” Educated opinions have their place, but quite often testing yields surprising, valuable insights Copywriting Can Help You Generate a Lead or a Sale Using Words in a Huge Variety of Situations Most copywriting courses and books describe only how to persuade people in ads and sales letters Yet the scope of persuasive copy includes bios that may accompany project proposals, offers in newsletters, case studies designed for prospective clients, tweets and pitches to investors Copywriting Power: Learn the Secrets of Captivating, Fresh Marketing Messages Whether online or out in the world, attempting to win over busy people with formulaic phrases and sentences is like trying to sell fruit by displaying painted wooden bananas, peaches and strawberries that can’t be tested by smell or touch Instead, lure readers with original stories, sensory details, unexpected metaphors, relevant connections to their lives and the consequences of not taking action To Wake People Up and Put Them in a Mood to Buy, Use Words Like the Most Masterful of Copywriters With just 26 letters in the English alphabet, it sometimes seems impossible that language can meet all the selling challenges we set for it The magic of persuasion lies in the art of choosing and arranging words Copywriting Secrets: 7 Tips on Using Words to Earn Trust, Address Objections and Spur Desires With ever-rising skepticism among consumers and business buyers, promoters have a steep mountain to climb when writing marketing copy In that challenging selling environment, however, it’s still very possible to earn attention and sell Beware of Undercutting Your Promotional Pitch! Avoid These Seven Pitfalls of Copywriting When it comes to copywriting, you must assume all readers are in the stance immortalized in Missouri’s unofficial state motto: Show me Overcome my skepticism Understanding of the Reader is the Foundation of Copywriting Effectiveness When words in a sales letter, publicity headline or other marketing piece must persuade, planning for the mindset of the reader is fundamental Today’s reader is skeptical, distracted and easily bored Postcard Marketing Model #13: To Sell a High-Priced Item, Start a Multi-Step Marketing Sequence Realistically, you’re not going to sell cars, houses, executive coaching or cruise vacations with a one-postcard campaign But when you are selling something that goes for thousands or tens of thousands of dollars, postcards can certainly get the selling process going Postcard Marketing Model #17: Spark Trade Booth Visits When you consider the high expense and complicated logistics of travel, personnel, booth rental and decoration, just to be visible at an industry trade show, it’s no wonder that pre-show marketing often gets less attention than it deserves One of the least expensive ways to increase qualified traffic to your trade booth at a show is sending postcards to attendees prior to the show Use Marketing Psychology Wisely in Copywriting, Avoiding Treacherous Pitfalls Marketing psychology is like a box of matches: Used wisely, it creates appealing warmth and brightness for a business, but it can also spark a reaction that blows up in one’s face We’ve all heard of spectacular marketing backfire, like the promotional firm that unintentionally shut down Boston in 2007 by planting devices that were taken for bombs How to Profit From the Twists and Turns of Pricing Psychology Prices are numbers, but how those numbers are selected, justified and displayed can have much more impact than bean counters would like to admit Pricing can increase or dampen desire, and you’d be horribly mistaken if you assumed lower prices always win the battle for buyers Know Your Audience - The Paramount Principle of Marketing Psychology Understand who you are selling to and directly address their needs, assumptions and expectations This fundamental principle of marketing psychology sounds simplistic and obvious, but it’s violated tens of thousands of times every day by marketers who should know better, as well as by those who aren’t aware of the concept A Marketing Psychology Fundamental: Sell to Those Who Understand Your Value What if there are zillions of companies out there that need your skills but don’t realize they need your skills This question came up recently with a woman who has 14 years of technical editing experience but was in despair Today’s Lesson in Marketing Psychology: Appeal to Customers’ Hot Buttons With marketing experience, you inevitably experience some promotions succeeding beyond your expectations while others klunk without much response at all How to understand the difference Deepen Your Mastery of Marketing Psychology by Discovering Customer Motivators and Reasons to Buy In preparation for my latest web site makeover, I toured about a dozen competitors’ web sites, in search of ideas I could use or definitely wouldn’t want to use at my new site Since I’m not a potential client for them, I normally didn’t spend much time looking at marketing consultants’ or copywriters’ web sites Postcard Marketing Model #14: Bond With Customers Imagine the difference between a company whose customers have so-so feelings about it and one whose customers wouldn’t dream of buying from anyone else That’s a tremendous gap that can be narrowed with just a little expense and effort, using an inexpensive, often overlooked tool – the postcard Why Should Clients Hire YOU? Let Marketing Psychology Teach You About Customers’ Perception of Value Attend marketing seminars for struggling business owners, and you won’t be able to walk ten steps without hearing the lament, "They just don’t get it" That is, buyers don’t feel the need for what they’re selling or don’t appreciate the higher value experts offer, compared to lower-priced competitors With Knowledge of Marketing Psychology, You Can Capture Attention and Sell With ever shorter attention spans and today’s dizzying pace of change, it’s hard to imagine consumers stopping long enough to make a considered decision to buy In that frantic selling environment, however, it’s still possible to capture attention and sell Your Next Lesson in Marketing Psychology – Selling Through Consequences Losing gobs of money, the hospital one mile from where I live is slated to close I’ve seen this in headlines for more than a month, but the news didn’t hit home Postcard Marketing Model #18: Increase Web Site Traffic In the early years of the World Wide Web, simply announcing a new web site earned attention Postcards bearing a snapshot of the home page sent to a company’s list of customers or to targeted strangers therefore got results Postcard Marketing Model #15: To Sell a Low-Priced Product, Influence Big Shots Return-on-investment math often unnecessarily turns away marketers of low-priced products from using postcards as a promotional vehicle Yes, if the goal is to sell copies of a $24 Media Publicity Tips For Artists: Top 10 Ways For Artists to Get Into the News If you’re uncomfortable tooting your own horn to the public, media coverage is a perfect alternative for you Understand that journalists, editors and producers need stories to perform their job and fill up space on the air, in print or on their sites Media-Friendly Online Newsrooms: Components and Best Practices In a 2009 survey of thousands of journalists by TEKgroup International, 43% said it was difficult to find a company's newsroom, and more than half said it was hard to find the name of the company's media contact and how to reach him or her That’s a dismal level of meeting the needs of those who are in a position to give your organization invaluable exposure and credibility Six Types of New Business Names: Which One is Right For Your Product or Company? Whether you’re trying to name a new company or rename an existing product, it’s far from easy to generate a name that sounds great, looks cool, means what you want it to and sets you apart from all the competition Narrow down the range of possibilities by first figuring out which of these six types of names you prefer Generate Your New Product Name: Brainstorming Tips Business owners and corporate namers often get stuck naming a new product because they don’t use powerful brainstorming methods Simply waiting for inspiration to strike doesn’t work as well as systematically generating dozens of words, syllables and ideas, then combining and tweaking them in all sorts of ways Four Cautions Regarding a Foreign-Sounding (or Foreign-Looking) New Business Name In 1915, California farmers banded together to rename the ahuacate, a pear-shaped fruit with pebbly skin and an oversized pit inside They knew this Aztec word was hard for Americans to pronounce, and the Spanish version of the name, aguacate, was just as difficult for them Mottoes and Slogans: Creating a Catchphrase That Promotes Your Business "Reach out and touch someone" "The ultimate driving machine Naming Your Business: Five Hidden Dangers of Using Creative Spelling in Your New Company Name If you’ve ever run across the old joke that “fish” should actually be spelled “ghoti” (“gh” as in “tough,” “o” as in “women” and “ti” as in “nation”), then you won’t be surprised to know that many companies put this quirk of the English language to work by concocting an alternate spelling of a key word for their name Selling to Introverts: 10 Ways to Appeal to Introverts’ Marketing Preferences Whether you’re an introvert or an extrovert, you probably have an unthinking tendency to market to people the way you yourself prefer to be communicated with and treated If your target audience resembles you, that approach succeeds Marketing to Introverts: Seven Marketing Pitches That Leave Introverts Cold According to Dr Marti Olsen Laney, introverts make up roughly 25% of the population What Research Says About Selecting the Best Business Name For Your Company High-priced branding consultants who huddle together for months to concoct a new company name would like the public to think that effective naming involves secrets revealed only to those who earned a PhD Better Business Naming: Does Your Proposed New Company Name Open the Door to Ridicule? People who intensely dislike your company or feel wronged by you will always find some way to complain However, a lack of attention during the naming process can inadvertently make it easier for comedians, protesters and whiners to poke fun at your company Want a Catchy Company Slogan or Tag Line? Avoid These Five Tragic Mistakes A tag line is the little slogan that follows a business name on a web site, in ads, on company stationery and elsewhere A prime branding opportunity, it presents one of the biggest challenges in marketing Crowdsourcing: Three Ways to Find a Great New Company or Product Name Free or at Low Cost Increasingly popular, "crowdsourcing" involves inviting a large number of people to perform a task, with a prize promised to the person or team whose work is selected as the winner Specialized web sites now exist where you can ask people to compete by creating designs for T-shirts, logos or ads Frequent Mistake #3 While Naming a New Company or New Product “Your business name must be bold” Look around the Internet, and you’ll often find this advice Top Mistake #1 When Naming a New Company or New Product Bear with me, because when I tell you the number one mistake people make when selecting a name for their new company or new product, you are going to be surprised Ready Must a Great Business Name Be Short? Look around the Internet, particularly at blogs written by high-priced naming consultants, and you'll find a lot of rules about what makes for a great business name Some of these are pure nonsense Naming Tips From the Internet’s Most Popular Free Business Name Generator Thinking of using some fancy-dancy automated name generating program to brainstorm possible new company names or new product names You can easily find such software utilities in a web search Five Hidden Pitfalls When Naming Your New Company or New Product You’re exhausted from several rounds of brainstorming and finally pick a name that seems to convey what you want to say Your legal eagles clear it, and you start incorporating the name everywhere – on the web, on T-shirts, on stationery and business cards and in correspondence with potential investors or customers Information Products: The Limits of Repurposing Today I visited the giveaway page of a group promotion and have a lesson to share about do’s and don’ts in reusing previously created material for purposes such as this Simply put: Make sure reports and recordings present you in the best possible light to first-time readers or listeners Repackage Public Domain Government Material Into Saleable Information Products If you’ve heard of the possibility of creating an information product using copyright-free government material, you may be unsure of the potential to get users to pay for something that you accessed without charge Here are answers to the questions many people have about repackaging and selling public domain information created by the U Sell High-Priced Teleseminars Easily Using Eight Factors That Boost Their Value On average, teleseminars that charge a registration fee cost from $2995 to $39 Create Teleseminar Handouts With Longlasting Value Whenever you present a teleseminar, teleclass or teleconference, the main channel of communication is auditory After all, you are speaking to your audience on a telephone bridge line, and in many cases the audience is also talking back to you and to one another Should You Edit Teleseminar Recordings? Yes! Here's How For years, I led single-session teleseminars and sold them as products without doing any audio editing The recording service I was using created the recordings for me so they started with my "Hello" and ended after my "Goodbye," and contained everything that happened in between Teleseminar Offers That Work For Your Audience and For You Whether it's your own teleseminar or you're appearing as guest expert on someone else's teleseminar, you will often have an opportunity to tell listeners about a special offer Normally you'd offer a discount not available to the public at large or something free that isn't generally advertised at all Hosting a Teleseminar? How to Do So Like a Talk Show Pro It's extremely rare to host a teleseminar exclusively with people who already recognize your voice Likewise, listeners may not recall the name of your guest Teleseminar Security: Keeping Freeloaders Off Your Teleseminar Line How do you prevent people who have registered for your teleseminar from passing around the teleseminar call-in information to those who haven't paid for it This question came in from someone preparing to launch her first teleseminar Search Marketing Strategy: How (and Why) to Dominate Google News Search engine marketing efforts usually focus on improving the extent to which a site shows up in Google searches However, there are distinct methods and advantages to showing up in Google News searches (http://news Information Products: Fifteen Factors That Boost Their Perceived Value Although the going rate partially depends on the target market, ebooks currently tend to sell for $2995 to $49 To Master Marketing, Use a Mentor - Here's Why Are you unsure or frustrated in your attempts to build and grow your business Some business owners get stuck in the endless quest for the latest information The Fundamental Principles of Funnel Marketing: How to Create Lifetime Customers Interested in building a solid cadre of lifetime customers If so, make sure you start with a clear understanding of the dynamics of a marketing funnel Four Ways to Keep Business Flowing During a Recession Yes, we’re in a recession But people and companies have not locked up their wallets completely Five Ways to Keep Customers Buying More Despite a Recession Down, but not out That’s how you should think of today’s economy Four Tactics For Drumming Up Business During a Recession Recession Hah Infomarketers: Consider the "Semi-Live" Course The most successful information products offer a perfect combination of profitability and perceived value Recently I realized that the crown belongs to a type of course only a few information marketers offer – what I’ve dubbed the “semi-live” course Preview Teleseminars: Avoid These Off-Putting Mistakes When you have a new product or an upcoming event, a free preview teleseminar can do a great job of drumming up excitement about it In one scenario, you announce a teleseminar session about the topic to loyal fans and followers, they sign up for the call to hear your wisdom on the subject, then they buy because they want to learn more Interviewing An Expert For A Teleseminar? Avoid These Six Mistakes Recording an interviewing an expert on a topic that has value for a group of listeners is one of the quickest and easiest ways to create a saleable product This sort of teleseminar can also help drum up interest in an upcoming event as a free preview call Avoid Overwhelming Your Marketing Clients Business owners and marketing directors hire marketing consultants, publicists and copywriters either because they don’t know how to attract new customers or because they don’t have time to do the work It’s essential to keep this in mind in dealing with new clients to avoid getting started on the wrong foot or worse, sabotaging the relationship 7 Strategic Moves That Boost Your Profits Work smarter, not harder, by making small but significant shifts in the way you do business Simple adjustments, clearheaded analysis and two minutes here and there may be all it takes to boost your bottom line In Choosing A Client Niche, Forget Averages I’m all in favor of researching a niche and using what you find out to intelligently select a client niche However, if you sell time-intensive services or complex, high-priced products, research could cause you to overlook a perfectly viable niche

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