Vol. III, Issue 2: 11 December 2007
Editor & Publisher: Tracey Dooley

As always, thank you for being a CfS subscriber. (You are receiving this newsletter because you requested it.) Please help us grow together and forward this issue to any friends, peers and associates you think would benefit. Thanks!

In this month's success-packed edition:

1. Publisher's Preamble
2. NEWS: More Powerful Marketing Tools Launched
3. ANNOUNCEMENT: Free Advertising For All Subscribers
4. FEATURE ARTICLE: From Cold to Hot – How ‘Buttons’ Can Drive Up Sales Like Nothing Else – Part II
5. About the Word Doctor
6. TIP: Common Misused Words
7. Inspirational Quote
8. READER Q&A: How Do You Get People to Trust You and Buy From You?
9. SUBSCRIBER Gift: From Me to You
10. RESOURCE: Good Keyword Utility
11. Passive Income Made Easy
12. Business-building Marketplace

It's amazing to think that 2007 is almost over. Even more incredible perhaps is that Communiqué for Success (aka CfS) is now well into its third year, and most of my subscribers have been with all the time I've been publishing it. That's really big in the ‘free ezine’ arena.

So I would like to personally thank each and every one of you for supporting CfS and allowing it to remain a totally free resource by way of the promotions I run here and there. This is how I can afford to offer you a regular newsletter without subscription fees. So thank you – I truly appreciate you. : )

If you scroll down the page, you’ll see that I have a gift for you…

Are Your Sales Struggling?

Not a problem. For this issue’s feature article offers some great information on how to land the high-quality, high-value clients that can turn around your sales...

This is the last issue of CfS for 2007, since most of us are focused on the holiday season and not so much on building business. We'll get going again in early-to-mid January. Let me take this opportunity to wish you a very special holiday season, however you celebrate. As a way of helping you get into the season, I invite you to visit http://www.iconnicholson.com/holiday (no sales pitch, just pure fun).

Until next year...

Tracey

PS Why not give a Christmas present to yourself – or your website designer? The small investment for Business-Building Matters could increase your profits handsomely for 2008.

PPS For last-minute gifts for people anywhere in the world you can’t beat ‘flexi’ vouchers. Click here to read more: http://tinyurl.com/y2cfce.

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		I have added more inexpensive marketing tools to help you grow your business, including ‘Magnetic Brochures’ and ‘BOOST Your Online Success — and Avoid the Most Common Website Blunders’. These tools are here to help you make sure get your prospective customer's attention (and money) in a crowded marketplace, discover solutions for your most stubborn marketing dilemmas, build your business online, and more. For example, in ‘Blunders’ you will learn things such as: The insider's guide to getting response rates from your website visitors double or even triple. The big turn-offs most people make online that make potential customers to click away in an instant. Easy ways to maximise your website's value.
The single, most important word that can almost double your online sales. How to format a magnetic headline (the most important part of any web page). The one thing that makes visitors stay at your site. The first law of online marketing that anyone serious about selling online can not ignore. The single most common mistake that 80%+ of all websites STILL make! How to reduce barriers and improve the effectiveness of your website. The essential elements of a successful website. Why most websites are a waste of space. The copywriting techniques that can get you loads and loads of new business faster than you ever thought possible.

For further information or to order, please point your browser at: 

http://www.mediaminister.co.uk/products.htm

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I would like to offer all CfS subscribers free – yup, that’s zero cost – advertising in future issues. After all, if CfS is all about helping you grow your business, then this is a fantastic way of moving towards that goal.

To take advantage of this offer just email me your ad, keeping it to a maximum of 5 lines, 65 characters per line (including your URL or email address). You’re more than welcome to put your first few words in caps to grab attention. Copy deadline for the next issue is 7 January 2008.

Be quick though, as I can only accept 2 subscriber ads per issue.

Get in touch via the online contact form, or send them to:

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Today, how one sells to consumers is just as important as what is being sold – indeed, it is more significant than ever before...

[Continued from Part I, Vol III, Issue I] Every person has at least one hot button. Here are seven of the prime hot buttons you can use for your next campaign:

1. “Oh, Please Let Me Be Young Again”
   We touched on this earlier, but it’s worth repeating, as it’s one of the most powerful, proven direct-response marketing foundations. Everyone over the age of, say, 30 wants to feel or look more youthful. That’s why the beauty industry is making a fortune out of our ageing fears.
   
2. “I Want it All!”
   No matter what anyone says greed is good. From a marketing perspective! This very basic human need button is a part of everyone’s psychological make-up. We all want more, even if we’re not conscious of it. And we’re all self-centred to a degree.
   
3. “That Makes Me Feel Good…”
   The never-ending pursuit of feeling good is what makes us all tick along. You’d think I would know better, but I’m still a sucker for all those ‘special’ products that promise to make me feel better and so improve the overall quality of my life, or make things, well, easier. Ultimately, this button is chiefly about escapism – mostly from pain or fear.
   
4. “Picture Yourself a Success”
   Self-improvement and achievement have long been motivators for the majority of people. The rewards of self-achievement go far beyond that of feeling good. Recognition, status, pride… all these and more make up the pleasure principle.
   
5. “Give it to Me Now!”
   In an ever-more supersonic-fast world, consumers expect – neigh, demand – instant gratification in all they do or want. Think of shows such as The X Factor, where entrants expect instant fame for singing on TV. Or a teenager with a sudden big blemish. She can’t wait for a spot cream to work its magic in seven days. She has a date tonight. So she needs an emergency fix-it. Same with the home worker whose broadband connection has jus failed. OK, he hasn’t a date, per se, but he sure as heck can’t wait an entire day or more for an engineer to come out…
   
6. “You Can Be in Control…”
   We all know how difficult it can be to maintain an element of control in our day-to-day lives. There just doesn’t seem to be enough time in the day to eat breakfast properly, walk the dog, take the kids to school, walk to work, go to the gym, shop for dinner, cook, clean… Life is a daily struggle, but what if you have a product or service that claims it needn’t be so? Being in control equates with having the power over one’s destiny. Help them feel on top of things, and your consumers will be happy.
   
7. “I Vant to Be Alone”
   Greta Garbo might have wanted to be left alone in the 1932 movie Grand Hotel, but these days it’s more about exclusivity. In a world of mass-production, an offer of distinctiveness is especially appealing. When your marketing shouts, “This product is a limited-edition special,” your prospects hear, “I’ll have something that no one else in the world will. I’ll be the envy of everyone…”

The times might be a changing, but the basic triggers behind people’s purchasing decisions remain the same. Try to include at least one of the above hot buttons in all your advertising an marketing efforts, and you’ll see the difference between a campaign of moderate success and one that explodes your sales figures.

To find further hot buttons, simply ask your current customers what makes them buy – and not buy – specific products or services.

By Tracey "Word Doctor" Dooley, Creative Consultant | PR Guru | Marketing Diva.

(C) 2007 T Dooley, All Rights Reserved

Want to use this article (or any tip in this newsletter) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it's due. You MUST include the following:

Tracey "Word Doctor?" Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent almost 14 years crafting compelling copy that successfully sells, informs, educates or entertains. =====>To sign up for her freebie business-building tips, marketing and publicity pointers, visit www.mediaminister.co.uk.

***Not sure whether you REALLY know who your target audience is? My Stop Working With Deadbeats! Attract IDEAL Clients & Knock Out The Competition Instead ideal client worksheet is one of those powerful marketing tools that helps you bring focus to your business.

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		Tracey "Word Doctor" Dooley is an experienced copywriter and PR/marketing & editorial consultant. She has spent almost 14 years crafting compelling communications copy that successfully sells, informs or entertains. She can remove the hassle of writing, editing and producing all your marketing communications – including general business writing, blog writing/producing, web content, customer retention and sales letters, postcard campaigns, direct mail packages, brochures, ads, PR materials and more. She can ghostwrite your business articles, too. Because she partners with preferred suppliers, including designers, printers and artists, she can offer pretty much any ‘turnkey’ solution. Just let her know a little about yourself (include things such as who you are, which company you own/work for, the size of your company,
your industry, and so on), which service you require, the type of copy you’re interested in (ad copy, direct mail copy, etc), and she’ll get right back to you. Alternatively, email her your full brief and any supporting documentation.

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• AFFECT (verb, to influence: “It has really affected him.”) / EFFECT (verb, to bring about or execute: “I would like to effect this policy straight away.” But also a noun: “It was a good effect.”)
• HERE (“The train is here.”) / HEAR (“I hear you.”)
• IT’S (contraction: “It is raining.”) / its (possessive: “ITS leaves were falling.”
• THERE (“It’s over there.”) / THEIR (possessive: “Their feelings were hurt.”)
• YOU’RE (contraction: “You are right.”) / YOUR (possessive: “Your cheque is due.”)
• WHO’S (contraction: “Who is that?”) / WHOSE (possessive: “Whose pen is this?”)

Got an event, tip or resource you'd like to share? Email it to me and I'll include it in a future issue of Communiqué for Success!

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"New Year's eve is like every other night; there is no pause in the march of the universe, no breathless moment of silence among created things that the passage of another twelve months may be noted; and yet no man has quite the same thoughts this evening that come with the coming of darkness on other nights."

-– Hamilton Wright Mabie, American writer

How has MediaMinister or CfS helped you – maybe even changed your life? Please send me your comments by filling in the short form here: www.mediaminister.co.uk/contact.htm. As a thank you, your name, business and contact information will be published in a future issue, so you get f*r*e*e* publicity. ;-)

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Question: "How do you get people to trust you and buy [from you]?”

–– James Postelwait Jr

Answer: Consumers buy more from individuals and companies they trust. They tend to spend more with individuals and companies they trust. They recommend individuals and companies they trust. And they’ll generally give individuals and companies they trust the benefit of the doubt if things go wrong.

You can only establish trust by delivering a sincere, unambiguous message. A message that is openly transparent and truthful. And preferably one that is close to the reader’s heart.

People don’t buy things. They buy solutions to problems; they buy to fulfill a desire or meet a need. So knowing your target audience and what problems they face is a start.

Another key to establishing trust is make sure you offer proof. Case studies are a great way to satisfy this, as are testimonials from REAL people.

An excellent way to cultivate a relationship with your prospective buyers, building trust and credibility over time, is via an ezine. An ezine or online newsletter gives you the opportunity to share your expertise and news, and to show that you understand your readers and care about them.

• I spell out, step-by-step, how to build a trust-worthy newsletter that sells in Newsletters that Build Customer Relations AND Fill Your Inbox with Orders™. I’ve outlined everything in great detail, and it’s all there so you can start using it right away to get similar results. It’s SO easy. That’s why my customers have had such great results from it. You can read more, including customer testimonials, here: http://mediaminister.co.uk/products.htm#Newsletters.

Other resources include:

• Website Copywriting Secrets that Convert Web Readers into BUYERS

• The Top Proven 50 Advertising and Headline Words that WIN Business

• MarketingMoment blog

• This newsletter

Got a burning question you want answered? Email it to me and I'll include it in a future issue of Communiqué for Success!

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’Tis the season of giving and, to show my appreciation of you all as CfS subscribers, I would like to offer you a downloadable book or special report of your choice (with the exception of ‘A Guide to Promoting Your Business’) at no cost to you. Simply visit the following link and then let me know the title of the ebook, checklist or report you would like BEFORE 14 January 2008. Simple! • http://mediaminister.co.uk/products.htm

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So you’re wondering how to brush up your search engine marketing. Or perhaps you are just wondering how often a particular keyword has been searched for in the past month…

Simply look it up. Good Keywords is a software program that is powerful to use and, best of all, free.

I haven’t had chance to use it yet, so please do let me know how you get on.

(I normally don’t give out recommendations unless I have personally reviewed something, but this is such a genuinely useful utility that comes highly recommended by so many people that I thought it a shame to not tell you.)

http://www.goodkeywords.com/products/gkw/

Got an event, tip or resource you'd like to share? Email it to me and I'll include it in a future issue of Communiqué for Success!

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To find out more just go to ==> www.mediaminister.co.uk/affiliate.htm

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READING THIS AD? YOURS COULD BE HERE, TOO! To find out more and get on board to reach entrepreneurs, business owners and consultants, just email the Word Doctor using the contact information below.

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TRACEY DOOLEY’S SERVICES

Yes, in fact I DO more than write articles and publish newsletters. : )

Ask me to write for your blog, emails, marketing communications, newsletters, or website:
http://www.mediaminister.co.uk/services.htm

Hire me as your business copywriting or marketing coach:
http://www.business-marketing-advice.mediaminister.co.uk

Ask me for a second opinion on your marketing-communications materials: http://www.mediaminister.co.uk/consult.htm

Disclaimer: Neither Tracey Dooley nor MediaMinister endorses the accuracy or reliability of any of any third-party advertisements in this e-newsletter. Rest assured, advertisers are carefully selected and sometimes personally known, which can only be a good thing for you! However, I simply can’t (and don’t) investigate the legitimacy, validity or legality of any item advertised. It therefore always makes sense to check each one out using your own diligence.

Feel free to FORWARD COMMUNIQUÉ FOR SUCCESS! in its entirety to anyone you think will find it useful. When doing do please add a note explaining why you're sending it to them, else they might think I've sent it to them without permission – thanks.

Join my email list (your privacy is totally safe)!

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