Vol. III, Issue 1: 20 November 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: Marketing Tools Launch
3. ANNOUNCEMENT: I Need YOUR Help
4. FEATURE ARTICLE: From Cold to Hot – How ‘Buttons’ Can Drive Up Sales Like Nothing Else – Part I
5. About the Word Doctor
6. TIP: Get Busy With Business Cards
7. Reader Feedback
8. READER Q&A: What is the Key to Making Words Magnetic?
9. SUBSCRIBER OFFER: Grab Your No-MBA-Required Marketing Plan
10. RESOURCE: Keyword Density Tool
11. Join My Affiliate Programme
12. Business-building Marketplace

Many people have written to me saying things such as, "What happened?", "Hope you are better," and "Are you okay?" And I really appreciate the comments, so, to answer your questions…

A few weeks ago I fell off a horse when it spooked due to a firework going off (in the middle of the day!) and fractured my arm. But, yes, I am MUCH BETTER now, thank you... Still got a way to go, but almost there. I really hope that old cliché about things coming in threes does not ring true, though: I fell off earlier this year and broke my back. I think I’ve had plenty breakages and radiation (x-rays) to last me a lifetime, thank you.  : ) Focus on the Positives All things considered, I reckon I have to look at the positive – I AM fine, and I WILL be horse riding again soon. Every negative has a counterbalancing positive to it, and vice versa. So there is always the choice of focusing on the abundance or the scarcity in your life. I choose to focus on getting –and feeling – better, as well as horse-riding safely!

How ‘Hot Buttons’ Can Help Your Business

With today’s consumer more firmly in the purchasing driving seat than ever before, advertisers and marketers alike are changing the way they communicate their message. This issue’s main feature will help you make sure you don’t get left behind – and could drive up your sales, to boot.

Until next time, take care

Tracey

PS Share the joy! Please forward this on to anyone who wants to attract more customers, get more website traffic, close more sales and find resources to help them compete more in today's fierce marketplace.

PPS Please add the following email addresses to your whitelist or address book in your email program so that you always receive your issues:

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Hopefully you received my recent news that I have published the Business-Building Matters ebook, which is on a special introductory offer for a limited time – read more. (NB: The price will go up to £17 after the first 500 copies are sold.) Well I have been a busy bee and have managed to publish another valuable resource. Advertising is BIG business. Each year 1-2% of ALL gross national income in the UK is spent on advertising. That’s a turnover of around £3.5 thousand million! Unfortunately, a lot of that is wasted with ill-thought-out campaigns –leaving a negative ROI and a bad taste in the advertisers’ mouths. The Fast-Track to More Profitable Advertising should help you turn around your advertising efforts so they bring in big bucks. At just £3, can your business afford to be without it? Order your copy now; the promotional price ends on 2 December.

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I want to ensure that this newsletter is as useful to you as possible. Can you help?

I would love to know what you would like to see improved or changed in this publication to make it better. Let me know your suggestions regarding frequency of publication, format, topics, and so on.

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...

With today’s consumer more firmly in the purchasing driving seat than ever before, advertisers and marketers alike are changing the way they communicate their message.

What sets a given campaign apart these days boils down to one thing: Does it identify and appeal to customer ‘hot buttons’?

“A hot what?” you say. A hot button. And no, that isn’t an exceedingly fashionable element of a piece of clothing. Rather, it is something that is important to a person or group of people. They might share a particular need, an interest in something or be madly passionate about the latest reality TV show…

It’s a cue that triggers a prospective buyer to buy a product, or to execute some action, such as sending off a coupon for a free gift.

Get Inside Their Heads

A hot button is, if you will, a kind of turn-on for the consumer.

For example, being able to work and play with the same energy, stamina and skill a 70-year-old man had a good 30, 40 or even 50 years ago is a major hot button. Another one might be to add 10 years to his life…

Food safety is a major hot button of consumers and farmers alike…

Buying only locally sourced, organic food is a hot button of the discerning consumer…

More often than not, though, people buy from motivations they are not even aware of.

Think about the last time you stopped at a red light. You automatically stopped on seeing the red light (or you should have!) without really thinking about it. Something deep within you triggered the reaction, without you even being conscious of it.

Well, the same can be said of hot-button triggers.

Your customer might tell you they’re buying your latest product for its long list of features, but their decision to buy is based not on intellect or reasoning, but emotion. He is buying the satisfaction to his as-yet-unmet needs.

Crawl Inside Your Prospect’s Skin

Good marketing today is about appealing to your prospect’s personal buying motivations, without resorting to attempting to change the way she believes or feels. Working within a given consumer’s mindset is much more effective – especially in today’s increasingly buyer-savvy marketplace.

The hard part is realising that the consumer is usually not even aware of his needs – until he is presented with some kind of trigger or stimulus. That is you need to paint an instant-gratification picture with your words – you need to plant an emotional link that contributes to your prospect’s emotional wellbeing.

No matter what you’re marketing or to whom, you need to appeal to your readers’ hearts...

To be continued

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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The next time you network at a tradeshow, conference or seminar and a potential customer gives you their business card, jot a note about that person on the back – preferably something you talked about. This will jog your memory of that person and conversation at a later date. PLUS! Make sure you write a quick email to them when you get back to your office, reminding them that ‘you’re there’. Don’t try to sell anything at this stage. Rather, simply express how much you enjoyed meeting them, and mention anything of importance from your initial conversation. Be sure to include a link to your newsletter sign-up page and/or blog in your signature line, too.

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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"Thank you so much for your newsletter. I always learn something new from each issue, and recommend it to everyone I know."

-– C Chapman
Claire Chapman Spinal Manipulation
Maltby, UK

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: "[What is the key to] making words magnetic?”

–– Will O'B

Answer: Think about this: What is it that gets 100 cafe owners to spend £7,000-£10,000 for coaching? What keeps any one of these enormously profitable programmes working year after year? Words.

Words are the cornerstone of EVERY marketing campaign. You don't get to sell anything or start making money until the copy is written. Period.

However, there’s a difference between knowing what to write and HOW to write it. Which is essentially about using the right words in the right order.

And this brings us full circle back to your question.

They key to making your words magnetic is to uncover exactly whom your target market is (and, no, it certainly is not "everybody").

People buy based on emotion, not logic. The greatest – and most successful – copywriters and advertisers understand this well. Which is why they study the needs, wants, demographics and psychographics in great detail. The findings are then used, via carefully crafted copy, to move people to a ‘buying’ emotional state.

Think of it as building a relevant (the kind of words that will appeal to a CEO will be very different to those that appeal to a dog owner) buying environment via the power of words. For words have the power to paint a mental story far more effectively than any other form of communication.

So, to surmise:

1. Truly understand your audience.

2. Make sure you know what you, your service or product can do for that audience.

3. And then weave together the appropriate words that your audience will relate to, and which will prompt a climate of desire for the products you are selling.

4.Make your words truly magnetic by using active verbs.

5.Finally, this issue’s feature article should help further the ‘magnetic word’ crusade!

Other resources include:

• Better Writing Skills 101 – Write Your Way to Blockbuster Results and BOOST Business to Boot

• 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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A customised marketing plan helps you build success systematically. You’ll be building up on proven actions, as opposed to falling flat on your face when business slows down. My Powerfully Effective Marketing™ can help you create and, if needed, implement a very powerful marketing strategy for reinventing and repositioning your company (or help you invent and position your business, if you are a start-up). You’ll get better results, feel more focused and thus in control, and blast away your competitionto boot. * * * Sign up before 2008 and I’ll also write a press release at no extra charge. * * * Details: http://www.business-marketing-advice.mediaminister.co.uk

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Here's a great free SEO (search engine optimisation) tool you should bookmark. The Keyword Density Analyzer Tool does what it says on the tin – including analysing your web pages and calculating your keyword repetition and density.

A big thanks to Michael Liebner for giving away this great tool:

http://www.articleunderground.com/multimedia/keywordtool

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

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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.

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