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Vol. II, Issue 2 – 21 November 2006
Editor & Publisher: Tracey Dooley
Welcome to our newest subscribers. Please help us grow by forwarding this issue to any friends, peers and associates you think would benefit. Thanks in advance!
Inside this month's success-packed edition you’ll
find:
• Publisher's preamble
• The Four Cs of Marketing (and how you
can use each one to generate business)
• About the Word Doctor
• Professional Marketing Standards
• Reader Q&A
• Competition!
• Business-building Thought
• Refer & Earn
• Business-building Marketplace
The responses
to last issue’s competition were absolutely overwhelming!
Dozens of you wrote in with the correct answer (it was 6.
The eye tends to gloss over the word ‘of’ and the brain can’t
correctly process it. Because the sound of ‘f’ is normally a
proper ‘f’ sound – as in ‘found’ – and ‘of’ makes a ‘v’ sound,
somehow one’s brain overlooks the word as it scans for the
‘f’ sounding words! Weird but true. Anyway, that didn’t
compute with you genius lot!).
As promised the grand-prize winner name has been drawn
at random. Drum roll, please…
Competition winners
Congratulations go to Sue Kennedy. You’ve won an entire
month ‘Business-Building Consulting’, worth £420! Click here
to read more about it here.
And that’s not all. I promised to offer all entrants a free
bonus – this will be going out to you later this week.
Well done, everyone!
I will send a personal email to each of you, letting you know
how to claim your prize bonus (I feel just like Mrs Santa
Claus right now!)
Talking of Christmas, it’s fast approaching. Then there’s
Hanukah, Kwanza, New Year’s and more that I'm sure I'm
unintentionally leaving out.
I am feeling rather smug with myself this year. Rather than
leave everything until after my birthday (four days before
Christmas, thanks a bunch mum and dad!) and nearly having
a hernia, I have managed to buy all but three presents. Of
course, those last three are the hardest ones. So I might
need a 'shopping-stressed' stretcher by 24 December, after
all!
Anyway, I've been thinking of the holidays and how I can
make the most of it for CfS and my clients.
Of course, I send holiday cards and special gifts to special
clients. But I really want to do something different. I am
thinking about having a special ‘client appreciation’ week. I'm
stuck!
What do you think?
How about you? Are you thinking of any special holiday
marketing techniques? Feel like sharing? Shoot me an
email
and I’ll list your ideas (if you like) in the next issue, along
with your name and website URL.
Don’t forget to
send in your subscriber ads. I can only accept 2
subscriber ads per issue. Just keep 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
November issue is 11 December.
In a marketing muddle?
This issue’s feature article looks at the four ‘Cs’ of marketing
and methods for juicing up all your marketing activities –
whether offline or online.
Let me know if you find a fifth marketing C!
Love and marketing success!
Tracey
PS 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 'tracey [at] mediaminister [dot] co [dot] uk' to your whitelist or address book in your email program, so that you always receive your issues!
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Business-Building Article |
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| The Four Cs of Marketing (and how you can use each one to generate business) – Part I of II |
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If you are like most business-owners the first thing
you jump on when you need new business is to go out and
buy some advertising. There’s trouble with that policy,
however. For one, you become inundated with so many calls
and inquiries that you forget the one thing that all businesses
need: marketing.
Not just any old marketing, but well-thought-out marketing
strategies and tactics to carry out on an ongoing basis.
Sounds tedious or complicated?
It needn’t be. Moreover, I’ll show you just how quick and
easy it can be.
So what exactly is 'marketing'?
First, though, let’s look at the definition of marketing. If you
did a Google search on marketing it would come up with as
many definitions of the word as there are confusing
marketing messages. And that’s a heck of a lot.
Marketing is simply attempting to connect with the very
people who are not buying your products or services, but
whom you wish were your customers.
From another angle, marketing is informing those individuals
most mostly to be interested in what you are offering that it
exists.
And yet another: marketing is about satisfying your
customers’ desires.
So your job is to identify the groups of people most
interested in your products or services, find solutions to their
problems, secure new clients as well as ensuring you
continue to meet the needs of your existing clients.
OK, so that might sound as easy as making the kids do the
washing-up. Nonetheless, with a little help from the four
marketing Cs keeping your marketing engine running on a
daily basis can be as easy as feeding them cake. The kids.
Not your potential customers.
Marketing C No.1 – customers.
No business can
survive without
them. Unless you happen to call them clients. The first C
deals with identifying – or re-defining – your target market.
A target what? A target market comprises the people or
businesses most suited to buy your products or services. The
people you wish to have on board as clients. But rather than
targeting 50,000 potential customers, you need to narrow it
down to those that meet the following checklist.
• They have a strong desire or need for what you have to
offer.
• They are worthwhile marketing to.
• They have a problem worth solving, and which you, your
business, or your product/service can satisfy.
• They have the means to pay someone to solve this
problem.
• They are easy to find and reach.
• They look like they’d be fun or pleasant to work with.
• There is enough of them to produce the volume of
anticipated turnover.
• There aren’t that many that your competitor has thought of
them first.
When you have a list of potential customers, nail down your
ideal client. Be as specific and succinct as possible. No,
“women” is not an answer! Rather, “women business-owners,
aged 30-50, who support charities and volunteer to help out.”
This will make life a lot easier when it comes to planning and
writing marketing communications aimed at your target
market. It’s what I do whenever I am working on a client’s
project.
Now you have your target market and ‘ideal customer’ you
need to determine how to reach them. This will largely be
dependent on what you are selling and which is the best
medium to deliver your message. You need to do some
thorough research here to determine what is best for you,
your products/services and, most importantly, your
customers.
Continued next issue.
© 2006 T Dooley
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.
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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, web content, sales letters, postcard
campaigns, direct mail packages, brochures, ads, PR
materials and more. She can ghostwrite your business
articles, too.
Just let her know a little about yourself (who you are, which
company you own/work for, the size of your company, your
industry), which service you require, the type of copy you’re
interested in (ads, mailings, etc.), and she’ll get right back to
you.
Get in touch via the online form at
www.mediaminister.co.uk/contact.htm or email her
your full brief and any supporting documentation.
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Business-Building Resource |
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| Professional Marketing Standards |
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Is your marketing , sales and marketing
communications up to world-class standards? You might want
to check out the new Professional Marketing Standards, just
in case.
Launched by the Chartered Institute of Marketing's (CIM) the
standards provide a practical and sound framework defining
the abilities required of marketing professionals at all levels.
To find out more and see if you measure up, visit www.msssb.org, or
see the launch of the new standards
here.
Got a resource you'd like to share?
Email it to me and I'll
include it in a future issue of
Communiqu for Success!
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Business-Building Reader Q&A |
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| Ask the Word Doc! |
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Question: “Which sells best – American style, long
sales-type stuff, or more [concise copy]?" Megan
Henshall,
www.megan-henshall-coaching.co.uk
Answer: The long versus short copy scenario rears
its head quite often – even among copywriters! It’s a good
question.
In a nutshell, copy should be long enough to do its job
effectively. That said, studies have consistently shown that
long copy outpulls shorter copy. However, writing long long
copy for the sake of it doesn’t benefit anyone.
For it to be successful, long copy – and any copy for that
matter – has to be interesting, gripping the reader and
influencing her to keep reading, all the way to the end.
As for ‘American style’ copy, I quite like it! I often find the
copy of my US counterparts to be very upbeat, very
influential and very, very good at directing the message to
the reader’s interests.
However, American-English style, usage, vocabulary and
grammar is a lot different to that of the UK equivalents. Then
you have the national and cultural differences (American
copywriters tend to be more verbose and love long copy AND
long words! Whereas British copywriters tend to be more
concise.)
I say by all means study and even mimic the US copywriting
style, but always, always keep your readership in mind – and
if that comprises people in the UK, then write to that
audience, using as many ‘Briticisms’ that you can.
More questions from you next issue. Let me know if
you want anything answered by
emailing me and I'll
include it in a future issue of
Communiqué for Success!
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Business-Building Competition |
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| Win a Power-Packed One-on-One Consultation! |
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They say the best way to hone your skills is to
receive unbiased, practical advice and guidance from
someone credible. Someone who has been there, done that.
And stayed afloat to tell the tale. Well, now its your turn to
take your business to a new level of success...
Win a one-hour Power-Packed One-on-One Consultation!
Now you can specific help and expertise on various topics
relating to their business for nada!
Whether you have a question related to your marketing, your
business name, your website, your latest advertising
campaign or editing, proofreading, marketing, PR, journalism
copywriting in general, just enter this simple competition for
your chance to win.
All you have to do to enter is correctly answer the following
question:
What is the breed of my loopy dog?!
(Hint: I mentioned him in a back issue of CfS!)
Send your
answer (only one per entrant) to competition [at] mediaminister [dot]
co [dot] uk. Entries much reach me by 8 December 2006. Good luck!
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Business-Building Thought |
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"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
Peter F. Drucker (Economist, professor, business thinker and freelance writer)
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Business-Building Refer & Earn |
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| Recommend MediaMinister & Earn Money |
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If you're a fan of MediaMinister products or
services (and why not?!), you could earn as much as 33%
per sale just by recommending them to your clients,
colleagues and friends.
To find out more just go to
==>
www.mediaminister.co.uk/affiliate.htm
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Business-Building Marketplace |
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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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