Everythink Excellent

by Jerry Bader

If you’ve been looking high and low for the secret to Web success, today is your lucky day. These "18 Web-Marketing Concepts That Make a Difference" may just give you an edge on your competition—or an edge, period.

So if the same old left-brain thinking that everybody else is using just doesn’t get you where you want to be, try these creative concepts on for size.

1. Think audiences not markets

What’s your market? Hire a consultant to help you with your Web-business problems, and one of the first questions he or she will ask is, What’s your market? How about 18-34-year-old, single male college graduates with a dog named Spot; or maybe 45-59-year-old married women who hate their husbands and can’t get their adult children to move out of the house. Maybe, just maybe, they’re asking the wrong question.

The Web isn’t about markets, it’s about audiences. Audiences need to be entertained, enlightened, and engaged; and if your Web site doesn’t, you’re never going to achieve what you want.

Time to rethink how you’re delivering your marketing message. Start treating Web visitors like an audience, not a market, and you might just find what it takes to be successful on the Web.

2. Think people not customers

You know all those visitors you attract to your Web site with your brilliant search engine optimization schemes? How many actually purchase anything? Stop treating visitors as if they are already customers and start treating them like what they are—people. That’s right, people. You know, the two-legged funny creatures with wants, needs, desires, and maybe even a few bucks to spend.

Customers are always looking for a deal and they’re leery of Web sites that only want to take their hard-earned cash. Treat your Web visitors like people who can satisfy their wants, needs, and desires with your assistance… and guess what? Maybe it will make a difference: one small step for Web credibility, one giant leap for Web success.

3. Think experiences not features

Bought any good features lately? Didn’t think so. You would think the way business pushes them that features are exactly what people are looking for; but nobody buys features, they don’t even buy solutions (doesn’t that whole solution provider nonsense really get to you after a while?).

What people really buy are experiences: hopefully, positives ones. Whether it’s soft ice cream or a new accounting program, what people are paying for is the experience your product or service provides.

Does your Web site offer an experience? Does it explain the experience your product or service delivers? If it doesn’t, then you really haven’t got anything anybody wants.

4. Think emotion not logic

Think you’re a logical person, always making rational decisions based on practical criteria, and bottom-line results? So tell me what was the functional thinking that went into the purchase of those leather pants you bought last year, or that 60-inch plasma television you bought just to watch the big game?

Let’s get real. You make purchasing decisions based on what you want, and then justify them with seemingly sensible rationalizations, just like everybody else. So stop trying to appeal only to the practical, logical aspects of bean-counter sales, and start pushing the feel-good aspects of emotional marketing.

If you’re trying to appeal to an audience that gets its only satisfaction out of acquiring the most features for the least cost, then you’re marketing to the wrong audience.

5. Think memories not promotions

Most animals live in the moment, whereas human beings live in the past. Our here and now and our plans for the future are based on our experiences, our histories, and our memories.

We take pictures of our kids, holidays, and special events; we commemorate birthdays, anniversaries, promotions, and milestones of all kinds. Even the significance of our prized possessions is centered on the fact that those mere objects represent memories of the people, places, and events that shaped our lives.

Real marketing, the kind that creates long-term clients and customer relationships, is not about coupons, sale promotions, or deep discounts; it’s about delivering memories.

6. Think marketing not SEO

Okay, here’s one you’ve heard from us before: Think marketing—not search engine optimization.

Sure you’ve got to drive as many people to your Web site as possible, but if your marketing message is so confused, unfocused, and hard to comprehend because of all the keyword density and SEO tricks, then what have you really accomplished other than wasting people’s time? And people get really upset when you waste their time.

7. Think stickiness not hits

It’s not about how many hits you get on your Web site, it’s about how long people stay. If visitors remain on your site long enough to get your marketing message, then you must have said something worth listening to; and if visitors get the message, your site has done its job.

If your Web site delivers the message, then you can expect the email inquiries and phone calls to start flowing, but it’s still up to you and your sales staff to close the sale: People close sales, not Web sites.

8. Think stories not pitches

Did you hear the one about the farmer’s daughter and the search engine optimizer? Stories, everyone loves stories. In fact, before the invention of the Gutenberg press, oral storytelling was the way knowledge got passed down from one generation to the next, and how news was sent from one region to another.

Now that we have this multimedia Web environment, we can continue the tradition of real people who deliver creative audio and video presentations that capture the imagination and drive home the marketing message so your audience won’t forget who you are.

Nothing informs, engages, and entertains like a good story: Sounds to me like one heck of a way to sell to an audience desperate for meaningful communication.

9. Think focus not confusion

There you go again, telling everyone who will listen all the wonderful things you and your company can do. Trouble is, telling them all those things just confuses them.

What is the product or service that is most important to your company, the one you are determined to sell to your audience? That’s the one you want to talk about. That’s the one you want to devote your marketing effort to promoting. That’s the one you want people to think about when they hear your name or see your logo.

Focus your communication ,else your message will just be a forgettable, incomprehensible blur.

10. Think campaigns not ads

Isolated one-time advertisements are like one-night-stands: exciting for a while, but ultimately unfulfilling and devoid of meaning. Your audience is looking for marriage, not a short-term fling.

Your marketing has to woo your visitors with long-term campaigns that tell your story and deliver your focused message; audiences expect to be courted and counseled with meaningful communication. And that takes time and commitment.

If you’re spending money on just ads, you might as well be throwing that money down the drain. There is a better way. So if you’re looking for a long-term relationship with your audience, think campaigns—not ads.

11. Think message not hype

What message are you delivering to your online visitors? Are you telling them you’ve got the best product, at the best price, with the best staff, and world-class customer service? Is that what you saying? Guess what? Nobody cares, because nobody believes you.

There is only one way to show people you’re the best and that is to prove it; but here’s the catch, you can’t prove it until they become customers. Whoops.

OK, so what’s the solution? How about a real marketing message that speaks to what your audience really wants. It’s not about you, it’s about them.

12. Think personality not banality

Does your Web site just lie there like a lox: you know, that cold, dead fish that often comes with a bagel? No personality, just more of the same tedious, dull, dreary, mind-numbing, tiresome, lackluster, monotonous stuff everybody else has. Boring!

This is the new Web, so if you can’t get with it you’d better get out, because you’re wasting your time and everybody else’s.

You’re so worried about downloading times that you forgot to put anything on your site worth seeing or hearing. Check your logs. If people are jumping ship faster than rats on a burning ship, it’s time to try something new—like some compelling content.

13. Think branding not copyrights

Hey, I love the Beatles. I grew up with them, and I have all their records—yea, records, like vinyl, not CDs. And guess what, I’ve also got a Mac, in fact I’ve got a bunch of them, not to mention iPods and other assorted Apple gizmos and gadgets. And you know something? I’ve never once got John, Paul, George, or Ringo confused with Steve Jobs. Amazing!

Worry just a little less about all that small-print stuff and more on building a memorable brand that people will remember, and that nobody will mistake for some johnny-come-lately imposter.

14. Think positioning not slogan

It’s funny how people have a position on almost everything: You name the issue and people will have a definite opinion on what they think, except when it comes to their businesses. Just because you have a cute slogan that you print under your logo doesn’t mean you own a position in your audience’s minds.

It seems businesses can’t stand to make a definitive statement about who they are and what they do. Why is that? Afraid they’ll lose a customer, I guess; but if people don’t understand exactly what you do, and why they should be doing business with you, then they’re never going to be customers anyway.

No company can be all things to all people, and companies that try… never go anywhere. Tell people who you are and what you do, and forget about all the other stuff; it just gets in the way.

15. Think sensory appeal not cents appeal

Do you want people to sit up and take notice of what you have to say? Do you want people to actually remember what you’re telling them? If so, you’d better appeal to their senses, and we’re talking about sights and sounds.

Deliver all your juicy, got-to-have content in an audio and video presentation that will stick in people’s heads.

If all you’re doing is appealing to their desire to spend less, then maybe they aren’t the customers you’re looking for anyway. Nobody can afford to sell for less all the time, every time.

16. Think identity not logos

Is your company the equivalent of the invisible man? You’re on the Web, but nobody cares because you’re not saying anything worth listening to; and if they do see you, you are instantly forgettable.

You’ve got to have an identity, a personality, an image—and there is no better way to create that identity than with a video of a real person delivering your marketing message in an entertaining, memorable manner.

17. Think entertainment not biz-speak

Speaking of entertaining… you cannot engage, enlighten, or entertain if everything you present sounds and looks like it came from some b-school textbook or one of those self-help courses on direct marketing guaranteed to make you a millionaire in only three weeks.

Every business has a story to tell, and it can be presented in a compelling way with a little imagination and creativity. And yes, even B2B businesses can rise above the mundane and deadly boring if they take the time and make the effort.

18. Think communication not copy

Last but not least, let’s all remember that Web sites are about communication. If you’ve got nothing to say, nothing to offer, or are afraid to say what you can do for your audience, then how do you expect to be successful?

Filling your Web pages with keyword-dense prose and instantly forgettable sales copy is not going to win the day.

Whether you are presenting your case in text, audio, or video, it had better be interesting and enlightening—even text can be entertaining if written with style and attitude.

When Web sites fail, they fail because they do not communicate a realistic, believable, convincing marketing message.

A note to Web site adventurers

If you missed the discovery of the "Lost Brad Tapes," follow the adventures of fellow Web site entrepreneur Brad and how he tried to find the secret to Web site success. It’s time well wasted.

Jerry Bader is senior partner in MRPwebmedia (www.mrpwebmedia.com), a Web site design firm that specializes in Web audio and video. 

by Daryl Logullo

Generating more referred business is on everyone’s wish list. Why, then, are people haphazard about adding action steps to their business that encourages more active client referrals? And what are the best ways to create more consistent referral flow?

Based on my nearly 20 years of experience, I’d like to offer five powerful referral strategies—and precise action steps—that, when used either individually or collectively, can cause a flood of new introductions.

1. Focus on ensuring your colleagues, clients, and customers fully understand all of your products and service offerings

It amazes me how many people the average professional has in his/her active business network, yet how many of those contacts don’t truly don’t understand all of the professional’s product or service offerings.

Don’t believe me? All you need to do is show a client or colleague a new product or service offering, and watch for their typical response, "Jeez, I never knew you did that, also!"

For example, if you’re a public relations expert, your client may understand that you write and distribute press releases. But they might not know the work involved in distributing that release: assembling the media list, planning the email and phone pitch protocol, sending the release, following up with each pitch, sending supporting materials to editors or producers.

And if your client had a need, for example, to hire you only to build a media list, well… this experience with all of the work you do may now open new opportunities to sell additional services!

Action step: Give colleagues, clients, and customers a glimpse into all of the work required for you to execute a certain service you are now providing to them.

2. Block 15 minutes at the end of each prospect or client meeting to "brainstorm" on the subject of referrals, and communicate this ahead of time with a meeting agenda

Here is another task that everyone engages in that can produce excellent referral-generating traction: Meetings.

While most professionals are experts at holding "meetings" with clients or prospects, many are utter disappointments at holding a meeting with an agenda—let alone one that allots time for the discussion of referrals. Why?

Probably because most professionals are uncomfortable bringing up the subject of referrals with their clients or prospects for fear of damaging the relationship. What a ridiculous fear! Overcome it by learning how to segue into this topic by discussing your visions of growth.

Action step: For every meeting you hold, mail a written agenda ahead of time to your clients or prospects. On the agenda, place an item to discuss the subject of referrals and begin the discussion by sharing your desire to grow your business and serve others.

3. Earn referrals by way of personal (in-person or telephone) introductions—never ask for (nor accept) a person’s name or telephone number

It’s happened to us all: A close colleague hands you a business card from someone he/she met during lunch. This is a cold introduction. Your colleagues say you should contact this person, who may be interested in working with you.

You are much better to reply, after thanking your colleague for mentioning you, "That’s great, Sue. But would you mind contacting her again and seeing if the three of us could have lunch together?"

Personal introductions will always trump cold introductions, and you should strive for this level of commitment from others who express an interest in you. That’s not being conceited. It’s being respectful.

Action step: Train your colleagues, clients, and prospects that you want personal introductions to others. Always attempt to enlist their help in introducing you, rather than just having them pass along to you a name and telephone number.

4. Seek value "reinforcement statements" from current clients and associates—think of the "Two-Ps": Phrases and Praises

Why is this so important? Because the Two-Ps indicate whether a person is—or is not—happy with your work and whether they have found value in you. How can you ever expect someone to brag about you and consistently recommend you if you are not certain they truly value your skill set?

I’m always surprised by a poor assumption that the average professional makes today: "Since a person is working with me, they must value my work." Wrong. This is not always true. because people are often trying to be polite and are not always candid. So you need to ask and listen for the Two-Ps.

Action step: Ask every client with whom you are working now some simple questions to confirm value reinforcement, and listen for phrases and praises: "John, on a scale of 1 to 10, how have I been doing for you? What do I need to do to earn a 15 from you!?"

5. Focus on becoming better friends and continue to build a relationship with clients, customers, and colleagues by anticipating needs

I have a saying: "Referrals love speed." Essentially what I mean is that referrals and introductions happen more consistently with the more action you take—and the faster you take that action.

Actively share information that the other person finds useful to his/her own life. Provide value to others in their over-hectic, frantic, and stressed world. Doing so creates TOMA: top-of-mind-awareness.

For example, you may be able to offer a suggestion that enables someone to generate more revenue, or share a current competitor’s marketing approach that you have noticed. The idea is to become a valued, welcomed partner and share information that helps clients, customers, and colleagues to improve their personal or business lives.

Action step: Categorize all clients, prospects, and colleagues by interest level. Subscribe to trade journals and local newspapers, and make a conscious effort to look for news that would interest them. Reach out with this information frequently.

Daryl T. Logullo is the founder of Strategic Impact! and Marketing-Referral-Tools.com (www.marketing-referral-tools.com). He concentrates on referral building strategies for today’s professional.

Author: Chirag Chhita
Website: www.goinglarge.org

So you are after some Affiliate Internet Marketing tips?  We will give you some tips and tricks to help build your Affiliate Marketing website.

We have setup a website to help you learn more about Affiliate Marketing with some helpful Internet tips along the way.

We will give you articles and programs we have personally found useful in helping us build our Marketing Network.  Most sites that you visit claim to have the ONE secret that will make you filthy rich in less than 7 days!

Well, welcome to the real world… in our experience that is not going to happen.  Our site is not going to throw products in your face and tell you to pay thousands of dollars with programs we don’t believe will work for you, just to make us rich!

Our job is to give you the best information we can about Affiliate Internet Marketing Tips.

Right, enough of the talk, and more of the Affiliate Marketing tips you have come here for.

The first thing you should think about is whether you are going to promote your own products, or promote products that other people have already made.

My advice to you is to start learning the ropes by promoting products other people have already developed.  Look what they have done, learn from their  mistakes, and once you build up the confidence, you can venture into developing your own products.

Here are a few tips to get you started:

- Get a Google Adsense Account -  To do this, click on the Google Adsense Button in the left hand menu.  Google has a lot of tutorials on how to use Adsense, so ensure you go through these carefully.

- Get some hosting space - In order to build a website, you will need some hosting space to make your website seem on the World Wide Web.  The    best way to explain Hosting, is like the monthly amount you pay for your phone bill.  The Domain name (eg. www.goinglarge.org) is like your phone number.     For people to get to it, they can look you up in a directory (such as Google, or Yahoo!), or they can enter the name directly into their browser.

The hosting of your site is like the line rental you pay to your phone company every month. If you dont pay this line rental for a month or two, your phone will be disconnected, and no one will be able to dial your number!

There are many hosting companies out there, so choosing the right one can be very difficult.  Check out BlueHost.com.     They have some very cheap hosting plans, and you also get a FREE domain    name with your hosting purchase, plus FREE Yahoo and Google Credit!   You will be using Yahoo and Google a lot later on, so this credit could come in    handy!

- Sign up to Affiliate Programs - If you are to promote products that other people have created, you need to find places to sign up to these affiliates.  Some site owners run their own affiliate programs directly from their own website, but the majority tend to use a third party service such as Click Bank or Commission Junction to handle this for them.

Some others you can sign up to are; Linkshare    and Shareasale

- Learn how these Affiliate Programs work - The best way to learn how affiliate programs work, is to start using them! Just jump right in and learn about how they pay commissions, how you can register for Affiliate Programs, and how to start earning money with these Affiliates.  Another great way to do this is to register to forums, where people discuss their experiences with certain programs.  Here you will get a good idea of what works and what doesn’t work.  But remember, the forums are only people’s opinions, DONT treat this as gospel!.  The best forum we have come across that  has information on all the Affiliate Programs mentioned above is A    Best Web Forum.

If you want to get more of these tips and see Reviews of many Affiliate Marketing Programs, visit http://www.goinglarge.org

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