Sell More When You've Got The Skinny

by Michael Port

It doesn't matter if you are prospecting, door-knocking, outreaching, introducing or just plain canvassing, if you do any or all of these without knowing the person or business you are contacting, you might as well be calling the President of the United States. At best, you'll find yourself winded, time wasted or wares unwanted. Or at worst... humiliated. And, no one wants to feel like a cheesy, shady, pushy or unprepared salesperson.

So, you say at the end of the day you want to create a never-ending pool of heart warming and bank account filling clients? You want to capture more sales? You want to get booked solid? Make more money? Create a nest egg? Then, do me a favor. Show up front, center and in the know with all the people you want to know. There's no minimizing your overall effectiveness and confidence when you're packin' preparation. So find out...

What motivates the person? What really gets the person's juices flowing? What makes their eyes sparkle? It might be business, family or hobbies. Look at the photos, books and other things sitting on or near their desk or on their website or social media pages. What are they reading, referring to others or genuinely interested in?

What has the person accomplished? Do an online search. Go to their site and do a Google image search if you don't know what the person's smiling face looks like, yet. Who is singing their praises? Have they won awards, received acknowledgments, public recognition or publication announcements?

What common interests might you have? How have your paths crossed? Express your compassion, enthusiasm and understanding for these shared interests. Keep your focus coming back to the person. Use these common interests as a starting place to learn more about how they feel and think about the world.

Who are the person's peers? Do you have any mutual friends or social circle overlap? Do you have common Facebook friends or Twitter follows? And, are you getting involved in these circles? Be informed and stay connected.

Who is their competition? Know the opportunities and challenges the person faces in their business. What challenges will you help them overcome? And, what opportunities will you, ultimately, help them fulfill?

What unique benefits do you offer? What do others love about the way you do business? Be easy. Know your strengths. Show up as the kind of person people love being with and want to do business with.

What excites you about knowing or working with this person? We all want to feel appreciated, acknowledged and respected. Share how the person's work and opinions have influenced or affected you. Stay positive, be yourself and be complimentary.

What do you believe is possible for the person? No matter how confident or successful we appear, all of us have limiting beliefs. Can you see areas of business or life where the person has been holding back? Describe, in detail (but keep it to yourself, for now) the true potential you see for the person based on what they want and need. As you get to know each other, you may decide to share what you see.

What is your current status or role in the person's life? Don't overrate or exaggerate who you are or why the person should work or connect with you. Be realistic about what you bring to the table and how you see the relationship unfolding. The best relationships grow slowly and with a foundation of trust.

How can you become an indispensable asset to the person? Do you truly know how and why the person should know or work with you? Do you believe that their life will be happier, easier, fuller, richer or just plain better with the benefit of you and/or your services?

Sales isn't always sensible. Connecting isn't always cool. Even if your proposition seems picture perfect... life, decisions and relationships are always wrapped up in underlying influences. Some we can see quickly at first glance. Others, take a bit more time.

But, when you show up knowledgeable and prepared, you address the human needs of the people you want to serve. If you do, you are closer to meeting both parties needs and you might have a shot of getting what you ask for. Plus, aren't conversations just easier and more fun when you know and share these commonalities. Doors stop slamming. People start playing and they start paying, too.

Do you have the character and characteristics of sales success?

Last week I asked you what it took to be a great salesperson. I asked you questions, and then gave examples of both right and wrong ways to approach and capture the customer.

I promised you a more complete list of characteristics, so you could judge yourself- measure yourself against the elements that make salespeople who they are and successful at what they do. And for those of you who hire salespeople, a checklist of the real things to look for in a potentially successful person.

NOTE WELL: If you want to succeed, you better be somewhere between 8 and 10 (on a 1-10 scale) on every one of these characteristics.

With that in mind, here's a list of 12.5 individual characteristics that would make any person a "hire-able" and "succeed-able" salesperson (you included).

1. Smart. Salespeople have to be smart enough to think on the spot and deal with every kind of situation as it happens. CAUTION: Very experienced salespeople, who think they know everything, are most vulnerable to be beaten by a smart person with hustle.

2. Self-starting. Great salespeople don't need "motivation." They have a built-in fire that's somewhere between a double espresso and a Red Bull. Nobody has to tell them what to do. They know what to do. And they do it. They make the first call of the day and the last call of the day.

3. Great Attitude. Great salespeople believe they will make every sale. Great salespeople take "no" as "not yet." Great salespeople accept every lemon thrown at them by management, customers, and accounting-and they use those lemons to open up a lemonade stand. A great salesperson is able to take everybody else's crap and somehow turn it into money.

4. Excellent Communication Skills. Great salespeople are not "good" communicators. They're great communicators. Their message is both compelling and transferable. Their passion and their belief system are as contagious as their enthusiasm. And they're able to articulate in a way that gets customers to buy more often than not.

5. Physically and Mentally Fit. The statement speaks for itself and implies that you work out on a regular basis by working your mind and your body. You exercise your mind and body before you get to work (push-ups and brain-ups) so you feel good- and that good feeling is projected every time you interact with a customer.

6. Computer Literate. There's no excuse for a lack of computer literacy other than stubbornness and laziness. The Internet will rule the economic world in less than a decade. And those who ignore this fact will find themselves completely unemployable after they get fired from their present job.

7. Focused and Goal Driven. Having a goal is a basic fundamental element. Having a plan is a basic fundamental element. Keeping your eye on the prize, and steadily working toward it, is what separates those who do and those who don't. "Goals without focus," is like an automobile without gasoline. It looks pretty, but it can't get you anywhere. Focus is the fuel that will take you from where you are to your goal: your destination to where you want to be.

8. Dedicated to Succeeding. With great salespeople, it's not just a matter of goals- it's a matter of achievement. Multiple achievements lead to success and a self-confidence that keeps the momentum going from sale to sale.

9. Past History of Success. Every time a great salesperson makes a sale, it remains in their self-confidence memory bank and can be called upon for positive energy in any situation. The more you succeed, the more your success is likely to continue.

10. Looking For a Career, Not a Job. If a salesperson has a base salary and a commission, the person with a "job" wants a raise in base pay. The person with a "career" wants a raise in commission.

11. More interested in personal success and personal development, than money. Salespeople who work for money rarely achieve it. Great salespeople work to be their best and dedicate themselves to that process every day. And as a result, they earn tons.

12. A Constant Student: Willing to Learn and Adapt. Great salespeople know there is always more to learn. They dedicate themselves to being better, being best. Great salespeople know that learning from their past allows them to adapt and be ready for new encounters and new challenges. It's the difference between "already knowing everything" and "lifelong learner."

12.5 Taking Joy in Serving Others. This is the "master" quality. One of the best salespeople I've ever known is Mark McDonald. He signs his letters, "I love to serve." And he does.

Notice one characteristic missing? Sales skills. I'd rather have attitude and brains than selling skills any day. I can teach someone to sell. I can't teach them to be smart or happy.

Easier answer. Compare these qualifications to the best salesperson you ever knew. Compare them to the best salesperson you ever had. Compare them to yourself. Ouch.

Now that you know the criteria, you have some work to do.

What Do You Do for a Living?
By Jason Holland

If you have ever wanted to quit your job and live another life... if you feel trapped by your career... if fear of not being able to pay the bills stops you from pursuing your dreams... today's essay by Alexander Green will be very important to you.

---

"Real success is finding your lifework in the work that you love."

David McCullough

Are You Losing Your Soul?
By Alexander Green

I recently bumped into an old acquaintance I hadn't seen in years. "Are you still managing money?" he asked.

"No, I write investment advice now," I said.

"Well, it must not be panning out too well," he said with a wink, "or you wouldn't still be working!"

I've heard variations of this line over the years. And while it's always offered in jest, it hints at a particular mindset: Why would anyone continue to work if he didn't have to?

Yet I'd be bored to death without a job -- and even more of a pain in the neck to everyone around me, I'm sure. (Warren Buffett and Bill Gates -- two gentlemen who have a few dollars -- apparently feel the same way.)

According to more than 40 Gallup studies, three-quarters of us are disengaged from our jobs. The most recent U.S. Job Retention Survey found that more than 60 percent of employees are currently searching for new employment opportunities.

It's odd that we spend most of our waking hours at work -- in occupations often chosen by our younger selves -- and seldom ask ourselves how we got there or what our occupations really mean.

When we meet someone new, the question we most frequently ask -- after discerning where they're from and whether we have any common acquaintances -- is "What do you do?"

Our work, to a great extent, defines us.

It wasn't always this way.

Three hundred years ago, Voltaire argued that work exists to save us from three great evils: boredom, poverty, and vice. But, as a society, we have since put our belief in two great ideas: romantic love and meaningful work.

Historically, our faith in these two ideas grew up together. We started to think that we should marry for love at roughly the same time as we started to think that we should work not only for money but for self-fulfillment.

These are beautiful ideals, but rarely can they be pursued without hitting a rough patch. And the pain can be immense. When we are without work -- as 29 million Americans are today -- we lose more than income; we are cut off from an identity. We can no longer explain what we do -- and, hence, who we are.

It's always a shame to see a person's talents wasted. And that's just as true for those who are employed but disengaged.

Ideally, your work should allow you to take the best of what's in you and express it to the world. It should give your life dignity and meaning, whether you're writing software, fixing teeth, or just raising happy, productive kids.

No matter how you spend your days, you have a clear choice. You can think of your work entirely in terms of responsibilities and obligations. Or you can view it as a contest, a challenge, an opportunity. Because if you don't enjoy what you're doing, there's little chance your work will please or impress anyone else.

I have a sneaking suspicion that a lot of folks who are unhappy at work tend to equate a "good job" entirely with money, benefits, and security, rather than whether it allows them to express their talents.

Big mistake. Yet even those who recognize the dead-end nature of their current position are often reluctant to change. Why? Reasons vary, but some are so caught up in the pursuit of status, display, and material possessions that they've put themselves in a bind.

Choosing meaningful employment often means accepting at least a temporary pay cut. But that isn't always possible if you have a big mortgage, hefty car payments, or a lifestyle that keeps you two payments from the edge. Ironically, giving up the dream of "having it all" is often the first step in the right direction.

The other reason so many remain stuck in unsuitable work -- whether they admit it to themselves or not -- is fear.

Fear whispers that, even if you reduce your overhead, you won't be able to make it work financially. Fear betrays you, insisting that you're being unrealistic, that you don't have the heart, the talent, or the discipline to see it through, that doing work you love is reserved for someone else.

It's not true. One of the best prizes that life offers is the chance to work hard at something worth doing. Think enthusiastically about how you spend your days and you'll put a touch of glory in your life.

This is true for retirees, too. A life of meaning generally comes from finding a way to either increase the pleasure or decrease the suffering of your fellow humans, whether you're compensated for it or not.

Even if you're still in the workforce and -- due to circumstances -- tied to a job that is less than fulfilling, there are ways to use your talents in meaningful ways.

A few years ago, for instance, the AARP asked some attorneys if they would offer basic services to needy retirees at $30 an hour. They said no. But then AARP's program manager had a brilliant idea: He asked the lawyers if they would offer their services to needy retirees for free. Overwhelmingly, they said yes.

How could zero money be more attractive than $30 an hour? The original offer seemed insulting to some, a request for legal services at below-market wages. But when the request was reframed as volunteer work -- and therefore meaningful -- most were happy to oblige.

In Zen and the Art of Making a Living, Laurence G. Boldt writes, "Without self-expression, life lacks spontaneity and joy. Without service to others, it lacks meaning and purpose.... Conceiving of ourselves as artists in whatever work we do gives us a metaphor for a life of integrity, service, enjoyment, and excellence.... I know of no better nutshell statement of the path to finding one's true calling in life than the simple formula given by Aristotle: 'Where your talents and the needs of the world cross, there lies your vocation.' These two, your talents and the needs of the world, are the great wake-up calls to your true vocation in life. To ignore either is, in some sense, to lose your soul."

You'll find that the happiest, most engaged individuals are those who are deeply involved in their workplace or community (or both), even if their time is unpaid.

Work is the natural outlet for our energy and enthusiasm. What could be more copacetic than to love what you do and feel that it matters?

After all, the highest reward for your work is not what you get, but what you become.

"I don't want to be just a voice on the phone. I have to get to know these guys face-to-face and develop a sincere relationship. That way, if we run into problems in a deal, it doesn't get adversarial. We trust each other and have the confidence we can work things out."
~ Wayne Huizenga

Three Simple Rules for Creating Million Dollar Deals By MaryEllen Tribby

It was a birthday that I'll never forget...

My son Connor had just turned seven years old. We had planned a whole weekend of birthday festivities - including a class party, a party with his friends at a local arcade, a family-and-friend gathering, and a family gift-giving session at home. My husband and I surprised him with an Xbox 360.

As the weekend came to a close, I took Connor down to the beach to experience his first sunrise. I admit it - this was more of a present (and memory) for me.

As I tucked Connor in Sunday night, I asked him what his favorite part of his birthday celebration was. Expecting to hear rave reviews about the Xbox or laser tag with his buddies, I was astonished when he replied, "Going to the beach with you, Mom." As I held back my tears, I asked him why. His answer was simple and honest, "Because it was just you and me talking."

This got me thinking about all the partnerships and deal making I have done over the past 22 years. The best deals were not made sitting in a boardroom around a huge mahogany table with 10 or 12 people. They were done one-on-one over lunch or dinner with simple and honest communication leading to mutually beneficial agreements.

Early in my career, for example, I worked for a well-known publisher in NYC, and we wanted to partner with another well-known publisher in Boston. We had a great idea for a new product that would benefit both sets of customers. We organized a special task force comprised of marketers, editors, and customer service people. The other publisher did the same. We had in-person meetings that required flying eight people 300 miles to the other publisher's office. This was followed up by endless conference calls with 12 to 16 people on the phone.

The entire time this was going on, my gut was telling me that this was not the way to do it. But everyone else was convinced that we needed the "collective brilliance" of the team. You do need input from smart people when you're working on the product ... but these meetings were just on contract negotiation. This was just to get the deal done!

You probably won't be surprised to hear that we never agreed upon the terms (someone would always chime in with a last-minute concern), and hundreds of thousands of customers missed out on what would have been a great product. Plus, both my company and the other publisher lost the potential for millions of dollars in revenue.

Since that time, I try to do all my deals on a one-to-one basis.

My deal making success rate is high because I follow three simple guidelines. These apply to everything from making joint venture deals to developing new departments within the company to hiring copywriters. They even apply to vendor and service relationships, such as e-mail deployment, printing and media buying, and hiring freelancers. Here they are:

Rule #1. Know the person behind the business.

To the best of my ability, I try to meet, in person, everyone I do business with. This is the best way to gauge their business ethics and integrity. I will fly cross-country for lunch, or meet them at an industry event and have a drink. I'm not saying you have to like everyone you do business with, but personal contact helps expedite the deal and solidify the end result.

A couple of years ago, I wanted to find a partner who could help my customers understand the importance of product launches. I mentioned this to my friend and business colleague Rich Schefren. Well, it just so happened he was flying to Denver in two days to speak at a conference being put on by Jeff Walker, the foremost expert in product launches. I ended up on the plane with Rich, met Jeff, and three weeks later Jeff was speaking at my company's sold-out Internet marketing conference.

But this is not an anomaly for me.

My friend and colleague David Cross introduced me via e-mail to Tim Ferriss, the author of The 4-Hour Work Week, and I phoned Tim immediately. After discovering that we were both going to be in New York the following week, we made a breakfast date. Two weeks later, Tim's articles started appearing in my company's flagship publication.

These deals happened fast because not only did I get credible references from Rich and David, two people I respect and trust, I also took the time to meet Jeff Walker and Tim Ferriss in person.

Even if you can't meet everyone in person, make sure you have reliable references. Always do your due diligence. Make it your goal to understand not just the company you want to partner with but the person behind the company.

Rule #2. Only make deals that will benefit your customers.

You may be passing up millions of dollars initially, but if a deal is not in the best interests of your customers, it will cost you more in the long run in dollars, time, and reputation.

Two summers ago, a "friend" in the industry came to me with a product he had developed. He showed me sales reports from his launch. He showed me his brilliantly written marketing copy. My first impression was: "My customers need this. They will love it. And it will be a nice contribution to my bottom line."

So I told him, "Great. Just send me a sample of the product so I can evaluate it. If it is as good as you say it is, I am sure I can promote it to my customers."

Well, my "friend" was a bit taken aback. He did not understand why I wanted to see the product when he had already shared his sales report.

I tried to explain that this was my policy - that I had to believe in the product.

He said if I would not just take his word for it, he would take the product to my competitor. Well, he did. And I heard through the grapevine that it was a tremendous hit. Customers were buying it up, both parties were making tons of money - and I secretly questioned my decision.

But it turned out that the product did not live up to the marketing hype. Refunds were coming in like gangbusters, and our "friend's" new partner did not want to work with him anymore.

Had my competitor lived by the same rule that prompted me to say no to this particular deal, he would not have wasted his resources and lost the respect of his customers.

If you follow this rule, you may miss out on a good opportunity every once in a while. But you will also be able to pass up deals that just won't satisfy your customers.

Rule #3. Only make deals that will benefit your organization.

At first glance, this rule might seem to contradict Rule #2. On the contrary, these two rules need to work in unison.

Let's say you are asked to hire a vendor because he is the husband of your best friend. You know him, and you know his product will be good for your customers. But his prices are outrageous and you can get a better price and equal quality from another vendor.

What do you do?

To me, this is a no-brainer. You go with the other vendor. That is a better decision for your company - and for your customers. Never forget: You are running (or starting) a business, and good businesspeople have to make tough decisions.

Deal making takes a lot of time. But it's worth it, because you want to build relationships that last. You can't make a good deal without a good partnership. You can't have a good partnership without a personal relationship. And you can't build a personal relationship through phone calls or e-mails or in a conference room. Know your potential partner well, understand his expectations and needs, and make sure he understands yours. Both companies will benefit.

Do You Believe Those Response Rates?
By Heidi Tolliver-Nigro on June 19th, 2010
Currently, there is a discussion on one of the LinkedIn boards about elevated response rates that got me all riled
up. Those conversations always do. The question was whether or not to believe elevated response rates (30%,
40%) for direct mail campaigns.
I’ve got a few opinions about that. After all, for my Marketer’s Primer Series of reports (digital print, 1:1 print,
personalized URLs, Web-to-print, green marketing), I read every case study in the Print on Demand Initiative
(PODi) database. Plus, I’ve written hundreds of my own. There are some very clear trends in terms of elevated
response rates.
Response rates tend to be very high when marketers are . . .
1. using an in-house list
2. aren’t asking people to buy something
3. using other attention-getting techniques like over-sized cards, lumpy mail, and audio chips
4. using multi-touch campaigns (email, SMS to non-responders)
5. using extremely targeted, relevant lists
6. offering a very compelling incentive for little effort on the recipient’s part
Among others.
That’s why it’s so critical to dissect each campaign and understand what caused the elevated (or not so elevated)
response rates.
It’s also important to put response rates into perspective. I’ve seen plenty of campaigns with single-digit
response rates that were phenomenally successful. Before evaluating response rates, you need to know the
conversion rate. There are plenty of campaigns that are so targeted that a low response rate still yields a high
conversion rate and great ROI.
It also depends on the value of the product being sold. High-value products don’t need high response rates to get
great ROI.
In my opinion, the response rate conversation is really outdated and offers very little value. Really, it should be
about ROI. It’s weaning marketers off that response rate discussion that will be hard.

Want to Become a Master Persuader? Stop Selling Yourself
by Jeb Blount

Sales expert and bestselling author Jeffrey Gitomer teaches a simple philosophy, "People love to buy but they hate to be sold." In other words, most people prefer to buy on their terms. They do not want or appreciate a hard pitch or a features dump.

Most of us, at one time or another, have heard some wise trainer, manager or mentor say:

"You have to sell yourself."

"If you want to get that job, son, you have to sell yourself."

"The real key to sales is your ability to sell yourself."

"If you want others to like you, you'll have to sell yourself."

This philosophy is prevalent in our business culture. Recently I was at an Ivy League University for a speech by a successful businessman to a group of MBA students from the top business schools in the world. The speaker was so well respected that when he walked into the room there was a hush. The audience members were on the edge of their seats in anticipation. And what was the message? What was the secret of success that this revered businessman offered? "Never forget how important it is in business to first sell yourself." The entire audience nodded in unison.

For this wise man and many others, the phrase sell yourself has become an easy-to-use cliché. It just rolls off the tongue. Like the audience at the speech I attended, most people will nod their heads in agreement to the statement as if some prophet on a hill had just read it from stone tablets. Then, they go forth into the world and start selling at networking events, to clients, prospects, hiring managers, and anyone else they can get to stand still for more than five minutes. You've heard it. These are the people who tell you all about themselves, their accomplishments, and how great they are. These are often the same people who sell to their customers by dumping data, pushing their position, or simply trying to talk their way into a sale.

But it does not work, because people like to buy - they don't like to be sold. In fact, the harder you try to sell yourself to others the more you push them away. A conversation where the other person tells you all about how great they are is a turnoff. It is a features dump. You don't walk away from that conversation thinking how much you would like to spend more time with them. Instead you think, "What a jerk," or "How boring," or "Wow, that guy is full of himself."

Of course, we do love the opportunity to sell ourselves. Most of us, if given the opportunity, will talk for hours about our favorite person, oblivious to the negative impact it has on how we are viewed by others.

If you want to become a master persuader forget about selling yourself to others. Instead, help others buy you on their terms. People Buy You for their reasons, not for your reasons. So when we sell people on why they should like us, it backfires. However, when they choose to buy you for their reasons, it creates a powerful connection and a relationship that makes almost anything possible.

Five Levers of Master Persuaders

1. Be Likable: Likability is the gateway to connections and ultimately to relationships. If others don't find you likable, then it is virtually impossible to form profitable business relationships. If you are not likable, people will not buy you or from you. Likability is responsible for first impressions because it happens in an instant, and it is responsible for ongoing impressions because it can be lost in an instant. When people find you likable, the door opens to emotional connections, to trust, and ultimately to business relationships that help you build a successful career and income. Smile and use your positive attitude and optimism to project a cheerful, smiling, outgoing personality. People love to be around happy, optimistic people.

2. Connect: The key to connecting is listening deeply with your eyes and ears. Listen to what your customers say and observe their emotions. There are things they are passionate about. Look for common ground here. When you truly connect with someone, you take rapport to the next level. You begin to move from a business relationship to a friendship. Connecting tears down walls that tend to get in the way of real communication and understanding. When people feel connected with you they feel more comfortable telling you their real problems. With this information in hand, you have the opportunity to solve problems that really matter. This ability provides real value and engenders true loyalty. Strong connections are hard to break and are the foundation of truly prosperous, long-term business relationships.

3. Solve Problems: Problem solvers are the champions of the business world. However, it is impossible to solve problems you do not know about, which is why connecting is so critical. The essence of business is one person solving another person's problem. A solved problem is the value that buyers pay for. It is the most important lever in the People Buy You philosophy. The most successful business people take problem solving to the next level. These individuals are constantly on the lookout for problems they can solve-even if it has no direct impact on their business. They live by the motto, "By helping others get what they want, I will get what I want."

4. Build Trust: Trust is the glue that holds relationships together and the foundation on which all long-term relationships rest. Trust is developed with tangible evidence that you do what you say you will do, that you keep promises, and that you maintain a consistent commitment to excellence. It means going the extra mile in everything you do. In a world in which most people are doing just enough to get by, those business professionals who consistently do more than they have to will stand out. Buyers appreciate and reward this commitment to excellence with repeat business, referrals, and ultimately with trust.

5. Create Positive Emotional Experiences: Learn to make dealing with you fun, relaxing, and rewarding. You always want to leave your customers and prospects thinking about you and remembering you positively so it is imperative that you find ways to create positive emotional experiences for your customers. The key is to focus on the little things. Remember birthdays, send handwritten notes, do the unexpected. Just as an anchor is used to hold a ship in place against currents, wind, tide, and storm, positive emotional experiences anchor your relationships. Master persuaders always leave people wanting more of you.

Read and Renew
by Stephanie Melish

Where is your passion?

Is it in your work, your friends, your hobbies, your family?

I re-found my passion in a book. A good friend of mine had been telling me about this book, The Alchemist by Paulo Coelho, for years. I had put off reading it because I thought, "Why in the world would I want to read a story about an alchemist?"

More importantly I thought, "What is an alchemist?"

Then a few Christmas' ago, I received the book as a gift. I was immediately interested -- now there were two people, who knew me well, leading me to open the pages of this mysterious book.

I quickly began on a literary journey that only lasted two days. As I was reading, it was as if each page was speaking to me. It had been a long time since a book had touched my soul in this way. I was mesmerized!

Overall, it was a quick and easy read, but more importantly, it was a read that changed my outlook on my life. You see, at the time, I had become bored with my job. I was lackluster, robotic, and completely unsatisfied with my work.

The Alchemist changed this. When I closed the book, a light switch clicked on. I re-discovered my purpose in life. My passion. My passion of teaching others.

That led me to where I am today… into my role as the Double-Tall, Non-Fat, No-Whip Sales Barista. A job where I wear many hats (designer of course)! I sell, I speak, I share, I write, I train -- all allowing me to teach others along the way.

There was one simple line in the book that specifically re-sparked my love of teaching and confirmed that this is my life's purpose: "Everyone, when they are young, knows what their destiny is."

When I was a little girl, I wanted to be a teacher. Plain and simple. Over the years, I have found that when I am helping another person learn how to do something new, like helping my dad with a computer, cell phone, GPS, or pretty much any new-age electronic, I am fulfilled with joy.

What did you dream to be when you grew up?

Where is your passion? Is it alive in you and the other lives you touch daily? Or is it lackluster, robotic, and unsatisfied?

The Alchemist helped me uncover or simply rediscover my life's purpose. If you are that lackluster, robotic, unsatisfied person I was, I challenge you to remember your dreams and take action!

What actions can you take to rediscover your passion?

1. Think Big – dream of what you wanted to do as a child, when you had no concept of limitations. What was it that you loved to pretend to be or do?

2. Act Big – take action steps to make that dream a reality. Look at ways that your passion appears in your day-to-day life and take action to spend more time doing those things.

3. Change Big – make changes that allow your passion to shine. Did you dream of being a veterinarian as a child? Maybe that isn't feasible now (or maybe it is), but volunteering for your local animal shelter is!

I’m sorry, I didn’t hear you. Could you repeat that?

"I didn't hear you."

No, you weren't listening.

"Our people need to listen better."

No, your people need to understand WHY they don't listen.

REALITY: You quit paying attention for one reason or another, AND blame it on the person talking to you. Two rudes don't make a right.

How do you listen? That's both a question and an enigma. Listening is one of the BIG THREE in selling, the other two are asking (engaging), and being friendly.

If you ask most salespeople, they would admit that listening is their weakest quality. In part due to impatience, but mostly because they don't know how. Or even deeper, they don't know the components or factors that make up the "why" of listening.

To complicate the listening process even further, there are manners in which people listen -- no, not "please pass the salt" manners -- attitude and mood manners. These manners can affect the listening competence level by more than half.

There are 3.5 opposite sets of manners of listening:

1. Active or passive.
2. Positive or negative.
3. Open or closed.
3.5 Distracted by other business or personal matters, or not distracted.

You can almost get the feeling and meaning of these manners without me explaining them.

Listening is also broken down into elements. Each representing a "why." I have added some additional description to clarify each

element. And defined a few.

The good elements of listening are:

Listen with the intent to understand. A sermon. A movie. In a classroom.
Listen with the intent to take action. Someone giving instructions.
Listen with the intent to learn. A teacher. A trainer. A seminar leader.
Listen with the intent to enjoy. Music. Sounds of nature. Waterfalls. A crackling fire.
Listen with the intent to remember. Driving directions. A website address. A phone number.

WHO you're listening to can have a huge impact on the quality of your listening. Your mother, your boss, your spouse, your kids, your best friend, your favorite celebrity, someone you like, or someone you dislike, can affect the outcome of your listening ability. It's their words, your mood, and your level of respect, that make up the listening effectiveness model.

The bad elements of listening are:

Listen with the intent to respond. This is where interruptions occur. You have something to say, or think you already know the answer. You start responding BEFORE the other person has finished talking. The first "listen" should be: listen with the intent to understand. THEN you can respond with the full knowledge of what has been communicated. CURE: Just ask the person if they have finished their thought BEFORE you respond.
Listen with the intent to figure out an angle (manipulate). Interacting with a customer during a selling situation.
Listen because you have to obey (or try to worm out of it). Parents, teachers, and bosses top the list.
Listen because you are forced to. Your boss, teacher, or parents yelling or disciplining you.
Listen with the intent not to pay attention. Tuned off because of your unhappiness or ill feeling towards the person speaking.
Listen with the intent to argue. Whenever you're in an argument or fight, listening is overpowered by anger and negativity.
There is also the ever popular, pretending to listen, but in another world. You have other things on your mind that are more powerful than what is being said, so you tune out whoever is speaking.

Telltale signs of not listening? Asking people to repeat. Getting instructions wrong. Making mistakes on the job. Getting rejected.

Have you ever heard someone say, "Now everybody listen-up, this is important." What does that mean? It means that without that preface to whatever is being said next, the odds are that very few, if any, are paying attention to the person speaking.

Think about it, does Bill Gates walk into the room and say, "OK everybody listen-up?" Billy Graham? Steven Jobs? Madonna? Michael Jordan? Ted Turner? No, they walk into a room and everyone says, "SShhhhhhhh, it's…….." A hush falls over the room like a magic spell, and everyone in the room is "all ears."

The three best states to be in when listening are: the state of calm, the state of happy, and the state of willing. These are "ear opening" states. (The worst listening states are the state of New Jersey and the state of New York. Many people there already know everything.)

"The way to get started is to quit talking and begin doing."

Walt Disney

The Glorious Schizophrenic Website Tool -- WordPress
By Sandi Krakowski

One of the easiest and most affordable ways to manage website content is with WordPress.

But there's a side to this software that many people miss. They think it's primarily a blogging tool.

In fact, more than 8.5 percent of all sites on the Internet, including eBay, are now in WordPress. So is the Early to Rise website. (They wisely made the switch a few months ago.)

You see, WordPress has a split personality. It's like a marriage between an engineer and a techno glam rocker. Opposites to the extreme. But that's what makes it ideal for all business websites -- including mine, by the way. I used it to build my entire 7-figure business.

With WordPress, there is no reason not to have a beautiful website -- that also has enough "juice" to keep your business growing.

In the past, we had two choices when it came to building a website.

1. We could hire a (usually overpriced) Web designer to do it. Then, if we wanted to update our site, change the copy, or do anything else to it -- we'd have to pay him to do that too.

2. Or... we could learn Dreamweaver and do it ourselves. But if you are like me, looking at HTML is like translating hieroglyphics. The more I tried to learn it, the more confused I became.

I recently heard of an expert copywriter who is encouraging up-and-coming copywriters to learn Dreamweaver. His thinking is that this will add to their skills and help them build a better portfolio of samples to show potential clients. I about blew a head gasket. "Sure," I thought, " confuse them with that technical monster and they'll quit the copywriting business altogether!"

You do NOT need to learn Dreamweaver, nor do you have to hire a Web designer to have a profitable business online.

WordPress allows you to edit your pages, create perfectly aligned tables, lay out your images and videos in just the right spot -- and you don't need to know one single thing about coding or HTML. It's wonderful!

One of the most exciting things about running a WordPress site is exploring its flexibility. Every day, a new "plug-in" or feature is added to help you create a site that functions the way you need it to.

Plug-ins are like attachments on a vacuum. They allow you to do things quickly that might otherwise take a long time. For example, since discovering the back-link and smart-link capabilities that WordPress can give me with a plug-in (that takes seconds to install), I've been able to automatically move hours of billable work to someone else.

Another thing you'll love about WordPress is that it connects you to all the major search engines and social media sites in seconds -- and makes it possible for you to compete for website traffic with much more experienced business owners. (Many of the students who've taken my WordPress classes ended up on page one of Google's search results in less than 7 days!)

So don't get stuck in the "I have to know it all" mindset before you begin to build your business site. Michael Masterson's Ready, FIRE, Aim approach is the way to do it -- and WordPress makes it easy.

Take the plunge today by getting WordPress from a hosting provider, which I prefer over the version found at www.wordpress.com.

Most important: Have fun with it!

When two companies are similar (e.g., your company and your competitor's), it's the little things that often differentiate them. Things such as smiles, warm greetings, or excellent service will have a customer choose one versus the other.

Think of these "little thing" as marbles. When you do something "good" (such as answer the phone with a "smile"), you get a marble on the "good" side of the scale. Equally, when you do something "bad" (such as a poor response to a customer complaint), you get a marble on the "bad" side of the scale.

Now, you probably see where this is going... with more marbles on the "good" side, the scale will tip in that direction and the more likely the customer will choose you over your competition. Also, the more marbles on the "bad" side... well you get the idea. (Marble Theory by Larry Sharpe of Neo-Sage™)

Of course, the point is to get more marbles on the good side of the scale, keeping your customers raving fans. In your daily interaction with your customers, think of everything you do in terms of marbles. And remember, it's the customer's perception as to which side a marble will be placed, not yours.

Here's an example that contrasts three different situations and their levels of service. Notice how many "marbles" each situation is worth:

Jack eats out for lunch every day. He likes to try new restaurants, and returns often to the restaurants that he likes. This week, Jack has decided to try three new restaurants in his neighborhood.

On Monday, Jack visits the first new restaurant - the food is great, but when the server spills a glass of iced tea on Jack's lap, Jack is obviously upset. The server gets Jack a towel and apologizes for the inconvenience, but the server seems to be annoyed by what happened - almost like it was Jack's fault. After cleaning up the mess, the server doesn't say anything else to Jack.

On Tuesday, Jack eats lunch at the second new neighborhood restaurant. The food is also excellent. But when one of the servers accidentally dumps a tray of drinks into his lap, Jack's lunch experience is ruined. The server apologizes, provides Jack with some towels to clean up the mess, and offers to buy Jack his lunch. The server apologizes again as Jack leaves the restaurant and invites Jack to come back soon.

On Wednesday, Jack eats lunch at the third new restaurant. The food is very good, but not quite as delicious as the other two restaurants. But it's not Jack's week. A server dumps a tray of drinks into Jack's lap. The server apologizes, provides Jack with some towels to clean up the mess, and pays for Jack's lunch. The server also arranges with the restaurant's manager to give Jack and his family a free meal the next time they come in and to pay Jack's dry-cleaning bill to clean the suit and shirt he is wearing. The manager asks Jack for his phone number and, the next day, calls Jack to apologize again and reminds Jack about the free family dinner and paying for his dry-cleaning.

Of these three experiences, which restaurant is Jack most likely to return to? In the first example, the food was great, but the service was less than adequate. Jack won't be back. In the second example, the food was great and the service was adequate, maybe even above average. Jack might be back. In the third example, the food was good, and the way the restaurant handled the crisis was world-class. Jack will definitely be back.

Five Steps to Starting and Growing

a Successful Company

By Denise Gosnell and Jynell Berkshire

If you are like most people, you have certainly heard the expression: "Build it and they will come." This phrase is referring to a business that releases a product or service that just magically sells itself.

While this sounds great in theory, products and services don't just sell themselves automatically.

The reality is that nearly every business owner I know, including myself, has made the mistake of building a great product or service without first confirming that there is actually a market for it. Maybe you have even been guilty of this too?

In those scenarios, I rushed out and formed a corporation, spent a lot of time and money producing a product, and waited eagerly for the orders to come in....and then I kept waiting, and waiting, and waiting...and very few orders came in.

How is that possible? After all, I had just created the most amazing product that anyone could ever ask for (so I thought). My product was worth thousands of dollars and I was only charging pennies in comparison. So why weren't the orders flying in?

As I searched for the answer to that question, I studied the successes and failures of many successful entrepreneurs. I discovered a little secret - that there is a step-by-step process that successful entrepreneurs use when launching new companies and projects.

I started testing and tweaking that process within my own company. And guess what? It really works! And here's the great news for you. That process can be broken down into five simple steps that you can follow to identify and launch your own winning ideas:

Step 1 - Do Market Research

The first thing you should do before rushing out and creating the product or service is to do some research to see whether there is a market for it.

One part of market research involves looking for other companies that already sell a similar product or service. It doesn't have to be an identical product or service - but a similar one.

You can use a search engine (such as google.com) to look for companies that sell a similar product or service. You can also use tools such as quantcast.com to find competitive data on various industries and/or web sites.

Another part of market research involves getting a feel for the type of demand there is for that particular product or service. For example, are there a lot of competitors? How much are your competitors selling of it? How many people are searching for such a product or service online?

You can find answers to such questions using numerous tools that are readily available, such as the Google Keyword Tool. This tool allows you to type in various key words and see how many people are searching on Google's search engine for those key words during a particular time frame.

While all of us would like to think that we can create a new market with our great ideas, the reality is that it is usually extremely difficult to create a market that does not already exist.

For this step in the overall process, the key point is to identify if you have any competition, and if anyone is searching for and buying the product or service. And in this case, competition is actually a good thing because it means there is a market for your type of idea (or the competitors would not be able to stay in business).

Assuming that you determine there seems to be a market for your idea based upon your research, you should then continue on to step 2.

Step 2 - Test The Market Potential Of Your Idea

In this step in the process, you actually perform some tests to see if there is a demand for your actual idea (and not just the overall market).

There are various ways that you can do some tests that are both legal and ethical. Before you rush out and start advertising, you need to step back and think about the channels where you would like to sell your product or service.

Where are your ideal customers shopping, visiting, etc? What are their likes and dislikes? Do they use a computer? The answer to these questions will help you determine what type of tests to set up.

For example, if your ideal customers are young mothers who all use a computer, then you might start with running some tests "online." You could run some Pay Per Click advertisements on search engines such as Google, Bing, or Yahoo, and take them to an order page. You may also want to place an advertisement in a newspaper in a certain section that young mothers frequently read.

The topic of testing could warrant an entire book itself, but the point here is to do various tests to see if anyone seems interested in your actual product or service that you would like to offer.

But to make sure your test gives you reliable data, there are a few tips to keep in mind. First, you should make the prospective customer feel like they're placing a real order, but without taking their credit card or payment information.

In other words, you don't want to just say, I'm thinking about offering this product, are you interested? No one will take the time to respond. You should instead have an actual phone number or web site where it appears that they can place a real order.

And then, on the place where you would normally ask for their credit card or other payment information, you simply state something like, "This product is currently out of stock."

Here you are just trying to get a feel for whether anyone would buy your actual product or service if you offered it "for real."

Step 3 - Evaluate The Results Of the Test

In this step, you evaluate the results of your testing to determine whether or not you appear to have a winning product or service.

There are a lot of factors that go into sales and marketing, so if you didn't get any orders during this testing process, it either means that your offer is not structured well (which can be fixed), or it means that no one wants it regardless of how it is structured (which can't be fixed).

If your testing did not go well and you did not receive sufficient "test" orders to give you a glimmer of hope, you should look back at your research from step 1.

If there are tons of people searching for it and if there are tons of competitors, it probably means there is just a problem with your offer that you can fix to get the sales where you would want them to be.

You can refine and repeat the testing process as desired based upon the results of your analysis. Everything doesn't have to be perfect at this point in the process.

You are simply trying to validate whether you will be able to sell the product or service. And you can perform this testing for well under $1,000 and get a really good idea of the market potential before you go invest thousands or tens of thousands of dollars into actually creating and offering it.

Step 4 - If Your Idea Passes The Test, Form The Proper Legal Entity

If your idea passed the testing step, then you can actually move forward with forming a legal entity, if you don't already have one. Examples of legal entities include Limited Liability Companies (LLC's), corporations, partnerships, etc.

A detailed discussion of these types of entities is beyond the scope of this article, but the point is that you want to make sure you sell your new product or service from an entity that has a limited liability shield that can help protect your personal assets.

Step 5 -Build and Launch The New Product/Service

Once you have a company in place that offers you some limited liability protection, you can now proceed with creating the actual product or service.

Once the product or service is ready, you can start selling it through multiple channels (i.e. such as those you identified in Step 1 as being the channels where people are looking for it most frequently).

So there you have it. That's the secret formula that successful entrepreneurs use to launch new ideas and new companies.

Hate telemarketing calls? Sign up for this list - Countryside, IL - Countryside Suburban Life

Hate telemarketing calls? Sign up for this list - Countryside, IL - Countryside Suburban Life

"Are You Tired of Doing it All Alone as an Entrepreneur?"

I feel very guided today to assist in Activating in you a partnership with your Inner Guidance – a sense that you can partner together with Spirit as an entrepreneur, and know that you never have to work alone.

When I first came to this realization that I didn’t have to do this alone, and that Spirit was there to guide me and take care of me, it was like a whole new world opened up for me!

Today, I invite you to invite your own Inner Guidance to be with you here and now.

Let go, and let yourself feel this Activation. Take a deep breath in – close your eyes if you can. Don’t worry about a thing – you are safe. If you can, say it slowly with me, “I am safe. I am safe.”

Now, let that Guidance in you love you – really let yourself feel that love. Let the parts of you that need to feel love and to feel safe; let those parts of you now feel that now.

Imagine a door in whatever way feels good to you. You may see it, you may feel it, you may just know it’s there. You don’t have to see it in any particular way. This is an Activation – you don’t really have to do any work – you just have to be here and be in this energy.

Allow that door to open now, knowing that you’re totally safe. Feel safe, feel peace, feel that you’re so loved, and walk through that door.

On the other side of the door, there are all the energies that are here to serve you as you allow yourself to become a Spiritualpreneur. Just allow yourself to know that.

There are physical energies there:

• People that are here to assist you
• Tools to get your message out there
• All of them will show up to assist you at the exact perfect right time

There are also non-physical energies there – Spirit, Guidance, God – whatever feels good for you, just think about that.

It really doesn't matter how you view it, but there are energies in all ways that are here to serve you.

I want you to see or hear or feel or just know that they are on your team – and you don’t have to do this alone! Know that now, and let yourself feel that joy.

You’re not alone, and as you dedicate your work to serving you and serving the greatest good for all people, you join together not only with Spirit, but with everyone that has that intention in serving.

There are energies that are here now to help you and to serve you and to assist you in your Activation. Just see or hear or feel or know that you can do this!

You can do work you love and make a good income!

I absolutely know that this is true, and I’m here to help you Activate that in yourself. You can – no matter what anyone else says – yes you can.

Allow yourself now to say Yes to that energy! You may want to say it right out loud with me right now – “YES!” Or you can say it in your mind – it’s OK! Just intentionally hold that energy of saying yes.

If you feel guided to, say out loud, “I partner with you now! “ (Call that partner your Spirit, your Source, your God – whatever feels good to you) Set the intention to partner now. “I partner with you now.”

Feel the joy and the knowing – just really know anything right now that your team wants to share with you. Take a moment to perceive what it is that they want to share with you now.

You may see it, hear it, or know it. Maybe you’ll just feel really good! And that’s a sign that you’re on track.

Take advantage of this connection, and ask any questions you have right now. Maybe you’re unsure about this whole idea of partnering with Spirit and allowing it to influence your path as an entrepreneur. That’s OK! Just ask, and let your Inner Guidance connect with you.

It may be a feeling, a knowing, a word – whatever it is, it’s all OK, because you’re safe, and you’re loved.

And now just let this experience come back into focus. You feel so alive, so ready to move ahead to your next level. Slowly come back and bring yourself into this place of awareness.

You’re going to notice a greater energy today – maybe a greater sense of knowing that you’re on the right track.

After you participate in this activation, I suggest that you write a letter to your Inner Guidance about why you want to be a Spiritualpreneur.

Why do you want it? How are you going to feel when you’re doing work that you absolutely love?

Write it all down – what excites you about this experience? Just write it all down – you don’t have to share it with anyone else but your Inner Guidance.

Then, write down your worries or doubts or fears you may have about doing this work. Maybe you feel strange. Maybe you’re ready to leave a position that you’re in now and you’re working up the courage to strike out on your own.

Write down those fears, and really get them all out. Remember that you’re sharing them with a partner that loves you, and that you’re safe with.

Finally, just surrender. Write in that letter that you turn it all over, and ask for a sign that you will know that this is a match for you.

Know that this will come to you in your dreams or in your day – you will get this guidance. Don’t become attached to any specific outcome – just know that now you are ready and activated, and there is something next for you to do.

I am seeing and feeling you now living a life of love and joy and peace and prosperity and fulfillment that assists and serves others as much as it does yourself!

Love and JOY!

The Value of True Compliments
by Andy Horner

The wages of flattering lips are disgusted prospects, insulted customers, and countless lost sales. A great number salespeople are oblivious to this life lesson. Their frustration builds, but as they work harder they talk more, which further increases their loss rate. Sadly, they miss out on the power of a genuine compliment to create instant like-ability, plant seeds of trust, and kick-start relationships.

Do you know the difference between flattery and a true compliment?

Flattery is insincere praise used to further selfish goals. Regardless of how well you've listened, asked insightful questions, and delivered solid ideas to a prospect, a single inauthentic remark can ruin your sale.

A true compliment, on the other hand, is a genuine offering of admiration. Sales professionals who "get this" make friends quickly, build vibrant networks, and often seal deals simply because people like them. They're perceived as caring, kind, and attractive.

What are the motives behind your remarks?

If it's just money, theirs' little hope. But if you actually care about helping people and building lasting relationships, you just need a little instruction!

Here are seven tips to help you discern and deliver the value of true compliments:

1. Watch your self-exclamations. It's a natural tendency to respond to good news, like a signed proposal, with an emotional reply and forget the gratitude. Instead of "that's terrific!" by itself, add "that's terrific! I can't thank you enough."

2. Be specific. Trade "you look fantastic!" for "your new hair style looks fantastic!" Without particulars, your acquaintance may think – heaven forbid – you're referring to their weight or complexion.

3. But don't be too specific. Avoid "your hair makes you look younger!" or "you look like a news anchor with your new hair style!" Too many particulars leave your 'complimentee' wondering, "What the heck did that mean?"

4. Use action compliments. The best compliments are not about the person's appearance or personality. They're directed at the individual's actions, like this: "Tim, you've done a great job organizing your company's data. You've made it easy to convert to the web."

5. Keep it to yourself. Never comment on that which is difficult to change. Weight, height, eye color, position, talent, and relationships are subjects to avoid. Even if you're being positive, you can touch on sensitive areas. Focus on what can easily be changed: clothing, attitude, hard work, skills, and smile!

6. Say it later. Compliments dropped directly before or after a business meeting can seem ill motivated. These days, buyer's reject kiss-ups faster than you can pucker up. Wait until after you've delivered value and received their thanks. Then, express your praise in a personalized greeting card or CC them on a complimentary email referring them to one of your contacts.

7. Be quick about it. If you want to really make someone feel great about themselves, look them in the eye and state your compliment concisely with a kind smile. Don't look away until they respond. If you're genuine and your timing is right, they'll believe you, treasure your words forever, and welcome you to their vendor "A List."

"Formal education will make you a living; self-education will make you a fortune."

Jim Rohn

An Up-and-Running Online Business in 30 Days or Less
By Brian Edmondson

About two years ago, I had the good luck to meet a group of people who work for one of the largest online marketers in the world. I'm talking about a company that sends out billions of sales messages a year and brings in hundreds of millions of dollars the old-fashioned way -- by selling products and services that really benefit their customers.

These folks (the team at Early to Rise, if you haven't already figured that out) had the proven money-making experience that so many of the gurus selling information about online marketing are missing.
It was exactly what I was looking for.

I knew that if I could hook up with them -- combine my "in-the-trenches" experience with theirs -- I could offer a program that would work for anyone who wanted to start a potentially lucrative online business.

The program we came up with -- the first program to guarantee you'll have a fully functioning business website up and running in as little as 30 days -- is called the Internet Money Club.

Just six months ago, we opened the doors of the Internet Money Club for the first class of 2010 -- and the response was staggering. We rapidly sold out all 250 available spaces and had to shut down registration early. The reasons are obvious:

• You get one-on-one, personalized attention from a team of successful Internet experts.

• You get a lifetime membership in the Internet Money Club. That means unlimited access to every resource we have -- and ever will have -- to develop and market your business.

• Best of all, not only are you guaranteed a fully operational online business in 30 days or less... you are guaranteed that your business will continue to grow every month.

If you're one of the untold numbers who were too late to join the IMC the first time around -- or if you never even got to hear about it -- now you have another chance.

Enrollment for the second session of the Internet Money Club is open... but only until this coming Friday.

And, once again, I expect all 250 spaces to sell out quickly.

Because as the folks who attended last time can attest, this is a real opportunity to own a business that can provide you with income for life.

From Amateur to Online Business Pro

When Julie Broad first heard about the Internet Money Club, she knew nothing about building websites or running an online business.

At the time, her focus was on real estate investing. Since family and friends kept encouraging her to share her insights, she began publishing them in a monthly newsletter. After a year or so, she had 127 subscribers.

She had a feeling that she could use her little newsletter to start a money-making business. But she had no idea how to go about it.

That's when she joined the Internet Money Club.

Like I always say, you don't need to know what's happening under the hood to drive your car around. As a member of the Internet Money Club, Julie learned that she didn't need to know a lot of technical stuff to drive online business profits to the bank either.

The Internet Money Club gave her all the tools she needed to build a website, create real-estate-related information products, market those products, and take payment... without knowing a thing about website design or programming.

Last time I spoke to Julie, her business was cruising down the road at top speed. And along with the other IMC members, she is well on her way to financial freedom.

Now, It's Your Turn!

Love and Logic Equals GREAT Marketing

By MaryEllen Tribby

Every good marketer I know loves marketing. They read as much as they can about it. They understand the elements that make up a good marketing campaign and are thinking of ways to make each campaign better.

However, every great marketer I know not only loves marketing but also understands that marketing is a methodical process. That the science behind marketing is MORE important than the creative driving marketing.

And the greatest marketers of all are those who love marketing, use logic to track and read results and who understand the value of testing and live it every day.

Know Your ABT's

If you ask any great marketer the number one rule of marketing they will say ALWAYS BE TESTING!

It saddens me when I meet young marketers and they dismiss testing with a wave of the hand. They assume a single panel campaign they send to their prospects is the best way to go.

If you don't test, your business will not grow. Think about it, how can you possibly improve on your results if you do not go through the testing process - you can't.

Because this is one of the only ways to discover what your prospects want. Let's start at the beginning.

What Is Testing

In direct response marketing, testing is the process of two or more variations of a single variable offered to prospects simultaneously and coming to some conclusion based on responses.

Testing is a great way to tap into new audiences, explore a new market or niche, compare response rates on direct marketing fundamental elements and get insight on a new concept or promotional package.

Testing is beyond theory and can be applied to most any business and marketing channel. If you have been wondering, can I sell my product or service the way I want and at the price I want - testing gives you the answers.

You could be asking if you can charge more for your product, or whether a new marketing message will work to your target audience. You might want to see if you can cut costs by reducing the number of bonuses offered or changing your shipping and handling charges.

Generally testing will fall into four categories. You should either be testing:

• Copy

• Product

• Offer/Price

• List/Media

Copy: The Message Behind Your Product

When talking about copy tests, I am talking about any test where you change copy against your control. Don't be scared off by this thinking that it will be an expensive test and you have to have a full blown new creative package against your control. This is not always the case. There are lots of ways for you to test copy.

The best copy tests are:

• Subject lines

• Senders

• You can test formats: Long copy vs. short copy or text vs. HTML

• You can test leads (the first two to three pages of your copy)

• You can test headlines

• Background colors

• Graphics

• You can test closes (adding a P.S.)

• And you can test entirely new packages

In the long run your biggest breakthroughs will come from completely new creative packages with new messaging and positioning.

Always ask yourself if your test is meaningful and will provide you with a significant boost in response. Do not test minor and frivolous things. Always test things that SCREAM not whisper.

Product: Evolution is a Must

Good products are things that meet certain needs and solve particular problems. But what solves a problem today is not necessarily what will work tomorrow.

A common mistake many entrepreneurs make is becoming very knowledgeable about a product without knowing how to market. Extreme product knowledge without marketing knowledge gives you a false sense of control because it allows you to answer all the questions. But in the long run, it is NOT as important as knowing how, when and why customers buy.

Whereas having market knowledge means that you understand the attractiveness of the product rather than the product itself. It means you understand its benefits, not just its features. It means that you know the customers' wants, needs and desires so intimately that you can reinvent the product before they even realize it needs to be reinvented.

At that point you can test the products against each other. This part is hard because you have to assume you know nothing and let the market tell which product they want.

Being a market expert implies having a very good understanding of the selling process. Everything from how it's done, why it works, what is essential and what's not.

Rate yourself by answering these questions:

1. What is the most important psychological benefit your product offers?

2. What are the most common mistakes other marketers make when selling a similar product?

3. How have YOUR customers' needs and desires changed in the recent past?

4. What changes have you made to accommodate those changes?

Products and services are not static things. They exist in relation to markets. And markets are a collection of individuals with changing needs, values and perceptions. As time passes, these things change - and if your products/service doesn't change you will be handing your market share to your competitor.

Offer: It Can Make it or Break it

The offer is the third make it or break it factor in the direct response world. When it comes to testing there are three main components to test. In order of importance they are:

Price: For example if you have published a special report on how to lose weight by eating three grapefruits a day. How much will people pay for it? Maybe $9.95 or $19.95 or $29.95? You just don't know until you test. Often you will be amazed at how many people place orders at prices you thought were sky high. Look at what your competition is charging to give you an idea of where your price points should be and test from there.

Term: Should you go for orders or leads? Should you offer a 1-year and a 2-year subscription or a 1 year and 5 year subscription? Do you offer 3 free bonuses or 6 free bonuses? Do you offer a physical product such as supplement holder or information on the benefits of a certain type of supplement? You just will not know until you test.

Refund policy: The "If you are not 100 percent satisfied, simply return this product to us within xx days and we will gladly refund 100% of your money" is really one of the most used refund policies.

But what is that xx magic number? Is it 30 day, 60 days, 90 days, one full year or your lifetime? Generally speaking the longer the refund period the lower the refund rate. But too many marketers are afraid to offer long-term refunds. So what do you do? TEST!

List/Media: The Best for Last

List and media testing is something you will do when launching your online business and something you should continue to do with each mailing.

You will always be on the look-out for potential new lists of people to buy your products. List testing will reveal new segments of buyers and help grow your business. Here's how it works:

You may take the previously mentioned "Grapefruit" product and test it to a variety of different health lists to see which list produced the best response. When you start your list research for a particular product you will generally find the lists fall into different categories. Using an example of a heart health product you can break down the list universe into the following categories:

"For a long time now I have tried simply to write the best I can. Sometimes I have good luck and write better than I can."

Ernest Hemingway

10 "Speed-Copy" Secrets
By John Forde

The better you get at writing good copy, the more clients will want access to your time. In the beginning, you'll want to give it to them.

But as time goes by, you won't be able to.

You'll try to cherry-pick projects, taking on only those that won't bog you down disproportionately to what you'll get in return.

But what happens when you have no other choice than to just... write... faster?

A few suggestions...

1. Really DO Cherry-Pick Projects

There are some copywriting jobs that just aren't worth your time. Which ones? Be wary, for instance, of products with no clear audience or no clear benefit for the audience they're meant to target.

Be wary of projects without a passionate champion on the client side, too. If there's nobody who can sell you on what you're supposed to be selling, there's a good chance you'll have a hard time selling it to prospects.

And look out for projects that don't have at least 85 percent of the pieces in place before you get started. Unless, that is, you're also being paid to help develop the product... a different and more involved job than just writing the sales letter.

2. Know Your Load

Writing can be physically draining, if you're doing it right.

Copywriter Bob Bly once told me that he logs only about four hours on each project per day, but he stays fresh by keeping two projects going at once and switching to the second project in the afternoon.

I've tried that. And sometimes it works. Maybe it will work for you. But, frankly, once I start working on something -- anything -- I get too caught up in it to let it go. So I actively try to avoid other projects until I've got the first one completed.

3. Gather Your Resources, Part I

One of the best ways to accelerate the pace on any writing project is to feed it the nourishment in needs to get started. That nourishment is information.

Read up, interview, discuss.

Do a phone interview with someone who knows the product inside and out. Record it and start typing as you play it back. You'll need other resources along the way. But this is where you'll need to begin if you want to burst out of the gate with as much power as possible.

4. Build Your Framework

Once you've got a grasp on the general direction you're going to take with the promo, make an outline. Too many writers skip this step.

Yet, for all but a rare few, unstructured writing shows. The benefit of an outline is that you know where you need to go. You also know where you DON'T need to go.

And as the research and ideas start piling up, that's equally important.

5. Gather Your Resources, Part II

Once you've pulled together a rough outline, you'll start to see the holes you need to fill.

That means more digging -- more magazine clippings, more notes from studying the product and the customer base, more notes from talking to the client.

The research part of the copywriting process should almost always take most of your time. If you're working with a product you don't know well, figure on spending about 50 percent of your total time on research. Then 30 percent on writing the first draft and another 20 percent for polishing and revision.

6. Try Writing in 3D

You would think that the best way to tackle any copywriting project would be to write the beginning first, the middle second, and the end last. And for many writers, that's precisely the path they follow. However, I'd personally recommend an approach that's a little more non-linear.

What do I mean?

Ideas, phrases... tend to arrive pell-mell, like a conversation that leaps from topic to topic.

So what I do is write in sections. I actually create separate, labeled documents in Word that match my outline or "mind-map" of the message I'd like to deliver. Then, as I research and revise, I jump back and forth between sections, adding to one, tightening another, copying and moving bits and pieces of ideas. Then I reorganize them to fit the more logical, linear outline that will underlie the final piece.

7. Write Your Close First

Here's an interesting idea -- start at the end. And I can give you at least two solid reasons to do it.

First, because the offer you write will, word for word, have more impact on the prospect than any other section of the promo (except the headline and lead). If the offer stinks, you haven't got a chance.

Second, because knowing specifically how you'll close the sale keeps you from going off on tangents that can sidetrack your sales message.

8. Give Your Headline and Lead Room to Breathe

Perfectionism is a problem for a lot of writers. If that means you, get over it. You'll kill yourself and your career trying to get every word right -- sacrificing the rest of the copy while you tinker... and tinker... and tinker... with the headline and lead.

Instead, put the headline and lead copy in a separate document -- or somehow cordoned off from the rest of the promo. Open that alternate writing window whenever you're working on the main document. And when you get an idea about how to make the headline or lead stronger, dip into that alternate writing window, make the changes, and then jump back to the rest of the piece.

I do this a dozen or more times while I'm writing, with the headline and lead changing 10... 20... or more times before I'm through.

9. Learn to "Copyify" Your Notes as You Research

This takes practice. But you'll write much faster if, when you take notes, you record those notes in a form that's close to what you'll want for the final copy.

For instance, instead of jotting down this note: "Mention last year's booming commodity market to support resource buying op"... make this note: "Last year's booming commodities market is the perfect example. Had you subscribed to my 'Dirt, Rocks, and Other Investments' advisory service then, you'd already be up XXX% on Mud Futures alone by now."

You get the picture.

10. Use Markers and Shortcuts

This last suggestion is a small thing. But very, very handy.

Let's say you're writing and you need to cite a stat you don't have at your fingertips. Just drop in "XX" and keep writing.

Or let's say you need a subhead to transition between sections but the perfect one escapes you at the moment. Just drop in "[SUBHEAD HERE]" and go back to it later.

The idea is to preserve your momentum at all costs.