Tuesday, May 31, 2011

Make the most of the honeymoon period

Guest Star Tony Rutigliano and Brian Brim

You've won the deal - now it's time to cultivate the relationship for the long-term.

The best time to do this is, according to one rep we met, is "the honeymoon."

"It's the one or two weeks immediately following the formal signing of a contract," he explained. "The commitment is solid, no one's made a mistake, no one's been fired. This is the worst time to step back, because you'll never have a chance at a totally positive emotional time again."

The honeymoon is the perfect time for clients to find out what to expect from the sales reps -- and for the reps to show what they expect from clients. It's the ideal time to get the core customer team together with your core internal team. "Bring them together to have dinner and celebrate the new relationship. Introduce everyone, discuss the future, build some personal connections, and make sure the client leaves knowing what everyone needs to be successful in the work," he said.

It's also the perfect time to ask for access to the company. And we mean that literally - a key card, an on-site office, or an invitation to the weekly staff meetings - but also access to the people who will be important to the longterm relationship. If you need to know the CEO, this is the time to ask for a meeting.

You can also demonstrate how you deliver value. Perhaps it's a guaranteed turnaround on their requests or a specific level of quality. Remember, people love getting more than they think they're paying for.

The honeymoon is the time to set up the parameters of the relationship. Base the relationship on trust and collaboration, and your honeymoon will extend into a very happy marriage.

About Closing

By: Dan Jourdan

In the movie Glenglarry Glen Ross (a required study for most salespeople of my generation), there is a scene with Alec Baldwin berating his sales team that has the effect of tying your stomach in knots for days. His classic line of "A.B.C. - Always Be Closing" was seared into the minds of many of us, and created uncomfortable confrontations in almost every sales situation. I think that movie ended the careers of thousands of potentially successful salespeople before they even got off the ground because of the fear that they should "always be closing."

His methods of pounding people over the head are obviously outdated and never worked - but to "Always Be Closing" when implemented correctly is essential to successful sales. The reality is that your customers need to close themselves on the following steps before they will buy from you:

1. They like you.
2. They trust you.
3. They are convinced that you can do the job.
4. They have a desire to do business with you.
5. They have a need.
6. They have a want.


And just because the customer is not ready to buy, does not mean that the customer is not ready to be closed. They really may not need or want what you have to offer now, so your job is to work the other four elements of the sale. If they like you, trust you, believe in you, and desire to do business with you, then all you need to do is wait around for the need or want. If they are already sold on you (closed on you), then the next time they contact you, it will be because they are ready to buy!

Yesterday I got an email from a business owner I met two years ago. At that time, it was determined that he was not in a position yet to use our service. I gave him some pointers and told him that I would stay in contact from time to time when I had some information that could help him.

Over the past couple of years, he has been getting my ezine newsletters that are full of valuable information for his business to grow and thrive in all economic periods. He has also been receiving personalized updates via email greeting cards. During this time, I have been closing on like, trust, credibility, and the desire to work with a friend.

So when his email came in, it simply said: "Dan, I am ready to do some business. Call me on Monday."

Jeffrey Gitomer says that "most people are not willing to do the hard work to make sales easy". He is right. And it is hard work. But when you create an atmosphere that enables the call to action for the customer to buy from you - it's as easy as A.B.C
"You can't shake hands with a clenched fist."
~ Gandhi


The Day I Stopped Selling I Started Making Money
By Chuck Mullaney


It was one of the scariest days of my life...

As I walked up the garden path to the front door, each step I took felt like an eternity. My mind was racing trying to think of the best way to tell my wife I no longer had a job. As I braced myself for her reaction, I noticed my palms were sweating.


As I nervously turned the key in the door, I decided to be direct and get straight to the point. That way it would be over and done with as quickly as possible.


With an anxious tone in my voice I blurted out...


"Honey I don't have a job anymore", but contrary to what I expected almost in tears Christina ran up to me and gave me a comforting hug.


Now came the hard part: admitting that the reason we no longer had the stability of my monthly pay checks anymore was because my 12 years of working so hard to make my boss a wealthy man, had kindled the flame of an entrepreneurial spirit in me, which I knew would never let me rest until the day I had a business of my own.


Having a wife and 4 children to support was no easy burden to carry.


Your Drive To Make Money Is Killing Your Sales?

With a back ground in sales my extreme drive and determination had led me to a level of financial success in my job that I could never have previously imagined to be possible.

My downfall was that I was sure, that this was the cast iron proof that I would succeed selling on the Internet. I was INVINCIBLE.


My wife finally recovered from the shock after 2 black coffees and a good cry.


Two months down the line I discovered the sobering truth. My direct approach and obsession with "getting straight to the sale" actually got in the way of my success in my new online business...


Being a closet nerd I mastered the strategies to getting visitors to my website very quickly. But warming people up to a sale online was something I had to learn the hard way.


Being an obsessive compulsive I read every book and bought every course I could get my hands on but nothing changed, until one day I had the realization I had been tirelessly searching for.


The Marketing Equivalent Of Asking For Marriage On The First Date Doesn't Work.


Instead of focusing on what I could sell and the fastest way to persuade people to buy my products and services immediately (which worked as well as asking your date to marry you after 3 minutes)...


I started focusing on how I could help people solve their biggest problems in the areas of life that they most value. Now that I was here to serve others, everyone immediately sensed it and trusted my advice.


With this change in focus I actually started to fully appreciate the true value of what I was selling and it made me feel the most gratifying sense of fulfillment.


Building Trust With Your Prospects and Customers

Instead of going straight for the sale I now began educating my website visitors on how to make better choices. Some people call it consultative selling, because from this perspective you literally switch positions in the process from a "salesperson" to a trusted friend or advisor and that's when the magic truly started to happen.

Business was going really well for me and what brought me the most happiness was seeing the joy on my wife's face when she no longer had to work, finally being able to spend quality time with our children.


I finally understood what a wise old man once taught me "happy wife, happy life".


By this point in my life I had started a thriving Joint Venture Social Network and as a result Robert Grant a world famous Facebook marketing consultant contacted me.


Based on my new philosophy of paying it forward and adding value I intuitively knew that facilitating joint ventures for Internet business owners so they could partner and profit together would pay me back 10 fold in the end.


Paying It Forward Really Works


I never charged people for this service, but the opportunities that landed in my lap as a consequence changed my business forever and unknown to me at the time this meeting with Robert was going to be one of them.


Before speaking to Robert I looked him up on Facebook and nearly collapsed when I saw his following was a staggering 297,000 fans and group members.


It wasn't unusual for Product owners, who were about to go into a launch to contact me all the time, but what struck me about Robert was his primary questions were focused on how he could help me and this built immediate rapport.


What Do Facebook, Making Sales And ADD Have In Common?


Cutting a long story short we had a fascinating conversation identifying the most important keys to our success. I discovered the same strategies that had enabled me to build a 7-figure business mostly focused on email and video marketing had worked in exactly the same way on Facebook.


Apart from sharing the same philosophies about marketing, Robert and I immediately found a common ground.


We both had chronic ADD (Attention Deficit Disorder) also known as the attention span of a fish and the patience of small children....


We had both become very successful by focusing on adding value to our customer's BEFORE offering anything for sale.


Now as strange as it may sound mostly due to the ADD we mostly communicated with our prospects and customers through short bite sized chunks of information short emails, short blog posts and short Facebook notes etc...


In this Web 2.0 world where people are getting endlessly distracted constantly by Skype, email, Facebook, mobile phones ringing, text messages and every other form of uninvited interruption these short, informative communications fitted perfectly.


A Requirement In Today's Web 2.0 World


In fact, Consultative Selling has now become a basic requirement for making big money online.


Of course you can make "some" sales even if you viciously attack every new subscriber with products and services for them to buy. But, the percentage of prospects that purchase from you when you are a "trusted advisor" is huge in comparison.


That first conversation between Robert and I resulted in immense value for our customers. We ended up mentoring and teaching webinars and seminars to thousands of people from every walk of life, worldwide...


Teaching people how to profit from the synergy between Facebook, now the most powerful viral list building tool ever and a solid proven plan to create a true Consultative Sales relationship with your email list.


Final Thoughts.


Taking the time to build trust with your Facebook following and your email list quickly creates a relationship that lasts and that is the secret to building a real business that results in big sales even if you only have a small list.



"Resistance is thought transformed into feeling. Change the thought that creates the resistance, and there is no more resistance."

Robert Conklin

How to Sell to People Who Don't Want to Be Sold
By Daniel Levis

There comes a time in virtually every market when the buying public becomes quite sophisticated.

These consumers have tried all kinds of things and none of them have performed as claimed.

New information and new choices are never more than a mouse click away for them.

And as a result, their normal distrust of advertisers is heightened and it becomes difficult to get their attention.

As soon as they land on an obviously promotional piece - full of vibrant promises and claims - they're liable to have the "Yeah, sure" reaction and back-button away.

At best, they will push back mentally against every promise and proof element you present and eventually reject your sales argument.

It's just human nature for people to resist being sold... to resist being told what to do... to resist ideas that are not their own.

The secret is to avoid giving your prospects anything to resist against...

Don't try to sell them. Start by confirming their skepticism. Take sides with them, and show them you know how they're feeling.

When you do this skillfully, you bypass the natural resistance your prospect has to accepting your sales arguments.

Again, it's just human nature. When someone agrees with us, and then adds to our understanding, our attention is transfixed.

We willingly bond with such a person. We sell ourselves on their ideas, thinking they are our own. And we don't even realize we are being sold.

How to court jaded, sophisticated buyers who don't want to be sold...

Instead of creating the typical promotion that comes out of the gate full of claims and promises, make your copy look like an editorial piece.

Use a masthead that gives your Web page the appearance of an editorial publication. Use an appropriate publication name and associated visual cues... such as volume and edition numbers... article byline... and a newsy, informative headline rather than a blatantly promotional one.

In the editorial section of your promotion, you are simply confirming your prospect's suspicions: "Yes, commercial interests are shamelessly spreading all kinds of damaging myths and half truths." You are exposing them for what they are and showing people how to avoid being taken.

If you do this convincingly, you are creating the classic "us against them" dynamic. You and your readers are uniting against a common enemy - the makers of bogus claims and false promises.

Realize that one of the most powerful human compulsions is to be right. By definition, the problem they came to your website to solve is threatening their sense of rightness.

When you give them an enemy to blame, you are essentially feeding their compulsion to be right. At the same time, you are absolving them of guilt and responsibility for their predicament. They find this enormously comforting and empowering, and it draws them to you.

As you systematically confirm and expand on their suspicions about virtually every other option available to them, it is important to set up a central selling idea well before you transition to pitching your product or service.

All of the various flawed solutions fail because they are missing something fundamental to resolving the problem. At some level, there is a very simple, easy to understand reason why they fail. Insiders know the secret. Outsiders do not.

Example in a promotion selling a nutritional supplement: "The problem with all of these approaches is that they attack the symptom of the disease, but do nothing to eradicate the cause."

Well, before even mentioning you have something for sale, you are installing a set of buying criteria, and drawing your prospects to a conclusion or set of conclusions that support a purchasing decision.

And in the process, you are building an ideological fence around your prospects... inoculating them against your competition.

It doesn't hurt at all if the common denominator behind your prospect's previous failure to solve his problem seems obvious. Ideally, you want it to be such a natural and intuitive conclusion that your prospect will wonder how he could have missed it.

This naturally opens a rift in his brain... causing him to question everything else he has come to believe about his problem prior to encountering your promotion. It shatters his sense of certainty.

This is an uncomfortable feeling. Your prospect will be very motivated to regain his lost sense of confidence in his understanding of the problem he seeks to solve. The natural reaction is to invest more authority in YOU, his enlightener. And hang on your every word.

Deep down, even the most skeptical of your prospects wants to believe...

If you're dealing with truly targeted traffic, your website visitors are desperate for a solution. And their resistance is surprisingly superficial, merely a perimeter defense mechanism that can be easily neutralized.

Once their BS radar is deactivated, your prospects will be ready and willing to consume your sales pitch and get involved with you and your product. At this stage, you seamlessly transition from an apparently objective evaluation of the facts to a demonstration of how your specific product or service meets the established buying criteria.

Friday, May 27, 2011

"Customer experience is the new advertising department."

Max Kalehoff

A Guaranteed Way to Grow Your Online Business
By Brian Edmondson

"How do I get more traffic to my website?" That's one of the most common questions I get from aspiring Internet entrepreneurs, as well as seasoned online professionals. And with good reason. Because getting more traffic to your website increases the number of prospective customers you can sell your products to.

So that's what I'm going to show you how to do today.

There are literally hundreds (possibly thousands) of ways to get traffic to your website. The way I see it, all of them can be broken down into three primary categories: free traffic, paid traffic, and what I call leveraged traffic. Let's take a closer look at each one...

1. Free Traffic

As its name implies, free traffic is traffic that you don't have to pay for. The main benefit of this type of traffic is pretty obvious: It's free. And because of that, your potential return on investment (ROI) is almost unlimited.

The downside is that it usually takes time to get a consistent, steady flow of visitors to your website. And it does take some work. The good news is that once you get it going, it builds on itself and the effect is long-term.

Here are my two favorite methods of generating free traffic...

  • Search Engine Optimization (SEO) is the practice of optimizing the amount of traffic you get to your website from the search engines' natural or "organic" search results. In human language, that means getting your site listed by Google, Yahoo, MSN, and other search engines when people search for information related to your topic.

    To get the most bang for your buck, you should identify the specific keywords that your prospects and potential customers are actually typing into the search engines, and create content on your website based on those keywords. Tools like SEO Book and Word Tracker will help you do this.

    The idea, here, is that if you consistently add valuable content to your website, the rankings will follow.

  • Article Marketing - submitting your articles to other websites and article directories (like EzineArticles.com) - is another good way to get free traffic.

    As with the content you create on your website, write useful articles based on the keywords that your prospects and potential customers are searching for. Also, to get even greater visibility for your key terms, use "anchor text" with your keywords.

    When submitting articles, I like to find websites related to my niche that already have high rankings in the search engines and already get a lot of traffic. Let's say you run a business that sells stationery. To find likely websites to submit articles to, you might go to Google, type in "wedding stationery," and make a list of the search results for that keyword. Then you'd do another search, this time for "bridal shower note cards." You'd repeat the process for 10 or 20 related keywords. Once you have a list of top-ranked websites, contact them and offer to submit articles in exchange for a link back to your site.

2. Paid Traffic

The advantage of paid traffic is that it is immediate. Also, as compared to most free traffic, it is very quantifiable and easy to tell whether a paid traffic campaign is profitable or will be profitable in the future. The disadvantage is that it costs money, and you'll probably experience some losses up front when you begin testing.

Here are two of my favorite methods of generating paid website traffic...

Pay-Per-Click (PPC) advertising works in a way that is similar to SEO. When a user types a phrase into the search engine, they get a list of organic results. On the same page, they see a list of paid results - ads placed by advertisers based on the keywords that had been typed in.

Getting started with PPC is fairly simple. Set up an account with one of the major PPC networks (Google, MSN, or Yahoo). Select the keywords you want to bid on and get listed for, and write a short ad that will entice qualified prospects to click on your ad and visit your site. You can begin driving traffic to your website within minutes.

There are many factors that will determine your success with PPC, including how much you bid for the keywords, your ad copy, and your landing page copy. To make this method work, you have to constantly test, test, and then test some more. It may take some trial and error, but once you find a winning combination, you can roll it out and be more aggressive.
  • E-zine Advertising can help you reach a large group of highly targeted prospects. You can find e-zines and online newsletters that are related to your niche simply by doing a search on Google. Let's say you are in the credit repair niche. You might search Google for "credit repair newsletter," "credit repair e-zine," and "credit repair e-newsletter." Then check with the e-zines/websites that come up to see if they run paid advertising. In most cases, there will be several options, including short, inexpensive classified ads and more-expensive dedicated e-mail blasts.

    Before testing an ad with an e-zine, I would first subscribe to it to see what it's like to be one of their subscribers. Do they send out good, useful content? Do they publish regularly? And do they have ads for products/services that are similar to those you plan to advertise? If the answers to those questions is yes, then that publication is a good candidate for you.

    Another tip is to look at the top ranked websites for your niche and see if they are acquiring names with any type of lead capture or subscription box. If they are, contact them to see if they would be open to running your ad to their list.

3. Leveraged Traffic

What is unique about leveraged traffic is that it has all the positives of free and paid traffic without the negatives. It is both free and immediate - and highly responsive, to boot. There are several ways to get leveraged traffic, including viral marketing and affiliate marketing. But I want to talk about my favorite form of leveraged traffic: joint ventures.

Joint ventures (JVs) give you a quick and powerful way to get traffic to your website, build your list, and make sales. It's one of the methods I used to start and grow my online business. And it's a key strategy for big, growing companies like Early to Rise.

While there is no one way to do joint ventures, the most common JVs in the online world involve cross promotions, also known as e-mail swaps: Your JV partner sends an e-mail to their list promoting your product/service. In exchange, you send an e-mail to your list promoting their product/service.

Not only will you get a lot of traffic - fast - the traffic will be very responsive to your offer because it comes as the result of an endorsement from your partner (assuming you selected a good JV partner). As you do more joint ventures, you'll build your in-house e-mail list and will be able to leverage off of that to do more joint ventures with the owners of larger lists.

So how do you find a joint venture partner? It's as simple as sending an e-mail, picking up the phone, or meeting someone at a conference or event. Introduce yourself, develop a relationship, and see if it makes sense for you to do business together. Once you experience the power of a joint venture, you'll never look back.

"Dream no small dreams, for they have no power to move the hearts of men."

Goethe

Living Without Limits
By Brian Tracy

The starting point of great success and achievement has always been the same. It is to dream big dreams. There is nothing more important, and nothing that works faster to allow you to cast off your limitations, than to begin dreaming and fantasizing about the wonderful things you can become, have, and do.

When you begin to dream big dreams, your levels of self-esteem and self-confidence go up immediately. You feel more powerful about yourself and your ability to deal with what happens to you. The reason so many people accomplish so little is because they never let themselves lean back and imagine the kind of life that is possible for them.

A powerful principle that you can use to dream big dreams and live without limits is contained in what Elihu Goldratt calls the "Theory of Constraints." This is one of the greatest breakthroughs in modern thinking. What Goldratt has found is that in every process, in accomplishing any goal, there is a bottleneck or choke cord that serves as a constraint on the process. This constraint then sets the speed at which you achieve any particular goal. But if you concentrate all of your creative energies and attention on alleviating the constraint, you can speed up the process faster than by doing any other single thing.

Let me give you an example. Let us say that you want to double your income. What is the critical constraint or the limiting factor that holds you back? Well, you know that your income is a direct reward for the quality and quantity of the services you render to your world. Whatever field you are in, if you want to double your income, you simply have to double the quality and quantity of what you do for that income. Or you have to change what you are doing to make it worth twice as much. But you must always ask yourself, "What is the critical constraint that holds me back or sets the speed on how fast I double my income?"

A friend of mine is one of the highest-paid commission professionals in the United States. One of his goals was to double his income over three to five years.

He applied the 80/20 rule to his client base. He found that 20% of his clients contributed 80% of his profits. And that the amount of time he spent on a high-profit client was pretty much the same as the amount of time he spent on a low-profit client.

So he very carefully, politely, and strategically handed off the 80% of his clients that only represented 20% of his business to other professionals in his industry. He then put together a profile of his top clients and began looking in the marketplace for more clients that fit the profile. In other words, clients who could become major profit contributors to his organization and whom he, in turn, could serve with the level of excellence his clients were accustomed to.

And instead of doubling his income in three to five years, he doubled it in the first year!

So what is holding you back? Is it your level of education or skill? Is it your current occupation or job? Is it your current environment? Is it the situations that you are in today? What is setting the speed for achieving your goal?

Remember, whatever you have learned, you can unlearn. Whatever situation you have gotten yourself into, you can probably get yourself out of. If your real goal is to dream big dreams and to live without limits, you can set that as your standard and compare everything that you do against it.

The three keys to living without limits have always been the same. They are clarity, competence, and concentration.

Clarity means that you are absolutely clear about who you are, what you want, and where you're going. You write down your goals and you make plans to accomplish them. You set very careful priorities and you do something every day to move yourself toward your goals. And the more progress you make toward accomplishing things that are important to you, the greater self-confidence and self-belief you have, and the more convinced you become that there are no limits on what you can achieve.

Competence means that you begin to become very, very good in the key result areas of your chosen field. You apply the 80/20 rule to everything you do and you focus on becoming outstanding in the 20% of tasks that contribute to 80% of your results. You dedicate yourself to continuous learning. You never stop growing. You realize that excellence is a moving target. And you commit yourself to doing something every day that enables you to become better and better at doing the most important things in your field.

Concentration is having the self-discipline to force yourself to concentrate single-mindedly on one thing, the most important thing, and stay with it until it's complete.

The two key words for success have always been focus and concentration. Focus is knowing exactly what you want to be, have, and do. Concentration is persevering, without distraction, in a straight line toward accomplishing the things that can make a real difference in your life.

When you allow yourself to begin to dream big dreams, creatively abandon the activities that are taking up too much of your time, and focus your inward energies on alleviating your main constraints, you start to feel an incredible sense of power and confidence. As you focus on doing what you love to do and becoming excellent in those few areas that can make a real difference in your life, you begin to think in terms of possibilities rather than impossibilities, and you move ever closer toward the realization of your full potential.

Wednesday, May 25, 2011

The Best Salesperson I've Ever Met Was Not a Salesperson at All, but A Member of the Silent Sales Force (TM)

By: Mike Hourigan, CSP

On my return flight from a particularly long and grueling business trip last year, I was relieved to find that my seating assignment dropped me next to another guy who was wearing the road warrior's uniform: polo shirt, khaki slacks, and loafers. I introduced myself and the typical pre-takeoff conversation ensued... where are you from, where are you going, how long have you been out on this trip, etc. My next question was designed to find out if he was a possible customer.

"What do you do, Roger?"

I was expecting one of the usual responses: "I am a marketing manager with Finer Markets," or "I am a field engineer with Best Fluids." I was certainly not prepared for his answer or his powerful delivery.

"I work for the best company in the world."

"No kidding!" I joked.

He put down his bottle of water on the tray and said, "That's right, no kidding." He started by telling me about an incredible 401k plan and how generous the company was to their employees. He went on to explain how many manufacturing plants they had, where they were located, and who their customers were. My mind was spinning in a million directions -- I want to write an article about this company, I want to consult with them, I want to work with them. I also knew this guy was probably some executive VP and I wanted to land him.

With half an hour left until landing, I asked him for a business card. He said he did not have one with him; he had left his cards in his company vehicle.

"You've got a company car, too?" He really did work for the best company in the world, I thought.

"You might say that. I am a truck driver for my company."

Even though he was not an executive VP like I had assumed, Roger still knew more about his company than most people know about their own families. He was a walking, talking advertisement for his organization who managed to convince even a skeptical salesperson like me that he really did work for the best company in the world. Roger was more than just a truck driver, he was also a member of his company's silent sales force.

Here are five things you can do to start a silent sales force at your company:

  • Realize your employees understand they will benefit from your company's success.
  • Tell your employees you need and value their help.
  • Give your employees permission to tell people about your company.
  • Find a way to reward members of your silent sales force
  • Most importantly, give them something to brag about.

Every company can benefit from a silent sales force filled with proud employees just like Roger. Your employee envoys are waiting to join your silent sales force, and all you need to do is show them where and how to enlist.

"The ability to learn faster than your competitors may be the only sustainable competitive advantage."

Arie de Geus

How to Make Sure Your E-Mails Get Opened
By Glenn Fisher

Elvis stands at the front of the stage...

He flicks his hair back, jiggles his hips, and asks the audience (mostly made up of screaming girls)...

"Who wants to come up here with me for a slow dance, u-huh?"

The crowd goes wild, everyone screaming for Elvis to "Pick me, pick me!"

That crowd is like your inbox.

Every e-mail in there is screaming for you to "Pick me!"

And let me tell you...

Just like one fan wouldn't think twice about elbowing another out of the way to be picked...

Neither will one e-mail pull any punches when it comes to edging itself out in front.

But you know that, right? And I bet there are a ton of e-mails in your inbox all jostling for your attention, just like this one was a minute ago before you decided to open it.

So, you've got your busy inbox and I've got my busy inbox, and you can safely assume that all of your customers have got their own similarly busy inboxes.

Here's the thing then...

Respect that.

If you send an e-mail to your customers, make sure it's worth opening.

Two reasons...

The first is from your customer's viewpoint:

I mean, imagine how peeved you would be if you loaded up your inbox and it was flooded with 50 e-mails all vying for your attention and you opened one particular e-mail only to find that instead of telling you anything useful, it just told you there would be no e-mail that day.

There's no link to an interesting article in the meantime, or anything like that. Just a wasted e-mail saying there will be no e-mail.

Polite? Come off it. Politeness would have been to mention it in the last e-mail they sent.

The second reason is from a business point of view...

As you know, when you send an e-mail to your customers, you're competing with who knows how many other e-mails.

By placing your e-mail in the mix, you're making a claim to your customer that your e-mail is worth opening - otherwise, why would you send it?

If your e-mail is lucky enough to be opened, if it fights its way to the top of the pile, you sure as heck want to make sure your customer gets something out of it.

Because if they don't, in that reader's mind - and it might be on a totally sub-conscious level - you get a black mark against you.

Next time that customer is scanning their inbox and see an e-mail from you, they'll remember that black mark...

They'll remember the time they needn't have bothered opening your e-mail.

And you don't need me to tell you: Too many black marks and your e-mails won't even be considered.

So you can see why, from both a customer's and a business point of view, it's so important to respect people's inboxes.

When you choose to communicate with your customers, make sure you're communicating something useful to them.

But don't get me wrong. You don't need to overdo it and flood them with information.

It's like the e-mail I received from a record company that gave me too many options...

They invited me to listen to a band's album for free, buy the album, see the band at some free shows, and then book tickets to other shows.

I'd have been much happier to have opened my inbox and found a nice simple e-mail informing me that I could listen to the new album for free at XYZ.

So when it comes to e-mailing your customers...

In fact, when it comes to e-mailing ANYONE...

To maintain a good relationship with the recipient, make sure you get the balance right.

Keep your message brief and make sure it's useful.

Do that and the e-mails you send will always be the ones that get opened.

Tuesday, May 24, 2011

"Google loves brands - build one."

David Naylor

10 Simple Steps to Creating Effective Web Video
By Andrew Lock

Does the prospect of creating Web video fill you with fear? If you've never done it before, it can certainly seem overwhelming.

Well, relax. Because I'm going to walk you through the process.

Why should you be using video on your websites? Because it's highly persuasive. A well-produced video can deliver your message in a way that engages and persuades site visitors to take an action that you want them to take. For example, my weekly WebTV show (www.HelpMyBusiness.com) attracts thousands of new viewers each week, many of whom buy various products and services I recommend to them. You can do something similar for your niche, regardless of the business you're in.

The number one key to creating an effective Web video is one simple word: preparation. Unfortunately, most people dive in head first and end up with an awkward, disjointed mess. Preparation may not be the most fun part of the process, but it's critical to success.

Here's a simple, 10-step process you can follow to plan your video:

STEP 1: Decide on the primary purpose and objective of the video. What do you want to accomplish? Is it to sell a product or service? Is it to educate your audience about a commonly misunderstood topic? Is it a product demonstration? Is it to showcase results? The video must have a single overriding purpose, otherwise your audience gets confused. Try and state your objective clearly in one sentence. ("The video will overcome any negative perceptions toward hiring new staff from an online employment agency.")

STEP 2: Who is your target audience? How much do they know about the subject already? What is their background, language, and ability to comprehend? Are they naturally interested in the topic? You would make a very different video for children under the age of 10 than you would for lawyers who specialize in divorce cases.

STEP 3: Decide on how you'll present the topic. Will you use a documentary style? Dramatic? Humorous? Sensitive and factual, or lighthearted and lively? There are other considerations too. Should there be a presenter on screen, or an unseen narrator? Do you want to appeal mainly to intellect or emotion? At one end of the spectrum, you could present the information like an instruction manual - purely factual. At the other extreme, you could persuade the viewer more by feelings, emotion, and entertainment. A balance between the two is usually best.

STEP 4: Plan the structure of the video. It's helpful to think of it as a story. It must have a beginning, middle, and end. The introduction must grab the viewer's attention, the middle should balance emotion and facts, and the end should contain a powerful call to action that can't be ignored.

STEP 5: Work out the best length for the video by boiling down the essence of the message and conveying that in the shortest possible timeframe.

STEP 6: Decide who's going to "own" this project and follow it through to completion. It's no use assigning it to a staff member who's already over-stretched with other work.

STEP 7: Set a deadline. It might be a few hours or days for a simple video, or several weeks for a complex production.

STEP 8: Research and acquire information and elements to include in the video. Do you have any existing footage that could be used? Other elements might include artwork, logos, graphics, music, etc.

STEP 9: Write the script. A script is the blueprint for your video. It includes not only the words that are spoken but a detailed description of the visuals that accompany the words and music. Don't expect to sit down and write the finished script in one session. It will evolve.

STEP 10: It's time to record.

Can you now see the importance of preparation? The recording is the easiest part, where all the planning pays off. Even though it's tempting to jump right in to record a video, there's no substitute for preparation. A properly prepared video will always achieve better results for you than a video that was thrown together quickly.

What is your approach to the sale? The old way? The new way?

The time for systems of selling has passed.
The time for sales manipulation has passed.
The time for “finding the pain” has passed.
The time for “closing the sale” has way passed.

I wonder if you’re using yesterday’s approaches to complete today’s sales.

Many, if not most, salespeople (not you of course) walk into a sale with product knowledge, a few questions, a sales pitch, and hope. This is a strategy that will result in “How much is it?” Bad strategy.

It’s time for you to create an approach that works and WOWs - an approach based on value and differentiation, an approach that’s personalized and customized.

PROBLEM: This requires work. Hard work. And in my experience, most salespeople aren’t willing to do the hard work that makes selling easy. They would rather do the easy work that makes selling hard.

Salespeople are not willing to build reputation, build expertise, network, work longer hours (especially in these times), and prepare harder than the competition.

I have an approach that’s different from yours. It’s an approach that has evolved from years of selling and years of practice. And I am current. Internet current. Google ranking current. Website current. Social media current. And technology current.

Here are my approach strategies and actions. See how many of them are yours:

  • I have done my homework about their company.
  • I have done my homework on the person I’m meeting with.
  • I’m prepared with questions of engagement about them.
  • I’m prepared with ideas in their favor.
  • I’m more relaxed than formal.
  • I’m confident, not cocky.
  • I’m more friendly than professional.
  • My business card rocks. People comment when they get it.
  • I give signed books, not brochures.
  • I don’t start until I have established rapport AND found common ground.
  • I ask more and talk less.
  • I walk into the sales call with ideas, and questions, not a pitch.
  • I look for their pleasure, not their pain.
  • I don’t talk about what “we do.” I talk about how they win.
  • I ask for and get their Santa Claus list (what they’re hoping to achieve).
  • I discover my customer’s reasons and motives for buying.
  • I answer with questions, not just statements.
  • I dare to inject humor. Often. Not jokes, humor.
  • I don’t make presentations from my laptop – if I use slides it’s from a projector.
  • I’m prepared with slides if the meeting gets that far.
  • If I use slides, they’re fun, they’re customized for the prospect, and they’re not canned.
  • I make my own slides.
  • I often clarify a statement with a question before I answer.
  • I discuss money openly (it’s my favorite part).
  • I listen with the intent to understand, and then respond.
  • I take notes to make certain I remember what was said and what was promised, and to show respect.
  • I use testimonials to prove points and create a buying atmosphere.
  • I am more patient than anxious. I wait for them to ask, then tell.
  • When I hear a buying signal, I ask for, and confirm the sale.
  • I don’t leave without asking for the sale or formalizing the next step.

THE SECRETS: I have a reputation that’s Googleable, and I have a presence on social media that anyone can find and be impressed with. My company answers the phone with a friendly human being on the second ring 24/7/365.

THE HARD WORK: Internet presence.
THE HARD WORK: Social media presence.
THE HARD WORK: Attraction through value.
THE HARD WORK: Earning and acquiring video testimonials.
THE HARD WORK: Preparation for each and every prospect.
THE HARD WORK: Get up early, study, and write.

The old way of selling doesn’t work anymore, and the new way of selling is difficult for seasoned salespeople to master.

This leaves a gap, and an opportunity. For anyone. But it takes hard work. For everyone. HUGE opportunity. And you could be the one.

Thursday, May 19, 2011

Responding Instead of Reacting


"No matter what happens, somebody will find a way to take it too seriously."

Did you ever wonder why people become so emotionally engaged in what are often simple situations? Many times, that's just out of habit, whereby people are so used to reacting to life, instead of responding to it, they live at life's effect.

Other times, the emotional reaction is based on a "high" that comes from an adrenaline rush. We often overreact just to avoid boredom!

This week, if you feel that urge to fire away at someone, stop, think, and respond instead of react.
Quick Tip

Everything counts!

If you plan to start a business in the future or want to grow your current business, please remember everything you do right now counts and will have significance in your future business. Every email you answer or do not answer, phone conversation, every missed or made deadline.

This is especially true if the business is yours. You want every story told about you to be a positive one.

What you do today is your viral advertising tomorrow - good or bad.
Why I Love My Honey
By Dr. Al Sears, MD


Honey reminds me of romance. I call my dearest friends honey when I want to remind them how sweet they are to me.

But I also use honey for healing.

Ayurvedic practitioners in India have used honey for nearly 5,000 years.

Ayurveda is a holistic health system that evolved in ancient India. The term combines two Sanskrit words to mean "knowledge of life." It's the oldest system of medicine in the world. And it is still practiced widely in India, where the government recognizes it.

Not long ago, I traveled 8,000 miles to search out the roots of Ayurveda.

My travels took me to Ayurvedic universities, hospitals, clinics, pharmacies and ancient "healing houses." Eventually, I arrived at Ayurveda's birthplace in the isolated country backwaters of the south Indian state of Kerala.

I visited the original Ayurmana or "ancient healing house" and watched the Ayurvedic masters use honey for nearly every skin treatment they created.

They mixed it with other natural ingredients like lemon, milk, rice and fruit juices to lighten freckles, cure skin rashes and acne, and remove wrinkles. Even Ayurvedic facial scrubs for everyday use have honey in them.

A little farther west, in the dry, hot environment of the Arabian Desert, the most-used natural product to heal skin is honey.1 And honey, milk and oatmeal mixtures were also commonly used as facial beauty scrubs in ancient Egypt.

Farther north in southeastern Europe and western Asia, they use honey to make a special skin balm called a mehlem. In Bosnia, there's a skin syrup known as dulbe sugar. It's made from honey, lemon and a small flower from the rose family.2

Modern medicine is even coming around to honey's benefits.

They use it mostly to heal wounds from burns and cuts, especially in New Zealand and Australia.

You might also see people use honey to treat acne, and help get rid of the signs of old cases of acne like scarring or inflammation.

Scientists theorize honey helps skin because it encourages your skin to make hyaluronic acid (HA). HA fills out your skin because it absorbs 3,000 times its weight of water. At the same time, honey prevents the stringy kind of collagen that creates scar tissue from building up.

Instead, it forms a different type. A delicate, mesh-like collagen structure that can bring your skin's surface back to normal and allow it to heal.3,4

You can also use honey for other skin problems like diaper rash, hemorrhoids, psoriasis, eczema and dandruff.

And it's antibacterial, too.

Honey works well against bacteria for two reasons. The first is that its sugars bind to water molecules and deny bacteria the moisture they need to grow.

The second is a secret ingredient added by bees. It's an enzyme called glucose oxidase. Researchers think it stops bacteria dead because it helps you produce hydrogen peroxide, a natural disinfectant.5

Honey is deadly to the so-called "superbug" bacteria that cause hospital infections. A study took bacteria strains resistant to antibiotics and exposed them to dilutions of honey. Formulas of only 40 percent honey killed all the harmful bacteria.

Even the newest bacterial threat, gram-negative bacteria, can't stand up to honey. The researchers used only a 30 percent dilution on the five known gram-negative strains and killed all of those, too.6

And now plastic surgeons use honey to fix skin grafts in place and prevent complications, such as graft loss, infection and graft rejection.7

Another reason honey is so good for your skin may be that it's also an antioxidant.

Antioxidants protect skin from UV radiation damage, and aid in skin rejuvenation.
Any of the darker honeys are good for skin care.

Darker honeys have high ORAC values. The ORAC scale was designed to help compare the antioxidant power of different foods. The higher the ORAC value of a food, the more power it has to stop free-radical damage and help fight off health problems.

Different kinds of grapes, for example, can have ORAC values of up to 1,200. But a study at the University of Illinois found that some of the darker honeys can measure as high as 1,630 on the ORAC scale, giving your skin's health a big boost.8

Scientists are even developing new alpha hydroxy acid (AHA) skin treatments from honey.

These acids from fruits and plants work with the slight acidity of your skin to help exfoliate it naturally. AHA helps remove old skin cells by dissolving the fatty deposits that hold them in place, which allows new healthy skin to emerge.

With all the ways your skin can benefit from honey, it's a good idea to keep some in your house.

I keep a jar of raw, organic Manuka honey from New Zealand in my pantry, but any of the darker honeys are good for skin care.

If you get a cut or a scrape, you can:
  • apply honey directly to the wound;
  • cover the wound with a bandage or dressing;
  • change the dressing and add more honey as necessary because the honey will diffuse into the wound;
  • change the bandage if it sticks to the wound instead of the honey.

To make an Ayurvedic exfoliant for your skin using honey, mix:
  • Two tablespoons of rice powder (or amla powder, if you can find it)
  • One tablespoon of milk (for dry skin, use plain yogurt instead)
  • Five drops of lemon juice (for oily skin)
  • One teaspoon of honey
  • One half teaspoon of sugar

Stir this mixture into a paste, apply it to your skin and leave on for up to 10 minutes. Rinse with fresh, clean water.

To Your Good Health,

Al Sears, MD

"Man is a knot into which relationships are tied."

Antoine de Saint-Exupery

The Only Thing That Really Matters
By Alexander Green

Why do some folks look back on their lives and say they wouldn't change much? Or anything?

Is there a formula? Some mix of love, work, habits, or attitudes that offers the best chance of a well-lived life?

Researchers at Harvard have been examining this question for 72 years by following 268 men who entered college in the late 1930s.

Their discoveries might surprise you.

Just listen to Dr. George Vaillant. Since 1967, the Harvard Medical School professor has dedicated his career to the "Grant Study." (It was named after its patron, the department-store magnate W.T. Grant.)

Vaillant's specialty is the comprehensive study of a small number of people over a long period of time.

His subjects were never a representative sample of society. They were all young men from relatively privileged backgrounds.

Yet Vaillant's findings offer profound insights into the human condition. They have universal applications. And they illuminate the one factor that correlates most highly with a positive life assessment in old age.

So let's take a closer look...

From the beginning, the Grant Study was meant to be exhaustive. The researchers assembled a team that included medical doctors, physiologists, psychologists, psychiatrists, social workers, and anthropologists.

Participants were monitored, interviewed, and studied from every conceivable angle. That included their eating and drinking habits, exercise, mental and physical health, career changes, and financial successes and setbacks.

They were subjected to general aptitude tests and personality inventories, and were required to provide regular documentation.

Many of the men achieved dramatic success. Some became captains of industry. One was a bestselling author. Four ran for the U.S. Senate. One served in a presidential cabinet. And one - JFK (we now know) - was president. (His files have been sealed until 2040.)

Some of the subjects were disappointments, too. Case number 47, for example, literally fell down drunk and died. (Not quite what the study had in mind.)

Most of the participants remain anonymous. (Although a few, like Ben Bradlee, the long-time editor of The Washington Post, have identified themselves.)

Over the last four decades, the lives of the Grant men were Vaillant's personal and professional obsession. In his book Adaptation to Life, he writes, "Their lives were too human for science, too beautiful for numbers, too sad for diagnosis, and too immortal for bound journals."

Yet more than 70 years of data had enabled Vaillant to reach some broad conclusions.

He found seven major factors that predict healthy aging, both physically and psychologically: education, stable marriage, healthy weight, some exercise, not smoking, not abusing alcohol, and "employing mature adaptations." (Vaillant believes social skills and coping methods are crucial in determining overall satisfaction.)

However, his most important finding was revealed in a 2008 interview. He was asked, "What have you learned from the Grant Study men?"

Vaillant's response: "That the only thing that really matters in life are your relationships to other people."

The Grant Study confirms what the wisest have always known. That a successful life is not about the grim determination to get or have more. Nor is it about low cholesterol levels or intellectual brilliance or career accomplishments.

It's about human connections: parents, siblings, spouses, children, friends, neighbors, and mentors.

Without them, life quickly loses its flavor, whatever material successes we enjoy.

Look back at your life. You'll almost certainly find that the most significant moments were births, deaths, weddings, and celebrations.

Your most profound moments? When you touched others. Or they touched you.

In times of suffering - loss, sickness, death - it is not prescriptions, formulas, or advice we seek. It is the healing presence of another.

When we forget this - when we think only of ourselves - we choke the source of our development.

Real meaning comes from taking care of those you love, letting them know how you feel.

Fortunately, we have countless opportunities to give a bit of ourselves each day through a thoughtful act, a word of appreciation, or a sense of understanding.

As Dr. Vaillant concludes, true success "is more about us than me."

Tuesday, May 17, 2011

Sales Tip of the Day
Tuesday, May 17
DON'T CALL US


Recently, I called the direct line of a department manager at a local business.
The call was intercepted by an outbound message advising that phone number does not accept solicitations and, if I was a solicitor, hang up immediately and remove the number from any contact list.
While I understand the intention to reduce unwanted interruptions, that firm has forgotten every communication is a marketing message. And that message is essentially, "don't call us."
Pay close attention to anything that potential customers could read or hear from you, and make sure your message is consistent with all your other marketing.
And train everyone at your company to answer the phone in a manner that is cheerful, helpful...even loving.
Because every inbound phone call is a sales call.

Barktitude

A few months ago, I stepped into a big, brown, round, smelly piece of fluffy goodness. His name is Dunkin, yes like Dunkin Donuts (ssshhh...don't tell Starbucks!). Dunkin is just how his name sounds, a goofy, dunce-like, happy-go-lucky, slightly lazy, chocolate labradoodle. He's also the best teacher I've ever had.

Ever see the bumper sticker, Wag More, Bark Less? That's Dunkin. He's a wag more; bark less kind of a dog, as most dogs are. And he's a prime example of how we should all be walking through life.

Here are the Top 10 lessons Dunkin has taught me:

1. Unconditional love - Pets are amazing at how freely they give you love. They love you in the morning, afternoon, and night. They love you regardless of your flaws, your imperfections, the way you dress, or the way you talk. They are beautiful creatures that love you and never hesitate to show it. How unconditional is your love?

2. Pure happiness - Dunkin is a happy dog. He is always smiling, yes he smiles. He displays a spirit of pure happiness no matter who, or what, is around him. His happiness is contagious. Is your happiness contagious?

3. To prance - Dunkin doesn't just walk; he prances. When he retrieves, he hops, you know, like a bunny does. He lives in this world with full excitement and isn't afraid to show it. Do you prance?

4. Play hard - When its play time, Dunkin goes all out. There isn't one ounce of him that isn't 100% committed to the task at hand, whether it's retrieving his favorite stuffed monkey or chasing after the neighbors cat, Kramer. He puts it all out there and he has fun while he's doing it. How much effort are you leaving on the table?

5. Eat only when hungry - Go ahead and chuckle, but it's true. In a country of over-indulgence, it's easy to consume more than we need. Hey, where did those extra 10lbs come from? With Dunkin, I can put a bowl of food in front of him and if he's hungry, he eats, if he's not, he leaves it there. He has self-control, something many of us struggle with, not just with food but also in life. How over-indulgent are you?

6. No prejudice - Dunkin loves everyone equally. Maybe it's because dogs are colorblind, but he jumps, licks and mulls over everyone equally with his excitement to see them. He doesn't care about size, gender, race, or hair-cut and he greets everyone as a friend. Judgmental or friendly, where do you stand?

7. Never give up - When Dunkin wants something, he doesn't stop until he gets it. Maybe it's his toy that's stuck under the couch, or his constant placing of a toy in my hand so I'll throw it for him, regardless of what he wants, he's not stopping until he gets his way. How many times do you give up?

8. Wag more - There's no lack of wagging with this dog. The epitome of a positive attitude, we can all stand to learn the lesson from Dunkin. He chooses to wag more often than not. He chooses to see the good in everything and rarely takes notice of the negative, if ever. How's your tail wagging these days?

9. Bark less - It's a rare occasion to hear Dunkin bark. Usually when he is warning us of what he assumes is danger - the UPS woman coming to the door is his favorite. Dunkin's instinct of something dangerous is a good reason to bark - but that's the only time. How often are you yelling, screaming, or being negative when it's not necessary?

10. Give more than you take - Probably the most profound of the lessons I've learned is about how Dunkin gives much more than he takes. He gives more love, more energy, more cuddles, more licks, more wags, more burps (yes, he burps!), more everything and expects nothing in return. He takes nothing from me. Are you a giver or a taker?

Dunkin has been a great example and teacher of common lessons worth a good reminder every now and then. He's currently applying for a Ph.D. in Barktitude.

win inside the box

You’re over-thinking it. You’re banging your head against the wall trying to figure out how to “think outside the box” and come up with a “WOW Factor” that will differentiate you from your competition. “What can I do that’s really different and exotic that no one else is doing? Hmmmmm......”

You want a WOW Factor? Here’s the ultimate WOW Factor: deliver on the customer’s most basic expectations better than everyone else and do it every single time.

The sad, cold, hard truth is that people and companies who are chasing the wild goose of WOW Factor are doing it because they can’t win on the basics. Because they can’t differentiate on price, quality, delivery, or service, they have to find a gimmick that they hope will pull their butt out of the competitive fire and win customers.

Thinking outside the box is all well and good. But here’s the deal: if you win INSIDE the box - if you can actually do a better job on your customers‘ basic expectations - you win it all. Game over. You get all the money and you live happily ever after.

You may be thinking, “No, Joe, it can’t be that simple.” YES! It is that simple. The reason you’re not doing it is because it’s not easy. In fact, it’s hard as hell to be better on the basics than the other guy. But it’s where you get your greatest return.

Look at Zappos.com. They sales are over a billion dollars a year. Their customers are wild, raving fans. Amazon bought them for a billion bucks a couple of years ago. You want WOW Factors? Zappos is a company built on WOW Factors. And here’s where they win: speed of delivery, free shipping, a great return policy, and fantastic customer service from their call center. They win inside the box. Nothing exotic. Nothing edgy.

B-A-S-I-C-S.

Want more? In-N-Out Burgers (great hamburgers and sparkling clean restrooms), FedEx (dependable delivery), Apple Stores (they help you do cool things with their stuff), and the list goes on and on.

List the three to five most basic things that your customers expect from you. Pick one. Improve your performance on that basic expectation by 20%. Then move on the the next expectation and improve on that by 20%. Do this constantly and forever.

You win. Game over.

GET CLOSER

Have you ever worked with a prospect through every stage of the sales process, and you just knew you would win the sale...then suddenly found out they made a different decision?
Either you were fooled by your prospect, or you were fooling yourself, because you must not have had the trusting relationship that you thought you had.
No matter how close you are (or think you are) to your customers and prospects, I challenge you to get closer.
Take the time to get to know as many of your customers as you can. Do your best to become a real friend to all of them.
You may still lose the sale; but, at least your friend will tell you the real reason why you did.

"The love of truth has its reward in heaven and even on earth."

Friedrich Nietzsche

Satyagraha, Your Secret Marketing Weapon
By Daniel Levis

The word Satyagraha is a combination of the Sanskrit words Satya and Agraha. Loosely translated, it means "Truth Power."

Satyagraha was popularized by Mohandas Gandhi during his fight for Indian independence. It became synonymous with the use of civil disobedience as a political tool.

Gandhi believed that truth had great moral power to galvanize resolve against an oppressor, while also garnering support from the rest of the world. And history proved him right.

A young black minister in America studied Gandhi's struggle and ideas and was profoundly influenced by them. He used Gandhi's Satyagraha precepts to achieve a similar human rights triumph here in the West. His name was Martin Luther King Jr.

In both cases, people from around the world with no direct interest in the conflict sided with the freedom fighters. Unyielding non-violent revolt in the face of violent counter-reaction was shocking. It seized global attention and sympathy.

Eventually, these outsiders - bound to the protestors by nothing more than their humanity - put unbearable pressure on those they perceived to be outside of the realm of truth. And justice was served.

These watershed moments in history prove that human nature has a built-in recognition and appreciation for what's right and just and true.

And it seems to me this core kernel of Satyagraha has broad application to sales and marketing.

In times of over-communication and intense battle for consumer mindshare... brutal,
uncompromising truth has enormous attention-getting power...

One of the fathers of direct-response advertising built his entire career on this fact.

His name was John E. Powers. In 1880, Powers was earning $100 a day as a freelance copywriter, an enormous sum at the time. And his ads often worked like gangbusters. Why?

This was the first golden age of advertising. The industrial revolution was sweeping the developed world. All manner of time- and labor-saving conveniences were making their debut. And John Wanamaker had just invented the department store.

By the late 1800s, newspapers and magazines had become stuffed with advertising, with each advertiser trying to out-gun, out-claim, and out-hype the next.

Powers's approach was so novel and rare it was shocking: Tell the Truth.

One of Powers's headlines read: "We have a lot of rotten gossamers we want to get rid of..." Another famous ad announced: "We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and buy tomorrow, we shall have the money to meet them. If not, we shall go to the wall."

The sad truth is that most marketers lie through their teeth. Somehow, this has become accepted, part of the game. It's just what marketers do.

Clever flim-flam artists know what their customers want to believe, and they twist the truth to give it to them. The even sadder truth is that in many cases this actually works, at least in the short term. And the saddest truth of all is the toll this approach takes on the trust of the consumer. The honest eventually get tarred with the same brush as the abusers. And everyone loses.

The answer, of course, is: Tell the Truth. The truth the flim-flam artists are so cleverly hiding. The truth that proves beyond a shadow of a doubt you're here to create real value for people and win/win relationships capable of withstanding the test of time.

Let there be truth...

Here are a few practical ideas for cutting through the clutter, gaining attention, and inspiring trust in today's cynical, over-communicated world:

Amp Up the Transparency - Show your customers the inner workings of your business, the good, the bad, and the ugly. If the truth is untellable, fix it. Rectify what's wrong with your business. Trust is such a rare commodity these days. Start looking at it as a competitive weapon.

Reveal Your True Motivations - Tell people the real reasons you created this product... why you priced it the way you have... why you need them to order right now. Don't be afraid to reveal what's in it for you as well as what's in it for them. A sale is a transaction where both parties should win.

Avoid Unsubstantiated Hype and Exaggeration - There is a difference between delivering honest, heartfelt enthusiasm and spouting baseless, over-the-top claims. The former, when backed up with sound reasoning, leads to conviction. The later demands even more lies and obfuscation to maintain.

And as we all know, sooner or later, a business built on lies falls down like a house of cards. If your product or service doesn't make your heart race with breathless excitement about what it can actually do for your customers, work on it until it does.

Commerce is a relationship. When you harness Satyagraha - openly revealing your vulnerabilities, imperfections, and limitations as a seller in an interesting and dramatic way - you quickly build a bond of trust, even affection, with your market.

Can you think of a better way to sweep aside the number one obstacle to acquiring new customers?

Monday, May 16, 2011

Custom Banner Printing Services | AlphaGraphics

Custom Banner Printing Services | AlphaGraphics

7 Secrets to Grow Younger, Live Longer

By Deepak Chopra

Only a few decades ago, conventional medicine viewed the body as a machine whose parts would inevitably break down until it could no longer be repaired. As a medical student, I learned that random chemical reactions determined everything that happened in the body, the mind and body were separate and independent from each other, and genes largely determined our health and lifespan.

Today scientific research is arriving at a radically different understanding: While the body appears to be material, it is really a field of energy and intelligence that is inextricably connected to the mind. We now know that what used to be considered the “normal” experience of aging – a progressive descent into physical and mental incapacity – is in large part a conditioned response. The mind influences every cell in the body and therefore human aging is fluid and changeable. It can speed up, slow down, and even reverse itself.

There are many studies demonstrating the profound influence of the mind and beliefs on aging. For example, a landmark study by Harvard psychologist Ellen Langer, Ph.D., showed that the so-called irreversible signs of aging, including deterioration in hearing, vision, manual dexterity, muscle strength, and memory, could be reversed through psychological shifts in awareness and increases in physical and mental activity.

Even though we all have genetic predispositions, our health and aging aren’t predetermined. By making conscious choices in our behavior and where we focus our attention, we can transform our experience of our body to decrease our biological age.

The seven steps outlined below are practical ways to tap into your inner reservoir of unlimited energy, creativity, vitality, and love.

1. Change Your Perceptions of Your Body and Aging

Perception is a selective act of attention and interpretation. What you experience as “reality,” including your physical body and aging, is shaped by your habits of perception. While most people are conditioned to see the body as a static, biological machine, you can begin to view it as a field of energy, transformation, and intelligence that is constantly renewing itself.

Begin to notice both your internal dialogue and how you speak about your body and aging. If you find yourself saying things like, “I’m hitting the age where I’ll need reading glasses,” “I’m too old to try yoga (or some other activity),” “I inherited my dad’s bad back,” or other such statements, make a conscious choice to shift your perspective and what you tell yourself about your body and age.

Keep in mind that your cells are eavesdropping on what you say, so unless you want to have your father’s bad back or anything else that “runs in the family,” don’t nurture that seed of intention in your awareness.

A powerful affirmation you can use is Every day in every way, I am increasing my mental and physical capacity.

2. Stress Reduction and Meditation

Meditation is a simple yet powerful tool that takes us to a state of profound relaxation that dissolves fatigue and the accumulated stress that accelerates the aging process. During meditation, our breathing slows, our blood pressure and heart rate decrease, and stress hormone levels fall. By its very nature, meditation calms the mind, and when the mind is in a state of restful awareness, the body relaxes too.

Research shows that people who meditate regularly develop less hypertension, heart disease, anxiety, and other stress-related illnesses that speed up aging. Furthermore, new studies are finding that meditation literally restores the brain. A recent groundbreaking study conducted by Massachusetts General Hospital has made headlines by showing that as little as eight weeks of meditation not only helped people feel calmer but also produced changes in various areas of the brain, including growth in the areas associated with memory, empathy, sense of self, and stress regulation.

This study adds to the expanding body of research about the brain’s amazing plasticity and capacity to grow and change at any stage of life. We can nurture our brain’s power and maintain a youthful mind by developing a regular meditation practice.

Getting Started with Meditation

I usually recommend that people learn a traditional meditation practice from a qualified instructor. That way, you know exactly what to do at any point in meditation and with any experience that comes along. Often when people try to learn on their own or from a book, they learn incorrectly and soon give up in frustration because they aren’t experiencing the expected benefits. For those who are interested, the Chopra Center offers instruction in Primordial Sound Meditation, a natural, easy practice that dates back thousands of years to India’s Vedic tradition. You can look for a certified teacher in your area here. Another way to get started with meditation is by participating in the Center’s 21-Day Meditation Challenge.

3. Restful Sleep

Getting regular restful sleep is an essential key to staying healthy and vital, yet it is so often neglected or underemphasized. There is even a tendency for people to boast about how little sleep they can get by on. In reality, a lack of restful sleep disrupts the body’s innate balance, weakens our immune system, and speeds up the aging process.

Human beings generally need between six and eight hours of restful sleep each night. Restful sleep means that you’re not using pharmaceuticals or alcohol to get to sleep but that you’re drifting off easily once you turn off the light and are sleeping soundly through the night. If you feel energetic and vibrant when you wake up, you had a night of restful sleep. If you feel tired and unenthusiastic, you haven’t had restful sleep.

You can get the highest quality sleep by keeping your sleep cycles in tune with the rhythms of the universe, known as circadian rhythms. This means going to bed by about 10 p.m. and waking at 6 a.m.

Ideally, eat only a light meal in the evening, before 7:30 if possible, so that your sleep isn’t hampered by the digestive processes. You can go for a leisurely walk after dinner and then be in bed by 10 p.m.

It’s also very helpful to download your thoughts from the day in a journal before going to bed so that your mind doesn’t keep you awake.

You can find a more detailed sleep routine here >>

4. Nurture Your Body with Healthy Food

There are “dead” foods that accelerate aging and entropy and others that renew and revitalize the body. Foods to eliminate or minimize include items that are canned, frozen, microwaved, or highly processed. Focus on eating a variety of fresh and freshly prepared food.

A simple way to make sure that you are getting a balanced diet is to include the six tastes (sweet, salty, sour, pungent, bitter, and astringent) in each meal. The typical American diet tends to be dominated by the sweet, sour, and salty tastes (the main flavors of a hamburger). We do need these tastes, but they can lower metabolism, especially if eaten in excess.

The pungent, bitter, and astringent tastes, on the other hand, are anti-inflammatory and increase metabolism. These tastes are found in food such as radishes, ginger, mustard, peppers, spinach, mushrooms, tea, lentils, lettuce, and so on.

You can find more information on the six tastes here >>

Along with the six tastes, filling your plate with the colors of the rainbow
promotes a long and healthy life. We can literally ingest the information of the universe into our biology. Foods that are deep blue, purple, red, green, or orange are leaders in antioxidants and contain many nutrients that boost immunity and enhance health.

Examples of foods of the rainbow:

Red: Red tomatoes (particularly cooked), red peppers, red/pink grapefruit, watermelon, red grapes, beets, red cabbage, apples, strawberries, cherries, raspberries,
cranberries

Orange/yellow: Squash, carrots, sweet potatoes, yams, pumpkin, cantaloupe, mangoes, oranges, papaya, nectarines

Green: Broccoli, kale, spinach, cabbage, peas, avocado, collard greens

Deep blue/purple: Plums, blueberries, black raspberries, blackberries, purple grapes, eggplant (with skin)

5. Exercise

One of the most important ways to grow younger and live longer is regular exercise. Drs. William Evans and Irwin Rosenberg from Tufts University have documented the powerful effect of exercise on many of the biomarkers of aging, including muscle mass, strength, aerobic capacity, bone density, and cholesterol. Not only does exercise keep the body young, but it also keeps the mind vital and promotes emotional well-being. In his recent book Spark: The Revolutionary New Science of Exercise and the Brain, Harvard University professor John Ratey, M.D. describes research showing how “physical activity sparks biological changes that encourage brain cells to bind to one another.” This spark, as he calls it, increases the brain’s ability to learn, adapt, and perform other cognitive tasks.

A complete fitness program includes exercises to develop flexibility, cardiovascular conditioning, and strength training. Find an aerobic activity that you can do regularly – three to four sessions each week for twenty to thirty minutes is usually enough to give you substantial benefits. After your body is warmed up, spend five to ten minutes stretching. You will also want to include strength training in your program to systematically exercise the major muscle groups of your body.

The important thing is to start off slowly, find physical activities you enjoy, and do them regularly. If the most you can do right now is walk around the block, do that, and you will be surprised how quickly you increase your endurance and enthusiasm for moving and breathing.

6. Love and Friendship

Isolation and loneliness create the conditions for rapid aging. Heart attack and death rates are known to increase among the recently widowed and among men who have been suddenly terminated from their jobs without warning and against their will. The emotional value of social bonding is immense, yet in some countries, including the U.S., we have moved in the opposite direction for decades. With high divorce rates, single-parent families, and a population constantly on the move, social bonding keeps declining. The trend will be exacerbated as the fastest-growing population, those eighty and over, move into retirement homes. It’s becoming increasingly rare for older people to be cared for at home, and there is still a stigma about seniors being a burden to the young and a drag on society.

The key here is to stay connected and open to new relationships throughout your life. Resist the impulse to go quietly into semi-isolation because you assume that society expects that of you. Losing friends and spouses is an inevitable part of aging, and many people can’t find replacements or lack the motivation to. By “replacement,” I don't mean a new spouse and family (though that is certainly a possibility), but emotional bonds that mean something to you and offer continued meaning to your existence. No amount of reading and television substitutes for human contact that nourishes on the level of love and caring. One of the most effective steps is for older people to become involved with mentoring programs, education, and youth programs.

7. Maintain a Youthful Mind

An ancient Vedic aphorism says, “Infinite flexibility is the secret to immortality.” When we cultivate flexibility in or consciousness, we renew ourselves in every moment and reverse the aging process. Children offer the finest expressions of openness and flexibility. They play and laugh freely, and find wonder in the smallest things. They are infinitely creative because they haven’t yet built up the layers of conditioning that create limitations and restrictions.

To maintain a youthful mind, write down two or three things you can do that are totally childlike. Think of something that evokes childhood for you – eating an ice cream cone, going to a playground to swing, coloring a picture, jumping rope, building a sand castle. Find something that brings back the sense of fun you had as a child, even if you think you’ve outgrown it, and choose one of these activities to do today.

As you carry out your childlike activity, let yourself embody the archetypal carefree and innocent child. The feeling you’re aiming for isn’t a return to childhood, but something more profound, as expressed by the brilliant therapist A.H. Almaas: “When we look at a child, we see that the sense of fullness, of intrinsic aliveness, of joy in being, is not the result of something else. There is value in just being oneself; it is not because of something one does or doesn’t do. It is there in the beginning, when we were children but slowly it gets lost.” By re-experiencing our childlike nature, we not only cultivate a youthful mind, but we also connect to the part of us that is never born and never dies – our eternal spiritual essence.

Love,
Deepak