ABS0LUTEDATABASEL= ףp=@/ABSPABSP&?ABSPOz# ABSP@+ 2ABSPô* @@ HeaderTable IconsTable VersionTable  MainTableABSPU5 X ABSP+U+ x `&Pϣd[,;y{tu҄&$|B?뺌.<c}eP$}cx)Hm1sHt*@'jjC|sl+)ݦ_K:;/WwABSPT; TT ABSPB  ABSPK;, !munDz46I2vLGvJTKnrGQxg==2R$|p |J,c`KKKRK,,@g~P<|,@gJ|p ||o>|b>|<|\6<>(Η|@|(Η|Secrets of Smart Marketing2R!h xkJK!h KKRKsh!h H*X)%P<|*JNhjEqE14X`ܫMarketing Book Marketing2R!h xkJK!h KKRKsh!h H*X)%P<|*JNhjEqE14X`ܫKevin M. Stirtz Marketing2R!h xkJK!h KKRKsh!h H*X)%P<|*JNhjEqE14X`ܫKevin Stirtz Learningting2R!h xkJK!h KKRKsh!h H*X)%P<|*JNhjEqE14X`ܫABSP XABSPb{* 0Nxcd```t2L`d`0P & d1t MABSP?N ABSP  ABSPΓ< ABSP| XABSPh)? 2Nxcd`` )JMs   Fz0Y! $ ABSPș ABSP7s| ABSP ABSPf{# XABSP<, xKN0-RD(%C K hÝNIR`Ē.SmlOr;m0<zESwΣ#qXO!~κmp>Lhw\-.;o#Kk['n#]iipn\J o T27Tg' RB.=ABSPq ||"D"ABSP؝* #+18?GMU_gov~ABSP. ABSP "##++11 8 8 ? ? GGMMUU__ggoovv~~ !"ABSPF 9 "1. A Smart Marketing#10. Marketing Lesson?11. Follow Your NoseG12. Is Your BusinessG13. Rocket Ships andM14. A Perfect Storm M15. Another Great ExU16. How Did You HearU17. Make Sure Your E_18. Have You Tried C_19. FedEx Drops the g2. How to Get Lexus #20. Lessons From a Dg21. Effective Marketo22. Chasing and Beino23. Patience Can Be v24. Marketing is Morv25. Most Of Our Busi~26. Can You Brand a ~27. Can I Try it Jus28. Here's a Great E29. Visualize Whirle3. The Power of Repe+30. Eat Less. Move M31. Big Brand Names 4. For Best Marketin+5. Keep Your Message16. The Power of Mult17. If It's Not Broke88. Focus Your Market89. Repetition vs. Im?About the AuthoragCopyright NoticecgSecrets of Smart MarABSP@" z z {\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset0 Albertus Extra Bold;}{\f3\fnil\fcharset0 Arial Unicode MS;}{\f4\fnil\fcharset0 Tahoma;}{\f5\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\info{\author Kevin\'20Stirtz} {\doccomm StarWriter} }{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc2{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc0{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc0{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc0{\leveltext\'03(\'08);}{\levelnumbers\'0ABSP! 2;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\qc\li0\fi0\ri0\sb0\sl0\sa0 \f2\fs72\cf0 Secrets of Smart Marketing\par \plain\s1\qc\li0\fi0\ri0\sb0\sl0\sa0 \f2\fs72\cf0 \par \plain\s1\qc\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs40\cf0 An insider's guide to getting better results from your marketing without spending a fortune.\par \plain\s1\qc\li0\fi0\ri0\sb0\sl0\sa0 \f0\fs40\cf0 \par \plain\s1\qc\li0\fi0\ri0\sb0\sl0\sa0 \f0\fs40\cf0 \par \plain\s1\qc\li0\fi0\ri0\sb0\sl0\sa0 \f0\fs40\cf0 \par \plain\s1\qc\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs24\cf0 Kevin M. Stirtz\par \plain\s1\ql\li0\fi0\ri0\sb0\sl0\sa0 \f0\fs24\cf0 }} }ABSPP Secrets of Smart Marketingdk4]|dk{Secrets of Smart MarketinglW4]|lW{Secrets of Smart MarketingxvLfRLfR@Ҥu%Secrets of Smart MarketingwX62svX(R '0. oA/Copyright NoticecgV$cg4]|$cg{Copyright NoticeMfHVNf4]|Nf{Copyright Notice2wX62svX(R2wX,Y62$svX'0. =ABSP9 g g {\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset0 Arial Unicode MS;}{\f3\fnil\fcharset0 Tahoma;}{\f4\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\info{\author Kevin\'20Stirtz} {\doccomm StarWriter} }{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc2{\leveltext\'02\'04);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc4{\leveltext\'02\'05);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc0{\leveltext\'02\'06);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc0{\leveltext\'02\'07);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent360\levelnfc0{\leveltext\'02\'08);}{\levelnumbers\'01;}} \listid1194737}}{\*\listoverridetable{\lABSPE18 istoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard{\qc\li0\fi0\ri0\sb0\sl0\sa100\toc1 \plain\f1\fs24\cf0\b Copyright \'a9 2005 Kevin M. Stirtz All rights reserved\par \ql\li0\fi0\ri0\sb0\sl0\sa100\toc1 \plain\f0\fs24\cf0\b \par \ql\li0\fi0\ri0\sb0\sl0\sa0\toc1 \plain\f1\fs24\cf0 This book is protected by copyright laws. The author gives permission to make copies in electronic form using the Maple software product by Crystal Office Systems. All other means of copying this book are prohibited.\par \ql\li0\fi0\ri0\sb0\sl0\sa0\toc1 \plain\f1\fs24\cf0 \par \ql\li0\fi0\ri0\sb0\sl0\sa0\toc1 \plain\f1\fs24\cf0 Product and company names used herein may be trademarks and/or registered trademarks of their respective companies. \par \ql\li0\fi0\ri0\sb0\sl0\sa0\toc1 \plain\f1\fs24\cf0 \par \ql\li0\fi0\ri0\sb0\sl0\sa0\toc1 \plain\f1\fs24\cf0 This book contains the author's opinions and is designed to provide accurate and authoritative information. It is sold with the understanding that neither the author nor the publisher has engaged in rendering legal, accounting or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. The author and publisher cannot be held liable for any damages incurred as a result of decisions, planning or actions taken by the reader.\par \ql\li0\fi0\ri0\sb0\sl0\sa0\toc1 \plain\f0\fs24\cf0 }} }ABSPWH "{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset0 Arial Unicode MS;}{\f3\fnil\fcharset0 Tahoma;}{\f4\fnil\fcharset2 WingDings;}{\f5\fnil\fcharset238 Times New Roman CE;}{\f6\fnil\fcharset204 Times New Roman Cyr;}{\f7\fnil\fcharset161 Times New Roman Greek;}{\f8\fnil\fcharset162 Times New Roman Tur;}{\f9\fnil\fcharset177 Times New Roman (Hebrew);}{\f10\fnil\fcharset178 Times New Roman (Arabic);}{\f11\fnil\fcharset186 Times New Roman Baltic;}{\f12\fnil\fcharset163 Times New Roman (Vietnamese);}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\info{\author Kevin\'20Stirtz} {\doccomm StarWriter} }{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\leABSP$8 velstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 1. A Smart Marketing System\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Some people think of marketing as advertising and promotional specials. Others see marketing as high-level planning and strategy. So, to get started, let's talk briefly about what marketing is, in the context of this book.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When I talk about \'93marketing\'94, I am referring to any and all activities that help you plan and deliver your message to your audience. Marketing is what helps your potential customer understand who you are, what you do, what you might be able to do for them and why they should consider doing business with you.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Marketing is about understanding why you are in business. It's about knowing what your strengths are and how you are better than your competitors. It helps you determine what you can do for people (your customers). Marketing helps you discover who needs and wants what you can do and who will place a high value on what you do. It helps you create a message that these people will respond to so they take the first step toward becoming your customer or client. Finally, marketing helps you deliver your message effectively to your potential customers, within your budget, so you meet or exceed your goals.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Marketing goes to the very heart of your organization because it's all aABSP{ bout why your organization exists.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This book is based on a simple, yet effective system of marketing. It's easy to understand and implement. Best of all, it works.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The system is a series of five steps that all marketing plans and campaigns should include. It gives you a conceptual framework to help you get better results from all your marketing.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Here is our five-step Smart Marketing System: \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A. Understand your GOALS or the objectives you want to accomplish.\line B. Know the MARKET you want to reach based on what you can do for them.\line C. Create a MESSAGE to deliver to your market that they will respond to.\line D. Commit MONEY to spend to deliver your message to your market.\line E. Select the MEDIA you will use to deliver your message effectively and within your budget.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf0 Throughout the rest of this book we will discuss these steps in detail. Through stories and real-life examples, you'll discover how to incorporate these important steps in all your marketing. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf0 By doing this you'll find you are able to get better results from your marketing without necessarily spending more money. You will learn to increase revenue and profits. Your business will become healthier, more valuable and more fun.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You'll become a practitioner of Smart Marketing!}} } !"ABSPes6 1. A Smart Marketing Systemag4]|ag{1. A Smart Marketing SystemMf4]|Mf{1. A Smart Marketing SystemwX2svX[2wX,Y62$svX '0. K?2. How to Get Lexus Results at Chevy Prices _g{2. How to Get Lexus Results at Chevy Prices Mf{2. 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How to Get Lexus Results at Chevy Prices \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The good news and bad news about marketing is that price and results are not necessarily connected. You can pay the same price for poor results as you would for great results. The difference is based on what you put into your marketing before you implement.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 By planning your marketing well, you can put more quality into it and therefore, get better results out of it.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Here is an easy and effective method to plan your marketing so you can see better results from your marketing without spending more money.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b A. Understand your strengths\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Ask yourself these questions:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Why do people buy from you?\line What do you really do for your customers?\line How are you better than your competition?\line What special skills or advantages do you have?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The answers to these questions are your competitive advantages. They are what make you stand out from your competition. They may be related to price, location, professional skills, attitude, responsiveness or your own personality.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 People buy from you because you do something for them no one else does. Understand this and you've taken the first step ABSP; to better marketing.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b B. Identify your customers (your target market)\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 To promote your business you should focus on people who value what you do. Your strengths (or competitive advantages) will help you focus on who will most value your service or product.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 For example, if your location is a strength then your customers will reflect your location. If high quality is a strength then your customers should appreciate quality.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 To get an idea of who your target market is, look at your current customers. Or, look at your profit margins to decide which type of customers to focus on. You might have several target markets because you have several products or services and a variety of strengths.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Bottom line:\plain\f0\fs22\cf16 focus on people who will place a high value on what you can do for them. These people will be your most loyal and profitable customers.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b C. Create a meaningful message\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The key in successful marketing is to deliver the right message to the right people as often as your budget will allow. So, you need a message that tells your target market why they should do business with you.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Your message should reflect your strengths because those are what you do best. And, your message should be in terms that your target market is interested in. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 In other words speak in their language and say what they want to hear.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Example:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You're a Realtor and yABSP our strength is that you sell houses fast and your target market is people who want their houses sold fast, then your message might be:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\i "I sell houses fast!"\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 And you can give them some details to demonstrate how you sell houses faster than anyone else in town (such as statistics and testimonials).\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Another example:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you are a chiropractor and your strength is that you help get rid of back pain and you help your patients prevent it from coming back, then your target market might be people with chronic back pain who want it to stop, forever. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Your message might be:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\i "We get rid of back pain now and we prevent it from coming back later."\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Your message comes directly from your strengths and your target market. The three work together naturally and simply.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You can have more than one message. Each marketing focus (based on a product or service, a target market and a strength) should have its own message.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 To start, just work on one message. Then as you develop a system that works, add others to your marketing system. Don't overwhelm yourself right away by trying to do too much.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b D. Deliver your message as often as your budget allows.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Now you have to find and purchase the appropriate delivery vehicles (or media) for your marketing messages.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 There are three things to remember as you plan how to dABSP]-* eliver your message:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 1. Set a budget for the project.\line 2. Get the most exposure possible for that budget.\line 3. Focus your exposure on your target group.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Unless your budget is unlimited, you need to choose delivery vehicles that focus your message.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 For example, if you have a retail store and you know 90% of your customers live within two miles of your store, then you might focus your message delivery on people who live within two miles of your store. This gives you the ability to repeat your message to them multiple times, putting the power of repetition to work for you.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 There are many ways to deliver your message: advertising, direct mail, networking, phone calls or personal visits. Some less direct ways might be to teach classes or offer seminars on topics that relate to your product or service. Other ways might be to sponsor events or offer informational sessions about what you do. Or, you might partner with a nonprofit.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Whatever you do, try to achieve a balanced mix of media when delivering your message. This increases awareness of your business and multiplies the impact of your message.\par \plain\s0\ql\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs20\cf0 \par \ql\li0\fi0\ri0\sb0\sl0\sa0 \plain\f1\fs20\cf0 }} }$%&'(ABSPе9 z z *{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Psychologists understand that the more we are exposed to something the better we remember it. Some suggest it takes 15 or more exposures of a new idea or concept before we really accept and understand it.\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Keep this in mind when you promote your business or organization. If you want people to remember your company, when they need you, then give them to opportunity to remember you. Do this by keeping your identity in front of them as often as possible within the limits of your marketing budget.}} })*ABSPTbH 3. The Power of Repeated Exposure4]|Nk{3. The Power of Repeated Exposure4]|Qf{3. The Power of Repeated ExposurewX62svXlaR2wXY62svX)'0. kxC4. For Best Marketing Results, Be YourselfPk{4. For Best Marketing Results, Be YourselfHSf{4. For Best Marketing Results, Be Yourself62svXlaR2wX,Y62$svX,'0. CABSP3 .e{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP% w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 4. For Best Marketing Results, Be Yourself\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When I was in college, one of the many jobs I had was as a security person in a department store. We were the "spies" who lurked about waiting for the local "Louie Light Fingers" to snatch something so we could arrest them. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 One of the guys in our group, Steve, was always getting himself in trouble.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 One day, as he was driving down the highway, Steve decided the person driving the car next to him was doing something wrong. I don't remember if the guy was speeding or failed to use a turn signal or what. It's not important.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The important thing was, Steve, didn't like the way this guy was driving and Steve had a security badge for his job at the department store. So, Steve flashed his badge and he pulled the guy over.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I suppose his ego got the better of him and he just couldn't stop himself. Or maybe he had too much coffee that day. Who knows? Anyway, Steve gets out of his car to give the other guy a piece of his mind and finds himself face to face with a real badge from a real police officer. Oops!\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Steve got lucky because all he got was a lecture. And the police officer got a great story to tell his pals on the force. It could have been much worse.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\ABSP. fs22\cf16 When I see a lot of marketing I think of Steve. Too often people puff up their promotional language and try to be someone or something different than who they really are. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 It's easy to do this. We're proud of what we do and so maybe we get a little over the top in how we tell our story to the world. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The problem is when we go too far, we can get ourselves in trouble, like Steve did. And as we promote our business, the last thing we want is for customers or to think of us as people who over promise and under-deliver.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 For our marketing to be most effective, we need to reach the \plain\f0\fs22\cf16\ul right people\plain\f0\fs22\cf16 with the \plain\f0\fs22\cf16\ul right message\plain\f0\fs22\cf16 . If we stray too far and try to be something we're not, our message will be wrong and our market likely will be too. Sending the wrong message to the wrong market is a cardinal sin in the world of marketing. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, as you plan and implement your marketing, take some time to make sure you're telling the right story. Make sure your message is based on who you are and what your business can do for your customers. Keep it grounded in reality. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You'll have a greater impact and you'll get better results. And, you're less likely to get chewed out by an angry police officer!\par \plain\s0\ql\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs20\cf0 }} },-.ABSP ' ^ ^ 0{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP^; w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 5. Keep Your Message Clear & Consistent\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Make sure all your marketing is clear, direct and consistent. The saddest thing in the marketing world is an ad or a brochure that leaves people scratching their heads and wondering what the company is selling.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The Solution\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Always have two or three people from outside your business review and critique any marketing you plan to do. Pick people who will be brutally honest with you. Have them look at your proposed ad or brochure or mailer and ask them what they think - before you approve it for production.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }/0ABSP0" 5. Keep Your Message Clear & Consistent@Qk{5. Keep Your Message Clear & ConsistentHSf{5. Keep Your Message Clear & Consistent62svXlaR2wX,Y62$svX/'0. OD6. The Power of Multiple Media4]|Rk{6. The Power of Multiple Media4]|PVf{6. The Power of Multiple MediawX62svXlaR2wX,Y62$svX2'0. m5EABSPK 4{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP4 w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 6. The Power of Multiple Media\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 There is a commercial on our cable television that supposedly shows why TV ads are better than radio ads. The commercial ends with a pictures of an old fashioned radio and the word \'93mangia\'94 which is Italian for eat.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 It's entertaining and clever. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But does it really demonstrate why one advertising medium is better than another? I don't think so.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The problem here is that the two media are too different to compare using the same standards and objectives. It's not a fair comparison.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But, the more important question is, why pick just one medium? Rather than deciding to pick one media over another, it's often better to use several media to deliver your message.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Decide on your budget, your message and your target audience. Then buy several types of media so you get the maximum exposure for your budget.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember, the more ways a person is exposed to your message, the more credible you become. It's like word of mouth. If one person says you're great, I might believe it or I might not. If four people tell me you're great I will probably believe them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When people hear your message from different ABSP~ă sources, the various sources affirm each other. They give each other, and your message, credibility.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember, when you spend money to promote your business, make it work harder for you by using several media to improve the credibility and impact of your message.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }234ABSPu 7@{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSPI0, w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 7. If It's Not Broken, Don't Fix It\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I once had a customer who provided a great example of a lesson we should all remember. This gentleman ran an ad that worked very well. His return was fantastic so he decided to ramp up his advertising substantially by expanding to other, similar media.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The problem was he changed the ad. Unfortunately, the new campaign underperformed dramatically. I wouldn't say it was a complete loser but his overall ROI was a fraction of the campaign he had used as a test.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 In retrospect it's obvious that he should have kept the ad the same. As an outsider looking in, it also seems clear that the constant was the ad and the variables were the additional media channels.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 These things happen a lot more than we realize. Why? I think it's because we get busy. Our attention or focus is not always 100%. We make mistakes. It happens. That's life.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The important thing is to learn from it and remember the lesson here.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you test an ad and it works well, then don't change it as you expand its use in similar media. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If we're smart we'll learn from this person's experience so we can avoid a similar one of our own. And we'll thank him for sharing this lesson for our benefitABSPnY? .\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }567ABSP+M(  7. If It's Not Broken, Don't Fix It4]|4Sk{7. If It's Not Broken, Don't Fix It4]|Uf{7. If It's Not Broken, Don't Fix It62svXlaR2wX,Y62$svX5  '0. E 8. Focus Your Marketing for Better Results@Xk{8. Focus Your Marketing for Better ResultsHSf{8. Focus Your Marketing for Better Results62svXlaR2wXY62svX9  '0. ^FABSP̠C, ;{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset0 Arial Unicode MS;}{\f3\fnil\fcharset0 Tahoma;}{\f4\fnil\fcharset238 Times New Roman CE;}{\f5\fnil\fcharset204 Times New Roman Cyr;}{\f6\fnil\fcharset161 Times New Roman Greek;}{\f7\fnil\fcharset162 Times New Roman Tur;}{\f8\fnil\fcharset177 Times New Roman (Hebrew);}{\f9\fnil\fcharset178 Times New Roman (Arabic);}{\f10\fnil\fcharset186 Times New Roman Baltic;}{\f11\fnil\fcharset163 Times New Roman (Vietnamese);}{\f12\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\info{\author Kevin\'20Stirtz} {\doccomm StarWriter} }{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\leABSPS" velstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 8. Focus Your Marketing for Better Results\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The more you focus and concentrate your marketing, the greater impact your message has on your intended market.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember, your goal is to deliver your message as many times to your target market as your budget will allow. You are buying exposure to a certain audience.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The more we are exposed to a message, the more of it we retain. You need to be exposed to a new idea 8 to 15 times (or more) to remember it. \plain\f0\fs22\cf16\ul Repetition enhances retention\plain\f0\fs22\cf16 .\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 And, the more channels the message is delivered through, the more believable it is. \plain\f0\fs22\cf16\ul Diversity delivers credibility\plain\f0\fs22\cf16 .\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, focus and concentrate your advertising by using several media to deliver your message to the same audience. You'll get a better return than if you spend the same amount of money delivering your message fewer times to a larger audience. Lay it on nice and thick rather than spreading it too thin.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I have talked with many people who have complained their advertising is not worth the money it costs. After some discussion I usually learn theyABSP8 bought ads that deliver their message to a large audience once or twice. A typical example might be a direct mail piece that goes to 50,000 households in an area with a 10 mile radius around their business.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 For the same money they could buy different media that delivers their message 10 to 15 times to a smaller audience, maybe in a two mile radius. The smaller market gets more repetition of the message and they see or hear the message from multiple media. It's more likely they remember and believe it.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, as you plan your marketing, remember to focus. You'll be glad you did. \par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }9:;ABSP/  >{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP3h w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 9. Repetition vs. Impact: It Pays to Know the Difference\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Many business owners I have worked with have tried running ads in direct mail pieces that come out monthly or quarterly (or something in between). Their hope is that the direct mail piece will drive them business because it reaches a large number of households. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When they tell me about their results from ads like these, I can predict almost exactly what they're going to say: "We got a decent response the first week or so but then it really died out after that." They seem disappointed in the results because the response dropped off so fast.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Because the next mailing doesn't come out for another six to eight weeks, they suffer a roller coaster effect if this is the only marketing they are doing.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When you buy advertising, understand what you're buying and how it fits your goals and your business.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A big mailing every couple months will give you a big impact all at once but you'll have ups and downs in your new business flow.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You can smooth out that roller coaster by adding some repetition. Buy some low impact advertising that keeps your message out in the community all the time, day after day, week after week. This keeps your name and message in front of your potential customers on anABSPU ongoing basis. It fills the gaps that fall between your big direct mailings. Remember, with advertising you are buying exposure.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Think of it like buying a case of beer or soda. You can drink it all at once and then it's gone and you go thirsty until next month. Or, you drink just one can a day and you get to enjoy it all month long (well, almost all month).\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 With most businesses, a balanced combination of impact and repetition is the best way to meet your marketing goals. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }<=>ABSPEW8  9. Repetition vs. Impact: It Pays to Know the Difference. Repetition vs. Impact: It Pays to Know the Difference. Repetition vs. Impact: It Pays to Know the Difference2svXlaR2wX,Y62$svX<  '0. F 10. Marketing Lessons from The ApprenticeWk{10. Marketing Lessons from The Apprenticeh{10. Marketing Lessons from The Apprentice62svXlaR2wXY62svX@  '0. juGABSP- llC{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 10. Marketing Lessons from \plain\f0\fs28\cf0\b\ul The Apprentice\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 No matter how you feel about reality shows or Donald Trump, there are some lessons we can learn from this show. Here are some you might find useful.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Know Your Market\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 One week the project was to design hi-tech clothing. One of the teams went directly to clothing stores and talked to kids who were shopping there. The other team picked what they thought kids in this demographic were looking for.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Right away, we can see who failed the first test. We need to communicate with our potential customers to discover what they want, what they think and how they feel about what we're offering them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But, I know many of us are guilty of the same thing. We get so focused on what we're doing we get tunnel-vision. Because we're 100% focused on our product, we can forget that our customers might want something different.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, lesson one is talk to your potential customers. Get inside their heads before you decide how to promote your product or service to them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b A Good Presentation Pays\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 At the end of the project, the two teams presented their clothing. From what I could tell ABSPR=> they looked pretty equal in quality and style. But the losing team fell apart when their presenter choked. She was hesitant, unsure of herself and had no energy or confidence as she presented their products. It was painful watching her.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I'm not saying we should focus everything on the presentation. In Texas I believe they describe that kind of person as being \'93all hat and no cattle\'94. But, if you have a quality product or service, it deserves a good showing. If you have a mediocre product, a dazzling presentation can do wonders for it.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The lesson here is to make your presentation appropriate to your market. Dazzle them if the market wants to be dazzled. If the market is more conservative and subdued, then present accordingly. In general though, all presentations (whether in person or through media) should show confidence and energy.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Show Your Product in Many Ways\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I have noticed some of the commercials during the show promote the same company or product the teams are working on. I have heard some media critics describe this as a sign of selling out.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I disagree. I think it's a great idea. If the teams are working on a product for Pepsi, why not promote Pepsi products during the show. One week they were selling pizzas. And, of course, many of the commercials airing were promoting pizza. Do you think more people ate pizza that night than on an average Thursday night? I'd bet my mortgage payment on it!\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This concept goes to the heart of marketing. The more ways your potential customers see your product, the more they will remember it. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, our third and final lesson is to deABSP liver your message to your target market in as many ways as you can within your budget. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 \par \plain\s0\ql\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs20\cf0 \par \ql\li0\fi0\ri0\sb0\sl0\sa0 \plain\f1\fs20\cf0 }} }@ABCABSP 8 F?{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP1 w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 11. Follow Your Nose Marketing\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Here's a creative way to get people to notice your business. There's a store that sells outdoor cooking gear like gas grills. During the warm weather months they setup grills outside the store and start cooking. All day long the people shopping in that area are exposed to that familiar smell of outdoor grilling.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 What a great way to get people's attention! And it's instructional for any of us who want to improve our marketing.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 They are tapping into a part of people's awareness that other businesses are not. We're all exposed to thousands of messages daily but most hit us through our ears and eyes. Very few marketing messages come in through our \plain\f0\fs22\cf16\ul noses\plain\f0\fs22\cf16 .\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Our sense of smell is powerfully linked to memory. When we walk by this store and smell the grilled food cooking it elicits our own fond memories of similar activities. Also, it places this event in our future memory banks. Next time we smell outdoor grilling, we might think of this little store. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I like this because it's different and because it plays to a strength. When you're promoting your business you need to put your best foot forward if you want to win the competition for people's attention (and their buying habits). This store has found a clever way to do just that.ABSPߞ \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }DEFABSP>  11. Follow Your Nose Marketing4]| d{11. Follow Your Nose Marketing4]|,h{11. 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Is Your Business Ready for Smart Marketing?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Often business owners will focus on marketing to increase their sales without making sure the rest of their business is ready. I've heard it said that good marketing will help a good business get better and will help a bad business get worse. It's true.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I've seen too many businesses that advertise aggressively and then don't answer the phone when you call them. Or you stop by their location and they're closed during normal business hours. Or you leave a message and you never get a return call. Or, you walk in their business and it's still under construction.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember the old saying, you never get a second chance to make a first impression. So, before you spend any money on marketing, make sure your business is ready for all those new customers.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }HIABSP_D \\L{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP  w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 13. Rocket Ships and Smart Marketing\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When a rocket launches it uses roughly 80% of its fuel just to take off (or so I've heard). Then, once it breaks free of the Earth's gravitational field, it can cruise along just fine with minimal fuel consumption.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 There are two concepts at work here and, surprisingly enough, they apply to marketing as well as rocket ships. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The first is inertia which says something not moving will tend to remain stationary until sufficient force is applied to move it. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The second is momentum which tells us that something already moving will tend to keep moving unless sufficient force is applied to stop or change its motion.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I've found it helpful to remember these concepts when I plan and implement new marketing. Starting a new marketing project is like launching a rocket. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Any new marketing campaign needs more resources at the start than later on after it's been running for awhile. The "gravity" you're fighting is the lack of awareness of whatever you're promoting. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 As the awareness of your product or service grows it reaches a critical mass where it spreads much faster with less effort than before.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 AABSPM t that point your marketing has broken through the inertia and has developed its own momentum. Enough people have been exposed to your message often enough that they either remember it or recognize it (or both). And, the awareness often keeps growing on its own through word of mouth.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When you reach this point you don't need to spend as much time or money pushing your message to your market. It's almost taken on a life of its own.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But, when you start, you need to invest much more in building your critical mass of awareness. It takes a lot to get people to stop and pay attention to your message when they are bombarded daily with thousands of other messages. And, you need to expose them to your message multiple times before they begin to remember it.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When you start promoting something and you don't see results right away, it's easy to consider changing direction or stopping altogether. What you don't always see is that you're fighting inertia so your return will not be as great or as obvious right away. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But, before long (if you stick with it) you'll break through the inertia and start reaping the reward of your marketing investment. Your awareness will reach critical mass and will have plenty of momentum to keep it moving with less effort (and less cost).\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, as you plan and implement your marketing, remember the rocket ship. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Plan to invest more at the start so you break through inertia. And, stick with your plans until you reach momentum. Then you can enjoy much greater returns from your marketing investment.\par \plain\s0\ql\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs20\cf0 \par \ql\li0\fi0\ri0\sb0\sl0\sa0 \plain\f1\fs20\cf0 }} }JKLABSPqy 13. Rocket Ships and Smart Marketing]|d{13. Rocket Ships and Smart Marketing]| h{13. Rocket Ships and Smart Marketing62svXQ2wXY62svXJ'0. I14. A Perfect Storm of Smart Marketingd{14. A Perfect Storm of Smart Marketingh{14. A Perfect Storm of Smart Marketing62svXlaR2wXY62svXN'0. ;IABSP+0:+ Q({\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP=S4 w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 14. A Perfect Storm of Smart Marketing\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 There is a restaurant in my town that exemplifies great marketing. In their first few months of business they have become an established dining destination in our market. They have become well-known and they have created a large and loyal customer base that continues to support them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 And they've done this with no advertising.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 What's even more amazing is they have accomplished this in a new real estate development that has not had much retail traffic. In fact, I suspect since their opening, the majority of people coming to this development are there because of this new restaurant.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 How have the owners of this small restaurant reached this marketing nirvana? I don't claim to have all the answers but here are a few lessons I see.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Pure Demand\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The owners of this restaurant are smart. They saw a huge demand for this type of restaurant in this location. It would have been easy to miss the demand too because the location is in an older, redeveloping area that has never had much retail traffic. By locating there they blazed a trail, of sorts. They took some risk by being first, but it worked. And I don't think it was luck either. I think it was a calculated risk by people who understand their market and tABSP;G$ heir industry.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Reputation\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The owners of this restaurant own another restaurant in the area. It's well known and well regarded. People already knew their brand. By attaching their name to their new restaurant they leveraged the existing value of their brand.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b The Buzz\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 They did a very good job of getting people talking about the restaurant months before it opened. From "coming soon" signs in the windows to an article in the local newspaper, they had a strong buzz going that crescendoed dramatically when they opened their doors.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Another brilliant move they made was to have two trial days. They invited people from the community to enjoy complimentary "VIP" meals as a way for them to practice before they opened. What a great way to make a lot of new friends! By doing this they created a connection with a lot of people who became paying customers.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Great Product\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Since day one, the food and service has been nothing short of superb. They clearly have worked hard to deliver a unique and high quality product and they have done it well. There's no better marketing than a great product!\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Nice People\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Like icing on the cake, this business benefits from all of the above and the folks who run it are nice people. We've all done business with people who are very good at what they do but perhaps lacking in warmth and personality. Not so with this restaurant. The owners and employees are all genuinely nice people who seem to enjoy their work and the customers.\par \plain\s2\qABSP&7 l\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, there you have it, a veritable 'Perfect Storm' of marketing. And while this situation is not something every business can replicate it can offer loads of lessons for us as we look at our own businesses and how to grow them with Smart Marketing. }} }NOPQABSP T{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP{I% w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 15. Another Great Example of Smart Marketing\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Often when we think of an effective marketing campaign we think of big companies or ad agencies with a lot of marketing firepower.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But, that's not always the case.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Recently, I got to see well designed and implemented marketing campaign that was tiny but extremely effective.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The marketing genius behind this success story is a neighbor of ours. She held a garage sale this weekend and despite the weather being cold and windy (lousy weather even by Minnesota's standards) they had a steady flow of shoppers that would make any retail store owner jump for joy.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The sale was held on Saturday and people lined up before they opened and they were still showing up after they were closed. And most people we saw were leaving with their arms full.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 What was the magic behind this residential retail success?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Signs. Very good signs in good locations. And a lot of them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Her signs were well done. They were easy to read with the words "Garage Sale" in big black letters on a white background. And the letters were done with a computer, not hand written, so they were clear and easy to read.\par \plain\ABSP7 s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 They had big red arrows on them that always pointed the right direction.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Our neighborhood is in a secluded, heavily wooded area. So, getting people here is always difficult. But her garage sale signs were so well placed they drew people right in to the neighborhood.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 In short, this garage sale guru did a good job in delivering her message ("Garage Sale") to a lot of people and then made it easy for them to get to the sale.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 She used a of lot high-quality, professional looking signs that gave people a positive impression so they could assume this was a quality sale. And since all the signs were the same and they were well placed, there was no confusion about how to get to the sale.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 She used the principles of Smart Marketing and it worked very well. }} }RSTABSPa& 15. Another Great Example of Smart Marketingd{15. Another Great Example of Smart Marketingh{15. Another Great Example of Smart Marketing62svXlaR2wXY62svXR'0. MSJ16. How Did You Hear About Us?4]|d{16. How Did You Hear About Us?4]|h{16. How Did You Hear About Us?wX62svXlaR2wX,Y62$svXV'0. M3KABSPu V%V%Z{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP&, w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 16. How Did You Hear About Us?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 One of the best things you can do for your business is to ask new customers how they found out about you. But when you do this, don't expect to get accurate information.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I know this sounds strange, but it makes sense, I promise.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you make decisions about how to promote your business, then obviously you want to know how your customers find out about your business. So, you ask.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The trouble is the information you get when you ask this questions is not always accurate. In fact it's mostly inaccurate. My estimate is that it's about 25% accurate at best.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 There are two reasons for this. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 One reason is that people simply do not remember. People don't remember because they have other, more important, things to occupy their mental space. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Your business and your marketing are not tops on their list of priorities. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But, they want to give you an answer (because you asked) so they say some thing that makes sense. "I saw your ad in the newspaper" they might say. Or "I think I found you in the phone book". I know because I do the same thing. It's not that we're dishonest. We just want to be helpful.\par ABSPw# \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A friend of mine told me about a survey they did once for an event they helped promote. They asked people how they found out about the event and over half of them said they heard about it on the radio. On the surface this sounded like great marketing feedback. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But there was one problem. They never promoted this event on the radio.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 People said "I heard about it on the radio" because they wanted to be helpful and because they listened to the radio a lot. So, it made sense (to them) that they probably heard about the event on the radio. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The second reason this sort of feedback is usually not accurate is because people hear about your business in many ways. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember, if you're doing your marketing well you are probably using more than one medium to deliver your message to your market. Depending on your budget and market you might be using five or more different ways to let people know who you are and what you do.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This is good because it builds both awareness and credibility for your business. Remember, the more ways a person hears about your business, the more credible and memorable your message becomes to them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The trouble is, people are not going to remember (or tell you) they saw it in all these different places. They'll give you the name of one place they saw your ad. (Usually the most recent place they saw it.)\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, we have a marketing paradox. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 To get the best results you want your message to be seen by people in multiple ways. But, that makes it impossible to detABSPĹ<8 ermine (with any accuracy) which media is working best. And you want to know what media works best so you can make the best use of your marketing dollars.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 What do we do about this?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 It depends on a lot of factors like your business, your budget, your marketing goals, etc. It also depends on how important tracking marketing ROI is to your business.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 One of the big obstacles to tracking results is scale. As a small business, if you went to the expense of trying to survey and track every type of marketing available to your business, you'd spend much more on tracking and surveying than you would on the marketing itself.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you have a multi-million dollar marketing budget then you can afford to do some serious testing. Once your testing shows you reasonable results, then you roll out the big campaigns on a larger scale. But that only works because your testing costs are a tiny fraction of your whole marketing plan.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 For those of us with small businesses, this method simply does not work. The testing would eat up most (or all) of our marketing budgets.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 However there are some things you can do to monitor what is working. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A. Establish a budget and commit to it. Consider this as important as your rent or payroll. Don't make it a low priority unless your revenue and profitability are low priorities.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 B. Decide what you want to say and whom you want to say it to. Keep the message simple, clear and concise.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 C. Decide if you want to increase awareness for your brand or if you wABSP԰ ant a direct response. These are two different goals and they require different tools and strategies.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 D. Remember your goal is exposure. You want to expose your market to your message as often as you can within your established budget. So spend your marketing dollars to buy this exposure as effectively as you can.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 E. Stick to it for a reasonable amount of time. Give it time to work.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 F. Get feedback from customers, friends, business associates, employees. Try to find out who is seeing your message and how they are seeing it. Always be willing to tweak and tune it as you go, based on this feedback.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 G. Watch your revenue and your new customer activity. Does it go up or down as you implement this marketing? \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember, the key to getting more customers is to let more people know who you are, what you can do for them and why they should consider doing business with you. Focus your resources on making sure your potential customers know you and remember you. Then they will consider doing business with you.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf0 If you focus too much on tracking, you can end up wasting time and money on efforts that do not build your business.\plain\f0\fs18\cf0 \par \plain\s0\ql\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs20\cf0 }} }VWXYZABSP&J ~~^{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset0 Arial Unicode MS;}{\f3\fnil\fcharset0 Tahoma;}{\f4\fnil\fcharset238 Times New Roman CE;}{\f5\fnil\fcharset204 Times New Roman Cyr;}{\f6\fnil\fcharset161 Times New Roman Greek;}{\f7\fnil\fcharset162 Times New Roman Tur;}{\f8\fnil\fcharset177 Times New Roman (Hebrew);}{\f9\fnil\fcharset178 Times New Roman (Arabic);}{\f10\fnil\fcharset186 Times New Roman Baltic;}{\f11\fnil\fcharset163 Times New Roman (Vietnamese);}{\f12\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\info{\author Kevin\'20Stirtz} {\doccomm StarWriter} }{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\leABSP' velstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 17. Make Sure Your Expectations are Realistic\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Once a week I spend a few hours cleaning our house. You'd be correct if you guessed it's not one of my favorite tasks but it does have some benefits. It burns a few calories, which is not a bad thing. And, it's actually somewhat relaxing. (Sometimes its nice keeping your hands busy while your brain rests.)\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But the best thing about cleaning your house is you get instant results. You do the work, and you get a clean house. No waiting. You get to enjoy the fruits of your labor right away. What could be better, right?\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This reminds me of the reason many small business owners get frustrated with their marketing. It's because they often want instant results from something that is \plain\f0\fs22\cf16\ul not designed \plain\f0\fs22\cf16 to deliver instant results.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Effective marketing can make your business or organization almost a household word in your community. It can push your revenue through the roof. And it doesn't have to cost a fortune. But it does take time.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You could compare marketing to exercising because they have a lot in common:\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You rarely get results right away.ABSP1 \line You need to do it on a regular and frequent basis for best results.\line The longer you do it the better it works.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember our marketing rule:\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\i "Deliver your message to your market as many times as you can within your budget."\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The more times people see or hear your message, the more they will remember it. The more they remember your message, the more likely they are to believe and trust it. Therefore, they will be more likely to do business with you.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Example:\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 What if you heard about a new toothpaste that promises the freshest breath, the whitest teeth and no more cavities. If one person tells you about it or if you see one commercial touting it, you might not even remember it. It's in and out of your consciousness so fast you might not even realize it was ever there.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 On the other hand, let's say you hear about this new toothpaste on the radio when you wake up in the morning. Then you read about it in the newspaper during breakfast. Then you see it on a billboard while you're stuck in traffic. \par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Then you get to work and receive a flyer in the mail promoting this toothpaste. Then a co-worker tells you all about this new toothpaste they tried. Finally, you get an email from a friend asking if you know anything about this new toothpaste.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 After all this exposure in one day, do you think you might remember this product? In fact you might even try it next time you buy toothpaste. \par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Of course this concentrated level of exposure is unrealistic in one day, unless yABSPW? ou have a ton of money to spend. That's why you need to keep your message in front of people on an ongoing basis. What you lack in concentration, you make up for with repetition.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you expose people to your message frequently, regularly and through multiple media, you develop awareness of your brand. Do this long enough and your brand becomes part of their long-term memory. It becomes part of their world.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The bottom line is this:\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You get best results from your marketing when you focus on building awareness and credibility for your brand over the long term. The more people know you and trust you, the more they will want to do business with you.\par \plain\s3\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, if you want instant results then go home and clean your house! But if you want to build your business, plan on a long-term investment in your marketing.}} }[\]^ABSP~$ 17. Make Sure Your Expectations are Realisticd{17. Make Sure Your Expectations are Realistich{17. Make Sure Your Expectations are Realistic62svXQ2wXY62svX['0. $K18. Have You Tried Cause Marketing?4]|d{18. Have You Tried Cause Marketing?4]|h{18. Have You Tried Cause Marketing?62svXQ2wXY62svX`'0. ʷLABSP, c%{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}{\f11\fnil\fcharset0 Garamond;}{\f12\fnil\fcharset238 Garamond CE;}{\f13\fnil\fcharset204 Garamond Cyr;}{\f14\fnil\fcharset161 Garamond Greek;}{\f15\fnil\fcharset162 Garamond Tur;}{\f16\fnil\fcharset186 Garamond Baltic;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\leveABSP45 lspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard{\ql\li0\fi0\ri0\sb100\sl0\sa115\toc1 \plain\f0\fs28\cf0\b 18. Have You Tried Cause Marketing?\par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 To help promote your business, consider tearing a page out of the corporate marketing playbook. For years big companies have partnered with nonprofits to co-promote their brands. And it has worked well because they keep doing it. \par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf0 Since 1990, cause related marketing has grown 800%, according the Cause Marketing Forum It's expected to reach $1.8 billion in 2005.\par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 I think it makes sense to partner with a nonprofit for several reasons.\par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 First, it's a good thing to do. If it's something you believe in and they do good work then your support makes sense. \par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 Second, word of mouth is the best advertising for most businesses. Think of the positive word of mouth promotion you could generate by being actively involved with a well-respected nonprofit in your community.\par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 Third, we are inundated with offers and advertising and all types of marketing messages. People are becoming numb to much of it. And they are making their buying decisions based on more emotional and suABSP*0 bstantive factors. \par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 Businesses that show they are contributing to their community have a big advantage over those that do not.\par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 Fourth, it's a great way to develop a stronger connection with your customers. By partnering with a nonprofit they believe, in you can offer your customers more than just your product or service. You're offering them another way to contribute to the betterment of their community.\par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 And last (but certainly not least) it's easy to do.\par \ql\li0\fi0\ri0\sb100\sl0\sa0\toc1 \plain\f0\fs22\cf16 So, how might your business begin partnering with a nonprofit? \par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf17 Before you jump into anything, make sure you're willing to commit to at least a year (preferably more). This is not a short-term project. This should be something you're willing to do on a long-term and ongoing basis, as long as it meets the needs of your company and your nonprofit partner.\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf17 Start by seeing what nonprofits are active in your community. Then pick a few whose missions you strongly believe in. If you can't be passionate about their mission then don't put them on your list. \par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf17 At this point you might want to prioritize the list and focus on only the top choice. Or you might want to meet with several of them before you decide which one you'd like to partner with. Of course, the final decision depends on how interested the nonprofit is in working with your company.\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf17 Your message to them is that you'd like to discuss some ways you can work together to help them continue to accomplish their mission. The details of how you do that are up to you and them. \par \plain\s1\ql\li0\fi0\ri0\sb100\slABSPӔ9 0\sa0 \f0\fs22\cf17 Here are some things you might incorporate into your partnership:\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f11\fs22\cf17 Co\plain\f0\fs22\cf17 -branding: Include the nonprofit logo and message in promotions you do.\line If you have a retail location, use it to help collect donations for them.\line Co-host an event or fund raiser.\line \plain\f11\fs22\cf17 G\plain\f0\fs22\cf17 et your customers and vendors involved with your nonprofit partner.\line Use your existing communications (newsletters, emails, website, etc.) to tell people about your partnership.\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf17 It's best if you and your partner establish some goals for the partnership and map out what each organization will do to help achieve the goals. Then you should meet on a regular basis to monitor and adjust as necessary.\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf17 Done right, cause marketing can offer a big boost to your marketing efforts.\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }`abcABSP" fF{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP51 w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 19. FedEx Drops the Public Relations Ball\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf0 There's website called \plain\f0\fs22\cf0\ul www.fedexfurniture.com.\plain\f0\fs22\cf0 It was created by a college student at the urging of some friends to show how he used FedEx boxes and packing supplies to furnish his apartment. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This reminds me of a guy named Jared who lost a lot of weight eating only food that came from Subway. He is now a well-paid spokesperson for Subway (and no doubt an inspiration to many people as they try to lose weight.)\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Things turned out a little differently for the "FedEx Furniture Guy". He received a cease and desist letter from the legal beagles at the FedEx Corporate offices demanding he remove his website at once. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I think the people at FedEx took the wrong approach. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I'm not suggesting any company give up their legal rights regarding trademarks and other intellectual property. And I'm not suggesting they hire this kid either. But they could have found a better way to handle this unusual situation.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 First, this would have been a non-issue had they used a quiet, friendly approach. I believe far fewer people would have even heard of this website (including me) if they had not gotten tough with him right away. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\ABSPM0 cf16 Maybe the folks at FedEx could have found a way to build on this college student's creativity. Who knows, they might have gotten truckloads of free, positive media attention. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Instead, FedEx had a legal squabble on their hands because the "FedEx Furniture Guy" did not back down. He enlisted the support of his campus legal aid and they shot right back at the FedEx lawyers. I think they ended in a stalemate.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The bad thing for FedEx is a that a lot the buzz generated from this issue was negative for them. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This points out an important lesson for all of us who manage a business: \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Don't fight with your customers. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Especially don't fight with them in a way that can be made very public very quickly. It's not worth the bad publicity. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }defABSP 19. FedEx Drops the Public Relations BallHh{19. FedEx Drops the Public Relations Ballh{19. FedEx Drops the Public Relations Ball62svXQ2wXY62svXd'0. (M20. Lessons From a Discount Store Ownerd{20. Lessons From a Discount Store OwnerRb{20. Lessons From a Discount Store Owner62svXQ2wX,Y62$svXh'0. fNABSP*, k{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSPg> w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 20. Lessons From a Discount Store Owner\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I met with a guy who owns a discount store. As we talked about his marketing, he told me he was sick and tired of all the advertising salespeople telling him to use coupon advertising to promote his business.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 "I run a discount store" he said. "People come here because they know everything is already priced low. Why would I discount things even more?"\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I had to agree. When you looked at it that way it didn't seem like a great strategy. In fact, as I think about this, a couple lessons come to mind.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Use the Right Tool for the Job\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Using coupons to promote this discount store was the wrong approach. There are many ways to promote any business or product or service. But too often we get focused on only a few methods that seem to work in a lot of situations. We get lazy and we stop being creative. That's when we start using a screwdriver to pound nails.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Not every problem or need will fit one simple solution. Every person, every business and every situation is different. You need to use the right tool for the job. Doing otherwise wastes time and money and may brand you as less than professional.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Understand Why the Salesperson is There\par \plaABSP= in\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you buy from a salesperson find out why he or she is there. Too many salespeople are there primarily for a commission. They expect to earn that commission by selling you what they have available, whether it's the right tool for your job or not.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I'm not suggesting all salespeople are this way. But, if the salesperson you happen to be working with is primarily there to reduce his or her inventory (and reduce your bank balance at the same time), then be careful how much faith you put in what they say. Their motivations do not parallel yours.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The advertising salespeople mentioned above were selling what they had to offer. They seemed more focused on reducing their inventory of ad space than on helping this store owner accomplish his marketing goals. As a result, they did not make a sale and the store owner had to keep looking for ways to promote his store.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Fit Your Marketing to Your Business\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This seems too obvious to mention but I'd be remiss if I did not. I've seen way too many marketing pieces and advertisements that either conflict with or do not connect with the business they're promoting.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The discount store mentioned here is a classic example. Why would this store owner want to promote his discount store by further discounting his products?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 His value proposition is quality products, good variety, low prices and a nice clean store you feel comfortable shopping in. So, his marketing messages should reflect his value proposition.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember one of the basic rules of marketing: use the strengths of your business to develop yourABSPB message. Always sell to your strengths!\par \plain\s0\ql\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs20\cf0 \par \ql\li0\fi0\ri0\sb0\sl0\sa0 \plain\f1\fs20\cf0 }} }hijkABSP TTn{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSPa^ w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 21. Effective Marketing Takes Time\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Lately I find myself stepping on our bathroom scale at least once a day. I think it's because I have been exercising more regularly and I want to see the results. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The problem is, the scale still gives me bad news every day. I've considered "adjusting" it with a sledge hammer but so far I've restrained myself.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 While I was lamenting this situation to a friend of mine, he reminded me of the advice I give people about their marketing: \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 "Be patient."\line "The longer you do it the better it works."\line "Don't expect tangible results right away."\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Whether I liked it or not he was right to throw my advice back at me. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You do need to be patient when you begin exercising. You need to keep working at it everyday. Let the power of time work its magic. Nothing of value happens overnight. Good things take time, whether you're talking about exercising or promoting your business.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This conversation also reminded me of advice my father (and chief business advisor) has given me often. He says "don't worry about daily, incremental changes. Focus on the long term trends."\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 He's right. Daily or weekly ups anABSP9 d downs are usually meaningless in the context of quarterly and annual reporting. One good week could make up for three bad weeks (or vice-versa). \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you focus too closely on today or this week you can easily make bad decisions because you don't have accurate information.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When you start a new promotion for your business, make sure you give it enough time to prove itself. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf0 My friend Mike Moore (\plain\f0\fs22\cf0\ul www.motivationalplus.com\plain\f0\fs22\cf0 ) reminds us that marketing is about "moving people to action." Moving them to action requires that you get their attention and give them a good reason to change what they're doing.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You can do this by putting your message in front of your target market many, times in different ways.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Doing this well takes time. So does losing weight. So be patient and keep working at it. You'll see results, eventually. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }lmnABSPȨ 21. Effective Marketing Takes Time4]|d{21. Effective Marketing Takes Time4]|Tb{21. Effective Marketing Takes TimeX62svXQ2wXY62svXl'0. 9!O22. Chasing and Being Chasedh4]|h{22. Chasing and Being ChasedUb4]|hUb{22. Chasing and Being ChasedxwX62svXlaR2wXY62svXp'0. OABSPl:7 r{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP0 w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 22. Chasing and Being Chased\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Many marketers say the 21st century way to sell is to get the prospect to chase you rather than you chase the prospect. The dynamics of the buyer/seller relationship has shifted and this is one of the outcomes.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 In my former business we found this was true. Consistently 80% of our customers came to us rather than us prospecting them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 What amazes me is that our service is one that typically is sold by salespeople knocking on doors (chasing the customers).\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Buyers are doing more chasing than ever before. Which means they are less responsive to being chased. It means they prefer to have more control over the entire buying process than in the past.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 It's good for us that they do want more control. It means they're more invested in the process of buying what we're selling. It means they place a higher priority on it. It also means we can do business differently. It means we can enter into higher value relationships that are more information-rich and more service-rich than ever before.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 As you think about how to promote your business, you need to keep this in mind. Do you want to chase or be chased? They are different goals and they need to be handled in different ways.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0ABSPo= \fs18\cf0 }} }pqrABSP ue{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSPX w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 23. Patience Can Be Profitable\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I read a study done by the National Sales Executive Association that found only 2% of all sales take place on the first contact with a potential customer or client. In fact, 80% of sales require 5 to 12 contacts before the prospect becomes a customer.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This reminds us that patience is a virtue. In our \'93instant-gratification\'94 world we sometimes forget that things of value take time. They don't happen overnight.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 It's also good reminder that nothing of value comes easily. You want to accomplish something? You have to work at it! This is what separates the winners from the rest. Or, as they say, there is no free lunch.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Being in Minnesota, I was a fan of Kirby Puckett when he played for the Twins. Kirby was well known for being a consistently good hitter. A reporter once asked him what his secret was. He said it was simple. He swung the bat as often as possible. Every opportunity he got, he'd swing at pitches. He said the more he'd swing, the more he'd hit.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Marketing is no different than anything else. If you want results, you need to work at it. The more times you put your message in front of someone, the more likely they will remember and recognize you. The more likely they will call you rather than your competitor.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 ABSPeZ5 \f0\fs22\cf16 So, no matter what kind of business or organization you have, make sure your marketing delivers your message to your prospects in multiple ways. Make sure you're getting that 5-12 contacts with your prospect so they begin to trust you and they'll consider doing business with you.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }stuABSPT 23. Patience Can Be Profitable4]|`h{23. Patience Can Be Profitable4]|Vb{23. Patience Can Be ProfitablewX62svXQ2wXY62svXs'0. O'P24. Marketing is More Than Just Advertisingh{24. Marketing is More Than Just Advertising0Wb{24. Marketing is More Than Just Advertising62svXQ2wX,Y62$svXw'0. PABSP߼ ccy{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSPYj` w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 24. Marketing is More Than Just Advertising\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Too many small business owners focus on advertising as the only way to generate new business. Before you buy any advertising, you should know what you're trying to accomplish. That goal comes from your overall marketing plan.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Let's back up a moment. Start with your business goals. What would you like to accomplish this year? If you want 20% growth in revenue and a similar growth in profits then you'll need more sales. You'll need to attract new customers or get additional sales from existing customers. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Either way, marketing is what will help you reach your goals. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\ul Marketing\plain\f0\fs22\cf16 is all about figuring out who you want to do business with and sending the right message to them so they will want to do business with you. It helps you create awareness of your product, service or brand among your target market, so they believe you can help them accomplish their goals (as they relate to your product or service).\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\ul Advertising\plain\f0\fs22\cf16 is just one way to deliver your message. Depending on your specific business, you could have hundreds of ways to reach your target market. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The best marketing puts your message in front of your audience in a variety of ways. The more ways ABSP} someone hears about your business, the more they will remember you and the more credible your message is. Try to find at least five different ways to deliver your message to your target audience. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember, your marketing system exists to deliver exposure. It exposes your target market (your audience) to your message. Your goal is to obtain as much exposure as possible within your budget.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you have a huge budget then you have a lot of options. If you have a small budget, then you have fewer options. No matter what your budget is though, you should look at different options to deliver your message.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, plan your marketing expenditures and think of them in terms of buying exposure. Make them all work together to get better results. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }wxyABSP! }!{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP^y w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 25. Most Of Our Business Comes From Word Of Mouth.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When I work with business owners I always ask them where their customers come from. The number one response to my question is:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\i "Most of our business comes from word of mouth."\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Call me a skeptic but I don't believe it. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Over 90% of the people I work with tell me this. It's consistent across all types of businesses and all stages of businesses. It doesn't matter whether they're a new business or an old business. They could be profitable or struggling. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 They almost all say the same thing.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This leads me to believe that some people are living in fantasyland when it comes to their marketing. This can be a dangerous place to live when you're trying to build a successful business.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I think the reason I hear this so much is because it's what people want to believe. We all want to think our service or reputation or product is so great that people will line up at our door. It's the old "if you build it they will come" idea.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But it's not true. In most businesses, no matter how great you "build it" they will not come. At least they won't come to you until they know about you.\par \pABSPԔ lain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 That's where effective marketing comes in. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Sure, word of mouth is a desirable way to get new customers. But too many business owners forget that word of mouth doesn't just appear out of thin air. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 You have to create it. And there are just two ways to create it. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A. You use marketing tools to tell people who you are and what you do.\line B. You deliver a "wow" experience for your customers so they tell others.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A good marketing campaign will create word of mouth. In fact, most word of mouth is created or amplified by effective marketing. (When I say "marketing" I mean anything you do to get the word out. It could be advertising, public relations, special events, salespeople, direct mail, etc.)\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Some companies are so good they deliver "wow" experiences to their customers. This produces great word of mouth marketing for them. And they deserve it because "wow" does not happen very often. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 It certainly does not happen in 90% of the businesses. If that many businesses gave us a "wow" experience, we wouldn't consider it a "wow" anymore so we wouldn't talk to our friends about it.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A big mistake people make is to separate their marketing tools and treat them like they're completely independent. They think word of mouth marketing happens independently of other marketing.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But it's not like that.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The most effective marketing uses a combination of tools to deliver your message. It's the combination and variety that gives yourABSP#e- message greater impact. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, as you think about how to get new customers, don't kid yourself that most of them come from word of mouth. They probably don't. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Instead, think about your marketing this way:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A. Decide who you want to reach.\line B. Create a message they will respond to.\line C. Find multiple, complementary ways to deliver your message to them.\line D. Plan to deliver the message multiple times to the same people. \line E. Budget for the long-term for best results.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Do your marketing well to create effective word of mouth marketing for your business. Then "wow" those new customers and you'll create even more. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Instead, think about your marketing this way:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 A. Decide who you want to reach.\line B. Create a message they will respond to.\line C. Find multiple, complementary ways to deliver your message to them.\line D. Plan to deliver the message multiple times to the same people. \line E. Budget for the long-term for best results.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\i Do your marketing well to create effective word of mouth marketing for your business. Then "wow" those new customers and you'll create even more. \par \plain\s0\ql\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs20\cf0 }} }z{|}ABSP 25. Most Of Our Business Comes From Word Of Mouth.25. Most Of Our Business Comes From Word Of Mouth.25. Most Of Our Business Comes From Word Of Mouth.2svXQ2wX,Y62$svXz'0. {1Q26. Can You Brand a Small Business?4]|h{26. Can You Brand a Small Business?4]|Zb{26. Can You Brand a Small Business?62svXQ2wXY62svX'0. RABSPmM ""{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP; # w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 26. Can You Brand a Small Business?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Many so-called marketing experts say you can't brand a small business. I disagree with them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 If you own a business and your market is well defined, then you can brand your small business in a way that makes sense and helps you accomplish your marketing goals.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Remember, branding is about your reputation. Your brand, if created well, will instantly tell a person what you do and why they should do business with you. It will help them remember you rather than your competition. It will tell a potential customer how you do business and why you're a better choice. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The key in building your brand is to saturate your target market with your message. Make sure your intended audience hears your message from a variety of sources over and over again. Your goal is to expose your audience as many times as possible to your consistent message. It's best if you commit to a certain time frame (at least one year). And you need to commit sufficient resources to the effort.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Using a variety of media is the most effective way to build your brand. If you use some creativity, it doesn't need to cost a fortune. Every market has many inexpensive ways it can be reached.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 As you plan your marketing, be creative. Find ways to get yABSP our name out and make your business famous in your market. You'll love the results.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }ABSPu {\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP r w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 27. Can I Try it Just For a Few Weeks?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Far too many small business owners buy their advertising with the idea that they'll try it for a few weeks, just to see if it works. If it works, they'll commit to a longer schedule.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This is a symptom of why so many small businesses fail. Not that this is the sole cause but this type of thinking represents a short-term mentality that can kill a business.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I understand the reasoning behind this type of logic. They want to the get the biggest bang for their buck. They don't want to spend their money on something unless they know it works. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But most things you do to grow your business work better in the long term than in the short term. Many things we do appear to fail in the short term but if they're given enough time (and attention) they can produce very good results in the long term.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So if you only give something a few weeks to perform, do you really know if it works?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I don't think so.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Starting or growing a business is not a short-term task. It takes a long time because to be in business you need people to do business with you. This requires that you develop relationships with people and get them to change their buying behaviors so they buy ABSP:( from you, rather than someone else.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Most importantly, you need to do this with enough people to make your business financially healthy. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This is a big task. Getting people to change their habits is not easy nor does it usually happen quickly. It takes time and energy and work. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Sure, a new business can get quick sales but they are just that: quick. You've probably heard the saying: "easy come, easy go". It applies to new businesses too. Your first customers will most likely not be your last customers.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 One thing I've learned about growing a business is that the more you put into it, the more you get out of it. If you skimp and put in the least amount of money, effort and time, then your business will show it. It will not last long enough to do you any good. You might as well call it a hobby.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The other thing I've learned is that businesses are smart. They understand when the owner is focusing on the long term or short term. If all you focus on is the short term then all you'll get are short-term results. If you focus on the long term and if you invest the proper resources, then you'll get long-term results. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The choice is yours.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Here's an easy way to guide your decision making as you grow your business. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Whatever you do to grow your business, think of it like exercising. The more you exercise, and the longer you exercise (within reason, of course) the better your results will be.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 For example:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Exercise everyABSP!(- day for 45 minutes and you'll see a certain level of results. You'll feel better. You'll probably lose weight, have more energy, sleep better and generally be more fit.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Exercise for 15 minutes every other day and your results will be less significant. You'll still probably get results but they will not come as fast nor will they be as obvious.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 As a person, you decide on an exercise program that works best for you. It boils down to what you are willing to invest in your health and what you want as a result of that investment.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 To be healthy, your business requires a similar investment. It could be advertising, inventory, new space, additional salespeople, a better website, or any number of things that require time, money and energy from you. You know what your business needs to be healthier and to meet your goals. So, plan an exercise program for your business. Decide what you want and what you need to do to make it happen. Then stick with that program and make it happen. }} }ABSP# 27. Can I Try it Just For a Few Weeks?h{27. Can I Try it Just For a Few Weeks?Zb{27. Can I Try it Just For a Few Weeks?62svXQ2wXY62svX'0. R28. Here's a Great Example of BrandingD3h{28. Here's a Great Example of Branding]b{28. Here's a Great Example of Branding62svXlaR2wX,Y62$svX'0. SABSP:\2 BB{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSP%) w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 28. Here's a Great Example of Branding\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Not too many years ago, people began using ribbons to promote their causes.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 We see various ribbons on cars and trucks to support our troops. There are pink ribbons to support breast cancer awareness and blue ribbons to support free speech on the Internet. Often you'll see the same colors used by multiple groups and causes.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I don't know exactly how this started but it has spread like wildfire. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 What's interesting is that no company owns this "brand". No single entity was the driving force to make the ribbon a symbol for supporting a cause. There was no ad agency, no marketing committee and no multi-million-dollar ad budget behind it with the goal of making it a worldwide brand.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Yet it has become recognized around the world. Anytime you see a ribbon like this you instantly know its purpose is to show support and create awareness for an important cause.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Why did this happen? How did a ribbon become a worldwide icon for supporting a cause? \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Seth Godin \plain\f0\fs22\cf0 might credit it to "viral marketing". Perhaps Mark Hughes would say it's because of "buzz marketing". I think they'd both be right.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \fABSP:$ 0\fs22\cf16 First, I think it has roots in the song "Tie a Yellow Ribbon" that was popular in the 70's. (Remember Tony Orlando and Dawn?) In 1981, when the 52 American hostages finally came home from Iran, people sang the song and displayed yellow ribbons. The purpose was to show these people that America had not forgotten about them.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Because the song was so popular, the yellow ribbon as a symbol already had a large audience. By tying it to an emotionally compelling cause that affected many people, the symbol gained power. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The next time someone used a ribbon to promote awareness for their cause, it already had a presence in the minds of millions of people. And it had powerful emotional appeal. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, it stuck. And it grew. The rest, as they say, is history. }} }ABSP\9 \{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSPHd w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 29. Visualize Whirled Peas\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 I'm not a big fan of bumper stickers but I do admire them when they are catchy or clever enough to stick in my brain. The most memorable bumper sticker I have ever seen is actually a humorous twist on another, more serious, bumper sticker. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The serious one says: \plain\f0\fs22\cf16\ul Visualize World Peace\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The funny (and memorable) one says: \plain\f0\fs22\cf16\ul Visualize Whirled Peas\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Maybe I'm weird but I really like the funny one. Plus, I think it offers us some real life marketing lessons. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 First, it's a clever play on words. It took some creativity to coin that one.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Second, it's light-hearted, not stuffy and serious. We all have enough serious issues in our lives. We don't need one more adding to the pile. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Third, it's concrete. I can easily see a funnel of peas whirling around like a little tornado. I don't have to strain my brain to figure out what whirled peas would look like.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Fourth, it's short and easy to remember. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 These traits add up to a message that stays with people. That's something we should all strive for when we createABSPb our own marketing messages. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }ABSPa8 29. Visualize Whirled Peas3h4]|3h{29. Visualize Whirled Peas`_b4]|`_b{29. Visualize Whirled PeasxwX62svXlaR2wXY62svX'0. S 30. Eat Less. Move More.L6h4]|L6h{30. Eat Less. Move More.Xab4]|Xab{30. Eat Less. Move More.2xwX62svXQ2wXY62svX  '0. TABSPۮ+ @@{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSPIw w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa115 \f0\fs28\cf0\b 30. Eat Less. Move More.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 About a year ago, I heard an interview of someone who was discussing health and obesity in our country. The lady being interviewed was a high-ranking government official. It was probably the Surgeon General but I don't remember exactly.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 The reason I mention this is because even though I can't remember the name or title of this lady I remember one thing she said very clearly. She said most of us could easily be healthier and more physically fit by doing two simple things:\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Eat Less.\line Move More.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 This is an excellent example of a memorable message. It's short, simple, clear, catchy and easy to remember. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Sure it would be nice if I remembered exactly who said it but that was not her intent. Her purpose was to give people an easy to remember and easy to implement plan to be healthier. Maybe she did not create this message but I give her a lot of credit for using it to further her mission of educating people about how to be healthier.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 As we think about ways to promote our own businesses, it's not a bad idea to keep this simple yet effective message in mind. 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Big Brand Names or Local Flavor?\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 One of the things I think of when we travel is the impact brands have on us. Consistent, well-managed brands can make our travels more fun and less troublesome. Brands give us a high level of comfort and familiarity while we travel to new and unfamiliar places. This is why local, independent hotels and motels are almost extinct.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 When I get to the end of a day's traveling, the last thing I want is to wonder about the safety and cleanliness of the hotel I'll be sleeping in. I want to have a very high level of confidence that the place I lay my head will be clean, quiet and safe. Add some creature comforts like a clean pool, hot coffee in the morning and a shower head that is actually above my head, and I'm a happy traveler!\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 So, when we roll into a new town you can bet we're staying at a place we're familiar with. There are a number of big hotel brands we like and they all do a fine job in keeping us comfortable as we travel. It's a rare day when we venture from this standard and stay at a local, non-chain hotel. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 While traveling one night, we found ourselves doing some sightseeing. Before we called it a night, my wife decided she wanted some ice cream. Not two minutes later, a small, local ice cream shop appeared on the right side of the road, almost as if it was planned.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0ABSPn_n \f0\fs22\cf16 The ice cream was delicious. The place was spotlessly clean. The employees were friendly as were the other people waiting in line for their ice cream. The prices were much lower than we pay at home. Put it all together and I'd call it a winning dining experience.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But wait. There's more.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Beyond the quality of the food, the fast service, the cleanliness, the low prices and the friendly people, this little place had character. It had, if you pardon the pun, flavor.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 As we sat enjoying our ice cream, I looked around. On one wall hanging in a row were about a dozen ice cream scoops of varying ages. One or two of them looked like a scoop we used when I was a kid. (That brought back some memories.) On the same wall, below the scoops, were two bulletin boards full of photos. They looked like school pictures of the kids who had worked there over the years. \par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Above us, were 8x11 "awards" posted for each of the employees. They were fun and silly, things like "we're glad you're our boss and not our mom" award. Near the entrance to the kitchen was a bookshelf/cabinet with framed pictures and other memorabilia.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Clearly the people who own this place put their heart into it. It's more than a business for them. That they would take the time to honor their employees this way and to share these mementos with their customers says a lot about the folks who own this little shop.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 For us as customers and visitors, it gave the place a warmth that you probably wouldn't find in a big chain or franchise. I enjoyed it. It was a great way to end our first day on the July 4th holiday weekend.\par \plain\s2\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf0 SABSP( o, how about you? Are brands important to you when you travel? Do you prefer big names or local flavor?\par \plain\s0\ql\li0\fi0\ri0\sb0\sl0\sa0 \f1\fs20\cf0 }} }ABSP1 !31. Big Brand Names or Local Flavor?]|7h{31. Big Brand Names or Local Flavor?]|D`b{31. Big Brand Names or Local Flavor?62svXlaR2wXY62svX!!'0. T"About the AuthoragVag4]|ag{About the AuthorMfHVMf4]|Mf{About the Author2xwX62svXlaR2wXY62svX""'0. %VABSPݖ= T{\rtf1\ansi\deff0\deftab720{\fonttbl{\f0\swiss\fcharset0 Arial;}{\f1\fnil\fcharset0 Times New Roman;}{\f2\fnil\fcharset238 Times New Roman CE;}{\f3\fnil\fcharset204 Times New Roman Cyr;}{\f4\fnil\fcharset161 Times New Roman Greek;}{\f5\fnil\fcharset162 Times New Roman Tur;}{\f6\fnil\fcharset177 Times New Roman (Hebrew);}{\f7\fnil\fcharset178 Times New Roman (Arabic);}{\f8\fnil\fcharset186 Times New Roman Baltic;}{\f9\fnil\fcharset163 Times New Roman (Vietnamese);}{\f10\fnil\fcharset2 WingDings;}}{\colortbl\red0\green0\blue0;\red255\green0\blue0;\red0\green128\blue0;\red0\green0\blue255;\red255\green255\blue0;\red255\green0\blue255;\red128\green0\blue128;\red128\green0\blue0;\red0\green255\blue0;\red0\green255\blue255;\red0\green128\blue128;\red0\green0\blue128;\red255\green255\blue255;\red192\green192\blue192;\red128\green128\blue128;\red0\green0\blue0;\red0\green0\blue0;}\wptoolsver4\wpprheadfoot1\paperw11906\paperh16838\margl1880\margr1880\margt1440\margb1440\headery720\footery720{\*\listtable{\list\listtemplateid19690212{\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc1{\leveltext\'02\'00.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc3{\leveltext\'02\'01.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'02\'02.;}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'02\'03);}{\levelnumbers\'01;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc0{\leveltext\'03(\'04);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'05);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'06);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfolloABSPQ! w0\levelstartat1\levelspace0\levelindent720\levelnfc4{\leveltext\'03(\'07);}{\levelnumbers\'02;}} {\listlevel\leveljc0\levelfollow0\levelstartat1\levelspace0\levelindent720\levelnfc2{\leveltext\'03(\'08);}{\levelnumbers\'02;}} \listid1194737}}{\*\listoverridetable{\listoverride\listid1194737\listoverridecount0\ls1}}\endnhere\sectdefaultcl{\pard\plain\s1{\ql\li0\fi0\ri0\sb100\sl0\sa101 \f0\fs22\cf16\b Who is Kevin Stirtz?\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Kevin is a successful entrepreneur, writer, trainer, speaker and mentor. His business experience ranges from technology to publishing, from nonprofits to professional services. He has owned and managed many businesses in his career and has won awards for his management and selling accomplishments. \par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\b Kevin Stirtz helps people Blow Up their Businesses. \par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 But don't worry, there is no dynamite or any other type of explosive device used! When people Blow Up their businesses it means they make them better. Often that means growing them by getting more new customers and by getting current customers to do more business with them.\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 There are three tools you need to Blow Up Your Business:\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\i Smart Marketing\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\i Smart Selling\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16\i Smart Service\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 Our entire philosophy is built around working smarter. Kevin Stirtz teaches business\plain\f0\fs22\cf16\b \plain\f0\fs22\cf16 owners to work smarter so they can Blow Up their Business and start seeing more revenue, increased profits and own a business that's more valuable and more fun!\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 To learn more about working smarteABSPd0 r and to see how you can increase sales and profits for your business, contact Kevin today at 952-212-4681 or at \plain\f0\fs22\cf16{\field{\*\fldinst { HYPERLINK "www.kevinstirtz.com"}}{\fldrslt{www.kevinstirtz.com}}}\par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs22\cf16 \par \plain\s1\ql\li0\fi0\ri0\sb100\sl0\sa0 \f0\fs18\cf0 }} }