* The Internet Marketing Reporter *
* Issue # 205 *
Member of the eZine Publishers Association
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Launch Date: May 23, 2001
Present # of subscribers: 21,000
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CONTENTS:
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Article 1: Why Every Major Company Tests And How You Can
It seems wherever you look nowadays successful businesses
are using some form of testing to improve their business.
From brand name soft drink makers to political campaigns
the key to improving the profitability of any business is
to simply to try out new things and new ways of running the
business until you have a valid result then acting upon
those results as a way to guide future actions.
But where do you start testing? Well first and foremost you
should be constantly testing your sales and marketing
materials. If you have an online sales page or print
advertisements go and test different layouts, colors, fonts
and wording of the ad itself. Sales and marketing material
is the lifeblood of a business and the good news is that
even very small changes can have a big impact on conversion
or response rates which will directly puts more money in
your pocket... But if you're not testing you will be
missing out on these potential gains.
If sales and marketing are the direct customer facing side
of things then operations handles the fulfillment and
services that will influence a customer's satisfaction of
your business. This is also a critically important area of
any business to test and improve upon because it is
absolutely important to retain customer's long term.
So go out and test and track the results from your order to
delivery, support systems and product fulfillment
processes. You should especially test them even if they are
handled by third party companies to ensure they are running
in top shape and can make delivery on time.
Beyond sales and operations I highly recommend that you
implement testing and process improvement in every area of
your business. Establishing testing and continuous
improvement cycles throughout is a major accomplishment
that will ensure the long term viability and profitability
of your business.
Find even more simple yet effective ways to incorporate
kaizen and lean principles in any business at the following
URL: http://www.thekaizenbusiness.com/
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Article 2: How to Give Life to Your Marketing with Word Pictures Let's say that you've crafted a great headline or subject
line, and your prospect has either opened your email or has
been enticed to read the next line of your sales copy.
Great! Now what? Here's a clue.
Greek business magnate Aristotelis Onasis once said (this
is paraphrased) "The goal of business is to get your
customers to see things your way."
The great Robert Collier said it this way, "... your next
problem is to put your idea across, to make him see it as
you see it - in short, to visualize it so clearly that he
can build it piece by piece in his own mind as a child
builds a house of blocks, or puts together the pieces of a
picture puzzle."
So the answer to the question is, after capturing the
attention of your prospect, your job is to elicit their
desire for your product or service. And how do you do that?
To use vivid word pictures that allow the reader to see
your product or service as YOU see it. Let me explain.
Before your prospect will take out her credit card and buy
from you, the sale must first be mader in her mind.
Therefore your word pictures must demonstrate how your
product or service is far more valuable than the money you
are charging for it. For example:
If selling fruit, how about describing it as sweet as
"honey such as Cleopatra served to Antony."
If you are describing the way your prospect would struggle
to create an online business on their own, how about saying
that it would be "like painting a battleship with a
toothbrush."
If selling your marketing services, how about describing
the problem of not advertising by saying, "The company with
a good product that does not advertise is like a man who
whispers himself in the desert."
Do you see how effective this strategy can be to get your
point across? And these are shorter versions of word
pictures. You can actually get into far more detail to
capture your prospect's senses.
These great word pictures are taken from the classic, "The
Robert Collier Letter Book."
"About Ginger Ale: The lore which enters its making is akin
to the lore of the wine-makers of France - a formula and
process handed down from father to son. Only three men know
the secret of its charm and vivacity, its mellow glow and
friendliness. You will find in it stimulation like that of
mountain air."
"Silverware: The cheerful hum of voices, the steaming
kettle, the cup that cheers, and Silver plate with its
satiny surface catching every light."
"A Book: If you are one of the live, wide-awake men who
welcome the rush and tumult of great daring and big
adventure, who believe that there is nothing better for
tired brains or tired bodies than the healthy, blood-
tingling, mind-quickening stimulation of a good story,
then."
So consider this: You can either state your points in a hum
drum, drab fashion, or you can take your prospect's on a
sensory journy by using vivid word pictures. Remember, if
you can get your prospect's to first experience the
emotions of what your product or service will bring to them
you will have a far better shot of making the sale.
So let me leave you with one of the most famous word
pictures of all time, from a man who used word pictures to
make him and his clients a fortune. From David Ogilvy:
"It takes a big idea to attract the attention of consumers
and get them to buy your product. Unless your advertising
contains a big idea, it will pass like a ship in the
night."
If your marketing is as quiet and unnassuming as a ship
passing in the night, you are in big trouble. Start using
expressive word pictures to infuse your marketing (and your
business) with LIFE.
If you've been looking for a blog that gives you the best
information on how to succeed online, Leo Lucianis
wholeheartedly endorses James Lee's online business blog.
http://www.OnlineBusinessFreedom.com
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Bottom Sponsor Ad
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Warning Internet & Network Marketers
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Have a wonderful week,
Stephan Bourget
IMReporter's Editor
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