One of the living legends of marketing and small business success, Dan Kennedy, recently released a new video series revealing the strategies for wealth creation for your business and your life.

In the first episode, Dan discussed the architecture of wealth attraction. You discovered why you are working so hard and not getting ahead as fast as you want.

In the second episode, Dan shows you how to harness an unusual power so business flows to you. Plus, you learned about the movement of money and achieving alignment with the forces that govern it.

In the third episode, you discover how to structure your business to attract better customers, clients or patients and make your business wildly profitable on your own terms.

These episodes will only be available for a few more days. You should watch them now.

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Again, with these videos, you have everything you need to know exactly how to structure your business to attract better customers, clients or patients and make your business wildly profitable on your own terms.

Make Thousands With Your Very Own Local Agency

Posted August 9th, 2015 by Nelson Tan. Filed under Business

Authority Suite

Imagine having your very own local marketing agency in a matter of minutes, equipped with themes, video commercials and print material.

Sounds crazy right?

Well it’s not, and it’s all done for you with the ultimate Authority Suite. You can be instant local authority and start providing services in as little as 4 hours from now.

Authority Suite is truly a “business in a box” for local business as it includes:

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The website and videos are absolutely stunning I love how Ankit is giving you everything that you need, so you can get out there and start selling services to local businesses today.

You’ve got to see this for yourself. Ankit’s stuff is always of very high quality. It would cost you thousands of dollars to develop this for yourself and he is practically giving it away…

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Be sure to check out +1 Success right now.

A great way to reconnect with prospects

Posted July 5th, 2015 by Nelson Tan. Filed under Business

Don’t get back in touch with a prospect or customer by e-mailing the cliché message “I’m just checking in to touch base.” Been there. Done that. Boring.

Instead, marketer Ivan Levison says create a Google Alerts with the prospect’s company name and industry keywords. When Google Alerts shoots relevant content to your inbox, you can customize
it and get back to your prospect with real information they can use. It’s a great way to show you’re a knowledgeable resource!

Get Levison’s free report “101 Ways to Double Your Response Rates“.

“I got your e-mail promoting your ‘Marketing with White Papers’ course, and I would like to know how it is better than Mr. X’s course, ‘How to Write White Papers’.

“I would like to take one of these courses. Can you tell me why it should be yours?”

I did not comply with KS’s request for 4 good reasons.

First, I told her: “Since I have never seen Mr. X’s course—no, I cannot compare mine to his.”

Also, does she really expect an objective opinion?

I wrote my course and have been doing white papers for over 3 decades.

So naturally I think mine is the best out there.

I mean, when you go to Coke to buy a cola from them, do you think they are going to recommend Pepsi instead?

Second, KS is in essence asking me to write a mini-position paper comparing my course with Mr. X’s course on white papers.

And I am not going to write a comparison paper in the hopes of making one measly $97 sale to KS.

Third, it’s kind of a ridiculous question.

KS can read the contents of my course on my landing page.

She can read the table of contents of Mr. X’s white paper program on his site.

And then it’s a simple matter to compare the two.

Fourth, why pick one over the other in the first place?

If you are a serious student, you are going to take many courses and programs on the same topic; e.g., white papers or whatever.

My mentor, the late, great Milt Pierce, had direct marketing books lining the walls of his large home office from floor to ceiling. He never stopped collecting them, reading them, and learning from them. Neither have I.

There will be repetition among the various courses KS or you buy on a topic.

But you’ll pick up some new ideas in each. And just one new idea in an info-product can pay its cost 10X over or more.

So KS, your notion that you must choose either my white paper course or Mr. X’s is ludicrous.

If you’re serious about white papers, you should read everything you can get your hands on about them.

And with my course, there is no risk: if you don’t like it, just return the material for a full product refund.

So your risk to preview my “Marketing with White Papers” is zero, because of my 100% unconditional money-back guarantee of satisfaction.

And if you can’t pull the trigger on that, KS, maybe you are not that serious about working as a white paper writer.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

I want to help you avoid a few of the pitfalls that I’ve encountered in my making cash online journey.

So if you haven’t made a dime online then you’ll want to read this VERY carefully.

When I first started online, all the gurus told me all I had to do was buy traffic, send that traffic to offers, and once you make your first dollar online the business is easy as pie.

What they didn’t say was…

Some offers have a small lifespan…

Not all traffic is created equal…

Brand yourself instead of the company…

If you make your first dollar online then you still have to keep hustling to keep up that momentum.

I remember buying a ton of traffic & barely making a cent out of that.

Buying traffic from weird sources that later on made me wish I hadn’t done that.

And when I did buy good traffic I didn’t know how to position myself correctly.

Which leaves me with my tips for you today.

1. Always do your research whether it’s the traffic, or the offer. Things tend to change in the marketplace.

2. Test small and if things work then scale up.

3. If you’re in an MLM or business opportunity, always position yourself in front of the company because if a company goes down, you’ll always have you.

4. You’re going to have your ups and downs in the marketplace, but just stay consistent, try to stick with a business model that is sustainable, and never give up.

The idea is to build wealth. Not to get rich fast.

If you follow these steps then congratulations, you’re on your way to success.

Also, not saying that sending traffic to offers doesn’t work.

I’ve done that with success, but that’s why you want to test small, and keep track of the offers as well as the traffic sources that you used for those offers.

The Value Of Thin Credentials by Bob Bly

Posted June 14th, 2015 by Nelson Tan. Filed under Business

The more credentials you have, the more your marketplace will see you as a recognized authority—also known as a guru—in your field.

And people want to do business with those they consider to be top experts in their industry or skill.

The easiest way to elevate yourself to guru status is to start with what I call “thin credentials”.

These are credentials that either are legitimate or else are perceived as legitimate by the marketplace…but are fairly easy to get.

And get them you should, because they are a quick way to jumpstart your career as a top guru in your niche.

For instance, when personal computing became a hot market in the 1980s, I got lots of calls to write promotions selling PCs and software…but I did not have credentials in the industry.

I had spent 4 years getting a BS in chemical engineering, which was the key credential that got me in the door as an industrial copywriter.

But PC software prospects were not as impressed. And I had neither the time, inclination, aptitude, brains, nor money to go back to college and earn a BS in computer science!

So instead, I got smart. I looked around at all the various IT certifications for the one that was the easiest and quickest to get.

To become a Certified Novell Engineer (I has a big client who sold education for Novell professionals) required half a dozen courses.

But to become a Certified Novell Administrator (CNA), a lower-level IT function, took only a single course.

I signed up for the course, paid the thousand dollar tuition (a lot of money back then), passed, and got my CNA certificate.

Now, when a potential computer client asked me what I knew about IT, I gave a crisp 3-word answer—”I’m a CNA.”

That instantly dispelled any doubt about my tech credentials and I almost always got the job. I think most IT Professionals did not realize how thin or light a credential the CNA was. And I felt no compulsion to educate them on this topic.

In healthcare, a heavyweight credential is to be an MD. But that takes 8 years to get. If you’re not up for going to med school, but want to establish yourself as an expert in health, there are many other trainings you can take that require perhaps only a few courses and may even grant you a certificate of completion—your thin health credential.

Just how thin a credential can be for you to feel comfortable parading it around on your CV is a personal decision. But it may surprise you to know I am a fan of getting thin credentials.

Their great value lies in the fact that the marketplace is impressed by them and is more likely to hire you because you have them. And perception is reality, so why fight city hall?

One of the easiest thin credentials available is to get yourself listed in a Who’s Who directory; click here to find out how.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Storytelling: the new app in B2B marketing

Posted June 10th, 2015 by Nelson Tan. Filed under Business

According to a report from Chief Marketer, B2B marketers need to tell their brand’s story in a way that is relevant to both marketer’s goal and the audience’s need. To engage prospects and buyers, there needs to be one story that comes across and resonates with all your audiences: business prospects, consumers, employees, vendors, shareholders, and everyone else. To find out what themes will resonate, have conversations with your customers; don’t decide on your story line in a vacuum.

Source: “Tell a Tale”, Chief Marketer B2B Special Report, p. 1.

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There are 2 kinds of people who ask for free review copies of my e-books, paperbound books, audio programs, and other info-products.

The first is a media person or digital marketer who thinks I would benefit tremendously by getting my product talked about on or in his Internet radio show, podcast, newsletter, blog, or whatever.

My answer: Sorry, I do not give free review copies. If you want the product, you can buy it like everyone else.

Does this shock you? There are 2 good reasons for my refusal to give these “media people” my book or course for free.

First, who are they? I have never heard of 99.9% of them. So I question whether they reach much of an audience or would give me much benefit from a review. If the guy was calling from CNBC—which I’ve been on, by the way—that’s a different story.

Recently SW asked for free copies of about a dozen of my products, and got very huffy when I refused.

He told me in essence I was a fool to refuse him because he has an online magazine, which of course I never heard of.

He claims the magazine has 20,000 e-mail subscribers (I have 65,000, and my list is not considered huge, so big whoop) and gets 5,000 views per day.

Back in the day, when I ran ads in magazines, we only advertised in publications with audited circulations, meaning their subscriber base was verified by a third-party bureau.

Sadly, there is little or no auditing of online magazines, blogs, and the like. So when they claim a huge readership, you are really taking their word for it—and in most cases, I choose not to.

The second reason for my no-free-review-copies policy is: I have no idea whether the requests are legitimate, and in my experience, most are not. They are basically some guy with a blog no one reads who uses it to mooch products from info-product marketers like me.

SW also implies I am foolish to turn him down because Random House, Penguin, and other big publishers send him review copies.

Well, just because they’re suckers doesn’t mean I have to be!

Okay. So that’s the “media people”. The other group of freebie moochers is people who tell me I should send them a review copy because they want to sell my product as an affiliate.

What they do not understand is the 99/1 rule of affiliate marketing: 99% of your affiliate sales will be generated by 1% of your affiliates—known in the business as “super affiliates”.

These are big Internet marketers with large lists who can move a lot of product, and these super affiliates are worth their weight in gold.

One of them sold $19,000 worth of my $19 e-book with a single e-mail blast to their list!

Conversely, and this is my point, the other 99% of affiliates—we call them “ordinary affiliates”—will account for only 1% of your affiliate sales.

The sad fact is that most of these ordinary affiliates don’t know Internet marketing and won’t sell a single copy of your product. They are worth their weight in lint.

Virtually all the affiliates demanding free review copies are ordinary affiliates, and if they want your product, tell them to buy it like anyone else.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Did I Call You At A Bad Time? by Bob Bly

Posted May 24th, 2015 by Nelson Tan. Filed under Business

Recently I called a freelance writer, PM, whom I wanted to hire to edit an e-book, and when she answered her phone she told me testily, “It is 5am here in Arizona.”

Sorry PM, but it’s not the customer’s job to keep track of the time zone you live in.

If you don’t want to be awakened early in the morning or disturbed in the evening by a phone call, switch your office phone to voice mail, turn off the ringer, and have a separate line for personal calls.

Reason: your business phone should be answered 24/7, whether by you or a recording.

You are not obligated to take the call at 7pm but I think you are obligated to have a phone system that takes a message no matter what the hour, just like virtually every other business your clients patronize.

Otherwise, the customer gets frustrated that he can’t leave a message and has to call you back—yet another task he doesn’t have time to worry about.

When I called PM early in the morning, she made me feel as if I had done something wrong. But IMHO, I had not. I contend the error was hers, not mine.

When I shared this incident on Facebook, many FB users chimed in. For instance, JS comments: “Being in freelance writing means having an answering machine and a short message that includes your business hours and gives out your website URL where you have info about what you do and a way for clients to get in touch through e-mail.”

JS continues, “Otherwise prospective clients, who wait until the last minute, won’t take you seriously. Never answer the business phone in person unless you are prepared to talk business.”

CY says: “Bob, if you call me at 5 am, I’ll be sure to answer or you’ll be asked to leave a message on my very cheery voice mail. Personally, I don’t sleep with my work phone tucked under my pillow. My rule of thumb, make it as easy as possible for clients to hire me.”

And AC says, “No one forced me to live in the Pacific Time Zone. If I want East Coast business I need to keep East Coast availability; 90 per cent of my BIG business is in New York, New Jersey, and Philly. ‘Good morning! May I help you?’ I love slurping coffee (with phone on mute of course) while I listen to the cash register ring.”

So what happened with me and PM?

First, even though I believe I did nothing wrong, being scolded by her put me in a bad mood for the whole morning.

Second, it will make me think twice before calling her with a potential assignment again.

Third, I did not hire PM and found someone else to do the job.

Always make life easier for the customer, not you.

And don’t get snippy—ever—with prospects or clients.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

The death of print is exaggerated.

Posted April 6th, 2015 by Nelson Tan. Filed under Business

“We know what you’re thinking: print is dead, while digital is growing more and more every day,” says digital strategist Shannon McCoy. “This is simply not the case. With more and more companies abandoning traditional forms of mass communication, it is easier to stand out and reach your target, whether young or old, with tangible promotions like direct mail.”

According to a survey by Greenhat, B2B marketers on average spend 28% of their budget on digital marketing and 21% on traditional offline marketing. So print is hardly dead, accounting for one dollar out of every five spent on marketing.

Source: Today@Targetmarketing, 3/2/15; CMO, 3/5/15

 
 
 
 
The TruthMarketing and advertising has changed in the last few years. In this new economy, all the power is in the consumer’s hand. The one thing that hasn’t changed though, is human nature.

So if you’re currently struggling, what do you do? You can do the same sh*t and expect a different result or you can do something different!

You need a clear road map to get your business either off the ground or more profitable, one that’s more sustainable and profitable in the long term.

The Truth” is that map–a step-by-step, no-frills book and course, including proven methods, tools, done for you templates and other bonuses to build your business to whatever level you want to to be.

John Mulry has set up the pricing for his course as a dime sale. It starts at $7, but the price goes up slightly with every purchase.

4 Steps To Designing A Digital Marketing Plan

Posted March 21st, 2015 by Nelson Tan. Filed under Business

Increasingly, more companies are recognizing the benefits a corporate digital marketing plan can bring in, but a few obstacles stand in the way:

1) There is no proper procedure or the know-how to design one
2) Not knowing where to look for resources or advice
3) Having a negative assumption of uncontrollable word-of-mouth over the Net that may jeopardize a smooth plan
4) Over-expectation of concrete results in the short term

thinking

And of course, having a digital marketing plan does not mean businesses must ditch traditional marketing channels altogether. Every marketing channel can be coordinated together in an effective mix. The trend towards going digital is undeniable though; as more consumers do their research online before arriving at a purchasing decision, it becomes more cost-effective to meet them where they are online and drive the marketing in their direction.

Advancement made in analytics is also making ad campaigns that much more easier to test and track, thus providing the necessary performance metrics that marketers can appreciate and know where they can improve for better results.

The first step in planning out a DMP is to define the vision. What does such a plan aim to achieve? Perhaps it is to drive online sales of your products. If your products are not appropriate to be sold online, the final goal may be to encourage a target number of fans and followers to set foot into your shop. It is important to define the goals as clearly as possible because they determine how subsequent marketing actions will be carried out accurately.

The second step is to define the various strategies and objectives that bring followers closer to your goals. The questions below can act as a guide:

– How many articles are you going to write in a month?
– How many clicks to drive to each article?
– How many social shares should each article reach for?
– What is the call-to-action (CTA) at the end of each web page?
– How many CTAs are needed before a visitor reach a goal?
– How is the visitor’s experience navigating around your website?
– What is the conversion rate for each call-to-action?
– What is target size of the follower base on each social network?
– What is the target size of the e-mail subscriber base?
– What offers do you propose to differentiate the privileges of different subscriber/follower bases?
– What is the best buyer demographic for your products or services?
– Which social networks are these potential buyers predominantly found in?
– What are the signals that indicate a prospect is ready to buy?
– How to provide post sales support or customer service?
– What are the segments that separate different types of customers?
– What motivates each set of customers differently?
– How long and what are the stages of a buyer’s lifecycle?
– What are your best keywords for website optimization?
– How many free offers do you need to come up with each month?
– How do the free offers determine the landing page design?
– How do you position yourself differently from your competitors?
– How do you project yourself as a knowledgeable expert in your niche?
– Where are the best forums for online conversations?
– Who can you collaborate with as joint venture partners?

These are but only a sample of questions out of many more that need to be asked, like:

– What would be a good frequency for social postings? Is it too much or too little now?
– What type of social media posting are your followers most likely to share?
– Which social networks tend to contribute better towards your DMP goals and how much more time should be spent in them?
– When is an appropriate time to directly promote a product?
– What new marketing channels can be further explored? Mobile messaging? Instant messaging?
– How to nurture regular customers into long-term evangelists?

I should stop for now. As you can tell, the devil is in the details and answers are never-ending, more so when nothing is set in stone and new digital trends can take over without warning. Your DMP must be dynamic and adaptable, subject to review for minor details over 3 months and for major ones over 6 months.

The most common mistake of a DMP is for digital marketers to confuse between the larger goals and objectives and mix up their priorities. Success is in the sales, not the clicks nor the number of subscribers or followers. Therefore it is imperative to use analytics software like Google Analytics or Piwik to break down the measurements into hard numbers because they tell the hard truth.

The third step is to define a role for each of the staff in the business. This is especially true for small businesses without a marketing team. When there are so many ‘devils’ in a DMP, you can be sure there is plenty of work to do every day.

Digital marketing has to be a collective effort for productivity to increase and it does not necessarily require in-depth expertise. A business can start small, posting one piece of valuable content at a time, then figure out how to ramp up the volume, frequency and quality of the content over time.

It is also helpful for all staff to get involved so they can learn to market online during the process and stay relevant within various digital trends.

If this step is not applicable within your business environment, you can consider outsourcing to a digital marketing agency. It is exactly what we do at iSmart Communications. Take a look at the home page and “Inbound Marketing” section of our website to better understand how we can add more value to the digital aspect of your marketing work.

The fourth step is to set aside time for training. Now this does not seem to relate directly to the work, but you would do well to remember a Chinese saying, “Rest is to prepare for the long journey ahead.” Training is not exactly rest, but still it is to prepare for the long marketing journey ahead. It is also a time to take stock of the work done, of results measured, to discuss what is done well and what can be done better.

For training and research resources, you can visit these recommended websites:

1) Entrepreneur.com: Click on the ‘list’ icon beside the logo for the topics
2) SelfGrowth.com: Access “All Topics” section and look for “Internet Marketing” and “Social Networking and Social Media”
3) MarketingProfs.com
4) Linkedin groups pertaining to relevant keywords and topics
5) Quora.com and similar Q&A websites
6) Article directories like Ezine Articles
7) Pinterest: Search for infographics by keywords
8) Blogengage.com
9) Marketingland.com

These are exciting times we live in and consumers and merchants are converging online like never before. Establishing additional marketing channels via social media and e-mail automation can only help you open up a plethora of new business opportunities. Your marketing efforts are further leveraged as your online business presence remains active 24/7. The 4 major steps of crafting a digital marketing plan would be a great starting point. Act on them today and usher a better tomorrow.

The 4 Steps Of A Digital Marketing Plan

First step: Define the vision or goals.
Second step: Define strategies and objectives that score goals.
Third step: Define digital marketing roles for staff.
Fourth step: Prepare for continuous training.

 
Nelson Tan is an Inbound Marketing consultant at iSmart Communications, an integrated marketing communications agency serving the Asia-Pacific region.

As the marketplace moves online, the majority of leads are not going to do business with you in the first instances. Lead nurturing becomes a key component of one-to-many marketing automation. The whole experience of the way leads interact with marketers and receive input from them becomes more process-based and systematic. Marketers can now collate a complete set of data based on the leads’ history of interaction to qualify them further down the marketing funnel.

This ‘input’ that marketers offer to leads is valuable content that educates, keeps them engaged and warms them up. A consistent and automated dissemination of content establishes a strong brand presence at the top of prospects’ minds even as leads and marketers do not meet, until the leads send a strong signal like filling in a telephone number in a form or agreeing to a product demonstration. When online lead nurturing can produce such revealing data, that’s how powerful and effective the marketing process can become.

Consider the following factors in setting up a proper lead nurturing campaign:

1) Set your goals.

In popular understanding, there are 3 parts to a marketing funnel:

a) ToFU (Top Of The Funnel or Awareness stage): The prospect is experiencing a problem and requires knowledge to better understand what he is going through and why.

b) MoFU (Middle Of The Funnel or Consideration stage): Having understood and defined the problem, the prospect is considering the various options to solving it.

c) BoFU (Bottom of The Funnel or Decision stage): The prospect has shortlisted possible solutions to his/her problem and will finalize his purchase decision.

The goals of each part of your funnel is to prepare your leads with the necessary information and usher them to the next part. They always have a choice to opt out, thereby disqualifying themselves out of the funnel, but you want to focus on the leads that remain in the funnel.

2) Define your market persona.

Before the marketing process begins, you must first define the type of prospects to target. Instead of spending important advertising dollars on drawing in the wrong set of prospects, construct a market persona based on the majority of your customers and concentrated around their needs and wants. By creating a buyer persona and nailing down your clients’ needs, lifestyles and even apprehensions, you will have the capacity to think of a ready answer to address your clients’ challenges. By placing ourselves in the shoes of our prospects, we can better preempt their purchasing decision. It’s so much more effective to zero in on the right leads this way because it is very difficult to measure the degree of favorable response to mass marketing.

To give you a hint, you can start by asking current customers or prospects the following questions:

Role:

  • What is your job role? Your job title?
  • How is your job measured?
  • What is a typical day?
  • What skills are required?
  • What knowledge and tools do you use?
  • Who do you report to? Who reports to you?

Goals:

  • What are you responsible for?
  • What does it mean to be successful in your role?

Challenges:

  • What are your biggest challenges?
  • How do you overcome these challenges?

Company:

  • What industry or industries does your company work in?
  • What is the size of your company (revenue, employees)?

Watering Holes:

  • How do you learn about new information for your job?
  • What publications or blogs do you read?
  • What associations and social networks do you belong to?

Personal Background:

  • Age
  • Family (single, married, children)
  • Education

Shopping Preferences:

  • How to you prefer to interact with vendors (email, phone, in person?)
  • Do you use the Internet to research vendors or products? If yes, how do you search for information? What types of websites do you use?

As your leads answer these questions, you will find it easy to segment them in order to present to them the most appropriate content in their context. It also demonstrates your perfect understanding of their needs and challenges at any particular point in time, thereby maximizing the impact of your marketing messages.

3) Design your content

As you are already aware, the content in your emails plays a major part in lead nurturing by influencing the thinking process of your readers to be in line with your goals. The mindset behind your writing is to identify a problem and the need to solve it, impart knowledge and benefits, and emphasize action and accompanying results on the readers’ part. The regularity of messages queued and released on schedule within a workflow enables you to build ongoing relationships with your prospects/clients while keeping them engaged.

Although the content may be carried within emails, the content itself can take many forms, like a whitepaper, blog post, video, webinar, infographic etc. You could start with offering general advice that reflects the depth of expertise your company has. Instead of mentioning your products or services straight away, write some tips that your readers can easily apply themselves to solve low-level problems when they are in the ToFU or BoFU stage.

Overdeliver in this aspect of content marketing to the point when you have no choice but to propose a commercial solution to a larger or high-level problem. By then, your leads should also feel comfortable and find you trustworthy as a solutions provider. Even so, there is yet another way to qualify different types of buyers according to low-ticket, mid-ticket and high-ticket purchases. It is not very often that prospects will buy big-ticket items if they can’t perceive such a value. You can “whet their appetite” for future purchase by offering a cheap product like a more exclusive e-book, a recorded video tutorial, a 2-hour solutions-based coaching session etc. And only when they are ready that you can invite them for a free demonstration or trial use to orientate them for your flagship product.

Therefore consider how your emails are designed to deliver content that guide your leads along a well-defined buyer’s journey.

4) Set a timeline for your marketing funnel

This correlates with point 3 regarding the length of time by which you can afford to overdeliver on free content to nurture your leads. Although there is no fixed rule of thumb to how long the time could be, it is said that 75% of your leads buy within 18-24 months. It also depends on the degree of sophistication of the product or service you are selling. How you come to settle down on a definite timeline depends on how much content you have come up with and how you space them out at regular intervals. Be free to experiment with the way you sequence your content delivery, but it is of utmost importance that you must trust yourself that you did all you can to win over your prospects with your selling proposition, and thereafter you must discard the leads whom you perceive as remaining disinterested.

5) Define metrics for marketing campaign performance

Testing and tracking for results remains to be an integral business practice for all forms of marketing, therefore you must define the result metrics of your lead nurturing campaign or sales cycle, such as email open and click-through rates, social media reach (retweets, Facebook likes, fan/follower growth rates, impressions, shares etc.) and lead conversion rate. Metrics are the details that tie in with the goals mentioned in point 1.

As time goes, you will begin to discern and separate the non-performing marketing strategies from the good ones, and you want to improve or filter out the non-performers and concentrate more energy on the ones that work. Results will influence your future decisions on how to tweak the offers you send, the email subject lines, calls-to-action, content, landing page design etc. As the saying goes, “the biggest room in the world is the room for improvement.”

There you have it: the 5 major aspects of a successful lead nurturing campaign. In summary, you first determine your goals and metrics and how long you expect to reach them, know who you are targeting and identify what content to disseminate. The setup process can be time-consuming, but in the spirit of Inbound Marketing*, ultimately it will be beneficial to improving your lead quality at lower cost and your bottom line.

Are you generating enough leads for your business? Not satisfied with the quality of your leads as you hoped for? If you like us to examine your lead nurturing process, call us or write to us for a free consultation so we can give you a FREE website assessment and take your business to the next level!

Nelson Tan is an Inbound Marketing consultant at iSmart Communications, an integrated marketing communications agency serving the Asia-Pacific region.

Subscriber TK, whose goal is to become a freelance copywriter and info-marketer, but currently works at a 9-to-5 job, writes: “My conundrum is the potential of giving up a significant portion of my personal life should the website take off because I take care of my customers, they know I’m their go-to person.

“With my day job, my exposure is limited, but it may not be so manageable being on the web and that scares the hell out of me, yet I am coming to the point where I’ll just have to pull the trigger and ride the bullet!”

The vast majority of small business owners and self-employed professionals had to deal with this same problem, which is as follows: You have a comfortable, well-paying day job. You want to become an independent contractor or start a small business.

When you have a day job, it means you have to work on launching your business after hours.

So, as TK says, you have to spend a lot of your time outside of your regular job working on your new business instead of playing golf, hanging out with friends, or doing other leisure activities.

I do not see too many ways around this, and I think your options are as follows:

1. Moonlight. Keep your day job and spend all or most of your hours after work building your new business. When your new business is making enough money to support you, take the leap.

2. Save up so much money that you could live for a year without income. Then quit your income-producing day job and work full-time on your new business.

3. Ask your employer if you can switch to part-time status, which would give you more time to work on the business. This is a risky option because the employer might see you as not dedicated and pink-slip you for it.

The other issue starting a small business while you still have a job is privacy. If you put up a website, chances are your boss may stumble across it and may not like it. Again, very risky.

Some wanna-be freelancers make phone calls, send e-mails, and search the web for their freelance copywriting business while at work. I discourage this, as your employer is paying you to do their work while you are on the clock.

For more information on how writers can moonlight successfully, get my book “Write More, Sell More” published by Writer’s Digest Books.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

 
 
 
 
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Turn Your Passion Into A Lucrative Business

Posted February 17th, 2015 by Nelson Tan. Filed under Business

Unless you’ve been hiding under a rock, I am sure you’ve heard all the buzz going around about Anik Singal’s new “soon-to-be-best-seller” book called “Circle of Profit“.

In the book, Anik shows you exactly how to take what you’re passionate about, and turn it into a very lucrative online business. It’s way easier than you think.

You can get the physical version shipped to your house, or for the next couple of days, you can download it for free. Grab it now before it’s too late.

5 tips on presenting price in your copy

Posted February 14th, 2015 by Nelson Tan. Filed under Business

1. When a product is on sale, prominently show the price. Use dollars, not percentages. Percentages aren’t easily calculated in the mind—or worse, they are miscalculated in the mind and you risk losing a sale.

2. Incrementally break down the price. Show it as the cost per day, cost per use, or some other practical way to reveal increments of the price. Example: an annual subscription to an online database selling for $99 gives you “unlimited, 24×7 access for only 27 cents a day.”

3. Compare the price to an everyday item, such a cup of coffee, a postage stamp, or lunch at a diner.

4. Compare to your competition. If you have a price advantage, show it. If you don’t, then compare at a different level that includes longer product life, more convenience, or other benefits.

5. Position the price presentation as a cost of not buying now. In other words, show how the price could increase in the future, or the loss that can happen by waiting. This positioning also creates urgency.

Source: Gary Hennerberg, Today@TargetMarketing, 1/21/15

Why the Internet hasn’t killed print catalogs yet

Posted February 12th, 2015 by Nelson Tan. Filed under Business

I often say the death of direct mail has been greatly exaggerated, and here’s more proof: according to management consulting firm Kurt Salmon, 11.9 billion print catalogs were mailed in the U.S. in 2014.

Reason: while many consumers order online for convenience or go to a retail location to get the product right away, they enjoy thumbing through catalogs to look at products and get ideas. In addition, receiving a catalog reminds them of the availability of a product or the existence of a merchant they otherwise would have never remembered.

Source: Talon Newsletter, 1/15, p. 3


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