A simple definition of marketing is "the getting and keeping of customers." To sell your product or service, you must have customers. To increase your revenues, you must have customers, and you must turn those customers into repeat super-customers.The easiest way to do this, both on- and off-line, is through a content newsletter. There is no doubt that content sells. Useful content builds trust and credibility, and over time turns your customer from a stranger to a friend.An online newsletter is easy to begin--all you need is an autoresponder. I use Aweber for my newsletter (http://aweber.com/?203081). You can advertise your newsletter on your website, on forums, on your business card, in articles you write, on traffic exchanges, and in your email signature. If you faithfully do these marketing tasks, your email list will grow over time.You must provide useful and informative content in your newsletter. If you want subscribers to read it and (eventually) buy from you, do not offer them junk. I define "junk" as opt-in spam. Don't fall into the habit of sending out advertisements veiled as "articles." Don't send only solo ads. Instead, research topics for your newsletter and write quality articles. Subscribers who are impressed with your newsletter will buy from you. But it will take time to build trust. Trust is not built through junk.There are three phases to this process: 1) Get a lead; 2) Convert that lead into a customer; and 3) Convert that customer into a super-customer. Your newsletter will help you accomplish all three tasks.If you sell or market a product or service, and you are driving traffic to your website, you typically have only one shot at capturing the interest of a prospect. If I go to your site and click away, I may never come back. You need some sort of follow-up system. A newsletter is the perfect vehicle for follow-up.If you are sending targeted traffic to your site (any other type of traffic is a waste), visitors will be interested in the content of what you are offering. To keep their interest, and to keep your name in front of them, offer a f-re-e newsletter. Even a simple, once-a-month newsletter will do.If they sign up, you then have a chance to build a relationship. This is done through your content. Many people don't buy something the first time they see it, but as they come to know you and your product through your newsletter, they become more willing to purchase. Over time, just by offering a newsletter, you can convert more leads into customers.You turn those customers into super-customers also through your newsletter. If the product or service they bought from you was quality, you have built even more credibility with them. Perhaps now they will make repeat purchases, or join a membership site you offer, or even become an affiliate for your product or service.But the key is to offer useful, informative content. If the premier issue of your newsletter is nothing but an ad similar to your site, you will lose that lead. Build relationships through high-quality content, and you will convert leads into paying customers into paying super-customers.Remember - no list, no money.
It's long been held that trust goes a long way in building strong long term design relationships. Building all your hopes and dreams with one designer could leave you high and dry when they up their rates after you've committed to a job. So how do you go about finding a trustworthy graphic design company?Word on the streetSome of the hippest young gunslingers are to be found hanging out in the gin palaces and opium dens of the ghetto. To the uninitiated this might seem like a frightening place to look for someone trustworthy to carry out your design brief but perservere and you may get to hear about some secret design meeting going down in the backroom of some crack festooned fleapit. Welcome to the shadowy world of the design behemoths.Playing the fieldWith so many unscrupulous designers hawking their shoddy services, it pays the prudent design buyer to play off these scampa among each other. For instance one designer may be offering free lollipops with every logo design. Armed with this information, approach another design agency and see what kind of sweets you might be able to get from them in order for you to place an order. Who knows by this method of going back and forth you may be able to aquire a whole sackfull of candy at no extra cost. Sweeeeet!Get to know your designer intimatelyMixing business with pleasure can be a dangerous pastime but when you are looking to build a long term design relationship, sometimes being bedfellows makes common sense. In much the same way as you would be unlikely to stab your husband or wife in the back (unless of course you wanted to murder your spouse in which case this makes perfect sense) it stands to reason that a designer you are regularly giving one to is probably going to be more receptive to your picky demands.Money - the route of all evil?So far we've discussed the psychological neccessity of maintaining a trusting relationship between designer and client. The other, sometimes neglected aspect is a sound business trust between the two parties. Ask yourself this question: is that shifty looking graphic designer going to be dipping into your wallet as soon as you're out of the room? If the answer is a probable yes then kick the devil into touch.Listen to your heartAt the end of the day building up a trustful design relationship has to emerge from both parties. It's all very well you doubting the designers sincerity and to be fair who hasn't thought at one stage or another that a designer is ripping you off? But it's also important to trust your gut feeling about a person. There are a couple more points that you should always be aware of. Ginger haired people although renowned for their hostile nature are 99% of the time fairly honest. Blonds will steal your last penny and leave you with some hideous design work.
Most of the Internet Marketers seem to think of website promotion as just submitting to search engines, directories, link building and advertising in ezines or banner exchanges. It is a known fact that most people in the world use most of their time off-line. They read newspapers, magazines, listen to radio and watch TV, talk with their friends, neighbors and family. Not all the time is spent surfing on the internet. To ignore the value of off-line marketing is to leave 65-70% of the money to be made from your websites on the table. Some suggestions for creating an off-line advertising/publicity campaign are : Let your local papers know that you have an unique product that will benefit the local community and you are able to help them save time, learn more and be more effective in their daily lives. This could lead to an interview with a local reporter or even with a national with your website product as a featured item and will drive people to at least see what the buzz is about. At the very least it will create an awareness of your domain name or product in their sub-conscience mind. Try finding a local business that is related to your product and offer them a discount voucher to give their customers for your product. Take out small ads in local or niche magazines to advertise the product. Some ads are relatively cheap comparable to a solo ad in a main ezine. Try handing out flyers with a special offer in the high street or find shops that would allow you to leave them on the counter for customers to pick up. Try sending a fax broadcast to businesses that could benefit from your product. Some companies have lists of fax numbers and can send out the fax for as little as interview each. If you can develop an unique twist or benefit of your product or service, then you could become newsworthy and even get an interview with a local reporter, who can write a better article than any you could put together for their readers or listeners. Investigate the possibility of sending out Press Releases to the local media. Send them your product for review. Get a well known celebrity to endorse your product. I am sure you can think of many other ways to use off-line marketing, other than sticking notes on lamp-posts to create an awareness of your site. Good luck
=WHY USE TESTIMONIALS=Simply said testimonials SELL! In fact, testimonials have been known to increase sales by 250% or more! The Internet is a very impersonal medium. People trust people! The more you can do to humanize your web site the more likely potential customers will want to do business with you. Testimonials speak to potential customers in a honest, believable way.Buying products on the web can be scary.Customers want to know :- Is a web site secure?- Is this a reputable business?- Does this product actually do what they promise it does?Customer testimonials can PROVIDE the answers to such questions, BUILD trust and CLOSE sales!=HOW TO GET TESTIMONIALS=Want a sure-fire way to get customer testimonials? Ask for them! Most customers would be happy to assist you. And you'll feel GREAT when you hear all the positive feedback!1. ASK CURRENT CUSTOMERS When job is finished ask your customers what they liked best about your product or service. There are many ways to ask including:Phone CallEmailPostcardLetter(If asking for mail feedback always use a self addressed stamped envelope)2. HOST A FREE TRIAL WITH A TEST GROUP Give a free trial to a group of users in your target market. Ask them: - if they found it useful - what they would pay for a product like that - how they would improve the product.3. GIVE A FREE TRIAL TO AN INDUSTRY EXPERT Someone with a complete knowledge of your field is well suited to judge how your product works. Remember how powerful 9 out of 10 dentists recommending Brand X toothpaste was?NOTE: ALWAYS get permission to use the testimonial. Have them sign a release form granting their permission.=HOW TO USE TESTIMONIALS EFFECTIVELY=1. FULLY IDENTIFY THE QUOTED PERSON - Use full name, company name, maybe even city, state, or age!Ex. of SIGNED Testimony (Jim Erickson from Whizbang International)Ex. of GENERICALLY SIGNED Testimony: (from J.E. from a Leading Manufacturing Firm)2. USE BENEFIT ORIENTED TESTIMONIALS - Specific testimonials can reinforce key benefits of your product or service. See examples below:Benefit Based Testimonial:"Grandma Madisons pies taste so fresh compared to other store bought pies! (Freshness is key benefit)General Testimonial:Grandma Madisons pies are fantastic. (nice, but too general)3. QUANTIFY THE BENEFIT - Using numbers help people measure the benefit in their minds.Example of measurable benefit The Whizbang system has helped us increase our profits by 30 percent in the first 6 months!Or Using Whizbang has helped us realize a 42 percent savings in labor and consulting fees!=WHERE TO USE TESTIMONIALS=Grouped on a testimonials page of your web siteScattered throughout your web site in 1or 2 line snippetsEmail marketing lettersNewslettersDirect MailBrochuresThe words of a satisfied customer are powerful tools for building trust, promoting your reputation, and increasing sales and profitability! I urge you to tap into the power of testimonials for promoting your business.
The key of your business success is building customer loyalty. Holding on to existing customers is as important as soliciting new customers to keep feeding your list with fresh subscribers. Customer loyalty is the key to your business growth and profit. Because loyal customers generate a continual revenue stream through repeat purchases, they bring your business-increased profitability at a lower cost.Like in any other moneymaking system, to succeed as an email marketer, you will need to understand all the secrets that are available to keep growing your business and apply them immediately.How to Build a Business Relationship to Gain Customer loyalty!Everywhere you go online they tell you that you must have a list to succeed. That's true but it doesn't go far enough until you understand exactly what makes subscribers eager to pay for your products, success will remain subtle.If you dont know how to build a business relationship to keep your subscribers enthusiastic, eagerly waiting for your articles and rush to buy your product without any regard for brand, your list is worthless.Hands down the main key factor of a responsive email list is the Trust Factor. If you earn your subscribers trust, you will have much more success when it comes to advertise to your list. Without the trust of your subscribers, they will be leery when it comes to pulling out their credit card to buy from you.1 - Earn your subscribers' trustHonesty is essential to earning customers' trust, and that trust is the key to gaining "customer loyalty" . Earning customers trust is important to the success of any business. Being honest goes with not hiding anything.Let your subscribers know your Identification and contact information, such as your name, physical address, email address and telephone number. It is important that you let your subscribers know how to contact you for assistance. The more they know you as a person, the more they'll trust you. And when it comes to asking for money, nothing is more important than trust.Warning: Be sure to be selective in what you promote to your subscribers. If you suggest a product that turns out to be a scam, your subscribers will likely blame you first for recommending it to them. You really cant afford to take a hit like this to your reputation.2 - Give Them What They WantWhen your subscribers sign up to your ezine, they are doing so for a reason. They want the information you are telling them they will receive. Keep giving them that, and theyll be happy as can be. Diverge from that, and you could find yourself losing subscribers quicker than you can get them.Tips: Ask Your Subscribers what they want. Dont guess. Use this great, easy to use online tactic to find out exactly what your subscribers will buy from you or what subject they want to learn about. You could hold a contest. By sending them simple questionnaires or surveys will give you a sense of your market's needs, wants and preferences. Give the winner a quality prize and/ or gift that he cant find elsewhere. Getting your subscribers involved like this will also keep them interested in your emails and help get more emails opened.3 - Dont send too many marketing messages.Two thing you really need to watch, as a publisher, is how to advertise your product/ service and what product you endorse. Nothing ticks off a subscriber more than thinking a publisher is only in it for the money. This will happen if you advertise too much, or if you advertise the wrong products.Sending out an email newsletter with too much ads and a little or no quality information will hurt your reputation. You have everything to lose, and nothing at all to gain by stuffing your Ezine with ads.The ads in your Ezine arent the only things you have to worry about. This also includes any ads you send out that are separate from your regularly scheduled newsletter. Sending out an ad each day is not the way to go if you want to build customer loyalty. It is the way to go if you want everyone to unsubscribe from your list.4 - Make your subscribers your friends!Give your subscribers a good sense of who you are. Its important that your subscribers see you as a real person, because they will likely never meet you in person. One thing every successful publisher does is just talk about whatever is on their mind in each issue of their Ezine. They may talk about their family, their favorite sports team, politics, the weather, anything thats going on. They usually ask the reader to write back a few comments about it, or the reader will just write back without being asked to. This creates a bond between the publisher and the reader that could result in future sales and future partnerships.5 - Over DeliverNothing makes people happier than knowing you pay attention to them. Make your customers and potential clients delighted by giving them more than they expected. After they order your product or sign up for your publication, give them a gift or a bonus that wasnt advertised, in addition to any gifts or bonus you promised they would get. Im not talking about any ebook or software they can download from any website. Give something that no one or only a few other people are giving away. This kind of gift and bonus says that you put a lot of attention and thought into helping them succeed.From time to time and in special events send free gifts just for the heck of it. By continuously over delivering, your subscribers will realize that you are trying to help them learn what they need to know, and they will appreciate it when you give them the tools and information they need to succeed. This is obviously geared more towards strong relationship and they stay loyal customers longer.6 - Help Them OutBesides giving your subscribers what they want, helping them with whatever they need help with is the best way to earn customer loyalty. While this works on an individual basis, instead of taking care of all of your subscribers at once, the people you are able to help will be very grateful, and will probably tell their friends, colleagues and neighbors about you. Positive word-of-mouth is a powerful way to acquire new customers and build customer loyalty.If one of your subscribers sends you an email asking for help, help them out as much as you can. Dont just give them a quick, one word answer. Theyll probably just be back asking for a little more information. Just go ahead and tell them what you can, and be nice about it, even if you think its a stupid question.7 - Dont Use HypeIm sure youve seen this before. It seems to be everywhere you look people trying to hype-up their offer to make it sound better than it is. Most people just want you to be straight with them.If you just stick to telling the truth about a product, without making it look like hype, I think your subscribers will have much more respect for you. Personally, I think its stimulating when someone sends me a sales letter and outlines how I can benefit from it without trying to make it sound better than it is. Most people can tell the difference, and will probably be turned off by the hype.The bottom lineWhen you combine all of these keys, youll build a strong relationship with your subscribers and they stay loyal customers for years. All you need to do is find a way to include all of these keys into your business marketing strategies, and youll soon find yourself getting new subscribers, building relationships with and earning customer loyalty.