How to Market with Power

How to Find a Sales Copy Writer and Marketing Consultant

George Austin — Fri, 20 May 2011 06:25:03 GMT

Do you need a Sales Copy Writer and Marketing Consultant?

Then you should try out a new referral service named Thumbtack. Besides Copy Writers and Marketing Consultants you'll find other professionals such as graphic artists and other freelance workers.

Get more information at Thumbtack about my services by clicking here.

Copywright 2007 - 2011

Don't Bore Your Customers to Death

George Austin — Fri, 01 Apr 2011 04:21:15 GMT

Recently I visited a bland website.

Well, actually I visit bland websites all the time. It's not intentional.
It's just that there are so many of them out there.

Anyway, this one started off with the usual, "Welcome to my site" kind of
statement.

Do you know what's wrong with this? Maybe not, so I'll tell you.

It's like being handed a baked potato without any butter, sour cream, or
salt. Bland, boring, and un-appealing.

If you want visitors to your site to stick around, then give them a reason
big enough to make them want to stick around.

One of the problems may be that you're so used to what you do, it has come
to be almost common place and routine to you. Yet, to your customer, it
could be his salvation. Don't hand the starving prospect a cold potato.
Give them the best meal of their life!

George

Your Messages Told with the Clarity to Inform and Persuade

www.SayitwithPower.com

George@SayitwithPower.com

321-501-7705

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Copywright 2007 - 2011

Follow Up!

George Austin — Fri, 22 Jan 2010 19:01:00 GMT

Ask yourself this: "Of all the networking events I've been to, how many of those people have I followed up with a phone call, email or other contact?"

I know the answer. Almost none. I can say that with certainty because in over two years I've only had four people ever follow up with me.

This seems to be a major problem.

A local business man who needed some work done complained that he called a number of vendors to come out and give him a quote. Yet, he said a lot of them didn't even return the call and some who said they would come didn't bother to show up.

The simplest and cheapest thing you can do to build future business is to follow up after an event and make contact. Sure it may take time. But, why throw away warm prospects again and again then wonder why business is down?

Follow up! I and others like me are still waiting to hear from you.

Copywright 2007 - 2011

How to Give Presentations that Get Results

George Austin — Mon, 11 Jan 2010 19:45:00 GMT

How do you make a presentation that keeps the client's attention, answers his questions, and makes things happen?

That is the real subject of this excellent post by Guy Kawaski on the correct use of PowerPoint in your presentations. Take it to heart. So many PowerPoint presentations do nothing but bore people to death. Here is the remedy.

The 10/20/30 Rule of PowerPoint

Copywright 2007 - 2011

Are You Going Insane?

George Austin — Tue, 22 Dec 2009 19:21:00 GMT

Someone described insanity as doing the same things over and over again, yet expecting different results.

Are you stuck doing the same kind of marketing over and over again, but hoping this time it will bring you better results? Well, join the club.

Many businesses just don't know how to market their products or service. So they look around and see what others do, then copy it. Unfortunately, many of those being copied are also copying yet another somebody else.

For an example just look in the yellow pages. Probably 95% of those ads slaughter the standard practices of good marketing. It's what I call "me, too" marketing. They sell widgets, you sell widgets, so your ads sound like nothing more than "me, too!"

Sorry, I hate to break that news to you. But it's true.

There is a way to do better. In fact there is a way to completely leave your competition in the dust.

Right now 80% of your future business has shifted to looking for you on the internet - and it doesn't matter what kind of business you're in. The problem is either not having a web site, or having one that could win awards for pretty, but won't make you a dime.

That's where I can help.

Starting seven days from the time you contact me, you can see your business on the 1st Page of Google in local searches!

Guaranteed. Or, you don't pay.

Plus, it doesn't matter what kind of web site you have, or even if you don't have a web site at all.

Why is Google 1st page important? Google 1st page is where the world searches for your service before they buy. If you're not there, your competition soon will be leaving you in the dust.

I can't tell you how many times business owners tell me about the $1000's of dollars they spend on newspaper, yellow pages, and other print media ads with no results. Insanity is costly.

Compare that to the service of a team of Certified Google Professionals monitoring your business 24/7 who

ask for no long term contracts,
put the guarantee in writing,
put you on Google Maps and GPS mobile services,
price the service based on how big an area you want to target,
begin the price as low as a Starbucks per day.

It's reported that Jesse James was asked why he robbed banks. His answer showed common sense and clarity.

"Because, that's where the money is."

Why should you be on the 1st page of Google? Because that's where the money is.

What will 2010 bring you? More insanity...or more money?

Today the choice is yours. Tomorrow your competition may take that choice away from you and claim top spot for himself.

Act now. Contact me ASAP.

Copywright 2007 - 2011

Are You Boring?

George Austin — Fri, 18 Dec 2009 17:17:00 GMT

Ever been to an event and get stuck talking with someone you can't get away from and who bores you to death?

I'm sure we all have.

What makes that person such a bore?

The same thing that makes your business or service such a bore. And it's the reason why many potential prospects and customers don't do business with you. Correct this one thing and you'll see a big difference in how your message is received.

So, how do you and the bore drive people away? You talk about yourself continually.

Care to take a survey of how many people want to talk about you? Or how many people want to hear you talk about you?

It'll be a quick survey because the answers will always be the same...none, no one. OK, OK maybe your sweetheart or mother would, but that's about it.

No one wants to talk about you.

What they want to talk about is themselves. Plus, they want YOU to listen to them.

That's one of the biggest problems with salespeople and businesses of all sizes and shapes. We're so busy talking about how great we are it makes us deaf to the prospect screaming inside his head saying, "Please listen to me!"

Take another look at your sale materials, your elevator speech, your website. Are you telling everyone how great you are, or are you demonstrating to your prospect that you've been listening?

Get this right. It'll make your business more profitable and more fun. So remember, listening skills attract more customers than talking skills.

Copywright 2007 - 2011

How YOU Can Save Local Business...The 3/50 Project

George Austin — Mon, 14 Dec 2009 23:10:00 GMT

(This blog is about marketing your business with the power to get results. Well, this story today is about new efforts to bring more business to the local merchant. It's a worthy topic every local business person should want to join.)

Which three local businesses would you miss if they closed their doors?

Maybe it’s that deli on the corner where you grab the best sandwiches. Perhaps it’s the video store down the street where the clerk stashes the latest release behind the counter so it will still be there when you stop after work late on Friday night. Is it the florist who already seems to know exactly what your wife will love for her birthday—and is good enough to give you a reminder call so you never forget the date?

Small business (defined as having 500 or fewer employees) are the lifeblood of the American economy, accounting for an astounding 99.7 percent of all employer firms, according to a 2007 study by the U.S. Department of Commerce. Yet locally owned independent businesses are under far more pressure than ever. Trying economic times that have consumers closing their wallets, the credit crunch, and shoppers searching for perceived bargains at large chain stores have taken a severe toll, while buyouts of corporations that are “too big to fail” largely don’t benefit the little guys.

For the rest of the story, go here...

Copywright 2007 - 2011

Don't Give Up

George Austin — Mon, 14 Dec 2009 05:22:00 GMT

Life can have its tough times.

When the expenses go up and the revenues go down it's tempting to throw in the towel and discard your dream of being an entrepreneur or working for yourself. But don't give up. Success could be just around the corner.

It could be that you've been working so hard in the business you haven't had time to work on the business. Sometimes a fresh perspective from a trusted friend or consultant is all you need to energize your business again.

Maybe you need to take an honest look at the marketing you've been doing. Are you using certain methods just because others use them? Sometimes that is nothing more than the blind leading the blind. Much marketing I see struggles against the very heart of human nature. The art of selling is the art of understanding people. You can begin learning that art by asking yourself how you like to be treated.

But one thing is certain...you will never find success if you give up.

If this day finds you exhausted and your business seems more than you can bear, take a few moments to watch this short excerpt from an excellent movie "Facing the Giants"

You'll be glad you did.

Copywright 2007 - 2011

Values Based Marketing

George Austin — Sun, 13 Dec 2009 17:19:00 GMT

Many changes in marketing have occurred in recent years as a result of our changing culture.

People used to hand write letters in a flowery cursive style to communicate. Then we migrated to email. The art of cursive writing was left behind and many of the younger generation can no longer read it.

Yet, today if you predominately use emails it could be sign that you've again been left behind as the world shifts to the new communication of texting and social media such as Facebook, MySpace, and others. As a result some marketers have returned to direct mail letters since a personal letter now stands out once again.

But there have been other significant changes in the way we market.

As a child growing up in the '50's and '60's I remember Publix supermarkets taking out full page ads in the Sunday paper showing a picture of an empty parking lot in front of their closed store. There whole "marketing" campaign was to emphasize taking a day of rest. They closed on Sundays. Where did they get that idea? From the Bible...

"God blessed the seventh day and set it apart, because on it He rested from all HIs work..." Genesis chapter 2.

Then again, God reminds us by putting it squarely in the middle of the 10 Commandments. "Remember the Sabbath, to set it apart...six days you shall labor, and shall do all your work..." Exodus chapter 20.

So, how did that kind of marketing benefit Publix? Well, perhaps they believed -as many still do - that it's a good thing to have the blessings of God. There was a time when almost all business was closed on Sunday. Sadly a new generation now runs Publix and they no longer care about a day of rest.

To my knowledge only Chick-fil-lay still honors the Sabbath as a day of rest. And they have had massive success.

Let's ask ourselves this question..."In the 50 years that our marketing values have moved away from Biblical values, has our society grown more kind and gracious...are the streets safer...our children secure from the influences of drugs and other attacks on our morals? Or has society grown more violent, ugly, and immoral?"

What about you? Does your marketing reflect your values? Maybe it's time to drop out of the crowd and secure first the blessings of God. You may just find yourself a pioneer in a new (old) wave of doing business.

Copywright 2007 - 2011

Where Have Your Customers Gone?

George Austin — Fri, 11 Dec 2009 17:58:00 GMT

Studies show that over 80% of new prospects and your future customers search first on the internet. The question is, "Will they find your there?"

Ask yourself when was the last time you looked for the newspaper or a sales flyer when it came time to purchase an item. Do you know where your Yellow Page book is? Probably not and neither do your future customers.

So it is imperative you get your name "out there" on the 'net.

And you need to start today. There's an old saying, "Snooze and you loose." If you don't act your competition will and you'll be left wondering where all your customers went.

But, don't the Yellow Pages help bring in business?

Sure they do..for the time being.

A small business owner shared a revelation with me. Recently a customer came to his business and told him the reason why. It was because of an ad in the Yellow Pages. But a moment later revealed the real reason the Yellow Pages worked...the customer's computer was broken.

Should an overworked business owner have to become an internet marketing guru? No, there are systems you can put in place to get your business noticed on the web. Just like stocks whose portfolios need to be updated to reflect current conditions, so does your marketing. Make it a priority for 2010. The cost in most all cases is less than a business card sized ad in a newspaper or magazine. Remember, marketing isn't a cost, it's an investment. And that investment is a whole lot cheaper than going out of business.

Copywright 2007 - 2011

What Do Your Potential Customers Want?

George Austin — Thu, 03 Dec 2009 16:49:00 GMT

In real estate we hear the key to success is "Location, Location, Location." But here on the internet it is something else entirely different.

What do your potential customers want?

Information, Information, Information.

Plain and simple. People are on the web to find information. They want trustworthy information. Information that is timely and relevant.

How have you supplied what your potential future customers want?

So many web sites are devoid of any real content to answer the web surfer's reason for being there in the first place. These sites give no information and they give the reader no direction of what to do next. These sites are basically pointless, useless, and a waste of money.

Is your site one of them? Well, my best estimate is about 99% are like that. What are the odds that your site falls into the 1% who've done it right?

Your site is probably written from your point of view. You see the pretty and flashy design - makes you look good, right? You see your company photo and letter from the President - puts forth your professional image. Some of that may be helpful, but what does the consumer really want?

Information.

Is this really all that important? Google thinks so. Information is their whole business.

Don't fight the market. Make a point today to take another look at your site from the consumers point of view and give them what they want.

Copywright 2007 - 2011

Biggest Dirty Secret of the Internet

George Austin — Mon, 26 Oct 2009 05:33:00 GMT

There's a big dirty secret about the internet no one likes to discuss - and it's costing you a fortune.

The number of small business web sites which fail to become a profit center has climbed to nearly 99% !

"But", you object, "my site was built by professionals who've won awards for their graphics and designs."

Doesn't matter.

"I have a beautiful flash page."

Doesn't matter.

"My menus are interactive and change color."

Doesn't matter.

"I have pictures that change automatically."

Still doesn't matter.

While these things may add to the overall experience of a visitor to your site, they are garbage when it comes to getting someone to visit you site in the first place.

Remember, we humans are a self centered bunch. We come on the web for self-centered reasons.

Let's say you sell widgets. What self-centered reason could entice a web surfer to come to your site?

I'll discuss this vital subject next time. For now, wake up to the fact web design is just the first step in a successful business presence online.

George Austin
www.sayitwithpower.com
www.small-business-marketing-that-gets-results.com

Copywright 2007 - 2011

Advertising Is...

George Austin — Wed, 21 Oct 2009 06:24:00 GMT

The job of advertising is to channel the tide of "mass desire" that already exists out there in the market place.

How do I know that? Because I'm paraphrasing Gene Schwartz, a legendary sales writer who wrote the book "Breakthrough Advertising". He sold literally millions upon millions of dollars of products simply with the power of his pen... er, typewriter.

It's not about changing people's minds. It's about educating them to the options available that will satisfy their needs and desires.

So, if you're having a rough time attracting customers, maybe it's because you are trying to change people's minds instead of helping them find what they really want.

Or, more likely, you're not standing in the right place where the flow of this mass desire is heading. Today that mass desire has firmly headed to the internet.

Continually I hear business people say they know they need to do internet marketing but they don't know how. There is no easy way to say this but, that attitude will doom you to a continually shrinking business while your competition takes all your customers. There have always been obstacles to overcome when markets change. Horse lovers resisted the automobile. Those who stuck with horses lost out.

Today the internet has entered the phase of Web 2.0 and beyond into social media.

Don't know what FaceBook is all about? Take time to educate yourself, or hire someone to do it for you. The majority of businesses surveyed have only entered the social media world in the last 90 days. There's still time to make a difference and place yourself in the "tide of mass desire" on the internet.

But hurry.

George Austin
www.small-business-marketing-that-gets-results.com
www.sayitwithpower.com

Copywright 2007 - 2011

3rd Rule of Selling

George Austin — Sun, 11 Oct 2009 23:49:00 GMT

Last time we talked about how we react emotionally. Today we need to follow up and realize that after we make an emotional decision, we seek ways to justify that decision.

When you make a decision based on emotion, then try to justify it with logic, it's called rationalizing. We all do it.

Many years ago I pulled into a Mercedez-Benz dealer. The car I had was old and I felt I needed something to project a successful image. What do you suppose was the first thing the salesman did? He let me sit in it to get emotionally attached. Then he encouraged me to take it for a ride. By the time I got back, I was in love with that car. I had to have it.

Here's where today's lesson comes in - I was a single Dad with two children. The car was a two-seater convertible. Despite that, I found I was trying to convince myself it would work with those two youngsters. (They could sit in each other's lap, or one on the floor, etc). I was rationalizing hard to find a way to get that car.

Your prospect is no different. So even though your marketing materials may grab attention based on emotional appeals, there has to be logical information included in order to give your prospect sufficient justification for the purchase. Rarely will just logic and facts make a sale, but they are crucial to justify the buying decision in the mind of the new customer.

Marketing material without sufficient facts to back up your product's claim is nothing more than hype. And hype takes a one-way ride to marketing's graveyard.

Copywright 2007 - 2011

Rule #2 of Selling

George Austin — Sun, 11 Oct 2009 23:36:00 GMT

People buy for emotional reasons.

We humans are an emotional lot. As much as we like to think we're purely logical, the evidence shows otherwise. If we were logical we would all meet at Walmart and order white shirts, blouses, black pants, and dark shoes by the case. If we bought them by the case we could save a ton of money, plus since the styles were all the same, we would save hours of time worrying about what to wear each day.

Yet, look around you right now. Everyone is wearing different styles, colors, and types of clothing. It's purely an emotional reason why you choose the shirt or blouse you did today. Your instinct tells you we all like to look our best. That's an emotional need.

So when we plan our marketing we need to be aware of appealing to the prospect's emotional hot buttons.

What are some of the strongest feelings and desires we humans have? If you're Catholic you can probably name them quickly, because they are the seven deadly sins. Fear, Greed, Envy Vanity, Lust, Pride, and Laziness.

Actually, it was emotion that won the biggest commission of my career...$54,000. Let me tell you about it.

I was proposing a life insurance policy to a wealthy motel owner. He already had a relationship with another broker whose credentials filled up his business card. This broker had even been invited to the motel owner's vacation retreat in North Carolina. Looking at my credentials it seemed obvious I didn't stand a chance against such an obvious "pro." The only thing going for me was my soft -spoken demeanor and sincere effort to present an honest service.

Yet, something purely emotional happened which tipped the scales completely in my favor and destroyed the other broker's chance of ever doing business with them.

You see, when the broker visited the motel owner's vacation cabin retreat he left ashes in the ashtrays. Seems like a small item, right? After all, that's what ash trays are for. Yet, despite the fact that the motel owner was also a smoker, when the broker did not clean up after himself the motel owner's wife blew a casket. She became livid over the broker's low regard for their property. What's important to note is that until this time the motel owner's wife had no visible interest in her husband's transaction. Yet, those ashes in the ashtray cost the highly credentialed broker the case. From that moment on she insisted her husband have no dealing with him. I won the case by default.

Emotion often doesn't respond to reasoning. You can pile up the evidence for your product or service and in the end loose to the competitor. If the responses in your marketing are low, maybe it's time to get emotional!

Copywright 2007 - 2011

First Basic Rule in Selling

George Austin — Sun, 11 Oct 2009 23:15:00 GMT

This is the first of three rules: People don't like to be sold.

It's odd, because people do like to buy. It's just that they resist someone selling them.

You must understand the difference. When you sell to people typically you're trying to convince. Many do this with point by point logic to get the prospect to admit the reasons for buying can't be refuted. This can become a checklist of yes answers. Despite the evidence that shows they should buy, they hesitate.

Why? Because so far it was all your idea - not the prospect's idea.

That's why it's better to entice.

How do you do that? Give them something they want.

Instead of selling insurance, give them the guaranteed retirement that comes in a permanent life policy. Instead of selling web services, give your prospect a way to multiply his business and generate more profit.

People don't like to be sold. Instead give them enticements that make them want to buy.

Copywright 2007 - 2011

Do Your Business Cards Intelligently Persuade?

George Austin — Tue, 06 Oct 2009 21:58:00 GMT

Today let's look at a real life sample to determine if your marketing intelligently persuades. Let's look at your business card.

Grasp the card and hold it in front of you. Now what stands out the most? No, don't tell me. Let me guess. It's the logo or your company name. Right? Of course right.

And under that is maybe a short blurb with something like

"Professionals"
"30 Years in Business"
"Honest, Dependable Service"

What else can you see?

Numbers. Lots of numbers. Office Phone numbers. Cell numbers, fax numbers, e-mail addresses.

Now, does any of that exert any energy toward influencing your prospect?

No. There are lots of numbers but not one reason why anyone should pick up the phone to dial one of those numbers.

About those slogans. Do you believe anyone is convinced by them?

"Oh look, he's honest and dependable. I must do business with him."

Yea right.

Virtually 99% of the business cards I see do nothing more than save you time writing down your phone numbers. There is no marketing effort put into business cards. By that I don't mean those glossy, award winning graphics.

The question is, "Why would anyone want to call you?" Does your card give an incentive for others to call? Ask yourself, "Why not?"

Don't go another day without the intelligent persuasion factor packed into your business card. If out of a box of 500, your new card enticed only 1% to contact you, that could mean five additional prospects per box. If you were offered five prospects for free would you turn them down?

Indeed, why shouldn't your business card act as a little salesperson enticing people to call you? Re-think your business card. Think outside the box. Don't miss this chance to take advantage of every little edge you can.

Copywright 2007 - 2011

Words Are What Sell

George Austin — Sun, 04 Oct 2009 20:13:00 GMT

Looking for a way to attract more customers? The first place to start is with the words you use in your marketing.

Have you ever wondered, as I used to, what makes the difference between something considered junk mail and a letter or brochure that is read from cover to cover?

Well, considering for the moment that you've done your homework in terms of targeting your ideal prospect, there's a lot that can be done to reduce the mystery of what makes a marketing piece - or web site - successful.

A great salesman, Elmer Wheeler said, "The best looking merchandise won't sell without the intelligent persuasion of somebody's words."

Professionals who write marketing materials (called copy writers) will typically rewrite a piece dozens of times until they find the perfect words to convey the message they want. Certain words are powerful at influencing others. Take the word "courtesy". I learned early in sales that if ask someone for a courtesy, it is hard to refuse. For instance, when you want to talk to a busy person, simply ask for the courtesy of a few minutes of their time because it could prove a benefit to them. Usually you'll get the interview.

Take time today to re-look at your marketing pieces. Are they intelligently persuasive? In future lessons I'll talk more about persuasion with words and how to craft a winning message. Until then, remember...

Words are what sell.

Copywright 2007 - 2011

The Power of Words

George Austin — Fri, 02 Oct 2009 16:33:00 GMT

I learned many years ago about the power of words. Words can influence people either positively or negatively.

For instance, when we hear someone swear using words we consider profanity, what is our reaction to that person? Unless you also use profanity, the reaction will invariably be negative. You may be in an enjoyable conversation with a new acquaintance when all of a sudden they let loose with a few expletives. These words hit you like a small thump in the abdomen. All of a sudden your breathing is tight as you brace yourself for what may be next.

Ask yourself, has that person raised or lowered himself in your estimation of him? Invariably among the vast majority of people the answer is lower.

On the other hand, consider that you meet a teenager for the first time. She speaks using "Yes, Maam" and "No, Sir". She says please and thank you in the conversation. Again, you may be shocked but this time because her speech is so polite and courteous. You walk away with a high opinion of that young lady.

So, for today think about the language you use. Is it as clean, uplifting, and powerful as it could be? In the future I'll share some specific words and why you should incorporate them into your everyday language.

Copywright 2007 - 2011

Is Marketing Always Selling?

George Austin — Thu, 01 Oct 2009 20:49:00 GMT

Does Marketing always involve selling?

In the strictest sense, yes. That is, if we think of selling as exchanging products or services for money.

But there are many occasions when we market our ideas.

Think of the preacher, politician, or crusader for a cause. They market their beliefs and visions to others. How successful they are depends on how well they can convince others to heed their message and take action. To do that they must learn to communicate with the power of persuasion.

When you learn to communicate with persuasion, you have learned the basic elements of selling.

So, you can become an expert marketer and communicate your messages with power regardless of your desire for money. It's a skill I recommend for everyone.

Copywright 2007 - 2011