Archive for the 'Exponential Marketing' Category

2016 Australian Holidays

If you are planning an event or activity this year, you’ll want to have a look at the 2016 Australian Public Holiday and School Holiday Calendar.

You often hear about value creation as a key to business (sales and marketing) success.

Creating something like this calendar for your clients, friends, suppliers, creates value – quite inexpensively. It also establishes sincere reciprocity with no strings attached (no email opt-ins!).

If you want to maximise your SEO, you’ll link back to the calendar instead of re-creating or copying it. There are half a dozen reasons you should do this, which I explain in detail in my Internet Marketing Toolkit.

 

 

Top 10 Blog Posts Of 2015

Every year, I publish a list of the top 10 blog posts for the year. Here are this year’s top picks from my collection of blogs.

Take a few minutes and enjoy – the best of the best.

  1. Anyone using Social Media needs to watch this video, because THEY KNOW.Top 10 Blog Posts 2015
  2. This emotional Christmas commercial will make you cry, but in a good way
  3. If you want to create a memorable business card, check out this info graphic.
  4. This blog post about Man Flu is well – hilarious!
  5. This is why drones and kangaroos don’t mix.
  6. I don’t know about you, but I thought we’d all have jet packs by now!
  7. An inspirational mother leaves a legacy for her daughter – priceless and timeless
  8. How to create a new habit – we all need it, especially at New Year’s Resolution time!
  9. Perseverance is something that has to be seen…
  10. No one wants unhappy employees – this infographic shows why

Exponential Marketing 101

Today’s topic is the example of a good idea that could have been great. First, have a look at this IT workshop Money Back Guarantee proposition… Don’t get me wrong, it’s different and will probably resonate quite well with the target audience, but can you pick up the sub-optimal presupposition?

Money Back Guarantee, Pricing For Value, Optional Pricing, Pay For Value

It’s not obvious… Re-read it again.

Continue reading ‘Exponential Marketing 101′

Are you in BUSY-ness?

busy-business-manOne of the things I find absolutely amazing with owner-operator business owners is how many of them are in busy-ness. Busy, busy, busy, not getting anywhere.

Don’t get me wrong – running a business takes time, I get that.

But as a business coach and mentor, I can tell VERY QUICKLY the difference between successful versus much less successful business owners.

The busier the person is,
the less successful he or she is.

When I refer to being busy, I mean being preoccupied, distracted, putting out fires, chasing things down, playing telephone tag, going through emails several times in an inbox with hundreds or thousands of messages, preparing multiple proposals, bidding on every tender that crosses the desk… I could go on and on…

I mention this now because in the past 2 weeks, I’ve come across people who in their own words are “too busy”… Not with an overflow of jobs, contracts and orders to process, but too much “stuff to do”…

Success is actually not that hard, but people want and do make it hard…

One way they make it hard for themselves is trying to get it “all” done. That actually is not the point, goal or aim in business.

The goal is well, the goal.

If your goal is to grow your business (increase sales), then you should only be “busy” doing things that lead to that outcome.

If your goal is to be more profitable – this is a DIFFERENT goal than increasing sales, then you should only be “busy” doing that.

Here’s the thing —> most business owners don’t know what their goal is!

Most business owners THINK increasing sales and increasing profitability is the same thing – it’s not. Furthermore, one is NOT better than the other. IT DEPENDS on what you want and when you want it.

You could acquire 10, 20, or even 100 new clients at a very low cost (e.g. no profit) in the next month. By retaining those clients – with a full profit proposition – you can become more PROFITABLE within this financial/calendar year.

So the decision(s) you make depend on your GOAL and YOUR timeline.

I know this sounds easy, common sensical and even self-evident, but believe me… It’s not.

The busiest people are NOT beginners in business. These are people who have been in business for years or even decades — They should know better by now, but they don’t.

Why not?

Because they don’t have and don’t take the time to test the alternative.

How can they? They are too busy, busy, busy, busy…

Welcome to what I call the Vortex Of Mediocrity!

Once it has you in its grasp – there is no escaping it – without determination, perseverance and tenacity.

So there you go – another distinction for you.

Are you in BUSY-NESS …
too busy to grow your business?

 

Great Marketing Tip: Show and Tell

As a reader or subscriber to this blog, you are aware that Exponential Marketing is an approach, a mindset as much as it is a collection of highly effective strategies. Today’s post is an example of how to leverage what you do for clients. Bree Robbins of Paddington Pups in Brisbane has relocated to a new, bigger, better facility for her doggy day care and dog grooming and pet supplies business.

The photos below show and tell how the new floors LOOK and FEEL. She shared this with here clients weeks before the final fitout was completed, to reinforce her commitment and dedication to her business and by extension her clients.

 

Paddington Pups - Floor Samples

Paddington Pups New Location Flooring 

 

Often we, as busy business people, as so preoccupied with what we’re doing that we forget to tell our clients what we do for them and lose that connection, that rapport that says “I care” and I am doing everything I can to serve you better.

  • What have you done recently for your clients that they might not be aware of?
  • What are you working on right now that will make a difference in the quality of the product or service you offer?

Share it with your clients and see what happens to your relationships… Loyalty… Referrals…

The power of a story – video

There are many concepts, strategies, techniques and approaches that make Exponential Marketing so effective, efficient and economical. One of the foundational building blocks is what I call Killer Kopywriting. It’s more than just words that sell, it’s a system that teaches you how to establish Killer Konversations that Kreate Killer Kampaigns to Konvert more Klients.

OK, enough with the branding nomenclature, you get the point.

The video below is an example of the power of a story. In this instance the context is funny, but in business, the better you become at crafting corporate stories, the more effective you will become, not just to attract more clients, but also reduce your sales cycle and improve your conversions.

Easier said than done. Writing great copy is a science and an art that is beyond the reach of most business people. The point is not to turn you into a professional copywriter, but to develop within you, the skills to appreciate the value of great copy, manage contract copywriters and enhance your existing corporate communications.

It is without a doubt one of the most powerful skills and attributes you can develop that will propel your sales forward. Ignore its importance is not an option – especially when it comes to the Internet and Search Engine Optimisation that sorts and ranks how good or bad your copy is.

There is a direct relationship between the traffic to your website and the quality of your written content. The problem is that unless you know the ins and outs of how to write Killer Kopy, you will never fully optimise your traffic and web lead generation.

Innovative business thinking – case study

Today’s blog post is one of those “who thought of this?” cases that I just had to share with you. It was sent to me by Rangaswami Balakumar of Finpacific Treasury Systems. I am sure you’ll agree this is innovative business thinking at its very best! Click on the image below to download the case study!

Marketing Idea, Marketing Case Study

Click on the image to download the case study!

Open 25 Hours

As you know, I am a proponent of Antimimeticisomorphism. This is an example of that kinf of out-of-the-ordinary thinking. This is a sign for a convenience store in Surfer’s Paradise on the Gold Coast in Queensland, Australia.

If you come across across examples like this – people doing out-of-the-ordinary things to create extra-ordinary results, please contact us and we’ll share them with our readers and subscribers. Of course we’ll hyperlink back to your website or blog so you get FULL SEO value for your contribution!

Online and offline advertising: The Double Whammy

Does combining offline and online mean double the costs or double the profits?

That’s a perplexing question that baffles many small business owners and independent retailers.

What works for multinational corporations with deep pockets doesn’t work for small businesses with shoe-string budgets.

Even though today’s empowered consumers expect to interact with brands across a wide range of touch points, that means a strategy that integrates both an off- and online approach is becoming increasingly important. A recent Google/Ipsos study indicates shoppers are feeling increasingly comfortable hitting the “Buy Now” button using their mobile devices, but the wise retail marketer knows the best way to make a sale is by integrating their message across both the “old” and the new media channels. Print and digital campaigns are now tightly intertwined.

The Internet has undoubtedly changed the world of advertising forever and a successful advertising campaign must embrace this medium in order to be successful.  Yet one may think that a purely online approach is the answer, however it’s also important to remember that physical promotional items (and advertising) still reach people that online advertising can’t.

Plus, you shouldn’t underestimate the importance of having information that prospective buyers can take with them to analyse and review at their convenience and discretion. That’s why niche magazines remain popular and why print is far from being “dead”.

Most businesses and brands realise that a balance of online content and physical information is necessary, but many are not sure how to achieve this balance.  More often than not, the answer comes down to budget and desired outcomes.

One thing is for sure: combining online and offline media is now a must.

Even though social media has played a large role in toppling foreign state political regimes, I am not a fan of social media marketing for small businesses who need to produce tangible sales results.

Instead of wasting time, money and effort on something that is marginal, why not direct it to something tried and tested?

Offline media like print advertising is PROVEN to work – especially in specialised, highly targeted niche markets.

But print won’t work on its own anymore. Print needs an online component to facilitate and enhance the conversation that needs to take place. Without the web, that conversation now falls on deaf ears. With a fully developed online presence, print advertisers can direct their offline leads into fully automated online systems that create a much more fluent, enjoyable and valuable customer experience.

Yet, without print or physical media, often, the catalyst doesn’t exist and “nothing happens”.

Therein lies the conundrum – in many instances, the fastest, easiest and most economical path to prospects is print. Physical (niche) publications have distribution networks that reach people in pockets of interest that are well established. These networks are entrenched geographically, culturally and economically. They have been around for years or even decades, reinforced across generations.

Therein lies the power of the PHYSICAL REAL WORLD network.

But that power remains impotent without the Internet as its new ‘enabler’.

Traditional media such as print, radio and television advertising often has better brand recall than digital media which suffers from source credibility syndrome.

The challenge for small business is focusing on what works to produce measurable outcomes versus and not be tricked by the smoke and mirrors evangelised by the providers of the new media services who keep referring to deep pocket campaigns that the lone Aussie Battler simply can’t afford.

We have solutions for all budgets – contact us and we’ll help you get results within the next week that you can measure. No smoke. No Mirrors.

Lead Generation For Small Business

Sports Car, Fast CarAcross Italy, police are cracking down on Ferrari and Lamborghini drivers, but not because they are driving too fast.

Italy, like so much of southern Europe, is drowning in debt, so police are pursuing drivers to make sure they are declaring – and therefore paying taxes on – earnings that would allow them to afford cars worth as much as half a million dollars.

The lesson here is that as a business, you want to adopt antimimeticisomorphism thinking – simply put, think differently to get different results.

If you are struggling to find new leads for your business – start looking at WHAT your clients are DOING, WHERE they are going, WHO they are spending time with…

If it works for the police in Italy, it might just work for you!

For example, want to deal with better clients? Look at the help wanted ads – companies who are HIRING are doing better than the ones who are laying off workers. Want more out-of-the-box ideas like this to grow your business? Contact us.

Is Print Dead?

Is Print Dead, Print Media, Print AdvertisingI recently blogged that print media is alive and well, but there are still some skeptics out there who don’t fully understand why that’s the case.

First, let me deal with the obvious issue – print IS declining. There is no question that it has peaked and it’s decreasing quickly, but it’s far from dead as I explain below.

Second, death is over stating the demise of print and traditional media.

Print advertising makes a comeback in the digital age

I know it may seem counter-intuitive, but the latest research reveals that print (and direct mail) are far from dead! In fact, even though we live in a highly, and ever-increasingly digital world, we are still human and as such still rely on print to make purchasing decisions.

We can all acknowledge that we struggle to sift through all our emails, websites, blogs, social media and other online channels. The number of online messages and ads has increased explosively to record levels, overwhelming most consumers. That means advertisers have an increasingly smaller segment of a highly fragmented online presence that gets costlier by the day.

That’s why there has been a “return to print” as well as (physical) direct mail. Sure we all enjoy the practicality of online access, but we also still love the feel of a magazine between our fingers as we flip the pages revealing colourful images, interesting fonts and great content.

As consumers, we’ve come to appreciate the need for advertising – especially in niche market publications like this one. That’s why it still continues to perform exceptionally well for small businesses with tiny marketing budgets who need to reach their target audience economically, without the costly, scattergun approach associated with daily or community newspapers.

In this day and age, print media, especially NICHE and LOCAL PUBLICATIONS still reign supreme – especially when they’re integrated with an online presence, the topic of an future blog post.

Need more proof?

I thought so. Here it is.

STATISTICS ON TRADITIONAL PRINT ADVERTISING

Continue reading ‘Is Print Dead?’

Commercial – Pushing The Envelope

Watch this video and ask yourself the question – would you sit down?

When I explain Antimimeticisomorphism to my clients, I always specify being different for a deliberate purpose without being provocative.

This commercial pushes the envelope and makes the point without being offensive or being too serious.

Thank you to Andrew Powell of Montreal, Canada for forwarding it on to me.

The evolution of advertising

Today’s blog post is a colourful overview of the history of advertising that captures the evolution of sales and marketing over the past decades. It’s always worthwhile to see where we’ve come from to determine where we’re going. Even though it has an American slant to it, it’s still interesting to review the milestones retrospectively.

Enjoy!

Advertising, Media, Ads

Business Growth Products

I recently created a short YouTube video (48 seconds) that highlights what you can do with the exponential power of the Internet.

In less than 1 minute, I am able to introduce myself as The Exponential Growth Strategist, promote my 1 Percent Improvement Doctrine to help you get more done with less effort, and make sure your business gets noticed by going from Bland To Brand.

And that’s just 20 seconds into the 48 second video!

Then I explain that you can increase conversions and sales with our Killer Kopywriting System as well as get news leads for a fraction of the cost with our brand new Internet Sales Lead Generation Toolkit so you can acquire the Mindset Of A Champion and win in business!

All of that in less than a minute!

The reason this video is on my Business Coaching And Mentoring blog is because all of our Internet Marketing Strategies are geared for REAL businesses who want to sell more of their products and/or services.

The Internet and its multimedia capabilities enable you to do that at a fraction of the cost, with minimum effort.

This entire campaign took me about 1 hour and cost less than $100 in total.

That’s hard to beat with ‘traditional advertising’.

Are You A Cost Or A Benefit?

Corporate Branding, Bland To Brand, Corporate PositioningClients see you in one of two ways, either as a COST or as a BENEFIT.

Examples of companies that are perceived as a ‘cost’

  • Lawyers
  • Dentists
  • Plumbers
  • Gym
  • Search consultants/headhunters

Examples of companies that are perceived as a ‘benefit’

  • Restaurants that you want to eat at (non fast food)
  • Jeweller
  • Concerts and events
  • Zoo and other attractions
  • Pubs, bars and other entertainment

Here’s the thing – UNLESS you transform yourself from a cost to a benefit, you’ll remain stuck in the vortex of price matching and discounting – BECAUSE the prospects SEE you as a cost and not as a benefit.

Continue reading ‘Are You A Cost Or A Benefit?’

Print media is alive and well – as it should be

I was just talking with a print publisher explaining to her that I am a firm believer in the immense value of print media – EVEN if we are in a digital age, we are still not about to forego print anytime soon. Print just has to COMPLEMENT digital capabilities. Both print and digital can and SHOULD co-exist at least for another 5 years (if not a lot longer).

If we look at email versus direct mail, you’d think the physical mailing would be on its way out, but there has been a resurgence of direct mail BECAUSE of the overload of electronic media. Most people sign up for every email subscription and don’t manage their inbox very well.

Recent research estimates the number of emails sent per day to be around 294 billion which means more than 2.8 million emails are sent every second and some 90 trillion emails are sent per year. Even though most are spam and viruses, emails are sent by around 2.5 billion genuine email users.

Regardless of the Internet Statistics, they all point to electronic information overload with the average professional receiving more than 100 e-mails every day. That’s enough to load up your inbox quicker than you can clean it out.

That’s why the physical mailing has not only become an attractive alternative to email and online marketing, but a source of pre-screened and highly qualified visitors.

The Retail Advertising and Marketing Association (RAMA, USA) report that consumers are most motivated to begin an online search after viewing advertisements in magazines followed by ads on television and then newspapers.

RAMA, Offline Consumers Research Online

Offline Consumers Come Online Via Magazines

What print media publishers need to recognise and appreciate
is the tactile aspect of their product

Reading a Newspaper, Newspaper AdvertisingNothing beats having a newspaper, magazine or book in hand. I totally understand the sexiness of an iPad, but it’s NOT the same experience. It’s a DIFFERENT ONE.

That’s the point I’m trying to make.

Print is print is print.

When publishers forget that, the game is over.

So what is a print publisher to do?

  1. Embrace digital technology to complement, supplement and enhance the print medium with additional features and benefits.
  2. Link the print medium to online alternatives with polls, surveys, feedback, audio and video components. A print article can easily be an introduction to a full in-depth interview or book chapter available online as an opt-in download.
  3. Print-exclusive promotions such as tear-out coupons (identified as such) can bolster subscriptions and/or increase distribution.
  4. Physical distribution costs can be shared with partners who have a vested interest in the publication’s increased reach.
  5. Want to know more ideas and suggestions, contact us – it’s what we do for our clients!

A recent study showed that about 8 in 10 Canadians read a newspaper each week with American weekly and British daily readership at 64 and 49% respectively.

Magazines Canada reports that magazines are read by all age groups, and an average of 78 % read a magazine within the last 30 days.

An analysis by the Magazine Media Fact Book reveals American magazine reading habits include 93% of adults reading magazines for an average of 42 minutes per issue.

Print media statistics, Magazine StatisticsIf you think it’s only the senior demographic that is holding on to physical print media, you’re dead wrong!

A recent study discovered that North American consumers, aged 18-34, prefer direct mail over online media for many types of marketing communications.

Examples of consumer preferences for offline versus online are:

Product Offline Online
Personal Care 62% 22%
Food Products 66% 23%
Cleaning Products 66% 20%
Over The Counter Medecine 53% 21%
Sensitive Health Products 46% 21%
Prescription Medecine 45% 21%

Young generation reading magazinesBut there’s a condition for the young generation to hold on to traditional print media.it’s vital that there be a cross-channel synergy between digital and direct mail for it to be effective.

So there you have it, if you want to get more sales in 2012, you need to go back to traditional offline marketing and leverage it with online ‘web enabled’ benefits.

How To Find Hidden Assets In Your Business

As The Exponential Growth Strategist, once of the cornerstone principles of exponential marketing is uncovering hidden assets. This real life example made me take notice because it’s utterly brilliant!

The only improvement I could make to this creative idea is to identify the balls to the matches played and sell those at a premium. (I asked, they don’t do this).

How To Add Value To Your Clients

Exponential Marketing has a cornerstone concept: Add value to your clients and they will come back and refer more clients to you. Easier said than done.

That’s why I’ve included a simple example: An Australia Post Postcard Fact Sheet that helps clients prepare their documents for direct mail.

The question for YOU is “What basic information, like this can you make available to your clients?”

The more information you make available, the easier it will be for them to do business with you = you’ll sell more.

When you’re exponential, you create Pathways To Profits™ that guide people through the path of least resistance preemptively, smoothly, creating a memorable and hopefully unique experience they will want to repeat themselves and advocate to others.

This is what we help our clients do – create a Business Building Blueprint™ that summarises these processes so everyone in the business knows what to do and ideally, automate them leveraging the Internet so the business transforms from an effort-based model to a value-based model.

Marketing Tip: What sells, what doesn’t

When I came across the article shown below, I just though there was a marketing lesson in there somewhere… Can you find it? Read the article and try to find the lesson, once you think you have it, click on the read more button.

Lady Gaga Covers

Continue reading ‘Marketing Tip: What sells, what doesn’t’