Tag Archives: salemanship

Beyond The Launch: Stop Serious Membership Site Mistakes

Memberships are a great way to establish a solid source of recurring income from your website, and if you’re in the process of brainstorming for products to offer your customers, here are some important points you need to consider to ensure a successful membership website, and not just a successful membership launch.

Don’t let the well run dry.
The rush and hustle to launch a website can overshadow the fact that you need good content to come out on a regular basis so customers will keep coming back. Starting out with a bang won’t do any good if you create a product that you can only sell one time. That’s the trick to re-purposing good content, see. People learn in different ways, and there are always those who will pay more to get the value they want in the way they want it.

Personalization through packaging and different formats are a great help here:

  • You can use content and re-format the information by condensing its essence into infographics.
  • You can offer helpful niche-specific templates, e-guides, and PLR.
    You can collect your articles and refine them into an ebook, or  outsource the material to make an audiobook for people on the go.
  • You could collect and expand your most popular articles into a series of short niche ebooks.
  • You can package your video lessons or collection of related webinars into a video course — and  aside from that online course, offer to bundle transcriptions,  audio-files, PDF’s and templates with that course and present it as a premium package, with premium prices.

Continue reading Beyond The Launch: Stop Serious Membership Site Mistakes

Why You Need To Align Marketing and Sales

Running a business isn’t just about the freedom and the power to pick and choose what you do — it’s also about handling the responsibility of it. Big companies have internal departments — scaled up due to the number of employees they have– to handle certain jobs, like Human Resources, Payroll and Accounting, IT Support, etc. When you run a small business or a one-person service, you’re the pivot point– you’re the one to decide what to do with that kind of specialized work.

Plus, running an online business means promoting your services and selling your products, something which in bigger organizations means using sales and marketing departments.

While having dedicated teams can leverage the brain factor and parcel out the workload, when it’s down to a tiny group or just you, being the sole  overseer-slash-gatekeeper  can really leave you feeling yanked in all directions when it comes to researching, planning, and executing marketing and sales.

This is where organizational and goal alignment comes in very handy.  When people are committed to working together,they help each other up and forward in ways each can’t do on their own. When people work against each other, the most polite way you can say about that is that they’re working at cross-purposes.
Continue reading Why You Need To Align Marketing and Sales

How To Use Personalization In Marketing

If you’ve been keeping up with marketing industry trends, you ‘ve probably heard a lot about personalization. Given the competition you face and the rising customer expectations because of that, it’s becoming more difficult to  sell  your products to anonymous, generic market prospects.  The pressure is on to create marketing campaigns that can really connect with people. The difficulty lies in finding the best ways to do so without breaking the bank, or investing in personalization tools that are labor and time-intensive.

To get past  the initial confusion and concerns, we need to define what personalization is in this context. In marketing, personalization breaks down into two things:

  • It is identifying the relevant attributes of a person. We can refer to demographics, customer behavior and profile, and their potential towards the product. Will they embrace it? Is the particular market viable and lucrative enough to support the effort?
  • Then, it is customizing their online experience with your company or business by showing them the product, content, choices or opportunities most relevant to their needs and desires.

Personalization tasks you to study your target consumers: you get a sense of their personality, their needs,  and their wants, and you create an experience with them that presents products or experiences that  hits their emotional and rational points.  This is to show them that your products will fulfill their needs and help them answer their wants.

It’s like getting taking all the relevant details of your target consumer to create a ‘focus personality’ — someone to aim your messages to specifically, tailor ads and marketing strategies to, and create  focused  messages for. Instead of  crafting messages towards a generic consumer, you  address the personality of your market.

Whether you’re a business-to-business  marketer, or a business-to-consumer marketer, personalization helps you create a more meaningful interaction with your prospects when you can present the best content they need at the right time.  And that is only the beginning. Continue reading How To Use Personalization In Marketing

Using Public Relations In The Internet Age

The “World Wide Web” is a very big place –so big that it that makes for a smaller world.

  • Even with filters, firewalls, deliberate blocks, denial-of-service attacks and the frequent outages, the always-connected nature of the internet makes for a really small neighborhood when it comes to publicity, reputation and public image.
  • You don’t know something, you google it. You want to find out about someone, you look them up on Facebook, on LinkedIn, or search for their blog or website.
  • Human nature being what it is, you take the first few results from the searches and go on from the information you get from these sources, rarely checking to see if these sources are truly reliable or not.

And when it comes to your business reputation, this is the part where public relations comes in.

Is it in your power to control the ‘image’ you have on the internet?

To a certain extent, no.

  • Rumors spread as fast as the common cold, and are just as hard to get rid of. Once people get a certain idea into their heads, hardly any logical or reasonable discussion, debate or explanation will ever get it out.
  • There will always be trolls, ‘haters’, and people spouting their opinions just to ‘hear’ themselves talk. Say something innocuous, and a few seconds later someone can accuse you of supporting things you never said, either outright or implication.
  • There are also those who will never be happy seeing other people’s success, or their sincere efforts to help others, or improve themselves.

Leave these people alone. They don’t want to and wouldn’t listen to anything you have to say. Direct your energies towards more productive areas.

To a more definite extent, yes.
Don’t think of it as a PR firm with nattily-dressed spin-doctors and image gurus and an Effie Trinkett clone or two wandering around around the hallways. In essence, public relations is information management. Continue reading Using Public Relations In The Internet Age

Using Signature Files For Promotion

23 August 2013, by A. Cedilla

You might brush these things off as simply being those annoying mini-essays tacked onto all the emails cramming your in-box, but that probably comes from being exposed to people who didn’t understand the principles of having a professional signature file

Even in interdepartmental communications, we can get the TMI-version from some of our co-workers, but in a professional setting, you shouldn’t brush off signature files (also known as “sigfiles.”) They are still a way to spread the word about your business.

Business card rituals happen in a professional setting, and there are even protocols for giving them out, especially in Japan. The key thing is to be professional. There should be a clear distinction between work email and personal email. For example:

  • Links in your sigfile should lead to good sites, not elicit a “What the hell is this?” reaction. Rickrolling is not work-appropriate behavior.
  • Put nothing you’d be embarrassed to be admitting to in public, in front of lawyers and your family.

In a nutshell, a signature file takes the place of a dead-tree business card, but with more space. It is attached to the end of your email messages. Just as a blank wall can inspire people to scribble all sorts of things on it (“Kilroy was here!”), this blank space can inspire you to ways you can push your business. Continue reading Using Signature Files For Promotion

How Do You Think Marketing Will Change?

31 May 2013, by A. Cedilla

Marketing:
“[…] the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.’’ (1)

In simpler terms, marketing is identifying who your buyers will be and making a connection to them, and it also covers all the actions you carry out to get to that place.

Advertising is to get your product known. Marketing is selling it to your customers.

Advertising is trying different things to let your product presence be acknowledged, and often through different campaigns. Marketing is building strong relationships through your brand with your market, advertising is getting your market aware of your brand.

Marketing Research:
“[…] is the function that links the consumer, customer, and public to the marketer through information–information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.(2)

Businesses, at their core, survive because they make money. Money to grown with, money to live on, money to keep going.
Businesses grow out of the seed of an idea.
Then the Internet happened.
People started thinking of old things applied new ways.

What if we can sell stuff online, like, an online mall or something ?
What if we make a place online to upload and show videos?
What if we set it up so people can buy, sell and bid online?
Continue reading How Do You Think Marketing Will Change?

5 Steps To More Sales and Better Salesmanship

When you’re anxious-excited or crazy-nervous about making your online business into a successful enterprise, you can do an incredible amount of work trying to sell your product.

  • You subscribe to the newsletters and get the free reports. And you actually read through all of them.
  • You watch all those videos explaining the secrets of the masterminds of marketing and you attend their webinars.
  • Aside from book-marking websites like a fiend, you even make flow-charts explaining the sales process — with special notes underneath each step spelling out what you can say to put the customer at ease and be more open to buying.

So you research and you test, and the more you practice the easier it gets for you to deal with the marketing and promotional area of your operation, but somehow the sales part isn’t quite doing as well as you think it could. What do you do?

Remember that you are dealing with people. Real life doesn’t come with a script. You may catch a prospect on a rare bad day…or you may be the one having a bad day.

  • Maybe it’s the weather where they are, heat can sometimes make people snappish and stressed out. Not for nothing do we often inject “How’s the weather?” to keep a conversation flowing.
  • Maybe it was the traffic on the way to work that day . Maybe you got some family news that you can’t get out of your head. Maybe they got personal issues that are taking up their attention. You just don’t know, you know?

How do you respond to your prospects then? Continue reading 5 Steps To More Sales and Better Salesmanship