How Long Can You Ignore Social Media?

I finally did it.

After resisting for far too long, I plunged into the social media pool ... and I’m not getting out anytime soon.

The tools I discovered since I began “stumbling” sites, “digging” articles and posting my “tweets” have blown me away. I only wish I hadn’t waited so long.

Sure, I’m a rookie in the social media game, but I’m quickly gaining ground.

Only a few weeks ago, I was hesitant to get involved for fear I was already too far behind.

You may feel the same way now. If so, you’re not alone. Many business contacts I talk to are still resisting what has been referred to as a fad or, worse yet, an online movement for younger generations.

The truth is any business can benefit from having a social media presence. Once you get started, I promise you’ll discover profits in places you never thought possible.

So for those of you who are still hesitant to test the social media waters, here’s my entry-level introduction. These five easy-to-use tools will almost instantly help you increase your visibility and, best of all, they’re absolutely free.

Facebook – Setting up a Facebook page only takes minutes. Sure, the site is great for connecting with long-lost pals from high school, but it’s even better for finding prospects and networking within your industry. Just be sure to focus on developing relationships before you start promoting your products or services. (Click here to follow me on Facebook.)

Twitter – I’m the first to admit a site that allows you to post what’s going on at this second in your life – while also receiving updates about others’ activities – seems like a waste of time. But I encourage you to give Twitter a chance. You’ll get valuable insight into other people’s businesses and, quite often, links to helpful online tools. (Click here to follow me on Twitter.)

StumbleUpon – This plugin for your Web browser allows you to rate sites you visit and discover similar pages based on your interests and other users’ ratings. Opinions vary as to whether you should “stumble” your own sites. But if you provide valuable content, I see no problem with submitting your own work.

Docstoc – Use this site to post your articles, documents and legal forms. Thanks to docstoc, I recently secured the #1 position on Google for a keyphrase requested by a client ... in just 90 minutes. Yes, 90 minutes to the top spot on the world’s largest search engine probably goes against everything you’ve heard about search engine optimization, but I promise you it can be done.

Marketing Interviews by Copywriter Ben Settle – Okay, so this isn’t a social media site, but I did discover Ben Settle on Facebook. I just finished cramming my iPod with audio interviews from his site. I’ve heard of charitable contributions, but Ben has taken generosity to another level. After listening to just a few minutes of his first interview, I knew I found a treasure chest of marketing gold.

Have a favorite social media tool that’s not mentioned here? Please feel free to post your suggestion below.

Public Relations or Advertising: Which is Best for Your Business?

On Tuesday night, I caught a couple minutes of my favorite television show -- The Big Idea. Hosted by Donny Deutsch, a long-time advertising executive, The Big Idea is an excellent source for getting daily advice from a wide range of entrepreneurs.

Tuesday’s topic was how to make your company a household name. Included on the panel were professionals from the public relations and advertising industries.

Donny is always eager to create a little controversy (one reason why the show is so entertaining), so I wasn’t surprised when he presented the following question to his guests:

If you’re a business owner on a limited budget and you could pick only one area to concentrate on, would you focus on advertising or public relations?

Without hesitation, I blurted out my response.

Ask this question to a random set of business owners and it’s likely many will tell you there’s little difference between the two. But the truth is these industries are completely different, especially when it comes to print.

While advertising requires payment for space in a publication, effective public relations results in free exposure (assuming you don’t hire an agency) for your product or service.

What’s more, readers realize you’re trying to sell them something when your information is presented in an advertisement. As a result, they’re naturally cautious. With public relations, you get a third-party endorsement from the media -- a factor that boosts your credibility.

An issue some people have with public relations is that you have limited control over the way the media portrays your company, but I think that’s a risk worth taking.

If you’ve read to this point, my answer to Donny’s question is pretty obvious. But there’s one big reason why I believe in public relations ... and it has the potential to impact your business on a grand scale.

You can multiply your message with public relations.

Here’s what I mean: When you’re featured or your product/service is mentioned in some type of print media, there’s a strong possibility your news will be seen by more than just that publication’s audience.

Most media these days have an online presence. Thanks to social bookmarking sites such as Digg, StumbleUpon and reddit, information -- including news articles -- is shared more than any other time in history. Regardless of your industry, social media makes it possible for you to reach a global audience without spending big bucks.

Also, the popularity of blogging has turned anyone with Internet access and an opinion into a reporter. Underestimating the blogging community’s publicity power is a huge mistake.

And, remember, writers and editors don’t just read their own publications. Fresh news comes from many sources, including competing publications. This is one reason why you sometimes see similar features in multiple publications.

So now that you know public relations is a cost-effective tool for your business, how do you use it?

As a regular contributor to several publications, here are my suggestions:

• Learn which writers cover your industry. This task is as simple as studying the publications you want coverage in and watching to see who writes about topics related to your industry.

• Volunteer yourself as a source. As a writer, it’s not easy finding qualified sources for articles. Once you learn the writers covering your industry, contact them and offer to answer questions for future articles.

• Request editorial calendars. Most trade journals determine themes for future issues months in advance. Editorial calendars are a great way to find out planned topics so you can offer your knowledge or, in some cases, submit your own article.

• Send out press releases. I don’t think enough companies send out press releases. Newsworthy events happen all the time. You just might not realize it because you’re too close to daily operations. Start asking yourself the following question: Would what we’re doing today interest someone outside of our company?

• Pitch article ideas to writers/editors. This is a challenging task for many people, but it’s worth the effort. When you pitch an idea, grab the writer/editor’s attention by describing why your topic is unique. Also, explain why it will benefit the publication’s readers.

Have an opinion about this topic? Please click on the “Post a Comment” link below and leave your feedback. Also, if you found the information in this post beneficial, please “Digg” it by clicking on the yellow box in the upper-right corner of this page.

A Simple Shortcut for Writing Irresistible Benefits

Do you know whether you’re promoting features or benefits in your marketing materials?

The answer to this question plays a significant role in the effectiveness of your marketing message.

While features are facts, benefits explain why facts are important. It’s these benefits that target your prospects’ emotions – a key factor in selling situations.

People buy for emotional reasons first. Then they look for facts to validate the purchase.

When you only use features in your marketing materials, you ignore the real reasons why your prospects need your product or service.

An easy way to write response-boosting benefits is to follow your features with the words “so that.” You can physically write these words or just say them mentally.

Here’s a basic example: Let’s say you’re promoting a computer monitor with a 19-inch screen.

Your primary feature (or fact) is the 19-inch screen. With a little research, you can quickly create benefits, especially when you understand your prospects’ needs.

Maybe studies show a 19-inch screen is the optimal size for reducing eye strain. One benefit might be …

The computer monitor screen is 19 inches … so that … you can reduce eye strain by up to 57%.

But why stop with just one benefit? You’ll discover even more powerful benefits when you use “so that” multiple times.

… you can reduce eye strain by up to 57% … so that … you can diminish the times you experience blurred vision, neck pain and fatigue… so that … you can work more comfortably … so that … you can complete more projects in the same amount of time …

A description only touting a computer monitor’s screen size does little to target a prospect’s emotions. However, once benefits are added to the copy, prospects learn why they are better off purchasing the product.

Below is an example of a benefit-oriented sentence pulled from a Sleep Number advertisement I recently saw online.




The feature is the “Outlast® Adaptive Comfort® material.” The material’s benefit (or the “so that”) is that it warms and cools “to keep you comfortable through the night.”

Here are more examples from an advertisement for Amazon’s new Kindle wireless reading device:

• Revolutionary electronic-paper display (feature) provides a sharp, high-resolution screen that looks and reads like real paper (benefit).

• Wireless connectivity (feature) enables you to shop the Kindle Store directly from your Kindle – whether you’re in the back of a taxi, at the airport, or in bed (benefit).

• Unlike WiFi, Kindle utilizes the same high-speed data network (EVDO) as advanced cell phones (feature) – so you never have to locate a hotspot (benefit).

• Email your Word documents and pictures (.JPG, .GIF, .BMP, .PNG) to Kindle (feature) for easy, on-the-go viewing (benefit).

• No monthly wireless bills, service plans, or commitments – we take care of the wireless delivery (feature) so you can simply click, buy, and read (benefit).

Give the “so that” technique a try the next time you need to transform your facts from features to response-boosting benefits. This simple shortcut is certain to increase your prospects’ interest while generating more sales.

Are You Making Your Marketing Efforts This 'Fresh & Easy'?

At long last! A grocery store finally did something different to set itself apart from the wave of food advertisements that engulf my mailbox every week.

While sorting through Wednesday’s mail, a circular from Fresh & Easy -- a chain of neighborhood markets that recently opened here in Phoenix -- grabbed my attention. (You can view the complete advertisement here.)

Adorning the cover were three slices of filet mignon nestled on a bed of fresh greens and cheese risotto, topped with a perfectly placed sprig of rosemary. This tummy-tempting image was a welcome change from the boring food items and oversized prices usually displayed in supermarket mailers.

Teaser text such as “Inside: Burger Time!” and “No-fuss entertaining” on the Fresh & Easy cover created a little curiosity. In the upper-right corner, a headline promised a “Romantic dinner made easy” (an excellent idea with Valentine’s Day approaching). Unless you’re an absolute rookie in the kitchen, you can quickly figure out that the four items under the headline come together to form the pictured steak dinner.

From a promotional perspective, I appreciate how Fresh & Easy uses their mailers to market an end-result. Instead of simply displaying a random assortment of food items for sale, you’re shown a simple, four-ingredient “recipe” that -- when combined -- creates a complete meal.

Many companies market without giving prospects any direction. Fresh & Easy, however, shows you exactly what they want you to do. The message is simple: If you buy the four items (not just one) displayed on the cover, you’ll be rewarded with an appetizing meal. The proof is in the picture!

What’s more, the idea that this process is simple is reinforced multiple times. Not only does the headline use the word “easy,” the term is also a part of the grocer’s name.

We are a culture that craves things quick and with minimal effort. Fresh & Easy targets prospects’ desire for instant gratification -- and so should you.

One other cover item worth noting is how Fresh & Easy displays a unique characteristic that sets it apart from competitors:

No need for loyalty cards or product coupons. These are our everyday low prices.

Consumers are selfish; they want to know why it’s beneficial for them to use your product or service. Fresh & Easy gives you two reasons why in bold type right on its advertisement.

Inside the eight-page mailer are headlines to attract your attention. Also, descriptive text explains serving suggestions and, more importantly, reasons why you should buy their products. Several images offer visual clarification of the serving suggestions.

Sure, this is just one advertisement. But I think Fresh & Easy is well on its way to being a powerful presence in Phoenix’s crowded supermarket landscape. The company is a bit different ... and that’s a good thing.

NOTE: As you’ve probably determined by now, I study my mail. In fact, I don’t mind receiving what some people might consider junk mail. These valuable pieces of marketing magic give me an opportunity to study the promotional efforts of companies from around the globe. Best of all, I never have to leave my house or spend a single cent.

Did you ever think a free education in marketing was inside your mailbox?

The Easiest Ways to Create Eyeball-Grabbing Headlines for Your Marketing Materials

Join Tom Trush, content specialist for Write Way Solutions, and special guest Joey Borane, director of marketing at Design44, on Thursday, January 31, as they present ...

The Easiest Ways to Create Eyeball-Grabbing Headlines

for Your Marketing Materials

During this seminar, you’ll discover …

• How to use your choice of 5 words in any headline to tap the most powerful force in direct marketing and seize your prospects’ attention

• Why an advertisement from the early 1900s was so profitable it ran for a record-setting 40 years without a single change … and how you can achieve similar results

• How a $3.29 purchase found in your grocery store’s checkout lane can instantly improve your headline writing skills and ignite your sales

• A 2-word question that transforms your product or service’s features into the benefits your prospects desire

• 8 marketing pieces you can use for any type of business and how to use each one with the most success

• What eating on an airplane has to do with writing headlines that seduce your prospects into reading your marketing materials

• How to use the magic 4 P’s of marketing to create unmatched demand for whatever you offer your prospects

• Why getting a “yes” response in a headline question can spell doom for your marketing message

• How to use a skill you started learning in first grade to create headlines that “test” your prospects’ needs, while building desire for your product or service

• The single most important quality you must have in every headline … and how you can include 3 additional attributes to make it even more powerful

• 5 things you must know about the human mind to maximize your marketing and, ultimately, create more sales

• 11 secret formulas for writing response-boosting headlines that will pump up any promotion

• And much more!


Seminar Schedule:
7:30 – 8 a.m.: Networking
8 – 9:15 a.m.: Presentation
9:15 – 9:30 a.m.: Q & A session and free raffle

Location:
RE/MAX New Heights Resource Center, 6437 S. Central Ave., in Phoenix

RSVP:
Please RSVP to Tom Trush at info@tomtrush.com by Jan. 29 to secure your seat.


Comments from previous seminar attendees:

“You are awesome! Thanks for the tip about ‘Onlywire,’ it works very well. Now when I Google “SoMo Vacations,” I’m #1, #3 and #6 in the top 10! Not to mention the other tips you shared that got SoMo Network to the top of Google. I just want you to know I appreciate all your ideas, insight and expertise. If you ever need anything, please do not hesitate to ask.”

Isreal Young
Owner, SoMoVacations.com


“Your seminar was amazing – one of the few marketing seminars I've been to that has real take-away value. I started using the secrets and tips the next day and, best of all, they fit into my non-existent marketing budget!”

Shaun Breese
Co-owner, Urban Cookies


“By simply using your tips in a press release to announce a groundbreaking event, we received news coverage from a local business publication, an interview with an industry journal in England, a potential consulting opportunity, and three requests from people interested in leasing space at one of our developments ... and that was just within the first 6 hours of sending out the announcement!”

Jeffrey Garza Walker
Director of New Business Development, P.C. & Development

An Introduction to the Five Wheelerpoints

I came across this clip of sales legend Elmer Wheeler today. Although the sales video was produced in 1947, many of the same principles still hold true today. Wheeler was brilliant at organizing words in ways that make prospects take action -- or creating "sentences that sell." (You may need to click the "Play" button twice to view the video.)

Can Your Marketing Materials Pass This Grade-School Challenge?

As the son of two teachers (my mom taught 7th and 8th grade English, while my dad was a sociology and anthropology professor at a local community college), I lived in an educational environment for the first 19 years of my life.

In fact, I was literally born in a school setting.

On May 19, 1975, my parents were at Greenfield Village in Dearborn, Michigan -- on a field trip with my mom’s 8th grade class -- when my twin brother and I entered the world two months early.

With all this seemingly insider knowledge about teaching, you’d think I might have had an advantage in school, especially when it came to taking tests.

But, like most people, tests made me nervous. I could study for days, but it still wouldn’t eliminate the sweaty palms and stomach aches I felt prior to putting my pencil to paper.

Today, however, tests take on a new meaning. Because of my curiosity, I am actually drawn to certain types of tests.

And here’s a fact: Many of your prospects also enjoy taking tests.

Presenting prospects with tests in the headlines of your marketing materials is a proven way to generate more responses.

By reading this far, you’ve confirmed how well a test works on you. Go ahead and re-read the subject line of this post to see what I mean.

In a previous article, I mentioned a legendary advertisement headline created in the early 1900s by Maxwell Sackheim that read, “Do You Make These Mistakes in English?”

This advertisement, which ran for 40 years without any changes, uses a headline that appeals to your curiosity. A perceived test that you can take yourself makes the advertisement difficult to ignore.

Here are a few similar headlines you can adapt to fit your own industry:

Can You Spot the Design Flaws in This Kitchen Remodel?

Does Your Mortgage Broker Ask You These Questions?

Do You Know These 5 Indicators That Signal the Start of a Recession?

When writing tests for use in your marketing materials, the key is to create “answers” that reinforce why it’s necessary to use your product or service.

For example, a publisher might use the headline in the third bullet above to demonstrate how you receive exclusive information as a subscriber to their magazine. Or, a mortgage professional might use the second headline to highlight characteristics that set his services apart from the competition.

Coming up with test ideas for marketing materials is often easier after reading samples. Here is a rare copy of Sackheim’s advertisement to help with your brainstorming. (If you can’t read the text, click on the image for a larger view.)