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Archive for July, 2010

What Are Your Customers Saying

By: Dan Kennedy on: July 30th, 2010 6 Comments

I am going to talk about what I call Customer Service Diplomacy. Now don’t be alarmed. My intent is not to lecture you like some irritating school teacher about your job. The purpose of this is certainly not to bore you or aggravate you or insult your intelligence.

Actually the fact that you are reading this blog post is something of a compliment to your ability to always look for new ways of improvement. It represents an investment being made that is intended to be beneficial to you as well as to your company.

The main objectives of the next few posts:

  1. To give you some ideas that may make your contact with your customers or clients more pleasant and enjoyable.
  2. To give you some ideas that may make your job a little less stressful.
  3. To give you some ideas that may give you an added edge in understanding other people and engineering cooperation from them.
  4. To give you some ideas that may help you in advancing yourself

These small business marketing strategies focus on you and the customer. Where we believe the action is in business today. The experts and the research behind best selling business books as, “In Search of Excellence,” have reeducated American business about the value of recognizing the importance of the customer.
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Why 85 Percent of Businesses Fail

By: Dan Kennedy on: July 29th, 2010 7 Comments

Another specific idea or process that you can use to promote, to market yourself, your products, your services or your small business is an ‘organized presentation.’

There are some problems that we have to deal with today in communicating with people.

First is a thing called the attention span. There is NONE. It’s very important for you to know that. Many years ago during a Super Bowl there was a big event that happened in television for those of us in marketing. It was the 15-second commercial instead of the 30-second commercial.

There are several reasons why this was done.

  1. They could get more commercials in per hour than they could obviously before.
  2. Although the 15-second spot will cost more per second than the 30-second spot does, the 15-second spot in dollars cost less than the 30-second spot so some advertisers who could not before afford television advertising now can afford television advertising, which makes the pool of perspective advertisers bigger.
  3. This is really an interesting reason why it was done. It was because of the declining attention span of the American public.

Think about it. How many TV watchers have a remote control for their TV?
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Mobile Marketing – Top Five SEO Tips for Mobile Websites

By: Brian Horn on: July 28th, 2010 7 Comments

Mobile marketing is one of the most effective tools to spread marketing messages quickly without spending a lot of money. Mobile marketing campaigns literally reach millions of people instantly.

However, mobile websites need to take SEO into consideration before jumping into mobile marketing. Everyone has a mobile phone and mobile technology makes it easy to quickly solve people’s problems and easily sell products and services.

Before launching a mobile marketing campaign, use these top five SEO tips for mobile websites.
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Are You Believable?

By: Dan Kennedy on: July 27th, 2010 6 Comments

Credible means believable doesn’t it?

Why do you see so few magic shows on television? It’s not credible no matter what they do.

It’s very difficult to successfully do magic on TV isn’t it? It’s because we all know that they can do things with the cameras to make the trick happen.

Magic is much more credible done live than seen on television.

I don’t know if you saw it but several years ago there was a magic special on from Disney World where they made Sleeping Beauty’s Castle disappear. It was a great trick. I mean that’s a pretty impressive trick. They went up there and walked around right where it was a second ago. My daughter said at the time, “Yeah they could have done it with the camera.” So it has no credibility.
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Why Should They Choose You

By: Dan Kennedy on: July 26th, 2010 2 Comments

In order for you to control and dominate your small business marketing you need to have a great USP (which is an abbreviation for Unique Selling Proposition).

One of the ways to accomplish this is by having compelling differences in your products or services.

This is a great homework assignment for you but don’t get yourself mentally trapped into doing it now because it takes a lot of time and you will then hear nothing else that I say for the rest of this post.

But this is a great homework assignment. The homework assignment is to answer this question:

What is the compelling unique difference between you, your business, your product or your service and every other available option I might choose as the consumer?

Now, lets’ move to another key concept. It’s called cost versus worth.
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Are You Worth Promoting

By: Dan Kennedy on: July 23rd, 2010 4 Comments

Now we are going to move very quickly into some specific ideas or processes that you can use to promote, to market yourself, your products, your services, your business, whatever it is that you are involved with.

These ideas are pretty transferable to whatever it is that you do. If you are in professional selling of one kind or another certainly the ideas belong there.

If you own a small business of one type or another the ideas will work there even in the promotion of yourself perhaps in a career path within the company. The ideas will work there as well.
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Should You Be A Hands On Manager?

By: Dan Kennedy on: July 22nd, 2010 3 Comments

A few days ago, I pointed out to you how very successful people can have significant differences. I used as an example the differences between Sam Walton and Donald Trump.

However, one of the principles that they both practice if you study them, for example, is hands-on-management. You’ll find if you read their stories they both pay particular attention to details.

Trump drives people nuts. One of the most recent things that I read about him is he’ll tour his hotel and if he spots cob webs or dust in a corner the next time he’s in that hotel he goes right to that corner.

He doesn’t make note of it, he remembers it. Of all the stuff he’s got to deal with he remembers that that corner in that restroom wasn’t the way it should have been. And he goes back to check. And then if it’s not he will stay there until somebody corrects the problem.

What’s this guy’s time worth?

I don’t know – thousands, maybe hundreds of thousands of dollars an hour if you took his annual income and broke it out into the number of hours a year he could work his time might be worth that much. But he’ll stand there and wait until they correct that problem in the men’s room.
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How to Drive Traffic to Your Website

By: Brian Horn on: July 21st, 2010 3 Comments

As any small business marketer knows, the key ingredient to a successful website is getting people to actually visit it. The more people that come, the more sales you make no matter the conversion ratio.

There are many ways to accomplish having large volumes of website traffic. A successful site owner will utilize all aspects of website marketing to gain the highest number of visitors that their business can handle.

Let’s start with viral marketing. Think of viral marketing as the snowball effect. One person tells two people and those two tell four people. Soon enough you’ll have a plethora of snowflakes wondering what your site is all about.

Word of mouth is, has been and always will be a great form of viral marketing. If you provide a product or service that someone loves, they will be sure to tell their friends and family all about it. Sending “shout outs” through social networks like Facebook and Twitter, is another way to market virally.
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Do Sam Walton and Donald Trump Have Anything In Common

By: Dan Kennedy on: July 20th, 2010 3 Comments

In the previous post we have been discussing one of the most important characteristics of the truly successful entrepreneur which is the ability to handle crisis.

I pointed out that in order to really understand this, you need to study people who not only handle crisis, but are able to handle crisis where the recovery can take place in the blink of an eye.

The next step we can do then is when we are certain we’ve identified someone or some series of people with a common characteristic that can turn us to success we can emulate them. We can make a point. And there’s a difference between emulate and copy. We can emulate them. We can model our self after their performance of that particular characteristic.

Perhaps the best way to accomplish this is by identifying principles as a result of our study.

What’s the principle behind those people?
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Can You Handle A Crisis

By: Dan Kennedy on: July 19th, 2010 4 Comments

I have been talking about what is perhaps the most important characteristic of success that truly great entrepreneurs possess, which is the ability to handle crisis. Now I want to point out a related characteristic that is perhaps even more important which is you need to fine tune the ability to such a degree that the recovery takes place in the blink of an eye.

You can’t go somber and be in depression or irritation or frustration for a day or a week or a month or a year. It’s like this and then you’re on to the next productive thing and that’s the characteristic of these highly successful people that we observe.

How do you get in step and stay in step with such people? That of course is why we crack the back of a success book isn’t it? That’s why we push play on a CD. That’s why we subscribe to an online course. That’s why we attend a Boot Camp or seminar. That’s’ why we move forward.

We try and educate ourselves more and learn more about how we tick so that we can do a better job of getting in step and staying in step with those highly successful people.

I suggest to you that there are these things that we can do. One is to really study such people and I don’t mean in a cursory manner. You know when you say to somebody did you read Iacocca’s book? A lot of people say, “Yeah I read Iacocca’s book.” And if you happen to be in their home or office and you look at their copy of Iacocca’s book it could go back on the shelf of the bookstore and be resold it’s in such mint condition.

Well they read it but boy they didn’t study it did they? Cause if you really study a book the thing looks like it’s been shoved through the garbage disposal and run over by a truck.

That’s how most of my books look – highlighted, written on, corners folded down, bottom page corners folded up to separate that from the time I folded them down, notes stuck in them, battered, bruised, abused, studied.

So you study those people. You don’t just read about them. You don’t just take notice of them you study them.

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