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IT Marketing can be expensive. Dont make the mistake of being just like everyone else in your IT marketing.

IT Marketing: A Case Study

IT Marketing: A Case StudyI was flipping through one of those junk mail advertising circulars that landed in my mailbox a couple days ago, and I noticed a colorful, full-page glossy advertisement on page two. This ad must have cost big bucks. Knowing what I know about advertising costs in my area, this must have been close to a $1,000 outlay (or more). Avoid Poor Positioning with IT MarketingBut, it was one of the worst ads for positioning that I've ever seen. To prevent you from making the same IT marketing mistakes, I'm going to point out a couple of the biggest problems I saw. The headline read: Computer Repair, I Come to You. I Come to You isn't a unique benefit anymore. If you're doing strictly retail, of course it's a nice benefit that you make house calls. But most computer services firms aren't just going after retail customers anymore. With B2B, no one is going to lug their 25-node LAN into your shop to have you work on it. So I come to you is nothing unique a totally wasted headline. You just lost your window of opportunity to grab someone's attention.Don't Mention Price in Your IT MarketingThen the ad went on to say: Computer Repair A+ and Microsoft Certified Professional, Repairs, Upgrades, One-on-One Lessons and Tutoring. Once again, nothing unique. These things are just like everyone else in the business. But what caught my eye is half of the ad says in big letters with a color screen behind it: Don't pay $40, $60 or $80 an hour for computer repair! Call us! And then there's a big retail-looking coupon right next to it that says in big green letters: $20 an hour, in-home service. Well, I'd like to congratulate this company. They win Joshua's idiot of the week award for poor "IT marketing" . They're making every classic mistake there is! Mistake #1: They have no target. They're trying to go after their local slice of seven million small businesses and it's way too hard to do that. They're not even narrowing it down to small businesses. They'll go out and fish someone's stuck AOL disk out of their CD-ROM drive. They'll go out and repair a $79 ink jet printer.Mistake #2: They're advertising price. Obviously this isn't even a price that could be sustainable. Do the math. Even at 75% percent utilization (very unlikely with this advertising strategy), this company is never going to make it. Figure 30 hours a week at $20 an hour. That's only $600 a week. There is no way this company is going to be in business for the long haul. Mistake #3: They are saying nothing unique. This one is very important. What can you do that will help you be unique? You need to narrow down your focus and your specialization.Copyright Notice:Copyright MMI-MMVI, Computer Consulting Blog. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}

IT Marketing: Your Elevator Pitch

IT Marketing: Your Elevator Pitch

An elevator pitch is basically a quick introduction that doesn't sound too canned. You want to work on fine-tuning something that is anywhere from ten to twenty seconds. You use this speech whenever you meet a prospect that you meet at any kind of event. Your pitch should talk about what your company does, what makes you unique, and why they want to consider you. In this article, you'll learn why elevator speeches are so important for your IT marketing. The Elevator Speech DefinedIn theory, the term elevator speech originated based on this scenario: you're getting into an elevator with someone on the 20th floor of a building and by the time you get to the ground floor, your pitch should be fast enough that you could both exchange them. You should have something that you are very comfortable saying, almost like a reflex, that you don't hesitate with.Practice ItWrite it out on an index card and keep it in your pocket. Look at it while you're sitting at a traffic light or before you go into sales calls. The more you work on it and the more you can rehearse that with your spouse or the people in your store, the more it will become reflexive to you. The key is developing an "IT marketing" elevator speech that is something you feel comfortable delivering.As you get out and do expos and seminars and go to the chamber events, you're going to be very tired of saying the same thing. But you have to be able to continue having the same enthusiasm and the same energy level with every person you meet in order to help your IT marketing efforts. Copyright MMI-MMVI, Small Biz Tech Talk. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}

Marketing Secrets for Small Business Owners

Marketing Secrets for Small Business Owners

If youre a small business owner, youre probably wondering where you can get the biggest bang for the buck with your marketing dollars. As a veteran marketing professional and small business owner myself, I understand the importance of making the most from a limited marketing budget.The good news for todays small business owner is that the Internet and local advertising can provide targeted reach at a reasonable cost. In particular, email, Internet marketing, and classified advertising, can generate huge returns for your business.Email Marketing. Each year, nearly 20 billion emails are sent to consumers and businesses. As many as 60 percent of these emails are considered SPAM and about 20% are automatically tagged as such making their way into the SPAM mailbox of your everyday email client.However, what most email marketers fail to tell you is that the most productive email solicitations dont come from businesses, they come from word-of-mouth or viral marketing. Viral marketing is the practice of telling others about a positive experience with a brand, product or service.As a small business owner, you can take advantage of email marketing by simply encouraging those who receive your emails to forward them to a friend. Also, tag your web pages with a tell a friend button which allows for easy emailing of a web page, URL, PDF, or related document. These features cost little or nothing to implement and can generate impressive results.Internet Marketing. Often the topic of "Internet marketing" scares off small business owners. However, Internet marketing itself can be an effective tool if leveraged appropriately. There are a variety of Internet marketing mediums. These options include pay-for Internet marketing options such as Google AdSense, the Yahoo! Directory and so on as well as free or cost neutral options. In Internet marketing, there are a couple of techniques that are highly effective and cost little or nothing to implement. The first and most popular is article marketing. Are you a subject matter expert? If you are, provide articles to other well known websites that can get your company name and URL out there. This can be done for free and provides the added benefit of having other sites link to your website, increasing your sites link popularity scores.The second Internet marketing strategy that can drive you business is an affiliate program. At its most basic level, an affiliate program allows other website or companies to sell your products and receive a commission. Explore affiliate programs that can help distribute your products or services.Classified Advertising. Still one of the best and most affordable ways to sell your product, classified advertising can be effective if you run your ad for multiple weeks. For as little as $30 per week or less, you can get your company name, product, website, or other unique identifier in front of a local audience. Weekly papers are especially good if you are targeting a small area. These local papers are also well read often cover to cover. So, if you want to advertise, forget the large display ads, magazine ads, or anything that costs more than $100. Spend your money on classified ads and measure the response.Marketing doesnt have to break the bank for the small business owner. In fact, it should be seen as an important way to drive revenue for your business. If you have little or no money to spend on marketing, be sure to take advantage of email marketing, Internet marketing, and classified ads to drive the success of your business. Also, make sure that everything you distribute (letters, invoices, business cards, and even your voicemail) mentions your company name and website.

What Are 7 Psychological Triggers That Make People Buy?

What Are 7 Psychological Triggers That Make People Buy?

Trigger #1: Reason Why Tell people WHY you're doing something. Don't be a mystery for your customers. People are more likely to buy from an ordinary person they know something about. Are you giving 25% discount on your product? Give the people honest reason why. Are you limiting the number of products you want to sell? Tell people why. If you tell your visitors about the reasons of doing something they will be more likely to trust you and to buy from you. Trigger #2: Specifics Tell the specifics. "How I made $1,057 in a week" sounds more believable than "How I made $1,000 in a week". People are sceptic. If you include specifics people will be more likely to believe you. If you state a fact, make it specific. General numbers never sounded plausible. Trigger #3: Curiosity We all are extremely curious. We want to know answers to our questions. Tell people not to open this email and they will open it. Because they want to know what's inside. Headlines like "Discover the hidden secret of free offers" are always producing great results. You immediately want to know "What secret?". Curiosity trigger is a great way to get your email opened. It also works great in ads and in articles. Like the title of this article: "What Are 7 Psychological Triggers That Make People Buy?"Trigger #4: Fear to Lose Something People are most likely to buy from you if they are motivated by fear to lose something than if they are motivated by desire to gain something. That's why deadlines and limited production numbers works well. Use deadlines in your copy. Run 3 days specials or limit the number of products you want to sell. Make people act now by letting them know that it is a limited time offer. Trigger #5: Questions Ask questions. By asking questions you get people involved, they automatically start to think to answer your question and become more responsive to your message. What headline would grab your attention? "You are wasting money on ezine advertising" or "Are you wasting money on ezine advertising?" Trigger #6: Stories Nothing can be better than a good story. It's easy to influence people just by telling them a good story. A lot of famous writers used this method in their sales letters. You can tell a true story about your customer. Or about yourself. A real life story about something the product has done to improve someone's life will build your credibility and motivate people to buy. Trigger #7: Facing a Problem Every product is a solution to particular problem. Don't rush into presenting the solution you have, make sure you first make your visitors to face the problem. Present the problem and agitate it so people would feel the pain of situation. Spell out the problem, tell them how it feels. Only after you've got readers interest present your product that provides the solution. Apply these seven psychological techniques to maximize your sales and increase the response rate of your ads.

Creating Power Phrases is as Easy as 1, 2, 3!

Simple phrases can carry an impacting wallop! The key...keep it simple, yet powerful. Power phrases work because they effect the emotions of the reader. They allow the reader to FEEL the benefits that your product or service offers them. Let's face it, we make emotional decisions about our purchases and then look for the logic to back it up. Hey, even the logic makes us FEEL like we've made the right choice! Yes, we'll use logic to justify our purchases, but the real motivator is the emotional impact the purchase evokes.The Secrets to Creating Power Phrases1. You want to become a pro at creating phrases that spur the customer's desire for your product or service? Write a list of all the benefits your product or service has to offer. Simply combine one or more benefits with high intensity action words and you're ready to go!Here are some examples to get you started:"Quick! Easy! And Rock Bottom Prices!"Work You'll Love, More Money in Your Pocket, and More Time to Spend It!2. High Impact words like: quick, easy, low-cost, enjoy, love, and help are key to creating statements that create dramatic word pictures in your customer's mind.3. Many of the most powerful power phrases are made up of 3 words or groups of words in a series. These 3 word grouping produce a dramatic effect that emblazons itself into the mind of the reader. Some examples that might work for you are:""Save time. Save money. Get rapid results!"""Fast! Easy! Dirt Cheap!"""Sit back, relax, enjoy!"""Power, Performance, Endurance!"Hey, it doesn't take a genius to create phrases that jump off the page, and demand action from the reader!

What To Look For In A Ghost-Writer For Your Online Business

Finding a writer for your online business can be a daunting task. If youve done your search right, youve probably had more writers respond to you than people who try out for American Idol (OK, probably not, but youve probably got 5-10). Now, how do you cull through them and decide which ones will be appropriate for your online business?If you have a website for your online business, you need to make sure that the writer has a good knowledge of search engine optimization (SEO). SEO writing is inserting keywords into the documents that allow search engines to find them. If your documents arent written using SEO, then your online business will be lost in the vast labyrinth of information that exists on the Internet. Hire a writer who understands search engine optimization and your online business will have a better chance of being found.Once youve dropped the writers who dont know how to use SEO, start to look at the writing samples that theyve sent you. This part should be almost entirely subjective, and based on the kind of impression about your online business you want to leave readers with. If there are enough grammar mistakes to make it objective, well, I think you know where to put their file. What youre looking for is a voice that you are comfortable with. This person will actually be the one communicating with the clients of your online business, so you have to make sure that their voice will be a good front-man (or woman). Youre probably going to want someone warm, friendly and a bit funny. Find someone who will charm your clients and convince them to buy something from your online business.Another consideration is the writers ability to write in many different genres and in several different voices. He is the writer, but you are still in charge of how the written pieces come out. If you can find a writer for your online business who can be directed to write in a specific voice and consistently produces results, youve found a gold mine.The resume is the least important part of a writers application when they are being hired to do short, freelance projects, which is probably what theyll be doing for your online business. Its a good way to break ties between people whose writing samples you liked equally, though. When youre looking at a resume, you want to see a person whos done a lot of writing, obviously. Here again, you want to make sure that this writing is not just in the area that you need work done in; people who can write in a number of genres are more likely to be able to adapt to the specific needs of your online business. Also, make sure to call the references and previous employers. People may look good on paper, but actually working with them can be another story.The writer that you choose will be the voice of your company. You dont want someone who writes like a Dilbert character representing your online business. Also, you dont want someone you cant work with writing for you, so its usually a good idea to have a phone interview.. The writer you choose for your online business has to be the best you can afford. Nothing less than the best will be good enough.

Summary

IT Marketing can be expensive. Dont make the mistake of being just like everyone else in your IT marketing.