I often wonder how the practice began of pretending to be someone else in order to market your business. You know what I'm talking about -- it's the marketing face, the selling voice, that you often put on in order to attend a networking event or make a sales call. Who taught you to do that?
I have a suspicion where we learn this behavior. Most of us spend a lifetime observing showroom salespeople, product spokespersons in the media, and hucksters on street corners. What we see demonstrated there is artificial enthusiasm, manipulative use of language, feigned interest, and in some cases outright deception.
Sounds awful, doesn't it? So why copy any part of this distasteful way of selling?
Psychologist Abraham Maslow said, "If all you have is a hammer, everything looks like a nail." Perhaps we believe this is the only way we can sell because it's the only way we know. I'm not accusing anyone of consciously deceiving prospective clients. What I'm suggesting is that what we do unconsciously and automatically is to behave inauthentically around them.
Intuitively, many of us feel as if something is wrong with this way of operating. When we have to sell ourselves, we find it unpleasant, disagreeable, even repulsive. But what if all those negative feelings were simply because we hate the artificiality and manipulation we think must be a part of selling?
Imagine what it would be like to go to a business networking event as yourself. No facade, no pretension, just plain you. When someone asks your reason for coming, you tell them the truth. You don't have to claim you wanted to hear the speaker (if you didn't). You can come right out and say, "I'm hoping to make some contacts that will lead to business for me."
You wouldn't have to invent reasons to start a conversation. You can walk up to someone who looks interesting and say, "Hi, I haven't met you yet." If you're shy around strangers, you can tell the first person you meet, "I'm sort of a wallflower and feel awkward at events like this. Could you introduce me to some folks?"
Now imagine placing a follow-up call to a prospect where you are completely honest. You could say, "I have some days open on my calendar soon and I'm wondering if this would be a good time for that project we've been discussing." Or, "We haven't talked in a while and I'd like to find out if you're still planning to start the new training program this year."
I see so many professionals and consultants struggle with trying to find an "excuse" to call a prospect. You don't need some manufactured excuse. You know the reason you're calling. Most of the time THEY know the reason you're calling. Just say what it is.
Let's extend this same principle to making a cold call. Instead of stumbling around awkwardly trying to make a polished -- but unnatural -- sales approach, imagine yourself saying, "I'm not much of a salesperson, but I'm really good at what I do. Can we have a conversation about what you need and see if I'm the right person for the job?"
If you've been working from a cold-calling script that makes you flush and get a tight throat every time you read it, throw it out. Come up with one really good opening line that feels authentic and gets directly to the point. Then decide how you will answer -- honestly -- some of the typical questions prospects ask you. My bet is that your calls will immediately get easier.
In fact, the more you become honest, direct, and authentic in all of your marketing, the more appealing selling will be to you, the more effortless it will become, and the more success you will ultimately achieve. Because most business results from building relationships, and how can you develop a relationship with someone when you never reveal who you really are?
Copyright © 2009, C.J. Hayden
Read more free articles by C.J. Hayden or subscribe to the GET CLIENTS NOW! E-Letter.
Friday, January 29, 2010
How Scam Charity Victims End Up on a Sucker List -- And What You Can Do to Avoid This
Have you ever given money to a scam charity, only to discover not only that your money has gone to an unworthy cause but also that other crooks seem to have got wind of your generosity and are after you for a slice of the action?
Or maybe you know someone who is convinced they've really won a lottery payout this time, even though they previously fell for exactly the same sort of scam and lost a small fortune trying to collect it.
If either of these types of incidents applies, chances are that you (or your friend or relative) have your name on a sucker list.
Click here to read the full article.
©Copyright Audri and Jim Lanford. All rights reserved.
Reprinted with permission.
Subscribe free to Internet Scambusters at
http://www.scambusters.org
Or maybe you know someone who is convinced they've really won a lottery payout this time, even though they previously fell for exactly the same sort of scam and lost a small fortune trying to collect it.
If either of these types of incidents applies, chances are that you (or your friend or relative) have your name on a sucker list.
Click here to read the full article.
©Copyright Audri and Jim Lanford. All rights reserved.
Reprinted with permission.
Subscribe free to Internet Scambusters at
http://www.scambusters.org
Wednesday, January 20, 2010
How to Avoid Haiti Earthquake Scams
Haiti earthquake scams began right after the disaster -
ensure you don't get taken
As with every recent natural disaster, Haiti earthquake scams started almost immediately, and the scammers were out in full force within a couple of hours.
The FBI issued this Haitian Earthquake Relief Fraud Alert on the day of the earthquake.
Here are the main Haiti earthquake scams we're seeing or predicting -- and how to avoid them:
Click Here to read the full article.
©Copyright Audri and Jim Lanford. All rights reserved.
Reprinted with permission.
Subscribe free to Internet Scambusters at
http://www.scambusters.org
ensure you don't get taken
As with every recent natural disaster, Haiti earthquake scams started almost immediately, and the scammers were out in full force within a couple of hours.
The FBI issued this Haitian Earthquake Relief Fraud Alert on the day of the earthquake.
Here are the main Haiti earthquake scams we're seeing or predicting -- and how to avoid them:
Click Here to read the full article.
©Copyright Audri and Jim Lanford. All rights reserved.
Reprinted with permission.
Subscribe free to Internet Scambusters at
http://www.scambusters.org
Sunday, January 10, 2010
Loyalty Rewards Programs -- What's Legit and What's a Scam
The recent disclosure that certain online loyalty rewards programs may be misleading people into unwittingly signing up to make monthly payments has sounded an alarm that has even echoed through the committee rooms of the US Senate.
That's the main focus of our snippets issue this week, in which we also look at a cunning retail-related scam -- phony gift card purchase schemes.
And there's just room to squeeze in a couple more topical scam snippets -- a widespread bogus offer for people wanting to be movie extras and the latest H1N1 "swine flu" scams.
Click Here to read the full article.
©Copyright Audri and Jim Lanford. All rights reserved.
Reprinted with permission.
Subscribe free to Internet Scambusters at
http://www.scambusters.org
That's the main focus of our snippets issue this week, in which we also look at a cunning retail-related scam -- phony gift card purchase schemes.
And there's just room to squeeze in a couple more topical scam snippets -- a widespread bogus offer for people wanting to be movie extras and the latest H1N1 "swine flu" scams.
Click Here to read the full article.
©Copyright Audri and Jim Lanford. All rights reserved.
Reprinted with permission.
Subscribe free to Internet Scambusters at
http://www.scambusters.org
Wednesday, January 6, 2010
Using Offline Marketing to Grow Your Online Business
By Michael Fleischner | Marketing Expert, Internet Marketing Secrets*
Whether you are an Internet marketer or generalist, turning prospects into buyers is a top priority. Many marketers are continually testing the success of various media and integrated campaigns. One of the most frequently asked questions is the effectiveness of "off-line marketing" as it related to driving traffic and conversions on your website of landing page.
With so many difference across products, services, industries, and price points, its hard to develop a simple yes or no answer when considering whether or not direct mail will drive online traffic for you. The key is to develop a compelling direct mail piece, choosing the right list, and creating an offer that resonates with your target market. Also, consider the following:
1. Package planning is essential for making your mail a success. Before you begin, plan your direct mail package. Will it include a letter, sell sheet, coupon, and business reply envelope? Perhaps you'll be using a postcard. How big? How small? What creative direction will you take?
2. Effective envelope creative motivates consumers to open your piece. Your offer is no good unless it is seen by your target market. Spend a lot of time on your envelope, giving consumers a reason to open it and learn more about your offer. Create a swipe file of other direct marketing pieces you've personally received and opened. What was it about these offers that compelled you to take the next step?
3. Alternative formats can help you qualify for lower postage rates. Manage your budget carefully as large mail campaigns can have a high cost and negatively impact your ROI. One great avenue for lowering costs and increasing response rates is by experimenting with alternative direct mail formats. Learn more at the USPS website.
4. Value-added postcards can help mail get attention. To avoid the issues associated with unopened mail, test a postcard or two. Although much simpler than a direct mail promotion using an envelope and multiple response mechanisms, post cards can be great for driving people online at a low cost. Be sure to have a compelling reason for them to visit your website and a method for tracking results. Defining specific URLs to consumers, to help them locate a special offer, is a great way to track activity.
5. Crate a clear call to action. Too often direct marketers create a compelling piece, even a great offer, but make it difficult for prospects to answer. Overcome this issue by providing prospects with multiple ordering methods. These various methods can include the ability to order online, call a toll free number, and fax an order form. Consider the pros and cons of various ordering methods, and when you do, keep the consumer in mind. You want your buyers to have a positive experience so they order from you again and again.
So perhaps you're still wondering if direct mail can help you achieve your online goals. Begin with a simple goal that is easily defined and measurable. Choose a preferred direct mail technique and test it. You may find that the best way to find consumers online is to drive them with your direct marketing campaign.
Michael Fleischner is an Internet marketing expert with more than 12 years of marketing experience. To discover how to improve search engine rankings on Google and other major search engines vist http://www.webmastersbookofsecrets.com.
©2009 MarketingScoop.
Whether you are an Internet marketer or generalist, turning prospects into buyers is a top priority. Many marketers are continually testing the success of various media and integrated campaigns. One of the most frequently asked questions is the effectiveness of "off-line marketing" as it related to driving traffic and conversions on your website of landing page.
With so many difference across products, services, industries, and price points, its hard to develop a simple yes or no answer when considering whether or not direct mail will drive online traffic for you. The key is to develop a compelling direct mail piece, choosing the right list, and creating an offer that resonates with your target market. Also, consider the following:
1. Package planning is essential for making your mail a success. Before you begin, plan your direct mail package. Will it include a letter, sell sheet, coupon, and business reply envelope? Perhaps you'll be using a postcard. How big? How small? What creative direction will you take?
2. Effective envelope creative motivates consumers to open your piece. Your offer is no good unless it is seen by your target market. Spend a lot of time on your envelope, giving consumers a reason to open it and learn more about your offer. Create a swipe file of other direct marketing pieces you've personally received and opened. What was it about these offers that compelled you to take the next step?
3. Alternative formats can help you qualify for lower postage rates. Manage your budget carefully as large mail campaigns can have a high cost and negatively impact your ROI. One great avenue for lowering costs and increasing response rates is by experimenting with alternative direct mail formats. Learn more at the USPS website.
4. Value-added postcards can help mail get attention. To avoid the issues associated with unopened mail, test a postcard or two. Although much simpler than a direct mail promotion using an envelope and multiple response mechanisms, post cards can be great for driving people online at a low cost. Be sure to have a compelling reason for them to visit your website and a method for tracking results. Defining specific URLs to consumers, to help them locate a special offer, is a great way to track activity.
5. Crate a clear call to action. Too often direct marketers create a compelling piece, even a great offer, but make it difficult for prospects to answer. Overcome this issue by providing prospects with multiple ordering methods. These various methods can include the ability to order online, call a toll free number, and fax an order form. Consider the pros and cons of various ordering methods, and when you do, keep the consumer in mind. You want your buyers to have a positive experience so they order from you again and again.
So perhaps you're still wondering if direct mail can help you achieve your online goals. Begin with a simple goal that is easily defined and measurable. Choose a preferred direct mail technique and test it. You may find that the best way to find consumers online is to drive them with your direct marketing campaign.
Michael Fleischner is an Internet marketing expert with more than 12 years of marketing experience. To discover how to improve search engine rankings on Google and other major search engines vist http://www.webmastersbookofsecrets.com.
©2009 MarketingScoop.
Friday, January 1, 2010
IF YOU CAN'T MAKE A LIVING, HOW CAN YOU MAKE A DIFFERENCE? C.J. Hayden, MCC
What made you decide to go into business for yourself? Did you want to make more money, gain more freedom, enjoy yourself more, or make more of an impact on the world? For many independent professionals, the desire to help others as well as themselves plays a significant role in their decision. Helping people may even have been your primary motivation for choosing the type of work you do.
However, not all of us who set out to help others through our businesses succeed at it. In fact, many of the best-intentioned professionals fail at building a sustainable business or private practice. It seems that the skills and mindset of helping others don't always match those needed to build a profitable business.
If you're in business because you want to make a difference, help others, and contribute your unique gifts, you may be handicapped in marketing and sales because so much of your focus is on other people's desires and needs. You may feel that asking someone to buy from you is an imposition, that talking about yourself doesn't serve others, that self-promotion is somehow inappropriate if your primary aim is to help people.
But here's the reality. If you can't make a living doing what you do, you won't be able to make a difference. If people don't hire you, you don't get to share your gifts. If no one knows your business exists, you won't have the opportunity to help people. If your business fails, you'll have to go back to making a living some other way, and never get a chance to make the impact you know that you could.
As long as you're stuck in the struggle of not quite making a living, not only are you not making an impact with your business, you are held back from making one in other ways too. You don't have enough time available to volunteer for causes you believe in. You don't have the money to support those causes with donations. You may not even be able to adequately support those most important to you -- your family.
When you look at the disparity between your present situation and your goals in that light, you may begin to see that perhaps sales and marketing is not such a selfish endeavor. When the purpose of your business is to help people, letting more people know what you do contributes to much more than your own pocketbook.
In the standard airline safety briefing, they advise that in case of emergency, you should put on your own oxygen mask first. What would happen if you began to look at marketing this way? To be in a position to serve other people, you must be able to sustain yourself. When your own survival is guaranteed, you'll have the strength, resources, and peace of mind to assist others.
The next time you find yourself fearful, resistant, or immobilized about marketing, remember that you are not in business for yourself alone. Picture in your mind's eye the people you most want to serve. Visualize how you can make a difference in the world by helping more people. Determine that your business will not only survive, but thrive, so that your gifts will be allowed their fullest expression. In order to truly help others, you may first need to help yourself.
Copyright © 2009, C.J. Hayden
Read more free articles by C.J. Hayden or subscribe to the GET CLIENTS NOW! E-Letter.
However, not all of us who set out to help others through our businesses succeed at it. In fact, many of the best-intentioned professionals fail at building a sustainable business or private practice. It seems that the skills and mindset of helping others don't always match those needed to build a profitable business.
If you're in business because you want to make a difference, help others, and contribute your unique gifts, you may be handicapped in marketing and sales because so much of your focus is on other people's desires and needs. You may feel that asking someone to buy from you is an imposition, that talking about yourself doesn't serve others, that self-promotion is somehow inappropriate if your primary aim is to help people.
But here's the reality. If you can't make a living doing what you do, you won't be able to make a difference. If people don't hire you, you don't get to share your gifts. If no one knows your business exists, you won't have the opportunity to help people. If your business fails, you'll have to go back to making a living some other way, and never get a chance to make the impact you know that you could.
As long as you're stuck in the struggle of not quite making a living, not only are you not making an impact with your business, you are held back from making one in other ways too. You don't have enough time available to volunteer for causes you believe in. You don't have the money to support those causes with donations. You may not even be able to adequately support those most important to you -- your family.
When you look at the disparity between your present situation and your goals in that light, you may begin to see that perhaps sales and marketing is not such a selfish endeavor. When the purpose of your business is to help people, letting more people know what you do contributes to much more than your own pocketbook.
In the standard airline safety briefing, they advise that in case of emergency, you should put on your own oxygen mask first. What would happen if you began to look at marketing this way? To be in a position to serve other people, you must be able to sustain yourself. When your own survival is guaranteed, you'll have the strength, resources, and peace of mind to assist others.
The next time you find yourself fearful, resistant, or immobilized about marketing, remember that you are not in business for yourself alone. Picture in your mind's eye the people you most want to serve. Visualize how you can make a difference in the world by helping more people. Determine that your business will not only survive, but thrive, so that your gifts will be allowed their fullest expression. In order to truly help others, you may first need to help yourself.
Copyright © 2009, C.J. Hayden
Read more free articles by C.J. Hayden or subscribe to the GET CLIENTS NOW! E-Letter.
10 Top Scams of 2009 and 2010
With a likely global toll of more than $1 billion lost to Internet and phone scammers in 2009, it's time to review our Top 10 scam predictions for the past year and throw forward our thinking on what's going to change in 2010.
Our predictions, (unscientifically) confirmed by the feedback we get from the hundreds of thousands of Scambusters subscribers and visitors, official surveys and the regular news reports we scan, once again came pretty close to the mark.
Identity theft and phishing remained the biggest source of scams in 2009, with, as we predicted, a stronger-than-ever showing from economy-related scams, which came in at Number 2.
©Copyright Audri and Jim Lanford. All rights reserved.
Reprinted with permission.
Subscribe free to Internet Scambusters at
http://www.scambusters.org
Our predictions, (unscientifically) confirmed by the feedback we get from the hundreds of thousands of Scambusters subscribers and visitors, official surveys and the regular news reports we scan, once again came pretty close to the mark.
Identity theft and phishing remained the biggest source of scams in 2009, with, as we predicted, a stronger-than-ever showing from economy-related scams, which came in at Number 2.
©Copyright Audri and Jim Lanford. All rights reserved.
Reprinted with permission.
Subscribe free to Internet Scambusters at
http://www.scambusters.org
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