The Fundamental Rules Of Marketing

These are fundamental rules of marketing.

Many new marketers want to skip the fundamentals and get right to learning how to get ranked on Google. Don’t you think it’s important to learn marketing before you learn search engine marketing?

I often get questions like… How do I get my site ranked by the search engines? How can I run an effective email marketing campaign? How do I generate leads with social media?

These are all great questions but isn’t it important to learn the basics first? Since when did marketing become about tricking the search engines?

People buy from people they know like and trust. Here are a few simple ways you can get people to know like and trust you.

POSITION YOURSELF AS AN AUTHORITY – This can be done simply by claiming it. For example you can claim authority as long as you promote with confidence and conviction. “We are seeking a few sharp sales professionals to help run the marketing and global distribution aspect of our business. Are you open to taking a serious look at our company and submitting an application to work with us?”

Another way to have others view you as an authority is what’s known as “social proof.” Ask a leader in your circle of influence to make a testimonial video for you. Or make one for them first. Many times they will be happy to return the favor.)

BRAND YOURSELF OVER YOUR COMPANY – Many newbies marketers in the direct sales arena in the industry believe their business to be the end all be all and their ultimate ticket to wealth. The fact is that direct marketing companies fold all the time for many different reasons. That is why it is vital to brand yourself and build your own list.

PICK UP THE PHONE – There is nothing better than an offline connection to get people to know like and trust you. With all our automated systems we have access to It is easy to hide behind a computer screen. If you get in the habit of simply calling to introduce yourself to your prospective customers you will realize much greater results.

Maximize B-To-B Lead Generation With a One-Page Direct Mail Letter

When generating high-quality B-to-B (business-to-business) leads, your goal is to get people to raise their hand and say they are interested in your product or service. You do this by offering prospects information, a premium, or other incentive to respond.

Consequently, many companies spend thousands of dollars creating glossy four-color or dimensional mailers in an attempt to get the attention of prospects – and then wonder why response is so poor. And yet, the secret to increasing B-to-B response is so simple, many people can’t accept it. What is the secret?

A “plain” #10 business letter.

“Nah! A plain #10 business letter to maximize B-to-B lead generation?” “You’re kidding, right?” “Everyone knows creative is king.” “Not so,” says expert B-to-B direct marketer Liz Taylor of Liz Taylor Marketing. “Testing has consistently proven a one-page business letter with a compelling offer out-performs a glossy self-mailer by 100%.”

One reason one-page letters are so effective is because they appeal to the target audience. Says Taylor, “Think about it. If you’re selling high-end products with long sales-cycles and/or multiple decision makers, your audience is most likely decision makers or people in management who are strapped for time. You have seconds to tell them what they need to know. A one-page letter respects their time and their intelligence.”

Reduced risk.

One page letters also reduce financial risk for marketers. For example, testing is the heart of the direct mail process. Without it, marketers have no idea if another offer, a different list, or a slight copy change will generate better response. One-page letters allow B-to-B marketers a fast and cost-effective way to test these components. It doesn’t take a rocket scientist to understand testing various versions of a four-color mailer can be cost-prohibitive.

Bob Derr, director, Industry Marketing for Microsoft Business Solutions, concurs. “We always strive to make our budget work as hard as possible. Creative executions simply consumed too much budget and time and were never able to beat our control package (standard business letter). Even with increased budget, we stick to the business letter control because it is a consistent winner.”

This is not to say creative isn’t important. Indeed, it takes a great deal of creativity and excellent writing skills to say what you need to say in one page. And, creative is especially important for follow-up response. Once you’ve qualified your B-to-B leads, then you send them the snazzy dimensional mailing or glossy four-color brochure. You’ll not only save money, you’ll also know you’re sending the right information to the right prospect.

Keep your audience in mind.

The most effective letters offer prospects information, a CD, or other high-value premium and they allow prospects to respond – instantly. When writing direct response letters, keep in mind the following:

* Don’t entertain your reader. Keep your letter short and to the point. Your reader wants to clear through her mail fast.
* Keep response forms simple. Make it easy for your reader to respond by asking only a few questions. Allow various methods of response including fax, postal mail, online, or a toll-free number.
* Don’t include a brochure. Testing has shown that anytime anything is added to a business letter mailing, response goes down.
* Keep the envelope professional looking. A “live” stamp or indicia and a laser printed address (versus a label) can improve response.
* Use envelope teaser copy with care. Teaser copy, while effective for consumer marketing, can work against the B-to-B marketer as it says to the reader, “Throw me away.”
* Use simple language. Use compelling, easy-to-understand language to spell out your offer and its benefits.

ABCs of Working a Direct Sales Home Business

Are you looking into joining a Direct Sales Company? Are you already involved in a Direct Sales business? If so, it is important to know exactly what it takes to run a successful business from home.

I would like to tell you up front that it’s not easy. You will need to get organized and prioritize your home and business tasks. You will need to attend company trainings and consistently work on your business so that it will succeed.

This ABC Checklist will be a great reminder of what it takes to run a successful business from home.

Advertising – You need to advertise your home business to make it grow. Advertising can be done online or offline, but your advertising efforts will need to be consistent. Keep track of which ads bring you the results you seek and toss the ones that don’t work.

Bookkeeping – You need to keep records of all your expenses and income. If you are not great at bookkeeping, consider hiring a virtual assistant or bookkeeper for your home office.

Customer Service – Give your customers great service to keep them coming back for more and to generate word of mouth referrals.

Dedication – It takes a lot of hard work and patience to grow a successful home business. You will need to dedicate time every week to work your business.

Education – Take time to educate yourself about having a home based business. Purchase books or get on the web and read up on topics related to Direct Sales and Network Marketing.

Fundraising – If your company offers a fundraising program, make sure you advertise and promote it. Sales that you pull in from fundraising programs can really boost your income.

Goal Setting – I find that when I make a list of my weekly, monthly and quarterly business goals and break those goals down into manageable chunks, that it keeps me focused and driven to accomplish the things that need to be done.

Hostess Coaching – It’s your job to coach your party host so that he/she will succeed in earning all of the free products and half-price specials. A party host who is completely satisfied with their home party experience are more likely to rebook additional parties from you.

Inventory – You need to keep products on hand to show at your home parties and to your customers. Update your inventory every few weeks or months with new offerings.

Juggling Act – When you work from home, life can be a juggling act. You will need to set up a schedule for family time, household chores, errands and of course, work time.

Keep Working It – You will find that you will not get rich overnight, matter of fact, you most likely won’t get rich at all. However, you need to keep working your business to get it to grow and prosper.

Leadership – Look to your sponsors and managers for leadership in training and business knowledge. As you grow your own team, you will become a leader and will need to set a good example for your own team.

Marketing – Sit down and draft up a business marketing plan. It’s your responsibility to market your business and the product that you represent. Set your marketing plan into action immediately and revise it as you go along.

Networking – Set aside a few hours every week to network with other like-minded Direct Sales home business people. You can find online and offline networking groups that you can join.

Organization – Keep your business training materials, paperwork and record keeping organized. You want to be able to find things in a timely manner.

Party Bookings and Party Hosts – Home parties are the heart of every Direct Sales business. It is your job to promote the home party opportunity by encouraging customers to book parties.

Quality Products – When it comes to representing and promoting a company, you need to choose one that has high quality products. These days, customers want quality and unique products that are often times not found in a retail store setting.

Recruiting – It is important to grow your Direct Sales team by recruiting/sponsoring new team members into the company you represent. Spend time every week promoting the home business opportunity to everyone you meet.

Sales – The main focus of your business is on product sales. You will need to work hard and consistently promoting your business to new and established customers.

Team Management – You will need to spend a few hours every week managing and training your team. You can set up weekly or monthly team meetings to offer support, training, motivation and recognition.

Up-selling – When customers place an order with you, try to up-sell an additional product to them. This product should be less than $12.00 in cost and coincide or relate to the products that they are purchasing from you.

Visualization – Sit down and visualize where you want your business to be in 1 year, 2 years and 3 years from now. Once you do that, draft up an advertising and marketing business plan. Set that plan into motion immediately and start seeing the results.

Working Business Schedule – You will get more tasks accomplished if you sit down and come up with a business schedule of when you will be working on your business. Let family and friends know you will be unavailable during your working hours for personal things.

X Out – You need to go over your daily agenda and tasks list. X out every thing that you got accomplished. Keeping a daily to-do list will keep you on track and focused.

Your Success – What does success mean to you? Do you have the dedication and drive to overcome any obstacles that may come your way? Your success depends on your determination to make your business succeed.

Zest – You need to have a passion for what you are doing and enjoy doing it. Your attitude will affect whether or not you obtain your goals and objectives.