Archive for March, 2010

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More Value, More Sales

Tuesday, March 30th, 2010

Met a lady the other week, passionate about dog training. She asked me about one business issue: that once a dog was trained there was little to no repeat business - after all, she was good at what she did - so she was spending a lot of time bringing in new business.

I suggested developing her services into a group of ‘information products’, across a range of price points.  Perhaps a free ebook, followed by an education DVD on dog training, selling group seminars, then at the top of her funnel her 1:1 training time.

I do exactly the same with my info products: the free publicity tips, Boost Business With Testimonials (A$34.99) DIY Publicity and PR Kit (A$149.99), ongoing seminars, mentoring programs and - at the premium end of the funnel - 1:1 mentoring on PR.

By having a range of products in your marketing funnel, at a range of price points, you allow your customers to sample your services at a lower price, then entice them further with the other products and services you offer.

This lady - let’s call her Diane - immediately said “But if I wrote an ebook people wouldn’t come to me in person to train their dogs.” Of course they will! After all, if you write a book on a topic, you’re showing a certain level of expertise, and it boosts your credibility. Also, if books were enough everyone would be millionaires, living lives of happiness and Zen bliss. Just have a look at the self-help shelves in your local bookshop!

A lot of Diane’s resistance lay in the fact that although she taught dog owners how to be in control of their canines, she wasn’t willing to be assertive in her business. When I suggested she charge more for her 1:1 time, and then offer other info products at lower price points she confessed that ’she felt bad’ charging $80 for three hours work!

Diane was looking at the cost, not the value.

Remember, your products and services cannot be measured by their cost, but by the value they offer. She wasn’t putting a value on her time - but worse, nor was she wasn’t putting a value on her skill.

Remember, you’re in business to be of service, and the reward for that is getting paid. Remember, money flows to you through others. It’s just another form of energy ;-)

Posted in Inspiration, Marketing | No Comments »

Competitions. Great PR or lazy marketing?

Thursday, March 18th, 2010

Are competitions a misguided marketing tactic employed by small business…or just an indication of a lazy marketer?

Typically businesses run competitions to build a database.  And though they don’t say so, they think that by running a competition they will build a database for the price of a bottle of wine or a dvd.

Which is not only lazy, but also cheap. And an absolute waste of resources. Think about it. Who ends up on the database?  People who want to win stuff. Who probably don’t fit the profile of the most ideal potential customer for the business.

Bambi’s comments on competitions:

Around about 20% of people are compelled to take action to win something IF the prize is appealing enough. So that’s 80% of people who won’t enter.

If you are going to run a competition, choose a prize that reinforces your brand position.  For example, if you are an accountant who promotes that you take the stress out of your clients’ life, have a prize of a massage or a weekend at a spa. So, for the 80% of people who see the competition and don’t enter, they’ll have still got the message that is at the core of your marketing strategy.

Don’t theme your competition unless it is a direct match for the core message that you are trying to convey.

Try not to give away your own product/service. What’s the value if it is free?

Do get a permit.

Do have terms & conditions.

If you are going to have ‘old fashion’ entry forms distributed in multiple locations or through magazines/newspapers, put a code onto each different one so you can evaluate the response from various sources.

If you are going to have entries online, again, create various identical landing pages, so you can evaluate where the hits came from.

Have you used competitions in your marketing to stunning PR success? Please let me know! Email: philippa@publicityexpress.com.au. For the full article, click here.

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How are you presenting yourself to the media?

Sunday, March 14th, 2010

There are two things you need to make the most out of publicity leverage. Firstly, a solid marketing plan that integrates with your PR plan. Secondly, a great news release.

1) When you’re preparing to profile yourself and your business to the media, ensure your website and marketing materials are in great shape, branded effectively and consistently. A reporter’s reputation depends on readership interests and approval, so if you’re going for great coverage you need to ensure your brand and business looks worth profiling.

2) A great news release. Over 90% of all press releases submitted have poor grammar, spelling errors and a complete absence of proper writing skills. This causes a disconnect between the journalist and sender. Your credibility is shot immediately. Any “luck” of getting a story just went in the bin along with your press release. Your goal should be to tell your story better than anyone else.

I’ve written on how to structure a news release in early editions, so I urge you to practise, practise, practise. And spell-check ;-). I’ve also been asked by many of you to offer you extra hand-holding if you need it: check out Up In Lights this edition.

Up In Lights

News Release Express

Whilst I love writing news releases, I know it’s not the favourite task for many of you. In fact, it can be such a struggle it prevents you from doing any publicity in the first place! News Release Express takes away the headache. You simply have to fill in the proprietary form I’ve developed, then the team at Publicity Express writes the release for you – with the best hooks and pitch angles you’d expect from a team of seasoned pros. To help you pitch your news release with ease, you also receive a copy of my “Insider Secrets to Media Pitching That Works” valued at $69.99. PLUS, for a limited time, you’ll also receive search engine optimisation enhancement and PR Wire distribution for FREE.

Contact Phil to get your news releases rolling today!

Email: Philippa@publicityexpress.com.au

Subject: News Release Express

Posted in Marketing, Publicity | No Comments »

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