Posted by Scott Bywater in advertising, copywriting Jul 28th, 2008 | 2 Comments »
How To Promote Your Business

photo credit to greensefa” flickr

Are you looking for other tips on how to promote your business effectively? Do you want to promote your business with a bit of ease? Well then, you’ve come to the right place!

Easy ways on how to promote your business.

The other day I was asked:

Should I continue to promote my business when I am already incredibly busy and have too much work on?

And I answered with a resounding YES.

Why? Because you need to have your wits about you at all times in business. So when you’re coasting downhill and everything is going like a dream, remember things can change very quickly and you could soon be looking at a totally different landscape.

That’s why you should always be filling your well – YES… even though it’s not empty.

After all, there’s worse problems to have than too much work, isn’t there?

Or too many people at your shop.
Or too many clients if you’re a bookkeeper or solicitor.
Or too many retailers and wholesalers buying from you if you’re a distributor.

You see,  most businesses make this mistake:

I received a call from a guy in the United States a few months
ago, and he was desperate for me to work with him because
business had quietened down.

2 days later, all of a sudden, he received a new job. And decided he
didn’t need to be concerned about how promote his business any longer.

I can tell you right now that this guy is in for one heck of a roller coaster ride. Up and down like a never-ending yo-yo. The key to a stable business is to never stop marketing. Always consider ideas, whether modern or conventional ways, on how to promote your business and be consistent about it.

There’s another reason for this as well.

If you’ve got too much work on, this enables you to lift your prices because it doesn’t matter whether or not you end up landing  the job. (and you’ll probably find your calm – rather than desperate – attitude increases your conversion rate too) You can push yourself to manage the additional work-flow through setting up additional systems in order to generate leads. And take your business to the next level.

So how do you achieve all this?

It’s easy. If you’ve got an advertisement (or a sales letter, flyer or any other kind of promotion) which works for you, then keep running it week in and week out.

If you’re really busy, always remember that when the job finishes, you’ll be sitting around wondering what happened if there’s nothing else lined up.

And make sure you put aside some time everyday to promote your business. That’s the key to your longevity and success.

In Anthony Robbins program called the ‘Rapid Planning Method’ he talks about a space called ‘the zone.’

Basically, when you’re in the zone you are focusing on the things which are important but not urgent.

Most of us spend our time in the urgent and important. Or the not urgent, not important. Or the urgent and important.

However, the key to business growth and stability is to spend a some time each day on the not urgent… but important
activities. And for most of us, that is marketing and advertising to promote your business.

Learning How to Promote Your Business is a Continuous Process

Finding out ways on how to promote your business is always one of the key factors to having a successful and stable business. While there are no “Magic Formulas” that can give you instant success, there are definitely some ways that will help make sure that your business is as stable and successful as possible.

So continue looking for other tips on how to promote your business, test these marketing and advertising techniques. Yes, some of these strategies on how to promote your business may not work, but some of them will. Keep running those that are working for you, and test out other ways and see which will work.

Always bear in mind that: Learning how to promote your business and applying them on your business, is a cycle…

Posted by Scott Bywater in general Jul 22nd, 2008 | 2 Comments »
Dealing With Objections - Things I Learned At Michael Buble Concert

photo credit to Caz and Craig Makepeace” flickr

Recently, on the suggestion of my wife and a friend of hers I was ‘dragged along’ to a Michael Buble concert.

Well, actually… I bought the tickets. But only because I love my wife so much – and knew she’d be thrilled.

Anyway, the concert was scheduled for a Saturday night on the forecourt of the Sydney Opera House. But it was as windy as Wellington that night and so the event got cancelled.

So after dinner we left and scheduled to come back the next night to see if we had better luck.

Thankfully, we did.

I say thankfully because I learnt a few lessons that night. The master of jazz is not only a great musician… he’s also an
incredible communicator, and has a solid understanding of human psychology. (could this be one of the reasons he’s achieved the heights of success?)

Here’s what he did.

1 . He opened up the concert by addressing the guys. And saying…

“Men. I bet when you found out the concert was cancelled last night, you breathed a sigh of relief and thought… thank god. After all, when you see me on my album, you probably think ‘What a smuck.’ I know I would!

What’s the psychology behind this? Firstly, he went straight for the jugular as to what people were thinking. He knows his target audience is female (they go wild over him) and he knows the guys are coming along for the ride.

The majority of guys aren’t that into him. And in fact, many of us men are probably jealous he gets so much damned attention from the ladies.

He also realises some people are a tad upset over the fact the concert was cancelled.

In short… he brought the objections up to the surface and handled them immediately.

And you need to do the same in your ads and sales letters.

Here’s an example of something I wrote in a sales letter to immediately answer people’s objections about the property market (which at the time was seen as something to keep away from).


Notice how everywhere you turn today… the media keeps hollering at you:

“The property bubble is over”
“You can’t make money from property anymore”
“Interest rates are going to go through the roof”

Give up. Don’t invest now. Hold off… we keep being told. Yet in
some areas the prices continue to rise. Like in… (then I listed
areas where property has risen)

And here’s another way of dealing with objections with people’s upfront…

“I know what you’re thinking. You think I’m a stark, raving
lunatic when I say…. (whatever claim you are making).

Well, before you have me strapped into a straight jacket and
dragged to the nearest funny farm, think about this…

So take a lesson from the king of Jazz… and think about what’s going on in the back of people’s mind when they read you ad or sales letter. Then deals that objections upfront.

If you’re a mechanic… they’re probably worried you’re going to rip them off and overcharge them.

If you’re a pest controller, they’re probably wondering if you’re environmentally friendly. And if the toxins will damage their pets and plants.

Can you see how powerful this principle is? Can you see at one of the reasons Michel Buble has risen to the top…
when someone of equal musical skill would have remained a brilliant but virtually unkown performer?

I don’t know about you, but my experience tells me that our ability to get our message across has more to do with
creating wealth and success than anything else – no matter what industry you’re in.

What do you think?

About the Author

Scott Bywater is a professional direct mail and direct response copywriter, and the author of Cash Flow Advertising. To receive a complimentary copy of his exclusive report ‘7 Ways To Boost Your Turnover… No Matter What The Economy’ (valued at $29.95) hop along to his web site at: http://www.copywritingthatsells.com.au

Posted by Scott Bywater in advertising, copywriting Jul 18th, 2008 | 2 Comments »

Tips for creating more effective newspaper advertising.

Effective Newspaper advertising

photo credit to Jon S” flickr

Let me ask you a very important question about Newspaper Advertising

One of the most common ways to advertise in many countries  is newspaper advertising. Running an ad in the newspaper maybe one of the oldest advertising techniques. However, a lot of business still prefer it over other advertising mediums.

Newspaper advertising is often cheaper than other advertising mediums such as broadcast advertising, which may cost hundreds or even thousands of dollars. And because of this, it remains as one of the top choices of businessmen.

Yes, a lot of people prefer reading articles on the web. But there are still thousands, if not millions of people, who still prefer reading magazines and newspapers.

Effective newspaper advertising usually provides advantages of greater market share in many locations. The industry uses specific advertising techniques to appeal to their target audience.

Why do people buy a newspaper or magazine? To read the articles, right? Well then, doesn’t it make sense that if you want your ad to get read, then…

YOU SHOULD DO EVERYTHING POSSIBLE TO AVOID IT LOOKING LIKE AN AD

And, make it camouflage in with the newspaper’s articles as closely as possible.

So how do you do that?

  1. Read the headlines of the publication you are considering advertising in.
  2. Model your style on the way they write their articles.
  3. Use the same typeface the newspaper or magazine uses.
  4. Do understand that the use of certain words are power words which produce results

So, why do you think this would work better than something which looks like an ad?

Simple.

Advertorials work so well because of the way people disbelieve ads… but tend to believe what journalists communicate within their articles.

Try it next time… and test it out for yourself.

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