New Wave Marketing Principles
December 1, 2008
The famous nine principles of marketing by Phliip Kotler as we all have learned to know and applied in our marketing strategies will be revised and adapt to the modern world today and these new principles will be known as New Wave Marketing Principles. The new book on New Wave Marketing will be released soon by Phllip Kotler and Hermawan Kartajaya from Markplus Inc. Whether or not they will actually replaced the old terms from now on has not been announced.
Just to point out, The nine principles of marketing referred to as “Legacy Marketing” are:
1. Segmentation,
2. Targeting,
3. Positioning,
4. Differentiation,
5. Marketing-Mix (Product, Price, Place, Promotion),
6. Selling,
7. Brand,
8. Service,
9. Process
12 C’s of the “New Wave Marketing”
The new elements or principles has now been termed the 12 C’s of the “New Wave Marketing”
1. Communitization,
2. Confirming,
3. Clarifying,
4. Coding,
5. Crowd-Combo (Co-Creation, Currency, Communal Activation, Conversation),
6. Commercialization,
7. Character,
8. Caring,
9. Collaboration
New Wave Marketing is about achieving high impact with low budget. While Legacy Marketing needs high budget to achieve high impact.
The New Wave Marketing elements are actually a replacement of terms from the 9 principles of marketing which better decribed the way marketers use them and apply them in this modern world.
These new elements do make sense with the new world today. The changes in information technology especially the internet has revolutionized how people communicate with one another, creating more opportunities and threats to all businesses. Just like the 9 principles of Marketing that needs adaption to the new world, we too need to adapt to the New Wave Marketing and apply them to our business to face this new world”
New Wave Marketing Strategies can and should be applied to internet marketing strategies. To learn how Internet Marketing plays a role in New Wave Marketing, browse and download special report on Internet Marketing at www.BOBmarketing.com
A Secret For Finding Professional Freelance Copywriters
November 24, 2008
Are you looking to hire a professional freelance copywriter who can take your business to the next level?
Are you, in any way, stuck–don’t know where to begin or what to do next?
Don’t despair! Just give me a few minutes of your time, and I’ll share with you one of the most important secrets you want to know when looking for a copywriter. A lot of people don’t know that they should be looking for this trait when they want to secure the services of a copywriter. And what makes it more of a secret is that the more amateurish copywriters usually don’t make this distinguishing trait as apparent as they should.
So what is this secret?
The secret is this: You don’t want someone who’s “just a copywriter.”
In other words, you want someone who’s more than a copywriter.
What do I mean by that?
From my experience, I know that online or offline (primarily online), there’s a lot more that goes into the success of any marketing campaign than just the web copy. Most other copywriters think that the sales copy alone is the magic key. That’s not 100% true. While the traditional role of a copywriter is important, it’s only a piece of a larger puzzle, and not the whole puzzle in and of itself. What I would encourage you to look for is to find a freelance copywriter who understands marketing, and can develop an entire marketing strategy that meets your objectives.
This is the reason why top copywriters use some of the following titles:
Marketing consultant and direct-response copywriter
Marketing strategist and professional freelance copywriter
Business strategist and direct-response copywriter
The title combinations are many, but the message is the same: These copywriters don’t just provide copywriting; they also provide marketing plans and customer aquisition models that make sure the work they do for you is put in all the right places.
Again, the promise of all this is that if you pick a true professional to work with, you’ll either be handed a strategy that they think will work for you, or they’ll be able to take your marketing plan and create copy that fits perfectly into that plan.
That’s why you need a professional copywriter who’s also a marketing strategist.
In conclusion, I hope that what was introduced as a “secret” just a few minutes ago is now an apparent necessity. Working with someone who really understands you, your market, and what you’re trying to accomplish will dramatically increase the chances of your project’s success.
Crafting Compelling Sites That Boosts Profits
October 13, 2008
To do well in your internet business, you need a website created precisely for that - a simple, focused site. One that’s simple to build, cheap, sincere, and a potent traffic-builder and customer-converter. The quality of your web copywriting plays a big role.
Owning the right tool and the right product in themselves does not guarantee the success of your business. There are countless things to be thought about while making a website. Regrettably, nearly everyone of these are ignored by web business owners… So here are some copywriting tips to help.
1. Create To Load Rapidly
It’s a fact of contemporary life - browsers are in a rush. This implies that you have somewhere from 10 to 30 seconds to obtain your potential customer’s attention. To lessen your load time, maintain images tiny.
2. Focus On One Market
Understand who your prospects are and ascertain that your site meets to their desires. It is crucial that your website replicate the values of your potential customers. Are your prospects more often than not corporate pro? If so, the site have to be orderly. Is your product intended commonly for young people and young adults? Then your website could be more relaxed. The key here is to know your market and put together a site to their fondness.
3. Focus On One Goal
Ensure your site is focused on the target, selling your product or service. A site presenting various irrelevant products will not automatically not succeed, but this is frequently the case. If your site does sell loads of products, employ a unique webpage for each rather than striving to market them all from a single page.
4. Direction-finding must be effortless
Easy and smooth navigation increases the convenience of your customers. Include powerful search and catalog features. Nearly everytime many browsers do not have the staying power to navigate through the whole web site to acquire what they are in search of.
5. Check that your website is interactive and personalized
Employ opinion forms and email forms so as to allow your potential clients ask questions they might have regarding to your product.
Personalization of your website is one more key element that can lead to customer enjoyment and can boost your sales. Personalization technology would give you an idea of what products to cross-sell and up-sell. For instance, when an individual buys a car, car accessories can also be offered.
These eight, easy rules will go a long way in the direction of the improvement of your website and most importantly, transform visitors into regulars.
Want more web copywriting tips like these?
What Outcome To Consider Utilizing Voice Broadcasting To Produce Leads
October 13, 2008
A typical expectation among new voicemail broadcasters or concerns considering utilizing autodialer broadcasting is that the biggest portion of their transferred calls will turn out to be good leads. In most cases this is not true. Nevertheless, despite the fact that a fraction of responses prove to be good leads, autodialer broadcasting can be employed profitably in many instances, given a deliberate plan and good business systems.
If a telemarketer is dialing a message to live-answered phone numbers exclusively, and picking up press one live transfers to sales staff, we’ve seen many successful programs that obtain only a 15%-25% “long call rate”. (Here a long call is defined as a call where both parties are on the call together for a minimum of 1 1/2 minutes.) And this is not to suggest that most of the “long calls” prove to be judged worthwhile leads by the telemarketer. Far from it. Some telemarketers have told us that often merely 1/2 or even less of the long calls are quality leads.
This is why it is so important that a business consider their business metrics deliberately as they embark on a voice broadcasting campaign. For example, if their average cost for a “long call” is $25, and 1/2 of them are worthwhile leads, and they can ultimately sell 1/4 of the quality leads, then the cost of a sale for them is $200. If the profit for a single sale is not a lot more than $200, their own business measurements may make it impossible to utilize autodialer broadcasting profitably.
These numbers will change widely among different types of businesses, and are affected by both the message as well as the target audience. For example, the make believe firm “Wonderful Web Widgets”, which wants to sell website services to small business, would be wasting money to send a campaign to an “all businesses” list, since such a list would include large firms (which they’re not targetting), along with a lot of small firms that have not found a need to have a website.
Why deliver a message to beauty parlors and accountants if these industries aren’t normally interested in websites? This just raises the cost of the lower amount of good leads that are received.
Another thing to deliberate is the mode of the broadcast program. The example above was about a live delivered message. What about answer machine / voicemail broadcasts?
For most businesses, the response rate for the live delivery - live transfer broadcast is between 0.6% and 1.0%. Meaning that for every 100 calls delivered to a live answered number, there is less than 1 transferred call.
For a broadcast that leaves pitches on answer machines, the numbers will be much reduced, since the prospect must have sufficient concern to record the callback number, and next actually it back, consuming a lot more effort than merely “pressing 1″ during a live recording. These results are impractical for us to record, since the calls back to the broadcaster don’t utilize our phone system, but telemarketers who use this technique have indicated to us that the call back rate is probably 1/4 to 1/3 of the live transfer ratio for a related pitch.
For a businessperson debating working with automated telemarketing as a lead production method, the recording is critical, the targetted list is critical, and the basic business systems are usually the most essential factor to consider when planning a lead generation broadcast.
Writing the Greatest Headlines
October 10, 2008
The headline is unquestionably the most important factor in most advertising.
Likewise-it is also the most singularly important element of any selling message “live or recorded, in person or by phone, audio or video” your company ever uses.
It is the opening sentence or paragraph you use in any sales letter or written communication you ever send out to customers, prospects, suppliers or staff. It’s the first words you or your sales persons utter, when they engage anyone in a sales presentation or one-on-one discussion.
Likewise, the “headline,” or its “equivalent,” are the first phrases you begin your conversation with when a customer or prospect comes in or calls in. It is also the first paragraph you state when producing a commercial or when meeting people at trade show.
The purpose of a headline is to attract your prospect’s ATTENTION. When I say your prospect, I mean that your headline should zero in on precisely whom you want to reach your target market. For example, if you wish to sell to homeowners, put the word “homeowners” in the headline.
The headline should serve as an advertiment for your ad. It should tell the reader immediately and clearly the essence of what you’re trying to say in the body copy. The headline should give the reader a Huge Benefit or Huge Promise. So, create a headline that tells the right people precisely the benefit you’re offering them.
When you write or decide upon your headline-or it’s opening equivalent-you have spent at least 80 cents out of your dollar. Stated differently, 80% of your outcome-four fifths of your result… all but 20% of the success of your selling effort is effected negatively or positively by how and what you communicate in the beginning.
A revised headline can make a 20 times improvement in response or acceptance by your prospect customer. Every headline or opening statement should appeal to the prospect’s or reader’s or listener’s self-interest. It has to promise him or her a desirable, powerful and appealing benefit. It is best to include “news” value or “educational” value into the headline also.
You may Download a Free copy of the “100 Greatest Headlines Ever Writen” at Jay Abraham - www.JayAbrahamSystem.com and learn how you can use these headlines to improve your copywriting and maximize your sales conversions.
You can learn more about Jay Abraham the super consultant that charges $5000 an hour whom consulted the famous Anthony Robbins at website Jay Abraham Business
12 Copywriting Tips To Skyrocket Subscriptions
October 10, 2008
It doesn’t make a difference the amount of visitors you generate to your website, if they do not translate, that means you don’t make any revenue. Thus here are a dozen web copywriting tips to enhance your sign-ups…
But before I go into the details, why sign-ups? Why not just push for a sale? That’s an excellent question. Here is the answer: Research have revealed that merely a very tiny percentage of prospects to your website purchase on their earliest visit. In fact, it requires nearly 7 subsequent selling before they will buy. It is, therefore, critical you obtain your visitor’s email address to follow up soon after.
Now that you get the why, let’s advance to the how. Here are the web copywriting tips to skyrocket sign-ups:
1. Always, always keep your forms as to the point as achievable. Whatever information you do not need at that moment in the conversion process, don’t gether it. Concise forms convert better than extensive forms… consistently.
2. If you coudln’t do without a long form, separate it into tiny sections but not more than 5 short portions. In my personal test, I notice dividing up lengthy forms into small forms enhance my conversions by about 5% but when it hits 6 chunks, people be inclined to discard the form maybe imagining it is never going to finish.
3. If you certainly have to utilize lengthy lengthy forms that splits into greater than 5 steps, utilize a progress bar to let them know at what time they will be able to complete the form…
4. If there’re any information that are not imperative but would be beneficial to acquire (for analytics ), tell your prospects it’s not compulsory.
5. Reveal your privacy policy awfully visibly in your form. If you have paid assurance services ( such as BBB), make sure you flaunt their symbols.
6. Eliminate that “clear” button if you still boast one because normal people don’t regualrly answer long forms using wrong information. What humans every so often do, is click the wrong button, cleared every single one of the information, gets upset and leave cursing you for placing that button there. So unless you’re looking forward to other animals than humans to fill in your form, it is best for your subscription rate if you remove it.
7. As for your “submit” button, label it differently. Use terms like, “buy now to get your free report” or “Why Not! Hand me my free e-book!”
8. Plus do not use regular buttons, employ graphics as your buttons to catch more awareness.
9. You must take care that people are aware your form is there and the 2 ways I recommend to do that are: implementing a unique background color for your form or use pictures to attract notice.
10. If you do implementing attention to catch notice to your forms, ensure the images are relevant to your website.
11. Finally, create it as easy for your visitors to fill out the form as doable. Don’t set limits on the way they should put in their information. For example, I come upon a number of forms that needed me to fill out my address in a precise format. Of course, it bothered me when they didn’t convey to me which format they choose. And incidentally…
12. If you do demand a particular format, make clear what you desire and why!
Want more copywriting tips? Then you should defintiely check out some of the killer web copywriting secrets I share here.
Critical Voice Blasting Technique To Rule OutThe Tire Kickers
October 5, 2008
If you’ve been seeing my other reports, you already know that if you’re using voicemail broadcasting, you are bound to get some worthless live transfer calls. And how writing a script with a higher response rate will lower the number of such calls. In this article I’ll dissect another critical method that will actually reduce your response rate, and grow your worthles live transfers. {Believe it or not}~Although it may be difficult to accept, you’ll want to use this method, that is, if you want less expensive lead expenditures.
I can explain with an example. Word to the wise - this is just a story, but this idea is normally valid.
Picture a voice broadcasting project to sell virtual offices with a Beverly Hills address to entrepreneurs. The broadcaster develops a pitch based on the benefits of having a Beverly Hills address, having a receptionist to answer your calls there, being able to conference with your customers in your Beverly Hills conference room, press one to speak to our rep…
We’ll take for granted that this script receives a 0.9% response rate. And that there are 0.3% of people who’ll “press 1 for no good reason” - the unavoidable worthless callers. So this script will produce 1 call out of 3 that is worthless, and 2 out of 3 will express some amount of interest. Seem fine so far?
Sure, but the script neglected to remark that this virtual office has a fee of $200/mo. And when the 2 of 3 interested people learn this, only 1 of them will consider paying that much. So, the marketer has found 1 caller in 3 that is both interested and qualified. These prospects are the broadcaster’s qualified leads. And if the marketer is paying $6 per call, his cost per qualified lead is $18. Not too bad…
Now think about this…the marketer writes a new pitch which observes that his service is priced at $200/mo. Since 1 listener in 3 was not interested in spending that amount, this is a very important qualifier. So, what will take place with this new pitch? First thing, a lot of prospects who aren’t going to to spend that amount will not press 1. So the general response rate will scale down. Let’s say it lowers to 0.7%. And we’re still stuck with the 0.3% of those “negative callers”…
Make the calculations and this means that with this new script, instead of getting 33 bogus calls per 100, the marketer will get about 43 - yuck! Just like we told in another article, when the response rate gets lower, the quantity of negative calls increases. My goodness, he receives ten additional negative live transfers! Why would this be any good in any way??
Well, hold the phone… From an earlier articlewrite-up, we determined that 0.3% of people are both interested, and willing to pay the $200 rate. So that means the marketer will also get around 43 positively interested AND qualified leads per 100 live transfers. That takes account of 86 calls of 100, who are the additional 14 calls? They are from leads who are interested but not willing to spend $200 - so why would they continue to press 1? Because they’re people, and people don’t always understand everything, or act predictably even if they do. A portion of the unqualified people will also press 1 every time, no matter how much qualifying information is in the message.
Anyhow, let’s work the calculations again - if the marketer was spending $6 per call in this story, he is now obtaining his “qualified leads” at an total cost of $14. So.if the broadcaster is able to endure a bigger quantity of worthless transfers, he will also enjoy a lower overall lead cost. Sounds like a contradiction in terms, but factual
Anytime you have a primary piece of qualifying information - it is critical that you include it clearly in your script, for just this reason.
How To Drive Up Sales By Cutting Down Your Work
October 3, 2008
Would you waste your busy life filling up an extended membership form just so you can buy an electronic adaptor on the web? I know I wouldn’t. The person selling it is obviously lacking web copywriting skills.
I would press “back” and search an alternative webpage.
But how many times have you been forced to do just that when you buy anything? Plenty! And if you desire to secure an advatage over your competitor, make it uncomplicated for your browsers to navigate and buy your goods. Here are some copywriting tips you should learn by heart:
1. Make sure that your webpages are undemanding to come across. White backdrop and black words are what the general public arecomfortable with reading therefore do not become “creative” and use red letters with black background as an alternative.
2. Make certain your letters are easy to read. Mimic the usual, such as verdana and you’ll be fine.
3. Make sure your forms aren’t too lengthy, like the example I talked about above. Gather only information you have to have at that stage.
4. Categorize. There’s a reason why stoes display enormous signposts guiding consumers where to get a merchandise and why libraries have digital directories where you can locate the book you desire. The reason is majority of us suck (and too lazy) at looking for what we want! Cataloging your articles makes it a no-brainer for users to find them.
5. Don’t give browsers a reason to turn back and leave. Every so often I still see a “clear” button exactly beside the “submit” button at the conclusion of a long form. Why do any web designer do that is past my understanding. You don’t want to leave it there! It is awfully odd for a user to fill in the whole form with wrong information! It’s more probable for him to press the wrong button, gets annoyed and disappear.
So there, 5 simple web usability (a tiny element of web copywriting ) issue that you must always keep in mind when planning your next website… if you desire some sales that is.
The “Secret” of Voice Broadcasting Unveiled
September 29, 2008
Voice Broadcasting (delivering a huge number of automated phone calls and delivering a pre-recorded message to them) is a really strong and cheap way to get your message to large numbers of customers.
In spite of its great power, before you spend one thin dime on a phone blast, you surely ought to learn this secret. Without this “secret”, you could easily just blow your cash. OK, you ask, what could this awful secret be? It’s really elementary - Virtually all people don’t like receiving telemarketing calls.
Alright, alright I know that’s not exactly a secret. If you’re looking at using an automatic broadcasting system and you do not take into account this “secret” carefully, it can really hurt your campaign. Here’s why…
The biggest by far majority (90% or more) of folks who get an automated call simply hang up. The next largest group (a few percent) of folks press “2″ (to be removed from the call list). The smallest group, around 1-2%, press “1″ (to be transferred to a live representative, or to listen to more recorded information, or to leave a message).
You may be thinking…”OK, but I’m only paying for the live transferred calls, so what’s the problem?” Here’s the problem.
Just because someone presses “1″, it does’t follow automatically that they’re interested in your message. Some of them only want to request removal from the call list. Those responses are worth nothing to you. But you still pay for them. So you should carefully consider how to maximize the positively interested, qualified responses.
Now, whether you’re advertising merchant accounts to business prospects, or even selling raffle tickets for your charity event, you’ll hear some folks say “take my number off and don’t call again” (or worse)…No surprise there right? And I promise, even if you’re asking for contributions for sick children, even if you’re calling a list of past donors, you will STILL receive some negative calls!
The unavoidable fact is this - out of 1000 folks, there are perhaps 2 or 3 who get so irritated when they receive a telemarketing call, they will press “1″ to complain. To show the result of response rate on the amount of worthless calls received, consider two speculative broadcast campaigns.
Campaign #1 - pitching merchant accounts to businesses - response rate is below average, at 0.6%. Campaign #2 - asking for contributions for sick children - using a donor list - response rate is above average, at 1.5%.
Now, assume that 3 out of 1000 (0.3%) of the numbers called are the kind who will “press 1 for no good reason”… If you work through the numbers, the business campaign gets 50% negative calls, but even the charity campaign gets 20%!
The reality is, if you are connecting your calls to live answered phones, and taking live transfers, you {will never,simply cannot} dodge negative calls, regardless of what your pitch is about. And the primary way to reduce them is to construct a message with a higher response rate.
We’ve shown how getting negative calls is a fact of life in this business, and how increasing the response rate will decrease the number of bogus calls.
Posting to forums tips
September 29, 2008
You have decided to build your fortune with an online business and you have designed a fabulous website, produced a bunch of products to sell and now you are just waiting for the customers to show up and reach for their credit cards to make you dreams come true. You wait, wait and wait some more but no one shows up.
How discouraging it that? It seems that no one ever told the majority of new online business people that the most important aspect of internet business is not the glitz at all but the down and dirty chore of getting prospective customers to their site.
Advertise, Advertise and Advertise some more. Posting on Forums will bring visitors by increasing your sites rank and that allows those searching for your type of material to find your site.
A very successful friend of mine once told me that the proper way to begin your business is with a budget. Doesn’t matter how much you have to spend it is always the same If your budget is $100 the breakdown should be as follows:
1. Site $10
2. Inventory $10
3. Advertising $80
It didn’t make much sense to me then but I have come to realize that he was right. No advertising no sales but how do you advertise on the internet? One of the many answers to that question is to post on Forums that pertain to your product niche.
* Why use forums?
Think about it for a minute, where can you find the largest number of prospective customers interested in your product? On forums!These are customer just waiting to hear about your products!
And there are lots of them, take a look at the forums for your niche. If you were involved in selling golf balls for instance, a Google search shows 1,840,000 golf forums that are filled with golf nuts that could be your customers simply by posting to the forum with a link to your site!
that’s a bunch of new customers.
You can use this method to bring prospects to your site no matter what you are promoting. Affiliate forum marketing, General forums, discussion forums, game forums, internet marketing forum, seo forums, software forums, video game forums all might be good places to get familiar with forums and posting to them.
Posting to forums takes too much time?
Lets be realistic, to post to just a fraction of the forums available would take a bunch of time. It is possible to eat this elephant a small bite at a time by organizing a list of forums and posting to a few per day. That would sooner or later have the desired effect of building the back links you need to bring customers to your site but if you are like me I want the results yesterday so you are going to need to have something that will accomplish this task in a quicker fashion.
* Is there a quicker way to post to forums?
Most are too expensive. I am cheap so I need a cheap software product to do the work.
There are several if not many software products that fill the bill but I use Forum Submitter Pro. Inexpensive and easy to use.
* How do I use a posting to increase my back links
A simple link to your site with the sites main keyword does the trick. If you were posting to a golf site you might ask a generic question and place the link to your golf site below your name.
For example: “Question: Is it a good idea to recommend to have clubs fit to you? If so who should fit them?
Jerry Hubbard using a regular href link and the term Great golf tips
Your sites main keyword is Golf Tips and so Google really likes it when someone clicks the link. This builds the best links for ranking. A link from a relevant site like a forum is like gold.
One other great benefit of creating back links through the use of posting to relevant forums is that so few website owners will take the time and effort to do it. The competition will never know what hit them.
Naturally, forum posting is only one of many methods to build traffic to your site but it is one of the very best. I am sure you will like the results.
Get more forum posting info here
Jerry Hubbard is a full time business owner of several websites and an interested student of all types of marketing methods.