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There’s no denying the ongoing obsession with social media. Love it or hate it, the social media movement has changed the way we shop, communicate and do business. It’s also expanded our online ‘reach’ — the number of people we connect with on a personal level (not to mention the speed at which a story can go viral on the web once it enters Twitter land). Some prononents even liken it to ‘the new TV’. But what about business? Is social media a viable business tool?

In one camp, there’s a resounding “yes!” You have to take control of your brand, supporters say, or someone else will do it for you. And that may not be in your best interests. The worst thing you want is for someone to be searching for a product or service that you provide, only to come across negative comments about you. So proponents of social media for business suggest using networks such as Facebook and Twitter to protect and boost your brand … and, at the same time, your search-engine rankings.

Other entrepreneurs and SMEs (small-to-medium enterprises) take a more cautious view. Some are watching from the shoreline to see how the social-media wave develops. Others lose no time in saying it’s a waste of time.

What it boils down to is this: social media WILL WORK for the right people in the right circumstances. And IF you’re going to make inroads, you’d better put in the effort. Not just in terms of learning as much as you can about your prospects, but taking the time to give them what they want and how best to deliver it via social networking. It’s a lot of work, but it can also be rewarding…

Last words: In all likelihood, your prospects are already visiting social-media giants such as Twitter, Facebook, YouTube and Flickr. And if they’re not yet, the odds are that they soon will be. If your business does not have a presence on these platforms, you are missing some very valuable opportunities to connect, engage and build rewarding relationships with your target audience — let alone new markets. So it’s worth spending some time on social media, no matter how limited that may be. Finally, don’t forget to also consider other available marketing channels, including email marketing offline tools such as direct mail — these can work very well alongside social media … IF done correctly.

By Tracey Dooley, Creative Consultant | PR Guru | Marketing & Alliance Strategist

Need help with developing, executing or managing social -of-mouth marketing campaigns?
 Hop on over to my coaching page to bring your digital presence to life:

www.business-marketing-advice.mediaminister.co.uk

(Why struggle needlessly when you can get expert help and/or affordable mentoring and have fun attracting new business easily?)

(C) 2010-11 T Dooley, All Rights Reserved

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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Do you sometimes struggle with your marketing? Or perhaps you’re at the stage where you need to increase the response of your advertising or your website?

Well, take a leaf from Socrates’ book (or clay tablet, as it was centuries ago)…

Socrates was perhaps the greatest master of persuasion. His tactic was to get people to agree with him, or concede their side of the argument, belief, or debate, by getting them to say “yes”. He would do this by asking questions that people would simply have to answer in the affirmative. And he’d do this over and over until they agreed with him!

How does this help you?

By getting your prospects to agree with your statements or questions, then each time they do they are one step closer to becoming a buyer.

Why not try this ‘Socrates Method’ in your advertising and marketing, and see what happens? Oh, and feel free to report any findings here.

(C) 2010-11 T Dooley, All Rights Reserved

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“I have all the marketing books and info but still have a problem in the actual ‘doing’ — I still struggle to create that perfect ad/leaflet/flyer…”  

If this sounds like you, then you may be encouraged to hear you are not alone. Judging by the emails in my Inbox, it’s a common concern. So what are you supposed to do?

The Perfect Ad Does NOT Exist

Well, first I’d say it is important to understand there is NO such thing as the ‘perfect’ ad/leaflet/flyer/blog post. (In fact, when pushed, I’d go so far as saying NOTHING is perfect.) Even the most successful copywriters and marketers don’t always hit bull’s eye with their first attempt. Some have produced outright failures. Many more than once.

The thing to remember is that even professional copywriters are continually tweaking and testing their copy. After all, it really is the ONLY way to ensure they are left with the best possible draft.

I myself might go through several drafts before I think I’m on to a winner. And that’s before I’ve even thought about testing the copy. (You DO test your campaigns, don’t you?!) 

Why Perfectionism Could Be Your Worst Enemy 

Eugene Delacroix once said:“The artist who aims at perfection in everything achieves it in nothing.” 

In other words, if you’re always trying to make your book perfect, you’ll never get it published.

Okay, my hands are firmly up in the air. I AM a self-confessed perfectionist. At least, I am for 99% of the time (I somehow manage to relax and be easier on myself for the remaining 1%). The thing is, I’ve learned (the hard way) that spending hours choosing the best words only to go back and substitute them out of fear they are not good enough does nothing for my confidence levels, let alone my business. So I’ve had to appreciate that, just as time is of the essence, perfectionism is a fool’s game. 

I’m NOT saying writing any old tosh will do. Just try not to be so hard on yourself the first time round. A first draft is just that; a first draft. You shouldn’t expect to have to dot every ‘i’ and cross every ‘t’ with an initial attempt. To be successful, marketing copy needs to be slowly baked, and then tested and reworked — again and again until it hits the right spot. The idea is to get something … ANYTHING written down, rather than nothing at all.

I know this because, as I’ve said, I’ve been guilty of staring at a few blank pages myself. And I know only too well that perfectionism is closely related to procrastination (oh, and how I have mastered the art of the latter, too!). 

It is sad to think of just how long it took me to realise that it’s more productive to aim for ‘good’ and then aim for ‘better’, rather than trying to produce from the outset THE perfect marketing piece or article or whatever it was I was working on at the time.

If you worry about being perfect in everything you do, you will NEVER get round to the part that counts: Attracting new customers and making actual sales. 

So forget about creating the ‘perfect’ ad/leaflet/flyer/blog post, and instead strive for completion. Your business will thank you for it.

Here’s something to try from today onwards: 

1. Set aside time each week for tackling your marketing collateral. For example, Friday afternoons.

2. Keep this time free of any distractions. Close your email program and let the answer machine take your calls. 

3. Buy a timer and give yourself exactly three hours to work on your ad/leaflet/flyer/blog. It can be less, but no more.

4. Once your time is up. Stop. Then give yourself permission to forget about that piece of copy until next week. It doesn’t matter if it isn’t finished. It’s a ‘work in progress’. You can finish it next week. And if it IS a complete draft, put it aside for a few days and then re-read it for sense and errors. 

At the end of the day, it’s about not allowing perfectionism to trap or hold you back from working toward your marketing goals. Take a shot and do the best you can. It may not be ‘perfect’ but I’m sure it’s more than good enough. Even if it isn’t just yet, you can always fine tune things later on — when you will have constructive feedback from your customers, say, and thus more information to work with.

By Tracey Dooley, Creative Consultant | PR Guru | Marketing & Alliance Strategist

Want More Detailed Step-by-Step Help, With Examples You Can Model?
 See my fast-track audio programme, Better Writing Skills 101 — Write Your Way to Blockbuster Results and BOOST Business to Boot: 

http://bit.ly/BizWriting101

(Why struggle needlessly when you can get expert help and/or affordable mentoring and have fun attracting clients easily?)

(C) 2010-11 T Dooley, All Rights Reserved

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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Everything we do involves an ‘underlying motivator’ that drives the motion or action taken. For example, you might take up running to lose weight, in which case, the ‘lose weight’ is the underlying motivator.

Similarly, underlying motivators play their part in getting people to do certain things — whether that be encouraging your bank manager approving your overdraft account, persuading an event organisation to take you on as a guest speaker, or enticing a prospect into buying your products.

The better you understand your clients or customers’ motivating factors or ‘motivators’, the easier it will become to convince them to buy from you…
As well as closing sales, understanding and addressing what motivates your customers will help create clearer and more effective communication.

There are five major motivating factors:

1. Recognition
Those motivated by gaining ‘recognition’ are essentially interested in gaining greater admiration, esteem, celebrity, notoriety, regard or respect.

For example, let’s say you are an image advisor. One of the main recognition motivators your target group shares is that they want to look and feel good. Some might go one step further and aspire to follow the style of, say, Sienna Miller.

Often, people who improve their physical appearance are more successful because of their confidence boost. If you can tap into this prime motivator and understand it well enough with regard to how your product or service fits in, then you will be a lot closer to motivating your prospects to buy from you.

2. Profit
Your prospective customers might be influenced by the ‘profit’ motivator. This involves people striving for success or gaining more acquisitions, growth, income, money, possessions or wealth. Are any of these provided by what you offer?

3. Urgency
This is a good one, but it is often overlooked or underplayed. Just think what would have happened if there were only 10 copies of J K Rowling’s follow-up to the first Harry Potter release! People are more inclined to take immediate action and justify their purchase decision if there is a sense of urgency about whatever it is that they are buying.

4. Efficiency
This is an enormous motivating factor — and an important one to consider, especially with today’s frenetic-paced society. Perhaps you can demonstrate that your product or service will save your prospects time and effort…

5. Internal
Some people are motivated by ‘internal’ factors. So focus on things such as creativity, duty, intellect, honour, morals and philanthropy are important to this group.

Finding out what your visitors want is vital, but finding out WHY they want these things reveals their innermost motivations. Target these motivations with your marketing, advertising, PR and web content. When you write words that tie into the emotions of your readers, and about what really motivates, you will never lose their interest or attention.

In my years as a PR exec, journalist, editor, copywriting and marketing I’ve discovered that telling people the truth and giving a reason WHY you’re saying what you’re saying is one of the most powerful psychological motivators to get people to take action. That might translate into your prospects picking up the phone to place an order, send back a reply card for more information or just simply reading all that you have to say.

I’ve also discovered that pain is perhaps the biggest motivator of all.

All animal life revolves around two powerful psychological motivators: pain and pleasure. And every single minute of the day, we are trying to either seek pleasure (through dreaming, thinking or attaining our goals, aspirations and desires) and/or we are trying to avoid pain (steering clear of traffic jams, not getting frustrated by anything or one, and so on),

People will do pretty much anything to avoid or get out of pain.

So you tie this into the specific pain your target audience — your prospective customers — are concerned about and the pleasure they hope to achieve and whether your product or service can help them.

You could ask questions like, “What would this person lose if she fails to buy my product/service?” “What is the cost of failing to act or delaying to buy?” and “What if this product/service wasn’t available anywhere?”

Just think of ways to slant your marketing messages to include motivational triggers to the emotions generated by carefully chosen and placed words. However, never be aggressive, arrogant or pushy in your presentation. That would only damage your motivational trigger . . .  and your prospect will walk away.

And bear in mind that you are NOT creating pain for your prospects. You are simply helping to see the pain — that is already there — for what it really is, and comparing it to what could happen/would be if the pain was removed and ‘pleasure’ was put in its place.

Essentially, it all boils down to playing detective. Find out what motivates your current customers as well as what motivated them to do business with you in the first place, and use this knowledge to tap into your prospects’ ‘hot’ buttons. That way, you’ll be much closer to closing the deal — and way ahead of your competitor, paarticularly so if they fail to acknowledge the importance of motivators themselves.

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Online marketing not getting the results you want? 
Let Tracey teach you how to produce PPC ads, blogs and email 
copy that impresses the spam filters AND your readers: http://tinyurl.com/ywyucg

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2007-2011 T Dooley, All Rights Reserved 

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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The following article is one that I first wrote last year for my ezine subscribers, but is as relevant now as it was then.  So I thought I’d post it here. I hope you enjoy it!

.    .    .

As the decade draws to an end, every publisher and producer is turning their head towards the “top ten of ” … well, everything, it seems — films, books, TV shows, gadgets, it all makes for a good top ten list. Everything, it seems, but the top ten marketing insights for business.

So here are my top ten for 2010. They come from some of the insights I’ve had or come across about marketing to date that I believe will still be just as influential for your business in 2010.

1. Social Media

Hoping to become firm favourites with their target audiences, a lot of brands jumped on the LinkedIn, Facebook and Twitter bandwagon that rolled in and has since dominated cyberspace over the past few years. The problem is, despite their keenness and swiftness, they really didn’t invest enough time or resources to leverage either one. Worse, some businesses chose to ignore social media altogether. Big mistakes…

For these Web 2.0 tools are here to stay — at least until they’re replaced by Web 3.0 or something even more sophisticated. With that in mind, savvy marketers will make the most of them by building direct relationships and developing conversations with the very people they want to reach. Not only that, they will make sure they are being as authentic and credible as possible by being prepared to listen, share information or valuable resources and respond fairly quickly.

Further reading: “Reach a Wider Audience With Less Effort” – http://bit.ly/4BLXkA

2. Joint Ventures

One of the best ways to market a business — especially if you’re just starting out — is to set up joint ventures (JVs). This is where you partner with other businesses to sell your services or products to their customers or prospects.

There are two main ways of doing JVs: a) let your JV partners introduce what you’re selling to their customers for a set price, or, b) let them join your affiliate programme and earn commission for each service or product sold through them.

(PS Tried-and-tested JV Programme coming in 2010)

3. Honesty

Over recent years, there have been more and more ‘tell-all’ consumer-created TV shows and websites, thus signalling a new era of honesty and transparency.

By being authentic in everything you do or say, always delivering what you promise, being upfront about the small print and being as genuine and good to your word as you can, your customers are more likely to sing your praises, rather than badmouth you. Therefore, your reputation will grow and so will your market share. And, as Comcast found out, honesty can even transform a PR nightmare into an industry-leading customer service.

Further reading: http://comcastmustdie.com

http://twitter.com/comcastcares

4. The Good, The Bad & The Ugly

A lot of freelancers, entrepreneurs and businesses don’t have a system for determining which prospects would turn out to be good clients and which ones would not.  Others simply cast their net too wide. Rather than focusing on a niche or core client base, they are trying to be everything to everyone. This kind of marketing hardly ever works in your favour.

If clients are less than ideal, chances are they will end up draining your energy, productivity and overall enjoyment. So set up a system for recognising the warning signs of ‘toxic clients’ — it will save you time, energy and resources in the long run.

Further reading: “Engage the ‘Right’ Clients & Watch Your Business Grow” – http://bit.ly/8sGPDb

“Stop Working With Deadbeats! Attract IDEAL Clients & Knock Out The Competition Instead” toolkit — http://mediaminister.co.uk/products.htm

5. It’s Not What You Sell it’s the Way that You Sell It

How a business sells to consumers is just as important as what is being sold — indeed, it is more significant than ever before.

With today’s consumer more firmly in the purchasing driving seat, advertisers and marketers alike are having to change the way they communicate their message.

What sets apart a business in today’s shifting landscape boils down to one thing: Does the marketing message identify and appeal to customer ‘hot buttons’? That is, is what you are saying likely to trigger your prospect’s hidden psychological buying triggers?

You have to truly understand your target market. You need to know what makes them tick … what makes them buy. And then you use proven methods to ethically turn casual browsers into qualified leads and buyers.

Further reading: “From Cold to Hot - How ‘Buttons’ Can Drive Up Sales Like Nothing Else” – http://bit.ly/75mVvf

TO BE CONTINUED … Catch Part 2 in the next Issue!

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Psssst . . .  Not sure where to start? As well as offering worksheets and home-study tools, I can give you profit-multiplying advice and pointers on things you can do straight away to attract new business with my Powerfully Effective Marketing sessions. 

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2009 T Dooley, All Rights Reserved 

Want to use this article on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include the following:

Tracey Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. =====> To receive your F.R.E.E. Audio CD  and sign up for her freebie business-building tips, marketing and publicity pointers, visit www.mediaminister.co.uk.

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“People like to buy products and services from people and companies they like . . . Customers want you to create some kind of relationship with them,” says marketing veteran and consultant Don Debelak in his book Marketing Magic (published by Adams Media Corporation).

He goes on to list 14 reasons why people might buy from you as opposed to your competitors:

1. “Your product solves a problem that no other product solves as well.
2. “The customer perceives your product or service to possess one feature or benefit lacking in other’s products or services, and that feature is relatively important to him or her.
3. “Some people feel your product or service works best.
4. “Some people feel more comfortable using your product than others’ products.
5. “Some people feel that your product has higher quality.
6. “Some people feel that your product is the lowest-priced or the highest-value product.
7. “Some people will buy from you because they like you or like the way you do business.
8. “Your return policies, guarantess, and support are important to some people.
9. “Your product or service carries a prestige image that some customers appreciate.
10. “Your business offers a wider choice to customers.
11. “Your business location is more convenient to some customers.
12. “Some people will continue to buy from you from habit.
13. “Some people will buy from you because you always have the newest or most innovative products.
14. “Your offer a product that makes people feel goot about themselves or others, makes them look good in others’ eyes, or offers a way of showing love or appreciation.”

Perhaps you recognise some of them with your own product or service. Is there one that you can develop to use as your USP (unique selling proposition)? If you already have an USP you are happy with, maybe you can use the above to help fine-tune it so it really works in your favour.

As well as knowing why people are buying your product or service, it pays to know why they aren’t.

Debelak offers the following list:

1. “Business buyers may fear [they are] making a mistake in buying from you.
2. “Some suspects may not have developed sufficient trust in you or your product.
3. “Some suspect may perceive that your products or services are of questionable quality.
4. “Your products or services do not address an important problem of theirs.
5. “Some suspects won’t think they need your product at all.
6. “Many prospects are likely to have satisfactory relationships with one or more of your competitors.”

So you can see finding out why people won’t buy from you is just as important, if not more important, than knowing why your customers do buy from you. When you understand both sides of the coin, you can effectively set up a comfortable environment — through your promotional materials, your in-store layout, your website,  and so on — in which people are likely to buy.

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People do business with people (or ‘brands’) they like and trust, and social media provides the bridge between companies and consumers. But what are the other compelling reasons for using social media? Here are the top 10:

1. It allows you to reach your target market by simply engaging in the right conversations with the right people. This can be much more effective (and a heck of a lot cheaper) than advertising.

2. You can create and build relationships with people who might not otherwise know about your products or services.

3. At least half of Facebook and Twitter users admit to being more likely to do business with a brand that uses social media than one that doesn’t.

4. You can drive high-quality traffic to your homepage/blog/other online sites via call-to-actions, and SEO (the Google search engine loves Twitter updates.

5. It allows you to learn more about, and tap into the wisdom of, your market — which ultimately leads to better positioning and therefore sales.

6. You can listen AND respond to what’s being said about your business (and your competition).

7. Social media allows people to gain a better insight into the company persona - it makes you ‘real’ to consumers.

8. It’s a tool that your ‘fans’ can use to spread positive word of mouth about you.

9. Offering help and advice related to your area of expertise/your products in a spontaneous fashion gives you authority.

10. Because your customers and competitors are using it.

Originally published in the newsletter, Communiqué for Success!

Copyright, T L Dooley. All Rights Reserved.

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Choosing a good business name is important not just for the legalities of operating a business, but also for making sure your prospective buyers choose you instead of your competitors.

Some experts say that your business name is the first thing that any potential customer will notice and is therefore more important than your sales pitch or even your end product.

I wouldn’t necessarily go that far, but it is certainly true that the name you choose will strike either the right – or wrong – tone with your potential customers.

Successful organisations don’t just invest in developing good names, they work hard to develop a brand name. Because, over time, a brand is capable of doing the selling for you…

People remember a good business name. So what does yours say about you?

A lot of ‘modern’ business names either use the name of the person (if it’s a consultant, for example), which is fine, or they play on words.

I’m not a huge fan of using a play on words in a business name. My feeling is that it doesn’t make the name any more memorable (which is presumably the intention), and it can look a little on the conceited, self-important side.

Another mistake is putting the personal element in a business name. You’d do a LOT better if you chose a name that immediately gets across what you sell or do, and perhaps how you stand apart from the competition.

Speaking personally, if I were to choose my own business name again, I would choose something that adds more of a perceived value, without being ‘cutesy’ about it.

A good business name should be short, unique, memorable, distinctive, catchy and, more importantly, easy to remember and to spell!

When you do settle on a name, make sure you do a search on the internet, just to make sure you are not unintentionally offending someone – often words translated into a different language or culture can really mean something else! Finally, make sure you always consider the legal ramifications of your chosen company name.

If you want professional help with finding and selecting the right business name, just let me know. Prices start from just £97 for up to five original names from which to choose.

Copyright, T L Dooley. All Rights Reserved.

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Fellow blogger Brad McCarty has a very interesting and useful post on social media, sparked by TWiT’s Leo Laporte anti-social media rant. It’s worth a read, especially if you are a fan of social media, as Brad defends its corner in a tight way.

But I think his last sentence is the key: “It’s your time, so spend it how you choose.”

Social media will work for the right people in the right circumstances, but there’s no denying that it can take time. Not just in terms of learning as much as possible about how to use each social media outlet, but also taking the time to ‘know’ your audience and give them what they want as well as work out how best to deliver it via social networking.

Moreover, I think it’s worth asking yourself what you want to get out of social media. Far too often, people jump on the bandwagon that’s carrying the latest craze without stopping to work out WHY they’re joining up in the first place.

So, if someone were to ask you what you want to get out of social media, would you know instantly?

Once you are clean on your objectives, then surely you are better placed to come up with a strategy for a better return on your investment … of time.

What do you think — is it time to re-think your own approach to social media?

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Despite the official end to the recession, the UK’s economy is still wavering and the immediate future looks anything BUT bright. So it’s little wonder if you’re feeling like most people in business; looking over your shoulder, wondering if you’re next in line to lose your job. If you own a business, then it’s likely you’re worried about the latest ’sales slump’. One thing is for sure; you can’t afford to be complacent right now. You absolutely MUST continue to market … perhaps more aggressively than ever before. (See my blog post, Business Survival Tools: Don’t Get Left Behind: http://TwitPWR.com/au6/)

The lead article in MediaMinister’s latest newsletter, Communiqué for Success, shows you how you can promote yourself in new, creative and low-cost (or F.R.E.E.) ways to bring customers through the door in ANY economy.

To read the full article and gain *hidden links* to recent CfS newsletter editions, you’ll have to become a subscriber. (That’s a good thing, by the way, or so CfS readers tell me!) As well as being FREE, you’ll receive a business-building report and audio CD that can dramatically improve sales simply for signing up and trying it out.

Subscribe here.

(You can unsubscribe at any time, and I NEVER abuse my subscriber’s email address. Your details are safe with me.)

Recent CfS newsletter issues cover:

Subscribe here.

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