The Timesaver

There are only a few days left in the year. Dr. Jeanette Cates has some tips on taking those last-minute tax savings.

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>Copyright (c) 2006 Judy Murdoch
Highly Contagious Marketing

The other day I was discussing marketing options with a client and she said something that shocked me. “Well, I guess I could be shameless and promote myself more…but it’s not like I have anything special or interesting to say.” I was shocked because this client founded and runs an extremely successful consulting practice and works with an elite roster of Fortune 100 companies.

She also has two large binders stuffed with classes, workshops, and other valuable intellectual property she’s developed over the years. I think that’s pretty darn impressive. Yet, she’s asking me “what’s the big deal?” Upon further questioning, my client went on to tell me that, in her mind, “special and interesting” means you’ve done something truly exceptional and ground-breaking in the eyes of your peers and in the eyes of general public. And she’s not the only small business owner asking this question or its variant: “Who am I to …?” If you’re asking yourself “what’s the big deal” or “who am I to…?” you are not only doing yourself a disservice but you are doing a grave disservice to the many people and organizations that NEED your services and products. Plus, you’re sabotaging your marketing because you’re broadcasting a mixed message to your audience (Buy my service even though it’s not all that great). For tips on getting clear about “why you” and how to use this information in your marketing, read on. Answering The Question, “What Makes Me So Great?” You don’t have to be a leading edge thinker in your field, a Nobel prize winner, or even a PhD to have something valuable and unique to offer. You just need to understand what it is that you do that makes a positive difference to your ideal customers and clients. No matter how many companies “out there” seem to be offering the exact same thing as you, there are more than enough prospective customers for whom you are the BEST choice. For them, who you are, what you do, and how you do it is what makes you so “great.” Still wondering what makes you so great? Try this exercise. Call 5-7 of your best clients or customers–your “raving fans” and ask them this question: “What is the value that you are receiving from our work together?” And listen and take notes. If your customer answers in generalities that could apply to anyone, press a little further by asking them: “I’m glad to hear that but I’m wondering if I’m providing value to you in surprising ways — beyond my role as your _________.” And again, listen and take notes. When you do this, you will get, in your client’s own words, what makes you so special; why, in their eyes, it’s a big deal to work with you. How To Use What You Learn Understanding how you add value forms the foundation of all your marketing and promotion activities. Some ways I suggest my clients use this information include: 1. To remind them why they’re in business. Keep the notes within easy reach for times when they’re feeling some self-doubt and wondering “why me?” 2. As testimonials for the clients marketing (this is, of course with the quoted person’s permission.) 3. To use in their marketing messages. This is a little different from testimonials because it involves using words and terms used by clients in the copy rather than directly quoting what a client said. Final Thought There are prospective customers and clients out there who need your products and services. Don’t do them and your business a disservice by holding back what you can do because you think “it’s no big deal.” If you know that you can help your customers get more of what they want or less of what they don’t want, to them, it is a very big deal indeed. Judy Murdoch helps small business owners create low-cost, effective marketing campaigns using word-of-mouth referrals, guerrilla marketing activities, and selected strategic alliances. Download a free copy of the workbook, “Where Does it Hurt? Marketing Solutions to the problems that Drive Your Customers Crazy!” here. You can contact Judy at 303-475-2015 or judy@judymurdoch.com

There’s an email rumor going around describing a new scam in which crooks rob you of your gift card balance. If you buy Gift Cards from a display rack that has various store cards you may become a victim of theft. Crooks are now jotting down the card numbers in the store and then wait a few days and call to see how much of a balance THEY have on the card. Once they find the card is “activated,” they go online and start shopping. You may want to purchase your card from a customer service person, where they do not have the Gift Cards viewable to the public.

An even better idea…buy and send your gift cards through your SendOutCards account and never have to worry about this! Don’t have an account yet? Click here to set up a gift account and try it out!

Copyright (c) 2006 Cheryl Miller
Magnetic Marketer Newsletter

A few years ago offline businesses would never have dreamt of bringing their businesses into the Internet arena but now marketing has changed so rapidly that businesses cannot afford to ignore the Internet. So if you haven’t brought your business onto the Internet my question to you is …Why not?

There may be a few reasons holding you back but you may be very sure that your competition will have no problems picking up the Internet gold and your potential customers. If you do not have a website presence for your offline business you are leaving 1000s of dollars on the table. There is a huge and growing market online just waiting for you. Everyday new people come on the Internet and they could be your customers. So what are the reasons that offline businesses are not tapping into this market? Here are a few common excuses:

1. My business is local and the Internet is global
2. I have a wholesale business I cannot sell hard goods on the Internet
3. Websites are expensive and what do I do with one anyway?
4. Internet “surfers” are not interested in my offline goods

My business is local and the Internet is global: A few years ago this may have been true but now there are ways to search for local businesses with just a click of your customers mouse. They simply put in the keyword of the item they are looking for + their local state/province, city and country and all the local businesses’ websites come up. Then there is Froogle, the search engine for shoppers. Searchers just put their keyword for products in here and a whole list of products come up. If you do not list your website and just put in your store location this will come up with a handy little map to guide potential customers to your exact location. So there are ways to get your local customers into your offline business. Google search engine and Froogle are free to submit to.

I have a wholesale business I cannot sell hard goods on the Internet: Hard goods can easily be sold on the Internet by using drop shippers. Instead of using wholesalers that you actually go to or deliver to your business you can make use of drop shippers and fulfillment houses that can be contacted online. We will go into this in more detail in a later issue. Drop shippers can deliver directly to your customer and give you the wholesale prices. Fulfillment houses can take care of your inventory and shipping to your customers.

Websites are expensive and what do I do with one anyway? Websites can be designed and built for a very reasonable price by using freelance web designers. They are sometimes from all over the world but you can narrow it down to your own country if you wish, by specifying a certain country in your project description. Two of the largest contractors are http://elance.com and http://guru.com

Your website will have several purposes.
* To establish your business online and brand your business
* To attract warm ready-to-buy visitors to your business.

Website promotion is the most cost-effective marketing you will ever do and will save you 1000s in advertising costs. There is a growing trend of savvy shoppers who do not want to fight their way through the malls and are looking for choices online.

Internet “surfers” are not interested in my offline goods: Internet surfers are actually your own customers but in a different place. Let me explain. A few years ago your customers would have been on foot and coming to your business but now the times have changed. People are realizing the tremendous convenience of shopping online and are letting their mouse “do the walking.” Internet surfers are not just people drifting about on the Internet. They are serious shoppers and expect the high standards they have been used to offline. Your website will provide them with all this and more.

This is just a small introduction to how you can establish your business presence online. In the coming issues we will look into all the ways you can use the power of the Internet to rake in the profits for your offline business.

Cheryl Miller is an entrepreneur specializing in niche markets. For more information about magnetic badges and how they can help you promote your business, please visit http://www.badgemags.com. Cheryl is also the publisher of the Magnetic Marketer Newsletter

VANetworking.com – the website devoted to promoting Virtual Assistants and their businesses – is proud to announce registration of its 3,000th member. In celebration of this event, a special VA Advent Calendar contest is under way with prizes given away each day in December.

Since June of 2005, membership in the VA Networking Forum has more than tripled from 970 members to its present total of over 3,000. For all you Virtual Assistants – highly skilled professionals who provide administrative support and other specialized services to businesses, entrepreneurs and executives – here’s your opportunity to join this VA family for advice, mentoring, and to share in the camaraderie. As the Virtual Assistant Networking Association (VANA) forum theme goes, “Hey, Hey, The VA Gang’s All Here,” and they are, supporting one another and striving to promote the Virtual Assistant Industry.

As a member you’ll have access to over 53,000 posts full of information, correspond with experts on work-related topics, participate in weekly VA chats, take part in the monthly contests, sign up for the VANA Newsletter, get discounts on products and services, and join a growing listing of VAs in 14 countries and the U.S. in the VA Service Directory, not to mention being able to shop at the VANA Shop. And it’s all for free.

Current members and new members can enter into the VA Advent Calendar daily contests everyday during the month of December with prizes totaling over $3000, consisting of everything a VA needs including:

· VAdala earrings, bracelet and necklace – the official symbol of Virtual Assistants. (valued at $27.95).

· 3 month membership to VA Revolution (valued at $75.00).

· Get Clients NOW!™ 28-Day Marketing Program donated by University of VAs. (valued at $225.00).

· A copy of VAnetworking’s Virtual Business Start-up System (valued at $495.00).

· PLUS all kinds of other prizes from e-books to a baking holiday basic for that busy entrepreneur.

The Grand Prize – One free registration for the Virtual Assistant Training Program from Mary-Lou Ashton (valued at $1275.00).

Tena Kinsel of Your Ideal Office, has been volunteering her services at VANetworking and is leading the initiative to bring more donors to the forum. Kinsel says, “Being a member of VANA allows me to network with other virtual assistants. I get great advice and detailed information on how to run my business more efficiently and face the daily challenges of being a VA.”

So join the fun and stop by the VANA Forum today. You’ll see just how much better your business can become and also have a great time doing it. And for those looking for a VA, you won’t be able to beat the professionals you’ll find here.