12 things every marketer should know how to do #Slidehsare

Doing marketing is different now. It’s much more complex and technical. So I decided to put together a quick list of “skills” I think a marketer would need in order to keep up.

12 things every marketer should know how to do from Fernando Larez

Web Designers use Social Media to help Small Biz take off

Small businesses should consider social media to be one of the greatest gifts from the Internet Gods. Social media platforms can reduce multiple small business expenses such as printing costs, newspaper and/or magazine advertisement expenditures, not to mention funds spent on envelopes, stamps and ink required to run a snail mail advertising campaign. While a paid employee will have to spend time – which results in labor costs – managing social media campaigns, those costs are still less than traditional marketing strategies. Social media platforms help small businesses in three ways:

• Savings on advertising expenses
• Creating previously impossible business connections/clients via telecommunications
• Finding savings via social media platforms that cut business expenditures

What does this mean for Web Designers? It means the more you know about helping your clients build their business utilizing social media platforms, the more marketable you are in your field.

Great Web Designers Understand How Social Media Can Help Small Business

While there are web designers that land permanent salaried jobs, many are working freelance and building their own business via – hopefully – social media, word of mouth, and their own version of “hitting the pavement”. It’s important for web designers to hone their skills in specific niche areas. Social media should definitely be one of these. Social media for small businesses could be an even more specific niche. There are several steps web designers can take to learn about social media and translate their knowledge into actual dollars earned.

• Learn Everything. Obviously it’s impossible to learn everything about social media but you certainly need to know more than the basics and then remain in the informational update loop. While you can’t earn a degree in Extraordinary Social Media, you can earn a degree or certification from a college with a strong Web Design or Graphic Design program. Not only will you learn fundamental theory around art and advertising, a strong program will also teach you – and then keep you abreast – of the rising trends in social media. Potential employers are going to want to see a resume, and while your artistic talents are important, they will think a solid educational background is too. Plus, when you leave a professional program, you’ll have an impressive portfolio to demo your work.


• Do Your Research. While you may have an innate understanding of how social media works: your “likes” save you money at favorite restaurants, you’re thankfully reminded of special events by a last minute Tweet, or you find exactly what you’re looking for on the first page of your Google or Bing search...there are plenty of those out there who don’t understand its importance. Make sure you have anin depth understanding of Social Media statistics so you can use that as a part of your approach when looking for work. Examples include:
  • The 4th most popular online activities include social media and blogs! They even trump personal email time.
  • Almost 1 million blog posts are created within a 24-hour period.
  • It took the internet 4 years to reach 50 million people; it took Facebook 9 months to reach more than 100  million.
• Find Small Businesses Who Need You. One way to land some part-time, or potentially full-time work, is to start doing your homework and research local small businesses. Many small business owners are still lagging on building and updating their website, let alone taking advantage of social media strategies. Find a dozen or more who you know could benefit from your work. Then, create a plan-of-action and sample work to gently educate them about how much websites and social media matter in the current market. Set up appointments with managers, HR, or whomever you can. You might just be the solution they were looking for. Of course, you need to be prepared for some cold shoulders but as long as you remain humble, avoid pushy or defensive engagements, and have a well prepared presentation, you may end up getting a return call months later. Don’t forget to follow up with all of your small business contacts. People get busy so a gentle reminder may do the trick.

While it’s true that social media helps small business, it’s equally true that professional web designers have the ability to help small businesses understand, and implement, social media strategies. Web and Graphic design is a rapidly growing industry. While this is great news, it also means more and more designers are entering the employment pool. Why not let your Small Business Social Media Expertise help you to create that extra special niche that will get your foot in the door first? How often do you use social media platforms to enhance your own life via connecting, saving money, or building business contacts? Do you emphasize social media tactics with your small business clients? 

8 Things Productive People Do During the Workday

Written by Ilya Pozin, Founder of Ciplex. Columnist for Inc, Forbes & LinkedIn

Forget about your job title or profession – everyone is looking for ways to be more productive at work. It’s time to set down your gallon-sized container of coffee, toss out your three-page to-do list, and put an end to those ridiculously long emails you’ve been sending.

Experiencing a highly productive workday can feel euphoric. But contrary to popular belief, simply checking tasks off your to-do list isn’t really an indication of productivity. Truly productive people aren’t focused on doing more things; this is actually the opposite of productivity. If you really want to be productive, you’ve got to make a point to do fewer things.

Recently I spoke with project management and productivity genius Tony Wong to find out the secret to a more productive workday. He provided me with some excellent insight into what he and other like-minded productive individuals do during their work week.

Harness your productivity by taking note of these eight things:

1. Create a smaller to-do list. Getting things accomplished during your workday shouldn’t be about doing as much as possible in the sanctioned eight hours. It may be hard to swallow, but there’s nothing productive about piling together a slew of tasks in the form of a checklist. Take a less-is-more approach to your to-do list by only focusing on accomplishing things that matter.

2. Take breaks. You know that ache that fills your brain when you’ve been powering through tasks for several hours? This is due to your brain using up glucose. Too many people mistake this for a good feeling, rather than a signal to take a break. Go take a walk, grab something to eat, workout, or meditate – give your brain some resting time. Achieve more productivity during your workday by making a point to regularly clear your head. You’ll come back recharged and ready to achieve greater efficiency.

3. Follow the 80/20 rule. Did you know that only 20 percent of what you do each day produces 80 percent of your results? Eliminate the things that don’t matter during your workday: they have a minimal effect on your overall productivity. For example, on a project, systematically remove tasks until you end up with the 20 percent that gets the 80 percent of results.

4. Start your day by focusing on yourself. If you begin your morning by checking your email, it allows others to dictate what you accomplish. Set yourself in the right direction by ignoring your emails and taking the morning to focus on yourself, eat a good breakfast, meditate, or read the news.

5. Take on harder tasks earlier in the day. Knock out your most challenging work when your brain is most fresh. Save your busy work – if you have any – for when your afternoon slump rolls in.

6. Pick up the phone. The digital world has created poor communication habits. Email is a productivity killer and usually a distraction from tasks that actually matter. For example, people often copy multiple people on emails to get it off their plate – don't be a victim of this action. This distracts everyone else by creating noise against the tasks they’re trying to accomplish and is a sign of laziness. If you receive an email where many people are CC'd, do everyone a favor by BCCing them on your reply. If your email chain goes beyond two replies, it’s time to pick up the phone. Increase your productivity by scheduling a call.

7. Create a system. If you know certain things are ruining your daily productivity, create a system for managing them. Do you check your emails throughout the day? Plan a morning, afternoon, and evening time slot for managing your email. Otherwise, you’ll get distracted from accomplishing more important goals throughout the day.

8. Don’t confuse productivity with laziness. While no one likes admitting it, sheer laziness is the No. 1 contributor to lost productivity. In fact, a number of time-saving methods – take meetings and emails for example – are actually just ways to get out of doing real work. Place your focus on doing the things that matter most as efficiently and effectively as possible.

Remember, less is more when it comes to being productive during the workday.

What’s your secret to productive workdays?

About Ilya Pozin:

Founder of Ciplex. Columnist for Inc, Forbes & LinkedIn. Gadget lover, investor, mentor, husband, father, and '30 Under 30' entrepreneur. Follow Ilya below to stay up-to-date with his articles and updates!

The 7 Types of Digital Marketer

Article by:
Lorenzo Franceschi-Bicchierai
News Editorial Intern at Mashable's New York headquarters
Original Link: http://mashable.com/2013/05/01/7-types-of-digital-marketer/

Social media has disrupted quite a few fields, becoming an integral part of many of them, such as journalism or marketing. And professionals in these fields have had to adapt, or, perhaps, perish. But everybody has a different way of using social media in the digital marketing world — and his or her unique own style.

Or do they? According to Optify, a Seattle-based marketing software provider for digital marketing agencies, there are just seven types of digital marketers depending on how they use social media. And they've laid out these seven categories in an infographic, which can be seen below.

But don't take it too literally.

"The infographic is just supposed to be a fun way for the digital marketers among us to see how we're illustrated compared to others," said Danie Pote, content marketing manager at Optify. "Most modern marketers likely align with not just one, but several of these."

Check out these seven types of digital marketers in this funny infographic below. If you're a digital marketer, do you see yourself reflected in any of these characters?

Infographic by Optify

Smart Job Search tips for the "Directors of Whatever Needs to Be Done".

I got this in an email and i thought it would be a nice piece to share. Enjoy!

From Marc's Monday's Newsletter:

"Oh, I'm looking for anything," you might tell well-meaning friends who ask.

It's a problem.

Because in today's economy, no employer is looking for a "VP, Anything", or a "Director of Whatever Needs to Be Done." They're looking for an experienced professional who can solve specific problems.

When you're thinking about moving jobs, you need to have a brief, pithy assertion of who you are and what you're qualified to do. It's important that you be able to explain to an old colleague, or a new connection, in 30 seconds or less, what it is that you're looking for.

That's called an "elevator pitch" - a concise statement of your abilities and goals that can be shared in the time it takes an elevator to go to the top floor. (it gets better).

Vague and general aren't helpful:
"I'm a saleswoman", or...
"I'm in logistics", or...
"I'm a finance guy", don't work because they don't explain succinctly what you need and how your audience can help.

No, in the 21st century you need to be more precise and more concrete. You need to describe what you've done and what you're looking to do... specifically.

So it's not "I'm a saleswoman" but rather...

"I'm a sales management professional looking to lead a 100+ person sales organization, and am particularly interested in opportunities leading sales teams going through the transactional-to-relationship-selling transition."

It's not "I'm in logistics" but rather...

"I'm a logistics team leader who specializes in driving efficiency improvements in established groups, bringing down the cost of production year after year."

And it's not "I'm a finance guy" but rather...

"I'm a finance guy who enjoys rationalizing finance teams in multi-unit businesses and creating metrics and operating procedures that partner with the business to drive understanding of the underlying levers of growth."

You need to be specific and concise in your description of your ambitions, so that your network contacts, your future boss, or an HR recruiter can understand how and where you'll add value and improve the business.

So please, avoid the easy temptation to say that you're looking for anything, and be specific in your job search. It's the best way to let people know how to help you, and to let companies know how you'll help them.

I'm rooting for you,

Marc Cenedella, Founder

Follow me on Twitter: @cenedella

Online Lead Generation Drives Higher Growth & Profitability

This article was published on November 8, 2011 on the MarketingProfs' website, and would like to share it with you:

Professional services companies that generate a large proportion of business leads via online sources grow faster and more profitably than firms without such lead capabilities, according to a new study by Hinge Marketing, which also found that SEO, blogging, and Web analytics are among the most effective online marketing tools for such high-growth firms. 
Below, additional findings from the study titled "Online Marketing for Professional Services Firms: How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing," based on a survey of 500 professional services companies.
Among professional services firms surveyed, 77.1% generate at least some new-business leads online; most (48%) generate less than 20% of total leads online and nearly one-quarter (22.9%) generate no leads via online sources.



However, 14.8% of firms generate 40% or more of their new business leads online and such firms lead the pack in business growth and profitability. 


Impact on Growth

For example, among companies that generate 40-59% of leads online, the median two-year growth rate is 63.9%, compared with 15% among those that generate no leads online. That balanced approach of traditional and online marketing strategies may represent a "sweet spot" that creates optimal results:
Impact on Profitability

The percentage of leads generated online directly correlates with profitability: Firms that generate less than 20% of leads online tend to be less profitable than the others, whereas those that generate 80-100% of leads online tend to be more profitable with a profit level at 32.5% of annual revenue:



Why are such businesses more profitable?

The data do not provide a definitive answer, the study notes, but one explanation is that online marketing simply costs less than traditional marketing over the long term.  For example, consider a firm that makes an upfront investment in search engine optimization. Once the firm achieves top search engine rankings, the leads continue to flow in without incurring high ongoing costs.

By contrast, traditional marketing techniques often require sustained campaign expenses.

Top Industries

Marketing and communications companies are leading the pack, generating 31.4% of leads online. Technology service businesses are second with 20.2%, followed by management consulting (15.9%), accounting services (11.4%), and the A/E/C community (architecture, engineering, and construction) (8.3%).

Use of Online Techniques

Survey participants were asked to rate 15 online marketing techniques according to how much focus their firm placed on each one.

Among high-growth firms, those that generate 40% or more of their leads via online sources, the top tools are blogging (7.35), SEO (7.00), LinkedIn (6.60), Twitter (6.55), email marketing (6.20), Web analytics (6.15), and Facebook (5.80); tools lowest on priority lists include pay-per-click (PPC) advertising (2.90), webinars (2.50), and banner ads (2.00).

Among average-growth firms, the top tools are email marketing (5.43), LinkedIn (4.93), company newsletters (4.18), SEO (4.06), white papers and ebooks (3.82), and Web analytics (3.63). Low priority tools among average-growth firms are YouTube (1.94), pay-per-click (PPC) advertising (0.76), and banner ads (0.47).

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Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

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SEO, Blogging, and Web Analytics Most Effective Among High Growth Firms

Participants were also asked to rate the effectiveness of each technique in helping them accomplish their goals on a scale of 0 to 10 with a rating of 0 indicating an ineffective technique and a 10 indicating a highly effective technique.
Among high-growth firms, SEO (7.28), blogging (6.68), Web analytics (6.50), and email marketing (6.33) ranked as the most effective online marketing tools, whereas average-growth companies cite their company newsletter (5.61), email marketing (5.34), whitepapers and ebooks (5.06), and SEO (4.95). 


By contrast, among average-growth firms, the least effective online tools are banner ads (1.88), PPC (2.43), and Twitter (3.36). High-growth firms cite banner ads (3.50), YouTube (4.08), and webinars (4.67) as their least-effective tools.
Other key findings:  

• Marketing Spend: 65.6% of companies plan to increase online spending in the next 12 months; the average anticipated increase is 56%.
• Websites: 46% of firms have redesigned their website within the past year.
• Online recruiting is widespread: 55% of companies recruit employees online; roughly one in four attract 40% or more of new hires online.

*Given the potential of very large and very small firms to skew the results, median values were selected as the most stable measure of central tendency. 
About the data: Findings are from a survey of 500 professional services businesses consisting of five primary industry groups: architecture/engineering/construction; marketing/communications; management consulting; and accounting/finance. Overall, respondents hold senior-level positions, working in companies with 314 employees earning $54 million in annual revenues. In addition, Hinge interviewed an expert panel of 20 online marketing leaders about their views on online marketing techniques. All data were compiled from June to August, 2011.

Read more: http://www.marketingprofs.com/charts/2011/6341/online-lead-generation-drives-higher-growth-profitability#ixzz1jp680KAr

Marketers beware of “Perfection Paralysis”

If you ever found yourself in a situation where while putting together a massive integrated marketing communications campaign with all the bells and whistles, and after having researched for weeks and weeks with a mountain of data… you still got nothing, you are suffering from perfection paralysis.

For those lucky to be in marketing, we are inundated with “stuff” on a daily basis: budgets, projections, sales quotas, demographic data, messages, trends, laws, creative direction, production time, conceptualization, logistics, analytics, among many other variables…our mission [often impossible] is putting all of these things together in a comprehensive strategic model, fast.

If you are anything like me, we are often focused on making sure all of it is “perfect”, zero margin of error, and working like clockwork. 9 out of 10 times this won’t happen, and how you react to this fact as the marketing expert for your company is what makes a difference.

Understanding that “perfect” is not efficient, and just plain “good” is a far more practical and strategic route is the key. More to the point, market trends change and evolve faster than you can strategize, so it is better to set in place a “good” campaign to yield results with the ability to tweak it as you go, than not to have anything at all because you are still stuck formulating the “perfect” way to go. 

Fernando

Marketing 101: Going retro can be the new thing.

Marketing is tough nowadays. It takes well educated decisions to make it work since in today’s economy marketing budgets are under the microscope. So, how can you get more with –possibly- less?

Let’s start by admitting that If marketing professionals would be in the Army, we would be the 1st battalion, front row, ready to fight. Let’s face it we are the business gurus, the how-to people, and the point-to-persons.

So, how do you tackle today’s complex business needs with the most optimized and cost effective strategies? Well, it turns out we need to go back to basics…Marketing 101. For every marketing challenge known today, the basic marketing steps we learn way back when traditional media was king…still are applicable:

1. What is the service/product
2. What is the source of the need that needs to be fulfilled
3. Bring “fresh eyes” to look at the problem
4. Establish clean, quantitative goals
5. Know your audience
6. Look at your messaging
7. What are the critical trends in the market? Or what is the momentum in the market?
8. Benchmark yourself
9. Track the results

Later in this series I will be discussing each individual point outlined here.

The new DROID x commercial. What do you think??

The new DROID x commercial. What do you think??


Agency: McGarry Bowen

8 Deadly Sins to Avoid When Using Promotional Products

Ineffective Distribution
For example, you order the same 200 calendars every year to give to your best customers but somehow these calendars never get out to your customers. Plan out how the products will get into the hands of your customers. The dumpster behind the building is not one of your customers!

Not Allowing Enough Lead Time
Good promotional products companies can turn around an order very quickly; most of the time within 2 weeks or less - sometimes within a few days. However, don’t make the mistake of betting your whole promotion on it! Start researching your products well before an event.

Ignoring What People May Want to Receive
Don't be a creature of habit. Just because you've always given out mugs or t-shirts or whatever doesn’t mean that is the best promotional product spend. Be open minded!

Not Having Clear Goals for the Product or Promotion
Any great sales event should include promotional products as a value add or to boost excitement. But at the end of the day did it increase results? Know your goals beforehand.

Focusing Only on Price
Remember that promotional products are your ambassadors to the world. You will not be remembered fondly if the product falls apart or the pens stop writing after 2 days. Don’t Skimp! That extra $200 could make all the difference.

Giving to the Wrong People
Everyone loves to give out interesting, cool promotional items. The purpose is to attract customers, prospects, employees and others that will help drive your business. Don't make the mistake of choosing items that only appeal to people who won't help your business.

Ineffective Information
The product imprint gives your customers an idea of what you would like them to do if they are interested in buying from you. Is everything clear and easy to read? Most importantly, check over all of the information by proof from your vendor. One wrong digit in the phone number can kill your promotion!

Not Dealing with a Reputable Company
You can search sites literally for days looking for deals. However, there are only a handful of "Super Companies" that have been around for years, buy directly from overseas and actually imprint on site. They have huge buying power and while you may be able to find a marginally lower price on an item from a web-only dealer - don’t do it. Imprinting is still a very manual process and quality control is key! Web Only guys outsource this process and rely on others to do QC. Also, if your order comes in wrong it’s good to know that you can actually call, get a real person on the phone and explain your problem. Dealing with these "Super Companies" is an insurance policy worth buying.

Taken from the www.amsterdamprinting.com website

CBT-Marketing Class (WEEK 7) Direct Marketing

Hello class, please read the article and discuss is this is a good Direct Marketing Move by Sears/Kmart.
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Sears launches Christmas Club card
Chantal Todé
August 17, 2009

Sears Holdings Corp. has introduced the Sears and Kmart Christmas Club gift card program, which allows consumers to save ahead for their holiday purchases at Sears and Kmart stores or online at either merchant's Web site.

Consumers who sign up before October 31 can earn up to a 3% reward, up to a maximum of $100, based on upon the stored value on their cards as of November 14. This is the last day funds can be added to the cards.

Cards can be activated and funds can be added at any Kmart or Sears location as well as online at the merchants' Web sites. The cards can be activated with $5. There are no fees associated with the Christmas Club card.

The company introduced the card in response to customer feedback, said Susan Ehrlich, president of financial services, at Sears Holdings, in a statement. "We heard that our customers were concerned about how they were going to pay for their holiday shopping this year and we wanted to provide a way to ease that concern," she said. "The Christmas Club card provides a unique way for Sears and Kmart customers to start planning for their holiday shopping ahead of the hustle and bustle of the season and earn a reward for planning and saving ahead."

In a recent survey commissioned by Sears and Kmart, 58% of American consumers said they are more concerned about how they are going to pay for their holiday shopping this year compared to last year. In addition, 56% said they plan to save money for the winter holidays this year, with 32% saying they have already started saving for the holidays and another 38% saying they plan to start saving soon.

The survey also indicated consumers are planning to change their holiday shopping habits, with 72% saying they plan to do things differently this holiday season. This include 57% who said they will be spending less on gifts, 53% who will be shopping at more affordable stores and 49% who will be planning and setting a shopping budget ahead of time. And, 33% of those who plan to do things differently this year say they will be using their credit cards less this holiday season.

The online survey was conducted by Kelton Research from August 3 to 7.

CBT-Marketing Class (WEEK 6) Advertising

Hello Class, please discuss the ads below. Give me your honest opinion. Tell me if they are effective or infective.

Magazine Ad:






















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Billboard Ads:






















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Television Ad:

CBT-Marketing Class (WEEK 5) Integrated Marketing Communications

hello Class please see below the IMC campaign of UPS. Please comment on how these different mediums get connected into one single advertising engine?

UPS Corporate awareness Video Ad


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UPS Consumer awareness Video Ad


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UPS Magazine Ad


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UPS Billboard

Yahoo hits the wall, now it wants to revamp?

Hello Class please read the article provided and comment on: what do you think Yahoo is trying to do as far as tweaking their product mix?

Article:
"Yahoo to refocus advertising and user experience after 13% decline in revenue"
by Dianna Dilworth, July 21, 2009

As Yahoo sees a drop in revenue, the online giant is refocusing to build out its ad offering and the user experience on its site.

In yesterday's sales call, Yahoo reported revenues of $1,573 million for the second quarter of 2009, a decrease of 13% from the second quarter of 2008. The decrease was driven by a 15% decline in search advertising revenue and a 14% decline in display advertising revenue.

To address this drop, Yahoo is investing $75 million in the third quarter in its advertising infrastructure and user experience. The advertising updates include refining the user experience with ads and getting rid of what Yahoo CEO Carol Bartz calls “irritating ads” and “high frequency ads” which can detract users.

“We are now focusing on improving relevancy, decreasing frequency and potentially eliminating other ads to increase user satisfaction and engagement,” said Bartz. “Better user engagement delivers better ROI to advertisers.”

To drive this ROI, Yahoo will focus its efforts on its top 200 advertisers across the network, as well as offer new ad solutions through the Smart Ads platform and the My Display Ads, a service that launched in beta last year to help small businesses run ads on Yahoo.

Yahoo will also focus on the role of local ads, which is the underlying idea behind the new partnership with AT&T Interactive. Under the terms of the partnership, AT&T's advertising sales force of more than 5,000 will sell Yahoo display inventory to local businesses across the United States. The collaboration adds Yahoo's display inventory to AT&T Interactive's existing local online advertising portfolio.

To improve on the user experience Yahoo has revamped its homepage in which consumers can personalize their Web and mobile Yahoo homepages by adding apps and customizing their profiles. Whether a Facebook app or a Gmail app, users' favorite apps can live on their Yahoo homepages.

“Our vision, quite simply, is to strive to be the center of people's online lives,” said Bartz.

CBT-Marketing Class (WEEK 3)

CBT-Marketing Class (WEEK 3) Hello Class. This week we'll discuss the concept of market segmentation in advertising. We are all familiar with the BMW brand, however, please see the embedded videos and discuss if both commercials can be effective across Bimmer's Target Market.

Commercial 1:


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Commercial 2:

CBT-Marketing Class (WEEK 2)

Hello Class, please see the video below and comment how General Motors is using this commercial to influence the buying behavior of the American consumer.
Please remember that you must submit a minimum of 1 comment towards the Blog post + 1 comment replying to a comment by a fellow classmate.
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Comment away....

SAVVY SELLING By Michelle Nichols

Realize It or Not, We're All in Sales

The skills, intuition, and insights that close deals also sweeten our daily lives. Be it in boardroom or bedroom, we're always making our pitch

When people ask me what I do and I reply that I'm in sales, they sometimes sigh and say, "Gee, I'm so glad I'm not in your business." I used to wonder at that reaction, because I love being in sales. Maybe they didn't hear right, perhaps believing that I'd "just got out of jail." But then, when I take a closer look at their faces, it becomes all too clear that they were serious!

Professional salespeople make more money than some lawyers or doctors. They also have more freedom with their time. What's not to like?

When those who wrinkle their noses at my profession explain what they do, be it teach, preach, leech, or whatever, I can't help but laugh. To be successful in any profession -- any profession at all! -- you must also be able to sell. It's like taking a double-major of business in college. Even if your one true love is biology, add some basic business classes and you multiply your job options. And sales ability is the most basic skill of all, shaping every aspect of our daily lives.

KID STUFF. No matter if you are a mechanic or a psychiatrist, applying a general understanding of sales to your job will make you more effective and successful. Believe me, not only will you be able to be able to negotiate better rates with your vendors, you'll have happier customers and employees.

Dr. Barbara Pletcher, who founded the National Association for Professional Saleswomen, used to say that your selling skills make it easier for the other person to do his or her job. Outside of work, sales skills are especially helpful in the dating scene. Talk about prospecting, presentation skills, branding and closing techniques! And once the knot is tied, the selling continues. Want a new sofa? Better be able to sell your partner on that idea, not mention things like planning vacations or, for some folks, arriving at a decision to have one more child!

And speaking of children, every parent is a salesperson. Without the adept nudging and adroit persuasion of Mom or Dad, what kid would learn multiplication tables or eat vegetables? It is parents who must sell our young ones on the benefits of math and vitamins. Mary and Bob, former neighbors of mine, had 10 kids. Trust me, handling that brood required the equivalent of a PhD in sales. No parent could survive the 18+ years of childhood and adolescence without some pretty solid negotiation skills. Whether it's who gets a favorite toy, how much money represents a fair allowance, or who borrows the car on a Saturday night, good negotiating skills are a form of selling. And in families, that talent gets a 24/7 workout.

ENGINEERING CONSENT. Bear in mind that selling doesn't have to involve a physical product or a formal service. Some of the most frequently "sold" items are ideas, opinions, and points-of-view. If you have a suggestion to reduce waste and cut your outfit's overheads, a political opinion with which you hope to enlighten others, or a civic crusade you aim to launch with a letter to the editor of the local paper, well, each of those is selling. Seen from this perspective, it can make you wonder what those people who say they're not in sales actually do all day.

There's an old saying, "If you aren't selling, you're buying." Believe me, it's true. If you aren't presenting your thoughts in a way that sells the other person on adopting your point of view, then you're probably buying their opinions. If sales prospects convince you that your price is too high or your product is not the right fit, they've successfully sold you their negative opinion.

This wisdom even applies to techies -- engineers, lab rats, and every other assorted variety of geek. Hey, I'm an expert: I married one. They already make great friends and spouses, but they also need to learn basic sales skills.

I received a letter from Naveed last week, who wrote: "Dear Michelle, I am not a sales or a marketing person. In fact, I am a hard-core engineer and have been so for over 10 years. However, I believe that selling is not just limited to presenting a product, but to everything in our lives. Succeeding in winning the heart of the perfect match, getting accepted to a good school, finding the right job, winning the approval of your board, getting elected to office or motivating your kids -- it doesn't matter which, you need to sell."

THE UNIVERSAL SALESMAN. Number-oriented professionals who also understand sales are a real asset to any business. I'm speaking to an association of hydrologists this fall, and these experts want to know more about how to sell their ideas, products, and services more easily and quickly. I've also spoken to pharmacists, silicon chip manufacturers, and geologists.

There are many professions that sell but don't call themselves salespeople. Sometimes they prefer to call it persuading, influencing or negotiating. This includes those in law enforcement, lobbyists, and lawyers. College recruiters, whether they're on the prowl for students or student athletes, are also in sales.

Regardless of your occupation or job title, to be successful in today's competitive world, you must learn to also think of yourself as being in sales. Those who learn the basic ideas of sales and use them in every aspect of their lives will find more success, personal impact, and happiness. Happy selling!

10 Commandments for Market Research

Hello everybody, sorry for the time lapse of silence. The Holidays are very time consuming...but completely worth it.

For those in the Marketing Research obssesion, I found an intersting article by respected researcher Jos Kuper offering some tried and tested commandments for doing market research. Ignore them at your peril.

1. Thou shalt not use market research for the sake of collecting data – thou shalt use market research as data collection for interpreting into wisdom.

2. Thou shalt not overload respondents with fatiguing boring questionnaires or it will be garbage in and garbage out.

3. Thou shalt not apply percentages to small samples or to group discussions.

4. Thou shalt not expect small samples to give insights into sub-sectors with any degree of reliability.

5. Thou shalt not construct the questions to get the answers you want or to confirm your views.

6. Thou shalt not construct questions in researches – use the language spoken and understood by your respondents.

7. Thou shalt not commit the atrocity of an uninsightful report, number after meaningless number.

8. Thou shalt write reports that tell a story based on the findings.

9. Thou shalt not get too dependent on the research – use it as a basis for decision making but make your decisions based on a whole range of relevant factors.

10. Thou shalt not use market research as the gospel.

HAPPY HOLIDAYS!!!

The 3 Basic "hooks" of an Advertising Ad

--> Ok so you are driving in your car, listening to your music, thinking what you have to do once you get to your destination…and then: BAM! Your mind is held hostage by some random ad on a billboard.

The fact is that a successful printed ad is designed in a certain way for a reason and a purpose. To convince YOU! But how do they do this? Well see the following:

1. They get you ATTENTION by:

a. Showing you an unusual setting, you know, something that will stop you and make you say: what the heck is that?

b. They intrude in your personal life by bombarding your mind with phrases like: BIG SALE!! ONLY TODAY! BUY NOW!!! CLICK HERE NOW!!! DON’T LET THIS OFFER PASS YOU BY!! Blah, blah, etc.

2. Once the ad gets your attention, it will try to PERSUADE you by:

a. Showing you the benefits

b. Offering you a solution

c. Use a testimony

d. Show you that you need this product

e. Or it will just show you the product use

I guess we all need to go this fast?

3. The ad must be designed to RECALL the products or services in the ad by using:

a. Gigantism: Making things larger than life!!!

b. Sensations: MMM..that looks Yummi, or cute, or Sexy!

c. They will evoke your feelings.

Well now that I have showed you how advertisers will manipulate your mind to get you to buy their products… I think I have spoiled the whole shopping experience.

Network and be cool.

Fernando.

Top 5 must-do marketing strategies for small businesses

If you own an small business -regardless of your industry or line or work- as an entrepreneur you must take advantage of these 5 basic marketing strategies in order to gain a bit of that competitive edge you have been craving. Now, before you start printing this blog-comment before reading...you must know that the marketplace is moving to a trend where large firms control a big chunk of the market out there, but fall short fulfilling the needs in specialized, trendy, and niche markets. So here it goes:

ONE:
In order to stay competitive, you must find you NICHE, your competitive advantage, your new secret weapon! for instance, if you are a small hardware store and you want to take on the big boys (Lowe's or Home Depot), then you must know that even though they carry a wide range of products...they can't carry everything. If they only sell two brands of cordless drills, then you carry the ones they don't. Find out what they don't offer so you can take it as your niche opportunity.

TWO:
Some say that a picture is worth 1000 words...well, its proven that no matter how good of a service you offer or how great your products are, the truth is that consumers shop with their eyes. Investing in your company's image is as important as paying your electrical bill! Get a new and improved logo, business cards, stationary, slogans etc. You need to show that your company IS worth 1000 or more words.

THREE:
If you don't have one already, GET A WEBSITE! It is relatively easy to do, inexpensive (sometimes free) and a quick way of getting some market exposure. No brainer.

FOUR:
It's not always what you can do for your customers...but what can your customers do for you! Convert your loyal customers into publicity agents for your business by giving them incentives to spread the word with fiends and family about the value of your products or services. Remember, the most effective form of advertising is: word-of-mouth.

FIVE:
Weird and unconventional is...GOOD! Look for some unconventional marketing techniques your competition is overlooking, and you may discover some weird but highly profitable ways to generate sales! For example, place your ad in movie theaters before the previews, sponsor community events, give away "funny" shirts related to our company, etc. some of these methods can drive a high volume of traffic to your website or generate good results for a very small cost.

Remember, they are big and slow, but you are small and agile.

Fernando