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Beginnings and Endings

January 22, 2013 by Guest Author

By James Ellis

There are really only two hard parts to writing effective marketing pieces. If you’re thinking about your email, web pages, or direct mailings, it doesn’t matter.

Sadly, these two things are the beginnings and endings. Do those properly, and you barely need a middle.

The job of the beginning is to get your target interested. The job of the ending is to tell the target what to do next. Yes, it really is that simple. If I was running your marketing department, i’d rather have killer beginnings and endings rather than all the great middle content you can stuff in a web page.

Yes, the beginnings and endings are just that important. Think about it. Once you’ve got someone interested, the only thing that can happen is that you can either close the deal and convert them, or you can say something stupid or unappealing and lose them. Why take that chance? Once you’ve got them interested, tell them what to do next. Don’t waste your target’s time (trust me, they will appreciate it) and get to the point.

Please note that I never said how long the beginnings or endings need to be. The perfect email isn’t necessarily just a subject line and a call to action link. But if you can get their attention in ten words, and the link is the offer, what else is there to talk about?

The beginning isn’t just the subject line and pre-header, but those are part of the beginning. The beginning isn’t limited to the structure of the medium (subject line in emails, headlines in web sites, etc), but whatever it takes to achieve the goal: gain interest.

The beginning of Moby Dick isn’t “Call me Ishmael.” It’s a hundred thousand words that explain the relationship between a man and a white whale, or really the nature of obsession. All those words are needed to get our attention because simply saying “An old sea captain lost a leg to a whale and wants revenge” is not attention-getting; it’s an idea in need of supporting detail.

On the other hand, what else do I need to know beyond “50% off all our most popular products” except what to do next?

It doesn’t matter if you use emotion, loss aversion, numbers, relationship reminders, or sensational quotes. Just be intentional about getting their attention.

So once you have their attention, you need to do something with it. Don’t tease, don’t dawdle, don’t wait. Get to the next step. Click the link, call for an appointment, sign up for a subscription, whatever it is, just get to the point.

It’s crucial that you make sure that the beginning aligns with the ending. If you get my interest by saying “Free beer and pizza” the ending can’t be “Sign up for a subscription” because I won’t understand why they go together. I’ll smell something fishy and bolt.

This is the basis of all good marketing. Making it more complicated than that just clouds the issue. Nail your beginning and ending. The rest takes care of itself.

Author’s Bio: James Ellis is a digital strategist, mad scientist, lover, fighter, drummer and blogger living in Chicago. You can reach out to him or just argue with his premise at saltlab.com.

Filed Under: Content, Marketing /Sales / Social Media, Successful Blog, Writing Tagged With: bc, creative writing, marketing content, storytelling

A Community That Won’t Let You Fail: A Recent Attendee Makes The Case For SOBCon

January 21, 2013 by SOBCon Authors

Author Rebecca Saltman (center) at SOBCon Chicago 2012 (photo by Steve Hall)

We were honored to be featured in the latest issue of ICOSA magazine, in an article written by SOBCon alum Rebecca Saltman.

Rebecca attended both SOBCon Chicago and SOBCon NW in Portland in 2012 ,and details those experiences in the piece, noting

“As a connector who has always been able to connect with new people, I clearly found that SOBCon made my strength (confidence in meeting and supporting collaborative goals) available to all attendees and even heightened my own experience of connecting to others. When your goal is elevated access to success, this type of authentic connection secures the path—and with “real-ebrities” in the room, the possibilities are endless!”

She also offered her thoughts on the real value of being in the room at a SOBCon event, adding

“The remarkable founders of SOBCon, Liz Strauss and Terry St. Marie (a.k.a., “Starbucker”), have developed a locus of ideals and talent that has not only provided tremendous value as a stand-alone conference, but has created new communities, networks and businesses. The innovations are boosted by a deep feeling of community; by planting a seed when you choose to join the conference, you will not be allowed to fail. SOBCon’s founders and avid attendees have come to live and breathe collaborative entrepreneurism by looking at information and ideas as anchoring one end of a continuum where the opposite end is intelligence and innovation”

The rest of the article can be found HERE.

Thanks Rebecca for a great summary, and see you in Chicago!

(And readers, don’t forget to register for SOBCon Chicago 2013 – our $200-off offer expires on 1/31/13)

Filed Under: SOBCon Site Posts Tagged With: bc

Vertical integration and your business

January 21, 2013 by Rosemary

By Katherine Pilnick

You’ve probably heard of vertical integration, a trend to minimize middle-man work and bring products to the marketplace in as few steps as possible, and you may be wondering if it’s right for your business. Vertically integrated companies have control over more than one part of production. They may partner with companies that work with the product before or after them, or they may take care of more than one step of the process in-house.

Vertical integration gives manufacturers more control over their products, including reducing costs. Customers also benefit, as they can discover otherwise lost local business and may enjoy price cuts because of lowered production costs. However, vertical integration isn’t always the best option, and its effects should be considered for each unique set of circumstances.

Vertical Integration in Modern Markets

One of the most prominent examples of vertical integration is Apple, which designs and develops the hardware and software for all its products, and also puts out the final products. While specific parts of production may be outsourced, Apple’s overall vertical integration gives the company more control over its product. It also ensures that the company has unique products that customers cannot find elsewhere.

Amazon is another well-known example of vertical integration. Its online marketplace and its Kindle products act as book distributors, and the company has evolved to publish books, as well. In this way, it took over another piece of the production line.

Amazon and Apple are prime examples of companies that have become significantly more involved in their product lines than is typical at other companies.

Choosing to vertically integrate your business is a big decision, and one which involves a lot of thought. It requires access to resources that small startups often lack, but it expands opportunities for future growth and success.

The main advantage of a vertically integrated business is that it will make your product unique, so that no other company can offer exactly what you have to offer. That way, you can build a loyal customer base as your company grows.

Despite its pros, vertical integration won’t help every company, especially one that’s already on thin ice financially.

Key Considerations

Vertical integration requires a company to take on new responsibilities in production. While this can save money for business in the long run, it requires an immediate financial investment to pay for additional equipment and labor.

Likewise, entrepreneurs must be careful that vertical integration does not spread the company’s resources too thin. The company must set its priorities and stick with them, without allowing its new responsibilities to take over the core business goals.

Unless your business is already hugely successful, you’ll have to determine if vertical integration is right for your particular scenario by weighing the pros and cons.

Discuss it with others at your company to gauge how willing they are to take on the risk and responsibility. You can also seek professional advice at a bank, since the new endeavor is likely to require a small business loan. And remember that there is no need to rush the decision. In most cases, the opportunity to expand will always be there. If you don’t take advantage of it now, you can change your mind in the future.

Author’s Bio: Katherine Pilnick is a writer, blogger and editor for Debt.org, a debt help website.

Filed Under: Outside the Box, Trends Tagged With: bc, entrepreneur, production, vertical integration

Thanks to Week 379 SOBs

January 19, 2013 by Liz

muddy teal strip A

Successful and Outstanding Bloggers

Let me introduce the bloggers
who have earned this official badge of achievement,

Purple SOB Button Original SOB Button Red SOB Button Purple and Blue SOB Button
and the right to call themselves
Successful Blog SOBs.

I invite them to take a badge home to display on their blogs.

muddy teal strip A

They take the conversation to their readers,
contribute great ideas, challenge us, make us better, and make our businesses stronger.

I thank all of our SOBs for thinking what we say is worth passing on.
Good conversation shared can only improve the blogging community.

Should anyone question this SOB button’s validity, send him or her to me. Thie award carries a “Liz said so” guarantee, is endorsed by Kings of the Hemispheres, Martin and Michael, and is backed by my brothers, Angelo and Pasquale.

deep purple strip

Want to become an SOB?

If you’re an SO-Wanna-B, you can see the whole list of SOBs and learn how to be one by visiting the SOB Hall of Fame– A-Z Directory . Click the link or visit the What IS an SOB?! page in the sidebar.

–ME “Liz” Strauss

Filed Under: SOB Business, Successful Blog Tagged With: bc, LinkedIn, log-promotion, small business, SOB-Directory, SOB-Hall-of-Fame, Successful and Outstanding Blogs

What is Missing? Are you Working Smarter – Not Harder?

January 18, 2013 by Rosemary

By Deb Bixler

Entrepreneurs are a determined group of people. A home based business owner will work to the point of exhaustion to make her business successful.

The thing is that entrepreneurs who learn to work smart are the ones that find much more success than the ones who just work hard. When you know how to add what your home based business is missing to make it successful, you can spend more time growing that business and less time worrying about how much money you are losing.

Word of Mouth

The fastest way to make your business successful is to get other people talking about it.

The best way to do that is to talk about your business every chance you get without being pushy. If you do it right, you will get people to ask you about what you do and open the door for you to discuss your business.

For example, if when someone asks you what you did over the weekend, you tell them that you had a blast, made some money and met some wonderful new people at your direct sales event, then you may create curiosity.

Curiosity is what gets them to ask you how you did it. After that the door is opened for you to talk about your business.

The goal is to sprinkle one liners in your conversation all the time that are generating interest so that people ask you to tell them more. That is smart!

Create Your Business Internet Presence

Is your small business missing the complete internet presence it needs to make it successful? A complete Internet marketing program for your company should include your own website, a page on each of the top social networking websites and a blog.

Once you have all of these in place, you need to add new content and work on these sites every day. The more work you put into your internet presence, the more return you will get in the form of new customers and more revenue.

Even if you are affiliated with a direct sales company that is well branded on the web, you should be consistently putting time into using the internet to connect the web for YOU!

When an independent home business consultant connects the web they become more powerful.

Business Urgency With Seasonal Products

home business urgencyThere are a lot of ways to keep people interested in your business all year round, but the most effective way is to offer full lines of seasonal products that people need and want.

Everyone loves Christmas decorations during the holidays, so you need to carry them. During the summer, people want to cool off and things they can put in their yard or garden to make them unique.

There are many ways to establish your business urgency that you can tap into:

  • Do your specials reflect the seasonal urgency?
  • Do you have expiring products?
  • Is a new catalog coming out?
  • Is there a different business theme each month?
  • Or can you create a new theme each month?

Your Passion and Enthusiasm

Nothing spreads word of mouth advertising faster than a business owner who is enthusiastic about what she does. If you are in the home sales industry, then you need to be enthusiastic about each of your events.

It is true that enthusiasm is contagious and that people will talk about you and your business in a positive way to others if you make them feel good about what you do, but think about what sets you apart and how you can convey that passionately to everyone you meet.

Sometimes it can be the smallest details that make your business attractive to customers. If you want your business to be successful, then you need to analyze it to find out what is missing and then fill in the empty spaces. The more smart work you put into your business, the greater the financial returns will be.

Author’s Bio:
Deb Bixler retired from the corporate world using the proven business systems that made her a success working for others by incorporating them into her home business. In only 9 months Deb replaced her full time income with the sales and commissions from her home party plan business. Find her on Twitter at: http://www.Twitter.com/debbixler

Filed Under: Successful Blog Tagged With: bc, business goals, entrepreneurs, Passion-Meets-Purpose

Being There

January 17, 2013 by Rosemary

Editorial Note: This post deviates from our regularly scheduled programming because I thought it was timely as Liz kicks cancer’s butt. ~Rosemary

By Ric Dragon

Life plays math tricks on us.

First is diminishing time. Each hour and each day is still an hour and a day, but as we age, that passing day represent a smaller part of our lives. At two days old, 24 hours is half of your life. At 50 years old, it’s 1/18,250th.

When we were in high school four years seem to linger on interminably, whereas those same four years of our child’s high school seem to flash by. Tempus doesn’t simply fugit, but takes on the exaggerated swiftness of the Keystone Cops in a silent movie.

Another lesson in arithmetic is that in time, it’s only natural that we come to have more memories of people who’ve died. After living in my rural neighborhood for over 25 years, a drive down the road can be marked with remembrance of deceased neighbors in a house there, and another yonder – like a monk counting out prayers on rosary beads.

Of course, all life ceases, so certainly if you live to the outer rings of average life expectancy, you will experience many losses. Some people experience death early in life. I was fortunate in that I recall very few deaths until my twenties. The passing of a great uncle afforded me the opportunity to witness a genuine wake in the Deep South of Alabama. As the man was a stranger to me, my impressions are marked most vividly by the chicken farm and kudzu-covered forests.

Occurrences of life-threatening illnesses increase. Before your own chess game with the grim reaper, you’ll come to know many, many people to suffer from illnesses such as cancer. As you gather with any other two people, consider that there is a great chance that before you die, one of you will develop cancer. Before 50 years, though, only about one out of 36 men, and one out of 21 women. As we age, it’s only natural that we’ll know a lot of people to develop cancer, and so many more that are touched by it in their close circle of family and friends.

Sitting With Friends

When you’re given anesthesia for surgery, it can be the deepest dreamless sleep. Once, when I was under for a minor operation, I woke up for a few seconds, and saw my mother sitting at the bedside chair. I fell back asleep, but seemed to feel comfort that she was there.

In many cultures, it’s commonplace to visit sick people and sit with them. In Judaism, it’s called bikkur holim. In the very different world of the deep South, it’s just called sittin’ up with someone. I’m aware of the practice, but it wasn’t really passed on to me – it’s not something I did. As people I have known became sick, or experienced great losses in their own lives, I haven’t been a good friend. Death and sickness make me uncomfortable, and I’m overcome with a feeling of awkwardness.

Visiting Friends

I’m reminded of this sick-people-avoidance tendency as I have a front-row seat, visiting a friend in the throes of chemotherapy. I’m reminded of my own youthful reticence to encounter the ill. No one deserves to be alone in his or her struggles. But I can see that it isn’t easy for my sick friend to reach out.

People are social creatures. Other species may prefer to go off and hide in the tall grass when sick, but we humans draw sustenance and power from the presence of others.

Often though, our sick friends don’t ask for us. They might feel miserable and misanthropic. They might be restrained by the hundreds of unspoken cultural niceties, which we don’t even remember where or when we learned. As my friend said, “it’s poor form to show weakness, even with cancer.”

Yet another friend reminded me, though, that someone who is ill and depressed is going to have trouble reaching out to even her closest friends. She added that you shouldn’t wait for her to call you, but be proactive. “If you’re going to the supermarket, call and ask what you can bring her – not IF you can bring her anything, but WHAT you can bring her, because otherwise she may say, ‘oh that’s ok, I don’t really need anything.’ Call her and say, ‘I’m in the mood for a chick flick tonight – if you’re up to it, I’d like to bring over [fill in the blank] and watch it with you – it’s so much more fun to watch with a friend.’”

She said, “Don’t offer to be there when needed, just go and be there. If we can’t handle your visit, if we don’t want to watch a movie, if we don’t want your leftovers, we can tell you. It’s easier for us to do that than to reach out.”

I know that to pull away is only human. It’s frightening to be reminded of the inevitability of mortality, and of the fear of losing someone. But it’s human, too, to reach out and touch – and to let each other know that we’re scared, and that we’re here.

A recommended site: Invisible Illness Week

Author’s Bio: Ric Dragon is the founder and CEO of DragonSearch, a digital marketing agency with offices in Manhattan and Kingston, NY. Dragon is the author of the “DragonSearch Online Marketing Manual” and “Social Marketology” (McGraw Hill; June 2012), and has been a featured speaker at SMX East, Conversion Conf, CMS Expo, and BlogWorld, on the convergence of process, information architecture, SEO, and Social Media. You can find Ric on Twitter as @RicDragon.

 

Filed Under: Community, Motivation, Successful Blog Tagged With: bc, Community

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