Putting all the pieces together

The current cacophony once upon a time, there were three TV channels. No cable, no Fox, no history or sports or movie channels. Bus stops and park benches were plain metal or painted green. Grocery store receipts just had prices, not extra coupons or additional offers printed on the back. And of course, way back then when dinosaurs roamed the earth, there was no Internet, much less blogs or YouTube or MySpace.

Things are a little different today, aren't they? We're fast approaching a Minority Report world where we'll have to pay extra to keep from having ads implanted in our dreams. Anything that might command our attention has an ad tacked onto it. Web sites, grocery store carts, buses, benches, cars. Even good old Sesame Street, once pristinely advertising-free, is loaded up now with "underwriting."  There are an awful lot of people trying to capture our attention. They might have a product or service to sell. They might have a worthy nonprofit organization to raise money for. Or they just might have a cool project that they want more people to know about.

The old expression "stop and smell the roses" has turned into "hang up and drive." So many people are doing so much multitasking that none of us has two seconds of undivided attention to devote to anything.  The response of the marketers who want that attention? Increase the number of ads and divide our attention further.

Every day it becomes more and more obvious that this situation is unworkable and insane.  The way out in 1999, Seth Godin wrote a mindset-busting book called Permission Marketing. Things were already insane then, just not as insane as they are now.  Godin had perfected a direct marketing technique that obtained people's permission to be marketed to. He convinced people to voluntarily sign up and find out more about his products. Then he created a sequence of communication to increase those people's comfort level, describe the product's benefits, and eventually convert those prospects into happy, loyal customers. Godin's particular combination of permission and multi-step communication has been adopted by millions of businesses, individuals and enterprises. It's hard to remember now that this was ever a groundbreaking idea.

This idea worked not because Godin is a genius (although he is pretty darned smart), but because the Internet lets us broadcast communication to as many people and as often as we like, essentially free. It actually works offline too--Dan Kennedy makes lots of money advising businesses to follow a similar line with direct mail. But it's cheapest and easiest to do over email or the Web.  This is extremely cool if your Spidey-sense isn't tingling by now, it should be.
Permission marketing lets you step out of all that advertising clutter and confusion and enter into a conversation. It's like stepping off of a noisy street and into a nice quiet courtyard. Permission marketing gives you time to introduce yourself, establish trust and rapport, and make yourself useful before you ask for something in return. In other words, it gives you time to develop a relationship.

It's also a great way to keep in touch with folks who aren't ready for your product or service yet. It lets you maintain a friendly connection until they're ready to do business with you.

How to create a permission marketing campaign A typical marketing campaign has a beginning, middle, and end. Permission marketing is different. You're going to create an ongoing meaningful relationship with your prospects and customers, which is both more satisfying and more profitable than constantly knocking on the doors of strangers.  The first step of a permission campaign is to provide something useful in exchange for your prospects' permission to contact them. For example, I provided this ten-part marketing tool kit in exchange for your email address and the attention you pay to these newsletters. You can offer free samples, a contest, a special report, an introductory discount--there are thousands of possibilities. Just make it something of real value. If all you offer is a free coke, you're going to get fifteen cents' worth of response.

Once you've won permission, stay in touch and don't make yourself obnoxious. Have you ever signed up for a free newsletter that did nothing but beg for your business three times a day? How long did it take you to unsubscribe?

Use your permission communication to give value, to provide helpful resources, and to make you useful. Think about the kind of person you want to do business with, and be that person. As far as vehicles, you can use postcards, email, paper or
electronic newsletters--whatever works for you. Email and the Web are nearly free, but snail mail is more likely to get read. Most businesses can benefit from using both. There are lots of resources out there that can walk you through how to execute any one of those.

Over time, you build great relationships with your prospects and customers, because you're coming to them from a spirit of giving, benefit, and helpfulness.

Keep the lines of communication open, keep offering value, keep measuring your results, and keep tweaking to make things perfect. You're going to achieve amazing success.

The key to everything

 You know that you need to focus on the benefit your product offers to your customers, not on all the features that you think make it cool. You know what does and doesn't make your brand. You know the importance of high-quality, trustworthy content.

Now you're ready for the component that lets you shape these ideas into something that actually works to make you money.
You need to test your marketing communication.
All of it. All the time.
If you're the chief marketing officer for Coke, you don't test every marketing dollar you spend. (I'm also slightly concerned that you're signing up for newsletters offering marketing advice to tiny businesses. Please give me your job immediately.)  The well-known saw is, "I know that I'm wasting half of my advertising money . . . I just don't know which half."
(It's usually far more than half that goes to waste, by the way.)
You might wonder why huge corporations would pour so much money into something they can't measure. This is what's known as an elephant in the living room. Actually, this is a great blue whale in the living room. Brand marketing departments create a lot of cool, cute, clever stuff. They want to continue creating cool, cute, clever stuff.
And as long as the results aren't measured, no one will ever find out whether cool, cute, or clever are the right way to go.
I think of this as the equivalent of a million dollar diamond necklace. If you have the money lying around and diamonds make you that happy, fine. It's your million dollars.
Unfortunately, it's not just giant rich companies that fall prey to this strategy. If you're a funky little company (or nonprofit, or organization, or project) with limits on the money you can spend, you might want to consider a different tactic.
If money matters to you, you want to spend every marketing penny on "direct response marketing" or what I like to call measurable marketing.
What's measurable marketing?
"Direct response" is often a code for "junk mail." But it goes far beyond that. The fact is, smart companies don't carpet-bomb our mailboxes with garbage.
Measurable marketing means:

· You select your audience carefully, finding the kind of folks who will be most likely to benefit from, and pay for, the product you offer.

· You send them messages--by email, snail mail, AdSense, print advertising, whatever--that focus on them very directly (that's the direct part).

· Then you ask them for a response (there's your response). 

You then follow up on that response in a systematic way, and you measure like crazy everything that's going on.
This is not necessarily high-tech or hard. A flyer tacked up in the supermarket with those pull-off phone number tabs can be measurable marketing--just be sure you put in some kind of code so you'll know which location is getting the best results. (For example, the flyer that says "Ask for Sam" is in Safeway and the one that says "Ask for Ken" is in Kroger's.)
Simple, well-targeted mailings of plain letters and postcards (cheap to print, cheap to send) can work extremely well for businesses of any size, as long as you put a lot of thought into who you're mailing to.
And those ugly little text-only ads in the back of magazines--the really cheap ones--are a much smarter investment than a gorgeous, cleverly-worded full-color ad that you'll pay a fortune to have an agency develop and another fortune to run.
What makes measurable marketing work?
Three things.
You've got to ask for that response. Ask for it explicitly—remember. Don't be subtle about this; customers will not, in fact, "use their common sense" to get in touch with you. Ask.
You've got to measure and measure and measure. You need to capture and track where every response is coming from.
(You can do this in slightly sneaky ways, like creating a second Web domain for a campaign and re-directing it to your main one, then measuring the traffic. This takes about four seconds and eight bucks if you use GoDaddy, with another two minutes to set up Google Analytics on your main site.) You also need to track how many total dollars you've spent getting that response.
Ideally, you'll also track how well those different lead sources turn into customers, then into really, really good customers. You may find that you get a much higher-quality customer from ads in Magazine A than you do from Magazine B, but you won't know that if you don't track and test.
This tracking is the hard part. It's not too difficult to set up a simple spreadsheet or notebook if you're small, but it takes discipline to maintain.
It gets harder to set up and easier to use as you grow--there are software programs out there designed to do this task very well, and once you set it up you won't have to hassle much with it.
A lot of folks let tracking intimidate them. Try to keep the big picture in mind. Tracking can be kind of hard, especially at first. Working all the damned time for no money is really hard, and it never gets easier.
Finally, you've got to keep experimenting. Don't assume you know what's going to work. A lot of us discard "cheesy" advertising ideas.

 So try some cheesy stuff and see how it works. Once in awhile, try something everyone says won't work ("overestimating" your customer, long paragraphs, short copy, whatever) and see what happens.
In particular, keep tweaking headlines, then measure how they do. It's not uncommon for changing a single word in a headline to result in a 10x better response.
anything you can think of. Tweak until you're getting fantastic results for very moderate money. Then create a new product and start all over again. As you go, invest in better systems to keep making things easier for yourself, so you can scale your business without turning into (or remaining) a workaholic.
Repeat until you're just tired of making all that money.

Building trust with your audience

Take the time you need to build rapport

I receive email newsletters from a guy who's written some good marketing and sales books. He sells expensive seminars and CD collections, and I get relentless sales emails about them once or twice a week.

Here's the thing. Every one of his emails, which are constructed on rather old-fashioned direct mail principles, lights a giant fire of urgency. "The seminar is already 2/3 sold out!" "Once they're gone, they're gone!" "Don't miss out!" Everything is bolded, underlined, italicized, highlighted in flashing purple, anything he could find in his HTML for Aggressive Marketers manual.

If I don't bite at the first or second email, I very quickly tune this out. It clearly isn't true. OK, maybe this seminar will eventually sell out, but it's obvious that he's always got a seminar or a webinar or a CD product to sell. I can buy whenever I want to.

And his messages aren't building any rapport or trust. In fact, they're making him seem creepy and tiresome. I was interested in one of his packages--a collection of CDs and books that looked worthwhile. He's selling the package for about $200, which seemed fair to me. But the more email I get from him, the less inclined I am to buy.

The more I hear from him, the less I trust him.

Email is cheap. You can afford to build customer relationships at the right place. Credibility is expensive. Mean what you say.

Most people hate feeling like they're being sold. Every year more prospects tune out of this type of sales message.

To recapture their attention, be worth tuning in to.

Next action: If you use a sales letter, other direct mail piece, or sales email, look it over. First, get rid of all the boldface for anything other than a header. Next, get rid of all the underlining. And the p.s. and the fake handwritten notes. All that baloney tells your customers "I'm trying to pull a sales move on you."

Way Of Online Marketing with Powerful Content

Manageable expectations

If you can't keep a commitment to good content for a regular newsletter or blog, don't start it. Instead, create a twelve-part series, or ten-part, or six-part. Six really good installments delivered weekly, with a sharp and relevant quarterly follow-up, are a whole lot better than weekly content that even your mom wouldn't bother reading. And if you lack the energy to continue your formerly-great newsletter, that's OK too. Shut the project down and point your customers to an archive of the best stuff.

Or you might consider a quarterly newsletter, rather than a monthly one. It's a lot easier to answer 4 compelling questions a year than it is to answer 12.

Commit to quality

I'm working my way through the Thirty Day Challenge , which is fascinating. Australian marketer and jovial goofball Ed Dale delivers thirty highly detailed free lessons on Internet marketing.

If you have some time and energy to devote to learning a new marketing skill set, this is well worth doing, but I'll offer one warning. Dale's approach will teach you to make your first few cents in a short period of time. But if you want to go beyond a few hundred dollars (and for the time invested, a few hundred dollars is pretty measly wages), you'll need to develop much more robust content than the typical Thirty Day Challenger is putting forth.

That's actually what's great about it. With commitment and focus, you can pull ahead of 99% of your competitors.

I know that you already have those qualities. You continue to read this newsletter to improve your skills. I'm betting you use other resources to make your marketing and communication more effective. Keep taking action and keep applying these principles. It doesn't happen overnight, but the success you'll build will be massive.

Next action: Ask a trusted friend to answer the following questions honestly: Is your (newsletter, Web site, brochure) interesting? Is it relevant to your customers? Does it make you and your business look smart, competent, and trustworthy?

Dive deeper: Take a look at the Thirty Day Challenge program. (I'm not affiliated with them in any way, just a student.) It takes an hour or two a day and will teach you how to broadcast content effectively and find the right Web traffic for it. Itwon't teach you how to create the best possible content, but that's what you have my sites for!

Everybody Loves Success????

Well Am i right!.....come on its not too difficult to answer of this question!

Hope that you love too. Not only you and me where ever everyone loves this success a lot. But the sentence everybody loves success is not complete right now. The complete sentence is :-

Everybody loves success,,,,,,,,,

But they hate successful people...................

Now tell me what happen am i right Now. Now its too difficult for you and anyone to give answer of this question.

You know life becomes so easy when you get according to desire,, But its too difficult to survive when you loose something and unable to taste the way success. But we can't do anything....all will happens by will of god only............................................................