Actors have found various mediums over the centuries, from voice acting on radio, theatre acting and cinema. From the Latin word ag?re meaning “to do” (see Wikipedia), actors literally play a role, speaking written dialogue and physically performing in a way that the character would. In most acting, a director is present, whose job is to tell the other actors what to do and make sure that the whole act is going smoothly and as the writer of the scenario wanted.

Actors are required to possess many skills such as physical strength and dexterity, vocal imitation and charisma. The modern cinema industry employs thousands of actors to play the roles of characters in movie scripts, recording them for show on the silver screen. Acting in cinema is rarely done before an audience, but has the added pressure of being seen by millions on the later screen release.

Acting is a traditional art form and many actors learn by going to established academic institutions. Famous institutions include the London Academy of Film, Radio and TV and the American Academy of Dramatic Arts. Some actors train at a variety of different places, learning classical acting techniques and modern ones such as Method Acting. This is a style of acting in which the actor strives to be as realistic as possible, drawing on personal experience of emotional situations rather than dramatising.

The tradition of acting goes back to ancient times, with ancient Egyptians and Greeks performing either for religious purposes or more so in the case of the Greeks, for entertainment. A man named Thespis is acclaimed as being the first recognised actor way back in 560 BC, and his name inspired the term thespian as another word for actor (see New York Film Academy website). He is claimed by some to be among the first to personify a character for the purpose of story telling, using masks to discern between identities.

Acting – Bringing a story to life is a post from: Smooth Move Marketing

Here’s where things sometimes turn somewhat difficult if the author and the marketeer are one and the same person, and here’s where we have to be cautious and take the right steps in the right order, so we might stay on track.

In order to write ANY form of marketing material for your ebook or course, you need to be completely FAMILIAR with all the benefits of your product.

Now it seems obvious that the author, of all people, SHOULD be familiar with the benefits but there is such a thing as over-familiarity, as well as having been immersed in the project for a long time and thus not seeing the proverbial forest for the trees any longer.

I was assisting just such an ebook author and absolute AUTHORITY on writing their major sales page the other day, and I was astonished that they couldn’t answer certain basic questions I put to them, such as:

“How many chapters are there in your book?”

“How many pages does your book have?”

“How many illustrations?”

“How many words?”

“What’s the ISBN?”

The answer was always something along the lines of, “Ahm … I guess I could look it up …”

Oooh!

These are the kind of “technical details” that are handled in a publishing house by “other people” – but of course, in web publishing they need to be known EXACTLY by the author, because these things comprise the “technical specifications” of the product and a prospective purchaser might well enquire or need to know up front before they make their buying decision.

But that’s just an example and in a way, it is the tip of the iceberg.

What became very apparent was that the author in question had missed out on the first step of ANY marketing analysis.

This important step, which is the core topic of this article, is ESSENTIAL to be able to write any form of advertising copy, to target the correct audiences with the correct approach and to market the product, full stop.

This first step is called “the benefits extraction”.

*** How To Do The Benefits Extraction ***

You need a printed out copy of your book or course, PLENTY of empty pieces of paper, a big pot of coffee and then, you take off your author’s hat and instead, you put on your marketing hat and go through the text, ONE PARAGRAPH AT A TIME, and “extract” ALL the benefits that could possibly accrue for the reader/user/learner AND all they come into contact with *if they follow the advice and procedures outlined* exactly.

There is a HUGE range of potential benefits that can and will be found in this process, and even before we get into the text and content itself, there’s also benefits such as:

Good sized print – easy to read for older people, avoid headaches!

Good use of white space – easy on the eye, relaxing reading

Well structured – information flow is logical, and thus easy to understand and learn

Fully indexed – things are easy to find, you can quickly get to what you need to know.

Helpful diagrams and illustrations – pictures say more than a thousand words …

… and so on.

Once you get into the content, you will notice that sometimes, a single sentence or paragraph hides a MAJOR benefit, such as:

“The SINGLE little known SECRET to all your marketing problems!” (Page 23)

Take your time and keep backing up and asking yourself over and over again, “What BENEFITS will the reader/user get from this?”

Immediately, short term, long term?

Don’t stop with things like,

“Reader will learn how to use the snarkometer …”

That’s not a benefit.

A benefit is what happens WHEN you use a snarkometer as its creator designed it to be used – so the benefit might be:

“Reader will be able to capture even well hidden, rare and elusive snarks.”

From there, you can go on to further future benefits, such as:

“Reader will become famous and rich from his snark sales.”

That’s the point, after all!

*** Sorting Out Your Benefits ***

If you do this properly, you will find HUNDREDS of benefits, big and small, and for all sorts of different applications, situations and people, and from all sorts of different angles, in ANY decent ebook or ecourse.

You will have them all written down, as they come, with the referencing page numbers on your many sheets of paper.

Now it’s time to sort them out.

Firstly, go through your list and find the MAJOR benefits that would make the best HEADLINES and major bonus lists.

As soon as you’ve got those, your advertising and marketing falls into place because now you know WHAT IT IS THAT YOU ARE SELLING!

“Deep down”, of course you knew that all along but it’s extraordinary how “deep down” this stuff often is and how hard one has to dig to get it out of the authors to bring it to the surface!

Pick out the top ten benefits and transfer them to a new sheet of paper.

Now, pick the next 20 or so which will become benefits in lists on pitch pages, or will be laid end-to-end in classifieds and sales letters.

Finally, take all the rest and sort them out in any way you want.

You might find that a particular market emerges that you hadn’t thought about before with their OWN benefits list that is quite separate from the general main benefits, and where you can then market your product accordingly.

You might well find material amongst those benefits that you can use to write articles or engage in customer “education” – explain how and why these benefits arise in separate articles so they get to appreciate what you do and how VALUABLE your product really is.

You will find ideas, headlines, tag lines, and pure advertising GOLD COPY in this benefits extraction and analysis.

And once you are done, NOW you are ready to write REAL advertisements of all kinds – and you’ll find that now you ACTUALLY KNOW what your product is from the marketer’s standpoint, you’ll also be able to SELL IT TO OTHERS.

Oh, and one more thing.

A benefits extraction is also possibly one of THE most motivational and exciting things any author or creator can do for THEMSELVES.

Yup, it’s all true. It really is THAT good, and it REALLY has all those benefits!

It’ll do the world for your self confidence AND for YOUR ability to start shouting about the amazing benefits of YOUR amazing product from the rooftops – and that in turn, leads to a whole lot more sales, more money in the bank, more joy and freedom and love all around!

So if you have not yet done your word-by-word extreme benefits extraction, go for it NOW.

It is absolutely THE FIRST STEP to ALL future marketing.

Good luck and surprise blessings,

Silvia

Silvia Hartmann

Advertising Gold – Extreme Benefits Extraction For E-Authors is a post from: Smooth Move Marketing

It is important to understand these administrative expenses. When you are preparing your budget and pro forma statements you need to be aware of the options that impact each of these business expenses.

The first business expense to look at is payroll. Your business needs to be able to pay you. This business expense may be regular or infrequent but it needs to be budgeted for.

Next is business expenses related to telecommunications. These are items like cell phones, business phone lines, and Internet access.

Insurance is an important business expense in the administrative category. Here you need to consider business insurance, general liability insurance, casualty insurance and health insurance.

Health insurance is a huge business expense. Our recommendation when budgeting for this is: If you have a spouse that has health insurance try to stay on their policy. If COBRA is an option for you, try to arrange that. This is a very costly business expense so do your homework carefully.

Bank fees are a business expense that many people don’t even think about. You should realize though that banks charge a fee to open a business account and the monthly fees are typically higher than for personal accounts.

A related expense is the fees charged by the credit card companies. These add up to huge business expenses as they typically charge at least two or three percent on each transaction. And many small-business owners absolutely love American Express, which usually charges even higher percentage fees.

Another large business expense item is professional fees. These are the fees you pay to your accountant and/or attorney to advise you on different stages of your business as well as other benefits.
Other common business expenses in the administrative category include:
Travel and Entertainment
Office Supplies
Vehicle Expense

The Bottom Line on Business Expenses

You need to understand and research every business expense when you begin the process of budgeting. The business expenses related to administration often get overlooked as they are not the obvious sales related expenses. This business expense category accounts for a large portion of your overall expenses so it is worth examining closely.

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Business Expenses – Track Your Admin Expenses is a post from: Smooth Move Marketing

The business card is perhaps the best salesman that you can have. That is why it is essential that it contains much more than your name, address, and contact numbers and services. It should be designed keeping its purpose in mind – that is its being a powerful sales tool. So let’s start with the design. If you want to create a business card that contains a photo with gradient colors you can try using a glossy paper to ensure that the cards are printed as good as they look on the screen. Or else, you can get disappointed with the print out.

In addition, if your card design contains background color or images, you can use papers that have gaps between them as these gaps will allow you to make up for the unavoidable elusiveness of the printer paper feed system. However, most stock cards don’t have gaps so if you don’t want to have trouble with printing, make sure your photos, images and text are at 3mm off the edge of the card. This way the minor printer imprecision will not destroy your business cards.

When it comes to printing, make sure that the paper stock that you will use is compatible to your printer. As inkjet and laser printer uses different technologies, it is important that you only feed paper type that is attuned to your printer choice. So for instance you will be using a laser printer, using a paper with glossy coating can cause damage to the printer. Hence, the right choice of paper stock will greatly affect your business cards print out.

Now let’s come to the strategies you can utilize in business card distribution. Aside from the usual handing out of your business cards during tradeshows, conventions, meetings and the like, tucking them in your products before delivery can be a good idea. Say you are a florist. You can consider tying your business card around the flowers. Or if use bags in packaging your products, you can staple or tie your card on the outside of the bag. You can also include you cards in your letters and invoices. And if you are really crafty you can slip in your cards into your designs – you can include them in your greeting cards, emboss them with your rubber stamps or blend them with your other artworks.

There are endless possibilities when it comes to designing and handing out your business cards. You just have to know how to utilize these possibilities to your advantage. Remember that your business cards can be your best salesman, so make them represent you effectively.

Business Cards Are Excellent Salesman is a post from: Smooth Move Marketing

Catalogs, for instance, must leave a lasting and positive first impression. Before they can encourage potential readers to read on, they must entice them first to come closer and take a look at them. They must have fascinating design and facade to lure the would-be receivers.

To complete the marketing formula, the company or its marketer must entrust the potential masterpieces to a master in catalogs printing. If you have hesitations and worries regarding the printing process, the colors and materials like paper and ink to be used, ask the pool of experts that surround the printing company. They will help you seek solutions to your catalogs printing dilemmas.

Catalogs are made to have easy access on your products and service. You do not have to bring them with you. With catalogs around, there is no need to present the literal product or demonstrate the services that your company is offering. All it takes is an effective modern catalog.

In the production of catalogs, areas of concentration must be established and considered. One area is the product or service. Some product need not be included in the catalog while some are indispensable. Choosing which are to be incorporated from which are not must be carefully done.

After selection, the next area of concentration is categorization or grouping. There are products that can be grouped as one while there are products that need to be presented singly. Samples of these products are the feature for the month and the freshly released products. Same thing should be considered in marketing services. In this area, you have to master one thing and that is sorting.

Next to categorization is the process of creating descriptions. Descriptions must be exact or definite. You can begin by writing the name of the product or service followed by its features. Ideal number of words range from 30 to 60 words for every product or service.

Make a good impression by selecting clear pictures and crisp texts. Be reminded that the heart of every catalog is its overall appearance. Thus, superior artsy taste is a marketing edge.

What Impression do you leave your clients? is a post from: Smooth Move Marketing

Your networking should include a variety of business organizations. To find out which ones of these are worth pursuing you need to define, measure, and evaluate key performance metrics. These performance metrics need to be measured on a regular basis. Marketing through organizations and through networking is a marketing medium just like direct mail, e-mail, offline, or print media.

Your marketing plan would certainly include analyzing performance metrics for your advertising through television, radio, newspapers, and magazines. Similar performance metrics for networking must also be monitored.

Example Performance Metrics

Direct costs associated with the networking
Number of events attended
Number of contacts generated
Number of sales leads generated
Number of referrals
Number of sales
Number of service contracts
Dollars generated from direct contacts
Dollars generated from referrals

Analyze your performance metrics per organization on a regular basis. 6 months is a decent time horizon. If the performance metrics don’t show promise within this time frame, drop that particular organization and move on.

Stop spending so much time with organizations that aren’t working out over a period of time. Foster deeper ties with those organizations and events that show the highest returns. Your performance metrics will separate the duds from the performers very quickly.

The Bottom Line on Performance Metrics
By tracking performance metrics you can determine very easily which of your networking efforts are paying off and which are simply eating up your time. Use performance metrics to compare one organization to another. Also use these performance metrics to compare your marketing performance via networking with your other marketing vehicles. This will tell you overall, what works and what doesn’t.

Copyright MMI-MMVI, Small Biz Tech Talk. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}

Performance Metrics – Measure Your Networking Effectiveness is a post from: Smooth Move Marketing

Well, you haven’t tried starting the old mower, but hey, it’s raining cats and dogs outside. With nothing better to do, you head for the mall and find yourself among a line of shiny lawn mowers with a wide variety of prices and features. What are the advantages of each one compared to the difference in costs?

Yep, not every customer that walks through your door is ready to make a purchase. Maybe they’re still in the “thinking about it” stage. Yeah, when you think long enough, you usually talk yourself into doing it. That’s why it’s important to treat every customer’s question with respect. You never know when a properly answered question will lead to a sale.

Here are some tips to keep in mind for effectively answering customer questions:

1. A Question is the Sign of a Potential Sale.
Yeah, if a customer is taking the time to look you up and ask questions, you’re dealing with a high level of interest. Don’t take it lightly. A prompt and quick response laced with the added benefits of the product will go a long way toward closing a sale.

2. Make it Easy to Ask A Question.
There’s nothing more frustration than having a simple question and having to move heaven and earth to get an answer. Make it easy for your customers to ask questions. Make your website question friendly and include a phone number with all of your sales material.

3. Organize – Set up a Frequently Asked Question File
What questions have you emailed answers to sixteen times this week? Keep a file with those repeat questions. You’ll be able to copy and paste the answers into responses. Hey, your customer will be happy and you can spend time doing something else. Everyone wins!

4. Get Back – Quickly
How many times have you shopped around while waiting for someone to get back to you? Yeah, it’s easier than ever on the web. Customer attention spans are ever shortening with the vast global competition at their fingertips. Don’t dilly dally – get back to them pronto!

5. Make Every Question a Sales Opportunity
When someone asks you a question, you’ve got their attention! They’re waiting for an answer that is important to them. Yeah, it’s the perfect opportunity to expand your response to include benefits of the purchase.

Questioning customers wear a badge that says, “Buyer on Board!” Read it and pay attention. Often a little nudge will mean a sale to tally at the day’s end. Think of it like this…learning to effectively answer customer questions is a low-cost and effective way to boost your profits this year!

5 Keys to Capturing Prospective Buyers is a post from: Smooth Move Marketing

Are you feeling a great connection to the meeting? Are you feeling enthusiastic about being in attendance at the meeting? Are you fully present at the meeting? Are you deeply tuned in and listening with your heart and your head? Are you inspired to co-create, participate, and contribute? Or, are you ready to fall asleep, or count the minutes of what you feel is wasted time?

My experience in my two plus decades of being in business and in coaching business clients around the world is that the system of meetings, clearly, must change. Most meetings don’t include participant involvement and actually serve to tune people out rather than tune them in, and as a result, the intention of the meeting falls short of its purpose. In other words, they really can be a waste of precious company time.

The process of Meeting Alignment, that we’ve been teaching companies around the world, has allowed them to use a systematic process that engages people in meetings and creates a desire for them to contribute and fully participate in these business meetings.

The Meeting Alignment Process and the results it creates include:

A desire to co-create: The purpose of a meeting isn’t to get across “your” agenda; it shifts to sharing your thoughts and hearing fully the thoughts and ideas of others to co-create the meeting purpose and actions.

Deep tuning in: Most meetings involve people talking and listening to themselves. The Meeting Alignment Process teaches people to fully listen with their hearts and to listen beyond the words to what is not said, to emotions, and to fully hear others.

The Meeting Alignment Process teaches techniques of being non-judgmental, so that people can fully hear and support each other and let new ideas IN vs. rule out and defend against why things won’t work. It produces a safe environment in which people feel encouraged to participate.

Non-attachment: Many people think meetings are about a specific outcome occurring – the meeting holder’s outcome… that’s a surefire way to alienate people and result in them NOT wanting to support you. The Meeting Alignment Process allows for each person to give up “their” outcome and allows the meeting and solutions to unfold for the good of the entire group.

What’s wrong: Most meetings focus on problems, fixing problems, or informing people of change. The meeting needs to come from a place of asking what IS working and involve what IS the right type questions. These questions form the basis of creating a positive energy flow and opening up creativity. It’s the basic principle of encouraging a sense of positivity rather than negativity.

Framework of questions: Questions in this process focus on what is working, why it works, what would be the perfect ideal vision, and what isn’t quite right yet, and then, coming up with resources and inspired actions to create the outcome of the meeting.

Feel good! When people attend a meeting where EVERY idea is praised and contributions rewarded and people thanked and really appreciated for their contributions, this raises self-esteem, confidence, and morale. People want to participate in meetings that make them feel good, not only about the company they work for, but about themselves and their role in it.

This process is effective in all companies and will work with all size groups. It requires a shift in the employer and leaders’ thinking, from managing and bossing and telling to coaching and co-creating and sharing. The effect is profound. People treated with value and respect, rise up to challenges. They are more excited to solve problems, participate in the mission and vision of the company, and create more productivity. They feel that the company’s success is their success. It motivates them to greater achievement.

Companies following a systematic process of creating a Meeting Alignment Process, take morale out of the toilet bowl fast. Their employees are happier, their retention rates rise, and the corporate culture shifts to one of enthusiasm.

A beneficial win-win situation is created and everybody gets to bask in success.

Aligning Corporate Teams is a post from: Smooth Move Marketing

This year more than any other I see so searches for the work at home jobs on the Internet. You see searches for phrases like best home job legitimate work at home, home job, from home job, and best 2007 work at home.

Many people have made a New Years resolution to create more income for their families, spend more time with their families and other New Years resolutions. If it’s like mine, some will be fulfilled, some will not.

There are many programs that were very popular in 2007 that I think warrant serious consideration. As a web site owner I realized that there were several key areas that need to be considered before deciding the 2007 Top 10 programs types. Well, actually there are many criteria that come into play, but stepping back it boils down to two things. They are as follows:

* Research and find what appeared to be the best work at home jobs.
* Monitor companies on a real time basis to ensure they stay consistent.

As web site owner it’s easy to realize that you can do the up front research, but it becomes harder to monitor many programs on a real time basis. After careful thought and I’m sure many others have realized as well, I turned to the frequent visitors of my web site to tell me what works for them. I also ask what types of programs they would like to see in the future. After all without happy customers you cannot have a viable web site. Here are the types of feedback I requested from visitors of my site when doing my research.

* Feed back on any programs they choose to join. This gives real time feed back on programs offered from the people that count. This helps ensure that a program offers the step-by-step guidance and support necessary for subscribers to succeed.
* Suggestion on web page relevance and presentation to make it easier to understand and use.
* Ease of use and customer support of any program they decide to use.

I decided to give more weight to the last few months of 2007 due the constant change of programs on the Internet. The program types listed are the programs that I found to give a person the best chance for success. They are further sorted by the popularity on my site from visitors over the year. Here are the 2007 Top 10 program types I found after researching my statistics for 2007:

1st Place – Most popular program was Rebate Processing

2nd Place – Data Entry

3rd Place – Data Entry

4th Place – Type At Home

5th Place – Online Jewelry Stores

6th Place – Online Dollar Stores

7th Place – Data Entry

8th Place – Surveys

9th Place – Data Entry

10th Place – Telephone Call Centers etc.

My suggestion when looking for work at home programs is that you use a website like mine that has done research. There are many good web sites available to help you, whether you use mine or not is up to you. Either way you need to use a good web site or be prepared to spend hours doing the research yourself. It can be done and you can be successful.

I found many more quality programs, but to be frank it was very easy to limit myself to the Top 10 2007 online programs. They stand out in comparison to all of the others.

So, what do you need to do next to get started? Do you research; narrow it down to a couple of programs. Join them and get started. The expense is minimal to get yourself up and running. I have found that many people will start more than one so they can find the program that fits their skill sets and comfort level. Later they will focus on the program they like the best. Please feel free to read both this article or one of my many others by visiting my link in the resource box below. I always enjoy getting emails pertaining to my articles or my site. Your feedback is important to me.

I hope you have found this article informative.

2007 Top 10 Work At Home Opportunities is a post from: Smooth Move Marketing

From talking to hundreds of people in this situation right now, the number one thing is that you have to decide that you really want to and really need to do it. Don’t put tons and tons of time getting all this IT training and business training and spending all this money until you’ve decided that you really want to do it.

Why Become a Computer Consultant?

There are lots of reasons why people want to become a computer consultant. You may want to be more responsible for your own career destiny, you may want to be able to build something from scratch that you can call your own, or maybe you’re just totally fed up with being stuck in the cubicle, reporting to your boss, and just in general being held back in your career over things that are way beyond your control.

Take Some Action Right Now

As your first step toward becoming a computer consultant, take out a piece of paper right now and write down “The Top Five Reasons Why I Have To, Need To and Want to Become a Computer Consultant.” Then go ahead and list them. This is really your declaration of independence.

Set a Deadline

You are now laying it on the line and saying all the reasons why you want to, why you have to, why you need to make this happen now. Why you need to start taking the right steps to get going in the right direction. Most importantly though, is when you get done narrowing it down to the top five list, preferably putting the most important reasons to you at the top of the list, give yourself a concrete deadline.

Take out the calendar and make a promise to yourself that you’re going to make it happen and write it down right on the bottom of your piece of paper. Print it out or rip it out of your notebook, put it up on the bulletin board next to your desk and look at it every day. The more specific this is, the easier it is going to be for you to make it a reality.

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Computer Consultant Startup: What’s The First Step? is a post from: Smooth Move Marketing