Has something ever happened within your business that makes you want to grab a bullhorn and shout it from the rooftops?

Awards, new products, employee accomplishments, new ownership, façade improvements, website launch, all of these milestones are news worthy. But here’s the catch. Local and national news organizations can’t cover stories that they don’t even know exist.

Authoring a press release is not only smart, but it needs to be deeply rooted in your long-term marketing strategy. Ignoring the power of dissemination through a press release is like saying…

“My business accomplishments aren’t really that important…let’s keep it to ourselves.”

Press releases are no longer confined to your local rag or AM radio station. Websites like PRWeb.com exist to help spread your message on a broader scale. Google News, Yahoo! News, and MSN are all looking to publish stories that provide value to their readership. This increase in online recognition will help boost your digital visibility and your rankings within popular search engines.

WARNING: Submitting a single release is not going to crack open the floodgates.

As you begin to schedule your releases, overtime your brand will become more recognizable. It’s like fishing with just one pole versus casting out 2 or 3 lines. You’ll increase your rate of success with each additional piece of bait in the water.

But there are a few things you need to understand before you launch Operation Press Release 2015.

1. Write newsworthy content

Never submit a release that lacks the impact reporters are looking for. If your kid gets an A on his math test, just hang it on the fridge.

2. Strong headlines

Your headline gets noticed first. If it’s not strong enough to draw the reader into the rest of the story, chalk it up as a failed attempt to create some “buzz.”

3. Add links back to your website

Remember, we’re authoring our releases for online dissemination. Hyperlinks serve zero purpose in print, but can make a huge difference online. Give them the key that opens the door to your business.

4. Include contact information

This seems like a no-brainer, but don’t forget to include your contact information in the release. If a reporter needs more meat to back up the story, who should they call?

5. Spellcheck

If it wasn’t for spellcheck, I don’t think I would have a business. It’s a simple tool that can save you from extreme embarrassment, or worse…being totally ignored. Use it.

6. Keywords

Select keywords that best describe the content and topic of your release. Repeat these words throughout your text. Don’t sound like a robot, but spend some time thinking about what the “Average Joe” would type in a search engine when mining for more information about your business or industry.

7. Create an impact

How is the information you’re providing impacting the lives of others? Is it boosting your local economy? The details matter. Don’t express an accomplishment without providing the end result. Because of this…this will happen.

These 7 tips are in no particular order. Each one is just as important as the next. Never overlook the positive benefits associated with a press release. It’s never a good thing to be labeled as “The Best Kept Secret.”

Tell the world what you’ve been up to! They’re dying to know.

 P.S. Don’t have time to author your own press release? We’ve got you covered! Our writers work fast to ensure your information is ready for distribution. We also offer advanced distribution options through PRWeb.com, social media, and email. All that we require from you, is the information necessary to get started.

We’ll take it from there.

Give us a call at 815-441-2219 or email andy@bentbusinessmarketing.com
photo credit: Google Main Search via photopin (license)

It sounds easy enough! Author a press release, send it off to a few local media sources and wait for the phone to ring. But in reality, capturing attention from mass media sources is insanely frustrating. To us, our story is definitely newsworthy. We have an awesome product, idea or service to share, and a newspaper or local radio station would be crazy not to take advantage of a hot lead they didn’t even have to search for!

News outlets are looking for just that…news. The way in which we present our story needs to answer their question of, “What’s in it for me?”

Why is it worth their time and energy to provide you with FREE and widely disseminated publicity?

Newspapers and radio stations have to review your submission and determine if it will be liked by their audience of readers, listeners and subscribers. Your news has to affect their lives. Will it educate, and more importantly entertain them?

Here are seven ways to increase media attention.

1. Define their obsession

The old rule of thumb was that if you wanted to get your story published, it had to cover sex, money, health or scandal. In today’s age of niche based media, your story has to simply relate to their audience. If you want to build up media appeal, be sure to research your source, and define what gets their audience excited. What information do they just have to have? Then, draft your release to pair your business with that exact need or want.

2. Cut to the chase

There’s no need to pitch your life’s story to a reporter. Keep your message short and simple. Concentrate on providing them with the selling points. Reporters’ inboxes are filled to the brim with requests for media coverage. They may only have a few seconds to glance at your content, so be brief and compelling.

3. Don’t focus on YOU

It’s easy to create a release that puts you (me or I) in the spot light, but you’ll achieve more success if you clearly define how you are helping and connecting others. The media wants to cover stories that make an impact on the masses. How is your story going to serve the needs of the many rather than just a few? To start, think about what you offer and follow that thought up by finishing this sentence, “And this product, service or cause will help…”

Repeat that process until you have at least ten groups of individuals who will benefit from your offering.

4. Include snippets of past media coverage

If your story has been picked up in the past, be sure to include a link, article or recording with your release or email. This will create trust and proof that your story is genuine. Be sure to include the contact names and numbers of your sources in case the recipient of your request wants to verify your credentials. If you’ve been interviewed on television before, how you appear and act on camera will help the reporter decided whether or not you will appeal to their audience.

5. News jacking

News jacking is a term used to describe the process of linking your story with one that is currently receiving an awesome amount of media attention. If you can tie-in your own message with a story that is making national news, and the link is compelling and credible enough to work with, news reporters will jump all over it just to become part of the buzz!

This also helps that particular paper or radio station garner traffic to their website. If the article and headline contain keywords that are being used as Google search terms to unearth the details behind that hard-hitting national story, their site will be ranked higher on the Google results page.

6. Make their job easier

Be sure to make it easy for the reporter to get in touch with you, validate your sources and write the article. Don’t make them have to search around on their own! Reporters love when the story writes itself. When submitting your release, be prepared to answer their questions as if they were to call instantly. Don’t wait until after you send the release to do research on your topic.

If you are writing to introduce them to a new revolutionary product your company is about to launch, you’d better know that product inside and out. The last thing you want to happen, is for a reporter to call you and you respond with, “I’ll have to get back to you on that. Can I call you later?”

7. Include pictures and videos

Pictures and videos are a great way to make your story more impactful. If you are trying to build some buzz around your non-profit, be sure to attach a video of yourself interviewing one of the recipients of a check your organization was able to donate after their house burned down. Send pictures of small children playing soccer on a new field that was funded through your clubs dedication to improving the quality of life for families in third-world countries. Pictures and video evoke emotions that are unbiased indicators of a great story.

We live in a world where everyone has the ability to share news. Podcasting, texting and tweeting have turned almost anyone into breaking news reporter. But newspapers and radio stations still rule when it comes to public trust. People have an easier time believing what they read in the paper before they’ll get on board with what’s written in a Facebook post.

Getting your story on to their pages or airwaves is not easy, but in your pursuit to attract new eyes to your cause, it’s well worth the effort! Just remember to be genuine, be honest and your passion will shine through. And if all else fails, hire a celebrity.

Celebrity endorsements still pack a serious punch!

P.S. Thank you for taking the time to read my posts. I hope that they are helping you better promote your business. If there’s anything you need from me, never hesitate to ask. You call me at 815.441.2219 or email andy@bentbusinessmarketing.com.

Thanks again for being awesome!

photo credit: KellyB. via photopin cc

I choose option B!

Zamzar.com has the power to convert your files at the right price of $FREE.99. And…it’s super easy to use!

When it comes to marketing your business, the very first thing you need to invest in, is creating an atmosphere where great customer service is your number one priority. Without quality service, no amount of external marketing is going to help create a positive and lasting image of your brand. There’s not enough social media presence in the world to overshadow an extreme neglect to put the customer and their experience first. A million tweets, a thousand posts, and a trillion pics on Instagram is no substitute for putting your best foot forward every time you engage a customer.

Why do you think service continues to decline?

I blame the almighty and insanely restricting job announcement. That string of obligatory text that says in order to work here you must have at least three years’ experience, a degree in this or that, and X number of references.

And…if you don’t, THANKS FOR PLAYING.

Don’t get me wrong, having set standards for employment is necessary, but should that be the only factors considered? When you choose to focus on talent, natural talent, you are choosing to invest in the development of your most qualified profit boosters. If you value your time (and I hope that you do) by hiring professionals based on their natural ability to perform a set of dutiful tasks, you will find that the amount of available time you have in day will double…if not triple! This is due to what I like to call the “hands-off effect.” When someone can perform a task well, based solely on their natural talent. This reduces the amount of time you as an owner or manager need to invest in their development. And the time you do invest, will be focused on moving them from good to great, rather than from OK to good.

That, my friend, is time well spent!

When a person is good at what they do, they experience success. Celebrating this success puts people in a great mood. A great mood results in a positive outward attitude towards others. The attitude of your employees can elevate your business to new heights, or it can level it down to all-time lows.

So in order to boost customer service, and begin creating a vibrant image of quality around your business, the action steps you need to implement are simple:

1. Hire based on natural talent
2. Boost that talent to amazing heights
3. Destroy the competition with rock star levels of customer service
4. Make more money
5. Be happy
6. Take a vacation
7. Repeats steps 1 through 6

Below are two job announcements that were used as examples in the awesome book The Talent Factor: Key Strategies for Recruiting, Rewarding, and Retaining Top Performers, written by Terry Lunn.

You can see how each announcement appeals to the reader who owns the natural talent to be successful in each job. Individuals who have the requested natural talents are stimulated and motivated when they read these statements.

If I were you, I’d mimic the style of these examples to promote your next vacancy. But only if you want to draw in the most talented people.

WARNING: This type of announcement may be ignored by those who feel their résumé speaks for itself.

Click here to view the scanned image below as a large format PDF

Reference: The Talent Factor, Terry Lund. First published in 1992. © Terry Lund

Featured Image Credit : photo credit: Little Girl and Dog via photopin (license)

In this short video I’ll show you just a few features that I think make this tool top-freakin’-notch! ~Andy

P.S. Share this post with your friends, family, or anyone else who will benefit from learning about Canva.

I know that it’s becoming cliché to reference Apple in posts geared toward business marketing and development, but not a single company does what I am blogging about better than them. Creating an army of raving fans who live in anticipation for your next product launch is no easy task, but it’s also not an impossible plan for you to emulate.

Apple followers have blocked traffic, pitched tents, blasted bloggers and have even missed their own weddings in an effort to be one of the first owners to physically hold the latest innovation. Apple’s success can be directly attributed to the loyalty of their customers.

But what if Apple had successfully launched the iPod, and then quit? Do you think the demand for a single product would last decades after its initial release?

Apple keeps their customers coming back because they are constantly providing them with more products to choose from. The iPod turned into iPhone, the iPhone morphed into iPad, the laptop transformed into a MacBook and music stores were struck a fatal blow by the development of iTunes. All of these advancements were customer focused, and succeeded because Apple wanted their army to act as an unstoppable weapon focused on competitor destruction!

And it worked.

Your business, as well as mine, offers something in exchange for money. We are able to sell our wares or services to those who find themselves in need of a solution. They pay us, we provide the goods, they’re happy, we’re happy and everyone wins!

But then what…what are we offering as a follow-up that serves a bigger and better purpose?

What’s your iPad?

The sale does not end after the first customer engagement. It’s our job as savvy marketers to activate our brains, enlist the guidance of our team and grind until we develop something new and exciting to bring them back in. If we fail to do so, we’ll soon lose the opportunity to build our army. The discussion that revolves around you as a new and exciting business will become moot after years of promoting a single product.

Don’t ever forget the fact that people get bored easily. And as a business looking to enhance its growth potential, you never want to be the cause of their listlessness.

P.S. To stay up-to-date on our latest offerings, be sure to sign up for our weekly e-mail newsletter. Just fill out the information on the top left corner of this page, and you’ll receive the very best of our Bent Business babble every Tuesday at 7AM CST. And NO SPAM! ~Andy Sokolovich

photo credit: andreasnilsson1976 via photopin cc

Before I get into the meat of this post, I want to apologize for my lack of written word over the last few weeks. Well, I sort of want to apologize. I guess what I mean to say, is that I feel the need to explain myself.

Over the last two months, I’ve cranked my community involvement into overdrive! To some, this may sound like a very unproductive use of my time, but I’m here to confess in real-time, that getting aggressively involved in my community has been the single best business decision of my short career as an entrepreneur.

Marketing a product or the latest widget can easily be accomplished somewhat successfully from behind the comfort of your reclining brown leather desk chair. But marketing yourself, well, that requires an entirely different set of skills.

With the market becoming quickly saturated with over-inflated marketing messages composed of awesome promises of money well spent and unbelievable savings, it’s never been more important for you as the marketer to create an image of a face to your written name. Developing trust is not something that erupts between the pages of a three-part sales letter.

Sure you can get the ball rolling by issuing a soft introduction with a thumbnail image and short bio, but is that really enough to germinate a massive growth of trust between the customer and your business?

I asked a friend of mine the other day a seemingly simple question. Seemingly simple indeed, but if you’re the type of person who doesn’t often think introspectively, this may be one of the hardest questions you’ve ever had to ask yourself.

“If two people, whom you had just met at a networking event, were standing in a quiet corner of the room out of earshot and your name came up in conversation, what words do you think they would use to describe you?”

Our favorite person to think about is ourselves. But most of us have a difficult time being honest about how we may be perceived by others.

Will you be described as funny, knowledgeable, smarmy, vain, delightful or eccentric? And are these descriptive words congruent with those you wish to convey within your marketing message?

Your product or service is constantly holding hands with your own self-promoted personal brand. In fact, nothing can destroy your business faster than a negative perception of its owner or team!

Does this mean you have to be someone you’re not? Not at all.

I am suggesting that you develop the skills necessary to look at yourself from an outside perspective, and then have the ability to frame your marketing message in a way that matches your personality, appearance, lifestyle, morals and values.

My marketing business was created in an effort to help small businesses increase the impact of their message and the distance it travels. I want my service offerings to be the solution to their problems. So in an effort to manufacture a hard-stamped image of myself as the guy who’s always willing to help, I joined several service oriented clubs, groups and committees within my community. I became active in the local Chamber of Commerce, and built a social circle consisting of like-minded supporters focused on a similar mission.

And I really think that right there is the secret sauce!

If you want to be successful, surround yourself with others who dream as big as or even bigger than yourself.

My business mantra has always been to over-deliver. To provide my clients with a quality service that yields massive results. In order for that message to gain credibility, I have to practice the same effort when developing my personal brand. When I volunteer, I give it my all. When I say I am going to be there, I make sure I’m there fifteen minutes early.

And when I make a promise, I keep it!

The day that I default on my promise, is the same day my trust level begins to decline. And with that decline comes diminishing returns.

Sounds like too much work? Well working your ass off to create a legacy you can hang your hat on has never been easy, but from my experience so far…

It’s well worth it!

Your product or service is only has trustworthy as your personal brand.

“If two people, whom you had just met at a networking event, were standing in a quiet corner of the room out of earshot and your name came up in conversation, what words do you think they would use to describe you?”

P.S. For more tips on marketing your business, as well as yourself, be sure to sign up for our weekly email. It’s sent out every Tuesday morning at 7AM CST. Thanks!

~Andy Sokolovich

photo credit: mutsmuts via photopin cc

But I am willing to bet that you’re missing out on one of the greatest chances to not only acknowledge their special day, but also to offer them an incentive to make a repeat purchase.

People love being pampered on their birthday. I myself look forward to reminding everyone I know that April 19^th is a day to be celebrated!

If you sit down and do the math, you’d be surprised by how easy it is to appeal to a person’s shopping desires on their birthday. If you take the time to send a coupon, gift card or a notification that they have a FREE gift waiting for them at your store, to just 10 past customers a month, and on average they spend $50 every visit, you’re looking at an estimated $500 extra dollars in easy sales a month!

What if they choose to take advantage of your offer, and since they are out celebrating the big day with three of their closest friends, they bring them to your place of business and the friends end up spending $50-60 each?!

Can you see how the numbers begin to add up?

Asking people for their date of birth is easy (WARNING: Avoid making people feel old – ask only for the month and day). Especially, when you notify them that it’s your store’s policy to make sure every customer is treated to something special on their birthdays. Start keeping track of the days on an Excel spreadsheet. Then you can keep all that information organized by month. So on the 30^th or 31^st of each month, sit down and start addressing your customized envelopes. Be sure to include all of your contact information in case someone forgets about your offer. Also, don’t forget to acknowledge them as a past customer. You don’t want them to think that you garnered their contact info using a list broker. Maybe even include a short hand-written note asking them if they enjoyed their last purchase.

OK. That last sentence just sparked another idea!

In the same Excel spreadsheet you use to track the birthdays, also annotate what they bought. This way you are developing an individualized greeting that will create a high-impact message. If they happen to make more visits in between their birthdays, I’d even go so far as to update their purchase on each visit. Sounds time-consuming, but doing so will result in a huge return on your investment!

People always have a little extra cash to spend on their birthday. They feel like treating themselves!

It’s your job as a savvy marketer and business owner to point them in the right direction.

photo credit: Will Clayton via photopin cc

But in order to get the most out of your social circle, list of contacts, community influencers and die-hard doers, you’ll have to learn what NOT to do when taking the necessary steps toward building your unsinkable network.

In this presentation, I’ll tell you exactly what to avoid when presented with the opportunity to introduce yourself to new people (I’ll even reveal my proven effective secret sauce!).

The best part is…you don’t need to be a social butterfly or have massive amounts of charisma in order to be a top-notch networker.

By avoiding these five simple yet off-putting actions, you’ll start building a web of contacts full of people who you can help succeed…

And in return, will also be excited about reciprocating the favor!

Over the next 13 minutes and 35 seconds, I’ll cover topics like:

– Selling at a networking event

– Providing your job description

– Handing out business cards

– How not to fake the funk

and of course as mentioned above, the recipe for my “implement immediately” secret sauce!

Having the ability to call on people when you need help acts as a lifeline when your business falls on hard times. People genuinely want to help you succeed, but in order to start weaving this proverbial safety net, you’ll have to get out there and make yourself known within the community.

This presentation will give you both the security and peace of mind knowing that you’re doing it right!

Thanks again for taking the time to view this presentation. I work hard to ensure that you are provided with solid information that will make your life easier.

P.S. I’d love to present this class to your local Chamber of Commerce, Lions Club, Kiwanis, Rotary or any professional group focused on making solid contacts and friendships!

Simply give me a shout and we can work out the details. ~Andy

photo credit: TechCocktail via photopin cc

Business is a fickle thing. First, an idea is hatched. A passion is ignited that leads one to take action toward monetizing their vision. The first few weeks are fueled with excitement as we apply for loans, hunt for retail space and get that first high-limit credit card in the mail.

Everything seems to be going just as you planned.

Fast forward six months, and that hot and heavy business love fest has fizzled up. The credit card is maxed out, the interest is building on your loans and your “gotta have it” retail space appears to be killing you in utility fees.

Could failure be inevitable?

At this point, our brain shifts into survival mode. We can’t stop thinking about the amount of debt we’ve incurred, and the echoes of the naysayers seem to be playing on a loop.

As we think back to the past decisions we made, we start to unearth these massive mistakes and regrets. Why did I get such a large space? Why did I buy so much inventory before I researched the customer demand? Why did I max out that card on high-end decorative furnishings for my waiting area?

Why!!!??

The answer to all of your questions is rather simple. It won’t make everything better, but it will explain why you are in this seemingly unfathomable mess.

You are here because you never made these same mistakes in the past in which to learn from.

The truth is, every great entrepreneur has sat right in that same chair, nestled against the bosom of regret and potential failure.

Trust me…you’re not alone!

But before you decide to throw in the towel, I want to take this time and reveal the five most common lies we tell ourselves when our business starts to fail.

1. “Nobody is spending in this economy.”

I’ll acknowledge that some shoppers have seriously restricted their spending in an effort to safeguard their savings, but there are also those who are still spending money on products or services that offer solutions to their problems.

It’s your job, and the focus of your marketing efforts, to present your business as that solution.

2. “If I only had some extra money, I’d be able to get the word out about my business!”

False. In today’s world of LIKES, tweets, +1’s, podcasts, emails, text messages, YouTube, collaborations and community networking events, you have ample opportunities to market your business at little to no cost. The only thing it will cost you is time and a ton of energy!

You’ll have to make the time to get out there and introduce yourself to those potential customers and repeat patrons. There’s no excuse for sitting comfortably behind your register waiting for the door to open. “If you build it, they will come” only applies to baseball fields.

Being the best kept secret in town will always be a bad thing.

3. “Location. Location. Location! If I could move, I’d be doing better.”

Nope. Circa 1950-ish, when the only thing keeping businesses afloat was their physical visibility from streets and corner traffic lights, I’d be willing to throw you a bone here. But today, there are incredible businesses thriving in some of the most obscure locations. What they’ve been able to do, is play on their perceived weakness in an effort to promote their offerings as exclusive, coveted and a “must see!”

In fact, I recently read an article in a popular business magazine that highlighted the success of a bar that was absolutely killing it. It wasn’t because of their awesome wine selection, it wasn’t due to their high-end food menu and it was definitely not a result of their high visibility location. This bar was actually insanely hard to find! The only way to enter its doors was to walk through a separate business, enter an old phone booth in the back room, and lift the handset to request entrance. And only then would the booth open up your way into this intentionally secretive hot spot.

Once the word started to spread, this bar not only became the hardest bar to find, but it quickly became the hardest bar to miss!

4. “I have no idea why my customers seem to only buy once and never come back again.”

For this reason, it is crazy important for you to garner the contact information from each and every customer who spends money with you. By having access to their email, phone number and mailing address, you’ll have the ability to extend the conversation outside of the store. Enhance your return visits by continually marketing to them reference your new products, sales, service enhancements, birthdays, anniversaries or any other special event you think deserves acknowledging.

By providing their contact information, they have given you permission to send them marketing messages. You’re not doing anything illegal. And if you feel that you are “bothering them,” well…you’re just going to have to get over that. Ease your mind by not over-doing it, track your responses and zero in on the best mix of media and sending frequency.

Marketing is the life-blood of your business!

5. “I’m just not the business type.”

True. You may suck at the logistical part of building a business, but you are also very creative!

Your strengths lie in having the ability to think outside the box, and continually come up with ideas for new products and services. That’s why it is important that you find someone to join you in this venture. Someone who has an analytical mind, and is effective at maintaining a budget, tracking inventory and managing pay roll. You can’t be great at everything.

Andrew Carnegie, Henry Ford and Steve Jobs all had to supplement their weaknesses with people who could take on these tasks, allowing them the time to focus on their strengths. When we are forced to work on something that makes us miserable, we quickly begin to resent it and put forth less than our best.

Real success always presents itself when we work in-line with our naturally given abilities and strengths.

Before we close out this post, I want you to do me a favor. Prior to you slapping that “out of business” sign on your front door, take a few days to document all of the nasty thoughts that are creeping into your head. Write them down in a notebook verbatim as they appear in your thoughts.

Next, after a day or so has passed, I want you to look back and determine if they are still relevant. If so, ask yourself if there’s a possible solution. Because problem that seemed so dire 48 hours ago, may not appear as complicated today.

And then, take a deep breath, and never be afraid to ask for help. Remember…

You can’t do this alone.

P.S. If you need help, let me know. ~Andy Sokolovich

815-441-2219 or andy@bentbusinessmarketing.com

photo credit: zilverbat. via photopin cc

Oh yea! My wife was in the Air Force as well 🙂

My eleven years in the Unites States Air Force allowed me the opportunity to work for some great leaders. It also introduced me to appointed leaders who lacked an ounce of ability. Since honorably separating from the military in 2011, I’ve delved deep into the attributes that make up an effective leader. All of my research will be for nothing if I don’t take the time to share my findings with you.

So here you go! I present to you the latest Bent Business Marketing production, Leadership 101: How to become an effective leader

Please feel free to comment below, share and add your own viewpoints or attributes. Thanks for taking the time to watch this presentation, and stay tuned for more videos as we explore the art of networking, web-based marketing, social media and how to motivate your employees.

Thanks again!

I wish I could say that what you are experiencing is uncommon, but every day, business owners are blindly spending gobs of cash on multi-media marketing, and are left with nothing but empty pockets and a massive amount of regret!

What’s the problem?

Let me try to sum it up from the perspective of the business owner. The following depiction is fictional…at least for myself. But it may be very real for you.

“I spent over $10,000 last quarter promoting my business in the newspaper, billboards, television, hiring graphic artists, buying mailing lists, printing tri-fold pamphlets and building a new website. In fact, $10,000 might be a little low. Either way, at the end of it all, I can honestly say that I have absolutely no idea if any of it worked!”

“How sad is that? An estimated investment of $10K, and I’m left wondering if it generated a single new sale or customer.”

OK. Back to reality. And here lies the rub…

You assumed that all you had to do in an effort to effectively market your business, was to let people know that you existed. Your advertisements were plastered with your business name, location, contact number and maybe your operating hours. Your goal was to make people aware.

But what you have failed to do, was to not only make people aware, but also to give them a reason to buy from you.

You see, buying the ad space is easy. Oh yea! And to make it even easier, publications will offer to design the ad for you at an additional cost! Sure it costs more, but at least you don’t have to do it yourself. So you’re justifying the expense based on the time it saves you.

STOP DOING THAT!

Don’t leave the success of your advertisement up to someone who makes money on the sale of ad space. It sounds like an easy solution to your lack of time, but it’s like paying big bucks for a car by only looking at a parking space. You don’t get to see the car, you have no idea if it even runs! But you’re willing to fork over the cash after only hearing about the space in which it will be parked!

Sounds crazy, but if you think about it…it’s the same scenario when buying ad space.

In order for your ad to be effective, it needs to have a strict set of key ingredients.

1. A compelling headline

A compelling headline has been proven to increase the response rate of your ad by at least 50%!

2. Sub-head

A second string of text presented in smaller font, positioned directly below the headline. The sub-head lures the reader in by revealing that within the context of your ad, you’re going to offer a solution to their problem.

3. Persuasive and fact packed body copy

Here you are going to re-state the problem, state your qualifications and then express how you, as a business, are going to make their lives easier. Slap in a customer testimonial for extra fire power!

4. Strong call-to-action

A CTA acts as finger-pointing them towards the next step. Do you want them to call you, come in, text, send an email or visit a website? How do they take advantage of your offer or buy what you are selling? Without a strong CTA, the reader is left wondering what to do next.

These four ingredients are required if you want your advertisement or marketing efforts to result in a boost in sales and a sharp upward spike in your bottom line.

All of the advertising and marketing expenses we noted in the scenario above are legitimate expenses, and for the most part, are great ways to attract new business. But the professional you are forgetting to seek out, is known as a copywriter.

A copywriter, such as myself, is skilled at several sales writing disciplines. But the best and most important of them all is having the ability to tell a story! A story that his easy to understand, and is targeted on the audience who is not only interested in your product, but is most likely to become a repeat customer.

Here’s the secret sauce.

And…if you lack the ability to track your response rate (is your ad working), garner contact information (email address, mailing or phone number) and secure the permission to send repeat marketing messages in the future (subscribe to your mailing list or RSS feed), well my friend…

You’re wasting your money.

I sincerely hope this warning does not fall on deaf ears. As business owners, we need to be working together to ensure each other’s’ success. Operating alone is entrepreneurial suicide. My ultimate goal is to educate you on the stalking pitfalls of pointless and costly advertising.

You don’t have to take my word for it. As a simple exercise, I’d like for you to go back through your advertising expense receipts from the past year, and figure out how much you spent.

Next, add up all of the new business that came as a result of those ads. If the money in is greater than the money out, I’ll stand and applaud your efforts.

But if you are sitting there asking yourself, “How can I tell if the ads worked?” you may want to stop what you’re doing, put down that calculator and call this number…

815-441-2219. That’s my direct line.

It’s time to slap a tourniquet on that gushing wound caused by excessive spending on crappy advertising.

P.S. This message is not meant to be a secret! Pass it on to anyone you think might be digging themselves and early grave. I’ve studied what works…and what doesn’t. The same applies to every industry. People spend money because they have a need for what you’re selling.

But it’s my job to make them aware of that need!

Call 815-441-2219 to set up a FREE 30 minute consultation where we’ll look at what advertising you’ve done in the past. Together, we’ll develop a solid plan of attack!

Thanks for taking the time to educate yourself and become an entrepreneur who makes smart decisions with their money. ~Andy Sokolovich

And in marketing, that person is the over-promising, under-delivering charlatan whose mere presence makes people uncomfortable. You know the type. The greased back hair, toxic cologne and sharp tongue. These fast talkers want nothing more than to take your money and run. It is guys like this that give marketing and salesmanship a bad name. In fact, a recent national poll stated that 53% of Americans claim that they experience a feeling of deception when they read, listen or watch a marketing message. Over half of the country feels like they are being ripped off!

So I guess the big question is…”Can your marketing be both effective and honest?”

In my professional opinion, the answer is a confident and resounding YES!

If you have to twist the truth in order to sell your product, your chances at experiencing long-term success are slim to none. You’ll be sniffed out fast, and in today’s world of rapid digital communication, it won’t take long for the word to spread like a bad rash.

Most online sales sites have a review or rating section where past customers can post their opinion of your product, and the buying experience they had with your business. This area, such as Amazon.com’s 5 star rating system, can either make you or break you. I myself have made hundreds of dollars’ worth of purchases on Amazon after only minutes of glancing over the product reviews.

In an economy where people are closely guarding their earnings, and only choosing to do business with the most rebuttal companies, one would be a complete fool to create customer distrust by falsely marketing their products features and benefits.

Successful businesses, non-profits, clubs, schools and other organizations are honest in all of their marketing because they understand that adding just a dash of dishonesty, just a tiny pinch, will eventually standout in the minds of their audience. And once that seed has been planted, there’s no chance that your message will have ever again be accepted as truthful.

The reputation that you worked hard to build over the years, is not worth tainting for a few extra sales, some new members or a hundred dollar donation.

Now you might be saying to yourself, “I don’t lie…I simply exaggerate a little.” In marketing and advertising, there is a fine, and hard to navigate line, between exaggeration and dishonesty. You fall to one side of that line, you might be safe, but you drift over to the other, and you’re toast. It happens fast, and it happens to those who had nothing but the best of intentions. Maybe we witness a competitor stretch the truth in his or her latest newspaper ad. They laud the importance of buying their product based on their secret additive, which really doesn’t exist. Then they over-sell and over-value their product with crazy exclamations, and you know for a fact that what they are saying is a giant pail of hog wash.

So should you draft up your own crafty tall-tale description, or do you simply highlight the truth?

The truth is just as sexy as the lie! Great marketers and advertisers know how to find truthful descriptions of a product or service, and tell it in a way that the average customer may have missed. The best way I know how to explain this process is by using a reference from a crazy stupid movie called Dude! Where’s my car?

In the movie, the two main characters pull up to a drive-thru window and order some food through the intercom. The woman on the other end says, “And then?” asking the guys what else they want to add to their order. Ashton Kutcher’s character says, “No. That’s it.” The woman replies by repeating their order and again asking, “And then!?” This goes on for far too long, but demonstrates a great method I use to uncover some of the coolest benefits associated with a product.

Start by stating the problem that your product will solve. Once you have that written down, next to it write the words, AND THEN? That simple query will force you to envision what comes next.

For example: Bill’s weed and feed, used as directed, will rid your lawn of overcrowding weeds, and replenish lost nutrients in the soil, creating a green and vibrant appearance. As a result, your neighbors will most likely wave to you more often hoping that you will share your secret. So grab that morning cup of coffee, puff up your chest and sit upon your throne as the newly crowned Dean of Green! You deserve it my friend…you really do.

Your product solves a customer’s weed problem, and adds nutrients to the soil bettering the overall health of each blade of grass. The result is a more green and lush lawn. And then all of that effort will be acknowledged and envied by your neighbors. And then the compliments will create a boost in self-esteem and pride in your lawn’s newly enhanced appearance. And then you feel great!

You are simply playing and having fun with the outcome. No sane person is going to use this product, and then stand in their yard waiting for someone to wave. As a customer, they understand the message and appreciate the nature of your meaning. Your product simply solved their weed problem.

And that’s why they decide to buy.

As an added bonus, be sure to include specifics in your ads. Hard numbers and percentages are great! Just make sure that you have the data to back up your claim. Also, be sure to include some genuine testimonials. Humans are creatures of social influence. We base many of our decisions on the actions or opinions of others.

If there’s ever any doubt that your message is sincere, ask yourself if you’d be comfortable giving that same pitch to your dear old grandmother. If you get a weird feeling in the pit of your stomach, or it takes you awhile to answer your own question, you may want to think about changing some things up.

photo credit: Tim . Simpson via photopin cc

With the ever-growing mass of junk email recipients are receiving these days, the traditional sales letter is making a serious comeback. But that fact alone won’t result in a higher rate of success. In order for your sales letter to work, you have to write it so that the reader has an easy time following the key points, and understands the steps required to take advantage of your offer.

Here are 7 quick tips to writing a bad ass sales letter.

1. Be sure your headline clearly identifies a benefit

The headline is the most highly read portion of your letter. For this reason, we want to take full advantage of its power.

“This carbon-based powder will rid your dog of skunk stink in less than 10 minutes.”

Your headline solves a problem. The above example targets the potential customer who quickly recounts how it took days of bathing in order to remove the stench off their freshly sprayed basset hound.

They’re hooked if your product truly does what you’re claiming! And for the sake of business growth and humankind…it better.

2. Keep your sentences and paragraphs short

Use the body of your letter to highlight each benefit in just enough detail to keep the reader wanting more. Small, crisp and well-thought out sentences work much better than lengthy run-ons crammed into over sized paragraphs.

I like to use bold-faced fonts and underlines when I am really trying to hammer a point home. Just be cautious of using too many exclamations in a single paragraph. It looks dumb, and it comes across as if someone was yelling your message rather than simply being excited about the product.

3. Before you send it…read it out loud!

Reading something out loud is a necessary step in the review process. By reading material out load, we are able to hear sentences that sound misplaced, discover misspelled words and listen to the overall structure of our content. You may come across a paragraph at the end of you letter that would make more sense, and be more impactful, if it was placed at the beginning.

I suggest reading your letter out loud at least a dozen or so times before you seal that envelope.

4. Include a P.S. (Post Script)

The P.S. is the second most highly read piece of copy in your letter. Use this space to once again highlight a key benefit or the problem(s) your product or service solves. A post-script is a great place to reiterate the next step in the buying process. Tell the reader what exactly they need to do next.

Call, email, mail, text, like us….give clear instructions and make sure that you’re able to track the results!

5. Avoid using big, industry specific phrases or slang terms

Keep it simple! Too many businesses stuff their sales letters with industry specific jargon or phrases. Words like that are fine if your target audience understands what they mean, but if you are selling to the average consumer or first time listener of your message, be sure to use nothing but basic terminology.

If you are naming a unique technology that’s used solely in your product or through your service, be sure to elaborate enough so that the reader understands why that technology is beneficial to their needs. Also, avoid acronyms unless, once again, you provide a sufficient amount of descriptive information.

6. Provide the evidence

Back up your claims. Consumers today are choosing to do extensive research before buying a product. The best thing you can do, is save them the time, and provide them with the facts, figures and testimonials they require in order to feel that they’ve made a smart purchase decision.

Provide the reader with as much evidence as you possibly can!

7. Include a website, customer service number or local provider

If they need more information, make sure they don’t have to search for more sources. Give them all of your contact information. I would recommend providing them with a website, but if you don’t have one, use your social media pages such as Facebook. They key is to have a place where they can go that will provide them with additional answers to their questions.

Remember, your sales letter needs to be persuasive and provide the reader with a solid amount of information. But that last thing you want to do is dish out a hefty slice of information overload! Use your website or Facebook page to fill in the blanks.

Writing a sales letter that converts into sales is something that comes with experience, customer research and a careful selection of the target audience. Take your time, and try viewing your letter through the eyes of its recipient. If your ads are failing to get the results you were hoping for, you may want to consider hiring a professional copywriter.

A well formatted and written piece of sales copy is always worth the investment.

P.S. If you need help creating your sales-letter, be sure to shoot me an email. I’d love to help you get the most out of your efforts.  ~Andy

andy@bentbusinessmarketing.com

photo credit: Victori∀ via photopin cc

It’s about community and a sense of belonging. Stop working from a table in a coffee shop and stop sneaking around parking lots search for WiFi networks. Coworking allows you the chance to surround yourself with like-minded individuals who want nothing more than to help you succeed!

(Click here to download and view full-size image)

Not a single person in this world is better than you.

“I could never talk to her! She’s so intimidating. She would never even listen to me anyway.”

That sentence depicts several factors that cause most people to fail, self-sabotage and prevent any chance they may have at being successful in life.

Listen, I understand that you may not be the type of person who enjoys approaching people and introducing yourself, and that’s fine. In fact, in this post, I’m not going to stand on my soap-box and exclaim that in order for you to be successful, you have to be insanely outgoing and charismatic. We all understand that some people are simply more comfortable with impromptu face-to-face communication than others. There are those select few who can work a crowd, make people laugh and engage everyone in the room while looking at them directly in the eye without blinking.

That’s a great set of skills for one to have, and yes it does increase the volume of your message, but it is NOT an essential ingredient in the recipe for success.

Let’s break down the quoted sentence above.

“I could never talk to her!” – Why? People are people. I know it sounds cliché, but we all put our pants on one leg at a time. Your ideas and visions are just as important as their own. Never look at someone as being better or superior to yourself. Feeling that way will always impede your personal and professional progress, it will never make things better or prevent you from making mistakes.

“They’re so intimating.” She would never even listen to me anyway.” – You think they are intimidating, but people of real value want nothing more than to help others succeed. This world is full of awesome individuals who live solely for the purpose of inspiring, motivating and pushing others toward achieving their goals and passions.

But in order for them to help you, you need to take that first step, and engage in a conversation.

It will be well worth it…I promise!

When we awake every morning feeling like we have nothing to offer, that our ideas are stupid or that there is no one ready and waiting to listen, we’ve already lost. But when we seek out those who are in positions to help, the world opens up and reveals endless amounts of possibilities.

In today’s society there is a common misconception that success is obtained when one person out spends the other, when the big dog eats the little dog and when you have to cheat in order to win. But after listening to and reading the written messages of many successful entrepreneurs, one four letter word seems to surface like a beacon of hope when struggles seem too heavy for one person to bare…

HELP.

It’s there. Now all you have to do is ask for it.

P.S. If you need any guidance, advice or just an ear to chew on, I’m the type of person who’s always looking to help.

Email me at andy@bentbusinessmarketing.com

photo credit: LeonArts.at via photopin cc

Every success starts from a simple idea. But what happens when you no longer have ideas?

Today, I was sitting in a classroom discussing the generational differences among members of society, and viewing a slide show presentation that broke down the ideals and work ethic of Traditionalists, Boomers, Gen X’ers and Millennials.

Frugality, pride, loyalty, heart and perseverance were common words used to describe those who survived through the Great Depression. Boomers were dubbed as anti-government, free-spirited and as lacking respect for authority. The Gen X’ers along with the Millennials were both dunked into a category consisting of technological advances such as the internet, gaming, pirated music and medical research.

While each description could spark a debate, especially in a room of mixed members, one distinct commonality stood out amongst the highlighted differences. Each generation made an impact in this world based on their ability to develop new ideas and take action to see those ideas come to fruition. Their ideas would morph to create new ways of solving old problems, eradicating diseases, space travel, inventing automobiles, preserving food, communicating through invisible airwaves and manufacturing tiny computers that can store thousands of songs and then fit comfortably into your front pocket. These seemingly impossible visions would spark the transition and changes in behavior from one generation to the next.

Ideas are free to create, free to write down and free to share. They cost you nothing to formulate, and once the power of your own thoughts are harnessed, they can be used to change the world forever.

What was your last big idea? Did you jot it down or share it with someone? Did you get excited about new possibilities or adventures? Or….

Did you selfishly keep it to yourself?

I like to treat ideas as handshakes. As you go through a normal day meeting new people and extending hands for that expected embrace of politeness, instead of simply exchanging “hellos,” consider exchanging ideas. A greeting will introduce you to a person’s birth name, but the sharing of ideas will introduce you to their dreams, their passions and their desire to make a difference in the world!

The thirst for change has and will always exist in every generation.

But the catalyst will always remain in the free-flowing of shared ideas between everyday people like you and me.

I tell my daughter all of the time that “sharing means caring,” but a better and more accurate spin on that same clichéd phrase could sound more like…

“Sharing means caring…but only if you care about changing the world!”

P.S.  I was born on April 19th 1982 and that puts me in the Millennial or Gen Y generation. I’m not really big on labeling myself based on my birth year, but as long as I keep sharing my ideas, hopefully my picture too will one day be presented in a slide show to a group of imaginative members of society. ~Andy

Learning through the process of imitation is nothing new. I myself learn best when something is demonstrated to me rather than explained. We pick up new skills and abilities by simply watching someone with more experience perform tasks in which we envy.

Marketing your business is really no different.

When I am working with a client, I often hear how a competitor of theirs is kicking-butt in a particular market. They begin to tell me how business X is using social media, videos, podcasts and direct mail to flood the area with creative marketing material. Shortly after they finish venting their frustrations with a dash of jealousy, I reveal to them a little secret. Nothing mind-blowing, just a simple string of words that seems like common sense but is often overlooked.

“Copy their success!”

I’m not saying that you rip them off, but what I do advise, is that you learn to be a duckling. Imitate the actions of others in an effort to better understand how to survive.

If your competitor is able to harness massive engagement on Facebook, you need to start looking into creating a page for your business. Watch the type of content they publish and track the level of customer response. If posting images of their staff seems to generate some solid following, start posting images of your own staff. If they’re using their iPhones to record “How-To” videos to post on their YouTube page, whip out your phone and show the viewer’s how your product is both easy to use and affordable!

The last I checked, there’s no rules against leveling the playing field. If that was the case, Coke would sue Pepsi, Ford would battle with Chevrolet and Sony would be throwing hay-makers at Samsung. Every single brand would be lost in an endless legal battle for rights to market their products in a targeted and effective way.

You don’t need to have a massive marketing budget to remain competitive in your market or industry. In fact, it’s smart to lay in the shadows and make those with deep pockets make the initial mistakes. If you see a full-page ad published by the competitor down the block in your local paper, wait a few weeks and see if they do it again. If they don’t, chances are pretty good that it failed miserably. If they do, get with a local designer and start working on your own vision of a full-page promotion. When geese fly in a V shape, they do so in an effort to reduce the wind resistance on the trailing bodies. Those who follow the goose at point have an easier time conserving energy for the long trip ahead.

Marketing is not a race. It’s a methodical game of chess. Mistakes are made, and the next player capitalizes. That’s just how the game is played.

So the next time you see a competitor creating marketing material that makes your mouth water, don’t be left making excuses. Seek out the people who possess the skills needed to create something similar for yourself.

But first wait to see if their efforts work! Then strike back faster, stronger and with a sense of urgency.

P.S. Feel FREE to copy anything that I’ve done to promote my own services. Heck! I’ll even tell you if it worked. ~Andy

photo credit: CzechR via photopin cc

Picmonkey has a free version and paid version.  The paid version is $33 a year and unlocks all the features and fonts.  There are tons of things you can do with this site to edit photos and it’s pretty easy to use.  There is a picmonkey blog you can use for inspiration (and even an inspiration tab) and a bunch of tutorials on how to use the various features.

Picmonkey is my go-to site for slapping a watermark on my photos.  It’s a great place to get super creative with them with various fonts and labels.  When you have a blog or share images for any reason, you should always throw a watermark on them.  This will ensure that you get credit if the image is shared.  This is especially crucial for artisans or you crafty bloggers who have ideas that get pinned or shared via social media.

This is an image I shared on my other page for HandsomeHomesteader.com

I made the little label on the bottom right using picmonkey and when the image was shared on Facebook-it always had my logo or label on it.

Another super cool feature is the ability to format your pictures for Facebook.   Picmonkey makes it really easy to get your cover photo or profile pic into the proper dimensions so you don’t end up with an ugly pixelated image that does not fit.

I love picmonkey almost as much as I love Facebook.  It’s easy to navigate and has a TON of features even in the free version.

Wanna talk some more about Picmonkey.com, Facebook or any of the other neat ways I can help you with your business?  Give me a call at 815.441.2219 I love helping people learn how to use these simple tools to grow a dream.  Wanna learn more about dreamers?  Click here

Often when we discuss the process of marketing your business, the first thing that comes to the mind of the owner or manager is the cost. Small businesses, especially those in a start-up phase, are closely monitoring every dollar that’s invested back into the business.

One would be a fool to simply toss their earnings toward advertising or marketing  without having some sense of a return on their investment.

But every day more and more businesses are rolling the dice, and spending gobs of cash on what many have dubbed “Pay and Pray” advertising. This is simply ad space that you pay for, usually top dollar, and pray that someone sees it and reacts to your call-to-action.

Now don’t get me wrong, your initial attempts at identifying your target audience will result in some not-so stellar returns, but that is to be expected. As you refine your message, you’ll be able to fire your offers directly to your ideal customer like a highly camouflaged recon sniper! Your aim will be deadly accurate, and you’ll be able to quickly decipher between a solid marketing investment and a told waste of cash.

But what I want to reveal to you today, is that truly successful marketers don’t require a tightly rolled wad of cash in their pocket to draw in new customers and create repeat buyers out of your existing ones. They have something that can only be attained after you have made the decision to stop coloring within the lines and following the advice of telephone advertising sales reps.

What they have in stock is an incredible amount of imagination.

And it’s FREE!

imag·i·na·tion (Merriam-Webster)

noun i-ˌma-jə-ˈnā-shən

: the ability to imagine things that are not real : the ability to form a picture in your mind of something that you have not seen or experienced

: the ability to think of new things

: something that only exists or happens in your mind

In order to reach new sets of eyes, you have to break through the clutter of the over 3,000 marketing messages each person digests daily. To put it in perspective, that’s the equivalent of you attempting to communicate your message to a single person over the roar of roughly 273 football teams! In the crowded world of sales and marketing, imagination is now king.

Money can buy you distance, but imaginative marketing will earn you their attention. Start thinking like a kid again. Use your creativity to reach past the messages of those who comfortably remain nestled within confines of the status-quo. Get excited about the endless opportunities you have to share your dreams, desires and stories. When you start taking action to answer those “what if” questions, you’ll begin to notice that nothing is impossible. In fact, some of the best results are often sparked when an idea is met with a response of…”No. We couldn’t do that…could we?

That’s when you know you’re on to something really special!

“There are no such thing as limits to growth, because there are no limits on the human capacity for

intelligence,imagination and wonder.” ~ Ronald Reagan

photo credit: Express Monorail via photopin cc

It served up a page explaining the World Wide Web project and giving information on how users could setup a web server and how to create their own websites and web pages, as well as how they could search the web for information.

Fast forward to 2014, and many businesses are still hesitant about launching their brand into the high traffic web-o-sphere. But even those who have decided to build a website to promote their business, often let it rot somewhere in cyber space failing to update it, share it and harness its power as one of the greatest communication tools ever invented!

By now you can tell that I am pro website. And following that statement you are left thinking to yourself, “Sure he is! He builds them for people and in turn gets paid for it!” And your statement would be correct. But as you also know, promoting a product which helps people just like me build their business, follow their dreams and move them into the future is not only profitable…it’s insanely satisfying!

Websites give a business the ability to share a massive amount of information quickly, easily and without restrictions. You can share your message with the guy sitting in his apartment right down the block, or with a young mother who’s checking her Facebook page in Bangladesh. The sending and receiving of information on this global scale means that your competition is no longer confined within a shared zip or area code.

Websites have become integrated with social media sites such as Facebook, Twitter, LinkedIn and Google+. This collaboration now offers the user to share information in seconds with their friends and connections which now range from a few hundred to several thousands.

But how does a website work?

Most people whom I speak with about web design query my approach because in their mind…”they have nothing to sell online.” But the true value of a website is not in the selling of goods or services. The real benefit is in the telling and the ability to share your own unique story of who, what, when and how you got into that business.

I love speaking with entrepreneurs whose eye’s light up when they reveal to me the events which motivated them to break the chains of their old daily grind, and head off into the scary world of small business ownership. You can almost feel their passion filling the room. Their hands move wildly as they gesture while reliving some of the most exciting times, the times when they knew that they were on the path to success! When finished, they appear to be almost breathless as they recover from that huge spike of enthusiasm.

I always walk away from those conversations both excited and saddened. I’m excited by simply being close enough to attract their attention as they chose to share their story with me. And then I am saddened because I realize that I may be just the second or third person this month to hear this vibrant tale of one’s relentless journey toward success.

When you explain to people how you got your start, you in essence remove the border between being a perceived wealthy business owner, and a human who made mistakes, took the wrong exit and only through the help of his friends and family, found a way to make it work. That story levels the playing field. You, the business owner, are now an influencer. A person who has the ability to inspire others to follow their dreams.

Can a website really do all that? Can it change the way people perceive me?

A website acts as your home base. A place for you to create content that can be shared with the world. Sure, you can sell products, promote services, add a “checkout now” button or pitch your next big book release, but what it’s really good at, is building a heightened level of trust between yourself and the customer.

I’m sure you have heard of terms like search engine optimization, blog or lead generation. It’s true that a website can supply the owner with massive opportunities to attract new customers, boost sales and help build massive mailing lists, but all of that stuff comes later. The first step you need to take before creating your digital footprint, is to sit down and write out YOUR story. Write about your initial fears, processes, mistakes, mentors, ideas and visions of the future. Talk about how your family influenced you to follow your desires, and constantly urged you to go ahead and “give it a shot!”

Tell your story like only you can. And then allow thousands of people to take a peek behind the curtain, to read, share, LIKE, tweet and +1 your message. Build your website to be a reflection of who you really are. Some of the greatest websites ever built introduce you to the business and the owner in way that when you physically meet them for the first time, you’ll feel like you’re reconnecting with an old friend.

P.S. If you would like to schedule a time to discuss how we can help you tell your story, please give me a call at my direct number 815-441-2219.

I look forward to working with you to share your message! ~Andy

Incentive offers are a great way to entice repeat customers or lower the buying resistance of potential new shoppers. These are special offers made as a way to give the buyer a slight push in the direction you want them to go. Some of the most popular incentives are merchant giveaways. A simple and well-promoted giveaway will boost short-term sales numbers. It’s most commonly seen during slow months where weather, vacations or local economic hardships have kept the money spenders away.

I highly recommend seeking out creative ways to lure in new customers with gifts, but there are a few things you must think about before slapping together your instant offer.

The following suggestions were derived from Paul and Sara Edwards’ best seller, Getting Business to Come to You. A great book detailing how you can create effective sales promotions to attract all the business you can handle!

Be sure that the item you are giving away is related to your business

You want the recipient to enjoy your gift, use it and then come back for more…or at least have it be related to your own product or service. Sounds like common sense, but you’d be surprised by how many merchants swing by the local Dollar Store, buy $300 worth of trinkets and use those as their FREE giveaway.

This tactic will only work if the item is somehow connected to your business, and is of good quality.

Imprint your business name or logo on the gift

Slap your logo, contact number, website and social media links on EVERYTHING! You want the customer to look at that item and remember your generosity. You should never rely on the customer to recall where something came from. Choose giveaway swag that is solid in color, and is able to securely hold a label or sticker.

It’s safe to say that you should never let anything leave your store that doesn’t have some sort of business identifier imprinted on it.

It should be functional and usable on a regular basis

Pens, mugs, thumb drives, mouse pads or anything that you can see the customer using daily. You want your gift to be functional. Take a close look at what you sell in your store, or what services you offer. If you’re a photographer for instance, giving away a FREE thumb drive so your client has a way to take home digital copies of their images, is a smart choice. You could upload a copy of your business card, a calendar created with your images, and some links to your website and social media pages. Have a local print company run off a few dozen stickers of your logo and contact info, and slap those on the outside of the drive case. You can also order custom promotional flash drives online, but they are a little expensive.

Ensure it’s a durable design

Cheap is cheap. Your gift in going to convey your appreciation for the customer. Avoid giving away something that falls apart after a single use and then becomes trash. That trash is a burden. It’s something that the customer will have to dispose of. You don’t want the office trash cans filling up with your cheaply made promo pens or calculators.

Now I’m not saying they need to receive the best money can buy, but keep in mind that your gift acts as a “Thank You,” a gesture of goodwill from business to consumer.

Make sure that other people will see it

Not only do you want your gift to be used regularly, functional and well-built, but you want it to be visible to others. Co-workers, family and friends are always going to be in close proximity to your customer. Think about items that have high visibility.

T-Shirts are very popular promotional gifts. Most t-shirts are not worn daily…at least not without washing I hope, but they serve as walking billboards for your business. I know of a local coffee shop here in town that rewards their customer’s fashionable loyalty by giving them a discount on Tuesday’s when they come in sporting their stamped threads. They call it “T-shirt Tuesday!”

Brand repetition leads to brand recognition. The more we see a brand’s image, the more likely we are to recall their name when we find ourselves in need of their product or service.

A gift giveaway will yield zero results if not aggressively promoted. You simply can’t wake up on Sunday and decide you are going to give something away on Monday. You’ll want to build up some buzz first through word of mouth, print, direct mail, social media posts, television and/or radio ads.

It’s your job to start the conversation, and then reward your customers for their effort.

P.S. Also, remember to be creative and have fun! It’s your business. I simply offer suggestions that will help you increase your customer base, stack your bottom line and help you sell more stuff. But the real key to being a successful business owner, is to really enjoy yourself! If you love your business, you customers will recognize your passion, and want nothing more than to be a part of your dream. ~Andy

photo credit: Helmetti via photopin cc

For example, I have a blog and Facebook page called Handsome Homesteader.  If I wanted all the Bent Business Marketing fans to see a post from my page, all I would need to do is tag Bent Business in my post.

An easy way to attract new eyes to your page!  I’m a huge fan of using Facebook for businesses.  Give me a call at 815.441.2219 or shoot me an email at marlana@bentbusinessmarketing.com if you want to find out just how cool I think Facebook is or how we can use it to promote your business or blog.

Simply genius.

A website which displays twenty-four straight hours of dancing immersed the euphoria of never-ending happiness. Great lyrics are supported by an insanely catchy hook and foot tapping beats.

Happy, a recent song released by the mythical music mastermind Pharrell Williams, is turning into one of the best self-help tools this world has ever seen. As part of the Despicable Me 2 soundtrack, Happy had my undivided attention as I sat soaking up the humor jam-packed into my kids’ new favorite movie.

[Hook:]

Because I’m happy

Clap along if you feel like a room without a roof

Because I’m happy

Clap along if you feel like happiness is the truth

Because I’m happy

Clap along if you know what happiness is to you

Because I’m happy

Clap along if you feel like that’s what you wanna do

With so many songs out there focused on heartbreak, death, war, drugs, violence and sex, it comes as no surprise that this song has been downloaded by millions of people looking for some inspiration in their lives. While I love the message, and will probably listen to this song approximately a dozen times before lunch, I am even more impressed by the production team’s marketing efforts.

24HoursofHappy.com

A website that streams video of random people of all shapes, sizes, colors and ages dancing like the world isn’t watching! As of this writing, the site has been viewed approximately 7.7 Million times! Integrated with a comment section, social sharing on Facebook and Twitter and an iTunes link where you are redirected to purchase the song, this simple site includes all the weapons necessary to spread the message like a virus!

I don’t have all of the numbers, but my guess is that this interactive addition to their marketing has skyrocketed song sales. And I can almost guarantee that videos will show up on YouTube depicting the unrehearsed and unrestricted dance moves of co-workers, sports teams, students and families accompanied by the sweet beats of Pharrell Williams.

The following will become massive on a global scale.

My hope is that the introduction of Happy will entice more artists to author lyrics of positivity and perseverance. Our brains control learning, attitude, and our body’s ability to heal itself. So it’s logical to say that music’s impact on our brain will affect our ability to learn, exude positivity, and live a longer healthier life. In a world where diabetes, heart disease, depression and suicide are growing, a few well written strings of lyrics injected with a healthy dose of positivity could do wonders for humanity.

[Verse 2:]

Here come bad news talking this and that, yeah,

Well, give me all you got, and don’t hold back, yeah,

Well, I should probably warn you I’ll be just fine, yeah,

No offense to you, don’t waste your time

Here’s why

And I WILL be just fine. How about you?

“Why don’t you start a blog, write a free report, author a newspaper or magazine article, and create a video explaining your product for YouTube?”

“I don’t know. I don’t have time, and I doubt anyone would watch or read my stuff. It seems like a ton of work.”

There’s a saying that drifts in and out of the online marketing world which exclaims that “Content is King.” It implies that the more content you offer your customer, client or the person who stumbles onto your website for the first time, the better the chance that they convert into a repeat buyer of your product, promoter of your brand or lover of your message.

People want substance. They want proof that you know what you’re doing. The easiest way for you to provide the proof and build trust is to educate…a lot!

Our favorite brands are the ones who are fun to connect with, and do an amazing job teaching us about their product rather than simply expecting their audience to fall in love with them because they think they’re cool. By harnessing the power of the internet, every single business, regardless of size has the ability to share their story on a global scale.

I am a huge fan of blogs. Just like the post you are reading now, blogs give the author a chance to connect with their followers, while at the same time providing content that’s jam-packed full of useful tools, tips and tricks. People keep coming back in order to learn more about a subject that they feel can help build their business and boost their bottom line. Websites like Blogger.com have made starting a blog super simple. You don’t need your own website to get started with blogging. Blogger allows you to create your own customized slice of the web that can be shared with your customers.

Not a writer? Spreaker.com allows you the opportunity to host your very own radio show. Again, this site is very easy to use, and provides the creator with a mixing board, sound bites and a social media integrated link to your broadcast. And I am sure you’ve heard of YouTube! That phone inside your pocket, or sitting on your counter is capable of taking some amazing video. Download a few useful video editing apps, and you’re literally sitting on a full-blown production studio right in your own back pocket. Start making videos of you and your staff showcasing your products or services, do a quick 2-3 minute demonstration or give a virtual tour of your store.

Take advantage of these opportunities to show your customer what’s going on behind the scenes. People are inquisitive with a dash of nosy, and love feeling like they are being shown the recipe to your coveted secret sauce!

After you have some content created, I like to do what I refer to as the “content double-tap!” I’ll sit down and author a blog post covering the topic of social media marketing. Next, I’ll publish that post to my blog. And then to get double the impact, I’ll submit that same content to a number of publications such as magazines, newspapers and content distribution sites like Reddit.com. This extra step increases the exposure of my message, and also helps better optimize my website for online search engines like Google.

Even cooler, after you’ve spent a year creating content for your blog, you’ll be amazed to find out that you’ve written more than enough to transform your ramblings into a full-scale eBook!

How awesome will it be when you can tell someone that’s questioning your knowledge that you have in-fact, “Wrote the book on it!”

Building a massive amount of substance will be beneficial for both your customer, as well as your own professional growth. By writing new content on a weekly basis, you’ll be forced to do research on your subject. This research will boost your level of industry specific knowledge, and help ensure that you’re on the cutting edge of any changes or innovations in your market.

Now back to the short conversation I started this post with. Creating content is time-consuming, but the rewards are well with the effort. If you truly want to be successful in marketing your business, you have to take the time to give your customers what they want. And right now, they want to know more about what you have to offer. They want to better understand your business, and learn how you plan on making their lives easier!

These questions are already being asked inside their heads.

All that’s missing is your response.

P.S. If you need more guidance on the subject of content creation, consider scheduling a time to meet with me so I can demonstrate just how EASY it is to get started.

–You can call 815-441-2219 or email andy@bentbusinessmarketing.com. I look forward to hearing from you, and I’m excited that you’ve chosen to start marketing your business!

“Without promotion, something terrible happens… nothing!” ~P. T. Barnum

P.T. Barnum worked to promote his endeavors in a way no person could ignore. Whether you refer to the man as a genius, as I do, or you believe him to be a no-good charlatan, there’s no denying that the art of promotion ran through the man’s veins. Very few people in this world have had that ability to exude such passion, excitement and moxie as Mr. Barnum.

BTW…Not me! But I am jealous of that stache 🙂

When it comes to promoting your business, non-profit, event or even one’s own self, the goal should always to be to entertain. It’s been said that a person will spend their last dollar to simply be entertained, to receive enjoyment or relish in the euphoria of a “good time.” And yet, when we develop our promotional materials, we seem to ignore this simple fact, and completely exhaust ourselves presenting our efforts as straight-laced and professional as possible. We stick to the safe Times New Roman font face, avoid using bright colors and keep everything ruler straight and level.

There will be no use of exclamation points to convey our enthusiasm, and contractions are forever forbidden!

But here’s the kicker! We like to read the content which most closely resembles our own natural speech. When we tell a buddy at the local watering hole about the new fishing lure we bought, we express our happiness by raising our voices to a higher pitch, by slapping our hands together or flashing a million dollar grin. And it is your responsibility to convert that same enthusiasm into written word.

Here’s a quick example:

“Man! I bought this new lure on Saturday and I tell you what…that baby caught me two of the biggest large mouths I’ve ever seen. I don’t know if it was the color or what, but it was like a freakin’ feeding frenzy! You should get one. I bought it over at Joe’s on Main Ave for under twenty bucks or something. Well worth the investment. Check out the pics on my phone! Do you see what I mean? They’re HUGE!”

INSERT RADIO VOICE —> We call this lure The Big Earl. Swing by Joe’s today and get ‘em before they’re gone. $14.95 for a limited time only!

That sure sounds a hell of a lot better than…

“I had a very good day fishing on Saturday. I bought a new lure from Joe’s on Main Ave and I caught two fish with it. They were both large mouths. You should get one too. I paid $14.95.”

*IGNORE RADIO VOICE BECAUSE YOU FELL ASLEEP AT THE WHEEL*

See what I mean!?

We pay attention to the words our brain best understands. I know you probably have a huge vocabulary, and that’s awesome, but when it comes to writing ads, marketing your wares or creating promotional material try loosening up.

Think of how many directions or requests you receive in a day. They can come in the form of commercials, magazine articles, work reports, schedules, emails or whatever, but I’m guessing that the number is deep in the thousands. All of those messages are competing for your attention. All of the senders think that what they’ve written is important for you to know, but how much of it do you actually soak in and retain?

Your promotion is in the fight of its life! Battling left and right, trying to sink its teeth into a small section of targeted brain space. If you want to give it a chance at victory, make it easy to understand. And even more important…

Make it entertaining!

OK. I’m off to Joe’s to get me one of those lures. I don’t want to be the only guy on the lake without a sweet pic of a monster bass on my phone!

P.S. Disregard this advice if you are authoring the results of a medical study for The New England Journal of Medicine . I hope common sense would prevail, but I felt the need to toss out a warning before a doctor emailed me a prescription for a large can of whoop-ass! ~Andy

photo credit: RTD Photography via photopin cc

The truth is, that great things come to those who work their ass off! To those who never stop hustling, and refuse to react to the small voice in their head that taunts them to just give up or throw in the towel. Waiting plus patience equals a failure to commit to what you want out of life. If you know in your heart that the path you are on will lead you further from your personal goals, then I dare you to crank the e-brake on life, and turn the wheel in a different direction. If you continue to “wait” for your chance, your opportunity or for just the right moment when someone acknowledges your abilities, then you could be left sifting through the ashes of your once fully engulfed passion.

Nothing stifles growth more than a failure to promote yourself. When I design ads, I always look at the product or service I am promoting and ask myself, “Who cares?” Really. What about this product makes anyone take a second look? Their lives are busy, and what could I possibly say or do to steal away their attention?

The same exact questions need to be posed when self-examining your own life. Now, I’m not talking about asking “who cares about me?,” Of course you have friends, family and co-workers who care about your well-being. I want you to think about who, other than those listed above, will be looking for your talents in an attempt to help you achieve your ultimate vision of success. Don’t be surprised if the list is a little light. People are all selfish in their own way. And that’s not a bad thing. I hope they are so focused on me and I that they strive every day to make themselves better. They read books, hold a conversation with a stranger and live a life full of curiosity.

I want you to be selfish!

It’s easy to look at people who seem to have it all figured out and think that one day, a giant bag of money fell from the sky and deposited itself in their bulbous bank accounts. I know I’ve glared in the direction of that same guy wanting to know why it was so easy for him, while I’ve been working my butt off just to pay the utility bill! You know what I was, and I’m sure you are too?

Jealous.

But behind every feeling of jealousy, there’s a somewhat comforting realization that maybe they too were in my shoes five, ten or fifteen years ago. They too were pinching pennies to simply go on living a life full of sacrifices while pursuing a lofty goal. In fact, they too may have stared at that guy across the table, and glared in similar fashion as their body ached with jealousy. You see, anyone that has anything of value earned that stuff through hard, unrelenting work and insane amount of moxie!

And if you ask them how long they sat back waiting for “their time” to come, I’m sure they will look at you cockeyed, grin and then exclaim that they never-evvvvveeerrrrrr waited a single minute for something they wanted out of life. Waiting promotes the idea that you sat stagnant counting away the minutes, all the while hoping for some timely alignment of the stars and moon. To a person of unparalleled success, the idea of waiting for something would be like asking them to quit and give up on life.

The people who want more out of life know that waiting is for suckers!

When you’re sitting at coffee telling your best friend that if you could have the perfect job it would be (blank), and they respond with, “Hey! I know a guy who does that. You should give them a call,” and then proceed to write down the guy’s number on the napkin, what do you do next?

Do you (circle only one):

A)     Get all excited, stuff the napkin in your pocket, dream of what it would be like to do (blank) and go home to spy on your ex-girlfriend’s page on Facebook

Or

B)      Get all excited, stuff the napkin in your pocket, dream of what it would be like to do (blank) and go home and call that dude…IMMEDIATELY!

Sadly, most people will reluctantly choose option A. They’ll tell themselves that now’s not the time. Your rent is going up next month, and how could you possibly think of quitting your current job to focus 100% of your energy doing (blank)? You’ll come up with over a dozen excuses, which will all make sense to you, and the next load of laundry you throw in the washer will inevitably turn your dream into paper machete.

*Side note* My dad says that “excuses are like buttholes. Everyone has one and they all stink!” Not a great mental picture, but you get the point. Stop making them!

But hey! Who am I to judge? I myself have failed to act on more occasions than I can count. I’ve tossed numbers, deleted emails and cancelled appointments because I was scared, and didn’t want to lose the tight grip I had on the security of a job, house and a nice truck. I mean, without those things, what would people think of me?

Which brings me back to my first point à they don’t care!

Outside of your tight-knit circle of friends and family, strangers do no give a crap about what car you drive, the size of your house or the calculated deposits in your account. So don’t live a life based on what you think society expects from you. If you have a burning desire to re-direct your path of existence, then now is the time to start calling those napkin numbers.

This post was not authored as ammunition for you to wake up and tell your boss to shove it. No my friend, this post was written so that you better understand that there’s no such thing as a pipe dream. Sure, people are going to ask you to be “realistic,” but those who matter most, your family and friends, want to see you succeed. Heck, I want to see you succeed! If what you want out of life is to feel like you’ve made a difference, help others pursue their goals or to simply enjoy what you do for money, there’s no single person on this planet that’s qualified to tell you it’s not realistic. They’re just saying that because they know that they live their own lives smack dab in the middle “Lameville.”

They don’t have the courage you have to take the action necessary to construct a life full of freedom, joy and downright awesomeness!

WARNING: Your journey will be terrifying. Think of the craziest roller coaster you’ve ever been on, and now add lightning bolts and the creepy kids from the movie Children of the Corn. Some serious whacked out stuff will happen! And if you get scared, just turn back, quit, throw in the towel, and wave the white flag. But what you’ll experience on your return trip to Lameville will be twice as scary with a dash of shame.

If this plan of attack sounds like the ramblings of someone who’s massively wealthy with a pet dolphin and a car whose doors open up (btw…love the new BMW i), well you are mistaken my friend. As I write this, I’m about one sixteenth of the way through my journey (and that’s a completely uneducated guess). I have no idea when I will reach the end. And honestly I hope I never do!

Ted Turner once said that his dad set goals that were too easy to reach, and once he realized he had come to the end of his journey, he never took another step forward. He stopped dreaming and eventually died of depression.

Life is worth living to its fullest. I never want to be done learning new things, new ways to make myself a better businessman, father, husband and friend. If my eyesight goes I’ll listen to audio books, if my hearing goes I’ll learn Braille and if my fingers are chopped off as a result of a freak accident while competing on the show Iron Chef America, I’ll hire the best doctors in the world to inject knowledge into my brain like on the Matrix (“I know Kung fu!”)

OK. I’m going to dismount from my proverbial soapbox now. My legs are quivering, and my throat is dry. And as my late grandfather used to say when he wanted to get off the phone with me…

“I have no more words.”

As others around you choose to read about and investigate new ways of approaching old problems, you will become increasingly frustrated with your surroundings. You’ll grow to loathe those who have embraced new trends in their business. They’ve morphed to better serve their customers, and their bank account reflects the change.

The world as you once knew it may no longer exist. You have to take the good with the bad.

Many use the excuse that, as a matter of principle, have chosen to ignore the changes that are taking place all around them. Don’t use your “principles” as a mask to cover your stubbornness. Even my own business, Bent Business Marketing, has been called to adapt our daily practices as a result of our client’s needs.

What was revolutionary and labeled a game-changer last year is no longer of any concern. In order for my business to stay competitive, I have to ensure that we keep our finger on the throbbing pulse of the latest trends. As a way to avoid growing extinct we subscribe to magazines, read books, watch webinars and network with others in the same industry.

We can always learn from the past. Customer service and a healthy dose of hospitality will always remain important. But the future has spoken, and the generation that follows is looking for a place where their creativity and spontaneous thinking is embraced not repelled. Whether you are small start-up or a Fortune 500, it is your duty, a charge if you will, to keep moving forward.

If you want your bank account to grow, you’ll have to build your knowledge base.

Never stop learning!

I challenge you to step out of your comfort zone. The next time your nephew or grandson is tapping away on that “invisible” keyboard on his iPad, stop and ask him to show you how it works. Ask him if he’d be willing to teach you how you could integrate that technology into your business practices.

You may even be able to use this new knowledge to simplify your processes saving you time, money and allowing you to concentrate on the part of business you do best.

Growing it!

photo credit: Cayusa via photopin cc

I am sure you’ve wanted to yell that same question at the TV as you sit nestled in the warm bubble of your comfy and well-worn living room recliner. As the charismatic pitch man spouts off more and more mind-blowing features of the next big problem solving widget, you find yourself staring at the screen wondering if what this 5 Hour Energy guzzling fast talker says is actually true.

Every person who attempts to sell a product via print, email, text or physical demonstration is always met with a thick slice of buyer resistance. It’s up to you, the seller, to provide them with the persuasive facts. .

In his best-selling book How To Write A Good Advertisement: A short course in copywriting, Victor O. Schwab defines several facts that can be used as proof material in your sales copy.

Harness the power of reputation

Define how long your company has been in business. It is often true that your reputation will precede you, but if you’re still building one, be sure to paint a clear picture of how happy your past customers have been with your product. A great way to do this is by including testimonials. When using testimonials to enhance a level of consumer trust, always make sure the testimonial is genuine. Use both first and last names, and I like to see their home city included as well. You want your testimonial to create some commonality between the past customer and the potential buyer.

Highlight your team’s accomplishments

Every business is made up of a team. In my own business, it’s just my wife and I, but I always make sure to highlight her past accomplishments. I let everyone know that yes…we are married, but we are also a team. Leverage the education, awards, and strengths of your team members by including them in your sales copy. By doing this, you are saying that not only is our product worth your investment, but we have some amazing people working behind the scenes to ensure an unmatched quality every time.

Quality of materials and design

You’re not just selling the constructed widget, you are selling every weld, screw, rivet and bend. Detail your processes, and create a description that imprints an image of painstaking labor and extreme attention to detail. Explain to the reader or listener why you have chosen to use these specific materials. Was it based on quality, location, or support of in-country labor? Tell the entire story, and never leave out the juicy details!

Speed of delivery and freshness of product

“If it’s not there in 30 minutes or less…it’s FREE!” Or something like that. If you say you have fastest product delivery, than prove it. Shout it from the rooftops! Don’t be scared to make promises. A promise of speedy delivery tells the buyer that you back your team and product 100%. That you have some skin in the game and you aren’t afraid to lose it. If your ingredients are fresh off the vine, don’t keep it a secret. Vine ripe fresh picked tomatoes sounds a lot better than…tomatoes. If you’ve ever read one of those .99$ romance novels off the rack at a local truck stop, you’ll experience first-hand how an author uses detailed descriptions to create an attractive image.

The key to ensuring your product consistently disappears off the shelves, is to simply tell the truth. The last thing you want to do is to be caught-up in a lie or fail to make good on your promises. If you’re reading this post, I am assuming that you are not in the business of cheating people out of their hard-earned money. Learning to become a persuasive sales copywriter holds with it some serious responsibility. Always keep in mind that you are writing to sell. But be sure to ask yourself as you write…

“Would I be comfortable reading aloud the words I am writing to a live audience of my friends, family and peers? If they bought this product, would they be happy that I suggested it?”

I ask myself these same questions. And I’ve also turned down some work because I didn’t like how I responded. I’m not saying that you have to be totally in love your product or service in order to earn a living selling it, but you DO have to stay true to yourself. If what you are selling makes you uncomfortable…it’s time to move on.

At least that’s how I see it.

P.S. If you like what you’ve just read, be sure to subscribe to our email list so that you never miss another word of our Bent Business babble! Simply fill in the information on the top left corner of this screen. We’ll send you a week’s worth of posts in one message every Tuesday at 7AM CST. Thanks! ~Andy

photo credit: slight clutter via photopin cc

The North Korean’s used this technique to destroy the minds, bodies and souls of American POW’s. It has been linked to a 33% increase in heart disease caused by long-term high blood pressure. It has leveled businesses, families, friendships and personal growth.

What could yield this sort of unmatched power?

Before I answer that question, I want you to ask yourself what type of mood you are in right now. As I type this post, it’s Monday morning, five below zero outside and I was just whacked with a crazy expensive power bill. To top it all off, this morning our truck died right at the top of a hill on one of the busiest streets in town.

It’s funny how people drive by and flash you a dirty look as if you broke down there on purpose.

I’m sure just by reading my short Monday morning synopsis you can form your own vision of my current mental status. Nobody likes to start their week off feeling like crap, and yet we feel that we have the right, if only for a few hours, to feel sorry for ourselves. And then there’s that person who chimes in with…

“It could always be worse!”

Does that ever really make us feel better?

I am here to tell you that is OK to feel sorry for yourself. But I am also going to warn you that allowing yourself to rest inside your bubble of negativity for too long is going to systematically destroy everything around you.

If you haven’t already guessed, the answer to my question above, “What could yield this sort of unmatched power?” is negativity.

Life is like one of those batting cage pitching machines, but with a loose screw. You never know where the ball is headed! Should you duck at every pitch? Or should you swing away, and take a few shots to the head?

During my short life in business, I have come to understand that attitude means everything. Nothing good has ever come my way as a result of negativity. In fact, everything great in my professional life was garnered by simply seeing the best in any situation, person or place. Sometimes maintaining that positive outlook is difficult. Heck! Based on my day so far, just typing this post requires a massive amount of inner strength.

I have no real message here that will help you generate new sales, boost profits or attract a new lead. In fact…it has nothing to do with the marketing of your business at all.

But it has everything to do with marketing yourself!

Positivity evokes change. Change in the way you treat others, change in the way you are treated and change in the way you perceive the place in which you work or call home. Here in Clinton, IA, this winter has been rough. The bone chilling cold has kept most of us in-doors alone with our thoughts. Many people have a hard time listening to themselves think. They chase their own ideas in circles like a dog chasing its tail. It’s easy to crawl into a place where darkness can set in, and your smile fades.

Whenever I begin to feel this way, I choose to take on the role of the guy with overflowing positivity! I go out of my way to smile at passersby, make sure to acknowledge how great someone looks in that new dress, or even dish out some impromptu hugs. This makes me feel better, because while I am strong enough to break through, there are some who require a little assistance picking themselves back up.

Negativity can deplete the strength of those around you. Do your best to stay positive, and remember that your actions and attitude will always influence others. What you say and do matters. Even if you don’t know it yet…

You are important! And everyone is waiting to hear what you have to say. Make your message positive, and start counting the smiles.

photo credit: jessleecuizon via photopin cc

And I had to have it!

I had just left eleven years nestled in the financial safety of Uncle Sam’s bosom. My pay arrived predictably on the 1st and 15th of every month.

Why did I leave?

I grew to become a cold person. My jovial spirit was exhausted. I had dreams of living a life where I could dedicate myself to the betterment of humankind. So in November of 2011, I punched out of the military, and sought to answer the ever-so pressing question…What do I want to be when I grow up?

If you are a friend or connection on LinkedIN, Facebook, Twitter or a subscriber to this blog,  you will notice that this profile summary is a re-write. The old words painted a picture of some dude with swagger overload just looking to make a fast buck. But that wasn’t me! I was blindly following the lead of people I didn’t even know. And it lured me into a world where I was expected to give very little value but request a ton of cash in return.

Every time I sat across the table looking at some young start-up entrepreneur in the eyes, I yearned to share every bit of my knowledge with them, but struggled with what to ask in return. I was incapable of charging someone $500 for a logo designed online for $5. This action may be viewed as a bad business decision, but I felt like I just wasn’t giving more than I was going to receive (thanks to the book the Go-Giver!).

So I continued to study marketing, but began concentrating more on personal and leadership development. Another book, StrengthsFinder 2.0 completely changed my life, and now I am pursuing the goal of becoming a Certified Gallup Strengths Coach.

Here’s my message!

photo credit: rick via photopin cc

But on the flip-side, too much, too loud and too aggressive can repel shoppers like a can of tear gas.

If you want to harness the power of music in your business, consider the following:

Create a feeling of positivity

If the goal is to provide an enjoyable experience for your customers, which it should, take the time to choose your music selections carefully. Avoid songs or instrumentals that relate to heartbreak, death or a lost love. Keep the beat vibrant and full of life! You want your customers to feel excited when they interact with your brand. Just turning the dial to a radio station is not going to cut it. You need to control the music you play, just as you would the color scheme of for your exterior.

Watch your volume

I heard recently from a friend, that he is extremely sensitive to loud noises. He suffers from mild anxiety, but he reported that nothing sets his condition into overdrive like music that’s too loud and fast paced. So be sure to keep in mind that the volume of your music may be off-putting to some customers. The last thing you want is for someone to rapidly put their items back on the shelves, and bolt for fear of losing their cool! I know for the iPhone, they have apps that can display the audible difference in sound levels. It may be a good idea to download the app, and test it out in different areas of your shop.

Enhance your remembrance

I read a blog post the other day that summed this up perfectly. The use of music can lead to a better remembrance of information and impressions created by an individual shopping experience. This is evident more so in commercial jingles. The “catchier” the tune, the easier it is for a listener to recall where they’ve heard it. But this fact also leads us to acknowledge that a bad experience associated with music will be just as easy to recall.

Here’s another post you can reference for some more musical inspiration!

Make people move faster

The tempo of a particular song can cause people to move faster. If you are a boutique, clothing store or a retail hot spot where you want people to meander through your selection, I would refrain from blasting the latest in European house music. But if you want your customers in and out to make room for those who are anxiously waiting, then make sure to play something peppy! You’ll see this a lot in mid-level restaurants. Usually in an establishment where the total bill will result in a couple spending under thirty bucks. Sure you want them to have an amazing experience in your restaurant, but you also want them to talk, eat and leave. The longer they occupy a booth, the less money you’re making.

At least that’s how I see it.

Attract Attention

I love when I walk through a downtown retail setting, and I hear music coming from an overhead speaker on their storefront. It’s just begging me to come in and take a look around. Especially if they’re playing the genre of music I find most pleasurable. If you want to stand out from the crowd, consider mounting a weather proof speaker to the outside of your store. Music attracts attention more so than visual cues. Audible grabbers can cause us to look around for its source, and once located, we tend to inspect further.

I was cruising the streets of downtown Ruidoso, NM, and I walked across the street from a bar that was blasting the vocals of semi-talented Karaoke stars out on to the busy night streets. Sure the music wasn’t insanely enjoyable to the ear, but it seemed like the worse it became, the more I wanted to join in on the fun.

The place was packed!

There are some simple ways you can harness the power of music to give your business a much-needed boost. Music is a powerful tool.

Just be careful how you use it.

P.S. Be sure to sign up for our weekly newsletter by filling in the blanks located on the top left corner of this page! We’ll send you the best of that week’s Bent Business babble every Tuesday at 7AM CST. ~Andy

photo credit: Tom Lin :3= via photopin cc

We watched a short video detailing the daily working lives of employees at Google. They highlighted the organizations diversity, support of individual ideas, creativity and dining establishments. The video was designed to emphasize just how awesome it was to work at Google!

After the video, we discussed ways in which we can instruct our organizations to develop more of a hands on approach to employee engagement. We covered the emotional power that is unleashed when acknowledging someone for their hard work, the importance of listening when a team member has a concern or new idea and the seemingly revolutionary idea of treating people like people.

I know…you’d think most businesses would already be treating their employees with respect, but based on some of the examples shared within in the audience, this newly adopted practice does seem to be part of a true revolution!

At one point the audience was asked to choose one out of three factors which they felt most strongly affected the workplace and the levels of effort put forth by its employees. The choices were:

1. Supervisor
2. Senior Leadership
3. Pride in your work

I selected number three, having pride in your work. But as the results poured in, it was obvious that the relationship one has with their direct supervisor drastically outweighs the other two choices when determining how productive one will be at their job.

This had me floored!

I was in the military for over a decade and worked for over a dozen different supervisors. Some were great, and some were a virus. So I understand the impact they can have, but I would have thought that having pride in your work would be a larger contributor to your overall success.

As the group started sharing horror stories about past supervisors, I began to realize that there’s an underlying issue we’ve failed to acknowledge in this process. With so many bad supervisors out there destroying the professional lives of their subordinates, maybe the question we should be asking is…

Who the HELL is making these people supervisors?!!

Someone, somewhere had to make the decision that these individuals had what it takes to manage and supervise other human beings. They saw them has catalysts to a stronger work force, and possessing the abilities to lead others toward a common goal.

But herein lies the real problem. It may not be that you are bad at employee engagement, it may be that some of your senior leaders have a really shitty eye for talent!

Now I know that there are other variables here that contribute to a person becoming a worthless leader, but if you really want your business to succeed, you have to make sure that when it comes to appointing someone to act as a supervisor, that they have the necessary tools to perform their newly requested duties. That would seem like common sense, but based on what I overheard this morning, it sounds like putting the wrong guy or girl in a position of authority is becoming an epidemic in our society and work place.

In closing, yes it’s important to engage your employees, yes we need to make sure they feel that their opinion is openly accepted and that they’re free to submit new ideas, but for the love of all that is holy, if a person is not cut out to lead others, then please do not make them a leader.

I sat in a room of roughly fifty people this morning. And if they say their supervisor sucks, it may be time for you to listen.

P.S. For more inspiration on leader ship click here ——-> The Top 10 Characteristics That Make Up A Strong Leader

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But in order to work together to create something amazingly awesome and make this world a better place, there are ten things you need to know about me.

1. I can get a little crazy

I get crazy thinking about new ideas and how to pursue them. The tiniest problems provoke a mad rush of thoughts that catapult my actions into a million different directions in an attempt to form a solution. My projects create an emotional tether that causes me to cry, scream and laugh uncontrollably when we reach new milestones.

2. I love being in charge

I’m not a control freak, but I love being in charge. That’s just the type of person I am. I want my ideas to matter. It’s not like your own ideas are lame, it’s just that in my mind, I want to determine whose are better. Sounds stupid, but when I am in charge, I am at my best. And my best is where I always want to be.

3. Hard work 100% of the time

No slacking. I don’t like to “stick a fork” in project for the night because people are tired. True revelations come at the time when you feel your brain has been battered and deep-fried. If the problem isn’t going away, than neither am I. The goal is to come up with a solution first. Not think about it for a while and bring it up again as part of the agenda in the “Q4” or last three months of the year. The problem is present so let’s fix it!

4. I’m terrified of failure

I know it will happen, but I don’t think of it as an option. If you are planning on failing, then why are we even in the same room? Success isn’t how much money is in your bank account or trust fund. Success is how freakin’ motivated you are to do something awesome. I want to work with someone who has some major issues to deal with if our efforts don’t turn out like we want them to. I don’t want to share a creative space  with someone who doesn’t care about making an impact on society. If you’ve got nothing to lose, then you really aren’t fully invested in the project.

5. I say it like it is

Pulling a punch to spare my feelings is just like hitting my dog with your car. Just let me know that you don’t like my ideas and we can move on from there. I have super thick skin, and after working as an air traffic controller for over a decade, I think I can handle whatever you have to dish out. And I’ll provide you with the same nicety. Don’t take offense to my comments or remarks. I never send out jabs to hurt people, I only speak up when I feel that my words can create forward momentum.

6. I’m crazy competitive

I don’t like to lose. I’m sure you don’t either, but you have to understand that once you give me a project to work on, there’s no way that our outcome won’t be the best. Competition breeds success! If we are going to work together, I will need you to be the type of person who’s looking to be better than the next guy. Things will never be done “the way they’ve always been!” <—— I hate that freakin’ phrase!!

7. I don’t like to work with the same people over and over again

Each one of us was born with a unique set of gifts and strengths. I want to work with as many people as possible. If you find comfort in working next to the same person because they “get you” that’s crap. You’ve grown comfortable because you know how they will respond. Heck! You may love them because they always agree with you. I want to work with those who are willing to speak up and share new ideas, stories and opinions. I can’t grow as a person if nobody is there to push me forward!

8. I joke around…a lot

When I get stressed out, I need to funnel my thoughts in a different direction to ease the frustrations. So I joke around, pull pranks and laugh…a lot! It’s not that I am unprofessional, I just know what works for me. And if you want the same things I do, you’ll have to adjust to my impromptu humor. I’m sure you have something weird you do, or wish you could do, in order to alleviate the pressure of a new project or deadline. Anything to reduce the tension and get back into a frame of mind that promotes genius.

P.S. Blowing up stuff in video games is cool too!

9. I love inspirational quotes

It sounds cliché with a slice of lame, but I love inspirational quotes. I own several dozen books full of quotes that motivate me, and make me envision my own success. So if you see me open a book, slap the table and yell “That’s what I’m talking about baby!” then you know what I am doing. I’ll probably repeat the quote about a hundred times before the day is over just so I commit it to memory. You’ve been warned!

10. I like to drink craft beer

I guess this is one that I could have left off the list, but I figured if you made it all the way to number ten, then you are probably interested in us teaming up on a huge project. And if we are going to be spending time together, I want you to know what quenches my thirst. But when I say craft beer, I mean good quality hoppy and unfiltered crazy good beer! Nothing that’s followed up by the word’s “lite” or “half the calories.” A little buzz enhances creativity. And that’s science!

There you go. Nothing really crazy complicated, just ten things that you should be aware of before we start working together. I urge you to come up with your own “10 Things” list. Treat yourself fairly and be honest. This is not a resume. There’s no academic piece of paper required.

All I ask is that you share my same passion for life and our ability to make something amazing.

“Man is only truly great when he acts from the passions.” ~Disraeli

P.S.  You can send me your list by emailing andy@bentbusinessmarketing.com. Also, be sure to include the project you are working on, along with the date you want to get started.

And don’t forget to let me know what six-pack to bring!

Your message can only go so far without a dedicated plan to spread it.

Your grass-roots style of promotion and education of your cause has worked up until now. In a small town, it’s a great way to build your social awareness, and start developing a following within the community. But eventually, you’ll find that the audience is growing smaller, and you end up repeating your same message to a particular group over and over again. The speech you gave a year ago to the local Kiwanis Club, no longer packs the same punch today.

A stale message, even in support of a great organization, will cause your target audience to switch on their internal mute button. I know that sounds like a bad thing to say, but no matter how important your message, if you fail to develop and recreate your content, you’ll simply lose their attention.

 7 Ways to Grab and Keep Audience Attention when Pitching Your Non-Profit

1. Find something you have in common

Find a connection between what you are trying to do, and what the members of your audience are already involved in. All non-profits have one thing in common, they are selfless organizations working to create a better way of life for people other than themselves. That shared link alone, if worded correctly, can form an instant bond and peek audience curiosity. People want to feel connected.

2. Tell them how they can get involved first

Too many presenters on non-profits choose to share a captivating story first, and hold off answering “how can we help?” until the end of their pitch. I want you to flip this around. Lead with explaining to your audience how they can help (e.g. monetary donations, volunteerism, tell a friend). Give them step-by-step instructions on where to go to make a contribution. Once they understand what it is you are asking of them, follow it up by explaining to them why your cause is important and where their contribution is going.

3. Make it easy to donate

This one is pretty self-explanatory. Make an effort to ensure that they don’t come across any difficult steps or resistance from the moment they decide to donate to your organization, to  when you actually receive the funds.

Exercise:Have someone who is not affiliated with your organization go through the process of submitting a donation. Follow up by asking them if any of the steps proved to be confusing or unnecessary. You should be constantly reviewing your process at least every six months. Consider changes in technology and application development when making changes.

Visit www.indiegogo.com for some inspiration.

4. Use props and visual aids

For people who are not comfortable with speaking in public, this tactic can be a total game changer. The last thing you want is for the presenter’s nervousness to be more noticeable than their passion for your cause. By including props and visual aids, you are essentially distracting the audience, and refocusing their attention on an object rather than yourself. Make sure these objects share a congruent message with your cause.

Remember to avoid anything that could be considered too grotesque. Many presentations are made during the lunch hour. Use these tools as a way to leverage your message, and alleviate the stresses of large group interaction.

5. Use your time wisely

The rule of thumb is to keep your presentation under an hour. Similar to a sales pitch, you want to use this time to present the most attractive and awe inspiring facts surrounding your cause. People these days are constantly distracted and short on time. And you have to remember that why your message and cause may be extremely interesting and thought-provoking to you, it may not mean the same thing to them. Distill your material to include only the most intense and engaging content. If you begin to quote numbers over and over again, you may lose the attention of your audience.

Note: When people make a donation, be sure to ask them why they chose to support your organization. Their response will reveal your most compelling attributes. Use that information in your pitch.

6. Choose the right person for the job

You have people in your organization who were created with the gift of gab. They love speaking in front of people and presenting the facts. Their passion is unmatched amongst their peers. Use them to promote your message! Don’t appoint your board President as the designated spokesperson just because of the position he/she holds. This person may have authority, but they also may be a seriously crappy public speaker.

This is one of my biggest pet peeves! Allow members of your team to work in-line with their own strengths. Harness their natural abilities to better promote your cause. If politics get in the way of your goals, you might as well pack up the office and move on.

7. Make sure your audience is comfortable

An uncomfortable audience is a fidgety audience. And a fidgety audience fails to pay attention.

Sometimes the overall comfort of your listeners is out of your control. But if you have the ability to do so, make their time spent with you comfortable. If it’s too hot, coo lthe place down. Provide coat racks so people aren’t left figuring out how to fit their over coat on their laps. Have a nice chilled pitcher of water or a hot pot of coffee available. And have snacks and finger foods conveniently placed on each table.

It’s all about making them happy!

Side note: Avoid buffet style. People will be more comfortable serving themselves while seated rather than standing and walking awkwardly to a buffet during your presentation.

That’s it! Seven quick tips you can apply to your next presentation or donation pitch. The main thing to remember, is to keep changing up your approach. Don’t rely on what has worked in the past, to work two years later. People change, their wants and needs change and the way they choose to invest their money will change.

So does your organization!

Best of luck to you and your cause. On the days you feel like quitting, just take a big breath and remember that the future is created one day at a time.

P.S. If you need some help promoting your non-profit or cause, give me a call. I’d love to help you map out your path to success! 815-441-2219

Ask for Andy 🙂

photo credit: tranchis via photopin cc

Up until recently, I felt lost. I knew I was good at some things, great at others and really crappy at a few. I seemed to hold positions where I was asked to do more of what I was weak at rather than concentrating on building my strengths.

Why would a right-handed pitcher ever work on throwing with his left hand?

Our goal, should be to harness the power of our strengths and work diligently to build on those recognized abilities. Great actors work on acting, great writers write and great speakers communicate. Each of us has a unique set of skills that defines who we are. These skills need to be exposed, utilized and taken advantage of in order to become truly successful in life. But how do we uncover these strengths, and use them to build a better life spiritually, physically and professionally?

Strengths Finder 2.0 acts as an insanely bright searchlight focusing on our most attractive and marketable assets.

Here’s how it works.

You buy a NEW version of the book, flip it to the back, scratch off your unique access code to the online personal assessment, take it and then work towards developing a life where your newly uncovered skills make you crazy successful!

At least that’s how I’m going to use it.

The results of your assessment will place you within ten themes. You’ll be presented with your top five to narrow your focus. Each theme is explained in greater detail within the contents of the book. I’m not going to delve too deep into all of the details, but I can say that I was blown away by my results!

These were my top five themes:

–          Strategic

–          Futuristic

–          Woo

–          Communication

–          Ideation

You’ll get results completely different from mine. But once you take the assessment for yourself, come back to this post and compare our themes.

Strengths Finder taught me to concentrate on work that requires me to use all five of my strengths. I’ve been doing just that over the last six months, and the outcome of each project I’ve been involved in has been undeniably successful! In the past, I would have attempted to perform all required tasks myself…even the ones I sucked at. But what this assessment has taught me, is that I am at my best when I am working to my strengths and allowing others to take over tasks where I am weakest.

This post will make a lot more sense after you take the assessment for yourself. This book has given me the focus I was looking for. It was passed on to me by a close friend who was looking out for my best interests. He understood the power of this tool, and also recognized my desire to move my business in a different direction.

Now I am passing it on to you. Take it or leave it, but if you are sitting there right now wondering why you feel dissatisfied with your current job or profession, this book will provide you with the answers.

P.S. This is not an affiliate link. I make no money by promoting this book. It’s a tool that has helped me grow as a professional and community influencer.

I’m simply sharing the wealth!

photo credit: Dhammika Heenpella / Images of Sri Lanka via photopin cc

But this video changed the way I think! I’ve been doing things all wrong.

Here’s proof that you have to get a little crazy, act a fool and make someone stop and stare in order to gain a lead step in the race toward financial freedom.

Now replace “guests” with the word customers or clients, and you’ve just unlocked the secret to ultimate business success!

In today’s world of budget focused business management, too many of us are simply targeting the low hanging fruit rather than reaching for the pinnacle of success. No longer is the added cost of pleasing the customer worth the investment. Losing focus on overall customer satisfaction is exactly what will crush your venture into crumbs.

Our grandparents and great-grandparents would be better suited as managers today. They understood the value of connecting with a customer on a personal level. They honored their individual wants, needs, styles and personalities. A firm hand-shake and a swift “good morning” was something that was expected. It came from the genuine concern for one’s well-being, and not as part of a script in an ice breaking sales pitch.

Go the extra distance to make your customers happy. Especially if you have no marketing or advertising budget! Who do you think sells your business better? You, the owner and chief horn blower, or a satisfied customer surrounded by people who appreciate their input?

Remember…news about a good experience travels fast, but news about a bad experience with your business travels at unfathomable speeds. All it takes these days is a tweet or status update, and hundreds or thousands of would be money spenders just heard about your inability to put the customer first.

You want to build up your bank account? Then start building relationships.

Make a real connection with those who matter most.

P.S. This concept should already be seared into your entrepreneurial brain. Just make sure your employees understand how important this action is to your overall shared success.

If you really want to crawl into a marketing mindset, consider slapping your first name and email into the empty boxes on the top left corner of this screen. Doing so will release a massive amount of marketing knowledge that comes to you in the form of a FREE 177 pages Ebook, The Very Best of Bent Business Babble: VOLUME 1. Plus, you’ll receive our newsletter every Tuesday morning at 7AM CST. Not too bad of a deal if you ask me! ~Andy #themarketingguy

photo credit: roland via photopin cc

With more and more families experiencing financial hardship these days, you can guarantee that every expense is not only well thought-out , but scrutinized and inspected for its long-term value.

What do I mean?

Remember the old days when people made big purchases without really asking themselves, “Is this really worth it?” Back when money wasn’t nested smack dab in the front of everyone’s mind. OK…maybe this wasn’t you, but chances are pretty decent that some of your customers were once swimming in excessive cash flow, and have recently had to start balancing the check book.

Because of this exercised penny-pinching, it’s never been more important to highlight the extended value of your product or service. Especially if what you offer comes at a higher cost. Your advertising and copy needs to express to a would be customer that even five years down the road, their decision to buy your stuff will continue to resonate as a wise choice.

Recent studies have shown that not only are people tightening their purse strings, but they’re turning a blind eye towards advertising. The days of product images surrounded by bright red, bold font, drop shadowed prices are over. Selling on a reduction of price alone is no longer enough to justify the expense. Sure cost plays a huge factor in any purchase decision, but even the smallest of cost commitments must be convincingly sold based on their long-term value to the customer.

In order to break through this wall of spending resistance, you will need to express in detail how your product or service is not just a new toy, gadget or selfish pleasure, but a solid investment in one’s future.

The more a person’s bank account shrinks, the more information they need from you before they even consider swiping that debit card.

It’s your job to educate them. Explain to them in your advertising why your product will not only solve their immediate problems, but will be there ready and waiting for future use. Tell your customer about your commitment to everlasting service excellence, and no matter how long ago a purchase was made, you are 100% committed to ensuring they stay happy with their decision. Highlight your five year replacement warranty. And reveal a massive amount of past customer testimonials dating back from six months to six years!

But here’s where this gets a little fuzzy. In order for you to harness the power of the smart investment shoulder rub, you have to sell a quality product and provide a stellar service. If you try to sell crap, and promote it as gold, the flakes of shiny yellow stuff will quickly fall away and expose your polished turd.

But I’m sure that’s not how YOU roll!

Life is all about making choices. What we eat for dinner, what we wear for work and more importantly…

How we spend our money.

If you leave it up to the customer to perform all of the investigative work, they’ll be sure to come up with a reason why NOT to buy your stuff. Take control of your advertising, and start doing the grunt work for them.

People invest in your ability to deliver to them a more favorable future” ~Jeff Blackman

P.S.  If you find it difficult to express the quality and long-term value of your product in written word, consider allowing me time to help you harness that information. Our efforts will demolish any buying resistance, increase repeat purchases and provide customers with product facts that they will share with their friends, family and co-workers.

Call me as soon as you get the feeling that writing your own advertising seems impossible. 815.441.2219

photo credit: The Uprooted Photographer via photopin cc

OK. Let me rephrase that question…If you’re going to launch an event this year, who is going to sponsor it and how will you sell them on the idea that coughing up their money to bankroll your event is a good idea?

The idea of hosting an event for your business, corporation, non-profit or just for entertainment value is the easy part. Finding and convincing a bunch of “suits” to give you money is a where the real struggle lies. Have you ever heard someone say “so what’s in it for me?” They’re looking for a reason to justify doing as you requested. Whether its money, time or energy, we as humans are always looking for something in return. A benefit that’s comes as a result of our contribution.

Finding event sponsors is just like finding a bunch of buddies to break their backs on the day you plan on renting that U-Haul truck for your big move out of your parent’s basement. In order to get them to help, you have to sell them on the fact that it will yield a positive return. This…for that!

In the following post, I am going to provide you with a checklist of “must have” material that every planner must have ready prior to asking anyone to sponsor an event.

□ a list of benefits that will interest your target sponsor

WIIFM (What’s in it for me?) Businesses sponsor events to either build brand awareness, or generate smoking HOT leads for their sales team. Never has a business sponsored an event out of the kindness of their own heart. When posed with this question, be prepared to have a swift and accurate reply.

THEM: “Why should I sponsor your event?”

YOU: “Last year’s event attracted over 500 attendees. 85% were male college students between the ages of 18 and 21. If I’m not mistaken, that demographic is your target audience. Seeing that I am going to be marketing this event to repeat attendees, it looks like I’m putting your ideal customer at your door step. Is that not something you’d be interested in? If not, (insert competitor) will most likely be willing to fill the role of Title Sponsor.”

You are answering the WHY with a WHO. The audience is one of the most important things to a sponsor. They want to know that their name will be seen by the people who are most likely to buy their product.

□ an answer to the question “Why would someone attend this event?”

Your idea sounds great, the event sounds great, but how do you know people will come? Of course you can’t see into the future, but what you can do, is provide your target sponsor with a well thought-out action plan. Tell them exactly how you are going to promote the crap out of this event using several different platforms. Each media source has been researched, and based on the return analytics, you’re excited about the accuracy of your marketing efforts.

Your passion and excitement for the event is not going to be the answer they’re looking for. A sponsor wants to know how exactly you plan on netting in the promised 500+ attendees that fit their ideal client description. In this instance, the more detailed the plan you share the better!

□ a list of additional sponsors who’ve already signed on

Oh how we love sticking it to our competitors! It’s human nature to best those we view as the enemy. If you are calling bank A, and thirty minutes earlier bank B agreed to be the Silver Sponsor, you can almost guarantee (if your pitch is right) that bank A will be quick to grab that Gold Sponsor position.

But don’t use this tactic immediately! Start your pitch by revealing the associated benefits of sponsorship. Answer the WIIFM. And then, if all of your “sexy” has been wasted on a reluctant target, bust out the big guns!

THEM: “I don’t think we’re interested.”

YOU: “OK sir. Thank you for listening, but I just wanted to let you know that bank B has agreed to be our Silver Sponsor. If you change your mind, please give us a call. The Bronze Sponsorship may still be available. Thanks again for your time.”

□ sponsorship levels and costs

Don’t be too fast to bring up the cost of each level. It’s going to come up quickly in the conversation, but try to redirect the focus to what benefits are associated with each level. One of the coolest things I’ve seen from an event planner, was a photo of the event venue filled wall-to-wall with people. In the image, she had Photoshopped the target sponsor’s logo on the large banner behind the stage, and sent the image to them just prior to making her call. Her target now has a visual reference of what his or her business logo will look like from the perspective of an event attendee.

This simple trick allowed her to refocus the pitch on a “what if” rather than a “how much!”

With FREE tools online like PicMonkey.com, you can easily copy her tactic, and manipulate photos to entice and sexify the idea of sponsoring an event.

□ testimonials from past attendees

Social influence is a powerful thing. Be sure at any event, and especially if you plan on making it an annual thing, you garner a massive amount of testimonials in various forms. Social media like Facebook, Twitter and Instagram has made this process insanely easy! Using a tool like Jing (FREE from TechSmith.com) you can grab comments off of your social profiles, and save them as an image file. Include these in your sponsor request packages, mailings and emails.

Every smart phone these days has a camera that takes decent video. You can print off a generic release form online, and ask attendees to participate in a  video that is being created to promote next year’s event. They sign the release, take a quick twenty-second video of them telling the camera how AWESOME the event was, and how they can’t wait for next year’s. You can then sweeten the deal by getting their contact information, and sending them FREE tickets for the 2015 bash and a link to the video.

Do you think they will share that video with their Facebook friends? Duh! That’s extra promotion for you, at the dissemination cost of $FREE.99!

If you have all of this information ready and waiting to present to your target sponsor, you should have no trouble convincing them why sponsoring your event is a great idea! Pitching a sponsor opportunity is not something you can simply “wing,” you have to prepare! In 2014, you need to be planning for the 2015 event, 2015…2016 and so on.

And remember, WIIFM?!

P.S. If you need help garnering massive amounts of promotional material for your event, please give us a call at 815.441.2219. Not only will we get a bunch of awesome audio, video and written testimonials, we’ll teach you how to use it. Our goal is to create a “must attend” event promotion template for you to use over an over again. Once you learn how to harness the power of technology, your creative flood gates will open, and you’ll never find yourself begging for last-minute sponsor money again! ~Andy #themarketingguy

]]> https://www.bentbusinessmarketing.com/how-to-get-sponsors-for-your-event-5-must-haves-checklist/feed/ 0 andy.sokolovich@bentbusinessmarketing.com (Andy Sokolovich) https://www.bentbusinessmarketing.com/how-to-create-a-video-to-promote-your-stuff/ https://www.bentbusinessmarketing.com/how-to-create-a-video-to-promote-your-stuff/#respond Wed, 18 Dec 2013 00:40:27 +0000 http://bentbusinessmarketing.com/?p=3077 Want to make a video to promote your next big event, brand new business or latest product launch? Sure! Who doesn’t?! But there always seems to be that lack of knowledge that prevents you from making your video dreams a reality. In this short presentation, I’ll review the basics of how and where to both create your video and upload it for maximum exposure. It’s not that hard folks. If I can do it…you can do it!~Andy #themarketingguy

What do you have in common with your customer?

The answer to this question will reveal a sales and marketing tactic often missed by your competitors.

In business, we focus so strongly on the idea of selling our goods or services, that we overlook the fact that those who are swiping their debit cards, writing checks or clicking the “Buy it now” buttons are humans just like us. Sounds funny, but its true! Our desire to make the sale acts like blinders to the real reason people buy.

They make a purchase because they feel that they can trust you. I’ve created several posts, videos and articles on the power of trust in marketing. But recently, I was reintroduced to this powerful concept after reading marketing mastermind Dan Kennedy’s book awesomely titled “No. B.S. Trust Based Marketing”

In his book, Dan talks about the importance of linking your personal interests with your prospective customer. Now you don’t have to call an 800 number psychic hotline to figure this stuff out.  Actually, it’s as easy as asking subtle questions, and observing your target customer in action. But in order to make this affinity work, it has to be genuine.

My dad always said, “Nothing will make you look dumb, like trying to talk about something you know nothing about!”

That little bit of advice saved my butt more times than I can count! You have to avoid aggressively searching for a commonality, and just wait for the opportunity to present itself.  

Here’s an example:

John is in the business of furniture sales. In this particular store, John is accompanied by another salesman Jeff. Jeff is a hardwired and motivated salesman, but lacks the patience to make customers feel comfortable. And as we all know, a customer who feels comfortable is a lot easier to deal with than one who feels threatened or rushed. But for all of Jeff’s flaws, he continues to beat out John in overall sales numbers at the end of each month. Not by a ton, but just enough to make the floor manager notice a difference.

John is growing frustrated with the sales game. He feels like he has to lie in order to get someone to sign on the dotted line. Every time that door buzzer rings after a new potential customer walks in, John let’s Jeff make the mad dash to the front show room, while he hangs out in the back hoping to pick up the crumbs of Jeff’s selling feast.

Just last night, John was building up the strength to notify the store manager that he’s giving his two-week notice. “I’m just not a salesman,” John was going to say, “I can’t stand having to bend the truth in order to make money!”

One day while Jeff was out trolling the sales floor, John stumbled on this very post. He learned that if he could make a connection, and honest connection, with his customers, it would change the way he viewed his job. By building trust in the relationship, John would actually enjoy the conversations he engaged in, and his demeanor would be that of someone both calm, confident and trustworthy.

That afternoon, the alarm from the front door buzzed in the back, and this time John was the first to reach his prospective buyer. As the customer looked around, John was sure to give them some time to become acquainted with their surroundings. He studied their appearance, and quickly noticed a handmade charm on the woman’s key chain that said “We love you Grandma!” It was surround by three little pictures of children no more than five. One of the little boys was wearing a Philadelphia Flyers hockey jersey. John was not only a grandfather himself, but despite living in the Midwest, was an avid Flyers fan!

Now it was time to engage his customer.

John calmly asked if she was looking for anything in particular, and then before the woman could even reply, John stated that he too was a grandparent. And he immediately followed that up with the excitement that there was another Flyers fan in Iowa!

The customer was a little taken back at first, but being a proud Grandma, was quick to laud the cuteness of her grand-kids and the little right-winger in the jersey. Through their conversation, it was revealed that her little babies all lived just outside of Philadelphia, and now that her own children were grown with families of their own, it was time to replace the old child battered furniture with some new leather couches and a love seat. John showed her what they had in stock. They talked more about the discomfort of being separated from your grand-kids, and actually spent more time in person to person conversation than exasperated sales jargon.

John was able to sell the woman a new couch, love seat, matching recliner and two oak finished end tables. The woman also mentioned that she would recommend him to the other patrons in her 55+ community. Many of them were also looking to furnish their condos with something nicer…something to impress the neighbors at the next community board meeting.

And that’s how it works. It’s not rocket science, it’s not a secret code or cheat sheet, it’s simple conversation. We are all in sales. Some of us more directly than others, but anytime you are attempting to persuade someone to follow your lead, you are in fact selling them on your idea.

In order to be successful, you just have to start treating people like people. Trust me, if you do as I suggest, you’ll really stand out and differentiate yourself in a sea of money hungry bottom feeders.

Now go out there and make some friends! The money will follow…I promise!

P.S. No pressure, but it’d be awesome if you could cruise on over to our Facebook page, and LIKE it! Thanks 🙂 ~Andy #themarketingguy

Oh yea…and click here to view Dan Kennedy’s work of genius on Amazon.com!

I live in a town of approximately 28,000 people.

Clinton, IA, nestled right along the eastern edge of the state along the Mississippi River, is a community built on manufacturing, railroad and at one time, it was the center of a booming lumber industry. In this town, your last name and lineage still hold the interest of most of its residents. When I started Bent Business Marketing here in the summer of 2012, I was asked repeatedly who my father and mother were. Since my last name is uncommon in the area, my presence confused some of newly found acquaintances.

Being in the military for over a decade, I was used to meeting people from all over the country. It was actually rare to bump into someone who was from your home state. But that I had decided to plant roots in Clinton, and I was going to have to make an impact in order to build recognition for myself and my business.

It took me the better part of year to make hundreds of introductions, and shake an endless amount of hands, but I finally feel that I am a  welcomed member of this community. But there lies the rub. In order to get recognized, you’ll have to put in a ton of sweat equity and time.

If you find yourself in a hurry to grab their attention, here are my 5 steps to speeding up the process

Join the local Chamber of Commerce

If you are in business, then you already know the importance of becoming a household name. You can have the best product in the world, but it will do nothing for your potential customer if they don’t know that you exist. The Chamber of Commerce hosts several networking events throughout the year. They are usually frequented by both old and new businesses in the community. Each person you meet may not only become a customer, but willing to share some solid advice on how to break into a new market place.

Pick their brains, and before you know it, you’ll have a solid action plan to establishing local fame!

Join a local Non-Profit Club or Organization

Every community has a Rotary, Lions or Kiwanis Club. Their membership is made up of teachers, attorneys, columnists, bankers, physicians and entrepreneurs. The goal of each club is to not only support humanity on a world-wide level, but also help their community through volunteer work. If you really want to be known as a man or woman who’s invested in the future of your town, spend some time volunteering. A large part of my business is constructed on volunteerism. I’ve been introduced to several new clients while ringing bells for the Salvation Army, dishing out pancakes at a fundraising event or breaking bread over our weekly luncheons.

The fastest way to become successful in any industry, is to help others first. I believe it all comes back around.

           Sit on community committees

In Clinton, IA, there are several committees in which your expertise or industry knowledge will be greatly appreciated. I serve on committees for event planning, non-profit marketing and city development. Each one offers its own unique makeup of local professionals. Not only do you receive a ton of satisfaction by being a member of a community group striving to make a difference, but when that recognition goes public, guess whose name will be in print?

That’s right! YOURS! There’s no shame in getting involved for a seemingly selfish reason. I say as long as 80% of your interest is for the betterment of the community, and the other 20% can be for personal reward. Flip flop that, and you’ll be in trouble.

Develop a social life

I know that running a business is exhausting. Heck! Sometimes there doesn’t seem to be enough hours in the day to get everything done. But the truth remains that 50% of business is performed outside of the office or store. That’s why it’s imperative that you attend local social events. Ribbon cuttings for new businesses are an excellent target! You get a chance to welcome a new business to the community, and 9 times out of 10, the event is photographed and published in the local paper the very next day.

But don’t forget my 80/20 rule!

Talk to people!

Sounds simple right? It’s not! Most people are terrified to spark up a conversation with a stranger. They fear rejection, or are under the impression that the other person doesn’t want to be bothered. Well I’m here to tell you that human beings like being social. At one point in our existence, it was rude not to talk to someone if you found yourself waiting in line at the local coffee shop, but in today’s society, silence seems to be the norm. If you really want to be known in a new town, you’ll have to get over your shyness, and meet at least one new person a day.

Extended your hand and introduce yourself. It costs nothing, and you never know how that greeting will develop. Some of my best friends were a result of a “Good Moring,” or “Have a nice day!”

It’s simple, FREE and insanely effective.

So that’s it. No giant revelation. No secret sauce, just some good old fashion communication and involvement.

Every day I crack open a book written to reveal the winning game plan for success, and every day I find myself disappointed by the content. Success means something different to every individual. It’s not something that can be bought and paid for.

It’s something that comes only when you are happy with yourself as a person. When you know that you are doing everything in your power to make this world a better place to live. Only then will you know what it truly means to be successful. At least that’s how I see it.

And if I can make a difference in my town of 28,000 friends and family well…

I can say that I’m successful!

Experience as shown that success is due less to ability than to zeal. The winner is who gives himself to his work body and soul” ~Sir Thomas Fowell Buxton

 photo credit: mallix via photopin cc

~Andy #themarketingguy

What does your email signature block look like?

If you’re like most people, you’re sticking with the widely accepted; first name, middle initial, last name, followed by your duty title, telephone number and email address.

And there’s nothing wrong with that! You want to make sure that the recipient of your message knows how to get in touch with you.

But why not create a signature block that does more than just act as a Rolodex^TM?

Why not use it to sell yourself?!

Your business offers a great service and amazing products, but listing your wares and offerings in your signature block would look dumb and cluttered. If only there was a place where you had all of your information listed including images, videos, product updates and some awesome educational content that really represented your business’s core values and worth!

Introducing Facebook.com! That crazy little social media site that has captured the lives and eyeballs of over 1 Billion subscribers. You may have heard of it. If not, it’s time to crawl out of the cave you’ve been holding up in, and realize how this new world communicates.

Point your email recipients to your Facebook page by simply adding a click-able link to your signature block. For example:

Ask yourself how many emails you send a day. How cool would it be if even half off of those emails were followed up by a potential client, customer or business associate landing on your Facebook, YouTube or LinkedIn page?

That’s a ton of information wrapped up all sexy in a short signature block! Now don’t get all “link crazy” but use that space to your advantage.

P.S. For more awesome email tips and tricks, subscribe to our weekly email by filling out the information on the top left corner of this page. We’ll send you the best of our babble every Tuesday at 7AM CST! Thanks ~Andy #themarketingguy

Have you heard of the term “viral?”

Sure you have! It’s usually used in conjunction with a slick video on YouTube or a highly shared post on Facebook. But it’s not a word that should be thrown around so aggressively in the world of business. If you really dissect the content that reaches that pivotal viral status, it very rarely contains information that would lead a would-be customer to open their checkbook or click the Pay Now button. Nine times out of ten the video or post is purely entertaining and lacks any and all sales verbiage.

The content went viral because it did one thing and one thing only.

It evoked emotion.

Laughter, tears, anxiety, excitement and wonderment are all-compelling reasons to donate minutes of our lives watching videos online or reading sad reality stories.

As a marketing consultant, I am asked by clients if I think they should create a video to promote their services or products online. My answer is always, “YES!” Videos can be produced, edited and uploaded to Facebook, YouTube or your website for next to nothing. They act as an integrated media source to reveal, demonstrate and promote segments of your business that many may not be aware of. Video is an awesome marketing tool, and should be used by every business to enhance their popularity within their targeted demographic.

But many businesses still choose to ignore it as a viable and profitable form of digital media.

Why?

Because their expectations are too high. They concentrate on that million dollar buzz word…

“VIRAL!”

When their newly launched promo video fails to garner massive attention from the universe, they scrub it, never making another video again. Maybe you have fell victim to the viral let down, and have avoided mixing up your marketing resources in order to save time and disappointment. But let’s think about how your marketing efforts work for a second.

You spend money to make money…right?! But shooting a video with your iPhone and uploading it to YouTube costs nothing. And if one person sees it, and that one person contacts your business and eventually becomes a long-term customer with a lifetime value of $10-12K, wouldn’t you say that the video was worth your tiny investment of time?

Duh! Seems like a no-brainer to me.

But let’s move this conversation back to the virality <——(it’s a real word). Now that we agree making videos to market your business is a good idea, how do we ensure that our videos will be watched?

The truth is…I don’t know. There’s no set law or strategy that you can apply to guarantee that your video will be seen by the masses. If there was, I’d be using it. But there is a cheat code!

Have fun. Sell without selling. Allow your viewers to simply enjoy what they are seeing.

I’ll leave you with this example that will hopefully get your “motor running.” Pun intended!

Check out this video from Blendtec™. Some of you may remember this video series, but for the low initial production price of $50, Blendtec™ was able to boost sales by almost 600% in less than a year. Take notice of the fun factor! Not only does this video series promote the power and durability of a Blendtec™ blender, it’s insanely fun to watch and dream of new things blend and destroy.

Plus it’s definitely a video worth sharing!

Each one of us as our own unique set of skills.

But if you really want to be successful, rich and free from the fear of failure, the absolute best thing you can do is to apply those skills daily!

Hopefully you have been able to harness your abilities, and now use them to make money. See that’s the ultimate goal. We all want to do something we love in order to earn a living. There’s a saying that I will loosely quote which reveals that, “if we do what we love, we will never work a day again in our lives.”

But how do you go about unearthing and exposing them to the world?

The first thing you need to do is to take inventory of the things that make you…YOU. What makes you different from everyone else in the massive sea of the day-to-day grind?

Compile a list of experiences, insights, talents and abilities. Now, take some time and write down on a blank piece of paper how you would explain them to a friend at a bar. Don’t be overly critical with proper punctuation and spelling. Just write! Let the words flow as if they were coming from your own mouth after a few libations.

I’m not condoning the over indulgence of alcohol, but in an article published in April 2012 by Psychology Today, “Research has shown that alcohol tends to reduce people’s ability to focus in on some things and ignore others, which also happens to benefit creative problem solving.”

Anyway, after you’ve explained how you’re unique, and how your uniqueness could benefit you professionally, I want you to sit down and reread what you have written.

But DO NOT make any changes!

Go through with a yellow highlighter, and mark the words or phrases that really stand out…that make you extra special! For example, I wouldn’t highlight the fact that you are fluent in Spanish, but I would exclaim that you are fluent in Spanish because of the two years you spent with the Peace Corps in Honduras.

That’s the jaw dropper!

The ability to speak a second language is great, but the fact that you learned this skill as a result of your desire to help others, holds more weight and gets people to notice you.

Now you can copy your highlighted words on another fresh sheet of paper. These are the distilled points that we are going to focus on. Next, I want you to reach out to others to further assist you in your search. Ask them what about you is different. I would avoid using family as a sole resource. They tend to sugar coat, and avoid harsh criticisms. Pose the question to your customers or clients instead, and annotate their response.

You may be surprised by the feedback you receive. In business, acting as the owner causes us to become blinded to anything outside of our narrowed focus on the daily operations. Your customers may reveal exceptional selling points that you can begin to include in your marketing and advertising verbiage to boost sales and increase profits. Chances are pretty good that if one person exposes a reason that they continue to do business with you, that very same thing will be attractive to more than just one future customer.

Again, on a fresh piece of paper, combine both your own distilled ramblings along with the customer’s feedback. There in front of you, you’ll have been presented with a list worth its weight in gold! A piece of data that, if you followed my instructions, has revealed what about you makes you marketable.

If you find yourself stuck in a thankless job, and you fear that your future is doomed to work hard so others can make money, use this data as an exit strategy. Find a way to take the things that you’re exceptionally good at, and research opportunities for you to apply those skills in a manner that makes you wealthy. Start small. If you love creating handmade jewelry, create and sell your wares using Etsy.com, if you want to be a writer, cut your teeth by launching a contractor for hire profile on oDesk.com or if your dream is to sing for a living, start hitting up every Karaoke bar in the state and belt your lungs out on the high notes!

My point is that life is too short to make someone else rich. You’ve been provided with unmatched skills. They are unique to you, but in order for you to capitalize on this Godly investment, you have to use them.  

Only then will you reach your full potential. Only then will you truly understand what it means to be…

SUCCESSFUL!

P.S.  We always post our babble on our Facebook Page. So if you find yourself spending more time on the book of faces, you may want to LIKE our page so that you never miss a word of our ramblings. Here’s to your success! ~Andy #themarketingguy

Boy do I have one cool FREE tool to tell you about!

I don’t usually fall in love with something this fast, but this single tool has allowed me to do some amazing things. Imagine if you had the ability to capture images from any screen that you view on your monitor. For example, say that you just received an awesomely positive review left by someone as a comment on your Facebook page. Now, I am sure you’re staring at that those kind words strong together so eloquently on your page, and are thinking to yourself…

“Dang, if only I could capture that comment, and paste it on my my website in the Customer Comments section!”

Introducing Jing from TechSmith, a revolutionary screen capture tool that allows you to select portions of your screen and save them to your desktop as an image file. Also, Jing has some really cool additional features that will boost the communication level between you and your web or graphic designer.

Here’s what I mean.

Download Jing Here

Say Bent Business Marketing has just been hired to build you a new and crazy cool website, but there’s one area of the site design you want to change. You know exactly where it is when you’re staring at your monitor, but are having a hard time conveying the location to your designer via phone or email. Jing will allow you to grab the specific area as an image, and then without having to use any additional programs, add text and arrows to explain exactly what you’re looking for!

Here’s an example image:

As a designer myself, I have spent countless hours on the phone with clients who are attempting to translate their desires into words, but their requests are not that clear. Now with Jing, you can save yourself gobs of excess verbiage and wasted breath. Just drag your mouse over the area you want to capture and WHAMMO, you can attach the image to an email with the requested changes and the job gets done fast and as you wish.

Even better, Jing is FREE. Once it is successfully installed, Jing will appear as a yellowish orb hovering along the top of your monitor. Whenever something online catches your eye, just click on the orb and select the area you want to save.

How do I use Jing?

As I mentioned above, JING is an awesome way to capture Facebook comments and posts. And don’t worry about privacy, if they post it on your page…it’s yours! Also, as I design more and more Facebook cover and profile photos, Jing has made it possible for me to secure images from an existing website without having to ask for the digital file from my client. Again, that saves me some serious time and allows me to impress the client with my fast turnover.

Oh yea! I totally forgot to mention this, but it is an extremely dope feature. Jing also can capture video! That’s right…you can capture your screen images while inserting your voice using your internal mic on your monitor. So if you want the smooth sound of your own voice to flow with your video, just open Jing and select the video capture option. This is awesome for short intros to new products, explaining how to secure your services, giving direction to your store or leaving yourself a quick reminder.

For $FREE.99, you can’t beat the versatility and ease of you of Jing. I strongly recommend you invest a few minutes of your time and download this tool. I get no kick-back from sharing it, I simply want to make both of our lives easier!

Here’s to sharing the wealth.

Download Jing Here

P.S. In cased you missed it, here’s the link to download your copy of Jing. Trust me…it’s worth it! ~Andy #themarketingguy

]]> https://www.bentbusinessmarketing.com/introducing-one-of-the-coolest-tools-in-the-world/feed/ 0 andy.sokolovich@bentbusinessmarketing.com (Andy Sokolovich) https://www.bentbusinessmarketing.com/what-am-i-doing-that-is-remarkable/ https://www.bentbusinessmarketing.com/what-am-i-doing-that-is-remarkable/#respond Mon, 18 Nov 2013 16:20:57 +0000 http://bentbusinessmarketing.com/?p=2989

I am writing this post on a Monday morning, and that question just won’t escort itself out of my brain. It seems like every time I experience a concrete skull rattling question, the only way I can move on with my day is to pose it to someone else. Well lucky for you, you’re reading this blog, and have become my first victim!

While the question seems pretty straight forward, the answers seem to spider web in a thousand different directions eventually leading back to the start.

What am I doing that is remarkable?

I recently ran for office in the City of Clinton, IA and lost. At first I wanted nothing more than to curl up in the fetal position and lick my wounds. But as time passed, and my rational brain took over, I was able to dissect my actions and calmly review the results. What I had accomplished was nothing short of remarkable! In a town where lineage and past experiences mean everything, I was able to make an impact that would make Halley’s Comet jealous. I garnered 20% of the total votes. That may not see like a lot, but when only a slim percentage of all registered voters show up to the polls, I’d say that’s pretty substantial.

After many self-pep talks and kudos from my supporters, I was undoubtedly pleased with my efforts. But then something else happened…reality kicked in. As I walked into my office the Wednesday following the election, my heart-felt heavy.  I knew I had lost, and I was for the meantime over it, but this feeling wasn’t disappointment it wasn’t embarrassment. No, it was a sense of utter emptiness. The victory that I had been perusing for hundred plus days was not only lost, but the campaigning was over.

I was done, and found myself asking…Now what am I going to do that is remarkable?

In life we are always challenging ourselves to become something greater, and if you’re not…you should be. For me it’s extra difficult. I am my biggest enemy to say the least. I wear my heart on my sleeve, and from time to time, question my abilities to complete tasks that I know I will be ready and able to perform. I fight an internal battle, and am often exhausted by aggressively maintaining a positive outlook.

But life does not provide us with a pause button.

Recently I spoke with a woman from Dubuque, and she said something to me that really hit home. I expressed to her my love for self-help and leadership books. I showed her my massive library of various authors both old and new to the scene. As she peered at my self-impressed collection, she posed this question, “What have you learned from these books and how has it helped?” Without delay, I rattled off some BS about never quitting, believing in yourself, and looking for the good in every situation. She looked at me as if I had no clue about what I was talking about. This was concerning because I usually receive a pretty solid response to these type of questions.

“If you were to author a book of self-help and leadership, is that what you would write about?” she said.

I thought about it for a second and then went blank. What would I write about? What would I tell people who would get them through a personal or professional struggle? I guess I really had no idea. Well, at least not at that moment.

I thanked her for her advice, and then sat down angrily at my desk. I punished myself for a solid thirty to forty minutes for not having a tight grasp on the reins of life. I thought my plans were dust, and everything I had worked so hard for was blown with the wind.

As I slept that night, I had a dream. A vision of what I was really meant to do with my life. It was cloudy, and the answer not real clear, but the message was received without confusion. It was pretty simple really. I mean, not incredibly straight forward, and not something that would instantly cure my worries of my success.  Guess you could refer to it more as a challenge!

My new-found charge was to do something remarkable. Nothing specific, but something that would change both mine and the lives of others for the better. Not specific at all!

Since that vision of purpose, I am dedicating myself every day to working towards a remarkable goal. Even though I can’t tell you what that goal is, simply because it doesn’t have a name, I can reveal that it will be attained.

I guess I just won’t know it until I get there.

So Andy…what does this have to do with marketing my business? Well my fellow visionary, it has EVERYTHING to do with marketing your business. Because without a desire to be remarkable, you will never succeed. Whatever you are thinking about doing to draw in new customers, the likelihood is pretty high that it has already been done before. And yes, I agree that copying someone else’s success is a great start, but you can’t forget that the world of business is infinite. Standing out in the crowd is harder than threading a needle blind folded with no thumbs.

In today’s cut throat crowded world of commerce, it will take more than just marketing your business. In order to capture the hearts and minds of new and loyal customers, you’ll have to ask yourself a question. And only you will be able to provide the correct response.

What am I doing that is remarkable?

——————————————————Write Answer Below———————————————————

P.S.  If you need help finding your “remarkable,” give me a call. Two minds are always better than one! 815.441.2219

Still haven’t found it?

Well guess what…neither did I. Why? Because I don’t care. Sure it’s a great way to entertain ourselves or fill in the long wait at the dentist’s office. But when it comes to making money, these two images represent the reason why some businesses have failed to experience growth.

You see, the human eye has a very difficult time focusing on objects that are in a state of stagnation. Only when something begins to move do we start to acknowledge its position and value.

How does this play into your business?

It’s simple. When your business stands still for too long, and makes zero attempt to capture the eye of potential customers, it becomes ignored. And even worse, it takes a sharp detour into the land of Forgottenville! An object in motion is easier to spot. That’s why businesses that are constantly looking for new ways to become more attractive experience rapid growth and financial success.

Now here’s the catch. Don’t do something so crazy to grab the vision of the public eye, that you harm your reputation. A great example in my opinion is none other than Miley Cyrus. I know…I’m playing into her web by simply typing this, but the point I am trying to make is that there is a huge difference between being noticed, and becoming valued. Sure you can streak around the streets in a thong with your logo and number painted in bright colors on your bare chest, but is that action going to lead to long-term value?

My guess is a big fat NO!

Some people interpret marketing as a way to make your mark…by any means necessary! And why I do agree that stepping out from your comfort zone, and performing something outrageous is a great way to build some much-needed buzz around your venture, I also know that if your product sucks, the increased attention will be the equivalent to someone taking a pneumatic nail gun to your coffin instead of a hammer.

You have to constantly be in a state of motion. It doesn’t have to be a full out sprint, but you need to understand that every day you wake up and flip that sign from close to open, you are presented with a new chance to grab some of that highly coveted customer attention. Marketing your business is not about sending out mailers, running a quarter-page ad in the local rag, or disseminating your every six months email. No my friends….

MARKETING IS EVERYTHING! And I’m not exaggerating, I really mean everything.

Listen, it’s easy to stick to the things that you know and are comfortable with. It’s easy to avoid websites, social media, podcasts and blogging. You can crawl into the fetal position and wait for the wave to pass by, but I’m here to tell you that it’s not a wave…

It’s a freakin’ flood.

Now your only option is to build yourself an ark, but with the cost of lumber these days, it might just be easier to step outside that bubble of bliss and comfort and try new things. Launch a Facebook page, build yourself a website, sell your wares on etsy, build your email list and create a marketing arsenal that’s unmatched in power and effectiveness.

Whatever you decide to do, just be sure not to stand still.

P.S. Follow us on Facebook…that’s an order or a strong recommendation! Be like Nike and Just Do It. ~Andy #themarketingguy

OK. I have no idea how many of these posts I am going to author, but I feel the need to throw my two cents on selling in your direction.

If I had 100 people in a room, and posed the question, “who in here is in the business of selling?” many hands would go up. But the reality is, 100 hands should be raised high in the air waving around like they just don’t care. Some old school rap tossed in for flavor!

Every single one of us is entrenched in the business of sales. We sell our spouse on what movie we want to see, we sell our children on the importance of eating their vegetables, we sell our parents on the reason why we have to change our major in college to basket weaving and we even sell ourselves on justifying that new stereo purchase.

Selling is in our DNA! But the real question is…how do we hone those skills in order to make more money?

In Part 1 of this Bent Business Guide to Selling, I am going to introduce you to the concept of interruption sales versus welcoming sales.

This analogy is my go-to comparison when I teach business owners how to effectively use social media to market their businesses, but I feel that it also fits in perfectly as an ice breaker to selling. Read along as I tell the story of a house party, an invitation, strangers and selling stuff.

Imagine for second that you’re invited to a house party. Your friend, “Joe” asks you to accompany him to a social gathering consisting of a few dozen people in which none are friends of your own. They all have known Joe for years, but since you recently met Joe, you have no idea who else he hangs out with on his off time. Since your schedule is embarrassingly clear, you take him up on his invitation and agree to meet Joe at his house so you can ride together to the party.

As Joe knocks on the door, you start thinking about your home business, selling vehicle detailing equipment and assorted cleaning supplies. So far your business has been somewhat of a bust, and you fear that you might have to toss in the towel. You consider yourself a bad salesman, and attribute that to your failed attempts to profit in your new venture. Just as the door opens, and you’re greeted by the host, two scenarios pop in your head. One will create an outcome that will not make you money and cause you embarrassment, and the other will build new friendships and put some cash in your pocket every month.

Scenario 1: You’re so excited about the opportunity to sell your product to unsuspecting listeners, that you lose focus on the fact that you are being introduced to a new social circle for the first time. Instead of exchanging pleasantries, you immediately start your pitch. In less than fifteen minutes, Joe is regretting is friendly invitation, and you start becoming labeled as “that guy.” Most of the party goers make aggressive attempts to avoid you. All you’ve added to the conversation was a lame attempt to sell strangers on a product they never showed interest in. Why you haven’t gone unnoticed, your inexperience and lack of social skills stiff arm any chances of obtaining a few customers and paying your rent that month. You can chalk this up as a complete failure!

That example was pretty blunt, but now let’s explain what you should have done.

Scenario 2: The door opens, and you’re greeted by the cordial host. You happily shake hands and begin working the room. One by one, you get to know everyone in attendance. You exchange snapshots of your children, talk about your favorite sports team, and begin discussing individual hobbies. As conversations begin to kick-off, you listen to what people are saying. You pay attention to their likes, dislikes and examine their personalities. You’ve been at the party for a little over two hours, and everyone seems to appreciate the fact that Joe invited you. You fit in perfectly! During one conversation in particular, five guys are huddled around a card table discussing the cars they’ve been restoring. They talk of a huge classic car show that’s taking place in less than a month, and they each express a desire to enter their restored ride. Now you’re no dummy when it comes to cars, you start asking them questions about performance, color, interior and how they plan on preparing their car for the competition.

They reveal that one of the problems they consistently run into is finding a window cleaner that doesn’t leave behind streaks and cloudy residue. Your heart starts to race because you sense an opening for your pitch. Not just any opening…a welcomed invitation for you to advertise your offer without any chance of judgment or disappointment.

They want and need what you have to sell! Your chances of closing the sale have just increased exponentially. Even better, there’s a huge likelihood that these five guys will turn out to be repeat customers. Customers that never need to hear your pitch again. They know what you have, they know it works and they’ll continue to buy as long as you are selling.

So back to the scenario. Now that you’ve heard a few of the guys reiterate the same problem, you speak up telling them that you have the cure. You sell the solution and back it up with a 100% no questions asked guarantee. You came to this party with no intentions on making a sale, but it’s by sheer coincidence that you have a few cans of this miracle cleaner in your car. They excitedly ask you to bring them in so they can take a look. When you get back inside, you notice that several of these guys recruited a few others who share a common passion for classic cars, and they too want to see what you’ve got.

A quick demonstration and they’re hooked. That night, you sell 27 cans, and receive eleven new members in your preferred buyers’ club. This means that they’ve agreed to lock in an order for six cans a month for one year, and for their commitment, they receive a small discount and a bonus gift!

The sum total of your hard work…that really wasn’t real work at all…is an astonishing $436.97. Between your individual markup and your sales commission, you are back in the black, and not too far from your monthly sales goal.

If you still can’t see the difference between scenario 1 and scenario 2, then you might be a lost cause. But my guess is that you recognize that with simple communication, developing friendships, and waiting for your opening, you’ll increase your chances for success in sales. The days of interrupting people, and aggressively pushing for the sale are over. People are busier than ever, and they don’t offer up their trust easily.

Lesson learned; wait for a welcoming invitation to pitch your offer and always remember to be patient. Good things will come if you pay attention to the conversation already going on. Truly successful salesman understand that God created us with two ears and one mouth for a reason. Listen, learn, listen some more and then close the sale.

In that order.

P.S. Stay in the know by signing up for our SPAM FREE email that will arrive in your inbox every Tuesday at 7AM CST. Just slap your name and email in the blank spaces above, and never miss a word of our highly coveted Bent Business Babble! ~Andy #themarketingguy

photo credit: Dustin Diaz via photopin cc

Need to delete a Facebook page?  Let me show you how!

After logging into Facebook click on the sprocket at the top right corner of your page. 

Highlight Account Settings.

Click on Security on the left side.  At the bottom of the page you will see Deactivate your Account. 

Facebook will ask you a couple of questions to make sure you are serious about deactivation.  You will also be required to give a reason for leaving. 

 TADA!

Your page has just been deleted. All of the content is gone including pics and status updates. If you are planning to create another page for your business, I urge you to take your time and find someone knowledgeable about using Facebook for businesses to help you set it up.

Also, if you think you messed up creating your page, don’t wait until you begin building a fan base to make corrections. Follow the steps above, and start from scratch early so that you avoid losing any of your followers.

P.S. Don’t hesitate to give us a call if you need some help! 815.441.2219…It’s always easier to do it right the first time 🙂 ~Andy #themarketingguy

After logging into Facebook, click on the sprocket on the top right side of your page.  Highlight the page you are wishing to add the admin.

Next, go to Edit Page and highlight manage admin roles. 

You will now need to add the email address of the individual you wish to add.  The admin must have already “liked” the page and you will need to enter the email address associated with their Facebook page. 

You will be able to pick their level of control and will see a description of what each title allows that admin do on your page.  

That’s it! Super easy 🙂

P.S. If all of this Facebook stuff sounds super confusing and you just don’t have the time to mess with it, give us a call at 815.441.2219 and let us do it for you! All of the perks with none of the work 🙂 ~Andy #themarketingguy

]]> https://www.bentbusinessmarketing.com/how-to-make-someone-an-admin-of-your-facebook-page/feed/ 0 andy.sokolovich@bentbusinessmarketing.com (Andy Sokolovich) https://www.bentbusinessmarketing.com/are-you-using-facebook-offers-to-boost-sales-and-attract-new-customers/ https://www.bentbusinessmarketing.com/are-you-using-facebook-offers-to-boost-sales-and-attract-new-customers/#respond Fri, 04 Oct 2013 16:14:23 +0000 http://bentbusinessmarketing.com/?p=2924

Are you using Facebook Offers to promote you next big sale?

Facebook Offers allows you to reach out to a broad audience, and promote your in-store or online discounts. Since EVERYONE uses Facebook, why not target your offer right where you’ll know your customer will see it.

Here’s how it works:

In the same box you type in to author a new post or share a photo, you should have a tab visible that says “Offer, Event +” Just like in the image below. Facebook Offers are an exclusive feature to Facebook Pages, not personal profiles. If you setup your business Facebook site as a person (i.e. First Name “Bill’s” Last name “Steakhouse”) well…you’re out of luck. But most of you should be good to go, so let’s move on!

Once you click the Offer tab, you’ll be presented with these options.

Click on the offer tab.

Next you will be asked to author a headline for your sales or discount offer. I would use the traditional, “25% Everything (or specific product) In-Store LIMITED TIME ONLY!” or something similar. You can also change the image to one that depicts your product or storefront to increase customer awareness.

Now the fun stuff! Select the expiration date for your offer. Remember, give your fans and online audience some time to see the offer and take advantage of the deal. Next, be sure to detail the terms and conditions of your sale. If there’s a specific brand that is sale exempt, note that information in this box. If you’re housing a coupon on your website, be sure to include the link to that page. If you want to limit the amount of customers who can redeem the offer, be sure to change that number from the default setting of 5,000.

In my experience, creating a lower number results in a more aggressive customer response. This is due to the fear of loss we all have when presented with an offer that we simply can’t refuse.

If you click on the redemption code option, you will be able to create a specific code or keyword to be used at online checkout.

If your offer is in-store, you can include the sales barcode number. This allows the cashier to simply input the barcode digits, or scan the barcode when shown the offer on a customer’s smart phone or tablet.

Obviously, Facebook is not going to give you this awesome tool for FREE, so you will have to select a payment amount. Start with the lowest value and se how it works. But compared to a single-run print ad, the cost is reasonable.

Target your audience using the city in which the offer is located. For example, if I was promoting an offer for a business in Clinton, IA, I would make sure that Clinton is selected. You can also branch out to neighboring cities to increase exposure geographically.

Select whether or not this offer will be presented to both men and women, or exclusive to a gender. Now select your desired age range. If you are selling a product that may not appeal to men in their 60’s, then exclude that age from your selection.

 Pick the date and time you want to start your offer.

Ensure that the funding source you’ve set up with Facebook billing is correct. You can setup a payment method using either a credit card or PayPal account.

Finally we can post our offer! Just click the Post Offer button and you’re good to go.

Be sure to track your offer using Facebook’s Analytic data, and brief all of your associates that you are running the campaign. The worst thing would be for a customer to attempt to redeem the discount, and have a sales associate look at them all cock-eyed. Keep everyone in the loop.

That’s it! It’s pretty simple, and depending on your audience, could be your best bet for attracting new customers and a boost in sales.

Here’s to making money!

P.S. If you have any questions, give me a call and we can schedule a consultation so that we get it right the first time! 815-441-2219

Be sure to follow us on Facebook! We can’t give you all of this sweet info and request nothing in return. It’s going to cost you a click on the LIKE button 🙂 ~Andy #themarketingguy

If that’s never happened, you might want to consider trying your hand at something else. But if you’ve been on the delivering end of a passion packed pitch then you have already unlocked the secret to writing successful advertisements.

It’s insanely difficult to author an ad that coverts into sales without a healthy dose of energy and enthusiasm.

I was asked the other day what my process is for creating selling ads. I’m sure the person asking the question was disappointed by the answer when I simply replied, “I don’t have one.” Most advertisers have a process, template or pattern they follow to create some of the most brilliant ads you’ve ever seen! I’m not one of them. Well, not really. I do follow one simple rule. It’s a pretty easy one to follow, but requires a ton of discipline with a dash of perfect timing.

Curious?

The key to writing successful ads is to NEVER delay the physical writing. Don’t wait to author your ad until you have your lucky pen, a fresh blank piece of bond paper and a clean desk to work from. Start writing as soon as you feel that rush of excitement that flows through your veins whenever you begin explaining to someone why you do what you do! Your passion will translate through the words you string together. And people love reading, listening and surrounding themselves with passionate people.

A healthy handful of excitement is worth more than an hour of excessive concentration. Too much time is your enemy. Just sit down with pen in hand, grab whatever you can reach to write on, and just START! I like to set myself a fifteen minute time limit with a two-minute warning alarm. This constraint forces me to focus on the most important benefits of my product, and eliminates useless verbiage.

Put your ramblings in story form for an even higher level of engagement. We love reading stories, and the less it resembles a sales advertisement the better!

This technique doesn’t work for everyone. Some of us love the structure of a process or step-by-step guidelines, but for those of you who do your best work under pressure, try shooting from the hip.

I’m going to give you a shove in the right direct by asking…

Why do you love what you do?

3…2…1…WRITE!

P.S. If you want some help with writing killer ads that sell, email me at Andy@bentbusinessmarketing.com. I’d love to see what you’ve come up with 🙂 ~Andy

photo credit: Saad.Akhtar via photopin cc

I get more and more people everyday asking me about Facebook. They want to know how it can possibly work to increase their sales. I could give them a ton of secret insights used by some of the world’s best social marketers, but that might be a waste of time. The truth is…

Creating a Facebook page for your business will NEVER increase sales!

OUCH 🙁

Yes folks, the act of creating a Facebook page has, and never will result in a rapid boost of excess cash flow. In order for you to get your burger’s worth from Facebook marketing, you have to be in it to win it.

After creating your page, adjusting your images to the proper dimensions and calling your BFF to tell them you’re finally on Facebook, you’ll have to get involved in the existing conversation. That means authoring posts, sharing images, Liking other pages and dedicating some serious time to developing your newly established online presence.

Oh, and if you think all of the powers of Facebook are going to be laid at the tip of your fingers overnight, well then you might want to check your vehicle’s floor boards for an exhaust leak. Facebook marketing takes time! And patience. Most businesses that jump into this digital social circle become frustrated when they can’t equate their time spent on Facebook to actual in-store sales or service calls. Don’t get me wrong, understanding if your efforts are paying off is a huge part of marketing, but unlike a direct mail piece, the returns here will not be visible immediately.

In the beginning, all you are trying to do is fight for a slice of real-estate in a prospects mind. More sales are made based on familiarity with the brand than any other reason. Subliminally, we trust in the quality of a product because of the amount of times we’ve witnessed the brand through both online and offline ad sources. Getting active on Facebook will boost awareness of your business. Someone is not going to click the Like button on your shoe store fan page, and within the same hour show up in your place to buy a new set of kicks.

I guess that could happen, but you see what I am getting at!

What’s more feasible, is that same person having their heel fall off during their walk to work, and on their lunch break, because they remember you from your Facebook page, come strolling in to dress their tootsies with the latest six-inch fashion trend.

You took the time to get involved in their conversation online, and now they are rewarding you for the effort. And if you’re really smart, you’ll create a Facebook linked discount, sale or prize. Even better, you’ll secure their contact information so you can invite them in for  top-secret VIP specials!

Now you’ve got them. The marketing funnel has been filled, and used correctly; you can market to them, their friends and family. All because you were smart enough to spread your message right where the masses were listening.

With over 1 billion users, Facebook is a marketing tool that can not be ignored.

I will repeat my warning for those who are taking notes.

WARNING: The act of creating a Facebook page for your business will NEVER increase sales. You have to be willing to post several times a day, and become a page that not only exists, but is adding a tremendous amount of value to the conversation. ONLY then will you be able to harness its true power!

That’s why it’s called SOCIAL media. You gotta be in it to win it 🙂

P.S.  If you are failing to make a splash on Facebook, check out this link for your social media life-line. ~Andy #themarketingguy

———-> Professional Facebook Page Management

I woke up this morning and logged onto Facebook…..like I do every morning…..and started to cruise around.  Then it hit me…

 We’ve never discussed how to create a Facebook event promotion!

Creating an event is super easy.  Click on the Event link on the left side of your FB page and you will see all the events your friends or liked pages have planned. 

Click on Create Event to start.  This is just like filling out an invitation.  You can make the event open to everyone and give a guest the option to invite friends.  The will be public to anyone on Facebook who is connected to your page when they look at their events for the month.

You will have the option to add a cover photo to your event just like your FB page.  This is an example of an event I created for the kid’s birthday party. 

Events are cool because they give your friends a chance to interact with the page, RSVP for special events or parties.  People can share the event, comment and invite friends.  This brings more exposure and interactions to the page.

Please let me know if you have questions or ever need help with Facebook.

Contact me at marlana@bentbusinessmarketing.com

~Mrs. Marketing Guy

Everyone has a Facebook page today. You hear people talking about all the information the get from friends and family through Facebook. But it’s not just a gossip platform for high school girls or a neat way to stalk your ex. It’s a super powerful marketing tool your business can use and it’s practically free. It gives your customers a chance to interact with you and it gives the business owner a chance to see demographic information that is priceless. Here are a few of my favorite things about Facebook for small business.

Your customers are already there

We all have friends who are on Facebook all the time.  They always seem to know the cool pages to “like” or what stores are having sales because they are on-line all…the…time! How many times in the last week have you heard “I saw it on Facebook”

You can get s TON of information for FREE

Mark Zuckerburg said “I can get anyone to tell me anything by just asking.”  You’ve seen it….the posts that go around asking people their age when they first fell in love, where they like to eat etc.  You can get this same info from your business page.  Facebook just gives it to you.  Information like how many women between the ages of 18 and 55 who like your page or how many men who hunt and read Men’s Health magazine.  Information you would have to pay big bucks for.

You can interact with fans….both good and bad

Your reputation is crucial in a small town.  Imagine if you were able to respond to negative comments directly through social media.  If a customer has a bad experience you are able to correct the mistake publicly letting people know customer service is super important to you.  On the flip side, a great review can be highlighted and posted up for everyone to see.

51% of people who become fans of your page say they are more likely to buy

You can post specials, coupons, secret sales all for free on your Facebook wall.  These images get shared, go viral…..and since you already know what your customers want it’s easy for you to cater to their likes and dislikes.

70% of businesses now have a Facebook page.  That’s a lot.  With that many people and businesses online….why wouldn’t you want to be?

~Marlana #mrsmarketingguy

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P.S. If you’re interested in hiring me to manage your Facebook page, please check out this link and then give me a ring at 815.441.2219!

I can’t wait to start leveraging the power of social media to build your business 🙂 ~Marlana

Do you want to distill down the best benefits associated with your product or service, and sell a ton of stuff resulting in new-found riches?

Sure you could sit down with a pen and paper and see what comes to mind. But that sounds pretty boring!

I have a better way. Not only is my way better, its super fun, and often allows you to be a little comical in the process.

Do you remember the last infomercial you watched on TV? It was probably for some miracle product that dissolved warts, cured hangovers and acted as a great conditioner for your flowing locks. Love them or hate them, infomercials sell a ton of products.

Why?

They provide their audience with an abundance of product benefits. Infomercials often expose their cures to a gauntlet of tests accompanied by dozens of testimonials from loyal and repeat customers.

They effectively answer the quest, “what’s in it for me?”

Not to mention most of them are aired in the wee hours of the morning when our defenses are lowered due to exhaustion. Ron Popeil sold a massive amount of rotisseries, spray on hair and hundreds of other products that solved the problems of millions of American’s.

You may have never bought something after watching an infomercial, but my guess is that you know someone who has. You may even know someone who watches QVC every single day with their credit card resting comfortably in their palm. The writers of those twenty-minute long commercials understand the power of selling with words. And those words contain the hard-hitting product benefits.

What are your selling benefits? Why should I do business with you?

OK. So here’s your homework for the week. I want you to write an infomercial for your product or service. Let your imagination drift, as you harness your inner Ron Popeil! Think of a celebrity you would want to endorse your stuff. How would they dress?

Next, after you feel you have written down the most convincing benefits, included some live demonstrations and captured dozens of customer testimonials, pick up the phone and dial this number…

815-441-2219.

I want to read your script! And then, with all of that priceless info, we are going to create some awesome marketing materials.

See, you thought marketing your own business would be super difficult. It’s actually pretty simple once you break it down. All you need is a positive attitude, a list of benefits and a desire to make tons of cash!

P.S. For a limited time ONLY, if you go over to our Facebook Page and click the LIKE button, you’ll receive a FREE lifetime membership to the cool club 🙂 ~Andy #themarketingguy

All of the cool marketing tools technology provides us are awesome and all, but one-on-one interaction remains the best way to build trust in a hurry.

In a  recent article in some social media magazine stated that, even though we as humans are closely connected now more than ever, we have grossly refrained from physical interaction. We seem to hide behind the safety of our inbox, status updates, tweets and cell phones. While these are all amazing ways to share information with the masses, they will never replace a good old-fashioned firm handshake accompanied by a dose of solid eye contact.

Based on this latest boom in introverted behavior, I want to provide you with my top ten actions that can rapidly repel any first time interaction with a new client, potential customer or anyone whose initial impression could increase your chances for success.

WARNING: The following are listed in no particular order, but I would refrain from doing any of them, unless you never want to hear from that person again.

1. Check your phone

Nothing drives me crazy like holding a conversation with someone who continually checks their phone for new text messages. You’re telling me that I’m not the focus of your attention.

2. Crazy yawn

Seriously?! I know yawning can be an involuntary action , but at least have the decency to cover your mouth and try to hold back the sound effects. Drink a cup of coffee or pound a Red Bull before your meeting if you’ve had problems with this in the past.

3. Talk to the wall or table

Maintaining eye contact during conversation is difficult for some people, but the eyes tell the real story behind your pitch. If you are trying to sell someone on a product, service, or idea you must sell with your eyes first. Failure to do so will give the prospect the upper hand, and ultimate authority in the buying process.

4. Dress too casual

Always dress for success! I know there are some books out there that instruct you to never dress better than your prospect, but I’m here to tell you that’s crap. Suits sell…period. A well dressed man or woman will always perform better, feel more confident, and make more money than those who roll out too casual.

5. Drink too much

Alcohol makes the pitch easier. I understand its ability to calm you down or boost your confidence, but understand that it will have the reverse impact if you consume it in excess. Always let your prospects order a drink first. If they go the beer route, then feel free to indulge. If they order a tall glass of water, play it safe, and save the brew for later.

6. Say hello to someone while engaged in a separate conversation

This happened to me the other day, I was talking to someone about a topic that I was passionate about, and with me in mid-sentence, they jerked their head around to say hello to another person passing us by. Do you think I was exuding the same passion when their attention was refocused? Nope.

7. Bite your nails

I shouldn’t really have to explain this one, but I’ll toss a sentence or two out there for post continuity. You can grind on your nails like my yellow lab in the privacy of your home. Never work your nails down to nubs while speaking with a potential customer. Even worse, after you had your second helping of nail nibbles, never reach across the table and shake my hand. C’mon man!

8. Wear flip-flops

This may be a personal pet-peeve, but unless you are a woman, leave the flip-flops in the closet if you have a business meeting. One, it doesn’t go well with a suit, and two, the person you’re trying to impress does not want to see your hairy toe knuckles. Save that kind of attire for your next Jimmy Buffett concert!

9. Dirty finger nails

A man’s finger nails should be neatly trimmed and clean. Your hands are the second most noticeable part of your body after your face. If you wouldn’t attend a meeting with mud on your chin, why would you show up with dirt under your nails? It’s the details that make the difference.

10. Talk more than you listen

I saved the best for last! God gave us two ears and one mouth for a reason. If you get in the habit of listening more than you talk, you’ll be surprised by how much valuable information is given away for FREE. Plus, the person who speaks the most, tends to, in their mind, feel the most important. In sales, that needs to be your customer…not you.

If I offended anyone, or you feel slighted in any way by this list, it’s probably because you have committed one of these ten in the past. And that’s fine! You can learn from your mistakes.

And now you know why all of your sales meeting went bust in under 30 minutes 🙂

P.S. Don’t ever think that someone is better than you! Have confidence in your abilities. That alone will be the greatest sales weapon in your arsenal! ~Andy #themarketingguy

photo credit: slworking2 via photopin cc

If you want your business to make more money, gain new customers and solidify its place as the industry leader, you have to make improvements in your marketing.

It’s no secret that marketing acts as the driving force behind all great businesses. Heck, Coca-Cola invests more money in marketing every year than most of us will see in our entire life.

Why do they drop so much cash on marketing?

Because they’ve built an empire constructed by stacking one successful marketing campaign after another. They have created a product that is consumed clear across the globe, and even when you thought that not one more person could possibly hear about Coke for the first time, they reach a new set of eyes as a result of their marketing. Eyes belonging to dedicated repeat customers who are always looking forward to that ice-cold gulp of sugary goodness!

Even though Coca-Cola has already proven them self as the industry leader, they still require massive amounts of marketing to remain seated at the throne. If they decided to throttle back and save money on marketing, it would take less than a month for a competitor to hijack their position, and take command as the new leader in carbonated beverage sales.

It happens that fast, but knowing that coke has to shell out big bucks to stay on top, just imagine the gross number it took to get them there.

Marketing is the fuel that drives your business to success. No other aspect of business has a greater influence on your fate. It’s kind of like Caesar rotating his wrist to either point his thumb up or down. Up indicates an increased concentration on marketing, resulting in a gladiator that lives to fight another day, or down which…well we all know what down means.

So now that I’ve hammered home the importance of marketing, I want to provide you with a few ways you can prevent your marketing from going stale. Following these suggestions will create a marketing journey that is constantly tapping in to uncharted territory.

Try something new every month

Improve on your marketing strategy by trying something new. This usually involves a little research, but dedicating a few hours a week to looking up new ways to spread your message is a small investment for success! I would start by joining a few online forums that serve your niche or industry. People are always taking about their successes and failures on forums. Sometimes they post questions, which may be similar to your own, and receive an abundant amount of quality answers and replies.

Take the time to educate yourself on marketing trends, and don’t be afraid to step outside your comfort zone.

Related Content: Prizes for a Facebook LIKE is No Longer against the Rules!

Raise your sales goals

If you want to sit comfortably ay the “average” table, that’s fine, but if you are reading this post, I can only assume that you are aspiring to be better than average. If you’re setting sales goals for business every month, which you should, I want to challenge you to give that number a boost. Now, you will be forced to seek new avenues that will propel your past figures. That means reaching new listeners and coming up with new ways to make them listen.

And that my friends, is a job for your marketing team. See how every business goal involves marketing as part of the solution. Pretty sweet!

Don’t try to reinvent the wheel

As I typed this, I’m experiencing déjà vu. I’ve said this same stuff in the past, but it continues to come up, so it must be important. Don’t be scared to copy the success of others. That’s why above, I suggested that you start reading forum posts, looking over the websites of your competitors, Liking industry gurus on Facebook, Twitter or LinkedIn, do whatever it takes to surround yourself with those that have already cracked the code.

And then formulate your marketing based on their success!

You will never gain riches as a sole result of your own ideas. Look to people who have already done the grunt work, and siphon from their tank.  There’s no shame in that game!

It’s just business.

Related Content: The 4 Worst Marketing Mistakes Ever in Life

Have fun with your marketing

Think of a business you admire. Are they boring? My guess is that they’re pretty cool, and that’s why you are drawn to them. Marketing doesn’t have to be a chore. If you look at it as a job rather than an exciting opportunity to increase your brand’s exposure, that mindset will reflect itself in the final product. Inject some fun into your marketing by adding contests, humor and always be sure to get the customers involved in something other than a sales transaction.

A few weeks ago, I helped out at the 4^th Annual Necker’s Jewelers Diamond Dash in DeWitt, IA. I had a freakin’ blast! That event involved hundreds of contestants from all over the place, all competing for some really cool prizes. Hundreds of people wearing Necker’s gear, tweeting, posting and sharing stuff about Necker’s all over social media, but the best part was…

They were having fun doing it.

Try skirting the edge of acceptable behavior. Your marketing message is competing with over 3,000 others on any given day.

What makes you think that yours will get noticed?

Only the lion with the loudest roar gets noticed.

P.S. A great way to ensure that you’re always on the forefront of marketing innovation, is to slap your first name and email address in the blank boxes located at the top left corner of this screen.

That way, you’ll never miss a second of our bent business babble! ~Andy #themarketingguy

photo credit: iam_photography via photopin cc

Yesterday, August 27^th 2013, Facebook unplugged their massive wedgie, and are now allowing business pages to hold contests without having to use a third-party application.

Let me say that again in, less the geek speak.

Prior to the change, it was against Facebook’s policy to hold a contest where the business page was offering a prize in return for a page or post Like. I know, a lot of that stuff was already going on all over Facebook, but in the event that the social media giant’s mod squad would find you creating such a contest, they would inevitably shut you down.

Using a third-party application, like Rafflecopter, was the only way you could hold a contest that resulted in a prize, without violating their policies. It was a hassle, and many business pages chose to flirt with disaster, rather than using one of the approved apps to promote their giveaways.

But after yesterday, it’s apparent that Facebook was growing tired of playing deputy, and abolished that policy all together.

I am expecting the barrage of contests to become insanely noticeable starting now! But while offering something of value in exchange for a page Like is an awesome way to build your fan base, be very careful not to abuse it. I would limit your contests to one a month. Not only that, but I would make sure that whatever it is you are going to offer up as a prize, make sure it’s totally worth their time. Now I’m not saying give every winner a new iPad, but be smart about the message you are sending.

Too many prizes given away, and at too little value, will promote the idea that your fans are simply a number of Likes on Facebook page. A monthly contest, with a prize awarded that is relevant to your business, tells me that you care about your fans, and want them to come back for more.

Your customers, whether in store, or online, are your most valuable asset. Treat them as such, and you’ll have no problem building a huge following on Facebook.

Here are a few quick contest ideas that you could take, and apply to your page today!

Award for a milestone amount of Likes

Award the 1000^th fan of your page with a gift certificate to be redeemed at your place of business. That way, the money is going right back into your pocket, the winner gets a new toy.

Everyone is happy.

Hold a contest that fits within the theme of your business

Own an art studio? Hold a contest where your fans can post pictures of their original artwork, and then narrow down the submissions to three to five, and let the winner be determined by the amount image Likes. Then award the victor with a place on the wall of your studio, and an opportunity to invite their friends and family to view their art. They’ll be so stoked, that they’ll invite the entire community, and your place will be buzzing with new life!

The best part, it will cost you next to nothing!

Allow your fans to submit endings to your book

Author? Have your fans submit some alternate endings to your latest novel. Since you don’t want to read full chapters worth of Facebook posts, ask them to submit a short summary consisting of no more than 300 words. Then, have your fans vote to determine the winner. The winner then has the opportunity to submit a full chapter which you slap into your book, and acknowledge them somewhere in the print.

Just be sure you get them to release the ownership rights for their content.

Always be sure to look at the legal issues with any contest, especially if you are going to leverage the ideas of others to make yourself a profit. Just be smart!

I know I said this before, but I want to hammer home my point. It’s going to be tempting to go crazy with the contests just to boost that ever so important Like count, but I urge you to slow down and think about the perception of your business long-term. Similar to the downfall of Groupon, if you are only known for your crazy giveaways, people will only interact with you online when you are offering a prize to do so.

The key to Facebook marketing is to keep the conversation going. Your fans need to interact with your page because they want to, and not only because they are going to win something.

A continual dose of valuable content, accompanied by a monthly contest, in my opinion, will yield some awesome results.

P.S. If you are within driving distance of Clinton, IA, you are not going to want to miss this! ~Andy #themarketingguyFacebook for Business: A crash course in marketing your business on Facebook

photo credit: Tim Zim via photopin cc

There is a huge difference between grabbing attention, and stealing someone’s time!

I am all for taking action to stand out from the crowd, but never do so at the expense of your desired perception. Unless you want to be known as the type of individual or business who supports that kind of behavior, then I guess last night, Ms. Miley’s performance was a huge success!

Now, I have been known to skirt the edges of “acceptable,” but when it comes to marketing your business, not all publicity is, in my opinion, good publicity. Last night, during the MTV Video Music Awards (which I didn’t know MTV played music videos), Miley Cyrus, in her usual fashion, made a fool of herself. It’s undoubtedly going to be the talk of the town this Monday morning, but at whose expense?

Her publicist will be grinning from ear to ear as Miley’s Twitter status escalates to unforeseen levels, but what will happen when she outgrows this rebel child persona, and attempts to make her mark as an adult with “musical talent?”

Miley Cyrus is a business. Just like yours, there will be a youth phase along with a maturing stage. In the beginning, all of these outrageous antics will yield amazing buzz worthy results, but after a while, she will want to make a positive impact, and be respected for her ability to offer a quality product. Her product is music…sort of. Or maybe, her product is the vulgarity that continues to sell outrageously in the media. Either way, it will be insanely difficult for her to redirect her brand’s perception.

As a business owner, entertainer, actor or musician, you have to always look a few steps ahead of the present. What you do today, your advertising, marketing, social interactions will all combine to form a lasting impression.

So before I go on a rant about how Miley Cyrus gave the nation its first television induced transmission of herpes, I am going to summarize my thoughts, take a shower, and aggressively try to expel her image out of my stolen brain space.

Be smart about the actions you take to gain yourself and your business attention. Every effort should provide your audience something in return for their attention. Even the great marketer, showman, and well-known Boss of the Big Top, P.T. Barnum understood that humans, by nature, love witnessing a hoax or a confusion of reality.

But he gave them something in return for his trickery.

He gave them an experience that they would share for generations! He never wasted their time with raunchy displays of nastiness, or worthless expression of so-called talents. No, P.T. gave them something well worth their monetary investment. Even when they would find out days later that old Barnum’s display was a farce, they would return to be tricked again. And they loved him for it!

Why?

Because they lauded his efforts as a master of amazement, and they knew that their time, money and brain space would never be wasted.

I will continue to urge you to take action, and do something crazy from time to time to boost your exposure. Shout your existence from the rooftops! But in doing so, just be sure to never…

Steal my time!

Actually, I might even take two showers. Something tells me that after last night’s Miley mind rape, one shower won’t do the trick.

P.S. I will refrain from sharing a link, and I know that even authoring this post will add to the subjects popularity, but the link below will lead you to a poll on NPR’s site broadcasting the breaking down the public’s response to her performance.

I’m definitely no “stick in the mud,” but if I was Billy Ray, I’d slip those line dancing boots back on, and give Ms. Miley and Achy Breaky Ass whoopin’! ~Andy #themarketingguy

photo credit: mathekr via photopin cc

Where are you directing your marketing efforts?

It sounds like an easy question to answer, but very few business owners actually understand the importance of setting marketing goals.

For instance, marketing the existence of your business by simply stating, “We are located here, and this is our number,” is an insane waste of your time, energy and ad dollars. The only possible goal you could have established for that message would be to draw more people in to your store. While that seems like a great concept, it’s too broad, and offers no incentive to its recipient.

Marketing success is all about maintaining focus on your target audience. Your ideal customer should never be described as “anyone.”

Why?

Because not everyone is your ideal customer, not everyone will appreciate the value you bring to the local area, and not everyone will be willing to pay the price you are asking. Actually, if you have been in business long enough, you already know your repeat customers. You know where they hang out, what publications they read, where they get their haircut and what channels they watch on TV.

Well…at least you SHOULD know it.

The biggest cause for resistance I’ve experienced while operating my marketing firm, is due to the fact that the service I offer is not tangible, meaning someone can not put their hands on my offering. Also, I am constantly threatened with the perception of instant failure, because my marketing tactics “will not work in Clinton!” To that, I say…

Pish! Posh!

In order for a business to experience a positive return on their marketing investment, they must first start taking chances. There is no possible way you can tell me that a new marketing tool will not work, if you haven’t tested its effectiveness. Now, if you are catering to the customer base of women between the ages of 65 and 75, a smart phone application may be a huge step in the wrong direction, but there are definitely ways to reach that demographic using a method you’ve never tried.

If my business pumps out 10 to 12 different marketing pieces in the form of snail mail, email, radio, news print, podcasts, text messaging, social media advertising, video, door hangers, billboards, coupons, television, punch cards or banner advertising, I will have increased my chance of finding the one which provides the best bang for my buck! But if I limit my media options to one or two, I am limiting my chances at unearthing a gem.

A straight up marketing diamond in the rough!

Until you step outside of your comfort zone, and take a stroll down the path less traveled, you will never be able to prevent your business from wasting gobs of cash.

It’s that simple.

Look  at how an experienced fisherman works. They test the waters, mark where they’ve been and document the location of their “honey holes.” If you have ever watched the hit TV series Deadliest Catch, you will witness each Captain performing all three steps I listed above. They have to try out new spots, because those shots in the dark could turn out to be the best fishing they’ve ever seen.

How would they know without trying?

In the book Guerrilla Marketing in 30 Days, Jay Conrad Levinson breaks it down into three parts. In order for you to be able to focus your marketing and define solid goals, you have to do the following:

 1. Continuously learn about new marketing methods

 2. Perform competitive marketing analysis. Who is doing what marketing and what seems to be working best within your industry or marketplace?

 3. Define what business you are really in. Are you simply selling glasses or are you selling the ability for one to see better, clearer and live day-to-day safer? Are you   selling drills or are you selling holes? Are you selling circus tickets or are you selling the thrills?

I strongly encourage you to grab a hold of the reins, and start directing your business, rather than letting the success of your business direct you. The world of marketing is like a glacier, ever-changing, expanding, shrinking, moving and flowing.

All without the notice of the naked eye.

Unless you begin to measure and pay attention to the changes.

“When you are through changing, you’re through.” ~Bruce Barton

P.S. If you haven’t done so already, be sure to slap your name and email into the empty boxes on the top left hand corner of your screen. I will then send you a FREE copy of our popular Ebook The Very Best of Bent Business Babble: Volume 1.

A bazillion dollar value for FREE.99 🙂 ~Andy #themarketingguy

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There’s a key ingredient to success that many people are failing to add to their recipe. The absence of this single element will result in a bland and tasteless attempt at making a difference.

What’s this miracle ingredient, and why is it so important?

Confidence, whether a lack of, or an overabundance, needs to be finely measured and added to everything you do.

We’ve all met someone who lacks any and all confidence in their ability to succeed. They often talk themselves into failure before they’ve even attempt success. Their negative vocabulary acts as a safety net which buffers the fall if, and when they do fail. They create an alternate reality in which they never become successful, and all of the reasons that support this outcome are completely out of their control.

I know this person well, because I used to be one of them.

How did I change this debilitating mind-set?

I started placing the desires of others before my own. Now, I never became someone’s door mat, but I readjusted my actions to ensure that my efforts would change someone else’s life before mine. You start with small things like lifting a bag of dog food into the back of an older woman’s car at Blain’s Farm and Fleet, you help push a stranded 1974 Mercedes sedan out of the intersection on Bluff Boulevard and you hold the door open for a young mother with a baby in each arm at Hyvee.

Small acts of kindness make a GIGANTIC difference!   

As I began looking out for ways to help others get they wanted, I noticed that I was identifying more and more opportunities every day. There wasn’t a day that went by where I couldn’t step in, and make a difference.

But how does this result in a higher level of confidence?

Every time I helped someone, they would verbally thank me. It usually wasn’t a simple “Thank You!” it was usually something along the lines of, “Wow! People just don’t do stuff like that anymore.” A disturbing thought that humanity is losing its spirit de corps, but the reality is that very few individuals take time out their day to look out for others. That being said, I began considering myself as a member in an exclusive club of “Superheroes!”

If you’ve ever been in my office, you can understand my obsession with humans who possess greater powers. A superhero is a person who has a skill greater than most. Now, in the comic world, these powers consist of massive strength, ability to control the weather, or a skill that defies the laws of gravity.

But what if my super power was a simpler version?

As I began to think more like a Marvel or DC character looking for those in distress, I began feeling more energized! I felt more alive. I held my head high with a tremendous amount of….

Confidence!

As a result of my new-found confidence, I noticed that my life was being flooded with amazing opportunities to make new friends, find new business, and eventually make more money. Now, money is not everything, but as you can attest, it makes things easier. I don’t even toss money in the same category as success, but it began showing up just when I needed it most.

I could attribute my gradual success flow to pure dumb luck, but that would be a completely ignorant assumption. Because, just like in advertising, every ounce of positive outcome needs to be traced back to its source. I had to be able to define why all of these good things were happening to me.

And there’s no denying that this wave of emphatic greatness was a result of my recently harnessed super power!

Never sell yourself short on confidence. With a healthy dose, anything is possible. Life is full of chances for you to better yourself as a result of hurting others, but based on my findings, that approach will result in instant gratification, and will be sure to burnout within a day’s time.

If you really want to harness the super power, and I’m willing to share, begin helping others find their success first. You are guaranteed to be acknowledged for your efforts. That acknowledgement will penetrate your body like a success based moisturizer. Your confidence will grow, and everything in your life will begin to find a rhythm.

There have been thousands of books written, podcasts recorded and websites published defining the recipe for successes. Everyone wants to know what it feels like to be one of the elite.

If you had your choice between becoming a wealthy “boss man” for some giant corporation, or a brightly colored superhero who’s earned the respect of the public through his or her selfless actions, which would you pick?

The choice is up to you, but you need to start somewhere. Who knows, one may very well lead to the other.

Even Superman carried a brief case.

P.S. I know this post doesn’t appear to be related to marketing, but building confidence is an essential part of succeeding business. All of the marketing in the world will never deliver a positive outcome if you are not confident in your ability to provide a quality product or five-star service.

Stand tall, take chances and follow your dreams! It’s that simple. ~Andy #themarketingguy

Before you start saving for that website upgrade, there are six questions you need to ask before you hire a professional designer. The answers you come up with, will determine whether or not your investment in a new site is even worth it.

Does my site load quickly?

The average web browser will give your site approximately five seconds to load before they are hitting that back button. In the web world, this action is referred to as a bounce. Large graphics, animated icons and enormous files will cause your site to load slowly.

So, if it takes more than five seconds for your site to fully load, you might want to consider an upgrade.

Is my site easy for the viewer to understand?

You are familiar with the layout of your site, and have a general idea of where everything is, but will the hard-hitting powerful sales content be easy for a first time visitor to find? Say someone lands on your site and they are looking for specific pricing for an advertised item, if the site is set up properly, they should have no problems locating that information and completing the sales process. If not, what changes can you make that will comfortably point them in the right direction?

Grab the help of a friend who is completely unfamiliar with your site. Ask them to go through the entire online buying process, and see how easy it is for them to go from start to sale. If you don’t sell anything on your site, replace the product with your message. Is it difficult for someone to quickly determine why your site exists?

Is my site attractive to look at?

Human nature studies have determined that our attention will always drift towards the more attractive option. That being said, is your site a 10 on the “Hot or Not” scale, or is it resting deep down in the 2-3 range? A site that is unappealing to the eye will result in an incredible amount of viewer bounce. Your message will never be fully consumed, and if you are trying to sell merchandise online, you can almost guarantee every visitor’s cart will be empty!

It might be time to slap some lip gloss on your outdated website, and take advantages of the many attractive options offered from talented local web designers.

Will the visitor have fun once they land on my site?

A website is not something that should just sit there and take up space on the web. There are tons of tools available which allow the visitor to interact directly with your business, company or organization online. Chat windows, social media connect, 360 degree product images and user testimonial videos all add to the overall “fun factor.”

The goal of your online presence should never be to simply exist. It should be to connect with the visitor on a personal level, and provide them with a solid reason to keep coming back for more!

Is my message or sales process clear?

This question is similar to number two stated above, but I can’t over express how important it is for your site to be clear and easy to navigate. There are millions, if not billions, of messages floating around the World Wide Web, what makes you think yours will be listened to?

A website acts as your online business card.  A person will form a first impression the second they land on your site. And as we all know, a first impression, in their mind, is reality. You could be a solid business with excellent service offerings, but if your website is lackluster, hard to navigate and somewhat unprofessional, well…

good luck changing their minds.

Is it easy for someone to contact me through my website?

Every effective website will have a link labeled “contact” or “contact us.” Normally, this link will open up to an online contact form where the visitor can submit a question and include their contact information in order to receive a prompt reply. With the invention of social media, every website should now include a link for someone to connect with your business online via Facebook, Twitter, YouTube, Linkedin, Pinterest or any of the social sources available in today’s crowded nest of online communication.

A site that does not allow the visitor some sort of simple one click contact option would be like slapping a half-page ad in the phone book, but forgetting to include the telephone number. They are trying to contact you because they are either interested in your cause, product or service, and are looking for a response.

Never make it hard for them to receive one.

If any of these six questions raised some concerns, it might be time for you to upgrade your website to something a little more user-friendly. Treat your website just like you would treat your storefront. Ensure that it is current, well manicured, has fresh paint and the doorbell works.

At Bent Business Marketing, we work closely with the brightest and most talented web design teams in the local area. We have the ability to design sites that fit each client’s needs and are within their budget.

It’s never a good idea to attempt web design on your own. Web design is a science, and in 2013, it takes the right person, equipped with the necessary skills, in order to create a stunning site that will leave your visitors coming back for more.

Contact Bent Business Marketing TODAY at 815.441.2219 or andy@bentbusinessmarketing.com and schedule a time when we can sit down and discuss the layout of your new website. If you act now, you won’t be slapping your forehead three years in the future when your competition blows you out of the digital water.

A new website can change everything!

P.S. For a complete list of local designers, all within driving distance from Clinton, IA, please give me a ring at 815.441.2219 and I’d be happy to point in you in the right direction.

P.P.S They all come with the Bent Business Marketing official seal of approval! ~Andy #themarketingguy

Last night, I was driving home from the Clinton City Council meeting. The time was 10:15. I was thinking about new ways to reignite the passion of our approximately 27,000 Clinton, Iowa residents, when I witnessed the action of a single man that put all of my thoughts back in focus.

Greg Dickinson was standing outside at the corner of Main Avenue and Second Street touching up the Lyons’ shopping district mural. It was dark out, and Greg, with absolutely no selfish reason to be out that late painting, was working hard at preserving the beauty of Clinton, IA. This man had worked relentlessly just a few short hours earlier, delivering papers all across town. And somehow, he was able to find the energy to pick up his paint can, and work on something that many of us take for granted.

So then I asked myself, “If Greg has the passion and power to paint a freakin’ mural at 10:15 PM, why can’t some people muster the energy to pull their weeds, or beautify their store fronts?!”

Within that simply stated question lies the secret folks. The people who choose to go the extra mile, and do everything in their power to succeed…

WILL SUCCEED!

There’s no magical recipe. Greg’s discipline should be, and needs to be, applied to everything we do. Whether you are a business owner, councilmen, tradesman or work from home, you need to give it your all. Sure, you will need to make sacrifices along the way, but if you are not willing to give something up for the betterment of others, well then you are destined to fail.

 “You can have everything in life you want, if you will just help other people get what they want.” ~Zig Ziglar

The next time you pass Greg walking down the street, I want you to throw your car into park, and go shake his hand. That man deserves the respect and praise of this community. He’s cordial, polite, knowledgeable and sees the world differently than most.

A world that I want to live in.

Take a lesson from Mr. Dickinson, and start making a difference.

P.S. If you are bitter, feel cheated or are just plain angry at life in general, try doing something nice for your fellow man. It will make you feel better 100% of the time. I guarantee it! ~Andy #themarketingguy

Here are some quick highlights from our most recent class.

Plus, I’ll reveal everything I place in my “I LOVE ME” folder 🙂 ~Andy #themarketingguy

P.S. Be sure to visit this link to register for our Facebook for Business Event.

P.P.S Register TODAY, and save yourself $50! ~Andy

If you learn from these four mistakes, and develop a smart marketing plan void of any of the following, you will soon develop an unstoppable marketing mindset that will make you successful, happy and potentially wealthy beyond all of your dreams!

Sounds too good to be true?

It’s not! And the only thing stopping you from attaining everything I promised above, will be your ability to place marketing at the top of your business building priority list. The only truth in the world of business is that if you fail to market yourself each and everyday, you will struggle to reach new customers and increase monthly profits.

These four common mistakes are not due to a lack of caring, motivation or pig-headed discipline. No my friend, they simply occur as a result of the business owner, that’s you, losing focus of their goals. Their marketing goals!

And I guess that’s a subjective statement, because they may have not had any to begin with.

Your business’s day to day operations often distract you from more important tasks, tasks that deserve your undivided attention. When we lose focus of why we attempted to build a business in the first place, our dream will eventually become one of the most despised four letter word in the English language.

WORK.

And when running your business gets tossed into the mental filing cabinet with a fat label that reads WORK, you know you’re on a path to entrepreneurial destruction.

Today, I’m here to toss you a lifeline, and break down the four most common marketing blunders. And when I refer to marketing, I am not simply referencing your Yellow Page ad, that direct mail piece you sent out last month, or your business Facebook page. No, I am talking about marketing from the ten thousand foot perspective. The all-encompassing vision of your business, as it is viewed through the public eye.

1. Not tracking your efforts

Track freakin’ everything! Never lift one finger to promote your business, unless you have the ability to answer the question, “did that action help increase sales and draw customers to my business?” If you can’t say, and without a doubt, yes or no, then it’s back to the drawing board. Now, I know that not every single effort you make to gain public awareness is easily trackable, but you’re smart, and you’ll be able to tell within a short time if your motions were worth the timely investment. If not, reevaluate, make modifications, and try again. If the second round is a bust, you may be wasting your time.

*On a side note, not every marketing effort will yield an instant response. Print ads for example, need to be seen by the same person an average of three to five time before it registers in their brain. Not a steadfast rule, but something to keep in mind.

For more information on tracking your advertising, check out this post!

2. Treating your customers like they are NOT the most important thing in the entire world

WOW! Really? The truth is, that without them, you have nothing. They are the life-sustaining force of your business, and you should treat them as such.

How long does it take you to greet someone after they walk into your door? Do you take the time to learn and memorize their first name? Do you ask them how their family is doing?

The lifetime value of your customer is a number that leaves most business owners speechless. Let’s break it down, and use the food industry as an example:

Say Joe and Kim come into your place to dine once a week. They order on average, $30 worth of food. Taking into account some off weeks due to holiday’s and such, we’ll report they are actively dining their 44 weeks out of the year. That’s approximately $1,320 a year.

Again, this example does not factor in employee wages, taxes and utilities, but we’re being pretty general for the sake of brevity.

Let’s estimate that Joe and Kim, based on their history, will keep this up for five more years. That works out to be  $6,600 invested in your restaurant over a five-year period.

And that’s just one couple. How many “regulars” do you have? When you begin to treat your customers based on their lifelong value to your business, you’ll start to notice that number aggressively rising. People want nothing more than to be acknowledged for their commitment to your establishment.

Engage every customer as if they were spending $6,600 on a single visit, and you’ll be on the fast track to success…I promise!

3. Being boring

That’s an easy one to fix! Just stop being boring. Allow me to build on that command. A customer is presented with a choice every single time they want to buy something. Think you are the best act in town? With online options now becoming a real problem for brick and mortar businesses, it has never been more necessary to make your business FUN!

What’s in if for me?

The number one question asked by a potential customer. Why should I get in my car, drive across town and spend my hard-earned money in your store? It’s your job as a business owner, and a marketer because they are one in the same, to provide them with an attractive answer to their question.

And being a boring business doesn’t make answering that question any easier!

Do you remember what it was like to have fun? Don’t force the act making money to become boring. You’ll make more of it once you decide to loosen up, and enjoy life.

Related post: How to be less boring! “Your ad reminds me of the color beige”

4. Avoiding technological advances in marketing

So you HATE Facebook! I get it, it’s not your thing, but the fact remains that it very well might be your potential customer’s most aggressive addiction. They share, Tweet, comment, post and LIKE stuff on social media every single day.

And often several times a day!

Why would you ever avoid being a part of that conversation?

Remember, your business is not about you. Sure, you maintain the majority share of the decision-making, but ultimately, without leveraging technology to increase business awareness, and share your story, who will care what you have to say when your business is closed?

Sites like Facebook, Twitter, Instagram and Pinterest. Along with blogs, websites and email are all changing the way in which customers communicate.

Choosing to ignore this change would be similar to you sitting by your telegraph waiting for someone to place an order! It’s not to that extreme…YET, but chances are pretty dang good that within the next decade or so, your landline telephone will be resting right next to the telegraph in the communication graveyard.

I just hope your business isn’t lying next to it.

You must adapt my friend. Having the ability to adapt is what separates the success stories from the failures.

And I for one want to have my story listed under the headline:

“Local small business marketer resurrects burning businesses from the ashes like a Phoenix!”

P.S. To get your FREE copy of our Ebook The Very Best of Bent Business Babble: Volume 1, and continue mastering the art of small business marketing…CLICK HERE!

photo credit: Caro Wallis via photopin cc

Since I launched Bent Business Marketing almost a year ago, I’ve met a ton of inspirational people. People who have transformed the way I think about business! But I’ve also met some individuals who I only wish would harness the power of their amazing talents, and use it to make a positive dent in the world they live in.

“I wish I could do this (skill or hobby) for a living, but I feel that my opportunity has passed.”

Success does not yield only to those who are young, and motivated. A motivation to do something different, buck the system and rage against the status-quo is within all of us. Both young and old! The opportunity for you to follow your dreams will never pass you by. New opportunities present themselves everyday.

You just have to learn how to recognize them.

For me, it’s when I am told to go speak to someone about marketing. The “old Andy” would have slapped the info into his calendar, but would’ve failed to ever pursue the opportunity.

Not anymore!

Now, I make contact within that same hour. It takes only a heavy dose of pig-headed discipline, and the reluctance to quit, that separates those who long for success from those who realize it.

But the question remains, why do so many people focus on the past when speaking of their “lost opportunity?”

In his 1948 bestseller, Tested Salesmanship, Elmer Wheeler stated that, “It is because a lot of people still regard wealth as something like a huge pie. When the pie has been cut and there is none left, there is no more to go around. Those who get the first slices, get all of the breaks. But wealth is not something that is divided. Wealth is something that is produced.”

 You are the foreman of your own production line. The production of riches is nothing more than a machine, and the last I checked, the machine doesn’t care about the age of the finger who flips the ON switch. Every single one of us, yes, you included, has a unique set of skills that makes us valuable. A value that you can then place a price tag on!

But don’t expect someone to tell you what your skills are worth. You are the only one who can determine that number. And let me tell you from experience, you will be nervous at first, but as long as you have confidence in your abilities, those who understand the quality of your work, will be willing to pay the price. Never lower your own value based on someone else’s perception.

As long as what you offer is of high quality, moral value and you sell with integrity behind your pitch, you will never have a problem supporting both yourself and your family.

We live in the richest country in the world. Not solely based on the amount of money we possess, but within our ability to leverage the power of our innate and natural talents to overcome diversity.

In the United States of America, the sky is truly the limit!

If you offer the solution to a problem experienced by a large group of people, well…you are on your way to securing yourself a seat at the feast of financial independence, personal happiness, and an overabundance of self-accomplishment.

But in the meantime, you’ll have to work your ass off!

P.S. I love you guys! ~Andy #themarketingguy

photo credit: fensterbme via photopin cc

Are you thinking like a marketer all of the time?

You should be!

Many business owners would define marketing as the 4”x6” postcards they send out to their list of customers every Christmas, or that thirty-second radio ad they blasted out a year ago. But very few would be willing to adopt the mindset that their marketing rests in everything they do.

The way you answer the phone, how your employees present themselves at the register, the type of music you play in your store, the way in which you react to negative complaints, all of those examples are forms of marketing.

Your marketing efforts define the success of your business. There’s no delegate way to put it folks. If you fail to market yourself every day, you are destined to fail. Now don’t get overwhelmed by that statement. Coming up with new ways to let people know that you exist is simpler than you may perceive.

In the next six bullet points, I am going to provide you with six simple solutions to your daily marketing conundrum. I am not going to list out 365 methods to market your business, but what I am going to do, is give you an  insane head start over your competition.

Unless they are reading this post as well! Then you might want to call 815.441.2219 and schedule your exclusive consult with me TODAY!

OK, back to business.

• Buy yourself a calendar and use it exclusively for marketing ideas

It’s that simple! Sit down at the beginning of each month, and plan out your daily marketing. It doesn’t have to be crazy complicated; it just needs to reflect the one thing you are going to do that day to increase awareness of your business. Just be sure to track your success!

Here’s a quick example.

Beginning on the 15^th of August, I am going to instruct my employees to answer the phone as follows: “Thank you for calling XXXX, did you know you can now follow us on Facebook at Facebook.com/XXXX?! How can I help you?”

That single statement is both a nice way to acknowledge a customer, but also provides them with additional ways to find you on social media. Be sure to say it every time though, or you won’t be able to track the effectiveness of your new marketing tool. Now all you have to do is keep a close eye on your Facebook page, and see if your instruction is resulting in increased followers online.

• Write a small “Thank You!” on every receipt and have the person who rang the customer up sign it

You see this performed by servers in restaurants all of the time, but a simple expression of gratitude to a customer will go a long way. In our busy world, very few businesses take the time to outwardly exclaim how happy their customers make them. Don’t worry about creating a hold up in the checkout line. It only takes ten seconds max to pen a simple note.

If that simple scratch of ink on paper results in several repeat customers, then that ten seconds could quickly turn into to an additional $10,000 in annual profits!

I’d say that’s worth it.

• Acknowledge every customer by their first name

Similar to the Thank You note, referring to someone by their first name is an amazing way to let them know that you don’t view them as a simple debit card swipe. Top salesmen know the importance of interacting with their prospects on a personal level. I use this tactic all of the time, and let me tell you, it has really paid off! I’ve received more help from complete strangers than ever before. And all I did was ask them for their name, and use it whenever I would address them in the future.

It takes some practice learning how to commit it to memory, but if you link them name to a physical feature, it gets easier every time.

• Post on Facebook 2-3 times daily

I know…”I JUST DON’T HAVE TIME!” But what if I told you that doing so would increase awareness of your business? And instead of people driving by stating that they would like to stop in sometime, they’d actually slap the car into park and walk through your front door! Everyone is short on time these days, and it’s your job as the owner of a business to provide them with a reason to carve out a chunk of that precious time, and visit your store. Facebook does a great job at letting people know that you exist.

But in order for it to be effective, you have to post at various times a day, and frequently enough to stay on their radar

• Get your customers contact information!

I’d like to put one hundred exclamation points behind this one, but it would look stupid in print. Nothing is more important in your daily marketing routine, then consistently adding new names, numbers, mailing and email addresses to your growing customer list.

Nothing.

For more information on why building a list of customers is so important, be sure to read the post I authored following the fire that demolished most of the shopping district in Prophetstown, IL.

Marketing Lesson Taken from 8 Businesses that Burnt Down in Prophetstown, IL

• Use different forms of media to broadcast your message

Not everyone reads the paper these days. With the introduction of smart phone technology, iPads, Kindle and a ton of other WiFi equipped devices, you can now harness the power of video to promote your message. Video remains the number one most shared form of content on the web!

Do you have a smart phone? If you answered yes, then chances are pretty good that you have an awesome camera stored in that compact device. A camera that shoots web quality video that you can use to introduce your staff, record a product description, capture customer testimonials or provide the viewer with a virtual tour of your business.

And the last I checked, which was yesterday, shooting a video and loading it up to YouTube.com was FREE.99!

No more excuses. It’s time for you to take control of your future, and begin marketing your business like a ninja master. Filling each attack with new punches, kicks and head-butts that keep the public asking…”What are they going to do next?!”

The key is to never become too predictable. If you want a perfect example of how to ensure your marketing never becomes boring, consider reading Joe Vitale’s bestseller There’s A Customer Born Every Minute: P.T. Barnum’s Amazing 10 “Rings of Power” For Creating Fame, Fortune, And A Business Empire Today – Guaranteed!

Until the next time we cross paths, stay cool and keep your head up!

P.S. I am holding a class exclusively covering Facebook Marketing for Businesses on the 12th of September 2013 right here in Clinton, IA. If you are interested in attending, CLICK THIS LINK!

Or if clicking links freak you out, call me at 815.441.2219 and we’ll get you setup with a front row seat to the only class that will change the way you use Facebook!

photo credit: striatic via photopin cc

What’s in it or me?

That’s the one question that rolls around every person’s head at least one to two hundred times a day! We are all selfish in some way, and that’s fine, but when it comes to making a purchase, the first thing we all think about before swiping our debit card, or filling out the online order form, is how our new purchase is going to affect our lives. We are searching for a thread of justification for the money we just spent.

Now that the truth has been revealed, it makes perfect sense for the advertiser to speak directly to the individual reading the ad, rather than exploiting the facts that make us, we, or me so awesome!

The old 80/20 rule once again applies to this sales practice of efficient copy-writing. Eighty percent of the time, I want you to tell the reader how your product or service will make their life easier. The remaining twenty percent can be used to tote your own self accomplishments or victories.

For example, which one of these statements is more appealing to the buyer?

“We have a no questions asked return policy” or

“If you are not completely satisfied with your purchase, simply return the item, and you’ll receive a 100% refund of your item’s purchase price. No questions asked!”

The second option really speaks to the customer! It offers peace of mind that even if they succumb to buyer’s remorse, there are no underlying issues that will prevent them from receiving a full refund for their purchase.

Here’s another example.

“We have been in business for over twenty years!” or

“With over twenty years experience, the staff at Bob’s Mechanic Shop is fully equipped to service your vehicle’s every need, and provide you with a rapid diagnosis in half the time of our competitors!”

Compared to the first sentence, the level of expertise was more evident as a result of their over twenty years of experience. The vehicle owner leaves the shop knowing that their car, truck or van is in excellent hands, and is anticipating a rapid fix action.

That warm fuzzy feeling will make spending the money on repairs a little easier.

If you can answer the looming question of, “what’s in it for me,” you’ll be well on your way to experiencing massive profit boosts, and increased sales as a result of your advertising.

It’s amazing how a simple change in the verbiage of an ad can yield an influx of cash money!

Here’s some more information on how to write in the second person.

Related content: Yale’s Wiz Kids Come Up With 12 Most Persuasive Words

P.S. You can learn how to write insanely profitable ads on your own, but if you don’t have the time to put this information to use, be sure to call Bent Business Marketing at 815.441.2219, and we’ll put a piece of sales copy together that will blow your mind! ~Andy #themarketingguy

Facebook is a virtual spider web of links, images, posts, status updates and the ever so famous LIKE button.

But how do you navigate this maze, and drive traffic into your store? I am going to breakdown the five methods as described by Facebook themselves.

1. Make it easy for people to find you

Create a Facebook page for your business. If you need help doing this, that’s one of the services Bent Business Marketing offers. We have a Facebook Management Specialist on staff, and she’s always excited about teaching new business owners how to leverage the power of social media to build their brand, and increase local exposure.

Make sure your new Facebook business page contains all of your contact information. Such as telephone numbers, street address and website if you have one (we can help you build one of those too). Make sure your cover photo (the large photo) is congruent with the services you offer or the product you sell. You don’t want a picture of your dog depicted if you are a floral delivery service.

Finally, make sure when you select the categories your business fits into, you choose the term your customers would use to identify your business. Don’t select “auto repair” if you specialize in custom vehicle wraps and graphic design.

 2. Identify your ideal customer

When filling out your “About Me” section or business description, be sure to think about the problems that you can solve for your ideal customer. If you are the owner of a high-end restaurant, make sure to describe your food and pricing as only your ideal customer would appreciate. If your dishes run between twenty to thirty dollars a plate, the cost alone will weed out the family looking to eat for under thirty bucks.

Another example would be a classy wine bar. Be sure not to highlight your light beer selections. That offer alone will appeal to the opposite end of the customer spectrum.

You are the owner, and you determine what type of person walks through that door.

3. Create content that is worth their time

Post photos and updates that are welcoming! Showcase the best of your business. Include scenes of your customers having fun, laughing and smiling. Try to always keep your images in real-time. Don’t post a stock, or purchased image to promote your annual live event or fundraiser. Post an image from last year’s party, and be sure to only select the most attractive, story-telling photos.

You want your image to convey an emotion.

Post often! I recommend two to three times a day if able.

If time is an issue, give us a call, and we can mange your page for you, so you can get all of the Facebook benefits without the work!

4. Advertise using Facebook’s AWESOME ad tool

Facebook advertising is by far my favorite for local small businesses. It’s cheap, easy, and when done correctly, can yield a massive return on your invest. With Facebook ads, you can zero in on a specific geographic area, and a targeted demographic. Basically, your ad will only appear to those who are more likely to buy your product.

That’s pretty cool!

Plus you can promote exclusive offers to your rabid following of fans. Offers are similar to coupons, and they are perfect for bringing people from the street, and right through the front door…FAST!

We are well equipped to set you up with Facebook advertising.

Give us a call if you’re interested! 815.441.2219

5. Track everything!

How do you know if all of your Facebook marketing efforts are working?

Facebook offers an insane amount of tracking tools! They refer to them as insights, but whatever you call it, you can research a response to your posts, images, status updates and ads by viewing detailed demographics (age, sex, location, date, and time) and check-ins.

A “check-in” is when someone announces their location using the Facebook app. You can reward your customers for a check-in through a discount or FREE sample!

Also, using Facebook offers, you can create bar-codes that can be scanned, and used to track in-store ad responses. If you don’t have the ability to use bar-codes, make sure your sales associates keep track using a pencil and paper or an excel spreadsheet.

The Facebook ads manager allows you to see how many people have liked your page, clicked your link, or made a purchase at your website. All great information to use for future advertisements!

As you get to know your audience, you will be able to adopt new methods for driving customers into your store. As of right now, Facebook is the closest runner-up to good old fashion word-of-mouth! Once you get over the mindset that social media is simply for teenage girls to tell the world about their latest shoe purchase, you will see the amazing potential it has to catapult your business to the next level.

Love it or hate it…it’s the new way to do business.

P.S. Our Facebook Management services are only for the business owner who is looking to take maximum control over their future profits. In order for us to provide an awesome service with zero distractions, we are limiting our Facebook management service to only 7 businesses!

Stop wasting time, and learn how to leverage the power of Facebook to boost sales and increased customer traffic to your store or website. ~Andy #themarketingguy

You can follow this link for more information on Facebook for Business.

 A piece of advertising that can not be tracked is a complete waste of money.

What do I mean?

Well let me put it this way, running an ad without the inclusion of discount codes, coupons, unique response telephone numbers or any kind of tracking tactic would be similar to driving a car without a gas gauge.

How would you know if your tank was full or empty?

Everything would left to a guess, or even worse, pure dumb luck! That’s no way to invest your hard-earned money.

Advertising can be expensive. At the hourly rate I charge to develop advertising, I would feel like a fugitive if I didn’t provide my clients with a method to track their ad’s success. Without tracking, I wouldn’t know when to pull the plug on a dud, or mash the throttle on ad that’s converting at record levels. They would have no idea if what I designed, and what they paid for, was earning them a return on their investment!ROI, retutn

Think of the last advertisement you ran. Maybe it was radio, newspaper, magazine or a good old fashion piece of direct mail. Were you able to track your profit boosts as a result of that ad? I hope your answer was a resounding yes!

If it wasn’t, and you have no idea if your advertising investment converted into increased sales, you might want to consider implanting one of the following.

1)      Discount Codes

Develop a discount code that a customer will use to save 10% on their next purchase. This tactic works well for e-commerce sites that provide an online checkout option. Prior to submitting payment, the buyer simply slaps in the discount code when prompted, and is instantly rewarded with a percentage off their purchase. The code is tracked, and then reviewed for number of uses, total profits garnered from the sale, and then the advertisement investment is subtracted from that number. The code provides the business with quick data which proves their advertising was effective.

Or if you instructing people to call in with the keyword or discount code, simply ask the person who answers the phone to reply like this…

“Thank you for calling XXXXX, if this call is in response to our ad, please provide me with the discount code or keyword so I can best direct your call.”

2)      Coupons

Coupons have been used for a long time! They often become addictive, and if you’ve been watching the old boob tube lately, there are several shows detailing how some families are able to purchase several cart loads of groceries for under $20! Now that’s the extreme, by my point is that each coupon can be used to capture a customer’s contact information. Try designing a coupon that is disseminated using the local paper. On the bottom half of the coupon, the buyer is instructed to present it at the time of purchase in order to receive their discount. In addition, they must fill out the contact information form attached to the lower half of the coupon.

Everybody wins! They receive instant gratification by saving money, and you garner their contact information for future marketing campaigns.

3)      “Mention this ad and receive 10% off your next purchase!”

This is a great way to track your ad response if you are using radio to promote your business. Even better, have a little “discount survey” on hand at the register, and when a customer reports hearing your ad, ask them to fill out the card detailing  what time of day that heard it, and how many days it took them to come in and take advantage of the discount. Finish up by asking them to supply their email address for future sales specials, and presto! You have now killed about a dozen birds with one stone! Not only do you know your ad is working, but you know what time of day is most popular for listeners, and you know the time delay between hearing the ad and making the purchase.

That stuff is like marketing heroin!

4)      Facebook Advertising

Facebook’s advertising setup provides you with an insane amount of vital information. They break your ad down by number of impressions, link clicks, page likes and a ton of demographic insights. I’m a huge fan of advertising on Facebook! It’s cheap, it’s easy and it works fast. The wealth of information provided allows the advertiser to quickly pause an ad that’s losing it’s luster, and re-start it at a later date to avoid overloading your target with a single message.

You can also make changes to your ad on the fly! No need to re-submit an image to a designer, or request changes from a large ad agency. All modifications can be made in the Facebook Ad Manager page.

I know. Sounds complicated, but that’s why I’m here to help!

5)      Ad specific telephone numbers

I like this tracking method a lot! It’s kind of old school, but people still feel comfortable calling an actual telephone number, and speaking to a real life person on the other end of the line. Be sure to use a specific phone number a  customer will call to receive more information about your product, receive an instant discount, or sign up for your FREE report. Be sure it’s a line dedicated to that ad only! When that line rings, you know instantly it’s someone responding to your ad. Note the time and date of the call, and be sure to capture the callers contact information.

There are a few websites out there that help simplify this process, and at the low-cost of $49.95/month, they can provide you with the information needed to plug the leak of wasted ad dollars!

In a recent search, this company stuck out as one of the best. I haven’t used their service yet, but I am going to give it a try, and get back to you with my findings.

Ifbyphone.com is a Chicago, IL based company, and supports a wide variety of ad tracking services.

There are some ideas to get you moving in the right direction. Tracking your ad is the smartest way to reduce waste, and increase positive exposure for your brand. Target the individuals most likely to make a purchase. Use the information you derive from your advertising to focus in on the group of people who present the greatest demand for your product

And then watch the money roll in!

P.S. Do you want a FREE Ebook filled with over 100 profit boosting tactics, and have it delivered straight to your inbox in less than 30 seconds?!

Who wouldn’t want that!

Simply slap your first name and email address into the blank spaces on the top left corner of this screen. I will then email you the link to one of the greatest marketing books ever written!

The Very Best of Bent Business Babble: Volume 1. ~Andy #themarketingguy

photo credit: Matt McGee via photopin cc