Lancaster Biz Buzz

What Matters Now: Strategy

noreply@blogger.com (Walt Goshert) — Mon, 14 Dec 2009 13:50:00 +0000

"Big thoughts and small actions make a difference.

Here's what we're working on and thinking about.

Things to think about (and do) this year.

What about you?"

- Seth Godin challenges and shares with over 70 of his friends in his latest (soon to be viral) Free e-Book What Matters Now

Here's what I'm working on, thinking about, (and doing).

Strategy

Now: tons of opportunity.

Yet... way too much noise.

Opportunity and noise co-exist today in the form of amazing communication and productivity tools, available and affordable for nearly everyone and anyone online today.

I believe these tools give us all the ability to connect, to share, to care more than ever.

Thinking Strategy lights the path of opportunity...

And turns down the volume on the noise.

Strategy: Plan. Focus. Purpose.

It's knowing...

What you do best
What makes you unique.
Who values your difference.

It's sharing...

What you do best.
Your unique difference.
With people who want it.

It's caring (about people- family, friends, neighbors, clients)...

With a Plan.
With Focus.
On Purpose.

P.S.---- Here's the link to the What Matters Now Squidoo Lens--- great resource to books from today's thought leaders.

Why Santa's Marketing Works Better Than Yours!

noreply@blogger.com (Walt Goshert) — Tue, 01 Dec 2009 13:27:00 +0000

===================================================

Santa Claus Inc. is well and profitable, right through recessions,
depressions and just about any economic scenario. The reason why his marketing strategies work better than yours, is because he uses solid, dyed-in-the-wool psychology. He knows he doesn't have to use new fangled techniques, when his simple marketing has stood the test of time.

If you don't believe in Santa, you'd better change your mind,
because the fat man from the north pole rocks on and you too can do
the same if you stick to the basics. Find out if your product or
service matches up by reading the article below.

===================================================
Jingle Bells, Jingle Bells, Jingle All the Way...
===================================================

If you go to the heart of Santa's marketing, the one word you come
away with is 'consistency'. Generation after generation have been
exposed to one brand, one message, and the same powerful imagery.
Just like Mercedes own the term 'luxury' and Volvo owns the term
'safety', Santa owns the word 'hope'. Every kid worth his Nintendo,
hopes he's got enough points on the goodness scale to justify a
mountain of gifts.

Yet, most companies get tired of their own brand. They chop, change
and pour thousands (if not millions) of dollars into a bottomless
pit of mindless change. Take a look at McDonald's advertising, for
instance. McDonald's own the word family outing yet their ads have
been straying down the teenager path.

Does it make sense to consistently occupy one niche? You bet it
does! Families go out with their kids to McDonalds. These kids
sprout into budget-conscious teenagers that hang out at McDonalds.
They have kids and grand kids and guess where they all end up. At
the big yellow 'M', that's where!

Santa doesn't waver. His customers are kids. Like several
marketers, he might have been sorely tempted to enter the gift
market. With bad advice, he would have tried to get to teenagers,
adults and everyone. Can you see the magic still working? Even the
tiniest of niches is huge and niches have a way of expanding by
themselves.

At the end of the day, it's the consistency that takes the jingle
all the way to the bank. Too many companies lose focus and give you
seven reasons why you should buy from them. Santa sticks to one: Be
a 'good' kid or you can keep hoping!

===================================================
You Can Spot Him in the Middle of a Crowded Sky
===================================================

Do you know anyone who comes to visit on a sleigh in the middle of
the night? With reindeer and gifts? The reason why Santa stands out
so vividly in our memories is because he's different. The postman
does the same thing, but leaves without the flourish.

It's really important to work out how your marketing message
differs. Santa's core marketing term is not built solely on
consistent branding but also on a very hard-nosed differentiation.
Too much communication out there fits in with what's safe.
Customers have just one slot in their mind. You have to enter that
slot at such an obtuse angle that they remember you for life.

Rose Richards runs Office Doctor. What sets her apart from all the
rest of the administration crowd is the term, Small business pain
relief. Can you imagine your reaction when you hear something like
that? The human mind is intensely curious and a marketing statement
like that is pure bait. You want to know what pain relief she
brings and how she goes about it-specially if you're the one in
pain. That's only half the story. The construction of the message
elevates her from simple number crunching to brain surgery and
makes her unique.

If you want differentiation you need look no further than the
guiding light of Santa's sleigh-- Rudolph, with his shiny nose. Can
you even remember the names of the rest of the eight reindeer?

One very important point, however, is that the marketing message
isn't just different, but also customer-oriented. Rose takes the
clutter out of administration and Rudolph provides a beacon for
clearer navigation.

If you don't have a benefit for the customer, just being different
is going to get you nowhere.

===================================================
Give and You Shall Receive
===================================================

How many of you are out there networking like crazy? Trying
desperately to fill in your steadily depleting bank reserves? You
want, want, want! Take a look at Santa's style.

He's into giving first. If you probe deep into your mind, you'll
find the people you like best are those who have given you their
time, their money or their knowledge. You trust them, and it's very
hard to say no when they ask you for a favour in return.

The deepest core of human emotions is fear. Every single product or
service, without exception, is sold on the basis of a problem. The
only known antidote to fear is TRUST. When trusts struts upwards,
fear banishes itself to penguin land. The more you pile up the
trust, the more you can do business.

Wouldn't Santa be able to sell you just about anything? Would he be
able to cross-sell and up-sell product? Santa could knock on your
door next summer and you'd be more than happy to have him join your
barbeque.

It's up to you to build up the trust one Lego block at a time.
Identify your clients and see what you can give them. It could be
information, time or even a chocolate covered scrumptious cookie.
It's the old 'What's in it for me?' theory. If you can't find
something calorie-ridden for their minds or bodies, they won't want
to see you.

Play Santa. It works.

===================================================
He Knows if You've Been Bad or Good...
===================================================

Heck Santa knows his customers. He even knows when you are
sleeping, or awake.

Then, there's you. Look at your biggest customer. What's her name?
When is her birthday? Does she like Indian curries or sushi? In
curries can she handle hot or medium? What does she think about
you? What doesn't she like?

You're guessing for sure. You can't be dead certain because you've
been so busy looking at dollar signs that you've missed the plot
completely.

The reason why Santa's marketing works is because he intimately
knows your individual needs. If you want a drum kit, you get one.
If you want a Barbie, you don't up sulking with a xylophone.

Santa knows because he's interested in giving. To give, you have to
know exactly what the receiver wants or your gift is not worth the
packaging it's wrapped in.

Some people worry about invading personal privacy. Hogwash! When
was the last time you got upset because a supplier turned up with a
big chocolate cake (your favourite) for your birthday? or with rare
stamps for your son (because he loves collecting stamps)?

Santa's invades our privacy gently and uses it to give, not to
take. That's why we don't mind it. The tax department on the other
hand, uses our information to take and therein lies the principal
difference.

Once a Customer, Always a Customer.

===================================================
Santa Doesn't Lose Customers. Period.
===================================================

One of the primary reasons why he's able to achieve this amazing
feat is because he thinks of his customer's customer. His customer
is the kid, who in a few years gets a little wiser about Santa and
his customer's customer is the parent who has the amazing power to
get their children to be nice not naughty, if only for a short while.

Since the concept works in their favour, they do all the
advertising. Without TV, radio or the internet, Santa's message
gets a grip on millions of kids around the planet. These kids grow
up and the marvel of Santa is handed down through the generations.

While It's OK For Santa, How Would This Work In The Real World?
Say, If You Sold Jeans.

Jeans West, a jean retailer, has several of the answers. I needed
one pair, but Stephanie (the sales girl) sold me two--not by
hassling me, but by gently reminding me I would get $20 off the
second pair. Then, with my purchase, she gave me a gift voucher of
$10, for my use or to pass on. They, also signed me up for a
loyalty program that offered to give me a 10% discount if I
purchased over $250 worth of product in the next 6 months.

===================================================
This Is Effectively What Jeans West Did to Make Me a Permanent
Customer.
===================================================

Step 1: The sales person asked the right questions to find out
my need.
Step 2: She up-sold the product giving me good value for money.
Step 3: A gift voucher with a validity date, ensured an
additional purchase. Or even better, the chance for me to pass it
on to another person thus 'creating a customer' for Jeans West.
Step 4: Tying my fickle consumer head into a loyalty scheme.
They wanted me to stay with them forever.

Santa's steps may vary, but in essence he ties you into a solid
loyalty program that is near impossible to get off. It's 'customer
get customer', rather than 'advertising get customer.' It's cheaper
and it works!

In conclusion here are the main points why Santa's customers keeps
coming back. These concepts may sound old, even trite, but have
been proven time after time to work well. Test them against your
company and brand to see where you can learn from the man from the
North Pole.

===================================================
1) Solid branding:
===================================================
We're not talking lease here. Consistency is the key. This applies
everywhere from networking meetings, advertising to any sort of
communication that goes out. Keep hammering home the same unique
message and put it up front. The weather changes all the time which
is why we can't trust it.

If you must change, it's because your old message isn't doing a
complete job. I changed our first baseline from 'Recession proof
business principles' to 'Reactivating dormant business clients.'
The proposition was the same but the second line got 10 times the
response.

===================================================
2) Differentiation:
===================================================
Santa knows he can be a courier with a difference. You, too, can
create your own legend. Nike used Just Do It. Coke threw in the
concept, Rum and Coke, indelibly burning the word classic into our
consciousness. Sameness is in your mind. No matter how many brands
exist on the market, your product has a fingerprint of its own. You
just have to dig deep to find out.

===================================================
3) Build trust by giving first.
===================================================
Life is all about sowing, then reaping-but sowing comes first. If
you don't give first, you will only get limited results. The more
you stop thinking of yourself and focus on what the customer needs
instead, the more you are trusted. Business is all about trust. If
you don't have it, you're yesterday's soup.

===================================================
4) Know your customer...
===================================================
Like you know the hair on your head. Data collection and its
optimum usage will get you right into their minds and keep you
permanently rooted in. Every time they see you, they should think
you are Santa coming to town.

===================================================
5) Reactivate dormant clients.
===================================================

They are all volcanoes. Sitting there with the power to erupt
mightily. Figure out who they are and how you can work in tandem
with them. Forget your product or service. That's a given-- It has
to be good. Find out the 'everything else' factor and you will keep
them for life.

Like Santa does...

Psychotactics Ltd. All rights reserved.
Wouldn't you love to stumble upon a sec'ret library of small
business ideas? Find simple, yet electrifying ideas, on
copywriting, public speaking, marketing strategies, sa'les
conversion, psychological tactics and branding.
Head down to http://www.psychotactics.com today and judge
for yourself.

Giving Thanks A Day Early

noreply@blogger.com (Walt Goshert) — Wed, 25 Nov 2009 12:50:00 +0000

Image via Wikipedia

Congrats to Travis Harris, thecellguru.com in Ephrata,PA.

A mention in The New York Times of small businesses thriving during the Recession..

And...

Donny Osmond on your Dancing with the Stars win.

Wow... cool to wake up on the day before Thanksgiving and discover two stories that warm the heart of this 50+ year old Northern Lancaster County guy.

Enlightened Stupid Marketer

noreply@blogger.com (Walt Goshert) — Fri, 20 Nov 2009 04:46:00 +0000

As a local business owner, watch out for these kinda marketing guys...

Google Custom Maps: A Local Business Gold Mine

noreply@blogger.com (Walt Goshert) — Tue, 27 Oct 2009 10:56:00 +0000

Most people are familiar with Google Maps.

Most of us use Google Maps to find a place, or get directions.

Now, if you're a local business with rich local data... and a little bit of imagination...

You can create Custom Google Maps to boost your keyword footprint with Google.

A variety of Local businesses can benefit with Google Custom Maps:

A contractor- locations of homes you've built or remodeled.
An antique shop- a tour of local historic spots or crafts-people.
A restaurant- give your patrons a tour of local "Don't Miss" shopping spots.
A retail shop- give suggestions of recommended restaurants in your area.

With Google Custom Maps, you can link pictures, Online Reviews, and links to websites.

Here's more detailed information and a step-by-step Guide to How to Create Google Custom Maps... and draw more visitors to your business.

Photo Credit: Google Maps, originally uploaded by guspim.

Think Marketing Systems

noreply@blogger.com (Walt Goshert) — Mon, 26 Oct 2009 10:30:00 +0000

Hourglass, originally uploaded by Brooks Elliott.

Marketing is much more systematic, rather than creative.

It's not about a "can't forget jingle", vague tag-line, or slick logo.

Sure, those things can help to get attention and spread your message and brand...

Today you need more than a song, a saying, and a cool drawing.

John Jantsch defines marketing as "getting someone who has a need to know, like, and trust you."

Perhaps a study of John's "Marketing Hourglass" will help you understand how to Think Marketing Systems in your business.

Lancaster County Business: Facebook Page Directory

noreply@blogger.com (Walt Goshert) — Tue, 20 Oct 2009 01:22:00 +0000

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On Facebook, you'll find all kinds of local Lancaster County Business and Attraction Fan Pages.

Here's a Directory, sorted by Business Category, to help you shop Lancaster Local Businesses:

Accounting, Taxes and Financial Services

Aircraft Services

Amusement and Recreation

Apartments/Condo/Townhouses For Rent

Art Galleries
The Infantree

Attractions
Amish Impressions
PA- Dutch- Travel

Automotive Parts and Supplies

Automotive Sales

Automotive Services

Banks, Credit Unions, and Loans

Banquet and Meeting Services

Beauty, Salon and Spa

Boats and Watercraft-Sales and Service

Business Services
Inkling Media
Visions Marketing Services

Catering, Event and Party Planning

Childcare, Preschool and Camps

Chiropractor, Therapy and Pain Management

Cleaning and Janitorial Services

Commercial Contractors

Community Pages
The Family Center of Gap
Lancaster, PA
Lancaster BFBL 21 Day Challenge
Lititz,PA
The Creative Works of Lancaster
Lancaster Symphony Orchestra
The Creative House of Lancaster

Computer,Telephone and Networking Services
EZSolution

Contractors

Architecture and Design

Awnings and Sun Shade

Basements, Foundations, and Waterproofing

Brick, Masonry, and Stucco

Builders and General Contractors
Weaver Companies

Carpet, Flooring, and Tile

Chimney and Fireplace Services

Decks,Sunrooms, and Patios

Electrician and Electrical

Electronics, A/V, and Home Theater

Excavation, land Clearing, and Drainage

Fence Installation and Repair

Fire, Smoke, Water Damage Restoration and Repair

Garages and Outbuildings

Gutters

Handyman Services

Heating and Air Conditioning

Insulation

Interior Remodel and Restoration

Kitchen and Bath Remodeling

Land and Soil Management

Landscaping, Hardscaping, and Landscape Design
Tomlinson Bomberger Lawn Care, Landscape, and Pest Control

Lawn Mowing and Lawn Maintenance
Wise Grass

Mold/Radon/Air Quality Services

Oraganization and Shelf Systems

Painting and Wallpaper

Pest and Termite

Plumber and Plumbing

Pressure Washing, Sand Blasting, and Power Cleaning

Retaining Walls

Roofers and Roofing

Septic System Services

Snow Plowing and Removal

Solar Power/ Solar Energy

Sprinkler Systems and Services

Swimming Pools and Spas

Tree and Shrub Services

Underground Utilities

Wells and Drilling

Window Treatment Installation

Windows and Doors

Convenience Store/Gas Station
Turkey Hill Dairy

Dental Services

Dry Cleaning, Laundry and Tailoring

Education, Instruction and Tutoring

Fitness, Health and Well Being

Funeral Services

Grocery, Food and Beverages

Home Services

Hotels, Motels and Lodging

Insurance

Lawyers and Attorneys

Medical, Hospitals, and Doctors

Mortgages and Home Loans

Motorcycle and ATV Sales and Service

Moving and Storage

Office Supplies, Equipment and Copiers

Optical Services

Parking

Personal and Family Services

Pets and Animals

Printing and Copying Services

Real Estate Services

Rentals- Tools, Tents, and Party Supplies

Restaurants and Entertainment

Bars, Pubs, and Taverns
General Sutter Inn
Crush Wine Bar
Lancaster Brewing Company
The Station at Reinholds

Cigar/Tobacco Lounge

Coffee and Tea Shop
New Holland CoffeeCompany
Folklore Coffee & Company
Mean Cup

Deli

Delivery Restaurants

Fast Food/Snacks

Ice Cream Shop / Frozen Desserts
Greco's Italian Ices and Homemade Ice Cream

Live Entertainment
Chameleon Club

Live Theatre

Night Clubs and Dancing

Pizza

Restaurants

Angela's Cafe
S & S Grilling and BBQ
Lancaster Dispensing Company

RV,Bus, and Camper Sales and Service

Schools, Colleges and Universities
PCA&D- Pennsylvania College of Art & Design

Security, Alarms, and Locksmiths

Shopping- Clothes, Shoes, and Accessories

Shopping- Home Electronics, TV, and Cellular

Shopping- Home Improvement and Hardware

Shopping- Home Party

Shopping- Household
Lancaster Yarn Shop

Shopping- Lawn and Garden

Shopping- Retail
Ten Thousand Villages
BUiLDiNG CHARACTER
Von Gehr Jewelry Shoppe

Shopping- Sporting Goods, Fitness and Leisure

Signs, Banners, and Lettering
U-Stickit Graphics

Trash and Debris Removal

Travel and Transportation

_______________________________________________________________________

October 19, 2009- This is the first cut of Lancaster Facebook Fan Pages Directory. Additional listings found at Lancaster Biz Buzz Facebook Fan Page will be added as time permits.

Please leave comments below on misspellings, broken or bad links, and suggestions on more appropriate Category Listings.

Also, if you have, or know of a Lancaster County Facebook Fan Page not listed here, please leave a comment with the Facebook Page URL.

______________________________________________________________________

Facebook Fan Page for Local Lancaster County Businesses

noreply@blogger.com (Walt Goshert) — Fri, 16 Oct 2009 10:55:00 +0000

Image via Wikipedia

Here's a great project for a cold, damp weekend:

Create a Facebook Fan Page for your local Lancaster County business.

Or...

Go nuts...

Create multiple Facebook Fan Pages for your business.

Here's the Guide from the "Pied Piper" of Facebook and Twitter, Mari Smith:

How To Create and Promote Your Facebook Fan Page | Facebook, Twitter, Social Networking to Grow Your Business! by Mari Smith

Now, if you have a Facebook Fan Page for your business, or when you add one, make sure to visit the Lancaster Biz Buzz Facebook Page...

Add your Facebook Fan Page. Post a link on the Lancaster Biz Buzz Facebook Fan Page Wall.

Oh yeah...

Go PHILLIES!

Are You Doing Everthing to Attract Customers...

noreply@blogger.com (Walt Goshert) — Fri, 16 Oct 2009 09:39:00 +0000

... to Visit Your Store?

Or...

Do You Assume They Already Know Where You Are?

Amazing as it is to believe, for some business owners...

Customers are just an interruption to the day?

No matter what you show them, they’re skeptical to their grave.

They’re “The Dead Right.”

Here's a story for ya...

I met a young woman training sales people about selling advertising space. Her grandfather had a small hardware store in the Mid West US.

The old man said, “I’ve been in business 50-years and if they don’t know where I am by now there’s no sense telling ‘em!”

In a survey, standing outside their front door under the awning an ad space salesman stopped passers and asked, “How do I find Robinson’s Hardware Store?” Many people said they had no idea. And they were standing next to it.

The son took over when Papa retired. He bought every advertising form from every salesman that came through the door. He even bought the high school team shirts and year book.

The business grew, and grew until it was the size of a Lowes with more warehousing in addition.

Sadly, this story rings true. I run into my share of "Papa Robinsons" when I'm out and about talking to local Lancaster County business owners.

Usually it's a pig-headed case of...

"They Don't Know What They Don't Know."

What are you doing to attract customers to your store?

How are you making your phone ring?

How's your Lead Generation working?

And...

If you don't know...

Where are you getting the answers?

You Gotta Give 'Em a Deal Today

noreply@blogger.com (Walt Goshert) — Mon, 12 Oct 2009 23:18:00 +0000

Starbucks coupons, originally uploaded by mightykenny.

What are your prospects and customers looking for in today's tight economy?

Value.

Coupons are king. Online coupons for today's time-starved, budget-conscious shoppers rule.

It's like a New Way to Search in a New Economy.

But, but...

"I got friendly service, good food, a clean shop... I don't need no stinkn' profit-sucking coupons!"

First... service, good, quality food, product, or service, a clean, organized shop... All expected.

Second, maybe it's not "Coupons" that are sucking your profits...

Maybe it's how you're using them? The offers you're making with them? How you're delivering them?

Nowadays, if you wanna stack the deck in your favor and beat your competition to the punch in the battle to attract new customers... and keep 'em coming back for a "second cup"... you gotta give 'em a deal.

You gotta give 'em a reason to do business with you today.

P.S.--- Coupons aren't a new idea. Seems some old-time marketing guy, the guy who wrote the book on "Scientific Advertsing", Claude Hopkins, invented the Coupon 100 years ago.

Double P.S.--- I URGE you to download, read, and absorb, and use"Scientific Advertising"
You can get it here for free.

I agree--- It is the BEST book ever written about marketing.

Do Your Beliefs Prevent You from Change?

noreply@blogger.com (Walt Goshert) — Thu, 01 Oct 2009 03:15:00 +0000

Doesn't Stop For Gas!, originally uploaded by fotographicpoetry.

Recently, two leading marketing thinkers, Seth Godin and John Janstch, each challenged local business owners' beliefs and approach to marketing, advertising, and selling.

First, Seth points out you're no longer buying advertising to "rent eyeballs". Today, with New Media- your Online Presence- it's all about "investing in a platform" and "building an audience".

http://sethgodin.typepad.com/seths_blog/2009/09/the-platform-vs-the-eyeballs.html

Next, John points out how "Old School" selling is now changed in the New Media World.

http://www.ducttapemarketing.com/blog/2009/09/24/is-selling-becoming-more-like-marketing/

Are you trotting along, hanging onto your Traditional "beliefs" about marketing, advertising, and selling...

While your competition blows by you?

" 'Our salvation,' a wise man once said, 'is to allow.' That is, to be open, to let go of our beliefs." Michael E. Gerber, author of The E-Myth

How Do People Find Your Local Lancaster County Business?

noreply@blogger.com (Walt Goshert) — Thu, 17 Sep 2009 23:51:00 +0000

Image by Lars Plougmann via Flickr

Looking for a plumber? Someone to cut your hair? A guy to detail your car?

Now, as a long-time, established business owner in your town, you probably have a network of connections. You know people. Or people who know people.

Here's the thing...

Your customers are not as well-connected in the local community as you are.

So, where do folks today go to find info on local business?

Not Just the Yellow Pages Anymore – How People Find Local Businesses

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Lancaster County Pizza Restaurants: What's Your Competition Doing?

noreply@blogger.com (Walt Goshert) — Thu, 17 Sep 2009 14:03:00 +0000

Are you positioned to win your local pizza war in Lititz, New Holland, Leola, Lancaster, Ephrata, Reamstown, East Petersburg, Millersville, Landisville, Mount Joy?

Here's what your "Name-Brand" competitors are doing to eat your lunch.

What are you doing to attract new customers and keep them coming back to you vs. Pizza Hut and Dominos?

Pizza Hut vs. Domino's: Who Had the Best Media Strategy? - Advertising Age - MediaWorks

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3 Steps to Local Website Sales Success

noreply@blogger.com (Walt Goshert) — Thu, 17 Sep 2009 11:40:00 +0000

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"Just because YOU can't do it, doesn't mean it can't be done. Try harder." Andrew Carnegie

A little over 11 years ago, two guys studying at Stanford, started a little company. When you go to their website, it still looks pretty much the same.

Google. Proof it CAN be done.

Can YOU?

Will YOU?

Today Charlie Cook reveals the simple solution to transform your website from a sit- there, do-nothing,frustrating monthly expense into a true 24/7 sales generating asset in your business.

John, a commercial photographer, called from California with a question you may have asked yourself about your web site. John wanted to know why his site wasn't bringing in more than a trickle of new business.

I asked John, "What's the most important function of your web site?" After a pause he responded, "To tell people about myself and my services." This sounds like the right answer, and it's the one I hear most often.

But it's wrong.

Build a web site focused on yourself or your products and it is doomed to fail from the start. No matter how hard you work to promote it or make it look impressive, it won't pay for itself, ever.

What is the primary purpose of a web site?

Keep reading to find out.

There are three key steps in the web marketing process. Understand the purpose of each and you'll be able to bring in more new business with your web site. You need to attract prospects, convert them into qualified leads and then convert leads into clients. The problem is that despite your best efforts to collect thousands of leads, you only end up with a few clients.

Your marketing is like New York City's water system. In upstate New York they use reservoirs to collect rain. This water is then piped down to New York City and finally when apartment dwellers turn on the tap, they've got clean drinkable water. The only problem with this system is that for every ten gallons of rain that falls into the reservoirs the city only receives eight to nine gallons of water.

What happens to the missing gallon or two of water? It's lost through an antiquated leaky piping system.

Is the same thing happening or worse with your marketing? Are you losing the majority of your prospects due to an antiquated marketing and follow-up system?

If you are, don't despair. There is a simple solution. You can use the three key steps below to help you plug the leaks in your marketing system and get new business pouring in.

Do you want to attract more visitors to your site and increase sales?

You'll discover the secrets that the pros use to get attention and to increase their conversion rates. Many of my clients have used these techniques to skyrocket their sales.

Find out how to boost your online sales and profits>>

The 3 key steps to improving your web marketing:

1. Get More People to Your Site

Your first objective is to get the greatest number of people to visit your site. If you use pay-per-click ads such as Google Ads, take a look at your click through rate. Are you getting at least 1.5 to 2% of the people who see these ads to click through to your site? The purpose of any and all of your web advertising is to get people who might be interested in your services to click on the link to your web site.

If your ads don't prompt at least 1.5% of viewers to respond, test alternative headlines and subheads. You'll have the most success with headlines and subheads that focus on your prospects' problems and concerns.

In my experience with my own sites and my clients' sites, changes in the wording of headlines and subheads make a huge difference in response rates. You can double the number of people who click on your ads -and double the number of potential clients visiting your web site - by changing a few words in your ads.

2. Convert More Web Site Visitors to Leads

Let's say a hundred people a day visit your website. How many leads do you generate? With the right copy (headlines and text), sales offer, and page layout, you could motivate 15 to 25% of the people who visit your web site to contact you. Instead of a handful of inquiries from site visitors each week, you could have dozens.

At the beginning of this article, I asked my client John what the main function of his web site is. This is it.

The primary purpose of your web site is to get the greatest number of visitors to email you or call you with their contact information.

Your site may be the best looking site in the world, but if it doesn't motivate your prospects to contact you, you've lost them and won't get their business.

Few people buy products and services the first time they visit a web site. Most look at dozens of options. Unless your site is as well known as AOL.com or Amazon.com, your prospects won't remember your site's URL ten seconds after they click to another site.

Before another prospect leaves your site and forgets your business, start using your free offer and your site layout to prompt at least 10-20% of all site visitors to contact you.

3. Convert More Qualified Leads to Clients

If you've taken the first two steps above, you'd have more people responding to your ads and more people contacting you. You've probably guessed; the next step is to follow up and convert the greatest number of prospects to clients.

Depending on the type of business you're in, your follow up process may include a phone call, a mailing, a series of emails, or some combination of these. Whichever system you use, you want to increase the percentage of people who buy your products and services. It sounds obvious to both you and me, but this is where 80% of new business is lost.

Ready to stop wasting time and money on your website and start attracting more prospects and clients?

Is your web marketing system leaking more than New York City's water system?

Take this Quick Quiz

1. Is the click through rate for your pay-per-click ads 1.5% or better?
Yes - No

2. Do 15 to 20% of all unique visitors to your site contact you?
Yes - No

3. Do you have an automated system for following up with leads generated from your web site that generates sales from 4% or more of your prospects?
Yes - No

If you answered "No" to one or more of these questions, you're in the same boat as most business people on the web. Your web marketing is full of leaks and with a few changes you could be collecting a lot more leads and converting more of them to clients.

Discover how to get a better response to your ads and get more people to contact you. Your sales could skyrocket within weeks.

Are you ready to find out how to improve your web marketing, stem the leaks and start bringing in a flood of leads and new business? You can. >Find the solution >

To your success,

Charlie

/ /helping you attract more clients and be more successful //

©2009 In Mind Communications, LLC
Old Greenwich, CT 06870

Social Media is Here...

noreply@blogger.com (Walt Goshert) — Tue, 15 Sep 2009 12:11:00 +0000

... is your Local Business Ready?

5 Things Small Business Owners Should Do Today Online

noreply@blogger.com (Walt Goshert) — Tue, 15 Sep 2009 01:01:00 +0000

Many of local Lancaster County business owners have NOT done, or even tried these 5 things.

They are:

1. Simple and easy to do.

2. Inexpensive (nearly free if you do them yourself- check back for a free step-by-step on how to do these 5 Things later this week)

3. They work. They will increase your online presence. If you do them right, your phone will ring, people will show up at your store or restaurant, and you'll generate leads.

5 Things Small Business Owners Should Do Today Online

Need help getting off the ground?

Call me at 717-466-9343, or shoot me an email: wgoshert@bythezip.com

Posted using ShareThis

Simple Guide to Claim Your Google Local Listing

noreply@blogger.com (Walt Goshert) — Sat, 12 Sep 2009 10:50:00 +0000

Sign up with FREE local online directories to increase your online exposure.

Utilizing free local listings provided by local directories increase the likelihood that your business will be found. Think of it like playing Monopoly. The more real estate you own, the more likely it is someone will land on your property and you'll get paid- you increase the odds that local consumers will find your business.

One of the easiest ways to improve your online presence is by registering your business with Google Local.

Google Local listings are those you see at the top of local search results next to the map. While these listings only get a small percentage of all the clicks on Google, they are free clicks, so why not grab 'em? Plus, you can link these listings to your website, have Online Reviews fed into your listing, include photos and videos... all things that help boost your Page Rank and the relevancy of your website in Google's eyes.

Want simple, easy, step-by-step instructions on how to add your business to Google Local?

Check out Matthew Hunt's Free Local Search Course- simple easy-to-follow videos.

Or, this article for tips on how to maximize your Google Local Listing.

Finally, here's the list of links to other websites where you can list your business for FREE. It only takes a couple of minutes to list on each site, and it can make the difference between you getting the sale... or your competition.

Kudzu.com https://register.kudzu.com/packageSelect.do

Tupalo.com http://tupalo.com/en/ephrata-pennsylvania (go to your town/city)

Yelp- https://biz.yelp.com/signup/

Magic Yellow http://magicyellow.com/Add_Your_Business.cfm

YellowBook.com http://corporate.yellowbook.com/advertise

SuperPages.com http://advertising.superpages.com/spportal/business-listing

City Search http://www.citysearch.com/corrections/enter_a_location.html

Yahoo Local http://listings.local.yahoo.com/csubmit/index.php

Insider Pages http://insiderpages.com/advertiser

MerchantCircle.com http://www.merchantcircle.com/corporate

Local.com http://advertise.local.com

InfoUSA http://dbupdate.infousa.com/dbupdate/startupdate?bas_request=A

UniversalBusinessListings.com http://universalbusinesslistings.org

Locald.com http://www.locald.com/submit.php

Cityslick.net https://www.cityslick.net/reg.php

Thinklocal.com https://www.thinklocal.com/Login.aspx

Onlineyellowpages.com http://onlineyellowpages.com/getlisted.asp

Onlineyellow.com http://openlist.com/update/

Citybook.com http://www.citybook.com/addlisting.aspx

Yellowusa.com http://www.yellowusa.com/Add_Your_Business.cfm

Looklocally.com http://www.looklocally.com/signup/free1/

Myhuckleberry.com http://myhuckleberry.com/business/SignUp.aspx

Hotfrog.com http://www.hotfrog.com/SearchBusinessListing.aspx

Just Click Local http://www.justclicklocal.com/advertising.php

Urban Spoon http://www.urbanspoon.com/e/add_restaurant/21

elocalroofers http://www.elocalroofers.com/advertisements/update/free

elocalplumbers http://www.elocalplumbers.com/advertisements/update/free

elocalelectrician http://elocalelectrician.com/advertisements/update/free

SalonSearch.com http://www.salonsearch.com/about_port.html

SalonSeeker.com https://www.salonseeker.com/CompanyForm.aspx

Your Contractor Direct http://yourcontractordirect.com/advertise.php

HandyAmerican.com http//www.handyamerican.com/signup_contractors_options.asp

Get Started in Local Search Without a Web Site

noreply@blogger.com (Walt Goshert) — Fri, 11 Sep 2009 01:17:00 +0000

Want a quick, easy, free, or low-cost website for your Local Business?

Grab a Profile Page to create your own "Mini-Website".

Get Started in Local Search Without a Web Site - ClickZ

Shared via AddThis

Reviews Reviewed (from The WOMMA Word)

noreply@blogger.com (Walt Goshert) — Thu, 10 Sep 2009 13:59:00 +0000

Online Reviews are the New Advertising.

Consumers now have simple, easy-to-use, powerful tools available at their "thumb-tips" to spread the word about your business.

Are you ready, able, and willing to engage them?

Reviews Reviewed « The WOMMA Word

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Customer Loyalty Calculator

noreply@blogger.com (Walt Goshert) — Sun, 06 Sep 2009 19:35:00 +0000

Ok, Lancaster County Local Businesses...

What's the value of Customer Loyalty in your Business?

Spend a couple minutes running some "What-Ifs" to discover how increased Customer Loyalty can boost your profits.

http://amazingserviceguy.com/resources/customerloyaltyvalue.html

Looking for proven tools to help you increase Customer Loyalty?

Give me a call at 717-466-9343, or shoot me an email:

wgoshert@bythezip.com...

To schedule a No-Cost, No-Obligation 27-Minute In-Person Consulation for your Lancaster County Business.

A Business Challenge: Dare To Be Different

noreply@blogger.com (Walt Goshert) — Fri, 21 Aug 2009 02:03:00 +0000

Troy White, a small business consultant and copywriter in Calgary, recently wrote this "must-read" guide for every local business who is serious about growing their business:

"How to Double Your Profits with Differentiation"

Read... and PUT INTO ACTION... his "6 Sure-fire techniques to separate yourself from your competition"

Will you DO as Troy encourages?

"If you take action on this now, your profits will grow rapidly. If you do not take action on this, your profits will remain where they are.

Which would you prefer?"

Are You Targeting the Right Prospect?

noreply@blogger.com (Walt Goshert) — Thu, 20 Aug 2009 11:44:00 +0000

"Right Message, Right Media, Right Market"

Small Business marketing expert, Dan Kennedy, states these as the three essential legs for any small business marketing campaign to work.

What's your "Right Market"?

(Hint: No, it's not everyone who owns a car, owns a house, has a dog, has teeth, eats daily...)

Is nailing down your "Right Market" your marketing blind spot?

Grab a fresh cup of coffee and spend a quick minute here with Charlie Cook and find out...

Steve called from Minneapolis to ask me how to attract new clients for his auto repair shop. He has been in business for two years and has four trained technicians to keep busy, but he was having difficulty attracting enough new customers.

Steve wasn't just waiting for people to show up at his shop. He regularly mailed letters to new homeowners in the area. His rationale was that people who had just moved into town would be looking for a mechanic before long.

Steve wanted to know why what seemed like a good strategy wasn't working. Why was he only getting one or two inquires from each mailing to 500 prospects? He asked me if he was targeting the right people. "Anyone with a car is in my target market, right?"

Good question. In theory, yes, any car owner living in the area is a potential client. But in reality, car owners have very different attitudes towards car maintenance.

Steve was making the same mistake that most small business owners make in thinking about their target market. He was trying to market to everyone who might use his service instead of targeting the most likely prospects. After trying this for a year, he recognized that this marketing strategy was costly and inefficient.

According to Albert Einstein, "Insanity is doing the same thing over and over again and expecting different results." Are you getting the number of inquiries and sales you want from your target market? If you're not getting results then why keep marketing the same way over and over again?

Discover the marketing strategies that actually work for businesses like yours >>

The alternative to broad based, costly marketing is to target your prospects more precisely and shape your marketing accordingly.

There are three types of people in your target market.

First, there are people with immediate problems.

These prospects have urgent concerns and want solutions today. In Steve's case, these are the customers who come in with a flat tire or a blown head gasket.

Second, there are people who have a problem or want to improve their situation and are considering a purchase.

They need more information in order to understand why they should use your product or service. They may take more time to reach a decision to buy.

Again in Steve's case, these are people who need their disc brake pads replaced before they fail and cause more costly damage, or who could be getting better mileage with a properly tuned engine, or who should purchase new tires soon to avoid a potential accident. These are the people who need to be educated in order to make a decision.

Finally, there are people like my dear Dad in every target market.

It was a point of pride with Dad to see how little he could spend to maintain his cars. He never took a car to a mechanic unless the broken part could no longer be wired back together or the car just wouldn't start. People like Dad have blind spots in certain areas.

Is marketing your blind spot?

It doesn't have to be. You could find out the proven strategies and techniques that can double your business. Get answers >>

The same is true in any business. Some people won't spend money to fix or repair something even if it's barely functioning. No matter what you say or do they don't want to be bothered. Their objective is to spend as little money as possible regardless of whether it costs them more in the long run or not. Know anyone like this?

Even if you have the perfect product or solution for these people, you're not going to get their business. They either know it all or don't want to know. Marketing to this group is a waste of your time and money.

You'll get a much better response by targeting your prospects more precisely.

That means marketing to what your prospects are looking for. You'll end up spending less and making more. Steve needed to focus his marketing on car owners who want to fix a problem or prevent one from developing.

In Steve's case a few changes to his marketing letter could make a huge difference. With a few questions he could help his prospects identify their concerns and then give them some helpful maintenance tips that involve his services.

Discovering how to target your prospects to get results from your marketing is just one part of growing your business. Once you see how many inquires and sales you can generate, you'll wonder why you waited so long to apply these simple strategies to grow your business.

Discover how to attract clients like a magnet >>

To your success,

Charlie

Follow me on Twitter @charliecookmfs

Dare to Run Different, Even "Outrageous" Coupons to Promote Your Restaurant?

noreply@blogger.com (Walt Goshert) — Wed, 19 Aug 2009 00:54:00 +0000

144 - Pie in the Face, originally uploaded by tamra hays.

Today the Lancaster County restaurant landscape is littered with competition- from long-time established eateries, all sizes and shapes of national chains and franchise operations, countless pizza places, and yep, even start-ups.

In this penny-pinching economy, each and every restaurant operator knows the pressure is on.

You MUST Reach Out and GRAB the ATTENTION
of each and EVERY customer out there.

Here's your challenge...

Your diners are not nearly as likely to spend the kind of money eating out that they spent just a few short years ago.

Advertising, spreading the word about your restaurant, has always been a key ingredient in your recipe for success. Today, a great advertising campaign is absolutely crucial to grow your restaurant business. And, the savvy restaurant operator needs to turn up the heat a notch and try to catch even more attention with "Outrageous Advertising".

What's "Outrageous Advertising"?

How 'bout advertising methods you don't normally see?

Take a look around at the typical restaurant ads in the local newspapers, Val-Pak and Clipper mailers, Yellow Page ads, and countless magazines and circulars. You'll quickly notice that everyone is pretty much using the same standard approach:

Listing Daily Specials in the Ad, on Blackboards, on Sidewalk signs
2 for 1 Lunch or Dinner Deals
50% off the lesser priced Meal
$5 off Coupons for a Large Pizza
Free Appetizer with your Dinner Order
Free Dessert with your Dinner
Mailing/delivering menus and coupons to local households

Lots (nearly all...) restaurants are using these pretty much same standard advertising approaches and making pretty much the same offers to bring diners in the door.

Guess what?

It's the same old thing to your customers. Dull and boring. In the midst of thousands of ads bombarding folks daily for all kinds of products and services, these same standard approaches and offers are pretty much ignored by your customers.

A Different, "Outrageous" Approach is Your Answer

Let's take a look at what restaurant owners can do differently.

What "outrageous' strategy could you use that would raise a few more eyebrows and bring in some new customers?

Mailing copies of your menu, or discount coupon offers, is a good idea because it serves as a method to promote your main product: your food. However, if your mailing focuses on your main area of business, then customers being targeted, especially your current occasional customers, are no doubt already aware of what's on your menu and your typical specials and coupon offers.

Why not marry your menu or food coupon with an "outrageous", enticing offer?

Lots of folks rifle through the Val-Pak, Clipper, or local newspaper without a second glance at your coupons.

But they'd probably raise an eyebrow if they read something like this as your Coupon Headline:

"With Every Piece of Pie you Order with your Meal, You Get to Throw a Pie in the Face of "Scruffy" Mike at "Scruffy" Mike's Grill"

Add in a picture of "Scruffy" Mike getting pie-faced and giving a "Thumbs-Up" and now you got yourself one "outrageous" idea that might draw in some new customers, and give your old customers a fresh reason to come back.

Now, when people show up to eat their pie and pie-face "Scruffy" Mike, they'll be having a great time in your restaurant. Capture this with pictures and video. Post it on your website, your blog, your Facebook Fan Page, Tweet it on Twitter, send out a press release to your local paper. Do every thing possible to leverage this event.

Chances are also pretty good your customers will spread the word about the fun experience and laughs, and the word of mouth will bring in even more customers.

You see, today people want more than good food...

When you deliver good food,and great, friendly service...

PLUS...

Entertain your customers... you create and deliver tremendous value in your business.

Imagine all the extra business your restaurant can bring in when you dare to be different and simply step-out and use a little bit of "outrageous" advertising...

Outrageous, ain't it?

Give it a try.

Your Next Steps:

1. Change your mind-set. Dare to be Different. Just once... try it! It might work.

Here's the thing...

You aren't gonna grow your business without change, and change begins with personal growth.
Your business growth always begins in your own head.

2. Having a tough time coming up with a creative, "Outrageous" idea?

Take this Jeffrey Gitomer "Self-Test for Success"

What is the most effective way to come up with a creative idea?

A.--- Research the topic you need the idea for and think about it.

B.--- Find out what others have done in the past.

C.--- Write down anything that comes to mind on a topic until a solid idea begins to manifest itself.

D.--- Call someone from the promotional products industry.

Visit Jeffrey Gitomer's site here for the answer

3. Perhaps you're looking for, or open to exploring, a low-cost, yet highly effective way to get your kick-butt, outrageous coupon in the hands of potential new and current customers?

If you're a Lancaster County Restaurant Operator who's serious about growing your business and has the courage to step-out and Be Different, I invite you to check out:

Bythezip.com- Local Search (and Online Coupons) Made Simple

To see if your Restaurant qualifies for my "Lancaster Launch" Special, and arrange a 27-minute No-Obligation, No-Cost personalized Marketing Consultation (guaranteed to give you 2-3 fresh marketing ideas you can use right away to grow your business. If after we meet, you felt that I wasted your time, please "pie-face" me.)

Call me at 717-466-9343, or shoot me an email at wgoshert@bythezip.com.

I encourage you to contact me today... why not right now while it's fresh on your mind?

"Amish" Marketing Lessons

noreply@blogger.com (Walt Goshert) — Wed, 12 Aug 2009 23:07:00 +0000

Looking Back..., originally uploaded by cindy47452.

Keep things Plain and Simple:

1. Get your prospect’s attention.

2. Get them to read your marketing materials including your web site.

3. Get them to respond by contacting you to learn more.

4. Get them to send/give you money so you can continue to grow the business.

P.S.--- Get good at 1-3, the more you'll experience #4.

“Social media for business now is life or death”

noreply@blogger.com (Walt Goshert) — Wed, 12 Aug 2009 14:13:00 +0000

Remove Own Trash, originally uploaded by teresia.

So says Dan Simons, in this recent New York Times article, "Managing an Online Reputation"

Simons, a restaurateur in the Washington area, closely monitors Local Online Review Sites, and comments about his business.

“You could open a business and do everything right, but if you’re unaware of these social media you will perish. Social media can take a business and put a bullet in it."