Sometimes

Smaller Is Better!

Stop trying to jam  big-budget marketing into today’s low-budget economy! You’ll lose time, money, energy, and respect! (Maybe even your business!)

Having helped to start  hundreds of successful businesses, I’m rarely wrong when it comes to predicting business failure. And I’ll tell you right now that I can name a doctor, a manufacturer, a furniture retailer, a trucking business, a bank, a college, and two car dealerships that are positively headed South. The worst part is they don’t even know it. (Or perhaps they do and just don’t want to admit it!)

They’re all caught up  in trying to beat the economy by overwhelming it, like the poor schlemiel with a gambling addiction, throwing good money after bad. Each of these incipient failures have undertaken paths of reckless endangerment, thinking they are some kinds of hot-shot entrepreneurs. Sadly, they are not likely to survive long enough to see the economy turn.

     SOMETIMES  

(contrary to all the “enlargement” spam emails),

 SMALLER

(as the little Beetle automaker has proven time and again)

  IS BETTER!

     Marketing  doesn’t have to be exorbitantly expensive and splashy to be effective. There are some enormously successful direct mail campaigns out there that use postcards. Some of the world’s greatest print space advertisers have discovered they can be equally effective with great (tiny and infinitely less expensive) front page classified ads.

     Baseball managers  who lack big-time sluggers resort to winning games by playing “small ball” …focusing on the basics like not swinging at first pitches, drawing walks, bunting, base-stealing, catching with two hands (!) and playing “heads up” on each pitch. It works.

     Professionally-written  email campaigns can be hugely successful for no cost beyond a writer and a technician (and maybe a list rental). I am presently preparing a frugal campaign for one client that calls for strategically-placed highly-specialized business cards instead of the elaborate and expensive brochures he originally planned.

For another client,  I am preparing an inexpensive customer attitude survey that will get the business significant sales simply by virtue of asking for opinions (and might even collect some valuable ideas and feedback as well!) Bumper stickers are making a comeback.

Bartering  website banners and, of course, the much-talked-about use of social media also represent free and often very effective marketing tools. And, done right, not enough can be said about the value of professionally-done (and again, free) public relations news release and BUZZ (word-of-mouth) programs.

Before you dig  into your pocket to bet on yet another roll of the dice, stop and think about other effective, less-expensive ways to get your message across. The ways are there waiting for you. When smaller is better, open minds open doors!

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Hal@Businessworks.US    302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

Make today a GREAT day for someone!

Next time someone calls you

“Four i’s,” say thank you!

Radio station WIIFM  (What’s In It For Me?) has been on the air now for over 30 years that I can remember, as the acronym for reminding marketers and advertisers and salespeople that benefits, not features, are what people buy! You want to make a sale? Tell prospects how they’ll benefit, not how great you are!

Okay,  you got that, right? So what’re the “Four-i’s” in SMALL BUSiiNESS STiiMULUS?

Here it is,  all you acronym fanatics (and don’t say I never gave you anything!):

• Intelligence –

Cause literally EVERYone outside Federal and state government circles knows that ONLY small business job creation will reverse this sick economy, and that small business owners must rise above the meaningless token incentives being waved around… and go for the gold under their own steam!

• Innovation –

Cause everybody has ideas, but very few see them through to completion!

• Impression –

Cause you never get a second first one!

• Integrity –

Cause without it, you have no business and no chance of survival in ANY kind of economy! Doing the right thing all of the time means having no exceptions.

     The bottom line is  that if you are lacking in even one 0f these four I’s, you are in big-time trouble, and need to get on the stick before 9am tomorrow morning! And, incidentally, none of these qualities, values, characteristics, whatever you want to call them, costs anything.

In fact,  all four involve conscious daily choices to pursue them. When you have Intelligence, and know your market, know your industry, know your competition, know your product and service benefits (and features) and know what you’re up against with narrow-minded government perspectives that will only provide lip-service instead of solid support, you will be in the best possible position to move your business forward.

     When you choose  innovation and innovative thinking, you are choosing to see every step of the birthing process for launching a new idea. That focus alone will carry the best ideas forward and lose the unproductive ones quickly along the way.

     When you realize  that no one will take the trouble to judge your business twice and that your first impression must be the one that flies, you will be well on the way to achieving the acceptance levels you seek. This means not settling for inferior marketing, advertising, sales, promotion, merchandising, and public relations programs and materials.

     Integrity is the backbone of business.  The recent failures of giant corporate entities have underscored the truth of this point. The day-to-day failures and successes of small businesses are 100% attributable to having and consistently demonstrating high levels of trust and integrity or not. Failures blamed on under-capitalization are failures of poor management. Failures of poor management can inevitably be traced back to failures of integrity.

Heed the Four i’s  as if they were your own two i’s because in the end, the i’s have it!

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Make today a GREAT day for someone!

“The price of freedom is eternal vigilance!”    [Thomas Jefferson]

Hal@Businessworks.US         931.854.0474

Guidance to 500+ Successful Business Startups

Creating Record-Sales for Clients Since 1981!

The Importance

of Being Earnest

                                                                                     — Oscar Wilde

     First of all, promotional emails that are well-done are well done because they are an earnest attempt to sell or promote a quality product or service in a highly personalized (and/or recipient opt-in) way. When emails meet these criteria, it’s hard to dismiss them as junk. 

     Does that make it okay to send them out? It depends on the circumstances, but odds are if your message is sincere, backed with integrity, not insulting, and actually has something informing, educational, reassuring, or entertaining to say, it’s perfectly okay in my book.

     But how do you get an email to accomplish all that? It’s not easy. The subject line has to be fitting, provocative, persuasive, spelled correctly, punctuated correctly, creative, have and suggest a purpose, demonstrate the ability to relate, and literally shout of legitimacy.

     And that’s just to get it opened. When’s the last time you opened mail addressed to “Occupant”? Or something that says “Stop Berning Calorees” or “Hey, should something I no four sure be puzzling to you?” You have better examples sitting in your own inbox right now.

     The email message must be simple, straightforward, no BS, get right to the point, read fast, use bullet-points and summaries, use consistent colors, use consistent font styles, use consistent font sizes, use consistent font treatments, use consistent font and line spacing.

     The bottom line is that promotional emails are generally not effective if they’re written as letters, or memos, or print ads, or broadcast scripts, or txtmsgs. They are a combination of the impact and brevity used with billboards, bumper stickers and direct mail pieces.

     They must communicate instantly.

     Headlines and lead-ins are critical and need to attract attention, create interest, stimulate desire, bring about action, and prompt/promote/deliver satisfaction.

     You must ask for the sale and provide as many ways as possible for the respondent to respond/order and as many locations for that as possible without being too obnoxious about it.

     Sign off with a real name and contact information. Include a guarantee. Where you use endorsements or testimonials, provide contact details and don’t gloss over names/titles/affiliations/credentials. Promotional emails can work for you if you’re willing to work to make them work.

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 Hal@TheWriterWorks.com  or comment below.

Thanks for visiting. Go for your goals! God bless you!

Make today a GREAT day for someone! 

“Break out the branding

irons, Grandpa. The

rustlers are on the way!”

We brand cattle to keep them together. We brand businesses to set them apart. Cattle brands keep ranchers honest. Business brands (real ones) keep businesses honest.

     Surprised by that last statement? Don’t be. 

     Business brands are not just logos and slogans and motto’s and razz-matazz messages, mission statements, vision statements, jingles and names. Business brands are the intangibles that stand behind those “say-it-in-a-nutshell” communications. 

     The heart of a business brand is the integrity of the business and the management and employees and products and services that support and reinforce the images conjured up by the logos, and slogans, and mottos, and jingles, and names.

     A business brand is the honorability of the actual product or service and employee performance. It’s knowing in your heart of hearts that you as a customer can trust and have confidence in who you’re dealing with and the dollar-value you’re getting.

“The value of any brand rises or falls with each demonstration of the company’s integrity. The balance is fragile. Every slip can be costly…A service can be faster, cheaper, better, and still fail if it does not win the confidence of people that it will keep its promises and tell the truth.”

–Henry Beckwith, from SELLING THE INVISIBLE (Warner Books)

     This thinking applies to individual businesses, entire professions and industries, towns/counties/states/regions and countries. Not many years ago under dictatorship with 17 year-olds roaming the streets with machine guns, the Dominican Republic was not a travel destination with integrity.

     Revolution, democracy, appreciation of tourism dependency, and strong branding programs focused on the integrity of the land and the people have reversed the country’s demise. Today, the Dominican Republic is a great place to vacation.

     You’ve perhaps heard that one disgruntled customer tells ten other people about her or his upsets and that each of them tell ten more…yielding suddenly 100 people bad-mouthing the business.

     Put another way, if you’re open for business Monday through Friday and you have just one unhappy customer a day, you’re looking at 26,000 P.O.’d people a year saying negative things about your business. And it will take more than putting your finger in the dike to stop the flood. 

The branding that shows on the outside must be backed with integrity inside.

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Hal@TheWriterWorks.com  or comment below.

Thanks for visiting. Go for your goals! God bless you!

HOW DISTRACTED

IS YOUR AUDIENCE?

Surprising 2009 statistics from a notable professional association:

• Average work time since 1999 has increased 20%
• 75% of managers work more than 40 hours per week and must manage 600% more information than 20 years ago
• Professionals average at least 10 hours per week in meetings
• Employees spend 18 hours a week dealing with interruptions
• The US Postal Service processed 203 billion pieces of mail in 2008 (That’s 7,700 pieces each second!)

Sounds like a lot, right? Now contrast that with these two findings:

1.  The Radicati Group found that the number of emails sent PER DAY in 2008 was near 210 billion
2.  CTIA reports Americans sent more than 1 trillion text messages in 2008                                                                                                                                                       And research conducted by the ePolicy Institute found that employees spend as much as 20% of their workday reading and responding to email.

 THE BOTTOM LINE?  Today’s audience is starved for time and inundated with information. If you want your message to cut through the clutter, it must be relevant, timely and creative.

Reprinted from The Corporate Communicator, a free e-zine dedicated to helping professionals communicate more effectively with employees, customers and the media. To get the latest industry news, research and best practices at your fingertips, order a FREE subscription at http://www.thecorporatecommunicator.net

     So what does this mean for the “average” small business owner? Odds are you’ll need to go “outside” yourself and your organization to find a proven and experienced talent capable of understanding your business and your market and your customers and your message.

     It’s generally best to avoid formal “Ad Agencies” or “Marketing Agencies” because they are more likely to pursue industry recognition awards than sales for your company. Be especially hesitant of those that call themselves “full service” unless you have Fortune 500-level budgets to dispose of. 

     Second, ad agencies and marketing agencies (NOTE that many of these now call themselves “Groups” to escape the high-price stigma) are likely to charge excessive fees.

     Their norm is to charge you 15% of all media costs (broadcast time and print publication space and Internet banner fees) they book for you (which of course you can “book” for yourself to bypass that “agency commission.”

     …PLUS 17.65% of all production costs (which include costs of illustrations, photography, printing, studio production, editing, graphic design, list rentals…you name it!)

     …PLUS other fees that are rarely evident until the moment something is needed to be finalized. Don’t you love financial surprises?

     This translates to : SHOP AROUND! There are plenty of good, qualified, experienced freelance writers and small one-man-band and one-woman-band businesses that can provide far better quality creative sales writing and design services for far less money than the big city slicker organizations!

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Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEEL CREATIVE? Add your own 7 words to the 305-day “7-Word Story” (center col.). New Hal Alpiar short story Sept. release book from Nightengale Press: THE ART OF GRANDPARENTING…$19.95 ($24.95 CAD) @ Barnes & Noble, OR order special (signed by Hal) pre-publication @$18.95+s&h [$22.45 total check only), payable to: TheWriterWorks.com, LLC. @PO Box 1236, Millsboro, DE 19966. Include ship-to address (mainland US only).  SEPT. 13th IS GRANDPARENT’S DAY! [Details via Blogroll link @ right]

“People go only to places

they have already been

in their minds.”

Roy Williams, The Wizard of Ads

     Just when you think you’ve thought about it all, along comes another thought, but–as the above quote suggests–the human body will only go where the human mind has journeyed repeatedly already. Purchases only happen when people have or believe they have already owned the product or service.

     What does this mean for business owners, managers, entrepreneurs, PR people and publicists, marketers, salespeople, advertisers, branders, website developers, promoters, communicators, media and management consultants?

     First of all, something we’ve said here a hundred times: Repetition Sells! Repetition Sells! Repetition Sells! Repetition Sells! Repetition Sells! (okay, a hundred and five times!) But what else?

Every purchase

is the result of an

emotional trigger!

     In any form of selling, marketing, advertising, communication, if your goal relates to persuasion, then your process is limited to some form or combination of forms earmarked by approaches that hinge on educating, entertaining, boring, screaming, or seducing…engaging the imagination.

     A couple of three-little-words examples: “It’s in you” and “I’m lovin’ it” both sounded like retarded campaign theme messages when they first came out, didn’t they? Do you remember saying: “It”? What the heck is “It”? Ah, but look at what “It” has accomplished. What’s the old expression: “Say something often enough…”? (Spare me saying the RS words 106 times)

     Okay, so where do we start with the imagination seduction stuff? One way may be to take a lesson from stage and screen actors…and WHISPER! What happens next? People lean forward in their seats. What an envious position to have a prospect in, for delivering your sales pitch.

     And what else? Great pictures are great, but they don’t sell! They plant images in the mind that allow words to rush in with for the kill. (With apologies to all my artist and designer friends): One great word is worth a thousand pictures. Think of the artwork/words thing as a one-two punch.

[And if you’re reading this, looking for input about the importance of words in websites, click the 3% tab on the top right of this page!]

     Seduction is the name of the game. Every purchase is the result of an emotional trigger! A past president of Revlon once confided in me that they weren’t selling hair-coloring products, they were selling “the promise of sex to single, young girls.”

     Great, you say, some products can sell themselves anyway; it’s selling intangible services that presents the real challenge. Y’know what? That’s true. And it’s all the more reason that service-based businesses–especially–need professional marketing and professional copywriting help.

     Contrary to the “step-in-and-out-of-the-closet-with-the-magic-idea-and-words” concept that many have, professional marketing and professional copywriting are time-intensive pursuits.

     Both functions require considerable experience and exceptional skill. Don’t cut corners on finding and securing this kind of talent. Not everyone  can make “It” such a big-selling word! 

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Input: Hal@BusinessWorks.US or comment below.

Thanks for visiting. 

Go for your goals, good night and God bless you!

Obama, Hallmark, Rush,

airlines, surgeons, tourism!

     What do Obama, Hallmark Cards, all of the airlines, Rush Limbaugh, plastic surgeons and tourism councils all have in common? Whoa! Now that’s a question and a half, right? I mean what could such a collection of diverse interests possibly have in common?

     They paint pictures with words and sell them from a stage that’s literally dripping with seduction. And of course there are others. I just picked these because they’re such unlikely bed partners. Okay, here we go. Follow along. Yes, if sales are important to you, there IS a valuable lesson here.

     It’s not too big of a stretch to see how the traditional approach to schmaltz-layering, that Hallmark has so wisely (and effectively) invested of itself over the years, has rung up spectacular success. Here’s a business that makes bigger profits than bagels.

     The company buys up a zillion tons of paper, much of it scrap, folds it into four zillion tons of little envelopes and message cards, prints a few mushy words on the cards and sells the card and envelope for $5 each or thereabouts, times four zillion! 

     What’s the value enhancement? The messages they put in these cards appeal to our psyches. They seduce our egos. What did Obama do to get elected? The same thing. What’s he trying to do now with his go-for-broke healthcare fantasies? The same thing. 

     What do the airlines sell? The seat and space you are actually renting and the transporting expertise to get you where you’re going? Are you kidding? They sell you the destination! They sell you smiling hand-holding couples skipping through the surf, cliff divers in Mexico, pubs in Ireland, koala bears in New Zealand.

     Plastic surgeons selling elective procedures present us with(carefully air-brushed) photos of the killer bathing suit-clad model that we all could no doubt be. We know we could be because the word description with the picture tells us that just a few little nips and tucks here and there can give us the same results. No mention of course of the anesthesia and procedural risks, the recovery sacrifices, the expenses. 

     Rush Limbaugh sells us concepts; he’s a genius at seducing our brain frustration centers by painting verbal pictures of how good it can be if we simply think and act more conservatively, more fiscally responsible and more respectfully of the vigilence that gives us our freedoms and the values that give us our American heritage. (Now THERE’S a unique thought!)

     Island resorts: “Ooooh, let’s get together and feel alright…” Regardless of the location or message, you can be sure they’ll be nothing about the expenses, the lousy transportation, the pricey rooms and meals, the bad water, the pickpockets, the badgering street vendors, or any of the other lovely amenities you only learn about too late or sometime after your psyche has been sold. 

Selling the psyche requires you to paint pictures with words because the right word…is worth a thousand pictures!

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Input aways welcome: Hal@TheWriterWorks.com (”Businessworks” in    subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  

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Get this blog FREE by list-protected email: click “Posts RSS Feed” (center column)…or pay $1.99/month on AMAZON Kindle. FEELING CREATIVE? Add your own 7 words to the 300-day “7-Word Story” (center column). A new Hal Alpiar short story is coming in September in a new book from Nightengale Press: THE ART OF GRANDPARENTING…soon at Barnes & Noble @ $19.95 ($24.95 CAD), OR order special (signed by Hal) pre-publication price @ $18.95 plus $3.50 s&h [$22.45 total check only), payable to: TheWriterWorks.com. LLC. and mail to POBox 1236, Millsboro, DE 19966. Include ship-to (U.S. only) address.  REMEMBER SEPTEMBER 13th IS GRANDPARENT’S DAY! 

The 3% Sales Factor

     Some interesting information came my way from my strategic alliance partner, Andrew Jackson (no relation to the past president, the twenty-dollar bill, the famous Stonewall, or the recently-deceased entertainer). Andrew is the bright young founding CEO of www.ThePoorIrishman.com.

     It seems, he says, that less than 3% of all online businesses actually make money through their websites. That’s a staggering statistic, even if he’s wildly wrong and happened to be missing a zero after the 3, which he’s not. But, you know what? I started thinking about this, and have concluded that once again, Andrew is right!

     And do you know why? Because all the great graphic designs in the world will not sell what a website offers (unless it’s selling great graphic designs!) as effectively as a few choice words of GREAT COPYWRITING.

     On the Internet, a great word is worth a thousand pictures when it comes to sales. Now, don’t be confused with those fabulous emails we’ve all seen filled with spectacular visuals of amazing jugglers and 3-D artists and talented nature photographers. That’s not the same thing.

     I’m talking about online business website sales!

     So, this thought process prompted me to add a new tab on the top right of this page titled “The 3% Sales Factor.” If you’re curious about the subject of increasing Internet sales and what GREAT COPYWRITING is really all about, try it. You’ll like it.      

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  # # # 

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FEELING CREATIVE? Add your own 7 words to the end of the 285 POSTS:  Click under “7-Word Story” (center column)

Stop shooting yourself

in the Subject Line!

     I had occasion today and yesterday to delete a few thousand emails that had accumulated at an old, unused email address. 99.9% of them (including substantial numbers from leading name companies) had subject line copy that was too stupid for a 6 year-old to consider opening.

     Okay, I realize the vast majority of these were spam, but you would have to be from Pluto or Uranus to think you could find value in clicking open emails with Subject copy like:

• Get Yore Advanced Collage Decree Today: EZ and cheep [I gather we’d not be talking about a Master of Fine Arts in Writing here.]  
• Women will cling to you day and night[This is not something I can imagine a desirable state of existence regardless of gender.]
• Hi. Angelina here. I missed hereing from you[Wow! An old acquaintance; I mist you two!]
• Jumpstart your customer base now! They’ll come rushing to your door with their wallets out! [Not sure that jumpstarts are such a good idea for my surgeon clients! And not many doctors run anywhere with their wallets open anyway!]
• Call Today! Start Earning $10,000 A Week Immediately![Okay. let’s see, that’s $520,000 a year. Hmmm, not bad. Must be a steroid franchise!]

     You get the idea. And you surely get your own fair share as well. The point is that there’s also a very large and very successful email marketing medium out there that is thriving because the people involved are professional enough to recognize that GREAT Subject line copy gets emails opened.

     What makes it great?

1. First (like the ingredients and message of every great direct mail campaign envelope), it’s as personalized as can possibly be.
2. Second (like the copy for every great billboard and branding theme), it’s seven words or less that tell a story that has a beginning, middle and ending and is persuasive!
3. Third (like every great ad and every great marketing campaign), it succeeds at attracting attention, creating interest, stimulating desire, and bringing about action while assuring satisfaction.

     WHEW! That’s a lot of stuff for one email Subject line! Yup! And it takes a lot of time and special skill that can often be pricey. But, how important is it to get your email advertisement opened to start with?

     Remember: no matter how spectacular your message is inside, it’s not worth a hand of sand if your prospect doesn’t open it.   

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  # # # 

FREE BLOG SUBSCRIPTION? Click on ”Posts RSS Feed” (Center Column), or now on your AMAZON Kindle for just $1.99 a month after a free trial.

FEELING CREATIVE? Add your own 7 words to the end of the 283 POSTS:  Click under “7-Word Story” (center column)

U.S. Hospitals and healthcare

proposals waaaaay past 

the point of 1st Aid!

A SHORT STORY THAT’S ANCHORED IN TWO DECADES

OF INDEPENDENT MANAGEMENT CONSULTING SERVICES

RENDERED TO HOSPITALS AND HEALTHCARE PROFESSIONALS:

     At some obscure moment in recent history, about 30-40 years ago, it seems to me, someone had the bright idea to start advertising hospital services. And it was contagious. Pretty soon, ripples began to surface amid the vast sea of shallow-mindedness and business incompetency (that many physicians and business professionals still consider a) breeding ground for hospital executives, administrators, and boards of trustees.

     Hey, marketing works for other kinds of services, these do-good-Boy-Scout-type doctor-wannabes were running around proclaiming, why not hospitals?  Sure, agreed the medical professionals who knew even less about business, why not? they said; nothing else you’ve done has worked. And so it came to pass that hospitals then began to compete with hot dogs, beer, cigarettes, cosmetics and car dealers.

     Well, sure, alcohol and tobacco advertising have since taken a big hit (thankfully), but guess what? Hospital marketing has just continued to get worse. With very rare exception, today’s hospital advertising and marketing programs are ineffectual, misdirected, and unnecessarily expensive. The job is simply not getting done, and they keep spending more to make it not work!

     Present federal government administrative healthcare overtures are equally misdirected and will cost taxpayers a fortune, not to mention the staggering losses in professional healthcare skills that will certainly accompany socialized medicine.

     The problem with what the government proposes is the same one that hospitals have struggled with all these years. It’s that the ideas behind it all are being manipulated to appear creative and the public is being sold on the creativity.

    Unfortunately, creativity does not sell. Everyone on Earth can be creative. Very few are innovative. Innovation gets things done. http://halalpiar.com/2009/06/creative-ideas-vs-innovative-ideas/

     The bottom line is that hospitals need to shape up and start to get their messages straight; the public isn’t as stupid as hospital executives think.

     Similarly, the federal government needs to shape up and get its thinking straight, start being innovative, start thinking these empty, ill-suited proposals all the way through in the context of reality, not fantasy.

     The uninformed, incompetent socialistically-manipulative people being relied on may be well-intentioned, but they haven’t a clue about the business of healthcare, or any business for that matter.

     In the end, communities, citizens, healthcare professionals, and taxpayers will suffer. The time to step back and reassess is NOW. Remember that in the end, after all is said and done, it’s YOUR body and your family’s bodies that will be, so to speak, on the line.

     Do you really want hospital business administrators and government representatives with zero or inadequate healthcare knowledge and experience dictating to you what doctor you need to see and when and where? And do you really think socialized medicine will reward you with quality care? Think again. 

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Hal@TheWriterWorks.com or comment below.

Thanks for visiting. 

Go for your goals, good night and God bless you!