Do you have a Business, or a not so well paid Job?   

Dear Friend,

If you want to get more customers then you need to attract their attention. One way to get their attraction is to write a killer ad, the ones that gets results, with a good headline.

Well to do that it could cost you $1500+, but you need to find a good copywriter.

Let me share with you this secret, there is a smiple way.

Use the software that helps you do it.

Have a look at this site and see for yourself.

http://www.hypnoticwritingwizard.com/affiliates/a.aspx?a=ibal

Enjoy your writing.

Regards

LLoyd Richardson FCPA BBus

A brilliant way to leverage your current customer base and to achieve marketing results without additional expense is through referrals.

The first step is to create opportunities that will allow, or more importantly encourage, your customers give you referrals.

The fact that you’re selling a quality product will generate some referrals. Consumers who are pleased with your product and or services want to tell their friends and family about you. (Everyone likes to say, "I know the best source.") But you can generate more if you offer special inducements or incentives for bringing in referrals.

These include:

• Special incentives for referrals making their first purchase.

• Special rewards to referring customers

But many of the people that come to your business are a result of someone’s referral, rather than your marketing or advertising efforts.

Happy customers are a living, breathing marketing force. And you don’t have to pay them a salary, give them a desk, or send them on a 2-week vacation each year). But how your customers perceive you may have less to do with the quality of your product and more to do with the quality of your service.

Turning Referrals Into Clients

Referrals are not ‘sold’ customers, so don’t treat them that way. A referral is only a targeted lead that is more likely to be receptive to your sales pitch. People want to buy from businesses and individuals that they know and trust, and a referral from a friend makes you someone they know…by association.

Referrals should be handled just like any other prospective customer. They must be made to feel special and educated about the benefits of the product/service you offer.

If you have any comments about this blog please make your comments below.

Regards

LLoyd Richardson

 No matter what the economic climate may be, you still have to market your business. To succeed when times are rough and money is tight, however, you need proven strategies that provide maximum return on your investment dollar.  And there’s no better way to achieve a good expense-to-income ratio than with the strategies in this chapter.

 Any business can pay for advertising to get their message out and many do, spending tens of thousands of dollars to reach consumers.  A smart business with a marketing savvy leader, however, can achieve the same goal for free…if they know how.

Strategy #1 - The Power of the Press Release

 Compared with advertising, getting media coverage has practically no impact on your bottom line.  The only costs associated with press releases are printing and mailing.  And if you’re using electronic distribution like email, you can take mailing costs out of the equation. 

 However, unlike advertising, you can’t buy publicity, you have to earn it. 

You Can’t Buy Press Coverage…At Least Not In Big Markets

 You may think money talks, but a sure way to get your press release rejected is if you mention to an editor how much ad money you have spent with the paper or offer to commit ad money if the editor will run your story.  Editors are not ad sales people.  They’re journalists and they take pride in delivering unbiased coverage independent of outside influences.

 That said, many "hometown" papers will accept a “trade” for an advertising commitment. Take advantage of this practice as much as you can, just be careful not to approach the legitimate press with any type of bartering proposal. It may destroy your chances of getting your releases accepted now and in the future.

Give The Editors What They Want

 The media makes a living by providing valuable news and information to its audience. Newspaper editors and TV’s managing editors are bombarded every day with news releases from all over the world that they have to read, review, and consider for inclusion…consider for their readership.

 Some small business owners have a strange sense of entitlement.  They believe that if they write a press release that is newsworthy that there is an obligation on the part of the newspaper to publish it. 

 Not only is this not true, but this kind of attitude can be detrimental to obtaining the coverage that you want.  The media is fully autonomous in determining who and what will be covered, except in countries with "state-controlled" media outlets.

 The media is not an extension of your marketing department, but if you are savvy, you can still attract their attention and get them to “do your bidding” while they serve their own needs.  The key is to provide a compelling answer to the all-important question, “Why should our readers or listeners be interested in you NOW?”

 The most basic public relations/marketing tool for every successful business owner, whether he runs a mom ‘n’ pop shop or a company on the Fortune 500 list, is the news release or press release.  The trick is not to make your article a commercial or advertisement. If you weave your business into a human-interest story people will read the article and remember your business.

 What’s hot and what’s not when it comes to releases?  Media outlets are looking for stories that are newsworthy.  That’s their job. To be newsworthy your topic either has to be controversial, strange or out of the ordinary, a human interest story, or tied to current events.

 In general, information outlets are looking for:

• Topical news releases relating to timely issues. 

  The media is particularly interested in certain  trends and your products and services, no matter  what they are, can tie into one of those trends

• Community involvement releases sponsoring events or get-togethers

• Industry-specific projections and surveys that predict where a niche market is headed

• Executive-appointment releases announcing the appointment of someone to a new position

 Generating news and information that people and the press will be interested in is not as difficult as it may sound. All you have to do is ask the question, “What does my target audience care about?” Asking this question will help to focus your thoughts and ideas.  Conducting some research on a specific topic or question will help you get the answer.

 All that stands between you and free publicity is your creativity.

Have a Plan - Know How You’re Going to Handle the Reponses

 Don’t send in a press release until you and your employees know how you’re going to handle the responses. What if 20 reporters want to interview you? Who at your company talks to the press?  What if your press release is a hit and 1,000 consumers arrive on your doorstep the next morning or phone in?  Do you know how to handle 1,000+ requests for information?

 I know that this would be a good problem, but it’s still a problem in need of a solution, nonetheless.  You really must ensure that you are able to respond quickly to publicity inquiries. 

 If you can’t keep up with the response, people will be turned off to you and your business.  Your efforts will be for nothing and, in fact, you’ll be worse off than when you started!  People who formerly knew nothing about you will now have a negative impression! 
 

Meet The Press – A DIY Guide

 You don’t need a professional to write your news release; you can do it yourself.  But you’ll need to follow several strict guidelines to make sure that your work is not rejected based on format. 

 News releases should contain four basic facts:

 Who, What, When and Where

 A press release should be so well-written, so media-friendly, so absolutely prêt-a-porter (ready to wear) that an editor needs to do nothing more than say, "Go with it!” 

 To accomplish that, follow these rules to the letter for releases that will be printed and mailed.

• Double-spaced

• No typographical errors

• Have the copies run off professionally.  Do not duplicate the news release through instant copy
 machines

• Use the right color paper.  News releases should  be on plain white paper

• Use the right color ink.  News releases should be printed with black ink

• Include a dateline. The dateline should be the day you mail the release. This serves as a reference point for the media

 
• List a contact person with a phone number. 

 Always have the name a phone number someone can call to ask questions

• News releases should go on the company’s letterhead, not plain white paper. Letterhead is
 part of your image

• Give your story proper flow - the most important things in the news release go at the top
 and the least important toward the bottom

• Avoid hype. Editors only want the facts 

Don’t Be Stingy - Spread the Word!

 News releases can be sent to every magazine, newspaper, television station, and cable network that reaches your market.  Send the news release to the editor of the publication you think would be most interested in your news item, or to the editor of the newspaper section most likely interested in your information.

 Don’t just send your release to the main newspaper in town; be sure to hit the smaller newspapers, as well. Small publications may be even hungrier for good content.  They are also often more receptive to running stories with a local slant.

 It takes continuous effort on your part as a business owner to develop and send out as many news releases as possible while still being news-y and topical. To make things easier and more efficient, establish a press release process because standardizing processes is always the way to make things happen.  

 Take a Moment for Yourself…

 People spend years honing their skills in this area, so you’ll need to invest a little time and effort to get it right.  Take time then to practice and refine the art of public relations and news releases.  You’ll be surprised at how quickly you can learn.

 As you send out more and more releases, getting more and more accomplished with each new effort, your community will become more and more aware of your services and you can generate prospective clients.

 That’s what it’s all about!

More Flies with Honey ─ Never Forget to Say Thank You

 When you do get your press release published, consider it a favor the newspaper or magazine has done for you and say thank you in a meaningful way. Because so few express their gratitude, the fact that you do will make you more memorable.  That will definitely help you down the road.

 However, don’t go overboard with flowers, candy, gifts and special offers.  You’ll make the editor feel as though they have compromised their integrity. Send an appropriate card with your handwritten thanks.

 The other 11 strategies are to be released in my new book, called, "Winning Unlimited New Customers." Pre release copies are available now, just make a comment on this blogg and I will send you a PDF copy, no cost.  I would appreciate your comments about the book.

Sorry only available to the first 27 who comment. and expires on the 30th November 2008.  The book will then be available to purchase.

 
Enjoy.
 
Regards
 
LLoyd Richardson

Building your dream business involves 4 steps.

1. Dreaming

2. Vision

3. Purpose

4. ?

    

Watch the video to find out more….

Enjoy

Lloyd Richardson

I write to you from Queenstown, New Zealand, where the family and I have just spent four days snow skiing. As I sit back sore and tired I refelect how can I relate this to my business. 

I then reveiwed my personal plan, six months ago I engaged a personal trainer to strenghten my legs, arms and every thing else, and my goal was to Ski hard in NZ.

I suddenly relised that my short goal was just achieved, and I felt good about that.

BUT…like all good entrepenuers after setting a goal and working hard to achieve it, once it was over I must admit I needed some recovery time, and boy did my body need it!!!

Australia has just gone through an economic boom, and now its time to put your business through what I call, "A RECOVERY REVIEW".

This means, we need to stop!!..Take a break and see where your business has been and start to get ready for the next business cycle.

No,  I’m not talking recessions, but look around you, high interest rates, increasing inflation, petrol and living costs are increasing and labour shortages threaten. It sounds like we really need to be on top of our game within our business.

ibalance covers 7 steps for your business recovery.

 SEVEN STEPS TO RECOVERY

• Promote special sales or special events to lift sales during the quieter times.
• Use quieter times effectively – make new displays; brainstorm new promotional plans.
• Look at companion selling. Either create a package of several items or make enquires to see if a customer needs another, related product.
• Create clubs or groups of customers and target special promotions for the groups.
• Aim promotions at keeping customers coming back.
• Use other sales techniques (e.g. phone sales or direct mail) to supplement your primary sales efforts.
• Measure the results of each promotion - ask people to ‘bring this ad with you’ or ‘respond on this order form’ so you know which promotions are most effective.

• Roster staff so that more people are available at the busier times.
• Use a mix of core, full-time staff and supplemented with part-timers and/or casuals
• Make stock easy to locate, so that customers can find much of it themselves, and your staff become advisers rather than ‘gophers’.
• Give customers an incentive to give you a larger orders, rather than lots of smaller ones.
• Use quiet times effectively by restocking, organising and cleaning.
• Streamline your processes - make sales processing easy; have docket books, cash registers and EFTPOS terminals conveniently located and available to minimise waiting.

• Target reducing shoplifting of minor items with: vigilant staff; well-located cash registers and use of mirrors, all to provide good supervision of all areas.
• Target eliminating staff pilferage through suitable penalties and training.
• Minimise damage to stock while it is in storage or on display by placing it in suitable locations and use display units to protect it.
• Ensure that all stock received is checked against delivery dockets or invoices, so that you only pay for what is actually received in good order and condition.
• Ensure damaged stock is returned to supplier for replacement or credit.

• Don’t assume that more expenditure on advertising means more results. Some low-cost ads or promotions can be very effective in generating new or repeat sales.
• Drop the campaigns or concepts that you have tried, monitored and they did not work. Try a different approach.
• Ask your existing client if they have ‘referrers’ that they regularly deal with who are in a position to influence customers’ behaviour. An example of this would be a Real Estate Agent who would regularly deals with Landscape Gardeners, Removalists and Cleaners.
• Review how intensively you farm your current customer base - special deals, preview nights for new products, follow-up targeted offers.
• Can you add a new but related product to the current range? This creates scope to re-contact current customers or clients to advertise the new product. This type of re-contact with current customers is much cheaper than to chasing new customers.

• Establish your payment terms as part of the establishment of any new debtor account. Advise all account customers periodically about your debtor policy.
• Offer a range of payment options, including electronic payment and credit cards, as well as account facilities
• Carefully review each request for credit - get trade references as a minimum
• Work out how best to handle large accounts or those where ’special arrangements’ have been made. Should these get the same treatment as all other accounts? Or should they be treated differently? Can you wind back some of the special arrangements?
• Prepare statements on time and mail them promptly
• Prepare an aged list of unpaid debtors monthly (at least)
• Consistently phone or visit slow payers - give one of your people the time, authority and autonomy to contact customers with unpaid balances, and make collection arrangements. The key issue is to contact slow payers regularly!

• Provide information conveniently to your accountant.
• Have your accountant set up systems to accurately record transactions, either in books or on computer.
• Check major decisions in advance with your accountant, rather than presenting him/her with ‘problems’ or ‘crises’.
• Negotiate a flat fee for an agreed list of work to be done.
• Use the accountant as an adviser to help develop the business and your overall net wealth.
• Sit down with a good insurance broker to assess exactly which types of cover you need. The insurance broker should recommend a list of packages considered to be a minimum cover.
• Get the insurance broker to check policy conditions (the most important part of the equation) and then the premium, in order to get a good value policy.

• Prepare your cash flow.
• Measure your actual figures to your cash flow.
• Review up to date financials monthly.
• Obtain additional finance if necessary.
• Talk to ibalance for assistance.

Teleconference on how to become an ibalance franchisee.

Watch the Video

Have you ever thought where do you start on how to improve your business.

At ibi we start with the six cash drivers.

The ibi  business development cycle will take you through the process of improving each cash driver.

The video explains each driver and the business cycle.

Regards

Lloyd Richardson FCPA BBus

Founding Chairman