25-8 Marketing: Because marketing your business is more than a 24-hour job

The great misconception about network marketing

Chris Mitchell (25-8 Marketing) — Thu, 10 Apr 2008 21:39:07 -0500

What makes a great network marketer different from a poor network marketer?

Network marketing can be one of the single, most effective ways to grow your business. Personally, my membership in the local builders association and a local chapter of BNI was directly responsible for 50% of the new business development for my company in 2007.

Joining a Chamber of Commerce, a Chapter of Business Networking International, a local civic organization (Lions Club, Jaycee's) or a local builders association are just some examples of ways to start network marketing. There are plenty of opportunities where ever you live. If you are not using network marketing as part of your overall marketing plan, you need to start.

For some, network marketing works great. For others...when it comes time to renew their membership, they don't renew. Their main reason: It didn't get me any business.

What poor network marketers often fail to understand is that a roster spot on a membership list MEANS NOTHING. It simply comes down to what Dr. Ivan Misner from BNI calls Givers Gain. You gain back in direct proportion to what you give.

How an exercise machine is a lot like networking

I had an extended phone conference with Janet Kruger from Lights On, who was voted the Associate of the Year for the Minnesota River Builders Association. Visit my blog to read Kruger's analogy of how an exercise machine is a lot like networking, and THREE SPECIFIC WAYS to maximize your membership to any networking group.

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Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

Don't let your marketing become "Tyranny of the Urgent"

Chris Mitchell (25-8 Marketing) — Wed, 09 Apr 2008 21:42:37 -0500

You have a choice: Urgent marketing or priority marketing

I had a great conversation today with a real estate agent about marketing and business, and she used the phrase "Tyranny of the Urgent." I think that this phrase describes the way many of us run, and market our businesses.

"Tyranny of the Urgent" was an essay written in 1967 by Charles Hummel. In this essay, Hummel makes a distinction between what is considered urgent...and what is considered priority. It is a commentary, in part, about time management, and the choices we all make, as business owners, in growing our businesses. As a cotton mill manager once told Hummel “Your greatest danger is letting the urgent things crowd out the important.”

Urgent marketing is reactive

You create a blog because everyone else in the office has one. Not a bad idea...but you're reacting.
You run a newspaper ad...because the seller requests it.
You put up a billboard on the same street as the office of your main competitors real estate office. Yep, I've seen it done.
You send out direct mail because it's the thing to do.

Read about proactive marketing and 6 specific things you can do to shift marketing priorities from urgent to important

Business is a series of interruptions...interrupted by more interruptions.

That's one of my favorite business quotes. Let’s get out of the interruption trap. We've all gone through the day, worked hard, then wondered what we really accomplished. Work on the important stuff. Business relationships. Organizing your database. Networking and referrals. Blogging. Don't say I don't have time for all that. Remember, it’s not about time. We all have the same about of time…24-hours per day, 7 days per week. It's about the priorities.

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Can you run the blogging marathon?

Chris Mitchell (25-8 Marketing) — Tue, 08 Apr 2008 21:33:03 -0500

In the blogging race...it's a marathon, not a sprint

I had an opportunity to attend a bloggers meetup in Minneapolis last evening. One of the topics discussed was how blogging for business is a long term marketing proposition.

If you're thinking that creating a real estate or business blog will immediately boost traffic to your website, or garner you instant customers, it just doesn't work that way.

Run your business like you're going to stay in business

Blogging is a long term, conservative marketing investment in your business. There is no silver bullet in blogging for business...it takes time to develop relevant content (and lots of it), and let the Google Juice find you. It takes an investment of your time on a consistent basis too.

Newspaper is the sprinter...blogging is the marathon runner

Newspaper advertising is a quick fix. It's the sprinting form of marketing. It's for people who want to "buy it now." Blogging, on the other hand, is winning the minds of your customers before they are ready to buy. The longer you continue to blog, the better it works.

Don't just take my word for it either. Read the blogs of the veteran AR bloggers. They paid their dues. They've trained their readers. It's taken time...and I think most feel it's been worth it to blog...for the long term.

To read some blogging tips I learned at our Business Bloggers meetup, visit Business Blogging: It's a Marathon, not a 100M dash

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Promote Localism: A very easy, free way

Chris Mitchell (25-8 Marketing) — Mon, 07 Apr 2008 13:51:17 -0500

Here it what Topix is all about:

"Topix is the world’s largest community news website. You can read, talk about -- and even edit -- the news on over 360,000 of our news pages. Whatever your interests are, we have a news page for you!

Topix is also a place for you to post your own news stories, as well as comment about stories you've seen on the Topix site. Each story and every Topix page comes with the ability to add your voice to the conversation."

How can you use Topix to gain momentum for your localism?

One challenge of promoting a blog is to get relevant backlinks. I suggest to everyone who has a blog that's promoting real estate or business to do this.

The first step: You simply apply to become a Topix editor. Topix frequently asked questions are here. Here is an example of how this can work for real estate blog promotion...

Blog on AR localism like you normally do.
Become a local editor for your town on Topix.
After you're approved, post your relevant local blogs to Topix.
You'll get a link on Topix directly to your blog. More people searching your town will find you...and your blog.
Click here to see an example of how I did this today: Elk River Minnesota Blog

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The best time to grow a tree

Chris Mitchell (25-8 Marketing) — Sat, 05 Apr 2008 15:22:14 -0500

The Chinese Proverb about planting trees goes something like this:

The best time to plant a tree is 20 years ago. The second best time is today.

This saying applies to so many realms of our lives, our businesses, and our marketing. If you had planted a tree 20 years ago, you’d be enjoying the shade and fruits of your labor. But what if you didn’t plant a tree 20 years ago? Wouldn’t the second best time be today?

Plant your marketing seeds today

So many of the clients whom I meet with plan their marketing in a reactionary mode. Need sales…react with marketing. They are so busy working in their business…that they forget to work on their business.

What I try to explain is that by planting marketing seedlings now, you might see fruit (sales) in as little as three months. If you persist in your marketing seedlings, your current-month-mode can work toward a great-year-mode.

What SEVEN marketing seeds can you plant today? Finish this blog here.

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Holding agents to a minimum photo standard

Chris Mitchell (25-8 Marketing) — Sun, 30 Mar 2008 00:20:41 -0500

Be prepared for what you are about to see. I was looking online through the local real estate listings tonight, and was amazed at the poor quality of photos. Check these out sad, but actual listing photos:

Preaching to the choir here at Active Rain, but would someone please explain why there is not a minimum standard when it comes to publishing MLS photos? Why is this tolerated?

I think agents would agree that photos are one of the most important pieces of information found online about a property. Online listings with poorly-taken, grainy photos do little to show what a home looks like. Let alone what is special about the listing.

Thanks for letting me vent.

Now, I'll quit bitchin' and share four ideas on how to take better real estate photos, courtesy of a couple of pro photographers in an article from Real Estate Journal.com:

For exterior shots, shoot in the middle of the day when the sun is shining and the sky is blue. When shooting inside, turn on all the lights and use a flash.
Remove clutter from an area before photographing it. Clear counter space and remove fridge magnets, children's toys, and dirty dishes. For outside shots, put away garbage cans and take the car out of the driveway. Try not to include telephone polls, wires and other homes in the scene.
Quality counts when taking photos, and cell-phone cameras don't cut it. A camera with a wide angle lens is ideal, but "point and shoot" digital cameras can also do the job.
For a clear photo, place digital cameras on a tripod. Set the camera on its highest resolution. If you decide to just use the photos online, you can always decrease the resolution. Never use less than 72 dots per inch for online photos.
Edit. If you didn't get a good shot, you can fix it with basic photo editing software. Crop out ceilings or unnecessary background, and adjust the brightness and contrast or edit in a sunny sky.

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82.4% plan an increase in e-mail marketing in 2008

Chris Mitchell (25-8 Marketing) — Fri, 28 Mar 2008 17:26:10 -0500

I just read my latest copy of BtoB’s Interactive Marketing Guide.

It’s full of great marketing info. In this issue, it sources a Datran Media survey from a press release, dated January 22nd, 2008:

82.4% of respondents plan to increase their e-mail marketing in 2008.

15.3% of respondents plan the same amount of e-mail marketing in 2008.

2.4% of respondents plan to decrease their e-mail marketing in 2008.

If you market using email, what does this mean?

Over 82% plan to increase their e-mail marketing! There’s going to be much more e-mail competition in 2008. Your e-mails need to stand out or they’ll get lost. This translates to creating a really good subject line - something that is not only catchy, but also creates trust and interest to the recipient.

Links need to work. Inside the email, make sure your links are working, even if the images get blocked.

You need a reporting system to track metrics. Every email campaign needs to track opens, bounces, and clicks. I use Constant Contact, (click on the link for a 60-day free trial) for my business and am very happy with it.

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Marketing Lessons from The Godfather: I'm going to make him an offer...

Chris Mitchell (25-8 Marketing) — Wed, 26 Mar 2008 10:13:28 -0500

For over 35 years, this movie line from The Godfather has stood the test of time: “I’m going to make him an offer he can’t refuse.”

It is one of the greatest movie lines of all time. And it begs another advertising teaching moment - What makes a great marketing offer?

A great marketing offer has four distinct components...

Be as smart as the Godfather: Read the 4 specific components of a great marketing offer at Chris' main blog here

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Peeps is 55 years old: Production of one billion per year

Chris Mitchell (25-8 Marketing) — Fri, 21 Mar 2008 14:14:31 -0500

This comes under the category of "I wish I had invented it"

Did you know that there are over one billion of the marshmallow Peeps produced each year? Unbelievable. 49.6 million is sales in 2007. What can we learn about marketing from this company? Two things:

1) Be unique. There is only one company that makes Peeps...and they've gained market share because they are known for doing something well.

2) Be consistent. Peeps customers know exactly what they are getting everytime they open a package of this marshmallow treat.

Peeps facts:

Ingredients: Mostly sugar, corn syrup, and gelatin, same as most other marshmallow candies. They do have trace amounts of flavoring, coloring, wax, unpronounceable preservatives and such.
Calories: About 32 per Peep (and can anyone eat just one?)
Colors: Yellow was the original. Since Peep Season 1998, Peeps are available in yellow, white, pink, violet, and blue. Blue was added for the 1998 season. Violet first appeared in the 1997 season.

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Improve the way you market to women

Chris Mitchell (25-8 Marketing) — Thu, 20 Mar 2008 12:50:27 -0500

Whether you market to businesses or consumers, improving the way you market to women will have a dramatic impact on your bottom line.

Consumer goods

Women influence nearly 80% of all consumer goods purchases. According to Entrepreneur Online:

Saving time, offering convenience and providing good service are paramount considerations for most female shoppers. Because three-quarters of women ages 25 to 54 work full or part time while remaining largely responsible for their households, they appreciate businesses that help them save time when shopping and products or services that make life more convenient. Savvy retailers adjust their store hours and locations to meet the needs of their customers.

Automotive

The trend doesn’t stop with consumer goods. Women have a huge impact on the automotive industry. From AOL Online:

Women have become increasingly influential when it comes to the automotive world, in everything from car design to advertising campaigns to what happens when you show up at the dealership. So what do women really want when buying a new car? And how are automakers responding to this turning tide?

According to Marketing to Women author Marti Barletta, women seek more advice from an auto authority (57%) before buying a new car; they spend more time in the purchasing process than men (17 weeks versus 15) and women shop at an average of three dealerships for best price and treatment.

Real Estate

Bernice Ross from Inman News says that single women are today’s prime real estate niche:

Women are rapidly becoming the silent majority in the real estate marketplace. While everyone pays attention to the needs of the “typical family,” very few people are addressing the specific needs of single female real estate buyers and sellers.

Which of the following groups buys more condominiums: married couples, single men or single women?

The answer is single women. Not only are single women buying more condominiums, NAR reports that 22 percent of all home purchases are made by single women as opposed to only 9 percent for single males. In other words, single Gen X and Gen Y women are buying more than twice as much real estate as compared to Gen X and Gen Y men.

The bottom line…women wield the influence. Smart marketers know this, and are developing ways to make their marketing women centric.

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Sharpening your Marketing Saw: What can you do?

Chris Mitchell (25-8 Marketing) — Wed, 19 Mar 2008 15:30:57 -0500

Stephen Covey talks about this anology in his Seven Habits of Highly Effective People:

What are you doing?’ you ask.
‘Can’t you see?’ comes the impatient reply. ‘I’m sawing down this tree.’
‘You look exhausted!’ you exclaim.
‘How long have you been at it?’
‘Over five hours,’ he returns, ‘and I’m beat! This is hard work.’
‘Well, why don’t you take a break for a few minutes and sharpen that saw?’ you inquire. ‘I’m sure it would go a lot faster.’
‘I don’t have time to sharpen the saw,’ the man says emphatically. ‘I’m too busy sawing!’

When it comes to business, we’re all busy.

I ask clients who don’t blog, or do newsletters, or update their website, or develop a marketing plan…why? The answer is always honest. And it’s almost always the same. They are too busy. They are too busy working IN their business to work ON their business.

What can you do to sharpen your marketing saw? Here are four thought-starters:

Go to this link on my 25-8 Marketing Blog to finish this article.

What ideas are you using to sharpen your saw?

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Real Estate Marketing: 5 creative mailings

Chris Mitchell (25-8 Marketing) — Tue, 18 Mar 2008 23:40:49 -0500

I had the opportunity to spend about 2 hours today with a group of Re/Max agents in Rogers. A very energetic group of entrepreneurs who were focussed on what they had to do in the current housing market.

In the marketing/brainstorming session, I encouraged them to continue to do their monthly mailings. However, I suggested that they try to position themselves a little differently in the eyes of their clients.

How? Well, I know from personal experience that any time I receive a stack of mail…what do I open first? Something that piques my curiosity. If there is an odd shaped package…or odd shaped letter…it gets my attention.

Finish the rest of this blog at: 25-8 Marketing Blog

PS. It's all about creative ideas that get attention.

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Drunken Irish...and other memorable quotes from Jesse

Chris Mitchell (25-8 Marketing) — Mon, 17 Mar 2008 15:16:13 -0500

When I think of Irish (today being St. Patty's Day), I think of Jesse Ventura. Why? Well, one of my favorite quotes from the lovable former Minnesota Governor occured in 1999 when Jesse appeared on the David Letterman show:

"Whoever designed the streets (in St. Paul) must have been drunk. I think it was those Irish guys, you know what they like to do." - Jesse Ventura on Late Night with David Letterman

Today's blog is dedicated to this fellow baldie's other memorable quotes.

I've compiled a list of my other favorites. Whether he was sticking his foot in his mouth, or just telling it like he thought it was, I have to admire Jesse, because you ALWAYS knew where he stood on an issue:

"Organized religion is a sham and a crutch for weak-minded people who need strength in numbers. It tells people to go out and stick their noses in other people's business." - Jesse Ventura, in a November 1999 issue of Playboy Magazine

"I decided to run for governor because I got mad... I want to make government more directly accountable to the people." - Jesse Ventura

"I asked Dalai Lama the most important question that I think you could ask - if he had ever seen Caddyshack." - Jesse Ventura

"Wrestling is ballet with violence." - Jesse Ventura

"I also believe that government has no business telling us how we should live our lives. I think our lifestyle choices should be left up to us. What we do in our private lives is none of the government's business. That position rules out the Republican Party for me." - Jesse Ventura

"If I could be reincarnated as a fabric, I would come back as a 38 double-D bra." - Jesse Ventura

"Congratulations, you have a sense of humor. And to those who didn't: Go stick your head in the mud." - Jesse Ventura

Jesse Ventura Wiki Facts:
Jesse Ventura (born July 15, 1951), also known as "The Body", "The Star", and "The Governing Body", is an American politician, retired professional wrestler, Navy UDT veteran, actor, and former radio and television talk show host. He was inducted into the WWE Hall of Fame in 2004. He is also a 1-time AWA Tag Team Champion.

In the Minnesota gubernatorial election of 1998 he was elected the 38th Governor of Minnesota and served from January 4, 1999 to January 6, 2003 without seeking a second term.
In January of 2008, the Associated Press reported that a new book authored by Ventura, titled Don't Start the Revolution Without Me is scheduled for release in April. In it, according to the report, Ventura suggests that he is a potential presidential candidate for 2008.

What does any of this have to do with marketing?

Great question. Jesse was different. He was the anti-politician's Politician. As a marketer, he knew how to get attention, how to create headlines, and how to be truthful. I think we can all take a page from the Jesse Ventura book on marketing.

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website: http://www.258marketing.com
email: chris@258marketing.com

Got Google Juice? The good, the bad, and the ugly factors.

Chris Mitchell (25-8 Marketing) — Sun, 16 Mar 2008 11:45:45 -0500

Every business website needs traffic.

And you need Google Juice. Why? Because Google is king, representing 70% of all traffic driven to your website.

It is theorized that there are probably more than 200 factors that account for how a website is ranked by Google. Search engine optimization experts don't have the answer yet. However, here is a list of the good - and the bad - factors that will affect your Google Juice:

Ten Good Google Juice Factors

Keyword in URL (resource for key word search: Google Ad Words)
Keyword in domain name
Keyword in title tag
Keyword density in body text
Keyword in H1, H2, and H3
Links to internal pages
Internal Link validity (resource for checking this: free link checker)
Freshness of pages
Page Rank
Quantity and quality of Backlinks

Seven Bad Google Juice Factors

Server is often inaccessible
Text presented in graphics only form
Link farms
Keyword stuffing
Traffic buying
Link buying
No links to you (Here's what I use: Backlink checker)

This is not meant to be an exhaustive list. But as a business owner you should start here if you want to get a little more Google Juice.

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website: http://www.258marketing.com
email: chris@258marketing.com

Yellow Page Advertising: 4 Need-to-knows

Chris Mitchell (25-8 Marketing) — Sat, 15 Mar 2008 10:37:57 -0500

Yellow page advertising representatives are the best trained advertising salespeople in media sales

It’s a fact. They are good. They are persistent. They motivate by fear. But think about these four things the next time your yellow pages ad is up for renewal:

Most people are right-handed. They hold the phone book in their right hand, and use their left hand thumb to flip through from back to front. So what’s so great about having the biggest ad in the front — when most people see the smaller ones in the back of the section first?

According to the Yellow Page industry, Americans look in the Yellow pages about 3.6 billion times per year. Sound like a lot? That’s only about 14 times a year a person.

Beneficial Finance always advertised, “If you’re within the sound of my voice, there’s a Beneficial office near you. Look for us in the White Pages.” Smart move — a listing in the White Pages is free — and consumers choose among competing locations instead of competing companies.

Yellow Pages advertising is sold as “bigger ads are better” or “color is better.” The best marketing strategy is for people to never have to go to the Yellow Pages.

Which book should I choose?

I get asked this all the time. Every yellow pages representative will throw numbers and statistics at you. As a business owner, it’s a tough decision. My advice: If you want to cut back on your yellow page advertising, there are two primary books you need to be in.

The most important YP to advertise in…is your primary (biggest) circulation directory for the area. In my area (Minneapolis)…it happens to be Qwest/Dex for Minneapolis. 70% of residents use that. Your local utility directory is the second most important. So…put 70% of your budget in the primary, and the balance in the utility directory, and call it a day. The rest of ‘em are fighting for market share…and readers.

PS. Make a three to five year plan to scale back on YP. Divert YP resources (budget) to online. It’s headed that way.

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website: http://www.258marketing.com
email: chris@258marketing.com

Minneapolis Star Tribune reaches new low with this anti-real estate story

Chris Mitchell (25-8 Marketing) — Fri, 14 Mar 2008 13:15:29 -0500

I was absolutely floored with the Minneapolis Star Tribune yesterday

On the front page: Credit Mess Means Selling For Less was the lead story. It showed me that the Star Trib is really, in my opinion, anti-real estate. Why?

1) The headline is sensationally negative. I really wonder if they wrote the headline PRIOR to writing the story.

2) The graph is inaccurate. They show a 12.5% decrease in 2008. Fine. But that only the first 3 months. They make this look like a larger thing than it is. I learned how to draw more accurate, to-scale graphs in third grade. Hey, maybe they fit the graph to cover the shape of their photo?

3) How many realtors did they need to interview before they could get this quote from Ryan O'Neill of Remax Advantage: "I don't see it getting better in the immediate future." What that in the context of a longer quote? Who is Ryan O'Neill? I can't find him as a member of AR.

4) The story buried good quotes from Kevin Knudsen (Minneapolis Area Association of Realtors) and Greg Bauman (St. Paul Area Association of Realtors) on page 8. Too little, too late. The Star Trib's 'sky is falling' mentality is plastered all over page 1.

I have friends, clients, and business associates in real estate, homebuilding, mortgage, and banking. I've talked to several of them about this story. It's not just me...there are a lot of people upset with this story. This type of bad news, perpetuated by newspapers like the Star Tribune, is the only thing that sells subscriptions.

Maybe they're grudging because Edina Realty cut 70% of their Star Tribune newspaper budget about a year ago to develop their internet presence. But the anti-real estate industry bias is all too apparent here.

Comments welcome, especially from the Minneapolis crowd.

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website: http://www.258marketing.com
email: chris@258marketing.com

Four things your Billboard Reps didn’t tell you

Chris Mitchell (25-8 Marketing) — Thu, 13 Mar 2008 22:06:28 -0500

Just a few things that I’m sure the outdoor billboard rep “forgot” to mention…

1. The average person isn’t exposed to your billboard the same way you are. Many outdoor sales reps sell their facings (the term for a single billboard) by driving very slowly by the locations of various boards they own. The rep points out the location so the prospect (you) sees the board for as long a time as possible. Then once the client rents the board, they may go out of their way to drive by it. The average person isn’t paying as much attention to the client’s board as the client is.

2. Which billboards do you remember seeing on the way to work? Make a list of the boards along that route and notice the ones you’ve never seen. People who frequently look at billboards are:

Those that sell outdoor advertising
Those that advertise on them
Other advertising sales people
Everybody else

3. Winter is a risky time to be advertising on billboards. Where are your eyes when the roads are slippery or the windshield is dirty?

4. The average time someone looks at a billboard is about three seconds. The billboard companies tell advertisers to keep their messages short — seven words or less. How much selling can you do in three seconds or seven words?

PS. Know what the best two words are for a billboard? Next Exit.

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website: http://www.258marketing.com
email: chris@258marketing.com

One direct mail tip you must know

Chris Mitchell (25-8 Marketing) — Thu, 13 Mar 2008 06:44:03 -0500

The use of a postscript (P.S.) is mandatory in every direct marketing letter.

Whether you’re doing postcards, or a direct marketing newsletter, I consider this one of the most important features on the marketing piece. It’s often overlooked or forgotten…and that’s a mistake.

After the headline and first sentence, the P.S. commands the highest readership. Use that important space to repeat a key benefit, or add a twist or another idea to something you’ve already said. Also repeat your call to action here, in slightly different words.

PS. Did you know: Writing “P.S.” was wildly popular in the 1770s and was in several of the letters Paul Revere delivered on his famous rides. Start using it in your marketing today.

PPS. Use of a P.S. for your online marketing, websites, and emails is also effective and highly encouraged.

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website: http://www.258marketing.com
email: chris@258marketing.com

Are you trustworthy? Ride this marketing trend in 2008

Chris Mitchell (25-8 Marketing) — Wed, 12 Mar 2008 19:10:30 -0500

Trust is one of the key marketing trends of 2008

There is a prevailing smell of distrust these days. People distrust the government. And we’re in a political election year. People distrust big institutions. The price of gas is up. The mortgage industry is in an upheaval. Wall Street has beaten up investors of Citigroup, E-Trade, and Countrywide. Unemployment…sports legends on steroids…I could go on and on.

Consumers are looking for someone to trust

If you could pick one theme for 2008 to brand yourself or your company with, it’s trust. Faith Popcorn’s BrainReserve says this:

“Our mindset is characterized by the Current DissedTrust; People continue to reject the “establishment” (government, commerce, religion, etc.) because they expect it to lie, cheat and abuse employees, communities and the environment. There will be rich rewards for any institution that can reach the bar of trust.”

What can your business do to earn people’s trust? FIVE things I suggest:

1) Use testimonials. Have a supply of testimonial letters ready, or include customer quotes in all of your marketing materials.

2) Join a professional association. It shows that you are accepted for measuring up to the standards of your profession. If you are already a member of a professional association, make sure your customers know, and that you participate in continuing education.

3) Meet your customers more often. As we continue to evolve into an email-driven society, it’s easy to lose touch. Frequently meeting customers face-to-face, and offering good service is one of the quickest ways to gain trust.

4) Add your address to your website. Do you ever go to a business website and can’t find their street address? How do you feel? What are they hiding? Are they going to rip me off? Doesn’t it make you suspicious? I know it does for me. Don’t do this to your customers.

5) Increase your opportunity for referral marketing. Join a BNI chapter, or another local business networking group. Referral marketing plays a big part of building trust.

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website: http://www.258marketing.com
email: chris@258marketing.com

Do Not Mail List: How would it affect your marketing?

Chris Mitchell (25-8 Marketing) — Tue, 11 Mar 2008 22:16:37 -0500

I think it's not a matter of IF...it's a matter of when

In 2007, a number of states had introduced do-not-mail bills. These states included Connecticut, Hawaii, Michigan, Missouri, New Jersey, New York, Rhode Island, Texas, Vermont and Washington. Several other bills - in New York, Virginia, New Jersey and Washington - offered some sort of related proposed legislation, such as the creation of a no-mail registry for certain senior citizens and people suffering from mental illness, plus a ban on credit-card solicitations to people under the age of 21.

On one side...the Direct Marketing Association and the United States Post Office. On the other side, many of the green organizations to save the trees.

To this point, none of the bills have gained traction. And the direct mail community is keeping a very close watch on do-not-mail bills that have been introduced to state legislatures this year. Lobbyists will fight this one long and hard. But I see the future of direct mail in the same vein as smoking legislation. First one state, then another, and another. Then momentum swings as polls indicate...and politicians are swayed. Mark my words...a do-not-mail bill is coming to your state someday.

From a marketing standpoint

As a business owner, how would the loss of direct mail affect your marketing? Well, you'd have more money to market other ways. You'd need permission to market to people. My suggestion for 2008: Work on implementing permission marketing strategies long before they are legislated to you.

Wikipedia defines permission marketing: Permission marketing is a term used in e-marketing. Marketers will ask permission before they send advertisements to prospective customers. It is used by some Internet marketers, email marketers, and telephone marketers. It requires that people first "opt-in", rather than allowing people to "opt-out" only after the advertisements have been sent.

Want to know more? If you haven't read it yet, check out one of my favorite marketing books from Seth Godin: Permission Marketing: Turning Friends into Strangers. It's exceptional marketing material.

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Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency that plans and implements marketing programs for small to medium-sized businesses. He is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com

New to group: Hello all

Chris Mitchell (25-8 Marketing) — Tue, 11 Mar 2008 17:28:53 -0500

Time for an introduction here. I'm Chris Mitchell, President of 25-8 Marketing. I've been on AR for a few weeks under Real Estate Medias section. After reading many of the posts from this group, The Art of Marketing You Group looks like a good place for me to lurk, learn, and contribute.

I have owned my advertising agency since October 2004, leaving behind 20 years in corporate sales and marketing. I guess you could say the entrepreneurs spirit called, and I took that leap of faith into self-employment. Which is why I can relate so well to many real estate agents. It is called 25-8 Marketing, Inc. I work with clients with budgets from $200 to $2 million. My focus is providing media-neutral consulting and marketing services to a wide variety of businesses. Many include home builders, home remodelers, a local home building association, and of course, real estate professionals.

You are invited to check out my blog, where I plan to continue to provide marketing content for businesses. My latest three blogs have been:

100 overused marketing words and phrases

Be different: Send your Christmas cards in July

Don't let ActiveRain leave you a negative footprint on the internet

I blog primarily in WordPress for my website, and then copy content to AR in a few seconds.

Today, I did a 30-minute marketing presentation to about 25 agents at the local Keller Williams office. I covered taking Gary Keller's book The Millionaire Real Estate Agent, and applying those principles to some specific ideas for Touches to potential buyers and sellers.

In other words, where Keller leaves off on the 33 Touch system, I picked up with specific ways to improve the quality of client interaction. I discussed a lot of techniques and tips...everything from emails and mailings, to newsletters and internet presence.

I'm pretty excited about the near future of Localism, after reading about the recent investor influx of cash. I think things are really going to take off for Localism in the next 6 months, and am encouraging both realtors and home-related businesses to participate on building an internet presence for their local communities.

That's about it for now...see you online.

100 overused marketing words and phrases

Chris Mitchell (25-8 Marketing) — Tue, 11 Mar 2008 13:31:36 -0500

Let’s rid the world of bad ad copy.

I was having breakfast with a client a while back and he brought to my attention an article in Business Week entitled: Five Words to Never Use in an Ad. Back at my office, I found it online and read it. It was great information. Author Steve McKee explained how there are many meaningless cliches that are simply timeworn, and should be avoided.

Why bad ads happen

There are so many reason why bad ad copy runs in newspaper, direct mail, internet, radio and television. Foremost, there is a lack of marketing expertise from the people who design or write these ads. Most newspaper and internet ad designers have experience in graphic design, not marketing. Most broadcast writers are either salespeople (who’s job is, in their mind, finished when the sale is made) or production people (who’s job is to get the ad produced to time out to exactly 30-seconds).

Next, there are deadlines. When people are in a hurry, time is not taken to write a proper ad. 80% of the time is spent deciding where to advertise, and 20% is spent deciding what to say. It should be the other way around;with emphasis on what you’re telling your audience to do. Cliche words and phrases are the easy way out of deadlines.

Budget cuts are another factor. Gone are the days of copywriters. A lot of this is due to downsizing of media departments. Finally, sometimes the responsibility of ad writing falls upon the owner of the business. This is especially true with small to medium-sized businesses. Their expertise lies in building houses, selling shoes, or practicing law, not writing advertising copy.

The A (as in Avoid) List

Here is an alphabetical list of 100 words and phrases to avoid in your marketing campaign and business correspondence. It’s taken from my experience, automotive, real estate, retail and banking sources, McKee’s article, plus the last six years of Lake Superior State University’s annual list of banished words. Enjoy, remember, then avoid:

A level playing field. Substitute fairness.

Attention to detail. How can you be detailed without paying attention?

Back by popular demand. Don’t use unless you’re marketing a Broadway show.

Best interests at heart. No, I think you just want to sell me something.

Best Price. Do you really want to compete on price only?

Click here: For the remaining 95 words and phrases to avoid, or to read this complete article

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website: http://www.258marketing.com
email: chris@258marketing.com

Be different: Send your Christmas cards in July

Chris Mitchell (25-8 Marketing) — Mon, 10 Mar 2008 12:33:22 -0500

Want to stand out in a crowded marketplace?

Here’s an idea that will accomplish exactly that. How many Christmas cards to you receive at your home or business between Thanksgiving and New Years? Lots. How many do you receive in July? None.

I tell my clients that when everyone is zigging, you gotta zag.

If you’re a business, consider sending out your holiday cards in July. I guarantee it will stand out and get noticed. I found this image at www.100christmascards.com as an emailable card. Contact your printer and customize a version for your business and mail it. You have the next 4 months to get this done. Dare to be different.

When everyone is sweating in the summer, anything with a holiday theme will definitely make people smile and leave an impression.

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website: http://www.258marketing.com
email: chris@258marketing.com

What’s In It For Me: Three ways to get your emails read

Chris Mitchell (25-8 Marketing) — Sun, 09 Mar 2008 15:55:13 -0500

The most popular radio station in the world is WII-FM. WII-FM stands for “What’s In It For Me?” If you do a serious amount of business correspondence or email marketing, this topic needs to stay forefront on every piece of email your write.

I am going to give you three ways to get your emails read, and acted upon. Here is a copy of an email I received this week:

From: Mike

To: Chris Mitchell

Subject: Follow-Up

Hello Chris -

Do you think you can take a look at what we can do for you?

This email is from a vendor who is trying to sell me his direct mail service for my clients. I haven’t heard from him in 10 months. I haven’t done business with him. He’s out fishing for business. Let’s dissect the problems with this email:

1) Subject. “Follow-Up” isn’t a subject. It’s extremely vague. It doesn’t get my attention. And there is no benefit.

Lesson: Every email subject line needs to show a benefit. Whenever you are writing an email, especially one of a sales/marketing nature, the subject is going to get displayed in a recipient’s in-box. You get about 2-seconds to make an impression. Your subject line is the only thing they see. In 2-seconds you are judged - your email will be opened, skipped, or deleted. Remember - your subject line is your 2-second permission to get the next 30-seconds (when they open your email) to get your point across. If you fail with the subject line, your email will rarely get opened. Make your subject lines compelling.

2) Content. “Do you think you can take a look at what we can do for you?” I’m going to translate this: Can you drop what you’re doing right now? Can you remember what we talked about 10 months ago? Can you spend some money on my services? The answer is no. You’ve given me no reason to do this.

Lesson: In your content, always frame a benefit. Will I save money? In my case - Will it be of value to a specific client? If so…which one? Why should I take action now? The content of your email has to include “what’s in it for me?” or it will be ignored.

What is the valid business reason for getting this email? Have a valid business reason included in each piece of email correspondence you send. The word “because” is a very important word. It’s what is called a “trigger” word. It triggers response. According to copyblogger’s Brian Clark:

One of the most important characteristics of compelling, persuasive content is specificity. The more specific you are, the more credible your points, arguments or sales pitch.

There are many ways to be specific in your writing. One of the best is simply giving a reason why. And the most effective transition word when giving a “reason why” is because.

3) Contact information. In this particular email, there is none, except a return email address. Another major mistake.

Lesson: There is something in emailing called a signature. It’s automatic. It can be added to every piece of email you send, and includes your name, title, company, phone and fax number. If you don’t use it, please start immediately.

Don’t make anyone look around for your phone or fax number. If, after reading your email, they are compelled to call you…please make it easy.

HERE’S A TIP THAT JUST MADE THIS BLOG WORTH READING TODAY: One more thing about automatic signatures. Add a link to your website and blog in your email signatures. You will be suprised at the number of people who will visit your website or blog using this technique. Who knows? One of them just might become your next customer.

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website: http://www.258marketing.com
email: chris@258marketing.com

No low hanging fruit in 2008: Survival marketing tips

Chris Mitchell (25-8 Marketing) — Sat, 08 Mar 2008 09:44:32 -0600

If you’re a business owner or salesperson, the days of easy sales are over.

From WiseGeek.com: A fruit-bearing tree often contains some branches low enough for animals and humans to reach without much effort. The fruit contained on these lower branches may be not be as ripe or attractive as the fruit on higher limbs, but it is usually more abundant and easier to harvest. From this we get the popular expression “low hanging fruit”, which generally means selecting the easiest targets with the least amount of effort.

Low-hanging fruit. Ready to buy. Easy money. Not in 2008. News media continues to pummel us with messages that we are in tough economic times. Duh! And as a business person, you sense that money is tight. Consumers and businesses are watching their budgets. What are you going to do to survive?

Three survival marketing tips to carry you forward

1) Stop dwelling in 2004. A lot has happened since then, and it’s long gone. You need to commit to a new mentality. Don’t do the same advertising and marketing you did in 2004, because everything has changed. Accept that. You’ll need to market differently in 2008.

Newspaper circulation is down. Reevaluate your print advertising. Television is fragmented. Reevaluate your broadcast advertising. Yellow pages readership is declining. Reconsider your spending here. People are spending more time in front of their computers. Reconsider your internet marketing presence. People are time-crunched. Consumers are given more choices. What was good enough marketing to get you where you are…is not good enough to carry you forward.

2) Find a specialty. In marketing, it’s called a niche. In advertising, it’s called your Unique Selling Position. It’s the thing(s) that makes you different. Why are you special? If you are a real estate agent, your niche is not first-time home buyers. Go deeper than that. Where do they live now? Where do they want to move to? Married or single? Kids? FICO score? Be specific.

If you’re a company that thinks expanding product or service lines is the easy ticket to increased sales, you need to rethink that proposition. Be better at fewer things. We are entering an era of specialization. We can thank the internet and keywords for that.

3) Increase your networking skills. Commit time in 2008 to broaden your business network. Ask business people to meet and discuss how you can help to increase each other’s business. Join a BNI chapter if you haven’t already. My membership to Star of the North BNI was responsible for over 40% of my new business development in 2007. BNI is the world’s largest referral and networking organization. Find a chapter near you.

With networking, whether it’s the local builders association, a BNI chapter, or the local chamber of commerce, you get out of your membership what you give. Don’t expect to sign up and reap rewards. It doesn’t work that way. A spot on the roster is worthless…until you get out, meet people, and exchange business.

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website: http://www.258marketing.com
email: chris@258marketing.com