It’s no secret that the most difficult aspect of building an
online business is being able to drive targeted visitors to
your website. This is often the difference between being
successful or not.

The trouble is that most of the Internet marketers seem to
think of website promotion as just submitting to search
engines, directories, link building and ezines or pay-per-
click advertising.

However you need to understand that most people in the
world spend most of their time off-line. They read
newspapers, magazines, listen to radio, watch TV, talk with
their friends, neighbors and family. Not all their time is
spent surfing on the Internet.

In simple terms, by ignoring the value of off-line
marketing you could be leaving as much as 70% of your
profits on the table!

So, if you’re a smart marketer and you’re willing to use
off-line marketing strategies to grow your business, here
are some suggestions for creating an off-line campaigns:

Let your local papers know that you have an unique product
that will benefit the local community and you are able to
help them save time, learn more and be more effective in
their daily lives.

This could lead to an interview with a local reporter or
even with a national with your website product as a
featured item and will drive people to at least see what
the buzz is about.

At the very least it will create an awareness of your
domain name or product in their sub-conscience mind.

Try finding a local business that is related to your
product and offer them a discount voucher to give their
customers for your product.

Take out small ads in local or niche magazines to
advertise the product. Some ads are relatively cheap
comparable to a solo ad in a main ezine.

Try handing out flyers with a special offer in the high
street or find shops that would allow you to leave them on
the counter for customers to pick up.

Try sending a fax broadcast to businesses that could
benefit from your product. Some companies have lists of fax
numbers and can send out the fax for as little as interview
each.

If you can develop a unique twist or benefit of your
product or service, then you could become newsworthy and
even get an interview with a local reporter, who can write
a better article than any you could put together for their
readers or listeners.

Investigate the possibility of sending out Press Releases
to the local media. Send them your product for review. Get
a well known celebrity to endorse your product.

I am sure you can think of many other ways to use off-line
marketing and later in this issue you will find additional
methods for using off-line marketing other than sticking
notes on lamp-posts to create an awareness of your site.

Have a great week

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The 60 Second Weekly Tip…

If you spend countless hours staring at a blank page
trying to come up with compelling ad copy for that “killer”
sales letter (you know, the one that’s going to make you
rich beyond your wildest dreams?)… then STOP!

Why drive yourself nuts and give yourself a major headache
trying to train yourself to be a professional copy writer
overnight? Do what the gurus do… start a “swipe file.”

A swipe file is probably a little misleading as it sounds
unethical. Please understand, I am NOT condoning
plagiarism. But every so-called “Internet Marketing guru”
openly admits to having a swipe file that they use when
they need a little inspiration.

So what is a swipe file and how do you use it legally and
ethically?

Basically, whenever you come across an ad or sales letter
that makes you want to run and grab your wallet… stop and
print out or save that copy! Highlight or circle the parts
of the ad that have you excited and eager to make a
purchase. Then put it away in a folder or notebook. This is
your swipe file.

Eventually, you’ll accumulate quite a stack of great
professional quality ads. Then, when you’re staring at that
blank page trying to compose your next ad campaign or sales
letter, you can refer to your swipe file and you can use
these as a basis to create your OWN ads or sales copy.

DO NOT copy from your swipe file word for word. Substitute
your own words and put your own stamp on them. Mix and
match different approaches from different ads.

Remember, this is meant to be inspirational, not criminal.
NEVER copy these ads. Just analyze how the ad is
structured, what types of words are used, and then create
your own UNIQUE sales copy by emulating the successful
advertising techniques from your swipe file.

The idea is to study copy writing techniques as you go.
Eventually, you’ll find you won’t need to refer to your
swipe file as often. Your blank pages won’t stay blank for
long because you’ll have learned how to write killer ad
copy of your own.

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For your enjoyment (and information), here is this week’s
quick trivia question…

Why was Dr Who’s time machine called the ‘Tardis’?

As usual the answer can be found later in the newsletter.

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Featured Article
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Using Market Analysis to Create More Profits!

The term “market analysis” is often confusing to
entrepreneurs, especially for people who focus on a
specific niche or market segment.

In fact, many small business owners don’t understand the
process or complain that conducting a market analysis is
too complicated or too expensive and wonder why or if it is
necessary.

But what is market analysis?

In the most basic terms, a market analysis is an
assessment of:

- A particular problem or opportunity in a market.
- The needs of the target market relating to the problem
or opportunity.
- Ideas for marketing a particular product or service that
fills the needs of the target market.

When should you conduct a market analysis?

- When you are starting a business.
- When you are entering a new market.
- When you are considering a new product or service.

Why should you conduct a market analysis?

- To minimize business risks.
- To understand the problems and opportunities.
- To identify sales opportunities.
- To plan your marketing/sales approach.

The process of conducting a market analysis can be divided
into three parts:

Part 1 - Understanding Market Conditions

This gives you basic information about your entire market -
the size, the competition, the customers.

Part 2 - Identifying Market Opportunities

This gives you more targeted information about potential
problems or opportunities in the potential market, and
includes information about growth, current and future
trends, outside factors and more information about specific
competitors.

Part 3 - Developing Market-Driven Strategies

Here is where we get into what market research does for
you. It helps you to pinpoint opportunities to grow your
business. By understanding the market and knowing what
opportunities are available you can create a marketing
strategy that leaves your competitors in the dust!

Here are some questions that can help you get started:

1. What is the market I want to reach?

- Who are they? (Basic Demographics)
- What is their biggest problem in relation to this market?
- Are their needs being met by the products or services
provided in this market?

2. Who is my competition in this market?

- Are they successful in this market?
- Are they marketing a similar product or service?
- What is the market share of the three biggest
competitors in this market?

3. What is the size of this market?

- Is there room for growth?
- Is the industry growing? Stable? Saturated? Volatile?
Declining?

4. How is my product or service different from the
competition?

5. How can I reach this market?

- How is my competition currently reaching this market?
- Is it the most effective way?
- What are the alternative ways of reaching this market?

6. What are the business models of my competition in this
market?

- Are they effective?
- Is there a way to do it differently or better?

7. What do customers expect from this type of product or
service?

- What are the core competencies of this product or
service?
- What would make the product “new” “different” or
“better” for the customer?

8. How much are customers willing to pay for this product
or service?

9. What is our competitive advantage in this market?

Knowing the answers to these questions will not only help
you figure out if there is a need for your product or
service, it will help you figure out the best ways to reach
your customers, price your products or service and
ultimately make more sales!

Are you ready to create your own products?
Get your Information Product Creation Maual today and start
right away!

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This Week’s Trivia Answer
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Here’s the answer to the trivia question I asked earlier…

Why was Dr Who’s time machine called the ‘Tardis’?

It’s an acronym - Time And Relative Dimensions In Space.

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Off-Line Marketing Strategies
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How to Find 100 Prospects Every Week!

Regardless of your niche industry, there will also be
businesses or people interested in what you have to offer.
This is why you should have no difficulty in coming up with
at least 100 fresh new leads on a weekly basis.

(If you can’t find people who are interested in your
product or service, then you’re in the wrong niche as it’s
not viable, so you should cut your losses and look for
other markets)

The more your business grows the more apt you are to begin
receiving referrals from your existing customers, however
this should still not stop you from prospecting for new
customers.

All successful sales people know that their success is
greatly dependent on their ability to effectively prospect.
And as sales are based on numbers it only stands to reason
that the more people you contact, the greater the odds of
being able to set an appointment to meet with them to gain
their business.

When developing your strategy it is important to create a
prospect system. You have basically 2 choices to do this.
You can do that the old-fashioned way by creating a manual
card file using plain 3 x 5 index cards. Or, you can set up
a contact management program on your computer.

Whichever method you choose, here’s a checklist you might
like to follow:

1. Information you will want on each lead:

Name of the business.
Address with zip code.
Telephone number.
Name of owner(s) with title(s) if available.

2. How to create your 100 leads weekly:

Grab yourself a recorder so that while your out on the
road you can list names of business and other pertinent
information that you see while travelling. Later, while
listening to the recorder, transfer the information to a
card or your contact management program.

Using the yellow pages, create leads from a variety of
businesses.

Visit your local library and use either Contacts
Influential, Inside Contacts or any other printed directory
and create leads using the geographical section (by zip
code) or the SIC (Standard Industry Code) Section. SIC has
all businesses grouped together by type, i.e. plumbers,
insurance, etc.

3. Newspapers are a terrific source for leads.

Begin to read the newspaper differently than you have
in the past. Make note of what businesses in your niche are
advertising and what they are advertising.

Read the business section for announcements of new
businesses that may be targeted to your niche.

4. Pick up every free print directory you can find.

Usually you will find these free papers located in stands
outside of frequently visited businesses, like grocery
stores and restaurants. They run the gamut by specialty
industries like: real estate, senior citizens, automobiles,
etc.

5. Stop throwing away your junk mail.

There’s gold in there. Any business who is already
actively engaged in advertising could be a prospect for
your directory.

6. Here is a list of additional sources for you. You can
probably come up with many more:

Magazines
Radio advertising
TV advertising
Chamber of Commerce Directories
Better Business Bureau Directories
Direct Mail Coupons
Billboards
Church Bulletins
Business cards displayed at
restaurants/laundromats/stores
Trade Shows
Visuals like drive bys and mobile units
Referrals

7. If you use a contact management system on your computer
to organize and track your leads, you will still want to
have a card file system to use for those leads you obtain
from other advertising.

Cut out the newspaper ad or coupon and staple to an index
card. Organize these leads into a card file system that
parallels your contact schedule.

8. Remember to use logical calling times for the
businesses you contact.

Typically, you would not want to contact a restaurant
during their “prime times” like breakfast, lunch or dinner
and remember our previous comments about contacting the
construction industries.

These are just a few of the resources you can put to work
in building your business locally.

Good luck!

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Have You Got Any Comments?
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This is your chance to speak out.

Comment on articles I’ve run in the newsletter, give me
your thoughts on changes or your ad testing results or
questions relating to your business, etc.

In other words, just talk to me about what you think I
need to do to improve the newsletter.

Be sure to include your website address too, because if
I use your comments in a future issue of the newsletter,
I’ll thank you by posting your address so that you can get
additional free traffic to your site!

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That’s a Wrap for this Week
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That wraps up another week’s newsletter and I hope you
enjoyed this issue.

Don’t forget to send me any comments or questions you
may have to the Feedback Loop. I would be only too happy to
help you in any way that I can.

From time to time I’ll send you important updates
that will provide information that has the potential to
greatly improve your online business… and of course
your profits!

However, you can rest assured that I will only ever
recommend products that are considered to be of HIGH value
and will provide indisputably benefits to help you grow
your business… that’s my guarantee!

Your friend,

Gilles Rais

Categories: Newsletter Issues