Having enjoyed reading your
biographical, They
can't take that away from me... I
would love to post your article (for my) course for
seniors entitled Autobiography and Journaling ... and
let them read your article as a good example of what
I call the reader's writer, clearly expressed and easy
to read. (Howell)
The French language has
always appealed to me ... so I enjoyed Lavinia's
experiences en
France! (Di Sullivan, Perth, Australia)
I am an American and an
expat here since 1990. I have been a subscriber to Writing
Tip for a few years now and look forward to the Friday
editions. I archive by creating topics of the tips
relevant to me and often refer. (Mary, Lagos, Nigeria)
WRITERS!
Write
Your Own Best Seller!
This
year, don't just read a best-seller ... Write
your own using the software program that works
in the same way J K Rowling writes her Harry
Potter novels!
Who said Aussies would
bet on two flies crawling up a wall? Now I know
better! (Bill Denham, Chicago, USA)
I enjoy reading your page
every week, Jennifer, it's never boring and there's always
something to bring a smile to my face! (Kenny Dima,
Tenerife, Spain)
Great newsletter -
originally found this site after searching for
clarification on a contentious
point amongst work colleagues. Just had to look at old
issues and now look forward to Fridays (Juliet Wallace,
Manchester, ENGLAND)
Advertising Tips
................................ 16 March 2001
This week
Choose Your Target Audience
Because You Care by Carole Nicoliades
Quick Tip
~ * ~
Greetings,
Perhaps you're thinking of
diversifying, or maybe you're just starting to contemplate being your own boss -
whatever the case, this week's feature article by Carole Nicoliades will provide
same valuable tips on who you should be targeting with your business.
Chuck Crawley has a great tip on how
to write headlines - if you can't get people to stop to read your headline,
you're done like a dinner!
The poor little Aussie dollar has
taken a nose-dive this week, to an all-time low of under 50 cents US - it makes
it a great time for those of you who live overseas to shop in Australia :)
Regards,
Jennifer
~ * ~
"Red Tape Holds up New
Bridge"
Don't Make Mistakes Like These with
Your Sales Material
One of the most difficult tasks for
many business owners, is preparing sales material to send to customers, clients
and prospects. It's so easy to make silly mistakes (as in the headline above).
You know exactly what you mean - but others may not interpret your words the
same way.
Use these letter templates to
achieve a professional result every time. All you have to do is add your
business details to the templates and then send them off to your target market.
How easy is that?
Choose Your
Target Audience Because You Care
by Carole Nicoliades (c) 2001
As I started my coaching company, I knew that one segment of my
target audience would be small businesses. These were the people
that I loved working with and for in my previous occupation. I
simply cared about these people.
As I began to work on my marketing plan, I went back to take a
look at my MBA curriculum. I didn't like what I saw. It was all
so sterile. According to the text, I had to have concrete facts
as to why I wanted to work with these people. You cannot sell
meat to a vegetarian after all. I had to be able to back up my
target market decision with facts and figures.
That's when it finally hit me! All the facts and analytical
information in the world wouldn't put me in a position to work
with those people I truly care about. Before deciding on my
target segment, I had to face the fact that these are the people
I am most able to help.
Yes, you do have to be able to define a market that will support
you. You have to be able to attract enough business to make a
living. But, as the old saying goes, "if you do something and
do it right, everything else will fall into place". And that's
why I am consulting with small businesses. I have a connection
and bond with them that can't be ignored.
While the banks and business planners will tell you that you
simply must choose a target audience based on the amount of money
they can bring to your company, I'll tell you there are other
things to consider as well.
1. Choose your target audience because you care about them. If
you choose your audience based on this simple criteria you will
be amazed at how many niche markets will emerge from that
audience. If you care for a particular group of people, your
natural creativity kicks in and you start developing a nurturing
in such an incredible way. People recognize that you care about
their success and will continue to do business with you because
of that trait.
2. Choose your target audience because you can serve them well.
When you have natural talents it would be silly not to use them.
Look for target markets that can benefit from your talents.
Choose your target customers based on their need to have the
service you offer. Once you do this, the money will follow.
3. Choose your target audience because you are compatible with
them. Relationships in business are extremely important. You
have to be able to get along with the customers you are going
to have. Just as I mentioned above, although small businesses
present special challenges, I get along with them and are
compatible with them. Be sure you choose a target market full
of people who you can relate well with. It will make your
life, and your business, a much greater pleasure.
4. Choose your target audience because you are one of them. When
you have a connection with a group of people, it makes it easier
to work with them. I have spent a lot of time with small
business managers and therefore have become one of them. It was
very natural for me to include this group of people in the target
audience for my coaching company. When you have a history with
a certain industry or segment, include them in your target group.
Your background will make your prospects more comfortable, and
will allow you to relate better to them.
When you rely solely on the advice of financial professionals
to determine your target market, you are cutting yourself short.
If Dave Thomas of Wendy's Hamburger fame listened to the
analysts, he would have never opened his highly successful fast
food franchise. Listen to your heart, and your instinct, to
choose a target market that works well for you - and that you
can work well for.
Carole Nicolaides is Founder of The
Thriving Practice, a program
that teaches businesses to define and use their most powerful
advantages. Stop struggling and learn to make your business
thrive. Visit http://www.thethrivingpractice.com
today for
details on this 3-month success workshop that can boost your
business and create more profits for you. http://www.intentionalsuccess.com
Create Your Own Information
Product - Without Tears! Here's everything you need to create your own information product. Find out
how to discover exactly what people want, how to present the product, how to
market it and even how to set up your own affiliate program, so you can have
others selling for you. It makes sense to go to an expert for advice and
information. Use this expert guide to plan and start your Internet
business: http://www.write101.com/letters/profits.htm
Here's a little story - just for fun - thanks to Joanne for passing this along
...
Two guys were sitting in a bar
getting really drunk. After awhile,
just drinking gets boring, so the first guy looks at the second
guy and says, "Hey, you want to go up for a ride in my
airplane?"
The second guy says, "Wow, you have an airplane? Let's go!"
So they get some more beer and go for a tour around the city in
the plane. Eventually they get bored with this too, so they decide
to land. The drunk pilot starts circling around looking for a
place to land, and he sees an airstrip close by. He says his new
buddy along for the ride, "Let's land here. It looks like it's
as good a place as any." So he circles around and goes in for
a landing, but at the last minute he swerves and pulls back up.
"That is the SHORTEST runway I have ever seen! How is anyone supposed
to land on it?" But since it's the only runway nearby, he decides
to try again, with the same result. Getting pretty irritated,
the pilot says to his friend, "All right, I'm going to try ONE
more time, and if I can't land it we're just going to crash and
hope we don't die."
So they end up crashing, and miraculously neither is hurt. When
they crawl out of the wreckage, the first guy swears and gesticulates
wildly at the runway. "I'm gonna find whoever designed this crazy
runway and wring his neck! He must be total moron! No one could
land on anything that short!"
The second guy looks around and says
"Yeah, but look how wide it is!"
Quick Tip
Headlines
Are INDEPENDENT
by Chuck Crawley
Your ad headline is the *magnet* of
your ads. If it doesn't
*pull* the reader into your ad then you're dead. Here's a
little tip about headlines.
Headlines should be INDEPENDENT. In other words, your headline
should be able to pull responses without any other lines of
your ad copy. A great headline should create enough attention
that the reader is forced to want more information.
Why not test the pulling power of your headlines. Next time you
post your ads use only the headline and the link to your sales
letter or web page. Yes, that's right, a two liner. Here's an
example:
Make ANY Diet Work
Click Here to find out how!
Your headline and your link or action statement. Keep using
this technique until you find the Killer Headline. Remember,
a Great headline can drive people to your product like flies.
Your marketing success depends on it.
-------------
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