Examining the Sector

As part of any marketing strategy, it is important that you
gain an understanding of your potential customers. By
looking at your target audience you will be able to
determine the choices they have to make and therefore who
your competition is. Identifying your competition will
allow you to look at their marketing strategy so that you
can be one step ahead of the game.
Toys "R" Us
Despite the importance of knowing your market, you would
be surprised by how overlooked this part of marketing can
be. Investigations have shown that most companies fail to
complete all of their intended research by as much as half.
The more research that you can complete the better your
chances of marketing success.

Learn About Your Opposition

Without actually stealing their ideas, you can learn a lot
from your opposition. You want to be different, so simply
mimicking them will not help. However, you can learn a lot
from simply looking at and understanding their marketing
methods.

You need to look at other companies and businesses that
offer the same product or service as you and compare their
marketing techniques. This will give you a great way of
seeing what works and what isn~t.

Know your Customer

By identifying who your competitors are, you can more
readily determine who your potential customers are. This
is a vital part of marketing; without this you will not
know who your target audience is.

Observation is key to understanding your potential buyer.
Watch how people behave with your product, or similar
products. Are they enjoying the experience or does it
simply fulfil a purpose? Who is using your product, does it
seem to attract similar types of people, or does it appeal
to a wide range of individuals?

Next, you can ask questions. Either in person or through
surveys, you can ask the customers questions about what they
want and how they feel about a product. You can ask
questions directly related to your product and also about
other products in the same field.

Do not underestimate this stage of the marketing process.
Doing you homework and knowing your industry is absolutely
crucial if you are to make the most of your advertising.
Take the time to do it properly!

Writing a Marketing Plan

Of course marketing matters to your organization. You know
that planning your promotional activities makes sense.
Creating a formal plan on paper might not be considered as
essential but there are definite benefits to be obtained.
Putting your marketing ideas down on paper can help to
crystallize your thoughts and help in developing an overall
strategy.

The contents of your plan

Work out where you are starting from; it is very hard to
have a goal if you do not know the starting point. Gather
information about what you are offering, what your
competitors are offering and more most importantly, what
your customers are looking for. This information may be
readily available as part of your company records.

Preparing your Tactics

Strategic Planning

Your strategic marketing plan should follow on from your
review of the organization's current position. It should
be used to focus on the overall strategy for developing the
organization's marketing, without getting bogged down in
minor details. This strategic plan should be an integral
part of the overall marketing plan so that the direction
that the organization is going in is clear.

Design a Scheme that will Bring Prosperity

As your marketing progresses, it is worthwhile having
pre-defined milestones. By setting smaller targets along
the way, you can identify, at an early stage what is
working and what is not. This is particularly important if
the tactics you are using are unusual or are new to your
company.

Writing a detailed plan is extremely important, without
a plan it is almost impossible to track your success.
Knowing what works and what doesn't work is one of the main
things that will determine your success. How can you know
whether you have been a success if you did not know what
Your aims were?

Creating a marketing plan brings benefits in several ways.
Having all the major tasks down on paper makes monitoring
of all parts of the organization's progress much simpler.

A Proven Formula for Internet Sales Pages that Convert

The key to having sales pages that convert is to be sure
you include a few essential elements. There is a basic
formula to writing good copy that has been tested and is
proven to work. Once you've created a successful sales
page, you own a template that you can use repeatedly,
customizing it to fit other products. Your template will be
like having a golden goose.

Whether you are hiring a copy writer to compose your
internet sales page, or you are writing the sales copy
yourself, here are the basic necessities of an effective
sales page.

The Headline: Most headlines include three parts. One: the
pre-head is to set up the main headline by letting your
target market know you've got what they're looking for.
Two: the main headline. Using the largest font you plan for
any part of the page, describe the product's main benefit
for the buyer. Three: the post-head. You don't have to have
a post-head unless you want to elaborate or clarify the
main headline.

Introduction: The first few sentences of the letter should
grab the visitor's interest at an emotional level. The
introduction draws the visitor further into the copy,
allowing you to make a presentation of your product and
offer. To appeal to the emotions, show the reader the
benefits of your product or service by describing how they
will feel or how their life will improve once they own and
use the product.

Credibility: On-line, this is especially important. Some
ways to build your credibility include using specific and
real numbers rather than approximations. Use results-based
testimonials that include at least the full name of the
testifier. Give your background and expertise, if it is
related to the product. Explain product test results, if
applicable, or quote favorable reviews. Always give your
contact information and address - it proves that you're
real. No one is going to show up on your doorstep, and if
someone calls you, all the better; you learn from contact
with your clients.

The Benefits: Itemize the benefits of the product in a
bullet-formatted list. Put them in some order of importance
and include an overload. Often, it takes only one bullet to
convince a visitor to make a purchase, but you don't know
which benefit will be that visitor's hot button, so have
plenty of possibilities. Use a bulleted list because it is
easy to scan.

Features and/or specifications: This is where you
specifically tell the visitor exactly what they are
getting. Here is where you give details about the product.

Bonuses. Always include something extra, and make sure it
has value - that it could be something people would order
the product just to get the bonus. Tell the specific dollar
value so you can use that information in the value build-
up, or close.
Toys "R" Us
Value build-up: Be explicit about the reasons the price of
the product is a good value. Make comparisons to other
similar products that are more expensive with less gained.
Offer a guarantee if at all possible. Anticipate and
counter objections. Create a sense of scarcity. That is to
say, give a deadline, explain why they need to act now, and
keep your deadline real. Help the visitor feel the pain of
not ordering~ exactly what won't change or get better
unless they have your product.

Ordering: Make this absurdly easy. Assume the visitor has
never ordered on-line, and give clear step-by step
instructions and several options of how to purchase. Offer
a secure on-line credit card page, Pay Pal, call to order,
or how to send a check, (it is rare that anyone ever
actually does this). And remember, ask for the order!
Write, "Order Now."

Post Script: In effect, this is a one-paragraph summary of
your sales page, including a repetition of the most
important parts. Also, ask a final time for the order.

Once you've reviewed this list, look for good examples as
you surf on-line. Of course, you would never copy someone
else's sales page, not even a line of it. Instead, look for
examples that inspire you, and write come killer copy of
your own!

How to Increase Visitor Value at Your Site

What do you want new visitors to find when they click on a
link and arrive at your site?
1. Do you want to present first-time visitors with
something like a brochure, that has a home page giving
information and links to products?
2. Would you want your new visitors to find an online
catalogue that offers a variety of products and services?
3. Or, do you want your visitors to arrive at a focused,
straightforward sales page promoting one specific product
or service?

Your decisions regarding these three questions determine
the profitability of your web site.  If you've gone to the
effort and expense of getting traffic, do what you can to
get as much value as possible from their visits. Here are
some suggestions.

Numerous market studies make one thing very clear: when
new site visitors are offered too many choices, they get
confused and don't buy. They leave; most of the time they
never return. Your objective is to make it easy for a new
visitor to become your client. Keep it simple at the
beginning.

This is best accomplished in one of two ways.

One option: use a page somewhat like a brochure on which
the visitor is given enough good and focused information
that s/he signs up to be on your email list to receive even
more information of value for free. For example, offer a
newsletter, a special report, a digital download, etc. This
type of site is an invitation, and is sometimes referred to
as a "capture page." You follow up with your new prospects
later via email to make offers of products for sale. Of
course, you always include a way for people to unsubscribe
from your list, as well as complying with all other CAN-
SPAM Act requirements.

Possibility two: start with a single-item sales page
promoting a low price-point item, the opening of your
"marketing funnel." Your low price-point item will
demonstrate the quality of your product or service, and you
will get repeat business because you offer good value. At
that point, you can introduce your new clients to a wider
range of products and prices. They know you deliver, they
know they can trust you, and so they'll wade through a bit
of information about products that don't interest them to
get to those you have that do interest them. Besides, now
they are in your data-base, and you can market to them
again later when you have a special promotion or a new
product.

In general, it is not a good idea to present a first-time
visitor with a catalogue site. It might seem impressive to
have lots of products at a range of prices and to have
distracting graphics, too. But it doesn't work. Think about
it: you've got just a few seconds to grab the interest of a
first-time visitor who is following links as they search
for something online. The best way to capture their
attention is to have a single, compelling headline.
Encourage them to stay at your site with good sales copy
and an excellent, beneficial offer.

Especially if you've paid for the visitor who has arrived
at your site, you naturally want to get your return on
investment (ROI). Many online business owners believe that
ROI means one thing: making an immediate sale. However,
savvy online business owners realize the lifetime value of
their clientele is key to success, and comes from
developing relationships. Online, this usually takes the
form of email follow-up.
Toys "R" Us
That's why you save the big beautiful catalogue site for
later, after they've become your client, and they know you
provide good service and a high quality product. Then,
after you've established a relationship, use a catalogue
site for back-end sales galore.

All right. That's the story of why to use certain kinds of
sites. Now, when you're ready to create your 'capture page'
or your one-item sales page, you can find copy writing
resources online. The resources could involve hiring a
copy writer, using a copy writing product, or writing your
own page from scratch, depending on your budget and skills.
The following list contains nine essential elements of a
good page.

1. Headline
2. The story
3. Benefits
5. Features
6. Credibility
7. Build up of value
7. Bonus gifts
8. Call to action (ordering info)
9. Post Script or summary

Now, you can use this as a checklist as you look for good
examples to use as models. Use the models as inspiration,
and then you or your copy writer will create your unique
way of writing it and applying the elements on your own web
page. Copy writing is in large part a formula. Follow a
good formula, using your own words, and you'll enjoy the
results of your efforts.

Strategy Decisions

Marketing really matters to an organization. The quality of
your merchandise is important but it is the promotion of
the goods and the impact that this promotion has on
potential purchasers that will determine its ultimate
success. The first step in a successful marketing campaign
is to define a strategy that is appropriate for your
organization.

Take time to really think about your approach. The start of
a new venture is often a very busy time, but a few hours
spent considering marketing will be well worth it in the
end.  Firstly, decide who you are targeting and what they
are likely to want to see in your product or service.

Then you want to look into what way you want to market to
them. Will you be advertising on TV, radio or in newspapers?
Will you advertise with direct marketing or mail targeting?
Will you target a large audience or a specific group of
people?

Answering these questions is the first step towards
marketing success. Having decided on the aims of your
marketing you are now ready to implement a plan that
will meet your needs as a business.

Choosing Tactics

If you are going to form a marketing strategy, you need to
form an approach. There are several different approaches you
can take and you might choose to use a combination of
different ones. For example, you might use the informational
approach. The informational approach is a great opportunity
to give your potential customers information about the
product. This is the way you market to a rational customer.
This is a good approach to business to business deals.

You might decide to use a single promotional method or
several different strands in parallel. A common line of
attack is the informational method, which gives potential
purchasers details of your merchandise. This method
appeals to careful buyers and often works well with
business customers Toys "R" Us.

Lastly, you might want to use a mix of the two approaches.
You can use an emotional approach to reel your customers in
and then you can give them some facts and statistics to help
convince them. This is a very good marketing strategy for
any product or service that you provide.

Basics of Marketing

If you have a company that offers a service or a product,
then you need to know about marketing. Marketing is going to
be one of the most important aspects of your business aside
from the actual product that you deliver. Marketing is the
way that people will know your company or business exists.
So you can see how important good marketing is.

Understanding the purpose of marketing is the first step in
making your marketing successful. The basic principle is
that marketing aims to tell your customers who you are and
what you do. Of course, some products can be self-
promoting so little further marketing is needed. Other
products will require a lot more promotion. Potential
customers will have to be told what your product is and,
more importantly, what it can do for them.

Marketing is an in-depth specialist subject; many people
study marketing for years to perfect their techniques. This
article deals with the absolute basics to get you started.

Know Your Customers

The most important aspect of marketing is to know your
customer. You have to know who you are trying to sell to so
you can understand how to market them. You need to get
inside the head of your customers to find appealing ways to
grab their attention and make them want your goods or
services (Toy Stores).

To understand your customers you need to think about how
they think and how they function and what influences their
decision to purchase something. You need to think about what
they will think about your product. You need to think about
how they will feel about your product and what will inspire
them to buy your product.

It~s not enough for you to just tell them to buy your
product. You need to show them why they should by it. You
need to make it appealing to them and make them see that
they need it right now. Some products or services may focus
only on a specific group of people such as men or women or
children. But other products or services appeal to a mass
amount of people. Depending on what your product is and who
it appeals to will determine your market approach.

The key to successful promotion is never to lose sight of
the customer's needs, so that you can persuade them that
your merchandise is just what they require.

In-Your-Face Comedy: George Carlin

Say what you will about his particular brand of humor, but
George Carlin is a comedic institution.  From his days on
Laugh-In as the "Hippy Dippy Weatherman" to his
contemporary touring performances, George has proven that
he can adapt himself to any situation, regardless of the
topic.  The fact that his career has spanned four decades
is proof that, whether you think he~s a bit too liberal
with his speech or not, he~s definitely got staying power.

One of Carlin's tools for success has been his direct
brand of comedy, which gets right into your face. He
does not censor himself but rather subjects his
audience to his opinions on a variety of hot-button
issues, like politics, as well as more mundane concerns,
like travel. He is no apologist, and it's not unheard of
for an audience member to walk out during a show. It is
a bit surprising that someone who had bought a ticket
for a George Carlin show would not know what he or she
was getting into, but it's true that Carlin can really
rile you up!

A true activist, Carlin created "NIMBY" (Not in My Back
Yard!) and has consistently made known his feelings
about the country's political state of affairs. He is
vocal about his misgivings, both on stage and off. But
that does not mean he is not a true performer. He simply
has the gift of imbuing a wide range of issues with humor
and using his comedic gifts Gifts for Girls to bring difficult topics
into the public arena and putting them out there for
discussion. He is no mere rabble-rouser but sincerely
desires a better society; Gifts for Boys his means of challenging authority
is how he sees fit to bring about change. He is not just
a comic but is also a man with a revolutionary plan.

Included among the numerous awards that George has won over
the years are the Grammy, CableAce, Lifetime Achievement
Award and Free Speech Award.  In addition, he has his own
star on the Hollywood Walk of Fame and has received
numerous Emmy nominations for his work.  As if that isn~t
enough, he's enjoyed a successful writing career, with a
number of books Children's Books on the bestseller's list.

If all you know of Carlin are his "seven bad words", you
owe it to yourself to learn more about this dynamic
comedic performer. For example, did you know he played
Mister Conductor on PBS's "Shining Time Station"? The
comic activist and versatile actor earned two Emmy nods
for this role.

How to Encourage Your Child's Acting Interests?

Lessons From a Stage Mom.
Mommy & Me
Every parent thinks their child is the smartest, cutest,
and most talented rug rat that the world has ever seen.
It is not unusual for parents to rave over their offspring,
but in the end, all parents just want what is best for
their children. Creativity for Baby Concerning this latter comment, all
parents should take careful note to encourage their
children's dreams and interests and not relive personal
goals or missed opportunities. Creativity for Kids Some children drift towards
athletics whereas others will be lured to the stage.
Preschool
If your child shows interest in acting, take steps towards
nurturing his or her growing hobby. Before you pack up the
family and head for Hollywood, remember children are fickle
by nature. Of course some children who catch the acting bug
will enter into the field, but the majority of young actors
will turn to other outlets as their interest fizzles. Educational Insights
Regardless if they intend to spend one season of a lifetime
exploring this interesting creative outlet, encouraging your
child to embrace their acting tendencies will reinforce
necessary skills later on in their development.
Learn at Home
Acting encourages creativity and imagination, as colorful
characters from far-away places spring to life. Globes & Geography
Additionally, acting will encourage your child to
understand emotions and introduce your child to plays
ranging from classic children's stories to modern
masterpieces.
Learning & Activities
When your child shows interest in acting, explore
local opportunities. Community theatres often
offer classes or productions focused specifically for
children who are interested in acting. In many cases, your
child's school may be an excellent resource, as many Science & Discovery
schools have annual productions featuring the student body.
Many of these productions are open to children of all ages,
as different plays require actors of all ages. If your
child expresses deeper interest into acting, you may want
to consider enrolling him or her in private or group acting
lessons. These lessons allow an instructor to work with
your child either in an individual or group setting so that
he or she may learn more about acting.
Learning Toys
In addition to participating in workshops, lessons, and
productions, take this opportunity to share in your child's
interest. Encourage your child to write his or her own
script and have your family perform the finished work. Learning Curve
Enjoy a day at the theater and watch professional actors
perform kid-friendly works. In many instances, theaters
cater to smaller audience members and allow budding actors
to meet the cast and ask them questions. Learning Resources Even a trip to
the movies can be an interactive experience as you can
instigate conversation about the actors, plot, or effects.
Ask your child how he or she would respond to a key moment
or handle a critical situation. Finally, embrace your
child's interest by becoming interested. Whether you read Children's Books
plays or simply watch your child perform in his or her own
creation, you are encouraging his or her success. In the
end, it does not matter if your son or daughter goes on to
become a star or goes on to pursue another interest, ensure
he or she retains the most important aspect of the
experience: your constant support, encouragement, and
involvement.
Children's Software