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Monthly Archives: November 2005

Begin branding yourself and your company today by asking and answering these questions:

• Who are we and what do we stand for?
• Why did we start this business?
• What do our customers get from us that they can’t get from a competitor?
• Why do they enjoy about doing business with us?
• Do we have a distinctive and memorable brand?
• What look and feel do we want to convey?
• Do we have a logo?
• Does our tag line explain and motivate clients?

For your logo and printed material you should consider enlisting the help of a professional designer. Remember first impressions are so important that you don’t want to waste even one. Sam101.com offers customized logos, icons and more for small businesses, be sure to check out our portfolio’s while you’re here.

And remember branding is integrated in every aspect of a successful business. So to change the way people think about your company, first you must change the way your company thinks about itself.

Diane Carter
Creative & Digital Publishing Coach

“We cannot discover new oceans until we have the courage to lose sight of the shore.”
Muriel Chen

“The best looking merchandise won’t sell without the intelligent persuasion of somebody’ words.”
Elmer Wheeler

“Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.”
Leo Burnett

“Advertising nourishes the consuming power of men. It sets up before a man a goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production.”
Winston Churchill

“Salesmanship is the art and science of serving the needs of a market by helping them overcome their natural resistance to purchasing something that is ultimately to their advantage and far more valuable to them than the money they exchange for it.”
Carl Galletti

Let people try before they buy. If that’s not possible offer a free telephone consultation before they place an order. When they get to know you personally, it converts prospects into sales. I find that when potential clients have the opportunity to speak to me personally I convert more than 90% into sells.

Do your research and find ezines that target your market then ask to exchange classified ads with their publishers.

We’ve gotten use to tuning out banner ads but that doesn’t mean you can’t get mileage out of them. Great WOW banners by using killer headlines and click here messages. Do not fill banners with copy. For example, “The Art of Self Branding by Diane Carter – Free eBook Click Here!”

Start an ezine. Each issue reminds them of you and your company. Each issue can direct them to different hot spots on your web site. Each issue builds your brand and trust with those receiving it, which in time will increase sells. Be sure it educates the reader if it becomes all advertisement people will unsubscribe. The hope is to build an opt-in mailing list of individuals who are interested in you and your products not run them off.

Conclusion
Now, you have 4 Tips In Advertising to apply to your business. Check out our custom logos. We’d love to develop one for you!

Copyright Diane Carter, 2005. All Rights Reserved

Diane Carter
Creative & Digital Publishing Coach

A member of my “Selling without Selling” network ask me “How do I author a digital book?” Great question! I thought more of you would be interested in the answer.

Here are my 5 steps to defining and authoring a digital book.

Step 1: Define What You Know
Are you an expert in your industry? If so, you might already have all the materials needed to compile an digital book. If you don’t have the material make a list of all the possible ways that your products, services and knowledge can benefit your readers.

People buy things that help them avoid pain. We are hard wired and driven to avoid pain and gain pleasure. These two simple things control our life! Show your reader how you can help them do one or the other or better yet both.

Step 2: Define Your Market
We all have a lot of potential prospects that can afford our services and products, but finding your “target market” is to identify those who are hungry for your services and products.

And remember step one, you are helping them eliminate pain or find pleasure not reciting your product and service features. Let them know how your knowledge and skills will help them.

Step 3: Define & Elaborate Your Qualifications
Once you have identified your best target market, the one that is starving for the very thing that you exceed at, this is where you place your status as the expert.

Your proficiency is your knowledge. Your digital book allows you to show it off in style. When you understand what makes your readers business excel and show them how to use you and your knowledge to be superior you’ll construct emotional identification with your target market.

You will be able to communicate with your readers about their problems | pain in a manner that is credible. The more you communicate, the more your audience will trust you and want to do business with you.

Step 4: Define Your Position As An Expert
Are you a speaker, professional practitioner, adviser, and consultant? If you’ve written articles about your specific area of expertise or if you help clients solve painful problems – you have a digital book in you. Now you must let your target audience know it.

A digital book tells people about your expertise and adds credibility to your services. It will help you brand your as a specialist in your industry.

Adding “Author” to your title could open doors for radio and television, newspaper or magazine interviews. All are free and have a much higher impact than paid advertisements.

Send producers, writers, editors, even show hosts and reviewers a free copy. There is no guarantee they’ll call you but when they do you will have the credibility to face their questions.

Which leads to the final step…

Step 5: Define Your Audience
Do not waste time, money and energy targeting an audience that is in no way your client. A digital book for pets would have no impact being marketed to an audience interesting in toy tin collectibles.

Spend your time marketing to an audience that you can flip from reader to client. Create a reader profile by asking yourself, “Who will read my digital book?” If you expect to sell it ask yourself “Who will buy my digital book?”

Remember avoid saying “everyone.” Just because you have authored an digital book about better health (and we all need better health) not everyone is interested in reading about it which also means not everyone is seeking such an digital book. Define your audience and market directly to them.

While these five steps appear to be simple they are not easy.

Final Advice To Authors Interested In Writing A Digital book Or Digital book Series. Your digital book has two purposes 1) to educate consumers, small businesses and entrepreneurs on your field of expertise and 2) to market you to potential clients via viral marketing.

Instead of one book, think series. Being the expert that you are you’ll never run out of material!

Your audience today is Internet savvy. They love the Web. They love to surf it. And they know how to use it to seek out specific information. Many of you have the information that 1000s are looking for. Use your expertise and author an digital book.

It is our hope that these 5 steps have helped and answered your questions about Digital Publishing. It is also our goal that in using the 5 Steps to Authoring an Digital book you will be empowered to write and publish an digital book that will add credibility to your name and business.

Don’t wait – start living your dreams of being an author today! The journey has or will require considerable amount of time and energy – we respect that – sam101.com wants the Digital Publishing experience to be dynamic for you! We would be honored to work with you to create this extraordinary marketing tool.

Conclusion
Now, you have 5 simple steps to authoring a digital book! For a special report that shows you why and how to digital publish your manuscript, visit http://www.sam101.com/gateway/gateway_digital books.htm.

Copyright Diane Carter, 2005. All Rights Reserved

Diane Carter
Creative ePublishing Coach

10 Ways to Attract Business

The Most Effective Sales Skill for the 90s: Irresistible Attraction.

1. Be a walking example/demonstration of how effective your product or service is.

2. Seek to serve instead of just seeking to sell.

3. Add value by network all of the time: Be a matchmaker every single day.

Things for you to think about…

1. Are you serving or selling?
2. Are you a matchmaker?
3. Are your client’s part of your R&D team?
4. If yes, how?
5. If not, when?
6. Do you have a strong reserve?
7. How can you improve it?
8. When will you act on improving it?
9. What stands in your way?
10. Who can help you grow?

Modeled from a piece originally written by Thomas J. Leonard.

Diane Carter
Creative ePublishing Coach

Probably the most difficult challenge facing any business is how to increase revenue over costs. While there a number of ways to do that, customer acquisition, maintenance and relationships are going to be essential means of accomplishing that task. Here are ten questions with brief joggers to begin the awesome task of discovering that potential.

1. Who is your ideal customer?
The world is too big, time is too short and there are too many people in the world for you to influence them all.

2. What are the solutions that your ideal customer is looking for?
What makes our ideal customer happy, satisfied, want more, need more?

3. What kinds of information does your ideal customer need?
How will they respond to your attempts to provide these solutions?

This piece is by Mike R. Jay, practicing organizational and executive coach, and writer, who can be reached at coach@leadwise.com. Tell him Diane Carter sent you ; )

Here are a few more questions to ask yourself…

1. Define your ideal customer.
2. What is your ideal customer looking for?
3. What type of relationship does your client want?
4. What do you want?
5. What type of relationships are your building?
6. Can you improve them?
7. When?
8. How?
9. What are you waiting on?

Diane Carter
Creative & Digital Publishing Coach

The following is a post from my Selling without Selling Network on Ryze.com.

POSTING:
I just joined this group as I feel I need some help selling my services and promoting myself. I have a few clients so far, but need many, many more to be successful and able to quit my part time jobs and concentrate all of my efforts on my business.

A couple of days ago I met with a marketing person from the local small business center. He had a few good ideas, but he also thinks cold calls are the way to go. I don’t like cold calls and I don’t know if they are beneficial or not. I know I hate it when someone calls me looking for business. More often than not I will hang up on them. Now, I have no problem calling someone if another person says “so and so has expressed interest in a website or needs a brochure”.

I am really trying to hit the people who do not belong to the local chambers (which are quite expensive) and want some help marketing their business. I have done some networking, but every group up here wants you to join and spend a small fortune in dues, not a good option. Plus the people I am trying to reach also don’t have the money to spend on dues to join groups.

The problem with website design is that everyone thinks they can design a website. I have two degrees, one in journalism and one in e-commerce, and there is a lot more to a good website than just clicking a mouse. So I need to somehow let people know that I have quite a bit of knowledge and experience in this area.

This looks like a great place to be and I am sure I will learn a lot.

Donna, Gizmo Creations

RESPONSE:

Networking is very important. Building your business through referrals and word-of-mouth is a great way to go because it gives you an automatic level of credibility.

One reason networking is important is that it helps you develop ‘warm’ calls instead of cold calls. It is so much easier to say to someone, “I’m Donna Evans, Diane Carter told me to contact you regarding your web needs.”

Better yet have me call and do a brief introduction and break the ice for you. Then your call sounds more like, “”Hello, my name is Donna Evans with Gizmo Creations, I spoke to Diane Carter yesterday and she mentioned you needed a professional web designer, I believe she may have called you and mentioned my name……….”

Cold calling requires a huge sales funnel, well heck, sales in general requires a huge sales funnel but warm calls can help shorten the cycle because of the assumed credibility it gives you.

The sells cycle is also based on the investment required. The higher the investment the longer you can expect the sells cycle to be. Selling a widget for $14 is almost a no-brainer. Selling a jet airplane for a million bucks takes time. I’m sure you fall somewhere in the middle. Which brings us back to relationship selling. If I’m spending a million dollars on a jet airplane you can bet I’m buying it from someone I trust. Someone who is dependable, ethical and responsible and that’s with the salesperson the same and more apply to the company.

Terry Green also made an excellent point in another posting to the network. I’m sure she won’t mind me posting it here to:

Terry posted, “I treat my clients the way I would want to be treated, as individuals – as people. Without getting into all of the grubby details of their lives, I want to know as much as I can about them so that I can understand them and connect with them. Understanding who my clients are as people provides great insight into who they are and what they do as business owners. Customer service is also my very top priority with every client. By providing excellent customer service, I ensure that the emotional connection I make with my clients is a positive one.”

You also said, “I have done some networking, ……. Plus the people I am trying to reach also don’t have the money to spend on dues to join groups.”

Don’t forget that the process of networking is to build relationships for referrals. I believe a lot of people fail to understand that. I never go to an event expecting to sell 2 out of 5 people I meet. Hey, if you meet someone that you sell — EXCELLENT — celebrate — but the reason to network is to build your sphere of influence to increase your warm referrals. Besides if a networking group has 20 members that’s only 20 web sites and that’s maxed out. But if you build relationships together those 20 people could know more than 2500 individuals – that’s what you want. You want their networks! Just 3% of their ‘sphere of influence’ could led to 75 sites, which could led to networks that could produce 225 additional sites and so on……you do the math.

Diane Carter
Creative Coach & CEO, sam101.com

The following is a post from my Selling without Selling Network on Ryze.com.

POSTING:
I just joined this group as I feel I need some help selling my services and promoting myself. I have a few clients so far, but need many, many more to be successful and able to quit my part time jobs and concentrate all of my efforts on my business.

A couple of days ago I met with a marketing person from the local small business center. He had a few good ideas, but he also thinks cold calls are the way to go. I don’t like cold calls and I don’t know if they are beneficial or not. I know I hate it when someone calls me looking for business. More often than not I will hang up on them. Now, I have no problem calling someone if another person says “so and so has expressed interest in a website or needs a brochure”.

I am really trying to hit the people who do not belong to the local chambers (which are quite expensive) and want some help marketing their business. I have done some networking, but every group up here wants you to join and spend a small fortune in dues, not a good option. Plus the people I am trying to reach also don’t have the money to spend on dues to join groups.

The problem with website design is that everyone thinks they can design a website. I have two degrees, one in journalism and one in e-commerce, and there is a lot more to a good website than just clicking a mouse. So I need to somehow let people know that I have quite a bit of knowledge and experience in this area.

This looks like a great place to be and I am sure I will learn a lot.

Donna, Gizmo Creations

RESPONSE:

Networking is very important. Building your business through referrals and word-of-mouth is a great way to go because it gives you an automatic level of credibility.

One reason networking is important is that it helps you develop ‘warm’ calls instead of cold calls. It is so much easier to say to someone, “I’m Donna Evans, Diane Carter told me to contact you regarding your web needs.”

Better yet have me call and do a brief introduction and break the ice for you. Then your call sounds more like, “”Hello, my name is Donna Evans with Gizmo Creations, I spoke to Diane Carter yesterday and she mentioned you needed a professional web designer, I believe she may have called you and mentioned my name……….”

Cold calling requires a huge sales funnel, well heck, sales in general requires a huge sales funnel but warm calls can help shorten the cycle because of the assumed credibility it gives you.

The sells cycle is also based on the investment required. The higher the investment the longer you can expect the sells cycle to be. Selling a widget for $14 is almost a no-brainer. Selling a jet airplane for a million bucks takes time. I’m sure you fall somewhere in the middle. Which brings us back to relationship selling. If I’m spending a million dollars on a jet airplane you can bet I’m buying it from someone I trust. Someone who is dependable, ethical and responsible and that’s with the salesperson the same and more apply to the company.

Terry Green also made an excellent point in another posting to the network. I’m sure she won’t mind me posting it here to:

Terry posted, “I treat my clients the way I would want to be treated, as individuals – as people. Without getting into all of the grubby details of their lives, I want to know as much as I can about them so that I can understand them and connect with them. Understanding who my clients are as people provides great insight into who they are and what they do as business owners. Customer service is also my very top priority with every client. By providing excellent customer service, I ensure that the emotional connection I make with my clients is a positive one.”

You also said, “I have done some networking, ……. Plus the people I am trying to reach also don’t have the money to spend on dues to join groups.”

Don’t forget that the process of networking is to build relationships for referrals. I believe a lot of people fail to understand that. I never go to an event expecting to sell 2 out of 5 people I meet. Hey, if you meet someone that you sell — EXCELLENT — celebrate — but the reason to network is to build your sphere of influence to increase your warm referrals. Besides if a networking group has 20 members that’s only 20 web sites and that’s maxed out. But if you build relationships together those 20 people could know more than 2500 individuals – that’s what you want. You want their networks! Just 3% of their ‘sphere of influence’ could led to 75 sites, which could led to networks that could produce 225 additional sites and so on……you do the math.

Diane Carter
Creative Coach & CEO, sam101.com

The following is a post from my Selling without Selling Network on Ryze.com.

POSTING:
Thank you so much for creating this network, I think it is great place!
I have a couple of “Ideas” that I would like to bounce of off the group-

1.When you are a Cold-Calling Sales person, do you think its good to go “out of the box?”

I mean calling and calling not getting anywhere, so doing something shocking to the normal sales business routine, to bring a client to the table? And if so does anyone have any ideas?

2.When is too much not enough? I.e.-calling and trying to set up meetings, close deals, give presentations, and just not making it happen, but you know the client could really truly benefit from your service, but they just wont budge

What are maybe some tips for a more efficient way of handling this?
Thank you in advance to anyone who posts on these topics

Mahalo a anui
Mike Hall

RESPONCE:
I’m glad you like the network. Thanks for joining us and for jumping right in.

Cold calling is difficult I won’t lie to you. I suggest building a network and creating relationships for referrals but this not a short cut. Relationship selling takes time because strong relationships take to time to build. Go to networking events, join organizations and associations related to the industry your product or service fits. Think out of the box and decide all the ways your product or service could be used and look for ways to sell there.

Using my logo designs as an example I could focus only on new businesses however, what about new products, mergers, tradeshows, presentations, a name change, and the list goes on…….

The sells cycle is also based on the investment required. The higher the investment the longer you can expect the sells cycle to be. Selling a widget for $14 is almost a no-brainer. Selling a jet airplane for a million bucks takes time. I’m sure you fall somewhere in the middle. Which brings us back to relationship selling. If I’m spending a million dollars on a jet airplane you can bet I’m buying it from someone I trust. Someone who is dependable, ethical and responsible and that’s with the salesperson the same and more apply to the company.

If I’m spending $14 on a widget I want it fast and convenient for my business. If it’s not I’ll go to another supplier and another until I find a fast and convenient one to work with. It’s based on speed, convenience and cost not relationship. I’m not loyal. I can’t be, I simple need it fast and convenient. Oh, and if I find it cheaper along the way – I win!

Hope this helps.

Diane Carter
Creative Coach & CEO, sam101.com