Polish your message for customers

Polish your message:
As you fine-tune the publication, make sure that you also step back
regularly to make sure that it still fits into your overall marketing plan.
It is not hard for writing to take off in an unintended direction. Now is
when others can most help you by bringing a fresh eye to help you
find what you may have overlooked.
=>Keep it simple :
The fewer words you use, the more likely your audience will read them.
=> Use a clean design.
A clutter of fonts, colors, and pictures can confuse a clear, straightforward message.
Just as you have worked hard to achieve a simple message,
strive for a simple design that supports your goals.
Focus on the medium:
What and how much you write differs depending on whether
you are writing content for a postcard, a brochure, a newsletter,
an e-mail message, or a Web site. For example, a postcard message
must focus much more on enticing than informing the reader, and
a newsletter's overt purpose is to inform. The content principles
outlined in this article don't vary much for each medium, but
the final form and format do.
Double-check that you cover what is important:
People want shortcuts, and the most convenient shortcut is
often the wastebasket. Make sure that the customer can discern
in 10 seconds what your publication is about, who it is from,
what they need to do next and when they need to do it,
and how they can contact you. Make sure that someone else
checks for errors . Consider asking several people to look over the publication.
You need impartial help of two kinds.
First, ask someone who is similar to your target audience to
review your work and tell you whether the message is coming
across clearly.
=>Are they hooked? Does it leave them with unanswered questions?
Second, ask someone to proofread for you.
Misspellings, typos, and poor grammar reflect poorly on your business.
If you are sloppy with your message and image, customers can bet that
you will be sloppy in your service to them.

=>How to get a response:

To reach a potential customer and get a response, deliver a personal
message that is tailored to the individual. Because that is seldom
feasible on a large scale, the next best approach is to organize your
prospective customers into distinct categories that you can address
individually. Your customer database and mailing lists can help
you filter for common characteristics that you can use as the focus of
your marketing efforts.
For example, a business in musical instruments might segment
prospective customers by the specific instruments that they play.
The same business could use of the purchase date of customers' instruments
to send reminders such as: "You've been blowing your horn for a year.
It's time to bring it in for cleaning and tuning."
The more you know your audience, the more confident you will be that
they are ready to read what you want to tell them and that you
understand their concerns (in their terms, not yours), and the more
specific to their interests your message will be.

For more information about categorizing your customer database,
search " Tips for personalizing your publication ".

Suprabhat Saha.
Ebiz4ver.com

Proper Answering Of Customer Needs

It is a continuation of tyhe last post .......
Expect and address skepticism and objections first
=> Answer the biggest objection first:
=>Why should I bother reading this?
=>Give details, =>reassure, =>persuade —
whatever is most appropriate for your audience.
If you hook them, they want answers to their questions:
=>What is it?
=>What will it do for me?
=>Who else (like me) has used it and what did they get out of it?
(Here is a place to incorporate testimonials and endorsements.)
=>How much will it cost?
=>When and where can I get it?

Focus on the benefit to your customers .

Instead of focusing on the features of the product or what you do,
tell your customers about what they will get.

When you do write about a product feature, tell customers
what it will do for them — why it will make their lives better.
Create a desire.
It may be useful to pose a question to the customer,
show them the benefit, and tell them the action to take to get it.
Consider providing information that is useful in its own right,
such as a helpful tip or resource. This adds a benefit to the publication,
and it demonstrates your intentions and expertise.
Use testimonials:
Unless you are writing to leaders and executives,
who are less likely to be impressed by others' opinions,
let testimonials describe the problem that your business
solves and the benefit. Use testimonials that don't sound
as though you wrote them. But don't let testimonials drown out
your voice and message. You want to develop a personal
connection with your audience.Make it authentic, personal,
fresh, and direct Suggestions for how to do this include:
=>Write the way you talk — casually, informally.
=>Don't get caught up in being grammatically correct.
Talk directly to the reader ("you").
Write as though you are addressing someone you know.
The more you have identified a specific segment of your audience,
the easier this is to do.Avoid hype and overstatement. If you need to
convey excitement, can you do it without saying that it is "exciting!"?
Don't risk disappointing your readers by misleading them or promising
things that you can't deliver.

Edit the draft:

It is time to edit. When you edit, work from general to
specific — and from key messages to details.
Focus on organization first, language later.
Group it Look at what you wrote and start to group the sections
that make sense together. Be flexible. Try different arrangements.
Remove redundancies.Grab them Start with an intriguing anecdote,
a provocative question, or an unusual perspective.
Don't cause customers to respond, "So what?" Inspire them to continue reading.
You likely have fewer than 10 seconds to engage them.
Concentrate on a single message If readers give your message
only a few seconds, will they absorb it? Cut content that doesn't
serve your message or goals. Help your readers scan .
Organize your message in containers
(a heading and a paragraph or two, maybe with an associated graphic and caption).
Convey your important points in the elements that customers read first (and often last):
=>Headings :
They are the most important part of your content because readers are
likely to skim only them when deciding to read more or move on
to something else. Take special care in crafting them.
=>Captions :
Use them to make a point, not just to describe the image.
After headings, readers are most likely to skim captions.
=>Subheadings and bullet lists :
These devices help readers to skim the publication quickly
and give them additional entry points into it.Hone your message
to the essence of each idea Use short sentences (10 to 20 words)
and paragraphs (2 or 3 sentences).
This is also a good time to check for grammar and edit out
anything unnecessary: "modifiers, complex clauses, awkward phrases ".
=> Use an active voice, and avoid business jargon, obscure words,
stale phrases, and any abstract or confusing ideas.
=> Make it concrete and straightforward.

Masters of Marketing

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Al Gore, My Dad and a young boy.
I have been on the Internet since before Al Gore. In 1982 I set up my first Bulletin
Board System with a CPM (Before Dos) computer. My Dad was the only one who
used it and we were able to communicate with each other from a long distance
using our modems. It was a big distraction, hard to do and I dropped the whole
project after about a month.

But, before I get into the technical part of where I came from, I think you need to
understand how I even arrived to a point of having computers invade my life long
before they invaded the rest of the civilized world.
As a young child it became apparent I had a gift to create, draw, paint and
illustrate. My 5th grade teacher even brought me home one day, to inform my
parents that they had a child protégé on their hands. My Dad was horrified by the
thought and made it a point to often tell me the world was filled with starving
artists. Thank God, I also loved academic pursuits and did well in math, science,
history etc., but my passion was the arts. By the time I was a young adult, I was
making a decent income as a self employed artist and used this income to go to
what little school I did manage to finish.

This lifestyle of never working for anyone else allowed me to free up the left side
of my brain and until I was 30 years old, I was a surf bum, living from beach city
to beach city chasing waves and making money as an artist. Life was truly good!
By the time I had moved to Whidby Island, Washington State, in 1978, I had
become famous as one of the top ten Scrimshaw artists in the world. I lived on
the beach, ate Dungenous Crab, had a great garden, a fishing boat and a sports
car and spent the weekends in Seattle pursuing the night life, but something was
missing. I felt a call to serve people with my talent, so I moved to San Francisco
in 1982 and started a Design and Ad agency called TNT Studios. Our market
was primarily direct marketing campaigns, Business to Business (B2B), trade
shows and printed collateral.
The business took off and we rode the Silicon Valley revolution into the digital
world. It was about this time I purchased our first computer. It was an Actrix
computer and used CPM as it’s operating system. My main objective was to
develop databases so I could easily keep track of my clients, keep them informed
and to make this database available to our sales as well as automate our billing
process.

About the Author:

Thomas Prendergast has been in marketing his entire adult life. He is an
accomplished and world famous illustrator and designer. He has been running
Inetekk.com for over 5 years with 5,000+ subscribers to his systems.
He has been a full time Internet marketer since 1992 and has helped thousands
of people start their own Internet businesses. He is known in the Industry as
an Internet genius, The Bomb by his friends and a major threat by his
competitors.He resides in Del Mar, CA with his wife, Teresa, his daughter,
Taylor, and his son, Franklin.

All of the referenced materials in the following section of this book are courtesy of the originating authors of those chapters. Not all of their concepts, practices, suggestions, theories and instruction follow with what I have learned from the Internet, but do go far to illustrate what I am about to reveal to you. TP
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