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Flea Marketing Lessons
By
David Leonhardt
A few days ago, I was signing copies of my book – Climb Your
Stairway to Heaven: the 9 habits of maximum happiness –
at the flea market. Nobody expects an author to sign
books at a flea market. Some people sell a few worn-over
books, but authors just don't do book signings at flea
markets. Especially not books about finding happiness.
I've never been afraid to be different, to take the road less
traveled, to wander off the beaten path and run
gleefully right over a cliff. Fortunately for me, the
flea market is on low ground and I had the chance to
learn a few things just watching people.
Pop Quiz: Is it best to wedge your booth between other booths piled
with junk, where nobody even notices you are there? Or
is it better to have a booth out in the open away from
the clutter, where people can easily see you and get to
your booth?
I learned the hard way. My booth was out in the open away from the
clutter, where people could easily pick up speed and
zoom right past. (But I was right next to a support
beam, so at least I knew the roof wouldn't cave in on
me.)
Apparently, the sales process at the flea market works like this:
Step one, some fool actually stops to look at a toaster-oven with
only three coils missing, partially blocking the aisle.
Step two, a traffic jam ensues as more people come along and
completely block the aisle.
Step three, to relieve their boredom, they buy "treasures" they
would gladly have passed by if they could just have
picked up enough momentum to keep walking. Isn't that a
lot like how "gurus" sell stuff on the Internet?
Step four, they go home and brag about their great "find" and how
it cost them almost 14 cents less than any of the other
"Happiness is surviving your own cooking" commemorative
plaques in their collection.
I leaned my second lesson. To sell anything, you have to slow
people down. So I stood in front of my booth.
"Free bookmark, sir?"
Sir hesitates, then takes the bookmark.
"It features the nine habits of maximum happiness."
Sir studies the bookmark.
"Same habits as in my book right here."
Sir looks up at the display for a moment. Then he starts moving
again, staring down at the bookmark, mumbling something
under his breath and BANG! hits the support beam. "Ooh,"
I thought. "A few thousand more times and that beam
might not hold. That could be dangerous."
Fortunately, I decided to relocate, standing with my back to the
beam so people would pass safely to one side. Don't kill
your customers: a brilliant idea whose time had come. I
learned my third lesson after running through just 34
first aid kits.
I went through the same routine with Broad-eyed Lady and her
husband, except that she missed the beam. She continued
walking as she read the 9 habits of happiness on the
bookmark, then suddenly slapped it against her husband's
chest. "Here. Read this," she commanded.
Ouch. That's gotta hurt. Good thing I was giving away bookmarks and
not paperweights.
I thought Broad-eyed Lady was a unique character, until Hunched Old
Lady did the same thing. And so did Spunky Crew-cut
Girl. And Grizzly Guy, too. I guess it's easy to expect
others to change, rather than ourselves.
In fairness, few people used my happiness bookmark as a domestic
weapon, a fact the judge took into consideration later
that day. He even commended me for not giving away
paperweights.
But he did order me to recount, without looking at my notes, the
lessons I had learned watching people at the flea
market. Let's see ...
Slow down, or you'll never spend your kids' inheritance on
priceless knick knacks.
Grab people's attention or they will just whiz by.
Don't kill your customers
Don't expect people to change for you, even if you do wield a
loaded bookmark.
A Marketing Lesson From TV's American Idol-Season 6
By
Debbie LaChusa
The other evening my family was watching American Idol in the room
next to my home office. While I tried to tune out the
horrible singing (I enjoy the show when it gets down to
the serious singers, but I can't stand the auditions!)
It's a "train wreck" in my opinion.
But the ratings are huge. In fact this is the show's biggest season
ratings-wise, so I guess America loves a good train
wreck!
Anyway, back to my story. As I was working and trying to tune out
the show, I couldn't help but overhear Simon Cowell ask
the following questions to several contestants:
"What makes you unique?"
"What sets you apart?"
Since this is a point I drive home to my clients, and one they
often struggle with, I found it interesting that it was
coming up in this context.
But then I remembered the making of an American Idol is as much
about marketing as it is about talent. In fact, this
holds true for the music and entertainment industry in
general.
Just look around at some of today's top stars. Brittany Spears.
Paris Hilton. Lindsey Lohan. Madonna. Angelina Jolie.
Rosie O'Donnell. Donald Trump.
Love 'em or hate 'em, they are brilliant marketers.
They have each created a very specific image and they don't vary
from it. They know what they stand for and they flaunt
it consistently. They understand marketing and the
concept of standing out and standing for something.
They understand the concept of USP - Unique Selling Proposition.
They know when they are true to their image they will attract as
well as repel people. But that's okay with them. They
know you can't please everyone.
Because if you try, you fall below the radar into a sea of
mediocrity. A sea of me-too stars whose faces you never
see on Entertainment Tonight.
Your Marketing Step
I encourage you to look at your business and ask yourself those
same two questions Simon Cowell asked the American Idol
contestants, plus a few more - 10 to be exact!
(1) What makes you unique?
(2) What sets you apart?
(3) Does your business have a clear identity?
(4) Does all of your marketing consistently promote that identity?
(5) Do you ever waiver from this identity?
(6) Are you struggling to figure out exactly what identity will
best serve your business?
(7) Are you floundering in a sea of me-too products and services?
(8) Are you too busy modeling your competitors instead of finding
your own unique voice?
(9) Do you struggle to explain what you do, in a way that resonates
with your ideal clients?
(10) Are you frustrated with the response you're getting to your
marketing?
Knowing how you are unique and what sets you apart are critical
components in your marketing success. Yet determining
what that USP is can be one of the biggest marketing
challenges you'll face.
I don't know how many of the singers Simon Cowell questioned were
able to give him a definitive answer. But my guess is
most couldn't. Don't fall into this same trap with your
business.
Uncover your Unique Selling Proposition - it's the key that unlocks
the door to your business' success.
Here's
How To Avoid The Most Common Affiliate Mistakes
by
Mark Kuzak
Affiliate
marketing is one of the most effective and powerful ways
of earning some money online. This program gives
everybody a chance to make a profit through the
Internet. Since these affiliate marketing programs are
easy to join, implement and pays a commission on a
regular basis, more an more people are now willing in
this business.
However, like all businesses, there are lots of pitfalls in the
affiliate marketing business. Committing some of the
most common mistakes will cost the marketers a large
portion taken from the profit they are making everyday.
That is why it is better to avoid them than be regretful
in the end.
Mistake number 1: Choosing the wrong affiliate.
Many people want to earn from affiliate marketing as fast as
possible. In their rush to be part of one, they tend to
choose a bandwagon product. This is the kind of products
that the program thinks is €œhot€.
They choose the product that is in demand without actually considering if
the product appeals to them. This is not a very wise
move obviously.
Instead of jumping on the bandwagon, try top choose a product in
which you are truly interested in. For any endeavor to
succeed, you should take some time to plan and figure
out your actions.
Pick a product that appeals to you. Then do some research about
that product to see if they are in demand. Promoting a
product you are more passionate about is easier than
promoting one for the sake of the earnings only.
Mistake number 2: Joining too many affiliate programs.
Since affiliate programs are very easy to join, you might be
tempted to join multiples of affiliate programs to try
and maximize the earnings you will be getting. Besides
you may think that there is nothing wrong and nothing to
lose by being part of many affiliate programs.
True, that is a great way to have multiple sources of income.
However, joining multiple programs and attempting to
promote them all at the same time will prevent you from
concentrating on each one of them.
The result? The maximum potential of your affiliate program is not
realized and the income generated will not exactly be as
huge as you were thinking initially it would. The best
way to get excellent result is by joining just one
program that pays a 40% commission at least. Then give
it your best effort by promoting your products
enthusiastically. As soon as you see that it is already
making a reasonable profit, then maybe you can now join
another affiliate program.
The technique is to do it slowly but surely. There is really no
need to rush into things, especially with affiliate
marketing. With the way things are going, the future is
looking real bright and it seems affiliate marketing
will be staying for a long time too.
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