The Measures of Success: Do Your Marketing Materials Meet One of These Criteria?

It’s important to develop a purpose for your marketing materials before you begin creating them. Not only will the planning facilitate effectiveness, but it will also help you measure results in the end.

It might sound remedial, but the outcome of your collateral should be the most important factor, not the collateral itself. Make sure the goal is at the forefront of every phase of production, and don’t try to do too much with a single project. Ask yourself, “Which of these five objectives am I looking to achieve?”

Building Brand Awareness

Successful businesses have stories. When consumers like the stories, the businesses are successful. This is the central dialogue of every effective brand awareness campaign, regardless of style, method, format, or level of complexity.

Look at the growth of the organic food movement. If you walk the aisles of Whole Foods, you will see tales about local farmers, happy cows, and hand-picked produce. People aren’t just buying dinner; they’re buying stories. And it’s the copywriters who cultivate this connection between producer and consumer.

World famous food writer, Michael Pollan, refers to this evocative marketing prose as a literary experience. It makes food choices special, transforming an egg or a piece of chicken or a bag of arugula from nourishment to an intellectual experience with complex aesthetic, emotional, and even political dimensions.

When you develop a producer/consumer relationship with this kind of depth, you help grow bonds with your customers. Just by committing to your story, you’ll begin to sow the seeds of brand awareness that will bear fruit for many years to come.

Supporting Sales

The ultimate goal of any business is to increase sales and revenues. Marketing collateral such as direct mail, catalogs, and point-of-sale brochures can all play a vital role.

The most important aspect of supporting sales with marketing collateral is to begin by considering the sales process as a whole. Don’t try to create a piece that covers the entire process. Instead, figure out which step you want to support, and plan accordingly.

For example, if you’re looking to cultivate new leads, try a direct mail postcard with short, snappy phrases and statements that grab the reader’s attention. Introduce them to the product, and lead them to the next step of the sales process. Instead of trying to sell them a widget directly from an initial postcard, direct them to your website for more information, instruct them to call a 1-800 number for the latest offer, or even ask them to bring the postcard to your store to receive a 10- percent discount.

If you already have the sales leads and are looking to supplement a later phase of the sales process, a different format might work best. Perhaps you have a team of salespeople who need to provide detailed information about your product line. Try a catalog to underscore the important benefits you’re providing, include a call-to-action, and have your sales team leave them behind.

When creating marketing collateral in support of sales, it’s important to define what part of the process you’re looking to support. Can you send a piece of collateral that attempts to do all the work in one shot? Sure. Will it work? Probably not. Should you even try it? There are more effective ways to support sales. Define your goal, and stay focused.

Projecting Thought Leadership

According to the Information Technology Services Marketing Association, nearly two-thirds of all consumers conduct their own research before making purchases. This means most people who are ready to buy already know details about what you’re selling. They’ve read the ratings and reviews. They’ve seen all the articles. They’re educated. But who creates all this information?

In the last few years, we’ve seen an outpouring of fresh and relevant content. From stay-at-home moms blogging about childcare products to multi-billion dollar corporations publishing white papers about the newest software solutions, our collective vision of marketing is changing. With the birth and development of content marketing strategies, we’ve seen companies move away from the traditional sales pitch in favor of posting valuable content and information. They want to be seen as thought leaders, not just salespeople.

Essentially, content marketing places emphasis on providing relevant information to potential and existing customers. The idea is that as your consumers begin to see you as a valuable source of information, they begin to trust you. Trust leads to reader retention and brand loyalty. As you continue to provide useful information to your now eager audience, the consumer begins to see you as a thought leader in your industry, not just someone selling something. And it’s common sense that consumers like to buy things from companies that are trustworthy and consistently project leadership in their industry.

From blogs to case studies and from white papers to editorials, the supply of useful information is almost endless. It seems like everyone has something to say about pretty much everything. So if everyone else is influencing buyers with relevant information, shouldn’t you be, too?

Introducing a New Product or Service

People like the concept of new. No matter what it is, they like being the first to know, the first to try, the first to taste, the first to buy. It’s human nature.

Sometimes companies run into a lack of purpose when it comes to the development of marketing collateral. They often forget that news can sell, and even when it doesn’t, it can open doors that eventually lead to sales potential.

Introducing new goods and services is one of the most important reasons for the development of marketing pieces. Tell your audience what’s new with your organization, and be even more effective by creating a level of exclusivity. Never underestimate the power of telling someone they are part of a select few who can try something first.

Facilitating Internal Communications

It’s common for companies to focus on selling to customers, but one of the most overlooked marketing efforts is actually done internally. Many companies forget to “sell” the business to their own employees, which is surprising because it’s those same employees who are out there “selling” the business.

Everyone needs to be up-to-date. They need to buy in and be on the same page, and traditional marketing collateral can help. Meetings are important, but unless they consistently present a visceral experience, the same information can be conveyed by email or newsletter. And the great thing about using traditional marketing collateral is they won’t interrupt employees from their daily tasks like a meeting will. Plus, you’re giving people the option to read company news on their own time.

Internal communications can be just as valuable as your inventory or hardware. Like servicing computers and fax machines to maximize their potential, opening up lines of communication with your employees is a way to get the most out of your human resources.

Companies that fail to capitalize on this potential are often the ones that fail to view their workers as true resources. Just like database servers and delivery trucks, the people who work for you need maintenance, too.

Seacret Direct Product Review – Dead Sea Secrets?

When you begin to think about any multilevel marketing organization, it is important to take into account several different things, with products as a possible essential consideration. The first question you should think about is: do they work? This might appear to be an easy one, however making certain your product or service is in fact doing what it is proposed to do is a good starting point. The second consideration is: do they fit for me personally? If you don’t believe in what you’re doing, your prospective customers will be able to identify this when you are talking to them about your opportunity. Of final consideration are the tools and presentation supplies that your business has available for you to get the relevant information in front of your potential customers. You don’t just want to bombard them with information, so having these tools will be helpful, not just to enable them to better fully grasp what you are offering, but additionally so that you project to them an image of ease as it relates to building the business.

Seacret Direct Product Overview

Seacret Direct offers a wide range of products that are mostly related to skin and personal care with the overall theme being their ingredients taken from the Dead Sea. I can’t really speak to the efficacy of using the Dead Sea ingredients, but it does at least sound like an interesting idea. I will come back to this later in the article, but even with considering the uncertainty about the Dead Sea claim, this company started off as a general retail company that has done over $500 million in sales, indicating that the product is popular and people are interested in buying. This is a good foundation for a network marketing product and with that foundation in mind, let’s look a little but more in-depth.

What About the Dead Sea?

The Dead Sea is an inland salt water lake (at least it looks that way on the map) that is located on the border of Israel and Jordan in the Middle East that contains roughly 45,000 million tons of salt that are rich in minerals a process that occurs from a mix of evaporation and solar radiation, yielding 26 essential minerals that are reported to not exist anywhere else in the world. With this in mind, these minerals are thought to provide unique qualities that can nourish the skin by correcting the function of the skin layers. As minerals make up only a small amount of your body weight, they don’t get too much attention for their health benefits, but they are critical for essential body processes; however this fact doesn’t mean they have to be “Dead Sea” minerals in order to accomplish this. Having said that, there may be some additional benefit due to the wide variety of minerals and natural composition in the Seacret Direct products.

The main products offered in this company are facial and skin care products, with a wide range from night-time cream, to body, foot and face lotion, along with many others. There is also a Re-Cover Masque product that is reported to give a little extra boost for your facial skin care. As you might guess, you have to consider how interested people would be to switch their skin care products, as people tend to get very attached to personal care products. The other thing to consider, with a product like this in a network marketing company, is the fact that most of these products seem to be more geared towards women, which may alter your recruiting strategies. It doesn’t mean you can’t build a business (as evidenced by the success of Mary Kay), but it is something to consider and this company seems to have recognized that by coming out with a line of skin care products specifically for men. Although you still need to consider that despite the existence of products for men, it is unlikely that men would be as interested as women. Just a couple of things to keep in mind, but outside of these criticisms, the product does seem to be quite popular which is always a good foundation for network marketing success.

Again, carry out your own personal due diligence after which return to those three quick questions near the top of this article, all the while keeping in mind your network as well as your business partners (ie, your up-line) are most likely going to be the most significant facets of your network marketing business to consider, so try not to get too caught up in the products. This doesn’t mean that specific aspects of the company aren’t important and doing a thorough Seacret Direct Review can assist this process.

A How to Course on Marketing With Twitter

Day One

First here is a list of terms you will need to understand.

Tweet = a message posted on twitter.
Follower = someone who will see your tweet.
Following = someone whose tweet you will see.
ReTweet = when you resend somebody else’s post to your followers.

Twitter has exploded on the net and if used correctly can be a powerful tool in your marketing arsenal.

It all starts with your picture. A Photo of your face works great as long as it’s clear and well done. You want a quality picture that when enlarged looks good. A picture of your logo works too if you have one. Use your brand name whether it’s your name or your company name. This is how people will begin to recognize you.

You will want a customized background so when people go to your page to check you out it makes a good impression on them. You can do this yourself or outsource it. Just do a Google search for “how to customize a twitter background”, or something like that.

Next step is to create your bio. Be classy. Represent your self the way you want to be perceived but be honest. Put in your interests both personal and professional. Also add the name of the school you attended and any organizations you’re a part of.

This will create interest in people who have a similar background. If you’re a Marine, put that in your bio. Also add the industry of the company you are marketing i.e. Direct Sales or Network Marketing.

There is a twitter app you will want to use. It’s called Tweet Later. You can get it free at http://www.tweetlater.com. This is an auto responder that will direct message people who follow you. Use it to send a greeting to your new followers.

Make your greeting something friendly and positive. Don’t add a link to your site in your greeting as that leaves a poor first impression. People will be more attracted to you if you are a real person and not just a marketer trying to get in their wallet.

Now you’re ready to start following people. In order to get targeted followers it is important to choose whom you follow wisely. Pick three people in your industry that are well known. For instance in the MLM and network marketing industry Mike Dillard is very well known.

What you want to do is follow the first five pages of people who are following them. Go to the twitter homepage of the person you chose and click on followers. This will bring up a list of their followers. Just go down the list and follow everyone. When you get to the bottom of the page click next.

Do only three people and five pages from each of them. The reason you don’t want to do more than that is if twitter thinks you are being too aggressive in following people they will shut down your account. Follow the three people and five pages rule and you will be fine.

That is the end of tasks for day one. You will find that some of the people you followed will follow you back. Some won’t. Also some people you didn’t follow will follow you. At this point you will need to start doing daily maintenance on your account.

Day Two

Twitter is about building relationships through conversation. When you make a tweet only people following you will see your tweet. You will only see the tweets of people you are following. Therefore you want to be both followed by and following everyone on your list.

Here’s how you make that happen. Start by clicking on the “following” link on your twitter home page. This will bring up the list of people you follow. You are going to un-follow everyone who did not follow you back. If someone is following you there will be an option to direct message that person under his or her name. Click the remove button on the right side of the screen for any one you can not direct message. Go through the entire list.

When you have gone through the entire list go back to your twitter homepage and click on the “followers” link. This will bring up a list of people following you. Go through and follow everybody you are not already following. There will be a follow button for people you haven’t followed yet, or a check mark for people you are following. Go through the entire list.

After you have finished this your “following” and “follower” numbers should be pretty close. Don’t worry if they are not exactly the same.

There are a couple of reasons why you want to do this. First is because you want to have a two-way conversation with people not a one-way conversation. Second is because of a thing called the 2001 barrier.

The 2001 barrier is a twitter rule. Your following to follower numbers needs to be within 10% of each other or you can’t follow more than 2001 people.

If you are following 2001 people and you are not being followed by at least 1800 people you will not be allowed to follow any others. So un-follow anyone who isn’t following you.

Once you have finished with this start looking at the tweets of people you are following. When you see something interesting to you go check out the bio of that person. If they mention your industry or if they have some of the same interests as you in their bio they may be a good prospect.

Just like on day one you will pick three people this way and follow five pages of their followers.

Repeat this process daily.

Now that you have started building your following you will want to start building relationships. Read the tweets and respond to any that you find interesting. Also direct message people if you like something about what they are saying and tell them. People love to be complemented and included.

Retweet any posts you find interesting or valuable. People love the recognition and will reciprocate by Re-Tweeting your posts.

Here are some guidelines for your tweets. Be personal. Talk about what you are doing. Tweet things you find funny. Post inspirational or motivational quotes. Don’t spam! Nobody likes it. Refrain from posting your marketing links until you have started to develop some relationships.

You will generate more interest in what you have to offer if people perceive you as real and someone they can trust. Build relationships before you start hitting them with your opportunity. A good guideline is to post 80% personal/ valuable content and 20% marketing.

Another good trick is to send people to your blog, and to connect with them on Facebook. This will give them an opportunity to get to know you better. People join people not companies.

If done correctly twitter can bring a steady stream of high quality leads into your sales funnel.