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Selling-based marketing is built around a selling message, sometimes called a sales pitch. The sales pitch is often delivered using methods that reach out to prospective customers, such as telephone selling, direct mail and door-to-door sales. Education-Based Marketing is built around an educational message, which replaces the sales message. The educational message is commonly delivered to prospective clients through educational means. These include written materials, med...

What Is Education Based Marketing

What Is Education Based MarketingSelling-based marketing is built around a selling message, sometimes called a sales pitch. The sales pitch is often delivered using methods that reach out to prospective customers, such as telephone selling, direct mail and door-to-door sales. Education-Based Marketing is built around an educational message, which replaces the sales message. The educational message is commonly delivered to prospective clients through educational means. These include written materials, media publicity (articles and interviews), advertising, seminars, newsletters, audio and video tapes, and Internet web sites. Frankly, you can educate your prospective clients using any method through which they can get your information and advice. Typically, your Education-Based Marketing program works like this: You create an educational message, which you first put into the form of a written handout. Then you offer your handout to prospects who are interested in your services. Prospects call your office to get your free written materials. You respond by sending the materials and inviting prospects to an upcoming seminar. In addition, you keep prospects educated through your educational newsletter. You put your message in front of your prospects through paid advertising, articles in newspapers and magazines, and interviews on radio and TV. In addition, you communicate with people on your mailing list and invite them to attend your seminar and bring their friends and associates. Selling-Based Marketing Creates These Problems: 1. Prospects go out of their way to avoid you because they are tired of selling and sales pressure. They don't like to be approached by salespeople who have something to sell. 2. Prospects don't think they can trust you because all of us have been burned by salespeople who gave us "inaccurate" and even false information in their eagerness to earn a commission. 3. Prospects are defensive and protective because they expect you to try to pressure them into buying something they don't want or need. Education-Based Marketing Provides These Solutions: 1. You give prospective clients what they want, information and advice -- and you remove what they don't want, a sales pitch. 2. You maintain your dignity because you never make any effort to sell. 3. You establish yourself as an authority because prospective clients see you as a reliable source of information. 4. You don't seek out prospects; instead, they call you. 5. You reach prospects during the first stage of the decision-making process, often before they call your competitors. 6. You identify even marginal prospects who suffer from phone-call fear, but who aren't afraid to call for your free information. 7. You prove that calling your office is nothing to be afraid of. In fact, it's a positive experience. 8. You save money because you don't need expensive brochures. 9. You receive calls from qualified prospects who are genuinely interested in your services and you screen out people who are not your prospects. 10. You establish your credibility and make a positive first impression by offering helpful information rather than a sales pitch. 11. You save time by answering common questions in your materials and seminars, rather than answering the same questions over and over. 12. You begin to earn your prospect's loyalty because you've made an effort to help him, even if he doesn't become your client. 13. You know precisely how well your marketing works because you can count the number of prospects who respond -- and the number who go on to become clients. 14. You gain a competitive advantage simply by using this method because few, if any, of your competitors currently use it. 15. You benefit from the synergy of several educational methods that reinforce each other. 16. You earn a true profit, rather than just creating more work and more overhead. Now you understand why the American Marketing Association featured this innovative method on the front page of its national publication, MARKETING NEWS. Now I invite you to profit from this unique method.

Shopping For Clothing With Sports Logos In The Brick And Mortar World

Shopping For Clothing With Sports Logos In The Brick And Mortar World

If you are a sports enthusiast, you likely have (on occasion) considering purchasing clothing items that bear the logos of your favorite sports team. In that regard, if you are considering making the purchase of clothing items with the logo of your favorite team emblazoned on those clothing items, there are some pointers and facts that you should keep in mind.First of all, in this day and age, nearly every major sporting venue maintains a gift shop on the premises. For example, if you are a major league baseball fan, stop by the stadium -- even when a game is not being played. Chances are, the shop on the site will be open and you will be able to select from a wide array of different items bearing the logo of your most favored team.In addition to shops that are maintained at sporting coliseums and stadiums at this point in time, many major department stores now carry clothing and other items that bear the logos of different sports teams. By stopping into such a department store, you will be able to find those items that most appeal to you.In addition to many major department stores, there are also a growing number of discount retail stores that now carry a wide array of different types of products -- including clothing items -- that carry the logos of major sporting teams. In many instances, you will be able to make the purchase of exactly the piece of merchandise that you seek at a price that fits well within your everyday budget. (These stores -- together with department stores -- are good venues through which you can make the purchase of gift items that bear sports teams logos for friends and family members who favor such items.)Most major sporting teams in this day and age now maintain catalogues through which people can order clothing and other items that bear a teams logo. You can order those products that you desire simply by dialing a convenient toll free telephone number. In most instances, the team will send to you those products that you order for no additional shipping handling charge (or only for a nominal shipping and handling charge). Generally speaking, such catalogue orders can be made twenty four hours a day, seven days a week and fifty two weeks a year.

The Dirty Little Secret About Real Estate 800 Call Capture Systems

The Dirty Little Secret About Real Estate 800 Call Capture Systems

Real estate 800 call capture systems are a great tool for real estate agents. The dirty little secretit probably wont work for you. The majority of real estate agents that get an 800 call capture system dont use it correctly and then when the phone doesnt ring, they blame the technology. The technology isnt the problem, the application of it is. Most service providers dont educate their users enough about how to get the most out of their systems. Here are just 2 of the ways you can make real estate 800 call capture technology work for you.Lead GenerationUse your real estate 800 call capture number in all of your advertising- business cards- flyers- faxes- direct mail pieces- advertising. Anywhere you provide your contact information, you should provide your 800 number. Why? Each time someone calls your 800 number youve captured a lead. Your call capture system captures the phone number- even if the number is blocked or the caller doesnt leave a message. You can also capture the name and address in most cases. Real estate "800 call capture systems" provide you with unique extensions that can be loaded with a recording of your choice as well as a document that your callers can request to have faxed to them. Load a recording and fax-back document about each of your listings. Then advertise on your sign rider, Call for free, 24/7, recorded information 800-888-8888 ext. 100. This gives your buyers the ability to call your toll-free number 24/7, at their convenience, for information on your listings. Remember, each time a prospect calls your 800 number for information, youve captured their phone number and possibly their name and address. You can also position yourself in the market as an information provider. Place a small ad in your local paper or perhaps send a post card out that offers free (no cost)- 24/7 (convenience)- recorded information (no sales person to talk to). Each time someone calls in to request the free information, youve captured a lead.Listing ToolDemonstrate the technology right in front of your sellers eyes. Before going to the listing presentation, record the information about their home in one of your extensions and load a listing flyer or floor plan of their home. During the presentation tell Mr. and Mrs. Seller that you are able to offer them something that most other agents cant offer their sellers. Let them know that you are going to offer free-24/7-recorded information on their home. Have Mr. and Mrs. Seller call your 800 call capture system along with the extension for their home. They will be impressed with the recorded information and the ability to have a fax with even more information automatically sent to them. Give them confidence that each and every prospect will be contacted and in a timely matter after your system captures their name, address, and phone number.These are just two of the ways you can make real estate 800 call capture technology work for you. This is just the tip of the iceberg. 800 call capture systems are a must for real estate agents looking to generate more leads and get more listings. But, it probably wont work for youunless you know how to use it.

Three Ways To Start A Conversation And Finish With A Sale

Three Ways To Start A Conversation And Finish With A Sale

Ditch your elevator pitch. Zap your infomercial. And whatever you do, keep your carefully worded, painstakingly developed, positioning statement to yourself.They may make you sound clever, but your elevator pitch, infomercial or positioning statement dont exactly make for good conversations. Which is a shame, because last I checked, even a sales conversation is just that a conversation.So what can you say to a prospect sitting across the boardroom table, or someone you meet at a networking event or the beach bum in the next chaise longue? How can you start a conversation in a totally natural, familiar way that doesnt sound like a sales pitch to the other person, doesnt feel like a sales pitch to you, and yet increases your chance of getting your next referral or making your next sale?Unfortunately, there's no such thing as a magical phrase or headline that will make the other person want to buy your product or services it just doesn't exist.What does exist, however, is an approach that will elicit interest from the other person so that he or she will want to engage you in a conversation. As a copywriter, I have adapted several copywriting styles and approaches for use in verbal conversations.Here are three of my favorites.#1 The Provocative QuestionChances are, you've seen this technique on websites, flyers and direct mail. It's Copywriting for Direct Marketers 101, and it works just as powerfully in verbal conversations. In fact, it works so well that I'm surprised people don't use it more often!The best way to come up with a Provocative Question is to ask yourself the following:What question can I ask, such that the response from the other person allows me to say, 'That's what I do'?The best Provocative Question pinpoints a problem or a symptom of a problem that the other person has. However, don't get trapped into thinking that the problem has to be a big, generic problem that the category as a whole solves. It can be a small but nagging problem, or even a one that people have when they deal with your competitors.Many people have a hard time coming up with Provocative Questions because, ironically, the most compelling ones are also the simplest and most obvious. Another thing that people have trouble with is answering a question with a question -- when someone asks us a question, we're wired to answer. What I am suggesting here is that you use that wiring to your advantage.Here's an example. When someone asks me what I do, I often answer back with a Provocative Question like this:"Well let me ask you a question. When you go to a networking event or when you have to introduce yourself in public, how confident are you with the way you describe your business?Almost every time, the person acknowledges that he or she doesnt feel confident with the way they describe their business. In that moment, I have engaged the other persons interest by presenting what I do in a way thats personally meaningful to him or her. Then, what generally ensues is a conversation about the sales and marketing challenges they have and how I can help.If, on the other hand, the person responds by saying that theyre totally confident with the way they describe their business, thats cool too. I have two choices; I can either move on to another provocative question, (such as, Thats great, do you get the response you want or would you like more people to ask for your business card, even in social situations?), or I can talk about how being confident about the way you describe your business shows you have exceptional clarity the true value you offer to your clients -- and how thats the absolute most fundamental plank of your sales and marketing.Its all good -- its all about having a conversation around an issue thats both A) important to the other person, and B) related to a core challenge that you help your best clients solve.#2 The Level-Setting StatementIf you're a financial advisor, consultant, or in any other crowded profession where your prospects are very familiar with -- perhaps even jaded about -- the kind of work you do, this ones for you.The 'level-setting statement' is a universal statement that gets the other person nodding in agreement and then, WHAMMO! your point of difference hits them like a ton of bricks!Here's why it's such a powerful technique. You can only be different in comparison to something else. That's what the level-setting statement does it establishes what that something else is.Heres just one example from an event planner I worked with:"There are five specific areas of expertise that are absolutely critical in major event planning. (Pause and wait to see if the other person wants to know what they are.) While there are a lot of excellent event planners who can do a good job in one or two of them, it's extremely unlikely that any one event planner would be an expert in all of them. Because I've been in the business for 15 years -- on both the corporate as well as on the vendor side -- I've developed a detailed planning process around each and every one. That's what enables me to track and manage the myriad of details to guarantee a successful event."By stating the level-setting statement up front, you educate the other person about the industry you operate in, and establish a frame of reference that gives meaning to the differentiation you want to communicate.You can use this approach to challenge an underlying assumption that people have about the industry, to illustrate a small but significant problem that generally annoys customers when dealing with your competitors, or anything else that allows you to highlight your solution.Take a look at your own point of difference. Can you come up with a level-setting statement that will help you stand out even more?#3 Address The Stereotype Head-onYou know how as soon as people discover you're a _________________(insert your title here), they immediately form an impression about you that's based on a stereotype?Unfortunately, that stereotype is often negative.For professions such as life insurance agents or used car salespeople, where the negative stereotypes run strong and deep, I recommend you address the stereotype head-on:"If I tell you I'm a used car salesman, you'd probably think 'plaid jacket guy who sells lemons to unsuspecting customers', right?"Pausing here is important here, because you want to give the listener time to move the image of the stereotype from the unconscious part of their brain to the conscious part. They might even want to chime in and give you their negative experience about dealing with people like you.Perfect now their guard is down. Now you can continue on to explain how your business, service or approach fixes the problem that everyone else in your industry has created.That's your most compelling differentiator!Stop selling! And start having real conversations!Simple as it may seem, everything truly does start with a conversation. You're not trying to tell your entire story, nor are you even trying to get the most important points out of your mouth first. All you want to accomplish is elicit interest from the other person; to have that person say, 'tell me more'.So dont think of these as sales techniques think of them as conversation starters.The rest is up to you. If you are genuinely interested in helping the person youre chatting with, chances are better than excellent youll finish with a referral or a sale.Now go out and have some conversations!

Custom Lapel Pins Incredible Promotional Tool

Custom-made lapel pins are one of the most cost effective promotional tools on the market right now. Whether you are a small organization or a multi-national conglomerate, they are a very affordable way of subtly conveying your message to an applicable industry. They are also an excellent way to display pride in sports or achievement and can even be used as fund raising merchandise. But a custom lapel pins purpose is not solely as an effective merchandising or advertising tool. Lets look at a few different types so that you can get some ideas for uses in your own organization or group. Sporting Trading pins are the hottest item going for youth sports teams these days. This is a great and economical hobby for younger adults and also a good way for them to achieve a sense of pride as they develop and expand their collection.AwarenessRibbon pins are a great way to show your support for any you support. If you company or group is looking to promote a specific cause, you can even include a logo on any custom ribbon pin. Awards & RecognitionBusinessAward pins are an inexpensive way to recognize and celebrate someones achievements such as meeting quota, outstanding attendance, or the success of an entire department. Whatever the occasion, you can create and order award pins that your and your employees will be proud of. A "custom lapel pin" is an excellent way to reward those individuals or teams for hard work and acknowledge their victories.Additionally, giving an employee a recognition pin for a job well done can greatly benefit the productivity and moral of the entire company. Studies have proven that happy employees, especially those that know they are appreciated, work better and harder. Custom-made company recognition pins are an affordable way to show your employees that you care about what they are doing, boost moral and help promote your business.EducationSchools recognizing honor roll, deans list or any other achievement of merit can utilize award pins as an acknowledgement tool. School is a challenge with so many new things to learn about and it takes hard work to be a successful student. Merit pins are also a great way to build confidence and keep the motivation level up so that the students keep striving to perform to the best of their ability.There are many online retailers who would be more than happy to help you create the perfect custom lapel pin for your organizations needs. These pins can be made from different materials including brass or stainless steel and can also be designed and shaped with unique molding and coloring techniques based on artwork supplied by your organization.

Merchants Earn More After Affiliate Marketing

An attraction of affiliate marketing is the savings that the merchant will gain when he no longer conducts his own advertising and publicity. Some merchants, who already have a well-established "affiliate marketing" program, no longer bother to conduct any activity that will lead to more sales. Such may not impair the current sales of the online business, but it failed to tap into another avenue of selling that can increase the revenue of the online business.Thus, the merchant must still conduct some form of advertising even when he has an effective affiliate marketing program, and even when he has hundreds of affiliates conducting the promotions for him. The merchant must look into making a second or even a third sale to the customers he acquired. Such is called back-end selling. The practice of back-end selling can complement affiliate marketing.Here are some ways that a merchant can perform back-end selling:Newsletters Whether through email or sent through snail mail, these publications are perfect avenues to introduce the other products of the merchant. These other products are the back-end products. Therefore, in the merchants website, there should be a part where the customer is asked whether he would like to receive free newsletters from the online company. If the customer clicks yes, then this customer will be taken to a page that will ask for his email or mailing address.Thank You Letters Sending a thank you letter for patronizing the merchants products is not just a form of courtesy. It is a wise business practice. With the thank you letter, the merchant must mention the back-end product.Customer Satisfaction Calls If the merchant is not comfortable in writing brilliant thank you letters, he may choose to give the customer a phone call. During the phone call, the merchant will check if the customer was happy about the product they already bought. This call shows a concern for the customer. But it is again an avenue for back-end selling. The merchant will attempt to mention the back-end products.Customers Only In the website of the merchant, there will be a webpage that can be accessed only by its customers. When a visitor has become a paying customer due to affiliate marketing, this paying customer can go to the webpage that contains more about the product that he has bought. In that same page, there may be ads for the back-end productsBack-end selling for the merchant becomes easier because the customer has already given his trust after the initial sale brought by affiliate marketing.

Summary

Selling-based marketing is built around a selling message, sometimes called a sales pitch. The sales pitch is often delivered using methods that reach out to prospective customers, such as telephone selling, direct mail and door-to-door sales. Education-Based Marketing is built around an educational message, which replaces the sales message. The educational message is commonly delivered to prospective clients through educational means. These include written materials, med...