Mobile marketing has become a potential supply of traffic, customers and profit for the business, but as yet fairly untapped. Yet, within the next 3 years, it’s predicted that more than half current internet users is going to be accessing the net via mobiles and other handheld devices.

Mobile marketing provides a very personal kind of interactivity for relationship building with your prospects. It’s not just about bombarding folk with text SMS marketing messages. Mobile friendly web sites and mobile applications mean marketers can reach a lot greater audience.

The statistics are pretty convincing and competition in the mobile direct marketing arena continues to be comparatively low.

Development in mobile customers

Worldwide there are 4 billion people with cell phones. Actually, you will find almost five times more mobile phone owners than laptops and computer owners, especially home internet ready.

Gartner, the IT research company, predicts that over the following three years over half current internet users is going to be accessing the net via mobiles along with other handheld devices.

“There are clear opportunities for mobile transactions to develop as users, in this and previous surveys, indicate they want to be able to utilize their mobiles to buy more goods, such as books, music, travel services, household utilities and electronic appliances,” says BuzzCity CEO, KF Lai.

It’s a very global trend. BuzzCity’s recent survey questioned 1,798 mobile users over the Americas, Asia, Africa, Western Europe and also the Middle East and showed that 90% had directly purchased products or services via their mobile.

The popularity towards mobile marketing

It’s no surprise really how the fastest growing marketing technologies and emerging channels are mobile, rich media and social media. You simply need to do a search on a few of the popular keywords for the internet marketing and online home business industry to see how these methods are being adopted with enthusiasm by marketers.

Unica just released its “The State of Marketing 2010″ is a result of the latest Global Survey of Marketers and there are some astounding findings.

The survey reported that “Nearly half of marketers surveyed have already embraced social media marketing, and adoption is healthy across most social media outlets, such as blogs, Facebook, and Twitter. However, marketers have to think more about integrating social networking with other marketing tactics.”

Regardless of the rapid increases in the potential audience, “mobile marketing” is a relatively new practice. The term describes marketing on or with a mobile device, like a cell phone using WAP or text messaging to communicate between your business and also the customer.

Mobile marketing is increasing in significance with 30% of marketers surveyed already using some form or other of mobile marketing and many sources of information (magazines, and services available to support them.

Nevertheless, mobile advertising has grown in the last 1-2 years (almost 100% in the united kingdom), regardless of the economic recession. The entire is fairly small compared to advertising on the internet, which this past year was greater than that allocated to TV.

However, the Mobile Marketing Association suggests the development in mobile marketing will probably accelerate as handsets equipped with new technology, including mobile broadband, become ubiquitous and consumer behaviour changes.

The response from marketing vendors isn’t far behind. For example, 84444.com recently launched its Do-it-Yourself mobile marketing campaigns that can be run from the convenience of a desktop computer. YouTube is making huge changes to its mobile web presence and it has now begun incorporating adverts throughout its mobile site.

How to attain mobile market

Anyone in business ought to always be searching for new methods to touch base and touch their customers and build attention from new prospects. And mobile marketing may just be the golden ticket.

Your mobile user is permanently switched-on, impulsive and ready to interact in the drop of a hat. Who wouldn’t want to tap into mobile marketing? It’s the ultimate direct response tool.

Mobile marketing, you can argue, is perhaps a rather more captive audience. When someone has their phone in their hand and downloads a page, they are much engaged than on a desktop based website. It is a much more powerful direct response tool compared to internet.

Conversions from mobiles when compared with web or email marketing are 5 times higher. And, obviously levels of competition are much lower because nobody can tell relating to this yet.

What exactly changes must you make inside your business to attract mobile clients?

Well, first you should make sure your website is mobile friendly, especially if you are sending text SMS messages with active web links to your mobile contacts. There’s a tonne of explanations why this is important, but mostly because mobile is definitely an instant and impulsive type of medium, so you’d like the recipient to be able to check the page and get to some useful page and quickly.

Consider that subscriber on your email list may be reading their messages on the phone. Would you like to keep the main message and link ‘above the fold’ to utilize a newspaper term. To clarify: when you are accessing emails from the mobile, sometimes the longer ones will get truncated so put your link in early stages and remember the guidelines of compelling headlines.

But also, as with the SMS, your mobile user should be able to click your call to action link within the email and mention the page immediately and then using their phone’s internet browser. The probabilities they’ll go to your website once they get back to their PC are far lower.

Google is actively hunting for decent mobile enabled sites to feature in its search engine results, since this is an enormous source of revenue for them if their users are happy. There’s not enough mobile sites available. So learn how to create a Google-friendly mobile version of the site and you could rank higher than for your family desktop site.

There is a whole spectrum of solutions to make your webpage mobile friendly. These range from the simple and cheap like adding a little bit of code you supplment your WordPress blog to some more complex and expensive decision to produce a complete and total mobile website.

Getting your site listed in Google on the mobile search engine?

Google have mobile sitemaps distinct in the usual site maps. Take a look at their webmaster tools for help on that. And obtain yourself listed in the Google local company listings. Google has a method for you to develop a mobile landing page within that tool. It works best for brick and mortar businesses, but it’s all good web presence.

Google recognizes that people search differently on the mobiles than they are doing on their desktop. They actually have a specific mobile keyword research tool. Not necessarily a bad idea, then, to clue in the entirely unique algorithms search engines are utilizing for mobile searching.

Another thing to make sure to keep the mobile text ads short, mirroring the style of social networking conversations. Opera (among the mobile browsers) statistics show that 41% of people accessing the mobile web are likely to social networks, so MySpace, Facebook, twitter. These are intertwined and meshed together like a tool, so these ads have to interact.

Automating the SMS text marketing process

You need to add a mobile phone field for your web page capture form if you currently capture your visitors’ names and email addresses. Having a list of numbers, you are able to unleash your mobile direct marketing power by sending automated, scheduled SMS or text messages to your subscribers.

Online marketers have noted for years the money is incorporated in the relationship together with your email list. As mobile marketing gets unleashed, it’s likely your phone list will become the defacto standard.

SMS has an astounding 97% open rate – and usually inside the first 5 minutes of receiving the message. That’s powerful to marketers! When the “autotexter” replaces the autoresponder, do you have a company strategy for that dramatic change?

Early adopters ALWAYS make the most money. So go take a look at mobile marketing and find out what a difference it may make inside your business.

Profit is an indicator of business success. All business owners need to understand how to calculate profit. Businesses are not sustainable without earning profit. Small business owners are susceptible to changes in their products, customers, competition and markets; and that susceptibility impacts profits.

(Sidenote: Small business owners need to ensure that they set up their books properly. Get solid accounting and financial advice as you startup your business.)

First, it is important to understand how to calculate profit. The profit equation is Total Revenue minus Total Expenses equals Profit. The definition of total revenue in this article includes income from sales and business operations, investment income and other revenue sources. The definition of total expenses includes costs such as your utilities, rent, labor, materials, transportation, insurance, marketing costs, supplies, taxes, debt interest, and other costs incurred by operating your business. The profit (or loss) is the amount that is left over after you subtract total expenses from total revenue during a defined period.

Understanding your profit and how revenue and expenses impact your profit calculation is the first step in becoming a profit-driven business (there are other drivers that should also be important to your business: customers, employees, suppliers, quality, service, and more). Part of your growth strategy needs to target acceptable (or better) profit goals and needs to identify how you will achieve those goals (sell more, cut costs, diversify, etc.).

For example, if your business sold $400,000 worth of products and your all-in expenses (including your salary) for providing those services totaled $360,000, then you would have earned a $40,000 profit or 10 per cent. That would be a very respectable profit for a young business (actually in today’s business climate that would be a respectable profit for any business).

During the 1990s, my clients targeted 18 per cent as a reasonable profit goal; today many of those clients would gladly accept an 8 per cent profit. The economy and the financial markets are factors that are not within our control; but what is within our control is how we react, pro-act and manage our businesses during these challenging times. Your business sustainability is dependent on producing reasonable profits. It is important that you plan to be profitable and then execute your plan. But plan for a reasonable profit. Some small business clients I have worked with have forecast impossible-to-achieve sales revenues; and impossible-to-achieve profits. Then, when they don’t achieve either, they are disappointed and discouraged. Be realistic. Understand your market, your costs, your potential sales; then plan for an achievable profit.

Once you have calculated your profit goals and put your small business plan into place to achieve those goals, turn your focus on understanding and managing your gross profit margin. Gross profit margin is net sales revenue minus cost of goods sold (COGS) – not including your administration expenses and selling expenses, and then divided by net sales revenue. (In a merchandising operation, COGS includes beginning inventory, plus inventory purchases, minus ending inventory.) Your gross profit margin targets range within industry: typically from a high of 70 per cent (highly automated manufacturing plants) to a low of 30 per cent (highly manual operations). So find out what your industry average is: talk to lending institutions – they often have that data or talk to your industry association – they can often find out that information.

Ensure that you target a better than average gross profit margin and then organize your business to achieve it (by increasing sales, adding new products or services, diversifying, aligning with other providers, decreasing costs, and other options). If you focus on achieving a good gross profit margin for your business, your business will be on solid financial ground.

This article will show the business owner how to understand and analyze an income and expense statement and perform profit analysis. Having a good business plan in place to successfully run your business is important but implementation of that plan is necessary to reap its benefits. One aspect of implementing your business plan into your company’s operations is through good income statement analysis, planning and application. As your strategic plan tracks and implements your profitable operations, it is important to understand what your income statement is telling you, how to realistically project your future profit potential and how to effectively maximize company profits.

I. INCOME STATEMENT FUNDAMENTALS

Let’s first understand what is in an Income Statement and what the various components of it represent. Note: I am using a Manufacturing Company as an example.

A. Major Components of an Income Statement:

1. Sales and Revenue
2. Cost of Goods Sold / Cost of Sales (COGS)

a. Material
b. Direct Labor
c. Manufacturing or Factory Overhead

3. Operating or Gross Margin (GM)
4. Expenses

a. Engineering
b. Marketing
c. General and Administrative (G & A)

5. Pre-Tax Profit

B. Revenue / Sales:

1. Breakdown of all Products and Services and the resulting Revenue for each category.
2. Last Line should be the overall average: Units sold times the Average Unit Price.

C. Cost of Goods Sold/ Cost of Sales:

1. Cost of providing a product or service for sale.
2. In a manufacturing Company it comprises of:

a. Material: Raw material and parts required to build a unit. A significant part of each Revenue Dollar, i.e. 40% of each sales dollar on new equipment and 15% for spare parts.
b. Direct Labor: Labor cost in manufacturing a product. Typically, 7 cents of each Revenue Dollar for new equipment and 1.5 cents for spare parts. Note: Material and Direct Labor costs are Variable, varying directly to the quantity produced.
c. Manufacturing or Factory Overhead: Costs which don’t contribute directly to the production but necessary to build a product. For example, Employees of the Purchasing Department, Material and Production Control Planners, Clerks, Quality Assurance Inspectors, Manufacturing Department Personnel, etc.

Note: Overhead is a Fixed Expense, not fluctuating appreciably with output.

D. Operating Margin: Sales minus Cost of Goods Sold
E. Expenses:

1. Engineering
2. Marketing: Usually the highest expense.
3. General & Administrative: Usually the smallest expense.

F. Pre-Tax Profit: Operating (Gross) Margin minus Expenses

II. MAXIMIZING PROFIT ANALYSIS

A. Market Analysis and Marketing Plan:

1. Must have an accurate Analysis to determine what the Market is willing to pay.
2. Understand clearly your Competitor’s pricing and develop a successful Pricing Strategy for your Marketing Plan.
3. Price War Considerations:

a. Pricing below your Competitor’s pricing may go too far and set off a Price War.
b. Competitors respond by reducing prices below market values to recapture market share lost.
c. Customers can become accustomed to the lower fair-value price, making it hard to return to pre-war pricing. Gross Margins of a profitable 50% can quickly erode to the breakeven point, typically about 30%.
d. An Accurate Market Analysis and an effectively implemented Marketing Plan understands both the Customers and Competitors responses to certain price levels.

B. After Market Sales: Spare Parts

1. Most profitable product line: 70% Gross Margin (GM), representing about 12% of Sales Revenue.
2. Cost of Goods (COGS) on Spare Parts is normally about 30 cents of each Sales Dollar when operating with a 70% Gross Margin.

a. COGS on new equipment represent about 60 cents of each Sales Dollar and a resulting 40% GM.

3. Key: Keep a high ratio of spare parts to new equipment for Maximum Profits.

a. Package Spare Parts when you sell New Equipment with a GM range of 70-95% on the various parts, discounting the New Equipment.

C. Cost of Materials:

1. Although Materials (all the parts, components and sub-assemblies of a product) is a cost that is fixed on a per unit basis, it can be manipulated for maximum profit potential.

a. Material for a manufacturing company typically represents about 38 cents of each sales dollar for new equipment and about 1.5 cents per sales dollar for spare parts, for a total average of about 39.5 cents per sales dollar.

2. Value Engineering: Designing and re-designing products for the lowest cost without performance compromises.

a. Each part and sub-assembly is analyzed to determine if comparable function can be achieved at lower costs by utilizing different materials, components, manufacturing processes or lower cost vendors.

i. An example would be adjusting a component’s tolerance from 5% to 10%, provided the design analysis finds the substitution acceptable.
ii. Simply cleaning a part during the machining or assembly steps can lower costs.

b. Examine production procedures to reduce waste and spoilage.

3. Raw Material Management: Strongly contingent on good Market Planning & Forecasting. If the forecast is too optimistic, then too much material is purchased, which unnecessarily raises inventory costs. If the forecast is too conservative or too low, then too little material is procured, which can result in late product delivery, customer dissatisfaction and lost sales, which in turn causes an increase in effective material costs.

4. Inventory Management:

a. Minimize costs through volume purchase agreements with suppliers.

i. Contract with a supplier to buy a maximum number of parts over a fixed period, normally 1-2 years.
ii. The buyer stipulates minimum and maximum monthly quantity limits in its purchase order, which allows the buyer to adjust inventory levels within the set range and to known production requirements at the time.
iii. Again this system only works well when the Marketing Forecast is accurate within reasonable levels.
iv. This also helps suppliers as they can optimally adjust their inventory and labor levels, which enables them to pass savings on to the buyer as discounts.
v. Bill-Back Clause Protections for the supplier: Protects the supplier if the Buyer doesn’t meet the minimum purchase level and/ or puts a premium or extra discount on purchases exceeding the maximum agreed level.

b. Use an integrated Computer Software Program, customized to your Company which tracks, manages, budgets and forecasts your Raw Material and Inventory needs. This system needs to be carefully integrated with your Marketing Department.

5. Good Relationship with Suppliers:

a. Suppliers experiencing low capacity offer better discounts.
b. Suppliers can suggest different methods, processes, materials or manufacturing tolerances to help you save money.
c. Pay your bills early or on time to receive Supplier incentive discounts. Late payments will result in higher cots being levied in the future.
d. Have excellent communication lines established with your Suppliers which can be very helpful when you hit a downturn in sales and find meeting obligations difficult.
e. Develop a Supplier Business Plan.

D. Direct Labor Cost Savings Strategies

1. Direct Labor on average for a manufacturing company should cost about 9 cents of each sales dollar; of this cost, new equipment is 7 cents and spare parts is 2 cents.
2. Keep personnel turnover low, which reduces training costs.

a. Skilled, trained labor can accomplish the same task at a lower cost, with fewer errors, along with, better efficiency & productivity.
b. Proactive Employee Incentives is much more effective than trying to retain employees through fear tactics.
c. Provide good working conditions and don’t overwork your experienced employees. Use temporary or flex workers for short-term production gear ups and upturns.

3. Locate production facilities in less expensive parts of the region which offer tax incentives and lower labor costs for highly skilled laborers.

E. Manufacturing Overhead Cost Savings

1. The key in this area is Management Control. Overhead typically accounts for about 14 cents per sales dollar.
2. Good Control Mechanisms executed from the outset can keep costs in check without Budget cutting.
3. Overhead Cost Management is divided into three areas:

a. Facilities, Communications & Data Management
b. Indirect Labor
c. Operating Expenses

4. Facilities: Immediate space requirements should have expansion options which meet your Company’s Strategic Plan Goals.

a. Ensure your Facility is designed to minimize utility costs and located in an area which has reasonable utility rates.

5. Communications: Bundle your communication needs into a package for maximum cost minimization, better company integration and superior operating results.

a. Bundle your communications with a Company that offers excellent customer service as that keeps expensive down-time to a minimum.
b. Bundle a maintenance contract with your Communications package to minimize long-term costs.

6. Data Management: Utilize a Consulting Firm to customize a Data Management system to your Company’s products and operations. This should be carefully linked to the Marketing and Strategic Planning Departments, while also fully integrated into the Company’s procurement, inventory, sales and operations areas.

7. Indirect Labor: Typically the second largest expense of operations departments in manufacturing companies. This is an area where maximum Control can be utilized.

a. Weigh the costs of trained labor verses inexpensive labor and determine a cost effective, yet productive mix of the two.
b. Utilize strict employment level management. Indiscriminate hiring and firing has detrimental long-term effects.
c. Foster strong Employee communications, mutual trust and relations, which ensures efficiencies and lower overall labor costs.

8. Operating Expenses: The least expensive operational category for a manufacturing concern.

a. The key here is avoiding waste.
b. Satisfied employees, who understand how waste negatively affects their pay and benefits through lower productivity and higher per unit costs, will reciprocate in adhering to Waste Management Procedures.

F. Cost of Goods Sold (COGS)

1. Understand that COGS is the sum of Materials, Labor and Overhead. COGS can amount up to 61% of each sales dollar, so just 1% saved here can make a significant impact on Pre-Tax Profits.

G. Gross Margin (GM)

1. The difference between Sales and COGS. For a Manufacturing Company, a good target goal is 50% GM, as break-even is often in the 25-30% range. While 50% GM can be a difficult goal, ensure you have at least a 10% cushion between GM and Break-Even to ensure profitable operations during slow periods or unpredictable circumstances.

2. How do you maximize GM?

a. Effectively managing your Company’s Engineering Costs and G&A expenses.
b. Realistic and integrated Market Planning.
c. Any costs minimized in Engineering, Marketing and G&A adds significantly and directly to Pre-Tax Profits.

3. Manage Engineering Costs:

a. Consider Engineering as an Investment and should be integrated closely with your Company’s Strategic Plan. The most expensive cost initially, stabilizing to @ 9 cents per sales dollar.
b. Accurate Statement of Work: Engineering Manager divides each project/ product into components of skill, time, skill hours, labor requirements, labor costs, benefits costs, supply costs, material costs and so forth.
c. You cannot manage costs until they are broken down, identified and quantified.
d. Engineering Cost Management should be closely aligned with the Strategic Planning Department’s Budgeting Process and Controls in order to fully maximize cost reductions in this area.

4. Marketing Expenses: Generally the highest of the three Expense Categories for Manufacturing Companies. 10 cents per sales dollar is typical for a stabilized Manufacturing Company.

a. Areas to Analyze: Salaries and commissions of sales people; manufacturing reps commissions; product managers salaries; service and administrative personnel salaries; advertising and travel costs; communication costs; supply costs.
b. Understand how Bonuses and Incentives can significantly increase the productivity value of your Marketing Expense bottom line.

5. General and Administrative Expenses (G&A): Typically the least expensive expense category for a manufacturing company. 7 cents of each sales dollar is a good goal.

a. Components Include: CEO, Executives, Finance, Accounting, Personnel and Support Staff.
b. Primary expense item in this category are salaries, so Competitive Salary Structures should be monitored regularly to ensure the 7% goal is maintained.

6. Total Expenses: For a manufacturing company, total Expenses normally account for 25 cents of each sales dollar. The remainder is Pre-Tax Profit, which should typically be in the 15% range or 15 cents per sales dollar.

H. Pre-Tax Profit: Pre-Tax Profits can only be effectively maximized through a step by step Analysis of a Company’s Income Statement, ensuring it is closely aligned with a Company’s Income Statement, ensuring it is closely aligned with a Company’s Marketing Analysis, Marketing Plan and Strategic Planning. The resulting strategy will significantly minimize Expenses, which has a direct effect on Pre-Tax Profits. This should be a comprehensive, cumulative approach in order to achieve maximum Profitability.

I. After-Tax Profits: In a 30% tax bracket, after-tax profit is 10.5% or 10.5 cents per sales dollar.

1. Higher or lower resulting tax brackets can significantly affect After-Tax Profits, so utilizing an Accounting and Tax Firm specializing in your business is highly important.
2. Average after-tax profit for Manufacturing Companies runs about 5%.
3. After-Tax Profits are vital to a Company’s Growth and Investment, resulting in more Retained Earnings and higher Cash Flows and needed when opportunities arise in the market.
4. Cash Accumulation allows for better leverage and terms when negotiating funding to expand and grow your Company.

J. Summation of Components: The Income Statement Analysis illustrates how sales dollars are distributed and how to minimize costs in order to maximize profits. Central to this step by step, cumulative Analysis is to determine how each Income Statement Component’s percentage of cost contributes to the Sum Total, as adjusting each component has an exponential effect on Profitability. Profits can only be maximized by clearly understanding and managing its parts.

Article Source: http://EzineArticles.com/?expert=Frank_Goley

The use of online videos in small business marketing has become an increasingly popular strategy. Research has suggested that immediately after viewing a company’s video consumers are far more likely to visit the company website or contact the company via phone. In fact they can be up to 40% more likely to make some sort of contact. This is a pretty dramatic statistic.

If you want to add video marketing to your own small business marketing program, it doesn’t have to be a huge challenge. It can actually be fun and easy. While there are a variety of companies that are willing to help with this sort of production, it is so simple you will probably be able to pull it off yourself. After all, you aren’t trying to make a blockbuster here; you’re simply trying to create a relationship with prospects and spread the word about your product or services.

*** Creating Your Online Video

Make sure your video is “real”. Customers are not interested in hearing a tired sales pitch. They want to get to know the human behind the business, so give them what they want. Instead of hammering off rote information or giving a lot of buzzwords, just be you.

Use a good quality camera. It doesn’t have to be that expensive. These days, digital recorders have become less and less expensive. Find a decent camera that has good reviews (check with the online review sites and be sure to read the opinions of actual users). Then try a few practice videos to see what sort of quality you actually get.

Keep the video short. Three or four minutes is the norm for small business marketing videos. Think about how short commercials are on TV. You don’t want to bore or overwhelm your viewers. If you do, they will simply click away and go somewhere else.

Your first video should simply be an introduction to your business and to you. However, at some point it is important to provide customers with a call to action. You can include your phone number or website address verbally or through a back link, or offer a coupon. Remember the ultimate goal of your video marketing is to find prospects, so don’t forget to mention how you can be located.

*** The Power of VSEO

You have probably heard of SEO before. This term stands for “search engine optimization” and it refers to the method of optimizing textual content to rank higher on search engines like Google. The newest term being kicked around the marketing world is VSEO. This is “video search engine optimization.”

Ranking first on Google is any web-savvy small business owner’s dream. It turns out, that VSEO is a lot more likely to get you there than SEO. This is because your chances of having a video rank number one on Google are up to 50 times higher than having text rank number one on Google. That’s right 50 times higher!

So obviously, VSEO is something you want to be concentrating on in your video marketing program. It works basically like regular search engine optimization. It includes methods such as posting links to your new videos on social media sites, promoting your videos through back links from other reputable sites, and optimizing the search terms and tags associated with your videos. Since video creation is generally a bit more time consuming than simple article or content publication, be sure your time and efforts are not wasted by ignoring VSEO.

*** Where Do All the Videos Go?

So you’ve followed all the steps and you’ve created your first video. Now where do you put it? There are actually several different avenues for publishing your videos on the internet and you probably want to use all of them.

For starters, you can publish your videos on social media sites like Facebook. Chances are, you already have customers and prospects on your friends list, so it’s a good idea to capture their attention with your new video. And be sure to encourage them to share your videos with their friends list also. Now, you are in a million more places with very little work on your behalf.

YouTube is a given. You have to get your video on YouTube. This is the number one place that internet users go to watch videos. Since online video is quickly replacing television, you want to get to the top places and stay there.

You can also add your video to your Google business listing. This makes for a great visual representation of your business and adds to your professional reputation. This is a great way to advertise. It is like a business card that talks!

Small business marketing with video might seem a little confusing and time consuming at first, but it’s actually quick and easy once you get into the swing of it. Since online video is growing so quickly, you definitely want to add this tactic to your marketing plan.

Here, Yanik Silver is interviewing Dan Kennedy.

The video is well worth watching – you can learn a lot from people who have all this business experience under their belt, they are truly brilliant when it comes to making money and increasing profits.

Below is an article about Dan Kennedy:

Dan S. Kennedy is internationally acknowledged like a ‘millionaire-maker’, assisting individuals in just about each and every category of company turn their material into fortunes. He continues to be labelled the “Professor of Harsh Reality” simply because he’s provocative, irreverent, sarcastic, and tells it like it’s inside a humorous, but chilling, severe style that cuts towards the core from the problems inside a way no other advertising ‘guru’ does.

Dan Kennedy has excellent guidance and it may be moved with remarkable ease from 1 really various area, business, or profession to one more with exceptional achievement. He’s a paramount consultant in immediate advertising, copywriting, web methods, and earnings betterment techniques.

Dan Kennedy’s customers consist of sole entrepreneurs to immense corporations. Listed here are simply a couple of examples:

There is the husband and wife who came to Dan Kennedy with an concept, a heap of credit card debt, and failing marketing. Under two many years later, they’ve zero credit card debt along with a home-based mail-order enterprisese generating more than $250,000.00 a month having a 40% net earnings margin.

Or, there is the now large Guthy-Renker Corporation, well-known for its celebrity infomercials with Victoria Principal and Vanna White, and its Tony Robbins infomercial. Guthy-Renker is really a 200 million dollar+ a yr company now, and Dan Kennedy continues to be a crucial member of their brain believe in because their really 1st infomercial (Believe and Develop Rich).<br> And also the list goes on and on.

Additionally, Dan Kennedy may be the “hidden genius” behind complete page magazine and tabloid advertisements you’ve certainly observed in this kind of notable publications like Achievement, Inc., Entrepreneur, Nations Company, USA These days, and also the Wall Street Journal.

Dan Kennedy’s multi-step extensive direct-mail campaigns that he writes for himself too as his customers happen to be received by tens of thousands from the public generating hundreds of thousands in income.

Even though Dan Kennedy hardly ever speaks anymore, except for events hosted by Glazer-Kennedy Insider’s Circle or perhaps a couple of choose engagements for private customers, he was formerly 1 of probably the most well-known, in-demand speakers on immediate marketing-related topics. For instance, it was customary that inside a solitary yr he would address more than 200,000 individuals, sharing the platform with other noted speakers this kind of as Zig Ziglar, Tom Hopkins, Mark Victor Hansen, Joe Sugarman, Ron LeGrand, and Corey Rudl.

Dan Kennedy may be the author of more than eleven books, the most recent becoming his NO B.S. series that are obtainable right here on the internet.

Dan Kennedy isn’t simple to perform company with. He maintains a grueling routine of speaking, consulting, copywriting, coaching, generating infomercials and managing his personal company. He’s in no way in his workplace, in no way requires incoming calls and new ‘private’ customers are asked to submit info by fax prior to obtaining a telephone appointment with him. He’s militantly opposed to getting his time wasted and has ‘fired clients’ on occasion for performing so.

Dan Kennedy is no question the new tycoon of immediate advertising using the passing of Gary Halbert. Serta at 1 time worked for Gary and there’s small question that he followed the path laid out ahead him. The 1 point you need to adore about him is the fact that he operates out within the open for everybody to determine. Even operating that way no 1 continues to be in a position to emulate him. He shows everybody how to possess an Inner Circle and how you can operate an info item company and numerous spend him monthly to determine how it is carried out but they just cannot appear to participate into his marketplace!

(Btw. what is “releasing a new version” really? It’s a product-re-launch. So of course, yes, the more you do that the more money you make).

But sometimes we “forget” about these things. How many products in different niche markets you have that make you a couple of hundred dollars here and there… well, why not give your income a little boost and just polish it up a little and release “version 2.0″?)

Another way to find out where successful companies in your industry are finding their customers is to contact trade associations and they can provide you with directories of media brokers and other industry specialists. And when you contact them and tell them about your plans for marketing your product, they will help you. And of course everything they tell you will be biased to everything they specialize in, but you still can get very valuable information that way.

Afterwards, send follow up “thank you” notices and maybe small presents. This way, they’ll probably talk to you again if you ask them in the future again.

5 Steps To Picking The Perfect Startup Product.

1. Find out what products are currently hot in the market.
2. Determine if your product idea fits that trend.
3. If it does, you’re ready to go. If it doesn’t follow steps 4 and five.
4. Come up with “me too versions” of several hot products.
5. Improve them in some way by adding features and benefits the originals lack.

How To Find Out What Products Are Hot
Identify the primary media for your market. And look at what’s being advertised the most. What are the bestsellers? How long have they been selling? That can give you a clue about the state of the trend. Because the trend is like a curve, and you want to be in on the trend as early as possible, you don’t want to get in when it’s already fading.
(Of course there’s no sure way to guess how long a trend will last, but you can find out by talking to people in the industry – speak with brokers, consultants, and even competitors.

Get your hands on the top 3-5 products in the market and study them. You don’t even need to buy them – you can just walk into a store and examine them in the store, or you can order, test them and return them for a refund.

And for every product make a list of all features and benefits. Compare the products to one another and figure out which characteristics are the most appealing and make a list of any shortcomings you notice.

And you can also share the product with others – friends and products, and get their ideas about how it can be improved. This is a great thing because you just tap into so much more brainpower, you’re multiplying the brainpower.

What you are looking for is an idea that will really excite you, an idea that you feel will really capture the market – that will create the tipping point buying frenzy. (Of course, just because you feel that way doesn’t mean it WILL be, but it’s a lot easier to get things going when you are excited).

During recessions, depressions and economic crises, some of the biggest fortunes have been built. (In fact, if you consider that fact that basically everyone is doing worse than they did a year ago now, and than you look at the world’s 7 richest people, you find that their net worth actually skyrocketed in 2008).

But it’s not only that the rich get richer. Actually, the people with the right business mindset get richer.

And one thing all of them share is that they understood: This situation is temporarily. The crisis is temporarily. Yes, there might be a couple of hard years, but after that, things are gonna get better, people are gonna spend more money again, people are gonna buy houses and invest again. A crisis is just a temporary condition.

Many of the big companies in the world like IBM got big during a recession, because they acted differently from most other companies. Most companies start cutting budgets when a recession looms. They stop marketing, they cut research & development budgets. They save money in every corner. The belt tightened faster.

But those companies that come out of a recession as a winner are those that do exactly the opposite: companies that put their money in RnD, marketing and hiring great people. Because if you think about it: it’s a lot cheaper to advertise during a recession. Publishers are desperate for advertisers and willing to discount.

All the products that are low quality get’s swiped away. Because when everybody has a lot of money to spend, you can get through with delivering mediocre quality. But if money is tight, they really want to experience that they got value for their money, and if they don’t, they’re not gonna come back to you and might even refund the products.

If you’re a small business owner, then there are three things you should do:

a reality check: face the situation as it is. Don’t go into a “think positive and everything is gonna be fine, I can manifest success” mode. If the numbers tell you it’s gonna get ugly, be prepared for it, not surprised when it strikes. Look at things that you don’t feel comfortably looking at. Face reality brutally. Don’t put a soft rosy cocoon around yourself.

Diversify
Create multiple streams of income and don’t just rely on one product, one advertisement, on one customer only. Because if that one leg breaks, there’s nothing left for you. So if you sell an ebook where you are selling to stamp collectors, then you want to get out a second ebook that you sell to coin collectors and another one to watch collectors and so on. Diversify.

Downtime
Use your downtime, make the best use of it. This is when you don’t have work, when you don’t have things to do because you don’t have clients, no business to take care of. Use this time to educate yourself. Use this time to prepare yourself when things get going again. Remember: the crisis will pass, it’s just a temporarily state. (That doesn’t mean that everything will be fine and rosy, but if you prepare yourself for the moment people start spending money again, you can get back into business very fast). Example: research a new niche. Learn about marketing. Learn about how to find the best freelancers to do technical work for you. Use downtime to aquire skills of value to you and your business. Because this time is cheaper than if you are busy and successful already, because when you are busy, taking time to study will be “more expensive” because you lose revenue if you don’t take care of business. But if you don’t have something to do anyway, then your time is “cheap”, and you should use cheap time to improve yourself.

Instead the way you really want to use discounts is that you use them infrequently, and when you use them you give your prospects and customers a reason why you discount. And, you only discount a lead product. But you don’t discount everything unless in very specific cases which I will not cover here.

You want to have one low-priced, discounted product that gets the customer in the door and that completely overdelivers. Something that people buy for 20 dollars, but when they open the box they find that the perceived value is something that is worth a lot more – 100, 200, 500 bucks. But they just paid 20 dollars. And then you offer them higherpriced products and then they are much more likely to be inclined to say: wow, if he sold me that for $20, and I got a $200 value, then how much value must I get out of the $200 product? And you have really earned their trust and then they are much more likely to buy from you. And if your $200 product can deliver more than a value of $200, then it’s a very easy way to get a repeat customer. And even if the product is worth really just $200, you still have good chances, because that first impression was buying a $20 product and getting $200 worth of value, 10 times the value, and that will stick in the peoples mind.

You have to look at discounts as a way to attract many new clients. But once they are in the door, you don’t want to be the discount guy. You really want discounts to be something that is perceived as: “Oh my god, I can get a discount on this guy?” It’s like imagine Gucci or some luxury brand, a ferrari or porsche, doing a discount where you can get a car from them for the price of a volkswagen or something. There’s a high perceived value and then you offer a discount that gets people into a buying frenzy, people thinking: “Oh my god, this is such a great opportunity, I gotta get my hands on this now!”
And you also want to make it time limited, quantity limited, something like that.

Or you tell them they can get the discount ONLY IF THEY QUALIFY – and then you tell them what the qualification is.

You also want to be sure that you don’t bring in the wrong type of customer, because there are some people who are nothing else but “bargain bitches” (that’s what I call them). They will only be loyal to you as long as you offer them discounts. But as soon as you offer them normal prices, they will not buy from you. So you don’t want to attract these. You don’t want chronic bargain hunters.

So, ultimately I do encourage you to use discounts, but use them for your lead products. Use them to get new customers into the door, use them to turn existing prospects into buyers. But keep in mind that you want to limit this to your lead product so that you are a company that is perceived as a high-value company.