Australian Internet use overtakes TV use (and my tips for how to get your message across)

For the first time more people are looking at the Internet than at the TV - but only just. What does this mean for you?

Research out last week from Nielsens shows that we spend 13.7 hours per week online vs only 13.3 hours per week watching TV. (Click image to enlarge.)

The real meaning of this is that everyone has spread their attention over more media. That's called media fragmentation.

For example: The research shows 58% of people watch TV while they are online. Talk about short attention spans! And it means it is more difficult to get your message across in an uncluttered environment.

Recognise that your prospects have multiple media competing for their immediate attention.

Tips to get your marketing message through:

1. Be consistent. Don't expect your audience to get your message and respond after only one exposure to it.
2. Be smart. Find media that has more dedicated interaction with your audience. Like professional journals that focus on important management or technical issues. Your customers are unlikely to read that sort of information and be on the internet at the same time.
3. Educate and attract. Use your information stream to attract clients who are looking for your sort of service. Give them easy ways to find you when they are ready to buy.

Looks really do count... would you get the job?

It's often said that first impressions count. And that's true. What you don't usually find is that people are honest enough to say they give the job to the best looking person. A survey in the UK found that 9 out of 10 employers give the job to the most attractive applicant.

Think of your clients as being your employer. Are you attractive to them?

- Is your personal appearance attractive?
- Is your website attractive?
- Are your marketing materials attractive?
- Is your style attractive?

We can always debate the definition of what is 'attractive'. That will vary from person to person. And from client to client.

What we can't avoid is that people are people. And as human beings they have their own view of what they would like. This includes who they want to have working with them.

As a marketer, service provider, professional, salesperson, or business owner, your job is to identify what your clients and prospects think is attractive - and to be like that.

Maybe your clients will want you to be:
- knowledgeable
- friendly
- business-like
- cool and funky
- reliable
- etc etc

If you want to attract more clients.... be seen as someone that your clients will want to work with. Look attractive to them.

Direct Mail Tips and Advice

The other day I was asked via email to provide an estimate for doing some copy writing work on a few direct mail letters. That is, paper letters, not e-mail. However, all I was sent was a brief statement with the draft letters attached. It prompted me to suggest a few things to that prospect to ensure the final letters were suitable for the job - see the key points below.

If you are asking for help from any professional it pays to give them enough information (often called a 'brief') so they can accurately understand what you require.

Tips for Developing Direct Mail Letters

* Have you defined the target audience for each service? (Having an 'ideal profile' helps to focus the writing.)

* Is the list of recipients in this target audience? (Make sure you are reaching to the right people.)

* What else are you mailing with the letter? (Just sending a letter on its own wont get the best result.)

* What can you offer to get some 'action' apart from asking the reader to call a phone number? (A strong and time-sensitive call-to-action is required to get immediate response.)

* Focus the information on one problem or opportunity the recipient may be facing. Don't try and cover 'everything'. (If you give too much info at the same time it can be confusing as you haven't really targeted any one problem/opportunity strongly enough.)

* Have you done this before? If so, what were the results? (Learn from your previous efforts. Or learn from others in a similar field. Test and test again.)

* Do you have a website for the business or product? (Many expensive direct mail letters and 'packs' can stand on their own in terms of delivering information. However for cost-effectiveness reasons, especially for smaller businesses, your website should be an integral part of your direct mail program.)

* What is your timing? (Have you identified the best, or most likely, time you should be mailing?)

And here are 3 tactics to use on the envelope to increase your open rate. Courtesy of Target Marketing.

1. Use a handwritten teaser on the envelope. But don't make it too long.

2. Use a compelling graphic as well as the teaser copy. Integrate the copy with the graphic.

3. Use 2 windows on the envelope - one for the address and one to show the offer.

Great speaker or MC for your event (Peter Buckley)

Last week at my business club we had an excellent presentation from speaker, MC, and ex-radio news journalist Peter Buckley. His style was very relaxed and entertaining, yet professional. If you're looking for a speaker, MC, or on-camera personality check out Peters website at www.peterbuckley.com.au

30 ways to market your business on the cheap.

As a marketing consultant I'm often asked for ideas on how to promote businesses. In many cases business owners don't want to spend a lot. In some cases they don't need to. So I point you to this comprehensive article listing 30 useful ways to promote your business (courtesy of Business Zone UK).

But be warned... it's not really "on the cheap".

It never is!

Investing time, effort, focus, and money on your marketing effort always comes at a cost.

Initially the cost may be more of an opportunity cost whereby you forgo some project work, or miss out on time with the family, or simply say 'No' to some less-than-productive networking or other business events.

No matter which way you go, make sure you invest in effective and relevant marketing activities. That way your cost will be rewarded with more clients and increased revenue.

For more idea and practical marketing articles visit the Marketing Nous online library.

The 6 Traits of Successful Business Leaders

Every business owner has their own set of challenges. However, an Ernst and Young study of over 200 global leader enterprises identified six fundamentals for any business to succeed and these included:

1. Managing risk;
2. Transactions and alliances;
3. Operational effectiveness;
4. Managing finance;
5. Customer recruitment;
6. People recruitment and retention.

The Sydney Morning Herald reports that many successful business are founded by second-time-around entrepreneurs. It doesn't seem to matter whether the first business venture was successful or not. The fire to succeed and passion for their chosen industry is what drives entrepreneurs to be successful.

Find out more about the Ernst and Young Entrepreneur of The Year 2007 winners.

The facts behind an inspirational start-up story - Trunki

It all started off well. Australian entrepreneur Richard Farley sat on the brightly coloured suitcase and Rob Law wheeled him around the studio. But it was when Theo Paphitis, one of Farley's fellow millionaire panellists, decided to get involved that disaster struck. The boss of...

Continue reading here...

Another real-life inspirational start-up story. Trunki, the ride-on childrens suitcase.





KEY TIMELINE

1997 - idea for new product and business
2003 - launches parent company and develops first prototype
2005 - Chinese licensed manufacturer goes belly-up
2006 - Appeared on UK start-up show Dragons Den seeking 100,000 pounds; and gets rejected
2007 - 23,000 units sold since Dragons Den; now 100,000 units sold worldwide to date

For the full story visit Business Zone UK.

Starting a new business can take many years. Getting new ideas, new concepts, and new products into the market place can be frustrating and is rarely easy.

However, this start-up story shows - yet again - that if you believe in your product, and have a good understanding of the market, you can achieve success even after being rejected and written off by others who may be seen as 'experts'.

SME Marketing Success = Consistency

It's a fact that smaller businesses are stretched for resources. And to be successful at marketing you need a consistent schedule of suitable marketing activities. Today I was reading this article that lists '20 ways to attract traffic to your website'.

Guess what... none of the strategies are really expensive. But they do require time and knowledge. And knowledge often takes time to acquire (and that can make it expensive!).

Many of the strategies listed are the same as what I recommend to clients, like:
* Having an email newsletter.
* Presenting seminars and speaking to groups of people.
* Attract quality inbound links to your website.

(Read the article if you want to know all 20)

Whilst the tactics aren't really expensive in dollars, they do require dedication and commitment to fully implement.

The challenge for SME's (small-medium enterprises) is to focus on the marketing tactics that work.... and KEEP doing them.

It's easy to get bored or distracted and not follow through with investing in the future of your business. But if you want a consistent stream of business you must market in a consistent manner.