At the heart of your marketing lies the offer.
You effectively say to a customer...
If you give me this much money, I will give you a product or service which gives you this quantity of these benefits.
Sometimes you can be very clear in what the customer will get, other times, circumstances or the customers own actions will determine to a large extent the value they will receive from saying yes to a particular offer.
Remember, when a customer buys, they don't buy because they want the product, they buy for what the product can do for them.
The classic adage is that someone doesn't buy a drill because they want to own a drill, they want the ability to create holes. In fact I think you can go further than that and look at what the holes enable them to do.
I was updating you on what was hot on my blog each week but you will have noticed in December, my blog has received little of my attention.
Several good reasons for that but they were temporary and my blogging should be back up to full power in January 2010.
The top ten pages visited in December were:
The Long Tail of the Internet has opened up a big market for information products sold on the Internet.
The self-help industry is particularly big in the United States of America but I believe that it's also growing in the UK.
Some people are resistant and refuse help.
Others become junkies.
A healthy balance is somewhere inbetween.
Open to new ideas, particularly if things are tough or difficult but committed to applying new knowledge gained.
Anyway as the market for information products sold over the Internet has grown, so has the number of information products telling you how to create information products.
The idea is seductive.
Work once, get paid forever, even when you're asleep or on holiday.
The attraction for the creator of the information product is that it establishes expertise and (hopefully) makes enough money to cover the time and effort taken up in the creation process.
If you want an information product, I encourage you to write down why you want it and whether it is really worth all the effort needed to craete something of enough quality to succeed.
If you are interested in copywriting The Total Package blog is updated daily by a good number of top copywriters.
Read it to learn how to use direct mail to promote a professional practice ...and yes, I have made some of the mistakes the blog refers to...and I think I use direct mail well.
Here are the archives by month for 2009.
This was the year of my most read article ever:
What began as something to do one Friday afternoon when I was bored and intrigued about how many different p's of marketing models there were created an article that was read between 100 and 200 times per day when the traffic was at its peak.
The blog had reached a compromise between providing high quality content and promotions.
Sales promotions are designed to attract attention and to encourage customers to buy or to buy more.
Examples include: contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.
A good sales promotion will help the business develop a stronger relationship with customers and encourage sales now and hopefully through effective trials, into the future.
A bad sales promotion creates apathy and fails to motivate customers to action.
A disastrous sales promotion ruins the relationship with customers because the promise is broken. A vacuum cleaner manufacturer ran a promotion involving cheap airline tickets that wasn't properly costed. It proved to be completely uneconomical.
"Ho Ho Ho" said Santa Claus. "Have a Happy Christmas and a prosperous new year with these gifts from information marketing superstars Dan Kennedy and Robert Allen."
No strings - just some free short programs and the kind of upsell that can get you grabbing for your credit card.
Dan Kennedy Christmas Gift Promotion
Tags: $100, 000 in the next 60 days, dan kennedy, dan kennedy christmas gift, how to be an information multi millionaire, information marketing, information products, mediocrity to millionaire, robert allen
I went shopping yesterday...I understand Christmas is coming and I'm expected to buy presents to give away.
When I was a student, I used to love seeing all the grown-ups scurrying here and there, frantically looking for the right present while I could stroll around Newcastle enjoying the festive atmosphere.
It is very different thirty years later.
I have spent about an hour this morning studying a magic offer!
In fact it is a magic offer to teach you how to create magic offers available from A list copywriter...
Today I want to introduce you to a new service from 8020 Marketing, The Hub.
The Hub is a one-stop Internet marketing solution for small businesses who want an impressive presence on the Internet, keep in regular contact with customers and prospects and even want to trade online but who don't want the hassle of working with lots of different systems.
The next web broadcast from the experts in the League of Extraordinary Minds on Thursday, December 17th is focusing on:
"The Greatest Overlooked Lever in Any Small Business: Leading and Leveraging Your Team to Stunning and Sustaining Growth"
You can hear it for free by joining The League Of Extraordinary Minds, or if you are already a member, by tuning in at the special website for session 7.
League of Extraordinary Minds - compensated affiliate link (it is free but you might decide to buy something later and if you do, I'd appreciate the introduction fee).
Browsing around the Internet I saw the new dates for the Certified Guerrilla Marketing Coaching course have been released.
The next coaching class with Mitch Meyerson starts on January 11th 2010, just nicely after the Christmas and New Year celebrations are out of the way.
Guerrilla Marketing Coaching Course - compensated affiliate link
I look at my traffic logs for my blog too much but by tracing back on searches in Google I can find some fascinating stuff.
I found something special.
I discovered a 21 page pdf summary of Dan Kennedy's Sales Letter Copywriting Workshop from 2005.
Well worth a read and that's why I decided to share it with you.
The next League Of Extraordinary Minds web broadcast has been revealed - very late I must say - but it covers an essential topic.
"Maximum Results From Minimum Efforts: Operating At Peak Performance To Get The Best Results From Everything You Do"
You can hear this for free at 8:00 pm today Thursday December 10th provided you have joined the League (it is free).
League Of Extraordinary Minds - compensated affiliate link
I wrote a very popular article about the marketing mix:
I then extended it to look at the different versions with widely different P's. I've now decided to have separate articles for each of the different number of marketing P's.
The original marketing mix that has become widely known is Product, Price, Promotion and Place.
If you read my blog regularly, you will know that I am a big fan of Mark Joyner and his focus on trying to take complicated ideas and make things simple to understand and simple to do so I am excited and intrigued by the new course Simpleology 201.