Three Easy Lessons to Take Your Online Marketing to the Next Level

I just spent the last week in two very different, but parallel universes. After helping researchers in a federal government agency work on getting their science understood and used in the marketplace, I tapped the wisdom of a conference full of online marketing gurus.

The common thread? These experiences reinforced several lessons that will help you succeed in attracting the right kinds of clients. Here are ideas and resources to help you take action:

Lesson 1: Be yourself when you market. This is particularly true if you offer a really complex or academic service (like the scientists I mentioned) where it's natural to cite lots of references and sources. Instead of getting caught up in stiff or unnatural language that stands between you and the audience you're trying to connect with, just be yourself. I see a lot of people struggle with this when it comes to writing "copy" for their website, an e-newsletter or sales letter.

In the wise words of my new friend, Fred Gleeck (online marketing genius and co-host of this past weekend's Subscription Website Publishers Association Conference http://www.swepa.org), "Just write the truth. The truth as you see and feel it. People will then feel more comfortable about the copy you write. They may not be able to put their finger on it, but it will be more believable and it will increase sales. Forget the hype and "slightly" untruthful copy. Adopt a writing style that makes sure that what you say and what is ACTUALLY true are in complete harmony." To tap more of Fred's wisdom, visit him at http://www.fredgleeck.com

Lesson 2: If you don't have one, start an e-newsletter TODAY! The key to successful online marketing comes down to one thing: a basic, opt-in e-newsletter. Why? Because you're invited to "touch" your readers regularly with small samples of your thinking. In turn, you invite them to check out more resources on your website. It becomes easy for them to spread the word about you. It's a way to get new contacts from your offline networking into your online marketing system.

A really good e-newsletter, written in your natural voice (see Lesson 1) is the engine that drives your marketing machine. Don't let excuses like "my website's not ready" and "we don't have our editorial calendar planned out" stop you. The point is to start connecting with your target audience at least monthly to build the relationship. My favorite resource for how-to is Debbie Weil at www.wordbiz.com. Debbie will get you up and running in no time.

Lesson 3: Nobody cares about you...and here's what to do about it. According to PR expert Paul Hartunian (http://www.prprofits.com), nobody cares if you've just released the greatest new service, gotten promoted, hired new staff or spoken at another conference. What they do care about is how you can rock their world. If you start your marketing message with, "We are pleased to announce...," you're dead in the water.

What you need to do is: 1) use a basic template to write press releases that work (Paul has 'em); 2) torture the media by telling them what problems you solve, but not how you solve them (they'll have to call you to find out); 3) develop a simple 3-page media kit for quick follow up (your 1-page press release, a 1-page "so what?" bio, and a 1-page FAQ sheet). The other hot thing that the press likes these days is online media rooms. This is a dedicated place on your website where they can, in one or two easy downloads, check you out and get what they need to write a story about you. An easy way to do this is via the Media Room product at www.dvcotechnology.com.

The 3 easy steps to improve your online marketing efforts?

Step 1: Be yourself when you market.

Step 2: Start an e-newsletter (monthly, at a minimum).

Step 3: Remember that nobody cares about you (only how you can rock their world).

(c) 2004 TurningPointe Marketing, Inc. All rights reserved.

Marketing educator, Kelly O'Brien, is creator of the "Create a TurningPointe!" Marketing Bootcamp. To learn more about this step-by-step program, and to sign up for FREE how-to articles and 20-page marketing guide, visit http://www.turningpointemarketing.com

---

Silver Surfers: Successful Online Marketing to Seniors

If you are marketing to an older audience, don't discount... Read More

10 Sure-Fire Viral Marketing Strategies To Increase Traffic To Your Website

"Viral Marketing" is giving something away for free and allowing... Read More

A Tip to the Beginning Entrepreneur: Know What Marketing Means

Internet Marketing has been a buzzword for over a decade... Read More

Online Sales: 10 Mind Boggling, Electrifying Tricks To Ignite Your Sales

Do you want to unleash a tsunami of sales at... Read More

Dealing with Refund Requests ? Internet Marketing

I think we all cringe and dread when we open... Read More

What the Heck Does Vincent van Gogh Have To Do With Internet Marketing?

Nothing and Everything!Tucked discreetly away on my modest marketing website... Read More

Website Sales: 10 Super-Charged Tactics To Spark Up Your Sales

If your website sales are down and you desire to... Read More

At Last, The Real Secret Of Internet Marketing

I am going to share a real secret with you... Read More

Know The Fundamentals To Success

Internet Marketing is right for everyone. Unfortunately, not everyone is... Read More

Repetition: The Secret to Visibility and Attention!

Have you ever felt disappointment and dismay when trying a... Read More

Seven Strategies To Make Money On The Net Regularly

You can attract 1,000's of prospects to you. You only... Read More

How to Use Tracking to Keep Income Incoming

The use of tracking links in the following scenario puts... Read More

Triple Your Profits Easily With The Right USP

Convinced you have a fantastic idea for your online business... Read More

Internet Marketing Guide

If you are considering launching a website for your business... Read More

Raising Your Rates Can *Increase* Your Business

How many times have I heard literal horror stories from... Read More

Viral Marketing! Are You Missing Out?

Many of you are reading this article because you would... Read More

A Frugal Internet Marketing Strategy That Works!

So you finally created the website that your business or... Read More

Is Your Web Site Ready For Its Visitors?

There's a great interest among the Internet entrepreneurs about how... Read More

Candy Jar Marketing

What is one of the main keys to a successful... Read More

5 Powerful Tips To Beat The Biggest Problem ALL Marketers Face

I bet you can't tell me... the single biggest problem... Read More

Guide To Free Advertising

When I first started my internet home business, I realized... Read More

Seven Tips For A Successful Internet Marketing Campaign

Often there can seem to be very little difference between... Read More

10-Essential Points When Considering Pop-Under Advertising

I have been running tests on the use of Pop-Unders... Read More

Offline Network Marketing Recruiting; Vital For An Online Business

I have become involved with many network marketing companies the... Read More

Niche Marketing and Finding Your Way to Profits

If you haven't heard the word 'niche' being batted around... Read More

GoDaddy?s Super Bowl Commercial Success

GoDaddy made a calculated decision to nationally "brand" their name... Read More

Internet Marketing - A Leap Of Faith

Do you remember as a child having to do something... Read More

Internet Marketing ? Have a Beer With Your Own Internet Marketing Consultant

Did you ever wish that you could sit at the... Read More

Sales Marketing: Ten Magnificent Marketing Ideas To Amplify Your Business

You can magnify and expand your business if you have... Read More

How You Can Acquire Exclusive Rights To Products; Part 1 of 2

If you have a marketing business, chances are you get... Read More

Web Internet Marketing: 10 Magical Secrets To Make Your Ad Appealing

Do you want to make your ad appealing and increase... Read More

You Know Youre an Internet Marketer When...

Did you make the switch from corporate slave to independent... Read More

New Medium, New Rules

Life is thought to have begun on Earth somewhere around... Read More