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Relationship Marketing for the 21st Century

Friday, July 25th, 2008


August 2008 Issue
Relationship Marketing for the 21st Century

Quick! Answer this question: What do you think of when you hear the term “relationship marketing”? If the only things that came to mind were your local business networking group, local chamber of commerce, or service club, you might not be aware of new strategies in 21st century relationship marketing.

There is nothing wrong with any of these organizations, but if your relationship marketing efforts begin and end with them, you are not only operating under the old rules of relationship marketing, you are stuck in the 20th century. 21st century relationship marketing makes active use of Web 2.0.

Web 2.0 and Social Media

Only a few years ago, social media was something most people thought of as a tool for teenagers and college students. That has changed. Facebook now has more than 80 million active users and the fastest growing demographic of Facebook users is the over-25 age group.

If that didn’t make you sit up and take note, it should have. Your customers and potential customers probably have a computer and probably have high speed Internet access. And if they are not already using social media of some kind, just give it a few months. They will be.

Think you are immune? How did you access this article? There is a good chance you came to it online. The communication mogul of the 21st century is the World Wide Web and the tools that make it work have advanced so much in such a short time that the buzz is now about Web 2.0.

What is Web 2.0? No, you don’t need to throw out your year-old computer or buy new software. Web 2.0 really relates to the growing trend to make the web more interactive, collaborative, innovative, and social.

If you favor relationship marketing over the hard sell, then this is good news for you. The growth of interactive social vehicles on the Web supports anyone who prefers their marketing to be personal. Blogs, wikis, business-oriented media sites, and social networking sites allow relationship oriented business people to potentially touch exponentially more people than any community networking event could. Why? Because they not only have the power of the World Wide Web and its spider web of connections behind them, but they are structured to make viral contact more than a concept.

But if you are new to this world of social/business media networking, how can you get started? Here are three options to get you into the Web 2.0 world fast.

Blogging

If you have a product, service, or interest about which you are passionate, there may be no easier way to connect with potential customers, colleagues, and others who need what you have or know than through blogging.

If the idea of creating a blog makes your palms sweat, fear not. Not only are blogs easier than ever to set up (even a complete amateur can create one in a few minutes these days), but you may not need to create your own—at least not immediately.

Comment on Existing Blogs

Do an Internet search of key words relating to your interest. Let’s say you are an Audiologist. Do a search using words like “blogs about hearing loss” and go exploring. Read what is being posted. Submit comments. If this feels a bit foreign to you, think of it exactly as you would if you were at a face-to-face networking event chatting with folks. It is really an online way of doing just that. The difference is that you will potentially be touching many more people, including potential customers. Be a frequent visitor to sites that are related to your professional expertise and you may find yourself becoming the go-to person for those in need of that expertise.

Create Your Own Blog

Consider starting your own blog, too. It has never been easier to create a blog. Both WordPress (www.wordpress.com) and Blogger (www.blogger.com) offer free blogging that is so easy to set up, you can do it in less time than you can eat lunch. By creating your own blog, you have the opportunity to introduce the subjects you want to address the concerns of your clients and potential clients. If you are an Audiologist, that might include information on advances in the area of implanted auditory prostheses, tools for addressing hearing loss amongst baby boomers, hearing screening protocols for newborns and school-aged children . . . or virtually any other area of the field.

Consider treating your blog as an interactive newsletter. That is, write a blog post and email your list (clients, colleagues, friends, and others) that a new item has been posted. Tell them the subject of the post, give them a hyperlink to it, encourage them to leave a comment, and suggest that they let others know about your blog. Keep the discussion going when you get comments by responding to them.

What else can you do with your blog? Use it as a way to collect customer feedback. Do an informal survey. Add a link to an RSS feed service. Include an event calendar. The possibilities are endless. Keep your focus on fostering and nurturing relationships that will further your business in an organic way and always, always make sure your blog and website are linked.

Facebook and Its Relatives

Facebook is just one of the many social networking sites on the Internet. Other well known ones include Ning, MySpace, and LinkedIn. Some sites, like Facebook and MySpace, have a broad focus. Others, like the business-focused LinkedIn, are specific in focus. What they all have to offer is the opportunity to touch more people than you could ever touch on your own, no matter how many networking groups you belong to.

Some sites, like Facebook, provide the opportunity to add a customized page you can use to promote a business. Facebook, Ning, LinkedIn, and other sites also allow the creation of groups (such as groups focused on the field of audiology). By joining these groups, you connect with a virtual network of colleagues. You also become more visible to potential clients who need your services.

And You Don’t Have to Drive to an Event

Not only does Web 2.0 impact the possibilities for relationship marketing in the 21st century, but it allows you do it from your office or home instead of attending meetings and events. Time is precious, fuel is expensive, and the options for networking are many. By spending just a bit of that precious time and only enough juice to power your Internet connection, you can market your business, deepen your relationships with clients and colleagues, and reach potential customers who might never find you otherwise.

Of course, like all relationship marketing, it takes good will, time, and a great product or service to win customers. But your customers are out there—and they are probably online right now.

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Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Would you like to hear about a phenomenal referral and follow up system that can grow your business by 200% in 6 months? Click here: FreeCard to learn how to receive a free custom card design and greeting card gift account.

————————

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-she
et designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

Tags:
Posted in Facebook, Marketing, blogging, relationship marketing, social media, web 2.0 | No Comments »

Be memorable! 5 Marketing Strategies to Stay “Top of Mind” with Prospects and Clients

Monday, June 30th, 2008


July 2008 Issue


My good friend and colleague, Patrice Rhoades-Baum has graciously provided an article for this month’s issue. Last month I showed you how relationship marketing can help your business during bad economic times. Patrice has expanded upon that topic. She provides 5 strategies for staying in touch with your prospects and clients.

Be memorable! 5 marketing strategies to stay “top of mind” with prospects and clients

By Patrice Rhoades-Baum Copyright © 2008

Many years ago in a freelance writing business, I discovered that my clients enjoyed working with me and raved about my copywriting. But shortly after working together, they forgot about me!

Here’s when that startling fact hit home: I had worked closely with Marge to write her organization’s annual report. A few months later, we bumped into each other. “Oh!” she said. “We had a writing project that would’ve been perfect for you. But we forgot about you and hired someone else.”

Yikes! Those words stung. I was disappointed but learned a great lesson: I had failed to stay in touch with Marge – and with my other clients and prospects.

Strategy #1: Make time to regularly stay in touch with prospects and clients.

Our clients and prospects are busy. They may not remember to seek us out when they need our products and services. A basic marketing principal is to stay in touch with the folks on your list to keep your business healthy. When they need your product or service, your name will be “top of mind” and your contact information will be at their fingertips.

Also, direct marketers know this fact: “Your best list is your house list.” Invest time to nurture these relationships. Your reward: Repeat business and referrals.

Strategy #2. Provide useful and beneficial information.

To stay in touch with clients and prospects, many businesses send a monthly email newsletter (aka, an ezine). Whatever communication format you decide to use, you must ensure the content meets the needs of your clients and prospects. If the information is not beneficial, is too promotional, or arrives so frequently they feel harassed or overwhelmed, they’ll unsubscribe from your list in a heartbeat.

Strategy #3. Clarify your objectives to ensure your information meets the mark.

Let’s say you’re a team-building consultant. To stay in touch with the managers and supervisors on your list, you decide to invite them to free monthly teleclasses. Your top 3 objectives could be:

• To help my clients and prospects create effective teams, each month’s teleclass will present a fun activity they can easily implement.
• Because my brand is based on “building teams by connecting people,” each teambuilding activity will encourage teams to build trust, have fun together, and deepen personal connections.
• To meet my marketing needs, I’ll briefly promote my upcoming workshops and encourage participants to call me to schedule a consultation.

Strategy #4. Stay in touch by mixing and matching formats and frequencies. In other words, how you contact folks and how often you contact them.

Let’s say you’re a speaker and expert on the topic of leadership. To stay in touch with your prospects and clients, you could:
• Mail a notecard with a leadership quote every quarter, send a brief monthly ezine summarizing new leadership research, and offer leadership strategies on your blog.
• Or deliver an audio email tip of the day and send a monthly case study by mail.
• Or offer a free monthly teleclass, plus email a brief tip of the week.
• Or send a monthly ezine and a quarterly notecard. In mid-summer (versus the holidays) mail a team-building activity kit to clients and key prospects.

Think about the information your clients need and how they might like to receive that information. Be sure to consider how much time they typically have available. For example, if your target audience is college students, they might be thrilled to receive your weekly ezine, read your daily blog postings, and attend every teleclass you offer. But if your audience is CEOs and executives, you need to get past the gatekeepers and provide information in a format they will read or listen to.

Strategy #5. Be creative.

Your goal is to be remembered! When strategizing how to stay in touch with your prospects and clients, you can find creative ways to communicate with them, both online and offline.

Here’s a fun way to get started: Brainstorm and list multiple ways you could stay in touch with clients including outlandish, way-out ideas. Now review your list. Do a few unique ideas pop out? Ideas that will help you stand out from the crowd, have reasonable return on investment, and meet your audience’s needs?

Remember, staying in touch with your clients and prospects helps to build these important relationships, keeps your business top of mind, and ensures they won’t forget about you!

About Patrice Rhoades-Baum
If you own a business, your website is your most powerful marketing and sales tool. Marketing consultant and copywriter Patrice Rhoades-Baum teams with entrepreneurs and small-business owners to make their websites DELIVER: clients, income, credibility, results, and success. A Colorado resident and avid outdoorswoman, Patrice is renowned for her down-to-earth website strategies. Visit www.WebsitesDeliver.com for a free audio workshop: “10 Strategies to Make Your Website Deliver!”

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Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom greeting card design and a gift account with a greeting card company.

————————

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: ww
w.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

Tags:
Posted in Marketing, SendOutCards, newsletters, relationship marketing, social media, teleseminars | No Comments »

How Relationship Marketing can help your business during bad economic times

Tuesday, May 27th, 2008


June 2008 Issue
How Relationship Marketing can help your business during bad economic times

Can a bad economy put a dent in your sales? Sara, a colleague of mine, thought so as she watched her sales decline during the last six months. Like most of us, Sara has heard the news reports suggesting that we are in a recession. She wondered if the reason her sales are down is the bad economy. I asked if she had recently cut back on her advertising and marketing.

“Yes, I am pulling in the purse strings and limiting my expenses,” Sara replied.

I asked if she was meeting new people and developing relationships.

“No,” she admitted.

This could be part of the problem. History has shown us that businesses often reduce—or completely stop—the dollars spent on marketing and advertising during economic slowdowns.

The economy may have something to do with fewer people spending money, but there is nothing we can do about the plight of the economy. What we can do is practice relationship marketing with people in our sphere of influence to increase our own business sales.

Joe Girard was listed in The Guinness Book of World Records as the “World’s Greatest Retail Salesman” for twelve consecutive years. Joe was not born with a silver spoon in his mouth. Joe was abused by his father as a child, lost jobs as an adult, and then went bankrupt. He finally landed a job at a Chevrolet dealership. Joe did very well, personally selling more cars than most dealerships! In fact, people stood in line to buy a car from Joe. What was his secret?

Joe practiced relationship marketing. Here’s how he did it. He sent 13 handwritten cards to each of his clients and prospects every year: one card a month and one on Christmas. These cards were cards of appreciation, tips, and giveaways—never about special sales, discounts, or promotions. During his 15 years, Joe sent 13,000 handwritten cards! Every one of his recipients began to anticipate a card from Joe every month and he was the first person on their mind when they were ready to buy a car.

What can we learn from this story and how can we expand upon it? Here are a few strategic objectives we can put in place now, so our businesses can better withstand the impact of economic downswings.

Develop strong relationships.
People do business with people they know, like and trust. It’s our job to make this connection happen. To do that, we must go beyond the superficial and become genuinely interested in our customers and prospects. For instance, we can meet clients at a coffee shop and get to know them personally, without the usual business discussions. I often do that. I make mental notes on what is going on in their lives, so I can refer to it the next time we connect. Then I nurture my relationships by consistently staying in touch.

Consistency is the key.
We can stay connected with our contacts by sending heartfelt cards like Joe did, or by phone calls, emails or newsletters. We lose 10% of our influence every month we do not have contact with our clients. And just a 5% increase in customer loyalty could add 20-80% to your bottom line. A disappointing statistic shows that 91% of all real estate agents are forgotten by clients within one or two years after they close or represent a buyer on a home because they did not stay in touch with them.

Form a strategic objective to stay in touch.
Here are a few ideas. Try one on for size. Set up campaign postcards to go out once a month. Find or develop a system for remembering birthdays. For those in real estate, record closing dates and send anniversary cards. Veterinarians can record the birthdays of client’s pets and send birthday cards.

I personally use an on-line service that has a phenomenal system for managing my contacts, as well as printing and mailing postcards and greeting cards. I customize and personalize the cards with my own handwriting font, signature and photos. I have found that a simple and sincere card can make a huge impression on someone, especially if they are having a bad day. Sometimes I include a gift card or small gift of teas or sweets with a thank you card.

Understand and use the Law of Attraction.
When we express appreciation, recognition or encouragement, we are focused on giving and abundance, not scarcity. Every human being wants to feel acknowledged, loved and appreciated. When we send love and thanks out into the world, we get it back tenfold. What we focus on expands, so if we are focused on our lack of money, we will continue to have a lack of money. This is the Law of Attraction. We can inspire ourselves by feeling and visualizing what we now want in our lives. It helps to begin the day by meditating, listening to beautiful music, taking a walk, or calling someone with whom we have had good business results. The popular book and independent grassroots movie, The Secret, shows how to apply this law to achieve anything we want in our personal and business lives.

Kody Bateman, CEO of SendOutCards said, “Appreciation wins over self promotion every time.” That sums it up beautifully.

Use the Rule of 250 to build a referral network.
As small business owners and entrepreneurs, we each know at least 250 people. Some of us know many more than that. Each one of those 250 knows another 250, and so on. See where this is going? When we make a commitment to stay in touch with people we know—and remember they each have hundreds of contacts—we have the potential to reach thousands. Additionally, we can build our networks by joining local and online business networking groups. I belong to BNI (Business Networking International) and www.LinkedIn.com. Referred customers are usually already sold on us through the testimonial of the person who referred us. Did you know that in occupations such as real estate, as much as 90% of the business comes from relationships or referrals?

When we build strong networks and nurture meaningful relationships with the people we serve, we will garner unlimited referrals and be less affected by economic down cycles. Start making relationship marketing part of your business today and watch your business grow.

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Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom card design and a gift account with a greeting card company.

————————

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their prod
ucts and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

Tags:
Posted in Law of Attraction, Marketing, SendOutCards, relationship marketing | No Comments »

7 Crucial Reasons Why You Need to Market Yourself as an Expert Starting TODAY

Friday, November 30th, 2007


December 2007 Issue
7 Crucial Reasons Why You Need to Market Yourself as an Expert Starting TODAY

Article by Nancy Marmolejo www.VivaVisibility.com

My guest writer today is Nancy Marmolejo, “The Visibility Expert.” You may remember she interviewed me on November 14th for a teleseminar on one-sheets.

With the phenomenal rise of media outlets such as cable TV, online networks, blogs, podcasts, and more, never before has the demand for quality information been higher. From magazine publishers to bloggers, expert opinion is needed to provide valuable content for listeners, readers, and web surfers.

As a business owner, you can easily become a recognized expert by taking what you already know and using it as a marketing tool. With the right combination of expertise and visibility, you create credibility. And with credibility, doors open.

Here are 7 crucial reasons why you need to market your expertise starting TODAY.

Reason #1: Experts get thousands of dollars of free PR.

Do the math: A ¼ page ad can run hundreds to tens of thousands of dollars in a magazine. Studies show that consumers need several impressions of an ad before they take action, so figure on buying at least 3-5 ads. Factor in the cost of a graphic designer, maybe a PR firm, and you are making a major investment.

On the other hand, a 1-2 paragraph quote in the same paper will cost you nothing and takes up the same amount of room. Not only does it validate you as an expert, but also mentions your business and more info on you. Because it is not paid advertising, the consumer sees it as more credible and legitimate. You earned that recognition through your expertise. The snowball effect begins as new customers and other media outlets learn more about you. An expert is born.

Reason #2: Nothing says CREDIBILITY better than the words “Recognized Expert”

Once the word is out that you’re a recognized expert, people will treat you differently and new doors will open. Whether you choose to be an expert for a small local market or an international audience, you now possess a higher level of credibility. Inside you may feel the same, but on the outside others perceive you in a higher esteem. Remember that reporter who could never remember your name? Now that you’re an expert, she wants to sit next to you at every networking event and learn more about your business. You’ll find people waiting in line to get to you. Human nature is a funny thing; now you can use it to impress your peers and position yourself as a leader in your field.

Reason #3: As an expert, you have a unique perspective and the world wants to hear it!

You may think there’s nothing new to say about your industry. Perhaps you’re convinced what you have to say isn’t good enough or original. Don’t limit your beliefs with what already exists. You do have something unique to say because no one has said it in your voice, with your style, and with your personality. Imagine if no artist ever painted the human form again because Rembrandt did it so well. By withholding your expertise, you are denying your ideal market the chance to learn from a new perspective.

Reason #4: Information is King!

And you hold the keys to the kingdom. This is the Information Age and your information is not only valued, but is in high demand. From paid speaking engagements to high priced information products, you can reap the benefits from this trend.

Reason #5: Experts save people valuable time.

A downside of the information age is that most people are suffering from information overload. We simply can’t keep up with all that is generated each day. By going public with your expertise, you serve as an information filter. You are taking years of experience and information and condensing it into comprehensible pieces. Rather than someone spending hours exploring websites or buying magazines, one simple article or speech by you may be all they need to grasp a challenging topic. Remember: what comes easily to you doesn’t come easily to others. Use that to your advantage.

Reason #6: Experts get paid more. Lots more . . .

We all know the law of supply and demand: the more in-demand you are, the less available you are. When your visibility increases, more people are going to want your products or services. Imagine you’re a consultant who charges $150 an hour. You are quoted in a major magazine and flooded with business proposals—more than you can handle. With such an influx, you can now double your hourly rate and people will gladly pay it! Even if you cut down on your work hours, you can still come out ahead. You are now in the position to create the lifestyle you’ve always wanted with your newfound fame.

Reason #7: People are already asking you for advice . . . so why aren’t you leveraging that?

You are brilliant and may not realize to what extent. Think of how many people call or email you with “quick questions”. A quick questions for you is easy . . . but imagine how much time the person would have to spend searching if you weren’t around? You can start the steps today to use your expertise to market your business in a whole new, exciting, creative way.

Experts come in all shapes and sizes, preferring different forms of free publicity. Maybe some coverage in the local paper or a trade journal is good enough for you, or perhaps you want to be on national TV. Whatever your goals, assess which avenues are best for you and chart the course to make it happen.

With the right combination of expertise, visibility, and credibility, your business can soar to new heights and you may discover a love for the limelight!

About the author:
Award winning businesswoman Nancy Marmolejo turns ordinary business owners into extraordinary entrepreneurs by adding the words “recognized expert” to their titles. With a proven marketing system to boost visibility and well honed coaching skills to get you there, Nancy wants you to stand out, get noticed, and get more business by positioning yourself as a recognized expert. Nancy has appeared numerous times on TV, in print, and online as an expert and receives thousands of dollars of free PR simply by sharing her knowledge with others.

Learn how simple it is to market yourself as an expert by visiting Nancy’s website www.VivaVisibility.com for a free audio course, 7 Quick and Simple Tips to Stand Out and Sizzle as a Sought After, Recognized Expert

Copyright Nancy Marmolejo 2007 All Rights Reserved

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www.macgr
aphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

————————

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

Tags:
Posted in Marketing, credibility, expert, visibility | No Comments »

One-sheet Says It All

Monday, May 28th, 2007


June 2007 Issue
One-sheet Says It All

They’re the workhorses of any marketing program. They hit the streets for you, and they’ve got muscle. Everything you want someone to know about your expertise and services — all in one place. So if you don’t have one . . . you’ve got to get one!

Picture this. You take the time to get involved in various networking groups — or maybe you do some cold calling — or maybe you happen to meet someone who may have a genuine need for a person just like you. So now what? Well, there’s a simple and effective way to share your expertise. And it’s called a one-sheet.

Here are seven questions that a typical decision-maker would ask you in person at a first meeting — so get ready to answer:

• How would you describe your area of expertise?
• Who are your presentations designed for, or what type of people
do you work with?
• If we hire you, what are the benefits for the leaders of the organization? For the participants in the ranks? For organizational progress?
• What have you done that makes you such an expert?
• Which groups have you worked with before?
• What did participants think of you?
• How can we reach you for more information?

Now that you know what questions they will ask, there’s a clever formula to including all of these elements in your one-sheet. You’ll cover all the bases if you include the following points:

• The topics/programs you address
• Who you target audience is
• Benefits (put them right in the headlines)
• Your biography
• A client list
• Testimonials
• Contact information (list it all — phone, fax, email, website)

And don’t forget the secret ingredient — YOU. Even if you have all of these other elements in place, the icing on the cake will be your own personality.

Let me give you an example. My client, Doug Butler, is a speaker whose message is “Cowboy Wisdom”. I’ve built his one-sheet around the western cowboy theme, and it’s now part of his brand. We included lots of cowboy graphics, an action shot of him with a lasso, and a portrait shot of him wearing a cowboy hat with his guitar. His one-sheet reflects his personality, and it’s what participants want from him.

Here’s the front of his one-sheet.

Here’s the back of his one-sheet.

You’ll add credibility if you can include logos to show your affiliation with any industry or professional organizations that will be recognized by your target market. Be sure to include your own logo along with a clever tag line. Doug uses this tag line: “Forge a firm foundation with Doug’s tried-and-true Cowboy Code.”

But these techniques don’t stop with the one-sheet. You can carry them over to all your other marketing materials! With these must-have elements in your one-sheet, you can turn your prospects into sales, and watch your revenue grow!

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www./macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

————————

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

Tags:
Posted in Marketing, Marketing Materials, One Sheet, expert, testimonials | No Comments »

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