DrNunley's Marketing Tips ezine
Tuesday, February 24, 2004
All new articles! Forward this issue to a friend.
Subscribe at http://DrNunley.com
DRNUNLEY'S MARKETING TIPS!
FREE weekly wisdom to fatten your profits!
*************************************
Filtering your email? Be sure to put us on your approved list.
Read this ezine online at http://drnunley.blogspot.com/
*************************************
Give Stuff Away for Better Profits
In order to increase sales, you need to put your name in the
minds of customers. This involves creating a relationship with
them, so the next time they need products or services like yours,
you're the first one they think of. The idea may seem
complicated, but it really isn't. And, it doesn't have to be
difficult to implement, either.
So how do you create the kind of customer relationships that
everyone talks so much about? Well, there are a number of ways,
including giving great customer service, offering customers a
good value, and building a fun, down-to-earth, or warm and fuzzy
image for yourself and your business.
There is another way, however, to solidify your image as a
customer-friendly business that you may not be thinking of. One
warning, however: it does involve one four-letter "F" word--FREE.
Giving away free stuff, even if it's just your advice, shows
people that you're willing to help them out--that you're more of
a friend than someone vying for their business. Free information
your customers can use, free samples of your product, pens with
your logo on them, or vouchers for food or travel can make great
incentives that help your customers remember you. A local candy
company used to sell salt water taffy with their name printed on
it, and with a special order, would print your own company's
message to be handed out to your customers.
In short, there are plenty of ways to remind people you exist.
Giving a way even the smallest of freebies can help your bottom
line immensely.
Kevin Nunley provides marketing and copy writing. Read all his
free tips at http://DrNunley.com Reach Kevin at
kevin@drnunley.com or 603-249-9519.
************************************
NOW from DrNunley.com:
* Site not selling? It's the copy. Kevin and his team of top in-
house writers make your web site or sales letter copy sizzle and
sell. Low rates, fast service, and easy ordering at
http://drnunley.com/copywriting.htm
* The media is looking for stories! You can be one of the
stories they cover. We'll write your press release, get your
approval, and send it to thousands of media nationwide.
Affordable and fast. Get your media coverage at
http://drnunley.com/release.htm
* Kevin's Fast Ad King writes your classified ad for just $25.
Get it at http://FastAdKing.com
55 MILLION people will see your ad. Get DrNunley's Ezine
Ad Package at http://BizGuru.com
************************************
Crazy Stunts Get You Noticed
No matter your business, it could probably always use more
exposure. Well, believe it or not, simply doing something wacky
in front of other people will always get the job done (even if
you look like a nutcase doing it). People may think you're funny,
creative, desperate, or just plain crazy. But no matter what
people think of you, you're sure to get some attention, and
that's exactly what you need.
Pulling a crazy stunt doesn't have to cost you a lot, either. Why
not simply rent an unusual costume, then stand on a busy street
corner with a sign around your neck? Wave to passing motorists,
hand out flyers, distribute free samples, or just make some noise
to get people in the door.
At the very least, you'll leave a mark on the minds of several
hundred people, even if they only wonder what makes you crazy
enough to pull a stunt like that. Who knows...you just might end
up on the local news. And even if people don't stop in and buy,
they'll at least remember you.
If the local crowd doesn't interest you, how about doing
something outrageous online? Put together a web site of silly
video clips, cartoons, or jokes. Register the site with search
engines and let people browse. In prominent places on the site,
place a link to your business. Your joke site may not have
anything at all to do with your business, but if you're looking
for plain old-fashioned attention, that really doesn't matter.
See Kevin Nunley's 10,000 free marketing ideas at
http://DrNunley.com. Also see his affordable PR and copywriting
packages to help you sell more now. Reach him at
mailto:kevin@drnunley.com or 603-249-9519.
****************************************
DrNunley answers! Send questions to mailto:kevin@drnunley.com.
Q: Kevin,
Is it a good idea to resubmit your website to the major search
engines every 4 weeks? Should you submit your site to Yahoo and
Google continually? Will this upset the people at these sites or
not? I know Google drives results for Yahoo, AOL, MSN, and a
couple of other search engines/directories.
Thanks,
JoAnn
A: JoAnn,
Good to hear from you. Experts differ on this and search engines
are constantly changing. These days Google checks back
automatically. If you frequently change content on your site
(especially your home page), Google will make a point of coming
back more often. Some of the big news sites that change
headlines constantly get visited by Google several times a day.
Other active sites get a visit once a week, etc.
Best,
Kevin Nunley
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Q: Kevin,
Before I invest in a press release, how can I be sure it will pay
off?
Thanks,
Nick
A: Nick,
The simple answer to this question is that you can never be 100%
sure. Media moods, activity on the newswire, and the kind of
business you're trying to promote all play a part.
You can increase your chances of exposure by making sure your
release is of interest to the public (it really must be
newsworthy or at least interesting), and sending it to the right
people (i.e. local papers are always more interested in local
stories). Whatever you do, make sure the service you use (even
yourself) has specific names of editors they send releases to, so
your release doesn't get lost in the shuffle.
Best,
Kevin Nunley
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Q: Kevin,
I have a new website, and want to make sure I get effective
keywords. What's the best way to do this?
Thanks,
Mac
A: Mac,
Keywords can be tricky. Sites often discover that people don't
search for them with the keywords they expected. Instead of
searching for "sports equipment" they search for "football
supplies." Rather than typing in "CPA" they type "bookkeeping
help."
Think of all the different ways people describe what you do. Use
the same words and phrases you hear many of your customers use.
Big companies buy access to a database of keywords supplied by
search engines. You can get similar results with programs that
check the effectiveness of your search terms.
Check out http://WebPositionGold.com/, AddWeb :
http://www.cyberspacehq.com/addweb/
and freeAgentWebRanking http://www.aadsoft.com /
Best,
Kevin Nunley
*******************************************
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********************************************
This newsletter is sent weekly ONLY to those who have
asked for it (readers, friends, clients, and a few
competitors
Subscribe or unsubscribe online at:
http://s2.listdeliver.com:81/guest/RemoteListSummary/DrNunley
We're at:
54 Ponemah Rd.
Amherst, NH 03031
(603) 249-9519
See you next week!
Kevin
Tuesday, February 17, 2004
All new articles! Forward this issue to a friend.
Subscribe at http://DrNunley.com
DRNUNLEY'S MARKETING TIPS!
FREE weekly wisdom to fatten your profits!
*************************************
Filtering your email? Be sure to put us on your approved list.
Read this ezine online at http://drnunley.blogspot.com/
*************************************
Do-It-Yourself Media Advertising
Need big media advertising, but your ad budget isn't big enough
to require the help of an advertising agency? Unless you're
plunking down $250,000 or more per year for marketing, an
advertising agency may do you more harm than good.
For the most part, agencies are good at placing big buys for big
firms. They can easily blow a small business' entire budget on a
fast campaign that leaves you with little results.
Place media ad buys yourself. Radio, TV, and newspaper sales
people are more than happy to work with small businesses. Radio
often works with people who have just a few hundred dollars to
spend (and tell us small biz folks can be the most demanding).
Get information on media in other cities by checking SRDS. They
now have their media listings online at http://www.srds.com/. The
first few visits are free. After that you will have to subscribe.
Many professional media buyers also use http://www.buymedia.com/.
Leslie Speidel, a veteran media buyer, says these online database
services have revolutionized their industry.
Kevin Nunley provides marketing and copy writing. Read all his
free tips at http://DrNunley.com Reach Kevin at
kevin@drnunley.com or 603-249-9519.
************************************
NOW from DrNunley.com:
* Site not selling? It's the copy. Kevin and his team of top in-
house writers make your web site or sales letter copy sizzle and
sell. Low rates, fast service, and easy ordering at
http://drnunley.com/copywriting.htm
* The media is looking for stories! You can be one of the
stories they cover. We'll write your press release, get your
approval, and send it to thousands of media nationwide.
Affordable and fast. Get your media coverage at
http://drnunley.com/release.htm
* Kevin's Fast Ad King writes your classified ad for just $25.
Get it at http://FastAdKing.com
55 MILLION people will see your ad. Get DrNunley's Ezine
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************************************
Reach Isn't Everything in Ezines.
In advertising, the number of people who see your ad is called
"reach." You might figure the more subscribers an email
newsletter reaches, the more results your ad will generate. Not
exactly.
Some of the Internet's biggest ezines often don't get very good
response. One client told me, "I advertised in a 'zine that goes
to 600,000 and didn't get a single reply." On the other hand,
some smaller ezines (like Greg Landry's health and fitness
newsletter) always pull well for advertisers.
Why? A lot has to do with how closely people read an ezine.
Ezines that consistently provide valuable information on a
particular popular topic tend to do best. Readers open each issue
eagerly expecting helpful or interesting information they can put
to work now.
One of the Net's most effective ezines is AIM (and I'm not just
saying this because the owners of AIM also publishes my daily
tips newsletter
Internet business. Their audience reads each article carefully
and responds to ads in big numbers.
An ezine that is all or mostly ads won't pull as well for you
unless the ads are all focused on a topic that readers want info
on. For example, classic car collectors would appreciate an ad
sheet filled with ads selling hard-to-find cars.
See Kevin Nunley's 10,000 free marketing ideas at
http://DrNunley.com. Also see his affordable PR and copywriting
packages to help you sell more now. Reach him at
mailto:kevin@drnunley.com or 603-249-9519.
****************************************
DrNunley answers! Send questions to mailto:kevin@drnunley.com.
Q: Kevin,
If I place my biz ad with you, how much exposure will it
receive...honestly?
Thanks,
Karen
A: Karen,
It depends on where your ad is placed. Our newsletter goes
to 13,000 plus subscribers. DEMC newsletter goes to about
250,000. AOL says about 55 million people go through their
classified ad area each week. There are a lot of ads there, so
it's hard to guess how many would see your ad. But for the price,
it's a pretty good place to be.
Best,
Kevin Nunley
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Q: Kevin,
Do you think that a site focused in 4 or 5 marketing tools,
courses etc. may have some sales space in the marketfield?
Normally I hear that an effort in build a new marketig site is a
complete waste of time.
Thanks,
Daniel
A: Daniel,
A marketing site can work well if it's closely targeted to
help a specific group of business people. The one-size-fits-all
sites with the same marketing tools tend to get jumbled
up in people's minds. You'll do better if you zero in on the
needs of people in a particular field or industry...or go
especially deep in one area (for example, DrNunley.com
specializes in copywriting and media promotion).
Best,
Kevin Nunley
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Q: Kevin,
I just started an online business and I need a CHEAP way to get
my name out there. Help!
Thanks,
Bailey
A: Bailey,
One of the Net's best tools to turn yourself into a recognized
expert in your field are discussion groups. These can be UseNet
newsgroups (check with your Internet Service Provider for how to
find them, or do a web search) or they can be discussion groups
on web sites. There are also email discussion groups, sometimes
called listservs or majordomos.
Pick two or three groups to participate in. Join, then hide and
watch for a while. Get to know what kinds of topics are
discussed. When someone asks a question, be the one to give them
a good, solid answer. Answer a question once or twice each week.
Keep your answer strictly non-commercial, but include your name,
email, and website at the end.
Best,
Kevin Nunley
*******************************************
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http://www.GotLogos.com/?gl creates all ours and they only
charge $25 per logo! Mention you heard about this from DrNunley
when you order and get a free greyscale version of your logo
(great for ads and business cards) and free backup service.
********************************************
This newsletter is sent weekly ONLY to those who have
asked for it (readers, friends, clients, and a few
competitors
Subscribe or unsubscribe online at:
http://s2.listdeliver.com:81/guest/RemoteListSummary/DrNunley
We're at:
54 Ponemah Rd.
Amherst, NH 03031
(603) 249-9519
See you next week!
Kevin
Tuesday, February 10, 2004
All new articles! Forward this issue to a friend.
Subscribe at http://DrNunley.com
DRNUNLEY'S MARKETING TIPS!
FREE weekly wisdom to fatten your profits!
*************************************
Filtering your email? Be sure to put us on your approved list.
Read this ezine online at http://drnunley.blogspot.com/
*************************************
No More Scrambled E-Mail
E-mail doesn't work very well with attached documents in
proprietary formats. In plain English: if you send your Word
document as an attachment, you often get a note back from the
person you sent it to saying "your document was scrambled."
There are e-mail services and programs that are supposed to solve
this problem, but it still crops up for many of us with
frustrating regularity.
One solution is to save your document in "text" before you send
it. E-mail has no problem transmitting text. Any word processor
can read text. It doesn't matter if the person who reads your
document is using Word, WordPerfect, the text editor you sister
designed, has a PC, or a Mac. Save your document as "plain text,"
"DOS text," or "acii"...all work.
"But my document looks so PLAIN in plain text!" you say. There is
a solution. Save your fancy Word document in "Rich Text." Your
headlines, bold type, and eye-catching formatting will appear
almost the same as your original. Yet it is in text which
transmits fine over the Internet.
Kevin Nunley provides marketing and copy writing. Read all his
free tips at http://DrNunley.com Reach Kevin at
kevin@drnunley.com or 603-249-9519.
S
************************************
NOW from DrNunley.com:
* Site not selling? It's the copy. Kevin and his team of top in-
house writers make your web site or sales letter copy sizzle and
sell. Low rates, fast service, and easy ordering at
http://drnunley.com/copywriting.htm
* The media is looking for stories! You can be one of the
stories they cover. We'll write your press release, get your
approval, and send it to thousands of media nationwide.
Affordable and fast. Get your media coverage at
http://drnunley.com/release.htm
* Kevin's Fast Ad King writes your classified ad for just $25.
Get it at http://FastAdKing.com
55 MILLION people will see your ad. Get DrNunley's Ezine
Ad Package at http://BizGuru.com
************************************
Marketing With Stick-em Notes
Sometimes low-tech marketing tools can be surprisingly effective.
If a lot of your prospects will be gathering in one place, try
marketing with Stick-em Notes.
You can have small yellow squares printed with your message to
stick here and there. Most small copy shops can handle the order
at low cost.
Because Stick-em glue is mild, the notes come off easily and
leave no mark. They're also just the right size for prospects to
stick in a pocket or slip in a day planner.
Recently I strolled through classrooms at the local community
college. Someone had distributed Stick-em notes with the headline
SUMMER WORK--$12.95 PER HR. Students were snapping them up. It
didn't hurt that the notes contained the advice "Please Do Not
Litter" at the bottom.
Be sure to include a headline of two to five words. Follow that
with some bulleted points that explain your offer, main feature,
and most important couple of benefits. Wrap it up with your
contact info.
Check local law and custom before launching your Stick-em
marketing campaign. You may need to get permission before
distributing in someone else's building or on their grounds.
See Kevin Nunley's 10,000 free marketing ideas at
http://DrNunley.com. Also see his affordable PR and copywriting
packages to help you sell more now. Reach him at
mailto:kevin@drnunley.com or 603-249-9519.
****************************************
DrNunley answers! Send questions to mailto:kevin@drnunley.com.
Q: Kevin,
We have our site hosted internally with a well-known provider. We
have stats at this time for visits, where people come from, how
long they stay --- etc. Can you recommend a way to use these
stats?
Thanks,
Diane
A: Diane,
Great to hear from you. Often you can use stats like that
to learn which pages and what info are getting the most
attention. You might make that info easier to get to while
deleting or deemphasizing material people don't seem to care
about. You can also see where important info is getting missed.
In those cases you can make the link bigger, bolder, or put it
closer to the top of the home page.
Best,
Kevin Nunley
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Q: Kevin,
Recently I read an article that talked about a unique way to
get low-cost or possibly free advertising on a cable station.
I don't recall the source, but the gist of it is that there is
a policy or regulation for a certain type of advertising that
the station director won't offer up front, but when he or she is
pressed by someone who knows about the existence of this policy
or regulation the director will have to admit its existence and
thus will have to offer it as an advertising alternative as well.
Do you know of any special kind of advertising rate or policy
that must be offered by cable TV stations?
Thanks,
Steve
A: Steve,
Good to hear from you. The article might have been referring
to public access on cable TV. Some cities have it written into
their contract with the cable firm that the cable station must
offer a channel that lets people from the community produce their
own shows (Wayne's World was based on this). Some also have a
public service announcement channel.
I sometimes see articles on how to get free ads on radio. I spent
21 years in radio and never saw anybody give away free ads. I
don't think anybody in TV gives away free ads either. So public
access is probably your best bet.
Best,
Kevin Nunley
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Q: Kevin,
I have a mail order business. I've been placing local classified
ads, but I'm wondering if there's a better place to advertise.
Any ideas?
Thanks,
Jack
A: Jack,
Mail order tabloids are inexpensive publications that go to
hundreds or thousands of people, most of whom run small mail
order businesses. Tabloids are a good low-cost way to advertise
products and services to entrepreneurs who prefer to buy things
at a distance.
Classifieds and one-inch display ads start at just a dollar or
two. Some good publications to check out are Tom Sult's "Phoenix
5000" (http://dynagold.com/homesite/tomsult.htm/ ) "Emerald Coast
News" (http://www.emeraldcoastnews.com/), "JackPot" (
http://www.JackPotMall.com/ ) and "Spare Time" (
http://www.spare-time.com/).
You can also write short articles for these publications
including your ad at the bottom of the article. I have my
articles mailed out each month to a list of 100 print tabloids.
This is great free advertising if your business sells via mail or
on the Internet.
Best,
Kevin Nunley
*******************************************
DRNUNLEY'S FREE ENTERPRISE MARKETPLACE:
AMERICA'S LEADING NO-RISK BUSINESS! The latest thinking shows
you MUST start a home business NOW! Learn what to avoid, what
works, and what is best for you! DrNunley's FREE Email Course
gives you the inside track: "Why You Need To Start Your Home
Business NOW--And How to Get Started Easily and Successfully
Earning a Full or Part-time Income!" Get it NOW at:
http://www.NunleyNetwork.com
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A PROFESSIONAL LOGO makes your site more effective instantly.
See the new logo at Kevin's http://FastAdKing.com
http://www.GotLogos.com/?gl creates all ours and they only
charge $25 per logo! Mention you heard about this from DrNunley
when you order and get a free greyscale version of your logo
(great for ads and business cards) and free backup service.
********************************************
This newsletter is sent weekly ONLY to those who have
asked for it (readers, friends, clients, and a few
competitors
Subscribe or unsubscribe online at:
http://s2.listdeliver.com:81/guest/RemoteListSummary/DrNunley
We're at:
54 Ponemah Rd.
Amherst, NH 03031
(603) 249-9519
See you next week!
Kevin
Tuesday, February 03, 2004
All new articles! Forward this issue to a friend.
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DRNUNLEY'S MARKETING TIPS!
FREE weekly wisdom to fatten your profits!
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Read this ezine online at http://drnunley.blogspot.com/
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Copyright Rules: Using Other Peoples' Stuff Without Getting Into
Trouble
I get a lot of questions about copyright law. I'm not an
attorney, so you'll have to take my information as general rules
of thumb designed for your entertainment (disclaimers usually go
something like that
Copyright is designed to make sure the person who creates a form
of expression gets to keep the money that is earned selling it.
Articles, poems, speeches, and guitar licks can all be covered
under copyright law.
You don't have to register your work with the Copyright Office
(although that helps) and you don't have to put the "c" notice at
the bottom of your stuff (although that helps, too). If you can
show you created it, anybody who sells your work without your
permission has some answering to do.
Simply giving the creator credit isn't good enough. You have to
get their permission before making money off their work.
As a general rule, we have pretty relaxed copyright standards on
the Internet. I let anyone use my stuff for just about any
purpose as long as they don't tell people THEY wrote it.
Kevin Nunley provides marketing and copy writing. Read all his
free tips at http://DrNunley.com Reach Kevin at
kevin@drnunley.com or 603-249-9519.
S
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Watch For Problems
I have a little spot at the top of my web site that says "Ask
Kevin a Question...Read answers to questions."
People send me lots of problems. They explain their problem, then
kindly ask me for an answer. I don't always know the answer (my
batting average has been pretty poor lately), but I sure do get a
grip on what issues are common problems.
You probably hear customer problems all day, too. For every
problem there is a customer who will pay for you to solve that
problem. You may solve it with a service, a recommendation, or a
product.
When you have people consistently coming to you with the same
problem, you've got a terrific source to build a new profit
stream. Don't think that somebody is already selling solutions
for all the world's great problems.
Think a minute or two about the big stumpers in your biz and
you'll likely discover several annoyances that nobody seems to be
working on.
People in my town love ice cream like few other places (it comes
up in survey after survey), but we have very few places to buy a
great ice cream cone. We have a dozen book stores, but all of
them are on the same side of town.
Each block has a half dozen businesses that would love to be on
the Internet, but don't have anyone to tell them how.
Anybody see an opportunity for income lying within these
problems?
See Kevin Nunley's 10,000 free marketing ideas at
http://DrNunley.com. Also see his affordable PR and copywriting
packages to help you sell more now. Reach him at
mailto:kevin@drnunley.com or 603-249-9519.
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DrNunley answers! Send questions to mailto:kevin@drnunley.com.
Q: Kevin,
I'm interested in writing articles specifically for ezines. Is
there a place I can go to on the web that will allow me to send
my articles to many ezine editors at once?
Or do you advise sending the articles to each editor separately?
Thanks,
Ernest
A: Ernest,
Writing your own articles and sending them to ezines is still
one of the very best ways to promote a small business online.
But distributing your article can take a lot of time you may not
have. Here is a very inexpensive service that distributes for
you: http://thephantomwriters.com/purchase/distribution.shtml
I haven't used the service myself, but I often get very good
articles from them.
Best,
Kevin Nunley
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Q: Kevin,
Please look at my website and make any recommendations. I need
for people to actually start buying instead of clicking on the
site and going away. http://www.funnygag.com>www.funnygag.com
Thanks,
Manny
A: Manny,
Your site is very well done and you have a great product!
A lot of people will want to see a lottery ticket up close, in
detail before they buy. You might have a graphic you can
"super size" (like they do on eBay) where you can get a much
bigger, more detailed view of a ticket.
Best,
Kevin Nunley
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Q: Kevin,
www.ChangingCourse.htm>www.ChangingCourse.com has been on the
'net since 1997. I've always prided myself on helping people
who're trying to find their calling by listing lots of useful
sites and providing other free information and advice. An
internet marketing consultant told me I shouldn't be sending
people to other sites because they'll be less likely
to buy from mine. Is he right? Should I stop giving so much away
and just concentrate on selling?
Thanks,
Valerie
A: Valerie,
Good to hear from you. Being careful not to send people to other
sites is a popular theory, but I don't believe in it. Tell
people where they can get what they need and they'll give you
credit for knowing your business, being a source of good advice,
and sharing freely with others. On the Internet nothing is more
important.
These principle works off-line, too. Wal-Mart's policy is if
they don't have what you're looking for, they'll try to suggest
another store that does have it, even though it means you may
leave Wal-Mart to get it. Their experience shows shoppers will
think of Wal-Mart as good people and come back later to buy other
things. Other merchants hear about Wal-Mart recommending them
and start to recommend Wal-Mart in return.
Best,
Kevin Nunley
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We're at:
54 Ponemah Rd.
Amherst, NH 03031
(603) 249-9519
See you next week!
Kevin
