The 7 Commandments of Marketing

Written by Michele Schermerhorn


Continued from page 1

“It is notrepparttar strongest ofrepparttar 119905 species that survive, norrepparttar 119906 most intelligent, butrepparttar 119907 one most responsive to change.” - Charles Darwin

Commandment #5. Wear a CLOWN SUIT! It’s hard to ignore!

The cheapest and easiest marketing inrepparttar 119908 world is free advertising. How do you get free advertising? Wear a clown suit! Do something OUTRAGEOUS! Become news worthy. How?

When Ben & Jerry’s Ice Cream first tried to expand to a nation-wide operation, it had trouble finding distributors. They determinedrepparttar 119909 problem was that Pillsbury put outrepparttar 119910 word to all distributors not to work with Ben & Jerry’s. Pillsbury’s edict effectively blocked Ben & Jerry’s fromrepparttar 119911 services ofrepparttar 119912 national distributors. What to do? Put on a clown suit!

Ben & Jerry’s set up a one-man picket line outside Pillsbury headquarters. The picket sign read “Who’srepparttar 119913 Doughboy afraid of?” The result? National-wide FREE publicity on television and newspapers. Publicity they couldn’t afford to buy.

In order to differentiate yourself fromrepparttar 119914 crowd of competitors, you MUST be DIFFERENT! Design your own clown suit and wear it proudly!

Commandment #6. NEVER Give Up!

Albert Einstein said, “Many of life's failures are people who did not realize how close they were to success when they gave up“.

In marketing, everything you do moves you forward. If one campaign fails, you are that much closer torepparttar 119915 one destined to succeed. Watch others. Learn from others. Learn from your own mistakes. BUT KEEP GOING!

Commandment #7. Always Be Closing

“Always be closing” is often referred to asrepparttar 119916 “ABCs of sales”. However, it also applies to marketing. The objective of marketing is to increase sales. Not to “inform”, “educate”, or “entertain”. I repeat: The objective of marketing is to increase sales.

Therefore, this last commandment directs us to write all marketing copy withrepparttar 119917 sale in mind. Only information that moves a potential customer toward a sale is allowed in our marketing copy. How do we know what should stay and what should go in our marketing materials? Read through it asking yourself one question – “So what?”

Another way of stating “so what?” is asking “why shouldrepparttar 119918 customer care?” You’ve been in business since 1972. So what? Your product folds flat. So what? You’re a family owned business. So what? The alternative?

“We have been in business since 1972 so you’ll always know where to find us. Since we are a family-owned business, you’re always talking to an owner who can answer your questions and solve your problems. Our product folds flat to save you valuable office space when not in use.” Seerepparttar 119919 difference? Now you’re talking aboutrepparttar 119920 customer’s issues, not yours.

There you have my seven commandments of marketing based upon 33 years of business experience. “Commandment” is defined as “A formal pronouncement or rule”. Keep in mind and put into practice these seven commandments of marketing. When you do, your marketing efforts will result inrepparttar 119921 only true value of marketing – increased sales!

Michele Schermerhorn has over 30 years experience in the business world and over 12 years running her own successful online businesses. She is President of Online Business Institute Inc. (www.obinstitute.com) and regularly conducts free online seminars. Online Business Institute Inc. exists to “Create Successful Online Business Owners One Person At A Time”.




DoubleClick's Q3 2004 Report Shows Bulk Email Marketing Eficiency Increase

Written by Iulia Pascanu


Continued from page 1

to 6.5%.

Business Publishers wasrepparttar only category that increased open rates, however slightly, from 38.2 to 38.3. For other

categories, open rates declined. The open rates' decline in most categories is possibly owed to SPAM increase and reveals

people's reticence to open messages they are not highly interested in.

Click through rates increased in only two categories, Consumer Publisher and Travel.

More interestingly, email-productivity has shown better figures in number of orders per email sent: 0.28% in 2004; butrepparttar 119904

average revenue per email sent declined 26.9 percent. The average email order throughout 2004 was $89, in a year-over-year

declining trend. Conclusion

Aboutrepparttar 119905 overall productivity of bulk email marketingrepparttar 119906 report concludes: "email marketing is a maturing and relatively

stable marketing tool. Improvements in list hygiene and address collection processes seem to have improved bounce rates, but

flagging response rates suggest subscriber files are beginning to mature."

Iulia Pascanu writes for http://www.emailmarketingsoftware.org/ where you can find more information about Email Marketing Software. Please feel free to use this article in your Newsletter or on your website. If you use this article, please include the resource box and send a brief message to let me know where it appeared: mailto:iuliap@gmail.com


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