How Important is your Marketing?

Written by Charlie Cook

Bob called last week from Phoenix, Arizona with some stunning news about his web site. He first contacted me inrepparttar fall of 2003. He had a web site that was helping him generate a healthy income but he sensed he could be doing even better. He wanted to get more visitors to his web site and get more of them to contact him about his retail liquidation services.

Are you interested in getting more prospects to your web site and prompting more of them to contact you?

Overrepparttar 146166 two months I worked with Bob to help him clearly define his target market, identifyrepparttar 146167 problem he solves, and clarify his marketing message. We improvedrepparttar 146168 copy on his web site andrepparttar 146169 structure of his web pages to prompt more people to contact him. I showed him how to write articles and use them to generate a steady stream of visitors to his site.

Bob was happy withrepparttar 146170 results of these changes, but I wasn't. He was getting more visitors to his site and more inquiries, but I thought there was potential for even more growth. I knew that Bob could be doing better if he would just change his marketing message. Despite my best efforts to persuade, cajole and prompt him to rethink how he talked about what he did, Bob was happy with his existing marketing message.

Prior to working with me, Bob had spent ten years regularly experimenting with his marketing message and had found a sentence that generatedrepparttar 146171 best response he’d ever had. It was working; he was keeping busy, making money and didn't want to mess with success.

We finished our work together almost a year ago, so I was surprised when Bob called last week. It turns out that he hadn't stopped experimenting. He had taken my advice to heart after all and been fine-tuning his marketing message so that it describedrepparttar 146172 problem he solves for his clients clearly and concisely.

With this new marketing message atrepparttar 146173 top of his web page, Bob is getting 3 timesrepparttar 146174 number of inquiries about his services. That's 300% more people who knowrepparttar 146175 problem he solves and who are contacting him about his services.

Branded Email: The Next Generation of Email

Written by Jason DeVelvis

Forrepparttar past 75 years, almost every form of popular communication has transformed from black and white to color. Newspapers, television, and computers are only a few examples. (Well, some computers went from green and white to color…)

That leaves this question: Why hasn’t everyday email communication donerepparttar 146165 same? Think about it this way – your company probably spends quite a bit of money on building brand image. Billboards, newspaper ads, radio ads, jingles, TV commercials, logo creation, business cards, corporate letterhead, and websites are just a few ofrepparttar 146166 places that corporate marketing dollars might be spent. Why leave out one ofrepparttar 146167 most used (if notrepparttar 146168 most used) form of communication that you have?

Everybody Wants to Brand Their Email

Branded email can be classy enough for more conservative companies (legal, banks, medical, etc) and showy enough for businesses to highlight products or services that have to have that graphical edge. Most companies can develop a template (or set of templates) that’s geared toward how you want to use them. The ability to choose from more than one template is also a nice feature to have, so you can varyrepparttar 146169 emails you send based on purpose.

Me and Branded Email Down Byrepparttar 146170 Schoolyard

When you’re considering a branded email system, do your homework. And ifrepparttar 146171 company has a free trial, take it. You don’t want to purchase something and end up hating it. Keep in mind, however, that most companies, however, won’t develop a custom design for you to use during your free trail, so you won’t getrepparttar 146172 full experience until after your purchase. But while you’re researching, here are some things to look for:

  • Spam Filters – See what they say about spam filters. A good system can get past most spam filters (withrepparttar 146173 exception of extremely strict filters). If you’re testingrepparttar 146174 system, can you send an email to yourself? (If you test lots of systems and none of them get past your filter, consider getting a better one, or making yours less strict)
  • Email size – Ifrepparttar 146175 system embeds or attachesrepparttar 146176 images torepparttar 146177 email, stay far, far away from it. You don’t want all of your emails going out at 300-1000k in size. That would be a long download even on a broadband connection. The typical plain text email is 5-10k; your emails shouldn’t go over 100k, and even that is pushing it. – Do note that Outlook, by default, will embed any image in an email when you click send. You have to turn this off throughrepparttar 146178 Tools > Options > Mail Format > Internet Format > HTML Options checkbox (MS Outlook 2002 and 2003)
  • Usability – Make surerepparttar 146179 product is easy to use. The last thing you want to do is waste precious time trying to use a bad product while sending your email. You should be able to set your account up, and send emails like normal.
  • Functionality – If your email contains links to specific pages or areas in your website, you can send traffic directly to your catalog, your affiliate/reseller site, your online video, anywhere you want them to go. This is a much better opportunity than “Hey, go check out my site at!” Asrepparttar 146180 old adage goes, onrepparttar 146181 Internet you’re always 1 click away from losing a customer.
  • Dynamic Capabilities – Be sure you can easily change your contact information, picture (ifrepparttar 146182 system allows you to upload one) and any other sensitive information on your template.
  • Control – Do you have control overrepparttar 146183 aspects ofrepparttar 146184 design, or canrepparttar 146185 user changerepparttar 146186 design at will? Brand control and consistency is a big deal in any business.
  • Security – Doesrepparttar 146187 system require you to send your email through a different server or to a different email address? This is a security risk whether they say so or not, as your emails are all being routed through a third party server. A good system will work without requiring you send your email through a third party.

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