Use Every Weapon You Have

One of strongest weapons available allows business, non-profit and association managers to begin changing behaviors of their key external audiences in ways that lead directly to achieving their primary operating objectives.

The name of that weapon? The fundamental premise of public relations: People act on their own perception of facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action very people whose behaviors affect organization most, public relations mission is accomplished.

In short, people in your operating areas really do behave like everyone else – they take actions based on their perceptions of facts they hear about you and your organization.

So, you need to deal promptly and effectively with those perceptions by using every weapon at your disposal to reach them with right message. Your job is to persuade your stakeholders to your way of thinking and move them to take actions that lead to success of your organization.

Here are typical behavior changes you might aim for. More frequent repeat purchases; increased membership applications or contributions; more prospects sniffing around; suppliers working harder than ever to expand their relationship with you, and elected officials starting to count you among movers and shakers whose opinions they need to start taking seriously.

This public relations action checklist can help you make it happen: You need to list your outside audiences and prioritize them by severity of their impacts on your organization.

Every time you turn around it seems you see another affiliate program which promises you vast riches. They give you all sales material you need and even throw in a free web page. How can I lose, one might think. Everything is all set up for me, and all I need is get a bigger PO Box to handle all checks that will roll in. Your web site will be carried by search engines, you have "pre-written" ads ready to go - how can you loose?

A few ads are placed here and there, and responses "trickle in" but there are few, if any sales - time for a reality check. If you have seen one affiliate web site for a particular product, service or opportunity, you have seen them all. There are a number of affiliate programs, which have thousands of people who have bit. Why should a person go to your site when they know from URL (address of your web page) what it is already? They won't. Am I saying that affiliate program don't work?

No - I am saying that tools they provide "don't cut mustard". It is a proven marketing fact that it takes 5-7 exposures to your ad before someone might purchase from you. If you have a "canned" web site, what are odds of them coming back to you to buy? Slim to none.

So how does a person who is serious about marketing an affiliate program get you to buy from them? First, they "deep six" affiliate web site as their primary web contact, and create their own. On their web site they provide content which is interesting for anyone who stops by. They also change content on a regular basis to keep them coming back, and let them know when it does change. They also provide a link to their affiliate web site.

The next step is to try to get a listing on search engines. Now, think about this. There are most likely several thousand people who have an identical web site to one you get as an affiliate. What do you think odds are of someone "stumbling across" your site when surfing web? Again - slim to none. But if you have your own site, your chances take a giant leap forward. The link to your affiliate site is a minor part of your web site, even though it is where you want them to eventually wind up.