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Who is Walt Goshert?

Walt Goshert is an independent “saleswriter” and marketing strategist with more than 25 years experience in direct sales, marketing, sales writing, and direct- response lead generation in the financial services industry.

Walt has written copy for clients including Aetna, Nationwide Insurance, Wells-Fargo, Countrywide, Fireman’s Fund, Fidelity Investments, and leading insurance agents and independent financial advisers.

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    Social Marketing Tactic: Scribd

    Ok, so yesterday…(on a rare 60 plus degree sunny winter day in SE PA)

    I spent over 50 precious minutes viewing Don Crowther’s Stompernet SMART Social Marketing Strategy Guide Video Promo.

    Yep, it’s slick… but I gotta agree with Tom Deeter….

    What’s up with Don’s computer-generated sounding voice, all the clip-art and Smiley face thingys… and way too long to get to the meat?

    If you like cute, slick videos… and have 50 minutes to blow… watch Don’s video.

    Now, if you wanna save 40 minutes and discover the one gem stuffed deep in Don’s video, check out Tom Deeter’s post and video of a smart Social Marketing Tactic: Scribd.

    This morning, I checked out Scribd.

    Set up my Profile…

    Uploaded a Document (a little personal productivity “Gift” from me that you’ll want to grab and use)

    And… started getting almost Instant Targeted Traffic.

    Now, with 6 Action Items crossed-off my list today…

    It’s time to hit some golf balls.

    Too Busy to Be Marketing?

    “Too busy to be marketing?”

    Huh?

    According to Jon McCulloch, “that’s kinda like being too out of breath to worry about breathing.”

    Jon’s newsletter article explains:

    Marketing is the engine of your business. If you don’t do it, then it won’t be long before you don’t have a business at all.

    And the time to be marketing is all the time, but ESPECIALLY when you’re busy.

    Why?

    Because just like winter always follows summer and autumn, if you’re busy now, you have quiet times ahead.
    And if you don’t sow, you don’t reap.

    And when you’re quiet, it’s kind of too late. Yes, you need to market, but you can’t do it at the expense of serving the clients you do have superlatively well, since your best chance of boosting your revenue quickly is to delight them and either get referrals or sell them more.

    The good news is, marketing is easy. It’s one of the vital few things you can do to bring in the business.

    The first it to seek an effective PPC management agency to help you drive traffic to your website and create direct revenue.

    It doesn’t have to take long, it doesn’t have to cost a bundle, and it doesn’t have to be crafted for you by some hideously expensive copywriter like me, either.

    Because good marketing is built on relationships, and they cost almost nothing but time and effort. And not much of either.

    A phone call to find out how people are; a short friendly email; a note attached to an article you clipped out of the paper for them; a book you saw at the bookstore you knew they’d like.

    One thing I have my MasterMind members doing is a list of at least 6 things they do each day to bring in new business. John Slater bust a gut and wrote a list of 10.
    But, then, he reaps rewards commensurate with his efforts.

    Here’s a piece of advice for you. If you’re too busy to get some marketing done, I have just the perfect solution: keep doing exactly what you’re doing now.

    Don’t change a single thing.

    And I promise, it won’t be long before you have all the time in the world to think about what I’ve just shared with you.

    Now, for a rock-solid, practical perspective on marketing your local small business, subscribe to Jon’s newsletter … right now.

    P.S.— Jon also has a FREE monthly print newsletter… he doesn’t even ding you for shipping and handling. He’s in Ireland. Got my FREE copy in the mail last week… and it didn’t suck.

    How to Increase Your Sales 300%

    “Don’t think so much about what you want to say as about what the prospect wants to hear – then the response you will get will more often be the one you are aiming for.” Elmer Wheeler

    If you’re not an Early to Rise subscriber, here’s one of the business-building gems you’re missing.

    This week, I suggested to one of my clients, a computer retailer and repair business, to try this line when they answer the phone or greet someone who shows up at their store:

    “What computer challenge may we help you solve today?”

    Think that might help ‘em convert more prospects into sales?

    What does your prospect want to hear from you?

    How ‘Bout 107 “Bonus” Small Business Marketing Ideas?

    I think Catherine Lawson’s list subconsciously planted “107″ in my brain.

    Her 107 Great Resources To Unleash The Entrepreneur Within You…

    … is incredible!

    Even more amazing, while both Catherine’s and my “107″ points you to a few of the same marketing minds… like Seth Godin, Guy Kawasaki, Michel Fortin, Skellie, Michael Gerber, John Jantsch…

    There’s not a one duplicate link!

    Two- Hundred- Freakin’- Fourteen Free Marketing Resources

    Stay tuned… coming up, I’ll sort and make sense of these two linkbait…

    Er, ah … fantastic, business-changing marketing resources.

    Kinda a “best of” that gives you a step-by-step Marketing Blueprint for your business.

    A “Marketing” Golf Clap…

    As a good marketer, I had to publish here for all of you readers.

    But, mostly as a humble reminder to myself.

    What do you know?

    Three years ago, I published this list, which was very much a riff, not a carefully planned manifesto. It has held up pretty well. Feel free to reprint or otherwise use, as long as you include a credit line. I’ve added a few at the bottom…

    What Every Good Marketer Knows:

    • Anticipated, personal and relevant advertising always does better than unsolicited junk.
    • Making promises and keeping them is a great way to build a brand.
    • Your best customers are worth far more than your average customers.
    • Share of wallet is easier, more profitable and ultimately more effective a measure than share of market.
    • Marketing begins before the product is created.
    • Advertising is just a symptom, a tactic. Marketing is about far more than that.
    • Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
    • Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
    • Products that are remarkable get talked about.
    • Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.
    • You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.
    • If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it is an investment.
    • People don’t buy what they need. They buy what they want.
    • You’re not in charge. And your prospects don’t care about you.
    • What people want is the extra, the emotional bonus they get when they buy something they love.
    • Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
    • Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness. At the same time, new ways of spreading ideas (blogs, permission-based RSS information, consumer fan clubs) are quickly proving how well they work.
    • People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants.
    • Good marketers tell a story.
    • People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised by what you find.
    • Marketing that works is marketing that people choose to notice.
    • Effective stories match the worldview of the people you are telling the story to.
    • Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.
    • A product for everyone rarely reaches much of anyone.
    • Living and breathing an authentic story is the best way to survive in an conversation-rich world.
    • Marketers are responsible for the side effects their products cause.
    • Reminding the consumer of a story they know and trust is a powerful shortcut.
    • Good marketers measure.
    • Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.
    • One disappointed customer is worth ten delighted ones.
    • In the googleworld, the best in the world wins more often, and wins more.
    • Most marketers create good enough and then quit. Greatest beats good enough every time.
    • There are more rich people than ever before, and they demand to be treated differently.
    • Organizations that manage to deal directly with their end users have an asset for the future.
    • You can game the social media in the short run, but not for long.
    • You market when you hire and when you fire. You market when you call tech support and you market every time you send a memo.
    • Blogging makes you a better marketer because it teaches you humility in your writing.

    Obviously, knowing what to do is very, very different than actually doing it.

    … A Viral Video Marketing “Playing” Lesson

    You’ve taken a viral video of Tiger Woods (well, it’s viral in the golf world…) and turned it into tons of comments and buzz about your site. Great lead-in and credibility for your Ultimate Golf System program.

    Now, let’s look at Tracy’s near-perfect play from a marketing tactics standpoint:

    1. He borrows Celebrity Endorsement from the #1 Golfer on the planet, Tiger Woods… without paying Tiger a dime!

    2. Tracy demonstrates his knowledge and positions himself as The Expert, a Golf Swing Guru.

    3. The comments act as testimonials and re-enforce Tracy’s Expert status.

    “Near”-Perfect?

    He does three things so beautifully, just as Tiger does with his swing.

    But, at the moment of impact, Tracy shanks it!

    Yep, Tracy Reed, top-notch golf swing guru, looking to sell a $197 Ultimate Golf System DVD Program, you deliver a picture perfect “marketing” swing…

    • You got a free implied endorsement from Tiger Woods
    • You’ve demonstrated in detail your knowledge and understanding of the golf swing, positioning yourself as a Golf Swing Guru.
    • You’ve gathered glowing endorsements and comments, adding to your credibility.
    • You hint at a Ultimate Golf Swing Program. (the link under the video)

    But, I’m sorry to say, at the moment of truth, you’ve lost tons of “marketing” juice.

    Tracy let me step in as your “Marketing Caddy”…

    Here are two “marketing” swing thoughts:

    1. Make an Irresistible Offer

    “Thanks for watching my Tiger Woods Swing Analysis. I invite you to leave your comments and questions. And when you leave a comment today…and today only… you’ll receive a 25% no-questions asked discount off my guaranteed Ultimate Golf System.

    2. Have a clear, step-by-step Call-to-Action.

    “Do you want to learn how to apply the Tiger Woods swing secrets to your swing?

    Click on the Ultimate Golf Swing System link under the video… Right now, while it’s fresh on your mind… and discover how you can be a Tiger too!”

    Do you think these two simple changes would help Tracy sell more Ultimate Golf Systems?

    What would you suggest to Tracy?

    The Marketing Caddy…
    Where Small Business Marketing Pros Leverage Hidden Assets for Exponential Growth

    Nail Down Your Unique Selling Proposition…

    Part 1: What’s a Unique Selling Proposition… and Why Do you Need One Now More than Ever

    So, what the heck is a USP… really?

    And, what’s the big deal about having my very own USP?

    Why do I need to spend time and energy on this boring marketing junk?

    What’s a Unique Selling Proposition?

    Well, let’s look at each of the words, with our marketing caps on…

    1. Unique— It clearly sets you apart from your competition. You offer a product, service, emotional experience/feeling that your competition, does not, can not, or simply will not offer. You… and only you… offer this to your prospect.

    2. Selling— It triggers emotions and persuades your prospect to exchange money for your products/services.

    3. Proposition— It’s a proposal or offer that you suggest to your prospect.

    Three simple words. Yet so much more.

    Put together, they are the forces that drives your business and success.

    How powerful can a USP be in marketing your business?

    Let’s look at two powerful… and two of the most successful USPs ever devised.

    The first one, a ten word sentence that transformed the life of a struggling college student into a billionaire. It changed the very face of the pizza business, setting a new standard for pizza delivery:

    “Fresh, hot pizza delivered in 30 minutes or less, Guaranteed.”

    Another 9 words that turned a failing college business idea into a world leader in delivery:

    “When it absolutely, positively has to be there overnight.”

    These clear, concise, powerful sentences carried Domino’s and FedEx to the top of their industries.

    Powerful words turned into powerful marketing forces.

    The power of words and a simple sentence to describe your unique business difference is…

    Your Most Valuable Marketing Asset

    Yes, that’s right…your Unique Selling Proposition, or the USP, is the very core of your marketing strategy.

    Your USP sets you apart from your competition and makes you unique.

    You see…your Unique Selling Proposition Must Answer These Two Questions:

    1. Why do people buy from you?
    2. If they aren’t buying from you, why should they?

    Not only that…your USP must also:

    1. Differentiate you from any and all competition
    2. Emphasize a desirable and positive client benefit
    3. Be easily understood
    4. Be used repetitively in your marketing efforts and become integrated through out your company’s culture.
    5. Create an Immediate Emotional Connection that makes people want to do business with you – IMMEDIATELY!
    6. Elicit the response from the prospect, “Whoa!! How do you do that?”

    Is a USP a Mission Statement?

    Nope.

    Here’s why: Think about it… Do your clients and prospects really care about your mission statement, how many years you have been in business, or that you just built a new building?

    ALL your clients and prospects care about is what your product or service will do for THEM.

    What problem will it solve, or what need do will it fill?

    Let’s go back to FedEx.

    Do you care that it is their mission to be the number one overnight carrier in the country, or do you care that they won’t lose your package and that it gets there the next day?

    Here’s the bottom-line… and why your USP is your Most Valuable Marketing Asset:

    When you have a powerful, effective Unique Selling Proposition, creating a compelling marketing message to use in your advertising, direct mail and other marketing tactics all falls into place.

    And if you don’t?

    My bet is your marketing pretty much sucks… and selling your product or service is damn tough going.

    Why a USP is More Crucial Than Ever

    Times Square

    Noise.

    It’s like we’re all standing in the middle of Times Square, bombarded with the same and lame, “me-too” marketing messages.

    There’s no escape.

    TV, radio, billboards,newspaper and magazines, direct mail, banner ads, pop-up ads, Google ads. 24/7/365.

    Your challenge is to cut through all the advertising noise and clutter and create top-of-the-mind awareness with your Ideal Prospects.

    Sadly…

    Most All Marketing Fails

    Why?

    Simple. Most marketing sucks. Not a little. A lot.

    Take these tests and prove it to yourself.

    Next time you’re all cozy and curled up on the sofa, watching TV with remote in hand…

    How quickly you click that remote when a commercial comes on that doesn’t interest you? Better yet, can you remember a TV ad that actually did interest you?

    Ok… you’re driving along, listening to the radio. The song ends and a commercial comes on. How quickly do you change the station?

    When you’re reading the newspaper or your favorite magazine… Do you even notice the ads, or has your brain instinctively programmed them out?

    Now, you’re a marketer and you’re ignoring all the ad noise.

    Imagine what your prospect does?

    How can you expect to be heard simply by adding to the noise?

    You Gotta Do Things Differently

    It starts with understanding these marketing fundamentals. It begins with your unique marketing message.

    What message do you need to convey to prospects and clients that breaks through and pierces their preoccupation and even resistance?

    How does your unique difference appeal emotionally, directly to your prospects needs and wants?

    Here’s the thing…

    In this busy, noise-filled world, more than ever, people hunger for superior results from the products and services they use.

    People are busy. They’re jaded , guarded, and skeptical. Some are cheap and down-right rude. Lots of folks have no time, no patience, and little interest in what you’re selling.

    As a result, lots of businesses give up, especially now with the economy slowing down, because they simply don’t know what to do next.

    In their gut, they know they need a different approach, but they don’t know what that approach is or how to make the shift.

    Lots of small business owners fall into a trap. They overlook the essence, and under-estimate the impact, of exceptional marketing… and how exceptional marketing positions for exceptional selling.

    Often times, doing this marketing thinking and innovation is pushed aside in favor of less important, less productive (yet more familiar and more comfortable) duties.

    Guarantee Your Place in Your Market

    If you’re unique, if you add value that your prospects want that your competition does not offer, you’re almost guaranteed to outperform and out distance your competition.

    “Me-Too” businesses are a dime a dozen and easily replaced. The days of competing on price and service are over. Every one can make these claims. A competitive price and good service is expected.

    Adopting a Unique Selling Proposition forces you to be clear and define exactly what advantages your clients can expect when they choose to do business with you.

    Nailing Down Your USP doesn’t cost you any money

    It does require an investment of time and clear-headed, honest, realistic thinking about your business.

    Time and though well spent and wisely invested.

    So, there you have it…

    What’s a Unique Selling Proposition… and Why You Need a USP in Your Business Now More than Ever.

    I invite your questions, comments, and disagreements…

    And, please share other examples of good… and bad… USPs.

    Keep your eyes and ears open. Rather than tune out those ads, see if you can determine the USP.

    This will help you think about and craft your own USP.

    During the coming week, I’ll share more USP thoughts and ideas, and we’ll move into how you determine your USP.

    Talk soon…