There is a Time to Sell, And a Time to Educate
Make Money With Us
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
THE WINNING ADVANTAGE eZINE
Friday, August 26, 2005
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Published by Earl Savage
ES World Marketing
http://www.esworldmarketing.com/blog/ezine/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
In This Issue:
-----------------
1. Message from the Editor
2. Feature Article - "There is a Time to Sell, And a Time to Educate"
by Bill Platt
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Dear Reader,
Thanks and WELCOME!
As always, I hope you'll enjoy and profit from reading "The Winning AdVantage".
Please feel free to post your comments at the bottom of this blog post. I am here
to help and welcome any help or advice you may offer.
Wishing you success,
Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com
P.S. If you like this ezine, please forward it to your friends, downline, upline, etc.
If you have ideas for improving it, please let me know. I'd love to hear from you.
---------------------------------------------------------
Did you get your New Net Mail?
Do you like sending email? Do you like making money?
Instead of email, use New Net Mail!
It's virus-free, spam-free, and you can make money!
Get your FREE LIFETIME LITE ACCOUNT, we do
NOT ask for your credit card or checking account. It
REALLY IS a free account. Just click on the link below.
You can keep the account forever, you can even give
them to your friends!
Click here to get your's FREE!
---------------------------------------------------------
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Feature Article
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
There is a Time to Sell, And a Time to Educate
Copyright © 2005 Bill Platt
the Phantom Writers
http://thePhantomWriters.com
It has often been said that the true nature of marketing is
four-fold, what is referred to as the four p's of marketing:
* Product
* Place (distribution)
* Price
* Promotion
Most people who do business online look at the sole element of
Promotion and believe that is the full range of what encompasses
the marketing experience. These promoters tell their world
audience that they are successful marketers, and the world
believes them, because the general world audience fails to
recognize the differences between marketing and promotion.
THE ESSENTIAL ELEMENTS OF PROMOTION
Promotion actually entails several activities. All promotional
activities actually fall under the guise of communicating your
sales message to your potential clients, a.k.a. your target
market.
All communication between first contact and your after-the-sale
customer service is included in your actual promotion. Some
people lose sight of the message at this point. They lose site of
the message because they feel that promotion ends when the cash
register rings.
After-the-sale is as important, if not more important, than every
communication leading up to the sale. Many professional marketers
have pointed out that it costs six times more money to bring a
customer to a purchase, than it costs to keep an existing
customer buying your goods and services. Over the long haul, it
is much more economic to protect your current customer base than
it is to generate a new customer base.
Other factors that fall under promotional activities include:
* determining your promotional strategy
* determining whether you will use direct selling or indirect
selling
* determining whether you will do the selling or employ a team
of sales people
* public relations and publicity
* advertising
* sales promotions
* educating your target market as to why they will need what
you offer
* closing the sale
* after-the-sale customer service
* generating repeat business
DETERMINING THE HOW
First you must decide how you will reach potential customers.
Once you understand who will most likely buy your products and
services, then you must determine the most cost effective way of
reaching those prospective customers.
If you are targeting the consumer market, you can generally go
the direct sales method of advertising and letting customers
order directly from your company. Or, you can go after the buyers
of the major retail chains, to have your product placed in their
stores.
Both methods of delivery to the consumer have different
requirements from your marketing team and sales departments.
If you go directly to the consumer, you will need to set up an
order fulfillment system, and a means to take the customer's
payments for your goods or services. You will need to decide
on a 800 calling system or to put up a store front.
If you go through the retailers, you will need to set up a sales
team that will go out into the field and talk to all of the
relevant buyers to get your products into their store. You might
even be able to go through the wholesaler system to get your
goods placed at the wholesaler level, and to utilize their field
representatives to sell your products to the stores that will be
able to reach the consumer.
DETERMINING HOW YOU WILL COMMUNICATE WITH YOUR BUYERS
Publicity is often a function of capturing the attention of news
agencies such as newspapers, magazines, radio and television, and
giving them the incentive to create news stories that will tell
the message of your business activities.
Public Relations is generally the function of putting a human
face on your business in the eyes of the consumer.
Advertising is paying the above mentioned news agencies to tell
your story to their own customers --- readers, listeners and
viewers.
Educating your target market generally falls under the helm of
all of the above listed methods of communciation.
THERE IS A TIME TO SELL AND A TIME TO EDUCATE
A common mistake made by promoters everywhere is to fail to see
a difference between selling and educating.
In the back of their minds, they are thinking that the point of
their activities is to "sell" their stuff. So, when they sit down
to sell their stuff, they write to "sell". In many media's, this
is a catastrophic mistake.
A press release should never be written to "sell". You are trying
to capture the attention of news agencies and encourage them to
tell people about your business. Press releases should be written
and sent ONLY when there is something "newsworthy" about your
business to share with the public. Remember, you are targeting
the press, a.k.a. the news media, with your press release.
Look at this matter through their eyes.
They are looking to tell their readers, listeners and viewers
about items that are newsworthy, because their users are
interested in getting the news from them. They do this so that
they can sell advertising to others. Their bottom line is
measured in the amount that they can charge for advertising and
the amount of advertising they can sell.
Why then would they want to communicate your sales message to
their users if there was no news value in your message? They
wouldn't, would they? If you send them a press release that holds
no newsworthy information, what is the chance that they will read
your next press release? Your chances are definately greatly
diminished if you waste their time now. If you want to sell your
goods to their customers (readers, listeners and viewers), then
you can buy advertising just like everyone else.
This same concept applies online.
EDUCATE ONLINE CUSTOMERS FOR PROFIT
Online publishers and webmasters need to share valuable
information with their customers, so that they can sell more
advertising to the people who are paying their bills. If you want
to sell their users your stuff, then you should buy advertising
like everyone else.
But, if you are willing to take the time to develop
stories/articles that they can share with their customers, then
you might just find that they will be more than happy to print
your story/article in their online ezine or website, at no cost
to you.
Whole industries online are driven by people who have learned the
value of Education in the promotion process.
Just like the press release can generate news stories in print
newspapers and magazines, radio and television, the free reprint
article can generate significant traffic from publishers and
webmasters on the internet.
The trick for reprint articles is the same trick that works for
press releases. Press releases encourage offline media companies
to generate a story based on news coming from a company. Reprint
articles also educate and entertain the users of online
properties.
If you want to sell in the ezines and websites, then buy
advertising.
But, if you are willing to "educate your target market as to why
they will need what you offer" by educating them about the uses
of what you offer, then you are one step closer to being able to
utilize the reprint article to generate sales for your online
business.
The trick is that publishers and webmasters won't print your
article if you employ sales copy in your article. You MUST
educate their readers about something of value to their readers.
It may be how the reader can utilize a generic product that
looks a lot like yours. It may be how to do things that would
be important to the people who will buy what you are offering.
What is important is that you must keep the "sales pitch" out
of your article. You must educate your reader about what is
important to the reader. And when your reader finally reaches the
end of your article, you should then provide a resource box about
yourself. The resource box is the "about the author" information
that follows an article and tells the reader why he or she should
visit your website and why he or she should buy what you are
offering for sale. And, do keep your resource box short. At most,
your resource box should be no more than nine lines in length.
Your resource box should be constructed much like this:
---------------------------------------------------------------------
Bill Platt owns http://thePhantomWriters.com . He specializes
in getting your reprint articles distributed to at least 17,000
publishers and webmasters seeking good content. Pre-Written
ghosted articles are now available for purchase. If you need help
setting up your blog, please review his blogging services at:
http://BloggerSupport.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Ezines-R-Us Advertiser Ad
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
FINALLY... A Legitimate Home-Based Business That Works
"I've tested almost every business opp you can imagine. Been
ripped-off, mislead, burned, cheated, scammed & lied to... But
I found the perfect HBB that's dramatically changed my life.
It's like a miracle." Free details -> www.homerecruiter.com
Ezines-R-Us
http://www.ezines-r-us.com/cmd.php?af=293011
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
That's all for this time - thanks for reading!
To contact us, go to: http://www.esworldmarketing.com/contactus.html
Your success is our success!
(c) 2001-2005 ES World Marketing
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> OUR MISSION
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
We, at The Winning AdVantage, are devoted to helping our subscribers
develop their marketing skills and promote their home-based Internet
marketing businesses and affiliate opportunities. This publication
features tips, techniques and how-to articles on such topics as ad copy
writing, finding good FRËË or inexpensive places to post ads, finding the
best available resources, and other issues related to making money on
the Internet. The Winning AdVantage eZine is dedicated to the
enhancement of your home-based Internet marketing business success.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Subscribe & Un-subscribe Instructions
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
To subscribe to or unsubscribe from The Winning AdVantage eZine,
visit our Web site at: http://www.esworldmarketing.com/blog/ezine/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
***************************************************************
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
THE WINNING ADVANTAGE eZINE
Friday, August 26, 2005
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The Winning AdVantage eZine is dedicated to your Home-based Internet Marketing Business Success.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~Published by Earl Savage
ES World Marketing
http://www.esworldmarketing.com/blog/ezine/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
In This Issue:
-----------------
1. Message from the Editor
2. Feature Article - "There is a Time to Sell, And a Time to Educate"
by Bill Platt
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Dear Reader,
Thanks and WELCOME!
As always, I hope you'll enjoy and profit from reading "The Winning AdVantage".
Please feel free to post your comments at the bottom of this blog post. I am here
to help and welcome any help or advice you may offer.
Wishing you success,
Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com
P.S. If you like this ezine, please forward it to your friends, downline, upline, etc.
If you have ideas for improving it, please let me know. I'd love to hear from you.
---------------------------------------------------------
Did you get your New Net Mail?
Do you like sending email? Do you like making money?
Instead of email, use New Net Mail!
It's virus-free, spam-free, and you can make money!
Get your FREE LIFETIME LITE ACCOUNT, we do
NOT ask for your credit card or checking account. It
REALLY IS a free account. Just click on the link below.
You can keep the account forever, you can even give
them to your friends!
Click here to get your's FREE!
---------------------------------------------------------
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Feature Article
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
There is a Time to Sell, And a Time to Educate
Copyright © 2005 Bill Platt
the Phantom Writers
http://thePhantomWriters.com
It has often been said that the true nature of marketing is
four-fold, what is referred to as the four p's of marketing:
* Product
* Place (distribution)
* Price
* Promotion
Most people who do business online look at the sole element of
Promotion and believe that is the full range of what encompasses
the marketing experience. These promoters tell their world
audience that they are successful marketers, and the world
believes them, because the general world audience fails to
recognize the differences between marketing and promotion.
THE ESSENTIAL ELEMENTS OF PROMOTION
Promotion actually entails several activities. All promotional
activities actually fall under the guise of communicating your
sales message to your potential clients, a.k.a. your target
market.
All communication between first contact and your after-the-sale
customer service is included in your actual promotion. Some
people lose sight of the message at this point. They lose site of
the message because they feel that promotion ends when the cash
register rings.
After-the-sale is as important, if not more important, than every
communication leading up to the sale. Many professional marketers
have pointed out that it costs six times more money to bring a
customer to a purchase, than it costs to keep an existing
customer buying your goods and services. Over the long haul, it
is much more economic to protect your current customer base than
it is to generate a new customer base.
Other factors that fall under promotional activities include:
* determining your promotional strategy
* determining whether you will use direct selling or indirect
selling
* determining whether you will do the selling or employ a team
of sales people
* public relations and publicity
* advertising
* sales promotions
* educating your target market as to why they will need what
you offer
* closing the sale
* after-the-sale customer service
* generating repeat business
DETERMINING THE HOW
First you must decide how you will reach potential customers.
Once you understand who will most likely buy your products and
services, then you must determine the most cost effective way of
reaching those prospective customers.
If you are targeting the consumer market, you can generally go
the direct sales method of advertising and letting customers
order directly from your company. Or, you can go after the buyers
of the major retail chains, to have your product placed in their
stores.
Both methods of delivery to the consumer have different
requirements from your marketing team and sales departments.
If you go directly to the consumer, you will need to set up an
order fulfillment system, and a means to take the customer's
payments for your goods or services. You will need to decide
on a 800 calling system or to put up a store front.
If you go through the retailers, you will need to set up a sales
team that will go out into the field and talk to all of the
relevant buyers to get your products into their store. You might
even be able to go through the wholesaler system to get your
goods placed at the wholesaler level, and to utilize their field
representatives to sell your products to the stores that will be
able to reach the consumer.
DETERMINING HOW YOU WILL COMMUNICATE WITH YOUR BUYERS
Publicity is often a function of capturing the attention of news
agencies such as newspapers, magazines, radio and television, and
giving them the incentive to create news stories that will tell
the message of your business activities.
Public Relations is generally the function of putting a human
face on your business in the eyes of the consumer.
Advertising is paying the above mentioned news agencies to tell
your story to their own customers --- readers, listeners and
viewers.
Educating your target market generally falls under the helm of
all of the above listed methods of communciation.
THERE IS A TIME TO SELL AND A TIME TO EDUCATE
A common mistake made by promoters everywhere is to fail to see
a difference between selling and educating.
In the back of their minds, they are thinking that the point of
their activities is to "sell" their stuff. So, when they sit down
to sell their stuff, they write to "sell". In many media's, this
is a catastrophic mistake.
A press release should never be written to "sell". You are trying
to capture the attention of news agencies and encourage them to
tell people about your business. Press releases should be written
and sent ONLY when there is something "newsworthy" about your
business to share with the public. Remember, you are targeting
the press, a.k.a. the news media, with your press release.
Look at this matter through their eyes.
They are looking to tell their readers, listeners and viewers
about items that are newsworthy, because their users are
interested in getting the news from them. They do this so that
they can sell advertising to others. Their bottom line is
measured in the amount that they can charge for advertising and
the amount of advertising they can sell.
Why then would they want to communicate your sales message to
their users if there was no news value in your message? They
wouldn't, would they? If you send them a press release that holds
no newsworthy information, what is the chance that they will read
your next press release? Your chances are definately greatly
diminished if you waste their time now. If you want to sell your
goods to their customers (readers, listeners and viewers), then
you can buy advertising just like everyone else.
This same concept applies online.
EDUCATE ONLINE CUSTOMERS FOR PROFIT
Online publishers and webmasters need to share valuable
information with their customers, so that they can sell more
advertising to the people who are paying their bills. If you want
to sell their users your stuff, then you should buy advertising
like everyone else.
But, if you are willing to take the time to develop
stories/articles that they can share with their customers, then
you might just find that they will be more than happy to print
your story/article in their online ezine or website, at no cost
to you.
Whole industries online are driven by people who have learned the
value of Education in the promotion process.
Just like the press release can generate news stories in print
newspapers and magazines, radio and television, the free reprint
article can generate significant traffic from publishers and
webmasters on the internet.
The trick for reprint articles is the same trick that works for
press releases. Press releases encourage offline media companies
to generate a story based on news coming from a company. Reprint
articles also educate and entertain the users of online
properties.
If you want to sell in the ezines and websites, then buy
advertising.
But, if you are willing to "educate your target market as to why
they will need what you offer" by educating them about the uses
of what you offer, then you are one step closer to being able to
utilize the reprint article to generate sales for your online
business.
The trick is that publishers and webmasters won't print your
article if you employ sales copy in your article. You MUST
educate their readers about something of value to their readers.
It may be how the reader can utilize a generic product that
looks a lot like yours. It may be how to do things that would
be important to the people who will buy what you are offering.
What is important is that you must keep the "sales pitch" out
of your article. You must educate your reader about what is
important to the reader. And when your reader finally reaches the
end of your article, you should then provide a resource box about
yourself. The resource box is the "about the author" information
that follows an article and tells the reader why he or she should
visit your website and why he or she should buy what you are
offering for sale. And, do keep your resource box short. At most,
your resource box should be no more than nine lines in length.
Your resource box should be constructed much like this:
---------------------------------------------------------------------
Bill Platt owns http://thePhantomWriters.com . He specializes
in getting your reprint articles distributed to at least 17,000
publishers and webmasters seeking good content. Pre-Written
ghosted articles are now available for purchase. If you need help
setting up your blog, please review his blogging services at:
http://BloggerSupport.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Ezines-R-Us Advertiser Ad
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
FINALLY... A Legitimate Home-Based Business That Works
"I've tested almost every business opp you can imagine. Been
ripped-off, mislead, burned, cheated, scammed & lied to... But
I found the perfect HBB that's dramatically changed my life.
It's like a miracle." Free details -> www.homerecruiter.com
Ezines-R-Us
http://www.ezines-r-us.com/cmd.php?af=293011
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«»
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~That's all for this time - thanks for reading!
To contact us, go to: http://www.esworldmarketing.com/contactus.html
Your success is our success!
(c) 2001-2005 ES World Marketing
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> OUR MISSION
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
We, at The Winning AdVantage, are devoted to helping our subscribers
develop their marketing skills and promote their home-based Internet
marketing businesses and affiliate opportunities. This publication
features tips, techniques and how-to articles on such topics as ad copy
writing, finding good FRËË or inexpensive places to post ads, finding the
best available resources, and other issues related to making money on
the Internet. The Winning AdVantage eZine is dedicated to the
enhancement of your home-based Internet marketing business success.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Subscribe & Un-subscribe Instructions
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
To subscribe to or unsubscribe from The Winning AdVantage eZine,
visit our Web site at: http://www.esworldmarketing.com/blog/ezine/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
***************************************************************
Copyright 2001-2005 The Winning AdVantage Ezine All rights reserved
The Winning AdVantage is a publication of ES World Marketing.
The Winning AdVantage is a publication of ES World Marketing.
posted by The Winning AdVantage eZine at 8/26/2005 06:49:00 PM
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