YOUR MARKETING MESSAGE – IT’S ONLY EVERYTHING

As a small to medium size business owner or entrepreneur, you face many challenges. Not the least among them is to clearly communicate with your customers and prospects. You must be able to articulate your marketing message and value proposition with absolute clarity.Your message must speak to and engage your target market. Clear communication can mean the difference between selling and not selling. If you don’t sell you won’t make money. Word of mouth alone is not enough to sustain you. It is an absolute necessity that you market your business.

At the risk of being blunt, here is something you must know. A current or potential customer doesn’t care about the number of widgets your company has sold. Likewise they don’t care how many years you have been in business, nor how many sales awards you have collected. Here is what they actually do care about and want to know. Will your product or service fill their need, solve their problem, or make their life better and easier? If your product or service can achieve these things, then the world will beat a path to your door. This is a paraphrase of a famous (mis) quote, often attributed to Ralph Waldo Emerson. It simply means that if your product or service has such a compelling value proposition, that people will go out of their way to find and purchase it.

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How to Attract New Clients in Just 30 Seconds!

From time to time I will have a guest writer for my blog. This will occur when I come across information of great value to small & medium size business owners and entrepreneurs like myself. Such is the case here in the “Secrets From The Spotlight” series by Tsufit, an award winning author and coach who specializes in helping entrepreneurs. In this first installment of the series she reveals that too many entrepreneurs chase potential customers when they should, in fact, be seducing them.

Interested? Read on!

It’s Noisy Out There!

And everyone wants to get noticed. We’re living in an “overcommunicated” society. Consumers are on information overload. So how can you get your audience’s attention? Sooner or later, most entrepreneurs resort to the chase.

Don’t Cut to the Chase!

Imagine you’re walking down the street, minding your own beeswax, thinking about how you can get your own reality TV series, when, all of a sudden, out of the blue, someone starts chasing you!

What do you do?  You run.  But, he catches you, by the arm. What do you do now?  You struggle!  You try to get away! Natural instinct, right?

Too many entrepreneurs are chasers! They chase their potential customers with cold calls, and emails and faxes. And what do their prospects do?

They try to escape!  No one likes to be caught! It’s dopey. Because what works, is exactly the opposite.

Business is a seduction.

If you learn the art of attraction, throw in a little bit of showbiz, you’ll never have to make another cold call again.

Cold Calls Leave You Cold?

I’m not saying cold calls don’t work. They do.  But cold calling is chasing. Cold calls diminish the caller and creep out the “callee”.

They’re an intrusion. They’re uncomfortable and they’re unnecessary.

Today, most products and services are bought not sold. We have no patience for the Willy Lomans or the used car salesmen of the world.

30 Seconds of Fame

Business people love to tell you, “It’s all about long term relationships.  You can’t get a new client in just 30 seconds…” Poppycock!  I attract more than half my clients in just 30 seconds. For me, the long term relationship starts after they become a client.

So how do you attract?

In this series of special bite-sized mini reports, I’m going to send you tips that’ll help you hang up on cold calls forever and start attracting–in just 30 seconds! But for now, I just want you to make an attitude adjustment. You are no longer a salesperson.  You are a star!

Courtesy of “Tsufit c.2010″

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Tsufit is the author of the award winning book, Step Into The Spotlight!

recently featured in Entrepreneur Magazine. She is also a coach specializing in helping entrepreneurs and keynote speakers and authors captivate their audiences.

To receive all the articles in this series, enter your name at www.secretsfromthespotlight.com More information on Tsufit at www.followthatdream.ca c. Tsufit 2010

 

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What is Wordsmith.org?

One of the most basic requirements for the well-being and longevity of an active and enquiring mind is that it must constantly be fed with new and relevant information. If this information could be both interesting and humourous, you would surely have struck upon a winning combination. Nowhere have I found this to be more true than in an exploration of the wonderful world of words.

Certainly there are many websites floating through cyberspace which deal with words and all their idiosyncrasies. I am happy to introduce you to the one site I have found which is at once relevant, informative, interesting and humourous. Welcome to                   Wordsmith.org. Wordsmith is a worldwide online community of more than one million readers who share a love of words, wordplay, language and literature. While the site boasts many interesting features, the flagship service is undoubtedly “A.Word.A.Day.”

So, what is A.Word.A.Day? The music and magic of words — that’s what A.Word.A.Day, (AWAD), is all about. AWAD is a daily electronic publication from the wordserver at wordsmith.org. AWAD includes a vocabulary word, its definition, pronunciation, information with audio clip, etymology, usage example, quotation, and other interesting tidbits about words to subscribers every day. You can think of it as a word trek to explore strange new words. Words are usually selected around a theme every week. There is no charge to subscribe to AWAD.

While I certainly could sing the praises of AWAD, I’ll let you hear from some media heavyweights whose resumes are longer than mine.

“The most welcomed, most enduring piece of daily mass e-mail in cyberspace.”   Katie Hafner – The New York Times.

 “AWADies will be familiar with Anu Garg’s refreshing approach to words: words are fun and they have fascinating histories.”   John Simpson, Chief Editor, Oxford English Dictionary

“Clever, Humorous, and always interesting approach to words…to the delight of every Linguaphile.”   Hilary White – Pages Magazine.

Please tune in to the next installment from The Witty Wordsmith, coming your way in May 2011.

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Welcome to The Witty Wordsmith’s New Blog

In a town in Ontario there lived a wordsmith. Not a tiny secluded town with perfectly laid out houses, gardens and white picket fences, nor yet a big bustling town overwhelmed by factories, monster shopping malls and roads jammed with traffic. It was the town of Aurora, and that means home.

This particular wordsmith – what is a wordsmith? I suppose wordsmiths need some description these days since they are rather a rare breed. Being somewhat of a nonconformist I generally eschew definitions. In this circumstance I will risk but one. According to InfoPlease Dictionary, a wordsmith is, “an expert in the use of words.”

As I was starting to say, this particular wordsmith has a speciality very near and dear to him. He is most fond of wordplay, double entendre, expressions and the like. Indeed he has been practicing and honing his skill in this area for many years. Reading and humour come to him naturally. Thus it was that when his 30 plus years career in retail, customer service and advertising wound down, the decision to launch a new business was an easy one. Easier still was the decision that words, wordsmithing and copy writing should form the core of this business.

All businesses need to advertise. A select few have managed to build, grow and maintain a successful business almost solely based on word of mouth advertising. Most businesses in our digital computer age have come to rely on a more sophisticated approach. It’s all about connecting with our audience of potential prospects. Regardless of what channel of communications is employed, websites, email marketing, signage, newspaper, radio or TV ads, the written word is at the heart of all that we do. As a skilled wordsmith, I am able to crystallize your marketing message to ensure it connects with your target market.

Two things to keep in mind here. Firstly, though I have roots in Aurora, the power of the internet means that I can be of service to you across the country or wherever you may be. Secondly, don’t let the “Witty” part fool you. While it’s true that humour is part of my DNA, I can be as straight laced as the occasion calls for.

For those of you familiar with the work, you will have noticed that this blog began with a parody on the opening pages of “The Hobbit.” I must therefore tip my literary cap to J.R.R. Tolkien.

In conclusion I wanted to share with you the only quote to be found on my website. I read it before embarking on each project and strive to hold true to its guiding principles. “Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it, and above all, accurately so they will be guided by its light.” Joseph Pulitzer

In my next installment I look forwards to sharing with you my favourite source of words, both old and new.

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