Think about your last trip to the mall.

Be honest now. How many of those shiny, new packages you brought home contained something you really needed? I mean for your basic survival?

More than likely the items you bought filled a "want," not a need.

Consider the Mercedes buyer. Does he buy a Mercedes because he needs its great gas mileage? Or does he "want" the impression of status it conveys for his image? Does he need the car’s safe handling for his family? Or does he "want" the younger, sexier feeling driving a Mercedes provides?

The fact is, people make purchases based on emotional reasons. Then, they use logic to justify their desires.

Many a product that satisfied a need has failed because it was impossible to get people excited about it.

When you’re looking for your next business venture choose one that fills a "want." People will always pay more for a "want" than a "need." And your odds for success will multiply.

Tags: internet marketing, article marketing, affiliate marketing, niche marketing, internet marketing tips

But what about when you’re just starting out? What if your product hasn’t been sold yet? How do you get customer testimonials before you even get customers?

Sure you could give people your product to sample in exchange for their endorsement. But I’ve got another idea you might like to try.

Find books, articles and news stories that have been written about your industry. Then quote what industry leaders and experts are saying in your marketing materials.

For example, let’s say you’ve invented a new child’s toy. Your toy is special because it is educational as well as fun. Now find a passage you can quote from, let’s say the National Toy Council that says educational toys are better for children. Find as many quotes as you possibly can that seem to support your product.

When you use these quotes from experts in your field, you get the added benefit of their implied endorsement. Be careful, however, not to suggest that these experts have actually tried and recommend your product. That could quickly get you slapped with a big, fat lawsuit.

When I wrote my manual "How To Start Your Own Home-Based Coupon Book Business," I quoted The Entrepreneur’s Ultimate Start-Up Directory. In that book, author James Stephenson stated "Community coupon books are hot, and starting a business that designs and produces coupon books is a sensational new business endeavor to set in motion."

I also found other marketing experts like Dan Kennedy and Kevin Nunley who indicated that coupon advertising is highly effective and profitable. I used their quotes in my sales letters and still do.

Of course, once your business takes off you WILL solicit testimonials from your satisfied customers.

But until you’ve hit the big time, use the quotes of industry experts to make it appear like you have.

Tags: niche marketing, Jonathan Hook, internet marketing tips, affiliate marketing, article marketing

Has this happened to you?

You’re in the process of selling your widgets to a prospect. You’ve turned features into benefits. You’ve given him an amazing demonstration. You’ve attempted several closing techniques.

Overall, you’ve done such a marvelous job of proving the value of your widget, that you’re convinced he’s ready to sign on the dotted line.

Suddenly, he hits you with: "What’s the catch?"

Most people have been taught to believe that if it sounds too good to be true, it probably is. Sometimes, you can oversell to the point where your prospect thinks there has to be a catch.

Your response to this question can be critical. If you say, "There’s NO catch," your prospect will, nevertheless, assume you must be hiding something.

So what is the best way to handle this situation?

First, be prepared for it. Don’t get caught with your pants down. Hesitation or stunned silence will lose you the sale every time.

You may even want to provoke the subject before your customer does with the question, "You’re probably wondering what the catch is, right?"

Then, give your customer a catch that is true yet meaningless to him.

The best way for me to illustrate what I mean is through an example from my own personal experience.

Years ago, I worked for a promotional company that sold coupon books to golfers by phone. The golfer who purchased a book would receive six rounds of golf for the price of one. The deal definitely sounded too good to be true.

My closing technique went something like this:

ME: "Now, I bet you’re wondering what the catch is, right Bob?"

BOB: (Laughs) "Yes, I am."

ME: "Well, you’re right. There IS one catch."

BOB: "I knew it." (Bob tenses, preparing for the worst.)

ME: "The catch is that the golf course owner requests that you call in

advance to book your tee-off time. But you probably do that anyway,

don’t you?"

BOB: "Usually I do, yeah. That’s it?"

ME: "That’s it, Bob."

Bob: "Sounds great."

ME: "Great! So how many books would you like, one or two?"

See how I’ve given Bob a catch to earn his trust – but I’ve made it a catch he can live with!

Try this technique yourself the next time you’re faced with the "too good to be true" scenario.

Find a small catch about your product – create one if you have to. Just make sure it’s a catch that your prospect doesn’t care about. You’ll gain credibility in his eyes and close a lot more sales in the long run.

Tags: affiliate marketing, internet marketing tips, Jonathan Hook, niche marketing, website optimization

P.O.W.E.R. is an acronym for: Provoke a Problem, Offer a Solution, Win Trust, Evoke Emotion, and Remove Risk.

Many small business owners forget some of these steps when they create their marketing materials. But the most successful sales letters contain ALL of these elements.

Let’s look at each step of the P.O.W.E.R. Marketing System:

1/ PROVOKE A PROBLEM:

Your ad should begin by stoking the fire under a problem your prospect

identifies closely with. This is often done in the headline, the sub-head

and the first few paragraphs of the body copy.

An example might be the famous mail-order ad that asks, "Do You Make

These Mistakes In English?" The goal is to stop your reader in his tracks

and make him want to read more.

2/ OFFER A SOLUTION:

If you write your ad correctly, the solution to your prospect’s problem

should be YOUR product or service. But many ad writers remember the

"solution" but forget the "offer" part.

You need a solid offer so your prospect knows what he’s getting. Your

offer should include your product, the price (which may include a

discount with an expiry date), payment terms and even bonuses.

Bonuses are especially effective if offered for a limited time only.

Spend a lot of time creating your offer. Make it irresistible. Your offer will

make or break your campaign. And it’s the most essential part of the

P.O.W.E.R. Marketing System.

3/ WIN TRUST:

When your prospect reads your ad or sales letter, he is often doubting

what you say. He knows you are trying to sell him something. He’s been

burned before by other, unscrupulous marketers. Why should he believe

YOU are any different?

So remember to present your credentials. State your years and level of

experience. Quote the results of tests performed on your product. Show

photos of your product in action. All will enhance your credibility.

But the best way to win your prospects’ trust is through the use of

testimonials. You’ve read statements from customers that began, "I was

skeptical at first. But then I tried XYZ brand." Your prospect will believe

a testimonial over YOU because he perceives that the customer is

someone like him.

As soon as you can, start collecting testimonials from satisfied

customers. Most are happy to oblige. (And while you’re at it, ask for

referrals too.)

4/ EVOKE EMOTION:

People buy things based on emotion not logic. They may realize buying

your product would be a smart move. But you must get them excited to

get them to take that step.

To get your prospect excited, speak in terms of benefits, not features. A

feature is a specific characteristic of your product. A benefit is what your

customer will get from that feature.

An example? The lighted keypad on a cell phone is a feature. The

benefit? No more fumbling in the dark to answer a call or dial a number.

When describing your product, make sure you always translate each

feature into its corresponding benefit to the consumer.

5/ REMOVE RISK:

To really explode your sales, you need to remove all risk from your

prospect. To do this, develop a strong guarantee and promote it heavily.

It’s not good enough to simply state "Guaranteed" at the end of your

offer. In fact, the more specific you make your guarantee, the more

powerful and effective it becomes.

Here’s the guarantee I use for my "How To Start Your Own Home-Based

Coupon Book Business" manual:

"Try my manual for 60 days FREE.

If you’re not completely convinced

that this business is the one you’ve

been waiting for – send it back

for a FULL REFUND. NO QUESTIONS ASKED."

For my "Coupon Book Business Builder’s Tool Kit," I offer a ONE-FULL-

YEAR Unconditional Guarantee.

Some marketers even offer double or triple your money back.

Don’t be afraid to make a strong guarantee. Sure a few dishonest

people will take advantage of you. But your increase in sales will far

out-weigh your losses.

Remember to use these five steps in all your marketing messages. Employ the P.O.W.E.R. Marketing System and watch your sales sky-rocket.

Tags: article marketing, internet marketing tips, Jonathan Hook, affiliate marketing, internet marketing

S.A.F.E. is an acronym for: Skepticism, Apathy, Fear and Egotism.

These four words sum up the four major emotions a prospect is struggling with during your sales presentation. You as the sales person must deal with each one of these emotions before you can close the sale.

Here are some brief examples of what your prospect is thinking and feeling as you present your product:

S = Skepticism ("It won’t work!" – "I don’t believe you!". . .)

A = Apathy ("I don’t need it right now!" – "I can’t afford it!". . .)

F = Fear ("What if I don’t like it?" – "Will you rip me off?". . .)

E = Egotism ("My problem is different!" – "It won’t work for me!". . .)

Your prospect will experience some or all of these emotions during the course of your presentation.

How do you find out which ones he is feeling and when? Through the use of effective probing.

But ultimately, your pitch should flow naturally so as to answer your prospect’s concerns as they are raised in his mind. Then, you can interject periodically with a trial close to make sure your prospect is satisfied.

Remember too, that advertising is merely salesmanship in print. Don’t think for a moment that your ads and sales letters aren’t required to heed this advice simply because no face-to-face presentation takes place.

In fact, advertising has an even tougher job. Sometimes, (and especially on the Internet) your sales letter must do the complete selling job. And that includes handling objections.

You must know your product. But more importantly, you must know your prospect.

Then, and only then, can you use "S.A.F.E. Selling" techniques to make your prospect feel SAFE enough to become your customer.

Tags: affiliate marketing, internet marketing tips, internet marketing, Jonathan Hook, article marketing

I’ll give you a hint: it starts with "F."

Not THAT four-letter word, silly? This one won’t get you thrown out of church on Sunday morning.

It’s "FREE!"

Nothing pulls orders better or gets response faster than giving something away FREE. Here are 8 ways to use it in your ads:

1/ FREE DETAILS! This is popular with mail-order dealers. They use

small, inexpensive classified ads to uncover interested prospects. Then,

they send a detailed information package to everyone that responds.

2/ FREE DELIVERY! Commonly used by furniture stores and pizza places.

3/ BUY-ONE-GET-ONE-FREE! An excellent way to earn big profits fast.

4/ FREE TRIAL SIZE! Give away a smaller version of your product to

entice customers to try the full size.

5/ FREE FOR 30 DAYS! Let people use your product without charge for a

limited time. Bill them only when they decide to keep it.

6/ FAST SERVICE OR IT’S FREE! Some restaurants offer lunch in 10

minutes or you don’t have to pay.

7/ FREE! NO PURCHASE NECESSARY! This is often reserved for

contests or sweepstakes.

8/ YOU’RE SATISFIED OR IT’S FREE! Use a powerful, money-back

guarantee to remove the risk from your customer.

Use the word "FREE" in your advertising whenever possible. Make it bold and colourful so it really stands out. Nothing gets attention – or response like this four-letter word.

NOTE: If you have more creative ways to use the word "FREE" in your marketing materials, e-mail them to me at

mailto:randy@randyruggles.com . I’ll reprint the best ideas in a future article along with your name and Web site address.

Tags: website optimization, Jonathan Hook, niche marketing, article marketing, affiliate marketing

As Bob explains in his Golden Rule:

"All things being equal, people will do business with, and refer business to,

those people they know, like and trust."

And he continues:

"The intent and theme of this entire book is to show you how to get people

to know, like and trust you."

Here, I’ll share with you Bob’s eight basic rules of customer service as they relate to networking.

1/ EVERY EMPLOYEE IS IN SALES:

Bob reveals why even those staff members in your company who are not

salespeople, really ARE salespeople.

2/ IF YOU THINK YOUR CUSTOMERS ARE NOT KING, TRY RUNNING

YOUR BUSINESS WITHOUT THEM:

Here, Bob tells why you must adopt a "the-customer-is-the-boss"

attitude.

3/ DON’T EVER TELL CUSTOMERS THEY’RE WRONG:

As I like to put it: Do you want to be right – or do you want to make

money? Here’s why it’s a mistake to win the battle but lose the war.

4/ DELIVER WHAT YOU PROMISE AND A LITTLE BIT MORE:

Here, Bob cites a true, personal story that ends with a restaurant manager

telling him, "Sir, if we were to deliver everything we promised on the

menu, we’d go out of business!"

5/ GOING THE EXTRA MILE, OR EVEN THE EXTRA STEP, IS WORTH

ALL THE PAID ADVERTISING IN THE WORLD:

Bob demonstrates why "people don’t care how much you know until they

know how much you care."

6/ YOUR RECEPTIONIST IS ONE OF YOUR MOST IMPORTANT

SALESPEOPLE:

Bob discusses why "you never get a second chance to make a good first

impression."

7/ RETURN TELEPHONE CALLS PROMPTLY:

Bob talks about how "some people are just TOO BUSY to make money."

8/ IT ISN’T NECESSARILY WHAT WE SAY BUT HOW WE SAY IT:

Here, Bob shows how it’s possible to say all the right things, but all the

wrong way.

The book also contains some fascinating techniques for learning to remember people’s names by creating word pictures in your mind.

For more ways to network your everyday contacts into sales, get Bob Burg’s book "Endless Referrals" by going here:

http://www.amazon.com

Tags: affiliate marketing, internet marketing, internet marketing tips, niche marketing, Jonathan Hook

I would creep nervously into an establishment, introduce myself to the nearest staff member and ask to see the owner. Usually (big surprise), they were busy.

I’d sit down to wait, fidgeting with my briefcase. Often half an hour or more would pass.

This scenario took place regardless of whether I had an appointment. The owner would almost always keep me waiting an eternity.

Once, as I waited in a hotel lobby for nearly an hour, I saw the hotel manager stroll by casually, barely giving me a glance.

"Does she know I’m waiting?" I asked the desk clerk.

"Oh, yes," came the reply. "She’s very busy today. She’ll get to you when she can."

This reminded me of something a former boss once told me years ago. He arrived late one day to find several job applicants lined up outside his door for a job interview.

"Always keep ‘em waiting," he winked at me. "Shows ‘em who’s boss."

It was all one big powerplay.

The store owners kept me waiting because I was willing to wait. I needed them more than they needed me.

I thought about the service I was providing.

I was about to offer this hotel manager free advertising in my coupon book. Advertising that I COULD charge hundreds of dollars for. Advertising that would likely net the hotel thousands of dollars in profit. If she didn’t want to listen to my offer, plenty of other hotel managers would.

My frustration turned to anger. It was time for the power to shift.

"I’m sorry. I’ve got to go," I told the desk clerk.

"I’m sure she’ll only be a few more minutes," he said.

"Thanks anyway. I have another appointment," I said. "Have her call me."

I handed him my business card and walked out.

Now, you’ve got to understand that, in the beginning, it took a lot of guts for me to walk out on a potential deal like that. Especially when I didn’t really have another appointment lined up.

But I wanted to project an image of success. I wanted to prove that I didn’t need to jump through hoops to get business.

And you know what? It worked.

To my surprise, the next time I called on the hotel manager, she took me immediately (and she became a client, I might add.)

I made a decision right then and there. From now on, if the owner knew I was waiting, the countdown would start. If, after ten minutes, I was not face to face with my prospect, I would get up and leave.

Every time I did this, I got what I wanted – often right away. It never failed.

I found the confidence I needed to be successful by acting like I already was. And I discovered the secret of how to use, to my advantage, the old adage "People want what they can’t have."

Try this technique the next time you’re facing an apathetic prospect. Send your success stories to mailto:randy@randyruggles.com and I’ll publish them in a future article.

Or maybe I won’t.

Tags: internet marketing, Jonathan Hook, niche marketing, internet marketing tips, website optimization

A meme is defined as an idea that has been so simplified that it penetrates your brain with lightning speed. You instantly comprehend the deeper meaning behind the concept.

Confused? Don’t feel bad.

The irony is that a meme, which is all about simplicity, is not a simple concept to grasp right away. In fact, Ayling spends a good portion of his book explaining, in different ways, what a meme is and is not.

But once you get it, it’s likely to revolutionize your thinking about advertising and marketing.

Here is Ayling’s four-step plan for developing a powerful meme for your company that will separate you from your competition – even if you think you’re not unique.

STEP 1: Identify The Characteristics Your Target Market Values Most In A

Product Like Yours

Take the example of cosmetics used by Ayling. Suppose you

discover, through market research, that the four most important

attributes of a cosmetics brand to your target market are:

a) Price point

b) Covering skin blemishes

c) Natural skin tonings

d) Promoting healthy skin

STEP 2: Study Your Competitors

Do any of them already own any or all of these niches in the

minds of consumers? Choose a niche that you can make your

brand synonymous with. In this example, Ayling chooses ‘healthy

skin.’

STEP 3: Express Your Niche As A Meme

Create a short statement that instantly and memorably conveys

‘healthy skin.’ In this case, Ayling uses the words "Skin Fitness."

STEP 4: Expose Your Meme To The Marketplace

Use the meme you’ve created in all your advertising, on your

packaging – everywhere. And ultimately, that’s exactly what Ella

Baché Cosmetics did. Now, Ayling says, you’ll see: Ella Baché -

Skin Fitness along with their logo everywhere the brand is sold.

Says Ayling, "Anybody seeing that four-word identity meme, even

just glancing at it casually, would be in no doubt as to what the

brand is all about."

And that’s what creating memes is all about – conveying instantly your competitive edge.

If you’d like to find out more about memes, get Geoff Ayling’s book called "Rapid Response Advertising" by going here:

http://www.amazon.com

Tags: article marketing, internet marketing tips, internet marketing, Jonathan Hook, affiliate marketing

In business, as in life, perception is everything. If your customer perceives you made a mistake, whether or not you actually did is not the point. The issue is that your customer thinks you wronged him.

I want you to begin a new habit. Starting today. No, starting right now.

When one of your customers has a complaint, make sure the first words out of your mouth to her are "I’m sorry."

I know you’ll be tempted to get defensive. I know you’ll feel the need to explain.

Don’t.

Just say, "I’m sorry." Then, ask what you can do to rectify the situation.

I’ve witnessed many examples of bad customer service. And I’m constantly amazed by how many of these cases could have been resolved with those two magic words.

Often a problem occurs when a customer complains about an employee. The owner or manager feels he must defend his employee against the big, bad customer.

Now, I’m not saying you should berate your employee in front of the customer and fire him on the spot. But it must APPEAR, whatever the outcome, that you are on the customer’s side. Remember: perception is everything.

From now on, look upon every complaint as an opportunity. First, to improve. But more importantly, to turn an unsatisfied customer into a satisfied customer into an ecstatic customer.

A properly handled complaint can really turn things around. Don’t be too surprised when yesterday’s complainer becomes tomorrow’s biggest client.

Tags: affiliate marketing, niche marketing, internet marketing, internet marketing tips, article marketing