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Balancing Your Promotions
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This article discusses...
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How To Properly Use Ezine Advertising - Part Three
ANALYZING EZINES After having selected ezines to advertise your program in based on how the content of the ezines relate to what you wish to advertise, there is still another process to choosing the best ezines for your marketing dollars. ...
What Does Your Logo Color Say About Your Business?
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Fly fishing -- it doesn't work, does it? When I first watched someone fly-fishing, I saw them release the line that went out far in the water. No sooner had the fly hit the water it was being jerked back and reeled in. Even today, I still don't...
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from our sponsors
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Don't Count Your Chickens Before Your Eggs Hatch
Honestly, this IS advice for those in business, and not just colorful local lingo!
People have a tendency to do two things when closing that first big sale, or watching the hit counter fly due to the newest supermonster-nothingbeatsit-trafficgeneratorX:
A)sit back, start filing your nails, and say "wow, I did it, smooth sailing from here on in"...or
b)jump around, pat your self on the back and celebrate-go fishing, buy a car, start writing acceptance speeces for business of the year ...
but both hold a highly dangerous common thread: neglecting the immediate future.
It's ok-even appropriate and deserved-when you finally start seeing those results you've been working toward, to take a deep breath and relax. It's super to think in grandiose terms; without dreams, life would seem small indeed.
BUT, come back to earth quickly; the supermonster might crash, your big customer can also go bust, and your silver lining might tarnish fast. Go ahead and start reeling in the next "big one."
This IS actually the best time to either prospect or close other sales; when you're on a sales high (yes, you athletes, it happens!), you're feeling your best, and that energy will be reflected!
Hopefully your business plan includes daily income producing activities (IPAs). These can be small; send a new ad to a different type of ezine, add a new product or try a new type of service (eg ppc search engine or lead generation program). They are also the activities that bring you up in
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unexpected setbacks, because just at the point something falls through, those seeds sown start springing up. If you put all your eggs in one basket, what happens if you drop it?
Don't neglect outside opportunities: pass out business cards, make specialized auto tags, magnets, pencils, feather caps, whatever might be appropriate for YOUR type business; join organizations, talk to people at the grocery store checkout or your child's ballgame, conduct a local class or volunteer to present a free seminar at the communicty center...Use Your Imagination!
How many IPAs a day? Just depends on how much you want back.
It's important to cater to your present customer now too; you want to retain them. Remember THEY are your most valuable asset-they ARE buyers, and know others!
I like to do my KGA (Keep it Going Activities) right after a major accomplishment; trying out new software to see how I might improve efficiency or presentation, revising/editing website content, reviewing data, implementing plans to improve those places which are lacking or deficient, updating keywords...this is sort of my 'round tuit' list! These activities primarily are for the benefit of current customers.
After all, a bird in the hand is worth two in the bush.
(c) Shelly Rich Friedling
About the Author
Shelly Rich Friedling, a long time entrepreneur, is currently acting as Editor/Publisher of Success*Strategies, an ezine for creative sales and marketing strategies. http://www.richideas.info
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