Angela Kambarian - Marketing Consultant & Copywriter (516) 889-8636

6 Crucial Tips for a Killer Content Strategy

2012-05-02T19:53:00Z

Dear savvy business professional:

Let me ask you something...When was the last time you saw someone share a
banner ad, or a 30-second radio spot, or a 1-(800) number online?? Can't remember?
Well...there is a reason for that. It never happened. Ever!

What it means is that people do NOT exchange traditional advertising (with the possible
exception of Superbowl ads). Most of the time, they trade content. So, if you want people
to read your content or trade it on social media, you need to make sure that your
marketing strategy includes a powerful content strategy. It is absolutely crucial to
your success!

Now, the question is: where do you start and how do you build your strategy?
Please review some of my insights below and let me know what you think...

1. Fill the Knowledge Gap

Your audience always needs interesting, valuable and timely information.
So, what is that information? One well-known and well-revered marketing
expert maintains that "it rests in the gap between what they do NOT know,
what they conceptualize but wish to understand, and what they understand
but want to hone and refine."

As you know, your audience is composed of potential clients or customers and
knowledge leaders - those individuals who deem you as a well-established
expert, who appreciate your wisdom, and are ready to pass it on to others...

2. Use Your Content to Build Relationships

Interesting and compelling content gives people something to talk about. If you
don't have powerful content to offer to your prospects, you will have a hard time
building relationships with them. Chris Brogan, one of the most popular and
successful bloggers around, says that the posts with more conversation are not
finished. That's why, he leaves them open on purpose, in in an effort to invite
conversation. In fact, the posts with fewer responses might deter some of your
readers and even send them off your site.

Need more ideas for your articles? Here is what I suggest you do: Check with customer support specialists, your experts in Research and Development (R&D), or maybe even
internal communicators. They usually know the product or service well and might share
some valuable insights with your audience. It would be wise to use them as reliable
content sources, and their input might make a difference.

3. Extend Your Knowledge and Expand Your Horizons

You can't know everything - even if you are a well-known and established
business professional, with impressive educational credentials and a proven
track record. We all gather intelligence from others. That's what we should
always do - seek value and information from other people - partners, customers,
clients, advocates and even competitors...

4. Never Talk Down to Your Audience

Believe it or not, some people do it. Pretty amazing, isn't it? You should resist
the urge to talk AT your readers. In order to provide a successful content strategy,
you should lose the marketing attitude that all communication is about delivering
YOUR message. Let me assure you that no one cares about your message. People
care about themselves, their needs, goals and aspirations. Therefore, to reach your
audience, you have to lose the "broadcast attitude" and adopt a conversational tone.
Here is what you should keep in mind: engaging your customers or initiating conversations should always be at the core of your marketing strategy.
Don't talk AT them. Talk WITH them!

5. Share Content When People Need It

Effective content strategy is not only about posting it online. As you know, there is
no shortage of articles out there...It is all about anticipating needs and sharing
relevant information that is in line with your business objectives. Advertisers
usually obsess over making messages timely and relevant. Content creators
should too! By the way, there are simple things you can do to come up with
content when people need it. For example: last minute tax tips in early April, etc...
You can also monitor various information feeds, such as Facebook, Twitter, blogs,
to see what people are talking about.

6. Support Your Sales Cycle

There are five stages of the purchase cycle:
Discovery, Research, Purchase, Use, Additional Purchase.
So, content can feed all five stages of the cycle. Your goal is to determine what content
is relevant at each stage and figure out how to deliver it. One marketing manager
points out that "regardless of what business you are in, you are really in the content
business." I couldn't agree more...

I hope you will find my suggestions above helpful as your continue your journey
towards marketing success. Good luck with your endeavors!!

If you need any help with your Marketing, Public Relations or Writing projects,
please call (516) 889-8636 or email: angela@kambarian.com today.

5 Social Media Secrets

2012-04-04T17:05:27Z

Dear Savvy Business Professional:

In this article, you will discover a few crucial strategies you should know about.
Let's face it - the world has fallen in love with social media. You can no longer ignore it...
A new wave of companies are starting to take social media seriously as a business tool.
I hope that my suggestions below will help you to stay on top of things and use social
networks to propel your business forward.

So, here is what you should do if you are intent on tapping into
this global phenomenon:

1. Pay Attention to the Metrics

You can't manage what you can't measure. Simple as that...Smart business owners
or chief marketing officers should start paying more attention to metrics and incorporate
social media directly into overall business goals, not just web-related goals.
Here is the deal: Each time you initiate a new project, you should determine what
the metrics should be and what goals are appropriate.

2. Scale Good Habits

Make sure that your business structure encourages good habits and brings out
the best in your employees. You should always match your structure, policy and
guidelines to the size of your organization. What works with 2 or 3 people won't
necessarily work with 20 or 50 employees.

3. Set Up Rules, But Trust People

As your social media strategy evolves, you might have to create more rules and guidelines.
However, you cannot be TOO rigid and have a specific rule for every situation. How
can you possibly accomplish that? Therefore, you need to trust your team. What it
means is that you should lead by example, not manage with a rulebook.

4. Personality and Creativity May Trump Big Budget

Social media is one of those areas where money doesn't ALWAYS win. Creativity
and personality should remain high on your list of priorities. In good times or bad...
These two traits are the most essential ingredients in social media. They are the key
to having a viral message and being a highly-trusted resource. They might even
help you discover useful strategies and tactics. As a savvy business professional, you
should keep your mind open, be courageous enough to try something new or even
go against the grain.

5. Listen. Listen. Listen

You shouldn't always focus on YOU and YOUR message. Maybe you should just
put that farther down on your to-do list. First and foremost, focus on your clients
or customers, hear what they have to say, see what they are up to. Do everything
you can to figure them out, learn about their biggest challenges and concerns, then
see how you can help.

If you need help with your Marketring, Public Relations or Copywriting projects,
please call (516) 889-8636, email angela@kambarian.com or visit www.kambarian.com

A Profitable Ebook Strategy

2012-02-29T20:38:45Z

Dear Visitor:

As you may already know, ebooks are becoming increasingly popular. They are easier to produce and considerably less expensive to publish and distribute than physical books.
There are no shipping, distribution or warehousing costs involved. The upfront costs are the same, whether you sell the ebook to one person or ten million people. Besides, reselling the rights to an ebook can encourage a viral effect.

There are so many different ways to benefit from your ebook. Therefore, I decided to write an
article and provide a few valuable ebook strategies that may help you increase your earnings
and gain more credibility. There are tens of thousands of people who have authored books,
articles, speeches and other content that can easily be sold online. So, let me help you get
your content on the market and make money in the process.

Here is how to create an ebook or an electronic document that a client, customer or
patient can download for a fee.

1. Start with an idea related to your area of expertise, passion, business, product or service.

2. You can create a "niche" book or one with a broad-based appeal. Let's face it - the larger
the audience, the more clicks you will get.

3. Don't forget about incorporating important keywords into your copy. Keywords will direct
more traffic to your book, creating more sales.

4. Look up the subject line on the Internet and measure your competition. Before you
get started, you need to determine the popularity of your subject.

5. Research and brainstorm ideas and information. Do not plagiarize another person's
work. Let me assure you - it is never been easier to find work that has been taken
from another.

6. Consult other websites, books, periodicals and resources that may come in handy
and help you develop interesting ideas.

7. Organize all the information in a logical and interesting way. Create your document
using a simple word processing document.

8. Add graphics, charts and design a cover. Proof, refine and finalize your work.

If you want to generate more interest, you may offer a free sample chapter on Amazon
as a gift or in exchange for giving you their email address.

I hope some of my suggestions above will encourage and inspire you to take action and
benefit from this important marketing strategy. Good luck with your endeavors!

If you need help with your Public Relations or Writing projects, please email me at
angela@kambarian.com or call (516) 889-8636 today. You can also visit my website at www.kambarian.com

Six Timeless Persuasive Writing Techniques

2012-02-02T22:07:27Z

Dear Visitor:

Are you trying to convince and impress your readers?
And are you hoping that they will agree with your point of view?

Let me assure you that the goal of persuasion is to create
a win-win situation. Make an offer people cannot refuse and
present a case that others may find beneficial to agree with.
That's what I call a win-win situation...

There are a few important techniques that can make your job easier
and your ideas much more compelling. I hope you will take the time
to go over a few strategies listed below and incorporate them
into your communications plan. Please note that the list is far from
complete, but it will help you get your creative juices flowing and
channel your communication strategy in the right direction.

1. Storytelling

This technique works. And it works really well. Why? Simply
because storytelling lies at the heart of what persuasion really is.
Do everything you can to tell better, more interesting and
compelling stories that will have an impact on your reader
or listener.

2. Explain why...

Remember the power of the word "because"?
According to many psychological studies, people are more
likely to comply with a request if you provide specific reasons
why...People don't like it when someone asks them to take
action without a reasonable explanation. Therefore, if you
want them to be more receptive to your line of thinking,
always give reasons why.

3. Consistency

Consistency, in my opinion, is a very valuable social trait.
No one wants to appear inconsistent, which is a characteristic
commonly associated with instability. Consistency, on the other
hand, is associated with integrity, trustworthiness and rational behavior.

4. Comparisons

Without a doubt, metaphors and analogies are the persuasive writer's
best friends. When you can connect your scenario to something that
the reader already accepts as true, you are well on your way of
convincing someone to see things your way.

5. Agitate and solve

This powerful technique works well as an overall approach to making
your case. First, you identify the problem, then describe the reader's
pain or concern, and offer a specific solution that will make it all better.
Let the reader know that you understand what he or she is going through.
You could have dealt with the similar situation yourself...Now you know
how to eliminate the problem and get back on track.

6. Extend an invitation

Here is what I think: Give someone a chance to be a part of the
group they want to be in - whether that be wealthy, hip or
contrarian - they will hop on board. What you should do is find
out what group people want to be in and offer them an invitation to
join (while seemingly excluding others).

As I pointed out above, the list if far from complete.
Of course, if you are aware of any other persuasive
writing strategies, please feel free to share them with me.

Need help with your writing, marketing or PR projects,
please email angela@kambarian.com or
call (516) 889-8636 today.

5 Ways to Manage Negative Online Comments

2012-01-09T21:38:29Z

Dear Visitor:

A lot of business owners are utterly concerned about negative comments,
reviews or feedback that may occasionally pop up online, spreading the word
around and casting a negative light on their products or services. They are
afraid that unfavorable remarks, posted on Twitter, their Facebook Wall or any
other online destination, may permanently tarnish their reputation and
preclude their company from moving forward.

Well...It goes without saying that their concerns are valid. Therefore, it is
essential that every business professional learns how to handle online criticism,
benefit from it, and alleviate customer or client concerns as soon as possible.

So, I came up with a few basic suggestions on how to respond to negative feedback
and reverse the damage. It CAN be done. Let me show you how...

1. Acknowledge the fact that some people will complain

One thing is for sure...You will NOT be able to please everyone, all the time.
Human beings like to complain. But they also appreciate it when someone
actually pays attention, recognizes their complaints, and takes immediate action.
If someone has something negative to say, respond to that person as soon
as you can, then try to take it offline. Ask him or her for an email address
or a phone number and discuss the issue in private. No need to discuss
problems in front of the whole community...

2. Apologize

"I am sorry" or "Thank you" work very well online. It is astonishing how
you can turn the situation around just by admitting your mistake and
apologizing. As a result, the problem may become a non-issue because
there isn't anything to complain about.

3. Be clear and straightforward

Some people may complain about your return policy, hours of operation
or something beyond your control. Therefore, it is crucial that you clearly
identify and communicate your policies. If someone complains about your
return policy on Facebook, but the policy is very clear and you have never
strayed from it, your other FB fans will quickly figure out that the person is
nothing more than a complainer. Of course, you should say you are sorry
and reiterate your policy, but there is no need to engage in a lengthy debate,
especially online.

4. Put out a fire

A few days ago I had a disappointing experience at a restaurant I love.
I am a frequent visitor, however, this time around I was treated poorly.
When I asked for the manager, the waiter looked down his nose as if
I said something ridiculous. Unfortunately, he didn't do much to rectify
the situation or make the experience better. I may never go there again...
Long story short, you should do everything in your power to keep your
customers happy, as long as it's within reason. You should also teach
your employees how to treat everyone with utmost respect and
build long-lasting relationships. It is much less expensive than the
damage an unhappy customer can cause online with bad reviews,
negative feedback or low ratings.

5. Step away

Let's face it: some individuals are unreasonable. They will never be
satisfied, even after you have tried everything you could to right
the situation or resolve the issue. You know how I call these people?
I call them trolls They just won't stop, no matter what. It is very
important for your online community to see you try, but it is okay to
let go and walk away at some point. Especially, if it's a no-win situation.

Here is the deal: Dealing with negative feedback has never been easy.
What you should do is grow a thick skin (that' right!) and really listen...
listen very attentively to what people have to say about your product
or service. This way you will learn a whole lot about the issues that
need to be dealt with, mistakes that need to be corrected, and
genuine concerns that need to be addressed. The more you listen
to your customers or clients, the more you learn. The more you pay
attention, the faster you grow. It's that simple.

I hope my basic and straightforward ideas above will help you
improve your operations, enhance business relationships
and implement the necessary changes to propel your
business forward.

If you need help with your Marketing, Public Relations or
Writing projects, please call (516) 889-8636 or
email angela@kambarian.com today.

Seven Tips for a Successful Facebook Presence

2011-12-05T21:42:27Z

Dear savvy business professional:

There is more to creating a Facebook presence than setting up
a page and hoping for the best. So, here are a few valuable
tips and suggestions on how to enhance your Facebook
presence and get the most of it.

1. Make a long-term commitment

Unfortunately many page administrators eventually become inactive.
Here is what happens: they start a campaign and get the ball rolling,
but if their activities do NOT generate immediate results, they lose
interest and their enthusiasm subsides.

One thing is for sure: it takes time to build your FB presence. It
requires long-term commitment, patience and availability on your
part. You should continue interacting with your fans, even if you
do not see the benefits right away. You should find and create
content that your followers or fans will find interesting, informative
and stimulating. Are you concerned that your fan base is small?
You should do everything it takes to cultivate it. Yes, it will take
some time. However, your efforts and commitment will pay off
in the long haul.

2. Direct Traffic to Your Custom Tabs

As you know, FB is a busy place. Your fans have a great deal of
articles, videos, press releases and other materials vying for their
attention. Besides, "build and they will come" doesn't work. Don't
assume that your fans are aware that your custom tabs exist.
You have to let them know. If you have a new tab with a poll
you just set up, post a status update telling your fans about
the poll, and most important, link them to the tab.

3. Avoid the Allow Prompt

I think it's a good idea to limit or even eliminate the allow prompt.
On the one hand, the allow prompt enables businesses to learn
a whole lot more about their fans. The problem is, most internet
users are extremely concerned about identity theft and can be
reluctant to share information online.

5. Pay Attention to Quality

Let me assure you that the number of fans should not be
your primary concern. You should focus more on quality fans.
So, how do you target the right kind of fans? FB ads are one
way. Another important strategy is to create valuable and
engaging content your fans will want to share. Quality fans
are the people you want, simply because they have the
potential to turn into customers.

6. Avoid Spamming Your Fans

Common sense, right? Who likes to be spammed? Some page
administrators may eventually fall into this pattern over time.
The big challenge is to win credibility and get your company in
your fan's news feeds without being spammy.

7. Optimize for Feedback

Being social is one of the best ways to get your fans' attention
without spamming them. FB users expect to engage in conversation.
So, they will converse and correspond with you if you approach them
as a friend, not a sales target. Here is the 80/20 rule: Make posts
and comments that are relevant to the community 80 percent of
the time, and discuss your business just 20 percent of the time.
Always remember: your fans are on FB for social interaction, not
to purchase products or services. If your sales pitches are being
ignored, there is no need to post them over and over again.
Instead, take the time to re-evaluate or fine-tune your messages
and come up with more subtle ads.

I hope my suggestions above will come in handy and help you
create a successful Facebook presence that will help you
grow your business and take it to the next level. Good luck
with your endeavors!

If you need help with your marketing, PR or writing projects,
please call (516) 889-8636, email: angela@kambarian.com
or visit www.kambarian.com

12 Ways to Generate Killer Ideas for Your Business

2011-11-03T23:45:02Z

Dear Visitor:

I bet you often hear about people making money with great ideas.
And you probably think: " Well...I am not THAT creative. I don't have
what it takes...I could never come up with unique, useful, or lucrative ideas."
Really? Is that what you think?

Here is what I think: generating ideas is a skill, and it CAN be learned.
The more you practice, the easier it will be to come up with ideas whenever
you need them. Sounds too good to be true? Please read on...

Whether you are looking for a new business concept, ways to improve your
products or services, or attract more attention to yourself and your business,
the techniques below will help you. Just try them out and see which ones
work best for you. I hope you will enjoy the process.
Good luck with your endeavors!

1. Get in the idea mind-set

Of course, you can learn to generate ideas on demand...but if you are always
on the lookout for ideas you will never run out of them. Simple as that...

2. Carry a notebook at all times

What if you come up with a great idea, but forget to write it down?
Eventually, you may end up forgetting it. You may think you will
remember, but you won't. Trust me - you won't

3. Eavesdrop

Listen to people talking on the train, the bus, at the coffee shop,
or in the elevator. Those snippets of conversation can help you
create an amazing story which might result in a brilliant idea.

4. Do something new

Sign up for a class, take up a new hobby, listen to a different kind of music,
meet new people... Don't be afraid to experience new things and get different
parts of your brain humming. You may also want to change your routine.
Why don't you drive a new route to the office, try a new restaurant for lunch,
start work a little earlier (or a little later), work in a different place... Whatever
it takes to bust you out of your rut... It should help you think differently.

5.Combine things in interesting ways

Take two ideas and put them together to make one new idea. Try to go beyond
the obvious to come up with something truly innovative.

6. Have people ask you questions

Get someone who is not familiar with your situation to ask you questions
about it. Their questions may lead you to a new idea. You may have
overlooked it simply because it is too obvious.

7. Listen

Really listen when your clients or customers talk to you. You will hear ideas for
new products and services or ways to improve customer service. This can open up
so many new markets for you. Your customers may not even be aware of the
fact that they are giving you ideas. IT is YOUR job to spot them and capitalize
on them. What if several customers are making the same comments or asking
the same questions? Act on it! Some savvy business professionals have gotten
six-figure ideas this way.

8. Do the opposite

This one is a no-brainer. If something isn't working, consider doing exactly the
opposite of what you are doing. It might work!

9. Doodle

Make random doodles on a white board or a piece of paper. Draw, jot words,
make circles, etc...As you loosen up, ideas may start to form on the page.

10. Make a list

This always works for me. Get out a notepad and write down everything you
can, related to your issue. If you need a slogan for a product, write down
every feature and benefit you can think of, the types of people who might
benefit from the product, the problems it solves, etc. You may even
pull out a thesaurus and start looking for synonyms. When you are done,
you will not only have your slogan, you will have a library of words and
phrases that could come in handy when you initiate your marketing or
publicity campaigns.

11. Go to Google

Enter a few words pertaining to the idea you are looking for. Google will
try to automatically complete your query, and you may find exactly what
you need.

12. Get the ball rolling!

You don't have to wait until a concept is fully formed in your mind. Just
begin with the germ of an idea and start developing it. As you do, you will
discover the problems as well as the opportunities, you will be able to
refine your idea as you go.

So, if you use some of the techniques outlined above, it will be easier for
you to develop your creative abilities, come up with new strategies and
propel your business forward.

If you need help with your Marketing, PR or Writing projects, please visit
www.kambarian.com or call (516) 889-8636 today.

The Best Way to Describe Your Company

2011-10-03T14:41:38Z

Dear savvy business professional:

Let me ask you a simple but very important question:

"Can you tell me about your company/organization/business?"

Each time I ask this question, I hear the same cookie-cutter response that doesn't provide any specifics and doesn't have much of an impact...

"Well...our organization has been around for over 20 years. We have
35 employees in four statewide offices, working hard to improve
elementary education in California..."

-OR-

"Smith Toys is one of the leading toy manufacturers in the United States,
producing high-quality merchandise in an affordable and sustainable manner..."

Did any of the above statements grab you? Do you feel excited or enthusiastic
about the company's products or services? My guess would be - no, not in the least.

So, let me assure you that there is a better way to address an open-ended question.
Instead of beginning with a "what you do" or "how good you are", why don't you
briefly explain why your organization can make a difference and how your prospects
might benefit from your expertise.products/services.

Now, let me present a better alternative to the aforementioned "dry" answers.

"Here in California, we are 50th in the nation in education. What it means is that
most of our students are the least prepared and are more likely to end up
living in poverty. Our organization is determined to change that and making
sure that our students get the best, high-quality education they need to
compete in today's marketplace and eventually achieve the success they deserve."

-OR-

"Most people would agree that most toys are expensive and usually break within weeks of
opening the box. Therefore, Smith Toys makes toys that are NOT going to break easily,
after you open the box - we guarantee it - and we've even figured out a way to
make high-quality toys affordable and environmentally friendly..."

See the difference? Both statements are more compelling, more powerful and more
specific. So, starting your response with the "why" will enable you to make an impact
and connect with a prospect, customer or reporter on a deeper level.

If you need help with your Marketing, Public Relations or Writing Projects, please call (516) 889-8636 or email: angela@kambarian.com today.

Additional Advice for Sales Pros: How to Close a Sale

2011-09-16T14:41:39Z

Dear Visitor:

As global competition continues to intensify, it’s become harder than ever for sales professionals to differentiate their products or services, build trust and get the customer to commit. Furthermore, it is no longer enough to sell just for the sake of making a sale.

Whether you are dealing with the general public or a highly-specialized audience, your goal is to prepare for a variety of sales scenarios, initiate long-lasting professional relationships, and get repeat business.

In rare occasions, closing a sale can be as easy as asking for it. Most of the time, however, the buyer may require a few specific steps in evaluating your product or service. These steps include meetings with colleagues or subordinates, sample evaluations, price negotiations, comparisons to competitive products, reviewing sales literature, and many other activities that will help them make the right decision.

Some business owners, purchasing agents, or financial managers have a lot of experience dealing with sales professionals. Many of them have solid, long-term relationships with existing vendors. They have a decision-making process in place that helps them to avoid impulse decisions, prevent fraud, or include others in the organization. Therefore, your job is to familiarize yourself with the organization’s decision-making process. You should learn everything you can about the prospect - uncover their most important needs, wants and concerns, and clearly identify how your products or services can meet their specific needs.

As a high-performing sales professional, you should be able to demonstrate knowledge and understanding, communicate the value of your service, and effectively handle potential concerns. Make sure you do not come across as a money-driven salesperson, intent on getting your way and increasing your profits…as fast as you can. Not a good idea.

A few valuable suggestions below will move you closer to success, help you achieve your sales goals, and build solid business relationships with your customers.

Qualify your prospect

It is essential to qualify your prospect and ensure that she or he has the power to make a final decision. Sometimes, a prospect’s hesitation may simply indicate that they do not have the authority to sign on the dotted line. In this case, try to figure out how to include the decision-maker in the sales process and move it forward.

Want to figure out whether you are talking to the RIGHT person? Why don’t you inquire about budgets or past buying decisions. Your contact’s answers may give you the clue…As you already know, you can unearth your prospect’s thought processes by asking specific, thought-provoking and open-ended questions. This way you will be able to gauge their true level of commitment and move the sales process forward.

Describe a similar situation

One thing is for sure: successful salespeople are good storytellers. Relating a story about someone else who was in similar circumstances, can be a highly-effective strategy with certain prospects. Why? Simply because your prospect may strongly identify with that individual. You may tell them about a person who procrastinated in the past, then came to regret it. You can even mention another customer who gained enormously from making an immediate buying decision. Use your imagination. A good story can make quite an impact…

Explain the consequences of sitting on a sale

Some prospects are more afraid of NOT having the benefits of a new product, than they are excited about having the product. Understanding how your product or service will put them on the cutting edge, may compel them to buy. Who wants to be outpaced by their competitors? Obviously, no one. Therefore, for certain prospects, it would be wise to explain what it would cost them NOT to buy your product or service (for example: the costs associated with uninsured accident, a disastrous product launch, or insufficient market research).

Create the WOW factor

Whether you are selling a tangible product or professional services, you should always sell with a high WOW factor. One well-known sales expert suggests that the seller’s personal enthusiasm is the most powerful sales tool, simply because it adds a WOW element to the sales scenario. As a savvy sales professional, strive to make your potential buyers feel special. Make sure that your small prospects feel as important and valuable as your large ones. Whatever it takes, you should find creative ways to sell yourself and keep people coming back for more…. Let me assure you that you will become a master of your sales domain by clearly identifying your WOW factor and creating a WOW reaction in each buyer. Let’s face it: People always respond positively to special treatment.

Complete the process

It goes without saying that “closing” the sale is the stage that every salesperson wants to achieve. With that said, it is critical NOT to ask for the business prematurely - even if you are clearly witnessing physical or verbal cues that indicate interest or readiness to buy (i.e. questions on turnaround time, installation, expected results, product guarantees, delivery schedule, etc). It is important that you stay true to the sales process. In other words, there are a few specific criteria you need to achieve before you can comfortably and confidently ask for the business. Those criteria include:

1. Having a complete understanding of your prospects needs.

2. Providing a customized solution that would address their needs, problems, desires, etc.

3. Confirming with the prospect that they agree with your recommended solution.

If all the criteria have been met, then you can go ahead and ask for their business.

Following up

Don’t forget that good follow-up is crucial and can help convert a higher percentage of valuable sales opportunities. Evidence suggests that many sales people fail to reconnect with a prospect after the initial meeting. It’s one of the most common mistakes they make. Don’t let this oversight derail the sales process and ruin your chances of success. Furthermore, offer to help the buyer with any questions or concerns they may have about your product/service, even after you have made the sale. This simple approach may pay off big time in the future.

We hope the proven strategies above will help you improve results, increase sales and achieve the success you deserve. Good luck with your endeavors!

If you need help with your Marketing or PR projects, please visit

www.kambarian.com email: angela@kambarian.com or

call (516) 889-8636 today.

How to Leverage Gatekeepers

2011-09-10T19:43:08Z

Dear Savvy Business Owner:

Let’s face it: Most sales professionals hate dealing with gatekeepers. The reason is obvious – receptionists, administrative assistants or switchboard operators have a few distinct powers and play a pivotal role in every organization. One of their biggest powers is to connect you with the right person who might be interested in buying your products or services. They control your access and keep your information from getting through to the decision-maker. Their job is to protect a busy boss from unwanted intrusions and constant interruptions.

Guess what: Dealing with assistants takes a great deal of practice and confidence. Even your most powerful solutions will stall in the driveway if you do not learn how to get past the receptionist. Some salespeople still resort to old-style tactics or try to manipulate the person sitting at the front desk. This approach may ruin your chances of making an appointment and even damage your reputation for good.

So, how can your sales team bypass the phone operator or turn the formidable guardian into a selling ally? This should become one of the most critical objectives in your sales career. Those entrusted with guarding the decision-makers you wish to reach, can be your adversaries or allies. It all depends on your approach.

We hope, a few valuable suggestions below will keep you in the driver’s seat and help you turn your efforts directly into sales and profits.

Make it sound like a personal call

In most companies, assistants or receptionists do NOT get a lot of recognition. So, don’t regard them as faceless obstacles that have to be overcome at all costs. Treat them with utmost respect, dignity and compassion. If you show them the appreciation they deserve, the payoff will be huge. Always keep in mind that they are people with their own personality and unique attributes who have a challenging job to do. You may want to get the name of the assistant and even try to enlist her/him aid when connecting with the person you need. In fact, when you ask someone for help, they feel important. For most people it is not easy to decline the request for help. So, use it to your advantage and pave your way to the decision-maker’s office. Avoid using clichés or following old scripts that are no longer effective. This way you may come across as indistinguishable from your competitors. Show some personality and use humor to set yourself apart from other callers. Sometimes, all it takes to win a phone operator over is to send her a simple thank-you note after your conversation. Remember: turning gatekeepers into allies can greatly increase your conversion rates and propel your sales career to the next level.

Don’t try to sneak past the gatekeeper

Don’t try to manipulate the gatekeeper or use questionable tactics to get around her/him. This strategy may backfire and put you in an awkward situation…or maybe even cut off your chances of getting through to the person in charge. Actively engage with the gatekeeper, so that they have a positive attitude towards you when you call again. You are unlikely to become the best of friends, but it is always a good idea to build a rapport with the person answering the phone.

Speak with authority

One thing is for sure: Every caller sounds pretty much the same. Therefore, you need to come across as a VIP who does not have a lot of time. The assistant is used to taking instructions from others. If you sound important, speak with authority, and project a great deal of self-confidence and assurance, she may be more likely to put you through. Once the gatekeeper senses that you are at the top of your game, she will not risk offending you by probing too deeply. But if you are nervous, stressed or tense, you will convey these emotions through your voice. This will have a huge impact on how the gatekeeper perceives you. Any trace of uncertainty in your attitude will damage your credibility and diminish your chances of sales success.

Never sell to the gatekeeper

When you are on the phone with a receptionist, there is no need to divulge more than necessary or go into a presentation. Why? Simply because you may involuntarily turn her into a decision-maker and end up losing the game. She will either tell you that they are not interested, forward you to someone else or promise to pass the message on. What you can do is mention some of the previous contacts you have made. You don’t have to say anything about selling a product/service.

Learn from the gatekeeper

The fact of the matter is, assistants can be crucial to your information gathering mission. Learn more about the receptionist, her department, recent trends, or some of the major issues the company is facing. We suggest you gather vital information with every call you make. Ask simple and non-intrusive questions or get as much information as you can about the decision-maker, her schedule, etc. You may even gain some insights into the psychological make-up of the person you are trying to reach. You can ask the following questions: “When is the best time to call?”, “How do you pronounce her name?” “What is her preferred method of contact?”, etc. These questions may serve as the groundwork for a successful presentation which may eventually result in a sale.

Conclusion

One thing is for sure – the gatekeeper is NOT your enemy. Seeing the assistant as your biggest adversary will invariably create a psychological barrier that will be difficult, if not impossible, to remove. Some salespeople do not realize that many assistants are smart, talented and well-educated individuals who are very familiar with the tricks utilized by business professionals. It is always better to engage the gatekeepers as peers who are doing a great job. As a result, they may guide you to make the best impact. Working with assistants can help you in so many ways – in ways you would never expect. Always keep it mind when you start dialing the phone.

Need help with Marketing or PR efforts?

Call (516) 889-8636 or visit www.kambarian.com today.

5 Things Many PR Firms Won't Tell You

2011-08-31T15:32:59Z

Dear Visitor:

If you are planning on embarking on a PR campaign, you may benefit from a few simple suggestions below and channel your efforts in the right direction.

Here are a few important things PR firms won't reveal to their prospects, when trying to get a new business. That's something I want you and your team to keep in mind...

1. You may be better off spending your budget on another form of communication

It could be direct marketing, advertising or any other strategy that is more
appropriate for your line of business. Believe it or not, PR is not always
the best solution.

2. What you want the PR firm to do is not what you really need

You should look for PR professionals who will take the initiative, provide consulting,
offer creative ideas, and help you develop effective results-driven strategies - not
just do as they are told. After all, aren't you paying for expertise?

3. Your expectations for PR are a bit too high

Most business professionals assume that their company is news or buzz-worthy,
which is not always the case. It is very hard to be objective, and it is not unusual
to hear a prospective client say: "We want to be in the Wall Street Journal" or
"We know we deserve to be on Today Show".
It is quite possible for a small company or a start-up to reach that kind of goal,
but NOT probable. Your PR firm should manage your expectations and reveal
from the start that there is no guarantee for publicity. Simple as that... Massive,
nationwide exposure may be unlikely for some companies. PR professionals should
explain it to their prospects BEFORE they sign a contract - not after...

4. You don't have the budget to "move the needle"

In every business transaction, there is a minimum amount of money you need to
spend in order to generate good results. Rather than say that your budget is
inadequate, some PR firms will take what they can (as long as you can pay), until
you realize they are not giving you the results you need. Some clients will assume
that it's the agency's fault and their inability to deliver, as opposed to their own lack
of resources.

5. Prepare to spend time with your PR representative

One thing is for sure: Your company has to spend time and effort working with the
PR firm to achieve lasting success. The agency will not be able to do their job if you
do not make yourself available for interviews or do not get back to the agency on time,
to address media questions.

So, I hope you will heed my advice above and do the right thing.
Good luck with your endeavors!

If you are ready to grow your business and need help with your marketing,
PR or copywriting projects, please email angela@kambarian.com,
call (516) 889-8636 or visit www.kambarian.com today.

How to Drive Your Competition Crazy

2011-08-24T20:09:41Z

Dear Visitor:

Welcome to my blog.

We are all operating in a highly-competitive and rapidly-changing business
environment. If you know your biggest advantages and the capabilities
of your competition, you can detect exploitable, market-busting niches
and take your business to the next level. Just don't let a bad economy
hold you back.

I hope the valuable tools and suggestions below will help you get ahead
of your competition and substantially increase your profitability.

1. First things first: Know yourself

Before you start researching your competition, spend as much time as you
can getting to know yourself, your company, your products or services.
Try to answer a few basic questions below. These questions will help you
understand your business and guide you towards new markets and
bigger opportunities...

"What business are you really in?"
"Where do you see your company in five, ten, twenty years?"
"If prospects don't buy from you, who do they turn to?"
"What are the major benefits of your products or services?"
"What are the most important reasons clients or customers buy from you?"
"Are they using your products in ways you never intended?"

2. Know your customer

To know your customers, you have to get out and meet them. Customers
can tell you what they want or what they need. However, they might not
know what they need beyond the immediate frame of reference. It is
YOUR job to go beyond your customers' "articulated" wants and serve
their "unarticulated" needs. It means that you should know them well
enough to satisfy desires they don't even know they have.
Not an easy task...but absolutely necessary for your growth...

3. Know your "enemy"

You should always be aware of what your competitors are up to.
Watch them closely and find out what their mission, goals and
objectives are. You should also determine what their strengths
and weaknesses are. It important to know if your competitors
are market-driven or product-driven. Do they consider you
their competition? What distribution channels do they use?
How do they position their products? What are their pricing,
discounting or distribution terms? And how do they handle
customer service?

Go to their store. Visit their headquarters. Buy their product or
services. You may even purchase a share of stock to receive reports.
Gaining competitive intelligence may be crucial to your success
(as long as you use ethical means to obtain information). In addition,
you need to read everything you can about your industry and
keep up-to-date on all the latest developments. You should
attend trade shows and meetings and even occasionally browse
government records. Why? Simply because your competitors often
have to reveal information about public offerings, bids, tax assessments,
patent registrations, etc. Look it up! Might come in handy...

4. Focus on your customers

That's probably one of the best ways to drive your competition
crazy. What you should do is focus squarely on your customers.
Your job is to find better, quicker and more efficient ways to help
them solve their biggest problems. You should also figure
out how to save them money. Smart companies provide toll-free
telephone numbers, offer free shipping, etc. Now, what can YOU
do to make their lives easier and eliminate headaches?

You may increase the value of your product or service without lowering
the price. You could increase the warranty length, improve support,
guarantee delivery or provide inexpensive upgrades. You should work
hard to establish brand loyalty and get people to buy over and over again.
You may even use "frequency marketing techniques" to keep customers
on board. For example: New York Times has a program for residential
subscribers. Members receive discounts from restaurants and other
businesses. That creates incentives to keep subscribing.

I hope some of my insights above will get your creative juices
flowing and encourage you to do your homework. Don't let old
assumptions hold you back. Sometimes, all it takes to get ahead
is ignore conventional wisdom, ignore conventional practice and
ignore conventional perspectives. This may result in a lot of new
business and referrals. Good luck with your endeavors!

If you need any help with your marketing or copywriting projects,
please call (516) 889-8636 today or email: angela@kambarian.com

8 Smart Tips for Brilliant Writing

2011-08-01T21:45:55Z

Dear Visitor:

Let me ask you a question: Do you think you sound smarter when you use fancy words?

The answer is no. As a matter of fact, complex writing makes you sound small-minded.

To sound smart, you must STOP trying to sound smart. It's THAT simple.

Why? Because brilliant writing is simple writing. In fact, it's a relevant idea delivered clearly and directly.

I hope some of my suggestions below will help you improve your style
and establish connection with your readers.

So, here are a few ways you can start sounding brilliant:

1. Have something to say

That's what makes writing easier and faster. When you have
nothing to say, you end up writing sentences that may sound
meaningful but deliver nothing.

2. Be specific

Let me give you an example:

"I grow lots of flowers in my backyard"

"I grow 25 different types of flowers in my backyard, including
pink coneflowers, purple asters, and yellow daisies."

Now, tell me something...Which sentence is more interesting?
And which one helps you better envision my backyard in your mind?

3. Choose simple words

Write use, instead of utilize, near instead of proximity, start instead
of commence...Makes sense? Use longer words only if it's absolutely
necessary.

4. Write short sentences

Shorter sentences are easier to read and understand. Who would argue with
that? Each sentence should have one simple thought. More than that creates
complexity and leads to confusion.

5. Eliminate fluff words

Qualifying words, such as very, little, rather add nothing to your meaning
and sometimes even suck the life out of your sentences. Mark Twain
suggested that you should "substitute damn every time you are
inclined to writer very..." Interesting thought...

6. Don't ramble

Rambling is a big problem for many writers. My advice to you is simple:
Stop rambling and get your point across faster.

7. Don't overwrite

It usually happens when you have too little to say or too much ego.
Put your reader first, put yourself in the background, and focus
on the message first.

8. Edit ruthlessly

Shorten, delete and re-write anything that does not add to the meaning.
Of course, it's okay to write in a casual style, but there is no need to
inject extra words for no reason.

If you need any help with your marketing or writing projects, please
email: angela@kambarian.com or call (516) 889-8636 today

How to Make Your Business Irresistible to the Media

2011-07-07T15:13:33Z

Dear business professional:

Some people think that getting a mainstream media outlet to pay
attention to their business is a huge challenge. Of course,
there is no guarantee for media coverage, even if you DO
have something interesting or newsworthy to say...

So, why do some businesses get press and others don't?

Believe it or not, it is not your qualifications, your knowledge or
your abilities that matter the most. It's your approach that can
make all the difference in the world. Therefore, I decided to
share a few foolproof suggestions below that will help
you attract more media attention or even make the
mainstream media unable to resist you.

Here you go...

- Connect on Twitter, LinkedIn, Facebook or in real life more
that six months in advance of pitching a reporter.

- Compliment a reporter on a recent story he/she did.
They will be grateful for that...

- Introduce yourself to reporters at big public or chamber of
commerce events.

-Leave a comment at the end of the online version of a
story a reporter did, which you genuinely liked.

-Write a positive blogpost on your blog, highlighting
one of their stories.

-Sign up on helpareporter.com. This way you will be getting
a few emails a day, listing reporters who are looking for
specific experts. Jump on those that fall within your expertise.

-Start browsing smaller publications with more targeted
readerships.

-Listen to AM radio stations, especially on weekdays or Saturdays.
Try to befriend one of the regular show hosts.

-Start building long-lasting professional relationships with reporters.
Offer occasional suggestions or story angles you think
might make great follow-up stories. Keep in mind that reporters
always need follow-up story ideas.

-Point reporters to blog posts you genuinely think they would be
interested in.

-Treat journalists with utmost respect. You can set yourself
apart just by being friendly. It's simple as that.

I hope some of my tips above will enable you to gain more
media exposure, get the word out faster, and position
yourself as a leader in your industry. This may eventually
lead to increased visibility, improved revenues and bigger
professional and financial success.

If you need any help with your marketing or copywriting
projects, please visit www.kambarian.com,
email: angela@kambarian.com or call (516) 889-8636

How to Avoid the 5 Deadly Sins of Sales

2011-06-14T01:54:05Z

Dear reader:

It is surprisingly easy to scare off a qualified sales lead.
Below are a few biggest missteps to avoid.

1. You don't build suspense

Okay...So, you give a clean 30-second elevator speech. Then what? You are stuck and there is nothing left to say?

Here is the deal:
The best way to spice up your presentation is to build some

suspense into it. That's where your story-telling abilities will come into play.
One well-known author suggests the following: "You put a man in
a jungle, you have beasts attack him, and you bring him to the edge
of the jungle. But you don't get him all the way out." That's how
you build suspense. Makes sense?

2. You are too available

If you don't set up any time constraints in the beginning, you might
put your time-conscious listeners on edge. You may say:
"I have about thirty minutes to explain what we do. After
that, I will be happy to address all your questions, comments
or concerns...Then I have another meeting coming up at 1pm."
Something along those lines...It will make you seem important,
busy and in demand. It may also set you apart from other
sales professionals who would likely stay until kicked out.

3. You unwillingly intimidate people

If your pitch is too abstract or too general and doesn't have any
visual elements or cues, it could be interpreted as a threat.
Evidence suggests that the presenter uses the part of the brain
that handles complex reasoning and data analysis. However,
the prospect processes all the messages through a more
primitive part of the brain.

4. You are too nice

Some sales professionals view customers as the prize and
act overly nice. Not a good idea...You should convey a
different image. " I am not here to beg for your business.
I am the prize." The way you carry yourself can have a
profound impact on your presentation. Always keep
that in mind.

5. You quote other people

I strongly suggest that you avoid the tendency to quote
other business leaders, mentors or politicians. Why?
Simply because you may invalidate yourself as an expert.
By deferring to someone else, you lower your status...

6. You are too boring

Do everything you can to keep the person, sitting across the
desk from you, interested in your product or service. Try to
create an emotional reaction instead of constantly relying on
yield curves, projected revenues and other details...
Be professional, but...don't be boring!

If you need any help with your marketing projects, please visit
www.kambarian.com

The Art of Writing Great Twitter Headlines

2011-06-07T00:40:00Z

Dear Visitor:

As you know, Twitter has become a place for sharing content. If your article catches attention on Twitter, it might significantly increase traffic to your website. People are scanning more ruthlessly than ever, looking for interesting tips, pointers and suggestions. So, how do you set yourself apart on Twitter and attract the attention you need? One thing is for sure: effective headlines can make all the difference in the world.

The first thing to keep in mind is that a headline is a promise. It promises some kind of benefit
in exchange for attention. That reward could range from Free Consultation to the solution
to a pressing problem.

The best way to make your headline as compelling as possible is to use the 4-U
approach. This is a very effective technique utilized by many professional marketers.

So, your headline should:

1. Be Useful to the reader
2. Provide the reader with a sense of Urgency
3. Communicate the idea that the benefit is somehow Unique
4. Do all of the above in the Ultra-specific way

Don't forget that there are different headline categories:

- Direct headlines go straight to the heart of the matter

- Indirect headlines take a more subtle approach and are designed to arouse curiosity

- News headlines...well...this one is pretty self-explanatory

- How -to headlines are everywhere, online and off, and usually work like a charm

- Question headlines should pose a question the reader must emphasize with

- Command headlines boldly tell the prospect what he or she needs to do

- Testimonial headlines present outside proof that you offer great value

Let's face it: Twitter brings us back full-circle at a time when "content is the new advertising". It's clear that a well-written short headline has power, especially in a level-playing-field environment where everyone has the same constraints.

I strongly recommend that you start using the 4U approach described above. You may apply this strategy after reading the content and before you tweet. Over time, this will become second nature to you, and your reputation on Twitter will soar, while you send traffic to people who need the information you offer.

If you are ready to grow your business and need help promoting your services or products, please email angela@kambarian.com or call (516) 889-8636 today

12 Ways to Attract More Clients

2011-05-15T02:22:00Z

Dear Business Professional:

Let me ask you this:

Why do some business owners or salespeople seem to have more
business than they can possibly handle - while others just hardly
scrape by? Why do some individuals make it big and others continue
to struggle throughout their careers?

We all know that there is no surefire path to success. However, there
is a reason why some people get to the top of the game faster and
stay there, while others fall behind.

One thing is for sure: Highly-successful people have a magnetic selling personality.
A lot of individuals want to work with them or maintain business relationships
with them. It's simple as that.

In my opinion, most of us are born with a certain degree of charisma. However,
some people are better at building professional relationships than others.
The good news is: most of what you need to increase your ability to attract
prospects can be learned and developed over time.

So, what are some of the most crucial factors that can give you
a magnetic selling personality? You are about to find out...

1. People tend to do business with people they like.

It's a well-known fact... You have to be patient, polite and respectful
towards every client, customer or prospect. Avoid being rude, impatient
or gruff - no matter what. You'd be surprised how many business professionals
disrespect or talk down to their clients or customers. Amazing, isn't it?
Don't forget that in business the word gets around fast. Therefore, it is
essential that you maintain the highest level of professionalism in
every situation.

2. People are attracted to people who keep their word.

So, when you make a promise, make sure you stick to it.

3. People are attracted to people whom they believe have
their best interests at heart.

It means that sometimes you have to give them advice that
benefits them the most...even if you won't make any
money by doing so. A little bit of that goes a long way.

4. People are attracted to people they believe are
the top-notch experts in their fields.

Therefore, you should become an expert in your field through
intense practice, training, research, education, etc.
You should start giving speeches and writing books, articles, and
white papers, that demonstrate your level of expertise and help you
build your credibility.

5. People are attracted to people who are honest
and ethical.

Don't exaggerate, lie or embellish the truth in your
marketing. Be honest! As you know, telling the truth
is so much more effective at getting you the business.

6. People are attracted to people who...are physically attractive
(or at least not physically repulsive). Of course, not everyone
is born drop-dead gorgeous But most people have a certain
amount of control over their appearance. Eat right. Exercise. Stay fit.
Dress well. Be well-groomed. The way you look may have a psychological
effect on your prospect. Always keep it in mind.

7. People are attracted to people who seem real
and who seem genuine.

Be cordial, friendly, show interest in others.

8. People are attracted to people who listen.

Remember the old cliche - you have two ears
and one mouth? So, you should listen twice as much as you
talk. One marketing guru suggests that you should
spend at least 80% of the conversation listening and
only 20% talking. To tell you the truth, I couldn't agree more...

9. People are attracted to like-minded individuals.

The trick here is to establish one thing you have in
common with the other person. It should help you
establish a bond with your prospect.

10. People are attracted to people who are humble.

Don't be an egomaniac. Never discuss how much
money you make with your client. If it's less than
they make, they may think you are not successful.
And if it's more - they may feel you are making too
much money because of the high prices you charge.
Not a good idea, if you ask me...

11. People are attracted to people who seem to
be busy and successful.

Never tell a prospect things are slow and you really
need orders. This way, you may jeopardize your
image and credibility. By the way, how would you feel
if you walked into a doctor's office during hours
and found it empty?

12. People are attracted to people, companies
or products that make their lives easier, help
them solve problems or save them time.

Well...this one is a no-brainer.

Here is the bottom line - if you regularly practice
the proven techniques outlined above, eventually
they will become second nature, help you increase
your revenues and take your business to the next level.
You may attract at least twice as many prospects,
close at least twice as many sales, and earn
at least twice the income you make today.
It's a fine position to be in, isn't it?

If you need any help with your marketing or
writing projects, please call (516) 889-8636,
email: angela@kambarian.com or visit
www.kambarian.com for more information.

5 Common Reasons Why Newsletters Fail

2011-03-08T22:54:00Z

Dear Visitor:

As you may know, direct mail isn't working as well as it used to...Why? Simply because most newsletter publishers cannot figure out how to acquire new online subscribers and make a profit.

To increase your chances of success, I would like to provide a few common reasons why newsletter ideas and promotions do not generate a desirable
outcome and do not increase revenues.

1. Lack of a "Big Idea"

These days, there is no shortage of information covering every industry, topic and issue. Therefore, your newsletter should establish its place in the market and provide a clear "reason for being" - a reason why it should exist and why people would want to buy it. You need to clearly identify your unique selling proposition (USP), your audience, all the benefits you offer, etc. If your USP is weak - let me assure you that no
amount of promotion is going to work - no matter how strong.

2. High dispensability

Today's subscriber is constantly being bombarded with information, coming
from a wide variety of sources. They tend to be less loyal and may end up
unsubscribing from your correspondence. Here is what I suggest you do
to make your newsletter indispensable:

- list the URLs of websites where readers can go and get additional information
on your topic;

- don't just give facts; present actionable ideas and suggestions, list valuable
resources that can meet subscriber needs (i.e. mini-directories of vendors).

3. Soft editorial

Hard news publications are inherently less dispensable than "how-to" newsletters.
Instead of providing general information or good tips, why don't you present
coherent strategies and proven techniques for solving SPECIFIC problems.
Don't forget about case histories or success stories that might have an impact.

4. Insufficient ROI (return on investment)

If you can prove to the readers that your professional advice will help them
save or make money, your chances of a sale or renewal are greatly increased.

5. Bad fit

You may have a clear promise or big idea, but what if it's not something your
reader cares about?

Long story short - there is a glut of information competing for the reader's time and
attention. With the "free information"culture, created by the Internet, you have to offer extraordinary value to your subscribers. That means major benefits, time savings,
rapid ROI, valuable ideas, analysis, or information they cannot easily get elsewhere.
In addition, it should be delivered in a digestible and convenient format.

If you need any assistance with your marketing or copywriting projects,
please email: angela@kambarian.com or call (516) 889-8636

Avoid These Mistakes When Pitching a Journalist

2011-02-15T23:28:00Z

Dear Visitor:

When it comes to publicity, there are a few biggest mistakes to watch out for...

Here they are:

1. Misspelling the name of a journalist or a publication

2. Making false claims

3. Not knowing what a journalist considers relevant
or newsworthy

4. Failing to learn as much as you can about the reader of a publication

5. Not knowing what the journalist covers

6. Pitching off topic

In addition, one of the biggest mistakes PR people make when pitching
is trying to drum up news about their client. It's better to put your
client IN the news, than to make the news about them. What you should
do is tell the journalist how your client can be a part of the news happening
in the world or be an expert commentator.

If you need any help with your marketing or copywriting projects, please
visit www.kambarian.com

360 Degree Marketing? What Does That Mean?

2011-02-03T21:52:00Z

Dear Business Owner:

As you know, there are millions of businesses and individuals out there trying to attract the attention of YOUR prospects and customers. Sounds intimidating, doesn't it? Here is the solution: 360 degree marketing. What does it mean? Let me explain...

This type of marketing communicates with your prospects and customers from all directions, and for a long period of time. It's unintrusive and inexpensive - even when you utilize a wide variety of marketing strategies. How is that
possible? It's possible more now than ever before, due to the staggering power of the Internet.

Unfortunately, most business owners select a wimpy arsenal of marketing
weapons. They think that if they spend enough, they will be able to cover
all the bases. Today, there are more bases than ever and if you are not
attending to most of them, you are letting opportunities pass you by at
lightning speed. What a shame

The reason to employ 360 degree marketing is because most prospects
are in the market for what you sell only a small fraction of the time. So, if
you are not talking to them at that time, someone else will...With less than
360 degree marketing, your chances of connecting with your target audience
at that fleeting moment are cut down dramatically.

Savvy marketers employ 360 degree marketing by combining low-tech with
high-tech strategies and blending high-touch with high-care. They are
always available to their customers and prospects via Website, email
address, answering machine, snail mail address, phone, etc. In addition,
they are actively involved in their communities, connecting with prospects
face-to-face in non-business settings. They also participate in forums,
chatrooms, host online conferences, run contests, and are frequently
mentioned in online news reports. As new opportunities emerge, smart
businesspeople seize and test them, making sure their goals encompass
all 360 degrees of marketing.

Long story short - if you combine all this weaponry on a continuing basis,
rather than in spurts, you dramatically increase your chances of getting
ahead of the competition and achieving financial success.

Good luck with all your marketing endeavors!

If you need help with your marketing or copywriting projects,
please visit www.kambarian.com for more information.