Category Archives for "Internet Marketing"

Jul 10

The Hidden Lie about Seven Impressions in Advertising

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

For some 30 years of my career in sales and marketing, we’ve used a rule of thumb that it takes seven impressions for the average person to buy — assuming he or she actually has a need for what you are selling. And as rules of thumb go, it’s a good one — if you understand what it means. Otherwise, it’s a lie to the extent that it can be very misleading. It’s a lie of omission.

So the hidden lie about seven impressions in advertising is a lie of omission. Being a rule of thumb, the novice would expect that seven ads or seven emails should start to produce sales. In reality, it’s more involved.

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Jun 27

The Ideal Sales Option for Small Businesses, Especially Small Manufacturers

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

Here’s a number to make any small manufacturer or small business take note: Clickbank has paid affiliates over $1,294,388,522 in the company’s ten years in business. I captured this figure Friday, June 26, 2009, 11:08 PM PDT. Marketing Sherpa reported in their Affiliate Summit 2006 Wrap-Up Report that commissions would reach $6.5 billion in 2006. Those figures demonstrate the huge impact this form of Internet marketing has.

This is a way to add a sales organization of commission-only salespeople! Affiliate marketing offers a solution that small manufacturers are looking for. How do you get sales help when your average sale is so small that you can’t attract an independent rep, and you’re too small to afford a sales team of your own? Turn to Internet marketing and specifically to affiliate marketing.

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Jun 07

A Great Looking Website Only Gives You an Office on the Internet — Now You Need to Attract Traffic

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling

I’ve had numerous clients who wonder why their websites fail to produce sales. The answer is simply the lack of marketing. Traffic doesn’t just happen because you have a URL or website address and a presence on the Internet any more than it does if you have an office in an office building or an industrial park. Having had a small business in a commercial park, I can assure you, we did not have walk-in traffic. The Internet with millions of websites is worse than any neighborhood in the world for trying to be seen just by having a “presence” on the web.

No matter how gorgeous your website, it’s only an address on an overcrowded virtual marketplace. The fifteen proactive marketing ideas I list here will enable you to expand your reach beyond what you ever could with a storefront. You can attract people looking for what you offer. Soft sell sales & marketing activities enable you to develop trust by showing that you care about your prospects’ challenges and dreams. You are giving them a taste for what you can do to help them. And when they are ready, you help customers buy through guiding them and by describing the benefits instead of manipulating and pressuring.

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Apr 05

To Win Over Cynical Prospects, Use Soft Sell Sales and Marketing to Approach Them

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

The world is changing faster than most of us can keep up. These changes affect the business world as much as any other aspect of life. And among these changes is the fact that the American consumer is cynical and distrustful of businesses. At least half a century of hard sell tactics has wounded the relationship between buyers and sellers. Self-centered salespeople have lied to prospects so often and so much, people don’t know who’s telling the truth. Ironically, they want to trust.

Soft sell marketing is starting to make a major impact on Internet marketing. From there, it is spreading to soft sell sales. These approaches are what customers want now because people want the marketer and the salesperson to build a relationship with them before asking for the order. Customers have always wanted to know, like, and trust their vendors.
When you figure out whom your ideal customers are and then present your unique selling proposition and soft sell marketing message to them, showing you understand their needs and wants, you will have begun what can be a beautiful, long-term business relationship. Use soft sell sales techniques and you will earn their trust. Together these approaches mean they will come to know, like and trust you. You will help customers buy resulting in sales that are fun and mutually rewarding for the customer, your rep, and your business.

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Apr 01

Little Insights on Design Improve the Effectiveness of Your Marketing

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

Seth Godin’s blog yesterday asked, “Why aren’t you (really) good at graphic design?” He makes an important point for anyone in sales and marketing and anyone in Internet marketing. You can’t afford to be anything less than really good at design. Everyone these days wants to cut expenses as much as possible so businesses do most of their design in-house. And it shows. Like so most small businesses I know, I’m doing what I can to control my expenses and grow my consulting/coaching/speaking practice to reach the point where I have the budget to use professionals on the areas where their skills will have maximum impact.

Simple tips I received in high school from a corporate newletter photographer about how to frame a picture with the objects in the scene have made my pictures so much more attractive than I would have otherwise. The same is true with any of your marketing design from flyers to website. Read a little from design professionals. Your in-house efforts will reflect your new skills – until the project warrants hiring the professionals. And you will appreciate them more for your new understanding.

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Mar 30

Squeeze Pages – Are They Just Business Tools or Are They Manipulations

By John Aberle | Business Lifestyle , Business Systems , Internet Marketing , Relationship Selling , Sales and Marketing

For a lot of people, it’s not an issue at all. For me and for some of my friends, it’s been a quandary. I don’t like squeeze pages. In fact, I think the very term reeks of manipulation. Squeeze pages are designed to give you two choices: opt-in to my mailing list or leave. Invariably there is a sense of urgency, like sign now for this limited time offer or lose the chance to get this information that will help transform your life. The offers of free information are seductive. And as a result, I’m on numerous mailing lists. By the way, I’ve found some wonderfully helpful material this way.

Yet, I’ve been puzzling over using them myself. In fact, I have one set up on my Smart Money Websites site. Despite that, something has bothered me about them. I teach that a salesperson should help the customer buy through selling as a service. Although few things in life are really black and white, there is a difference, and it lies in the attitude and in how they approach the prospect. Judith & Jim’s blog post “Soft Sell Squeeze Pages? A Contradiction?” shed light on my inner turmoil. They stated the issue clearly. It comes down to power, “their intention is to assure that choice will be obedience to their command,” versus respect.

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