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What to do when times are tough

thirteen ways to improve your chances of surviving tough times

This question was posted to one of the discussion lists I monitor. I just brainstormed this question and here’s what came to mind.

When time are tough:

1. Re-evaluate everything, top to bottom. Identify who are you best customers, your best income streams, your best products, your best services, whatever you have. Get the data and stare at it really hard. Make sure you truly understand what happens in each marketing process you use so that you can identify why customers buy what you sell and what you can control and influence by what you do.

2. Focus on only the most important sources of income. Analyze them until you can visualize every step and communication that produces these sales. Make sure that you spend more time protecting these income streams than anything else you do.

3. Document what works best. Make sure you have a real foundation to believe in. Identify the successful repetitious processes carefully. Make sure they are reliable and produce known results. Once you know which processes are producing what income, make intelligent mature choices as to where to stay and what to let go. Then do it. Change how you operate.

4. Zero in on what works, with whom, and explore what you can do to a. get repeat orders, b. get larger orders, c. get expanded orders – all from the same people. Make sure you identify your most important target audience and stay focused like a laser on them. Forget trying to sell to the world. Focus on your crucial niche. Stay there and get known for real value.

5. Look for host beneficiary opportunities. If you sold to a HQ office, go back and see if you can get them to endorse a referral to all the branch offices. Look for the opportunities and be creative with business proposals to leverage who you know and have performed well for already. Then pitch and pitch some more.

6. Ask for referrals. If you have existing relationships, contact them and ask them who they know and then outreach to them with your best and freshest offer. If you don’t identify the people in your target who can buy the most the fastest. Then contact them one at a time

7. Stop spending generically. Spend surgically. Make sure that you can document what happens when you invest in a process. Make sure the metrics mean something. Learn to sell your product or service. Really and truly learn what it takes to be successful. Then repeat, repeat, repeat.

8. Stop communicating generically. Communicate surgically. Identify what you say that turns people on. Use these messages. Use technology to repeat these messages. If you don’t know, test, test, test till you do. Then repeat, repeat, repeat.

9. Drop almost everything that’s not producing serious reliable income. Focus only on the big ticket items or the ones that have tremendous potential if successful. The Long Tail only produces for people with lots of customers and the ability to sell and profit from lots of other people’s products. If you are not one of them, you have to focus on what produces solid income for you. Make choices that matter.

10. Same goes for your direct communications with people, your PR communications and your marketing messages. Identify what you did and what you said that turned media and people on. That message is probably laden with psychological activators. Re-use it. Repeat what you did till it stops working. Don’t break something that doesn’t need fixing. But let the data tell you what’s the right thing to do. Get the data.

11. Communicate with your customers like you never have before. Talk to them about what’s going on and how you can help. Get to know them and the personas they exemplify. Learn where they hang with and where they hang out when they get information that influences what they buy. Then go to those places and study how things are done.

12. Help the people you can help the most. Look at your customers. Consider that each one is representative of other people with similar interests and problems. This is part of the miracle of the microcosm. Solve the problems of one, and you have a solution for many others with the same problem. Identify the barriers people face. A barrier is an opportunity for problem solving.

13. Once you define a successful script for communicating, then you can use all the available technologies to get the word out and share your knowledge. Remember GIGO – Garbage in, Garbage out – can be replaced with MIMO – Magic in Magic Out.

Paul J. Krupin – Direct Contact PR
Reach the Right Media in the Right Market with the Right Message
http://www.DirectContactPR.com Paul@DirectContactPR.com
800-457-8746 509-545-2707
http://blog.directcontactpr.com/

Blog media coverage begets blog media coverage – publicity success story

blog media coverage begets blog media coverage for new autism book

I wrote and transmitted a very special news release for Karen Simmons, author and executive Director of the national organization Autism Today. The news release was transmitted on the morning of Thursday July 3, 2008. The goal is to get art created by people with autism for a new book, the second in a series.

The news release headline said the following: Art by those with Autism Sought for New Book

The creators of the award winning book Artism: Art By Those With Autism!, are seeking new original artwork to include in the next book in this series titled Artism Anew. If you or someone you know with autism has a great piece of artwork and would like to be included in Artism Anew, please send your artwork to (please keep copies as we are unable to return materials). There are no limits to the number of submissions. High quality TIFF or PNG files of artwork must be received no later than August 15, 2008. Artists can send electronic files by email to artism@autismtoday.com

The news release resulted in an article published to the excellent health blog, at the Chicago Tribune, by columist Julie Deardoff on July 5, 2008.

We then received an email from About.com Autism Guide Editor Lisa Jo Rudy who said that she saw the article on the Chicago Tribune blog, and that she also put the article information on the autism guide portion of About.com.

Pretty cool. Media blog coverage begets media blog coverage.

New Search Engine Marketing & PR Tool

New Search Engine Target Marketing & PR Tool - Test of a new search engine marketing and PR research tool

Everyone knows that online marketing is a powerful tool. One of the biggest challenges is to use the amazing power of seartch engines to your advantage.

Your goal when you search is to identify and target the right people, companies, organizations, media, blogs, and social networks and communicate with them.

If you find them, then you send them personal messages or a pitch or a proposal that allow you to be seen on their web pages, or in front of their auidence members or subscribers, with links back to your site. This improves your inbound links and the content people see on these other sites drives traffic, and creates interest and increases the number and quality of the prospects who are interested in buying what you offer.

That’s the theory anyway. But try using a search engine to target properly. Now you experience the real pain of the Internet. The excessive time, the web sites that don’t provide you with good information, the slowness, and the sheer volume of places you need to visit and material you need to read to find the right, trustworthy and reliable information – the critical business intelligence you need – to improve and grow your business.

The results you get from simples searches tend to be all over the map. It takes special skill to refine a search. Each search engine is sometimes different and requires special syntax.

Finding the right web sites say for your particular product or services, for a blog tour, or the right discussion groups and mailing lists, or the right affiliate sites for your product, is very simply a time consuming and arduous task.

Wouldn’t it be nice if you could do this precision searching and targeting all in one location?

Well that’s why I’m creating a news specialized search tool that operates like a tv channel changer for specialized search engines. It basically allows you to enter your key words and then search all the top sites you’d want to search for custom targeted marketing and PR, all off one page.

Enter the words once and click – you’re on the top searchable resources specifically selected for targeted marketing and PR.

This tool is deceptively powerful. One commenter stated to me that the power of this system defies first pass comprehension. That’s I want your help and feedback.

I’ve created a beta test site. Will you also look at this and give me feedback?

Here is a sample page of results for one common keyword for the self-publishing industry.

(keywords= “self publishing”)

Each of the 50 + search engines listed is selected to help lead you to information, people, and organizations you’d want to contact if those were your key words.

The categories of search engines that a person who wants to do targeted pr and marketing include:

1. the regular web search engines

2. images

3. audio

4. video

5. books stores

6. ezines and newsletters

7. social networks

8. discussion groups and mailing lists

9. podcasts

10. affiliate programs

11. chat rooms

12. usenet

13. forums and message boards

14. media – magazines, newspapers, radio and tv

15. news search engines

16. SEO/SEM Tools

Look at the results page for the keywords “self publishing”. As you use this one page, you get to see the results in a new page. This one page allows you to send your key word search to about 50 search engines in each of these categories.

You can’t do this from the top search engines unless you search out and fund these searchable resources first. Here they are all at your fingertips just one click away. You don’t even need to retype your words. Just click on the search engine.

We’ve also programmed it so that each time you search, yoiu are getting an advanced search, not a simple search. This improves the quality pof the results for you.

With multiple words, the “quotes” for this search are on automatically. However, you can turn the quotes off with a click and expand the results any time.

The Search Word Pro web site is designed right now to be a subscription based license for a year which allows people to save their searches (100 of them) so it operates like a personal work station. The search page and link can be shared by email so it also has great utility as a viral and client tool, much like I’m doing with you right now. I can also create and license customized search tools like this on any topic.

What do you think? Did I leave any major online marketing categories out? Area there searchable resources that should be added to the list?

Comments welcome.

Writing ebooks for publicity and even profits – a comment

Provides ideas and insight into the marketing and promotion of ebooks

Dustin Wax creator of The Writer’s Technology Companion web site wrote an article titled Writing ebooks for publicity and even for profit…

As a publicist who sees hundreds of books of all types each year, I don’t believe that ebooks are a hot product in and of themselves. There are only certain types of people who will buy them and use them. The marketplace is actually pretty small and most people still buy and read regular books.

So in my view, and what I advise my clients is this: Once you own a body of intellectual property, sell it every way you can. An ebook is just one form of publishing. You can print it POD, publish it in with Kindle, package it in a pdf file, break it into pieces and let people subscribe to it, you can teach with it, use it as a freebie for people who pay for a workshop, you can use it as a calling card for higher cost services, and lots more.

I think you can benefit a lot if you look at what you are doing as if you are making candy.

Sweet, enjoyable, memorable candy.

It comes in all sorts of flavors and colors and sizes.

I see four types of candy on the Internet: products, services, software and information.

* Products need to be manufactured and delivered.

* Services need to be performed.

* Software can be delivered in a box or a download, and can be easily updated.

* Information can be provided in lots of ways.

There are lots of hybrid forms to these four basic types of candy on the Internet.

You can make mind candy — intellectual candy. This is candy that teaches people something and helps them grow.

People always remember where they get good candy. It produces a physical sensation that creates the sensation of physical pleasure and specific chemicals are released in the body — chemical memory is the result. This is the branding that takes place when we see or even better experience, something remarkable.

So no matter how you publish, focus first on creating something truly incredible. Then when people hear about it, they’ll want it, and they’ll be interested in anything else you sell.

So write to sell. Write content for information or code for programs. Write what you are best at.

Don’t stop the development process till you can reliably demonstrate that what you have created actually sells repeatedly to different people at a known rate. Do this once, twice, three, four, five times to different groups of people until you vereify that the communication you use produce the same action on the part of the people you present to. If you talk to, email, or communicate with ten people, and sell one product, that’s a ten percent response rate. Two products, then that’s a twenty percent response rate. Three products, and that’s thirty percent.

And that’s incredible for any product and marketing communications.

Then publish. Publish your ebook, publish your hard copies, publish your videos, and your dvd’s and mp3’s. Promote your speaking, your wrkshops and your consulting.

You can see more of my ideas on this how this translates into marketing and publicity at the free articles at my Direct Contact PR website

In particular look for the article titled “The Magic of Business”.

From a publicity point of view, the media actually don’t care what the product is. They are only interested in publishing three things: news, education and entertainment. They honestly couldn’t care less about whether you wrote a book. To most media that fact that you wrote a book is just a credential to you being a person who’s qualified to give a newsworthy comment. if they like the book, if it has real added value to a lot of people in their particular audience, then they may choose to write about the book. But for the most part, they aren’t real inclined to help you sell product. Their view is that if you want them to advertise your product, then take out an ad.

What they want to publish is the news. education and entertainment that satisfies their audience. This is what you need to provide them, if you want to be published.

So we can get people publicity whether they’ve written and published a book or not. All we focus on is what they media needs.

So no matter what type of book or service you have, getting publicity is a completely separate task and requires you to use different ideas and actions.

You can interest media in writing about you if what you offer is exceptionally good. If create and offer something interesting, then you will improve your chances of getting favorable publicity significantly.

Hence the key to your success is being truly great at what you do. Help the people you can help the most. Please them and satisfy their needs beyond expectations. That’s what will get you attention. That’s how you create and deliver value.

That’s also how you market and achieve success and happiness.

The Seven Powers of Book Printing

What happened to books before, during and after the development of the Gutenberg Press.

The Seven Powers of Book Printing

What happened to books before, during and after the development of the Gutenberg Press. This wonderful video provides you with a perspective that should make any author or publisher think twice before finalizing their creative work.

How do you write something that will sell?

Rewrite, rewrite, rewrite.

How do you know when you are done? When one prospect after another picks up and doesn’t let go.

Dan Poynter on Writing Your First Book

Video features Dan Poynter talking about writing and publishing a first book

Dan Poynter is one of the most knowledgeable people on the subjects of publishing and self publishing in particular. He has been traveling the world speaking to writing groups for many years now teaching what he calls “The New Model for Publishing”. This video features Dan talking about writing and publishing a first book.

Once you do have a book in your hand, the next step is to tell the world about it. If you want to learn about what to do next here is my tips articles on Getting the Word Out . This next article also offers an education in Evaluating the Range of Publicity Tactics and Book Publicity Options.