• 3 of the Dumbest Things Ever Said By Internet Marketing Specialists

    Tony Marino No comments

    Goofy information on the internet? “No Way!” Uh, Way.

    There’s a lot of really goofy information out on the internet about how bricks and mortar businesses, those businesses that are sometimes referred to as a Mom-And-Pop business should market themselves on the internet. An entire industry has grown up around the idea of, “Offline Internet Marketing.” This is the idea that businesses that don’t sell primarily on the internet should have a presence (website, blog, Twitter, Facebook and on and on) and do some marketing on the internet.

    Where Do People Look for YOUR Business?

    This is a great idea for one important and critical reason, 94% of people look for and research a business to buy from on the internet. So your presence on the internet could influence someone to come into your shop and buy from your business. Before you hire an Internet Marketing Specialist please read this article about the Egregious Errors that many of these specialists commit.

    • Egregious Error # 1: The primary job of an Internet Marketing Specialist is to drive traffic to a website and then improve conversion rates, (meaning converting the people that visit your website into buyers.)
    • Correction #1: The primary job of in Internet Marketing Specialist is to find out what your goals are. You may want a campaign that will enhance your image, OR make you the top of mind choice in your area OR get you more customers. None of these things may have anything whatsoever to do with driving traffic to your website or “conversion rates.” Or any other mumbo-jumbo they spout.
    • Egregious Error # 2: Internet Marketing Specialists should write copy that closes sales.
    • Correction # 2: The best Internet Marketing Specialists in the world might not be able to write one word of copy that will close a sale. The best specialist will have a list of the greatest copywriters on the internet and be able to call one of these people to write you outstanding copy that will accomplish your goals. Again we go back to, “What is it that you, as the business owner want to accomplish?” You want more sales, I’ve got just a guy that can write your copy and accomplish that.
    • Egregious Error # 3: Enormous amounts of traffic must result in sales and revenue.
    • Correction # 3: Your object as a business owner, doing marketing on the internet, might be to gather the names and e-mail addresses of several thousand people and then develop a relationship with them. This very well could be the most “long-term” beneficial and greatest revenue producing strategy for your business. This has been proven time and time again to be a most excellent business building strategy.

    Bonus Egregious Error: “With desire, drive, time and perseverance, just about anyone can become an internet marketing specialist.” This is about the most stupid thing that’s ever been written on the internet, and there are a lot of stupid things that have been written on the internet. Here’s how stupid it is, “With desire, drive, time and perseverance just about anyone can become an… insert anything in the world here… example, ‘brain surgeon,’ ‘pilot of a 747,’ ‘greatest heart surgeon in the world.’ You can see just how really stupid that sentences is.

    Do you really want to be a marketing specialist? (Please believe me, your Mother does not want you to be this.) Don’t you really just want to be successful at your business? A dear and wonderful friend of mine says, “I don’t want to know anything about marketing, I’m an Orthodontist. I just want to straighten kids teeth and make them feel wonderful.”

    Business Owners are Smart

    As a business owner you are one of the brightest, smartest and most astute persons on the face of this planet, truth. Please don’t get suckered in by somebody giving you a list of, “15 Skills and Talents You Need to Be in Internet Marketing Specialist.” What would your mother say if you suddenly told her, “Mom, I’m in internet marketing specialist.” She would scream in horror and ask you, “What happened to your dream of being a wonderful business owner.”

    Whatever kind of business you run you can be almost 100% positive that an Internet Marketing Specialist is not going to have your skills, talents, and experiences and in no way could that specialist run your business and be successful.

    Huge Information Coming At You

    But, and this is absolutely HUGE, unless you were an one of these specialists in a former life this person is going to be able to give you the most valuable marketing plans, tactics, strategies, plans, marketing tips, marketing hints, marketing help and marketing information you could possibly want, and again this is HUGE, to accomplish YOUR goals. The information they give you should help you get more customers, OR improve the image of your business, OR accomplish whatever goal on the internet OP off the internet that will benefit your business.

    What You Say to Them

    WHEN you choose the best specialist for your business, choose the one who asks, “What are YOUR goals?” If they don’t ask you that question tell them, “Thank you but we’re not interested.”

    The objective here is not to be an internet marketing specialist, the objective here is to accomplish the goals that are going to help your business be the most successful possible. Your business, your marketing goals, Your wildly successful business.

    Get Some Help NOW!

    There’s no reason you should have Marketing Problems with your business, contact me.  There are marketing articles here on this blog, Special Reports and the contact page. Ask me a question, I will get back in touch with you. MY PHONE NUMBER is on my Contact Page, feel free to call me. If you want to get help and get answers to your marketing problems all you have to do is go to the contact page. Contact me, let’s get your business more customers.

  • More are Searching the Web for Medical Advice

    Tony Marino 1 comment
    By Erin Thompson, USA TODAY
    The number of adults who turn to the Internet for health information has nearly doubled in the past two years, from 31% to 60%, according to a study.

    That puts the Internet in a tie for third place (with books and print materials) as the source adults most often turn to for health information.

    Click this link to to USA Today for the entire story:  USA Today Health News

  • 7 Marketing Tips to Recession Proof Your Business-Marketing Tips for Today

    Tony Marino No comments

    For you impatient people that don’t like reading a lot, here are the 7 Marketing Tips:

    1. Be different, look at what everyone else is doing and do something creative and unique. No “Free” offer, no picture of a beautiful woman with a perfect smile, no picture of a super fancy office with a $10,000 aquarium.

    2. Research the target market. Use “bottom up” marketing, talk to the “staff” then the Dr. or CEO.

    3. Find what “Resonates.” What message will make people feel their heart getting warm? Stories are good. Find your “Differentiator.”

    4. People glance at advertising for about 5 – 10 seconds, use a headline that will get them to read your message. Use a photo that will make them read the story.

    5. Tell a good story that is the truth.

    6. Obvious and simple work. Write simply, speak simply in your video or audio. State the obvious.

    7. Building relationships on trust is hard work, it must be genuine and it pays off.

    Now if you want to know how to use those tips then read this case study.

    Dr. Josh’s dental office had been open for about 3 ½ years. He said he was doing, “OK.” He was not where he wanted to be financially. His goal was to increase his new patient base. He had used several of the coupon mass mailing services and seen very little return.

    Be Different
    The sales people from these mass mailers had told him that he “must” include a free offer of something. They gave that very same advice to every one of his competitors who also used these mass mailing services. When we looked at all of the dental coupons in these mass mailings they were almost identical. Mostly smiling beautiful female models with perfect teeth.

    Know How Your Customers Come to You
    His practice was slightly unusual because they diligently tracked how their patients came to the practice. Many businesses do not track how or why their customers come to them. And that is a marketing person’s nightmare. If you don’t know how or why people buy your service/stuff, where they come from, how can a marketing person help you sell more of it?

    We had Dr. Josh fill out a questionnaire that asked him where his patients came from geographically, answer: within 5 miles of his office. We asked him about 9 other marketing related questions. He was very diligent about answering those questions. Then we asked his “staff people” about the patients. His dental assistants, front office manager, hygienist and treatment coordinator all told stories about his patients. The stories were all remarkable and very unique. Dr. Josh also told us some stories about his patients. One theme began to emerge.

    • Here is that theme: many years ago we used to rely on professional people in our lives to give us the very best advice and take care of us. Doctors, dentists, lawyers, sometimes even an auto mechanic were people we could trust to tell us what we “needed” and never, ever would they “up sell” or over sell us.
    • We trusted them to tell us the truth and they did. In many cases those times are long gone. The advice Caveat Emptor (Buyer Beware) now applies to almost every part of our lives, sadly even the professionals we need.
    • Consumers have become very, very savvy. It is now easier than ever to get information and check out what is going on in our lives as far as spending money. We can now get the price and often comparative prices on almost anything. Want to know what that pocket watch you got 30 years ago is worth? Go to eBay.

    Stories Develop the Theme
    Dr. Josh and his staff told us several stories about how he had given a “second opinion” and saved patients hundreds of dollars, in one case it was over $6,000.

    The theme was, “Dr. Josh is only going to do the dental work that you need, he’s going to treat you like family.” There were several true stories that fit this theme.

    People will crawl across broken glass to find an advisor, merchant, doctor, dentist or auto repair person they can trust. Many newspapers and TV stations have Consumer Reporters who regularly expose those businesses who “up sell,” over-sell, and just plain lie to us about what we should do or buy, as long as we are buying from them. It’s just plain old greed. It is not what is in our best interest, it is in the best interest of that other person’s pocket.

    Not everyone is like this, many of us have trusted people in our lives that we give our hard earned money to. We hold dear to them, they have earned our trust.

    Make It Resonate
    Dr. Josh’s message about trust was real, we had stories, it was true, that’s how he ran his practice and we knew it would resonate with our target market.

    A word about messages that resonate: take two tuning forks in the same key, hold them up, strike one on the edge of a desk, the other one will begin to vibrate. This is resonance. Tell people, “We will only do what you need, not what’s most expensive,” with the implied message that we’re much more interested in you getting what you need that filling our pockets, and that message will vibrate in peoples hearts just like that tuning fork.

    The Campaign
    We wrote 4 stories that were about 100 words. We put a picture of Dr. Josh and the headline, “A True Story” on postcards. We printed 5,000 postcards of each story. We targeted zip codes where his current patients lived. Our fee, plus the design, printing and mailing was about $4,500.

    The Results
    As of a month ago Dr. Josh has gained over $45,000 worth of new business that is directly related to those postcards. We mailed these postcards in July ’08, people still call and bring the postcard to his office. His office manager keeps very meticulous track of where his clients come from.

    Our original marketing plan was to do 3 mailings over 3 months, Dr. Josh got too busy to do the other 3 mailings. Many of the people who got the postcards and came in for treatment had referred others to the Dr.

    People Love Stories
    About the stories, they are compelling. One story was about a 16 year old young lady who had her braces taken off by a dentist other than Dr. Josh. Her teeth were still not quite as pretty as she wanted, she was very disappointed and sad. A dentist (not Dr. Josh) offered to do veneers for her at a cost of $6,000. She didn’t have that kind of money. That dentist has a very plush office, advertises heavily, drives a very expensive car, and has many satisfied patients who happily pay thousands of dollars. Dr. Josh did some very effective and regular procedures that got this young lady the exact beautiful teeth she wanted and it cost her about $400. She was thrilled.

    A grandmother brings in her 8 year old granddaughter, another dentist had recommended $2,300 worth of treatment, 4 separate appointments. Dr. Josh told grandmother it would be $800, one appointment and her granddaughter’s teeth would be in great condition. Good stories.

    As an aside, we changed the names of the people in the stories to protect their privacy. When they saw the postcards they all told the office manager, “This is great. You could have used my real name, we really like Dr. Josh. He always takes care of us just like we’re family.”

    What did we learn?
    There are many marketing/advertising lessons her. The biggest lesson is that this dentist chose to build his practice on relationships. For the relationships to be real the doctor had to be real.

    1. Be different, look at what everyone else is doing and do something unique. No “Free” offer, no picture of a beautiful woman with a perfect smile, no picture of a super fancy office with a $10,000 aquarium.

    2. Research the target market. Use “bottom up” marketing, talk to the “staff” then the Dr. or CEO.

    3. Find the “Resonance.” What message will make people feel their heart get warm? Stories are good. Find your “Differentiator.”

    4. People glance at advertising for about 5 – 10 seconds, use a headline that will get them to read your message. Use a photo that will make them read the story.

    5. Tell a good story that is the truth.

    6. Obvious and simple work. Write simply, speak simply in your video or audio. State the obvious.

    7. Building relationships on trust is hard work, it must be genuine and it pays off.

  • 3 Proven Ways To Recession Proof Your Internet Business Starting Today

    Tony Marino No comments

    3 Proven Ways To Recession Proof Your Internet Business Starting Today by Joseph Ratliff

    Times are tough right now, no question.

    But if you’re worried about your internet business, or the money-making opportunity behind that business failing…who else is going to pick up the slack?

    No one.

    Since that is true, are you and your internet business going to wither away and die in this recession’s carnage? Or are you going to do what multi-millionaires do…which is what everyone else isn’t doing.

    I already know my choice…and I am doing quite well myself…here’s 3 proven ways to make sure your internet business doesn’t die by the roadside:

    1) It’s about the people, people.

    It’s easy to lose focus on the real reason you have an internet business in the first place, people. Someone invests in your product or service, right? Honestly, Google doesn’t care about your customers…it only cares about it’s customers…so why write and sell for big G alone?

    Click here to read more of this article

  • A New Secret Message Delivery System

    Tony Marino No comments

    A New Secret Message Delivery System

    In 1994 research projects found that the number of commercial messages that the average consumer received were approximately 3,000 per day. This was prior to the explosion of the internet. Today the estimates are that consumers are bombarded with anywhere from 9,000 to 15,000 commercial messages per day. These messages include everything from flashing banners on an internet site, to pictures on T-shirts. Logos are ubiquitous and even the staid conservative world of golf now has participants who look like NASCAR drivers. Decision-makers are bombarded with even more messages in the form of postcards, e-mail, voice mail, and Blackberry messages. Many marketing people rightly believe that messaging is almost out of control.

    Click here for more of this article