Rant And Scream

By Alexandria Brown

 My mom was visiting recently and during our mother-daughter shopping time I noticed something interesting. Almost all of the stores I made a purchase at asked me if I’d like to get on their mailing list. That’s very smart.

However, the WAY in which they did this made a big difference in my answer. I said NO to almost all of them because they simply did not make it enticing for me. I mean, who WANTS more junk mail? So if you simply ask me if I’d like to be on your mailing list, the answer will usually be NO.

But one store in particular got me. First of all, it was a designer clothing store I loved. Second of all, they didn’t ask me if I wanted to be on their mailing list. They invited me to become a “VIP Client”.

Say the words “VIP” to me and my ears perk up. It of course stands for “very important person”. And in general it indicates a level of advantage and prestige. Suddenly I WANTED to be on that mailing list, especially when the salesman explained to me it came with certain benefits, such as early notice on new arrivals, a personal shopping service, and private trunk shows.

And you know what? I would have even paid to be part of that - to be regarded as a VIP.

You see, people WANT to be part of something special like ezine advertising. The example above was free. But don’t underestimate how much your clients or customers will PAY to do that, either.

Example: A friend of mine recently shared he pays $15,000.00 a year to belong to the President’s Club of a local playhouse, even though he and his wife could attend each show there for just $150.00. Why would even a loyal attendee want to pay 100 times more? Special treatment like preferred seating, valet parking, invites to VIP functions, private restaurant for members only, networking with a higher level of people, etc.

Another friend of mine pays for membership at a private nightclub here in Los Angeles up on Sunset Blvd. for many of the same reasons (but more so, I believe, because it impresses his dates ; )).

My marketing mentor Dan Kennedy taught me there is a segment of virtually EVERY customer or client group or market who will happily pay FAR above standard prices for convenience, status, and special treatment.

I call it “country clubbing” your business. Why be the driving range with an hourly charge when you can be the classy six-figure membership club down the street? You can offer both of course, but look at what will skyrocket your business FASTER, with less transactions and higher quality clients.

One example of this is my private Platinum Mastermind program, which I launched in 2006 due to overwhelming demand for my personal coaching. This group of 15 serious small business owners each pay $15,000.00 a year to have greater access to me than anyone else, and in a small group setting where we meet 3 times a year at luxurious 4- and 5-star hotels and resorts.

My Platinums are, essentially, VIPs in my world! And because I maintain a bit of mystique about the group, people seem to want “in” even more. (One of my members got cornered in the ladies room at my last Online Success Blueprint Workshop by several attendees who demanded to know how they could get into Platinum!)

I share this not to impress you, but to impress upon you that in YOUR market (yes, *yours*) there IS a percentage of folks who will gladly pay MORE - much more - for a higher level of service or treatment. Remember, you’re not trying to please EVERYBODY, just the select few who can afford that level of service.

So now, take a minute or two and consider how YOU can start your own “country club” for your clients and customers. Whether it’s a VIP level of service or a private client group that meets a few times a year.

To get your wheels turning, imagine this… if you can get 10 people to commit to some type of program that is just $10,000.00 a year, that’s an extra $100,000.00 this year for YOU!

Online entrepreneur Alexandria K. Brown, “The E-zine Queen,” publishes the award-winning ‘Straight Shooter Marketing’ weekly

ezine with 20,000+ subscribers. If you’re ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at

ezinequeen.com

11 Quick (and Good) Content Ideas for Your Ezine or Website
By Alexandria Brown

 Publishing articles, especially via an e-zine, is the ideal opportunity to showcase your business. By sharing your knowledge and expertise, you build credibility as an expert, while spreading the word about your services and products.

While I’m sure that sometimes you have dozens of content ideas, I bet other times you find yourself staring at a blank computer screen, grumbling that it’s publishing time again. Well, have no fear! Here are 11 quick (and good) content ideas for when you’re in a pinch.

1. Give real-life success stories.

Describe a problem you’ve solved for a client/customer, and use that as a springboard to offer more general advice. Show your readers how you’ve helped customers address challenges — “case studies” if you will. This positions you as the expert in your readers’ minds more than your coming out and saying so.

2. Think of three areas in which you’d like your clients to think of you as a resource.

Now develop content in those areas. For example, in my past life as a professional copywriter, I really enjoyed writing for Web sites. To help encourage my clients and prospects to hire me for these projects, I published several articles on how to write Web copy that sells.

3. Read industry publications for ideas.

Are there any hot issues in your field right now? The more controversial, the better. Don’t be afraid to offer your own opinion — your readers want to know it. After all, YOU are the expert in their eyes.

4. Jot down 8 questions your clients have asked you in the past.

You know, the ones they ask you over and over. Answer each in a short article. If you publish weekly, that’s two months’ worth of content, right off the bat! And if you can’t think of any questions, send all your current clients/customers a quick e-mail, asking them what topics they’re most interested in learning more about.

5. Learn anything neat lately from an industry conference, workshop, seminar, or insightful article?

No one says you have to reinvent the wheel of information! Pass on any gems of advice you’ve learned elsewhere — just give them full attribution. Or give your opinion of the event or article itself. Your readers will appreciate your frankness.

6. Offer a list of your top 5 or 10 tips on a certain subject.

It’s much easier to bang out a list of tips than to put together a real article. Of course, the tips can evolve into an article if you wish! Be sure to list your best tip first, or at least close to the top. (If you “fire your biggest gun” last, you risk losing your audience before they get to the good stuff.)

7. Interview associates whose expertise would interest your readers

(while not competing with yours). E-mail interviews are incredibly easy to do. Just send your interviewee 3 to 5 questions via e-mail, edit their answers, and have them approve the final version. Be sure to give them a short plug in your e-zine as a thank you. (A one- or two-sentence description of their business and their Web address should be fine.)

8. Recommend books and resources that you use, and offer full reviews on them.In one issue of my old

ezine newsletters, “AKB MarCom Tips,” I featured reviews of my favorite four copywriting resource books. I’m glad I also gave my Amazon.com associate links, because I ended up making some nice commission, to boot!

9. Invite clients or readers to write you with their own questions, and answer one in each issue.

Right after their question, publish the person’s name, business, and Web address, with their permission. They’ll enjoy the attention and free publicity!

10. Invite readers to send in profiles.

Ask them to tell you about themselves — their names, businesses, locations, and how they use the information gained in your e-zine. Feature one profile in each issue or one every few issues.

11. When all else fails, borrow an article!

There are dozens of Web sites offering hundreds of articles that you can use in your e-zine. The articles are free and available for you to use immediately. The only catch is you’re required to leave the entire article intact, including the author’s promotional information. One of my favorite places to search for articles is www.ezinearticles.com.

One last note: Keep in mind that if your e-zine’s main objective is to get you more clients and customers, you should NOT feature other writers’ articles more than once in a blue moon. Remember our main goal is to continually showcase YOU.

Online entrepreneur Alexandria K. Brown, “The E-zine Queen,” publishes the award-winning ‘Straight Shooter Marketing’ weekly ezine marketing ezine with 20,000+ subscribers. If you’re ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at

www.EzineQueen.com

The Latest Information On Science News Online

Does Your Parking Lot Look Busy? Your Prospects are Watching
By Alexandria Brown

 Twice a week I go to a great little massage place in the neighborhood, and right next door is a tiny Indian restaurant. The food always smells delicious when I walk by, and the owner excitedly waves at passersby. But there’s a reason why I’ve never gone in and given it a chance…

The restaurant is always empty!

When I walk by, I always think, “Hmm, maybe I’ll try that place for takeout one night.” But in five years I never have. I always end up going two doors down to the bustling Chinese place or the sushi place with the line out the door - even though I have to usually wait 20 minutes for my food to be ready.

What’s even funnier is that the food at those places isn’t even great, but I keep thinking I must be missing something since so many other people like it!

The saying is true… no one wants to eat at a restaurant where there are no cards parked outside.

We all go by the feeling of “safety in numbers” and look for what some people call “social proof” that something is good or works before we try it.

This is why it’s extremely important to use testimonials on your website, brochures, and marketing materials, and even in your talks and teleseminars.

And it’s even MORE important for people like us whose businesses don’t have parking lots. It’s up to US to show prospects they won’t be the first person ever to hire us or buy our products!

Simple idea, yes, but many people forget to use it in their marketing. (Even I forget sometimes, too.) But it’s extremely important. Whether conscious or subconscious, seeing testimonials for a product or service makes us feel “safe” when deciding to buy.

But please remember the big difference between a good testimonial and a lame one. Let’s look at two examples:

Example 1: “I’ve really enjoyed being a part of Alexandria Brown’s Gold Mastermind program and have found it great value for the money.” - E.B.

This one’s all right, says nice things, and gives the person’s initials. Problem is, there are no actual *results* shared here, and using initials-only leaves doubt about the authenticity of the testimonial.

Example 2: (and a real one, too!): “Since joining Alexandria Brown’s Gold & Platinum Mastermind programs last year, I’ve doubled my revenues and can directly attribute at least $100,000.00 to her ideas and advice. Believe me, you WANT to be a part of this exceptional group of entrepreneurs!” — Christine Kloser, Founder of “The Conscious Business Circle”, Red Lion, Pa., www.ConsciousBusinessCircle.com

Now, let’s look at the second one. Much more effective because it’s results oriented. That is, it shares actual results the client/customer has gotten. Do whatever you can to include numbers, dollar amounts, and/or percentages — these will grab your prospect’s attention, let them know this is the real deal, and dramatically increase your response.

Also, the more information you provide about your clients and customers, the more believable and effective their testimonials will be. Include full name, occupation or company name, city and state they’re from, web address (if applicable), and a PHOTO. (Even a poor photo, if that’s all they have. It’s important to make them REAL to your reader.)

If you’re in a sensitive industry and clients don’t want their names revealed, then share as much as you can about them otherwise. For example, “– female Fox News executive, 38, Studio City, Calif.” While it’s not as good as giving their names, it’s better than nothing.

And remember, one of the best things about using testimonials is it’s much more effective for your clients and customers to rave about YOU than for you to rave about yourself. So let them “rave” and have fun with it!

BONUS TIP: Use Testimonials to Address Common Objections

If you really want testimonials to dramatically improve your response, make a list of the common objections your prospects usually have to buying your products or services. And then have at least one testimonial that addresses each. For example, when I first started selling my Boost Business with Your Own online newsletter system, I learned that some folks weren’t buying it because they thought they needed a website to get started. So I found a success story from one of my customers who had used the system and never even had a real website. And we created a testimonial that made sure to share that fact.

Online entrepreneur Alexandria K. Brown, “The E-zine Queen,” publishes the award-winning ‘Straight Shooter Marketing’ weekly ezine advertising with 20,000+ subscribers. If you’re ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at

www.EzineQueen.com

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