Volume 7, Issue No 14, Circulation: 138,500+, 15th July 2007
Next Issue: 29th July 2007
With 'Pathway To Success' you are receiving only top
information, reliable and proven resources vital for your
online home business success and profitability, never anything
just to make a couple of dollars at your expense. However,
to make full use of the resources, get fast ahead of your
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Success seems to be largely a matter of hanging on
after others have let go.
William Feather
Editorial:
Wonderful Time Reading Pathway To Success, my valued Readers!
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Stay tuned Pathway To Success is with you in a fortnight
again. Have a profitable time.
Sincerely,
Irena Whitfield
Your Publisher
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Today's Feature Article
How To Create A Video Campaign Concept
Jerry Bader
Have you ever had a good idea, maybe a great idea, only to
find that someone else already did it? Frustrating.
You want to be a success and who doesn't? It's why you do
what you do, why you put-up with what you put-up with? But
it all gets so frustrating.
As much as you'd like to believe otherwise, there just aren'
t any secrét methods, special potions, or motivational DVDs
that are going to make you a success in thirty days, but
there are things you can do that will help. Sure working
hard helps but working smart is even better. So how do you
work smart? Well you can start with presenting your core,
marketing message to your targeted audience in a way that
engages the spirit, informs the intellect, and embeds in
the mind. And if you want to be cutting edge, the way to do
it is with audio and video.
What A Difference A Difference Makes
Anybody who has ever tried to raise monëy for a project
from a bank, or contacted an ad agency for help has heard
the question, "What makes your company different?" If you
don't have a different product, different process, or
different way of doing or presenting what you do, you are
nevër going to raise a cent or make an impact on the market.
Yet most companies blindly continue to follow the market
leader, and wonder why they nevër attain the level of
success they hope to achieve.
If you want to be a success, you have to reinvent your
company as something unique, so when the time comes to
present your redefined vision to the world, you will
actually have something to say, and something worth
listening to.
Lateral Thinking, The Creative Laxative
Once you've decided to develop a video marketing message
that focuses on what makes you different, you will want to
know where begin.
This is a creative process that can be scary to business
executives trained in left-brain linear thinking. Learning
to think creatively is hard and for most people it goes
against everything they have learned.
Creative thinking has been called 'thinking outside the box,
' right-brain thinking, or simply thinking differently.
Author Edward De Bono calls it 'Lateral Thinking.' De Bono
argues linear thinking stifles imagination because it
suffices at the first seemingly acceptable solution rather
than looking for innovative alternatives:
In ordinary traditional thinking we have developed no
methods for going beyond the adequate. As soon as something
is satisfactory our thinking must stop. - Edward De Bono
Where You Begin Is Where You End
One method of jump-starting the creative process is to
think backward: you begin at the end, because where you're
going will inform how you get there.
Create Your Memory Tag or Slogan
A well thought-out slogan or tag line focuses attention on
the critical point-of-differentiation, the thing that
establishes your brand identity. A good slogan serves as a
memory device, a positioning tool that implants itself in
your audience's mind and stays there.
No matter how many times the advertising agencies convince
the 'pooh-bahs' at Coca-Cola to change their slogan, Coke
will forever be "The Real Thing," and Pepsi will be "The
Choice of a New Generation," at least to my generation.
These were excellent examples of how to focus on a single
element and establish a differentiating identity between
competing products that for the most part are just about
the same. Then of course you have 7-Up with "The Uncola"
slogan that was the best of the bunch, but was
unfortunately dumped for some lame reason. Each of these
soft drink slogans established market-turf for their
company, and each helped differentiate the product while
establishing identity in the audience's mind; and no place
is anything said about cost, quality, or any of the other
conventional selling points that small companies are so
fond of touting.
Develop Your Story
A well-designed video commercial takes your audience
through the three stages of storytelling: The Setup with
inciting incident, The Crisis with problem escalation, and
The Resolution with viewer satisfaction.
Your slogan or tag is the punch line that highlights your
resolution; it's what you want your audience to remember;
it's your marketing message destination; and it's where you
want to end. Now all you have to do is work backwards to
the beginning.
This method of development helps you avoid saying too much:
yes, there are many things you want to say, most of which
are valid, some of which are relevant, but few of which are
applicable to the delivery of an effective Web video
presentation. The more you say to an audience, the less
they hear. Stick to a simple story that leads to a
resolution based on your memorable punch line or what TV
screenwriters call 'the button.'
Invent Your Hook
Once you have your basic commercial storyline with a
beginning, middle, and end, you need to make sure you have
a hook: the thing that's going to pique audience curiosity
and make them stick around long enough to view the entire
presentation. The hook should center on the 'inciting
incident:' the motivating situation that propels your
onscreen representative to find a solution to the problem
at hand that ultimately leads to the resolution represented
in your 'button' or punch line.
The Geico Caveman is a great example of a hook that demands
attention, and draws the audience into the series of mini
dramas that constitute this award winning ad campaign; all
based on an incredibly simple, yet brilliant, tag: "So Easy
A Caveman Could Do It." You don't need expensive special
effects or exotic locations; all you need is an imagination
and a message that can be delivered with a memorable one
line "button."
Daily Motivation Secrets that Really Work
Peter Murphy
Everyday life can be frustrating in today's society. It is
becoming more and more difficult for people to find
happiness in the world we live in today. But it is
important to try to stay positive and obtain daily
motivation.
One reason is that it spreads onto others around us. If one
person in the workplace is happy and upbeat, it is catching
to others. If you are a happy positive person with daily
motivation, then maybe the person sitting next to you at
work will see it and it will give them, too, a lift.
Another reason to obtain daily motivation is for your peace
of mind. Life does have its downfalls, however, we need to
focus on the good things about our lives.
We will achieve way more success thinking positive than
thinking negative thoughts. We need to try to look at
things as they could be not as they are right now.
So how do we go about obtaining daily motivation? Well,
there are four practical techniques.
1. Daily motivation books
There are books available for positive reading. You start
out each day by reading a daily passage in the positive
mode. It starts your day the right way and you can think on
it all day long.
2. Daily motivational e-mails
With technology the way it is today, an e-mail a day may be
the answer for your daily motivation. There are many
websites out there that will send you free motivational e-
mail messages.
3. Self help books
There a number of great motivational books that will help a
person with daily motivation.
4. Being a good Samaritan
When life looks bleak, look at the next guy. Someone always
has it worse than you. Try doing something nice for someone
that is in need. It is a great way to fell motivated and
positive.
Start out each day by setting goals. Whether it be a goal
to get something done that you have been putting off for
awhile or setting goals on how to be positive throughout
the day. Goal setting is the key to self-motivation.
Positive thinking can only have a good effect on a person's
attitude. If a person starts out each morning with positive
goal to work on each day, it will encourage that person to
be positive throughout the entire day. Daily motivation can
be accomplished by something as simple as thinking positive
thoughts.
Everyday life can be frustrating in today's society. It is
becoming more and more difficult for people to find
happiness in the world we live in today. But it is
important to try to stay positive and obtain daily
motivation.
********************************
Peter Murphy is a peak performance expert. He recently produced
a very popular free report that reveals how to crush procrastination
and sustain lasting motivation. Apply now because it is available
for a limited time only at: motivation techniques:
http://www.secretsofmotivation.com/
Subscriber Article
Advertising Checklist
Michelle Utter
After being online, in the advertising industry for 5 years
now, I have seen and worked with thousands of webmasters. I
noticed a trend that seems to still be going strong today:
The trend of not really knowing how to appropriately market
a website. A good marketing campaign requires more than a
toss of an ad in the direction of a marketer, then expecting
a huge return.
In fact, if you do that, you will receive anything BUT a good
return. In the advertising industry, you get what you put
into it. If you put nothing into the creation of your marketing
campaign, then that is exactly what you get out of it. Those
who get a poor response, are too quick to blame it solely
on the advertiser when it is the webmaster's responsibility
to create ads that are appealing and to deliver a good sales
message.
I'm often asked by clients:
What should I write in my ad?
What will bring me good results?
While every offer varies and calls for different action
plans, the main points always remain the same:
1. Don't cram too much text into your advertising space. Too much writing is a turn off for readers. Keep your paragraphs
short and to the point. No more then 2-3 sentences per paragraph.
2. Communicate a simple, single message. People have
trouble remembering someone's name, let alone a complicated
ad message. Use the "KISS" principle for ad messages: "Keep
It Simple, Simon." For print ads, the simpler the headline,
the better. And every other ad element should support the
headline message, whether that message is "price," "
selection," "quality," or any other single-minded concept.
3. Be sure to keep your ad exciting. You can accomplish
this by typing certain key words in all-caps.
4. Don't tell too much! I cannot stress this enough! You
don't want to tell the reader everything he/she needs to
know - then there would be no reason to visit your website.
Only give enough information to get your reader so psyched
about the offer, that they jump to your website url right
away. Then, the sales page should seal the deal.
5. ALso remember that it is your web page's job to seal the
deal. This is not the responsibiliy of the advertiser. So
DO make sure that your web page clearly describes your
offer, and be sure you have features to capture your
visitor's information when they arrive. As a general rule
of thumb, the consumer needs to hear your offer a total of
7 times before they decide to purchase. A good way to
increase your chances is to capture their email address at
your website upon arrival, so that you can stay in contact
with them often.
6. If you are going to market via eMail, be sure that you
do not include a great amount of spam trigger words in your
campaigns. ISP eMail filters will trash your message if you
do , and it doesn't matter how many people you reach, your
response will be very poor.
7. Do be realistic in your expectations. A single
advertisement will not turn your business around overnight -
especially if it is a small one.
8. Don't be turned off if it at first appears not to work.
Advertising's main purpose is to increase the number of
people who know about your business. Those new customers in
turn, are likely to recommend your services on to their
friends, so there is a flow on effect.
9. Do get creative! You don't have to take out the same ad
shape and size every month. Sometimes, you might want to go
bigger for a special event or sale. Change your artwork
every four months or so to keep your message fresh - and
the customers interested.
10. Do make a note of special occasions through the year -
Christmas, Easter, Mothers Day, Fathers Day, the birthday
of your business, school holidays. Do these affect how you
want to advertise?
11. Do read other people's advertisements and ask lots of
questions about what works.
12. Do combine your advertising with your other marketing
strategies strategies
- make sure your ads look similar to your
business cards and signage, so there is consistency in your
message.
13. Stick with a likable style. Ads have personality and
style. Find a likable style and personality and stay with
it for at least a year or more of ads. Changing ad styles
and personality too often will confuse potential buyers. It
also fights against memorability.
14. Be credible. If you say your quality or value is the "
best" and it is clearly not, advertising will speed your
demise, not increase your business. Identifying the
competition should also be avoided. It is potentially
confusing and distracting and may backfire on you by making
buyers more loyal to competitive products, not less.
15. Ask for the sale. Invite buyers to come to your store,
send for more information, or call for information and
orders in the ad. Provide easily visible information in the
ad for potential customers to buy: location, telephone
number, store hours, charge cards accepted, etc.
16. Make sure the ad is competitive. Do your homework.
Examine competitive ads in the media that you are planning
to advertise in. Make sure your ad stands out from
competitive ads. You can use personal judgment, ad test
exposures to a small group of target buyers (i.e.,
qualitative research), or more expensive, sophisticated
quantitative test methods. Compare ads for uniqueness,
memorability, credibility, and incentive to purchase.
17. Make sure the ad looks professional. If you have the
time and talent, computer graphics and desktop publishing
software can provide professional-looking templates to
create good-looking print ads. Consider obtaining writing,
artistic, and graphics help from local agencies or art
studios who have experienced professionals on staff, with
expensive and creative computer software in-house. They may
save you time and money in the long run, with better
results. Electronic ads (e.g., TV, radio, Internet) and
outdoor ads are best left to professionals to write,
produce, and buy for a fee or percentage of media dollars
spent (i.e., generally 15 percent of gross media spending).
18. Be truthful. Whatever advertising medium you select,
make sure your message is ethical and truthful. There are
stringent laws regarding deceptive practices and false
advertising.
********************************
Michelle Utter is an innovator and a mainstay in the Internet
Marketing Field. Having maintained the SDT Solo Team for
over 5 years, she has a firm understanding and grasp
on our industry. You can visit her new website at:
http://ebookadvertising.biz
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