Your Role In History As An Entrepreneur

Side note: In editing Peggy’s book chapters for blog adaptation, I’ve found her style to be surprisingly (for an economist leadership expert, itself, to me, an oxymoron) engaging. Today’s topic, however, encompasses the object of my business teething and career so I feel compelled to spotlight a bit of the professionalism of marketing. Factoids (such as the components of marketing and the distinction between creating and stimulating desire, for example) are seldom addressed or positive-ized in economic treatises or website meanderings. Thank you. Enjoy the journey! Hal

Imagine Marketing

One of the great advances of the 20th Century was the development of the field of marketing. As industrialists were able to mass produce clothing, cars, homes and candy bars, they sought a method or methods to promote those things to a public who may not have known that they needed or wanted them.

Psychology and sociology combined with imperatives to maximize business profitability and the science of markets was born. Where markets existed, they were maximized. Where markets did not exist, they were created. Yet marketing is not a creator of society wants and needs. It is simply a reflection of society–a mirror of what already exists.

You know you need a home but you probably didn’t know you need or want a certain type or brand of kitchen appliance or configuration of closets until marketers educated you about the differences in price, performance, design, function, impressions, and longevity.

You know you need a car to get to work, but marketers let you know which models and styles were available so you could choose those that would best serve your practical functional and budget needs as well as those that best meet the conscious or unconscious emotional wants you most closely identify with (e.g., power, status, sex appeal, safety/service focus, family/parental focus, environmental/energy focus, etc.).

Marketing attaches meaning to the products and services we consume. Think of marketing as a big umbrella over a broad spectrum of marketing functions, which include sales, advertising, branding, pricing, packaging, promotion, merchandising, public relations (news releases, events, media communications), and more. Marketing also raises life necessities to luxury levels for a price.

Marketing does not create desire because humans already possess desire. Marketers stimulate desires that already exist. Marketing sometimes prompts us to purchase or consider purchasing products and services we didn’t know we needed or wanted until subliminal interests are created for them, and our desires are stimulated.

By the mid-20th Century, mass production meant that businesses could create enough products to satisfy the desires of mass markets. Mass communication through a mix of limited channels (using television, radio, magazines, direct mail, and outdoor and transit billboards) standardized desire for mass produced products.

The Internet changed the whole world of marketing. The Internet is a personal communication device. What comes through my computer is as different as what comes through yours as we are. No two computers deliver the same content because the content is a reflection of the fingerprint of the user. One user accesses religious content, another pornography, and yet a third spends most of her or his time surfing the net for the best price on handbags, shoes, or on hunting and fishing equipment and gear.

How do you market to EACH individual on his or her personal communication device?

Like finance, we’re rewriting the discipline of marketing while we’re practicing business in the New Economy.

As an Internet entrepreneur, you find your markets by searching for people who are interested in buying what you are selling. You contact them through social media using list serves, groups, email blasts and subscriptions, blogs and connectivity/referral platforms . . . following where each thread leads. When you pull on a thread, it will lead to a tapestry of related interest groups. As a business person, the end of each thread is a potential customer.

The hardest job of Internet Joe is to refine his product or service to meet the needs of a specifically defined target market within the potential of a global customer base. Expect that it could take time to refine your approach. You will go through several iterations before you hit on exactly what specific flavor of what you offer appeals to which specific individuals.

In the New Economy, your customers are in New Zealand and Newfoundland. Get to your keyboard and go find them.

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C’mon back tomorrow 10/2 for Day 19 —

It’s all about SALES, SALES, SALES, and more SALES.

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S P E C I A L    A N N O U N C E M E N T

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With Hal and Peggy’s wealth of business coaching experience, you’ll learn how YOU match up with what successful entrepreneurs are thinking and doing RIGHT NOW. Get ideas you never imagined. Gain the traction you need within 2 hours — not days or weeks or months. Simply call 931.854.0474 Central Time: 11AM to 4PM Monday-Friday for details, to explain your business pursuit focus and to reserve your seat! $99 total for 2 hours. Satisfaction Guaranteed.

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For more information on Peggy Salvatore’s book: 30 Days to the New Economy [© Peggy Salvatore 2015. All Rights Reserved.] click on ENTREPRENEUR NEWS or visit ow.ly/RysnP for the E-book

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Hal@Businessworks.US      Peggy@Businessworks.US

Open Minds Open Doors

Thanks for your visit and make today a GREAT day for someone!

STOP THE NEWS!

                                    
I want to get off!

You deserve a break today, and not because

of some hamburger company! You just do.

CONSIDER:

If it isn’t bad enough dealing with your boss, your in-laws, your whining friend, your outta-control kids (or dog!), your popped button, indigestion, and scraping what you stepped in today—off your shoes, in front of smirking passerby, with your (never-used-anymore-for-writing anyway) ballpoint pen . . . If all that’s not bad enough, you got news media!

So now all you masochists seeking pleasure from having your butts dragged through global gutters, can add yet another layer of daily upsets and aggravations to your personal shoulders —the whole damn rest of the world! Go ahead: BE ATLAS! See if anybody cares.

You think it doesn’t matter how much news you see or hear every day? (That was a short question.) Now you no doubt think I’m going to beat up on your psyche for all the reasons you fidget at work and don’t sleep at night. But, no. There’s just another question coming.

This one’s a long, take-a-breath-in-the-middle question: Does a minute (a second even) ever pass without seeing or hearing some modelesque-looking or vocabularied-up (no ers, ahs, ums, or duhs) nudnick with an earpiece who’s being told what to say, how fast to say it and where to stand . . . you know, someone who’s somberly rattling out (or yelling, as in the case of higher-paid, more famous nudnicks) every minutia of detail about world and neighborhood threats to life, limb, liberty, and the pursuit of happiness? Whew! That was long, wasn’t it?

You better believe this: If it’s not terrorism glaring through ski-masks, or paying the price for cavalier attitudes about the seriousness of Ebola, or the ineptness of the VA , the CDC, the WH and Congress, or war zone updates on bombings and surprise WMD cache findings, it’s body counts, student demonstrations, racially-charged bullet exchanges, the stock market, Shark Tank, some athlete run-a muck, or insufferable Hollywood-type feigning make-believe insults.

If it’s not any of those things, it’s fictitious global-warming and severe weather (the great standby for upsetting news), the neighbor’s trash blowing across your yard, or your empty wallet, refrigerator, or gas tank.

Don’t let it be your empty HEAD!

Feel like you’re juggling seagulls?

Want to lighten yourself up?

Do the following for one week

(if you dare!)

I absolutely guarantee it will change your life for the better. But you have to be willing to take the risk. What’s to lose, stress?

1. JUST BREATHE— Take some nice deep ones—as often as you can remember to each day.

2. TURN OFF THE WACKO (TV, RADIO, AND ONLINE) NEWS REPORTS – If something major happens that will engulf your life, you’ll know it; someone will come running to pound on your door and give you the scoop!

3. THROW AWAY ALL THOSE NUT-CASE NEWSPAPERS AND MAGAZINES YOU READ— Toss ‘em under the bus! Better yet, let them pile up somewhere (not at your door!) for the week and when you get back to them, you’ll be startled to see that nothing has changed . . . just names, places, amounts, severity, intentions.

4. TURN OFF YOUR TEXT AND EMAIL BOMBARDMENT— “Smokeless tobacco,” “Death-by-milk class action lawsuits,” and “37 ways to paint your garage floor” will all still be clogging up your in-boxes a week from now anyway. Besides it’s rejuvenating to delete hundreds at a time!

5. TAKE A HOT SHOWER. SIT. TALK TO YOURSELF. READ A BOOK— Comedy or love stories beat news-related drama.

6. PICK OR BUY YOURSELF FLOWERS. PAY MORE ATTENTION TO NATURE.

7. TAKE MORE WALKS. SMILE MORE. CURSE LESS. SPEND MORE “FAMILY TIME.”

8. BE THANKFUL FOR WHAT YOU HAVE. AND MAYBE EVEN TRY CHURCH AGAIN.

And no, it’s not irresponsible,

or global withdrawal, or pretending all’s well.

It’s a break. You need one. It’s a choice.

Do something about it.

You won’t believe the difference in just one week!

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 Hal@BusinessWorks.US or 931.854.0474 or comment below

What you see is what you get,

and with Txt Msgs,

you see nothing!

In-person meetings are most telling. Phone calls? At least you can “hear” a smile or gasp or snort. And, if you’re paying attention, you can usually tell if the person on the other end is paying attention. Even emails give you a clue. Texting? Fuggetaboudit!

According to my friend Jeff Banning, president of award-winning third-party logistics provider, Trinity Logistics, Inc. in Seaford, Delaware:

“effective communication is only 7% verbal. 38%, is (transmitted) by your tone of voice, and 55% is through non-verbal body language.”

Are you taking note, sales professionals?

In other words, more than half of effective communication is not spoken!

With hundreds of employee “teammates,” Jeff oversees more than seventy successful offices across the country, so I believe what he says.

Because we are humans (or is that too presumptuous?), we get fooled sometimes. But we all know instinctively that we are less likely to be fooled when we can take stock by looking someone in the eye.

Eye contact of course is hardly within the realm of txt msg textability.

. . . Or emails. Ah, but emails at least do provide us with some clues . . . I’m not referring to the chit-chatty ones or quick one-sentence back and forth emails. I mean significant emails — ones with proposals. reports, attachments, outlines, strategies, plans, applications, etc.

Someone who doesn’t use spellcheck, for example, or avoids greetings and sign-offs, or who clearly never takes the time to read what she or he wrote, and specifically to read it out loud to her or himself (which all great writers do, by the way), tells us the sender is likely rude and/or insincere.

How can you tell when someone is lying? Teasing? Taunting? Smiling but angry? In a superiority mode? Anxious to leave? Eagerly interested? Tolerating? Bored? Ready to explode? Thoughtfully considering? These and other responses are right in front of you, staring you in the face. The “eyes” (with apologies to Parliament) have it!

This doesn’t mean you must always be in some one’s physical presence in order to “read” the meaning or intention of his or her messages by checking eye movements and facial expressions.

If you’ve read enough of my blog posts over the last few years, you know when I’m kidding or serious. You know when I’m sad or angry or frustrated by the words I use and how I present them. You can generally discern other people’s “tone of voice” even when you can’t physically hear them.

But when situations and/or people involved are important, nothing beats the unspoken messages that come from other peoples’ eyes. Yes, like the song, there are indeed “Lyin’ Eyes,” but paying careful attention (not staring or glaring, mind you) to what you see in the eyes of a speaker or presenter will minimize being taken advantage of.

The only way on earth that you can be effective at “reading” others is by keeping yourself grounded, and focused on the here-and-now present moment as much of the time as possible. Aside from monitoring your pulse or heartbeat (which can get a bit awkward under some circumstances), this no-fail approach is worth your one-minute review.

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Hal@Businessworks.US or 302.933.0116

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Thanks for visiting. Go for your goals. God Bless You.

Make today a GREAT day for someone!

The 3% Sales Factor

     Some interesting information came my way from my strategic alliance partner, Andrew Jackson (no relation to the past president, the twenty-dollar bill, the famous Stonewall, or the recently-deceased entertainer). Andrew is the bright young founding CEO of www.ThePoorIrishman.com.

     It seems, he says, that less than 3% of all online businesses actually make money through their websites. That’s a staggering statistic, even if he’s wildly wrong and happened to be missing a zero after the 3, which he’s not. But, you know what? I started thinking about this, and have concluded that once again, Andrew is right!

     And do you know why? Because all the great graphic designs in the world will not sell what a website offers (unless it’s selling great graphic designs!) as effectively as a few choice words of GREAT COPYWRITING.

     On the Internet, a great word is worth a thousand pictures when it comes to sales. Now, don’t be confused with those fabulous emails we’ve all seen filled with spectacular visuals of amazing jugglers and 3-D artists and talented nature photographers. That’s not the same thing.

     I’m talking about online business website sales!

     So, this thought process prompted me to add a new tab on the top right of this page titled “The 3% Sales Factor.” If you’re curious about the subject of increasing Internet sales and what GREAT COPYWRITING is really all about, try it. You’ll like it.      

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  # # # 

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