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In this issue:

1) Tip of the Week

2) FEATURE ARTICLE: Time Management for the Home Entrepreneur by Crystal Ortiz

3) CLASSIFIEDS

4) FREE Resources

5) MARKETING MINUTE: Increase Your Profits By Coordinating Online And Traditional Offline Marketing by Bob Leduc

"Tip of the Week"

Last week we looked at ways to get results from your ad and how to keep track of those results. If you missed it, you can retrieve last week's tip at http://netcheckspayroll.com/newsletter.html and pull up BCW issue #14.

Aside from what you are offering in your ad, the next most important thing is getting your prospects to read it. Try some or all of these "eye catchers":

1. Incorporate your offer into the headline then feature it in LARGER TYPE. Emphasizing your offer will bring more inquiries.

2. If you plan to place your ad in a newspaper or magazine, ask for the ad be placed on a right-hand page above the fold. This position typically gets the greatest readership.

3. For print ads good typography helps people read your copy. Have you ever considered that the character of a typeface establishes certain moods in your reader? For example, serif typefaces are dynamic and easy to read, elegant typefaces convey a formal and somewhat personal tone, whimsical will lighten the mood for an upbeat message, historical typeface can bring to mind colonial villages, polished wood, etc. to put your customer in the mood for product or service like genealogy.

4. Try to plan ahead with your ad budget to be consistent in placing your ads. Research has shown that repetition is the key to increasing responses. The more often a prospect sees your ad, the more familiar they become with your name and your company. This familiarity breeds confidence in your ability to stand the test of time. Customers want to know you'll be around down the road when they need to upgrade, ask a question about using the product or service, or want to do business with you again because you fulfilled their need last year.

FEATURE ARTICLE

Time Management for the Home Entrepreneur by Crystal Ortiz

So, you're working from home. Unlike your former "real job" there is no one to tell you when to be there, when to leave, what days you must work, when your deadlines are, or even when you can take a vacation. Freedom at last, right? Well, maybe not...

One of the biggest obstacles for home-based businesses is Time Management, ESPECIALLY if your family is also at home. Your children see that you are now available to take them to soccer practice, your spouse wants you to run errands, and all of a sudden you are the "Beck & Call" person. No wonder no one takes you seriously about your business...you aren't spending any time working!

If you don't lay down some ground rules for yourself as well as your family, you will soon find yourself back at that J.O.B. very quickly! So here are a few tips for helping you turn your "Errand Service" back to what it started out to be: Your Home Business:

1. Have an area designated as your office. Keep the tools you need right there, even small things like paper clips so that you aren't up running to the "junk drawer" in the kitchen to find these things, wasting time and causing yourself distractions.

2. Schedule your days. Set up a Daily Method of Operation that is your daily To-Do List. This will include what times of day you will check your email, return phone messages, schedule new appointments, etc. If it's absolutely necessary, schedule in things like soccer practice, but also make sure you set "Start" and "End" Times for your work day. Make sure you post a copy in your office where you can see it, and if you have to, post it on the outside of your office door to "ward off" intruders.

3. Stay focused. Keep a running "To-Do" list that you can jot down ideas on and come back to later. If you're reading email and get a great idea for a new ad, jot it down, and come back to it later at the appropriate time in your daily schedule.

4. Don't be afraid to say "NO". If you are too busy to handle additional requests, save everyone time and frustration by saying no at the beginning. People respect you more for being honest about what you are capable of handling.

5. Use Voicemail. It is not necessary to take all of your calls immediately just because the phone rings. I prefer to let the caller leave a message and return the call later when I am more "in the mood" for having a conversation and can answer whatever questions they may have. Those people that I have frequent contact with, such as associates in my business, know what hours of the day are best to reach me live, when I DO pick up the phone immediately.

6. Delegate tasks. Figure out what you make an hour. If you can make $100 per hour selling your product or services, then why WOULDN'T you pay someone $25 an hour to clean your house, do your taxes, etc.?

7. Keep in mind that (unless you were crazy and put it there) your job description does not include "Encyclopedia of Answers". Encourage associates, employees, and even family members to spend some time looking for their own answers before coming to you with simple, interrupting, time-wasting questions.

8. Take a few moments of "Quiet Time". 15 minutes spent thinking and planning, walking away to come back with "fresh eyes", or even just conversing with your spouse will actually help improve your efficiency.

9. Know your Priorities. Small, one- or two-person operations cannot do everything in a single day. Plan your day according to what MUST get accomplished. Break larger jobs down into small tasks, and complete these tasks to achieve an end result.

10. Set Your Goals. This is replacing that "Deadline" your old boss gave you. It will also help you to determine if your current activities are on track to helping you achieve those goals.

About the Author: Crystal Ortiz is a full-time Network Marketer and uses a Mail Order Lead Generation system to build her business. She is also the Webmistress of The MLM Training Center at http://members.tripod.com/~newco4/training and publisher of 2 ezines: "The MLM Trainer" at http://MLMTrainer.lisbot.com and "Mail Order Marketing" at http://mailordermarket.listbot.com

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MARKETING MINUTE

Increase Your Profits By Coordinating Online And Traditional Offline Marketing

by Bob Leduc

Most small business owners I know fall into one of three categories in their attitude toward online marketing:

1. Those who market online exclusively and don't consider using traditional (offline) methods. Usually they mention the expense of traditional marketing and the length of time to see results as their reasons for ignoring offline marketing.

2. Those who are not online yet but plan to get online sometime in the future. Usually they mention the initial expense of computer equipment and software or the learning time required as their reason for not being online.

3. Those business owners who use both online and traditional offline marketing methods. Usually they coordinate both methods to maximize their profit from each.

According to a recent article in the "Wall Street Journal", fewer than 40% of American households own a personal computer. If you're a small business owner operating only online, you're bypassing over 50% of the US population that doesn't even own a computer. Even worse, you're missing the huge majority of computer owners who say they never used a computer to conduct business. Do you really want to cut yourself off from so many potential prospects and customers?

On the other hand, if you're a small business owner who hasn't explored online marketing, you're depriving yourself of the benefits of a very cost-effective and time-effective business tool.

You don't need a web page to reap benefits from online marketing. All you need is an email account and access to the internet. The following illustrates one example of how you can coordinate online and traditional offline marketing to maximize your profits. The example we'll use is based on the popular two step selling process of (1) placing classified ads to generate inquiries and (2) replying to those inquiries with a powerful sales letter motivating the prospect to buy.

TEST ONLINE - EXPAND OFFLINE...

Classified ads can be tested quickly and cheaply online. The Internet and online services such as America Online and CompuServe provide numerous locations to post classified ads at very little or no cost. These ads appear almost immediately and you know within a few days whether or not your ad is getting results. If your ad isn't getting results, change it or test another one and keep testing until you develop an ad that produces an acceptable number of responses. Be careful to place your ad in locations and categories likely to be read by people in your defined target market.

When you have an ad that works online you can start testing your sales letter online by e-mailing it to the people who reply to your ad. Follow the same procedure of revising and refining your letter until the conversion rate to sales is acceptable. After you have a proven ad and sales letter that work online, you can expand your promotion offline using the same ad and letter.

You can start your offline promotion by placing your new proven ad in selected print magazines read by people in your targeted market. Be sure to target the same category of prospects offline as you did online. You want to use the same sales ad and sales letter with the same category of prospects offline as you used online. That's the only way you can be assured of getting the same successful results offline as you received online.

If you prefer direct mail to classified or display advertising, you can save time and expense by printing your proven ad on postcards and mailing the postcards to a targeted list of prospects. You may even want to use the subscriber list for the same magazine you considered for placing your ad. Your ad on a postcard will be seen by almost 100% of the recipients. There's nothing to open or unfold before the message can be read. Postcards are delivered ready to read.

In this application, the postcards perform the same function as your ad. They generate inquiries. Obviously, you respond to all inquiries the same way. Send them your proven sales letter.

This article revealed how you can reach the maximum number of likely prospects for your product or service with a proven offer, regardless of whether those prospects are online or offline. The more people you reach in your market, the more business you'll get. The more business you get, the more profit you can withdraw from your bank account.

Copyright 1998 Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. He is now a Sales Consultant. Bob recently wrote a manual for small business owners titled "How to Build Your Small Business Fast With Simple Postcards" and several other publications to help small businesses grow and prosper. For more information...Email: BobLeduc@aol.com Subject: "Postcards". Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133

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