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In this issue:

1) Tip of the Week

2) FEATURE ARTICLE: How To Create Powerful Strategic Alliances by Dr. Michel Fortin, Ph.D.

3) CLASSIFIEDS

4) FREE Resources

5) MARKETING MINUTE: Sloppy Classified Ads - Time Wasted by Gauher Chaudhry

"Tip of the Week"

In a past issue we talked about exchanging business cards when networking with other professionals and to be sure to always have a supply at hand. A business card can be one of your most important marketing tools. If done right, it will give you credibility and portray a professional image to your potential customers. View your business card as a miniature billboard that must grab a prospect's attention and concisely explain your product or service. Here are some do's and don'ts:

1. Foremost, it should contain all your current contact information i.e., phone number, email address, fax number, pager number, cell phone number and your name. Even though you may have a home business where you won't want people coming, include a mailing address. And if you anticipate deliveries, don't make it a P.O. box since they are usually not acceptable for anyone other than the post office. When any contact information changes, get new cards. Crossed out numbers and addresses look bad and will fail to portray that professionalism you're striving for.

2. Be creative but tasteful. Try to come up with a statement or slogan that is memorable and sets you apart from your competitors. Remember continuity though, don't use a logo or artwork that has no relationship to your business.

Besides the standard 2 x 3.5, there are other possibilities like a bookmark for a business that relates to the literary field. Consider using both sides of the card or a folded card that contains features or descriptions on the inside.

Keep the paper color light; dark colors will keep people from writing reminder notes about you and your business. If you can't fit all your information on the card, go to a larger card rather than use smaller print. Anything less than 8 points will be difficult to read.

3. As far as cost is concerned, doing the set up yourself and purchasing pre-fabricated papers can markedly reduce your expense. This could also be very useful when your contact information changes and you need to start over with a new set of cards.

FEATURE ARTICLE

How To Create Powerful Strategic Alliances by Dr. Michel Fortin, Ph.D.

Copyright © 1998 Dr. Michel Fortin

==============================

I truly hate networking. Really, I do! I hate it because, in my experience, it hasn't brought me anything substantial in return. But wait a minute, hear me out. Networking isn't a bad concept; far from it. In today's world of hypercompetitiveness, networking can be a fantastic marketing tool. Referral-sources can and should bring you an incredible amount of business.

However, here's the problem. Having a network and having a networking system are two entirely separate things. When you're only networking, for instance, more often than not people will want something in return or else they will either stop sending you clients or simply lose interest -- if you don't take the time to recognize their efforts (and, if you're like me, that's if you have any time left at all). So, how can you reward your network? Better yet, how can you turn your network into a networking system? The answer is by developing and establishing a network of STRATEGIC ALLIANCES.

I'm sure you have heard of or read about many ways to set up strategic alliances in some form or another. Essentially, there are as many different forms of systematized networking opportunities out there as there are businesses, and I strongly encourage you to vigorously seek them out. But in my experience, I have found that they mainly fall into 3 major categories. The first is what I call the info-network, the second the auto-network, and the third one the intra-network. Let's take a look at each of these systems and how you can apply them to your situation or business.

INFO-NETWORKING The information-based network is one in which a strategic alliance is created where information is exchanged in some form or another between parties. Basically, that information includes qualified leads that both you and your alliance share, or information about each other that is promoted to each party's market. As long as your strategic alliance logically shares a same target market without directly competing with you, there is an immense potential there for you to consider.

For instance, there is a tremendous power behind free reports and especially newsletters or e-zines. Advertising space can be sold at a nominal cost in order to pay for the printing and distribution of your newsletter, or it can be offered to alliances that might be happily interested in being directly promoted to your market. In turn, you should seek out advertising spaces in newsletters, brochures, corporate literature, or catalogues of potentially mutually beneficial alliances. If you have a newsletter, the obvious advantage is that it can save you money by "swapping" ads in each other's communications, without costing you a great deal.

This also refers to mailing lists where you can "swap" each other's prospect or client lists. Mailing lists seem to have increased tremendously in popularity these days and, if used properly, can produce pretty good results. Mailing list brokers sell or lease mailing lists you can use to conduct direct mail and telemarketing campaigns -- lists of people that fit into your specific set of demographics.

Now, mailing list brokers aside, you can seek out strategic alliances and ask, rent, or buy their list of prospects and clients. Most of them will approve especially when you trade your list of clients or prospects with them. But if you have to rent or buy their list, the cost will definitely be far less than that of one coming from a broker -- they're not cheap! And most strategic alliances are not accustomed to the idea of peddling their lists out and will therefore be happy with just a few bucks.

AUTO-NETWORKING Auto-networking is the process of creating referral-sources that automatically supply you with good quality leads without having to lift a finger. Brochure stands, posters, flyers, coupons, and business cards can be set up at the offices of potential referral-sources. However, auto-networking doesn't mean to give out cards or literature to a possible referral-source and then hope it will produce something in return. It means setting up a system between both of you where, since you are catering to a same market, you have made an arrangement to automatically and constantly supply each other with materials and information.

An example is a dry-cleaner who discovered that the largest clientele of a busy restaurant near its location was mostly made up of executives having "power lunches." The dry-cleaner, knowing that her greatest clientele is also made up of executives who bring their shirts or dresses to have cleaned, saw it as an opportunity.

Coupons were made up and handed out by the restaurant's waiters and waitresses along with their clients' food tabs. They offered a 5% percent discount on dry-cleaning services and the coupons could be accumulated up to a maximum of 25% -- of course, they were valid for a limited time only. In return, the dry-cleaner handed out coupons (clipped to the garment bags of their clients' dry-cleaning) offering a free appetizer or dessert at that particular restaurant -- good for one per person per lunch -- with every load of $30 worth of dry-cleaning.

Another form of auto-networking is, as the saying goes, "You can't teach an old dog a new trick but you can surely teach a new dog to cook you breakfast!" Potential referral-sources who are either approached by competitors or already implicated in other commitments may make it hard for you to create positive networking systems. So, what can you do? You get them while they're starting out!

Many potential referral-sources may have already been the target of a competitor, but referral-sources have to come from somewhere, don't they? So, if you can approach them while they are just about to become your competitors' potential targets, you can save yourself a lot of effort let alone grief. For example, I teach hair transplant doctors to get themselves known among the hairdressing community and possibly set up strategic alliances with them by, among other things, setting up brochure stands in their salons. However, many of these stylists may have been approached by other doctors or have a fixed idea in their minds of which doctor they would refer their clients to for cosmetic surgery.

In my consulting work, I help doctors to set up special presentations as "guest lecturers" at local hairstyling and beauty schools. Schools love it since it's part of their curriculum to teach future hairstylists on the mechanics of hair and alternatives for hair-related problems. Some provinces or states also make it an essential part of their licensing requirements. By giving a lecture or presentation, the doctor not only gets his name inculcated into the minds of these future hairstylists, but he has also created an almost impenetrable barrier against competitors. By being part of their schooling, doctors naturally became a part of their minds!

This technique can be applied in almost every industry, with trade schools, business schools, community colleges, government services, unemployment insurance subsidized courses, and so on. A government software programmer can give a small computer presentation during courses that the government provides to recently-hired purchasing agents. A wedding planning consultant can give small courses to church groups offering prenuptial courses (often referred to as "marriage preparation courses") for engaged couples in their parish or community. An accountant specializing in corporate taxation can give small seminars to young entrepreneur workshops (most chambers of commerce offer this type of service). And the list goes on.

INTRA-NETWORKING An intra-networking system simply means two or more parts of a whole that are independent but at the same time interdependent. This is the old bartering system that goes back since the beginning of time. In the context of intra-networking, though, bartering is not a direct exchange of service for service or product for product but an exchange of a service or product for information, clients, or referrals.

For instance, a restaurant owner makes an arrangement with a local gas station to offer coupons to each client that comes to pump gas. They were given the permission to hang posters in the station, leave menus at the counter, and place fridge magnets on the pumps. In return, for every 10 coupons the restaurant received, the employees at the station were given a free meal at the restaurant. A freelance writer/editor writes articles in corporate newsletters that target a same market (business-to-business sales). She will have her articles and personal advertisements published for free in exchange for editing their business correspondence let alone the newsletter itself.

What kind of product or service do you offer from which a potential (and potentially effective) referral-source may benefit? Think of ways of being able to offer your services for free in exchange for free promotion, pre-qualified leads, or, as mentioned in info-networking, client lists. Intra-networking can also become powerfully effective if you were lucky enough to stumble onto another company that offers products or services that complement your products or services well, while at the same time sharing costs as well as leads or clients. This can lead to an awesome joint venture where the both of you can create an entirely new product.

Altogether, info-networking, auto-networking, and intra-networking are powerful tools to help make you create good referral-sources that work and never stop working. The idea is nonetheless to network but to do so wisely as to be able to create as many leads and clients as possible with the least amount of effort. Don't network. Make your net work for you!

ABOUT THE AUTHOR Michel Fortin, Ph.D., THE SUCCESS DOCTOR(TM), specializes in business development, copywriting, and marketing consulting. Visit his NEW site at http://members.home.net/mfortin or reach him at mailto:success-doctor@home.com or (613)748-1624. If you like the ideas in this article, you can get a FREE copy of the complete book, "The 10 Commandments of Power Positioning: Magical Marketing Strategies for Creating an Endless Stream of New, Repeat, and Referral Business" at http://members.home.net/mfortin. You can also subscribe to his FREE weekly e-zine, "The Profit Pill."

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MARKETING MINUTE

Sloppy Classified Ads - Time Wasted (c) 1998 Gauher Chaudhry

Everyday over 150+ free classified ads are posted at Cool Cash and over 40+ classifieds are published in Free Biz Ads Direct.

It is becoming a common practice for individuals to submit sloppy classified ads. Here is a word of advice, if you are going to submit a sloppy classified ad, don't even bother submitting it. Why? Because no one is going to respond and you will just be wasting your time.

Here is a prime example of a sloppy classified ad.

make Big money with this program. Only $4 to invest! I am already making some cash now. Conactt me if interested. joe@thisadsucks.com

This is a bad classified ad that we receive regularly. Why? Read it, would you be contacting him?! When I refer to the word sloppy, I am not only referring to the style and grammer, I am referring to the content. That ad does not make me want to find $4 as fast as I can and contact the advertiser.

Here is a quick lesson on writing an effective ad. This will require you going back to your marketing class in high school. Remember the AIDA formula your teacher taught you? Well this formula applies to any form of advertising, including classified ads.

What is AIDA?

AIDA simply is:

A - Attention I - Interest D - Desire A - Action

You must max out all these criterias to have a really powerful and effective ad. Here is my example of a classified ad that meets the above criteria.

I AM A LOSER! But I came out a winner with this new affiliate program that I joined for only $4. I made $234 last week and I just got started 2 weeks ago. Now it's your turn! Email me at joe@thisadisgood.com for free information. Do it now!

Now lets analyze this classified ad and break it down to see how it meets the AIDA formula.

When you saw the opening sentence "I am a loser!", don't tell me that did not attract your attention. Of course it did because you don't hear that from someone and it made you curious to read on. So far the ad grabbed your attention (A).

The next line refers back to my attention getting sentence by saying "But I came out a winner". It should relate to our attention grabbing sentence. Don't use an attention getting sentence that does not relate to the ad. For example:

Lady Diana is still alive! Buy our new wave popcorn. Contact joe@thisadisdeceiving.com for more information on how to order this new popcorn.

Sure the first attention grabbing sentence worked but the since the rest of ad did not relate, it was sure to be a turn off for the reader.

Going back to the proper ad, the interest (I) was developed by telling the reader about the new program and how it has made the advertiser $234 so far.

The next step in the ad was to create the desire (D) in the reader. This was done in the next sentence which reads: "Now it's your turn!". This creates the desire because the individual would like to make $234 also. Who wouldn't?

The final step was to create the action (A) in the reader to respond to your classified ad. This was reinforced by the last sentence which read: "Do it now!"

This was a quick lesson on writing an effective classified ad because without a good classified, it would be a waste of time to submit it to hundreds of resources. Apply the AIDA technique to your ad campaign and you will be sure to see much improved results.

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Gauher Chaudhry is editor of Cool Cash Ezine. For more informative articles like this, subscribe to Cool Cash today! Send email to subscribe@freecoolcash.com with "subscribe" in the subject. You will receive 300+ free money making reports for just joining up. -------------------------------------------------------------------

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