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How to Attract More Customers – Video Interview with Dov Gordon

Dov Gordon

Dov Gordon helps businesses attract a steady and predictable flow of new customers.

This is a part of the Secrets of The Marketing Experts interview series.

The chain of marketing starts with attracting customers. And that’s exactly what Dov Gordon helps businesses do.

Dov Gordon is a respected marketing consultant whom even other marketing experts go to for advice. If you don’t know him already, you will remember him after this interview.

In the interview Dov shares his approach that he uses with all his clients; three steps that are sure to help every business.

So, if you want a steady and predictable flow of new customers, check this 25 minute video interview…

Review: Fascinate – Your 7 Triggers to Persuasion and Captivation

Fascinate by Sally HogsheadFascinate by Sally HogsheadFascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead

Rating: 5/5

Ever wondered how to capture people’s attention completely? Or why you sometimes lose track of time?

The answer to both is fascination.

What is it? Fascination is powerful attraction that captures your attention and focus.

Why should you care?

Fascination is the best tool you have to get your message heard.

If you want to be good at copywriting, you need to understand how to fascinate people.

If you want to write captivating headlines, you need to make them fascinating.

If you want to be fascinating in your personal life or at work, you need to understand the seven triggers.

But the one question remains: What is fascinating and how do you write/become more fascinating?

5 Most Important Design Aspects of a Business Website

The New Blog Theme and the New Website are Finished

My new blog theme and the new website are finally online.

The new blog theme and a website I built from scratch are finally here. It took me about 11 weeks and 100 liters of tea (yes tea, not coffee).

I’m not a developer so I won’t attempt to say much about the coding. I’m a business owner and the goal of my blog is to support my business; that was the starting point for the design.

But why on earth did I decide to do it myself instead of hiring someone to do it for me? Uhmm… Because I wanted to be in full control of every element and I had no idea how much work it would be ;) The depressing part is that I’m nowhere near finished; there’s a lot I’m going to change. But for now, the basics are done.

I did learn a lot and these things apply to every web site, not just blogs, meant to drive business.

So, here’s the five most important design aspects of a website from a business stand point.

New Blog Theme – Coming Soon

If you’ve read Affect Selling for a while, you may have noticed I’ve posted a lot less frequently recently than usual. That’s because I’ve built a new theme for the blog from scratch (it’ll be published next week).

For many people that’s not a huge task. Unfortunately I’m not one of those people; I have no training in coding, I understand nothing about Javascript or complex PHP, and I’m clueless when it comes to databases.

And on top of the new blog theme, I’ve been building another site too. Affect Selling will become the blog part of the new site once it’s up and running.

Fortunately there’s quite a few things I’ve learned in the process, even if you exclude the coding part.

Choosing Business Gifts

Many businesses give business gifts to their partners and customers. Business gifts vary from post cards and pens to expensive wines and luxury holidays.

If you run a small business you won’t even consider the more extravagant gifts. But you should remember your partners and customers somehow.

How do you then decide what to give as business gifts?

I can’t give you a straightforward answer since it’s different for every business. Fortunately figuring out what to give isn’t all that complex.

Branding with Images that Stick in Customers’ Memories

This guest post is written by Jenny Sampson.

There are a percentage of business-owners who seem to overlook the power of a great logo. We’ve all seen it, a sign on the road where a pyramid ripped off of clip-art is the best they manage when it comes to their company’s visual representation. With some of the best companies, however, symbols and pictures anchor themselves into our minds.

The US Dept of Labor tells us:

“Studies by educational researchers suggest that approximately 83% of human learning occurs visually, and the remaining 17% through the other senses – 11% through hearing, 3.5% through smell, 1% through taste, and 1.5% through touch.”

Further research has demonstrated that pictures are more easily remembered than words. Thus, a brand logo or icon is an important choice to make.  This leads us to a couple of questions: 1, How should you choose one? and 2, How do you avoid choosing a weak one?

7 Questions You Must Ask Before Marketing

There are countless aspects to think about when you start creating a marketing message. Here are seven that you must ask before doing anything else.

1. Who are you targeting?

“My customers/prospects” isn’t the answer. Not even close. But still that’s the most common answer.

You need to know which customers/prospects in particular you’re targeting with each marketing message. You can and you should segment people into buyer personas.

If you try to speak everyone, you speak to no one. Don’t try to please everyone with one message; no one’s interested in average or the mediocrity.

Review: All Marketers are Liars by Seth Godin

All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World

Rating: 5/5

In typical Seth Godin style the book is relatively short and only discusses one idea. But as usual that’s specifically what makes it so good. The one idea is explained exceptionally well with examples and demonstrations. You’re left with a desire to apply the idea into your business (or blog).

In “All Marketers are Liars” Seth Godin says that marketing is storytelling. These stories are created, told, heard, and retold. How to get people to even hear your story can be challenging. And even more so to get it repeated. But with a great story you will succeed.

How to Approach Specific People in 3 Simple Steps

As a marketer/blogger you sometimes need to target specific customers, businesses, and medias. That person/business may or may not have been in any contact with you. And it’s very possible they’ve never even heard of you. So, how do you approach them?

There’s a simple three-step approach to this. And the same steps apply whether your prospect is a person, a company, or any other entity (even a blog).

Step 1 – Research

Before you make any contact with the person, do your homework. Google their name for a start, but don’t think that would be nearly enough. Your goal is to find a way to make yourself interesting to them. Ideally, you’ll get them to contact you.

Understand how you can be valuable for them. Answer the question, “Why would they contact me?” If you can’t answer that, think harder.

Step 2 – Groundwork

Once you’ve understood what would make you valuable for them, it’s time to let them see that reason. At this point they shouldn’t think that you’re trying to approach them. But they do need to notice the value you can provide.

Commenting on a blog is a good way to do this. Write a comment where you refer to the value you can provide. But don’t try to sell the idea. The point is just to get the idea out there.

If you have a blog you can write a post that’s interesting to the person you’re approaching. This works especially well if you have a blog since the trackback will take care of notifying the person (if they have a blog as well). A recent post that I wrote titled, “Danny Iny is a Liar – Just Like Me” did just that, though it wasn’t the reason for writing it.

Step 3 – Approach

Finally if they haven’t contacted you, you need to initiate contact. You should still only attempt to make them see how you can be valuable for them.

Find out how they prefer to be contacted. Start with something less personal like an email and move on sending them a Tweet and to calling them directly.

Once you’ve created a situation that benefits them, you can grow your relationship.

What do you think about this approach to approaching? Share your ideas in the comments.

10 Places Where You Can Tell Your Story

The foundation for marketing is always a story. You don’t market a product, service, or a subscription. If you’re not perfectly clear about what your story is, check out the free Guide to Premeditated Marketing.

Once you know your story, you need to tell it. But even if you create a perfect marketing campaign, you won’t reach all of your potential customers. When you put your story wherever possible, you increase your chances of reaching your audience. The more your prospects come across your story, the more they’ll relate to it. Here’s some ideas about where you can tell that story, or at least the “elevator pitch” version of it.

10 places for your marketing story

1. Back of your business card. The back of a business card is free marketing space. If you don’t use it, you lose a possibility to influence your prospects.

2. Your email signature. Email signatures are a good place for your story. When your email gets forwarded, your story can reach new people.

3. Your website’s footer. People are used to finding information about you and your company from the footer area. The first piece of information they find should be your story.

4. Invoices. When you send an invoice, you can reinforce your story in it.

5. Receipts. Why not print your story in the receipts your customers get? When they check the receipt later, they’ll be reminded of what you’re about.

6. Product manuals. If you create product manuals for your customers, add your story next to your logo.

7. In videos. If you create video content, you should add your story in it somehow.

8. Inside your web content. Your story will create the best results when you embed it in content, because it’s then seen as content instead of marketing.

9. In your by-line. If you write content to websites (or magazines) other than your own, you’ll add a by-line of you in the end. That by-line should tell your story.

10. What’s the last place? Share your idea in the comments below. And if you liked this post, share it with your friends.

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