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A Highly Effective Marketing Plan (HEMP) is a process that will dramatically improve your chances of profitably selling more of your products and services. Peter Knight has run small, medium and large companies and today is Founder & Chairman of Phoenix plc, a marketing communications agency which works with clients including Motorola, First Choice, Laing, Harry Ramsden’s and many more. Expert Reviews"Startling both in its simplicity and effectiveness, I hugely recommend HEMP as essential reading for anyone involved in or interested by marketing."Chris Hughes, Chairman, TEC International" HEMP helps you achieve in a few hours a plan which would normally take weeks"Ann Fendi, Sales and Marketing Director, Sunley plcHEMP will stimulate you to look at marketing challenges with enhanced clarity and significantly increase your chances of delivering demonstratable value. A press release is simply a written or recorded communication written in third person carrying something of news value to the media and eventually the target audience. It’s free publicity for your business, publicity that attracts media attention and gets extensive coverage.
Regularly submitted press releases to the media increase your visibility in the target market as well as to your competitors.
By frequently submitting newsworthy press releases about your products, services and other events, you can show the world what you are up to and create brand awareness in the process. Your increased visibility in the media leads you to gain credibility among your target market. Potential consumers start noticing and eventually start taking you as an expert in your field and turn to you for their needs.
More traffic is expected to hit your website as soon as your press release is published online. SEO optimized press releases help to increase back linking of your website along with keyword rankings. AboutWrite a Writing is an inspirational project with utmost effort to help individuals, professionals, students, bloggers, marketing guys and creative souls in their writing endeavors.There are various elements which contrive in creating the perfect, epic or premium level content. Find tips and tutorials for content marketing, business writing, creative writing and all sorts of academic, essays, dissertation, research papers and proposals. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Most business owners, experts and professionals understand the importance of providing non-promotional, educational content during the beginning of the relationship with a customer. In essence, content marketing is information marketing, and information marketing is the new currency on the Internet.
It’s indicative that every business can now be called an information business because we all need some kind of information to make our decisions, learn how to solve our problems or to help us get what we want in life.
Simply put we want our physical, emotional, mental, and spiritual needs met in order to take actions. And getting people to take action through marketing is the most valuable skill anyone can learn and master. This is why great marketers focus on communicating the value and translating the utility of the information. Done right, you can leverage powerful internet tools to attract pre-interested and pre-motivated prospects that are ready to buy and start a business relationship with you.
Not only will you be perceived as an influential authority but you will gain credibility and trust without having to convince people to buy your product.
Majority of the entrepreneurs, experts, marketers like to spill out their solution without asking what exactly their customers “think they want” that can solve their problems.
In addition to finding out what the problems are, it can also serve as your free market research.
Start talking to all your prospects and customers everyday and continue asking why until you get to the root cause, you may be surprise what’s going on inside their reality. Take a look at this recent research insight provided by MarketingSherpa and IDG from surveying buyers and B2B marketers about specific factors that motivate recipients to opt-in, open and engage with vendor email.
Once you have identified your customer’s problems, help them make the logical connection between their needs and your solution (product or services) one step at a time. This way they don’t have to work to figure out how to use your knowledge or expertise to solve their problem; instead you reverse engineer your solution from their problems. Top marketers know how to connect the dots by using narrative to set the quickly get people’s attention. The idea is to ensure your solution sounds exactly like what’s going to solve their problem when you finally get to introduce it typically “at the end” so it’s easier to digest.
Keep in mind that you should never present your solution prematurely, it will only create disconnects which leads to distrust. Maintaining the communication channel open is critical in facilitating the buying process because people don’t care about your products and services, they just care about themselves. Here is the definition of relationship from Wikipedia: “Relationships usually involve some level of interdependence.
This is why social media is a great way to relate with each other to see if the other person is like you, identify a common ground to connect via LinkedIn, follow on Twitter and “friend” on Facebook. In fact, a relationship is a process to continue to relate until we feel related, full of emotions and thoughts of the other person. A critical mistake many struggling experts, marketers and business owners make is thinking of their customers as “its” they can manipulate.

Great marketers focus on building relationship to have trust, admiration and credibility that extends beyond business transactions not to mention people will buy more and refer to from those they like and trust.
This is the framework of the “freemium” business model, where you offer so much value to your prospect that their respect for you goes up instantly. This requires you to supply relevant content or information and ultimately give away your best stuff to show that you’ve got the goods! This feels counter-intuitive to most experts and business owners because they feel like they’ve earn the right to charge for their expertise or services through years of experience or training.
Effective marketers aren’t afraid to give away their best stuff because knowing how to drive a car doesn’t mean you’ll win a race even if you start with the fastest car.
Authors like Seth Godin, Yaro Starak, Brian Clark, Michael Steizner and Darren Rowse are great example of over-delivering their value so when it’s time to ask for a sale, readers usually come to expect and respect what they bring to the table. Today, the market moves so fast that it’s important to understand the real goal of marketing is to focus on the long-term strategies to get customers. Great marketers do not hold their ego to their chest; they look for facts and data that enable them to make incremental improvements.
This is why direct response marketing delivers better results than institutional branding and advertising. Your investment in marketing efforts should always be measurable in some ways, think of it as making progress not perfection. Everything is narrowly focused so it speaks to those that are looking for solutions in that topic. They deliver bite size chunks of information to ensure that their audience learn and take actions. Since people aren’t good at valuing anything with out learning (more information again), top marketers knows to create techniques or systems that enable the prospects to understand the value of the solution.
Simply put, great niche marketing minimizes misunderstand and delivers high value information that pushes the buy button. The information are all out there, you just need to follow some simple steps to start marketing your product, services or your personal brand. If you like to become a more effective marketer or learn more tips on how to market your business, sign up for my Profitable Knowledge FREE course below.
Prior to starting the bookmarking tool, I offered blog carnivals two or three times a week.
Closely related to neuromarketing, effective marketers seek to understand the psychology of their audience so that they can tailor their message to them. In addition, highly effective marketers look to see where their target audience can be found and go sell to them there. Last but not least, highly effective marketers understand that websites are a marketing tool and as such much be configured to promote, credibility, trust and efforts to tell their audience what they want them to do on their website with a strong call to action on each screen. Looks like it showed up, I approve comments when I can because I get too many spam comments and only want valuable ones to keep the conversation going, thanks. Speaking of providing educational content – this post is incredibly informative and educational. This post also proves that customers are more rational than we sometimes give them credit for.
What I’ve learned is that the biggest mistake marketers can make is thinking that everyone is the same or that everyone is different. I’ve been a content marketer as well as a book coach online for 11 years and growing. I would say it comes down to giving away valuable information, tools and resources so people can make the decision on their own. And HEMP will stop you wasting thousands, maybe millions of pounds, dollars, euros or yen on marketing initiatives that should never see the light of day.HEMP is a straightforward, simple, 17 step plan which you can use to address your problems and opportunities whatever their size, whatever your business, whatever sector you operate in. And identifying a monetary value helps create a universal currency, as others might view differently the worth you attach to your project. Phoenix employs 60 people at The Chapel of Ideas – a converted church – all of whom are engaged in effective communications via all media.Peter is a TEC International speaker and won the speaker of the year award in 2002.
There are numerous ways in which that can be achieved, out of which press releases stand out significantly. The only expense is at the hands of the distribution company and that too if you choose to hire one. A long-term press release strategy can very well serve this purpose for your business and business needs. Your news about products and services, free offers, success stories, fundraiser events etc, will send your message through in simple yet effective terms. Once you have established yourself as an expert in your area of expertise, chances are you will get even more media coverage. All you need to do is figure out newsworthy activities of your business and carefully mould them into a press release and submit to the media.
A properly optimized press release will include your top keywords as well as links to your website.

They significantly increase your website’s visibility with all majorly used search engines, and draw more traffic towards your website.
It is the attention and improvisation to these small elements and details, which we have gladly taken up. You can learn your way through technical tools and resources for writing, editing and publishing eBooks via PDF, MS Office and Pages. Enabling JavaScript in your browser will allow you to experience all the features of our site. The challenge is how to translate your information into products with high perceived value.
Whether the goal is to get the prospect to click on your website link, sign up for your newsletter, join your coaching program or buy your information product, it requires meeting the right balance of Needs versus Wants from the prospect’s perspective. So even with storytelling, guest who’s perspective and story do customers like to hear? People in a relationship tend to influence each other, share their thoughts and feelings, and engage in activities together. In order to introduce your great product or services, you need to earn the right to ask for the sell. In fact, it’s vital to have the right mindset knowing that every action you take is to validate your ideas from fact gathering.
They inject all the experience, knowledge, theories and ideas they have and consistently create content around it.
In fact, thanks to the internet today there is very little barrier to entry for anyone to do marketing. I’m focusing on building relationships and giving away the opportunity to build backlinks through my social bookmarking tool, TGIF Links. Something to write about and organize my blog walking around so I don’t go off on tangents. I would add that good marketers realize that while market research is great, there are limits to how effective it can be. I just entered a long post, had not signed in, then when I went to submit the post, my info.
Today, I find my new blog on writing content for business and social media is responsible for a 57% increase in my target visitors–which we all would be smart to look at more deeply.
He regularly is engaged by clients to speak and facilitate at conferences, business retreats & strategy planning workshops, and he also contributes to several trade publications. Press releases are highly effective regardless the size of the business entity and come under the genre of advanced business writing. Say goodbye to overly expensive advertisement marketing strategies and their implementation. They ask questions and dig deeper below the surface to identity the pain, urgency and frustration of their customers. This is why the study of neuromarketing, the study of how people’s brains respond to advertising and other brand-related messages by monitoring brainwave activity, eye-tracking and skin response (which also has limits) has become popular. I’m not interested in rewriting all of this, but it is definitely something you need to get fixed. Do they know you for providing one product and think that’s all you do, (and as a result buy your other product from a competitor)?
Have they never heard of your service or anything like it, (and therefore they currently do nothing)? Is it compelling and how does it compare to the competition?Step Ten – Know yourselfIs your current personality appropriate for the product or service you’re offering? There’s no point your being seen as British Airways if your product is designed for Virgin customers. There’s a built in disadvantage, which is unnecessary, for a traditional old-fashioned company offering a service which will primarily appeal to youth. This step asks the question: do you need to review the personality of your company for this new product or service to work?
The real life examples of marketing excellence, which are highlighted throughout the book, deliberately draw on a variety of mediums including: poster, TV, radio, press, direct mail, PR, ambient, viral email, etc. Identify all of these at the beginning, not on the hoof, and get commitment from others who are vital for helping achieve the desired result. Therefore identify at the outset the measurements which will tell you that you’re on the right track.

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