Better Results from Business Networking

March 30th, 2010 by Wayne Davies No comments »

The key to getting better results from business networking is simple. Build a better network. Here’s how it’s done. There are 3 types of referrer…

  1. Reactor
  2. Promoter
  3. Creator

A reactor is someone who tells others about you when the opportunity arises. For example, a person might say ‘I really need a web designer’. The reactor says ‘I know a great web designer!’

A promoter tells others about you despite not being asked to do so. For example, a promoter might tell a friend he has just had the best holiday ever, and encourages his friend to use the same travel agent.

A creator generates valuable opportunities on your behalf in ways that are likely to work, and go far beyond promotion. I given an example of this below.

The key to improving your profit from business working lies in identifying who your best natural creators are. And that starts by writing down the name of every person you know, and indicating what type of referrer they are for you (i.e. reactor, promoter or creator).

Examine your list and identify your best creator. This is the person who generates referrals of high quality on a regular basis.

Once you know who your best creator is, work out why they refer business to you. Make sure you fully understand what they get out of the relationship. If you’re not sure, pick up the phone and ask. Then go find more businesses like that.

Here’s a personal example. My #1 creator of new business is Intune Computer Services. Here’s why…

  • I offer 4 products they can resell as his own (i.e. white-label)
  • It costs almost nothing to offer them to their clients
  • By doing so they gain a greater share of their client’s IT spend
  • By offering extra services they can exclude potential competitors
  • By offering extra services they may secure new clients and introduce their core products in future

What’s not to love about that from their perspective?

I’m not suggesting you white-label your own product. For you, this may look a little different. As soon as you understand the mechanism that drives your best creator, you can ask to be introduced to more of them.

Even better, you’ll have a thorough understanding of why it’s in their interests to use your service.

If you’re a member of BNI or another business networking organisation, this approach is like gold. It gives you a specific focus that makes it much easier for others to refer business to you.

No comments »

Posted in Success, business networking

Tags:

Another way to promote your site

March 16th, 2010 by Wayne Davies 3 comments »

One of the best ways to get motivated prospects to your site is to write an article about the benefit offered by your product or service. Here’s why…

An article isn’t advertising, so the reader approaches it with less scepticism than he/she otherwise would. This allows you to fully describe the benefits offered by your product without having to worry about whether or not you’re being believed.

Of course, this will only work if your article obeys four simple rules…

  1. Describe the benefit, not the product
  2. Seek to educate rather than sell
  3. Provide plenty of examples
  4. Don’t name a specific product until the end

Armed with these four simple rules you can turn out articles that deliver hundreds of people to your site. What’s more, I’ve found potential buyers referred by articles are far more likely to buy (see rule #2 below for the reason why). I’m sure you’ll find this too.

Articles are a brilliant way to boost your sales. Especially if you write a series of articles, and become well-known as an expert author for a specific publication (e.g. this one).

Regular authors do even better from their articles, and quickly build a fan-base who keep an eye out for their next instalment. Regular authors also get better at writing articles, and discover they can deliver better articles more quickly than they used to. This is a virtuous circle, providing more visitors from less effort.

Now, let’s look at each of the four simple rules in more detail…

Describe the benefit, not the product

Remember this is an article. It’s not an ad. The purpose of an article is to give the reader useful information he/she can apply to his/her business.

If it’s obvious to the reader that your only goal is to flog your product, he/she will stop reading.

The important thing to note here, is the context in which your article appears. When a person starts to read your article, he/she is looking for information. The reader doesn’t expect to encounter advertising. If the reader then discovers your ‘article’ is actually an ad it won’t go down well.

You can avoid making this mistake by focusing on the benefits of using your type of product, rather than your specific product.

In other words, use your article to sell the reader on what he/she gets by using a product like yours. Then you can offer your specific product at the end of the article (see below).

Seek to educate rather than sell

This point follows on from rule #1. Your reader is looking to find out more about whatever it is the headline and introduction to your article promised. Your only job is to provide it to him/her.

Simple, huh?

Chances are you know lots of useful things you can share in your article. And chances are, the reader won’t know some of the things you do.

By providing a service (useful information), you create a debt in the mind of the reader. Human beings are influenced by the law of reciprocation (find out more), and providing genuinely useful information in an article is a great way to invoke it.

You can also use an article to establish yourself as something of an expert. Naturally, you do this by providing useful information (implies expertise) rather than declaring yourself an expert (implies bragging). Your readers will naturally be interested in your own product or service, because they’ll come to trust your advice.

Writing an article is a great way to overcome the number one sales killer: doubt. You really will make more sales per visitor from an article, than you ever will from an ad.

Provide plenty of examples

Articles are more interesting when they include a liberal sprinkling of true stories. That is, where you provide examples that illustrate the points you’re trying to make. For example…

Jane had written several articles for a well-known ezine, and linked back to her own site each time. Yet she hadn’t seen anything like the increase in sales she was hoping for.

Jane decided to ask some of her clients to read her articles, and provide feedback. She discovered (to her horror), that many found her articles dull.

Undaunted, Jane tried a number of things to spice up her articles. Eventually, she discovered that people responded to real-life examples.

In other words, people love reading about other people’s experiences. This is true whether the example is positive or negative. We’re suckers for both good and bad news, as long as it’s someone else doing the suffering!

There’s something about what other people are up to, that we find inherently interesting. Make use of this phenomenon to…

  • Reinforce the point you’re trying to make
  • Inject interest

Don’t name a specific product until the end

If you’re like me (i.e. human), then you’re going to want to scream out about how great your particular product is right from the very first sentence. Don’t do it!

It’s essential that your article focus on the benefits of using your type of product. An article is a tool best suited to education.

Use the article to provide genuinely useful information to the reader, and establish yourself as something of an expert.

You can then complete the article by describing the ways in which your product delivers on the benefits described. But limit this to no more than 2-3 sentences.

Then end your article with a brief ‘About the author’ style description. Describe yourself in the third person, and explain how you help people with respect to the type of product you’ve been discussing in the article.

Anybody who has read your article, and found it useful, is highly likely to take the opportunity to click the link to your site and pay you a visit.

3 comments »

Posted in online marketing

Tags:

Winning Better Keyword Phrases – SEO Case Study

March 4th, 2010 by Wayne Davies No comments »

Search Engine Optimization is a game that requires patience and a plan. It’s very unlikely that a new site will rank highly for a sought-after keyword, especially in a highly competitive industry.

Last year I took on a new site that wanted to compete for a page one spot for the phrase ‘Security Guards’. The initial keyword research made it clear this client was not going to compete for that term, and I persuaded the client to try for a lesser term and build up over time.

We developed a year long plan to achieve security guards london. But on the way to achieving it, we’d first go for the easy ‘SIA Licensed Guards’. And then build toward ‘London Security Guards’.

We’ve achieved the first goal, and will soon achieve the second. The search engine credibility required to get this far has put us in a better position to achieve the main objective (currently on page 3).

This approach is useful for the client because it allows him to see a quick win, which lends credibility to the overall plan in his mind.

It’s also useful for the optimiser, because it improves the credibility of the site to the search engines. This provides a platform from which to achieve the next goal.

In this case, we’re on track to achieve our goal in less than a year. But you never know with SEO! Sometimes you take a step forward, and then jump 2 steps back. That’s where a long term SEO plan is essential. It helps keep both the client and the optimiser on track.

No comments »

Posted in SEO

Tags:

The Challenge of the Sales Ad (part 3 of 3)

February 23rd, 2010 by Wayne Davies No comments »

How to Write Ads for the Internet (part 3 of 3). See part 1. See part 2.

An effective sales ad is harder to create than a response ad. That’s because it’s much harder to get someone to give you their money, than to merely visit your site.

The only reason someone will voluntarily give you their money is in exchange for something they want. In the case of most businesses, that means solving a problem.

A famous marketing guru once said, ‘All marketing is about solving problems’. This statement is 100% correct. Your product is designed to solve a specific problem. If you don’t know what that problem is you can’t create a powerful sales ad.

For example, a car solves the problem of getting from point A to point B. A car does this so much better than anything else (fast, inexpensive, comfortable, fun) that it has become the #1 tool used by people to solve the point A to point B problem.

The entire focus of your sales ad needs to be the problem. Specifically…

  • What the problem is
  • Why the problem needs to be solved
  • How your product solves the problem
  • How your solution is different and/or better than other solutions
  • Why the prospect should trust you to solve it
  • What to do to have this problem solved

Your answers to these questions form the basis of your sales ad. They even fit into the following general overview of your sales ad.

A sales ad has four different sections. Each section has a specific job to do. The sections, and their specific purpose, are…

  • Gain a commitment to read the ad
  • Build the prospect’s interest
  • Create desire for the product
  • Ask the prospect to buy

Commitment to read the ad

This section consists of the ad’s headline and its first paragraph. Your goal is to make the ad so interesting to the prospect that he or she is compelled to read it.

The headline should state the specific problem that your product solves. That is, the outcome delivered by the product. For example…

The Cost of Security is Exploding. Now you can get better Security and Save Thousands!

The example headline promises to deliver something the prospect wants very badly. The use of the word ‘now’ also suggests something has changed, improving the credibility of the statement being made.

The first paragraph must immediately follow on from the headline. If it doesn’t do that, your prospect will quickly lose interest.

The first paragraph should also lend weight to the claim made in the ad headline. But it shouldn’t be too specific. At this point you’re looking for a commitment to read the ad, not a commitment to buy. For example…

Wouldn’t you love to get better security with SIA Licensed Guards, and cut the cost of your security? Not just for a limited time, but permanently. That’s exactly what you get from Check Security. Here’s how…

The example paragraph restates the product’s key promise, and then uses a hook to encourage further reading. Nobody interested in more security for less money will stop reading at the end of paragraph one.

That’s an important point. You want people to continue reading past the end of the first paragraph. The further into your ad you can get a person, the less likely it is he/she will stop reading. This is mainly down to the fact that your reader will have forgetten whatever it was he/she was doing before, and become increasingly interested in your offer.

Build the prospect’s interest

The example paragraph above is designed to lead the reader naturally into the second part of the ad. In this next section, you must build the prospect’s interest in what you have to sell. You do that by giving more detail about the product or service you’re selling.

This section should focus on what your product actually delivers, and how it works. You need to keep this section short and to the point. You must avoid getting bogged down in the detail. You’re not out to prove anything in this section. You’re simply whetting your prospect’s appetite for more.

Create desire for the product

At this point in your ad, only one thing will stop your prospect from buying. Doubt.

Doubt is the #1 sales killer. During the desire section of your ad you increase desire for the product by eliminating doubt. The doubts that rise in your prospect’s mind fall into these broad categories…

  • The product doesn’t do what you say
  • The product doesn’t exist (i.e. scam)
  • The product result doesn’t justify its price
  • The prospect doesn’t really have this problem
  • The problem isn’t more expensive than the price

Up to this point in your ad, you’ve simply made claims for your product. These are enough to get your prospect interested, and are the reason why he or she is still reading. But to get a sale, you need to create excitement. To convert interest into excitement, you must eliminate doubt. And to eliminate doubt, you must backup your claims.

You should do this with some subtlety. You can’t simply say ‘This isn’t a scam’, because all that does is raise the concern in the mind of the prospect. Here are some common ways to deal with doubt…

  • Testimonial evidence from existing customers. These should be scans of the original hard copy, or video testimonial
  • Scientific evidence
  • A free trial period
  • A money back guarantee
  • A generous warranty
  • A summary of your expertise (if you’re the product)

Your use of these techniques should be in conjunction with the benefit being delivered. In other words, you need to keep the prospect interested while you eliminate his or her natural doubts. The end result of reading this section of your ad should be an overwhelming desire to buy the product.

Ask the prospect to buy

It might seem obvious, yet one of the most common mistakes made by amateurs is forgetting to ask for the sale.

When asking for the sale, it’s best to order the prospect to buy. That is, to tell the prospect what to do. You should also restate your product’s main benefit in the form of a question when you do this. For example…

You’d to get more security, protect your business with SIA Licensed Guards and save thousands of dollars wouldn’t you? Click here and join now…

This example shows how to ask a question that can only be answered with ‘yes’. You get the prospect to agree that what your product delivers is something he or she wants. Then you tell the prospect what he or she must do to get it. In this case, to click a link.

Finishing off…

Many amateurs are uncomfortable with asking for the sale, especially in so blatant a manner as I have suggested. Amateurs tend to follow up with more words. It’s almost as if they’re apologizing for having had the temerity to try and sell something.

Don’t make this mistake. Ask for the sale, and be done with it. Don’t type another word.

You never really finish

At some point you have to stop writing your sales ad and post it to the web. You never really finish writing an ad. It’s more accurate to say that you abandon it.

I’ve found it worthwhile rewriting my sales ads every couple of weeks, in an attempt to improve them. My first effort is never my best. I encourage you to do the same, and let your ad evolve over time.

No comments »

Posted in Advertising, copywriting, online selling

Tags:

The Art of Response Advertising (part 2 of 3)

February 22nd, 2010 by Wayne Davies 1 comment »

How to Write Ads for the Internet (part 2 of 3). See part 1.

In theory, getting the response should be easy. After all, you’re only asking for a little of your prospect’s time. Of course, there’s often a difference between theory and practice.

In the case of a response ad, you’re up against the following…

  • Getting the prospect to notice your ad
  • Getting the prospect interested enough to read your ad
  • Persuading the prospect that finding out more about your product is a worthwhile use of his or her time
  • Overcoming the prospect’s natural skepticism

The Internet further compounds these problems as follows…

  • Your ad is often only one ad among millions
  • Web sites are often hard to read, especially compared to magazines and newspapers
  • Most website owners are not publishing professionals, and may botch your ad, rendering it useless
  • Most specialist online ad sites attract other people in business, rather than good prospects for your product
  • If your ad is on a slow-loading web page, nobody will wait around long enough to see it

The paradox of the Internet is that it makes it easier for the prospect to physically respond, but much harder to bring the ad to your prospect’s attention.

The successful response ad

A response ad needs to do the following…

  • Get the prospect to notice it
  • Get the prospect interested in your product
  • Persuade the prospect to respond

These three tasks are all a response ad has to do. You should remove anything else from a response ad. Here’s an example…

Not making money from business networking? I’ll show you how to turn business cards into cash – instantly! Discover Beyond Networking.

Getting noticed

The way to get people to notice your response ad is through its headline. The headline on a response ad has one job to do. It must attract attention to itself. It must…

  • Draw the prospect’s eyes toward it
  • Spark the prospect’s interest

A headline will draw attention to itself if it’s bold, startling, or shocking. It will be especially effective if the headline is written to appeal to people likely to buy your product.

When creating a new ad headline, you should start by looking at the most exciting thing that your product offers, and find a way to state it in a single sentence.

A response ad headline should also be…

  • Short
  • Punchy
  • Exciting

Most Internet advertisers write dull ad headlines. Many simply name their product, and expect people to notice their ad sitting there among hundreds of others.

That’s not going to happen. Nobody sets out to surf the web so they can read advertising. Your response ad won’t work if it’s not the most exciting thing on the page.

Your ad will be exciting to your prospect if it promises to deliver something he or she wants. If you can find a short, punchy, and exciting way to say it, your headline will draw attention to itself.

Your prospect’s subconscious mind will see the entire webpage, and notice anything interesting. If your ad headline is interesting, your prospect’s subconscious mind will bring it to your prospect’s attention.

You’ve probably noticed this when reading a newspaper. Your eye tends to be drawn, almost subconsciously, to things you find interesting.

Developing interest

Getting the prospect to look at your ad is the first battle. The next task is to get him/her to read it. This starts with the headline, which must promise something interesting.

You must immediately follow the headline with something that reinforces the promised benefit. The headline must lead logically into the first sentence of the ad.

The first sentence must then follow logically into the second. These sentences should also be short, punchy, and exciting.

Your goal is simply to get a response. You’re not selling your product in this ad. You’re selling your sales ad.

You want the person to become interested enough to volunteer to stop what he or she was doing, and click through to your sales page instead.

Don’t mention the price of your product, no matter how inexpensive it is. The price is never a benefit in the mind of the prospect. Yes, there are exceptions to this rule. It’s not likely the exception will apply to your product.

Getting the response

The culmination of your response ad is the response. Its reason for being is to attract people to your website.

For that to happen, your prospect must become excited about what he or she is reading. You should then invite the prospect to respond. Ideally, you will tell the prospect what to do in your invitation. For example: Click here now…

This ‘invitation’ is both an instruction that tells the client what to do, and an order to do it immediately.

In part one you looked at the two types of advertising. They are the response ad, and the sales ad. You also looked at how each type of ad fits into the 2-step process.

1 comment »

Posted in Advertising, copywriting, lead generation

Tags:

How to Write Ads for the Internet (1 of 3)

February 21st, 2010 by Wayne Davies 3 comments »

Advertising is one of the hardest things to get right. This is especially true on the Internet, where you’re competing with thousands of other advertisers.

Fortunately, most of the advertising on the Internet is written by amateurs who have no idea what they’re doing. This makes it easy for a skilled ad writer to stand out from the crowd.

This article is written for people new to advertising, and gives you an introduction to the two main types of advertising. It explains what each type is designed to do, and shows you when to use each one.

Most people don’t know what you’re about to discover, yet it’s not possible to create powerful online ads unless you know this information.

The two types of advertising

There are only 2 types of advertising that matter on the Internet. They are…

  1. Response advertising
  2. Sales advertising

Response advertising

A response ad is designed to get people to reply to the ad. This is the sole purpose of a response ad.

A response ad shouldn’t focus on selling a product, but on selling the response.

Sales advertising

A sales ad is designed to get people to buy a product or service. This is the sole purpose of a sales ad.

Two-step advertising

With two-step advertising, there are two distinct steps in the sales process…

  1. Get people to visit your sales page
  2. Ask for the sale

A response ad is used in step one, and a sales ad in step two.

Your goal in step one is to generate enough interest in your product or service that a person stops what he or she is doing, and visits your sales page instead. For example…

Wedding Reception Entertainment that will take your friends and family by surprise, and ensure they’ll talk about your wedding for years!

Your goal in step two is to generate enough desire for your product that the prospect buys it.

There are millions of suitable websites on the Internet. A suitable site is one that attracts people who are likely to have an interest in your product or service.

You need to find as many of these websites as you can, and put your response ad on as many of them as you can afford.

Your response ad then has the job of gaining the attention of the people who visit those websites, and persuading them to stop what they’re doing and visit your sales ad instead.

The Internet is especially suited to two-step advertising because every page can be linked to any another. If your prospect is interested in your ad, all he or she has to do to respond is click on it. As soon as your prospect does, he or she is taken to your sales page.

Take it from me, it’s much easier to get a person to click on an ad than it is to get him or her to send a reply coupon back through the mail. Or to dial an 800 number.

Despite the Internet’s ease of response, getting a prospect to reply to your ad is still a challenge. We’ll look at how to go about this in the next article.

3 comments »

Posted in Advertising, copywriting

Tags:

Dare to Dream

February 20th, 2010 by Wayne Davies No comments »

Note: The author of this article is unknown.

When we were young, we had dreams and expectations. We imagined things. We kept thinking about what we wanted to be. What we wanted to do with our lives. And what made us happy.

We grew up, and life got in the way of our dreams. We accepted our successes or failures, and we learned to move on. The rapid changes, the need to do the some things urgently, the pressures and the failures of life, and the need for money all killed off a part of our vision.

Yes, things have changed. We are not young and carefree anymore. But life can’t take away our dreams. We still dream. We still visualize our desires, our wants, our vision for the future – even when we’re considered too old for such things.

Colonel Sanders started Kentucky Friend Chicken (KFC) when he was sixty. The main thing is not our age. It doesn’t matter whether others think us too old, or too young. What matters is our desire to dream, and the courage to realize those dreams.

Vivid visualization, taking it to sleep, thinking constantly about it, talking about it, planning it, adding spice to our dream. These things will brings us a little closer to the realization of our dream.

Entrepreneurship starts with a dream. It may be a simple wish for a small restaurant operation. It could be a huge real-estate development business. It might be a modest training center for English education. It could be anything!

The ability to dream is one of our finest qualities. So dream on. Put a deadline to your dream. Make it a giant dream, a tiny one, an old everlasting one, a newfound one, a hobby related one, a change of life one, a religious one, a stupid one, a stroke-of-genius one, or whatever. Just as long as you continue to dream. Then, just go out and do It!

No comments »

Posted in Inspiration

Tags:

Another 7 magic words in advertising

February 9th, 2010 by Wayne Davies 1 comment »

When it comes to your ad, certain words will deliver more sales than others. For example…

I need money! Please click here…

$50 off the price! Please click here…

You save a whopping $50 – today only. But please hurry, you must click here now!

As you can see, each of the above sentences injects a little extra excitement than the one preceding it. The words and phrases you use in your ad matter. These seven words can help you liven up even the dullest of products.

  1. Revolutionary
  2. Secret
  3. Money
  4. Whopping
  5. Extra
  6. Hurry
  7. Certified

Revolutionary

Is your product new to market? Does it offer something nobody else is currently able to offer? Then you can use this word without leaving a bad taste in the mouth of your reader.

But be warned, you should not use revolutionary to describe something hum-drum. There is no such thing as a revolutionary paper-clip. And if even you actually have such a thing, nobody will believe you.

In other words, don’t confuse revolutionary with new. Do you have breakthrough pricing? Then use the word breakthrough. Is your product new to market, but otherwise unremarkable? Then use the word new.

Secret

The word secret speaks to us on a primitive level. We all love secrets, as long as we’re the ones in the know.

You can benefit from the excitement implied by the word secret, when you invoke it in your ad. Naturally, you should only do so if you can credibly claim to know something others don’t. Your use of this word must imply special knowledge that you have, or that has come into your possession.

In other words, tell a story that lends credibility to your use of the word. Don’t make the mistake of disabling the power of this word by cheapening it. For example, the ‘best-known secrets’ doesn’t work because anything that’s ‘best-known’ can’t be a secret!

Money

It makes the world go round. It’s filthy (as in filthy lucre). And the love of it is said to be the root of all evil.

Despite all this bad press, money is something we’re all attracted to. The mere thought of it can set our heart racing. You can borrow this excitement, and inject in your ad when you talk about money.

But here’s the rub. Money is only exciting when you tell the reader how much of it he or she is going to get. It has the exact opposite effect when you start talking about how much of it the reader is going to have to pay.

In other words, when it comes to money you need to focus on what the reader gets.

Whopping

This fantastic word magnifies the thing you’re describing. Assuming that’s of benefit to the reader, it can be substituted for more mundane words like big or large.

Another corker of a word you can try is humongous.

Extra

We all love to get something extra. This word tells the reader they’re getting something for nothing. It’s a great way to imply that your offer is a bargain, without actually saying so.

This works better than saying so, because the reader comes to his/her own conclusion. In other words, he/she doesn’t have to take your word for it. The end result? Your ad is more believable.

Hurry

When you want to turn up the urgency, and give your client the impression that your offer will expire if he/she doesn’t act immediately, tell him/her to hurry.

And by tell, I mean order. For example…

But you must hurry, because this offer expires tomorrow. Quick, click here now!

The entire point of these two sentences, is to introduce a little panic to your prospect’s world. If you don’t, he/she will lumber along in his/her usual dream-like state while you continue to scratch around trying to come up with next week’s rent.

In advertising, urgency pays the bills.

Certified

No, not certifiable! Certified.

It’s one of those dependable words that reek of stability. It’s a word that helps by eliminating doubt.

The word implies that some independent body has tested your product, and given it’s stamp of approval. Here’s an example…

Our certified professionals will help you to…

This one little word immediately raises the credibility of the sentence. The implication is that ‘our professionals’ are able to help you, because they’re ‘certified’. And by implication, they’re also better than some other company’s ‘professionals’.

Certified by whom? It may occur to an especially skeptical people to ask. Most people won’t.

Naturally, if you can provide details about the certification process your people/product goes through, it will lends even more credibility to your ad.

1 comment »

Posted in Advertising

Tags:

What are you really selling?

February 7th, 2010 by Wayne Davies 1 comment »

It’s a question everybody in business has to answer: What are you really selling?

This is one of those questions that isn’t easily answered. For example, I have a client that provides entertainers for corporate functions, private parties and wedding receptions. There are many different ways to describe their product…

  • Singing Waiters
  • Wedding reception entertainment
  • Corporate entertainment
  • Incognito artists
  • Operatic entertainment
  • Professional dancers

None of these terms adequately describe the awesome experience you get when they appear at your event. How on earth can a company like this adequately describe its product to somebody who happens to visit their website?

The key is to get at the heart of the emotional experience enjoyed by the people they’re performing to. In this case, the entertainers arrive at the event incognito. The performers are present during the course of the evening, disguised as waiters, security staff and so on.

At some point during the evening one of the performers will make him or herself known in a surprising way. For example, a waiter may grab the mike and claim that his mates have bet £100 that he isn’t brave enough to start singing in front of them. He will then proceed to sing very badly indeed.

Another performer taking the guise of the waiter’s boss will storm onto the stage and send the errant waiter off for punishment. He then proceeds to sing extremely well, immediately wowing the audience. Then the ‘bad’ singer returns and joins in, demonstrating his true talent. Everyone is laughing as they realise they’ve been had, and they’re now listening to a brilliant performance. But it doesn’t end there…

These entertainers are experts at involving the audience, and bringing them right into the performance. Their job is to get everyone up onto the dance-floor. I’ve watched them get every single person in the room out of their seats and dancing in less than a minute. It’s amazing to watch, and was the key to understanding what these guys offer their clients. I could see it on the faces of every guest in the room.

What Incognito Artists bring to an event is a guarantee that a client’s guests will experience the best party they’ve ever been to. What Incognito Artists do is get the party started. And make sure everybody wants to join in the fun.

This might seem obvious to a professional marketer, but it wasn’t to the company. They’re all performers, and from their perspective what they offer is a very special professional performance. This can be seen by examining their collection of videos. Every single frame is aimed at a singer or dancer, and you virtually never see the audience.

Yet the customer is going to be in the audience, and the best testimonial this company could possibly provide is the look on the faces of the people in the audiences at previous performances.

That’s one way to communicate an emotional experience without saying a word!

1 comment »

Posted in online marketing, online selling

Tags:

World famous sales quotes

January 1st, 2010 by Wayne Davies 2 comments »

Remember, you only have to succeed the last time. Brian Tracy.

You don’t get paid for the hour. You get paid for the value you bring to the hour. Jim Rohn.

Some men have thousands of reasons why they cannot do what they want to, when all they need is one reason why they can. Willis Whitney.

Luck is what happens when preparation meets opportunity. Coach Darrel Royal.

The first step is to fill your life with a positive faith that will help you through anything. The second is to begin where you are. Norman Vincent Peale.

To give yourself the best possible chance of playing to your potential, you must prepare for every eventuality. That means practice. Steve Ballesteros.

If there were no problems, most of us would be unemployed. Zig Ziglar.

The greater danger for most of us is not that our aim is too high and we miss it, but that it is too low and we hit it. Michelangelo.

Keep away from people who try to belittle your ambitions. Small people always do that, but the really great ones make you feel that you too, can become great. Mark Twain.

Self pity is an acid which eats holes in happiness. Earl Nightingale.

Tough times never last, but tough people do. Dr. Robert Schuller.

My advice is to go into something and stay with it until you like it. You can’t like it until you obtain expertise in that work. And once you are an expert, it’s a pleasure. Milton Garland.

One man with courage makes a majority. Andrew Jackson.

Most of the important things in the world have been accomplished by people who have kept on trying when there seemed to be no hope at all. Dale Carnegie.

Show me someone who has done something worthwhile, and I’ll show you someone who has overcome adversity. Lou Holtz.

Nothing builds self-esteem and self-confidence like accomplishment. Thomas Carlyle.

Kites rise highest against the wind-not with it. Sir Winston Churchill.

If at first you don’t succeed, think how many people you’ve made happy. Duane Black.

Real integrity is doing the right thing, knowing that nobody’s going to know whether you did it or not. Oprah Winfrey.

Work for the fun of it, and the money will arrive some day. Ronnie Milsap.

2 comments »

Posted in online selling

Tags: