Direct Response VS Branding

One night stand …or…Dynamic, long lasting and loving relationship?

Which would you choose?

OK one night stand sounds like fun…but it’s a quick fix and does not really match up to the latter. At least I hope not.

Above is a simple analogy to get your attention, something your advertising should be doing…but what it should also do is reveal your company’s identity, character and beliefs. That is where the real attraction for your consumer lies, and consolidates a mutual, loyal and profitable relationship.

So what is the core point of this article? Answer: Advertising for SMEs and the advice and rules you are supposed to adhere to concerning Brand Building or Direct Response Advertising. This advice and doctrine usually comes from people not willing or dynamic enough to analyse and challenge ideals whom could be holding your business back from achieving its true potential. The advice and the ideal as it stands is thus:

-SMEs should not build their brand image or position themselves; as these are long-term processes and do not guarantee results. For their smaller marketing budgets, they should concentrate on fast, easy and direct response advertising that diverts their customers to their business in the short-term.

Sounds great, basically they are saying:

‘Hello Small to Medium sized Enterprises…you cannot be a brand….you have to stick to what you are…which is a small, medium sized company. The Ferrari, platinum, diamond studded, sexy advertising is for the brand building mega-companies like Nike and Coca-Cola’.

I don’t know about you, but I prefer the Platinum option and Ferraris aren’t so bad either. But oh, I forgot, if you are an SME you better stick to soulless, cheap diamante and forgettable advertising.
But what are you to do? Surely you can’t compete with Coca-Cola and Nike just yet, and you can’t wait for years to build your brand, so you may as well just hang your head and cower to perfunctory direct response advertising.

Sorry wrong answer.

A dynamic and forward thinking advertising agency or supposed marketing ‘genius’ should be confident and informed enough to advise your business that you CAN build your brand identity TOGETHER with having a rapid response result from your customers in the short-term.
Firstly, the bonus with this effective option is that you are consistently building your brand, so along the line your future Direct Response work will engender familiarity and loyalty from your consumers as your brand grows and succeeds. Who knows you may be getting that Ferrari, sexy, diamond advertising work sooner than you think.
Secondly it should not be a ridiculously expensive option. A good agency should offer you the service for a competitive rate, a great agency should work with you for a innovative creative solution that fits your budget and successfully executes both functions: Direct Response Results and effective Brand Building.

Sounds great again, but where’s an example? Think EasyJet or Gossard Wonderbra. They had a momentous rapid response to their advertising and at the SAME time crafted a powerful brand identity and effective market position. EasyJet branded to the point where they almost ‘own’ the colour orange and ‘low cost’ associations. And the beauty of these examples, they were both executed on tight budgets.

Now for the bolder and dynamic of you, who are thinking of branding and positioning strategy.

Branding states your intentions, it bares all- but only shows the best bits. It means your business goals of competing in your market become transparent, which clearly shows your core customers and competitors your unfaltering commitment to your company and your beliefs in your product and service. It means you are in it, wholeheartedly, for the long haul. As a consumer I want to see that, I would trust and respect a company that is confident and proud of themselves rather than their cowardly, wimpy competitors. This is where the process of AIDCA (Awareness, Interest, Desire, Conviction and Action) really comes alive and consumers really Act, and do so with conviction and a propensity to become lucrative and loyal customers in the long-term.

So now you are aiming high, but you’re not Virgin or IKEA just yet, but who says you want to be anyway. You may be happy in your own field and comfort zone. However what your company really wants is to be the best in your field and ultimately brandish the leading competitive edge you may feel you are lacking. But wait, now you do have that edge, in the form of a dynamic engine of innovation that will blast you out of your comfort zone and market position: Branding.

So now you are on the brand map, you really are a bit like Virgin, IKEA and EasyJet and many other great brands.

All of them were told ‘not’ to brand and expect short-term rapid response by that same old marketing record.

All chose to disregard him.

All got Rapid Results as well as powerful Brand Building success.

All companies were in fiercely competitive markets and could have stayed in their comfort zone.

All have powerful, unforgettable and effective identities and positions.

All companies are now mega brands.

They did it. They started somewhere. So can you. You can also brand successfully and get short-term direct results. Maybe not on their scale straight away but at least on a scale that is far higher and more profitable than the one you are ‘told’ to stay on.

Mono Ghose MA(Hons) – Mavericks Executive Account Director/Partner
[email protected]

Network Marketing – You Will Not Be Successful If You Don’t Put in The Work

It is not easy to build a network marketing business. The majority of people who venture into network marketing fail; only a small percentage of about 3% succeed. That is a very small percentage. What does that mean for you? That means that the successful 3% of network marketers are in a class all by themselves. They are looking at what the masses are doing and then they are venturing in the total opposite direction. They are innovators who stand out from the crowd. They are doing things that far exceed what most are willing to do. They are eating, sleeping and breathing their network marketing businesses. You will not get very far if you are just average.

Today, the economy is in turmoil and millions upon millions of people are struggling, out of work, and trying to figure out how to provide for their families. People are moving in droves in the direction of network marketing as the means to solve their daily problems; unfortunately network marketing is not a get rich quick type of business. You are no longer trading time for dollars. You are now putting in the time and the dollars. Network marketing is an investment in your future. You are going to have to roll up your sleeves and be prepared to give up some blood, some sweat and some tears. It is not about barreling through company after company until you hit the “JACKPOT”, the company that is going to make you rich beyond your years. Network marketing is nothing like the state lottery where you can get lucky by selecting the right combination of numbers and “BOOM” in an instant you are a millionaire. First off, the odds of winning the lottery are quite low. Secondly, there is no “jackpot” company out there. No matter what business you are in, if you do not put in the WORK you will not win.

So, how do you win in network marketing? Hard work! And then more hard work! Successful marketers will tell you that realistically it took them anywhere from six months to several years to earn real money. If you listen to the highly successful MLM icons you will hear about all the bumps and bruises that were sustained as they traveled that long and rough road to MLM success. It is a process that takes time. Like a beautiful piece of pottery, you have to take shape and mold your business. I see so many “desperate” marketers out there in internet-land on a daily basis, and yes I said DESPERATE! I get so many business opportunities shoved at me daily. Don’t get me wrong I am always open to new ways to earn income from home. But I come across rudeness and inconsideration; my Facebook wall gets spammed daily. That is not a successful business formula. It is important to study the basics of marketing. It is important to learn proper marketing and internet etiquette. And it is very important to take the time to study how the 3% of success stories came to be. These people want to zoom right past that long and rough road and fast-track right to Network Marketing Utopia. It cannot be done!

Network marketing is about building personable relationships with people. It is that fundamental, foundational “building” step that failing marketers like to ignore. I can understand the frustration and desperation of trying to replace income that may have been lost when a job was taken away. Believe me I know what it is like to be out of work with kids to feed. But trying to quickly cash in under the guise of a home-based business does not work! You must adopt the mindset of a marketer whose goal is to help as many people as possible, not a marketer whose goal is to make as much money as possible. When your focus is solely on making money and nothing else you lose. That is how you end up on the fast-track to being a 97 %er.

I know you have heard it over and over again but let me reiterate, “As a network marketer you will not be successful if you do not put in the work”….PERIOD! There is no fast-track, no magic potion, no sneaky tactic that you can pull to expedite this process. In order to be successful in network marketing you have to NETWORK! You need to build a large stream of meaningful contacts.
WHY?

Because your meaningful contacts (or leads) are the life blood of your business. They will become your distributors, customers, and dependable sources for referrals. YOU NEED THEM!

And yes it is a process. In order to build a strong team you must have leads. For every hundred people you make contact with, you may connect and build a “meaningful relationship with 5-10. That means that you are going to have to get out there and gather a ton of leads using several different methods. There really is no rhyme or reason to this industry and while I hate it when people say that network marketing is a numbers game…in a way it is. That does not mean you spam as many people as you can on a daily basis and sit back and see how many actually latch on to you. You have to actually connect with a great number of people daily. You have to prospect. But before you can prospect you have to know who to prospect to. Who is your target market? You cannot just throw your information in the face of anyone you see. You have to have a marketing strategy and a marketing plan. As a network marketer you are providing a service to those in need. You must assess who is in need of what you have to offer and target those people.

A person cannot run a successful business with just one or two, or even three to four people on their team. Even if these few people jump on board with you and are super producers you have to account for the fact that they may leave at any given time. In this industry it is quite common for people to move from place to place. You have to be smart and build up a network of people in large numbers. That takes a great deal of planning, a great deal of time and a tremendous amount of effort.

People do business with people they know, like and trust! They will not do business with people who bombard them and annoy them. Think about it, how annoyed would you be if everyday someone was taping flyers and business cards to your front door and car. No matter how many times you remove them, the next day your front door and car are cluttered all over again. I would imagine you would be livid…I think it is safe to say that company WOULD NOT be getting your business. That is the same message that is relayed online when as a network marketer relationship-building is eliminated.

Network Marketing is tough!

Successfully running your own business is extremely rewarding but HARD WORK! There is no way around that…no shortcut.

HERE ARE SOME OF THE MOST COMMON SHORTCUTS PEOPLE TAKE THAT SHOULD BE AVOIDED:

Not Staying Engaged
You should understand that a home-based business opportunity in network marketing involves you staying engaged. You cannot jump in and out of your business and expect to be successful. Your network marketing business is YOUR job. If you had a job and only showed up only once or twice a week how much money do you think you would earn? Not much! How long do you think you would last at that job? You have to stay engaged.

Skipping Trainings and Team Webinars
Participating in company trainings and webinars is very important and an excellent way for you to learn how to make your business propel forward. Trainings and webinars keep you motivated and keep you updated on new business innovations. For me the biggest advantage is connecting with other members of your company and team. You have an opportunity to hear the success stories of others as well as pick up new business techniques that are being shared by others.

Consistently skipping company trainings and webinars is an easy way to become disengaged. Unless you already know all there is to know about your company, you don’t need to be sitting these things out. As with anything in life the more time spent learning, training and perfecting a skill the better you will get. Not staying connected to your company limits your knowledge and motivation. Trainings keep team members motivated. Listening to the challenges and struggles of others allows you to see that you are not alone. They bring back the momentum that gets lost as you venture out and try to succeed on your own but run into roadblocks. People who stay connected are the ones who are less likely to quit at the first sign of trouble.

• Not Following the System…Then Becoming Frustrated When Magic Doesn’t Occur
• Failing To Get On The Phone And Connect With Your Prospects
• Jumping From Opportunity to Opportunity Hoping to Land on the Golden Egg
• Allowing Negative Feedback and Comments from Others to Break Your Spirit

Network marketing is not a hobby. On our road to success we are experiencing so many things; triumph, frustration, inspiration, failure, joy, success, disappointment…it is a vicious cycle but you have to keep working. Eventually you will get there. It is your company and if you want it to take you all the way to your dream world of financial freedom you have to work it!

3 Marketing Techniques That Can Ignite Your Sales

If you want to make more money in your business, you have to plan for success. There are a lot of techniques out there that can make you profitable, but only a handful of them will work tremendously for you. There are some marketing activities that you will want to implement in your business if you can to be ready for success.

These tips are easy to use, and you should start implementing these strategies in your business right away. It’s what I did once I discovered these techniques.

Here’s the first tip for making more money in your business:

1) Find the market first, then give the product or service

This is a marketing fundamental that a lot of business owners don’t understand. If you want to make money in your business, you have to find the market first, and then find the product. Most people who starts off marketing have a product that they want to sell, and then goes to find someone to sell them to. This is the backward way of doing things.

Instead if you have a product along your list of products that are known to sell well, put them up for display and offer a good discount for these people so that they can take advantage of it. This will inspire a “pull” vs a “push” mentality, and it can get people to view you ask an expert in your niche.

Here’s another tip for making more money in your business.

2) Develop a USP

Your “USP” stands for your “unique selling proposition”, and it answers the following questions:

“Why should I choose you, vs any other similar option that I have at my disposal?”

If you can have a great answer to this question, you’ll find yourself with a competitive edge over your competition. I would advertise this USP all over so that you can get an influx of new customers to your business. This will be your “trade secret”, and it’s something that you don’t want to give out for any or no reason at all.

The thing that makes your USP unstoppable is that nobody knows about it. Your competitors will still try to follow your USP, but you are the true originator of them all. So people will remember your USP much more before your competitors.

Your USP can be a variety of things. It can be existing customers, money back guarantee, a newly devised product, overnight shipping, and etc. This should be enough to get the mind jogging.

Here’s the last tip for making money in your business:

3) Have a high quality product

If you want your customers to keep coming back for more, you have to have a high quality product that delivers. Nothing is more frustrating than ordering a product only to have it not deliver on its promises. This is the fastest way to inspire more refunds.

These 3 tips for making money in your business are things that you should consider doing right away. They can really help to take your business to the next level.