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New Radiance Updates
October 2001
NEW RADIANCE FLORIDA DIRECTORY NEWS
The New Radiance Florida Directory is the only statewide directory of body, mind, spirit professionals published continuously since 1990.
The inaugural issue of New Radiance Updates Newsletter is now archived online. If you missed the last issue, just hop over to the
September page on the website and you can view it online or print out for reading later. Features include: marketing tips for recession-proofing your business, news and links for authors, healers, teachers, artists and musicians plus updates from advertisers of the New Radiance Florida Directory 6th Edition.
Remember to call (727) 397-2702 or email newadiance@earthlink.net to obtain ad rate information for the 7th Edition of the Florida Directory, to be published in the Winter of 2002. Let me know your name, business name and mailing address to receive a packet by US mail.
Or print the order forms from the New Radiance website.
Ad rates have been kept very reasonable so that we might all come through these economic times more easily with our businesses intact. With the power of positive thinking and a little planning, a smaller business can re-focus quickly to serve the needs at hand. I hope you'll include a listing or advertisement in the New Radiance Florida Directory as part of your plan for 2002. To make sure you're in the new Directory, please mail in your ads and listings by December 15.
There's still time to save 7 percent on your ads and listings. Just mail them on or before October 31, deducting 7 percent from the total cost.
The quickest, easiest way to get your display ad in by the deadline is to drop your business card in the mail, along with your two free 10-line directory listings and a check for $60. If you'd like to see an example of a 10-line listing, please go to our website http://www.newradiance.com.
Mail your ads and listings to New Radiance Corp., PO Box 86674, St. Petersburg, FL 33738. You also receive a free Directory, which will be mailed to you when the books are printed.
Speaking of planning (four paragraphs up)... the following article could help you decide where to put your advertising dollars in the coming months. (The New Radiance Florida Directory falls into the "Yellow Pages" category -- number 8.)
"SELECTING MEDIA" BY JAY CONRAD LEVINSON
The following article appeared in the October 10 issue of "The Guerrilla Marketing Online Report" an e-newsletter edited by Mitch Meyerson, Director of the Guerrilla Marketing Coaching Program. The information was taken from Jay Conrad Levinson's book "Mastering Guerrilla Marketing" and is a helpful list to print and save.
To see additional information or to subscribe to the "Guerrilla Marketing Online Report" go to
www.gmarketingcoach.com.
Some media are apples and others are oranges. What works in one medium may not work in another. Guerrillas have insight into the powers of each medium. They tap those strengths to use the medium to its greatest advantage. Here's what they know about media power.
1. The power of newspapers is news. Marketing that is newsy gets noticed because news is on the forefront of the readers' minds.
2. The power of magazines is credibility. Readers unconsciously attach to the advertiser the same credibility that they associate with the magazine.
3. The power of radio is intimacy. Usually radio is a one-on-one situation allowing for a close and intimate connection between listener and marketer.
4. The power of direct mail is urgency. Time-dated offers that might expire before the recipient can act often motivate them to act now.
5. The power of telemarketing is rapport. Few media allow you to establish contact in a give-and-take situation as adroitly as the telephone.
6. The power of brochures is the ability to give details. Few media allow you the time and space to expand on your benefits as much as a brochure.
7. The power of classified ads is information. Nobody in their right mind actually reads the classified ads except for those in a quest for data.
8. The power of yellow pages is even more information. Here, prospects get a line on the entire competitive situation and can compare.
9. The power of television is the ability to demonstrate. No other medium lets you show your product or service in use along with the benefits it offers. TV is still the undisputed heavyweight champ of marketing.
10. The power of the internet is interactivity. You can flag people's attention, inform them, answer their questions and take their orders.
11. The power of signs is impulse reactions. Signs motivate people to buy when they are in a buying mood and in a buying arena. Signs either trigger an impulse or remind people of your other marketing or both.
12. The power of fliers is economy. They can be created, produced and distributed for very little cost and can even bring about instant results.
13. The power of billboards is to remind. They rarely do the whole selling job but they're great at jostling people's memories of your other efforts.
DIRECTORY ADVERTISER UPDATES
1. David and Dee Findlay celebrated the 15th anniversary of Tampa Bay New Times magazine. Published since 1986, New Times is an alternative holistic magazine with a bi-monthly distribution of 41,000 copies in the greater Tampa Bay area. Information is online at
www.altnewtimes.com or call Dee at (727) 449-8964.
2. Professional astrologer Jeanette K. Oswald, M.A.F.A. has a new website www.jkoswald.com and now offers acrophonology readings to help you discover how your name affects your life path. Free mini-readings are available on the website. Phone (800) 509-0942.
3. Glorious Aromatherapy's new website is www.gloriousaromatherapy.com. Certified aromatherapist Gloria O. Hammer has recently returned from France with new aromatic soaps and bath gels, many of which are included in holiday gift baskets (and can be ordered on her website). Phone (305) 893-8892.
4. Spiral Circle Bookstore has its calendar of events and classes online at www.spiralcircle.com. Spiral Circle has served the Orlando area for 26 years with "everything for the body, mind, soul -- including love." Phone (407) 894-9854.
5. Cheryl Smeed's website is www.cherylsmeed.com. Cheryl offers clairvoyant consultations, crystal healing and private tutoring in intuitive development. Phone (727) 841-8612.
RESOURCE LISTS OF DESIGNERS AND WRITERS
(1) Graphic Designers:
New Radiance is putting together a resource list of graphic designers who can help Florida Directory advertisers create professional-looking logos, display ads, brochures, business cards and other marketing materials.
If you are a graphic designer, please email New Radiance with your information: name, business name, address, phone and email, and your specialty. Just drop a line to
newradiance@earthlink.net and I'll include your name in the next issue of New Radiance Updates.
(2) Website Designers:
I'd also like to post a list of good website designers with reasonable fees. It's becoming more and more apparent that people look first to the world wide web to research and compare products and services. A website has become one of the basic marketing tools that everyone needs today to be credible as a professional in their field. I'd really appreciate any leads you could pass along for inclusion in the next newsletter. Email
newradiance@earthlink.net with info.
(3) Copywriters:
Good writing can help you sell your products and services. I'm compiling a list of professional writers who are adept at writing to sell, whether in ads, brochures, sales letters or websites. Please email
newradiance@earthlink.net with names and email addresses.
(4) Do-It-Yourselfers:
There are numerous websites and e-zines to help you learn to write your own marketing materials. For copywriting, try Bob Bly's website:
www.bly.com. Lots of "how-to" articles with straightforward instruction.
For free tutorials on writing sales materials and web pages, take a look at Joe Robson's Copywriting Solutions at
http://www.adcopywriting.comwww.adcopywriting.com.
Boston-based publicity and marketing consultant Marcia Yudkin offers a 7-part free marketing makeover seminar via e-mail. She takes a so-so brochure and sales letter and shows you how to make it over to arouse interest and increase response. Contact
marcia@yudkin.com or visit her website www.yudkin.com.
Typesetting and design work are probably best left to the pro's, although desktop publishing programs such as Microsoft Publisher provide templates that make business card and flyer design easier. You know the "look" you want to present to the public; you just have to decide if you have the time to learn how to create that look yourself. If you have neither the time nor the inclination to learn graphic design, give the job to a professional designer. Watch for the list in the next newsletter!
OPPORTUNITY FOR AUTHORS
Writer's Digest Magazine has put out a "Call for Entries" for its 9th Annual National Self-Published Book Awards. You can win cash, gain national exposure for your book and catch the attention of prospective editors and publishers. Categories include (1) Mainstream/Literary Fiction, (2) Genre Fiction, (3) Nonfiction, (4) Inspirational, including spiritual and new age, (5) Life Stories, including biographies, family histories, memoirs, (6) Children's and Young Adult Books, (7) Reference Books, (8) Poetry, and (9) Cookbooks. Copyrights for 1999, 2000 and 2001 are eligible.
Deadline for submission is December 14, 2001. Entry fee is $100 for the first book, $50 for additional entries. Entry forms are available online at
www.writersdigest.com or by mail: Writer's Digest, 1507 Dana Avenue, Cincinnati, OH 45207.
MARKETING TIPS
1. Negotiate Ad Prices
In her September 25th e-newsletter "The Publicity Hound," Joan Stewart recommends that you try to negotiate a better ad package with your local newspaper. The economy had made it tough enough for newspapers to generate sufficient advertising revenue, and the attacks on 9/11/01 created a fall-out of advertising for some time afterward.
Joan states, "If you're a savvy bargainer, you might be able to negotiate a good advertising package through the end of the year. Newspapers typically bargain with advertisers during the first quarter, after most businesses already have spent their money on Christmas ads. It's anybody's guess what will happen through the end of the year, but it never hurts to see if you can swing a deal with your ad rep."
"The Publicity Hound" newsletter gives useful "tips, tricks and tools for free publicity." See past issues at
www.publicityhound.com.
2. Timing Makes a Difference
Did you know that some days are better than others to receive business-to-business direct mail packages? Because Mondays tend to be planning-oriented and Fridays are week-end oriented, try to make sure your mail arrives mid-week for best response. The same holds true for business telemarketing. Your prospects need to be in a state of mind to receive your information; otherwise you've wasted a stamp or a phone call.
3. Staying in Touch with Hand-written Cards and Notes
A hand-written card or note is an inexpensive, special way to stay in touch with clients and prospects.
For example, you can use them to thank clients for making an appointment, and at the same time enclose written materials that might help them.
You can thank prospects for attending a seminar and enclose materials that show your understanding of a subject.
You can write colleagues you met at recent networking or leads meetings and enclose materials that might be of interest to them.
This type of personal touch creates a relationship between you and your clients that helps build customer loyalty. Notes and cards remind your clients that you are available to help them, without seeming like a sales pitch. If you hire a graphic designer to create customized note paper for you, you'll have a unique tool for communicating with your clients.
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New Radiance
