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New Radiance Updates Newsletter
July 14, 2004
Vol. 3, No. 21
IN THIS ISSUE:
1. The New Face of Marketing
2. 5 Pointers for Improving Ad Results
3. Motivational Tips
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~ THE NEW FACE OF MARKETING ~~
"I want to help everyone!"
You can't imagine how many times I've heard that sentiment
expressed by clients when we start narrowing down their
target market during a marketing consultation.
When I put into perspective the million dollar price tag of a
30-second Super Bowl ad (which reaches almost everyone),
then we can begin to consider who my client can realistically
connect with on a $250 - $500 a month marketing budget.
First we have to determine if their targeted audience is more
national or local. The Internet has opened up the national
markets to anyone with a website... but you have to learn
the ins and outs of Internet marketing to not waste your
money.
(A couple of resources are "Make Your Site
Sell" and
"The Lazy Man's Guide to Online Business")
A local target market can be reached through radio and
TV, print advertisements and mailings... at considerable
cost. Either way, it pays to know just who are the
desired recipients of your message before you start
spending your marketing money.
Getting a clear picture of your prospective clients is one
of the most important things you can do. I often ask
clients to close their eyes for a few moments and
envision their ideal client... the type of person they
most enjoy working with.
When "everyone" looks like a middle-aged woman leaving
corporate America to start her own business, then I know
we're getting somewhere. Here is a group we can actually
find and give our message to, either locally or nationally.
The ideal client could be a chronically ill child (actually
the parents of the child), an unsuccessful dieter, or a
person in need of career guidance. As long as there are
sufficient numbers in the pool, we can create a successful
business marketing to this segment of the population alone.
In my own case, I flip-flopped between wanting to work
with a broader base of small business owners or the
"lightworker" community I was familiar with. In one of those
"physician heal thyself" moments, I realized that I love
working with lightworkers because I believe in what they're
doing, and because there is frequently an energetic
"connection" that occurs between me and my clients that
lifts us into a higher place of understanding about what is
best for them and their business.
There are millions of people doing light work all over the
world, so the pool from which to draw clients is quite
large and I know how to find them, because of my
background as a metaphysical and holistic directory
publisher.
(I use the term "lightworker" to include business owners
who are consciously raising their own awareness and the
overall well-being of the planet and its people through their
work. Although my background is with the body-mind-spirit
community, I work with lightworkers in other professions
as well.)
Choosing a particular target market doesn't mean you
can't work with other people. Certainly you can. But
your advertising efforts - both in dollars and the context
of your message - ought to be directed to the community
you feel drawn to serve.
"Marketing for Lightworkers" is what you'd call a niche
business. Most small business owners should really niche.
The word "niche" comes from the French verb "nicher"
- to nest, so the ideal situation is to base your business
on work you love to do - where you feel most "at home."
Once you make the decision about your niche market,
you give a clear intention to the Universe about the
focus of your business and the type of client you wish to
attract. Clients are much more likely to respond if they
recognize themselves in your advertising message.
So don't worry about losing possible clients by getting
too specific in your marketing message. If people can't
identify with what you're offering, because your message
is too broad-based, they're not going to come calling
anyway. Just speak from your heart to the heart of your
ideal client, telling them how your product or service can
fill their want or need.
When you have the necessary expertise for your work
and are "at home" in your business, clients can feel the
truth of this. The new face of marketing isn't about
embellishing the facts or endless repetition. It's about
heart to heart communication between seller and buyer
in a relationship that feels like "coming home."
(c) Copyright 2004 Barbara Casey
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Webmasters: Content for Your Websites and Ezines
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Use the article above on your website or in your
publications. All you have to do is place the following
resource box after the article.
Barbara Casey is a Marketing Consultant for Lightworkers
whose specialty is intensive 3-hour focus consultations.
She is author of the "Marketing with a Mission" Niche
Marketing Course for home-based business owners.
http://www.marketingwithamission.com
----------------------------------------------------
COMING SOON:
Marketing with a Mission Teleclasses
----------------------------------------------------
~~ 5 POINTERS FOR IMPROVING AD RESULTS ~~
1. Ask the reader to act - to call a toll-free number, place
an order, email for a free brochure.
2. Offer free information - a tips sheet, catalog, or free
report. Mention it in the headline or subheading of the ad.
3. If you want readers to phone, place a graphic of a
telephone next to the number or use a larger typeface
for the phone number.
4. Using a reply coupon in a full page ad can increase
your response rate by more than 25%.
5. Offering a free product sample can generate leads
for followup phone calls, emails or future mailings.
----------------------------------------------------
LINK, CLICK, KA-CHING!
Looking for ways to increase your website revenue?
Consider promoting inspirational and motivational books,
products and services... and receiving commissions on
the sales from a few links and banner ads. It's easy.
Details at:
http://www.inspirational-affiliates.com
----------------------------------------------------
~~ MOTIVATIONAL TIPS ~~
Don't join an easy crowd. You won't grow. Go where
the expectations and the demands to perform are high.
-- Jim Rohn
The happiest people are those who are too busy to
notice whether they are or not.
-- William Feather
Nearly all men can stand adversity, but if you want to
test a man's character, give him power.
-- Abraham Lincoln
The best way to predict the future is to create it.
-- Peter F. Drucker
To love what you do and feel that it matters, how on
earth could anything be more fun!
-- Katherine Graham
----------------------------------------------------
FREE E-BOOK
Download a free eBook of James
Allen’s
classic "As A Man Thinketh."
----------------------------------------------------
HAPPY MARKETING!
Barbara Casey
Barbara Casey is a marketing consultant for
lightworkers. Her specialty is intensive focus
consultations that show you the truth of your
mission and the direction of your marketing.
(727) 397-2702
Email: mailto:newradiance@earthlink.net
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
New Radiance Updates is a twice-monthly newsletter written
by Barbara Casey and sponsored by New Radiance Corp.
Previous issues beginning September 2001 are online at:
http://www.newradiance.com/newsletterarchives.htm
We respect your privacy and will never share your
email address with anyone.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
New Radiance Corp.
PO Box 86674, St. Petersburg, FL 33738
(727) 397-2702 newradiance@earthlink.net
Copyright 2004 New Radiance Corp
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