Tip for May 1, 2007

Using local cable TV advertising: Here are two quick tips: 1) Try viewing your spot with the sound off because TV is a visual medium. Many people will mute the commercials but stare at them anyway. 2) Profit from the wisdom of major advertisers. McDonalds insists that either its name, logo or product appear in virtually every frame of a TV commercial.

Tip for May 2, 2007

Act like an editor The headline and the beginning of any press release is your best chance to get an editor interested in your announcement, so make it count. The headline and the first sentence should summarize not only what you're announcing, but why it's newsworthy. Consider these two headlines: APEX ADVERTISING WINS COMPCO ACCOUNT APEX ADVERTISING LANDS COMPCO ACCOUNT, BEATING BIG NAME FIRMS Both headlines summarize the announcement, but the second one offers a reason why it's newsworthy. When writing a press release, put yourself in the position of the editor who will eventually be reading it, and make sure the headline and the beginning of the release are designed to get that editor excited.

Tip for May 3, 2007

A cellular-telephone Guerrilla salesman in Dallas takes two hundred business cards to every Cowboys home game and tosses them into the air by handfuls whenever they score.

Tip for May 4, 2007

What to do when you have an idea: First phone someone about it, then write a memo, then make an action plan, then make a outline, then talk to someone in person, then list the key ideas, then budget it, then enlist assistance, and finally delegate it and move on to your next big idea.

Tip for May 5, 2007

Do you have a press kit? If your attempts at gaining publicity meet with success, the first item you'll need for interested editors is a press kit. A press kit can contain: * a backgrounder, or brief history of your company, its products, its markets, and its management, * one or more press releases explaining your current news announcement, * photos of your products or key management personnel, * reprints of other articles about your company, * your company brochure, * a competitive analysis of your company versus its competition, * a press guide, or key questions and answers about your company, and * your business card. Along with printed versions of these, prepare electronic versions for editors who contact you via e-mail. Don't go off half-cocked in the battle for publicity. Prepare a press kit before you begin seeking publicity, and you'll be prepared when opportunity strikes.

Tip for May 6, 2007

A life insurance agent in Arizona carries a pocketful of business cards, and when he boards a crowded elevator, he faces the group and, as he hands out his cards, asks, "I guess you're wondering why I called this meeting," then passes out his cards with, "Here's my card."

Tip for May 7, 2007

What do employers look for? A recent survey revealed they look first for work ethic, then intelligence, then enthusiasm, and finally education. I'd rank overall attitude above all of these, but I'm looking for guerrillas.

Tip for May 8, 2007

Do you follow up press releases? Editors at major magazines get dozens of press releases every day, and after awhile they all look alike. To make your press release stand out, make a follow up call to the editor a few days after you send out the release, and ask if he or she would like more information about it. The follow-up gives you a chance to establish a personal contact with the editor, to expand on your news item or article idea, and to learn more about the specific needs of that editor.

Tip for May 9, 2007

Magic selling words: free, you, new, proven, results, guarenteed, love and sale. Words that don't sell: deal, liability, cost, buy, sell, contract, death, decision, obligation, difficult, fail, loss, order, worry and wrong.

Tip for May 10, 2007

Underpromising and overdelivering Guerrillas strive to do both. An air freight company offers to deliver by 10 am, but usually delivers by 9 or 9:30; an office supply business gives coupon discounts on items even if customers don't have the coupons. Think these practices make friends?

Tip for May 11, 2007

Each publication has several publicity targets The more specifically you can target your efforts at publicity, the more successful you will be. Each magazine, newsletter, newspaper, radio station, or tv station isn't one target, it's a dozen or more specific targets. There are news sections, profile sections, feature article sections, lifestyle sections, consumer affairs sections, travel sections, and many others. If you simply send a press release to a magazine's editor, it could well be lost before it gets to the department most likely to be interested in it. But if you focus your publicity pitch on a particular section (or show segment) and send it to the editor or producer for that section or segment, you'll stand a much better chance of getting your story out.

Tip for May 12, 2007

Users: In large organizations, remember to talk to the people who will be using the product before you make the sales call.

Tip for May 13, 2007

1998 business It's a well-known fact that unless you're brand new in business, 60% to 97% of your l998 business will come from customers on your l997 customer list. Your job? Expand that l998 customer list!

Tip for May 14, 2007

Look for publicity in unexpected places Everyone wants to get ink in major national magazines or newspapers, but your chances of doing that are pretty slim. It's better to target smaller, more focused publications. The competition from others seeking publicity is less intense at smaller publications, and the publication's focus delivers a larger percentage of readers likely to be interested in your product or service. Look for regional or local publicity outlets, or for industry-specific newsletters and magazines that your customers tend to read, and then go after them.

Tip for May 15, 2007

Influencers: Many sales involve more than one person: the marketing manager, the chief engineer, a supervisor, or a department head. While not directly responsible for making the final decision, they may substantially affect the outcome.

Tip for May 16, 2007

Three sales you must make: To succeed in business, you must always sell yourself, then sell your product, then sell your company. The quality of your company is always a major concern with the customer.

Tip for May 17, 2007

Become an information source In the battle for publicity, the best weapon is a personal relationship with the editors of magazine sections you're targeting. And the best way to establish such a relationship is to become a source of useful information or ideas for that editor. Call key editors and offer some inside information about your industry. Take them to lunch, or buy them a drink at a trade show or conference. Once you become part of the editor's inner circle of information sources and acquaintances, you'll have no trouble getting your company mentioned in relevant articles.

Tip for May 18, 2007

Gatekeepers. Salespeople often overlook the receptionist or switchboard operator as a potential source of information. Worse yet, they often consider them an obstacle to be overrun in their push to get to the decision maker.

Tip for May 19, 2007

Word-processing revisited As much as I enjoy my word processor, I must tell you that a handwritten message on the envelope of your direct mail will result in seven out of ten obvious direct mail pieces being opened.

Tip for May 20, 2007

Protect your credibility Your credibility is crucial to success online, because it's what makes people trust you. Protect your credibility by publishing articles on your web site or in forums on online services that showcase your expertise, by maintaining a consistent presence in one or more discussion groups, by responding to e-mail requests within one business day, and by confirming each order you receive and shipping it as quickly as possible.

Tip for May 21, 2007

Every "no" you hear - means you're one no closer to a yes. You won't make the sales if you don't make the calls.

Tip for May 22, 2007

Testimonial advice: Go for them and use them liberally, put excerpts from them in your ads and brochures, but don't date them. Too distracting.

Tip for May 23, 2007

Communication is a two-way street The typical Net business person sets up a web site and then waits for people to visit. Guerrillas are constantly working the crowd, looking for people to meet or discussions to join and then reaching out with the first contact. The best way to develop the all-important relationships that will lead to sales and profits is to go after them. When you see a web site you like, no matter what the subject, send a note to its owner and say so. If you read an online brochure or newsletter that you like, let the author know. At the very least, these first contacts expand your visibility in cyberspace, and in many cases they'll lead to sales or fusion marketing arrangements that will work to your advantage. The Net is no place for wallflowers!

Tip for May 24, 2007

Selling to baby boomers: baby boomers, those born between 1946 and 1964, want: a family, to look young forever, role models they can relate to, a psychiatrist, financial services, and help in caring for the elderly.

Tip for May 25, 2007

Household income of home-based entrepreneurs: 5.8% are under $12,500; 13.0% are $12,500 to $24,999; 20.8% are $25,000 to $39,999; 25.0% are $40,000 to $59,999; 35.4% are $60,000 or more.

Tip for May 26, 2007

Involvement equals credibility and sales If you lurk in a discussion group, nobody knows you. If you participate in a group, people learn your ideas and begin to know you. If you help provide a service to the group beyond participating, people respect you as a group leader. Get involved in your favorite discussion group or forum by offering to help in some way. Maybe you can compile an archive of previous discussion topics, or volunteer to line up online conference speakers, or write a monthly newsletter summarizing the group's activity. Offer to show people about the Net in your local computer user group. Anything you do to help a group boosts your visibility and makes potential customers feel good about you.

Tip for May 27, 2007

Guerrillas ask for the order. A major shortcoming of the majority of marketing is failure to ask for the order. Tell people exactly what they are to do next. In most cases, that is to order what you are selling. The law says you must fill orders within 30 days.

Tip for May 28, 2007

Forty nations on advertising: Of 37,700 people surveyed in 40 nations, 61% said advertising is entertaining and creative; 38% said it gives accurate information; 30% said it respects their intelligence.

Tip for May 29, 2007

Public service announcements serve you Performing a public service shows you care about your community. It generates goodwill that translates into customers. If you have a web site, offer to provide links to your favorite non-profit organizations. If you run a local bulletin board, post announcements about people seeking donations for medical bills or looking for missing children. Run free ads for charity functions or community events. There are lots of public service causes you can support, and supporting them does your reputation good while doing good in your community at the same time.

Tip for May 30, 2007

The little things make a difference. Send a hand written thank you note after every sales interview.

Tip for May 31, 2007

But in England....men are 20% more responsive to advertising than are women; people between 8 and 15 are three times more responsive than folks 35 and older; people who use the brand are 60% more positive than non-users, underscoring that importance of ads in reaffirming buying decisions. But guerrillas already know that, right?

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