Tip for November 1, 2006

Do I really listen to the Customer's answers? When you listen carefully and attentively they know that you really care. And you hear things that'll help you to close the sale in their behalf. Really listening implies that your posture and your words encourage them to keep on talking. The more that they talk the more you'll hear real, deep-seated needs that your product uniquely satisfies.

Tip for November 2, 2006

More on colors: blue ink turns green on yellow stock; red turns purple on blue stock; purple ink turns black on green stock; all colors disappear on black stock.

Tip for November 3, 2006

Read before you ask Everybody learns by asking questions, but asking questions without first looking for an answer on your own can brand you as an amateur. And amateur standing won't help your business prospects. When you have a question about navigating the online world, participating in a discussion, or some other topic, spend a little time looking for a written answer. The answers to nearly every common Net-related question is stored in an FAQ (Frequently Asked Question) file somewhere, and online services have large help files that answer common questions as well. Even if you're unable to find an answer, being able to say you tried will keep you from looking like a clueless newbie when you finally post a message asking for help.

Tip for November 4, 2006

Do ask questions that show I really care? Do I remember to say things to my customers like "Hmmm, That's really interesting, tell me more...," and "How did that feel?"? These phrases demonstrate to our clients and prospects that we are interested, that we're "on their side," and that we really care. Besides hairdressers, manicurists, and bartenders, Guerrillas are often the only person in any week who really listens to the customer. No wonder they're so popular and do so well!

Tip for November 5, 2006

Launching a marketing campaign List all of the marketing weapons/vehicles in the order in which you want them launched, then set an exact date for launching each. Be realistic. Don't launch too many at the same time.

Tip for November 6, 2006

Are you checking your subject lines? Most people don't give much thought to the subject line, or title, of e-mail they send or discussion group messages they post. Guerrillas do. Guerrillas know that the subject line is the first thing a prospective reader sees, and that the quality of the subject line can make the difference between a message that gets read and one that's passed over. And messages that don't get read might as well not have been sent at all. Think of your subject line as an advertisement for your message. It should identify what the message is about, and be written in such a way that people want to read the message itself. It helps to use power words like Free, New, Information, Security, Proven, Love, and Guarantee in your subject line; words like this have a long history of exciting reader interest. Keep your subject line short--30 characters or less if possible--because many readers won't be able to see more than that. Make a habit of checking the subject line of every e-mail message and discussion group message you send just before you send it. Make each one a grabber that invites people to read on.

Tip for November 7, 2006

Guerrillas never answer objections. Most objections don't require answers. They usually aren't questions anyway. So why respond to them as if they needed an answer. Guerrillas learn to ask another question or two. "Your prices are too high." This objection doesn't require an answer or an explanation of your price structure. The guerrilla says something like, "What kind of numbers are we talking about?" or ""When you say 'too high,' may I ask, compared to whom?" With your questions you'll find something out; with your answers you won't.

Tip for November 8, 2006

In spite of those who wander blindly in the radiant light of The Information Age, the Internet now has 25 million people using it and is growing at the rate of 2.5 million people monthly. Proof again that in The Information Age there are two classes: the Information Elite and the Clueless. Your choice.

Tip for November 9, 2006

Your web site needs a "why" The web is crowded with sites that exist only because their owners thought getting on the web was a cool thing to do. But the web sites that consistently attract customers and generate profits do it because they have a specific purpose that addresses a real customer need. Your web site needs a "why" that your instantly understand, such as: * delivering tons of useful information that's hard to get otherwise; * offering speedy information updates that can't be gotten otherwise; * presenting a far larger selection of products, or an easier way to compare options or colors; or * producing customized reports or analyses for each customer. Your reasons for having a web site won't mean much unless customers have a reason to visit it.

Tip for November 10, 2006

Prospects rarely give a straight answer up-front. Guerrillas know it will probably take three questions along the same line to get to the prospect's real intent or needs. The first time you ask they'll give you an answer they think you want to hear, the second time they'll generalize. Only the third time you ask will they usually begin to tell you the truth.

Tip for November 11, 2006

Depressing news that should be a clear hint to guerrillas: Among people who mail in reader-service cards requesting information, only 32% were subsequently contacted by a sales rep, and a quarter of those contacts were initiated by the buyer! The world belongs to those who do their follow-up.

Tip for November 12, 2006

Are you ready for prime time? The Net is an international medium that never closes. Before you start selling in cyberspace, make sure you're prepared for that reality. Be prepared to: * check your e-mail every day of the week, weekends and holidays included. * confirm and process orders within one business day. * ship orders overseas economically and reliably. * accept credit cards. Don't wait until orders start coming in to figure these things out. Repeat sales depend on your ability to handle the first sale smoothly.

Tip for November 13, 2006

Note-taking demonstrates that you're listening carefully. A few prospects may feel uncomfortable about note-taking, and will appreciate your courtesy in asking for permission. If they do not give you permission, they probably won't buy, and even if they do; they usually make poor customers. They are distrustful and often feel controlled by others.

Tip for November 14, 2006

You run a fabulous ad, but people will remember only 2% of it two weeks later. That's why guerrillas don't run one-time ad schedules. Silly business.

Tip for November 15, 2006

Your home page is your store window Think of the home page on your web storefront as the store's window: it's a display that instantly tells shoppers what kind of goods you sell and why they should investigate further. This means explaining these things in plain language. When you use a full-page image map or graphic on your home page, you're asking customers to give up 30 seconds or more of their time (waiting for the image to load) before they can investigate your store further. There are too many places to visit in cyberspace for you to assume that your customers are willing to do this. Your home page should: * clearly explain your company name and what your company does. * list the main departments of your site so visitors can tell at a glance how it's organized. * load as quickly as possible so customers don't have to wait to find out who you are or what you do. Big graphics look nice, but customers on the Net want information. Make sure your home page is packed with it.

Tip for November 16, 2006

Silence may make you uncomfortable, but it's part of the required discipline of the guerrilla. Say something and wait for the answer. Count to ten and say, "Did you understand that?" When they say yes, and they always will, you say, "And?" and count to ten. They'll now ask you to repeat what you said. Re-phrase it and count to ten. You'll get a good answer by the time you get to three!

Tip for November 17, 2006

Do you have any questions about postal information? Phone R.R. Donnelly & Sons at 1-800-547-3357 and you'll get your answer -- at no cost.

Tip for November 18, 2006

Describe your graphics Graphics in appropriate sizes and positions can liven up your web page and make your storefront more inviting, but never assume your visitors will see them. Many web-surfers browse with the image-loading feature of their browser programs turned off, since navigating the web and loading pages is much quicker that way. Graphics should enhance your marketing message, not carry it. Include a brief caption with each graphic you use, so visitors who aren't loading images automatically can get an idea of what they're missing. And if you're using graphics larger than 30K or so, include the size of the graphic in the caption so visitors know what they're getting into if they choose to view them.

Tip for November 19, 2006

What other solutions to the problem are they considering? Doing nothing is frequently an option; are they considering doing nothing? Learn as much as you can about all their options. Help them honestly see the pros and cons of all of them. Be honest as the day is long. Especially be honest about the negative side of the option you are suggesting. No product or service is 100% perfect. This will build trust and get more business for you.

Tip for November 20, 2006

Life expectancy in the U.S. is now 75.5 years, down from 75.7 years in l992, but way up from the 68.2 years it was in l950. The Census Bureau says it could exceed 82 years by 2050. Does that mean the population is getting older? Yup.

Tip for November 21, 2006

Buttons make navigating easy Cyberspace is a confusing place for many people, but you can make your storefront a more comfortable place for visitors by including a navigation button bar on every page. At the top or bottom of each page, place a row of buttons visitors can click to jump to each of your store's departments, to your order page, to a feedback screen, or to the store's home page. Buttons like these are like helping hands for weary cyberspace travelers, and the more comfortable your customers feel, the more comfortable they'll feel buying from you.

Tip for November 22, 2006

Guerrillas relate to prospects as people with wants and needs, not just as potential buyers. There are some universals in human endeavor. One of them is that we all want to look good and we all want to feel good. There are others, but upon these two you can build any business! Uncover your prospect's wants and needs. This is tough, but very worth while for the both of you.

Tip for November 23, 2006

The priciest cities in the world: Tokyo, Zurich, Singapore, Paris, New York, Seoul, Frankfurt, London, Hong Kong and Milan. So stop complaining, okay?

Tip for November 24, 2006

Shorter pages mean snappier performance When organizing your web storefront, break up your information into a series of short pages no more than two screens high. A web page can be more than a dozen screens high, and lazy web developers often cram lots of information onto one long page like this because it makes it easier to program the site. (Fewer pages mean fewer links between pages and less navigating from page to page.) But a long web page is like a book without any chapters or subheadings. Visitors prefer to click their way though a series of short, well-organized pages than to scroll endlessly down one page. And shorter pages load more quickly, giving your store snappier performance.

Tip for November 25, 2006

Whether they acknowledge it or not, prospects are probably overworked, over stressed, and overwhelmed. Show that you'll be fair with them, that you really care, and that your job is to share in solving their problems and difficulties. How many of us have about had it up to here with reorganization, re engineering, and downsizing? How many of you are really sick of all this change and, especially, technology? Your customers feel about the same way you do. Being fair, caring, and doing more than your share will show that you're on their side with the weekly changes in everything we all face. The difference is, the guerrilla brings answers and solutions.

Tip for November 26, 2006

What's better than e-mail, faxes, typed letters and memos? Handwritten notes are. They are very personal and extremely motivating.

Tip for November 27, 2006

Think about the second contact Whether you're running a web storefront or conducting business through classified ads and e-mail, your marketing program should be not only to draw customers, it should make them want to come back. Overcome the "been there, done that" mentality of Net-surfing by promising significant rewards for repeat contacts. Some rewards are: * A customer account number that makes it easier to order from your storefront after the first time. * A follow-up report or custom analysis via e-mail that offers personal service to each customer. * A weekly or daily tip. * A weekly or monthly contest. * Giveaways or special prices for repeat customers. * Weekly specials on different groups of merchandise. Rather than encouraging an initial contact, think about building lasting customer relationships.

Tip for November 28, 2006

People buy solutions to their problems. They do not buy because you are smart or nice. The absolute worst thing a salesperson can do is to try to impress the prospect with his or her knowledge. This really drives people away from you. Wanna have a few sales? Be smart, be interesting. Wanna have a lot of sales? Be interested! Being nice is nice. Mother will be pleased. Customers buy because they're in pain. They need to cover their behinds. They want to look good. They want to be respected. They will buy from you when you solve these problems; and only then.

Tip for November 29, 2006

Three questions about your media plan: Does it outline which media you'll use for advertising and marketing and how frequently you'll use them? Does it state your primary and secondary media? Final question, does it state whether you're going for reach (many people) or frequency (many exposures)?

Tip for November 30, 2006

Quick responses build trust Most people don't really trust computers, let alone their tenuous connections to cyberspace. The only way we know that a message was delivered over the Net is by getting a response to it, so the sooner you respond to your customer inquiries, orders, or other communications, the more comfortable your customers will feel. Most people are amazed when you get back to them via e-mail the same day they contacted you because most of your competitors don't do that. Strive for lightning response times. You'll build customer trust and the sales will follow.