Three Easy Lessons to Take Your Online Marketing to the Next Level

I just spent the last week in two very different, but parallel universes. After helping researchers in a federal government agency work on getting their science understood and used in the marketplace, I tapped the wisdom of a conference full of online marketing gurus.

The common thread? These experiences reinforced several lessons that will help you succeed in attracting the right kinds of clients. Here are ideas and resources to help you take action:

Lesson 1: Be yourself when you market. This is particularly true if you offer a really complex or academic service (like the scientists I mentioned) where it's natural to cite lots of references and sources. Instead of getting caught up in stiff or unnatural language that stands between you and the audience you're trying to connect with, just be yourself. I see a lot of people struggle with this when it comes to writing "copy" for their website, an e-newsletter or sales letter.

In the wise words of my new friend, Fred Gleeck (online marketing genius and co-host of this past weekend's Subscription Website Publishers Association Conference http://www.swepa.org), "Just write the truth. The truth as you see and feel it. People will then feel more comfortable about the copy you write. They may not be able to put their finger on it, but it will be more believable and it will increase sales. Forget the hype and "slightly" untruthful copy. Adopt a writing style that makes sure that what you say and what is ACTUALLY true are in complete harmony." To tap more of Fred's wisdom, visit him at http://www.fredgleeck.com

Lesson 2: If you don't have one, start an e-newsletter TODAY! The key to successful online marketing comes down to one thing: a basic, opt-in e-newsletter. Why? Because you're invited to "touch" your readers regularly with small samples of your thinking. In turn, you invite them to check out more resources on your website. It becomes easy for them to spread the word about you. It's a way to get new contacts from your offline networking into your online marketing system.

A really good e-newsletter, written in your natural voice (see Lesson 1) is the engine that drives your marketing machine. Don't let excuses like "my website's not ready" and "we don't have our editorial calendar planned out" stop you. The point is to start connecting with your target audience at least monthly to build the relationship. My favorite resource for how-to is Debbie Weil at www.wordbiz.com. Debbie will get you up and running in no time.

Lesson 3: Nobody cares about you...and here's what to do about it. According to PR expert Paul Hartunian (http://www.prprofits.com), nobody cares if you've just released the greatest new service, gotten promoted, hired new staff or spoken at another conference. What they do care about is how you can rock their world. If you start your marketing message with, "We are pleased to announce...," you're dead in the water.

What you need to do is: 1) use a basic template to write press releases that work (Paul has 'em); 2) torture the media by telling them what problems you solve, but not how you solve them (they'll have to call you to find out); 3) develop a simple 3-page media kit for quick follow up (your 1-page press release, a 1-page "so what?" bio, and a 1-page FAQ sheet). The other hot thing that the press likes these days is online media rooms. This is a dedicated place on your website where they can, in one or two easy downloads, check you out and get what they need to write a story about you. An easy way to do this is via the Media Room product at www.dvcotechnology.com.

The 3 easy steps to improve your online marketing efforts?

Step 1: Be yourself when you market.

Step 2: Start an e-newsletter (monthly, at a minimum).

Step 3: Remember that nobody cares about you (only how you can rock their world).

(c) 2004 TurningPointe Marketing, Inc. All rights reserved.

Marketing educator, Kelly O'Brien, is creator of the "Create a TurningPointe!" Marketing Bootcamp. To learn more about this step-by-step program, and to sign up for FREE how-to articles and 20-page marketing guide, visit http://www.turningpointemarketing.com

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Google News Updated : Tue, 14 Oct 2008 11:56:09 GMT Asian, European Markets Continue Upbeat Rally - Washington Post Washington Post Asian, European Markets Continue Upbeat Rally Washington Post - 1 hour ago By Blaine Harden TOKYO, Oct. 14 -- Feverish buying in Japan on Tuesday replaced last week's market panic, as the benchmark Nikkei stock index soared to its largest-ever percentage gain in a single day, up 14.15 percent -- part of a global rally in ... Video: Asia Markets Mostly Up Monday AssociatedPress World Markets Reflect Growing Hope TIME The Associated Press - guardian.co.uk - Bloomberg - MarketWatch all 1,133 news articles Publ.Date : Tue, 14 Oct 2008 10:11:14 GMT Milk, Sunshine Each Day Keep the Doctor Away - Washington Post ABC News Milk, Sunshine Each Day Keep the Doctor Away Washington Post - 5 hours ago · Kids from newborns to teenagers should take twice as much Vitamin D as previously recommended because it may help prevent serious disease, a leading medical group said yesterday. Video: HealthWatch CBS More tenacious about vitamin D Chicago Tribune Reuters - WBIR-TV - WebMD - eFluxMedia all 656 news articles Publ.Date : Tue, 14 Oct 2008 06:17:28 GMT Cambodia: Thailand withdraws troops from border - The Associated Press Washington Post Cambodia: Thailand withdraws troops from border The Associated Press - 2 hours ago PHNOM PENH, Cambodia (AP) - Thai troops retreated from a disputed border zone Tuesday, a Cambodian general said, averting a possible military clash after Cambodia's prime minister issued an ultimatum to Thailand to withdraw by midday. Thai army to maintain troops in disputed area Xinhua Thailand, Cambodia spar over border troop positions AFP AHN - Scotsman - Bernama all 747 news articles Publ.Date : Tue, 14 Oct 2008 09:51:31 GMT Kashkari Leaps From Obscurity to Lead Role in US Bank Rescue - Bloomberg New York Daily News Kashkari Leaps From Obscurity to Lead Role in US Bank Rescue Bloomberg - 3 hours ago By Robert Schmidt and Rebecca Christie Oct. 14 (Bloomberg) -- Minutes before Neel Kashkari's public debut as the chief of the US Treasury's financial rescue plan, he sat in a hotel lobby in Washington, unrecognized by many of the international bankers ... What Treasury is planning CNNMoney.com After Historic Rally, Feds To Buy Bank Ownerships WCBS-TV New York Reuters - Bizjournals.com - San Francisco Chronicle - The Associated Press all 1,670 news articles Publ.Date : Tue, 14 Oct 2008 07:57:34 GMT Berlusconi Shares Investor Pain With $2 Billion Loss (Update2) - Bloomberg Voice of America Berlusconi Shares Investor Pain With $2 Billion Loss (Update2) Bloomberg - 2 hours ago By Andrew Davis and Lorenzo Totaro Oct. 14 (Bloomberg) -- Prime Minister Silvio Berlusconi promises Italians they won't lose ``even a euro'' of their bank accounts in the current credit crisis. Video: Bush Says He Will Help US Banks AssociatedPress Bush To Speak About $250 Billion Banking Rescue Plan Monday Morning AHN BBC News - Voice of America - The Associated Press - Wall Street Journal all 809 news articles Publ.Date : Tue, 14 Oct 2008 09:46:59 GMT North Korea to resume nuclear dismantlement - The Associated Press Voice of America North Korea to resume nuclear dismantlement The Associated Press - 2 hours ago SEOUL, South Korea (AP) - North Korea planned to resume dismantling its nuclear program Tuesday for the first time in two months, days after the United States removed the communist regime from a terrorism blacklist as a reward under a disarmament pact. IAEA: N. Korea disabling set for Tuesday CNN International North Korean foreign minister set for nuclear talks in Moscow RIA Novosti Bloomberg - AFP - New York Times - Daily Nexus all 3,718 news articles Publ.Date : Tue, 14 Oct 2008 09:11:42 GMT House Race Is Shaken by Report of an Affair - New York Times ABC News House Race Is Shaken by Report of an Affair New York Times - 8 hours ago By IAN URBINA WASHINGTON - The Florida congressman who succeeded Mark Foley after he resigned because of a sex scandal is now embroiled in a sex scandal of his own, and has requested a Congressional ethics investigation to clear his name. A Florida (House) Bombshell Washington Post House to investigate lawmaker for alleged affair, ethics lapse CNN The Associated Press - Local10.com - CBS News all 357 news articles Publ.Date : Tue, 14 Oct 2008 03:20:36 GMT Clickbank Content Get Paid for Surveys

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