The Motivational Marketer's Journal

"Secrets of Master Networkers" Seminar + Speed Networking

2010-01-01T23:30:00.001-05:00

Start Your New Year Off With a Bang... The Long Island Way!

Long Island is all about networking and The Long Island Way is proud to present an event that all LI businesses and not-for-profit organizations should attend.

First our presenter, Dean Mercado of Online Marketing Muscle will provide an awesome seminar to sharpen the attendees’ networking skills and then second we will facilitate a speed networking event to give attendees a chance to use their newly found networking skills.

Be sure to prepare your 1 minute elevator speech and bring plenty of business cards and we will do the rest!

• Cost $37 (Members) and $52(Non-Members)

Space is limited. First come First served as only One Person Per Profession is eligible to attend so go here now to reserve your spot: http://thelongislandway.com/

Dean Mercado - Online Marketing Muscle

A well-respected marketing coach, strategist, author, and speaker with expertise on helping small businesses and independent professionals leverage the power of the internet to increase their visibility, credibility, and reach within their target market.

"Secrets of Master Networkers" Seminar Summary

In business it’s quite simple, networking makes the world go around! Dean would even dare to say that one’s ability to network effectively is in direct proportion to their success in business. In this seminar, attendees will learn 11 secrets that make the great networkers, truly great!

For more information
Email: info@thelongislandway.com OR Call 631.386.6902 TODAY!

Facebook Trumps All for Web Site Traffic Generation?

2009-10-06T12:23:00.000-04:00

Check out this insight on web site traffic: http://mashable.com/2009/10/06/study-traffic-sources/

New Service Offerings Coming Soon!

2009-08-18T15:20:00.000-04:00

We're getting ready to announce our new service offerings. Stay tuned for more info shortly!

Sage Networking Advice

2009-06-04T11:41:00.002-04:00

Check out my friend Ron Gold as he provides some sage networking advice on Ron Villano's Internet Radio Show... Ron's segment starts at about 38 minutes into the show. If you use networking as a strategy for your business, you don't want to miss this one...

Surefire Way To Never Have To Compete On Price Again!

2009-04-25T16:01:00.001-04:00

“There are no traffic jams along the extra mile.” – Roger Staubach

With an 18 month old daughter... who is now very mobile... and a second child on the way, my wife and I decided it was time to fence in our yard for both their safety and our sanity. So we started to solicit estimates from a few vendors. Much to our dismay the prices for what appeared to be comparable fences varied by over $2000. Unfortunately for the vendors, there was little if any differentiation between them. They asked too few questions and made too few recommendations. They essentially positioned themselves to compete on price... in my opinion, the worst positioning a small business can take!

So as responsible and mindful consumers what did we do? While we didn't hire the lowest price vendor, we did however ask the one that gave us the best warm and fuzzy feeling to at least come close to the lowest price. We don't mind paying a few extra dollars for that warm and fuzzy feeling, even amongst the current state of the economy. And my guess is that many other consumers feel the same.

My suggestion... avoid this scenario for your business at all costs! Don't position yourself for a price war. Stand out!

How? It's simple... Be willing to do the little things that your competition is either unwilling or too lazy to do.

Why? Because it's the little things that make all the difference! It's the little things that show you actually care! It's the little things that justify your existence and your fees! It's the little things that get you hired!

We're not talking about breaking the bank here. If you put just a little creative thought into this, there are literally dozens of little things you could do to out-class the competition. For example:

Provide your prospect with a tips sheet on selecting the best vendor and/or solution.
Educate your prospect on any unforeseeable hiccups they may experience in the buying process (e.g. special permits and variances they may need to move forward, other expenses, etc.).
Provide price quotes from and/or public information about a few of your competitors to show how you clearly are the best choice. I don’t mean bad mouth your competition. Just stick to the facts and point out the differences between the companies that seem to matter to your target market most.

And to keep your existing clients happily paying your fees, you can model...

The chiropractor who buys balloons and sings Happy Birthday to his patients.
The cleaning company who leaves mints on your pillows and fun animal shapes out of a towel at the foot of your bed when their done cleaning your home.
The landscaper that provides you with great time-saving and beautification tips for your yard.

Sounds so simple right? Yet so few small businesses do these little over and above gestures. These little gems are examples of great marketing!

I'd be willing to bet that most customers of these vendors won't be so concerned if their prices were a few dollars more.

The bottom line... Be remarkable amongst an unremarkable world! Do that and you most certainly won't be competing on price any longer.

© 2009 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute', -- a multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Dean Mercado, Online Marketing Muscle, marketing articles, compete on price, remarkable marketing, target market, small businesses, small business marketing

3 Keys to Getting More Referrals from Your Network

2009-03-29T13:45:00.001-04:00

I hate to be the one to break it to you however I’d estimate that more than 90% of business networking is a waste of time. It’s non-strategic, poorly executed, and bears little fruit… there I said it!

Now, now, wait a minute! It doesn’t have to be a waste of time. It’s just my opinion that most business professionals are either, whether they know it or not, not very good at it or are simply lazy. That’s unfortunate considering the large volumes of time and money that small businesses throw at this marketing strategy.

For the networking rock stars of the world, networking tends to be very fruitful. They get qualified referrals from their network on a regular basis. They constantly are connecting with a steady stream of targeted prospects. Why? – Because their networking is typically very strategic and very well executed.

In Malcolm Gladwell’s “The Tipping Point”, he introduces the concept of “connectors” as people with a special gift to bring the world together. Now combine that concept and attribute with author Seth Godin’s concept of “sneezers” from his book “Unleashing the Ideavirus” and now you’re talking! You’re networking with people your target market both already knows, likes and trusts and that will actively and willingly help you get your word out. Network well with these people and let the referrals roll – that is of course assuming that you, your product, and your service are worth referring.

Let’s be clear here though, you’ve got to earn referrals. Just because you believe you deserve referrals doesn’t mean you’re going to get them. You need encourage them. You need to ask for them. You need to make it easy, lucrative and fun to refer business to you. Networking rock stars understand this… they don’t leave this to chance… they create their ideal reality. How do they do this? Well here are a few tips to get you started:

1. Make it EASY for your network to refer business to you! How?

Make sure you regularly nurture relationships with those who either are in your target market or have access to it… especially networking rock stars!
Make sure they clearly understand who you serve and what you serve them with… remember this is your responsibility not theirs.
Be clear and specific in asking for what you want.

2. Make it LUCRATIVE for your network to refer business to you! How?

Paint a clear picture of what’s in it for them.
Always reward the behavior you want to see repeated.
Recognize them for their generosity and referral savvy publicly in front of their peers… people never seem to tire of this type of positive PR.

3. Make it FUN for your network to refer business to you! How?

Hold a referral contest where the person who refers the most business to you wins something they deem valuable.
When you’re “THE MAN”, you become magnetic and people will always want to be around you and please you. So become “THE MAN” or if applicable, “THE WOMAN”.
Everyone loves free stuff! Free is fun so if at all possible, let them sample your goods and services. This will give them first-hand experience and most likely will encourage them to speak more favorably of you, more often.

So in closing, some key questions to ask yourself are… point blank, are you referable? Are you making it easy, lucrative, and fun to refer business to you? Are you continually developing your networking skills to increase your refer-ability factor? Are you consciously and continually making an effort to identify and nurture the networking rock stars in your network? If so… GREAT… keep it up! If not, then as one of my mentors James Arthur Ray says “When would now be a good time to start?”

© 2009 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then you won’t want to miss Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' (www.MotivationalMarketer.com). Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' (www.OnlineMarketingMuscle.com/marketingminute), -- a multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Dean Mercado, Online Marketing Muscle, marketing artcles, referral marketing, referrals, refer, referrable, refer-ability factor, qualified referrals, connectors, sneezers, networking rock stars, networking, network, target market, small businesses, Malcolm Gladwell, Seth Godin, James Arthur Ray

One Simple Guiding Principle to Explode Your Business in Any Economy

2009-02-14T12:12:00.001-05:00

“All you need is love”. -- John Lennon

What I’m about to share with you is one of the most simple yet profound ways to really make a difference with your business. And yes we all do have that innate desire to make a difference in the world… don’t we? The question is… are we really willing to do what it takes to accomplish that?

So what am I talking about here? I’m talking about instilling love as a guiding principle for your business. Let love permeate every aspect of your being! Love is highly magnetic… it attracts like no other. Love can be a very strategic weapon… should you choose to wield it!

Love yourself… love your team… love your work… and most of all… and this is what I’d like to chat about here… love your prospects and clients!

So why write an article on loving your prospects and clients? Well from my perspective, there are countless reasons however here’s a handful to whet your whistle:

REASON: People prefer to do business with people they like.
REASON: When your clients feel the love, they tend to stick around longer.
REASON: The longer they stick around, the more likely they are to do further business with you.
REASON: To simply enjoy what you do and who you do it with!

Now that we got that out of the way, how exactly can you go about showing your prospects and clients the love? Well here are three simple yet very effective techniques:

1. Really Listen!
I’m not talking about the passive-type of listening many of us have succumbed to in this over-stimulating world we live in. Yes our attention is being pulled in 50 different directions but that’s no excuse. Learn to quiet the noise and focus. Practice giving your undivided attention to that prospect or client. Show them the respect they deserve… show them the love!

Take this a step further by creating channels of communication that make it easier to interact and listen. Some examples might be to network with them regularly, invite them to comment on your blog, survey them, or leverage the power of social media such as Facebook, LinkedIn and Twitter to stay in conversation with them.

2. Consistency is Key
I see it all the time. Businesses spend countless resources wooing their prospects. Making them think that maybe, just maybe, this could be a match made in heaven.

When all of a sudden… the honeymoon is over. The client gets thrown on top of the heap with all the other one-time conquests. Destined to suffer an existence of marginal attention at best… That is of course until the next prince charming comes along to woo them away from you.

Don’t stand for this behavior, period! As a matter of fact, woo your clients even more than you did when they were just prospects. Doesn’t this make sense? They’re the ones who pay your bills and allow you to create a better life. Keep them happy and most likely they will keep you happy as well.

3. Do the Unexpected!
I can best explain this one with an example.

Recently I had the fortunate pleasure of witnessing the owner of the Wellness Center I frequent showing the love (that’s Dr. Gregg Baron of D.R.E.A.M. Wellness for those of you who are curious). Right before a client of the practice was about to leave, Dr. Baron came up from behind her and presented her with birthday balloons, a warm hug, and a heartfelt Happy Birthday wish. This act literally brought her to tears of joy. Now that’s remarkable! He literally made her day, her week, and based on the sincerity of the tears, he may have even made her year! Now do you think that client will be back… without a doubt, YES!

So in closing, what am I saying is be remarkable amongst an unremarkable world. Be willing to and constantly look for ways to show your prospects and clients the love. It really doesn’t take that much effort… too many businesses just miss the mark. They don’t seem to put a priority on relationships... I’m talking about relationships that flourish, not conquests. Too bad for them! However major opportunity for you! Trust me. Just a little focus in the area of loving your prospects and clients can be the major differentiator you need to not only stand out from the competition, but thrive in this volatile economy! So how can you show your prospects and clients the love?

© 2009 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then you won’t want to miss Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' (www.MotivationalMarketer.com). Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' (www.OnlineMarketingMuscle.com/marketingminute), -- a multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Dean Mercado, Online Marketing Muscle, love your prospects, love your clients, Dr. Gregg Baron, DREAM Wellness

Top 3 Business and Marketing Lessons Learned in 2008

2009-01-15T15:57:00.001-05:00

“The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather in a lack of will.” -- Vince Lombardi

Well yes another year has seemingly breezed by but 2008 was a very different kind of year for so many reasons. The biggest one that comes to mind was all the doom and gloom surrounding conversations about a failing economy. It seemed like so many people were using the supposed failing economy as an excuse to crawl under a rock and die. “Oh no one is spending money right now so they won’t buy my services… it’s that damn economy. Oh no one is giving me leads anymore… it’s that damn economy. This damn economy is killing me!”

I’m saddened to say that I’ve heard it all this past year!

That venomous message seemed to permeate every orifice of our being – as scary as that sounds!

So as usual as each year passes by there are so many lessons we can learn and grow from each year. And for me there were 3 core ones that I’ll share with you here:

#1 – Don’t Buy Into the Bull
Yes while it’s true that the economy had been in quite a state of flux in 2008, that didn’t mean that I had to sit idly by and suffer. That was completely against all I stand for as I firmly believe that we create our own reality. So my mantra quickly became “if it is to be, then it’s up to me!” It’s up to me to as Ghandi once said “to be the change I wanted to see in the world”. I knew it was time to step up my game in a big way… and I did!

Let someone else do the worrying… Let someone else do the blaming… Let someone else become the ‘victim’… not me… I refused. My credo for 2008 quickly became “When the going gets tough, the tough get marketing”. I decided to live or die by what I do best… marketing! Hey guess what? I’m still here so I guess it worked.

#2 – Focus on My Fastest Path to Cash
No matter what, money does make the world go around; therefore it was critical that I earn my share.

Now you must have heard the saying that ‘the grass is always greener on the other side’. Well my experiences over the past year confirmed for me that this doesn’t have to be the case! The grass can be plenty green right here! I just had to learn how to nurture it better. So this past year I focused diligently on nurturing and growing my most promising and lucrative profit centers. The few that I did choose to do were to be done great. My focus became razor-sharp at marketing, selling and delivering those specific services and those only. Everything else went into what I call the ‘parking lot’ -- a repository for items worth consideration at some time in the future -- just not now.

#3 – Greater Health Leads to Greater Wealth
I honestly can say that taking the time out of my already hectic schedule to focus on my physical health was the single-most smartest move I made all year!

As my physical health improved so did so many other critical areas of my life. My brain felt sharper… I became more focused… I had more energy… my self esteem climbed through the roof… heck even the air smelled fresher, need I go on?

What did I do differently? Well 3 main things: weekly chiropractic care, regular massage therapy, and I became much more conscious of what I was eating. Hey I lost 23 pounds in 2008… that’s no small feat! However with the right regimen, the right coaching, and a strong desire… it really did happen easily. Big thanks to both my wife Andrea and the team over at DREAM Wellness for all their guidance, support, and care.

So in closing, I’ll tell you that sitting around blaming stuff outside your control will not get you the things you want in life. Tough times will certainly test your will! How bad do you want it? Because I’ll tell you this challenging economy will weed out the weak – that’s for sure! And you know what; maybe that’s not such a bad thing. That’ll just leave more for those who are willing to play a bigger and better game. I intend to continue to raise my game… how about you?

© 2009 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then you won’t want to miss Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' (www.MotivationalMarketer.com). Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' (www.OnlineMarketingMuscle.com/marketingminute), -- a multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Dean Mercado, Online Marketing Muscle, success articles, lessons learned, failing economy, health, wealth, DREAM Wellness

The Core Secret of Superstar Entrepreneurs

2008-11-20T13:03:00.001-05:00

"Be the change you want to see in the world." -- Mahatma Gandhi

Now I’ve been at this entrepreneur thing for the better part of this decade and have studied with and modeled a wide variety of superstar entrepreneurs.

One thing that permeates all of my most successful mentors as well as all of the most successful entrepreneurs I’ve come across in my travels is simply that they understand and practice this one thing…

They give!

They give their time. They give their money. They give their wisdom. They give their love. They give their compassion. They simply give of themselves first and regularly. Not because they have to, but because they genuinely want to.

They don’t give with the expectation that they will get something in return. To them, that’s not really giving.

They give because they understand it’s not about them.

They give because they genuinely want to add value to others.

They give because it’s simply the right thing to do.

Need I say more?

So in closing, it’s all about giving.

Want more money… give more money!
Want more love… give more love!
Want more power… give more power!
Want more referrals… give more referrals!
Want more testimonials… give more testimonials!

The point here is that who you’re being has everything to do with what you’re doing each day which ultimately defines what you will have in your business and in your life!

Become the conduit that supports the natural flow of the universe and see the things you want flow to and through you regularly.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute', -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Dean Mercado, Online Marketing Muscle, success articles, entrepreneurs, giving, give, referrals, testimonials

Marketing Expert Series: 3 Killer Tips to Trade Show Success

2008-11-11T13:52:00.001-05:00

Recently I had the distinct pleasure of speaking with trade show expert and author John A. Hill, Founder and CEO of John A. Hill & Associates, Inc. I have to say John is simply a fountain of incredible information regarding trade shows. This presented a challenge for me as I simply could have spoken to him for hours and hours on the subject however I was able to pull from my conversation with him 3 simple yet incredible tips that in and of themselves could explode your trade show success. So without further adieu, here you go:

Dean: John, in your book “Tips and Tales from the Booth” you break down trade shows into three distinct parts:

the pre-show effort,
the show effort itself, and
the post-show effort.

If you could give only one tip for each one of those, what would they be?

John: Well, as far as the pre-show effort is concerned, I would say, know the show that you are going to. So many people go to a show and they don’t know their audience, they don’t know the profile of the attendees. Therefore, if you’re selling toys, and you go to a show that has people 60 years old and above, I don’t think it’s a good show for you.

In the same way, I think that it’s important that you know the show you are going to. In fact, I recommend to all my clients that they go to the show first before they actually exhibit so that they can see what they are getting into.

Dean: And I agree with that. I see that often myself where, number one, a lot of people don’t even know who their target market really is, let alone match it to a specific show that caters to that target market. Does that seem to be the case?

John: Absolutely, they don’t do enough investigation regarding the trade show to know exactly who is going to be there and the type of clients, the type of attendees that are going to be at the show, and would it be a show that they would invite their clients to.

Dean: Fantastic, that’s a great tip. Now how about the show itself? What would be the one tip there?

John: As far as the show itself, everybody in the booth should tell the same story. So I recommend that they have a script. There’s only so many questions that you are going to be asked at a trade show and if you have a script everybody should be able to say the same thing. And with the script you should have a good qualification form. Those two things go hand in hand. Not just one that will give you your name, your address and your telephone number, but to really qualify you because if you’re at that booth, you’re there for a reason. If an attendee comes to your booth, he or she is there for a reason. They want to do business; they want to find out about your product. So if you have a good qualification form and you answer the right questions from your script and so forth, there’s no reason why they won’t stay with you and want to give you as much information as possible.

Dean: Now that’s fantastic. Whether it’s the marketing process, the sales process we see it all the time. A lot of times we get the same exact questions over and over again. So what you’re suggesting is basically have answers to those, is that correct?

John: Absolutely.

Dean: That’s a huge tip. Now the third element that I wanted to ask was the post-show effort. What would be the one tip there?

John: Follow up; follow up; follow up. You have to continue to follow up because those are qualified leads and if you’re not taking advantage of them and so forth, I think you’re missing out on a major opportunity to close good business for your company.

Dean: Fantastic, fantastic. So in closing, I just want to add onto this, first thank you John for these tips, they were fantastic. And if anyone listening to this or reading this would like to get more information or more tips such as these, John has recently released a fantastic book, a very comprehensive book, but an easy read and a fun read called, “Tips and Tales from the Booth, Avoiding Trade Show Mistakes.” My guest again today was John A. Hill from John A. Hill and Associates and thank you very much.

John: It was a pleasure to be here, thank you.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute', -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Dean Mercado, Online Marketing Muscle, marketing articles, trade shows, John A. Hill, John Hill, John A. Hill & Associates, tips and tales from the booth

Networking 101: 11 Tips to 1-on-1 Meeting Success (Part II: The Final Six)

2008-11-03T20:49:00.001-05:00

Well I certainly hope you enjoyed part I of this article where I shared with you the first five tips of my “11 Tips to 1‑on‑1 Meeting Success”. To quickly summarize, they were:

1. Come Prepared To Play

2. Confirm the Appointment at least 24 hours in Advance

3. Dress for Success

4. Make It Easy For Them to Find You

5. Be Respectful of Their Time

If you’d like to review them in detail, you’ll find part I of this conversation on my blog the Motivational Marketer’s Journal at www.MotivationalMarketer.com.

In the meantime, as promised, here are the remainder:

6. Shut-off Your Cell Phone
Unless in dire emergency, nothing screams disrespect more than your cell phone ringing in the middle of a conversation… and you answer it. You say to the person you’re meeting with: “Hold that thought for a second, I’ve got to get this.” Translation to the person you’re meeting with… you’re not important, this call is.

7. Be Clear About Your Intentions
Why do you want to meet with them? Don’t mislead them with false intentions. Is this just a meeting to get to know one another better? Or is this a sales meeting where you’ll be introducing your products and services? They’re likely to be upset if they’re expecting good conversation and it ends up being one long sales pitch.

8. Maintain Proper Eye Contact
Don’t look over their shoulder as if you’re waiting for someone better to enter the room. Don’t check them out as if you were looking for a cheap thrill. This is business networking. You’re not hanging out at some singles club. Give them the respect they deserve.

9. Listen Twice, Speak Once
Translation… let them do most of the talking and really tune in to what they are saying. Lending a true ear is one of the biggest signs of respect.

10. Take Notes
Before proceeding with this one, be sure to ask for permission. For example you might say: “You’re sharing some very important stuff here. Would you mind if I took a few notes to make sure I don’t forget any of it?” This just oozes respect as well as lets the other person know that you believe what they’re saying is important… a major compliment.

11. Identify Next Steps
The meeting’s just about over. What now? Where do you go from here? Does it make sense to take this relationship to the next level? How so? Whatever the outcome of the meeting, communicate whatever next steps you feel makes sense… even if it’s nothing.

So in closing, remember it’s all about respect… it’s all about courtesy… it’s all about making them feel important… it’s all about going deep enough to develop a strong rapport. Why? Because people do business with people they know, like, and trust. And in order to create that possibility, you’ve got to be willing to do whatever it takes to earn it.

Dean Mercado, Online Marketing Muscle, marketing articles, networking 101, networking, meeting success, business professionals, surface networkers

Networking 101: 11 Tips to 1-on-1 Meeting Success (Part I: The First Five)

2008-10-28T19:11:00.001-04:00

It’s scary out there! I can’t tell you how many times I’ve encountered so-called business professionals who simply didn’t get it. They simply didn’t get the fact that business is all about people. They simply didn’t get the fact that people do business with people they know, like, and trust. They simply weren’t willing to invest the time and effort needed to develop strong, mutually beneficial, and enduring relationships. Yet they wonder why this marketing strategy called networking doesn’t seem to be working for them.

These types of business professionals are what I call “surface networkers” and there are literally tons of them out there just cluttering up the networking avenues. The good thing about it though, is the vast opportunity it presents to those who really do know how to play the networking game… “players” so to speak…they tend to stand out like a beacon of light.

So you’re out their networking your tail off at a local networking event and you’ve met what you believe to be a “player”. They’re magnetic. They’re charismatic. They just seem to emanate this vibe that makes them irresistible. You reach out to them after the networking event and schedule a 1-on-1 “get-to-know-you-better” type of meeting. Now what?

You want to impress this person. You want to go deep. You want to explore how you may be able to help each other going forward. How can you make sure you give yourself the best chance of accomplishing that? Well here in part 1 of this 2 part series are the first 5 of the 11 tips that can help you do just that. So here goes:

1. Come Prepared To Play
For starters, Google them. Check out their web site. Read their current news letter. Do they have any current press releases? If so, read them. In other words find out a little something about them as well as their industry prior to the meeting. This is a sure sign of diligence and respect.

2. Confirm the Appointment at least 24 hours in Advance
Face it, we’re not perfect. And as busy professionals we can sometimes fall victim to our own busyness. That said… a little courtesy reminder can go a long way.

3. Dress for Success
One rule here; Dress as best you can without making the person you’re meeting with feel uncomfortable.

4. Make It Easy For Them to Find You
If needed, provide directions to the meeting location. Exchange cell phone numbers. And just in case they may not remember what you look like… and yes don’t flatter yourself, this is a possibility… wear something distinctive and let them know about it (e.g. I’ll be wearing a green tie).

5. Be Respectful of Their Time
Arrive early and wrap it up on time. If for some reason you’re going to be late, give them a quick courtesy call. If the conversation is going so well that it’s about to go into overtime, make them aware of the time and either continue with the meeting (if it’s acceptable to both parties of course) or, break out your calendar and set a follow-up meeting to pick up where you left off.

That about wraps up the first five tips of “11 Tips to 1‑on‑1 Meeting Success”. In part II I’ll share 6 more whoppers that can make or break any meeting. Stay tuned.

Dean Mercado, Online Marketing Muscle, marketing articles, networking 101, networking, meeting success, business professionals, surface networkers

Keep a Keen Eye on These to Not Only Survive but Thrive in This Downturn Economy

2008-10-12T21:37:00.001-04:00

"If you do not change direction, you may end up where you are heading." -- Lao-Tzu, Chinese philosopher (604 BC - 531 BC)

Now that could either be a great thing or the scariest possibility for any small business owner or independent professional. Especially with a bit of an economic downturn on our hands… let alone the doom and gloom people seem to be perpetuating around it.

So tell me… where are you heading and how do you know for sure? Is the marketing you’re currently doing working? Is it bringing you a steady flow of new qualified prospects? Is it strengthening your brand? Is it making you money or just draining your precious resources at a time where you simply can’t afford for that to be the case?

Now on the surface you may believe you know the answer to questions like these however, are you 100% positive?

Well one of the most important and tangible parts in determining whether or not anything in your business is working is by maintaining sound metrics. Yes, I do believe that certain aspects of your marketing are not practical to track and measure. However, there are plenty of key metrics that are easily gathered. For example you might keep metrics on things like:

Number of projected versus actual new Clients each month
Number of projected versus actual repeat Clients each month
Number of projected versus actual new prospects each month
Return on investment for specific advertising or marketing campaigns
Return on investment for each marketing strategy in general
Number of web site visits per month and where the visitors are coming from
A monthly “Profit and Loss Statement” which shows your monthly income, monthly expenses, and whether or not you were profitable during that period. The key here is to analyze and know what the numbers mean and how you can alter your marketing to improve them.

And we could go on and on and on here however I hope you get the point… the numbers simply never lie! And if you know how to read them, they can empower you to make better decisions.

For example, one such way is to look for trends. Compare the most recent month, quarter, and year to the one previous (e.g. August 2007 to July 2007, Quarter 3 2007 to Quarter 2 2007, and the year 2007 to the year 2006). Compare specific months from different years (e.g. August 2006 versus August 2007). Compare specific quarters from different years (e.g. Quarter 3 2006 to Quarter 3 2007).

Additionally look for trends dictating the effectiveness of specific marketing campaigns. And to risk stating the obvious, do more of what’s working and less of what’s not… yes it’s that simple. However, you’ll never know whether a marketing campaign is working or not if you are not collecting and analyzing metrics.

So in closing, remember the numbers never lie. And for small businesses and independent professionals, it’s times like these that separate the “men from the boys” so to speak. So the big question remains, where are you heading and how do you know for sure?

Dean Mercado, Online Marketing Muscle, marketing articles, metrics, small businesses, small business owners, independent professionals, economic downturn, economic turmoil

Can Your Web Site Pass the "Triple-I" Test?

2008-10-06T19:46:00.001-04:00

Let’s just assume for a moment that you’re able to convince your target market to stop by your web site.

Would they find it cozy and inviting… cozy and inviting enough to want to stay for a moment? Would they find it valuable… valuable enough to stick around… valuable enough to take your desired action… valuable enough to come back periodically for more?

These are all very important questions that anyone who has a web site that expects any kind of positive result needs to regularly think about and continuously ensure. That’s why I put together a simple system that I call the “Triple-I” test to assist web site owners in giving their web site a regular “check-up” so to speak. Let’s begin…

The 1^st "I"… Inviting
It starts with the basics. First off, your web site needs to be welcoming and approachable. How? It needs to be clean, neat and organized. Ace the clutter. It needs to be easy for your target market to find their way around to get what they want. It has to use an inviting color palette that sits well with your target market. It has to load quickly and use a comfortable combination of text, imagery, and multimedia. And most importantly, it has to be consistent in look and feel with your overall brand.

Now this might seem like a lot of ducks to have in a row however, your web site visitor passes judgment on you in a split second. If they feel comfortable, they’ll stay a moment. If they’re not comfortable… gone! They’re gone as quickly as they can click their mouse.

The 2^nd "I"… Interesting
If your target market is comfortable enough to stay beyond that first split-second, you’ve got a matter of about 3 to 7 seconds to grab their interest. How? An attention-grabbing headline would be a great start. And now that you’ve piqued their interest, you have to give them reason to stick around. How? Stretch their comfort zone. Make your web site experiential. Make it interactive. Create a sense of community. Tap into multiple senses by using multimedia such as audio and video. Use your web site to educate. Use it to position yourself the way you want to be seen by your target market. The key components here are to establish credibility and value.

And lastly the 3^rd "I"… Initiative
Bottom line… your web site must cause your target market to do something. It must be able to capitalize on that comfort zone you’ve established. It must get them into the habit of doing the things you ask them to do. How? Tell them what action you want to take. Make it a simple, non-threatening action such as signing up for your complimentary electronic newsletter. Be specific though, don’t leave it to chance. Just make sure you under-promise and over-deliver this way they feel good about the experience they are having with you and will look to deepen their relationship with you.

So in closing… please note that you really want to get some outside, unbiased, honest feedback to really know how your web site stacks up. Yes, some solid web site statistics such as conversion ratios would be effective here also. However, be conscious of the softer-side of proof… the more intangible stuff that tends to play on the emotions of your target market. This in my opinion is where the real power of effectiveness lies.

So… does your current web site pass muster? Be honest now. The only person you would be fooling is yourself. If it did pass muster, go ahead and give yourself a pat on the back… you deserve it. Don’t fall asleep at the wheel though. Keep on doing what you’re doing and more.

Now if it didn’t pass muster or you’re just not sure, get some help. If you’re serious about your business, do yourself a favor and empower your web site to get you the results you need to succeed.

Dean Mercado, Online Marketing Muscle, marketing articles, web site, target market, comfort zone

Who Else Wants World Class Business Advice From Top Experts For Little or No Cost?

2008-09-16T20:18:00.001-04:00

Well I’ll tell you, I certainly do! And why not? There’s plenty of it out there for the taking. As a matter of fact there’s more available these days than ever before in history. Why? Mainly because of the ease of access to both the material as well as those who have authored them… thanks mainly to the maturing of the Internet that is. There are educational and content rich web sites, blogs, podcasts, videos, seminars, teleseminars, and we can go on and on and on here. However, for all of that new technology that exists today, in my opinion, there’s still one medium that stands head and shoulders above the rest… especially when we consider getting the most bang-for-the-buck!

So what am I talking about here? I’m talking about books!

Books are one of the most effective and inexpensive ways of allowing you to climb inside the mind of someone who has been there and done that. Besides providing tremendous insight, they can save you years of struggle.

Personally on average I read about a book a week from either the “self-help”, “business” or “marketing” categories. I share this with you not to impress you in any way but to impress upon you the importance of reading. Does this mean you need to be as voracious a reader as I am? Absolutely not! I read as much as I do for a variety of reasons, one of which is just the fact that it’s one of my favorite hobbies… I do it for fun. It just so happens that my hobby brings with it a whole host of residual benefits for me and my business as well.

Now I am a firm believer that if you were to study maybe just a couple of great books from each of the categories I just mentioned to you a moment ago, and diligently practiced applying the wisdom they so generously shared, you would probably see a significant increase in your success.

Often when I’m working with a client I’ll recommend a book or two that would significantly further their success… some clients willingly take on the challenge by running out, buying the book and devouring it immediately. These are typically the clients that seem to move along their path to success the fastest. Then there are the other clients who kick and scream the whole way… making every excuse in the world why they can’t read what I recommended. Some of the excuses I hear the most are:

“I don’t have time to read.” Come on… isn’t your future worth a measly 15 minutes a day? At that pace, you could still finish about 26 books over the next year.

“But I don’t like to read.” Well then try an audio book and listen instead.

“I can’t afford to buy the books I want.” Well than fortunately for you, in America we have a place called a Library where you can borrow them for free.

Now I have to say my responses here were quite gentle… more gentle than I’d like to be because if you’re serious about taking your business and your life up a notch, there is simply no excuse for not reading.

So in closing, when was the last time you read a book on marketing? How about any business book for that matter? Or better yet how about a book in the self-help genre because if you’re anything like most people, it’s always best to get you out of your own way first; This way, the business and marketing strategies and tactics that you’ve picked up in the other books can stand a chance at succeeding. Ooh… that’s a bit harsh, however it’s said with only the best intentions for you!

Anyhow, let me leave you with a powerful quote from someone that many consider a guru to the stars in business and that’s Jim Rohn… and he once said, “Most homes valued at over $1,000,000 have a library. That should tell us something.”

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing coach and consultant, Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Dean Mercado, Online Marketing Muscle, success articles, business advice, books, reading, web sites, blogs, podcasts, videos, seminars, teleseminars, self-help, marketing

5 Tips to Empower Your Web Site to Sell for You

2008-09-09T22:48:00.002-04:00

Hey small businesses can use all the sales and marketing help they can get… am I right or am I right?!

The typical small business just doesn’t seem to have the means to hire the team they need to bring in the business. This is a big problem that typically forces the small business owner to try to go it alone… becoming the so-called “Chief Cook & Bottle-Washer”.

Now where there’s a will, there’s a way and there are ways around this dilemma. One way which we’ll discuss here is to empower your web site to become a virtual sales person. How? Well here are 5 tips to help make that happen:

1. Provide Lead Generation
It’s simple… Everyone loves free stuff. So the idea here is to offer something for free on your web site that your ideal prospect would love to get their hands on. In exchange, all you ask for is their contact information and the right to market to them going forward. Essentially you are dangling a carrot in front of them… a carrot in the form of a free special report, a free newsletter, a free eBook, free tips and tricks, free discount coupon, or a free whatever.

Chances are if they’re interested enough to sign up at your web site, they may be interested in what you offer at some point.

Keep in mind, you should be trying to build or solidify a relationship here with your prospects, not sell them; so this free giveaway must be value driven not sales pitch driven.

2. Establish or Further Your Credibility and Brand
Since people most often buy from people they know, like, and trust, your web site can be a great tool in helping build the comfort level needed to influence your prospects to buy from you.

Some great ways of doing this are by providing references, case studies, and testimonials of satisfied customers. These forms of unbiased third-party justifications are powerful at removing the fears out of doing business with you!

3. Provide Pre-sales and Post-sales Support
The possibilities here are endless. Tactics can go from as simple as a Frequently Asked Questions (FAQ) page on your web site to more interactive methods such as blogs, forums, online chatting, and more. These tactics are great to help convert those prospects who are either “sitting on the fence” or just can’t seem to get enough information to make a decision.

4. Allow Prospects to Buy Your Products and Services Directly From Your Web Site
Hey if your prospect is ready to buy, they’re ready to buy. Why stand in their way? Give them the ability to buy whichever products or services that you see fit right from your web site using either their credit card or some other immediate means such as PayPal.

The bottom line here is that people buy first with emotion and then justify their purchase afterwards with logic. So capitalize on that emotion… Get them while they’re hot so to speak and help them justify their purchase afterwards with your stellar post-sales support.

5. Provide Full Contact Information
This final tip is one that may seem like common sense but I guess it’s not because I come across web sites all the time that either do not provide full contact information or hide it so well that it’s almost impossible to find.

The idea here is to make it real easy for prospects to find you both online and offline. Provide full contact information that at a minimum includes a phone number, a fax number, an email address, and a physical mailing address because the lack of providing one can make a prospect question whether or not you are a real business.

Best case scenario is to provide this information on every page of your web site this way you prospect has it at their fingertips if they want it.

So in closing, the key lesson here is leverage. If you got a web site, make it work overtime for you. Give it a chance to earn its keep. Why not? It cost you money to create it and even more to maintain it. Milk it for all its worth!

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Small Business Marketing Strategy: A Labor Day Approach to Finishing Your Year with a Bang!

2008-09-01T15:35:00.001-04:00

Unbelievable! Labor Day is here again... how the years seem to fly by. This time of year always seems to tune me back into marketing. Why? First off because of all the big Labor Day promotions and sales that local retailers tend to bombard us with. Secondly because of what Labor Day stands for. For us Americans it’s a day to reflect on all the work and workers who made America the great country it is today! And thirdly because the year is two-thirds over already and that leaves me with the last third of the year to meet, or better yet exceed my business goals for the year.

So what I like to do is (for my business anyway) is to use the days surrounding Labor Day to do some reflecting on what’s working and what’s not working with my marketing as well as make any necessary adjustments to my marketing plan. So here’s my 3 step approach to doing just that:

Step 1 - Revisit and Refresh Goals As Needed

This goes for both personal as well as business goals. Ask yourself... Have my needs and wants changed at all? Do I still have the same passion for those things that I wanted at beginning of the year? Why or why not? Contemplating these types of questions will both tune you back into what you’re doing and why.

Step 2 - Reflect on Past Marketing Efforts

Take a look at the marketing you’ve done so far this year. Has it worked? How do you know? Well you can start by looking at the numbers because they don’t lie. How many qualified prospects did each marketing campaign bring forth? How many clients? What types of marketing strategies and tactics did you enjoy doing the most? Learning from your efforts here will significantly increase your marketing success going forward.

Step 3 - Reevaluate the Remainder of Your Marketing Plan

Now that you have a grip on what marketing worked or didn’t work and why so far this year, take a look at the marketing you have on deck. Does it still seem appropriate? What will your marketing budget support going forward? Can you step up your marketing to play a bigger and better game? The criteria here are quite simple. Do more of what’s working and less of (or eliminate) what’s not.

So in closing, I’d like to leave you with a quote from unfortunately I don’t know who to attribute this variation to. Anyway it goes like this: "Those who fail to learn from the past are doomed to repeat it". So do yourself a huge favor and take the time to learn from your past marketing efforts. Something tells me you’ll be glad you did.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

marketing articles, Dean Mercado, Online Marketing Muscle, small business, marketing strategy, Labor Day

What Could Your Small Business Learn from a 16 Year Old?

2008-08-11T18:33:00.001-04:00

I have to say, although I’ve always been a fan of the Olympics, I’ve never quite seen them the way I’m seeing them now. No I’m not talking about some new high-definition television equipment… although that would be nice too… I’m talking about seeing them with new eyes… seeing the athletes in the light of the pure-perfection that they are.

What they do is amazing! Their ability to perform seemingly incredible feats under pressure is quite impressive. However, for me it’s the person they’ve had to be and are currently being in order to position themselves for this level of greatness that just astounds me. It’s hard to believe that some of these Olympic athletes are only 16 years old. So what’s the secret to their success? How is it that a 16 year old can literally become the best in the world at anything? And what can we all stand to learn from them?

Well here are 7 core characteristics that jump out at me:

1. They Have a Dream -- They know exactly what they want… they’ve got their eye on the prize and they pursue it with unwavering determination.

2. They Set Big, Audacious Goals -- They take that vision and chunk it down into milestones that constantly push the limits of what they know to be possible.

3. They Have a Plan -- I heard one announcer say that some of the Chinese athletes have been being groomed since Kindergarten to be where they are today some 11 or 12 years later… talk about having a plan and sticking to it.

4. They Have a Winning Mentality -- In their minds, there’s simply no room for second best. They practice and practice and practice some more until they can perform their routines without blinking. They master the fundamentals knowing they lie at the core of greatness as well as identify, nurture, and capitalize on their unique talents that separate them from everyone else. They are willing to do whatever it takes to win.

5. They Have a Strong Support Structure -- This level of excellence can not be achieved alone. It’s all about team! A supportive family, great coaches, inspiring mentors, generous sponsors, like-minded peers, as well as so many others play a significant role in making it all possible.

6. They Keep Metrics -- Everything is measured to ensure proper progress is happening at all times. There is nothing left to guesswork. This becomes the measuring stick for greatness.

Lastly and most importantly…

7. They Believe in Themselves -- They honestly and wholeheartedly believe that the only limitations they face are the ones they set for themselves. This makes them powerful and unstoppable. It provides that final bit of edge needed to win.

Wow… just imagine if you as a small business owner could harness just a glimmer of all of these characteristics of greatness. How effective and successful would you and your small business be?

So why settle for mediocrity? Why live day-to-day wondering and worrying where your next meal is coming from? Is this stuff easy? No! If it was every small business would perform like an Olympic athlete. However, the lessons for success do lie all around us… even in a 16 year old… we just have to be willing enough to see it, seize it, and care enough about ourselves and those we touch to go for the gold.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

Facebook: Gold Mine or Waste of Time?

2008-08-04T16:21:00.001-04:00

Social networking is all the rage right now and comes in a multitude of flavors... guaranteed to be something for everyone. There is one however that appears to be on fire right now… and that’s Facebook.

Millions are using it and thousands upon thousands are joining into the craze every day.

So the big question becomes… how about for business… does it make sense to use Facebook as a means to promote your business?

In one word… absolutely! And here are 10 great reasons of why you need to be on Facebook now:

1. Use It to Promote Your Brand
Dunkin Donuts has Facebook users passing out virtual treats from their menu… creating massive top-of-mind and brand awareness. Why not do something similar?

2. Use It to Do Highly Targeted Prospecting
Facebook makes it real easy to both locate and open up conversation with people with specific interests and commonalities.

3. Use It to Connect On a Deeper Level with Your Prospects and Clients
People buy from people, not businesses. Leverage Facebook to become more personable, human, and reachable. Write on your “friends” walls… add some photos of yourself… use Facebook’s “Groups” feature to build your own community within Facebook… the possibilities are endless.

4. Use It to Promote Your Specials and Events
Facebook provides a number of ways to automatically notify your “friends” on Facebook of any time sensitive special or event. For starters try a combination of Facebook’s “Events”, “Status”, and “Wall” features to let others know what you’ve got going on.

5. Use It to Drive Traffic to Your Web Site
Provide some links throughout your personal profile as well as create a page for your business that contains links that drive prospects back to specific areas of your business’s web site.

6. Use It to Improve Your Search Engine Rankings
As far as improving your overall search engine rankings, there is nothing like one-way incoming links from highly popular and trafficked web sites such as Facebook. According to Alexa.com, at the time of this writing, Facebook is ranked as the 8^th most popular site on the web… that means out of all the web sites that exist on the Internet today… and there’s a lot of them… there are only 7 web sites that are more popular than Facebook.

7. Use It to Do Highly Targeted Advertising
Yes this one does cost money however because of the amount of information that Facebook knows about its members, it has the power to pinpoint where your ads are placed... thus giving your ads a greater chance at success than most advertising mediums.

8. Use It to Increase Your Credibility
Position yourself as an expert in your field by sharing some tidbits of wisdom on a regular basis and soon prospects will being seeking you out. Again leveraging features such as “Events” and “Groups” will set you well on your way to accomplishing this.

9. Use It to Obtain Easier, More Direct Access to Mentors
Outside of the Facebook world, what I’ve found is that it has become more and more difficult to reach mentors directly. Typically there is an assistant of some sort playing traffic cop. While in Facebook, at least at the time of this writing, I’ve found it much easier to reach the actual person I wanted to reach. They were actually managing much of the Facebook interaction themselves. Now what you do with that access is up to you.

10. Use It to Aggregate Feeds from Your Other Sources
Whenever I update my blog, a notification gets posted on my “Wall” for all my Facebook friends to see. Whenever I “tweet” using another Social Networking application called Twitter, again my Facebook profile is automatically updated. This stuff is powerful! Talk about working smarter not harder. Facebook, especially with the large assortment of add-in applications, has the capability to integrate some of your key online marketing tactics with your Facebook profile and pages.

So in closing, the name of the game is changing, and that game for right now at least is Facebook. In my opinion, Facebook is the epitome of where the Internet is headed. It provides an environment that fosters community, is experiential, interactive, immediate, unique, and completely addictive. And take it from me… these are all really good things for your business and Facebook.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

3 Tips to Getting Sizzling Referrals Every Time

2008-07-28T11:48:00.001-04:00

I don’t know about you but if done right, getting referrals from satisfied customers in my book is the #1 way of connecting with new and qualified prospects… period!

Why? Well think about it… Whose advice would you take about buying something? Someone you may not know trying to sell you something or someone you know, like, and trust who just had an amazing buying experience and feels strongly that you’d be crazy not to purchase as well.

This kind of referral is powerful! And as a matter of fact, it should be a goal of yours to get at least three of these from every customer you serve.

I have to warn you though… these types of referrals don’t come easy. You have to earn them. How? Well here are three tips to help you do just that.

1. Set the Expectation Up Front
Make it a condition of doing business together that if you do what you said you would do and they are thrilled with your work… not just happy… but thrilled with it… that in exchange they will refer you to at least three people that you may be able to serve in this manner as well.

Another possibility could be to provide separate prices for your product or service. The first one is the full price for your product or service. And the second one is a discounted price based on their agreement to provide at least three qualified referrals by project’s end.

Either way it may help you to help them understand that this is how you get your customers and that this approach allows you to keep your marketing costs down… and that savings can get passed onto them.

2. Always Under-promise and Over-deliver
Yes, you may have heard this one before, however since I run into small businesses all the time not adhering to it I felt it should be addressed.

You want the referrals… you’ve got to blow your customers away. Don’t make the mistake that many inexperienced salespeople make of giving up the farm in initial negotiations just to get the deal. Make sure you hold some gold back that you can unexpectedly throw them as a bonus. Here are a few ideas for this:

Refund them the difference if you were able to save them a few dollars on any product purchases you made on their behalf. For example, “Hey I was able to negotiate a better price for you on the widgets we will be using on this project, so here’s a refund check for the difference… enjoy”… How cool would that be!
Throw in some training to help them use the solution you delivered more effectively.
Or how about making a follow-up phone call a week or so after the transaction is complete to ensure they are still thrilled with the purchase.

3. Hold Them Accountable
Hey if you did what you said you would do and more, then it’s their turn to do what they said they would… refer you some business. Now do yourself a favor here and don’t let them off the hook so easily… work with them to collect your referrals. If they’re unwilling to refer, find out why. Maybe they’re not as happy with you as you thought. You can’t fix it if you don’t know what it is.

For projects that are more than just a simple one-time transaction, it may make sense to prod them periodically along the way to ensure they focus on not only referring you, but referring you perfect prospects.

So in closing, remember if you don’t ask, you don’t get. So ask because it simply is the easiest and most lucrative way to grow your business.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

For A Small Business, Nothing Ventured, Nothing Gained

2008-07-07T15:52:00.001-04:00

In light of that independent, entrepreneurial, American spirit that the 4th of July seems to spur up in all of us, here’s a great quote from Brooks Atkinson:

"This nation was built by men who took risks - pioneers who were not afraid of the wilderness, business men who were not afraid of failure, scientists who were not afraid of the truth, thinkers who were not afraid of progress, dreamers who were not afraid of action."

Now that’s powerful stuff!

Or… How about these?

"Only those who dare to fail greatly can ever achieve greatly." –Robert F. Kennedy

"If you don't risk anything, you risk even more." –Erica Jong

And… these?

"You'll always miss 100% of the shots you don't take." –Wayne Gretzky

"Progress always involves risks. You can't steal second base and keep your foot on first." –Frederick B. Wilcox

So what are we talking about here? We’re talking about RISK! We’re talking about your willingness to do whatever it takes to get what you want.

Know this… Your tolerance for risk is in direct proportion to the amount of success you achieve. If you’re not achieving the results you want in your business, my guess is you’re not risking enough. For example:

Spending money you may or may not have to get some help marketing your business.
Investing the time needed to learn and leverage a new marketing strategy or tactic.
Doing a bit of introspection or self-examination to learn more about you, what you want, or what may be holding you back.

And we can go on and on and on here however, let me ask you… Do you truly believe that what you offer can add value to someone else’s life? If not, you may want to rethink what you’re doing. But if so, what are you waiting for? I highly suggest that you try on an approach of doing whatever it takes to get your message out to your target market… anything less is just you being plain stingy. I encourage you to be unstoppable… moving all excuses to the side… step out of your comfort zone and tap into your creativity to choose the best risks to take to consistently and effectively market your business.

These are the kinds of risks that can snap you out of the doldrums small businesses often experience. Heck, in my opinion, I’m willing to bet that the failure rate of small businesses would decrease significantly in proportion to the increase in educated risk that they took.

So in closing, I’ll leave you with a question to think about and I highly recommend that you spend a few minutes with this one as your success does depend on it…. Here goes: What risk will you take today, different from yesterday that can possibly move you at least one step closer to where you want to be with your business?

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

7 Tips to Become a “Rock Star” in Your Own Backyard without Breaking the Bank on Advertising

2008-06-11T13:29:00.001-04:00

Let’s clear the air here. Advertising is not evil. In many cases it’s not even expensive… that is of course so long as it’s done right. However one thing I’ve learned by working with small businesses like you over the years is that you typically don’t have unlimited marketing budgets. Therefore wherever you spend your hard-earned marketing money must provide a sufficient return on investment (ROI). That being said, here are 7 tips that if leveraged properly, can save you a fortune in marketing dollars while still allowing you to become a “rock star” in your own backyard:

1. Be In the Know and Get Involved
Know what’s going on and rub elbows regularly with the who’s who of your local area. I’m a firm believer that wherever you choose to play... play hard.

2. Be a Connector
Now that you’re tuned into the local people, businesses, and events, always look for ways to connect them in ways that add value... people to people… people to businesses… businesses to people… people to events… and businesses to events. Trust me; your thoughtfulness will go a long way.

3. Educate, Educate, Educate
If you like to speak… regularly conduct local seminars and teleseminars. If you like to write… publish a blog or a newsletter. The key idea here is that regardless of the marketing medium you choose for delivery, position yourself as the local authority on your subject matter.

4. Become a Local Media Darling
Get to know, and regularly find ways to contribute to your local media. This goes for both online sources such as local web sites and Internet radio as well as offline sources such as radio, television, newspapers, magazines, and more. Remember, it’s one thing if you tell me you’re great. Maybe I’ll believe you, maybe I won’t. It’s quite another if an unbiased and respected third party such as the local media tells me your great.

5. Local Search Engine Optimization & Submissions
One of the first places people look… yes, even locally… for a business that provides what you do is online. They simply conduct a search in one of the many search engines like Google or Yahoo. Many of these search engines realizing the vast amount of local searches going on, as well as the potential revenue stream it brings, now offer local search engine counterparts (e.g. Google Local and Yahoo Local). In most cases this is a separate submittal process from the main search engine. Get listed in both!

6. Have a Content-rich and Useful Web Site
Face it, online color brochures just don’t cut it any longer. To be considered a viable solution for most consumers, you have to go the extra mile and provide them with clear-cut incentives to pay attention to and ultimately buy from you. Fortunately for small businesses, the Internet makes this very possible for a very reasonable cost. Think of your web site as an extension of your office or storefront… dress it up and nurture it the same way you would your physical space. Leverage it to magnetically attract your local target market by regularly providing resources to make their lives better.

7. Share the Wealth
Give back to the community… period! Regardless of how you give of yourself, at the end of the day, find ways to leave your community a little better than when you got there.

So in closing, just think about it for a minute… with gas prices continuing to rise… the costs of many products and services we use every day are as a result going up as well. We’ve got companies adding fuel surcharges to your tab now… costs of travel have skyrocketed… and quite honestly there doesn’t seem to be an end in sight… we’ll get there, it’s just going to take some extreme creativity and some time. In the meantime, as a small business it’s even more reason to step up your game locally. Customers are already incentivized by these rising costs to look for better deals. If they can save money by grouping together trips to several local businesses as opposed to spending the money traveling afar to get what they want, there’s a good chance they’ll look to fill their needs locally first. Be ready for this trend! Take immediate action on any or all of the 7 tips shared here to position yourself for success as the “rock star” in your backyard.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute/ , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

10 Ways to "WOW" Your Clients Every Time

2008-06-04T19:58:00.001-04:00

By Dean Mercado

Early on in my career I was fortunate to have come across a concept that has served me well in both my professional as well as my personal life. That concept was one I picked up from business visionary and author Tom Peters. It was about delivering "WOW" results… every time.

And in today’s fiercely competitive global economy, now more than ever, it’s critical to "WOW" your clients. Because I can assure you that if you don’t, someone else will!

So here are 10 ways to "WOW" your clients every time:

1. Refund the Difference
Got a better deal than you expected from your vendors for a particular product or service you quoted to your client? Refund them the difference.

2. Throw in Some Training
Teach your clients how to get the most value out of your products and services by offering some complimentary training.

3. Recommend Experts to Solve Other Problems
Have you become aware of other challenges or desires outside of your expertise that your client wants to solve? Refer other experts that can solve or satisfy them.

4. Follow-up to Ensure Satisfaction
You’ve made the sale… delivered the goods… now what? Whatever you do, don’t cut and run. I’m not saying overstay your welcome. What I’m saying is simply to touch base every so often to ensure they are still satisfied with what they purchased from you.

5. Refer Business to Them
We all want more and/ or better clients don’t we? Well the highest compliment we can pay our clients is to drive business their way. So if you trust that your client can deliver the goods, refer them.

6. Provide Detailed Documentation of Your Solution
Want to build your clients loyalty and trust in you? Then take the time to document what you did for them and why. For example, if you installed new computer network equipment, provide your client with a copy of the new network diagram as well as a copy of the configuration files of the equipment you installed; just in case someone else has to step in and pick up where you left off.

7. Invest Your Time in Really Getting To Know Them before You Sell Them Something
Simply put… the better you know your clients, the more they trust you. The more they trust you… the more they buy. A nice psychology side-effect of this is that when clients know, like, and trust you, they tend to be happier with what you sold them.

8. If the Shoe Doesn’t Fit, Don’t Sell It to Them In The First Place
Talking your client out of making a purchase from you is not typically natural to many of us. However your client will love you in the end for preventing them from making a mistake they may have regretted. The better solution… help them buy something more appropriate for them… and yes, that also means selling them a less expensive item if it’s a better fit for them.

9. Share Random Acts of Kindness
Every so often send them something of value… no strings attached! For example a complimentary special report, an article that you feel may interest them, free samples, etc.

10. Make Them Feel Special
Most everyone deep down has an innate desire to feel wanted, to feel needed, to feel special. Don’t wait for something life changing to make them feel special… it’s the little things that count most. For example, always greet them with a genuine smile, a firm handshake, and eye contact so captivating that they feel as if they are the only person in the room with you. Another example, send them a handwritten birthday card; Most of us never get too old for that.

So in closing, the key in implementing these is to under promise and over deliver. In other words, if possible refrain from promising these as part of the original deal. Instead, deliver any one, or combination of these, when your client isn’t expecting it and you’ll be well on your way to delivering a "WOW" experience for them. And just know that "WOW" experiences tend to get you more testimonials. WOW experiences tend to get you more referrals. And "WOW" experiences tend to get you more sales.

© 2008 Online Marketing Muscle -- All Rights Reserved.

Want to use this article in your newsletter, blog or web site? You have my blessing so long as you include the following complete blurb with it (including links).

Liked this article? -- Then check out Long Island-based marketing consultant, coach, and entrepreneur Dean Mercado’s highly acclaimed marketing blog 'The Motivational Marketer’s Journal' at http://www.MotivationalMarketer.com. Additionally, for even more small business marketing and success tips, sample the latest edition of his FREE marketing tips newsletter the 'Marketing Minute' at http://www.onlinemarketingmuscle.com/marketingminute , -- a weekly multimedia e-zine designed to give you a jolt of marketing wisdom in less than 5 minutes.

This Guy Is Tuned In!

2008-05-30T09:17:00.005-04:00

"The Seven Spiritual Laws of Success: A Practical Guide to the Fulfillment of Your Dreams" -- Deepak Chopra

I have to admit. I read this book many years ago and just didn’t get it… it simply didn’t resonate with me at the time. About 2 weeks ago I was looking for something to read before bedtime and for some reason, this book seemed to jump off of my bookshelf… so I figured I’d give it a second chance.

Now I’m guessing that you’ve probably heard the saying that when the student is ready, the teacher will appear… holy cow… this was my experience with this book! This time around, I got it… big time! I found myself studying it like a manual for my life. Consciously focusing on one of the spiritual laws each day of the week… as the author suggests at the end of the book.

So without spoiling the book for you by revealing all that I’ve gotten and continue to get from it, let me just highly suggest that you pick this book up and give it a shot. And if it doesn’t resonate with you yet, that’s okay… just continue on your path to enlightenment and who knows, maybe somewhere down the road you’ll pick it up again and it will impact you like it has me

Technorati Tags:
inspirational, consciousness, spirituality, success, book review

READ THIS BOOK NOW!

2008-05-30T08:43:00.002-04:00

"Chasing Daylight: How My Forthcoming Death Transformed My Life" -- Eugene O'Kelly

How often we take for granted those in our lives… or more simply, that there will even be a tomorrow. This book is a reality check on our own mortality. I personally was captivated, enlightened, and saddened all at the same time and fortunately I walked away with at least two gems that will serve me well for the rest of my days… and hopefully, that’s a lot of days!

Technorati Tags: networking, life lessons