Debbie Mayo Smith, International Motivational Speaker
Motivational Speakers, Sales, Marketing, Time Management, Productivity, Technology, Tips

Archive for the ‘smart marketing’ Category

Diamond Marketing On A Pauper Spend

Wednesday, April 21st, 2010

 

Back in the late 90’s as a marketing consultant, I would always hear the Managing Director of a of risk insurance brokerage I was assisting tell his team “activity equals success”. Without a doubt he was right. The sales you make today are generated from the marketing activities you have done in the past. What differs industry by industry is the lead time required for that activity to create a sale. Stop the activity and in a corresponding time in the future – sales will fall.

 This is not yet another article espousing the imperative of continuing your marketing efforts in difficult economic times. Rather six strategies on how to enhance and refocus your marketing to generate greater success from less cost in time, dollars and effort.

I can vouch for all six because I personally do them every day.

 1. Quantify. Money talks. Fluff walks.

Put a dollar value on how they’ll benefit. Measure their rate of return. 

This exercise is easier than you might think. Will your event management service save them time? Put a value on it by estimating how much time it will save per annum multiplied by the value of that person’s time (their wage per hour, salary). You can reduce stress? Does that lead to happier employees which helps reduce turnover? You can quantify the recruitment costs saved along with the productivity continuum. By helping them put on the conference and not cancelling it this year – it will help them make more sales or increase turnover?  Take the average value of one sale (you can even factor in the life time value of that one new client) multiplied by the number of new ones expected.

You can get the base information any number of ways. Research on the Internet. Their Competitors. Annual reports. Talk to HR professionals about salary levels. Colleagues in that industry. Allies within that company.

2. Do Your Homework

How much time do you take researching a prospect before your initial contact? After several presentations this September at the Bi-annual Asia Pacific Ronald McDonald House Charities conference, An Australian house manager made this comment. “Debbie the most important point I’m taking home from you isn’t one you mentioned, it’s what you vividly demonstrated throughout this conference. It suddenly hit me that I wasn’t doing any research before going to talk to prospective business partners or donors. I just front up the meeting, talk about us and ask for donations or support. It is now clear to me that we can be much more successful by understanding them more. Putting their shoes on. Empathising how we can be of help to them also.”

3. Them. Not You

Almost every piece of marketing material, proposal, sales presentation that I see has the wrong I/You ratio of.  Your prospects care solely about themselves. Yet most marketing material focuses on how wonderful we are. How great we do. Send this chest thumping guerrilla marketing philosophy packing. Replace it with a customer focused what’s in it for them strategy. How will it make them more successful? How will it make them happier? How will it make them more money?

4. Communicate

Build relationships. People do business with people, not companies. How many communications do you receive from businesses after you’ve paid the invoice or bought the good? By maintaining a regular communication strategy you will stay top of mind and gain more referrals. But remember point 3 – the communication is primarily for their benefit – not just yours. The mode of communication should be varied too. Not just email. When was the last time you picked up the phone and called existing customers? You’d be surprised how much business you can generate that way.

5. Tenacity

Figuratively speaking most businesses knock on a door and ask “will you do business with me”? When the answer is “no, not now”, they move on to the next prospect. Then the next. And the next. That time spent is forever wasted.

When you knock, change the question to “can we start up a conversation”? In other words, by using the communication strategy you set up in point 4, you create tenacity. Persistency. You nurture prospects along until they are ready to do business with you or equally important, they refer people to you.

By combining these six strategies, you can improve your success while using less money, time and effort.

Sunday, April 26th, 2009

 Business Quick Tips April 2009 Vol 5 No# 42

1. Are you a leader or follower?

 

 

2. What people really want

3.

Computer tips: removing duplicates in Excel; control is the key

4. Can you name the new book?

5. Travel Schedule

Debbiespeaks Website | Business
Books
|
http://www.successis.co.nz/newsletter/sign-up.htm QuickTips Sign-up

 


 1. Are you a leader or follower?

Tap here for the video brochure www.successis.co.nz

You know the Internet has made marketing more visual. Consider this. The Britians Got Talent singer Susan Boyle got over 100 million views of her Idol song, 20 million viewed Obama’s inaugural speech, most TV commercials are put on YouTube and much more – does a paper brochure still stand the test of time?

I made the move this week, putting a video brochure on the website, on my blog, on Linked In as well as on YouTube which hosts the video (and foots the bill for the bandwidth required from viewing it). However, doing a straight video is not enough. If you look at any other speakers video, it’s the same old boring little person on the stage, a male voice over, thunderous applause – all about them. I did something very different. If you’re curious, have a look because it leads into the next article on using humour to be more successful.
 

Get to the video via the image at right (no graphic showing?) or see the unique way it displays on the www.debbiespeaks.co.nz website.

By the way, if you like it (or don’t) let me know please Video feedback

 


2. What people really want

I guarantee that if you add a bit of humour into a presentation. a report, memo or conversation, it will make you more memorable and persuasive. In this modern age of information overload, instant gratification and Twitter, humour works wonders.

Humor to fit your persona.

If you are not naturally funny, you’ll crumble at the thought of adding it. I’ve read umpteen books on the how-to but as my daughter Samantha said in an exasperated breath (as I stopped to look through yet one more book) “What’s the point mom”?
You can know the various ways that books tell you how you can be more funny or write funny lines, but if it’s not naturally in your personality, the how-to won’t put ideas in your head. Here are a few tips on how even the most serious can get that smile. Easy Humor Adds

Funny graphics. Laughing at yourself works, poking fun at your oddities or shortcomings. Highlight the things your kids tease you about. Another area to exploit is problems in common with your listening or audience. Throw in something (unexpected) about the partner, pets, teens….

I used to show a picture of our six children, then launch in straight to the business point of not treating customers the same. Now I ask first “why did I show you this picture” After a pregnant pause I answer my question with “To make you feel real sorry for me.” Instant laughter. Then I launch into the business point. This builds empathy, but does not detract from the business message about to come.

When giving examples, work in threes. Have the third one unexpected and funny. For example “Have you ever heard something life changing? Will you marry me, the job is yours. Shoes, 50% off”. This last line is good when there are a lot of females in the audience.

Google Images are great for humor

Unexpected funny graphics are an easy way to add a laugh. Go directly to Google images  www.google.com/images. You can hone your search by content and image size. When you find the image you want, don’t select it from the thumbnails you see. Click to go to the original source where you’ll get the proper image itself (vs. the Google small thumbnail).

Adding the word cartoon to your search in images will give you exactly that – only the cartoons.

Tip: Larger sized images are better for print and presentations.

 


 3. Two great computer tips

Removing duplicates in Excel

One of the great pains of a dbase in Excel is getting rid of doubles. It can take hours and hours – or if you watch this video it’s one click (Excel 2007; or just a few more in Excel 2003 and prior) http://www.youtube.com/watch?v=ET9Y8sJRH0I

Control is the key

Did you know that simply by holding down the control key you can click and select from different parts of a document, file, worksheet and make changes to them all at once? Have a look.

 

By the way, This link will take you to 26 Hewlett Packard Videos (as well as Chinese and Korean versions).
http://h30458.www3.hp.com/au/en/smb/786357.html

 

 


 4. Can you help name a new book?I’m 7/10ths thought completing the manuscript for a new d atabase m arketing book. The first half is strategy. The second is screen shot computer tips on how to automate the cleaning, fixing, adding and merging of your customer information for use.

Help me come up with a great title – Please!!!! I’m hopeless.

Superb Tips and Tricks For Managing Your Customer Information.

The person that comes up with a great title will get five copies of the book upon printing by Penguin.

name Debbie’s book


 5.Debbie’s travels Would you like to meet? Do you require staff training or have a networking event? Look below for when I’m in your area.

Simply contact me now by email or fill in the speaking quote form The topic and presentation page has been updated for 2009 if you ‘re interested. Topic page on the website

Date City
6-7 August Perth Australia
30-31 July Sydney Australia
23-24 July Melbourne Australia
16-17 July Brisbane Australia
9-10 July Adelaide Australia
29-30 May Alice Springs Australia
20-21 May Auckland New Zealand
19 May Queenstown New Zealand
11 May Rotorua New Zealand

Read
the last Issue of Business Quick Tips

New?
Subscribe Now

No more? Here’s the politically correct yada yada yada “Debbie, no more communications please, unsubscribe here

Published by href=”http://www.successis.co.nz” target=”_blank”>SuccessIS. Debbie
Mayo-Smith International Motivational Business Speaker and Author,
35 Chelmsford Ave, Glendowie, Auckland NZ. Phone 64 9 575 5359.
Copyright 2009 SuccesslS. All rights reserved.
SuccessIS
is committed to protecting your privacy.

We do not sell, trade, rent or otherwise disclose any personal information
you provide to us.

 

 

 

Business Quick Tips February 2009 Vol 5 No #40

Sunday, February 22nd, 2009

Business Quick Tips February 2009 Vol 5 No# 40

1. Fluff Walks. $ Talks.

2. Extra Value WWD

3. How To Stop Redundancies From Killing Your Email List

4. HP Online Learning Centre.


1. $ Talks. Fluff Walks

Enhance and refocus your marketing and sales efforts by putting a dollar value on how your customer will benefit. Show them their rate of return.

This exercise is easier than you think. Will it save them time? Value it by estimating the time it will save per annum multiplied by the value of that person’s time (their wage per hour, salary). You can reduce stress? Does that lead to happier employees which helps reduce turnover? You can quantify the recruitment costs saved along with the productivity continuum.

Help them make more sales or increase turnover?  Take the average value of one sale (you can even factor in the life time value of that one new client) multiplied by the number of new ones expected.

You can get the base information any number of ways. Research on the Internet. Their Competitors. Annual reports. Talk to HR professionals about salary levels. Colleagues in that industry. Allies within that company.

Read entire article Diamond Marketing on a Pauper Spend on my new Time & Money blog


2. Extra Value WWD

What’s WWD? Working with Debbie. Please let me tell you about three new added value benefits.

If you want to improve the business performance or time management of your staff or sales team, or you’re planning a conference this year – allow me to give you a quote. You’ll get a motivating, entertaining, yet practical how to session on how to make significant improvement in business turnover or productivity from minimum effort or cost. It’s by helping to better understand and use the tools you have – database, email, mobile phone, Internet.

Areas we can focus on for example:

– Where and how to find new business

– Improve customer relationships and service

– Get better results from the Internet

– Boost time management, conquer email overload

The three extra value adds?

In addition to the research I conduct beforehand; this year you’ll get

  1. One year follow up consulting for all conference attendees or staff trained.
  2. Complimentary membership for all attendees in my IIY program – hundreds of one minute video lessons, educational articles and quick tips to use with copyright permission.
  3. All new clients; or referrers resulting in a training / speaking engagement will receive one of the best ever business tools – A business card scanner, four hundred dollar value- take a look

Shoot through an email for a quote – or here’s my formal quote page


3. How To Stop Redundancies From Killing Your Email List

With so many redundancies, you’re going to lose a chunk of your email list. Here are three ideas to help you.

  1. Have your newsletter sign up request on every webpage, every piece of marketing material – even your business card.
  2. Have two email addresses on your sign up form. Primary and secondary. With the rate of downsizing – you’re going to lose a lot of subscribers.
  3. If your unsubscribes are automatically removed, if possible take it over and do them manually. You’ll keep a closer watch on your list and be able to follow up personally on VIP’s that are now mail delivery errors.

4. HP Online Learning Centre

If you have the time, HP has 16 courses online from Laptop PC troubleshooting through to Search Marketing Fundamentals. You simply sign in to use them.

HP Online Courses


Read
the last Issue of Business Quick Tips

New?
Subscribe Now

No more? Here’s the politically correct yada yada yada “Debbie, no more communications please, unsubscribe here+-

Published by
href=”http://www.successis.co.nz” target=”_blank”>SuccessIS
. Debbie
Mayo-Smith International Motivational Business Speaker and Author,
35 Chelmsford Ave, Glendowie, Auckland NZ. Phone 64 9 575 5359.
Copyright 2009 SuccesslS. All rights reserved.
SuccessIS
is committed to protecting your privacy.
We
do not sell, trade, rent or otherwise disclose any personal information
you provide to us.


Newsletter: Quick Business Tips November 2008 Vol 4 No# 38

Wednesday, February 18th, 2009

Quick Business Tips November 2008 Vol 4 No#38

Helping you be more effective

1. Save Time With ALT +

2. Get To Windows Explorer Quick As A Wink

3. The Quick Tip Books. What A Great, Inexpensive Prezzie.

4. GoogleAlert For Business Development


1. Save Time With Alt +

Going back and forth to your mouse from your keyboard takes time. Add up all the milliseconds over the year and you can probably count the hours.

Have you ever wondered what the underlined letters are in your MS Office menus? It’s the letter you push along with the alt key to perform that action. Such as Alt + F opens the file menu, then P will print. . Alt + E opens the Edit menu….

Over the past few weeks I have been forcing myself to use more Alt shortcuts repetitively instead of falling back on the habit of the click. A great place to start is with replying and sending emails. Alt + R for reply and Alt + S for sending the email will move you along at a much swifter pace.

If you have Office 2007, Hitting the Alt Key will bring up all the shortcut letters across the ribbon.

Go on, try to instill a new habit now!


2. Video – Get to Windows Explorer quick as a wink

When trying to find a file, we always turn to Windows Explorer / My Documents. Here’s a shortcut to get to it immediately.

View
the lesson. here (45 seconds long)


3. The Quick Tip books – a great prezzie idea

Looking for a gift for family or clients that is inexpensive but will provide great value and be appreciated? I know. Corny.

If you’ve read and enjoyed 101 Quick Tips Create A Great Customer Experience or 101 Quick Tips Email and Google, or even 101 Quick Tips Surviving The Kids, why not give one or two as a gift? Have a look at the books . If you’d like ten or more (pick and mix is a-okay) shoot an email through to me for a discount Email Debbie


4. GoogleAlert for business development

If you don’t know www.googlealert.com, you should. This website will send you links to the search terms you enter from the latest listing on Google.

The inital benefit of course is when you repetitively search for something over time – this service saves youtime having to sort through material you’ve already read. It only brings you the new items listed on Google.

Ah ha. Put your thinking cap on. It can be a source of finding new business opportunities for you. Have it bring you the latest requests for proposals, news of changes in corporations you work with, staff changes. The sky is, no your imagination is the limit.


Read
the last Issue of Business Quick Tips

New?
Subscribe Now

Published by SuccessIS. Debbie
Mayo-Smith International Motivational Business Speaker and Author,
35 Chelmsford Ave, Glendowie, Auckland NZ. Phone 64 9 575 5359.
Copyright 2008 SuccesslS. All rights reserved.
SuccessIS
is committed to protecting your privacy.
We
do not sell, trade, rent or otherwise disclose any personal information
you provide to us.

Social Networking? Show Me The Money!

Friday, February 6th, 2009

As a marketing columnist, my finger is supposed to be firmly pressed on the pulse of what is new on the Internet. With so much happening in the arena of social networking, it’s hard to make complete sense of it all. Facebook, Bebo, LinkedIn, Stumble Upon, MySpace, Flickr, Friend Feed, Youtube, Digg, Slideshare. Then there’s blogs, podcasts, videos.

My last column highlighted Belizean tour operator Jimmy, successfully competing against the Goliaths of the cruise industry. One of his strategies was promoting and utilising favourable user-generated comments from travel sites. Anyone can understand the positive or negative impact on business from this type of social networking.  However, though I’m a marketer, a huge advocate of the Internet and constantly bombarded by gotta be there hype, I’ve been pretty skeptical about the business value of social networking sites in relation to personal time put in.

Through late 2008 I viewed the arena as easy to make personal websites for the exceedingly ego-centric. It’s the place where people that have time on their hands go to post pictures about themselves, tell the world what they’re up to, write about themselves or ramble through their stream of consciousness. If you read blogs, you’ll find the good, meaty educational ones are so rare. So let me put it this way. Who has the time? Who the heck cares?

I subscribe to the philosophy of spending your time and energy on activity that provides the most profitable return on your investment. Remember the famous Jerry McGuire line “show me the money”?

If your market is the same as mine – mature business decision makers with money – they are not spending their time on social media sites – at least not for business. They don’t have the time!!!! If there, it’s primarily to stay in touch, view photos and connect with children.

This bias of mine was borne out by a 19 January 2009 study by Pew and American International on the percentage of Internet users in the USA that have a profile on a social networking site by age. You can read the study here. http://www.pewinternet.org/pdfs/PIP_Adult_social_networking_.ata_memo_FINAL.pdf

The study found most adults use the sites for personal rather than professional use and about half were on MySpace., under a fourth on Facebook and only 6% on Linkedin:

  • 89% to keep up with friends
  • 57% to make plans with friends
  • 49% to make new friends

Of all the social sites, the one I considered the most useless waste of time was Twitter. You send short messages (called a tweet) from the site to announce to your audience what you’re doing at that moment. It’s like a txt message – short, maximum 140 characters. One can download little programs like Twitterific or Twinkle so you get the tweets as txt messages on your cellphone, or through a window on your computer.

Your audience comprises friends and admirers whom you have persuaded to subscribe. Can you see why anyone with a family, mortgage, or busy job would consider this an unbelievable waste of time? Who cares who’s waiting for the handyman to arrive? Who has the time to continually tweet and read those of hundreds of others?

This was my argument during breakfast the other week in Manhattan. Over coffee and two inch thick crunchy French toast on 7th Ave and 57th, David Berkowitz and I were discussing Twitter. David is Director of Emerging Media and Client Strategy at 360i. With clients like NBC, MTV, American Express and Office Depot, I valued his point of view and was ready to listen.

“Debbie, where did you go for news about the plane that crashed on the Hudson River yesterday”? ” I was on Canal Street shopping and saw it on a TV, but I suppose I would go to the TV, or on the Internet a newspaper website or Google it.” I replied.

“I went to search.twitter.com. There were thousands of tweets, people sharing what was happening. Because the best links and information gets re-tweeted, it comes out higher in the rankings. I was able to immediately know and see exactly what was happening before the media sites”.

He also had a rebuttal for me about the handyman tweet. “Comcast (a cable tv company) wanted to improve their customer service reputation. So they would search through Twitter to find what their customers were saying about them. If they saw someone that said the Comcast cable repairman was one hour late, they would reply to the Tweet asking for an email address, then they’d get in contact with the individual to try to sort it out. This activity would work a double benefit of generating good word of mouth”.

Point taken. Twitter is good for real time information, research and monitoring what is being said about you or your company. I joined Linkedin in early December, started a blog http://blog.successis.co.nz/ and will now start putting up three years of one minute videos I produced on my YouTube account. I’ll keep you posted.

Search


Books

Marketing in Today's Wired World

Marketing in Today's Wired World alerts you to the many profitable and clever ways you can use email, txt, video and audio messages to boost revenues, recruit new business, cut costs, improve customer service and leapfrog in front of your competition.
Read more...

101 Quick Tips for Google and Email
101 Outlook and Google Tips Debbie's years of experience working with email and Google are packed into this easy to read #1 bestselling book.
Read more...

101 Quick Tips: Create a Great Customer Experience
101 Customer Experience Tips do you want more sales, referrals and repeat business? Then you need this book! You won't want to miss these 101 tips to place your head and shoulders above the crowd to build customer loyalty, word of mouth, and profits.
Read more...

101 Quick Tips: Surviving the Kids
101 Balancing Tips with nine children between them and busy careers, let Debbie and Mary Lambie use their experience to make this practical little book a goldmine of solutions for you.
Read more...

Conquer Your Email Overload Superb Tips and Tricks For Busy People
Save hours a week using clever, timesaving 'how-to' solutions to the top problems you have using email, your calendar, address books/contacts.
Read more...