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| Client Spotlight |
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WE MAKE
OUR CLIENTS LOOK BIGGER AND SMARTER THAN THEIR
Eric Augusta Visit Our Client
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APC Monthly Meeting: PR for Consultants - Making it Work
October - Evening Session
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The Future of
Online Maps
Wouldn't it be cool to drive up to a map listing and walk inside the actual building? Or, how about standing in the front yard and seeing the neighborhood? What if you could walk out onto the balcony to check out the view.
Believe it our not, it's coming soon
Maps are no longer about finding driving directions of colored lines that intersect with destination dots. Maps have come a long way since the early days of MapQuest.
Today's maps incorporating satellite images or street-level views can be an incredible asset to your business. Consumers can see pictures, panoramic views, walk the sidewalks or even drive down the street. Honest.
Check out this new kid on the block...EveryScape, which will launch this fall. It features street-level views.
You have the ability to navigate cities as if you were there yourself. There's also information on local businesses and attractions.
Wow! _____________________________ |
What Else Can You Sell Besides Benefits?
Are you telling prospects the advantages when they buy your services? Keep in mind that most people fear loss more than they desire gain.
Although the consumer wants to enjoy the benefits of your services, you can put a fire under their desire when you remind them of what they lose by not using your services.
If you don't sell them, they sometimes forget. It's up to you to paint a vivid picture of what the customer's life would be like with and without your service.
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Stearns Dwight & Associates
303 Broadway, Ste. 210
Laguna Beach, CA 92651
Telephone: (949) 494-0424
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| Start Spreading the News . . .
LauraLee Arnet
SDA Associate
According to marketing consultant Christine Pinney:
"Email can cost half of the cost of direct mail. For example, if a direct mailer costs $200 for a designer to create, $165 US mail, $200 printed postcards, your total cost could be well over $650. An E-Newsletter costs $15 per month for a list of under 500 to communicate the same message."
For that reason alone, an E-Newsletter is an indispensable element in your marketing outreach plan. However, in creating an effective newsletter that benefits the reader, there are four areas that should be carefully considered:
Be consistent with your distribution.
Regardless of whether you decide to send your E-Newsletter weekly, monthly, or quarterly, you need to be consistent with the frequency of your distribution. Your E-Newsletter strengthens name recognition as well as informs your reader of company news in a timely manner. Sporadic distribution means death for brand awareness.
Make sure body copy is easy to read, easily understood, and informative.
Sentences that are lengthy and chocked-full of ten dollar words make reading frustrating and tedious. Many times, people will insert unnecessary, lofty expressions or vocabulary for the sake of sounding intelligent; this leads the writer to look quite the opposite in the eyes of the reader. Also, avoid writing in a passive voice and try to steer away from clichés. Leave the tiresome, formulaic writing out of your E-Newsletter. Generate interest by incorporating quotes, statistics, or questions - it's all about the attention grabber.
Proofread for punctuation, spelling, and spacing.
Even something as minor as a spacing issue will distract your reader from the content and weaken the validity of your message.
Choose an attractive design.
Don't skimp on the layout and use an inferior template. Your E-Newsletter is a direct representation of the business; therefore, using a cheap-looking design will cause readers to lose respect for your name and doubt the reputation that you have been working so hard to build.
Although the E-Newsletter is just one component of your complete marketing strategy, careful thought needs to be given to the content, layout, and deadline schedule so you can garner the maximum benefit for a fraction of the cost.
LauraLee Arnet, Associate
Stearns Dwight & Associates
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Why SEO is Essential
Web search optimization matters to everyone. If you don't believe this, consider that in the PR universe, 92% of journalists use search engines to research their stories. Also:
- 108 million Americans have used search engines to help them find information.
- The average user conducts some 34 searches a month. Of those online, 88% locate Web sites using search engines.
- 95% use search engines to research purchase options
- 44% of U.S. Internet users are "content creators."
If you don't have Web spiders to link the universe back to you, you're missing the boat! Call SDA to learn more about our SEO consulting.
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Listening Is What's Critical in Relationship Selling
 According to expert's
latest findings, being an extrovert is not what is important in relationship selling.
What is critical is listening to the customer's problems and needs and having the ability and
drive to resolve these problems.
Top producers ask questions that help them learn about the customer's personality and then listen to better understand the customer's specific needs.
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Things I Wonder About
 Did you ever notice that when you blow in a dog's face, he gets mad at you, but when you take him for a car ride, he sticks his head out the window?
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