tag:blogger.com,1999:blog-40273607140151111332010-04-14T11:18:56.313+08:00Strategies are the key to any substantial business growth, regardless of type or size of business. Strategies are the guideline to achieving a set target for business growth and a point of reference for your marketing activities to keep you on target! This blog talks about my everyday experiences which have led to strategies designed to create additional income streams and revenue growth and to give clients a strong direction for their business, long-term thinking and the incentive to think big.Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.bizBlogger52125tag:blogger.com,1999:blog-4027360714015111133.post-2404837221134092802010-04-14T11:18:00.001+08:002010-04-14T11:18:56.399+08:00<br /> This blog is now located at http://blog.asiamarketing.biz/.<br /> You will be automatically redirected in 30 seconds, or you may click <a href='http://blog.asiamarketing.biz/'>here</a>.<br /><br /> For feed subscribers, please update your feed subscriptions to<br /> http://blog.asiamarketing.biz/feeds/posts/default.<br /> <div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-240483722113409280?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-7475953270475476322010-04-14T10:27:00.005+08:002010-04-14T10:37:46.123+08:00Now that we have an offer that nobody can resist (the message), the next problem is how to deliver the message in a manner that will ensure that it is read by the right person? How to tell them “what’s in it for them” – try a relatively inexpensive method of simply sending a <strong><span style="color:#ff0000;">postcard</span></strong> through the mail.<br /><br />In the right circumstances, the simple <strong><span style="color:#ff0000;">postcard</span></strong> can be more effective than email and much more than with other forms of direct mail.<br /><br />Consider this: a very major problem is to ensure that the person you are sending this to actually receives your offer. Today’s emails are riddled with spam, if it is from an unknown person or organization – you delete or open such email?<br /><br />If normal mail, same problem, often it comes from an unknown source, or it looks like advertising mail or either it is not opened and just thrown away or the receptionist and/or secretary opens your mail – and listens to her boss’s instructions and throws the advertising leaflets in the rubbish bin – and the boss never has a chance to see it.<br /><br />So why are <strong><span style="color:#ff0000;">postcards</span></strong> any different? A <strong><span style="color:#ff0000;">postcard</span></strong> does not need to be opened; it can be seen immediately, by anyone in the vicinity; it should have an eye-catching photo on one side and a very simple, but powerful offer on both sides that can be seen in an instant.<br /><br />The offer must have a deadline (to encourage action) a contact name phone/email and if necessary, an email address with a direct link to the page explaining the offer in more details, if required.<br /><br />Furthermore, you should remember that <strong><span style="color:#ff0000;">postcards </span></strong>are “volume” game and if you get a 2 percent response rate – that’s great! You also should never judge a campaign on the basis of a one shot mailing send the same ‘<strong><span style="color:#ff0000;">postcard</span></strong>’ 3- 4 times, then decided on your next move.<br /><br />Consider using ‘<strong><span style="color:#ff0000;">postcard</span></strong>’ marketing under the following 3 conditions:<br /><br />1. When you are selling low cost products looking for cheap leads<br /><br />2. When you are looking for a first class direct mail which will arrive to your prospect customer in a day or two. The bounced mail will be returned to you so that you can keep update your in-house list.<br /><br />3. When your offer has a very short deadline.<br /><br />4. When it is least expected – relevant to the type of product or service you are selling and or the actual offer.<br /><br />Create your <strong><span style="color:#ff0000;">postcard</span></strong> as simply as possible. <strong><span style="color:#ff0000;">Postcards</span></strong> are for short messages and lead generation. Don’t try to explain everything in such a limited space. It’s impossible to close the sale in a two-sided postcard. Simple, bold headlines, short and clear message with a given deadline definitely work well.<br /><br />A <strong><span style="color:#ff0000;">postcard</span></strong> is a low cost sales tool and can be maximized by personalization. Address your individual client, send them a birthday wish and offer, or even give offer according to their interest and economic situation.<br /><br />If you are struggling to get something read by your prospect customers, try out your <strong><span style="color:#ff0000;">postcard </span></strong>marketing and you’ll find it incredibly effective. <br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><br /><a href="http://twitter.com/home?status=Hi-tech%20(email,%20social%20media,%20websites)%20versus%20the%20Postcard?%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-787591.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-747595327047547632?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-7158610772553723012010-03-29T10:06:00.007+08:002010-03-29T10:18:47.196+08:00This week we will talk about the content of your advertisement. Apart from your headline, what will make people respond to your advertisement and why should they buy from you? One important ingredient is to make your customer a great offer. An offer that’s too good to refuse. How do you think of an offer that’s too good to refuse?<br /><br />Think like you customer, put yourself in their position and ask yourself (as the potential customer) the following questions:<br /><br /><strong><span style="color:#ff0000;">1. What’s in it for me?</span></strong><br />A common mistake made by most advertisers is that they spend a lot of time telling their customers how wonderful their product is. If you were a customer, what would you want to know? How about: “<span style="color:#3366ff;"><strong>What’s in it for me</strong></span>”? If I was a potential customer I would want to know what you can offer me that’s good for me. So when you focus on the customer and think like them, answer “<strong><span style="color:#3366ff;">what’s in it for me</span></strong>” point of view from their side and make that the focal point of your offer.<br /><br /><strong><span style="color:#ff0000;">2. Where is the value in your offer?</span></strong><br />Everyone is looking for a good price, but you do not need to be the cheapest in price. The price of your offer should be structured to reflect value – not just another discount. Think about repeat sales, i.e. maintain the original price, but add a free item for every three (3) you sell at the same time; or think about adding a premium item to your offer, normally premiums or sample sizes are given by the producer, manufacturer at no cost to you, the retailer. Both ways let you retain your original pricing while at the same time creating real value for your offer.<br /><br /><strong><span style="color:#ff0000;">3. What is your reason for making this offer, is it believable?</span><br /></strong>We have all seen closing down “sales” that never seem to end. In Hong Kong there are “closing down” sales for Middle Eastern rugs, that have been closing down for the past 10-15 years along Hollywood Road. Does anyone believe them, I don’t think so.<br />Make sure your offer has a reason for being. People are not stupid and just as they want a good story to why your product or service is better then anyone else’s – they also want a good story as to why you are making an offer at all. And the better the offer, the better the reason for making the offer in the first place should be. Customers want to hear why you are making the offer for them. Once they believe in your story, they will respond and buy from you.<br /><br /><strong><span style="color:#ff0000;">4. Do I really need what you are offering?</span></strong><br />Even if you have a great product/service, you have a great headline, you’ve gathered your testimonials and you think you have a great story – there is still have one big hurdle to overcome. I don’t need your product/service, maybe it’s the wrong time, it’s a non-essential product, I’ve just bought one. I don’t know you and your product/service. Why should I consider your offer?<br /><br />As the advertiser you not only need to have all the right ingredients we have mentioned, you also need to find a way to take the risks out of your offer. If your potential customer can see he has nothing to lose by trying your offer, no financial loss – then the chances of a sale will increase dramatically.<br />We call it “risk reversal”. Take the risk out of your offer by offering guarantees, full refunds, goods exchange.. it has to be seen as having nothing to lose! Some shortsighted business owners may be unwilling to take the risk – but if they don’t, why should the customer?<br /><br />Will some people try to take advantage to their own benefit? No doubt. But think of it this way, if you gain an additional 10% business increase by taking the risk factor out of your business, what does it matter if it costs you an extra 1% to do so? And that doesn’t even count for repeat business that will come out of it.<br /><br />So for your next campaign, look at what type of offer your can create and ask yourself the above 4 questions – and create an offer your customer will not be able to refuse, at no risk to him/her.<br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><br /><a href="http://twitter.com/home?status=Answer%20four%20basic%20questions%20and%20you%20can%20turn%20your%20potential%20one-time%20customer%20into%20a%20life-time%20buyer.www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-737061.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-715861077255372301?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-39900286474617101652010-03-22T14:46:00.004+08:002010-03-22T14:56:36.266+08:00These past weeks I have been talking about advertising as I found that many business owners, marketers, have found their advertising campaigns do not work and have blamed the media, channel or platform they used. In reality I think if your advertising is not working – you should look to yourself above all else,<br /><br />To try and help, this week I am going to talk about a very basic, but more effective way of advertising, that has worked over the centuries – word of mouth promotion of a business.<br /><br />Using today’s technology, from email marketing to ever-growing social media you can really leverage the use of ‘<strong><span style="color:#3366ff;">testimonials</span></strong>’ for just about any advertising purposes, either as the main message or in support of another offer. <br /><br />A ‘<strong><span style="color:#3366ff;">testimonial</span></strong>’ is a comment/statement, not from a friend, but from an actual user of your product or service. How do you get a ‘<strong><span style="color:#3366ff;">testimonial</span></strong>’ - you have to ask. That seems to be part of the problem as many people find it embarrassing to ask.<br /><br />The best time to ask for a ‘<strong><span style="color:#3366ff;">testimonial</span></strong>’ is at the time your customer has actually purchased something from you. If they are happy with their purchase and everything is working well, they will not mind.<br /><br />Present them with a written form that they can fill in easily at the point of purchase or alternatively, to demonstrate your ‘after sales service’ and your good intentions. Wait two weeks and sent every customer who has purchased something from you two weeks prior – a short note stating that you hope they are happy and satisfied with their purchase and ask them to complete a pre-written testimonial form, sort of like a multiple choice questionnaire. Even better, offer a small gift, premium item or a discount off their next purchase from you.<br /><br />What your customers say about you and your products will create instant credibility and trust much more than just an advertisement in your local newspaper. Don’t be afraid of using multiple ‘<strong><span style="color:#3366ff;">testimonials</span></strong>’ - and how you use them is limited only by your imagination, For example, one very clever way of using them is by recording them and then integrating them into your phone call holding system. So when people call you and are put on hold, they will hear your testimonials .. but make sure they are not too long and that you have a number of them – not do keep repeating same one all the time.<br /><br />Consider creative ways to increase trust and make a better connection with your target audience. Build your testimonial pool and grow your business through word-of-mouth promotions that create instant credibility.<br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><a href="http://twitter.com/home?status=A%20testimonial%20is%20a%20powerful%20business%20booster,%20esp%20when%20the%20person%20giving%20testimonial%20is%20well%20known%20to%20your%20market.www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-712660.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-3990028647461710165?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-81999524636513364742010-03-15T09:25:00.004+08:002010-03-15T09:42:24.860+08:00Last week we talked about how to make your headline work better for you, this week let’s look at some of the basics of making an advertisement – how to tell a story to that your client believes in and that will persuade him sufficiently to buy your product/service.<br /><br />Advertising is all about telling a story, your story. However, many stories are written badly or told so poorly that the marketing message is hidden or even absent. You have to be able to tell the story in a way that connects with the people.<br /><br />Think of some basic questions you customers might ask and answer them. Customers want to hear why you are giving the offer to them – everybody knows there is no such thing as a ‘free lunch’ J.<br /><br />Answer the question: “what’s in it for me?”.<br /><br />Once they believe in your story, they will respond and buy from you.<br /><br />We always heard of terms like “multimedia” or “transmedia”, and how the media is continually increasing and fast changing. To maximize the usage of this changeable media age, we need to <strong><span style="color:#3366ff;">make the story deep and wide</span></strong>. It has to work across multiple channels, networks and platforms.<br /><br />Which means that at the same time, your story has to have depth and emotion, to resonate with your customers and compel them to act in the way you want.<br /><br />For example, the visa card world currency TV commercial is making big use of social media such as YouTube. They use the idea of the video clip and the guy who is popular, with the result that they have attracted over 60,000 viewers on YouTube. So when it appears on TV, there is already a connection and an instant reminder of the story.<br /><br />Another example is the “Expedition 206” campaign of Coca-Cola. Three young people are sent to 206 countries where coke products can be found. You can check their journey update on their website, facebook, flickr, YouTube and twitter. On twitter, fans can give ideas on how the journey should progress. A great example how to use integrated media to tell your story – as long as it is a good story!<br /><br />If you can manage to tell your story, then move to next level and <strong><span style="color:#3366ff;">build your own environment, not just a story.</span></strong> Think about what kind of world you can build around your brand story. For example, a brand of male skin products could create a website or forum, encouraging male talk about experience of giving thoughtless gift choices for the women in their lives, forget special anniversary date etc. This creates a men’s world, also known as bonding – bonding discusses common problems and solutions i.e. your products.<br /><br />You have a story and so does everyone else. But that’s not enough to make you successful. Aim for more active participation from your audience, they need to feel they are part of the ‘story’. If they remain passive there is no reason for them to act.<br /><br />Tell a good story and they will participate and react to your communication in a wide range of forms, making it not just “your story” anymore – but an accepted fact.<br /> <br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><br /><a href="http://twitter.com/home?status=Telling%20a%20story%20is%20not%20as%20easy%20as%20it%20sounds.%20You%20need%20to%20make%20it%20credible.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-738343.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-8199952463651336474?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-235569952661139752010-03-08T11:32:00.005+08:002010-03-08T11:46:11.008+08:00I’ve often hear people talking about how ads are not working, no matter they use newspapers, or magazines, radio or TV. It might be sales letters or even google or yahoo ads.<br /><br />The truth is: they can all work. Depending on whether you have chosen the right media for your focused, target audience; some of them may work better than others but for the majority you have only yourself to blame of they don’t work. Those who blame the media for the lack of results need to look at the structure and content of their advertisement before assessing the effectiveness of their advertising.<br /><br />The biggest mistake in creating an advertisement, which almost every one of you make, sometimes repeatedly, is in the headline. The ‘Headline’ is an essential part of any advertisement. When you create a headline you need to think about how it can attract your reader’s attention, why they should read the rest of it and what makes them respond your advertisement.<br /><br />You can see dozen of worthless headline like “Crazy Sale”, “Season Clearance”, when you walk down the street. Instead of such a headline, think of how to create more curiosity, a promise learning something they don’t know. For example, “<strong><span style="color:#6666cc;"><span style="color:#3366ff;">Discover the hotel (do not include the name) that other hotels do not want you to know about</span>.</span></strong>” This will create fun and curiosity and get the prospect to read the rest of the advertisement and combined with a good offer, persuade them to take positive action, at the time they are reading the advertisement.<br /><br />I’ll talk about your “offer” another time, but for now take some time to really think about your headline – how can you make it work better for you? One tip I can give you is to look at your product, then look for answers to the questions: how, why, what, when, where and most importantly (<strong><span style="color:#3366ff;">learn to think like the buyer</span></strong>) what’s in it for me?<br /><br />Somewhere, in the answer to all of those questions, is a great headline! And it’s up to you to find it.<br /><br /><br /><a href="http://twitter.com/home?status=People%20often%20blame%20the%20advertising%20medium%20when%20their%20advertising%20is%20not%20working.%20When%20In%20reality,%20they%20all%20work.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-785575.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-23556995266113975?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-27500775739861263932010-03-01T10:09:00.003+08:002010-03-01T10:21:32.951+08:00This week’s blog was about to become another blog on strategic marketing, advice on how to improve your business, improve your bottom line etc., but one of my morning emails changed all that.<br /><br />It was from a good friend of mine – Dr Christine Ridal - to advise that a mutual aquaintance had died – and in her memory she wrote this article below. Apart from any connotations of reincarnation, the other facts in this story have all been scientifically proven. Think about it.<br /><br />How does it relate to a blog on strategic marketing? One of the basics and oft repeated idioms is that when looking to attract new customers you should look at what benefits, you, your products/services can bring to that person? What’s in it for him/her?<br /><br />In reading Dr Christine Ridal’s story you will come to realize that “meaningful objectives” do work better for you in every way – and any monetary rewards become an automatic consequence of working towards “meaningful objectives”. Try it and see the results for yourself.<br /><br /><strong><em>"<span style="color:#3366ff;">Death isn’t a subject we often think or talk about.</span> However, death is an integral part of life. All organisms have parts that are evolving and renewing, and parts that are dying and decaying simultaneously; we are living and dying at the same time. You may be feeling perfectly healthy as you read this article, but millions of cells in your body are dying right now. Your body is made up of cells, and cells are made up of atoms, which in turn are made up of electrons, protons and neutrons. These subatomic particles, moving about at amazing speed, are zooming in and out of existence.</em></strong><br /><br /><strong><em>Simultaneously, these atoms or molecules vibrate, dance and reconfigure continuously. The same goes for our cells that break down incessantly, only to regenerate:<span style="color:#3366ff;"> 98% of atoms in your body are replaced annually.</span> The stomach lining partly packs up whenever we eat food and rebuilds itself about every five days; the skin, nails and hair cells are dying all the time and are made afresh every month. These individual cells die and renew frequently so the whole (your body) can live on. Similarly, we are a part of a bigger whole (the universe), and we die and renew to keep the bigger whole alive.</em></strong><br /><br /><strong><em>The universe is totally fluid and there is no fixed solidity anywhere. Everything and every organism is constantly transforming. When you eat an apple, its essence doesn’t disappear, its nutritious elements just get transformed into energy inside your body. </em></strong><br /><br /><strong><em>An adult was once a child, and the child once a fertilized egg. Through all these forms, of an egg, child and adult, the only constant is the underlying consciousness. All external appearances are impermanent. The only thing eternal is the formless consciousness that manifests in different forms from time to time.</em></strong><br /><br /><strong><em>We tend to strongly identify with our physical form – our body, mind and senses. We fail to recognize that the physical form is not solid matter, even though it appears so. It is essentially made up of fluid energy – the same energy that runs the universe. This energy (or consciousness) is unborn and undying and irrespective of whether we are dead or alive in human form, we remain this consciousness.</em></strong><br /><br /><strong><em>While we may die in the physical plane, our essence or consciousness never dies. <span style="color:#3366ff;">We are not human beings having a spiritual experience but spiritual beings having a human experience.</span> As we become familiar with this thought, it gives us a perspective on the purpose of our existence. As we see the ephemeral nature of all our sensual experiences, we start to become less identified with our physical self. We realize the illusionary nature of our pursuits for titles, power, money and external objects. </em></strong><br /><br /><strong><em>The purpose of reflecting on death is not to fear it, but to live in the awareness of the fragility of our existence. Reflecting on death guides us towards focusing on how we want to dedicate our lives towards more meaningful objectives. Only when we begin to know about death do we actually start living and can appreciate life’s beauty.</em></strong><br /><br /><strong><em>Often this wisdom about death only dawns on us as we approach death through old age or illness. <span style="color:#3366ff;">We realize the impermanence of our egotistic pursuits and acquisitions. </span>As death draws near the attachment to possessions and form begins to fade. That’s when people become more compassionate and focused on serving others. If only we could start to live this way when we are young and healthy, then we could create a meaningful life for ourselves. </em></strong><br /><br /><strong><em><span style="color:#3366ff;">If you had just 24 hours to live what would you do?</span> "</em></strong><br /><strong><em></em></strong><br /><br /><a href="http://twitter.com/home?status=What%20does%20death%20have%20to%20do%20with%20marketing?%20Good%20question,%20read%20on%20to%20find%20the%20answer.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-746347.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-2750077573986126393?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-79190604026278313512010-02-22T11:54:00.008+08:002010-02-22T12:09:18.713+08:00Would you walk into someone’s place of worship, tell them what you think they should worship, buy some artifacts from you and then expect them to turn around thank you for it?<br /><br />Of course not.<br /><br />However, it can be achieved when you have a great persuasive power. Persuasion is not a science but a form of art, it’s rather like <strong><span style="color:#ff0000;">a game between what you want people to believe and what they really believe. <br /></span></strong><br />When people go to a shop and buy a product bases on the sales pitch of the salesperson /owner, 99.9% people will be disappointed with what they end up buying and consider themselves to have been fooled by the sales people.<br /><br />This shows that persuasion is essential to gaining confidence and trust to not just sell customers the one time; but more importantly to make them believe what that they have purchased is what they really wanted and need and to keep them coming back for more.<br /><br />Words are a tool of persuasion. When we communicate with people, we can instantly see the effect our words have. <strong><span style="color:#ff0000;">Make them simple and powerful when you want your words to be impressed.</span></strong> Use sentences that can easily be expanded and/or condensed to allow flexibility. Make your sentence that one will be remembered by making them to suit your own understanding and experiences.<br /><br /><strong><span style="color:#3366ff;">A well-known marketing expert Blair Warren once said: “People will do anything for those who encourage their dreams, justify their failures, alay their fears, confirm their suspicious and help them throw rocks at their enemy.”<br /></span></strong><br /><strong><span style="color:#ff0000;">Apply the “Escape” principle to your persuasion.</span></strong> When it comes to taking responsibility, most people do not want to take responsibility for their own actions. We always heard of a variety of excuses such as “This is not my fault”, “There’s nothing I can do now”. No one wants to be blamed.<br /><br />Therefore, when we apply the “Escape” principle to our persuasion, give your customers a way out, so they do not have to blame themselves if something goes wrong, if the product does not work for example. For instance, when you do a commercial for a fitness centre, the promo wording should be something like “If you failed to lose your weight, it may not be your fault, it may be your metabolism.” An absolutely a true statement, as obesity can be the problem of metabolism – but more importantly if your customer a way out – in case it doesn’t work – without making him/her look silly more making the initial purchase.<br /><br /><strong><span style="color:#ff0000;">Try to focus on other people’s wants, not your own.</span></strong> If your product is of high quality and the price is competitive, why can’t you win customers? One of the reasons is you may look at it from the other person’s point of view. Think of all the things that are important to him/her. When you want to influence that person, put your primary focus on him/her. When we focus on the basic principles of human nature – and express them simply and with empathy , we create a one-on-one relationship in which people will naturally do thing for us.<br /><br />We all have struggles in our life. When we struggle, we look for help and for people who understand what we are going through. Those on our side become more than our friend. They become partners. <strong><span style="color:#ff0000;">Try using “WE” instead of “I</span></strong>”, these small, but significant type of changes in language can assure people that we are on their side, and no one else’s.<br /><br />Powerful persuasion has and is being used by many politicians and leaders. Hitler controlled Germany with powerful and persuasive speeches and many followers were eager to die for him. But ‘powerful persuasion’ techniques are not just for politicians, but be the difference between success and failure for the marketing guru, salesman and/or entertainer.<br /><br />Once you learned to correctly apply the above persuasion principles, you will have a way to gain power and influence over other person. When this applies to any business – even if it is not as easy as it sounds - you will always be able to influence your customer’s decision and make them eager to buy from you. <br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><a href="http://twitter.com/home?status=You%20can%20lead%20the%20market%20even%20your%20product%20is%20not%20the%20best%20and%20your%20price%20is%20not%20the%20cheapest.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-795151.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-7919060402627831351?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-72901702826720775872010-02-08T14:26:00.004+08:002010-02-08T14:50:50.856+08:00We’ve been sharing different business strategies and experiences ever since this blog started. This week we want to do something new, which could further add value to you and your business – we are going to analyzing an actual case study of a past project. Depending on the response, we will do some case studies on a regular basis, to show how we actually put our strategy into practice.<br /><br />This project involves a Japanese health drink containing vitamin C, sufficient to our daily intake. The drink has a unique, slightly sour flavor and absolutely new to the Hong Kong market. Pricing was HK$ for a 125ml bottle, considered to be expensive relatively to its size. The budget for the launch was also modest and precluded TV as a launch medium.<br /><br />On doing some research we found out that the Hong Kong market was saturated with soft drinks and health drinks, from many countries, making it difficult to stand out.<br /><br />We needed to carefully identify our aims and our target market so as to find and create a corporate strategy that would bring the attention of our ‘vitamin C’ drink to the market; while creating short term sales and building a long term brand image – all on a limited budget.<br /><br />Firstly, we needed to specify a market – we know everyone drinks soft drinks, healthy drinks, but there is always a segment of the market that has a major influence on the sale of a product. Finding it was the first step. In this case we identified our segment as:<br /><br /><strong>Target Market:</strong><br />Single women, born in the 80s, with incomes of between $15k - 25k<br /><br />The next step is how to reach that segment – and the final step is the message and how are we going to deliver the message.<br /><br /><strong>Strategy:</strong><br />Due to our limited budget, we decided to focus on our primary target, single women in their 20s and early 30s, with $15 – 25 k income levels. How do we reach them? Our idea was to use women’s fashion and gossip magazines as a supporting medium and spend the major portion of our budget on creating a demand for the product through sampling, as the product had a unique and refreshing taste (shown by research of sampling testing with people from our target group.<br /><br />Therefore, our overall strategy was to create a demand for the product amongst our selected target group, by providing a drink that was tasting and healthy, at a relatively high price that would make her feel special and self-indulgent.<br /><br />Our target being young women who are able and willing to spend on their quality lifestyle such as spa, hairstyle, facial and slimming treatment; this in itself led to the idea of how to reach them – by placing sample bottles of the health drink in salons, spas and gymnasiums.<br /><p><br />This type of woman is also most likely to try new product - especially if it’s good for her or makes her feel good about herself. Therefore our strategy included and the message <strong><span style="color:#3366ff;">“a drink that’s not for everyone. It’s made just for you”</span></strong>. This would then become a guideline for use in all future public relations, sales promotion and literature.<br /><br /><strong>Public Relations:</strong><br />We can started by submitting the following:<br /><br />1.) articles about drinks that containing daily intakes of vitamin C, to health columns in Daily and Fashion/Gossip publications<br />2.) articles about the advantages of Vitamin C beauty publications<br />3.) writing a “beauty” blog on the company website, and giving out beauty tips<br /><br /><strong>Sales Promotion:</strong><br />Give out free drinks in hair/beauty salons, outlets such as health clubs, gyms and so on. This draws the attention of the customer and keeps them longer in such outlets thereby increasing the chances of spending more money. <br /><br /><strong>Distribution Places:</strong><br />Apart for Hair, Spas and Beauty salons we have mentioned before, department store such as Sogo and CitySuper, convenient stores such as 7-11, K-mart and others.<br /><br />The above ideas formed the basis of our strategy to launch a health drink in Hong Kong, on a limited budget and which would meet a given short-term sales target while building a brand, long-term. Of course there are alternative way to launch a similar product, but this was our idea for a strategy which would work, be different (therefore stand-out from the competition) work on a limited budget.<br /><br />Therefore we would like to hear from you: your comments, your ideas. Do you think this strategy would work, do you have any comments? Do you have thoughts on what strategy you would have used, or do you have any similar experiences you could share with us? We would be happy to give you our suggestion on strategies you have used in the past or alternatively, if you are looking for ideas on strategies for a specific purpose.<br /><br />We look forward to hearing from you. </p><p align="right">The AsiaMarketing team.<br /> </p><br /><a href="http://twitter.com/home?status=How%20to%20market%20a%20health%20drink%20in%20Hong%20Kong?www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-775129.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-7290170282672077587?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-63489123744177693542010-01-25T09:59:00.005+08:002010-01-25T10:17:18.790+08:00How can business owners make their businesses profit without large up-front investments before? How can they build up a workable and sustainable business model efficiently? How to make your marketing work for you? The answer is “YOU”.<br /><br />It is all about what “YOU” think your goals are, what “YOU” want your business to be, how “YOU” respond to client values and what “YOUR” attitude is, when implementing marketing techniques in your own business.<br /><br />Start by asking yourself, <strong><span style="color:#ff0000;">“Are your goals worthy of YOU?”</span></strong> Are your goals big enough? Realistic, but always aim high, accept and welcome change in your life, be ready to learn from your customers and especially from the ever changing technological developments that surround you in your every day life.<br /><br />Most people spend their time with daily routines ensuring proper running of the business, dealing with interruptions such as emails or phone calls, closing sales and handling enquiries. Spend some time every week, away from your working environment, to quietly think about your business, about <strong><span style="color:#ff0000;">what YOU want your business to be a year from now.</span></strong><br /><br />Think about how to develop your business, in which direction should you and your business, how can I improve my business and provide more value for my customers?<br /> <br />For instance, most of us will have heard the old adage that there are only 3 ways that you can grow your business:<br /><br /><strong><span style="color:#ff0000;"><em>1. increase the number of clients<br />2. increase the average product price<br />3. increase the number of times your clients buy in a year<br /></em></span></strong><br />When you sit down and think about your own business, you will realize that while most people focus on increasing the number of clients – it is really the least effective and profitable method.<br /><br />Instead try thinking how to enhance points 2 and 3. Ask yourself <strong><span style="color:#ff0000;">“how can YOU improve your client’s lives?”<br /></span></strong><br />Majority of the business owners go for a quick sale and then move to the next prospective client – think about the “quick” sale as a means of learning about their life and you have a much better chance of selling the more products, more often.<br /><br />For example, my sister spent over $1,000 buying kids’ educational products when her baby was born a year ago. But once the sale was made, she never heard from this company again. If they thought of how they can help my sister continue to help educate her young son in different ways; this company could have had a loyal, repeat customer for a long time. Just for keeping in touch with offers of new and better products, as the child grows older, I believe my sister would have been happy to keep buying. <br /><br />For the company, this means increased business, repeat sales and no checking for discounts, i.e. higher prices.<br /><br />Learning attitude can be applying to your life as well as your business. Learn at every valuable opportunity. <strong><span style="color:#ff0000;">Listen, observe and ask questions.</span></strong> Talk to anybody and everybody you run into. Whenever you learned something, write it down and every time you meet a new challenge, think of past lessons learnt from other people.<br /><br />There is a lot of business knowledge out there – from successful people’s wisdom, marketing guru’s advice and just people you meet daily; it’s for YOU who decide what advice you will take or not, how to take it and when to take it.<br /><br />At the beginning of 2010, take a break to think about your business and think of how and what difference YOU can make to change your business – just by changing YOURSELF, your attitude and your values.<br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><a href="http://twitter.com/home?status=How%20can%20YOU%20make%20a%20difference%20between%20profit%20and%20loss?%20Respond%20to%20your%20customer%20needs%20will%20help%20create%20change.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-741087.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-6348912374417769354?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-22974563277711826322010-01-18T15:33:00.006+08:002010-01-18T15:58:10.361+08:00In the last couple of days I came across a financial story that epitomizes the essences of good strategic marketing, from the banking sector. They are continuously finding new ways to push SMEs deeper and deeper into debt, the higher the profits, the higher the leverage. Cash is King – but at what price?<br /><br />After all the discussion over the past 18 months of how the financial melt-down occurred as a result of creative finance, some banks in America have done it again by developing a combination of a revolving loan and high yield corporate bonds.<br /><br />For example, in this story, the particular company in America, has existing <strong><span style="color:#ff0000;">pre-tax profits of $79.2 million against revenues of USD295.3 million</span></strong> – seemingly a pretty healthy business, coming out of a recession.<br /><br />However, the company already has current bank debts of 2 term loans totaling $281.2 million, all maturing in 2012. In addition they also have a 71.3 million credit arrangement with a separate finance company, due 2014. <strong><span style="color:#ff0000;">A debt portfolio of (281.2 + 71.3) $352.5 million.</span></strong><br /><br />They have now gone to a different bank for a <strong>$225 million</strong> revolving credit facility over a 4 year term, from which they will draw an initial amount of $120 million, plus issued 7 year high yield bonds (using two separate banks as managers) for <strong>$250 million</strong> increasing their debt <strong>from $352.3 to 475 million.</strong><br /><br />The funds are to be applied by $352.3 million going pay off existing debt; $105 million to be available from the revolving credit facility for future use and <strong><span style="color:#ff0000;">$17.5 million is to be applied to transaction fees and expenses – i.e. the financial institutions. </span></strong><br /><br />In simple terms this has resulted in the company extending its debt (not due for another 2-4 years) by a further 2-3 years - a debt which has now been increased from 352.5 million to 475 million.<br /><br />In return, the company as $105 million in additional liquidity – at a price – and which will no doubt be pushed to use it to acquire additional assets and/or acquisitions.<br /><br />Alternatively, they could have used some of their $79 million pre-tax profits to reduce their existing loans and develop growth strategies that focus on marketing and increasing profits and at the end of the day, the company would have had a much better debt ration and overall balance sheet.<br /><br />However, as far as the banks are concerned – <strong><span style="color:#ff0000;">what a great deal, $17.5 million in transaction fees and expenses – on day 1. </span></strong><br /><br />Less than 18 months ago everyone was in an uproar about how all the financial woes of America and the world was caused by the financial institutions (the same ones who needed Governments to print more money to save them from bankruptcy) being too creative scheme to raise funds out of nowhere for “big business”’.<br /><br /><strong><span style="color:#339999;">Will they never learn? </span></strong><br /><strong><span style="color:#339999;"></span></strong><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><a href="http://twitter.com/home?status=A%20financial%20story%20that%20epitomizes%20the%20essences%20of%20good%20strategic%20marketing,%20from%20the%20banking%20sector.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-740575.jpg" /></a><br /><br /><p></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-2297456327771182632?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-59665446744596828192010-01-11T14:22:00.005+08:002010-01-11T14:31:58.174+08:00<p>More than 1 billion people make use of the internet today and 90% of them use email. Among those 90% email users, 70% receive opt-in email. 82% opt-in email receivers, response to at least one email promotion by making a purchase. The numeric facts explain why email marketing can achieve maximum profit at minimum cost.<br /><br />Most people won’t buy from you when they first visit your website. Use opt-in email and provide an offer to help you collect their email details. Then, by sending them regular emails, you can develop a customer relationship and turn one-time visitors into lifetime customers.<br /><br />To achieve this we need to find items of “value” to your subscribers and let them familiarize themselves with you and your business. Try sending out the following:<br /><br /><span style="color:#ff0000;"><span style="color:#000000;"><strong><span style="color:#ff0000;">1.</span></strong> </span><strong>FREE information<br /></strong></span>Start your email marketing strategy by offering free information – but try to ensure that it is information they want. No one will reject “FREE” offer and it’s the easiest way to build up a relationship and credibility. Send free information such as an ebook, a free trial for your subscribers or whatever you think can add value for them.<br /><br /><strong><span style="color:#ff0000;">2.</span></strong> <strong><span style="color:#ff0000;">EXCLUSIVE event invitation<br /></span></strong>If you are selling make-up and skin care products, you could send an email invitation to an exclusive make-up workshop for loyal purchasers or members. If you are doing business online, try setting up a special page on your website which is accessible only to members and subscribers.<br /><br /><strong><span style="color:#ff0000;">3. FRIENDLY appointment reminder</span></strong><br />If you are in a service business, say you are a language tutor, you could send your new clients a reminder email few days before the first lesson, remind them the location(with map indication) and starting time. You can also include a coupon to motivate your customers to purchase from you.<br /><br /><strong><span style="color:#ff0000;">4. COUPONS to encourage referrals</span></strong><br />Don’t underestimate the power of email forwarding. Every time you send out a newsletter or offer, remind your subscribers to forward your message to their families, friends, co-workers or anyone they think might be interested. You could create a bonus offer for your customers when they refer a new customer to you.<br /><br />Once you started your email marketing, you’ll find that there are many other email marketing strategies and you can even create your own strategy which can best fit your business. For example, if you are an expert in a special aspect, you can sell your knowledge via a paid-newsletter subscription site. Send out emails, build up a customer relationship and encourage repeated visits; then chances are they will buy from you and become your loyal customer. </p><p>As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a></p><p align="right"><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></p><a href="http://twitter.com/home?status=Effective%20email%20marketing%20can%20help%20you%20stay%20in%20touch%20with%20your%20customers%20and%20turn%20them%20into%20lifetime%20customers.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-784652.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-5966544674459682819?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-21743770658927788372009-12-21T10:23:00.006+08:002009-12-22T09:48:59.284+08:00With Christmas rushing upon us fast – all of us in business who have existing and potential clients - should take time to reflect on what clients really mean to us.<br /><br />Clients are our lifeblood, without them we would have no business; no matter if you are an employee or a Chairman – still you owe your existence to a client somewhere along the road. Even the “bad” clients, the ones who are a real pain, in their own way they should have taught you lessons on how to improve your products, your service – even so called perfectionists have a use at times.<br /><br />So how should we give thanks, how should we show some gratitude to all of the people (including your own employees) who have helped to get to where you are today and perhaps more importantly, to where you want to be tomorrow?<br /><br />By demonstrating ‘<strong><span style="color:#ff0000;">goodwill</span></strong>’!<br /><br />What is <strong><span style="color:#ff0000;">goodwill</span></strong>? In business terms, perhaps best described by an unknown ‘scribe’ as: “.. if you were left with no money, cash or credit .. what would your business be worth?”; or on a personal level, if you have no job, no money – who would invite you to a big Christmas ‘bash’?<br /><br />Goodwill, like friends, is not easy to come by. It takes time and effort to create and maintain. How do you create <strong><span style="color:#ff0000;">goodwill</span></strong>?<br /><br />For me, first and foremost it is about keeping promises, about creating value for people. The old slogans like: ‘My word is by bond’ have never been truer than in today’s over-stressed, win at all costs, never ending desire for money world.<br /><br />Keep your word at all costs – it’s that simple – and your <strong><span style="color:#ff0000;">goodwill</span></strong> among friends and business associates will grow in leaps and bounds.<br /><br />Secondly, create <strong><span style="color:#3366ff;">value</span></strong> in all that you do – <strong><span style="color:#3366ff;">value </span></strong>for whoever buys your product or service, not for you. Your <strong><span style="color:#3366ff;">value</span></strong> comes from having all the ingredients to build and grow your business in the long term.<br /><br />And most importantly, especially around Christmas time, <strong><span style="color:#ff0000;">give something for nothing</span></strong>!<br /><br />It is definitely the thought that matters more than what you are actually giving and for once you should ignore all so-called <strong>Business Gurus</strong> and give something for nothing, no strings attached, no add-ons, no front-end, no up-sell, no down-sell - something for your clients that has value for them (not you) and that consequently has the power to create <strong><span style="color:#ff0000;">goodwill</span></strong>.<br /><br />With that happy thought, I sincerely hope that all of you are reading this with enjoy a great Christmas holiday season, that you and your family enjoy health and wealth in 2010 and that your business may prosper as never before.<br /><br />This blog is also taking a break and we look forward to (and I hope you will also be looking forward) continuing our ramblings and occasional serious advice of how strategies can and do grow and improve your business.<br /><br /><strong><span style="color:#006600;">Merry Christmas !</span></strong><br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><a href="http://twitter.com/home?status=We%20learn%20how%20to%20improve%20our%20product%20from%20client.%20Give%20thanks%20to%20them%20by%20demonstrating%20@goodwill.%20www.asiamarketing.biz/blog"><img style="WIDTH: 165px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/christmas-tree-copy-704411.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-2174377065892778837?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-74627655506994854812009-12-17T11:14:00.005+08:002009-12-17T11:35:37.357+08:00<div align="left">This very basic and simple idea requires only one simple action on the part of your employees, the people who represent the products/services you sell and all that your company stands for.<br /><br /><strong><span style="color:#3366ff;">treat your customers with respect<br /></span></strong><br />In the Armed Forces, officers are always told never to underestimate their enemies – no matter what the situation may dictate; in MBA courses students are taught to be polite and respectful to all staff and colleagues on their rise up the corporate ladder – as you never know who you are going to meet on the way down!<br /><br />And success in business, at any level, has its ups and downs.<br /><br /><strong><span style="color:#ff0000;">A change in attitude!</span></strong> That’s all it takes.<br /><br />One of the biggest mistakes in business, that accounts for more lost sales, more lost business opportunities, lost customers – is this simple “attitude” of treating people who want to buy from you – with a lack of <strong><span style="color:#ff0000;">respect.</span></strong><br /><br />And here’s another home truth: <strong><span style="color:#ff0000;">all of us are guilty of committing this fault</span></strong>: from the Chairman and CEO, to receptionist and the office cleaner.<br /><br />Be honest with yourself, how many times have you called a taxi driver an idiot, because he took a wrong turn or can’t find your building; your receptionist has given you a message and the number to return the call has not been written down; your boss has ignored a suggestion that is guaranteed to save the company money – do you shrug it off and smile or do you curse him/her (silently or loudly, depending on your position in the company).<br /><br /><strong><span style="color:#ff0000;">Respect!<br /></span></strong><br />It’s difficult I know, but next time .. think kindly, you know he/she is not doing it on purpose. A kind word will go a long way to ensuring that next time they will try harder, because you tried harder –<strong><span style="color:#ff0000;"> respect</span></strong> – that’s all it takes.<br /><br />The retail trade is, unfortunately, one of the most obvious places where the dilemma of lack of respect and treating people with contempt is blatantly obvious – but at the same time it’s where a minute change in attitude – can show immediate results. And especially in a cosmopolitan city such as Hong Kong.<br /><br />One example is the language problem. Take the example of a non-Chinese couple going to a Chinese restaurant. Generally, the waiters will either ignore them as they are shy in talking in English and the guests will be left sitting there. Alternatively, the waiters will attempt to force them to take the specials – which normally are the most expensive dishes on the menu. If they do not take them they are left sitting there. <strong><span style="color:#ff0000;">No respect!</span></strong> Take a little more effort to be friendly, to explain items on the menu – items the customer wants (not ones that you want to push because they are the most expensive and local would ever but them) – and you may find you have a happy, repeat customer who will become a regular at your restaurant.<br /><br />Shopping in Hong Kong’s many malls is another example … where you see the shop assistants openly making jokes at the customer’s expense (looking at clothes that are the wrong size, do not suit the person’s age, whatever) – the majority of the time the customer will realize what’s happening and another customer, another sale – is lost forever, no matter the price, the discount.<br /><br />Change your attitude! Make an effort to <strong><span style="color:#ff0000;">respect</span></strong> to people who take an interest in your products and services, they want to do business with you - <strong><span style="color:#ff0000;">and watch you business grow !</span></strong></div><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><br /><div align="right"><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><br /><a href="http://twitter.com/home?status=Bad%20attitude%20of%20your%20employees%20lead%20to%20lost%20of%20customer%20and%20business,%20no%20matter%20the%20price%20and%20discount.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-781751.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-7462765550699485481?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-29292307672167953412009-12-07T11:25:00.007+08:002009-12-07T11:50:25.472+08:00No matter how many generations have heard age old axiom : <strong><span style="color:#ff0000;">KISS (Keep It Simple Stupid)</span></strong>, from grade school to climbing the corporate ladder, through the successes and failures of entrepreneurship – KISS has transcended the ages and is today - still as relevant as ever.<br /><br />When times are tough you see your colleagues desperately looking for solutions. They look to technology, to finding more professional help … if only we had more sales people and the most over-used excuse … <strong><span style="color:#ff0000;">if only we had more money</span></strong> … for more equipment, more sales staff , more investment funds etc.<br /><br />Most of the time, your business problems and be traced back to .. listened to advice from too many other supposed experts, asking the wrong people (the first people you should ask are your existing and potential customers for whatever your products/services are) and ignoring the basics, the fundamentals of your specific business.<br /><br />In many ways it is natural to want to continually improve your business and look for ways to better your product/services. However, it is usually the proprietor/CEO who is the first one to want to change a product/service, not because sales not badly or because customers are complaining – but because they are personally tired of the same old message, the same offer, not the customers.<br /><br />A perfect example is your average supermarket. They have a policy of changing the location of product displays for no reason - not quite true as they will claim it increases sales by making it look like new products to different people. As the customer, I will always disagree as it annoys me to have to for goods that were in a set location, that have suddenly been moved somewhere else and I have to spend time walking around looking. Contrary to what Supermarkets may think this does NOT make me buy more as I wander around as I get more and more frustrated by being able to find what I want – not a good mood to think about other purchases. I always think they could achieve the same effect by improving or changing their ‘signage’.<br /><br />So what’s the answer? If you have a problem, start by going back to the fundamentals of your business. How did you start, what did you do to become successful in the first place? Then move forward one action at a time until you <strong><span style="color:#ff0000;">find the one item that’s not working for you</span></strong> at the moment – then fix it! Simple.<br /><br />I mentioned before the perennial excuse used by business people the world over: “.. <strong><span style="color:#ff0000;">if only we have more money</span></strong>,” to explain why they can’t solve their own problems. The real question they must asked themselves (as the people who have the money will do): ‘<span style="color:#000000;">If I had more money, what would I do differently today - from what I was doing yesterday</span> and how would it help?”<br /><br />If the fundamentals are wrong, the pricing, the alleged benefits, the social-economic aspects of the target market; then spending more money on sales staff, on buying new equipment and so on, is only going to magnify your past problems.<br /><br />The answer is: <strong><span style="color:#3366ff;">Go back to basics and Keep It Simple Stupid!</span></strong><br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a></div><br /><br /><a href="http://twitter.com/home?status=People%20think%20their%20business%20problem%20can%20be%20solved%20if%20only%20they%20have%20more%20money.%20This%20blinds%20them%20to%20basic%20answer.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-794561.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-2929230767216795341?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-69750101400786805972009-11-30T10:01:00.001+08:002009-11-30T10:14:19.149+08:00Have you ever the experience that when you start to introduce yourself - your tongue feels like it’s tied in knots, you start to stutter and your brain goes blank? Join the crowd!<br /><br />If it happens while you are trying to sell your product/service to potential customers, it can obviously be disastrous. Good preparation and keeping your offer simple can solve the problem. It’s not difficult to persuade customers buy from you, once you know how to structure your offer correctly, with the customer in mind – not your profit – to create a long term, loyal, repeat customer.<br /><br />Consider the following questions before you start structuring your offer.<br /><br />1. What are you trying to sell? Not a product or service – but a benefit?<br />2. What is the price, compare to long term value? Does is save money over a period of time?<br />3. Why should customers believe you? Do you have referrals from credible people?<br />4. Is it a simple sale and purchase? Or do you make available after sales service, ancillery services?<br /><br />Add all these questions together and you have a much better idea of what your customer is asking. When you compose your offer, you must <strong><span style="color:#ff0000;">ensure high quality standards at all times and demonstrate value pricing. </span></strong>Remember you can fool your customers with an unbelievable offer, if your offer is low quality or is not fair – but only ONCE. For example, businessmen who are confident in their product/service always offer their customers full “refund guarantee”, “after sales service” or “goods exchange service”.<br /><br /><strong><span style="color:#ff0000;">Try not to sell a product or service, but a benefit, an outcome, a protection, an improvement or even a prestige</span></strong> – the idea is that once people buy your product or service, they can experience what their life will be like. For example, when property developers sell real estate, they don’t just sell the property alone, they a selling a happy family environment and a bright and stable future. They create pictures of a handsome couple, with kids were running around - all connected you with a happy and wonderful future.<br /><br />How do you prove to your customers that you can be trusted? One of the methods is testimonials. Find people who have tried your product/service and are happy with the result. Don’t try to make it up with imagination, do include real photo of the person, a company name etc., to show credibility. Another way is do some scientific tests that prove your product can actually achieve its stated purpose.<br /><br />Create your offer in a logical manner. If you can present your product and offer in a logical way while at the same time educated your customer about your product – then you are close to making a sale.<br /><br />The easiest way to make customers an offer they can’t resist is to guarantee them the result they are looking for, an end benefit. Create your offer with credibility and logic and show your customer what they can look forward to. Structure your offer so that you are the one takes the “risk of purchase” – and they can only gain.<br /><br />How could they possibly refuse such a great offer, that demonstrates maximum result and minimum loss?<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-6975010140078680597?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz1tag:blogger.com,1999:blog-4027360714015111133.post-16048507417712562072009-11-23T11:11:00.005+08:002009-11-23T11:28:38.373+08:00Last week we spoke about knowing how your clients think and how the right perceived (by your clients) value can create situations where selling could become superfluous. While we are the first to admit that human behavior is far more complicated than we think – and we are neither anthropologist nor psychologist – there are basic needs, desires and values that clients will happily reveal to us. Such knowledge can help us analyze existing and potential clients and use gentle persuasion to create or improve your marketing campaign with any of the following insights.<br /><br /><strong><span style="color:#ff0000;"><span style="color:#3366ff;">1. Lead people into saying yes</span><br /></span></strong>The headline is unquestionably the most important element in most written communications. Whatever product or service you are selling, when constructing your headline, endeavour to lead the reader into say “yes”. For example, “Did you increase your revenue by 20% annually?” This question can be answered with a “yes” or a “no” - which can then put people into a “no” mindset. If we changed the question to “Would you like to make a 20% revenue increase annually?”, people are now more likely to “yes” and get into a “yes” mindset. <strong><span style="color:#ff0000;">People like to say “yes” and are much more likely buy from you, when they in such a mindset.<br /></span></strong><br /><strong><span style="color:#3366ff;">2. People want to see you do whatever you promise to do<br /></span><span style="color:#ff0000;">Keep your promises.</span></strong> For example when I come to a translation agency and they said they can finish translating a Korean document within a day – but at the end of the day they say: “Sorry, I can’t finish it today,” you feel angry and cheated. However, if they said the Korean translation can be done within a day and it was done at 3 in the afternoon, and they also provided the translation reference, that’s good after sale service. On the one hand you would never trust them again ,nor to business with them, but if they keep to their promise and provided better than expected service – you will add them to your list of good, reliable suppliers. This feeling of trust and reliability is what to create for your own clients – at all times. <strong><span style="color:#ff0000;">Do what you say you will, at the right time, do it better than what you promises, and you be able to charge more and get long term, repeated business.<br /></span></strong><br /><strong><span style="color:#3366ff;">3. People like free offers</span></strong><br />We offering free eBook downloads when we send out regular blog update message to our mailing list. Shampoo is often packaged together with free conditioner sample. Buy cereal pack and get the milk free. These types of free offers often push people into buying. Many times people will buy a product, only because they want the free offer. Think of joint promotions with related product/services and look for ways to package/sell your products jointly. Create an offer that sounds like real value cannot be matched individually - and you’ll increase your sales.<br /><br />Human nature dictates that the average person has many basic beliefs that you cannot and should not change. It is much better that you build you marketing and sales strategy along what people already believed is true and have your product/service support their beliefs. For example: people want to believe in ghosts, in aliens and the supernatural; they always interested in other successful people. Men are always interested in attractive women; while women are always interested in babies and pets. They like to be in control; they like collecting things; they enjoying eating; they enjoy gossiping about other people and many more. Make good use of any one of the above concepts and learn how to structure marketing of your product/services around such basic beliefs – to boost your sales, easily and simply.<br /><br />People are always interested in themselves, first and foremost - then in others. But as a businessmen looking to persuade people to buy your products/services, you should first learnt to take interest in your clients, existing and potential – their needs and desires. Think like your clients and learn to satisfy them - and they will satisfy you by giving you their business and becoming long term, loyal customers.<br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a></div><br /><a href="http://twitter.com/home?status=How%20people%20react%20to%20certain%20marketing%20activities?%20How%20this%20can%20help%20you%20turn%20onetime%20customer%20into%20lifetime"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-743080.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-1604850741771256207?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-42770100970200521022009-11-18T10:01:00.007+08:002009-11-18T10:29:58.436+08:00Re respected marketing guru, Jay Abraham, once said “<strong><span style="color:#ff0000;"><span style="color:#000000;">Marketing is a process that, when successfully executed, makes selling </span></span><span style="color:#000000;">superfluous.</span></strong><span style="color:#000000;">”</span> How well you know your client is the key to implementing a successful marketing strategy.<br /><br />We have talked about knowing the basic demographics(such as age groups, gender, employment, income range, types of industries they work in, etc) of your existing and potential clients in this blog before, this time we want to focus on creating <strong><span style="color:#ff0000;">better understanding of your client’s thought and behavior.<br /></span></strong><br /><strong><span style="color:#3366ff;">1. Everyone wants to be loved</span></strong><br />My father hires a tradesman whenever there is an electricity or toilet flushing problem. Over the years the tradesman has become his friend and he has come listened to any suggestions from his ‘new friend’. My sister has been visiting the same hair stylist for over 10 years. While of course she wants a good hair stylist, she has come to trust one stylist and even hired him on her wedding day. People longed for love, care and trust.<br /><br />The tradesman and the hair stylist showed their care and feeling for my father and sister and became true friends – and in turn maintained a business relationship as well as a personal friendship. <strong><span style="color:#ff0000;">Make your clients feel loved and cared for</span></strong>, <span style="color:#000000;">they will pay you back many times over, in customer loyalty and ongoing business.<br /></span><br /><strong><span style="color:#3366ff;">2. No one will question what they already believe</span></strong><br />We have been brought up with a set of social norms. We have been taught believe whatever we learned from parents and teachers. Our beliefs have been implanted deep in our mind – with the result that no one likes to be questioned. In the selling process, don’t try to change their beliefs, instead try using their own beliefs to <strong><span style="color:#ff0000;">make your products/services sounds better and fit their existing beliefs.<br /></span></strong><br /><strong><span style="color:#3366ff;">3. People prefer to buy from someone they know and/or trust<br /></span></strong>In my own personal experience people are always question me about my company and our consulting services and I am happy to do so. Especially when it’s the first time they hear our company. As a matter of policy, we keep a continual growing database of people we meet – then try to send regular messages, such as our blog, to all, no matter they are our existing clients or not. Experience tells us that <strong><span style="color:#ff0000;">the more they hear from you – in a casual manner - the more they think they know you.</span></strong> And <span style="color:#000000;">people prefer to buy when they get to know or trust a company, a brand, or the people associated with the brand.<br /></span><br /><strong><span style="color:#3366ff;">4. People often, make a snap decision on buy or not buy</span></strong><br />Depending on the product/service, <strong><span style="color:#ff0000;">people often make decisions to buy or not to buy, in seconds</span></strong>. Such decisions may be based on small points, things that are easily missed or overlooked by professional marketing people.<br /><br />For example there is a small Indian restaurant nearby my house and I had never thought of dining there. The back lane of the restaurant is full of garbage, sometimes food ingredients are stocked near the front door, everything seemed in a mess.<br /><br />Yet when my sister suggested I try the place, I found the food to be delicious. If they dressed up the restaurant and thought about the first impression of the restaurant – they could definitely get more business.<br /><br />If we can understand what people think, why they buy and how they value, you can create situations where selling – could become superfluous. Try it in your own business and see for yourself.<br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a></div><br /><br /><a href="http://twitter.com/home?status=Do%20you%20know%20what%20your%20customer%20think?%20Find%20out%20the%20answer%20and%20you%20will%20have%20a%20sharper%20insight%20into%20customer%20mind.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-762236.jpg" /></a><br /><div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-4277010097020052102?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-31518208526553008062009-11-09T12:04:00.004+08:002009-11-09T12:30:40.345+08:00<p>Last week we talked about how to write a marketing message to make it stand out. Apart from the tone, words, attitude of your message; the way you deliver your message to your target audience is significant if you want it gets noticed. Direct mail is one of the most powerful tools, if used properly, because everyone gets mail so everyone is reachable.<br /><br />The old sales proverb “the more you tell, the more you sell” is particularly true with direct mail. Of course getting into people’s mailbox is easy, however it is much more different to persuade people to read and respond to your offers.<br /><br />Who should you target first? Think about the following 3 groups of people:<br /><br />1. <strong><span style="color:#ff0000;">Your current customers</span></strong>: those who already know you, who have done business with you in the past.<br />2. <strong><span style="color:#ff0000;">People similar to your current customer</span></strong>: people who are just like your own customers, who behave like them, they are also most likely to do business with you<br />3. <strong><span style="color:#ff0000;">Referrals</span></strong>: try to get referrals from your existing customers. If they are satisfied with your product/service, it is more likely they would refer your services to their friends, family and co-workers.<br /><br />It takes time to build a good customers list. But once you have this most valuable list, find out what your customer wants and then your marketing message is close to success.<br /><br />The next most important aspect of direct mail is – the message! You must get notices. <strong><span style="color:#ff0000;">Make it unusual, be different</span></strong>. Imagine if you get a white envelope and impersonal typing of the address or a wallet mailer with different coupons inside, which one can draw your attention and you will open it right away?<br /><br />You can also <strong><span style="color:#ff0000;">create an invitation mailer</span></strong>. Everyone wants to know what they are invited to when they get an invitation in the mail. Remember to put “RSVP” outside to make it looks real. You can invite customers whenever there is a new product launched.<br /><br />Instead of typical 2 dimensional mails, <strong><span style="color:#ff0000;">try out some specific 3 dimensional mail</span></strong>. Although this type of mailing is more expensive, it always generates higher response. It creates curiosity among people. When people feel something special inside, it grabs their curiosity and makes them open it up.<br /><br />You can say “Don’t throw this away”, “This is a lifetime opportunity.” on the side of the mailer. Think of anything that can get people’s attention. Do testing for your mailer type and wording. Of course people throw away lots of mail without opening it, that doesn’t mean you should not use if – it just means you have to try harder to be innovative and get their attention. It’s just a part of the challenge of running your own business.</p>As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a></div><br /><a href="http://twitter.com/home?status=How%20to%20use%20unusual%20direct%20mail%20to%20grab%20your%20target%20audience%20attention%20and%20make%20you%20message%20stand%20out?%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-740513.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-3151820852655300806?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-75304040918336001812009-10-27T15:01:00.007+08:002009-10-27T15:40:08.545+08:00<p>A marketing message is a short statement that explains the purpose of your business to your target audience. How to create your marketing message to be stand out from the crowd? How to speak to your audience who are becoming more savvy, edgy, and impatient every day?<br /><br />You should be able to say what you do, who you do it for and what benefit your provide. The easier way is “<strong><span style="color:#ff0000;">Why, When, Who and How</span></strong>” formular include in a marketing message so that you can quickly communicate with your target audience. Think about:<br /><br /><strong><em><span style="color:#ff0000;">What do I do?<br /></span><span style="color:#ff0000;">Whom do I serve?</span></em></strong><br /><strong><em><span style="color:#ff0000;">How to benefit my customer?<br /></span></em></strong><br />Your marketing message should be dynamic, not static. Make sure your message is spot on and appropriate to your audience. If there is a change in your product or service, remember to update your message.<br /><br />Nowadays, we have different channels to communicate with customers. Blogs are the most direct interactive online communication channel. When creating your marketing message using blog, you should keep the tone casual. Be authentic, natural, honest and informal, but most important maintain professionalism.<br /><br />Social media sites have become a transformative element in society. The possibilities for spreading the word about your business to this global community are limitless. The message should sound sincere and try to write your own thoughts. Don’t bombard your readers with too much information. Don’t try to be an expert. Build up connection and positive relationship with your target audience step by step.<br /><br />An attractive and unique marketing message can help you delivery the right message to the right people in a right manner. Whatever media you are using to deliver your message – from website copy, articles, blog post to facebook post or twitter tweet – the message content, tone, attitude and frequency are keys to attract your target audience.<br /><br />This together with other proven marketing tactics such as search engines optimization, viral marketing, join with like-minded businesses to create synergy, can definitely boost your business.</p><p align="left">As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a></p><p align="right"><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a><br /></p><a href="http://twitter.com/home?status=It%20is%20essential%20to%20deliver%20the%20right%20marketing%20message.%20How%20we%20can%20make%20our%20message%20stand%20out?%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-780555.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-7530404091833600181?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-13786168646213744132009-10-19T09:54:00.005+08:002009-10-19T10:15:19.835+08:00<strong><span style="color:#ff0000;">Business turnarounds</span></strong> are a natural part of business - from failing companies caused by mismanagement or the business environment to normal business cycle driven challenges to "creative destruction" necessary to keep good companies improving. <strong><span style="color:#ff0000;">Turnaround</span></strong> management is a significant and even compulsory module in many business schools, which indicate the importance of comprehensive turnaround knowledge to all types of business.<br /><br />Then, you may ask “if I didn’t come from a business school, how can I improve my business?” Learning from other successful companies is one of the ways. Let’s look at some successful cases.<br /><br />Wellman Inc. is a second largest US producer of PET resin which used mainly in plastic beverage bottles and home furnishings. She faced significant financial problems in 2007. The company then focused on streamlines operations of its core strength and exits the others. By this year, the company substantially reduced it’s funded debt and was able to obtain new money investment.<br /><br />A US-based foodservice equipment repairing company, Commercial Foodservice Repair, Inc acquisited a chief portion of 7-eleven in-house service operations in 1990. It brought the problem of over-expanded and debt increased. The take a successful <strong><span style="color:#ff0000;">turnaround</span></strong> by ensuring the service itself is of high quality, a point often overlooked in the financial analysis.<br /><br />From the above success, we can see those successful companies are neither using the complicated business technique nor solely the financial approach. <strong><span style="color:#ff0000;">The product/service quality and value are significant element</span>.</strong> Back to basics and find out what makes your business first success. Focus on the value you purchase and improve the product/service quality.<br /><br />Follow these 5 points, you can implement <strong><span style="color:#ff0000;">business turnaround</span></strong> successfully.<br /><br />1. <strong><em>Write business, sales/marketing and operation plans:</em></strong> ensure company value and product/service quality will be strictly maintain<br />2. <strong><em>Meet with advisors:</em></strong> conduct self-assured, open-minded and flexible meeting<br />3. <strong><em>Meet with employees</em></strong>: admit company problem and explain how to fix it<br />4. <strong><em>Meet with customers:</em></strong> inform your customers about your situation and how you fix it<br />5. <strong><em>Contact your bank:</em></strong> meet your loan officer and tell them your plan of action.<br /><br />A right <strong><span style="color:#ff0000;">turnaround strategy</span></strong> can not only save your company from bankruptcy, but can also take your company to the next level.<br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a></div><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a><div align="left"><br /><a href="http://twitter.com/home?status=Is%20your%20company%20experiencing%20growing%20pains?%20Recognize%20the%20need%20for%20change.%20Get%20your%20business%20turnaround%20strategy:asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-775357.jpg" /></a> </div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-1378616864621374413?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-42795537194728410102009-10-05T14:18:00.002+08:002009-10-05T14:22:42.538+08:00<p>There are many small companies (SMEs) who have been doing reasonably well and creating a good living for its owner(s), in past years. However, since the change in economic conditions, worldwide, since last year – people have changed. They think twice before spending whatever cash they have - on goods and services.<br /><br />Apart from having a need and/or desire to acquire whatever you are selling they are looking for “<strong><span style="color:#3333ff;">value</span></strong>” – “<strong><span style="color:#3333ff;">value</span></strong>” so that they can justify their purchase to themselves, their bosses, their shareholders.<br /><br />So what is “<strong><span style="color:#3333ff;">value</span></strong>”?<br /><br />To me “<strong><span style="color:#3333ff;">value</span></strong>” is the reason for buying. Personally, the value could be because it satisfies some basic need, because it makes you feel good or because it saves time, makes you more efficient or because it can be given as a gift to someone who would like it.<br /><br />In a business sense it becomes a little more difficult. The successful businessman would ask questions (if considering purchase) such as:<br /><br />- Do I really need this?<br />- IfI don’t buy this item/service, will it make any difference to my business?<br />- What benefit do I get from buying this item/service?<br />- Is this going to help my business?<br />- Will I see a financial return as a result of buying this item/service?<br /><br />and more. In these tougher economic times, you need to find “<strong><span style="color:#3333ff;">value</span></strong>” in anything you are offering to other people – be it personal, financial gain or long-term business gain.<br /><br />How do you know if you are offering “<strong><span style="color:#3333ff;">value</span></strong>”; one way would be to put yourself <strong><em>in the place of the potential buyer</em></strong> and see if you can answer the questions,<br /><br />- What’s in it for me (buyer)<br />- What can I get out of buying this item/service?<br /><br />Many owners of SMEs are so focused on their business, very passionate and living their business 24/7 – it is difficult for them to be objective about their own products. In this case they need to find a third party they trust and know and ask them to answer the above questions on their behalf.<br />And if the answers are not what you expect, think carefully – don’t ignore them and come up with lots of excuses as to why the “third party” is wrong and you are right. It’s a sure fire road to eventual disaster!<br /><br />Remember value means “<strong><span style="color:#3333ff;">value</span></strong>” <strong><span style="color:#3333ff;">to the buyer – NOT to you.</span></strong> That will come automatically once the buyer has decided that he can see value in your buying proposition.<br /><br />Put the buyer first at all times, make him happy and your own financial success will follow.</p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-4279553719472841010?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz1tag:blogger.com,1999:blog-4027360714015111133.post-53777074559284900902009-09-28T15:43:00.005+08:002009-09-28T16:13:13.861+08:00Last week we talked about asking for help as a positive step towards improving your business. One of the points we touched upon, but without explaining, is that it is important to<span style="color:#000000;"> know the current status – financially and operational - of your business day-to-day and monthly.<br /></span><br />Depending on your size, this does not have to be to the last cent but sufficiently accurate to be able to make broad, strategic decisions.<br /><br />If you produce, manufacture or trade in any items – at what cost? What is your selling price? At what capacity is your company working, without adding any more overheads?<br /><br />For example, financially, do you know your monthly cash turnover? Your monthly fixed costs (rent, salaries etc)? What is your monthly creditor/debtor situation – if you have more creditors than debtors – you are heading for trouble.<br /><br />Operational – how many clients do you have? How many units are you selling on a monthly average? Who are your biggest clients and how much (by percentage) do they contribute to your gross monthly turnover? Who are your main suppliers?<br /><br />For example, if any single client is responsible for more than 65 percent (two thirds) of your average monthly income – you could be in trouble at a day’s notice!<br /><br />If you can manage your “cash flow” correctly, your business should always have a 2-3 month breathing space, in case business is looking bad. Positive cash flow can allow you to do ‘due diligence’ on every opportunity coming your way; put you in a peer group way above your real status and/or and give you that confidence to initiate your own deals as opposed to waiting for others to approach you..<br /><br />Knowing where your business is – in financial and operational terms, is crucial; especially in terms of seizing opportunities for growth, when you least expect it. As CEO you need to be able to evaluate opportunities at any time – whether you are out sailing, taking the kids to mini-rugby or during a coffee-break at a conference/seminar.<br /><br />In terms of creating and building strategies to ensure your company’s future profitable growth – you need to know where you stand today – in all aspects. Only then can you determine where you want to be in the short and long-term and create a strategy to get you there.<br /><br />And remember, a strategy is never written in stone. It must always be flexible and regularly reviewed in line with existing market conditions at the time, surrounding economic and political as well as the state of your competition.<br /><br />Have all of the above at your fingertips and strategies will come to you – at your will.<br /><br /><div align="left">As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a></div><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a><br /><br /></div><p align="left"><a href="http://twitter.com/home?status=Knowing%20financial%20and%20operational%20fact%20about%20your%20company%20can%20turn%20positive%20cash%20flow%20into%20powerful%20business%20toolasiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-734045.jpg" /></a></p><div align="right"><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-5377707455928490090?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-68801581563439189832009-09-21T09:27:00.008+08:002009-09-28T16:17:38.929+08:00In today’s cut-throat business world, financial predators are always looking for a sign of weakness to indicate a company in trouble and then try to win market share from the weaker, for the stronger.<br /><br />Does this mean you should never ask for help, because asking means you are weak? Definitely not. A good friend has printed on her stationery, on her website: <strong><span style="color:#ff0000;">“asking</span><span style="color:#ff0000;"> for help is not a sign of weakness … it’s a sign of strength”</span></strong>.<br /><br />A sign of strength because it shows you recognize and know your weaknesses and by doing something about it you will be taking a positive step.<br /><br />If you are honest to yourself, you will admit that you are not good at every aspect of your job, your profession, your industry. Nobody is.<br /><br />Most people will admit it, even if just to themselves. The problem then is that few will have the courage to do anything about it, some will still try and do it all themselves by taking courses, reading books and thinking they can learn what they don’t know.<br /><br />And possibly they can – but while they are learning (and we are talking months/years), what is happening to their existing business, where do they find the time to promote and market their business, to run their business??<br /><br />The next few decades, in my opinion, will be the<strong><span style="color:#ff0000;"> “era of co-operation”</span></strong>, of people and companies working together in all manner of ways, from co-operating on individual projects, to full joint ventures and even multiple companies combining all their individual expertise to create a winning and growing business.<br /><br />So the strategy recommendation for this week is the <strong><span style="color:#ff0000;">‘Strategy of Cooperation’</span></strong>. Look at your company’s purpose in business, what value is it providing for its clients today, what are your corporate aspirations in 1, 3, 5 years time.<br /><br />And most of all, being completely honest with yourself, what are you most proficient at, what does most of your knowledge lie?<br /><br />When you have set this in writing and it’s clear, then look at the other types of skills needed to really get your company on a positive roll towards growth. Itemise them, one by one and then set out to find matching companies that can help you achieve the growth you are aiming for. Either by hiring individuals or best of all through a joint venture that will benefit both parties – the most successful cooperation, is not about ‘beating the other guy’ anymore, it’s about ensuring a <strong><span style="color:#ff0000;">win-win situation</span></strong>.<br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><br /><div align="right"><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a><br /></div><p align="left"><a href="http://twitter.com/home?status=Asking%20for%20help%20is%20not%20a%20sign%20of%20weakness%2C%20its%20a%20sign%20of%20strength.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-757167.jpg" /></a></p><div align="right"><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-6880158156343918983?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0tag:blogger.com,1999:blog-4027360714015111133.post-50783417560305986922009-09-15T15:30:00.005+08:002009-09-15T15:53:09.972+08:00Pricing is a crucial area in the success of any company and it is essential you have a solid and proven pricing strategy.<br /><br />So how do you determine the right pricing strategy for your product/service?<br /><br /><strong><em>* Research </em></strong><br /><strong><em>* Competition</em></strong><br /><strong><em>* Company and Product Positioning</em></strong><br /><strong><em>* Corporate Strategy</em></strong><br /><strong><em>* Marketing Strategy </em></strong><br /><strong><em>* Life span of your product/service</em></strong><br /><strong><em></em></strong><br />By examining aspects of your business (such as those listed above) that need to be taken into account. For example:<br /><br /><strong><span style="color:#ff0000;">Research</span></strong><br />Look at your industry and compare prices of similar companies to your and what they are selling. Be careful to take into account what value they are offering .. is it more or less than yours; is it different; is it a ‘package’ price where other items are part of the overall price. Is the quality of the product/service better or worse than yours (and this is a good time to be completely honest with yourself – you’re on your own). How is the quality compared to yours (and be honest with yourself).<br /><br /><strong><span style="color:#ff0000;">Competition</span></strong><br />Make sure you know your competition. Who are they, how many are there, how do they differ from you – each plus/minus point is a factor of the price calculation and must be taken into consideration.<br /><br /><strong><span style="color:#ff0000;">Company and Product Positioning</span></strong><br />What perception do you want the market to have of you and your product/service. Do you want your market segment to be exclusive (higher price, but lower volume) or a mass market segment (high volume, low price).<br /><br /><strong><span style="color:#ff0000;">Marketing Strategy</span></strong><br />Of course, if you are entering a new market with a new product/service or a new geographical area – you might need to make some pricing concessions to break into a new market, but only for a limited time (which should be mentioned in the offer). Or if you are selling as part of a JV offer, combined with something else, your price should be adjusted.<br /><strong><span style="color:#ff0000;"></span></strong><br /><strong><span style="color:#ff0000;">Target Market</span></strong><br />You also need to consider your potential buying market in terms of socio-economic terms. For example, you may not sell carpets in a fishing village on Cheung Chau, regardless of the price.<br /><br /><strong><span style="color:#ff0000;">Life span of your product/service</span></strong><br />Consider the buying cycle of whatever you are selling. Is it a ‘one-time’ purchase, in which case the price can be higher, or is it something they will buy 4 times a year – in which case you can afford to set the price lower but gain more profit through higher volume.<br /><br /><strong><span style="color:#ff0000;">Testing / Trial &amp; Error </span></strong><br />At the end of the day, the only sure way to find the best price for you is to be fluid, vary your price (especially at the beginning) slightly and test your market – either geographically, or by different promotions in different media (i.e. advertise in SCMP, Apple Daily and HK Economic Post .. each ad with a different price and check the response. Or via direct mail can also be a good test medium.<br /><br />One other important point is to try and <strong><span style="color:#ff0000;">NOT</span></strong> let <strong><span style="color:#ff0000;">greed</span></strong> get the better of you. It is better to start modestly and then increase your price every time you can find some more value in your product/service.<br /><br />It is important to think of your pricing strategy as pricing the value you can pass from you to your buyer – put yourself in their position, you may be surprised.<br /><br />And most of all - remember to be flexible, no strategy should be set in stone, and you should always be ready to react to any change in the market place, quickly and positively.<br /><br />As always, I welcome your comments and am available for further discussion on making your business grow - <a href="http://www.asiamarketing.biz/">http://www.asiamarketing.biz/</a><br /><br /><div align="right"><br /><a href="mailto:ferdi@asiamarketing.biz">ferdi@asiamarketing.biz</a><a href="http://twitter.com/home?status=A%20strategy%20applicable%20to%20anyone%20in%20the%20F%2BB%20industry.%20Very%20simple%20but%20with%20varying%20results:%20www.asiamarketing.biz/blog"></a> </div><a href="http://twitter.com/home?status=How%20to%20price%20a%20product%20or%20service?%20We%20have%20identified%20a%20few%20points%20that%20should%20be%20considered.%20www.asiamarketing.biz/blog"><img style="WIDTH: 200px; HEIGHT: 200px; CURSOR: hand" border="0" alt="" src="http://www.asiamarketing.biz/blog/uploaded_images/light-bulk_brainstorming-copy-730906.jpg" /></a><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/4027360714015111133-5078341756030598692?l=www.asiamarketing.biz%2Fblog' alt='' /></div>Ferdi Stolzenberghttp://www.blogger.com/profile/12800996512099768472ferdi@asiamaketing.biz0