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Isn't
It Time You Put Your List Building And Traffic Generation On Autopilot?
Creating an organization with long-term value.
Every company must make a profit. If they didn't, they
wouldn't stay in business long-term and, short-term, banks wouldn't lend
them money for buildings and equipment. Shareholders would be unhappy.
But profit tells little about the future of an organization and how both
customers and investors view it today. If you doubt this, look at high-tech
Internet companies. Most have yet to make a profit, but their stocks are
selling at high prices. People perceive value in their services. Today,
smart companies are working to protect themselves in a world of unforeseen
factors. They are developing closer relationships with customers. They
are taking a hard look at present and future products to assure that they
will be in step with customer needs. Creating value is a wise step. It
should be one of our goals as we approach the millennium. Our value as
an organization increases as we accurately view the changing marketplace,
and as we build for the future by investing in research and development.
Our value also increases as we generate enthusiasm among our people and
show our appreciation for their work in many ways. It increases as we
produce services and products today that have high value. Each of us plays
a part in our organization's future. If we play our parts well, we can
create both value and profit.
BuyTelco ‘connects’ both consumers and businesses with providers of high
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with companies to design and deploy voice, data and Internet solutions.
BuyTelco specializes in Frame Relay networks, dedicated Internet access
and wholesale IP transit. BuyTelco’s proprietary "Qualifying & Ordering
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in your neighborhood or work place. The BuyTelco System has run over 400,000
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How to Write B2B Ads That Catch Customers
by: Steve Koons Are your business-to-business
ads working for you? If they are not making sales, are they at least
generating interest in your company? Are they making an impression
on your potential customers by making you stand out in a crowd?
If not, then you should take a look at this article and get those
ads working hard for you.
Don’t just fish for customers, catch them!
ALWAYS include your company name in the first sentence, preferably
as the first word. Don’t start out with ‘we’.
And briefly state what you do right away. For example: “Solinc
designs plastic injection molds.” You want them to know who
you are right away. Also, many B2B sites don’t allow visitors
to view the total ad without paying or registering. You want everybody
to at least be able to search for you on the Internet. This can
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You need a ‘hook’ to reel in your readers. There are
probably plenty of other ads right next to yours so you need to
get them within the first sentence or two. Use some great adjectives.
Which is better: “Solinc designs injection molds.” Or
“Solinc expertly designs high quality, precision injection
molds.” Now they know who you are, what you do, and why you
are special.
Ask a question about why your reader should choose you and answer
it. Questions such as “Do your customers demand high quality?”
“Are you looking for a total solution package?” Then
tell them that’s what you deliver, you’ve got what they
need.
Clearly state what you do step-by-step. Use bullets, numbers or
short dedicated paragraphs. Make a list of your products and services.
Then tell a little bit about them. Don’t forget to use your
adjectives here. Give them a ‘line’ to find the bait.
Give them some food for thought. It’s time to ask them another
question. This time ask them about a problem they might have that
you can solve. For example, “Are you completely satisfied
with your current supplier?” “Are you frustrated with
late deliveries?” “Are you looking for faster and more
reliable service?”
Give them a call to action. This is your ‘sinker’.
Offer them the answer to their questions by contacting you today.
Don’t let them get away.
If you follow these steps you are on your way to catching some customers.
But you need a few more pieces of bait to land the big catch.
Include your keywords and company name throughout the text. This
can help your ad land in the search engines. Avoid using the words
‘we’ and ‘it’ and ‘our product’.
Use ‘you’ often. It pays to include your potential
customer in your ad.
Be entertaining or subliminal, but don’t be boring! This
can be a bit tricky in some areas of business, especially manufacturing.
A good trick is to use a product noun as a verb and couple it with
an adjective. An example would be for injection molds. Not the most
entertaining subject, but: “Inject some speed into your production
with high quality molds by Solinc.” And you’ve got a
line with pull.
Be sneaky. Some B2B sites don’t allow you to put in your
email address or URL in the ad copy. However, if you spell out “dot”
or “at” in your addresses your potential customers can
find you.
And finally, be polite. Never use all caps or more than one exclamation
point at a time, be careful of poor grammar or bad spelling. Show
your potential customers you care.
Don’t forget, practicing and proofreading lead to good ad
copy, which leads to good sales.
About The Author
Steve Koons works in the marketing department of Solinc Die and
Mold and lives in Seoul, Korea. To read more of his stuff visit
his blog:
http://www.injection-molds.blogspot.com
http://www.solinc.net
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Myths that push workers toward burnout
Many companies are now engaged in work redesign in order to keep
key employees sharp and enthusiastic. In the process, they are discovering
a few myths that lead to worker burnout.
Myth: When a client says jump, the only answer is "How high?"
One accounting firm had employees working five days a week at the
client's office in another city. When they changed the schedule
to four days a week with the fifth worked in the home office, people
felt less pressured and could plan their weekends. Surprisingly,
the client found the arrangement to be better as well.
Myth: Decreasing workloads will turn them into slackers.
Wrong, it has been proved that putting the brakes on overload can
allow people to produce more and better work. One senior manager
quoted in The Wall Street Journal says some people won't admit to
burning out. The only time you find out about it is at the exit
interview. Then it's too late to change things, and you've lost
a valuable worker.
Myth: If an employee is working himself
into the ground, it's his own fault.
Often the manager thinks overwork is due to inefficiencies. But
studies such as those at the International Food Policy Research
Institute, a Washington nonprofit group, show that a "crisis
mentality" was driving scientists to work incredibly long hours.
Their time was not valued. Analysis showed that the scientists were
involved in many activities and meetings that were cutting into
research time. A change in routine helped to solve the problem.
Long seen as the failing of an individual, the time bind is organizational
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Why bosses quit
A human resources consultant interviewed 180 executives who quit
their jobs. Among the unusual reasons for leaving the job were:
To start a worm farm; the building was too hot; the building was
too cold; to go to jail; to study Spanish in Brazil; there was a
demon residing in the computer network; and a "vision" told him
that it was time he should resign. |
Customer Service Skip the lingo
when talking with customers "Simplicity is beauty." It's the creed
of designers and decorators everywhere, but you seldom hear this
dogma attached to speech. It should be. Great speakers the world
over have contended that plain words are best. Short words are even
better with just a few descriptive words sprinkled in for the flavor.
Sales and customer service representatives should keep simplicity
uppermost in their minds when talking to customers. Most customers
know little of the jargon that people within an organization might
use. When these unfamiliar words are injected into a conversation,
people have to stop, try to figure out what you are saying, and
often miss what you say next. Confusion and misunderstandings abound.
Because there is no way to know how much of in-house lingo a customer
will comprehend (it could be little, some, or none), it's better
to speak their language. How do you do that? You translate and you
keep it simple wherever possible. Ask yourself how you would explain
this matter to your next-door neighbor or how you would explain
it to your mother. When you put yourself in that position, you've
come a long way toward explaining to a person whose level of expertise
you have no way of knowing. If the customer does begin to use technical
terms, you can gradually increase your own usage. But, again, though
a few terms are known, you have no way to know if others will be
understood. So keep it simple.
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