How To Use Photo Captions To Get What You Want

For each image, illustration, or photograph you use in your direct mail letter or package, be sure to use a caption to reinforce the benefits of the product depicted. A caption is a title, short explanation, or description that tells what the photo, illustration, or image is about.

Even though the intent of the image may seem obvious to you, it may not be obvious to your reader. You want to make sure the reader interprets the image the way you want them to. Otherwise, they’ll put their own meaning on it. That meaning may be counter to what you intend and, therefore, defeat your purpose.

So don’t leave anything to chance. Always be sure to add a caption to convey the exact meaning you want the reader to get.

For instance, say you included a picture of yourself in the sales letter. Don’t just include the photo. Instead, include a caption quote under the photo of you saying something about your product, or about what your company stands for, etc.

Another reason you want to add a caption is this…if the reader has to stop and wonder what the photo is about, you have broken the flow of the reader. When you break the flow, you increase the chance that he will stop reading. If that happens, you lose a potential customer.

So take adding captions seriously. Without them, your prospect-to-customer conversions will be low, compared to what it could be with the proper captions.

To read more great marketing tips, you can download a FREE copy of Ken’s “121 Tips Techniques and Ideas To Explode Your Marketing Campaign Results”. Just give Ken’s FREE e-newsletter a try and you’ll be given immediate access to download the 121 Tips e-book. Here is the link to these free resources: www.kenvarga.com/nj.html

AmSpirit Rx (Do You Just Belong?)

An effective means of networking is to find business associations and chambers to join. For this to really become effective, however, you cannot just belong.

With any group, club or organization, you need to not all join up, but then get involved. Become an officer. Serve on a committee. Contribute your expertise. Invest some time. Make your presence known.

Here is a test to determine whether or not you are sufficiently involved with any organizations you are associated: If you were not there, would you be missed? If not, you are not sufficiently involved. Set about changing that the first chance you get.

Want To Make Sure Your Mailing Doesn’t Embarrass You?

While planning a mailing, write a dummy direct mail package, using identical materials to ensure that your package will mail at the price you have planned.

When weighing your package, include a dime and a paper clip to account for the weight of the ink. I bet you have never heard of this idea before.

If you don’t, here’s what’s likely to happen. Your mail might be delivered with postage due. And the last thing you need is your prospect to think, “Here’s somebody wanting me to spend money with them and they are asking me to put up money to pay for the postage on the envelope”. Not good. It just doesn’t make any sense.
So again, keep that critical tip in mind. Always add the paper clip and a dime to account for the ink if you don’t want your mailing to embarrass you.

To read more great marketing tips, you can download a FREE copy of Ken’s “121 Tips Techniques and Ideas To Explode Your Marketing Campaign Results”. Just give Ken’s FREE e-newsletter a try and you’ll be given immediate access to download the 121 Tips e-book. Here is the link to these free resources: www.kenvarga.com/nj.html

Why You Need A Good Back End

A good back end is where your real profits lie. Trying to make your fortunes from a front end product is very tough.

With a good back end, you could make plenty of money from a front-end promotion that barely breaks even, or even loses a little.

In fact, many top marketers and companies build the loss into their front ends just to get the prospect to become a customer. They know what the lifetime value of the customer is, so they know how much they can spend to get that customer.

A good case in point are computer printer companies. They’ll sell you a printer (the front end) for less than it costs them to make it and distribute it. Why? Because they know that once you own the printer, you are going to buy ink (the back end) for that printer for at least a year or two, or more.

Many people would think that the printer is the main product. In this case, the main product is the ink. The printer is the means to the income stream that follows.

With the knowledge of how much you’ll be spending with them for the life of the printer, it’s easy for them to sell you the printer at an inexpensive price to turn you into a customer.

So, a good back end is where your profits lie. Design it correctly, and watch your bank account swell.

To read more great marketing tips, you can download a FREE copy of Ken’s “121 Tips Techniques and Ideas To Explode Your Marketing Campaign Results”. Just give Ken’s FREE e-newsletter a try and you’ll be given immediate access to download the 121 Tips e-book. Here is the link to these free resources: www.kenvarga.com/nj.html

AmSpirit Rx (How to Do More with Less!)

Everybody talks about it, yet it’s a tricky and challenging path—especially when you have a small business to grow! Have you considered this? Increase your workers’ capacity and challenge them to carry this out!

When your employees contribute, grow professionally and own their careers, they work as Partner-Owners rather than Employees. They know how to align their strengths with your business strategies and how to be flexible in their work responsibilities. They take initiative and have a stake in the success of your business. They are committed to that success, since their personal growth and career opportunities are part of it. They “have your back” when you have theirs.

What’s involved? Learning a different way to think about “my career.” Career Owners learn to leverage their talents and abilities, know who’s competing for your customers, recruit mentors, investigate possible career directions, and build a case for their professional development. All the while they are developing flexibility, learning about your business reality and aligning their work with your strategic business direction.

Sharing the career accountability with your workers creates a partnership with those who will help your business succeed. Those who are not committed to your success can continue as employees with the traditional employee mindset…or find another employer with a seat to warm! (do you really care?) But those who are committed to your customers and their satisfaction will stay because they own the outcomes and they value building their own security.

To learn more about Career Ownership: Creating ‘Job Security’ in Any Economy or to get additional information on the book, visit Amazon (http://amzn.to/i1zYWO) or the author’s web page: http://WorkforceChange.com/CareerOwnership. Also visit the Career Ownership page on facebook, (http://on.fb.me/hzy8kY) learning about career ownership one question at a time!

AmSpirit Rx (Practice Makes Perfect)

To have that wonderfully polished 30-second commercial (aka elevator pitch), do this …

Type out your commercial word for word … on a note card or piece of paper, it doesn’t really matter. Then put it some place where you see it often and thus subconsciously go over it. Also, a few times each week, read it – to yourself if you are shy or aloud if you are bold.

This simple exercise will allow you to become fluent and confident the next time you tell people who you are and what you do.

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• Highly Affordable, With A Great ROI … And,
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Why Sell Only One Product

Never try to sell two separate products at once. This is definitely a no-no. When you do that, you are asking the prospect to make too many decisions. Too many decisions cause confusion. A confused prospect does not buy.

Once you have gotten prospects to respond and order, then and only then can you back-end another product to them. (For those of you new to the term, “back-end” means the products or services that come after the initial purchase.) In other words, once they become a customer, then you can try to sell them something else; not before.

“But”, you say, “how about having a listing of my many products on a single web page on my site?” “Should I have a separate web page for each?”

My answer is that it depends. I think it’s ok to show several products on a single web page. But in the sales process of a product, you should send the prospect to a landing page where his decision making will be about that product only; not about which to buy. If your ad or promotion sends the prospect to a display of all your other products, you complicate the buying process for the prospect and he’s less likely to buy.

So make sure that any particular sales promotion you are running relates to one and only one product for that promotion.

To read more great marketing tips, you can download a FREE copy of Ken’s “121 Tips Techniques and Ideas To Explode Your Marketing Campaign Results”. Just give Ken’s FREE e-newsletter a try and you’ll be given immediate access to download the 121 Tips e-book. Here is the link to these free resources: www.kenvarga.com/nj.html

AmSpirit Rx (Work FOR The Room)

When you head out to that next networking event, forget about working the room – you know roaming around glad-handing, distributing your business cards and generally trolling for business. This seldom works, unless you are intent on being annoying.WHY JUST BE IN THE NETWORK WHEN YOU CAN OWN THE NETWORK?

Instead, try working FOR the room. Be a facilitator of conversation amongst less outgoing people. Introduce other people you have just met to people you have known for years. Find out how you can help someone and take action on that. Share useful information about other events and happenings.

When you work for the room, you will transform yourself into a superhero of sorts. People will actually welcome seeing you at events. Try it and see what happens.

Consider a franchise with AmSpirit Business Connections.

• Highly Affordable, With A Great ROI … And,
• Dovetails With Existing Business or Profession … And,
• Enhances Your Professional Presence Within The Community

Contact Frank Agin (frankagin@amspirit.com) or visit www.amspirit.com for details.