What does it mean when a business is full of soul? What does it mean for a business to be soul-based? In this age of The Secret, positive thinking, and living life to the fullest, it is not uncommon to hear about soul-based businesses.

These are businesses that have been started or revamped to accommodate the wholeness and uniqueness of its owner. You can think of a soul-based business as the purpose-driven one, one that thinks of caring for humanity first before catering to its own interests.

There are many seminars out there geared toward putting the soul back into businesses. Participants claim that such seminars improve different aspects of their businesses, including marketing. But should you go into such a seminar?

Would having a soul-based business make marketing easier?

The answer is a definite yes.

Here are the top ten reasons you should consider it.

1. The soul-based business, is purpose driven. Imagine running a business without purpose, except to make money. What about the people that you might satisfy with your great products? What about the people that you might make happier with your great services? Establish a purpose other than profit, and make this the guide for your business. If your business has a mission, then you can see the end of what you are doing; and if you see the end, you can tailor your marketing messages to show this goal as well.

2. Having a soul-based business is also having a business that is in the world, and not of it. What’s the difference? A business that is in the world is simply located on earth, but it does not have to be of the world: it does not have to conform to the norms of getting profit while underpaying employees, or earning money while leaving customers unsatisfied.

If you are coming from the soul, you will not have to employ hard selling methods in order to attract your customers. Do you ever notice how hard selling is not only annoying, but it makes the company look like they’re trying too hard to make a living? Now imagine if you could turn your marketing message into something persuasive simply because you are focused on making people happy.

3. People may deny it, but they are all looking for a center, a balance point, a focus on which they can rest their cares. Some people call Her God, others refer to it as Spirit, and still others think of it as a World Force, the Universe if you like. Whatever name it takes on, this center or balance point can allow you to focus your energies in order to please someone. Imagine if you had only one person (or force) to please, instead of a thousand different customers! Imagine the focus that would put on your marketing strategy!

4. Remember the old saying: people need to know that you care before they care about what you know. This also applies to marketing: people need to know that your products are for their satisfaction, not just your profit. Having a soul-based business means that you will start out without selfish motives, and with the care of your customers in mind.  Because you can tailor your messages to show that you truly care for the welfare of your customers your marketing messages will be much more persuasive.

5. In creating a soul-based business, you are placing your mind, body, and soul into it – you know yourself better. Every marketing message needs to completely represent the business that provides the product or service. An authentic marketing message means you are not pretending so you can just show up and be yourself. It takes far less energy than trying to be something or someone that you are not.

This means you can have a comprehensive marketing message that is not only persuasive, but one that best represents you and your company.

6. One of the commitments that you will make when you start a soul-based business is to get something that you want, aside from profit. You will commit yourself to customer satisfaction, which should earn you profit – which should allow you to spend your money one day on the things that you want. Keep these nice little dreams in mind, and you can have inspiration to continue marketing from the soul.

7. Another commitment that you make is to one of living life to the fullest. This will not only inspire you to keep on marketing, but it will show in your marketing strategy. If you encourage people to live life to the fullest, then you will have attractive and persuasive ads, not to mention satisfied and happy customers that you will love to serve.

8. In a soul-based business, you also acknowledge that your customers are made up of mind, body, and spirit, not just wallet, money, and possible profit for you. This can help you in marketing because you are talking to people, not automated teller machines. You know how people behave, what they dream about, and what they want. You can’t say the same thing about machines, now, can you?

9. Having a soul-based business allows you to put in positive energy – as well as to attract people with the same positive energy. Imagine what staff meetings would be like! Now, imagine what marketing meetings would be like! All the ideas would just tumble out, and all you need to do is brainstorm to get the marketing message that you want.

10. Lastly, having a soul-based business means that you will be making promises that are based on truth and authenticity. If your marketing strategy rests on this, backed by a strong customer satisfaction guarantee, you won’t have a problem with misrepresentation.  You can stand back and watch the profits flow to you.

Last weekend I visited my daughter and family just as their brand new cubby house was being erected.

As you can see from the picture it’s a pretty special play house as it has wheel chair access so her eldest son William, can play with his two younger brothers. It’s a huge hit, even with the family dog who followed me and the younger boys up the stairs and down the slippery dip, over and over again, until we were all worn out.

Although William is not mobile and the lower deck is yet to be fitted out with his toys and activities he can still be part of the action.  And he loves the slippery dip too if mum and dad give him a hand.

Now the reason I’m sharing this is to explain that through this project a small business owner discovered a niche market he didn’t even know existed. And this story might just prompt you to think about areas in your business where you could adapt your product or service to expand your sales into a whole new market.

This all came about from some special funding the government made available for a family project that benefitted everyone, not just the disabled child. Which is pretty innovative and very much appreciated. My daughter consulted a fully qualified builder who no longer built houses but had a thriving business because he had already niched into backyard cubbies.

BUT he had never built a wheelchair accessable one AND researching on the net he found that no-one else had either. He discovered a whole new niche he would never have thought about. The plans were drawn up and the project was approved along with the funding.

Now the builder plans to locate families who qualify for the grant who would like a similar cubby and will even assist them with the application process. He’ll go on building more and more cubbyhouses for more and more lucky kids!

Being their grandmother I was delighted for my small boys but as a marketer I was also excited about this win-win outcome that so perfectly demonstrates the power of niche marketing.

Does this spark any opportunities for you? Love to have your comments.

(…continued)

8. Powerful call-to-action copy

Don’t assume your prospect will know what you want them to do. Many people make this mistake and don’t ask for the order.

Make it clear why you are making the offer, why they should take up the offer and exactly what they need to do to respond.

9. Split payments to make the purchase easier to afford

If you’re offering a higher end product or service that might give people cause to think about it  - offer split payments. Consider a deposit up front with several monthly payments to make it easier for your customer to buy it now and not put it off till later. The purchase decision is a lot easier if they can spread their payments. 

10. Use prominent submit buttons and buy now links

Even though readers are trained to expect an order button don’t make them search for it. Make your “submit” button large and prominent. A red key line around the button works well. And don’t wait until the end to ask for the order. Place several links throughout your copy to invite your reader to purchase now. 

Use strong, descriptive action words like “get access now” or “buy now” instead of “click here”.

Using these techniques is how you get people to truly sit down and make a decision now. Because if you don’t, then too many things can come between them and that decision. We all procrastinate at some stage - these sort of strategies encourage taking action now.

(…continued)

4. Special “STOP PRESS” extra bonus for ordering within deadline

Having a “Stop Press” or special extra bonus for ordering within a deadline is another way.

This is offered only to those who take action before the close off date or even within a limited number of people.  It could be a competition or lucky draw prize.

5. Reply paid self-addressed envelope

If you’re using direct mail put in a reply-paid envelope. Don’t ask people to buy the stamp and find an envelope. Include it. Think about how much easier it is to fill out that coupon, put it back in the envelope and pop it in the post. One less reason to put it aside.

6. FREE CALL order numberProvide as many methods to reply as you can including a free call order number. People like choice and convenience so the more ways you have to respond the more likely you will get people to take action now.

This applies even if you’re advertising on the net. You will of course have a prominent “submit” button which most people will be happy to use but there will be a percentage of people who will prefer to pick up the phone.

7. FREE FAX order numberJust as some people prefer to phone, others will happily fill out a form and fax it back. Give them an order form and a free fax number as one of the many methods they can use to respond.

(more techniques in next post)

Direct response advertising is all about getting your prospect to take the action you want.  And the sooner they do that the better your conversion rate will be.

There are many techniques and they work in combination so use them all to maximise your results. The idea is to build urgency, make it easy to respond and give no reason to put it off until later.

Here’s my top 10 tested techniques to get more prospects to take action now. 

1. Cut-off date to your offer

Create urgency by having a cut-off date. You can do that in a number of ways but it’s really important that you do it with integrity. Don’t have a cut-off date and then allow people to come later to that very offer.

One way is to offer a free bonus that you can only have if you respond within say 10 days. After that the bonus is not included.

Another is an early bird discount with a cut off date when the price goes back up.

2. Takeaway close 

Have a takeaway close. This means you can take this away - it’s not always going to be available! And you don’t have to put a time on that. You can just say, I may never do this again. This might be a one-time offer. Or maybe it is a one-time offer.

3. Use a P.S.

A P.S. is a technique particularly good for letter-writing. It’s one of the first things anyone reads. The strange fact is most people, when they receive a letter flip to the back to see who it’s from and then proceed to read the PS. Or read the headline on a sales page on the internet and scroll to the end. Meet them there and load your letter with plenty of P.S.’s so that you can grab their curiosity enough to make them want to go back and read the letter from the start.

(more techniques in next post)

Many people get confused about the role of advertising in the marketing mix so here’s a simple view of where it fits in.

In the traditional marketing model, we talk about the 4 P’s 

• Product
• Pricing
• Place
• Promotion

The last section - Promotion is what we mean when we say you are “doing your marketing”.  It’s your communications or your actual marketing activities.

But first, let’s get clear about the PURPOSE of marketing and why you want to get good at it.

“The PURPOSE of marketing or it’s biggest task is to persuade
prospects to visit you online or offline so you can present your
offer. Done well they come waving their credit card and ready
to buy so there’s no need for hard sell.”

Whenever and wherever you get in front of your potential market is your marketing opportunity - you are communicating or getting your message across.

You could say this started as far back as Babylon when the Town Crier was the only delivery method! They went around town shouting out to people to go to the marketplace and you went to the marketplace with your goods  to “present your offer”.   With the invention of print and other technologies you now have a smorgasboard of delivery methods or media to reach people such as 

• Print - newspapers, magazines, catalogues, newsletters
• Phone, mail, fax
• Radio & TV,
• Internet - through websites, blogs, social networking sites, email, video & Audio podcasts and the like
• Teleseminars & webinars
• Mobile media - Blackberrys and mobile or cell phones
• And lets not forget in person public speaking and networking 

So that range adds a level of complexity. But choice is good and you don’t have to use all of these but they are available to you.

In any event you’ll either be speaking or writing. Simply narrow down what makes sense for you and your business and use your strengths to work out a plan.

JUST remember the marketing principles remain the same no matter the medium - so the PURPOSE of your marketing is still the same. To persuade prospects to visit you online or offline so you can present your offer.

So where does advertising fit into this?

Advertising is simply a subset of your marketing activities it’s the SALES function when you make the sales pitch or “present your offer”. This could be verbal or written in all the same media you use for your marketing communications. What adds to the confusion is sometimes big companies use image based ads for awareness so the “sales pitch” isn’t obvious.

But the primary purpose of advertising is to SELL.

So you create ads in one form or another and get them in front of your audience.
Small businesses can’t afford to waste money on image advertising that is designed for the masses to promote a well known brand. It simply isn’t designed to sell, NOW.

So what I do and recommend is Direct Marketing which is based on one-on-one relationships and uses proven direct response advertising techniques instead of mass advertising.

The purpose of a direct response advertisement is to get a response, NOW! Which means these ads actually ask the prospect to DO something.

Whether you’re building a list, selling a product or service, an appointment or even something you are giving away - you still need to “sell” it to your prospect. And ask them to take the action you want them to take to move them through the sales process.

In a nutshell, advertising is a subset of marketing and direct response marketing and advertising is the champion for small business.

(…continued)

6. Power questions

If you’ve ever sold anything for a living, then you may have already discovered the power of questions. And because advertising is simply selling in writing the principals that apply to selling one-on-one are the same. There’s a ton of questions you could ask your prospect but the idea is to focus in like a laser beam on your prospects inner thoughts and get them to use their imagination. Just make sure there is a close correlation between the point you’re making and the impression you want to make. Your prospect’s desire and imagination will take care of the rest. 

7. Answer objections

Do your research and understand what questions your prospects will have about buying your product or service. What will they need to know to be confident they are making a good decision? Make sure you answer them throughout your copy. It’s a bit like the elephant sitting in the middle of the room - no-one wants to talk about it but ignoring it doesn’t make it go away. Of course you don’t call them objections and you can use creative examples, testimonials and case studies as techniques to address them. A great tip is to give them a Q & A sheet as well. 

Use these proven strategies in your advertising and I guarantee you that more people will want to respond to your offer. Once they want to respond you only have to encourage them to take immediate action to maximize your results.

(…continued)

4. Free Offer

Whether you’re selling a product or a service you’ll turn more prospects into customers if you offer something for free. A free report or audio from your website or a  redeemable coupon from a press ad or direct mail offer are all proven techniques to get more people to respond. Of course you want to make it valuable and relevant and tie it into your overall offering.

5. Remind your prospect of their problem or fear, and that you have the answer to solving that problem

Enter the conversation where your prospect is at and you can quickly get to the heart of the matter. Identify and remind them of the problem or fear they have around a particular issue and demonstrate how you can help them solve it.  We know that people buy on emotion so dig to stir up the negative emotions they are feeling and then describe how they will feel when they move beyond it.  The best way to do this is to tell a story that your reader can relate to.

(more  techniques in next and final part 3)

Direct response advertising is all about making an offer and getting a response.

Whether you’re asking your prospect to make a purchase, pick up the phone to call you, or simply to provide their email contact. Your objective is to get them to respond and take the next step in your sales process.

Here’s 7 proven ways to get more prospects to want to respond.

1. Speak to your prospect from the heart

What I call “finding your authentic voice”. Too many business owners end up sounding like everyone else and it’s not their fault they just follow examples of  others who they think might know what they’re doing.  But honestly, they more than likely don’t have a clue either.  My tip is to write like you are writing to a friend so the “real you” shows up and your personality shines through. Then you will connect with your prospect on an emotional level and create impact. 

2. Added-value bonuses or even bonus overload

The secret to out-marketing your competition is to find ways to add value to your customer’s experience at no extra charge to them. Not only will this increase the perceived value of what they are buying but it will make your offering unique which means it can’t be compared to your opposition.  Adding bonuses that are worth even more than the asking price is known as bonus overload which means massive perceived value for the customer.   

3. 30-day Risk-Free trial

A risk-free trial is a great way to take away someone’s hesitation.  That’s because it puts the performance of the product or service you’re offering firmly on your shoulders. If someone is not buying your product - they either don’t want it, or they don’t believe it’s as good as what you say it is.

So if they are interested, then a risk-free trial will quickly turn a “maybe” into a “yes”.

(more techniques in next post)