© 2007 By Steve Glines
Creative Director, Industrial Myth and Magic

Viral marketing is the latest magic marketing bullet that promises to transform a sow's ear into a silk purse, a dud into a winner. It's the dream of every marketer to create a marketing environment that is self-perpetuating and inexpensive, a viral marketing campaign. There are companies that will go out and hire hordes of teenage girls to shill some new product in the hope that it will take off through simple word of mouth. "Oh Buffy, look at my new toy, squeal, squeal." Campaigns like this rarely work for teenage centric products and not at all for industrial or commercial goods.

Viral marketing does work! Here's how to do it:

1. A good story: You need a compelling story. Without a good story there is nothing to repeat.


2. A web site: You need an attractive, easy to load and navigate web site that's been optimized for search engines. People use the web the way we once used the yellow pages. If it doesn't show up on the web it might as well not exist. Right now Google is the only search engine that counts.


3. Drive them to your web site: You need to drive people to your web site; you need to give them a reason to go there.




• Articles: Magazines and newspapers (both on and offline) pay writers very little so the quality of independent articles (even in major newspapers) is very low. The majority of quality articles (especially in trade journals) are "planted" by writers hired to make a point. Make sure you're one of them and make sure that your web site's URL is mentioned so that that Google's web crawling robots find the reference.


• Press releases: Targeted articles are expensive and time consuming. An easier way (and more effective from a web crawler's perspective) is the press release. A press release serves the same purpose as a ghost written story and can be broadcast to many outlets. Remember what we said about newspapers and magazines, they exist to sell advertising not pay writers yet it's the writing that attracts the readers that advertisers crave. When the media need content to carry advertising (no one is going to willingly go to a page with nothing but ads on it) they turn to the pool of press releases. If yours is written well there is a good chance it will be reproduced as written.




4. Advertise: Finally, to reinforce the message and the story it does pay to advertise. Advertising is most effective when it's used as a way of reinforcing an existing message, when the reader (or viewer) is expected to already know the story.

Once you have a web site the most effective thing to do is send out lots of press releases. The chances are that multiple "news services" will pick up your press release and that Google will scan your press release multiple times within a day or two. Each time it scans a press release it will register your web site. A good portion of Google's page rank system is based on how many times your site is referenced by other unrelated sites. A well-written press release might well show up in hundreds of sources, that's hundreds of Google references to your web site.

Anatomy of a Press Release

Is it news? If you do a Google search on the phrase "anatomy of a press release" you'll be told over and over "make sure it's really newsworthy." Good, that discourages your competition from sending out press releases. Pay no attention to that. You'd be surprised what can be made newsworthy. The annual arrival of spring is not news but the emergence of the first crocus of the season is and could be used to your advantage. Indeed the emergence of the first crocus could be the occasion of several press releases. For example, you announce that you are going to have some event contingent upon the emergence of the first crocus. Then you announce a contest for spotting the first crocus, then you announce (with pictures) the first crocus, then you announce the results of the event contingent the emergence of the first crocus. There is no such thing as a slow news day in the mind of a good publicist.

So you obviously need "news" in a press release or there is no reason for anyone to carry your press release but the "news" portion of your press release is really irrelevant except to the harried editor who needs filler to wrap paying ads around. What's important is the viral payload.

Crafting the payload

If news is the vehicle for getting your story into the media then the payload is what you really want repeated. Since you are in control of the story, this payload should reflect the story as you wish it to be told and retold. Before writing the payload, before writing press releases clarify what your goals are. Is the goal to sell a product or service, or the company or even an executive within the company? The story, the payload should have the following elements:

1. The name, the buzzword, the hook, the logo that can be used to trigger a memory later on through advertising, word of mouth or planted stories.


2. A story that separates you from your competition. It doesn't have to be much but it does have to be there. This is what you want people to remember and the simpler the better.


3. A way to get in touch with you and (most importantly) a pointer to your web site. This is what Google will see and use to point back to your web site. This is what you want Google's web crawler to see.

The story you convey in your payload should reflect the end point of your marketing campaign. If you're a little one man (or woman) shop that plans to become a Gigantic Humongous Corporation (GHC), then write your payload from the perspective of the Chairman of the Board of GHC. Using the hook of "news" you want to repeat the payload as often as you can. Repeat it over and over again and eventually it will become "fact". Everyone will know the story of Gigantic Humongous Corporation because they have seen it over and over again. That's how you create a viral marketing campaign, that's how you create an industrial myth and that's magic.

Industrial Myth & Magic is a cooperative amalgam of poets, playwrights, novelists, freelance journalists and a frustrated assortment of fine and commercial artists who make it a point of thinking outside the box. At Industrial Myth & Magic it's our mission to tell an intriguing story that will resonate with your customers and draw them to you, your company and your products. It's not good enough to build a better mousetrap you need a more compelling story. You need a story that will be told and retold. It's everything. It's an industrial myth and that's magic. www.industrialmyth.com

Labels: marketing, viral marketing

There are many ways to be innovative with your marketing, no matter what field you are in. In this article, I'm going to show you 7 ways to release your inhibitions and begin thinking more creatively. I will also give you some exercises to enhance your creativity. Ready?

1. Common Problem and Its Solution

PA common problem that people have is the inability to think outside of the box or their everyday frame of mind. One of my favorite websites that tackles this is http://www.creativethink.com/. This site will give you a fresh perspective on old ideas, or even help generate new ones.



Take your marketing strategy and try to objectively examine it. Start by looking at what works. Is anything working in your favor? If so, why does it work? Then reserve it. What doesn't work and why? What are three possible solutions to fix each problem? By answering these questions honestly, you have begun the creative process.

2. Imagine

One of my favorite exercises (which I learned in an acting class) is to imagine that you are an object. In this case, imagine you are your product (which in my case isn't that hard, because I am my business). Visualization is a helpful tool in recognizing what needs improvement. What are your attributes? What do you need to look better? What do you need to work more efficiently? Is there something that just doesn't feel right? Make a list of these questions and similar ones, and then answer them. By answering these questions, you will begin to identify with your product, which in turn will help you make it more marketable.

3. Idea Time

To get started on generating ideas, the best way is to just start writing them down. I recommend that you try not to focus on the end result. In this way you'll be more open to whatever stems from your brainstorming.



This is called "free association." Take a word that has to do with your business; it can be the name of your business, the market you are entering, etc., and put it at the top of a piece of paper. Then without thinking, start writing the words that pop into your mind. No matter how ridiculous they seem to you, write them down. It can be anything. There are no wrong answers to this exercise, and this exercise can only be successful if you really write down everything you think of.

Once you're done, take a look at what you wrote down. Can any of these abstract notions become part of your marketing strategy? Could they become a whole new angle?

4. Simplify

People have a tendency to make things more complicated than they need to be. Look at your current marketing plan: Can it be simplified? I"m a firm believer in the saying "Keep it simple." Narrowing the focus of your marketing strategy will often yield positive results.

5. Change

Change is inevitable, but it doesn't have to be a bad thing. Use change to your advantage and help make your marketing plan stronger. How is your demographic changing? Can you move with that change in order to continue to accommodate them? How is society changing? Are there changes that could expand your audience with just a slight tweak of your marketing angle?

6. Resources

There are many places to research marketing; you just have to start thinking outside the box. One of my favorite things to do is flip through the phone book. There is so much to be said for the Yellow Pages. Just open up the book and start exploring the angles. Can you collaborate with any of these businesses? If so, then how? What are their marketing strategies? Who are they marketing to? Examining other successful businesses, and even fostering relationships with them, will help you on your way.

7. Collaborations

This brings me to my last point: Collaboration is your best friend in business. If you are a new business owner, then you need to try and reach a larger audience. Why not kill two birds with one stone and collaborate with someone who already has a large following or clientele? By doing so, you can cut your work in half.



Who will benefit most from your product? This is a good question to keep in mind when looking for collaborators. It's particularly true if you're trying to approach an established business. Remember that they will have their own interests at heart, so they'll want to know how you can help them. A friend of mine used to send postcards to bars that said, "I want to help you sell liquor." Of course his band got the gig! So instead of thinking of ways for you to benefit from others, start thinking of ways they can benefit from you: you're sure to have success.

Where to begin?

No matter what, you have to begin somewhere; otherwise you won't begin at all. Though it does matter where you start, what is most important is THAT you start. Start small if you're nervous about getting your feet wet, but once you start, remember -- you can never stop. This is your business; this is you. And your life and financial future could be counting on it.

About the Author: Ja-Naé is a professional opera singer, as well as, the president/founder of Wild Women Entrepreneurs (Wild WE). Wild WE is an international community that helps extraordinary women achieve their full potential in business and in life. Wild WE has 45 chapters in 6 countries and a radio show. For more information, go to www.thewildwe.com

Labels: marketing

When on a limited and low cost budget, what do you look for in marketing on the internet? How can I make my advertising dollars bring in the sales?

Robin

Kaboodle Kids

Answer:

Hi Robin,



Thanks for your question. To be honest, I believe in spending as little as possible on marketing. There are so many outlets on the web that can help you with your business. The first place that I advertise on is www.craigslist.org. Craig Newmark has provided a valuable resource to all small business owners. The trick is not to abuse it. Craig and his team are very meticulous about combing the site for spammers (if you post more than one of the same post at once). So, my suggestion is to post every 48 hours. However, make sure that you delete your previous post, to secure that it goes through.



The success of your post will really be determined by how informative, concise, and inticing you make your post. The more professional looking, the better.

Ja-Nae

Labels: marketing

Greetings to my fellow Wild Women (and Men) Entrepreneurs!

Marketing. Ahhhh, Marketing! A 4-letter-word to some; a wealth of ideas to others. No matter how you market and brand your business ventures, it comes down to this: We want customers, we want to remain in business for the long-term and we want to be paid for our time and talents.

The thing with marketing is that, at times, it can be a crap shoot. You try something in August and the customers flock to you in droves. You try something else in February and it stinks like last week's garbage. Don't let the latter get you down; indeed, take the "stinky garbage" attempts and turn them into learning experiences. Do the research, check your numbers and figure out what went wrong. Whatever you do, don't think of these attempts as failures--they're not!

One of the successes in my marketing and branding arsenal is the landing or sales page. Now, it must be said that I fully despise the "typical" sales page--you know, the ones with "Dear Friend" and today's date at the top. Or the one ones with lots of big red bullets and arrows and testimonials in table format in a yellow background. I'm not you're friend and I don't read those testimonials. The typical landing page does not appeal to me...

What does appeal to me is letting my personality and aggressiveness shine through. I want visitors to my blog and websites to immediately think to themselves, "I must talk with this person." One of the ways I've accomplished this all important goal is with Lori's version of the sales page. Read on for more....

Guppy or a Shark? You Decide...

I categorize business owners in one of two ways: Guppies or Sharks. The former let the world pass them by and show no aggression; the latter are in business for the long-term and do not allow anything or anyone to stand in their way. The result of this categorization may be viewed on this landing page, http://www.GuppyOrShark.com

Another thing I do to drive home the Guppy/Shark marketing and branding is to address my blog readers as either Sharks or Guppies. And it must be said I adore when folks contact me and tell me, "I want to achieve Sharkdom!" or "I'm a Guppy ...help me change!" or "I'm a Shark and I want to work with you." This landing page is simple and yet to the point, and it asks one very important question, "Do you want to be a Guppy or a Shark?" More important, it's yet another way I market myself and attract the types of clients with whom I want to work.

Killer Customer Care

Yet another example of Lori's version of an effective sales page! For those of you who don’t know me, you need to realize just how important awesome customer service is to my business. My team and I work virtually with clients, and goodness knows it's tough enough making business owners jump on the Virtual Assistance bandwagon. One way I accomplish this is via my Killer Customer Care sales page.

On my blog and this sales page, I make it perfectly clear that the concept of Killer Customer Care is one which me and my staff eat, live and breathe every day. I also call out those companies which either deliver it in spades or really need help in this department! Guess what else I'm finding? Even though DavisVA's rates may be a bit higher than those of other Virtual Assistance providers, clients are coming my way in large numbers because they know that I know that the Customer Care experience is THAT important. They're willing to pay a bit more because they know they'll be taken care of very well. Indeed, they receive Killer Customer Care every day they work with us.

As the title of this article states, "There Ain't No Silver Bullet When it Comes to Marketing." You know it and I know it. Take the time necessary and market and brand your company in a way which truly reflects your values and personality. Remember, don't get hung up on "failures;" instead, turn 'em around and make 'em work to your advantage!

Lori Davis is the Director of the Future and Lead Shark at Davis Virtual Assistants (DavisVA.com), a New York-based Virtual Assistance firm providing a wide array of administrative, technical and creative solutions to a broad spectrum of business owners. Lori, her team of 10 Associates and the Virtual Consultants who are members of her Referral Network, have worked with thousands of business owners, just like you, who have chosen to outsource. She is sought out as a Coach and Mentor for aspiring Virtual Assistants, as well as by established VAs who need guidance and support to move their practice to the next level. Contact Lori today and learn how Davis Virtual Assistants can partner with your team. Lori Davis, Davis Virtual Assistants, 866.611.LORI, Lori@DavisVA.com

Copyright © Lori Davis, Davis Virtual Assistants. All rights reserved worldwide.

Labels: marketing, marketing to women, motivating your customers

Did you know that our senses are pre-cognitive? Because of this, they're memorable and motivating. And, the most powerful sense is smell... because the olfactory nerve is very close to the hippocampus, the area of the brain responsible for short and long-term memory.

Have you ever walked into a bakery during the holiday season and had the feeling that you were a child in your grandma's kitchen? You can almost feel her hugs, hear her laughter and taste her great cookies. That's because you smelled something that triggered these memories.

Have you ever been driving along in the car and heard a song that you haven't heard since college? You're transported back to that time. You're enveloped in the feeling of being a college student. The sound of the song made you feel a certain way.

How do you feel when you walk across a beach? The touch of warm sand on your feet may trigger feelings of vacations or family
outings...happiness.

Have you ever tasted something that made you feel a certain way? Or, have you seen something that evokes emotion?

The senses... smell, touch, taste, sight, sound... transport, evoke and remind...all without thinking.

This is incredibly important to your brand. By incorporating as many of these sensual experiences into your brand communications, events and programs you'll be able to develop long-lasting relationships with people.

And, you'll be even more successful with women because a woman has more emotional outlets in her brain than a man. Her emotional outlets are also more connected than a man's.

So, first think about your brand. Create a Sensogram... what does your brand smell like, feel like, taste like, look like and sound like?

Next, think of ways to incorporate these senses into your communications, events and programs. Now, I know some of you are wondering how to incorporate the sense of smell into radio and TV. We know, it’s not possible...although some movie theaters in Japan have incorporated Smell-O-Vision into the theaters. NTT Communications Corp has installed fragrance-releasing equipment (think: giant Glade Plug-Ins) that mixes different herbs and oils to create aromas that supposedly enhance key on-screen plot elements.

But, I digress.

Get your brand team together and brain-storm how to use the senses to build strong relationships with people ...especially women. What can you do on your website? How about your promotions? What about advertising?

I recently saw a great advertising example that incorporated all of the senses...and, believe it or not, it was a print ad. Pepsi introduced a new soda ...Diet Jazz Black Cherry French Vanilla via a magazine insert (I saw it in People). The 1st page has a large image of the bottle (sight). When you open the insert, you hear jazz music (sound) and a 3-D image of musical notes pops up (feel). The last page has a scratch 'n sniff section (smell). The taste of the product is described in copy. Sight, sound, touch, smell and taste ...a great example of incorporating the senses into communication.

A recent Ad Age article proclaimed that 2007 will be the year of smells. As marketers continue to find ways to connect with people, they are embracing more behavioral science. It makes sense . . . if it's your job to motivate behavior, shouldn't you find out why people behave the way they do?

Labels: marketing, senses, smells