tag:blogger.com,1999:blog-106326132012-01-29T10:51:51.466-08:00Booklet Tips From PauletteWriting, producing, and promoting tips booklets for marketing, motivating, and making money.Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.comBlogger9321100tag:blogger.com,1999:blog-10632613.post-25380735843320157262011-07-08T11:21:00.000-07:002011-07-08T11:24:57.464-07:00Booklets - Other People's Approaches, the Kindle, and More<span class="Apple-style-span" style="line-height: 14px; -webkit-text-size-adjust: none; "><div class="popular-article" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-style: inherit; font-size: 12px; vertical-align: baseline; -webkit-text-size-adjust: none; "><div class="user-contributed" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-style: inherit; font-size: 12px; vertical-align: baseline; -webkit-text-size-adjust: none; background-color: rgb(255, 255, 255); "><h3 class="groups" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-weight: inherit; font-style: inherit; font-size: 16px; vertical-align: baseline; -webkit-text-size-adjust: none; color: rgb(51, 51, 51); "><span class="Apple-style-span" ><br /></span></h3><p class="summary" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-style: inherit; font-size: 13px; vertical-align: baseline; -webkit-text-size-adjust: none; "><span class="Apple-style-span" >People often ask "has anyone written about my topic yet?" That always brings a smile to my face and some variation of the following reply: "Probably, and so what? Write yours anyway. You have your unique perspective. You'll market it differently than anyone else, and so on."<br /><br />I've written and taught about booklets for ages, from my point of view. There are others who have also written about booklets, from their point of view. One of the people I continue recommending to my clients and audiences is Marcia Yudkin. I've known her a long time and have the highest regard for her.<br /><br />Marcia's knowledge is different than mine. Her approach is different from mine. She brings you a perspective that fits well with mine, yet expands it in many ways. Her information is outstanding. It's why I became an affiliate of hers early on.<br /><br />She recently revised a publication that you'll want to have. It's called <a href="http://www.1automationwiz.com/app/?af=744651&u=www.yudkin.com/bookletsreports.htm"><b>Profiting from Booklets & Special Reports.</b></a> It now includes advice on publishing reports and booklets for the Kindle and a thoroughly updated resource list.<br /><br />Buy the new edition of this downloadable how-to guide before July 12 and you also receive a one-hour downloadable audio in which she summarizes the steps in creating a saleable report and answers questions about the process.<br /><br /><a href="http://www.1automationwiz.com/app/?af=744651&u=www.yudkin.com/bookletsreports.htm"><b>Click here</b></a> to learn more about it and to place your order.</span></p><p class="summary" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-weight: inherit; font-style: inherit; font-size: 13px; vertical-align: baseline; -webkit-text-size-adjust: none; "><span class="Apple-style-span" ><br /></span></p><p class="summary" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-weight: inherit; font-style: inherit; font-size: 13px; vertical-align: baseline; -webkit-text-size-adjust: none; "><span class="Apple-style-span" >Until next time,</span></p><p class="summary" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-weight: inherit; font-style: inherit; font-size: 13px; vertical-align: baseline; -webkit-text-size-adjust: none; "><span class="Apple-style-span" >Paulette - who loves bringing you great resources </span></p><p class="summary" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-weight: inherit; font-style: inherit; font-size: 13px; vertical-align: baseline; -webkit-text-size-adjust: none; "><span class="Apple-style-span" ><br /></span></p><p class="summary" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-weight: inherit; font-style: inherit; font-size: 13px; vertical-align: baseline; -webkit-text-size-adjust: none; "><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></p><p class="summary" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-weight: inherit; font-style: inherit; font-size: 13px; vertical-align: baseline; -webkit-text-size-adjust: none; "><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></p></div></div><div class="popular-item-meta" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-weight: inherit; font-style: inherit; font-family: inherit; vertical-align: baseline; -webkit-text-size-adjust: none; clear: both; overflow-x: hidden; overflow-y: hidden; "><span class="Apple-style-span" ><span class="Apple-style-span" style="font-size: 11px;"><br /></span></span></div></span><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-2538073584332015726?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-82059023962838604342011-06-30T11:55:00.000-07:002011-06-30T12:06:32.713-07:00Booklets - Product Expansions and Extensions<span class="Apple-style-span" >Have you ever wondered about leveraging your booklet content into other product formats, and who is actually doing it?</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >My colleague Marcia Yudkin shared that very information in her recent free weekly <a href="http://www.1automationwiz.com/app/?af=744651">Marketing Minute newsletter.</a> Christopher Knight, at EzineArticles.com (a thriving and popular online article distribution company, where you'll find several dozen of my articles) has come out with 52 article writing templates designed and packaged as a set of playing cards. I've often suggested card decks as a product line extension, and so does Marcia. Marcia goes to product ideas I've never consider yet enthusiastically applaud, including jigsaw puzzles, chocolates, trading cards, and many other formats. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Many tipsbooklets.com followers have found Marcia's products and services the perfect addition to go beyond what I teach. <a href="http://www.1automationwiz.com/app/?af=744651"><b>Go see for yourself.</b></a> She has a wide range of ways to assist you.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who is always happy to refer you to outstanding colleagues</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div><pre wrap=""></pre></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8205902396283860434?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-61126941221489325452011-06-28T09:26:00.000-07:002011-06-28T09:35:03.589-07:00Booklets - Being a Resource<span class="Apple-style-span" >You may be "leading" with your tips booklet or it may be an "also" in your business. Either way, be sure to let your clients and future clients know you are a larger resource for them. That means you have other related products and services of your own. You also probably have connections to people, products, and services within and beyond your expertise that you can introduce.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Unless you make it clear to people that you are more than a "once trick pony," they have no reason to think otherwise of you. And it is YOUR responsibility to let them know. Assuming that they will connect the dots themselves leave everyone coming out on the short end. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - one-stop shopping for much more than only tips booklets</span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6112694122148932545?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-82819569010710770962011-06-23T10:22:00.000-07:002011-06-23T10:34:26.084-07:00Booklets - How Fast Can You Go<span class="Apple-style-span" >How fast can you write your tips booklet? And why does that matter anyway?</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >The fastest I've known someone to write a tips booklet has been a few hours, immediately following a workshop I presented. The attendee went back to the hotel room and just wrote it out.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >The longest it's taken has been well over a decade. At last that's the longest I know about. Obviously it just wasn't time yet for that person, until it was.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Why this matters is at least two-fold:</span></div><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">People in the world need your knowledge and perspective.</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">The booklet markets your business in some way.</span></li></ul></div><div><span class="Apple-style-span" style="font-family: verdana; ">Can you think of two more important reasons to write your booklet -- today?!</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What the heck are you waiting for?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who took two weeks to write her booklet 20 years ago when she had no one's guidance to follow</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8281956901071077096?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-8008412892810973472011-06-21T09:52:00.000-07:002011-06-21T10:04:09.557-07:00Booklets - You, We, Us, I, Most, All<span class="Apple-style-span" >When writing your tips booklet, write<b><i> to </i></b>the individual reader, using lots of "you." It's a great way to make a good connection without being presumptuous. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Writing "most of you..." can leave the reader wondering about "which part of me is being left out?" or be gathering many people into one assumption that may or may not be true.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Using a lot of "I," "we," and "our," can also lean toward excluding the reader.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Once you write "all" or "everyone" it makes something untrue since there is bound to be an exception.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Re-read your booklet manuscript from the perspective of the reader and see what you see.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - giving you information intended to be helpful in your life so you can be helpful to others</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-800841289281097347?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-44672141790921545052011-06-16T10:11:00.000-07:002011-06-16T10:17:12.905-07:00Booklets - But I Can Get Info Free Online<span class="Apple-style-span" >Yes, there are people who will spend tons of time and talent digging around online for free information that's in your booklet that you sell.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >And there are plenty more who won't.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Having information in one place, put forth by you as an expert, with more in-depth ways to teach people what you know all make you the go-to resource to SELL what you've got.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >There are also plenty of companies and organizations who will buy your booklet and its contents to use to further market their product or service. SELL your booklet to them so they can then give it away.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who believes in strategically giving away the booklet and also selling it</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-4467214179092154505?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-16217989591139698822011-06-14T11:36:00.000-07:002011-06-14T11:45:34.636-07:00Booklets - Selling Downloads When Speaking or at Trade Shows<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span style="font-size: 12pt; "><span class="Apple-style-span" >For many years I've been suggesting that a good way to sell or give away a downloadable version of your booklet when you're at a trade show or a speaking engagement is to provide a coupon with the URL to the specific place on your website.</span></span></p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span style="font-size: 12pt; "><span class="Apple-style-span" >Technology has now advanced to offer many other ways to do that, including providing what's known as a QR Code. If you're not familiar with a QR Code, it looks sort of like a bar code. This recent article below addresses the issue well enough for me to bring it to you. It was in last week's issue of one of a couple of my favorite ezines in the professional speaking industry. While the author speaks about DVDs and CDs, everything she writes applies to booklets and other formats of your information.</span></span></p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><b><span style="font-size: 12pt; "><span class="Apple-style-span" >====</span></span></b></p><p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span class="Apple-style-span" ><b><span style="font-size: 12pt; ">Selling downloads BOR (Back of Room)</span></b><span style="font-size: 12pt; "> — by Beth Terry<o:p></o:p></span></span></p> <p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span style="font-size: 12pt; "><span class="Apple-style-span" >Since our audiences are usually split between those who want tangible product and those who want instant access via digital downloads, here’s a way to satisfy both.<o:p></o:p></span></span></p> <ul type="disc"> <li class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal;mso-list:l0 level1 lfo1;tab-stops:list .5in"><span style="font-size: 12pt; "><span class="Apple-style-span" >Make 100 of the DVD/CDs<o:p></o:p></span></span></li> <li class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal;mso-list:l0 level1 lfo1;tab-stops:list .5in"><span style="font-size: 12pt; "><span class="Apple-style-span" >Print 100 additional package covers (like square postcards) with a space on the back for a message<o:p></o:p></span></span></li> <li class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal;mso-list:l0 level1 lfo1;tab-stops:list .5in"><span style="font-size: 12pt; "><span class="Apple-style-span" >Using QR Codes, put a link on the back of the postcard that takes your buyer to a download page.<o:p></o:p></span></span></li> </ul> <p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span style="font-size: 12pt; "><span class="Apple-style-span" >You can find a QR code generator and sticker maker at <a href="http://r20.rs6.net/tn.jsp?llr=fbkhbybab&et=1105913492679&s=4139&e=001UNhjKiaxXPwn6rViOX8cK8cz-C0q-qDEi4XJ2v2eIKSP-Y3uQKDaulDYHPBjGchmdMUvPe-iFg9i2X65ttAro7WCirW1v07d2zJFTTqxdS0Y6Px-AQlg6A=="><span style="color:blue">Stickerscan.com</span></a>. (Note: QR Codes can be URLs, address info, or messages of different types.)<o:p></o:p></span></span></p> <p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span style="font-size: 12pt; "><span class="Apple-style-span" >In your shopping cart, create unique download keys for individual sale.<o:p></o:p></span></span></p> <p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span style="font-size: 12pt; "><span class="Apple-style-span" >When someone says, “I don’t want to cart around a CD, how do I download?” sell them a download right there. Give them a postcard with a sticker with a key printed on it. The QR Code will take them directly to the URL in your store that says, “Enter your download key here.”<o:p></o:p></span></span></p> <p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span style="font-size: 12pt; "><span class="Apple-style-span" >You can make the key stickers on your computer using Avery labels, and you can order the stickers for the QR codes from stickerscan.com.<o:p></o:p></span></span></p> <p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto; line-height:normal"><span style="font-size: 12pt; "><span class="Apple-style-span" >If your shopping cart doesn’t allow you to make keys, then just hand the buyer the postcard with the QR Code on it that takes them directly to a page in your store for the product. They can then go directly to the store and enter their payment information from their smartphone. And you don’t have to hand-process any payments. Either way you are giving them instant gratification.<o:p></o:p></span></span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > ====</span></o:p></p><p class="MsoNormal"><o:p><span class="Apple-style-span" >Until next time,</span></o:p></p><p class="MsoNormal"><o:p><span class="Apple-style-span" >Paulette - bringing you ideas so you can choose what's best for you</span></o:p></p><p class="MsoNormal"><o:p><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></o:p></p><p class="MsoNormal"><o:p><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></o:p></p><p class="MsoNormal"><o:p><span class="Apple-style-span" ><br /></span></o:p></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-1621798959113969882?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-3397508050103447592011-06-09T10:26:00.000-07:002011-06-09T10:34:58.344-07:00Booklets - Same Yet Different<span class="Apple-style-span" >On one of the three local network television evening news programs, they decided to schedule the weather report at 10 minutes into the broadcast rather than at the end. This became a point of distinction for this station by merely "shuffling the deck" of content, putting it in a different order.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It got me thinking about how that can apply to tips booklets. The easiest change is in the title of a booklet, focusing on a different audience. "110 Ideas for Organizing Your Business Life" can easily become ""110 Ideas for Organizing Your Small Business Office" or "110 Ideas for Organizing Your Child Care Business " or "110 Ideas for Organizing Your Interior Design Business" or "110 Ideas for Organizing Your ..." , well, you get the idea.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What can you change without changing what you've got, and create a point of distinction for your business?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who calls her consulting <a href="http://www.tipsbooklets.com/services.html">"Rent-a-Brain"</a></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com </a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-339750805010344759?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-76131140095248485232011-06-07T09:57:00.000-07:002011-06-07T12:15:22.871-07:00Booklets - Reactive, Proactive, or Both?<span class="Apple-style-span" >Yes, writing a tips booklet for a "hungry" market increases the likelihood of making sales when you know the best channels to reach that hungry market. It may be an indirect route if those who want your information can't afford to buy it. (Think: unemployed people who want and need info on getting a job.)</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What's more, just because there is a need doesn't mean it's necessarily within your area of expertise. Sure, you can do research and create something. And then what? What else will you have to sell to those same people once you sold them the booklet?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >While identifying a need, look at who ELSE can benefit. Who is a buyer with money to spend who may also want to reach the same end user? Or what's a creative way to reach the people who need what you've got. Can a group buy your booklet and then make it a fundraiser so it's funded by someone other than the end user? Is there a company that has a foundation whose goal it is to do good work in a community and can give away the booklet? </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It's often a combination of being reactive to the need and proactive in finding a solution. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - looking at things from both ends toward the middle<span class="Apple-tab-span" style="white-space:pre"> </span></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com"><span class="Apple-tab-span" style="white-space:pre">w</span>ww.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-7613114009524848523?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-52559660661402965652011-06-02T12:00:00.000-07:002011-06-02T12:12:35.999-07:00Booklets - Naming Strategies<pre><p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span class="Apple-style-span" ></span></p><p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span class="Apple-style-span" ><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">You may know I'm a big fan of several colleagues, one <o:p></o:p></span></span></p><p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span class="Apple-style-span" ><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">of whom is Marcia Yudkin. <o:p></o:p></span></span></p><span class="Apple-style-span" > <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Every Wednesday she sends out The Marketing Minute, <o:p></o:p></span></p><p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">which I always find interesting. <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Here's the one she sent this week. 'Gets me thinking <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">about names for tips booklets and for websites associated <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">with them. How about you?<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">================<span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span>The Marketing Minute <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span>by Marcia Yudkin, Marketing Expert and Mentor<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><a href="http://www.yudkin.com/markmin.htm"><span style="color:blue">http://www.yudkin.com/markmin.htm</span></a><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span>*******************<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">In a vacation reply message from a Marketing Minute <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">subscriber, a cleverly named domain caught my eye: <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">TheMuseIsIn.com.<span style="mso-spacerun:yes"> </span>Clearly the site offers creativity help in <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">a light-hearted spirit.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">We don't see many domains using this naming strategy: a <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">phrase or sentence.<span style="mso-spacerun:yes"> </span>When all the conventional company names <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">seem to be taken, try raiding literature, the Bible, <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">proverbs and fables for expressions.<span style="mso-spacerun:yes"> </span>When I looked up ten <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Shakespearean phrases today, four were available as domains.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Other uncommon domain name approaches:<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">* Start with a verb.<span style="mso-spacerun:yes"> </span>Available this morning, for example: <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">EditABook.com, BecomeADogSitter.com, SubtractSalt.com, <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">GoingToGeorgia.com.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">* Indulge in wordplay.<span style="mso-spacerun:yes"> </span>Think up key words, then look for <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">ways to match starting letters or sounds.<span style="mso-spacerun:yes"> </span>KeenOnKarate.com, <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">SqueakyCleanSquad.com and NeedToNibble.com were there for <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">the taking today.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">* Switch word order.<span style="mso-spacerun:yes"> </span>If someone has already nabbed <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">NewEnglandNannies.com, spring for NanniesNewEngland.com.<span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">(Both were available, actually, today - and the reversal has <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">more pizzazz.)<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">* Ask a question.<span style="mso-spacerun:yes"> </span>Despite all the divorce specialists <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">who have already set up shop online, both CanIGetCustody.com <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">and CanYouGetCustody.com weren't taken yet this morning.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">When it comes to finding a domain, zig instead of zagging.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">(ZigDontZag.com was available, too!)<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">[Note: The last time I ran something on this theme, a <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">smartypants immediately reserved all my clever inventions.<span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Since I expect this to happen again, I used past tense <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">here.]<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span>*******************<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">LEARN NAMING:<span style="mso-spacerun:yes"> </span>Anyone can learn to put words together in <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">original, captivating ways.<span style="mso-spacerun:yes"> </span>Learn the art of thinking up <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">creative, effective names and tag lines in my upcoming <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">naming class, which meets by teleseminar on four Thursdays <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">starting June 9.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">In a small group, you'll get lots of personal attention for <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">your current naming challenge and have ample resources to <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">reuse for future projects.<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Sign up today:<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><a href="http://www.namedatlast.com/roses.htm"><span style="color:blue">http://www.namedatlast.com/roses.htm</span></a><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span>*******************<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">MORE MARCIA...<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">One-on-One Copywriting Training<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><a href="http://www.yudkin.com/become.htm"><span style="color:blue">http://www.yudkin.com/become.htm</span></a><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Marketing Mentoring <o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><a href="http://www.marketingformore.com/"><span style="color:blue">http://www.marketingformore.com</span></a><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><span style="mso-spacerun:yes"> </span><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Marketing Thought of the Day<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><a href="http://www.yudkin.com/mantras"><span style="color:blue">http://www.yudkin.com/mantras</span></a> or <a href="http://twitter.com/marciasmantras"><span style="color:blue">twitter.com/marciasmantras</span></a><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">===============<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Until next time,<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black">Paulette - who loves how Marcia thinks!<o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><a href="http://www.tipsbooklets.com/"><span style="color:blue">www.tipsbooklets.com</span></a><o:p></o:p></span></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt;line-height: normal;tab-stops:45.8pt 91.6pt 137.4pt 183.2pt 229.0pt 274.8pt 320.6pt 366.4pt 412.2pt 458.0pt 503.8pt 549.6pt 595.4pt 641.2pt 687.0pt 732.8pt"><span style="font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Courier New";color:black"><a href="http://www.collectionofexperts.com/"><span style="color:blue">www.CollectionOfExperts.com</span></a><o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:"Verdana","sans-serif""><o:p> </o:p></span></p></span><p></p></pre><pre></pre><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5255966066140296565?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-27348527943685762632011-05-31T11:22:00.000-07:002011-05-31T11:36:32.978-07:00Booklets - Getting New Ideas<span class="Apple-style-span">Where do you get ideas for creating, developing, and marketing your tips booklets? They can and do come from anywhere, depending on how much attention you're paying to your life on any given day.</span><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">There are two magazines I read, in hard copy (often at the beach), on a regular basis: </span></div><div><span class="Apple-style-span"><br /></span></div><div><ul><li><a href="http://www.fastcompany.com/"><span class="Apple-style-span">Fast Company</span></a></li><li><span class="Apple-style-span" style="font-family: verdana; "><a href="http://www.inc.com/">Inc</a>.</span></li></ul></div><div><span class="Apple-style-span" style="font-family: verdana; ">The June issue of Inc. had an article about the founder of a toy company who also created, among other things, a boutique children's publishing company. He talked about his business model of starting off creating the intellectual property on the iPad and then going from iPad to paper, from iPad to TV, from iPad to toys for licensing, and that the only thing to produce yourself is the digital version before licensing out the rest of it.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Licensing out the rest of it!! Yes, that's what I've been saying for two decades. Do it once, and license it many times over into other formats, other applications, other languages. Now there are more tools and more ways to license than ever before. </span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">What have you got sitting on your computer that you have created or that's waiting to be created? How far have you thought about taking that tips booklet manuscript?</span></div><div><span class="Apple-style-span"><br /></span></div><div><a href="http://www.tipsbooklets.com/services.html"><span class="Apple-style-span">Let's talk.</span></a></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Until next time, </span></div><div><span class="Apple-style-span">Paulette - who can help expand your horizons and your bottom line</span></div><div><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span">www.tipsbooklets.com</span></a></div><div><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span">www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-2734852794368576263?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-52214463138004820662011-05-26T09:21:00.000-07:002011-05-26T09:26:50.704-07:00Booklets and Lady Gaga<p class="MsoNormal"><span class="Apple-style-span" >Whether you give a rat’s tail about Lady Gaga, her music, or what she’s about, she is a marketing marvel worthy of notice – worthy of YOUR notice. Yes, even for your tips booklet and the rest of your business. Here’s some of what she did to promote her recently released music album, “Born This Way” that got her over half a million sales of the album in her first week.</span></p> <p class="MsoNormal"></p><ul><li><span class="Apple-style-span" style="font-family: verdana; "><b>Cross-marketing</b> – with magazines and numerous companies</span></li><li><span class="Apple-style-span" style="font-family: verdana; "><b>Non-traditional retail and marketing partnerships</b> -<span style="mso-spacerun:yes"> </span>gave away all or part of the album or sold at a promotional price</span></li><li><span class="Apple-style-span" style="font-family: verdana; "><b>Publicity</b> – appeared on many shows</span></li><li><span class="Apple-style-span" style="font-family: verdana; "><b>Social media</b> – keeps her followers “in the loop” about promotions</span></li></ul><p></p> <p class="MsoNormal"><span class="Apple-style-span" >Read a more detailed accounting of what she’s done:</span></p> <p class="MsoNormal"><a href="http://news.yahoo.com/s/ap/20110525/ap_en_ot/us_going_gaga"><span class="Apple-style-span" >http://news.yahoo.com/s/ap/20110525/ap_en_ot/us_going_gaga</span></a></p> <p class="MsoNormal"><span class="Apple-style-span" >As the article says, there is nothing subtle about her or her approach. That’s not to say you have to be as “out there” in how you do things as she is, unless, of course, you want to. However, take a look at what she’s done that can be a match for you, things you haven’t considered. And if you’ve been concerned about being too radical, look at her results. She is willing to do what she feels it takes to bring to the world what she views are her gifts.<span style="mso-spacerun:yes"> </span>How about you?</span></p> <p class="MsoNormal"><span class="Apple-style-span" >Put one thing in place that you haven’t done before to further reach the people who can benefit from your expertise. And then put a second in place, and a third. Before you know it, you’ll have a campaign mapped out that benefits more people than you ever could have imagined.</span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" >Until next time,</span></o:p></p><p class="MsoNormal"><o:p><span class="Apple-style-span" >Paulette - learning from life</span></o:p></p><p class="MsoNormal"><o:p><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></o:p></p><p class="MsoNormal"><o:p><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a> </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5221446313800482066?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-81392133641095760962011-05-24T09:54:00.000-07:002011-05-24T10:08:01.333-07:00Booklets - Never, Ever Use Absolutes<span class="Apple-style-span" >How do you think your tips booklet reader feels when seeing a tip that starts with "Never ..." or "Always...?" While you obviously want to be emphatic in your advice about whatever it is, you're placing a big burden on the reader. Yes, that may sound like an extreme assessment. However, it sets a tone that is less than helpful or human. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >There are exceptions to situations. And there are slip-ups. It can be a good goal to aim for consistency with something. Being absolute is another story.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Look back at your booklet. Start each tip with a verb, and a positive one at that, telling the reader what TO do. It's very likely that the verb is right there, following the absolute that's currently starting the tip. For example, "Always start your day with a smile." The tip is "Start your day with a smile." You know and I know that starting every single solitary day of a person's life with a smile is unlikely. This may seem like a nuance. It's more than that.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - looking at the details that turn out to be a big deal most (not all) of the time</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8139213364109576096?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-91500190298963257282011-05-19T09:32:00.000-07:002011-05-19T09:42:29.660-07:00Booklets - Everyone Does NOT Know<span class="Apple-style-span" >Doesn't everyone know what you know? As obvious as the answer to that question may seem, it's another thing when you are in the throes of writing a booklet about your expertise. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Just because you have been living, breathing, and eating your knowledge for however long you have does NOT mean everyone else knows what you know. There is a first time for everyone for everything.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It also does not matter how many other people have done booklets on your same topic. All those other booklet authors have not yet reached every single person who has interest in some or all of what you have to say. As amazing a grasp of the obvious that is. the concern is one that frequently gets voiced among would-be booklet authors.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Write yours anyway And do it now. People want what you've got and what you know.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - encouraging the fence-sitters to find a more comfortable place to take your knowledge</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-9150019029896325728?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-18995758027016693342011-05-17T10:10:00.000-07:002011-05-17T10:19:02.359-07:00Booklets - Relationships with Your Buyers<span class="Apple-style-span" >It can be easy to start thinking that the only way to build your booklet business is by being online and by having a large list of followers.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >While that is one approach, it is far from the only approach. In fact, smaller lists of followers can have an advantage over bigger lists by knowing what your people want and providing it to them. This is something I was recently reminded of by my colleague and friend, Sandra Martini. She's looked at this in great depth and is teaching about it. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.profcs.com/app/?af=1326478"><span class="Apple-style-span" >Go see what she's offering now.</span></a></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - happy to share resources with you from people I hold in high regard</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div><span class="Apple-style-span" style="font-size: 13px; white-space: pre-wrap; "><span class="Apple-style-span" ><br /></span></span></div><div><span class="Apple-style-span" style="font-size: 13px; white-space: pre-wrap; "><span class="Apple-style-span" > </span></span></div><pre wrap=""><span class="Apple-style-span" > </span> </pre><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-1899575802701669334?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-31960363797556788972011-05-12T09:18:00.000-07:002011-05-13T13:27:29.212-07:00Booklets - Simple Slips Costing Substantial Sales<span class="Apple-style-span" >Imagine this -- you got your excellent tips booklet in front of a decision maker who could potentially buy hundreds of thousands of copies of your booklet, now. (Yes, those are real numbers.) The person loves the booklet, sees it fitting perfectly into a major promotional campaign at their company, and has the budget to make a purchase with you, now, today, this moment.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What does that person find in your booklet? </span></div><div><ul><li><span class="Apple-style-span" >No telephone number at all</span></li><li><span class="Apple-style-span" >A generic email address (i.e. @gmail.com or @yahoo.com or @aol.com)</span></li></ul></div><div><span class="Apple-style-span" style="font-family: verdana; ">What do you think the odds are that the sale slipped right through your fingers and you never even knew why?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Make these simple corrections today. </span></div><div><ul><li><span class="Apple-style-span" >Get a free or low-cost voicemail box so messages can be left for you if you have a "day job" and are not able to answer your phone during business hours or you don't want calls coming to your home phone and don't have a separate business line. There are people who will only buy from you once they can talk with you. After all, how likely would YOU be to place an order of thousands of dollars with a company you don't know without talking with someone first?</span></li></ul></div><div><ul><li><span class="Apple-style-span" >Establish an email address that has your website domain name in it. And check your spam filters on a regular basis. When someone has sent you an email, there is no real way to know it got to you, which is also why you must have a way to reach you by phone. Having a Contact Form on your website is not enough. You may not know if it isn't working, either.</span></li></ul></div><div><span class="Apple-style-span" >It can be challenging enough to reach the right person who has the authority to and interest in buying your booklet for a company. Complete the process by making it easy for them to buy from you -- NOW.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who was amazed to get resistance from a booklet author just this week about making these two changes in an excellent booklet</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3196036379755678897?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-46401350950796744992011-05-10T10:34:00.000-07:002011-05-10T10:49:28.608-07:00Booklets - Competitors and Other Myths<span class="Apple-style-span" >A recurring question that was voiced again today is some variation of "what distinguishes my booklet (or my tips in a <a href="http://www.collectionofexperts.com">collaborative booklet</a>) from someone in the same business as mine in the same region as mine?"</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >I love that question each time it's asked. And it doesn't matter if the question comes from people with brick-and-mortar retail shops or solely service-based business owners. The answer is pretty much the same as far as I'm concerned.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >As simplistic as this sounds, it goes like this: You will attract the client/customer/patient who is supposed to be yours. You will also connect with the media people who resonate best with you and you with them. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Without meaning to sound "woo woo" about this (which I am certainly not opposed to sounding), look back on how it's worked for you so far. More often than not, if someone else in your field seemingly whisked away a person you were also talking to, the odds are high that it would have been a mis-match for you with that client/customer/patient.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Your approach, your personality, your product line, the way you deliver your service, your world view, and more all contribute to who you are, inside and outside your business. You can write a tips booklet that is very similar to someone else's without ever infringing on anyone's intellectual property rights. You'll market yours differently, I promise you.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >So rest well in the knowledge that the more people there are in your field, the less time you need to spend explaining to people what it is you do and what it is you offer. You can focus on how what you've got can positively contribute to the lives of the people who are yours to reach.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - thinking about the uniqueness in what sometimes looks similar</span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-4640135095079674499?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-17285505705158182882011-05-05T12:00:00.000-07:002011-05-05T12:12:50.986-07:00Booklets - Editing and Design Matter a Lot<span class="Apple-style-span" >A recent booklet author proudly showed me a booklet. My immediate question was "how many of these do you have left?" I've learned to ask that question before offering suggestions to improve it, no matter how good the content is. The good news in this case was that there were only a few copies left. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Here's what I saw:</span><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">The content needed editing. The great information needed to "pop" off the page and be presented in some consistent format, text-wise.</span></li></ul><ul><li><span class="Apple-style-span" style="font-family: verdana; ">It needed to be professionally designed. In its current form it screamed "amateur," no matter how good the content. The font was not an easy one to read. The page layout was all over the place. The clip art was definitely amateur.</span></li></ul><ul><li><span class="Apple-style-span" style="font-family: verdana; ">The finished size was an 8.5" x 11" paper folded in half. This is a cumbersome size to mail or give away or store. That's why the recommended size is 3.5" x 8.5"</span></li></ul></div><div><span class="Apple-style-span" style="font-family: verdana; ">To the author's credit, the booklet is now in the hands of a professional editor and will soon go to a professional graphic designer. Then it will be ready for prime time and lots of sales. The topic of the booklet is one that will be very popular and easy to sell.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What's holding back sales for you? You may have an excellent first draft that needs to be refined by editing and graphic design, which can be done easily and painlessly by professionals who can enhance your knowledge and great content.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - delighted by the wisdom of those who realize these things matter a lot</span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a><br /></span><div><span class="Apple-style-span" ><br /></span></div><div><br /></div></div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-1728550570515818288?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-48553211671465551382011-05-03T09:10:00.001-07:002011-05-03T09:13:24.238-07:00Booklets - Teleclass tomorrow<p class="style24" style="margin: 0in 0in 0.0001pt; text-align: center;" align="center"><strong><span style="font-family: "Verdana","sans-serif"; color: red;">F.R.E.E. Teleclass TOMORROW </span></strong><b><span style="font-family: "Verdana","sans-serif"; color: red;"><o:p></o:p></span></b></p> <p class="style24" style="margin: 0in 0in 0.0001pt; text-align: center;" align="center"><span style="font-family: "Verdana","sans-serif"; color: black;"> <o:p></o:p></span></p> <p style="margin-bottom: 0.0001pt; text-align: center;" align="center"><strong><span style="font-family: "Verdana","sans-serif"; color: black;">How to Promote Your Business with Booklets</span></strong><span style="font-family: "Georgia","serif"; color: black;"><o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt; text-align: center;" align="center"><strong><span style="font-family: "Verdana","sans-serif"; color: rgb(62, 80, 109);"> </span></strong><span style="font-family: "Georgia","serif"; color: rgb(62, 80, 109);"><o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt; text-align: center;" align="center"><span style="font-size: 11pt; font-family: "Verdana","sans-serif"; color: black;">Wednesday, May 4 </span><span style="font-size: 11pt; font-family: "Georgia","serif"; color: rgb(62, 80, 109);"><o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt; text-align: center;" align="center"><span style="font-size: 11pt; font-family: "Verdana","sans-serif"; color: black;">7:00 pm Eastern/4:00 pm Pacific</span><span style="font-size: 11pt; font-family: "Georgia","serif"; color: rgb(62, 80, 109);"><o:p></o:p></span></p> <p style="margin-top: 0in; text-align: center;" align="center"><span style="font-size: 11pt; font-family: "Verdana","sans-serif"; color: black;">Patsy Bellah interviews Paulette Ensign</span><span style="font-size: 11pt; font-family: "Georgia","serif"; color: black;"><o:p></o:p></span></p> <p style="margin-top: 0in; text-align: center;" align="center"><span style="font-family: "Verdana","sans-serif"; color: black;"> </span><span style="font-family: "Georgia","serif"; color: black;"><o:p></o:p></span></p> <ul type="disc"> <li class="MsoNormal" style="color: black; text-align: justify;"><strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";">Get paid for your business card.</span></strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";"><o:p></o:p></span></li> <li class="MsoNormal" style="color: black; text-align: justify;"><strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";">Leverage your content into at least 7 products, with minimal costs, if any.</span></strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";"><o:p></o:p></span></li> <li class="MsoNormal" style="color: black; text-align: justify;"><strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";">Identify new and larger bulk sales clients.</span></strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";"><o:p></o:p></span></li> <li class="MsoNormal" style="color: black; text-align: justify;"><strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";">Create licensing rights deals for any products, online or offline.</span></strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";"><o:p></o:p></span></li> <li class="MsoNormal" style="color: black; text-align: justify;"><strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";">Increase profits whether you like selling or not.</span></strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif";"><o:p></o:p></span></li> </ul> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;">As a small business owner, writer, coach or speaker, you may cringe at the idea of marketing your business, or believe that you're only a published author once you've created a full-length book.<o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;">You may believe that creating information products and marketing have to be difficult, time-consuming, expensive and anything but fun.<o:p></o:p></span></p><p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"><br /></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"> <o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;">On Wednesday, May 4, 2011, I will turn that all around, taking you step-by-step through easily marketing your business with tips booklets and other related information products, some of which will cost you literally nothing to produce. You won't want to miss this get-the-lead-out-of-your-pants-eye-opening session. You may know that I have personally sold well over a million copies (so far!) of my <strong><span style="font-family: "Verdana","sans-serif";">ONLY</span></strong> tips booklet, "110 Ideas for Organizing Your Business Life" in four languages and various formats without ever spending a penny on advertising.<o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"> <o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"><br /></span></p><p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;">Our host for this session, Patsy Bellah, has been a valued resource for tipsbooklets.com for the past several years, brilliantly transcribing many of the teleclasses I've presented. She has now developed her own membership site and I happily accepted the invitation for her to interview me as one of her guest experts. <o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"> <o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: red;"><br /></span></strong></p><p style="margin: 0in 0in 0.0001pt;"><strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: red;">NOTE:</span></strong><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"> The live session of this teleclass will be at no cost other than any regular long distance phone charges you may have. There will be a charge for the recording if you miss the live class.<o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"> <o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"><br /></span></p><p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;">Go sign up for this class now to learn information that you never knew before or to get a refresher on things you knew and forgot.<o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"> <o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><br /></p><p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"><a href="http://r20.rs6.net/tn.jsp?llr=mlniiyn6&et=1105325793520&s=2846&e=001law17fasRvDfj9rhdQkPvC0hDFSA1kLKu1f1D07-6g4_XWp4KNvlGpQ_B_eHyORPQHEYBC5xJbMXMLvhq38TEXD0E5d835gMSMaY2VZIDn3RPTFKK0MCd1X1WOyrt8_zm0z7obLD82fb-ghZo03NxD_b9rmfS92XDuyGFhVVEfTy1r0XlWeqD6rQwoOKaJw7TGH5Zkbcj-k8i8A4fJAMDw==" target="_blank">Sign up here</a>.<o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"> <o:p></o:p></span></p> <p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"><br /></span></p><p style="margin: 0in 0in 0.0001pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;">Be sure to confirm receiving the sign-up email to get the complete call-in details.<o:p></o:p></span></p> <p style="margin-right: 0in; margin-bottom: 5pt; margin-left: 67.5pt;"><span style="font-size: 10pt; font-family: "Verdana","sans-serif"; color: black;"> </span><span style="font-family: "Verdana","sans-serif"; color: black;"> </span></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-4855321167146555138?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-9403279992081440752011-04-28T10:17:00.000-07:002011-04-28T10:27:34.163-07:00Booklets - Say It Again and Again, and Once More<span class="Apple-style-span" >Ever get concerned about being too repetitive with your message in and about your booklet? It turns out that repetition is crucial in serving people well.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Multiple exposures are required to truly learn something. That means presenting the information in your booklet in different formats and repeatedly. Have you learned something the first time you were exposed to it? I know I rarely do.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >And do you usually buy something the first time you learn about it? Okay, once in awhile maybe you do. More often than not, you think about it. Then it shows up again and you think about it some more. And then again, and maybe you're finally ready to invest in it because you know it will add something positive to your life.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Present your booklet information frequently and in different formats. If it's not a match for people, they will make their own best choice. If it <b><i>is</i></b> a match for people, they will make their own best choice, too!</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who is reminding herself as much as reminding you to remind the people in your world about what you have that can help them</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div><span class="Apple-style-span" ><br /></span></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-940327999208144075?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-67218894234616299082011-04-26T09:54:00.000-07:002011-04-26T10:05:13.954-07:00Booklets - Marketing to Those Who Market to You<span class="Apple-style-span" >In the very early days of marketing my tips booklet,(now 20 years ago!) I noticed there was a lot of mail coming into my mailbox that was related to the topic of my booklet. That included catalogs and postcards and envelopes of varying sizes from companies who had products and services related to my then-business of being a professional organizer. I was somehow on a lot of direct marketing lists.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It occurred to me that turnabout was fair play when it came to marketing. So I started contacting the companies who were contacting me, to introduce them to my tips booklet as another tool they could use to market their business. It was a very successful method of marketing my booklet, and one I continue teaching to booklet authors.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >While there is not as much direct mail today as there was then, the opportunities still exist to market your booklet to those who market to you. In fact, the options are now greater since you can also license the rights to use your content in digital format to companies who are web-centric, who market largely online.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Who is marketing to you that's related to your topic? You'll find step-by-step guidance on how to market to them in <a href="http://www.tipsbooklets.com/promote.html">"How to Promote Your Business with Booklets"</a> so you don't have to figure it all out like I did, so you can make more money with your booklet today.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - continuing to make sales to those who prospect me</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div><span class="Apple-style-span" ><br /></span></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6721889423461629908?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com1tag:blogger.com,1999:blog-10632613.post-66614344882400444422011-04-21T09:35:00.001-07:002011-04-21T09:45:05.849-07:00Booklets and Focus Groups, or Not<span class="Apple-style-span" >A future booklet author recently told me about the intention to use a focus group for guidance about developing the booklet and for ultimately mapping out the marketing plan for the booklet.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >While I am not an expert on focus groups, the approach struck me as limiting if not ultimately becoming a self-fulfilling prophecy of sorts.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >The future booklet author was thinking mostly about selling the booklet directly to end users. That immediately rules out the bigger large-quantity sales to companies and associations for them to use to promote their product, service, or cause. A focus group representing potential single-copy buyers would have no particular input to offer about the large bulk sales. Yes, it's possible to have a focus group comprised of more than one market, which can happen only if you are already aware of going in that direction.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What's YOUR thoughts about using a focus group for your booklets and your business?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who has always viewed her clients as an ongoing focus group based on what they buy and what they want</span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6661434488240044442?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com1tag:blogger.com,1999:blog-10632613.post-35081155178164226052011-04-19T10:09:00.000-07:002011-04-19T10:14:41.733-07:00Booklets - Has Anyone Ever ...<span class="Apple-style-span" >...written a tips booklet about _____? That's always an intriguing question, and most likely gets voiced because tips booklets (and their authors) are different from books, movies, songs, and other media. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Could you imagine asking the same question, finished this way: "Has anyone ever written a cookbook of Italian recipes?" Or "has anyone ever written a murder mystery set in New York City?" Or, well, you get the idea.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It just doesn't matter if anyone has ever written a tips booklet on your topic. Your booklet reflects your perspective, your experiences, and your approach to marketing it.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Write yours anyway, and let the world know what you've got to share. It's uniquely yours.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who has seen lots of booklets written on the same topic</span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3508115517816422605?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-2504485114875232042011-04-14T09:30:00.000-07:002011-04-14T09:37:55.953-07:00Booklets - Places They Don't Sell<span class="Apple-style-span" >A booklet author recently told me of her experiences at a local business expo where she had her booklets for sale at her booth. Not only did she sell none of them, the producer of the expo was surprised to know she was attempting to "sell her information." </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >None of this story was a big surprise to me. It's one of the many reasons I suggest selling booklets in large quantity to the producer of such a show, to give away to each attendee as a value-added item, imprinting the cover with the name of the business expo. That would have immediately repositioned and elevated the value of that exact same booklet and given the booklet author a substantial sale and a substantial marketing exposure.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Think twice or even three times next time you look plan where and how you will sell your booklets.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - teaching ways for everyone to benefit</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-250448511487523204?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com2tag:blogger.com,1999:blog-10632613.post-51164896394829761182011-04-12T16:04:00.000-07:002011-04-12T16:48:21.574-07:00Booklets - Age and Preference<span class="Apple-style-span" >While it comes under the heading of "amazing grasp of the obvious" that larger font sizes are required for baby boomer and senior audiences of your content, something was recently brought to my attention about millennials. That is the trend to *use* rather than *own* things. Because of that, the concept of "the cloud" where files can be downloaded by any of a number of devices (computer, smart phone, iPad, etc.) is the current means of accessing words to read, sound to listen to, and images to watch rather than getting books, CDs, DVDs, or other *things* to be *owned." </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >How does that influence your product creation and distribution, if at all?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - a Baby Boomer who loves learning things like this since it just means more possibilities</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5116489639482976118?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-33375883347183600422011-04-07T08:36:00.000-07:002011-04-07T08:42:40.258-07:00Booklets - New Topics, New Markets, or Both<span class="Apple-style-span" >Extend the reach of the booklets and other products you've created by taking them to new markets -- different industries or professions, different geographic communities, different age groups, or any other variation that makes sense.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Extend the reach to the clients you have by developing new topics and new formats. The same people who love your information might appreciate having it in a different delivery format. They might also want a more in-depth product or service on a topic you've already done. Or they could be ready for new topics that are related to your area of expertise.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >You can go forward with both expansions pretty much at the same time or choose only one. Either way, it keeps you and your audience engaged and coming back for more.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - keeping our businesses interesting and lucrative</span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3337588334718360042?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-60132231609905536292011-04-05T10:13:00.000-07:002011-04-05T10:22:20.428-07:00Booklets - Big Picture and the Details<span class="Apple-style-span" >Do you live primarily in the "big picture," having difficulty breaking that down into do-able action steps, thinking you'll write dozens of booklets and create other info products, yet never getting started?</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Or is your most comfortable spot doing task upon task upon task and not seeing the big picture at all?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >While those details are crucial, the big picture is the starting point to success. Without that big picture, you are very unlikely to have big results.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Having trouble seeing that big picture? If so, you'll want to attend the <b>free</b> learning session I'm presenting on Thursday, April 14. While it will not be specifically about booklets, it will very likely trigger your thinking about booklets, about the big picture. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >For more details and to register, <b><a href="http:www.tipsbooklets.com/brainstormclass.htm">go here</a> </b>NOW!</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - bringing you new stuff to Brainstorm Your Business</span></div><div><span class="Apple-style-span" >www.tipsbooklets.com</span></div><div><span class="Apple-style-span" >www.CollectionOfExperts.com</span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6013223160990553629?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-33606728143494180872011-03-31T09:16:00.000-07:002011-03-31T09:23:11.522-07:00Booklets - Do Easy First<span class="Apple-style-span" >Start by writing on the topic that's easiest for you. It'll flow faster and you'll have a booklet quicker.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Contact the easiest media first, whether it's online or offline. Tell them about your booklet so the world begins to know about it and comes knocking on your door to buy the booklet, your other products, and your services.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Reach out to the easiest connection you have for large quantity sales. They will either buy from you or will likely be a door-opener to someone else who is, with an introduction or a suggestion.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Do easy first.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - reminding you it really can be easy</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3360672814349418087?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-65504647719995501822011-03-29T10:17:00.000-07:002011-03-29T10:42:31.488-07:00Booklets - Helping People<div><span class="Apple-style-span" >You like to help people, which is why you wrote your booklet or are considering writing a booklet. Your experience, expertise, and point of view are the basis for your booklet, so others can learn from you. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Whether you were primarily motivated to create that booklet to be helpful or whether it was because you wanted a new product to sell, or you wanted the booklet to serve as a marketing tool, or for all of those reasons, it is a given that it will help those who receive it as well as you. The more people who receive the booklet, the more people it helps.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >A colleague of mine, Suzanne Evans, has an entire business focusing on helping more people. In fact, that's her business name! Suzanne is all about helping people so they can help more people. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >She is doing a <b>free</b> live video streaming of an event she's doing this Friday, </span></div><div><span class="Apple-style-span" ><span class="Apple-style-span">April 1 (no, it's not a joke at all!), of how she built her </span><span class="Apple-style-span">7-figure business in a few short years by helping people. That's right, you can see this event as it's happening right from your computer. Go sign up for it, at <b>no cost</b>, <a href="http://bit.ly/hddCZC">here.</a></span></span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >She's showing you how to Be the Change that she has become: Behind the 7-Figure Curtain: The Untold Secrets Behind My 7-Figure Business and How to Apply Them to Your Own.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >I know Suzanne. She pulls no punches and tells it like she sees it, and helps people. <a href="http://bit.ly/hddCZC">Go register for it now</a><a href="https://helpmorepeople.infusionsoft.com/go/7figcur/a483/">.</a> I always learn something from her, and you will, too.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >And while this live video stream is free, I may receive a commission as one of her affiliates if you decide to invest in something with Suzanne at some point, as a number of my booklet authors have happily done.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - continuing to bring you valuable resources mixed in with my point of view, to help you</span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com/">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.collectionofexperts.com/">www.CollectionOfExperts.com</a></span></div><div><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 12px; line-height: 16px; -webkit-border-horizontal-spacing: 2px; -webkit-border-vertical-spacing: 2px;"><br /></span></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6550464771999550182?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-39445013029351643902011-03-24T09:09:00.000-07:002011-03-24T09:18:24.360-07:00Booklets - Easy, Effortless, and Enjoyable<span class="Apple-style-span" >Every time someone participates in a collaborative tips booklet at <a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a> , there is a chorus I hear about how easy it was to do it. It was easy for that participant to create their single page in the booklet. It was easy to have an instant product. It was easy to learn ways to distribute the booklet. It was easy to have 13 other people marketing them.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It was easy, effortless, and enjoyable. In fact, some people decided to participate in a second Collection of Experts booklet because it was so easy, effortless, and enjoyable.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Do you make it easy, effortless, and enjoyable to do business with you and your company?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Have you participated in a <a href="http://www.collectionofexperts.com">Collection of Experts</a> booklet yet? What are you waiting for?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who loves making it easy, effortless, enjoyable, and lucrative for you</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3944501302935164390?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-512914127674167122011-03-22T10:53:00.000-07:002011-03-22T11:01:27.024-07:00Booklets - Who Did You Tell<span class="Apple-style-span" >Who have you told about your business and your booklet lately? Sharing your enthusiasm about your booklet is simply that -- telling people what you have and how excited you are about it. After all, how will anyone know what you've got that just may be helpful to them personally or professionally if you didn't tell them about it? </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Once people know what you have, they need to know if and how it can help them. Are you telling them that, too?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >When you think about the last time <b><i>you</i></b> became aware of some product or service for the first time, and you thought about how it could be helpful to you in some way, you made your own decisions about getting it. It was based on the value you placed on it. That's exactly the process people in your life go through about your booklet and your business.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >So, who did you tell about your business and your booklet, and what did you tell them? Tell more people, and tell them how it can help them -- now.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - continuing to tell you what I have and that it can improve your business </span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-51291412767416712?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-4090122414999479222011-03-17T09:45:00.000-07:002011-03-17T09:56:20.425-07:00Booklets - Benefits Rule When Selling in Bulk<span class="Apple-style-span" >How clear are you about the benefit of your booklet to your bulk buyer? Have you told the decision maker specific ways the booklet can serve them? Until and unless you are crystal clear about that and communicate it clearly, any sales you make are likely to be in spite of yourself rather than because of your best efforts.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Here are just a few ways the booklet helps your buyers' business:</span></div><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">Distinguishes them in their industry, helping them sell more of their product or service</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">Allows them to easily educate their customers/clients/patients/subscribers, so they buy more</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">Creates an attitude of care, concern, and support for their buyers so they buy more</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">Reaches people who would not otherwise be aware of the business, helping to sell more</span></li></ul></div><div><span class="Apple-style-span" style="font-family: verdana; ">It is and will always be about how the booklet can help the bulk buyer's business sell more of their product or service. Customize the reasons based on the particular business, focus on the benefit to you buyer, and see your sales soar.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - reminding you it's always about the benefit to the buyer</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-409012241499947922?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-77383314721171297842011-03-15T10:21:00.000-07:002011-03-15T10:27:35.468-07:00Booklets - All About You<span class="Apple-style-span" >When your wrote your tips booklet, it was all about you -- your experiences, your point of view, your expertise.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >When you sell your booklet, the "you" shifts to your buyer. It becomes all about them -- how they can benefit from it. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Be mindful of how often you use the word "you" when communicating with your buyer, compared to how often you use "I," "we," "my," "we," and "our." Once you're in selling mode, it's no longer about you.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who wants you to sell lots of your booklets</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-7738331472117129784?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-27937353170786613182011-03-10T10:01:00.001-08:002011-03-10T10:08:19.843-08:00Booklets - Tips from Hands-On Businesses<span class="Apple-style-span" >In talking to a participant in a current <a href="http://www.collectionofexperts.com">Collection of Experts</a> booklet, she expressed concern and confusion about what "how-to" tips she could offer since her work is something she cannot teach to her clients. She must do it all herself.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >I suggested that she use the tips to create more educated clients, teaching them ways her services help improve the clients' life. Once the reader has a better understanding of the work, they are inclined to want to buy those services from that person.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Does that describe your business, too? Are you a massage therapist or a reflexologist or some other "body worker?" Create tips that focus on the result the reader will have from the services you provide.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - grateful for those gifted service providers who enhance the lives of many</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-2793735317078661318?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-92047603444033240092011-03-08T09:39:00.000-08:002011-03-09T08:18:37.945-08:00Booklets - Being Helpful Works<span class="Apple-style-span">Over the weekend I had lunch with someone I know who is a professional salesperson in a different industry than tips booklets. Every time I said the word "sell" to her in our casual conversation, without exception, she immediately and gently corrected me, that she likes to "help" people. </span><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">I found a similar reaction from a long-time friend of mine years ago who I knew from an earlier career. She is someone who can sell ice to the Eskimos, as long as the word "sell" is not in there. She was great when she "visited" with people and showed them what she had that could "help" them. There's that word again.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">The nuance of words matters, whether you are on the giving or receiving end of them. </span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">How would it be for you if you looked at what companies and associations you could help by visiting with them to show them what you've got that can be helpful to what they want to accomplish?</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Until next time,</span></div><div><span class="Apple-style-span">Paulette - helping you look at the same thing through different filters</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span"><a href="http://www.tipsbooklets.com/">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span"><a href="http://www.collectionofexperts.com/">www.CollectionOfExperts.com</a></span></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-9204760344403324009?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-21690472762424852882011-03-03T11:27:00.000-08:002011-03-03T13:03:04.169-08:00Booklets - Choices<span class="Apple-style-span">What choices do you give people when it comes to buying your booklet so they get what works for them and you make a sale? Here are a few things to get you thinking.</span><div><span class="Apple-style-span"><span class="Apple-style-span"></span><br /></span><div><ul><li><span class="Apple-style-span">Quantity pricing</span></li><li><span class="Apple-style-span">Different formats for the content</span></li><li><span class="Apple-style-span">Payment plan</span></li><li><span class="Apple-style-span">Suggested ways to customize the booklet to suit their schedule and budget</span></li><li><span class="Apple-style-span">Bundling various options</span></li><li><span class="Apple-style-span">Selling them someone else's booklet that is a better match</span></li></ul></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">What other choices can you think of that creates a good feeling in your buyers' mind, that has them coming back to you again and again?</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Until next time,</span></div><div><span class="Apple-style-span">Paulette - a great fan of choices</span></div><div><span class="Apple-style-span"><a href="http://www.tipsbooklets.com/">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span"><a href="http://www.collectionofexperts.com/">www.CollectionOfExperts.com</a></span></div><div><span class="Apple-style-span"><br /></span></div><div><br /></div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-2169047276242485288?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-5547884200985977342011-03-02T11:15:00.000-08:002011-03-02T11:17:02.579-08:00Booklets - Free Teleclass<span class="Apple-style-span" style="font-family: Verdana; font-size: 15px; "><p align="center" class="style24" style="color: rgb(0, 0, 0); font-weight: bold; font-size: 18px; ">How to Promote Your Book and Your Business </p><p align="center" class="style24" style="color: rgb(0, 0, 0); font-weight: bold; font-size: 18px; ">with Tips Booklets and Other Info Products</p><p align="center" class="style18" style="color: rgb(0, 0, 0); font-weight: bold; margin-bottom: 0px; ">Wednesday, March 9, 2011</p><p align="center" class="style18" style="color: rgb(0, 0, 0); font-weight: bold; margin-top: 0px; margin-bottom: 0px; ">11 am Pacific/ 2:00 pm Eastern</p><p align="center" class="style18" style="color: rgb(0, 0, 0); font-weight: bold; margin-top: 0px; margin-bottom: 0px; ">60-minute teleclass by phone only</p><p align="center" class="style18" style="color: rgb(0, 0, 0); font-weight: bold; margin-top: 0px; margin-bottom: 0px; ">Sponsored by Wheatmark.com</p><p align="center" class="style18" style="color: rgb(0, 0, 0); font-weight: bold; margin-top: 0px; margin-bottom: 0px; ">Register at <span class="Apple-style-span" style="font-family: Georgia, serif; font-size: 16px; font-weight: normal; "><a href="http://www.tipsbooklets.com/teleclass.html">http://www.tipsbooklets.com/teleclass.html</a></span></p></span><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-554788420098597734?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-14716618285023785552011-03-01T09:25:00.000-08:002011-03-01T09:28:40.695-08:00Booklets – Beyond Nuts and Bolts<p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:black">For the past eight years I’ve consistently been a satisfied customer of <a href="http://www.constantcontact.com/features/signup.jsp?rc=1887712647&sru=1011205027180&fc=f&cc=community_purl">Constant Contact </a>for sending out my online newsletter. It’s been interesting and encouraging to watch them actively improve their service in the past couple years.<span style="mso-spacerun:yes"> </span>In a recent email from them, something caught my eye to pass along to you, about your booklet business.<o:p></o:p></span></p><p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:black">====</span></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><i style="mso-bidi-font-style:normal"><span style="font-size:9.0pt; font-family:"Arial","sans-serif";color:black">Here's the really great thing about using Constant Contact for my online surveys... they don't stop at just nuts-and-bolts support. They help me with strategy, techniques, best practices... whether it's talking to a real, live person... attending a live seminar or webinar... or visiting their online community.</span><o:p></o:p></i></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><i style="mso-bidi-font-style:normal"><span style="font-size:9.0pt; font-family:"Arial","sans-serif";color:black">It's like they're my marketing partner!<o:p></o:p></span></i></p><p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><i style="mso-bidi-font-style:normal"><span style="font-size:9.0pt; font-family:"Arial","sans-serif";color:black">====</span></i></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:black">It made me stop and think about what it means to go beyond the nuts and bolts when talking about booklets with a client or potential client. Many large quantity buyers have a limited view of how booklets can <b style="mso-bidi-font-weight: normal"><i style="mso-bidi-font-style:normal">strategically</i></b> help their business. It’s up to you (and me) to help them realize that and, in fact, become their marketing partner.<span style="mso-spacerun:yes"> </span>By helping in that way, they’ll come back for more of what you’ve got.<o:p></o:p></span></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:black">Until next time,<o:p></o:p></span></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:black">Paulette – focusing on the right balance of enough ideas without overloading with too many ideas<o:p></o:p></span></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:black"><a href="http://www.tipsbooklets.com/">www.tipsbooklets.com</a><o:p></o:p></span></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:black"><a href="http://www.collectionofexperts.com/">www.CollectionOfExperts.com</a> <o:p></o:p></span></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><span style="font-size:9.0pt;font-family:"Arial","sans-serif";color:black"><o:p> </o:p></span></p> <p style="margin-top:0in;margin-right:0in;margin-bottom:12.0pt;margin-left: 0in"><i style="mso-bidi-font-style:normal"><o:p> </o:p></i></p> <p class="MsoNormal"><o:p> </o:p></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-1471661828502378555?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-10152319702979600062011-02-24T09:43:00.000-08:002011-02-24T09:54:03.090-08:00Booklets - What Your Readers See<div><span class="Apple-style-span" >While this blog tends to lean more often toward marketing than production or admin or other crucial parts of the booklet business, today is definitely about the production side.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What font and what point size is the copy in your booklet? Is your audience over the age of 50 or otherwise contending with limited vision? It may not have occurred to you to even consider this if you're under 50 and/or have 20/20 eyesight. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >A business coach in the mid-40's age range handed me a business card the other day. While the color of the card and the photo of the coach on the card were each quite attractive, and the font style was a simple one, the print on the card was impossible for me to read because it was so small. I am well beyond the age of 50 (she said quite proudly). Although my vision is effectively corrected by contact lenses, this print was too small. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Think about who your audience is. Does your next booklet printing need to be with a different and/or larger font?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - mentioning something you may have had no reason to consider</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-1015231970297960006?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com1tag:blogger.com,1999:blog-10632613.post-11977694337044183462011-02-22T09:55:00.000-08:002011-02-22T09:59:19.067-08:00Booklets – Fame Not Required<p class="MsoNormal"><span class="Apple-style-span" >So you are not a household name anyplace other than in your mastermind group and among your nearest and dearest? That has zero influence on your ability to sell zillions of copies of your tips booklet.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >The ONLY thing that matters to a booklet buyer, whether they are buying a single copy of a million copies, is how the booklet can make his or her life more, better, or different. Can it help them sell more of their product by using he booklet as a gift when someone purchases something from them or for signing up for their newsletter? Can it provide a better experience for a person when they join an association or attend a conference of that association? Can it cast a different, improved light on how your buyer is perceived in the marketplace because they are generously giving a gift to express customer appreciation?</span></p> <p class="MsoNormal"><span class="Apple-style-span" >While your booklet certainly needs to be well written and well produced, who you are is really of minimal consequence in the whole process and in the decision to buy from you. Yes, you do need some bit of credibility that supports why you have the right to put your expertise out there. Beyond that, it doesn’t matter.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >So in case you’re hiding out in the belief that you are not well known and that no one will buy from you until you are, you may want to consider getting over that limiting belief as fast as you can so you can give the world something it wants.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; ">Until next time,</span></p> <p class="MsoNormal"><span class="Apple-style-span" >Paulette – who found lots of individuals and companies that didn’t care one bit who I was when they bought the million copies of my booklet</span></p> <p class="MsoNormal"><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></p> <p class="MsoNormal"><span class="Apple-style-span" ><a href="http://www.collectionofexperts.com/">www.CollectionOfExperts.com</a> </span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-1197769433704418346?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-76960873966284313232011-02-17T10:59:00.000-08:002011-02-17T11:11:39.463-08:00Booklets - Magazines Still Worth Approaching<span style="font-size: 10pt; color: black; "><span class="Apple-style-span" ><div><span style="font-size: 10pt; color: black; ">When I started my booklet journey in 1991, the first thing I did was send a copy of my booklet to MAGAZINE editors, inviting them to excerpt my booklet into articles they wrote, as long as they included full contact info so people could order their own copy of the complete booklet. That brought over 50,000 single-copy orders of my booklet. Later I also realized there were other doors to go into magazines to make bulk sales and licensing deals.</span></div><div><span style="font-size: 10pt; color: black; "><br /></span></div><div><span style="font-size: 10pt; color: black; ">With the conversation getting louder and louder about how web-centric publishing has become, I found the following mention in a newsletter I receive to be very encouraging if not affirming of what I thought to be true.</span></div><div><span style="font-size: 10pt; color: black; "><br /></span></div>"There is some good news for print media fans. Deloitte suggests [from a survey they did] that print magazines may be "surviving the digital tsunami." Two-thirds of U.S. consumers have read a print copy of a magazine in the past six months, higher than newspaper and other forms of print media. Interestingly, 87% of U.S. consumers say that they prefer the print copy of magazines over the digital version. In fact, 55% of U.S. households still subscribe to at least one print magazine, up by 1% from 2009."</span></span><div><span style="font-size: 10pt; color: black; "><span class="Apple-style-span" ><br /></span></span></div><div><span style="font-size: 10pt; color: black; "><span class="Apple-style-span" >So before you take on a global opinion about print being so "yesterday," give some thought to approaching magazines. You can find direct guidance about that in our <a href="http://www.tipsbooklets.com/promote.html">learning tools.</a></span></span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who has fond memories of the early booklet orders that came from magazine readers</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-7696087396628431323?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-38146652321675068192011-02-15T11:47:00.000-08:002011-02-15T11:58:00.818-08:00Booklets - Pricing<p style="margin-top: 0px; margin-bottom: 0px;"><span class="Apple-style-span"><span class="Apple-style-span">The following article came today from Mary Cantando who publishes <a href="http://www.womansadvantage.biz/">The Woman's Advantage Calendar</a></span><span class="Apple-style-span"><a href="http://www.womansadvantage.biz/"> </a> </span><span class="Apple-style-span">in which I've been included during the past few years. She suggests pricing strategies that can work well for booklets and for other products and services in your business.</span></span></p><p style="margin-top: 0px; margin-bottom: 0px;"><span class="Apple-style-span" style="color: rgb(51, 0, 0); font-family: Arial, Helvetica, sans-serif; font-size: 19px; "><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif; color: rgb(51, 0, 0);"><strong><br /></strong></span></span></p><p style="margin-top: 0px; margin-bottom: 0px;"><span class="Apple-style-span" style="color: rgb(51, 0, 0); font-family: Arial, Helvetica, sans-serif; font-size: 19px; "><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif; color: rgb(51, 0, 0);"><strong>=====</strong></span></span></p><p style="margin-top: 0px; margin-bottom: 0px;"><span class="Apple-style-span" style="color: rgb(51, 0, 0); font-family: Arial, Helvetica, sans-serif; font-size: 19px; "><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif; color: rgb(51, 0, 0);"><strong><br /></strong></span></span></p><p style="margin-top: 0px; margin-bottom: 0px;"><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif;"><strong></strong></span><span class="Apple-style-span" style="color: rgb(51, 0, 0); font-family: Arial, Helvetica, sans-serif; font-size: 19px; "><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif; color: rgb(51, 0, 0);"><strong>Use Pricing to Close a Deal</strong></span><span style="font-size: 10pt;"> </span></span></p> <p style="margin-top: 0px; margin-bottom: 0px;"><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif;"><strong><span class="Apple-style-span" style="font-family: Georgia, serif; font-weight: normal; "><strong><span style="font-size: 10pt; line-height: 115%; font-family: Arial, sans-serif; ">Many of us use hard and fast formulas to provide pricing for our products or services, while others consider pricing a variable that we adjust on the fly. Regardless of which school you fall into, here are five ways you can use pricing to close a deal.</span></strong></span></strong></span></p><p style="margin-top: 0px; margin-bottom: 0px;"><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif;"><strong><br /></strong></span></p><p style="margin-top: 0px; margin-bottom: 0px;"><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif;"><strong><span class="Apple-style-span" style="color: rgb(51, 102, 0); font-family: Georgia, serif; font-weight: normal; "><strong><span style="font-size: 10pt; line-height: 115%; font-family: "Arial","sans-serif";"></span></strong></span>5 Ways to Use Pricing to </strong></span></p> <p style="margin-top: 0px; margin-bottom: 0px;"><span style="font-family: Papyrus,Comic Sans MS,Verdana,Helvetica,sans-serif;"><strong>Close a Deal<span style="font-size: 10pt;"> </span></strong></span></p> <p style="margin-bottom: 0.0001pt; line-height: normal; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; "><b>1. Offer a smaller, more inexpensive offering to build initial trust. </b></span><span style="font-size: 10pt; font-family: Arial, sans-serif; ">This can be a subset of one of your products or services, or a completely new, but smaller offering. </span></p> <p style="margin-bottom: 0.0001pt; line-height: normal; text-align: left; " align="left"><span style="font-size: 10pt; font-family: "Arial","sans-serif";"><b>2. Offer a name-your-own-price offer. </b></span><span style="font-size: 10pt; font-family: "Arial","sans-serif";">The customer provides the price they are willing to pay and you provide the product or service quantity/quality based on their dollars. </span></p> <p style="margin-bottom: 0.0001pt; line-height: normal; text-align: left; " align="left"><span style="font-size: 10pt; font-family: "Arial","sans-serif";"><b>3. Offer a special price as an opportunity to test the market. </b></span><span style="font-size: 10pt; font-family: "Arial","sans-serif";">You might offer this price only to the first five or ten customers. </span></p> <p style="margin-bottom: 0.0001pt; line-height: normal; text-align: left; " align="left"><span style="font-size: 10pt; font-family: "Arial","sans-serif";"><b>4. Offer a lower price with the reason of pushing excess inventory. </b></span><span style="font-size: 10pt; font-family: "Arial","sans-serif";">You might want to get rid of inventory that will become obsolete, or maybe you're just pushing it so you can restock.</span></p> <p style="margin-bottom: 0.0001pt; line-height: normal; text-align: left; " align="left"><span style="font-size: 10pt; font-family: "Arial","sans-serif";"> </span></p> <p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; "><b>5. Offer to charge less for their first purchase if they sign to become a repeat customer. </b></span><span style="font-size: 10pt; font-family: Arial, sans-serif; ">But be sure that you've got an agreement as to what the ongoing sales level will be.</span></p><p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; "><br /></span></p><p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; ">========</span></p><p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; "><br /></span></p><p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; ">Until next time,</span></p><p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; ">Paulette - who realized a long time ago that pricing is a combination of art and science</span></p><p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; "><br /></span></p><p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; "><a href="http://www.tipsbooklets.com/">www.tipsbooklets.com</a></span></p><p style="margin-top: 0px; margin-bottom: 0px; text-align: left; " align="left"><span style="font-size: 10pt; font-family: Arial, sans-serif; "><a href="http://www.collectionofexperts.com/">www.CollectionOfExperts.com</a></span></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3814665232167506819?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-656886449313186812011-02-10T09:34:00.000-08:002011-02-10T09:43:30.421-08:00Booklets - Doing Is Often Easier Than Thinking About Doing<span class="Apple-style-span" >Have you been thinking about doing a booklet? And thinking, and thinking, and thinking some more? You may be among the people who are most comfortable making a plan, doing research, anticipating possibilities, and laying as much groundwork as you can before you start something. While that can give you a certain result, it can also keep you from starting at all.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Rather than doing all that thinking, what about carrying around a notebook or other recording device and capturing the seed of ideas that represent what you'd say to someone about your expertise if you were in a casual conversation with them? Transfer those unpolished ideas into a word processing file on your computer. Keep adding to them. The pace may be quick (as in days or weeks) or it might be months. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >When you think you've got a good chunk of entries (that's a highly official measure -- "a good chunk"), refine and organize what you've got. You are likely to be happily surprised by how you got your booklet written and done, by DOING it rather than THINKING about doing it.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who believes done is better than perfect</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-65688644931318681?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-21070743939573416642011-02-08T10:11:00.000-08:002011-02-08T10:27:39.485-08:00Booklets -Same Ole, Same Ole -- Not<span class="Apple-style-span" >A friend glanced through someone's tips booklet the other day thinking the topic had already been done and overdone. That was right up to the moment she saw a tip that was something she didn't know and thought was an excellent suggestion. That could have been the only thing new to her in that booklet. I don't know for sure since she did not have the chance to read through the whole thing.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It's not uncommon for booklet authors to be concerned about the idea that there is nothing new for them to say, that it has already been said before. Keep this in mind:</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >1. Given the billions of quasi-intelligent people there are in just the English-speaking world, there is no way any of us can ever reach everyone who would be our client.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >2. One new piece of information is, well, one new piece of information.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >3. A reminder can be as useful as a new piece of information.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >4. Confirmation can be valuable to the reader, allowing them to feel they are "on the right track."</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Bottom line - write yours anyway, and do it today.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - whose booklet still sells 20 years after it was written, has nothing in it about technology, and helps people organize their business life</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-2107074393957341664?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-54193653845275799822011-02-03T10:29:00.000-08:002011-02-03T10:32:32.040-08:00Booklets – Simple and Timely Replies<p class="MsoNormal"><span class="Apple-style-span" >You send your booklet sample to a corporate decision maker who previously indicated interest in obtaining thousands of copies of your booklet.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >And then you hear nothing.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >You send a follow-up email, wait a week, leave a friendly follow-up voicemail, wait another week, and still nothing.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >The ever-creative Committee in Your Head develops a laundry list of reasons why you are hearing nothing from the corporate decision maker. No matter what reasons you believe, the fact (and all you really know for sure) is that you got no reply.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >Maddening, isn’t it? After all, the person said they were interested. It looked like a good match, and certainly a substantial sale. What happened??</span></p> <p class="MsoNormal"><span class="Apple-style-span" >Well, think about your track record when it comes to responding to people, even when you’re interested in what they have and what they’re about and how they can help your business. Do you let someone know with a simple “got it” when they email you some information you discussed with them? After all, email delivery is sometimes unreliable or can accidentally be deleted or overlooked. Do you confirm an appointment when someone sets a time for a meeting you wanted to have with them, or do you just figure they understand it’s confirmed, leaving them wondering? What do YOU do to complete the communication cycle?</span></p> <p class="MsoNormal"><span class="Apple-style-span" >It can take just a couple seconds to let the sender know you’re still in the conversation or that the time is available in your schedule, or that you want another detail to clarify something.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >Do your part and see what happens. Setting that tone of good, clear, concise communication often raises the bar for those around you, who you want to know if they received what you sent.</span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><span class="Apple-style-span" >Until next time,</span></p> <p class="MsoNormal"><span class="Apple-style-span" >Paulette – eager to receive “got it” from you</span></p> <p class="MsoNormal"><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></p> <p class="MsoNormal"><span class="Apple-style-span" ><a href="http://www.collectionofexperts.com/">www.CollectionOfExperts.com</a> </span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5419365384527579982?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-41844390946386474962011-02-01T09:29:00.000-08:002011-02-01T09:33:35.873-08:00Booklets – Pistachios and Other Nuts<p class="MsoNormal"><span class="Apple-style-span" >Do you have a food you like that you haven’t had in awhile? You used to eat it all the time, and, for whatever reason, you haven’t even thought about it in awhile. It’s not that you’re allergic to it or that the price went up or that it’s inconvenient to obtain it. You just simply forgot. It fell off your radar and got replaced by other foods you grew to like maybe more or maybe equally.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >In the past few months, the Powers that Be in the pistachio industry (yes, pistachio nuts!) apparently realized they needed to remind people about the existence of their product. All of a sudden it seemed their promotions were everywhere. They were in the media. The in-store displays and sale offers were prominent. Quite honestly, they got me. I was one of those people who was reminded that I always liked pistachios, hadn’t had them in awhile, and bought a few bags over a period of weeks. Okay, I confess I decided I needed to stop buying them because one portion, maybe two, equaled a whole bag, regardless of what the data said on the bag. It wasn’t a good thing for me on a long term basis. However, I digress.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >So did you make the connection here with the pistachio experience and your booklets? You may have fallen off the radar of a company who loved your booklet. Something else attracted their attention and they tested that out. You may have let up on your promotion and publicity since you got distracted with other things. They probably liked your booklet enough to consider buying more from you if only they remembered how good your booklet was, how easy you were to deal with, how well-priced your booklet was, and the outstanding business results they had by using your booklet promotionally to sell more of their product.</span></p> <p class="MsoNormal"><span class="Apple-style-span" >It would not be the first time someone said something like “I’m so glad you reached out. I lost your contact information. We love your booklet and want thousands of copies of it. How fast can you deliver them?”</span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span" > </span></o:p></p> <p class="MsoNormal"><span class="Apple-style-span" >Until next time,</span></p> <p class="MsoNormal"><span class="Apple-style-span" >Paulette – focusing on the value of always being “out there”</span></p> <p class="MsoNormal"><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></p> <p class="MsoNormal"><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a> </p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-4184439094638647496?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-89093376242166176332011-01-27T11:12:00.000-08:002011-01-27T11:23:11.797-08:00Booklets - Help Your Clients Buy in Bulk<div><span >While meeting with a new advisor in my life, I presented the opportunity for that person to invest in booklets from me. Here's the essence of the follow-up email I sent when he asked for pricing. I lead with 500 copies as the minimum to customize the cover with his name and company contact info.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >===========</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Hi,</span></div><div><span class="Apple-style-span" ><br /></span></div><span class="Apple-style-span" >As we discussed, here is the information about my booklet, "110 Ideas for Organizing Your Business Life" for your promotional purposes.<br /><br />While I know your initial reaction sounded like 500 copies might be a lot, keep in mind there are many ways to use them to <b>generate business </b>in the immediate and long-term. Here are a few to consider:<br /> </span><ul> <li><span class="Apple-style-span" >Give away at events, as you mentioned.</span></li> <li><span class="Apple-style-span" >Use as a client appreciation gift for any clients, especially those you have infrequent contact.</span></li> <li><span class="Apple-style-span" >Send to former clients to get your name back on their radar.</span></li> <li><span class="Apple-style-span" >Make it your "holiday greeting" later in the year or any other time you'd like to feature.</span></li> <li><span class="Apple-style-span" >Mail to prospects who may have forgotten how terrific you are and can be for them.</span></li> <li><span class="Apple-style-span" >Send to high level referral sources.<br /> </span></li> </ul> <span class="Apple-style-span" ><br />These are ideas that will most likely have you running through 500 copies faster than you may think right now. And you'll probably come up with other ideas, too, once you have them.<br /><br />So here we go:<br /><br /> </span><blockquote><span class="Apple-style-span" >"110 Ideas for Organizing Your Business Life" booklet customized with your name and contact information on the front OR back cover in the same purple ink as the booklet title. Includes delivery to your office. <br /> <br /> 500 copies @ $x.xx ea. $YYY<br /></span></blockquote> <span class="Apple-style-span" ><br />One new client or one new account with a current client as a result of receiving the booklet, paired with the essence of who you are would more than cover that, right?<br /><br />You'll see a proof of the cover before it gets printed to be sure the customization is positioned the way you want it. Accepted forms of payment include major credit cards (MC, VISA, AMEX) or check, in full, to initiate the order.<br />Delivery time is approximately two weeks.<br /><br />Let me know any questions, and what's next. Looking forward to the opportunity to contribute to your continuing success.<br /></span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Sincerely,</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >===========</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >The advisor decided to forgo the customization and ordered 100 copies, at a higher per-copy rate. </span><span class="Apple-style-span" style="font-family: verdana; ">A sale like that everyday would also be just fine, since it's very likely that 100 copies will go fast and a re-order will come in quite soon.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Who are your advisors, colleagues, vendors? Show them how your booklet can contribute to their success, whether they buy 100, 500, 1,000, or a million!</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - keeping it real</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8909337624216617633?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-68558424678056723242011-01-25T09:30:00.000-08:002011-01-25T09:44:48.963-08:00Booklets - What to Really Say to Potential Buyers<span class="Apple-style-span">A consultation with a booklet author yesterday drove home the point once again about the requirement of being yourself in your business. "I get so anxious when I go to present myself that nothing comes out right. If I could just say ..."</span><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">What came flowing out of her mouth next was EXACTLY what to say. It focused on the value she brings to the buyer, in her own words. Period. No stilted script of someone else's language.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Yes, it's about the benefit you bring to the buyer with your booklet and any other related products and services you have. It's not a long harangue about your alphabet soup of degrees and every project and/or employer you ever had since the invention of dirt. It's a succinct presentation (a couple sentences) about what you bring to enhance your buyer's world. Do you represent their customer based on your buying habits and your life? Because of that, can you get closer to their customer than they ever could? That's the kind of thing that instantly elevates your value, even if there is currently a typo in your booklet or the color of your cover is off by a shade from what you wanted!</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Until next time,</span></div><div><span class="Apple-style-span">Paulette - whose suggestions are always intended for you to shape to fit you best so everyone benefits</span></div><div><span class="Apple-style-span"><br /></span></div><div><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span">www.tipsbooklets.com</span></a></div><div><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span">www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6855842467805672324?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-84745128475296077092011-01-20T09:49:00.000-08:002011-01-20T16:32:22.884-08:00Booklets - Word Trippers<p style="text-align: left;"><span class="Apple-style-span" >You<b> </b>may<b> </b>have heard me<b> </b>sing the praises of editor, Barbara McNichol. In fact, you may have had her edit something for you, something larger than a booklet. I have referred many clients to her (as she has to me), have interviewed her, and just love having her as a trusted colleague.</span></p><p style="text-align: left;"><span class="Apple-style-span" >Several years ago she put together a booklet of word pairs that tend to confuse people. She called it Word Trippers. She has revised it over the years and has now utilized current technology as an additional delivery method.</span></p><p style="text-align: left;"><span class="Apple-style-span" >Before you embarrass yourself by using "except" when it needs to be "accept," or "imply" rather than "infer," get yourself a copy of Barbara's Word Trippers. You'll be so glad you did. And there are no affiliate links in this post, by the way.</span></p><p style="text-align: left;"><span class="Apple-style-span" ><b>======</b></span></p><p style="text-align: left;"><span class="Apple-style-span"><b></b></span></p><div class="moz-text-html" lang="x-western"><span class="Apple-style-span"><b> <style> <!-- /* Font Definitions */ @font-face {font-family:Wingdings; panose-1:5 0 0 0 0 0 0 0 0 0;} @font-face {font-family:Times; panose-1:2 2 6 3 5 4 5 2 3 4;} @font-face {font-family:Verdana; panose-1:2 11 6 4 3 5 4 4 2 4;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {margin:0in; margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman";} h1 {margin-top:12.0pt; margin-right:0in; margin-bottom:3.0pt; margin-left:0in; text-indent:.5in; line-height:200%; page-break-after:avoid; font-size:16.0pt; font-family:Arial; font-weight:bold;} h2 {margin-top:6.0pt; margin-right:0in; margin-bottom:0in; margin-left:0in; margin-bottom:.0001pt; line-height:200%; page-break-after:avoid; font-size:12.0pt; font-family:Arial; font-weight:bold; font-style:italic;} h3 {margin-right:0in; margin-left:0in; font-size:13.5pt; font-family:"Times New Roman"; font-weight:bold;} h4 {margin-right:0in; margin-left:0in; font-size:12.0pt; font-family:"Times New Roman"; font-weight:bold;} p.MsoIndex1, li.MsoIndex1, div.MsoIndex1 {margin-top:0in; margin-right:0in; margin-left:12.0pt; text-indent:-12.0pt; line-height:200%; font-size:11.0pt; font-family:"Times New Roman"; color:black;} p.MsoToc1, li.MsoToc1, div.MsoToc1 {margin-top:6.0pt; margin-right:0in; margin-bottom:0in; margin-left:0in; margin-bottom:.0001pt; font-size:12.0pt; font-family:"Times New Roman";} a:link, span.MsoHyperlink {color:blue; text-decoration:underline;} a:visited, span.MsoHyperlinkFollowed {color:blue; text-decoration:underline;} p {margin-right:0in; margin-left:0in; font-size:12.0pt; font-family:"Times New Roman";} p.Style2, li.Style2, div.Style2 {margin:0in; margin-bottom:.0001pt; text-indent:.5in; line-height:200%; page-break-after:avoid; font-size:18.0pt; font-family:Arial; font-weight:bold;} p.heading1, li.heading1, div.heading1 {margin:0in; margin-bottom:.0001pt; text-indent:.5in; line-height:200%; page-break-after:avoid; font-size:18.0pt; font-family:Arial; font-weight:bold;} p.heading2, li.heading2, div.heading2 {margin:0in; margin-bottom:.0001pt; line-height:200%; page-break-after:avoid; font-size:12.0pt; font-family:Arial; font-weight:bold; font-style:italic;} p.Style4, li.Style4, div.Style4 {margin-top:6.0pt; margin-right:0in; margin-bottom:0in; margin-left:0in; margin-bottom:.0001pt; line-height:200%; page-break-after:avoid; font-size:12.0pt; font-family:Arial; font-weight:bold; font-style:italic;} span.EmailStyle24 {font-family:Arial; color:blue; font-weight:normal; font-style:normal; text-decoration:none none;} @page Section1 {size:8.5in 11.0in; margin:1.0in 1.0in 1.0in 1.0in;} div.Section1 {page:Section1;} /* List Definitions */ ol {margin-bottom:0in;} ul {margin-bottom:0in;} --> </style> <div class="Section1"> <p><span><span style="font-size: 12pt; font-family: Verdana;"><br /></span></span><b><span><span style="font-size: 13.5pt; font-family: Verdana; font-weight: bold;">Don’t Risk Your Ability to Communicate By Using Words that Trip Up Your Readers!</span></span></b></p> <p><img src="http://ellentaliaferro.com/wp-content/uploads/2009/08/word_trippers_book-cover.jpg" alt="word_trippers_book-cover" modo="true" title="word_trippers_book-cover" width="93" align="left" height="121" /><span><span style="font-family: Verdana;"><br /><br /></span></span></p> <p><span><span style="font-size: 12pt; font-family: Verdana;">Do you ever get confused knowing the right word to choose? Do pesky pairings like <b><span style="font-weight: bold;">imply vs. infer, accept vs. except, convince vs. persuade</span></b> trip you up? </span></span></p> <p style="text-indent: 0.5in;"><span><span style="font-size: 12pt; font-family: Verdana;">If you don’t get them right, there's much at stake: </span></span></p> <blockquote style="margin-top: 5pt; margin-bottom: 5pt;"> <blockquote style="margin-top: 5pt; margin-bottom: 5pt;"> <p class="MsoNormal" style="margin-left: 0.25in; text-indent: -0.25in;"><span><span style="font-size: 10pt; font-family: Symbol;">·<span><span style="font-family: "Times New Roman"; font-style: normal; font-variant: normal; font-weight: normal; font-size: 7pt; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none;"> </span></span></span></span><span><span style="font-family: Verdana;">Your ability to convey your message clearly and precisely.</span></span></p> <p class="MsoNormal" style="margin-left: 0.25in; text-indent: -0.25in;"><span><span style="font-size: 10pt; font-family: Symbol;">·<span><span style="font-family: "Times New Roman"; font-style: normal; font-variant: normal; font-weight: normal; font-size: 7pt; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none;"> </span></span></span></span><span><span style="font-family: Verdana;">Your credibility and professionalism in your marketplace. </span></span></p> <p class="MsoNormal" style="margin-left: 0.25in; text-indent: -0.25in;"><span><span style="font-size: 10pt; font-family: Symbol;">·<span><span style="font-family: "Times New Roman"; font-style: normal; font-variant: normal; font-weight: normal; font-size: 7pt; line-height: normal; font-size-adjust: none; font-stretch: normal; -x-system-font: none;"> </span></span></span></span><span><span style="font-family: Verdana;">Even your valued reputation among your peers.</span></span></p> </blockquote> </blockquote> <h4><b><span><span style="font-size: 12pt; font-family: Verdana;">That’s too much to risk! </span></span></b></h4> <p><span><span style="font-size: 12pt; font-family: Verdana;">And that’s why this word choice guide helps ensure you're choosing the perfect word every time!<span><span style="color: blue;"> </span></span> </span></span></p> <p><b><span><span style="font-size: 12pt; font-family: Verdana; font-weight: bold;">The newest Word Trippers e-book gives you an easy-to-search, tripper-tracking source for selecting the perfect word when it matters most. </span></span></b></p> <p><span><span style="font-size: 12pt; font-family: Verdana;">And here's the good news. It's now available in Kindle format on Amazon, as this YouTube promo announces: </span></span></p> <p><span><span style="font-size: 12pt; font-family: Verdana;"><a href="http://www.youtube.com/watch?v=XelE3abP9UY">http://www.youtube.com/watch?v=XelE3abP9UY</a></span></span></p> <p><span><span style="font-size: 12pt; font-family: Verdana;">If you don’t have a Kindle reader, you can download the software to your computer or smart phone.<i><span style="font-style: italic;"> <a href="http://www.amazon.com/kindle-store-ebooks-newspapers-blogs/b/ref=sa_menu_ks2?ie=UTF8&node=133141011" title="Kindle download software">Here’s the link.</a> </span></i></span></span></p> <h4><b><span><span style="font-size: 12pt; font-family: Verdana;">Word Trippers e-book is vital for—</span></span></b></h4> <ul type="disc"> <li class="MsoNormal"><span><span style="font-size: 12pt; font-family: Verdana;">Authors and speakers</span></span></li> <li class="MsoNormal"><span><span style="font-size: 12pt; font-family: Verdana;">Virtual assistants</span></span></li> <li class="MsoNormal"><span><span style="font-size: 12pt; font-family: Verdana;">Administrative assistants</span></span></li> <li class="MsoNormal"><span><span style="font-size: 12pt; font-family: Verdana;">Teachers and students</span></span></li> <li class="MsoNormal"><span><span style="font-size: 12pt; font-family: Verdana;">Business communicators</span></span></li> <li class="MsoNormal"><span><span style="font-size: 12pt; font-family: Verdana;">Entrepreneurs and leaders</span></span></li> <li class="MsoNormal"><span><span style="font-size: 12pt; font-family: Verdana;">Court reporters and journalists</span></span></li> </ul> <div class="MsoNormal"><span><span style="font-size: 12pt;"> <hr width="100%" align="left" size="1"> </span></span></div> <p><i><span><span style="font-size: 12pt; font-family: Verdana; font-style: italic;">“I keep this handy ebook right by my side. Forget about hauling out the dictionary every time I stumble over one of these 300+ </span></span></i><span><span style="font-family: Verdana;">Word Trippers<i><span style="font-style: italic;"> in my writing. With this word choice guide, I can easily find the clear definition I’m looking for right at my fingertips. An invaluable resource!”</span></i><br /><b><span style="font-weight: bold;">– <st1:personname st="on">Karen Reddick</st1:personname>, editor, author, <i><span style="font-style: italic;">Grammar Done Right</span></i></span></b></span></span></p> <p><i><span><span style="font-size: 12pt; font-family: Verdana; font-style: italic;">“I use the</span></span></i><span><span style="font-family: Verdana;"> Word Trippers <i><span style="font-style: italic;">book at least once or twice during the writing</span></i> <i><span style="font-style: italic;">of a story. There are so many times when the exact meaning or connotation of a word is critical to deliver the message and not deliver confusion.”</span></i><br /><b><span style="font-weight: bold;">- <st1:personname st="on">John Wolf</st1:personname>, author </span></b></span></span></p> <div class="MsoNormal"><span><span style="font-size: 12pt;"> <hr width="100%" align="left" size="1"> </span></span></div> <p><b><span><span style="font-size: 12pt; font-family: Verdana; font-weight: bold;"><br />EXAMPLE #1: Famous, notorious</span></span></b><span><span style="font-family: Verdana;"> – “Famous” means known widely and favorably, while “notorious” means known widely and unfavorably. “The young actress became <i><span style="font-style: italic;">famous</span></i> for her Oscar-nominated role, and then became <i><span style="font-style: italic;">notorious</span></i> for her drug use and underage drinking.”<b><span style="font-weight: bold;"> </span></b></span></span></p> <p><b><span><span style="font-size: 12pt; font-family: Verdana; font-weight: bold;">EXAMPLE #2: Fewer, less</span></span></b><span><span style="font-family: Verdana;"> – “Fewer” is used when units or individuals can be counted; less is used with quantities of mass, bulk, or volume. “There are <i><span style="font-style: italic;">fewer</span></i> letters to be written today than yesterday.” “The m<st1:personname st="on">ai</st1:personname>l takes up <i><span style="font-style: italic;">less</span></i> space than I thought it would.” Generally if the word has an “s” at the end, use “fewer” – fewer dollars but less money; fewer muffins but less food.</span></span></p> <p><span><span style="font-size: 12pt; font-family: Verdana;">In this Kindle edition, you’ll find familiar trippers like <b><span style="font-weight: bold;">breath vs. breathe</span></b> and <b><span style="font-weight: bold;">among vs. between</span></b> and lots more including— </span></span></p> <table class="MsoNormalTable" style="width: 297pt;" width="396" border="0" cellpadding="0"> <tbody><tr> <td style="padding: 0in;"> <p><b><span><span style="font-size: 12pt; font-family: Verdana; font-weight: bold;">Tolerant vs. tolerable<br /> Endemic vs. epidemic<br /> Aisle vs. isle </span></span></b></p> </td> <td style="padding: 0in; width: 137.25pt;" width="183"> <p><b><span><span style="font-size: 12pt; font-family: Verdana; font-weight: bold;">Collegial vs. congenial<br /> Soar vs. sore<br /> Sallow vs. shallow </span></span></b></p> </td> </tr> </tbody></table> <h4><b><span><span style="font-size: 13.5pt; font-family: Verdana;">Don’t let these gremlins affect (or is it effect?) your writing ever again</span></span></b><span><span style="font-family: Verdana;"> </span></span></h4> <p><span><span style="font-size: 12pt; font-family: Verdana;">CLICK ON THE <st1:stockticker st="on">LINK</st1:stockticker> BELOW TO ORDER</span></span></p> <h3><b><span><span style="font-size: 12pt; font-family: Verdana;"><a href="http://www.amazon.com/Word-Trippers-Ultimate-Choosing-ebook/dp/B004GHNE7E/ref=sr_1_2?ie=UTF8&m=AG56TWVU5XWC2&s=digital-text&qid=1293817640&sr=8-2" title="Word Trippers on Kindle">now available as a Kindle ebook on Amazon</a><br /><br />Only $8.99</span></span></b></h3> <p><b><span><span style="font-size: 12pt; font-family: Verdana; font-weight: bold;">Remember, if you don’t have a Kindle reader, you can download the software to your computer or smart phone. <i><span style="font-style: italic;"><a href="http://www.amazon.com/kindle-store-ebooks-newspapers-blogs/b/ref=sa_menu_ks2?ie=UTF8&node=133141011" title="Kindle download software">Here’s the link.</a></span></i> </span></span></b></p> <div class="MsoNormal"><span><span style="font-size: 12pt;"> <hr width="100%" align="left" size="1"> </span></span></div> <p><i><span><span style="font-size: 12pt; font-family: Verdana; font-style: italic;">“I’ve found Barbara’s </span></span></i><span><span style="font-family: Verdana;">Word Tripper of the Week<i><span style="font-style: italic;"> ezines a valuable tool and I'm delighted that she's made them av<st1:personname st="on">ai</st1:personname>lable in book form.”</span></i><br /><b><span style="font-weight: bold;">- <st1:personname st="on">Bob <st1:personname st="on">Kelly</st1:personname></st1:personname>, editor, coauthor<i><span style="font-style: italic;"> Kids are Tremendous</span></i></span></b></span></span></p> <p><i><span><span style="font-size: 12pt; font-family: Verdana; font-style: italic;">“As a professional writer, I enjoy the twists of the English language, such as when to use peek or peak, and course or coarse. Like big rocks on a path, I trip over how to use ‘lay vs. lie’ and ‘compose vs. comprise.’ That’s when I peek at Barbara’s Word Trippers ebook and get back on course.”<br /></span></span></i><b><span><span style="font-family: Verdana; font-weight: bold;">- <st1:personname st="on">Patrice Rhoades-Baum</st1:personname>, copywriter, marketer</span></span></b></p> <div class="MsoNormal" style="text-align: center;" align="center"><span><span style="font-size: 12pt;"> <hr width="100%" align="center" size="2"> </span></span></div> </div></b></span></div><p></p><p align="right" style="margin:0in;margin-bottom:.0001pt;text-align:right"><br /></p><div style="text-align: left; "><span class="Apple-style-span" style="font-size: small; font-family: verdana, geneva; "><b>======</b></span></div><p></p><div><p style="text-align: left; font-size: small; "><span style="font-size: small; "><span ><b><br /></b></span></span></p><p style="text-align: left; "><span class="Apple-style-span" >Until next time,</span></p><p style="text-align: left; "><span class="Apple-style-span" >Paulette - who still checks on whether it's affect or effect</span></p><p style="text-align: left; "><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></p><p style="text-align: left; "><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></p></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8474512847529607709?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-62258043150977968962011-01-18T09:51:00.000-08:002011-01-18T10:04:17.420-08:00Booklets - Multiple Teachers<span class="Apple-style-span" >You learn about every aspect of life from more than one source. That's true with your booklet business and your clients, too. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >And you learn through different types of input, whether it's hearing the spoken word, reading, looking at something, physically interacting with a learning tool, in formal environments, casual conversations, or by observing something that seems totally outside the topic at hand.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >You can also be exposed to the exact concept more than once until it finally sinks in or even starts to make sense to you. </span></div></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >If this is all true (which, of course, you know it is), why wouldn't it also make sense for you to deliver your expertise in multiple formats, repeatedly? Some people will absorb some of the information the first time they are exposed to it. Those same people will have an even better grasp of it when it reaches them at another time in a different way.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - aware of how many people return to hear the same presentation multiple times</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6225804315097796896?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-17153611031639451392011-01-13T10:12:00.000-08:002011-01-13T10:20:59.390-08:00Booklets - Research: The Good, the Bad, and the Rest of It<span class="Apple-style-span" >Are you a researcher by nature? Me, I let other people I respect do the research and then take from that what resonates for me, with attribution when appropriate. And once I learn something, I'm inclined to teach it to others.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >When it comes to tips booklets, the very best ones are those that reflect the writer's expertise and/or experience. That is adequate credential for a tips booklet. If you are spending time researching what other people have to say on a topic that is near and dear to your heart, it's very likely you are procrastinating in getting your booklet done. After all, you're offering what YOU know from YOUR experience and YOUR perspective. That's good enough. In fact, it's more than good enough. It's valuable to other people. Go finish your booklet now so you can share what you've got with those who need and want it.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - reminding you that your journey is unlike anyone else's</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://wwwCollectionOfExperts.com"><span class="Apple-style-span" >wwwCollectionOfExperts.com</span></a></div><div><span class="Apple-style-span" ><br /></span></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-1715361103163945139?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-63854854809235484392011-01-11T11:13:00.000-08:002011-01-11T11:19:35.997-08:00Booklets - Creating Your Reality<span class="Apple-style-span" >Last time someone said "be realistic," I wondered whose definition of reality was being referenced. That can be the implied or stated opinion of someone in your life when you start talking about writing, marketing, and selling a tips booklet.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Being realistic is up to you as to what you write or develop, what methods you choose to market it, and how you go about selling it.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Next time someone says "be realistic" to you, no matter what you're doing, you already are being realistic according to you.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - suggesting you notice who is in charge of your life</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6385485480923548439?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-37536875352798281482011-01-06T11:16:00.000-08:002011-01-06T11:27:34.038-08:00Booklets - Being Different Increases Business<span class="Apple-style-span" >Booklets are different than anything else. That means you stand out from among the crowd when you write a booklet and when you use it as a marketing tool. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Yes, it's different from a book. That doesn't mean writing a book is a bad thing if that's important in your field. You can also write a booklet. It distinguishes you and it sells more copies of your book.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >A booklet is different from a marketing brochure, though it certainly serves to market your business. The booklet goes beyond stating features and benefits of working with you and your company.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It's different than a directory. whether you've got some additional information about your business in the directory entry or not. The booklet helps educate your future client/patient/customer. The directory blurb just says you exist.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >A printed booklet further distinguishes you. With all the online information readily available for both a fee and for free, your printed booklet lets you stand out. It's like getting a handwritten thank you note from someone rather than an email. With the decrease of direct mail these days, it's so much easier for people to see your booklet when receiving it in the mail from a large quantity buyer of your booklet.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Being different doesn't mean you need to abandon the essence of who you are or do things in any radical way. You can do things in a quiet, subtle way that leaves a huge and positive impact about you, your business, and how you can best serve more people.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - encouraging you to be different</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3753687535279828148?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-38727784387437080982011-01-04T09:57:00.000-08:002011-01-04T10:17:12.823-08:00Booklets - Numbers, Numbers, and More Numbers<div><span class="Apple-style-span" >It really is about the numbers in business. Yes, it's definitely about people, and, well, it's all about the numbers when serving those people.</span></div><div><span class="Apple-style-span" ><br /></span></div><span class="Apple-style-span" >When someone asks how much your booklet costs to buy in quantity for their company, association, or any other reason, the first thing you need to know is what quantity they have in mind. Since your production costs vary according to the number of booklets you print at a time, it stands to reason that the price you charge for your booklets also varies according to the number of booklets someone is buying from you at a particular time. There are additional variables like customization and shipping. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Create a pricing schedule for yourself for reference, based on the amount of profit you want to make, and based on what the market will bear.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >For more in-depth information on quantity sales, go to <a href="http://www.tipsbooklets.com/teleclass.html">Strategies for Bulk Booklet Sales</a></span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - eager to teach you what's taken years to discover</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3872778438743708098?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-54041044343343192362010-12-30T09:30:00.000-08:002010-12-30T09:38:11.577-08:00Booklets - The New Year<span class="Apple-style-span" >The following was passed along to me today and speaks to the possibilities for you in the coming year.</span><div><br /></div><div><span ><strong><span >For a New Beginning</span></strong></span><br /><br /><span >In out-of-the-way places of the heart,</span><br /><span >Where your thoughts never think to wander,</span><br /><span >This beginning has been quietly forming,</span><br /><span >Waiting until you were ready to emerge.</span><br /><br /><span >For a long time it has watched your desire,</span><br /><span >Feeling the emptiness growing inside you,</span><br /><span >Noticing how you willed yourself on,</span><br /><span >Still unable to leave what you had outgrown.</span><br /><br /><span >It watched you play with the seduction of safety</span><br /><span >And the gray promises that sameness whispered,</span><br /><span >Heard the waves of turmoil rise and relent,</span><br /><span >Wondered would you always live like this.</span><br /><br /><span >Then the delight, when your courage kindled,</span><br /><span >And out you stepped onto new ground,</span><br /><span >Your eyes young again with energy and dream,</span><br /><span >A path of plenitude opening before you.</span><br /><br /><span >Though your destination is not yet clear</span><br /><span >You can trust the promise of this opening;</span><br /><span >Unfurl yourself into the grace of beginning</span><br /><span >That is at one with your life's desire.</span><br /><br /><span >Awaken your spirit to adventure;</span><br /><span >Hold nothing back, learn to find ease in risk;</span><br /><span >Soon you will be home in a new rhythm,</span><br /><span >For your soul senses the world that awaits you.</span><br /><br /><span >~ John O'Donohue ~</span><br /><br />=====</div><div><br /></div><div><span class="Apple-style-span" >Until next time, which will be in 2011,</span></div><div><span class="Apple-style-span" >Paulette - eagerly anticipating traveling part of the journey with you</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5404104434334319236?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-7090448289853058392010-12-28T09:47:00.000-08:002010-12-28T10:01:55.970-08:00Booklets - Negotiate Now Not Later<span class="Apple-style-span" >While it can be difficult if not impossible to consider the whole range of "what if's" in a business transaction with your booklets or any other part of your business, anticipate the most basic desired outcome before you do anything and get it into a written agreement for review by both parties.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Be sure your ears perk up and your brain goes into gear when you hear words like "collaborate" or "increase your credibility" or "for exposure." Those are often euphemisms for "no money will be exchanged." </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >There are certain situations where that won't matter to you, where getting that exposure or increasing your credibility or working together with a particular person are all things that will take you further in your booklet journey than getting cash payment in that moment. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >However, if you are well established, have lots of credibility, and are fully capable of creating a good product without the input of someone else, then those words are likely to be less appealing to you.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >No matter which way you choose, get clear about it at the beginning of the discussions. Attempting to do so later can be difficult if not impossible to change the course of how your interactions are developing.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - reminding you of the value of saying no when appropriate</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-709044828985305839?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-86054431118874705582010-12-23T09:38:00.000-08:002010-12-23T10:02:00.226-08:00Booklets - Enough<span class="Apple-style-span" >What's enough? When your booklet reader's life changes for the better because of ONE tip from your booklet, is that enough?</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Think about an experience you've had, where one thing from among a much greater scope of experiences became a life changer for you. You may have attended a week long workshop, yet one thing that one person said made the entire week worthwhile by every definition.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Next time you find yourself heading toward putting everything you know about your topic into a tips booklet, keep in mind that ONE tip can be the game changer for your reader. Make it easy to discover that one tip without sending that reader into overlook by having to dig through way too much information first.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - encouraging you to realize what is enough</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8605443111887470558?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-72132489558930113682010-12-21T09:57:00.000-08:002010-12-21T10:11:25.628-08:00Booklets - As Soon As ...<span class="Apple-style-span" >"As soon as" can be a great scapegoat when it comes to writing, producing, and marketing your booklet. Here are some frequent "as soon as" hooks that would-be booklet authors have clung to, keeping them from moving forward. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >As soon as...<span class="Apple-tab-span" style="white-space:pre"> </span></span><div><ul><li><span class="Apple-style-span" ><span class="Apple-tab-span" style="white-space:pre">I</span> learn how to do a booklet</span></li><li><span class="Apple-style-span" ><span class="Apple-tab-span" style="white-space:pre">I</span> have the time to write</span></li><li><span class="Apple-style-span" >I have the money to get it edited/designed/printed</span></li><li><span class="Apple-style-span" >the kids are back in school</span></li><li><span class="Apple-style-span" >the holidays are over</span></li><li><span class="Apple-style-span" >I have a website</span></li><li><span class="Apple-style-span" >I finish all the other projects I'm doing</span></li><li><span class="Apple-style-span" >I start my own business</span></li><li><span class="Apple-style-span" >I choose my topic</span></li><li><span class="Apple-style-span" >I know how I want to market it</span></li></ul><div><span class="Apple-style-span" >... and, well, you get the idea.</span></div></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Each one of those above bullet points can have some degree of merit and each one can be overcome once completing your booklet is a true priority for you.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >That priority shifts when you see the benefit the booklet can provide to you and to those who will receive it. Next time you notice yourself going to some flavor of "as soon as," ask yourself the real question of what you want your booklet to accomplish. When that becomes clear, your priority is very likely to change and you'll find yourself getting your booklet done in no time at all, easily, effortlessly, and enjoyably.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - looking forward to seeing your booklet soon rather than "as soon as"</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div><br /></div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-7213248955893011368?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-71327496064097598992010-12-16T09:21:00.000-08:002010-12-16T09:34:14.150-08:00Booklets - What CAN You Do?<div><span class="Apple-style-span" >If you're so inclined, it can be oh so easy to come up with reasons why things aren't working for you right now (or lately) in your booklet business. Here are just a few I've heard:</span></div><div><span class="Apple-style-span" ><br /></span></div><ul><li><span class="Apple-style-span" >December (or the summer or just about any time of the year) </span></li><li><span class="Apple-style-span" >the economy </span></li><li><span class="Apple-style-span" >your topic</span></li><li><span class="Apple-style-span" >being a one-person business</span></li><li><span class="Apple-style-span" >thinking marketing and sales are difficult</span></li><li><span class="Apple-style-span" >believing you don't know how to do bulk sales or who your market is</span></li><li><span class="Apple-style-span" >needing money for groceries, rent, car insurance before investing in business </span></li></ul><div><span class="Apple-style-span" >Well, guess what, you're right. As long as you believe any one of the things on that list, you're dead in your tracks. There are ways to turn each and every one of the items on that list into a plus, into something you CAN do to move things forward. I've done it and many other booklet authors have done it.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >There are booklet authors who thrive each and every month of the year, regardless of what the economy is doing, with topics that would amaze you, without having any employees. They determine what sales and marketing approaches make the most sense for them, make changes when things aren't working, look at what others have done as models, and turn it all around.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What stories are you telling yourself? And, as Dr. Phil on television would say, "How's that working for you?"</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - ready to work with those who are ready to do the work</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a> </span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-7132749606409759899?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-67886115468620770022010-12-14T11:28:00.000-08:002010-12-14T11:39:02.107-08:00Booklets Are NOT for You If ...<span class="Apple-style-span" >Creating tips booklets is not for you if one of your favorite words or concepts is "because." You may feel the only way you can be helpful to your reader or audience is by giving lots and lots of explanation and information about something. In fact, that may not be the case at all, and it could be counterproductive to your intentions and to the desires of your readers and audiences. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >While it's true that many people are very curious by nature and want to know all the ins and outs of a given concept, they may not want it all at once. There are many people who want to learn in small doses. Those folks will absorb the basics or a few ideas and then come back for more when they're ready.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >One of the best ways to accommodate both learning styles is to do both a tips booklet and a more expanded product. That serves the range of styles while positioning you well when it comes to sales. You've got something for everyone from the start, and something for people to come back to when they want more.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who often glazes over when hearing an implied or expressed "because"</span></div><div><br /></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6788611546862077002?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-25070242128784102232010-12-09T10:09:00.000-08:002010-12-09T10:23:07.616-08:00Booklets - Print, Digital, or Both?<span class="Apple-style-span" >In grocery stores it's been a long-standing question of whether you prefer to have your purchases put into paper bags or plastic bags. Now the rage has become bringing your own re-usable bags to use instead. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >The question in the tips booklet world these days has increasingly become print or digital. The answer is BOTH.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >There are distinct applications for giving away and/or selling both the printed booklet and the downloadable PDF and other electronic versions. Yes, the online world is ever expanding as are electronic readers being invented and sold. The more that happens, the printed version becomes a larger point of distinction with the expansion of the digital versions.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >The digital version is what you've got as soon as the graphic designer does the professional layout and gives you the PDF output. The print version comes from that. That makes two products for you.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - reminding you of some of the many choices you have to distribute your knowledge to those who want it</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-2507024212878410223?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-20526136830812841562010-12-07T09:53:00.000-08:002010-12-07T10:03:52.813-08:00Booklets - Questions or Statements<span class="Apple-style-span" >When you open a tips booklet about a topic that is new to you, do you find it more helpful to see a series of questions about the topic or, instead, lots of direct suggestions on things to do in a previously unknown realm?</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >A combination of suggestions and questions can be helpful if you feel questions are a necessary part of the publication at all. A publication that is only questions leaves the reader pondering rather than doing.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Here is an example of a combination:</span></div><div><span class="Apple-style-span" ><br /></span></div><div><b><i><span class="Apple-style-span" >Write a tips booklet that can be used as a marketing tool for your business and a new source of income. The booklet represents your expertise and increases your credibility and your bottom line. What is the first topic for your first tips booklet?</span></i></b></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >That's a stronger way to give information and prompt the reader/listener to take action than only presenting the question by itself. What do you need to do to strengthen your information products so they best serve your audience?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who respects and appreciates the value of questions and loves to mix it all up whenever appropriate</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-2052613683081284156?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-37532550814229284352010-12-02T15:05:00.000-08:002010-12-02T15:15:22.101-08:00Booklets - The Same and Different<span class="Apple-style-span" >You've repeatedly looked at things you've written over the years and wonder what else you can do with what you've got. All the while, that nagging thought echoes in the back of your head, wondering if everyone doesn't already know all this stuff anyway. No, they don't, by the way.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Mix it up. Take your articles, tips sheets, workshop handouts, speaking outlines, case studies, books, and everything else you've got. Take pieces of those things. Make short tips. Put 3500 words worth of those tips into a booklet. Announce the birth of the new product and watch people clamor to what you've got.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >New people are coming into your circle all the time. And the people who have followed you for awhile forgot some/a lot/all of what they learned from you in the past. Change a piece of something. No need to throw out an entire product or presentation. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Use parts of the same information you've delivered before and see different results now. The moment and the format are different. It can happen as quickly as you decide you want it to. Go on.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who loves leveraging </span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3753255081422928435?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-3755079168571404662010-11-30T11:47:00.000-08:002010-11-30T11:57:24.353-08:00Booklets - Giving Away Your Booklet<span class="Apple-style-span" >There are times when it makes total sense to give away your booklet. In fact, some booklet authors ONLY give it away because they decided to make that a clear and conscious strategy for market their business. Other booklet authors give away their booklet in addition to selling it. There is no "right" way to do this, only ways that work for you.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >The longer I'm in the booklet business, the more important it has become to tune in to the many ways booklets are used, both online and offline. Because of that, I've created a live teleclass that I'm giving away, at no cost. You can attend this free one-hour content-rich session on Thursday, December 9 starting at 2:00 pm Eastern. <b>Register for it at <a href="http://www.tipsbooklets.com/teleclass.html">www.tipsbooklets.com/teleclass.html</a></b></span></div><div><span class="Apple-style-span" >The live session is no cost to you. Go on, what the heck are you waiting for? <a href="http://www.tipsbooklets.com/teleclass.html">Go register now.</a> You'll be so glad you did, I promise.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who is excited to share ways for you to increase your reach and your bottom line</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-375507916857140466?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-2463080731915282782010-11-23T10:16:00.000-08:002010-11-23T10:33:50.704-08:00Booklets - Building Blocks of Branding<span class="Apple-style-span"><span class="Apple-style-span">Liz Goodgold of <a href="http://www.redfirebranding.com/">www.redFIREbranding.com</a> and I recently shared a speaking venue at an event about marketing with books. She generously offered to let me bring you some of her ideas so you, too, can light a fire under your branding efforts. </span></span><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">======</span></div><div><b><span class="Apple-style-span"><br /></span></b></div><div><b><span class="Apple-style-span">So, Just What is Branding?</span></b></div><div> <p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi-font-family:BaskOldFace"><span class="Apple-style-span">Branding is fun, hot, and creative. It is not difficult, it is not complicated, and you can do it.<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">What <i>branding isn’t</i>: it isn’t a hot iron searing into your hide (although with the proliferation of outrageous tattoos, that might someday be true). And it isn’t your logo, Web site, TV commercial, or slogan. It is, rather, the sum total of all of these marketing messages, including unintended ones, delivered via blogs, e-mail messages, social networking, and voice mail greetings that influence how others see you.</span></span></p> <p class="MsoNormal"><b><i><span style="font-size:11.0pt;mso-bidi-font-family:BaskOldFace"><span class="Apple-style-span">Your brand is not what you say it is. It’s what others say it is.</span></span></i></b><i><span style="font-size:11.0pt;mso-bidi-font-family: BaskOldFace"><span class="Apple-style-span"> <b>Branding is perception.</b></span></span></i></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">You might walk around like William Hung believing you are destined to<i> </i>be a rock star on American Idol (remember “She Bangs”?), but in reality you can’t carry a tune. In fact, Hung became famous not because he can sing, but<i> </i>because he can’t!</span></span></p> <p class="MsoNormal"><b><span class="Apple-style-span">Expanding Upon The Differences</span></b></p> <p class="MsoNormal"><span class="Apple-style-span">Your goal is to find the background, nuances, specialty, or way of doing business that sets you apart from your competitors and then exploit, promote, and publicize these differences (your brand) into every single customer or prospect touch point. </span></p> <p class="MsoNormal"><span class="Apple-style-span">If you are a dentist, for example, you can create your point of different based upon these options:</span></p> <ul style="margin-top:0in" type="disc"><li><span class="Apple-style-span">Your Target Customer<span> </span>- children’s dentistry</span></li> <li class="MsoNormal"><span class="Apple-style-span">Your Way Of Doing Business – sedation dentistry </span></li> <li class="MsoNormal"><span class="Apple-style-span">Your Atmosphere – gentle, soothing (ex: Gentle Dental) </span></li> <li class="MsoNormal"><span class="Apple-style-span">Your Background – dental surgeon with over 20 years of experience</span></li> </ul> <p class="MsoNormal"><b><span class="Apple-style-span">Quality, Service, and Price are NOT Points of Difference</span></b></p> <p class="MsoNormal"><span class="Apple-style-span">As you’re determining your brand DNA, it’s important to dig beyond the obvious. Your key points of difference cannot be price, quality, and value. In fact, the assumption is that you have all of those traits before you even consider being in business.</span></p> <p class="MsoNormal"><span class="Apple-style-span">Here’s a company that doesn’t get it: <b>JC Penney.</b> In a previous series of ads, the retailer did a good job of connecting with the customers by talking about the concern with price. But, then they tout that JC Penney is all about price, value, and style.</span></p> <p class="MsoNormal"><span class="Apple-style-span">You need to focus on the things that really set you apart. </span></p> <p class="MsoNormal"><b><span class="Apple-style-span">Hot Examples</span></b></p> <p class="MsoNormal"><span class="Apple-style-span">Here are a few hot entrepreneur brand examples: </span></p> <ul style="margin-top:0in" type="disc"><li class="MsoNormal"><span class="Apple-style-span">Photographer <b><a href="http://www.peellephotography.com/">Kristen Peelle</a></b> is correctly positioned as a high-end, exclusive photographer; her image is burnished by demonstrating to her clients and prospects that taking good photographs to exceptional images is her specialty.<span> </span>This is an expert who not only takes out ugly “exit signs” or water sprinklers that taint a photo, but also nips in waists, eliminates unusual clothing issues, or takes out a few wrinkles. </span></li> <li><o:p><span class="Apple-style-span"> </span></o:p><b><a href="http://www.maryberney.com/the-dating-cafe.html"><span class="Apple-style-span">Mary Berney</span></a></b><span class="Apple-style-span"> created The Dating Café. The challenge was to communicate how her events targeted specially for singles over 40 is better and different than just going to a bar. She now fully explains how she provides different and structured ice-breakers that start a meaningful conversation.</span></li></ul> <p class="MsoNormal"><b><span class="Apple-style-span">Find a Target and Stick with It</span></b></p> <p class="MsoNormal"><span class="Apple-style-span">Many marketers will tell you to define your target customer by age, gender income, or zip code. Instead, target by your prospects’ mindset. In other words, get into their head to determine if they consider themselves health-minded, eco-conscious, frugal, a competitor in any circumstance, etc. This additional layer will help you create better copy, promotions, and marketing that will appeal to them. </span></p> <p class="MsoNormal"><b><span class="Apple-style-span">Determine who Your Target Isn’t</span></b></p> <p class="MsoNormal"><span class="Apple-style-span">Just as important as determining who your target is, create a list now of who your target <i>isn’t</i>. Perhaps you’ve already developed a screener for clients you accept. Knowing who should never be your client or customer will help keep you branded, delivering special experiences to a specific target. </span></p> <p class="MsoNormal"><o:p><span class="Apple-style-span">Speaker and author Liz Goodgold is a considered a fireball of energy<span> </span>with over 25 years of experience in marketing and branding. She is the author of <i>RED FIRE BRANDING: Create a Hot Personal Brand and Have Customers for Life</i> and <i>DUH! Marketing.</i></span></o:p><span class="Apple-style-span">Liz has worked for such major clients as Quaker Oats, Times Mirror, and Arco Oil<span> </span>as well as with small business owners and start-ups. Her specialized, one-on-one branding and coaching programs spark new ideas that deliver sure-fire results. <span>An often quoted expert, Liz has appeared in over 500 media outlets including ABC, NBC, CBS, PBS, CNBC, CNN, <i>The Wall Street Journal</i>, and <i>The New York Times</i>. She also was the branding columnist for <i>Entrepreneur</i> magazine reaching over 1 million readers per month</span><span style="font-size:14.0pt">. </span><span class="Apple-style-span"><a href="http://www.redfirebranding.com/"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: small;">www.redfirebranding.com</span></span></a></span></span></p><p class="MsoNormal"><span class="Apple-style-span">================</span></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span">Until next time,</span></span></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span">Paulette - whose booklet brand has been out there since 1991</span></span></p><p class="MsoNormal"><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span"><span class="Apple-style-span">www.tipsbooklets.com</span></span></a></p><p class="MsoNormal"><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span"><span class="Apple-style-span">www.CollectionOfExperts.com</span></span></a></p><p class="MsoNormal"><br /></p><p class="MsoNormal" style="mso-pagination:none;tab-stops:28.0pt 56.0pt 84.0pt 112.0pt 140.0pt 168.0pt 196.0pt 224.0pt 3.5in 280.0pt 308.0pt 336.0pt; mso-layout-grid-align:none;text-autospace:none"><span style="font-size:14.0pt"><o:p></o:p></span></p><p class="MsoNormal" style="mso-pagination:none;tab-stops:28.0pt 56.0pt 84.0pt 112.0pt 140.0pt 168.0pt 196.0pt 224.0pt 3.5in 280.0pt 308.0pt 336.0pt; mso-layout-grid-align:none;text-autospace:none"><span style="mso-bidi-font-size: 12.0pt"><o:p></o:p></span></p><p class="MsoNormal"><o:p><i style="mso-bidi-font-style:normal"></i> </o:p></p> <p class="MsoNormal"><o:p> </o:p></p></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-246308073191528278?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-66897859871863043352010-11-18T10:25:00.001-08:002010-11-18T10:35:20.160-08:00Booklets - Too Close to See the Starting Point<span class="Apple-style-span" >Last weekend I spoke at an event about marketing books. Most of the attendees had written at least one book. When later looking at the website of some of them, while there was truly a wealth of information on their site, it became obvious to me that the wealth of information also became a detriment to them.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >In one case, there was a topic I was personally interested in, as a newcomer to the topic. What I found was that the site owner's expertise was represented at only an advanced level and not at a beginner level. This person has had a lot of success as an expert, yet wondered why sales were difficult at the website. My hunch is because those who were starting as beginners were only being offered the advanced information.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >This can be an easy oversight the longer you've been establishing your expertise. Remember there are many people who want what you have. However, in many cases, they need to start at the beginning so they can grow with you and keep coming back for the next level of knowledge as they are ready for it.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Do a booklet with basic information, and do it now.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - remembering the elementary school kids I taught who held a violin for the first time in third grade</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6689785987186304335?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-39752016694772526802010-11-16T09:43:00.000-08:002010-11-16T09:53:34.837-08:00Booklets - Change the Boring "101" to an Exciting New Product<span class="Apple-style-span" >"101" is a popular number to use for the number of tips, ideas, ways, or whatever in a tips booklet. I've personally never been fond of it since my own style is to differentiate rather than to fall in line with what a lot of other people do.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >However, if your booklet has any number other than 104 (either less or more than that), consider adding or subtracting to what you have so that it is 104. By doing that, you end up with two years' worth of a tip a week. That gives you the opportunity to send your community one useful tip from your expertise each and every week, keeping you in front of the people who want what you've got.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >AND ...if that gives <b><i>you</i></b> that opportunity to stay in touch with your people on a weekly basis, it also gives anyone you'd like to license your tips to the same marketing opportunity. The licensee can drip a tip on their mailing list, subscriber list, list of prospects and/or buyers, each and every week. And the licensee pays you for the right for them to use your content in that way.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >If you're nowhere near 101 tips at all, and you're closer to 52 tips, well, then you've got one year of weekly tips. Not so bad, either, is it?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - reminding you of the salable products you've got that are right under your nose</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-3975201669477252680?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-80554756454653564682010-11-11T10:29:00.000-08:002010-11-11T11:02:31.664-08:00Booklets - Long Deadlines Are Often Deadly<span class="Apple-style-span">How likely are you to actually get around to writing your 3,500-word tips booklet that you declared your intention to complete by Spring of 2011, when this is now almost Winter of 2010, roughly six months away?</span><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Some reasons you could be telling yourself are related to time and having enough of it. That's a frequently used catch-all. You might also doubt your ability to write, or are unsure about the demand for what you've got.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">No matter what, it comes down to the value you place on the tips booklet in your life. Yup, as simple as that. If you thought that booklet would open doors for you to places you want to go, that it would increase your revenue and profit (certainly not necessarily the same as each other), that it would accomplish some milestone, you'd do that booklet faster than a New York minute. In fact, the fastest that I've ever known a booklet author to create a tips booklet was when he sequestered himself overnight in his hotel room after attending a workshop I presented that day. </span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">You'd find time. You'd start writing and then refine your information. You'd think about likely buyers of your booklet. You'd get beyond the reasons so you could create results.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Until and unless you believe there is some kind of value for you, you can set any deadline you want, and the odds are high that it probably won't get done.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">By the way, that's the same deal with the people you approach to buy your booklet. Until and unless you communicate the value of your booklet to them, they will tell you to call them again next year. Uh yeah, right.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">For a step-by-step guide on how to write your booklet NOW, and start selling them immediately after that, you'll want to have <a href="http://www.promotewithbooklets.com/">How to Promote Your Business with Booklets - 4th edition.</a> If you have been thinking about getting it and have yet to do so, we need to talk about what value you're looking for and how this will provide that to you!</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Until next time, </span></div><div><span class="Apple-style-span">Paulette - a former New Yorker who is about NOW rather than later, even in California</span></div><div><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span">www.tipsbooklets.com</span></a></div><div><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span">www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8055475645465356468?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-64827639194017234832010-11-09T10:15:00.000-08:002010-11-09T11:01:09.988-08:00Booklets and Technology -- Overwhelmed or Overjoyed<span class="Apple-style-span">When it comes to marketing your booklet, are you overwhelmed rather than overjoyed by the endless possibilities with social media? Do you find yourself paralyzed instead of in possibility mode, thinking the entire world is passing you by, so why bother?</span><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">There is a simple cure for this. Think about any <b>one</b> thing you <b><i>can</i></b> do, and <b>do it</b>. See if any of these feel more do-able or prompt other ideas that are:</span></div><div><span class="Apple-style-span"><br /></span></div><div><ul><li><span class="Apple-style-span">Send the PDF of your booklet as an email attachment to the people who attended a recent workshop or teleclass you presented as a way to stay in touch with your past, present, and future clients. </span></li></ul></div><div><ul><li><span class="Apple-style-span">Write an article that includes excerpted tips from your booklet, referencing a way for the reader to get your complete booklet. Include an invitation to visit your website. Post the article at your website or at an article directory or both, or send it to an online or offline publication for reprint.</span></li></ul></div><div><ul><li><span class="Apple-style-span">Offer a copy of your booklet to your ezine readers, Facebook "friends," or Twitter followers in exchange for their email address as a way to stay in touch, add to your list, and announce the availability of your booklet. </span></li></ul><ul><li><span class="Apple-style-span">Post a tip from your booklet at Facebook or Twitter, with a link back to your site.</span></li></ul><ul><li><span class="Apple-style-span">Introduce your booklet to decision makers of organizations to which you belong, for them to buy copies from you for them to use as a fundraiser for the organization.</span></li></ul><div><span class="Apple-style-span">For more step-by-step suggestions of basic, simple ways to dip your toes into the large sea of social media and other non-Internet sales possibilities, rush right over to get your copy of <a href="http://promotewithbooklets.com/">Promote Your Business with Booklets</a> right now. Be sure you've got the latest (4th edition). It also comes with stories of what other successful booklet authors have done. Go on, go get it. What are you waiting for? You <b>CAN</b> do that, and you'll be so glad you did.</span></div></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Until next time,</span></div><div><span class="Apple-style-span">Paulette - teaching you to take one step at a time toward the results you want</span></div><div><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span">www.tipsbooklets.com</span></a></div><div><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span">www.CollectionOfExperts.com</span></a></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6482763919401723483?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-1513049375991771782010-11-04T09:09:00.001-07:002010-11-04T09:22:36.765-07:00Booklets - Branding Matters<span class="Apple-style-span" >A booklet is...a booklet. </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It's not a brochure, a pamphlet, a book, or any other things some people may call it. In fact, those other words describe something different than what a booklet is.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Now, if you think this is merely a matter of semantics and my being super-sensitive about a brand I've spent the past almost 20 years reinforcing, think about the importance of branding in a different context.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Cher, the well known singer and actor, is recognized far and wide very simply by that name. When you see or hear that name, it brings to mind certain things that have become her trademark during the decades she has been doing what she does. Would she be the same recognizable person if people casually and interchangeably referred to her as Cheri? No, that is someone else.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >A booklet -- and a <i>tips</i> booklet, at that -- is something different than a brochure, pamphlet, or book. Stay conscious and consistent in the words you choose, especially when it comes to building the brand that is your business.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - part of whose brand is Paulette, not Paula or Pauline</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-151304937599177178?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-47157032998502007702010-11-02T10:25:00.000-07:002010-11-02T10:37:58.346-07:00Booklets - The "So What" Test<span class="Apple-style-span" >When you contact someone to invest in a large quantity of your tips booklet(s), does your communication with them pass the "so what" test?</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Imagine this: you answer your phone to hear "this is Joe Shmoe and we have the greatest thing since sliced bread. We're so excited about it that we're completely jumping out of our skin...and on and on and on."</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Or the same thing in a letter that accompanies a sample of your booklet: "I just finished this booklet that took me 12 years to write. As you know, surveys say the best thing since sliced bread these days is wheat. Wheat is grown in the months of... and on and on and on."</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >So what??? Who cares???</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >In both those instances, you lost the receiver of your communication, I am very sure. No matter how good the content is in your booklet, the person you're contacting must be told immediately how this tips booklet will help them. Period. That's it. Will it help them sell more of their product, get more market share, save money, increase their customer base, or other things that matter to your buyer? </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It has to be in the first or second sentence, or don't bother. You can tell yourself all kinds of reasons why someone isn't buying from you, when it probably comes down to your not telling them how your tips booklet is beneficial to them.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >THAT is so what!</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - encouraging you to focus on how your booklet benefits your buyer and to clearly communicate it at all times</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-4715703299850200770?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-3255426004930128302010-10-28T13:25:00.000-07:002010-10-28T13:41:59.302-07:00Booklets - Business Relationships Now and Later<span class="Apple-style-span" >Whether you are thinking about how to write a booklet or you're focusing on marketing your booklet, it is and will always be about the people you encounter every step of the way. Stay conscious and abundant in your thinking so you can best serve everyone, including yourself. Here are a few all-too-likely scenarios.</span><div><span class="Apple-style-span" ><br /></span></div><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">A large-quantity prospect is expecting you to jump through many (potentially non-lucrative) hoops from the start. Like many relationships in life, it is unlikely to get better when it starts like that and may well get worse. Move on.</span></li></ul></div><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">Someone had a challenge with buying a downloadable product from your website. It was Sunday. You were actually away from your computer for a change. Within a couple hours, they canceled the order and made a range of widely inaccurate assumptions about your business. What to do? Handle what you can, stay professional, fix your website, lick your wounds, and realize there are zillions of other people in the world. Getting nuts accomplishes nothing.</span></li></ul></div><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">A client offered successful introductions on your behalf, without your requesting them. The client "gets it" about who you are and the value you bring. What do you do to thank that person, to reward their behavior?</span></li></ul></div><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">A vendor sent you referrals who turned out to be the ideal customers.You may have been dealing with that vendor only a short time or for years. Something more than a simple "thank you" via email would be a really good move on your part, don't you agree?</span></li></ul></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Yes, it's been an interesting week in the lives of a number of people in the booklet business, which is really not much different than many other businesses when it comes down to it. How are you treating the people in your business circles?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - seeing the week ending well and knowing "that's life"</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><br /></span></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-325542600493012830?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-40260341610291909692010-10-26T09:55:00.001-07:002010-10-26T10:08:06.766-07:00Booklets, Blog Posts, and Bulk Buyers<span class="Apple-style-span" >A booklet author shared how excited she was to be asked to write some (free) blog posts for a company she was prospecting for large quantity sales. I saw it as a way for the company to benefit from the booklet author's content without paying her for the content, and would likely prompt single copy sales of her booklet. That left me less than enthused for her.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >She then made a point I hadn't considered in that moment, yet is something I talked about years ago:</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >You never know who is reading the article or hearing an interview. It could be a high-value contact from anywhere, who could turn into a large quantity buyer from another company or be a journalist for other media or be someone who would hire her as a consultant or speaker.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It was a great reminder. Now I can pass it on to you.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - loving when the student becomes the teacher</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div><span class="Apple-style-span" ><br /></span></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-4026034161029190969?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-9826676250593126082010-10-21T09:29:00.001-07:002010-10-21T09:40:57.121-07:00Booklets - Frequent Communication and Another Salable Product<span class="Apple-style-span" >An ezine article this week talked about survey results showing trustworthiness as more important to clients and prospects than having high-quality products or services, or offering fair prices, and that one way to establish trustworthiness is frequent communication.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >You may wonder how you can have frequent communication with your people if you think your tips booklet is only one product. It's actually many products. And each product has many components.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >By pulling apart the booklet to put each tip onto a card for a card deck or into an email for an autoresponder series, you can "drip" on your clients as many times as you have number of tips. And you can do that either in print or in audio as sound bites.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Once you've done this for yourself, you can also license it to companies and associations for them to use your content in the same way, to frequently communicate with clients and prospects to build trustworthiness and a bigger bottom line.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Do you have the <a href="http://www.tipsbooklets.com/license.html">How to License Your Booklet for Huge Profits</a>? Your corporate and association clients want you to have it so they can use what you have for everyone's benefit.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - ever focusing on leveraging your efforts for the greatest good</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a><span class="Apple-style-span" ><br /></span><div><pre wrap=""></pre></div></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-982667625059312608?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-77758785029098548852010-10-19T09:21:00.000-07:002010-10-19T09:26:42.183-07:00Booklets - It's All Been Said<span class="Apple-style-span" >You may think that everything there is to say on your topic has already been said. However, it hasn't been said by you, at this time.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Why that matters:</span></div><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">You have your unique perspective on your topic.</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">It's impossible to reach everyone on the planet with any particular piece of information.</span></li></ul></div><div><span class="Apple-style-span" style="font-family: verdana; ">Write your booklet anyway. Write it now. Get your message distributed as widely as possible in as many different formats as you can. It will never all be said.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who is still talking about tips booklets for almost 20 years, with more to say to people who have yet to hear it and/or can benefit from reminders</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-7775878502909854885?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-54430345480012776582010-10-14T09:58:00.001-07:002010-10-14T10:04:53.853-07:00Booklets - Be Succinct<span class="Apple-style-span" >The biggest challenge for many booklet authors is to write succinctly. Sometimes that's because the writer feels compelled to fully explain a concept. Other times it's being unaware of how to write economically.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Say what needs saying in as few words as possible. Make your point so you can go on to make another point.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - teaching by example</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5443034548001277658?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-79352141266375812472010-10-12T10:03:00.000-07:002010-10-12T10:14:37.503-07:00Booklets - A Project, a task, or somewhere in between<span class="Apple-style-span" >3,500 words written to a specific tip-writing formula - do you see that as a project, a task, or an undefined "other?"</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Here is a range of often-heard reactions in the conversation about writing a tips booklet:</span></div><div><ul><li><span class="Apple-style-span" style="font-family: verdana; ">"I'm not a writer."</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">"Oh this will be so easy - much easier than writing a whole book."</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">"I don't have time."</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">"I have so many topics to write about - which should I choose first?"</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">"I can write dozens of booklets."</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">"What happens once it's written?"</span></li><li><span class="Apple-style-span" style="font-family: verdana; ">"I can knock this out right away."</span></li></ul></div><div><span class="Apple-style-span" style="font-family: verdana; ">Like so many things, the initial point of view can determine the process and the outcome.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What's your point of view?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who took 2 weeks to write her booklet years ago without knowing what she was doing</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-7935214126637581247?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-59056106174715363752010-10-07T14:39:00.000-07:002010-10-07T15:11:33.420-07:00Booklets - Your Company Policies<span class="Apple-style-span" >One of the best things about having your own business whether it's focused on booklets or not is that you get to choose. You get to decide what works for you. You get to do it your way. Some people worry that will cost them business. The odds are high that if it does cost you business with booklets or any other part of your business, it's more than compensated for by the additional business you generate by doing what works for you.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Just because "all the other kids are doing it" doesn't mean you have to. I mean that as a colleague not a parent when I say that, though it may remind you of a parent saying that, or even you saying it to your own kid(s). I know a very successful speaker, for instance, who refused to create a demo video even though that was/is a standard thing to do in the professional speaking industry. And this person carved out a unique niche and thrives more than most, still with no demo video.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Here are a few things that are included in my business policies related to booklets and my overall business:</span></div><div><span class="Apple-style-span" ><br /></span></div><div><ul><li><span class="Apple-style-span" >The minimum number of tips booklets I sell is 100 copies. I am not in the single-copy fulfillment business anymore, not even at a speaking engagement. </span></li></ul></div><div><ul><li><span class="Apple-style-span" >The earliest phone or the rare in-person appointment I make is usually </span><span class="Apple-style-span" style="font-family: verdana; ">10 am Pacific, with the occasional exception of 9 am. Breakfast is always at home and not part of a meeting with anyone, as in "I don't do breakfast meetings." The only exception to that is once in awhile if I'm at an event and it's someone I really want to meet with and that's the only possible time. I generally ease into my day with a range of things to ground me and put my mind in forward motion. It's for your benefit and mine that I take that time first.</span></li></ul></div><div><ul><li><span class="Apple-style-span" >Evenings and weekends are for re-charging my batteries so I am more able to provide good service and be innovative the rest of the week. There is a rare time I'll do a speaking engagement on a weekend, and there has to be a good reason to do that.</span></li></ul></div><div><ul><li><span class="Apple-style-span" >Most of my products (aka <a href="http://www.tipsbooklets.com/learning.html">Learning Tools)</a> are now downloadable, with permission given for the client to print them out if they'd like. This allows you, the client to get the product instantly, to start benefiting faster, with less overhead influencing the price.</span></li></ul><div><span class="Apple-style-span" >Those are a few of my business policies. What are yours?</span></div></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who sent someone a PDF today instead of selling them a single hard copy because I'm not in the single-copy fulfillment business, no matter how much begging or disbelief happened</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><br /></span></div><div><br /></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5905610617471536375?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-56638115033799150942010-10-05T10:04:00.000-07:002010-10-05T10:18:15.668-07:00Booklets - What's Logic Got to Do With It?<span class="Apple-style-span" >Strategies in writing, producing, marketing, and selling your tips booklet are good -- as starting points. Sometimes the intended strategy prevails as a good way to proceed and other times it becomes apparent that a course correction is needed.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It's often like learning the commonly accepted rules so you can break them or, instead, realize they won't serve you if you veer away from them. Different situations require different solutions.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Writing the booklet in tips format serves a certain learning style and market, and not others. Creating the booklet so it is 4" x 9" works in many situations and not others. If 3M wanted the booklet to be 2" x 2" so it could be packaged with a pad of Post-It notes, and they wanted 3 million units of it at that size, you'd certainly accommodate that. If a company wanted to use your booklet imprinted with their logo and contact information as their holiday greeting to 10,000 addresses on their client and prospect list, it really wouldn't matter much if they were on your original target market list, would it?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Start with what makes sense and be responsive to what else shows up if that works for you and for the client.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who has seen many things that defied logic</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5663811503379915094?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-70284225170268872072010-09-30T11:20:00.000-07:002010-09-30T11:31:53.190-07:00Booklets - Keeping It Simple<span class="Apple-style-span" >A popular comment that has almost become cliché is this: "A confused mind always says no." That's true when you're presenting too many choices to your potential booklet buyer. While your intent is to be helpful, the result is that you send your booklet buyer into overwhelm and shut-down. It's too many ideas to process and may also be way off the mark for how it can best be used by that particular company or organization. By throwing too many possibilities out there, rather than consider each one, it becomes easier to consider none.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Give your potential buyer three possible ways to use your booklet, clearly marked by bullets in your email or hard copy communication with them so the ideas really stand out. Reference the fact these are a few of the many possibilities, and that you look forward to exploring which ideas will best serve your client's needs when you speak in the near future.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >By the way, have you noticed that complicating the writing, production, and marketing of your booklet can shut <b><i>you </i></b>down, too? "A confused mind always says no" applies to you, too!</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who is keeping it simple</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-7028422517026887207?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-83616571211238791042010-09-28T10:07:00.000-07:002010-09-28T11:25:37.945-07:00Booklets - Using What You Forgot You've Got<span class="Apple-style-span">With all the information circulating every day, it can be easy to forget the resources you already have for your booklets that are just what you need today. Here are a few:</span><div><span class="Apple-style-span"><br /></span></div><div><ul><li>Product/publication you bought or borrowed from someone</li></ul><ul><li>Forum/discussion list/social media to ask questions</li></ul><ul><li>Online search by asking a question in Google</li></ul><ul><li>People you know (professional advisors, colleagues, friends, family)</li></ul><ul><li>Articles/ezines of interest and relevance that you archived</li></ul></div><div><span class="Apple-style-span">It's not uncommon to see or hear people asking questions on topics I've covered in my </span><a href="http://www.tipsbooklets.com/learning.html"><span class="Apple-style-span">"How to Promote Your Business with Booklets," </span></a><span class="Apple-style-span">that I know the person already has in their possession. I sure don't expect anyone to memorize that program. If you have it (or don't have it), there is easily accessible information in it about creating a tips booklet, promoting it, selling it, and pricing it, and expanding it into a complete product line.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Look on your book shelf, in your filing cabinet, and on your hard drive to see what's there. Consider who the </span><a href="http://www.tipsbooklets.com/services.html"><span class="Apple-style-span">people </span></a><span class="Apple-style-span">are who are in your life who can be helpful to you. Use what you already have and add what else you need.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Until next time,</span></div><div><span class="Apple-style-span">Paulette - reviewing my bookshelf and hard drive, too</span></div><div><span class="Apple-style-span"><br /></span></div><div><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span">www.tipsbooklets.com</span></a></div><div><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span">www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8361657121123879104?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-44968908003464624462010-09-23T09:13:00.000-07:002010-09-23T09:19:25.015-07:00Booklets - What TO Do<span class="Apple-style-span" >The tip-writing formula I have always taught is about telling the reader what TO do, starting the first sentence of the tip with a positive verb (action word). It's so much more helpful than telling the reader what NOT to do.</span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >It was heartwarming to hear the cosmetic expert, Bobbi Brown, mention in an interview on NBC's "Today Show" this morning that telling young women what TO do when it comes to teaching them about makeup is more productive than telling them what NOT to do. Ah, a real-life piece of reinforcement. Loved it!!</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Regardless of your reader's age, gender, or life situation, the human condition is better served when offering suggestions of what TO do. Look at your booklet to see what changes to make that will best support the lives of the people who receive your message.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who already knows a lot of what NOT to do in various aspects of life, as you do, too</span></div><div><br /></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-4496890800346462446?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-63019551811571456372010-09-21T10:54:00.000-07:002010-09-21T11:04:48.878-07:00Booklets - Approaching Large Quantity Prospects<span class="Apple-style-span" >What keeps you from approaching large quantity prospects? Some of the more frequent things I hear from booklet authors are:</span><div><span class="Apple-style-span" ><br /></span></div><div><ul><li><span class="Apple-style-span" >Unsure about who is actually a large quantity prospect</span></li><li><span class="Apple-style-span" >What is the best first contact - by phone, mail, email</span></li><li><span class="Apple-style-span" >What to say in the first contact</span></li><li><span class="Apple-style-span" >When to follow up, and how</span></li><li><span class="Apple-style-span" >What price to charge</span></li><li><span class="Apple-style-span" >How to customize the booklet</span></li></ul><div><span class="Apple-style-span" >These and other things can keep you from getting your message to those who want and need it, and from making substantial income in the process.</span></div></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >I spent a lot of time figuring this stuff out over the years, losing lots of sales because it was trial and error, with lots of error! Because these questions are crucial, the answers and road map are included in </span><a href="http://www.tipsbooklets.com/learning.html"><span class="Apple-style-span" >learning tools</span></a><span class="Apple-style-span" > and </span><a href="http://www.tipsbooklets.com/services.html"><span class="Apple-style-span" >services</span></a><span class="Apple-style-span" > that are available to you, priced at a pittance of what those lost sales would cost.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Just this week I had a conversation with a booklet author during a rent-a-brain session that provided her the tools and the confidence to approach a large quantity buyer for a $100,000 sale. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >What the heck are YOU waiting for?</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - with lots of ideas for you</span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6301955181157145637?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-81983418682187895552010-09-16T10:22:00.000-07:002010-09-16T10:30:58.449-07:00Booklets - Saturation Impossible<span class="Apple-style-span" >It always cracks me up when people talk about saturating the market, that their product is in a saturated market, or anything close to that. It reminds me of the old joke: Patient says: Doctor, my arm hurts when I lift it over my head." Doctor says: "So stop lifting it over your head." </span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >If you think your market is saturated, then find another market and/or modify your message in some way or format. Stop doing what you've been doing and do something different.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >I had a chat this week with a potential joint venture partner who is a public relations professional. She said "How have I not known about booklets?" Well, she hasn't been in the same circles I've been in during the past 20 years, simple as that. Now that she knows about booklets, she's enthusiastically considering lots of ways we can work together. </span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >No matter how well informed you are or you think your market is, not everyone knows about you. How could they??</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Take your booklet beyond where you've been and beyond the form it's been. You'll see many untapped territories to spread what you've got to those who want it. Some of the best sales I've made have come from some of the least likely places.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - who has said forever that there's no way any one of us can ever reach everyone who would be our client</span></div><div><span class="Apple-style-span" ><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" >www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" >www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8198341868218789555?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-82142225142890313622010-09-14T09:55:00.000-07:002010-09-14T10:02:31.298-07:00Booklets - Easing the Follow Up Process<span ><div><span class="Apple-style-span" >You've got a list of large quantity booklet prospects or other potential clients to contact. And you're less than enthused about reaching out, especially by phone.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >While you may encounter a lot of busy people who are quick to dismiss you, the one thing I've found that lets me keep reaching out is this:</span></div><div><span class="Apple-style-span" ><br /></span></div><span class="Apple-style-span" ><b>There is someone </b></span></span><span class="Apple-style-span" ><b>who will be delighted to hear from me today.</b></span><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >As long as I remind myself of that, it becomes a true statement, each and every day. Something I have will be useful and helpful to someone out there, and they will be delighted to know about it.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >That's it, as simple as that.</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" >Until next time,</span></div><div><span class="Apple-style-span" >Paulette - wondering who it is who will be delighted to hear from me today</span></div><div><span class="Apple-style-span" ><br /></span></div><div><span class="Apple-style-span" ><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></div><div><span class="Apple-style-span" ><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-8214222514289031362?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-20277931799772660882010-09-09T10:22:00.000-07:002010-09-09T10:27:10.146-07:00Booklets - Yes, Magazines Still Use Them as Gift with Purchase<span class="Apple-style-span" style="font-family:verdana;">An example showing that magazines still use booklets as a gift with paid subscription came to my inbox this week. It's an excellent joint venture that Bed, Bath, and Beyond is doing with </span><a href="https://subscription.realsimple.com/storefront/subscribe-to-real-simple/site/sm-rfbbb0810.html;jsessionid=zkT5MJXN11WpCWZhp1MnlLzzJgZx291L90L8ssbpGY4Qn3xJ2yzv!314098901?link=1000772"><span class="Apple-style-span" style="font-family:verdana;">Real Simple Magazine.</span></a><span class="Apple-style-span" style="font-family:verdana;"> Go see for yourself. What ideas get triggered for you? You'll also note it says the booklet is not available in stores.</span><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">Until next time,</span></div><div><span class="Apple-style-span" style="font-family:verdana;">Paulette - ever encouraged by things like this</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" style="font-family:verdana;">www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" style="font-family:verdana;">www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-2027793179977266088?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-53063681480109338592010-09-07T09:55:00.000-07:002010-09-07T10:07:41.482-07:00Booklets - The Tough Questions<span class="Apple-style-span" style="font-family:verdana;">How often do you ask your booklet readers and/or buyers the tough questions in your content and in your sales process? Yes, I know the writing style I teach for tips is not in question format. However, suggesting that the reader take a particular action can often prompt some pondering about a point of view.</span><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">As for the (large quantity) buyer, what do you do when they say or imply "no" when it comes time to finalize a sale? Do you ask them why they are giving you that reply? Are you asking them what their business challenges are, some of which your booklet can solve for them? Are you asking about their business at all or are you merely accepting their "no?"</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">In recent months, I've picked up the phone to talk with potential participants in the collaborative </span><a href="http://www.collectionofexperts.com"><span class="Apple-style-span" style="font-family:verdana;">Collection of Experts</span></a><span class="Apple-style-span" style="font-family:verdana;"> booklets to either personally invite them to play or to explore why they said "no." In quite a few cases, they changed their mind once they realized their previous opinion of what was involved was not at all how it really was. They either read the information about it too quickly or not at all. Once I started sharing how they would specifically benefit, they were almost begging me to be included, and they thanked me for the call!</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">Yes, sometimes it takes more time and/or thought than a quick email. And it's usually been worth it, for the client and for my business.</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">What tough questions do you need to ask so you best serve your people and yourself? That last sentence was an example of one!</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">Until next time,</span></div><div><span class="Apple-style-span" style="font-family:verdana;">Paulette - who wants it to be as easy as you do</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" style="font-family:verdana;">www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" style="font-family:verdana;">www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5306368148010933859?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com2tag:blogger.com,1999:blog-10632613.post-58070292340444269312010-09-02T09:46:00.000-07:002010-09-02T09:54:43.655-07:00Booklets - Attention Grabbing Hooks - Part 2<span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size: small;">Earlier this week you saw the first 13 of 27 ideas presented by my local San Diego colleague and client, </span><a href="http://www.newclientmarketing.com/"><span class="Apple-style-span" style="font-size: small;">Henry DeVries.</span></a><span class="Apple-style-span" style="font-size: small;"> Here are the remaining 14 in his list. You now have more than two years' worth of monthly promotional hooks for your tips booklet and any other products/services in your business. </span></span><div><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div><span class="Apple-style-span" style="font-size: small;">====</span></div><div><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">14. The Insider Advice Hook. </span></b><span class="Apple-style-span" style="font-size: small;">Research industry insider tips that you can pass along to consumers. The media welcome helpful advice and view it as a public service. Vagabond Inns turned its "Innsider Travel Tips" into a national story carried by Associated Press.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">15. The Hall of Fame Hook.</span></b><span class="Apple-style-span" style="font-size: small;"> Create a special type of award that honors the most outstanding people. Outside of their store Road Runner Sports created the runner's Run of Fame, with running shoe imprints in the sidewalk cement with some of the all time great marathon and triathlon runners.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">16. The Contest Hook</span></b><span class="Apple-style-span" style="font-size: small;">. These are always a winning idea for publicity. The best publicized contests contain an element of humor and the media can use them to add entertainment value to the news. A small bed and breakfast inn in New England received national coverage about its recipe contest to find the best chocolate chip recipe to serve guests. At Book Expo America, a spelling bee in honor of the book The Bee Season let booksellers vie for the smartest wordsmith title.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">17. The Prediction Hook</span></b><span class="Apple-style-span" style="font-size: small;">. What will the world be like in five, ten or twenty-five years? Dust off your crystal ball. Next to numbers, the media like a bold prediction from an expert.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">18. The Event Hook</span></b><span class="Apple-style-span" style="font-size: small;">. Create an event and spread the word. For example, QuikTrip convenience stores created four costumed mascots and took them on a store tour (who wouldn't want to meet a rooster, donkey, ram and dog?). The press always turns out for the National Hardware Show when Popular Mechanics conducts its Editors' Choice Awards. The magazine's editors select their top picks and then recognize winning exhibitors during a special awards reception.<br /> </span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">19. The Petition Hook</span></b><span class="Apple-style-span" style="font-size: small;">. Start a petition drive for a cause. You can even have the petition handled online at a Web site. Sites such as PetitionOnline.com allow anyone to start a petition for free.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">20. The Myths Hook.</span></b><span class="Apple-style-span" style="font-size: small;"> Perception vs. reality is always a popular media topic. What myths could you bust? The media welcomes the chance to put urban legends and old wives tales to rest.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">21. The Recipe Hook. </span></b><span class="Apple-style-span" style="font-size: small;">The food section is in search of a new recipe or two. Combining this with the seasonal hook works, like football food for Super Bowl or no-cook ideas for the dog days of summer.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">22. The History Hook</span></b><span class="Apple-style-span" style="font-size: small;">. What happened on this date 10, 25 or 50 years ago? More important, how does it tie into what you are doing today?<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">23. The List Hook</span></b><span class="Apple-style-span" style="font-size: small;">. Lists of the best, worst, most, longest, highest, top and so on are a media staple. Mr. Blackwell became famous with his annual list of worst dressed. Another example is PETCO pet stores, which created its list of top ten holiday gifts for pets. What list do you have the authority to issue? This can also take the form of awards. At the New York International Gift Fair promoted personal care and wellness products with a "Best New Products Awards" competition.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">24. The Quiz Hook. </span></b><span class="Apple-style-span" style="font-size: small;"> Let people test their smarts. You can make it true or false, multiple choice or fill in the blanks. Don't forget the answer key. The Action Sports Retailer convention featured a "Skateoperdy" game show take off on the TV show "Jeopardy!" Eight skate shop owners vied for cash prizes in a skateboard trivia contest.<br /> </span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">25. The Op Ed Hook</span></b><span class="Apple-style-span" style="font-size: small;">. Writing a commentary is a sure way into print. If you are not ready for an essay on the opinion and editorial pages, consider writing a letter to the editor.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">26. The Index Hook</span></b><span class="Apple-style-span" style="font-size: small;">. Create your own index. Moet Champagne created a list of some luxury items -- such things lobster, caviar, diamond bracelets and a bottle of Moet. The total cost was compared with the amount they would have cost last year, and the Moet Index was born.<br /></span><b><span class="Apple-style-span" style="font-size: small;"><br /></span></b></span></div><div><span style="font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; color: rgb(0, 0, 0); font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;color:#000000;"><b><span class="Apple-style-span" style="font-size: small;">27. The Checklist Hook</span></b><span class="Apple-style-span" style="font-size: small;">. Oops, you know about this one. You are reading it.<br /> </span><p></p></span></div><div><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div><span class="Apple-style-span" style=" color: rgb(85, 85, 85); font-family:tahoma, 'Bitstream Vera Sans', 'Trebuchet MS', 'Lucida Grande', lucida, helvetica, sans-serif;font-size:12px;"><div><span style="color: rgb(0, 0, 0); "><span class="Apple-style-span" style=" ;font-family:verdana;"><span class="Apple-style-span" style=" ;font-size:small;"><span style=" color: rgb(0, 0, 0); font-family:Verdana, Geneva, Arial, Helvetica, sans-serif;font-size:11px;"><span class="Apple-style-span" style="font-size: small;">Henry DeVries</span><div><span class="Apple-style-span" style="font-size: small;">New Client Marketing Institute</span></div><hr width="50%" align="left" color="#000000" size="1" style="color: rgb(0, 0, 0); "><div><a href="http://www.newclientmarketing.com/"><span class="Apple-style-span" style="font-size: small;">http://www.newclientmarketing.com</span></a></div><div><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div><span class="Apple-style-span" style="font-size: small;">====</span></div><div><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div><span class="Apple-style-span" style="font-size: small;">Until next time,</span></div><div><span class="Apple-style-span" style="font-size: small;">Paulette - starting to think about 2011's promotional calendar now</span></div><div><span class="Apple-style-span" style="font-size: small;"><br /></span></div><div><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span" style="font-size: small;">www.tipsbooklets.com</span></a></div><div><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span" style="font-size: small;">www.CollectionOfExperts.com</span></a></div></span></span></span></span></div></span></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5807029234044426931?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-7199796627657115212010-08-31T10:18:00.000-07:002010-08-31T10:38:12.581-07:00Booklets - Attention Grabbing Hooks - Part 1<span style="font-family: Verdana,Geneva,Arial,Helvetica,sans-serif; font-size: 10pt; color: rgb(0, 0, 0);font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;font-size:85%;color:#000000;"><p><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">A local colleague and client of mine here in San Diego, </span><a href="http://www.newclientmarketing.com/"><span class="Apple-style-span" style="font-size:small;">Henry DeVries,</span></a><span class="Apple-style-span" style="font-size:small;"> sent what I see as a very useful list of publicity hooks the other day in his ezine. The entire list is 27 ideas. Here are the first 13. Ponder them to see what jogs your thinking for your booklets and the rest of your business. The remaining 14 will be posted later this week.</span></span></p><p><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">============</span></span></p><p><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">Why do you read the stories you read in the media? No doubt there was something that hooked your attention. Before you got to read it there must have been an angle that hooked the editor or the producer. I hear people talk about something called free publicity. Is there such a thing as free publicity? The old adage says: "The sun comes up, and the sun goes down, and nothing else is free." Publicity isn't free, your earn it by capturing people's interest. To be newsworthy, you must identify with the needs, wants, concerns and interests of your potential clients. The next time you are brainstorming ways to create earned publicity, try this checklist of 27 proven publicity hooks (examples are drawn from a variety of industries so you can cross pollinate ideas). This is also handy for blog posts, newsletter articles and stories within a speech. When I ghostwrite books for professionals and consultants I write each chapter with a publicity hook. That way when we use the chapters to market the book and the consultant, the media-pleasing publicity hook is already built in. </span></span></p> <span style="color: rgb(0, 0, 0); font-weight: bold; color:#000000;"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> </span></span><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">27 hooks for speeches, articles and blogs (13 here)</span></span></div> </span><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> </span></span><img alt="Henry DeVries" src="http://ih.constantcontact.com/fs080/1101380815797/img/3.jpg" vspace="5" width="160" align="right" border="0" height="185.2" hspace="5" /> <b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">1. The Trend Hook. </span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">The media love to report on trends, and they can use all the trend watchers they can get. UC San Diego Extension garnered national media attention by issuing a list of the top ten hottest careers for college graduates (even picked up by CBS Sunday Morning Show). Wawa convenience stores won media attention with its trend stories about the 133 million Americans that eat outside the home daily, and their need for family sized dinner deals on the commute home. Organizers of a lingerie and swimsuit trade show in England announced before the show that major retailer Marks and Spencer announced an end of its policy for </span></span></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">charging higher prices on bras sized DD or above. The protest </span></span></span><span class="Apple-style-span" style=" ;font-family:verdana;">was about a tax on women with bigger busts. The media called </span><span class="Apple-style-span" style=" ;font-family:verdana;">it a "Storm in a DD-cup."</span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><span class="Apple-style-span" style="font-family:verdana;"><b><span class="Apple-style-span" style="font-size:small;"><br /></span></b></span></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><span class="Apple-style-span" style="font-family:verdana;"><b><span class="Apple-style-span" style="font-size:small;"><br /></span></b></span></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> </span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">2. The Essay Contest Hook.</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> How can you get publicity in 50 words or less? Ask for essays and offer a unique prize. For example, the Better Business Bureau seeks essays on workplace ethics. Quick Chek convenience stores garnered publicity with its hockey themed Devils Night Out essay contest, tied to a trip to go see the New Jersey Devils play. "We get TONS of PR on the San Diego 50 Best Mom's Essay Contest we promote annually with Time Warner Cable," says publicist Joice Truban Curry.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">3. The Charity Hook. </span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> Faith and hope are nice, but charity gets coverage. Hitching your publicity wagon to a worthy cause lets you give back to the community that supports you. Two examples involving Wilson Farms convenience stores are when the chain supported the Variety Kids Telethon by tying in March bread sales and community hospices by selling paper sunflowers. "We do these a lot. With Disney on Ice one year the show was Princess Wishes," says Curry. "We got two sick Make A Wish children - took them in a limo to a salon, got them all dolled up as princess, back to the arena in the limo with a red carpet arrival in the limo and they had a tea party on the ice with their parents and got to skate with the cast and meet Snow White and the Dwarfs. It was great show PR for the engagement and made those kids and their parents day. It was one of the cooler and touching events. Another one that I still fondly think of that we enjoyed doing was a Blind Touch Tour. We contacted the San Diego Braille Inst. and invited kids and families to come and did a real blind touch tour where our sight-impaired guests we able to try on costumes, pet exotic animals, even do an act - a special behind the scenes circus experience. It was amazing to do and I sill have the smiles on their faces in my memory today."<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">4. The Title Sponsor Hook.</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> Tying your name to an event that will get coverage can also get you coverage. For instance, Kwik Trip convenience stores used this hook with its sponsorship of the American Speed Association Midwest Tour.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">5. The Celebrity Hook.</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> Linking with a celebrity is a proven way to boost visibility by association. Anthony Pezzo understood that when he linked his Brooklyn car wash and convenience store with former New York Knick basketball star Charles Oakley. When the NBA Allstar Weekend was in Las Vegas, the Harlem Globetrotters promoted their game that they played against Dennis Rodman. The Globetrotters aligned themselves with Rodman to raise their profile and sell tickets to their show by doing an exhibition game of Dennis' Bad Boy team against the Ambassadors of Goodwill - the Globetrotters. It worked great sales and PR.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">6. The Seasonal Hook.</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> You don't need psychic powers to predict the news. Certain seasonal stories appear with regularity. January is fitness, February is romance, March is college basketball March Madness, May is moms, June is dads and grads, September is back to school and so on. Station Stores tied the holiday season in with its publicity on sponsorship of a local Parade of Lights. An example is the Discover Boating campaign that the National Marine Manufacturing Association does is a great example. The push is Memorial Day through Labor Day (summer) and the objective is to grow boating and boat sales.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">7. The Anniversary Hook.</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> Another predictable aspect of media coverage is the anniversary story. Major news events are re-examined one, five, ten, twenty and twenty-five years later. Create something that ties to the anniversary and spread the word.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">8. The Book Hook</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">. Books are revered. Publishing a book is a great way to open up publicity opportunities. For instance, Wawa convenience stores did this by publishing a history of its 200-year-old dairy and retailing. The Noteworthy USA National Convention hired author Shel Horowitz as a speaker. They used five of his articles at no charge in their newsletter to promote the value of what would be communicated at the convention.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">9. The Scam Hook.</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> This is a special type of advice hook that warns consumers about cons, rip-offs and pitfalls. When bad news broke about local identify thieves, Wesco convenience stores warned consumers about credit card fraud possibilities, especially at the gas pump.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">10. The Publicity Stunt Hook</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">. Gimmicks still work wonders. The New York Auto Show attracted attention with a pre-show Monster Truck Crush, featuring a pair of 15-foot high monster trucks demolishing six aged vehicles dolled up to look like those owned by local celebrities. Typically for best results, try to tie in a visual symbol such as a child or an animal. Allie's restaurants had a salad eating contest for charity, pitting an elephant vs. a team of college students recruited by a local radio station (elephants eat 150 pounds a day, it was a pachyderm rout). "With Ringling Brothers circus, we have done elephant racing kids, elephant buffets in Vegas, we have taken the Globe of Death and the Wheel of Death acts out of the SD Sports Arena and put them in Seaport Village as stunts," says Curry. "We have also done watermelon eating contests with kids vs. elephants. We got kids from the SD Boys and Girls Clubs to do it. All pulled incredible coverage! But if you are doing a costly stunt, shoot video yourself and take tape to hedge your bet!"<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">11. The Survey Hook</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">. Use numbers to capture interest. The media love to report numbers, so pick a provocative topic that relates to your position and commission a publicity-generating survey. For example, if you like steamy sex conversations over dinner, you're probably single, according to a survey of 300 adults by Sfuzzi restaurants.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br />12. The Analysis Hook.</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> Borrow some numbers to analyze that relate to your positioning.<br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span><span class="Apple-style-span" style="font-size:small;"> </span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></b></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">13. The News Event Hook.</span></span></b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"> Tie in to a news event of the day. Heritage Dairy Stores raised money to purchase calling cards for the soldiers in Iraq so they could call home more often.</span></span></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><span style="font-family: Verdana,Geneva,Arial,Helvetica,sans-serif; font-size: 10pt; color: rgb(0, 0, 0);font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;font-size:85%;color:#000000;" ><br /></span></span></span></span></div><div><span style="color: rgb(0, 0, 0); color:#000000;"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><span style="font-family: Verdana,Geneva,Arial,Helvetica,sans-serif; font-size: 10pt; color: rgb(0, 0, 0);font-family:Verdana,Geneva,Arial,Helvetica,sans-serif;font-size:85%;color:#000000;" >Henry DeVries <div> New Client Marketing Institute </div> <hr style="color: rgb(0, 0, 0);" width="50%" align="left" color="#000000" size="1"> <div><a href="http://www.newclientmarketing.com">http://www.newclientmarketing.com</a></div></span></span></span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">======</span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">Until next time,</span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">Paulette - who realizes this is more than 2 years' worth of monthly publicity hooks!</span></span></div><div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;"><br /></span></span></div><div><a href="http://www.tipsbooklets.com/"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">www.tipsbooklets.com</span></span></a></div><div><a href="http://www.collectionofexperts.com/"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:small;">www.CollectionOfExperts.com</span></span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-719979662765711521?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-17691456463374610362010-08-26T09:48:00.000-07:002010-08-26T09:59:50.476-07:00Booklets - I Can Write Dozens of Them<span class="Apple-style-span" style="font-family:verdana;">Whether it's been in the booklet business or when I was a Professional Organizer or when I taught string instruments, one of the biggest challenges for many of my students or clients was focus, thinking in units of "one" while still maintaining the big-picture view.</span><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">The way a dozen booklets gets written is by writing one, then another, and another. The way a pile of papers gets sorted and filed is by reviewing and deciding on one piece at a time, and then another and another. In learning to play violin, it is one note at a time until an entire composition is learned.</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">You may find that after writing one tips booklet your best interests and those of your market are better served by leveraging that one body of content into other formats instead of writing a series of booklets. Or, in fact, you could find that a series of tips booklets really does make sense, one more at a time, related to the first one in some way to begin a cohesive library of choices for your market.</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">The big picture is valuable. Taking one step at a time is the way to create the big picture.</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">Until next time,</span></div><div><span class="Apple-style-span" style="font-family:verdana;">Paulette - with the reminder that one size does NOT fit all</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" style="font-family:verdana;">www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" style="font-family:verdana;">www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-1769145646337461036?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-54432751476646050762010-08-24T12:02:00.000-07:002010-08-24T12:14:45.213-07:00Booklets - Easy Products from Your Booklet<span class="Apple-style-span" style="font-family:verdana;">Justin Krane of </span><a href="http://www.kranefinancialsolutions.com/"><span class="Apple-style-span" style="font-family:verdana;">www.KraneFinancialSolutions.com</span></a><span class="Apple-style-span" style="font-family:verdana;"> is a Certified Financial Planner </span><span style="font-size:100%;color:#000000;"><span style="font-size:85%;"><sup><span class="Apple-style-span" style="font-family:verdana;">TM </span></sup></span></span><span class="Apple-style-span" style="font-family:verdana;">who wrote a tips booklet last year about managing your money. Every Friday he sends a brief newsletter. Last week's newsletter had 5 items that I instantly saw as grist for a product. Justin identified these as questions. I see them more as affirmations. Either way, I emailed him to suggest these five plus a few more could readily become a card deck, with one tip on each card, packaged, and sold as a customized promotional item to other financial planners, banks, accountants, and financial and non-financial professionals.</span><div><span class="Apple-style-span" style="font-family:verdana;">==========</span></div><div><p align="center"><strong><span class="Apple-style-span" style="font-family:verdana;">5 Questions to Ask Yourself to Evaluate Where<br />You Are in Making Progress in Your Financial Life</span></strong></p> <p><span style="font-size:100%;color:#000000;"><span class="Apple-style-span" style="font-family:verdana;">1. I speak with my accountant at least twice a year to evaluate any tax planning / saving strategies that I could do to save money.</span></span></p> <p><span style="font-size:100%;color:#000000;"><span class="Apple-style-span" style="font-family:verdana;">2. I have a clearly defined spending and savings plan. I know how much money I can spend on extra things for myself each month. I also have a ballpark amount of money that I am saving every month.</span></span></p> <p><span style="font-size:100%;color:#000000;"><span class="Apple-style-span" style="font-family:verdana;">3. I have had at least one conversation with my financial advisor about what a Roth IRA is and how see how it may benefit me.</span></span></p> <p><span style="font-size:100%;color:#000000;"><span class="Apple-style-span" style="font-family:verdana;">4. I understand what type of risk taker I am. And moreover, I now understand the consequences of being a conservative, moderate, or aggressive investor.</span></span></p> <p><span style="font-size:100%;color:#000000;"><span class="Apple-style-span" style="font-family:verdana;">5. I have rebalanced my portfolio at least 1 time in the last 2 years. </span><a send="true" target="_blank" href="http://click.icptrack.com/icp/relay.php?r=5463942&msgid=45094&act=3MT7&c=748189&destination=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FRebalancing_%2528investment%2529"><span class="Apple-style-span" style="font-family:verdana;">Click here</span></a><span class="Apple-style-span" style="font-family:verdana;"> to read about what rebalancing is.</span></span></p> <p><span class="Apple-style-span" style="font-family:verdana;"> ========</span></p><p><span class="Apple-style-span" style="font-family:verdana;">What copy do you have in your booklet, ezine, articles, seminar notes, or anything else you've done that can become another product, another format to get your message out there, make more money, and promote what you're about?</span></p><p><span class="Apple-style-span" style="font-family:verdana;"><br /></span></p><p><span class="Apple-style-span" style="font-family:verdana;">Until next time,</span></p><p><span class="Apple-style-span" style="font-family:verdana;">Paulette - who loves leveraging</span></p><p><span class="Apple-style-span" style="font-family:verdana;"><a href="http://www.tipsbooklets.com/">www.tipsbooklets.com</a></span></p><p><span class="Apple-style-span" style="font-family:verdana;"><a href="http://www.collectionofexperts.com/">www.CollectionOfExperts.com</a></span></p><p><br /></p></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-5443275147664605076?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-2502329634497974952010-08-20T17:38:00.000-07:002010-08-20T17:47:29.987-07:00Booklets -Primary and Secondary Publicity<span class="Apple-style-span" style="font-family:verdana;">Marcia Yudkin made some excellent suggestions in her Marketing Minutes ezine this past week, things that are easy to do to stay in front of people who buy booklets. Doing even one thing can lead to a sale you had no reason to consider much less find easy to generate by other methods.</span><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">==========</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">The Marketing Minute</span></div><div><span class="Apple-style-span" style="font-family:verdana;">by Marcia Yudkin, Marketing Expert and Mentor</span></div><div><a href="http://http://www.yudkin.com/markmin.htm"><span class="Apple-style-span" style="font-family:verdana;">http://www.yudkin.com/markmin.htm</span></a></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">********************</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">When you've achieved recognition or public results, let media outlets and your own followers know. That's secondary publicity. Secondary publicity might focus on what happened or on why it happened as it did. You can see the latter approach at work in a feature the popular site EzineArticles.com published about me last week.</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">When they approached me about a possible case study, I selected my hig-value approach to article marketing and repurposing content as the theme, knowing they hadn't covered it in their series and that it fit their corporate philosophy.</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">Some less often seen routes to secondary publicity include: </span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><ul><li><span class="Apple-style-span" style="font-family:verdana;">Submit testimonials to vendors about the results you've enjoyed using their tools.</span></li><li><span class="Apple-style-span" style="font-family:verdana;">Create a step-by-step "how we did it" article for a trade journal, local business paper, or industry forum.</span></li><li><span class="Apple-style-span" style="font-family:verdana;">Tell your affiliate network what you've achieved, which gives them an excuse to promote you.</span></li><li><span class="Apple-style-span" style="font-family:verdana;">Use something you've done as a hook to stir up controversy. Secondary publicity can introduce you to audiences who've not yet heard of you and add a beneficial halo for those who do know you.</span></li></ul><div><span class="Apple-style-span" style="font-family:verdana;">Read the EzineArticles case study: </span><a href="http://tinyurl.com/ezacase"><span class="Apple-style-span" style="font-family:verdana;">http://tinyurl.com/ezacase</span></a></div></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">==================</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">Until next time,</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">Paulette - who appreciates being reminded about these things, too!</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><a href="http://www.tipsbooklets.com"><span class="Apple-style-span" style="font-family:verdana;">www.tipsbooklets.com</span></a></div><div><a href="http://www.CollectionOfExperts.com"><span class="Apple-style-span" style="font-family:verdana;">www.CollectionOfExperts.com</span></a></div><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-250232963449797495?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-62450399898937926822010-08-17T09:56:00.000-07:002010-08-17T10:01:16.567-07:00Booklets - Ask Leading Questions in Your Promo Copy<p><strong><span class="Apple-style-span" style="font-family:verdana;">The following article in a newsletter from a former colleague of mine in the organizing industry provides an excellent model for creating promotional copy for your booklet. This model talks about a special report. The same works well for any information product.</span></strong></p><p><strong><span class="Apple-style-span" style="font-family:verdana;">==============</span></strong></p><p><strong><span class="Apple-style-span" style="font-family:verdana;">10 things you should know about time management</span></strong></p> <p><strong><span class="Apple-style-span" style="font-family:verdana;">A special report by Harold Taylor</span></strong><span class="Apple-style-span" style="font-family:verdana;"><br />August, 2010</span></p> <p><span class="Apple-style-span" style="font-family:verdana;">The report asks...</span></p> <ol> <li><span class="Apple-style-span" style="font-family:verdana;"> Why those who keep daily To Do lists work longer than those who keep weekly "To Do" lists.<br /></span> </li> <li><span class="Apple-style-span" style="font-family:verdana;"> Why multitasking is unhealthy, inefficient and downright dangerous.</span></li> <li><span class="Apple-style-span" style="font-family:verdana;"> Why work is no longer a place but a state of mind.</span></li> <li><span class="Apple-style-span" style="font-family:verdana;"> How losing control of your time can affect your health and longevity.</span></li> <li><span class="Apple-style-span" style="font-family:verdana;"> Why 70% of New Year's resolutions are abandoned within one month.</span></li> <li><span class="Apple-style-span" style="font-family:verdana;"> Why the paper planner is superior to a Blackberry or smart phone for getting things done.</span></li> <li><span class="Apple-style-span" style="font-family:verdana;"> The single most effective strategy for managing email.</span></li> <li><span class="Apple-style-span" style="font-family:verdana;"> How can you tell if your life is out of balance?</span></li> <li><span class="Apple-style-span" style="font-family:verdana;"> Why people will never have enough time to do everything they want to do.</span></li> <li><span class="Apple-style-span" style="font-family:verdana;"> The number one time problem that people are experiencing in 2010?</span></li> </ol> <p><a href="http://click.icptrack.com/icp/relay.php?r=3063587&msgid=250703&act=8WFB&c=169913&destination=https%3A%2F%2Fwww.taylorintime.com"><span class="Apple-style-span" style="font-family:verdana;">>> read the full report on our home page</span></a><span class="Apple-style-span" style="font-family:verdana;"> (towards the bottom of our main page)</span></p><p><span class="Apple-style-span" style="font-family:verdana;">===========</span></p><p><span class="Apple-style-span" style="font-family:verdana;">Until next time,</span></p><p><span class="Apple-style-span" style="font-family:verdana;">Paulette - who looks forward to sharing with you some well-learned lessons about creating tips booklets</span></p><p><span class="Apple-style-span" style="font-family:verdana;"><br /></span></p><p><span class="Apple-style-span" style="font-family:verdana;"><a href="http://www.tipsbooklets.com">www.tipsbooklets.com</a></span></p><p><span class="Apple-style-span" style="font-family:verdana;"><a href="http://www.CollectionOfExperts.com">www.CollectionOfExperts.com</a></span></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/10632613-6245039989893792682?l=tipsbooklets.blogspot.com' alt='' /></div>Paulette Ensignhttp://www.blogger.com/profile/09721531609052008454noreply@blogger.com0tag:blogger.com,1999:blog-10632613.post-83503148966278334142010-08-12T10:07:00.000-07:002010-08-12T10:27:07.057-07:00Booklets - Connecting the Dots<span class="Apple-style-span" style="font-family:verdana;">A long-time colleague asked me how the various parts of my business are connected when I shared with her a new, narrow offer I put together. (I'll share it with you soon, I promise -- just not today.) There was a lot in her question.</span><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><b><span class="Apple-style-span" style="font-family:verdana;">Brand consistency in the marketplace</span></b><span class="Apple-style-span" style="font-family:verdana;"> - My company has been about tips booklets for almost 20 years. What happens when there is any deviation from that?</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><b><span class="Apple-style-span" style="font-family:verdana;">Marketing efforts </span></b><span class="Apple-style-span" style="font-family:verdana;">- As basically a one-person business, how do the marketing efforts get handled time-wise and energy-wise?</span></div><div><span class="Apple-style-span" style="font-family:verdana;"><br /></span></div><div><span class="Apple-style-span" style="font-family:verdana;">Something I hadn't considered until just now came to mind while writing that. My maternal grandfather was in the wholesale grocery business for the 25 years we were on the planet together. My two uncles were also in the business with him. At one point, one uncle suggested introducing frozen foods into the canned and dry goods they sold to restaurants and institutions. My grandfather was against it. The uncle ultimately won out when he took over the business after my grandfather was no longer around. In that case it worked as a good product line extension, without splintering any of the marketing activities. The same customers wanted the additional products. Had they gone away from food into flowers or some other product, it may not have worked.</span></div><div>&l