Pathway To Success
Published since 2000
Volume 6, Issue No 10, 7th May 2006
Publisher Irena Whitfield
iwhitfield@...
http://www.thecassiopeia.com
Subscriber Count: 138,500+


As the gardener, by severe pruning, forces the sap of the tree
into one or two vigorous limbs, so should you stop off your
miscellaneous activity and concentrate your force on one or a
few points. Ralph Waldo Emerson


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Hi,

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Editorial:

Pleasant Publishing Sunday, my special Readers!

Today I have an important message for you:

On May 9th, Joe Vitale will launch the Funniest Publicity Stunt
in U.S. History, on May 10th He'll Reveal How He Did It:

You will learn How to "Barnumize" Your Business: 5 Proven Ways
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Enjoy Today's resources, please visit our Sponsors and have a
wonderfully profitable fortnight. I look forward to your opinions,
ideas, tips and talking to you again.


Sincerely,


Irena Whitfield
Your Publisher

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Publishing dates
'Pathway To Success' is published every other Sunday.
Next Issue is supposed on 21st May 2006.

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Contents

1. Today's Feature Article by Bobette Kyle
2. Today's Tip On Motivational Reading by Alan Fairweather
3. Subscribers' Corner by Ken Leonard Jr.
4. Today's Tip On the Opportunity worth checking
5. Today's Tip On the Book worth having
6. Today's Tip On Software worth using
7. Today's Tip On Learning
8. Today's Special promotional Tip
9. Today's Useful Tip
10. Today's Special Tip

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Today's Feature Article

Guide to a Profitable Marketing Mix
Bobette Kyle

You may have heard the term "marketing mix" used in connection
with marketing planning.

Your marketing mix means the combination of promotions, products,
places (distribution channels), and prices you chose for your
business. Including both short term and long term strategies in
the marketing mix can make for a more profitable business.

Long term strategies build brand/company awareness and give
sales revenue a permanent, gradual boost. Short term strategies
create a temporary, immediate revenue boost by giving buyers an
incentive to purchase.

By implementing both long and short term strategies, you can
attend to immediate sales goals while building your business
reputation and goodwill. Some examples of both types of
strategies are below.

Build Long Term Marketing Strategies Into the Mix

Branding. General advertisements and other high profile
activities contribute to your company's image. These points of
contact with your target customer help mold your image, which in
turn can create loyalty from your customers.

Philanthropy. Donating money, services, and/or time can build
trust and a positive image for your business. Philanthropy
contributes both toward your branding efforts and your company's
internal well being.

New Product Pipeline. New products in development represent your
future sales. If you get feedback from your customers or
potential target market, then design new products (or change
existing ones) to meet their needs, you are ensuring a demand
for your products in the future.

Short Term Marketing Mix Strategies

Reduced Price Sales. Limited time sales encourage customers to
act. You likely have customers intending to buy but have not "
gotten around to it". Holding a sale will give them incentive to
purchase.

Group Discounts and Offers. Discounts or other offers to a
specific group can help exposure your business to new customers,
resulting in a sales surge.

Pay-Per-Click Search Engines. Pay per click search engines are
another way to become visible to new customers. Use them
carefully, however. Do not bid more per click than the profit
you expect to make from that click.

Search Engines' Roles in the Marketing Mix

High search engine placement can produce both short term and
long term results. Short term, you can gain immediate sales.
Long term, results come as potential business partners find your
site.

Do not, however, become obsessed with search engine optimization
to the detriment of your other marketing strategies. Search
engine marketing should be one part of a more comprehensive plan.
Include other marketing strategies in your plan to reach
additional customers.

As an example of how this can work, I generally put two or three
hours a month into direct search engine optimization. My primary
focus is on quality content, which simultaneously creates
stronger search engine rankings for my site and makes the site
more attractive to visitors. This approach has gotten me results
with Google and other search engines (over 40,000 google.com
visitors a month through the free search engine as of March 2006,
not counting several thousand more from regional search results).

Another approach to search engine optimization is to hire an
outside expert to work on search engine marketing while you
focus internally on other parts of the marketing mix. If you
take this route, however, be alert for agencies that use tricks
that go against search engine guidelines to increase your
rankings. They may get you results in the short term, but could
get your site reduced in rankings or banned in the long term.
Thoroughly research any SEO firm before hiring them to do work
on your Website.

These are not the only short and long term strategies you could
incorporate into your marketing mix. Look for different ways you
can build long term recognition and health for your business.
Effectively incorporate those into the marketing mix with a
variety of shorter term, sales boosting techniques and your
business will thrive.

********************************
Bobette Kyle draws upon 15+ years of Marketing/Executive
experience, online marketing experience, and a marketing MBA as
inspiration for her writing. Bobette is proprietor of the Web
Site Marketing Plan Network (http://www.WebSiteMarketingPlan.com)
. She is also author of the marketing plan and Web promotion
book "How Much For Just the Spider? Strategic Website Marketing
For Small Budget Business." You can search all articles on the
network through the marketing directory by going here:
http://www.websitemarketingplan.com/directory

********************************
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Today's Motivational Reading

The Five Factors of Success
Alan Fairweather

1. Mind Control

Successful people have the ability to run their own mind. They
don't let other people or circumstances run it for them. They re-
programme their negative conditioning. They raise their level of
self-esteem and they develop a positive attitude through
continual positive self-talk. They don't react – they think!

2. Belief

Successful people have a passion for what they believe in. They
know what they want out of life and they achieve it by
motivating themselves. They have vision.

3. Energy

They have lots of vroom! They manage stress and they know how to
relax.

4. Rapport

They have the ability to communicate and get on with people, and
to persuade people to accept their point of view.

5. Courage to act

People who make a success of what they do are willing to try.
They're prepared to make mistakes, to assert themselves and not
get too concerned about what others might think.

********************************
Discover how you can generate more business without having to
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********************************
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Subscribers' Corner

Simple Copywriting For Beginners
Ken Leonard Jr.

So you want to sell online... You have a product ready to go, but
how are you supposed to write a sales letter like the ones used
by the biggest names in internet marketing? A sales letter that
attracts prospects and makes sales?

It's no secret that the biggest names in online marketing have
been studying the art of writing sales copy for the web for many
years. If they haven't, they hire someone who has.

Just having a product to sell online is not going to make you
sales. Unless you have the budget to hire a pro copywriter for
the web (which will cost you as much as $15,000 for one sales
letter, possibly plus 10% of the gross sales), you had better
start learning how to write a sales letter that will bring you
sales.

The key to a winning sales page for your web site is crafting a
great offer. Your offer must be so irresistible, that it almost
looks like you are getting the short end of the deal. Like the
customer is taking advantage of YOU!

Your irresistible offer must also stand out from the crowd.
Develop your own USP (unique selling proposition) and wave it
around like a flag. This is why they should buy from YOU, instead
of somebody else.

One more thing your offer must do is solve a pressing concern or
problem that your prospect is AGONIZING over. Your sales letter
must clearly state their biggest problem. Prove how bad this
problem really is to your reader. Then give them the clear
solution to their problem available only from YOU!

Lead off your sales letter with the offer's biggest benefit to
your potential customer. Then lead them into an interesting story
dealing with their situation. Capture their attention and hold
it, by inserting subtle "teases" that tell them what's to come
further on in your letter. This creates curiosity, and if done
well, will keep them GLUED to your web page.

To build value for your product from their perspective, educate
your reader and inform them of what your product will do for them
(always keeping "What's In It For Me" in mind). Make sure any
strong statements are backed up with a "reason why" so they are
more believable. This does wonders for your credibility in their
eyes. If price is a major objection use a strong reason why to
make the prospect understand your product's real value to them.

As your offer develops use a limited time or limited quantity
deal to create a sense of scarcity and fear of loss. Spell out
your bonuses clearly and recap the benefits they will get (and
WHY they are important). Then go over everything they will get
WHEN (not IF) they buy from you.

Some sales people would call your next step closing the deal, but
you should really look at it as a "call to action". Tell your
reader EXACTLY what you want them to do NOW, then tell them WHY.

Sign your sales letter as you would normally, with a pleasant
goodbye and your signature or initials (a scanned or hand drawn
signature works well). Include a P.S. where the first paragraph
is another recap of what they will get, and in the second
paragraph nicely question their commitment and attitude
concerning the biggest benefit, ending with another strong call
to action. (The second paragraph can be a P.P.S.)

The more your practice, the better you will become at writing
sales letters for the web that sell.

Studying "The Masters" helps a lot, too. It is common practice in
the world of copywriting for the web to collect a "swipe file" of
sales letter examples from various copywriters and marketers. Use
the examples in your swipe file to build (also known as modeling)
your own successful sales letter, written mostly in your own
words. Be sure you customize the examples for your market and
offer, and don't copy anything word for word or you may be facing
copyright infringement troubles later on.

**************************
Ken Leonard Jr. can help you start a home based business in just
weeks, using free and low cost Internet Home Business Tools and
Resources... http://internethomebusinessblog.com/

**************************

Today's Tip On the Opportunity worth checking

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Today's Tip On the Book worth having

Discover Your Hidden Power NOW! Motivate Your Way To Success!
Unleash Your Own Driving Force to Do More and Be More!

This revealing ebook will turn even the most unmotivated person
into a success magnet! It doesn't matter where you are in life
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these time-test strategies.

You will learn:

- How to be motivated when there isn't a motivator

- How to master your emotions

- How to overcome the fear of failure

- How to develop persistence and never quit

- How to remove your self-imposed limitations

- How to become a winner

- How to become a complete new person

- How to remove any doubts about your capabilities

- How to establish authority over obstacles

If you are tired of mediocrity and ready to finally take control
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Today's Tip On Software worth using

Useful programs for your webmaster needs

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Today's Tip On Learning

How well do you know your financial ABCs?

For instance, do you know that:
• Revolving or unsecured loans, such as credit card loans carry
a higher interest rate than car, home equity and mortgage loans.

• When shopping for a credit card you should evaluate all fees,
as well as both the introductory and regular interest rate.

• If you only make minimum payments on your credit card, you may
never pay off the debt. Try to set up a payment calendar and
work toward paying off your balance.

• Ideally, you should be saving some percentage (e.g., five
percent) of your annual income for retirement.

• In many cases, it will take 80 percent of your pre-retirement
income to maintain your current lifestyle in retirement.

• Being denied credit for no apparent reason or having routine
financial statements stop arriving in a timely manner may mean
you're an identity theft victim.

• A checking account with your local community bank may help you
save money by avoiding costly check cashing firms, and also by
making it easier for you to itemize and budget

• Your income, debt ratio and credit rating are all factors that
will be considered when you apply for a mortgage loan.

• A minimum of three months in funds should be set aside to
carry you through such emergencies as illness or job loss.

• Experts recommend emergency funds not be kept in stocks, but
rather regular savings accounts, money market funds and
certificates of deposit.

**************************
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The universe is full of magical things patiently waiting for our
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