Stefanie Hartman In The Press

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Common Marketing Myths for Authors, Speakers, Experts & Entrepreneurs

Posted on 27 Nov 2012 | Author Stefanie | Comments No comments | Tags

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Common Marketing Myths for Authors, Speakers, Experts & EntrepreneursI am often asked, “What are some of the Common Marketing Myths you’ve seen in this business of niche marketing?”

Well let’s start with marketing a book, since this is often the first info-product people create and it is one that illustrates a valuable lesson.

You may have heard the expression ‘junk in the trunk’, it’s a slang term that refers to someone have a full figured bottom.  You know I’m on the treadmill a couple of times a week to reduce my back end – but in your business you really need some junk in the trunk.  The bigger the back-end of your organization – the bigger your bank account.  You want to maximize your list, have additional profits centers that help bring in money while you sleep and have a system in place that sells to people who already love your stuff – it’s much easier and much more profitable.

Common marketing myths – Let’s use some now to help illustrate the power of a back-end strategy.  I’ll test you on some common marketing myths, so write them down. As you’re reading this, if you get them correct you will get something for it, because in business, the people who pay attention are the ones who are going to get ahead in life.

Marketing Myth #1:
Once I take my book to Best-Seller status I’ll be rich and home free!

Fact or Fiction? (take a guess)

There are many benefits and reasons you want to take your book to best-seller status.  Having a best-selling book gives you credibility, helps you to gain publicity and media attention.  It’s a lovely gold sticker on your book.  In fact, I help authors do that.  Ken Foster, asked me to help him do just that and 6 weeks later we took his book Ask and You Will Succeed to #1 best-selling status on Amazon.com on the date we predicted, and beat out The South Beach Diet, The Da Vinci Code and Dr. Phil McGraw.

Ken was an unknown author this was his very first book remember, but we simply followed a marketing strategy that I knew had proven successful, we had the right knowledge. If a marketing person tells you that all you need to do is get your book to number one and you’ll be set – you should run or at least stop paying them. Here’s why, essentially, a book is only a very large business card.  It is your lead generator, and just one of many.  It will get you into the press, it will introduce you to new customers and it will let people know who you are and what you’re all about.

Robert Allen sold millions of copies of his first book “Nothing Down” yet after the publisher’s cut and everything else, he was lucky if he got $2 a book.  His third book was considered a dismal publishing failure compared to his other books (his words not mine).  However, throughout that book he identified about 15 places that where he would give readers a special report, or a CD an audio cassette.  Essentially, all he did was put “You want this?  Contact me here and I’ll give this to you” in about 15 different places. Well only 10,000 people called but 5,000 of those people paid him 5,000 dollars for one of his high–end programs.

So what is 5,000 times 5,000?  Its $25 Million dollars!!!  Now that was an extremely successful book marketing strategy, but it was considered a publishing failure.   Now, I have a question for you… would you rather position yourself where you HAVE to sell at least a million books to make a million dollars or would you rather put your marketing efforts into selling 60,000 books that could make you 25 million dollars? Less stress – more money. 25 Million may scare some of you and excite others, but just think if you had the same knowledge and followed the same strategy but only sold a quarter of what he did, you’d still be laughing all the way to the bank. See how important having a back-end marketing strategy was for this author?

Marketing Myth #2:
You need to put thousands of dollars into a marketing campaign before you see any return.

Fact or Fiction? (take a guess)

The only people that will tell you that are advertising agencies or other entrepreneurs that are still working off a marketing plan that isn’t working for them.  I don’t know if you’ve noticed, but to advertise in magazines 7 times or more (which is what the industry recommends) is not cheap.  There are much easier ways to get your name and product out in front that cost you nothing or very little on the front end.  One of them is doing Joint Ventures with other people where you “borrow” their database, their customers, and even their website to sell your product – all at no cost to you.

Another area people flood money into unnecessarily is a fancy website that earns them little or no income.  I created a site for one of my clients that cost him about $300 to build and is generating him anywhere from $3000 – $10,000 a month.  I don’t know about you, but this sounds like a much better idea to me. No cost and low cost strategies are very effective.

Marketing Myth #3:
Once I write my book, my publisher will be in charge of getting my book out there so I don’t need any marketing strategies.

Fact or Fiction? (take a guess)

This may be one of the biggest misconceptions that many new authors soon discover.  You and you alone will be responsible for getting your product out there, creating the sales and determining your own income.  In fact, many publishers today won’t even take on new authors unless the author can demonstrate they understand all this by submitting a marketing plan that describes all the different ways they’re going to get their product out there.  You need to know this.  You are in charge of marketing your book, product or service and you better have a big back–end strategy that sells additional product, keeps your clients happy and coming back.

Another example of why it is important to build a profitable back–end strategy to your business model is particularly important if you are a speaker.

I am constantly shocked that I get calls from well known speakers who have been doing this for years but are now going broke. Let me save you from those tears. You can’t survive on doing speeches alone – even if it’s $5,000, $7,000 or even $10,000 that you get paid each time.  Sure, on paper that sounds good, someone telling you just line up 3 speaking engagements per month and you’ll bring in $30K.  Here’s the reality.  That model no longer works.  The economy no longer supports it.

Companies are cutting back on travel budgets, training budgets and the money they spend on meetings.

You know I had a great learning experience long ago. When I started my consulting business I was approached by a big name speaker, who had been on Oprah and wanted my help to get more speaking gigs. Because this client was someone that I really wanted to work with I agreed. But following the methods that the speaker had known and used for 10 years, we were only getting limited results.  Yet at the same time I was also working with unknown experts and they were raking in thousands of dollars a month through the marketing model that I was teaching them.  So being well known or not wasn’t the difference between little money coming in and a lot of money coming in – it was simply the information they had, their willingness to use it, and the model they were following. Now I only work on marketing formulas that I know are proven successful and will work for anyone that follows the formula. If you work with me, I am not going to tell you what you want to hear – only what I know will help you make money.  The choice to put it into practice is yours alone.

This is not to say that you will never make money giving speeches, you can and you will, it’s fun and it can be a big part of your plan. But it is only one element of it.  Think about this?  In your investment portfolio you wouldn’t put all your eggs in one basket, you wouldn’t invest that way – so why would you build your business that way?

Building a back-end strategy is crucial to your business; don’t let any inexperienced marketer tell you otherwise.

All the best, Stefanie

Article Written by Stefanie Hartman www.stefaniehartman.com
Phot0 Source: Microsoft Clip Art

2012 © Stefanie Hartman Enterprises Inc. You may republish this article, if you keep the article intact as is and credit the authors name and website: “Stefanie Hartman” and website: www.stefaniehartman.com. Thank you.

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Are You Harnessing the Most Powerful Advertising Technique of All?

Posted on 27 Nov 2012 | Author Stefanie | Comments 1 comment | Tags

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There was a time, not so long ago, when consumers relied heavily on expensive paid advertising to make their spending decisions.  Remember this?

Are You Harnessing the Most Powerful Advertising Technique of All?

Before seeing that commercial, viewers may not even have known that their husbands were suffering disdain and mockery due to the rings around their collars.  Luckily, the commercial not only educated them about the dreadful plight of grey-collared office workers, but it also offered them a solution — Wisk Detergent.  They would be spared the shame that the poor woman on the commercial suffered.  Their washers wouldn’t taunt them each time they opened the door.

With the advent of the internet, consumers make their decisions a little differently now.  As a heart-based entrepreneur, this is a great thing for you.   When your potential clients are confronted with pricey ads from mega-corporations, it takes them minutes to do more research.  They click on their favorite  sites to check reviews on the company.  They listen to podcasts.  They Google the product and look for product reviews.  They might even hit up WikiAnswers.com:  “Is ring around the collar even a big deal?”

You may not have a massive advertising budget, but you have a global marketplace right at your fingertips, and consumers are talking to each other.  The MarketingGuy tells us that according to a survey from 1&1 Internet, 89% of shoppers say they purposely stay away from small online retailers with negative customer reviews on the web.  Referrals and recommendations are important.  So how can you make this trend work to your advantage?

  • Make sure you deserve your good reputation. Determine what your clients need, and deliver it.
  • Build incentives for referrals into your processes from the beginning. Referrals are extremely effective, but your clients may not think of it if you don’t suggest it.
  • Follow up with your clients to make sure they’re satisfied, then ask for referrals. Make sure you hand out at least three business cards

If you’re taking the time to know what your customers need and giving it to them with a true service attitude, you don’t have to worry if you have a small or no advertising budget.  Clients who are referred to you will trust you more, and research shows that they are willing to spend more as well.  What are you doing to earn referrals for your business?  I’d love to see your comments below.

Are You Harnessing the Most Powerful Advertising Technique of All?

Article Written by Stefanie Hartman www.stefaniehartman.com

2012 © Stefanie Hartman Enterprises Inc. You may republish this article, if you keep the article intact as is and credit the authors name and website: “Stefanie Hartman” and website: www.stefaniehartman.com. Thank you.

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3 Secrets to Being Confident

Posted on 19 Oct 2009 | Author Stefanie | Comments No comments | Tags

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Found this great article online, thought I would share it with you.

3 Secrets to Being Confident

We’ve heard it (and said it) a million times: confidence is sexy. But how do you deal when you’re lacking in that department? We asked members of Marie Claire Ask & Answer — Marie Claire ‘s online Q&A community for dating, sex, and relationship advice — for their secrets to appearing confident and sexy. “This is one of those areas where you start out faking it, but as you go along, you feel more capable of handling situations, and hence become more confident,” Answerology member logash365 says.   How to fake it until you make it:

Secret #1: Stand Up Straight. Slouching has never done anyone’s appearance any favors, so before you can speak and flirt with confidence, you need to look the part. Your mother was right. Now, shoulders back and chin up! And, silver75 adds, “Smile and look people in their eyes when you talk to them.”

Secret #2: Speak Softy. “Don’t raise your voice,” says logash365 . “A soft, but firm voice will give the impression that you are in control of yourself and the situation.” You don’t have to be the loudest person in the room to come across as self-assured. Get them to lean in close instead.

Secret #3: Be Positive. If you have nothing nice to say, don’t say anything at all — resist the urge to complain in order to fill an awkward silence. “Do not go on and on about how much you have to do, how little time there is, etc.,” says logash365 . That attitude “indicates that you are struggling to maintain control.” Don’t have much to say? Ask questions until the frog in your throat goes on its way.  It’s much more attractive to be a good listener than to be the rain on everyone’s parade.

It’s good advice!

All the best

Stefanie

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Target Your Email Newsletters For Maximum Profit

Posted on 05 Aug 2009 | Author Stefanie | Comments No comments | Tags

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Target Your Email Newsletters For Maximum ProfitYou can mail out the most riveting email showcasing your product, but if you don’t target it to the right audience, you won’t get results.

Check out this funny video to see what I’m talking about!

 

Need help targeting your email newsletters for maximum impact and profit?  Check out our Get it Done series.  Let us concentrate on your marketing needs, so you’re free to take care of business.

Target Your Email Newsletters For Maximum Profit

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How can you hone your marketing emails to maximize results?

Posted on 03 Aug 2009 | Author Stefanie | Comments No comments | Tags

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How can you hone your marketing emails to maximize results?
Image by DavidErickson via Flickr

I just read a terrific post from David Riklan of Self-Growth on the effectiveness of email advertising.  He addresses the question:  “Does email newsletter advertising really work?” His answer  is a firm, “That depends!”  Some products — health products, financial services, and help for relationships and self-improvement — tend to fare better than others with online marketing. Continue Reading

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Read Anything Good Lately?

Posted on 05 May 2009 | Author Stefanie | Comments No comments | Tags

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Read Anything Good Lately?

Have You Read Anything Good Lately?

What was the last good book you read? Leading up to summer you often hear people talking of the best book picks for summer, for reading by the pool or while on vacation.   There are books on all type of topics from fiction, to memoirs to business text books.

What will you select to read this Spring-Summer 2009?

  • Will what you choose to read help you gain massive exposure for your business or product?
  • Will it assist you in finding international Marketing Partners?

Over the years, I have noted that the successful and savvy entrepreneurs, CEO’s and Business executives I have encountered all have one thing in common.  They are driven and passionate about what they do.  And as such they are eager to soak up as much information about the world of business as possible.

That said, I urge you to make YOUR Summer/Spring 2009 selection The Hartman Report.  When I wrote it, I knew that The Hartman Report contained information that would be transformative to those who were looking for ways to get their businesses off the ground or expand their growing empire.

The Hartman Report details the ins and outs of Joint Venture Marketing, which has literally built mega-empires.   Joint Venture Marketing is quite simply the surest way to improve the bottom line of your online business.

You can learn how to:

  • increase business by 20%
  • gain access to new customer markets
  • partner with the right Joint Venture Partner

The tips inside also include how you can start to apply this system to your business or venture even if you don’t have a product to sell.  You may have a marketing idea or access to a client base that could be effective for another entrepreneur in a similar niche.

Even if you are already applying this marketing tool to your business, there may be uses or ideas that you have not yet applied or thought of.

Whether you have an internet based business, a book to sell, targeted or niche marketing goals, Joint Venture Marketing can facilitate those goals with virtually no risk.  Given all those advantages, I hate to say it, but you have to be crazy if you don’t take a look!

I hope you will jump at this opportunity to download and read the report.

I invite you to post comments to let me know how it has changed your perceptions of marketing and where you can see it’s already one of the most prevalent business phenomenons going on right now.

At 50 pages and with zero fluff, The Hartman report is 100% concentrated essential marketing and industry information.

Since it is chalk full of info, just sit back, relax and read it a few times while ideas on how you can apply this to your business start to percolate!

Inside the report are details on how you can learn the no-cost, no-risk marketing strategy that you can learn and put into practice simply.

Take advantage now and download, for FR.EE, your copy of The Hartman Report for your early summer reading and watch your business bloom!

Read Anything Good Lately?

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How Often do you Update Your Internet Marketing Strategy?

Posted on 08 Apr 2009 | Author Stefanie | Comments 4 comments | Tags

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If you’re like most online entrepreneurs & Internet Marketers, you probably upgrade your computers, your telecommunication systems, your office equipment, and your software and database management systems on a fairly regular basis. (I know I’m always one for new gadgets and technology!)

But are you upgrading your internet marketing strategy just as often?

Because in reality, that is what will have the most impact on your business! If you ever feel left behind and you’re wondering how your competition just seems to know exactly what to do to accelerate his business while you seem to be left in the dark, you might have some catching up to do!

But how do you find the time to keep up with it all? Continue Reading

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