Archive for October, 2008

2008

Wednesday, October 29th, 2008

I’m guessing you’re reading this at the end of the year or at the start of Jan 2008, so like it or not, it’s time to think about what you want to accomplish in 2008.

Before we get to that, next time you’re near your computer, visit this website: http://tinyurl.com/36z576

It’s a video review of 2007 that can’t be described. You’ll enjoy it, I promise. It’s both funny and poignant at the same time.

Now, how was your 2007? Could have been better, right? Let’s be realistic. Stuff happens. Bad stuff sometimes. Really bad stuff occasionally. Does that mean that 2008, or even the rest of your life is doomed? Of course not, but you’d be surprised at how many people take that view. You know, an acquaintance of mine personally auditioned a singer by the name of Reg Dwight in the 1960’s. He unceremoniously shoved the singer out of his office for wasting his time. That singer is now better known as Elton John. My friend would have made millions from that deal if he’d signed Elton. BUT, he didn’t let it affect him. He moved on.

Everybody fails sometimes. I think the following examples will convince you that you can succeed:

Winston Churchill failed sixth grade. He was subsequently defeated in every election for public office until he became Prime Minister at the age of 62. He later wrote, “Never give in, never give in, never, never, never, never - in nothing, great or small, large or petty - never give in except to convictions of honor and good sense. Never, Never, Never, Never give up.”

Charles Darwin gave up a medical career and was told by his father, “You care for nothing but shooting, dogs and rat catching.” In his autobiography, Darwin wrote, “I was considered by all my masters and my father, a very ordinary boy, rather below the common standard of intellect.”

Thomas Edison’s teachers said he was “too stupid to learn anything.” He was fired from his first two jobs for being “non-productive.” As an inventor, Edison made 1,000 unsuccessful attempts at inventing the light bulb. When a reporter asked, “How did it feel to fail 1,000 times?” Edison replied, “I didn’t fail 1,000 times. The light bulb was an invention with 1,000 steps.”

Albert Einstein did not speak until he was 4-years-old and did not read until he was 7. His parents thought he was “sub-normal,” and one of his teachers described him as “mentally slow, unsociable, and adrift forever in foolish dreams.” He was expelled fromschool and was refused admittance to the Zurich Polytechnic School. He did eventually learn to speak and read. Even to do a little math.

Louis Pasteur was only a mediocre pupil in undergraduate studies and ranked 15th out of 22 students in chemistry.

Walt Disney was fired by a newspaper editor because make enough of them, it’s considered to be your style.”

After his first audition, Sidney Poitier was told by the casting director, “Why don’t you stop wasting people’s time and go out and become a dishwasher or something?” It was at that moment, recalls Poitier, that he decided to devote his life to acting.

When Lucille Ball began studying to be actress in 1927, she was told by the head instructor of the John Murray Anderson Drama School, “Try any other profession.”

The first time Jerry Seinfeld walked on-stage at a comedy club as a professional comic, he looked out at the audience, froze, and forgot the English language. He stumbled through “a minute-and a half” of material and was jeered offstage. He returned the following night and closed his set to wild applause.

In 1944, Emmeline Snively, director of the Blue Book Modeling Agency, told modeling hopeful Norma Jean Baker, “You’d better learn secretarial work or else get married.” Norma Jean was later known as Marilyn Monroe.

After Harrison Ford’s first performance as a hotel bellhop in the film Dead Heat on a Merry-Go-Round, the studio vice-president called him in to his office. “Sit down kid,” the studio head said, “I want to tell you a story. The first time Tony Curtis was ever in a movie he delivered a bag of groceries. We took one look at him and knew he was a movie star.” The vice president dismissed Ford with “You ain’t got it kid , you ain’t got it … now get out of here.”

Michael Caine’s headmaster told him, “You will be a laborer all your life.”

Charlie Chaplin was initially rejected by Hollywood studio chiefs because his pantomime was considered “nonsense.”

Decca Records turned down a recording contract with the Beatles with the unprophetic evaluation, “We don’t like their sound. Groups of guitars are on their way out.” After Decca rejected the Beatles, Columbia records followed suit.

In 1954, Jimmy Denny, manager of the Grand Ole Opry, fired Elvis Presley after one performance. He told Presley, “You ain’t goin’ nowhere, son. You ought to go back to drivin’ a truck.”

Beethoven handled the violin awkwardly and preferred playing his own compositions instead of improving his technique. His teacher called him “hopeless as a composer.” And, of course, you know that he wrote five of his greatest symphonies while completely deaf.

A Paris art dealer refused Picasso shelter when he asked if he could bring in his paintings from out of the rain.

Van Gogh sold only one painting during his life. And this to the sister of one of his friends for 400 francs (approximately $50). This didn’t stop him from completing over 800 paintings.

Rodin’s father once said, “I have an idiot for a son.” Described as the worst pupil in the school, he was rejected three times admittance to the Ecole des Beaux-Arts.

How do you feel now?

You know, a friend of mine personally auditioned a singer by the name of Reg Dwight in the 1960’s. He unceremoniously shoved the singer out of his office for wasting his time. That singer is now better known as Elton John. My friend would have made millions from that deal if he’d signed Elton.

I recently found out that there’s a professor at MIT who offers a course on failure. He does that, he says, because failure is a far more common experience than success. An interviewer once asked him if anybody ever failed the course on failure. He thought a moment and replied, “No, but there were two ‘incompletes’.”

Imagine if any of the examples on the last few pages HAD given up, believing they were doomed to failure, that they would never get anywhere. Do you think they got down or even depressed? Sure. But I can guarantee you that they didn’t allow the gloomy state to overtake them, to overpower their desire to succeed.

And in every case they did succeed, in a HUGE way, far greater than their wildest dreams. Bad experiences can be viewed as positive in hindsight. They can be viewed as stepping stones rather than stumbling blocks. It’s your choice “he lacked imagination and had no good ideas.” He went bankrupt several times before he built Disneyland.

In fact, the proposed park was rejected by the city of Anaheim on the grounds that it would only attract riff-raff.

Henry Ford failed and went broke five times before he succeeded.

Michael Jordan was cut from his high school basketball teams. Jordan once observed, “I’ve failed over and over again in my life. That is why I succeed.”

Charles Schultz had every cartoon he submitted rejected by his high school yearbook staff. Oh, and Walt Disney wouldn’t hire him either.


Never, Never, Never Give Up.”

After Fred Astaire’s first screen test, the memo from the testing director of MGM, dated 1933, read, “Can’t act. Can’t sing. Slightly bald. Can dance a little.” He kept that memo over the fire place in his Beverly Hills home. Astaire once observed that “when you’re experimenting, you have to try so many things before you choose what you want, that you may go days getting nothing but exhaustion.” And here is the reward for perseverance: “The higher up you go, the more mistakes you are allowed. Right at the top, if you make enough of them, it’s considered to be your style.”
When Lucille Ball began studying to be actress in 1927, she was told by the head instructor of the John Murray Anderson Drama School, “Try any other profession.” The first time Jerry Seinfeld walked on-stage at a comedy club as a professional comic, he looked out at the audience, froze, and forgot the English language. He stumbled through “a minute-and a half” of material and was jeered offstage. He returned the following night and closed his set to wild applause.
Beethoven
handled the violin awkwardly and his teacher called him “hopeless as a composer.” And, of course, you know that he wrote five of his greatest symphonies while completely deaf. Imagine if any of these examples you’ve just read HAD given up, believing they were doomed to failure, that they would never get anywhere. Do you think they got down or even depressed? Sure. But I can guarantee you that they didn’t allow the gloomy state to overtake them, to overpower their desire to succeed. And in every case they did succeed, in a HUGE way, far greater than their wildest dreams. Bad experiences can be viewed as positive in hindsight. They can be viewed as stepping stones rather than stumbling blocks. It’s your choice. Decide now to make 2008 your best year ever. It’s not determined by anyone else but you.

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Yet Another Big Dumb Company Strikes Again

Sunday, October 26th, 2008

The stupidity of big dumb companies never ceases to amaze me. If you live in the USA you’ll know that the mortgage industry has been dramatically affected in the past 6 months or so, with numerous, well known mortgage companies on the brink of bankruptcy due to a housing market that suddenly slammed on the brakes, and the rate of reposessions rising fast.

One of the more publicized struggles was that of a company called CountryWide, who are the largest mortgage provider in the U.S. They were near to bankruptcy.

The reason I bring this up is because I have been receiving at least two mailings every week for the past 8 months from Countrywide (see exhibit A), not to mention the numerous emails, phone calls and even faxes. I’d got onto their ‘hit list’ and they’ve been pitching me on remortgaging with them. Now that in itself is fine, and under normal circumstances I would applaud such efforts to reach me, but there’s something I’ve left out up until now…

I’m already a Countrywide customer! What’s more, after the first week of mailings, I phoned them and accepted their offer to have them give me a quote for a remortgage.

The guy I spoke to took all me details and promised to call me back. No one called back. About 10 days later I called again and explained that no one had called me back. The person apologized and said they had no record of me but that they would help me and give me a quote. They too never called back. And the same thing happened a third time. Unbelievable, right? It’s true. I contacted them three times and each time no one called me back or emailed me when I gave them my email address.

All the while, Countrywide are spending at least $5 a week in mailings continuing to contact me for my business! Exasperated, I called them and insisted that they stop sending these mailings. “No problem Sir”, the person replied. The mailings continued and even intensified. I called again, was promised they’d stop but they still continued.

In view of all this, I came to the conclusion that Countrywide is a big dumb company that deserves to go out of business. It’s inexcusable to run a business that way wasting so much money. Imagine the cost of sending all those mailings to hundreds of thousands of customers like myself every week, only to have people respond and then not do anything, AND refuse to stop sending the mailings when the customer asks!

When situations like this occur it always reminds me to look at my own processes to see if any employees are sabotaging my efforts to win and keep valuable customers. If you do the same you’ll be surprised what you uncover.

From the person that answers the phone to the person that packs orders, everyone is a sales representative for your business, but few employees get that. It’s down to you to make sure they understand and follow through. It’s critical to success.

Have someone ‘secret shop’ your own business regularly, at least twice a year. I guarantee you that you’ll uncover some things that’ll horrify you. Last time I did it, I discovered that one of my staff had made an ‘executive decision’ that they thought would save money, and it did save money, but it was also costing me customers. Why? They didn’t realize the thought process behind the system and how it was designed to encourage customer loyalty. If I hadn’t deliberately checked this, it would have gone on forever and I would have been wondering what had happened.

On another occasion I advised a good friend of mine to challenge some outsourcing costs within his business that seemed dispraportionately high to me. It turned out that he was being ripped off by someone who was trying to make a fast buck, and he promptly rectified the situation.

As an aside, the underlying cause of this mortgage mess seems to be the raft of loans dished out like candy by dishonest loan officers, to people who simply couldn’t afford them at the lowest interest rates, let alone when the rate changed. Fact is, unfortunately many buyers were misled. There needs to be laws against this happening in the future.

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A.L.O Technique — The Sneaky Video Trick

Thursday, October 23rd, 2008

A.L.O. is a term I coined (deliberately similar in style to S.E.O.) which stands for ‘Auction Listing Optimization’. It can be defined as ANYTHING you do within the eBay environment that increases the number of buyers, or that prompts buyers to go directly to your website. Each month I discuss an A.L.O. technique that you can implement to increase the effectiveness of your eBay listings…

So many of my business breakthroughs come about not by invention, but by innovation. There’s a big difference. Invention is the creation of something completely new, whereas innovation is the process of adapting something that already exists.
This strategy that I’m about to share with you came about from an occasion when I was browsing the Internet. I was reading an article on a website when I came across a video on the page. It was obvious that the video wasn’t related to the article and it was clearly an ad, but still, it caught my attention and so I clicked on it.
That’s the first lesson. Note your own actions online. Video is a super hot feature on the Internet, and it’s no wonder, because we’re trained to watch TV from an early age. It’s familiar, it’s fun, and it’s easy.

You can see a screen grab of the video I clicked on (see exhibit C). Now, when I clicked on the ‘play’ button of the video I was immediately redirected to another window, so what I thought was a video was in fact just a graphic that looked like a video! When the new window opened up, it was a sales related site and a video played at the top of the screen.

What I stumbled upon really is genius. It’s based around the proven psychology that people love video and that they’ll click on a video a large percentage of the time because they’re curious to see what it’s all about. That’s exactly what I did.

So how can this be applied to eBay? Well, people are people and the psychology of how people click is no different in the eBay environment than anywhere else. This is a sneaky but incredibly powerful way to get people to visit your website, or take some other action that you want them to take.

Let’s review how this might work:

  1. Someone comes across your eBay listing and sees a video on the page.

  2. They click on the video and your website pops up in a new window.

  3. A video plays that persuades the viewer on the next action you want them to take.

The ultimate aim of any eBay listing should be to get people to visit your own website, to get them away from eBay. Sometimes it’ll be by selling something directly on eBay and then following up with them to get them to buy from your website on all future orders. That’s the ‘hide’ part of my H3 system. Other times it’ll be to hook customers over to your website without even buying anything on eBay. Obviously eBay doesn’t like that, but you’ve paid for your listing haven’t you?! This sneaky video technique accomplishes that very smoothly.

You should be aware that linking to a page of the website that has a direct buy button is not allowed under eBay’s policies (do so at your own risk), but there’s no reason why you can’t link to a page that has good quality information and then let the user navigate on their own to the page where they can buy the item on your website.

Another way to use this video trick is to get the person viewing your listing to perform some other action by clicking on the image of the video. For example, you could easily create a link to the ‘favorite this item’ button so that when someone clicks on the video image they’ve effectively clicked on the ‘favorite’ button. It’s easy to do because an image can be linked to any link on or off eBay. Just copy the html code of the ‘favorite’ button and paste that as the hyperlink of the video image. With this example, you could find your listing on the coveted ‘eBay pulse’ page through being ‘favorited’ so many times. This ALO technique is a killer strategy when used as I’ve described. Make sure you do it!

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The BIG Lesson of the Month - The 4 Biggest Report Creation and Promotion Mistakes

Monday, October 20th, 2008

The central component to my H3 lead generation system for eBay is to offer a report, a guide, whatever you want to call it. The report deliver great information that benefits the customer so they want to continue buying from you.

Why is it so effective to offer this report on eBay, rather than trying to sell direct to customers?

Firstly, eBay is a more mature site today than it used to be. What I mean by that is that there was a time when you could post any physical product and it would sell. Nowadays there’s a lot more buyers, but there’s also a lot more competition. If you go down the route of competing directly against other sellers of the same item, your probability of failing is very high. To make matters worse, the only way that most sellers know how to compete is on price. They’ll lower the price to compete with others sellers, and they’ll keep doing that until there’s no profit margin left. Happens time and time again.

By offering a report on eBay rather than what you really want to sell the customer, you immediately stand out from the crowd. You accomplish two very important things. You provide a lot of value to the customer up front for little investment on their part. And you establish yourself as the expert advisor, someone who they come to

trust to the extent that they don’t want to go anywhere else, regardless of price. Can you see what an incredibly powerful position that puts you in?

You bypass the crowd of competing sellers and take the customer off into a protected environment where they have your full and undivided attention, and they ONLY want to deal with you as the relationship grows.

There’s a lot of people who’ve heard the basic overview of my H3 system and believe that they know enough to bypass the course and ‘do it on their own.’ I admire them for taking action, but there’s a point when you need specialized knowledge to avoid making silly mistakes that are sabotaging their success.

For example, a VERY common mistake is that they create a report that reads as a salesletter. Well, do you really think that customers respond well to that? Of course not, they’ll resent it, get annoyed and never buy anything else from you. You MUST deliver value in the report. Give them some of your very best tips and advice, don’t hold back.

Another common mistake is to position the eBay listing that sells the report in a slick, corporate style. Wrong. The way to do it is to come across as a guy (or girl) next door who’s on a mission to share his discoveries about the subject. Think of the times when someone recommends a restaurant, movie or book with such enthusiasm that you simply feel compelled to take notice of their recommendation. You don’t feel like you’ve been sold to, you welcome the suggestion and you appreciate it. You feel like a buddy has helped you out with some specialized knowledge of something that you may have otherwise missed.

Do you get the point?

The last thing you want is to be perceived as an impersonal, big company when promoting your report. That means your listings should not be too professional or slick, and they shouldn’t be too amateurish. The focus should be on the message, not on the way it’s being delivered.

The last thing you want is to be perceived as an impersonal, big company when promoting your report.”

Yet another mistake I see with alarming regularity is the belief that the report can only be offered as an ebook, pdf format. Some markets are flooded with cheap (in both senses of the word) ebooks that are junk. Buyers stay clear of these. If that’s the case (do the research) then you obviously need find another way to stand out.

Other alternatives would be to offer the guide as a downloadable MP3, or on an audio CD that’s mailed out. Or you could create a camtasia style video that’s delivered on a website, as a download, or again mailed out on a CD. Those alternatives would have a much higher perceived value than an eBook.

The fourth mistake I see is either the lack of any graphic, or alternatively the use of artwork that damages the true value of the report.

There are numerous e-cover creator software packages available and I’ve mentioned before that most of them are useless. They create amateurish looking graphics that do more harm than good. The one I use and recommend is:

www.cover-action-pro.com and you can’t even begin to compare the quality of these graphics with any other software. The one snag is that it only works with Photoshop, which is not cheap software.

Over many years of placing eBay listings, I came to realize that people buy the picture they see in the listing. In other words, the picture is extremely important, yet it’s an after thought for most sellers. If it looks poor quality then people won’t buy, it’s as simple as that. But if it looks good it makes the decision much easier for them. You’ll see what I mean immediately if you visit www.cover-action-pro.com and look at the sample covers.

If you haven’t created your report yet, don’t waste another second. Follow the tips in this article, get something produced and offer it on eBay. You can always tweak it down the line, but for now get it up and running as soon as possible.

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Bids and Pieces - Recommended Reading & A Super Smart Sales System

Friday, October 17th, 2008

Recommended Reading

A few weeks ago I read a book that made a big impact on me. I’ve since discovered that it’s one of the years biggest sellers on Amazon.com which made me feel a bit silly for not noticing it before. It’s called ‘Strengths Finder 2.0′. It’s not a book that you read from cover to cover. It revolves around a test that you take online. When you buy the book, you get a code to enter online that gives you access to the test, which is completely personalized.

Strengths Finder is an unusual concept that came about from research by the Gallup Organization.. The authors analyzed results of interviews of over 1.7 million employees from 101 companies aross 63 countries, which resulted in the formulation of 34 positive personality traits or strengths.

Once you’ve done the test, you discover what your 5 top strengths are, and armed with that knowledge you can focus your efforts on enhancing those strengths, which is a lot easier and more rewarding than working from a position where you try to improve your weaknesses.

The book provides further help by giving you specific suggestions on how each of your 5 core skills can be improved. Also, if you get your team to take the test, you’ll discover how you can better work with them to maximize the use of their talents, which of course leads to a more productive work environment and happier workers.

I strongly encourage you to get this book and take the test. You’ll discover a lot about yourself, you’ll be able to make positive improvements in your life that will last forever, and you’ll be able to maximize the productivity of any team members you have around you.

Quite honestly, this is one of the most useful books I’ve bought in a long time, and I know you’ll benefit from it as I have.

A Super Smart Sales System

I gotta’ tell you, I’m very impressed with the marketing of a company called ebags.com. As the name suggests, they’re one of the leading ecommerce websites for travel bags, including suitcases and carry-ons etc.

I visited their site a few months ago and ordered a suitcase, which I’ve been very happy with and I thought about ordering another one. When I received a special offer in an email I clicked on it and got to the point of adding a new suitcase to the shopping cart. At that point my computer crashed and by the time it had rebooted I’d forgotten about the order. The next day, I received an email from ebags (exhibit B) to tell me that they’d noticed that the suitcase had been added to the shopping cart but I hadn’t checked out. What’s more, they offered a further 15% off if I bought the item that day.

Very smart move on their part, and I did order the bag. I’m not sure what technology they use to implement that process, but I’m trying to find out. It also reminded me that there are all kinds of reasons why customers may abandon a shopping cart. Don’t assume that it’s because they didn’t want to buy. As this example illustrates, something happened to prevent me from buying and I just needed an extra nudge. How can YOU do something like this in your business?

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Trend Watch

Tuesday, October 14th, 2008

Top 25 Hottest Selling Items on eBay Nov/Dec 2007


1 iPhone
2 Webkinz / Lil’Kinz
3 Transformers
4 Collectible Barbie
5 Dooney & Bourke Zebra Tote
6 Nintendo Wii
7 T.M.X. Friends
8 BCBG Dress
9 Harry Potter and the Deathly Hallows
10 Rock Band Video Game
11 iPod nano 8GB (Black)
12 The Simpsons
13 PlayStation 3
14 I’m Not A Plastic Bag
15 Motorola RAZR2
16 Designer Fragrances
17 Citizen Eco-Drive Watch
18 Nike Air Max 360 II
19 Abercrombie & Fitch Hoodie Jacket
20 Dept. 56 Snow Villages
21 Nike SasQuatch Sumo2
22 Gibson Electric Guitar
23 Craftsman Hand Tool Set
24 Burton Snowboard
25 Vtech Gadget

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3700000000

Saturday, October 11th, 2008

3 Billion, 700 million. I’ll come back to that huge number in a moment. First, every so often something happens out of the blue that serves as a stark reminder of how fragile life is. My reminder came this month when I received a phone call from my family in England. My dad had been rushed into hospital suffering from severe chest pains, something he’s never had before. I dropped everything and travelled the long flight to England to be with my family.

It turned out that my father needed surgery to unblock the arteries around his heart. This was especially surprising given that he’s very fit and active, he’s never smoked in his life, he drinks alcohol in moderation and he eats very healthily. The surgeon could only guess that there was some hereditary predisposition. Thankfully it looks like my dad’s going to be fine, and it wasn’t till I returned to the U.S. that I reflected on how grateful I am to have a business that allowed me to go to England at the drop of a hat without worrying how to pay the travel expenses as well as the household bills at home. If you still work for an employer I urge you to look seriously at starting your own business using the tested techniques in this newsletter along with advice from other advisors you respect and trust. A successful business gives you something far more valuable than just money – freedom of choice. I remember working for someone else.

It was not a happy time, I felt like I was a slave to their every demand. Unpaid overtime was the norm, the office politics were unbearable, and I had a 2 hour commute each way in solid traffic. Actually, that’s where the 3,700,000,000 number comes in. I recently read that that’s the number of hours that American’s spend stuck in traffic delays each year. 1 in 8 workers leave for work before 6am, and that number is steadily rising, which of course is having a knock-on effect on traffic. If you can relate to this as you read, I’m genuinely sorry. That’s not living. If ever there was an incentive to go my own way, my job was it. Being completely honest about it, it was still difficult to break out of the ‘job’ mode that I’d been in for some years. Even though it was unplesant, it was still familiar. I was concerned that I wouldn’t be able to pay all the bills once I left my regular salary. Fast forward to today and I have no regrets obviously. In hindsight, the most difficult thing was making the decision to leave my job. Once I had made the decision, I worked to make it work, and going it alone was actually a lot easier than I had thought it would be. It’s odd that the most difficult part was making the decision. Coming back to my dad and changing the subject a little, I did some research about his condition and discovered that a nobel prize winning scientist, Linus Pauling made an astonishing discovery about heart disease that appears to have been swept under the carpet by drug companies, to protect their profits on the sale of an endless variety of drugs related to heart health. Linus found that the deposits that block arteries are caused by a deficiency of Vitamin C! The symptoms that are seen as blocked arteries is actually a form of slow forming chronic scurvy! Interestingly, patients that take large doses of Vitamin C in the form of supplements often see positive results in as little as 60 days, and this medical breakthrough has not been challenged since it was first discovered in 1989. When I shared this with my parents my dad revealed that for some years he’d experienced cravings for Oranges, a major source of Vitamin C. Now, I’m not a Doctor and I have no medical qualifications but I’m staggered that this information has been buried. Actually, I’m not staggered, I’m appalled. It reminded me that the technology exists to produce lightbulbs that never need replacing. Likewise, the technology also exists to power clean cars for little cost using vegeatble oil, solar energy, hydrogen or even water. Yet the enormous influence of the oil companies has prevented these breakthroughs from being adopted with any kind of largescale production. Sigh. You can read more about Linus Pauling’s heart health discoveries at http://www.paulingtherapy.com/ and I invite your comments about anything I’ve mentioned here. Likewise, if you’re looking to bounce a new business idea off of someone, drop me a line at support@renegadeauctionseller.com and I’ll be glad to discuss it with you in confidence.

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Collaboration Beats Competition

Wednesday, October 8th, 2008

Collaboration Beats Competition

I believe in cooperation rather than competition. I think it serves customers better when they have a choice. And let’s face it, not every product or service suits every customer. So if someone doesn’t like my style of coaching, I’ll happily refer them to someone else who might be a better fit. That’s cooperation rather than competition.

As proof that cooperation can work, look at some other examples from ‘big business’. Three cinema chains: AMC, Regal and Cinemark formed an alliance to share the development and production costs of converting around 14,000 movie theaters from 35mm film to superior and more reliable digital technology. All three companies benefit as a result.

Yahoo News, the most visited online English language news site in the world, has collaborated with newspapers such as AP, Reuters, USA Today and others to provide video content for the online versions of these print publications. Rather than fiercely protecting this original content, they share it (for a fee) which in turn allows print publications to offer their customers high quality video content.

Bringing this around to eBay, what can you do to work with, rather than against your competitors in that marketplace? What can you do to be nice?

Knowing that you can’t be all things to all people, what can you offer your competitors customers that they can’t offer, and what can you gain from your competitors that you can’t currently offer to your own customers?

As an example, you may or may not know that my background was in the video production industry. I was a video producer with a lot of experience with high definition video, especially in the early days of that format.

When I came out with my book, ‘How to Shoot, Edit & Distribute HDV’, I contacted other eBay sellers that sell to similar customers, and offered them the book at a discounted rate to sell to their own customers as an add-on sale. Note that we both sold to the same customers, and we could have been protective of that. In truth, some sellers rejected my offer, but others looked beyond the competitive aspect to realize that there are an abundance of customers, plenty to go around. Besides, they were selling to these people already, and this was an opportunity to increase the profit on each sale.

How Can You Collaborate Rather than Compete?”

There really are plenty of customers to go around, and you’ll succeed faster by leveraging the power of joint ventures in your business.

So actively seek out businesses that you previously viewed as your competitors. Look for their strengths and weaknesses and offer to fill the voids that you’re able to.

If you’re concerned about how to approach a potential joint venture partner (notice I’m not using the word competitor), how can you do that, especially if they’re not known to you? Simple. Buy something from them, and then use that transaction as your introduction, e.g.:

Hi Bob,

I recently purchased a bed from you on eBay and I’m very happy with the quality, thank you. Also, the service I received from your company was excellent and I wanted you to know how much I appreciated that.

The other reason I’m writing is to let you know that I’ve produced a widget that can help your customers…”

You get the idea. Flatter the person first, then make your proposal. You won’t win ‘em all, but you’ll get enough people saying ‘yes’ to make it worthwhile. Let me know if you have a product or service that would be of value to readers - I’ll gladly hear your proposal, and I might even say ‘yes’.

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The Power of Nice

Sunday, October 5th, 2008

Nice. It’s the four letter word we need to hear more of. I don’t know about you, but I think we seem to be back to the days of ‘lunch is for wimps.’ We’re surrounded by a cut-throat business environment where workers think nothing of trampling on each other in the fight for profits. And if you haven’t squished a competitor by lunchtime then you’re weak.

You can probably tell that watching films like ‘Wall Street’ where every day begins with a three large cups of coffee, and every interaction, even between employees is shouted, sends shivers down my spine. That’s not my idea of fun.

I believe in being nice.

You should know that I’m not some ‘save the world’ Greenpeace tree hugging, carob eating idealist. If you are, that’s fine. I’m realistic and optimistic, and I know that despite my best efforts I’m not going to please everyone, but I do try. And I believe it’s the right thing to do, as this example illustrates…

I recently read in an issue of Entrepreneur magazine about the CEO of a company called ‘Kaplan Thaler’ – they’re an advertising agency. The CEO is Linda Kaplan and she related how both a team from her company and a rivals had been working on a campaign for a client. When it came time for both companies to present, they were all in the same room together in front of the client. Kaplan’s team went first and their presentation was met with crossed arms and stony faces from their competitors. Clearly, this was war.

However, Kaplan’s team listened attentively to the other presentation and at the end, they smiled and applauded, indicating that they thought their competition had done a nice job.

Well, it was really interesting what happened next. When Kaplan when returned to her office the client called and gave her the contract because of the way her team had reacted to the other presentation. Kaplan also continued to receive a further profitable stream of jobs from that same client. There’s more. Several employees of the competitive company left their posts to go and work for Kaplan’s firm, again based on their observation of how nice Kaplan’sA nice result from being nice the team had been to them.

Applying this to your eBay or online business is easier than you might think. Even a little effort will make you stand out from the crowd (in a good way).

Analyze every interaction with your customers from the very first to the last moment. And recognize that many interactions take place without you realizing. We’re not talking just about the few occasions when you might actually physically see or talk to a customer. When someone reads your eBay listing, reads an answer to their question, buys an item, receives it in the mail, those are all interactions. You did your part in advance, but the interaction still takes place, and you’ll be judged by how that interaction went in the mind of the customer.

many interactions take place without you realizing.”

Think about this. On a day to day basis you make similar judgments about businesses that you deal with, based on all these kinds of factors just mentioned. That’s the reality. And we talk about those experiences to our friends, don’t we?

I guess the problem with ‘nice’ is that it doesn’t get much respect. ‘Nice’ doesn’t seem cool, it tends to stay in the background. But I believe we all need to break out ‘nice’ more often.

I know from my own experience that it’s the smallest favors, gestures and compliments that mean the most to me. A warm, genuine smile for example. That can’t be faked. But how many employees offer that these days? Sadly, not many. The best hotel I’ve ever stayed in was a small, 12 room hotel in Scotland where every staff member was super nice – genuinely - not to try and win a tip. When you consider that I’ve stayed at literally hundreds of hotels over the years, that’s no small achievement. That’s the power of nice. It pays to be nice.

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Does Your Message Match Your Market?

Thursday, October 2nd, 2008

Does Your Message Match Your Market?

Dan Kennedy eloquently states a key principle in marketing by referring to the ‘message to market match’. Let’s review this important concept.

Firstly, let’s break it down.  Your ‘message’ is WHAT you tell the customer to persuade them to buy your product or service.  Incidentally, don’t confuse the message with the media or medium used to ‘transport’ the message, such as an eBay listing, a classified ad, a yellow pages ad, a website page etc.

The ‘market’ is your audience of customers.  Your current or future potential buyers. So the marketing message you put out should be a good fit with your audience of buyers.

Sometimes it’s more instructive to learn from the wrong way of doing this than the right, so let’s do that.

In preparing this article I had to look no further than my computer screen.  I use a piece of software called ‘WinAmp’ to play MP3’s on my computer, and this is how the screen looks when that application is open:

Now, you should know that in order to buy the full version of WinAmp I had to submit my full contact details, and WinAmp knows when I’m online because it verifies that I’m a paid user when I open it up, and then the software displays ads. If you’re one step ahead you’ll have noticed the ad that was showing as I was preparing this article.  Look again at the screenshot.  It’s for tampax, the feminine hygiene product!  Like I said, WinAmp KNOWS my profile, KNOWS I’m male, and yet they still display an ad for Tampax. Actually, the fault here might lie with the makers of Tampax because they should have demanded demographic targeting.  That ad should obviously only be shown to women, and an ad that matches the male audience should have been shown to me.  Inexcusable for a company like that.

That was a prime example of NOT matching the message to the market.  I’m not a customer for Tampax, nor will I ever be one, but Tampax still wasted money trying to market to me.

Can you see why this is such an important concept?
So how can we apply message to market match on eBay?  Well, firstly you need to have identified who you’re ideal customer is.  Where do they live, what income bracket are they in, what age range do they fall in - basically you need to find out as much as possible about them.

I know what you’re thinking – it’s not possible to narrow it down like that.  Yes, it is.  Admittedly, it IS impossible to pigeon hole ALL your customers, so we’re simply looking for the overall demographic, the average buyer. There will always be variations. But we’re looking for the similarities among the majority. To get this information you can conduct a survey (try surveymonkey.com), analyze existing statistical data (enlist the help of your local librarian), or simply use what you already know from your personal interaction with customers over a period of time.

Armed with that information of who your typical customer is, your message should be written with that person in mind. The writing style should match what that person would expect to receive.  If they expect formal, write formally.  If they expect casual, write casually.  If they’re in an industry or club that uses its own language or jargon, identify yourself as one of them by including language that proves that.  If you sound like an outsider, you’ll be treated like one – and your message will be rejected.

If you know your audience finds it difficult to understand complicated terminology, then dumb it down for them. There’s nothing wrong with that.  After all, it’s not about what’s good for you – it’s what will work for THEM.  Don’t get precious or protective with your writing when creating the marketing message. Lastly, make sure the keywords you choose for your title attract the right type of customer, and that the category you choose does the same.  Those choices do make a difference. You can see that this is somewhat of an advanced strategy, but the fundamental concept is a simple one – your marketing message MUST appeal to your target audience.  There isn’t an ad agency in the world that hasn’t made this mistake, so it’s a good reminder to us all.

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