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April 28, 2015

Written by Bob Meyer, Editor of BarterNews

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From the desk of Bob Meyer... 04/28/2015

All back issues of "From the Desk..." can be accessed by clicking here.

(Please feel free to forward our newsletter to your friends and colleagues. We have a "box" at the end of the newsletter for your convenience. See you next week...)



How To Position Your Company For Greater Profits!

Several years ago Al Ries and Jack Trout, owners of a New York advertising agency, authored the book Positioning: The Battle For Your Mind. They explained that a company must create a position in the prospect's mind — a position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well.
 
Once this "positioning" has been accomplished, continual and consistent advertising, marketing, and promotion must be maintained to hold the position. Although positioning is done at the highest levels on Madison Avenue, it can be modeled and duplicated by your company … regardless of its present size.
 
You can begin by asking four questions:
 
1) Does my product or service offer a benefit that my audience really wants?
 
2) Is it a true benefit?
 
3) Does it separate me from the competition?
 
4) Is it unique and/or difficult to copy?
 
Once you're satisfied with your answers, write down in a few paragraphs your company’s goals — essentially you must know who you are, where you are going, and how you'll get there. Your goals should incorporate your marketing, creative, and media plans.
 
Marketing plan. This includes objectives, priorities, monitoring methods, what you’ve learned about your key customers and your competition, plus the present probabilities and realities of your marketplace.
 
Creative plan. What's your unique selling proposition? It will dictate your message and identity, that is, what your advertising is going to say.
 
Media plan. This determines where you are going to spend your cash and trade dollars.
 The rest is up to you. The key to success is not just the knowledge of how or what to do, but in the doing — taking action.


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7-Year Advertising Study For Small Business

A team from the Wharton School of Business at the University of Pennsylvania, set out to establish the definitive answer to the question: "If I spend this much money on advertising, what can I expect to see as a result?"
 
Pepsi, Frito-Lay, Colgate-Palmolive and a host of other big companies collectively invested more than a million dollars so that Wharton might track the return-on-investment experienced by several dozen small businesses as a result of advertising.
 
These businesses were scientifically monitored and measured for seven full years. The final report filled more than 2,500 pages, and the following conclusions were reached:
 
1) There is no direct correlation between dollars invested and results gained.
 
In other words, how much you spend and what you can expect to see in return are not directly linked by any kind of mathematical equation.
 
2) Results are inextricably linked to the message.
 
Two advertisers invest the same amount of money, reaching the same target audience. The difference between succeeding brilliantly and failing miserably was in the message of their ads. Ads that speak to the heart of the customer and touch a nerve are the ones that turn little companies into big companies.
 
But few people know how to write such an ad. And there is no evidence to suggest that the goal of merely getting one's name out there will help you in the slightest. The Wharton study indicates everything hinges on the message you attach to your name. Is it boring? Is it believable? Is it relevant to the perceived need of the target audience?
 
3) Results increase with repetition.
 
When you've identified a message that generates a positive response and you deliver it consistently, business growth in year two will be approximately twice the growth of year one. Growth in year three will be about triple the growth of year one … with growth measured in dollars, not percentages.
 
Following year three, anything can happen. Your business can explode exponentially, or it can flatten out as though hitting a glass ceiling. The difference at this point is in the clients, not in the ads.



Is Your Trade Exchange Missing Out On Valuable New Business?

If your barter company's listing on BarterNews.com isn't current, you are definitely missing out on new business. The web site BarterNews.com receives heavy traffic - with over 150,000 page-views every month. Entrepreneurs and corporate executives check the thousands of articles, the weekly "Tuesday Report," and the "Contacts Section" of our site. They use the latter to find barter companies with which to do business.

Is your barter company's listing up-to-date?

To keep your listing current is very easy. See the links below to (A) update any changes to your company's listing, such as new location, phone number, web site or other information, and (B) if your company has not been listed.

Here's how to get on board:

To make changes to your listing click here.

For new listings click here.



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Courage Is All About Taking Action!

In the business world courage is not taking a risk, and it's not undertaking new ventures. Rather it's facing those tasks that make you feel uncomfortable in your profession. Courage requires discipline, vitality, and guts to face those tasks. But when you do, your finest characteristic will take you to new heights!


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The Growth and Use of Secondary Capital (New Money) Creates Unprecedented Wealth In Today's New Age Of Possibility

There are many forms of secondary capital — which can be defined as any financial instrument that measures and communicates value in a common language. Would you like to see and learn more about the many forms of secondary capital?

 We have 70 free, informative and inspiring, articles for you in our "Secondary Capital Section."

Check it out... www.barternews.com/secondary_capital.htm.


Get New Money-Making Ideas And Valuable Contacts!

You can obtain useful, informative ideas and contacts in every available back-issue of BarterNews.


Every barter company in the world is listed on our web site, click through to our Global List of Barter Companies.



We welcome your comments, questions, and observations.

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