April 28, 2015
by Bob Meyer, Editor of BarterNews
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How To Position Your Company For
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
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
3) Does it separate me from the
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.
plan. What's your unique selling proposition? It will dictate your
message and identity, that is, what your advertising is going to
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.
BarterNews.com — World's Largest
Hundreds of valuable articles,
techniques, and strategies are found in the following various barter
Offset & Countertrade,
Restaurant & Entertainment
Categories are found on the horizontal bar at the top - 3rd
button from right.)
Money-Making Reports Available From BarterNews
7-Year Advertising Study For Small
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?"
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
2) Results are inextricably linked to the
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
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?
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:
make changes to your listing
Courage Is All About Taking
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!
How To Get More Sales In
Our street-smart restaurant
marketing report shows proven ways to rapidly boost your
restaurant's sales & profits.
The Growth and Use of Secondary
Capital (New Money) Creates Unprecedented Wealth In Today's New Age
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...
Get New Money-Making Ideas And
obtain useful, informative ideas and contacts in every available
back-issue of BarterNews.
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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