From: Bob Osgoodby - bob@adv-marketing.com
The Business Organ for the Small Business Community
Sponsor - Advanced Marketing at http://www.adv-marketing.com

** Featured Article – Marketing Along The Path Of Least Resistance by C.J. Hayden, MCC

** Stupid Quotes

** Trivia

** Biz-Tips by Dr. Kevin Nunley – Be Quiet and Listen!

** Brain Teaser

** Quote of the Day

** A Little Levity – Ten Commandments

** Stress Tip by Dr. Rae Baum

** Health Tip of the Week – Be Careful When Combining Drugs With Herbs

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Welcome

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4/4

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**Featured Article**

Marketing Along The Path Of Least Resistance by C.J. Hayden, MCC

Do you find marketing to be a constant struggle? It doesn't have to be that way. The most successful marketers make it look easy because they have found a way to market themselves that is effortless. Perhaps you have tried to copy what those successful people were doing, and it didn't work for you. Here's why.

Marketing is not a one-size-fits-all endeavor. You have to find your own unique path, the one that works best for you and your business. To make marketing easy, that path needs to be the one where you will encounter the least resistance -- both from the marketplace and from inside yourself.

Here are six steps to put you on the road to effortless marketing:

1. Be willing to let go of struggle. You may believe you want marketing to be easier, but stop and think for a moment. Is there some part of you that is attached to making things difficult? Is there a secret payoff you get from trying so hard? Whenever you find yourself struggling about marketing, pause and ask yourself, "How could this be easy?"

2. Market to the people you like, and who like you. A colleague once told me I would never earn a living marketing my services to solo entrepreneurs. "You have to focus on getting corporate clients," she said. "Then you can afford to work with entrepreneurs once in a while."

Thank goodness I didn't listen to her. Maybe that was the formula that worked for HER business, but it's not where my heart was. One of the reasons I became self-employed was to spend more time working in non-corporate environments. If I had followed her advice, I would have failed miserably.

3. Start with the people who are ready for your message. Yes, there is an entire population out there who would hire you if only you could make them understand what it is you offer and how you can help them. You can make educating those people part of your long-term mission. But in the meantime, you need to make the car payment.

Seek out the customers who are most likely to already understand the value of what you do. If you are a reflexologist, you need to be speaking at the Whole Life Expo instead of at the Chamber of Commerce. If you offer a workshop on corporate ethics, network with members of Businesses for Social Responsibility instead of the Millionaires Circle.

4. Choose marketing strategies that match who you are. I'll be the first to admit that I'm a mediocre cold caller. It just doesn't fit my personal style. So I focus on the strategies that are natural to me -- speaking, writing, and networking to build referrals. I've consistently maintained a full practice that way for over ten years now.

One of my clients is also a business coach who targets solo entrepreneurs. Her business is identical to mine, but her personality is completely different. She loves to cold call, and has been able to fill her practice that way. Speaking and networking don't come naturally to her at all. It's a good thing she didn't try to copy me.

5. Find people who can pay what you need to charge. If you persist in marketing to people who can't pay your fee, you will encounter not just resistance, but a brick wall. Don't give up because it seems that no one in the population you want to serve has any money. You have to look for the intersection between your chosen market and people who have enough resources to hire you.

Colleagues have told me that people suffering from life-threatening illnesses, or recovering from substance abuse, can't or won't pay for professional coaching. But I have had several people in these situations as full-fee clients. The intersection is that they were also entrepreneurs. People say you can't make money working with teens, but I have had many clients who do -- as life coaches, private tutors, psychologists, and professional speakers. The intersection they found was teens with well-to-do parents, or schools with funds obtained from grants and corporate sponsors.

6. Pay attention to how people respond to hearing about your business, whether or not you are marketing to them. A client of mine used to be a computer skills trainer. When she talked about her work, people nodded politely. But what she really wanted to do was teach public speaking. When she began to talk about that idea, her listeners got excited.

The difference wasn't in the content of her message -- public speaking can be just as dry a topic as computer software. It was her own enthusiasm for the work that attracted such a positive response. If you really want your marketing to be effortless, you need to be in a business that excites YOU.

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C.J. Hayden is the author of Get Clients Now! Thousands of business owners and salespeople have used her simple sales and marketing system to double or triple their income. Get a free copy of "Five Secrets to Finding All the Clients You'll Ever Need" at http://www.getclientsnow.com

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Stupid Quotes

"During the scrimmage, Tarkanian paced the sideline with his hands in his pockets while biting his nails."

- AP report describing Fresno State basketball coach Jerry Tarkanian

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 Trivia

The term "the Big Apple" came into common usage in the 1930s when touring jazz musicians referred to a town or city as an apple, making New York the Big Apple.

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Biz-Tips by Dr. Kevin Nunley

Be Quiet and Listen!

It is ironic that in the field of sales most of us learn to speak in order to gain commitment.  Often, that is the worst thing a sales professional can do.  It is better to listen much more than you talk.

Before you can listen, you need to learn how to ask a question. Your questions should be open ended to start a conversation. In other words, avoid questions that can be answered yes or no.

Think about what you will ask beforehand.  Ask about competitors, past purchases, and other important issues. You may want to make a list of your questions and keep a copy with you.

Make sure you pause as you ask each question so you are clearly understood.  If you are confused by a reply, you might want to paraphrase what was said so you are able to understand the issue in your own words.

Selling demands much time and effort. However, by learning the basic skills of listening and asking questions, you can become very successful.

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Kevin Nunley provides marketing and copy writing. Read all his
free tips at http://DrNunley.com

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Brain Teaser

Little Johnny will be celebrating his tenth birthday soon. In eleven years he will reach half the average age of his parents. His mother is only seventeen years older than her son.

How old are Johnny's father and mother?

Scroll down to find the solution to today’s riddle.

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Did You Know

    You can place a free ad for your business on our website.
        Go to - http://www.adv-marketing.com and click on
                  "Free Classified Advertising"

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Quote of the Day

"A man can fail many times, but he isn't a failure until he begins to blame somebody else."

 - John Burroughs, Naturalist

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Solution to Riddle

Right now Johnny is nine years old. That means that he will be 20 years old 11 years from now. If that is half the average age of his parents, at age 20 he will have reached one quarter the combined ages of his mother and father. Therefore the combined ages of both mother and father will be 80 years. Since his mother was seventeen when Johnny was born, she will be 37 when he is 20. Consequently his father will be 43. Today his mother is 26 years old and his father is 32.

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A Little Humor

Ten Commandments
=-=-=-=-=-=-=-=-=-=

The real reason that we can't have the Ten Commandments in a Courthouse is that you cannot post "Thou Shalt Not Steal", "Thou Shalt Not Commit Adultery" and "Thou Shall Not Lie" in a building full of lawyers, judges and politicians.

It creates a hostile work environment.

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Marvin found the following ransom note slipped under his front door. "Bring $50,000 to the 17th hole of your country club tomorrow at 10:00 a.m. if you ever want to see your wife alive again."

But it was well after 1:00 p.m.by the time he arrived at the designated meeting spot. A masked man stepped from behind a bush and demanded, "You're three hours late. What took you so long?"

"Give me a break!" said Marvin, pointing to his scorecard. "I'm a 27 handicap."

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Recently, our 18-year-old daughter started hunting for her first real job. She spent an afternoon filling out applications, leaving them on the kitchen table to finish later. As I walked by, a section of the application on top jumped out at me. Under "Previous Employment" she wrote, "Baby sitting."

In answer to "Reason for Leaving" she wrote, "Parents came home."

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My sister, a truck driver, had decided to get a dog for protection.

As she inspected a likely candidate, the trainer told her, "He doesn't like men." Perfect, my sister thought, and took the dog.

Then one day two men in a parking lot approached her, and she watched to see how her canine bodyguard would react.

Soon it became clear that the trainer wasn't kidding. As the men got closer, the dog ran under the nearest car.

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Nice perfume.
Must you marinate in it?

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Stress Tip
by Dr. Rae Baum

You will find this "Stress Tip Message" helpful to stay focused and on purpose.  You can put this message to work by reading it often throughout the day.

You possess a combination of talents, interests, and abilities that are unique to only you.  Do you know your unique abilities?

 - Dr. Rae

~ Need help with this "Weekly StressTip"?
Invest in yourself, contact The Baum Group
at http://www.YourStressMatters.com/contactus.htm

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You Know You're From a Small Town When...

You dial a wrong number and talk for 15 minutes anyway.

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Health Tip of the Week
by Dr. Earl Mindell

Be Careful When Combining Drugs With Herbs

Folks, I'm thrilled that herbal medicine is becoming so popular. The market for herbal products is growing to the tune of 20 percent per year. It's estimated that some 70 percent of the people on the planet use herbal medicine in some form. But as the uses and sources of these herbals continue to grow, some of the hazards of using these medicines when you're not well-informed about potential interactions are becoming more clear.

I don't want to scare you, but recent statistics published in the Journal of the American Medical Association estimate that around 700,000 people end up in the emergency room every year due to mixing prescriptions with OTC (over-the-counter) medicines or herbal supplements. Lumping herbs in with OTC medicines in these statistics is a big problem—my educated bet is that the OTC/Rx combinations are much more dangerous than any combination of herbs with drugs—but let's keep this in mind and let clearer heads prevail when it comes to piling on the herbal remedies, particularly when you are on one or more prescription medications.

I often recommend several herbal and supplement options as alternatives to prescriptions, as you saw in the Feature article in this newsletter. As a pharmacist, I do my homework to ensure that I let you know whether an alternative therapy will mix badly with the medicine it would replace. Aside from this, I do recommend that if you are using an herb to treat a condition that you try them one at a time and carefully evaluate your body's response to each one.

Combination products—where two or more herbs are combined in one pill—are generally fine, as long as they come from a reputable manufacturer that has done its homework to ensure that the combination is safe. A lot of these combination products contain dosages of herbs or nutrients that are considerably lower than those used in studies of the herbs as remedies for specific conditions. These kinds of products may be quite useful, but they can't be expected to match the effects found in the studies, and they are unlikely to present significant risks of interactions with drugs. These products mimic an herb-rich, nutrient-rich element of the diet, rather than a medicine. Your diet with lots of curry or cinnamon or other healthful herb... not a bad thing at all.

Herbs are safe when used wisely. Do your homework and find trustworthy, long-standing, science-based manufacturers for your nutritional supplements. Don't shop for the lowest-priced herbals; there is a world of difference between a cheap capsule with some powdered herbs tossed in and a carefully crafted standardized herbal supplement. Use this newsletter as a launching point to find out which supplements or herbs might be helpful to you, and then do some of your own research and talk with your doctor, other health practitioner, and/or pharmacist about potential interactions and precautions you should take.

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To learn more about how Dr. Mindell can help you get into the best shape of your life, visit: http://freelife.com/Sites/keith/Redir.cfm?page=/info/nutrition/nutritionhome.cfm

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Publications of Interest

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Copyright – 2006

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