Thursday, December 31, 2009

Top 10 Ways to Make Money in 2010

The new year is always a good time to review your marketing and business. Improve your business and you will make more money. Don't fool yourself by looking for big things. Improving little details can make you alot of money.

Author and lead generation marketing specialist Craig Garber from has just released his annual "Top 10 Ways Entrepreneurs Will (And Won't) Be Making Money In2010" list. Garber is the author of "How To Make MaximumMoney With Minimum Customers: 21 Proven Direct-MarketingStrategies Anyone Can Use" and he has some compelling picksthis year.

These tips are so powerful that I will be posting them one at a time over the next two weeks.

1. Tighten up your marketing message - "The way to be different and get noticed," Garber says, "Is by addressing the most specific and passionate needs of your customers. The more you match your marketing messages to your customers, the more money you will make, simple as that. Create goods and services that cater to individuals, not to the generic 'everyman.' So for instance, if you're selling services, create programs that address the needs of busy executives, women, people who want to get in shape, and the elderly. When you cater to your customer's specific needs, you will sell much more, and you'll be able to charge top-dollar as well. This works for everything from healthcare to cupcakes."

George Torok
Marketing Expert & Author
Business Speaker


Monday, December 28, 2009

Power Marketing Tip 29: Be Seen in Print Media

Power Marketing Tip 29

Get more exposure in the print media

Imagine how you would feel when you talk with a client or prospect and they say, "I read about you in the news". As good as that might feel the more important benefit is the boost it lends to your credibility and perceived value. Now you don't need to say how good you are - the media has done that for you.

There is no question that radio and TV coverage is good. Let's focus this time on the print media - newspapers and magazine. Even though readership seems to be declining, it still has tremendous power with specific markets. And there appears to be more weight to something in print versus the other forms of old and new media.

Three proven techniques to get into the print media

Write a letter to the editor
This is the simplest and easiest way. All you need to do is express your opinion. But be warned. Don't complain or disparage. Instead offer a different viewpoint on an issue, add a new perspective on the season ahead or explain your support for a cause.

Write an article
Even if you think you aren't a writer you can learn to write an article. The easiest article to write is a tips list. Just list the points, tips or ideas that you want to get across. Another simple yet productive technique is to interview yourself. Ask a question and answer it.

Send a news release
Research suggests that between 60% and 80% of the news comes from news releases. Large corporations and publicists still use this method because it works.
Email works for all three. None of these techniques work all the time - but they work enough of the time if you grab the attention of the right reporter or editor at the right time.
See you in the news.

George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.
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Read How to Write Your News Release


Monday, December 21, 2009

Hilter gets into the act of dissing United Airlines

Watch where social media can go.


United Breaks Guitars: Song 2

Song 2 in the saga of Dave Carroll versus United Airlines.

The message for business is that social media can help you or hurt you. United Airlines could have prevented this damage by quickly apologizing and paying for the guitar.

Of course Unitied Airlines could also train their staff about customer service. That suggests that there is a bigger problem at United Airlines.

Remember that on YouTube everyone is a producer.

George Torok


Saturday, December 19, 2009

Marketing Speakers in Iran: Karaj

Every marketer dreams of themself as the marketing hero. This was one of those moments. My face on a billboard. I was one of a few marketing experts that were speaking at a conference in Karaj city in Iran. While driving to the city of Karaj we were excited to see our photos on a highway billboard.
When we arrived at the conference centre in Karaj, we were greeted with the super star treatment - red carpet, photographers and videographers.
And after our presentations we were mobbed for autographs and photographs.
George Torok

Friday, December 11, 2009

Reward small favors

"I owe you a drink"

That's what Richard Peterson said to me at the president's banquet at the association convention in Calgary. I was pleasantly surprised by his statement.

He reminded me that I had bought him a drink at this same event two years before in Halifax.

I had forgotten but clearly he had not.

The lesson for you is that small favors are remembered more than you might think.

At the same time - small slights are also remembered.

If it's going to be small - make it positive.

George Torok
Networking Tips


Don't send Christmas cards unless

My advice to business owners is “Don’t send Christmas cards unless your Christmas card is Sham Wow different.”


Sending Christmas cards to clients and associates is a marketing activity. Thus it should pass the marketing activity test.

All marketing activities should do at least one of the following things well. And it should do it better than the competition. Your competition is more than just your competitors. Your competition is anyone or anything that competes for the attention, time and money of your prospects and clients. At Christmas time you have a lot of competition.

Your marketing criteria:

Grab Attention
Demonstrate value
Build relationships

That’s what your marketing should do – at least one of those things better than your competition.

If you are thinking of sending Christmas cards then what will you do to out Sham Wow the competition?

The other important criterion is return on investment – ROI. If you spend $1 then you should expect to receive at least $2 in return.

I just received a Christmas card from Tom Beakbane, president of Beakbane Retail Connections, a marketing firm that specializes in helping retail firms sell more.

Why am I excited by this Christmas card?

Because it’s different, creative and playful – all words that fit with the style and service of Beakbane.

This Christmas card was delivered by email (which I’m not a fan of). However it’s different because the webpage is a Christmas tree with several links that lead to seasonal interests. For example: Roast a perfect turkey, Sinful chocolate recipes, Show shoveling tips to save your back, Top ten cocktails to put you in the festive mood, and several more.

Look at the Beakbane Christmas card.

And best of all, the ROI is strong because the cost of creating the webpage and distributing the link by email is minimal.

I’m impressed and not surprised by Tom Beakbane and Beakbane Retail Connections.

Don't send Christmas cards unless...

George Torok
Marketing Speaker
Marketing Expert & Author

PS: Tom Beakbane was a recent guest on my radio show, Business in Motion.


Thursday, December 10, 2009

Power Marketing Tip 28: Be seen as the expert

Power Marketing Tip 28:

Be recognized as the expert

Experts are perceived to be more valuable than generalists. A heart surgeon makes more money than a GP. When you are recognized as an expert - clients will brag about you, prospects will buy more readily and your business will be more profitable.

What is the first step?

Decide on your area of expertise. The more specific you are, the easier it is to establish and leverage your expertise. Who looks more like an expert to you - the small business accountant or the accountant who specializes in working with fast food franchise owners?

How do you project the image of an expert?

Use these techniques to build and enhance your image as an expert.

Provide information
Be the source of relevant and valuable information on the topic. The information could be tips, emerging trends, product reviews, industry news or commentary. You could deliver this information in one or more of several ways - write and publish articles, write a blog, conduct seminars, answer questions, publish surveys.

Appear in the media
Folks believe that you are the expert when the media calls you one. If you are providing the above information to the market be sure to also send it to the media. Topical and controversial blog posts are particularly good at grabbing media attention. Do everything you can to get the media to interview you. When they call - talk to them. (More on this in a future tip.)

Flaunt your awards
Let the world know about your designations, certifications and honorable mentions. The courses you completed, plaques you received and trophies collecting dust could be symbols of your expertise. This is not the time to be shy. Be humble but not shy.

Associate with other experts
When you are seen to associate with other experts folks will assume that you are of the same ilk - even if those experts are from other fields.

Be an eager student of your craft
If you want to be seen as an expert be sure to keep learning. Never fool yourself and try to pretend that you know everything. Real experts are continuous learners and they are proud of that. Question your own beliefs, update your knowledge, and hone your skills.

George Torok
Power Marketing

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Monday, December 07, 2009

Customers fight back

United Breaks Guitars

Customer service is often a warzone - mainly because of the lack of customer service. The battle has often titled unfairly in favor of the gigantic and uncaring corporations.

What can one individual do to fight back in a customer service dispute with an airline?

Answer: Write a song and post it on YouTube.

That's what singer Dave Carroll did when United Airlines damaged his guitar. The damage wasn't event an acident. It was a wanton act of disregard for the customer. And it was "not my job" attitude that made it worse.

Read Dave Darroll's story about how United Airlines Breaks guitars.

Enjoy the Unitied Breaks Guitars video below: (This is song one in a series of three.)