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From Chris Kilian, Stealth Promotions
Austin, Texas
email: chris@stealthpromotions.com
Welcome to the 23rd Issue of Secrets for Success.
April 7, 1999
Thanks to Oaknet Publishing who helps deliver this newsletter. If
you would like some help with your ezine, get more details at
http://www.oaknetpublishing.com/services/welcome.cgi?181
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Contents:
1. Guest Article: How to Gain Attention
2. Useful Sites: Online Gold Mines.
3. My invitation to you
4. Worthy Newsletters: Add yourself as a subscriber
5. Mixed Bag: Editor Ramblings
6. Links For Your Consideration: Great offers for you.
7. Guest Article: Attract More Customers With Less Effort Through
the Right Cross-Promotions
1.##################################################
Guest Article:
HOW TO GAIN ATTENTION By Jenny Stewart
How to Gain Attention! by Jennifer Stewart
"What a day! I've just finished performing an autopsy on an elephant!"
"I have to wash my hair tonight."
Whenever you're writing something for general consumption, there's one
thing you have to do, and that's grab the reader's attention.
There are as many ways to do this as there are writers - but there's a
simple test to determine the effectiveness of your opening - and that's
to ask yourself, "Who cares?"
Take another look at the two statements at the beginning .... which one
makes you want to eavesdrop on the rest of the conversation?
Do we really care if the speaker has to wash his/her hair? Probably not.
But an autopsy .... on an elephant? Now there's something you don't come
across every day!
The Big Questions
The big questions here are not, "What's the meaning of life?" or, "Will
you marry me?" or even, "What will you give me on a trade-in?"
The big questions to be answered when writing, are the five W's:
· Who?
· What?
· Where?
· When?
· Why?
You should aim to answer at least two of these in your first paragraph,
and leave your readers wondering about the other three in order to
entice them to read further.
Go back to our opening statement - you know when (today), you know who
(I've just finished...) and you know what (an autopsy on an elephant).
Be honest, aren't you even a little bit curious to find out where? And I
bet you'd love to know why!
So, whenever you're writing, keep these questions continually in mind.
The Inverted Pyramid or BUF - BILL
"The Inverted Pyramid" is a popular term with teachers when discussing
writing - it means that you start with the strongest material and let
the details follow.
But I always think it's a bit misleading - I have the image of an upside
down triangle - and to me, that means that all the masses of detail
would come first and the important point would be the final point.
A better way to think of the process is the BUF BILL technique
(thanks to Leo Freyer for alerting me to this far superior way of
describing the approach).
BUF is an acronym for Biggy Up Front - and it is a perfect way of
explaining the way to get your reader's attention. (BILL is Big Idea
Little Later.)
Whatever you decide to call it, you need to look at your material and
decide whether it would be better to hit your readers with your main
point first - BUF - (and then fill in the background), or
gradually build up the details, culminating in your most important
point - BILL.
Some Examples
· If you were writing a lead to your site which sells security systems
for houses, you could start with some strong statements about break-ins,
then go on to detail how your product would help to avoid this happening
to the reader.
"30% of household robberies involve violence against the occupants."
· If you were trying to attract members to a business venture, you could
start with a success story, then explain what steps your readers needed
to take to share in this.
"Garth Hopper started with a backyard worm farm and he's just sold his
25th franchise!"
Check YOUR Writing
Keep these points in mind when you're writing anything - your web pages,
business letters, formal reports, chapters for that great novel or your
diary entries. (Who knows? You might be famous and people will pay a
fortune to read your diary ... may as well make it worth their effort!)
Once you have attracted your readers' attention - the next challenge is
to keep them. More on that later.
If you need help with any of your writing projects, I can provide professional writing
services.
________________________________________________
Jennifer Stewart offers professional writing services from her Write
Well site http://move.to/writewell If you need help
with any writing
project - web pages, press releases, advertising material, business
letters, formal reports or essays - you'll find it at the Write Well
site or you can contact her directly at: mailto:J_fersOffice@bigpond.com
2.##################################################
Useful Sites:
Are you an advertiser looking to expand your reach? What if I
could grant your wish? What would it be? How about placing your
ad in 10 or 20 or 30 actively marketed ezines for, say, $10 bucks?
Want better? How about $5 per ad? How about a dollar? Is that
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I understand
that you may have to click this link from the web site version
of this newsletter which you can find at http://www.stealthpromotions.com/spezine23.htm
If you are a publisher looking for more subscribers, follow the same
link to see a new way to grow your list.
The site that oversees this reseller program is very new. They charge
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3.##################################################
Just a quick reminder:
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Never Have
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at the following time
(-4GMT) and phone #.
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only 100 lines
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We are expecting ALL lines to BE FULL. You may call
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Don't miss this unprecedented global event. The Free Gift
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The BannerCo-op is one of the fastest growing banner exchanges
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The co-op doesn't sell impressions on a costly CPM (cost per
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If these two great benefits aren't enough to sway you into a free
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can actually receive multiple full 1-1 credit to have your banner ad
shown elsewhere on the network from your single visitor. With all
of this including the option to exclude competitors from advertising
on your site, free instant online banner building tools and a dynamic
partnership program, you've got everything to gain from membership
at http://www.bannerco-op.com/join
4.##################################################
Worthy Newsletters:
A. FREE E-Z MONEY NEWSLETTER! Subscribe at
http://www.e-zmoney.com for money-making
opportunities
and traffic generating tips.
WEEKLY DRAWING for a FREE 3 month 40 word MALL ad.
3-3
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3-5
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For Your FREE Copy subscribe to totalliving@hotmail.com
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1-3
Please let the publishers know you heard about them here.
5.#################################################
Mixed Bag::
A Y2K tip for your VCR. Change the date instead of getting new
equipment. Most VCR's after 12/31/99 won't be able to use the
programmed advanced recording feature. Don't throw them away.
Simply set the year on 1972 because the calendar days of the
week and month will be the same as the year 2000. Don't expect
manufacturers and retailers to tell you this.
Linkshare seems to be attracting some heavy-hitters to its affiliate
program. Online 800 gorilla Dell Computer has joined the list of
merchants offering its products with affiliate links. Dell of course
is an online success story that does millions of dollars of sales
EACH day. Want to grab a few dollars for yourself? Go by
www.linkshare.com I have given them thousands
of click with
other merchants and had zero sales, but I may try them again,
now that they are attracting the "big boys".
I finally got a chance to buy and consume the "Amazing Formula"
course this last week. I enjoyed what I read, and I will get back
more than the cost of the course from several ideas presented.
If you don't have this yet, you owe it to yourself to at least visit
and read the amazing sales letter. It shows the knowledge that
you can get from just a part of what is taught. There is also a
"member's only" spot on the web that looks promising and
you get that free as a bonus for the price of the course. Go see
http://www.higherresponse.com/track/t.cgi/8309
and decide
for yourself.
6.#################################################
This Week's Classifieds:
___________________________________________________
Too Late to Get Your dot com domain name? You can probably
still get it with one small difference. See if Yourname.cc is available.
The cost is reasonable and the results could be dramatic. Use it
alone or point it to your real domain. Don't let your competitor
beat you to the punch again. http://www.ccdomains.cc/stsales
2-3
__________________________________________________
Make money from your FREE Website marketing what everybody
needs to know. Information and Software Sell and we have both!!
Learn & Earn 2-Tier Commissions by clicking here:
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2-4
__________________________________________________
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w/ "I want 1,000,000 HITS A DAY!" in the subject.
1-2
__________________________________________________
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with SUBSCRIBESB in the subject field.
Visit http://www.scambusters.org/
1-1
__________________________________________________
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Every single lead we send you joined our list within the last 24 hours!
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1-1
__________________________________________________
DISCOVER HOW TO DEVELOP A WORLD WIDE
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__________________________________________________
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3-6
__________________________________________________
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REAL INTERNET MARKETING TACTICS, SECRETS, TIPS,
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and Web Page Design Information and Resources. Subscribe
to FreeMarketing News NOW and "read all about it!".
Of course, it's FREE!
http://www.onelist.com/subscribe/DiscussFreeMarketing
1-1
7.###################################################
Guest Article:
"Attract More Customers With Less Effort Through the Right
Cross-Promotions"
by Kare Anderson, author of two books on cross-promotion, former
Wall Street Journal reporter and owner of three cross-promoting
businesses
To stand out from their competition in a crowded advertising
marketplace, all kinds and sizes of businesses, nonprofits, and
government agencies are joining forces to reach their mutual market of
"customers" more efficiently. Their cross-promotions include "bundled"
offerings, cause marketing, co-branding, coop marketing, and shared
space. Cross-promotion has the potential for a big marketing payoff
because partners can successfully expand through one another's
customer base. They can gain an inexpensive and credible introduction
to more of their kind of customer more effectively than with the
traditional "solo" methods of networking, advertising, or PR.
Here are some low-risk and high-opportunity ways to jump-start your
first cross-promotion.
1. Print joint promotional messages on your receipts.
2. Offer a reduced price, special service, or convenience if customers
buy products from you and your partner.
3. Hang signs or posters promoting one another on your walls, windows,
or products.
4. Mention one another's benefits when you speak at local events or are
interviewed by the media.
5. Drop one another's flyers in shopping bags.
6. Pool mailing lists and send out a joint promotional postcard.
7. Promote your partners products during their slow times, and ask them
to do the same for you.
8. Share inexpensive ads in local shopping papers or a nonprofit event
program.
9. Give a joint interview to local media.
10. Put one another's promotional messages on Lucite stands on counters
or floor stands in waiting areas.
11. Encourage your staff to mention how your partner's products can be
used with yours.
12. Give your partner's product to your customers when they buy a large
quantity of your product, and ask your partner to do the same.
13. Use door hangers, posters, flyers, or postcards to promote special
offers for one another's products.
14. Co-produce an in-store or office event ñ a demonstration, celebrity
appearance, free service, or lecture.
Some More Ways to Cross-Promote to Stand Far Out from the
Competition
1. Co-produce special promotions you could not afford by yourself.
Hire local community college broadcasting/cable TV students to
produce a "how to use" video and/or audio tape that involves you and
your partner's products and services. Show the video on an eye-level TV monitor in your
outlets where people have to wait or in the window for
24-hour viewing. Or play the audio-tape portion as background.
***Example: An enterprising advertising agency, local quick-copy printer,
and video production house get priceless visibility for cross-promoting
with others to co-produce an educational audio/video/book package that
prominently displays their company names: "Thirty Ways Smart People
Make Their Homes More Safe." The package is widely displayed and distributed to their
partners' customers: a hardware store, home security company, police department, real
estate firm, home contractor, electrician,
and school district.
2. Display combined use of partners' products in your outlet, and ask
partners to do the same.
***Example: A "Valentine Love Food" display appeared in all partners'
outlets a month before Valentine's Day. Partners -- a cooking school,
kitchenware shop, florist, card shop, restaurant, and supermarket -- all
displayed the makings for a romantic dinner menu to be served on
Valentine's Day at their partner's restaurant.
Their displays were created by a local theatre set designer, who designed
the current play, for which the customers of the partners outlets received
a reduced price ticket when they bought the restaurant meal or certain
products from the participating partners.
A local newlywed couple who won the partners' "Valentine Love Food"
drawing and the local couple who proved they've been married the
longest joined the local newspaper's food critic at the center table for the featured
meal, free to them.
3. Have a contest, with the prizes contributed by your partners. For the
next contest, roles change, and you contribute your product or service
as a prize for a partner's contest.
***Example: For two weeks, a dry cleaner places tags on all customers'
hangers, containing fashion tips. The tags are numbered tickets for a
contest to win gifts from the partners' clothing stores. When the dry
cleaners customers make any purchase from the stores, they show their
hanger card to see if it matches one of the "winning numbers" on a card
of numbers created by all the partners at the beginning of the contest.
Vary this cross-promotion by asking partners to have a card of winning
numbers for the customers of the other partners to match for prizes.
4. Give customers a free product or service from a participating partner
when they buy something that month from all of the partners listed in an
ad or on a promotional postcard.
***Example: Participating pediatrician practices, child care centers,
children's clothing shops, and toy stores all display a "Love Means Being
Prepared" child-designed poster describing the recommended contents
for a home medicine cabinet for families with young children.
5. Cross-promote by literally getting closer, sharing space.
***Examples: A store or franchise leases space within another
establishment (or agrees on side-by-side sites, or actually sells both
kinds of products on site) -- Noah's Bagels sells Starbucks Coffee. A
restaurant or fast-food operation leases space within a hospital or
motel -- Pizza Hut in Days Inn. Kinko's leases space within certain hotels. Popeye's
Chicken & Biscuits in a Kroger supermarket increases traffic
for both guest and host companies. The post office locates a substation
in a supermarket.
An accessories store leases space within or next to a clothing store and
is joined by internal doors. A stadium leases space to a concession
operator.
The less traditional cross-promotions are just starting.
A campus leases space to a travel agency. Some franchises are co-
branding with complementary services such as Copy, Pack & Ship.
~~~
If you'd like to learn more, 1) look at the articles, and 2) sign up for
her free, online newsletter, “Say It Better”, now read by over
17,000
people in 32 countries on our web site --
http://www.sayitbetter.com and 3) send a
$11 (U.S. dollars) check to
“Are Anderson” to receive her book on cross-promotions . . .
mailing to The COG, 15 Sausalito Blvd., Sausalito, CA 94965 2464.
####################################################
Until next time-
Plan your work. Work your plan. Succeed.
Chris Kilian, Stealth Promotions
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
What would you give for a free classified ad that would:
Make your ad ALWAYS have the #1 position?
What if it would do this for EVERY category?
Would you like it to send an email for every ad placed?
Want the ability to change your email message 24/7?
Would it be OK to send your ad to 100s of sites?
Would you like free guestbooks or autoresponders?
Can you find a banner you control to paste in the middle
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Want to know by email message each time an ad is placed?
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Add a Leading Edge Classified site, Guest Book or Autoresponder
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Thanks to those 226 sites displaying our banners daily for free.
Get your report in the Report Network and generate more Traffic.
Go to: http://websitings.com/rep/us.cfm?u=727092
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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All contents Copyright (c) 1999 Stealth Promotions, except
where indicated otherwise. All rights reserved worldwide.
Reprint only with express permission from copyright
holder(s). All trademarks are property of their respective
owners. All contents provided as is. No express or implied
income claims made herein -- your business success is always
dependent on many factors, including your own abilities.
Advertisers are solely responsible for ad contents
and publisher accepts no liability for direct or consequential
damages.
Find back issues of this newsletter at
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Visit our Article Library at
http://www.stealthpromotions.com/free_reports.htm
Contact Information:
Stealth Promotions' Secrets for Success
701 Capital of Texas South, Suite C-1173
Austin, Texas 78746
Phone: 1-512-330-0404
Fax: 1-512-328-8323
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