Direct marketing is often called a game of dollars getting the basics down and understanding where to put in the time money and effort where it will do the most good and return the results you need. Success is often a matter of a fraction of a percent response which can represent thousands of dollars in sales.

Properly aligned priorities and careful execution will yield profit misplaced effort and sloppiness in execution can cost you. If you keep the basic priority for effort at List Offer Copy Design your direct mail has the best chance for success. This longheld tenet of direct mail success is just as valid today as it was in the 50s despite all the technological advances postal regulations automation schemes computer models and more that have been introduced since then. The following shows you the basics and why they are still important.

The List’s the Thing
The best product in the world described in flowing persuasive prose in a beautiful package will not sell if it is presented to the wrong audience period. The list of recipients is the key to moving units triggering responses filling seats and making money. Put the greatest effort into choosing culling maintaining updating specifying selecting aggregating deduping merge/purging your list and your response rate will reflect it.

Clean accurate data is the bedrock of a successful program driving not only your initial mailing but dictating your remail schedule your test results your fulfillment order your list rental program and more. Without clean data you may as well toss 30 of your materials in the trash that’s certainly where they will end up anyway.

Selection is the basic starting point the more you know about the product or service the better you can select the list. Your testing program will direct your list selection to a great degree but if you’re just starting out and have no test data that’s the place to start. Test lists are small segments of much larger lists that on their surface seem to fit the customer profile you’ve developed as part of product development. Small segments of many lists that fit the profile will give you the response data needed to narrow down the list of lists to those that actually fit the customer profile adequately to mail in volume.

Testing
If you are only testing lists mail the same piece with the same offer copy design timing and other elements fixed to the small segments and the list data should be the only variable. Read this response data approximately 3 weeks after drop date and you’ll know which lists really work and which ones don’t. Once that data is in review your segment descriptions and match them back up to your response data see if there is a common theme among the respondents that may not have been anticipated.

Lists that don’t pull well at all the lower 25 can be safely dropped for the moment. Lists in the middle 50 should be examined carefully and the selection criteria aligned more closely with those in the top 25. The top 25 can be mailed in volume. That top 25 represent the set of characteristics that you want to emulate for future mailings providing the offer and copy don’t change.

For nonprofits this universe from which to select your tests is usually pretty strongly defined composed of either members potential members or some peripheral group in or around your industry. Publications member lists from affiliated or peripheral organizations meeting or tradeshow attendees customer lists from affiliate members all offer fresher data to test than your house prospect list and there are many options beyond those to investigate. If your program is brand new and you’re starting from scratch try anything that seems reasonable your assumptions are not as valid as actual test data see related article on research data.

Once you’ve assembled a set of datavalidated characteristics from your list test have some reliable selection criteria and a realistic universe from which to draw the continuing working lists the search is on to locate new lists that match those criteria as closely as possible. Get creative when sleuthing out where those might come from.

If money is tight when isn’t it? you can offer to swap lists with other interested parties. You can negotiate partial swaps ask for a net name arrangements with larger list sources are viable once you’ve formed a relationship with them and there are a number of other approaches to procuring lists at less than full rate. All they can do is say “No.”

You’ve cobbled together a set of lists you feel will work based on your test data now it’s time to make it efficient to mail. The Merge/Purge process is the one that not only allows you to mail only one piece per name but the results of the purge according to priorities you set tells you where your “good” sources of lists are how much crossover there is between list sources who really supplies the majority of your “new” names and a lot of other useful data. Be sure you work closely with your data processing house to achieve the merge/purge results you want.

Clean It Up
Now that you have a reliable efficient collection of the right number of names based on your test data it’s time to do some cleaning. Good data is not only the right names but involves address hygiene salutation and gender correction updated mailing addresses zipplusfour appending and other list cleaning chores most of which can be done electronically through data processing software.

All this is done to be sure your carefully designed wellwritten piece reaches its destination. Your mail house will likely offer a number of list hygiene options or know of a data processing company that can perform these functions at a per/thousand rate. Take advantage of as many as you feel you need to get your data squeaky clean. At the very least address standardization genderization NCOA National Change of Address update zip4 and postal presort should be applied to help boost your postal discount and save some money.

The Offer
You’ve got good data good names in sufficient quantity and clean accurate addresses it’s time to focus on what you’re selling. The offer is the heart of the direct mail piece. A carefully crafted offer can make or break a mail piece’s response rate but not the whole program. The phrasing and framing of that offer needs careful consideration.

It should be compelling not easily obtained elsewhere priced well relevant to the recipient easy to understand and fulfill quickly not overly complicated and engage the audience. A tall order for a few sentences but that’s where the magic happens. Offers should be tested just as rigorously as lists. There are likely fewer variables with offer tests there are only so many ways to price a product or service profitably but how it is framed or presented has almost endless variation.

Confusion leads to “no response” from the audience so keep it straight and simple as possible. Test price only test premiums test combinations or bundles of products test FREE samples offers test “’til forbid” offers Record clubs raised this to high art in the 80s with “Buy one get 12 more for a penny for the rest of the year unless you cancel” types of offers test as many as you think reasonable to whittle that offer down to its most crystalline efficient effective best.

“Copy” Does Not Involve Toner
Now you know who the product is suited to under what circumstances they will purchase it or attend it or select it or vote for it whatever the desired response is. Now it’s time to figure out what aspect of the product really lights up the boards what angle to approach the audience regarding the product and what benefits and features will make it move off the shelf.

Copy should be a persuasive description of the benefits to the buyer of the product or service priced so that it almost appears too good to be true seemingly so enticing that the buyer can’t seem to do without it. Copy be it long short poetic or workmanlike is the grease that lets the direct mail engine turn smoothly right to a response it drives the reader to the desired action either buy register attend mail back enter provide information or dial.

Copy should be tested if you’re promoting a new product rebranding an existing product have minimal data or purchasing history for the audience or are trying a totally new package. Copy length might also drive a format test just for the sheer space needed for some of the long copy a letter package might be required to contain it as opposed to the more popular postcard with its limited real estate but bold colors and low cost.

Talk To Me!
Copy should speak directly to the recipient sounds obvious but you’d be surprised how often when reviewing packages the copy only contains the directive tense “you” in the last line if that. Speak to the reader and they will put themselves in the listening position and process your copy as if you were speaking to them. Make sure all your copy answers the questions for the reader “What’s in it for me?” and it will sell. Copy that is benefitladen sings smoothly to the reader offers undeniable benefit after compelling benefit and puts a couple of “early closers” in there is very likely to pull well all the ingredients are there. All other things being equal good tight copy will outpull sloppy flaccid prose every time.

A word about length there are no real “rules” about copy except if it works use it. Copy should be long enough to tell the tale to the reader and not a word longer. If it takes you two pages to wax poetic about the latest sewage eradication technique using industrial solvents so be it. If you test it against stronger shorter copy and it loses dump it! It’s that simple.

Copy is a subjective element much like design where everyone has an opinion and in most cases each is just as valid as the next. If your package has been tested extensively enough that you can test a single word choice to make a definitive call you’ve got other things to worry about don’t waste time arguing put something in the mail!

Design Last But Not Least
Lastly the design of the package and its importance to the response rate should be discussed. Design gets more time spent compared to the effect on response than any other element. Sometimes this is for the reason mentioned above about copy it’s subjective and everybody has a way they envision the piece looking. The only hard and fast rule about design for direct marketing is that it function properly. Is the postcard insides printed right side up? Does the response device fit easily into the reply envelope? It has to function.

It also should be producible by machinery currently available in mail production facilities. There are as many formats as there are imaginative marketers out there and any or all of them could work under the right circumstances the only way to truly know which one is best is to . . . you guessed it test! Test a letter versus a selfmailer versus a magalog versus a postcard versus a card in a deck versus a dimensional versus a doormat no longer postal legal. Test odd shapes test multiple pieces versus just one.

Since we mentioned in the beginning that direct mail is a numbers game here’s where good design can earn its stripes. Mail the most expensive package and test each element removing each and remailing until the response drops. The fewest pieces that doesn’t negatively affect response is the winner you want to test the Cadillac initially and scale back ’til you’re mailing the VW beetle in mass quantities. Good design shouldn’t be noticeable it should just work to convey the message the copy is proposing.

Now you have your priorities aligned with success list offer copy design. Focus on your direct mail in priority order and your packages will be lean tight effective and profitable. That’s what we’re all shootin’ for! Enjoy!

About the writer:  David Poulos Chief Consultant at Granite Partners has been offering marketing guidance to firms for over 25 years. Specialties include nonprofit marketing and fullscale strategic marketing campaigns. He can be reached at http://www.granitepart.com or 4104724570.

Related posts:

1. DVD X Copy Platinum 3200 The Finest Copy DVD Program
2. Keyword Tracking And Good Ad Copy Make Sales Conversions
3. Opt-in List Quick And Simple Ways To Build Your List

Leisure centers sports grounds swimming pools recreation assistants sports development officers marketing events/ promotions and many media jobs.

FIRST BECOME QUALIFIED. Once you have decided that the Fitness / Health / Bodybuilding industry is for you you will require a solid educational foundation to add to your ‘C.V. If you are still at school or college aim for at least three G.C.S.E’s at A grade passes or equivalent. Two of which should be science related subjects. Mature students can advance their studies with further education and evening classes. As can those long since left school with weekend courses. Visit your local library for a wide range of adult education programmes. For careers see the current issue of Careers Research an Advisory Centre or CRAC an independent body. Also Directory of Further Education or DOFE which will give you an honest guide to courses listing entrance requirements. Which will compare with total independence course contents prices and entrance requirements etc. See also in your library Second chance classes for Adult reeducation.

CRAC covers almost IOOOO jobs also look in the reference section for HEALTH AND FITNESS/CARERS/SERVICE directory. Another choice is mail or private Correspondence courses. There are an abundance of choices in the ever widening scope of fitness / health / sports / aerobic / osteopathy / nutrition / medicine / healing /massage/therapy etc offering diplomas and officially recognised certificates e.g. The I.T.E.C. certificate of the International Therapy Examination council. Which was founded back in I973 to provide a completely independent examination system not allied to any association or society. All schools and colleges associated with the I.T.E.C. and conform to a rigid set of rules and standards governing equipment teaching and training. e.g. the West London School of Massage.

LET YOUR BODY WORK FOR YOU. Your hobby of bodybuilding could provide a lucrative and rewarding lifestyle. Use your muscle power to become a teacher own a gym train one to one or establish own or manage a fitness studio.

You wouldn’t employ a car mechanic who did not understand engine components so likewise you must expect your prospective employer to look for qualifications. You MUST learn basic anatomy physiology digestive systems glands the functions and ranges of muscles and bones treatment for sports injuries first aid teaching and social skills etc. Also the sources of energy health and vitality via vitamins the essential amino acids building blocks of muscle minerals and nutrition generally and specifically. The science of muscle building nutrition moves rapidly ever forwards and onwards.

HOME STUDIES AT LEISURE All of these home study courses some of which require you also to attend weekend examinations or studies for practical teaching can be found via the advertising columns of many or most health and fitness magazines. See also our more detailed lists and advice.

For example the International Correspondence School offers a total programme of training from basic outlines of the fitness field exercise and how it affects the body sports programmes and how to design them testing and evaluation life skills injury prevention and nutrition for optimal performance. Most if not all of these home courses do just that allow you to study at home and work at your own pace as convenient. For those already in employment experience shows employers appreciate those who demonstrate resolution and application to improve themselves via home correspondence courses. Some top companies will even when approached help pay for home study courses. For fees refer to your current issue of CRAC they range from tens to hundreds of pounds. But all reputable courses will take your personal situation into account and often spread out the cost over monthly payments often with no interest. As SMAE one of the greatest and best long established home study courses say “The greatest investment you can make is to invest in yourself…obtain read and practice. Once you qualify teaching others can be satisfying and most rewarding.

HOW YOU CAN GET FINANCIAL HELP For those short of finances vocation courses at further education centres/schools tuition fees may be subsidized or waived completely for selected students who can produce documentary evidence of shortage of cash via unemployment benefit giro checks income support order book or family credits order books etc. Check the list at your local employment centre. At other times there may be discretionary waiving of fees if you inform the principal of your department of adult education of your circumstances. You may in fact be eligible for a Career Development Loan to help you pay for vocational training as SMAE is approved. For information see your local job centre or telephone O8OO 585 5O5 free of charge for an explanatory booklet. See also FREE POST CAREER DEVELOPMENT.P.O.BOX 99 SUDBURY SUFFOLK COIO 6BR. For the SMAE INSTUTE established since I9I9 for Physiotherapy as a profession tel. O628 2IIOO or O628 3244O or 32449 or write to The SMAE Institute The New Hall Bath Road Maidenhead Berks SL6 4LA.Please mention No BULL magazine in this and all other enquires and recommendations.

FREE INFORMATION We cannot stress enough you should visit your library it’s the best source of information and it’s free. Specialist books and often videos covering nutrition and weight training are around. Whilst the latest updated information is covered in depth in NO BULL MAGAZINE or available via its offered book sales.

NO BULL will keep you up to date with all that’s new in sports nutrition schedules strength fitness and health updates from worldwide sources.

WANNA BE A FILM STAR? Whilst it would be nice if all bodybuilders could end up making their fortunes as film stars or models but its more realistic to seek other areas in the fitness industry. For many of this you will need training.

You will need information and practical training from home study further education school college or night classes. A gym instructor for example requires practical skills combined with on going work experience. Not only a basic knowledge of anatomy physiology and nutrition but to have the ability to communicate

that knowledge and interact socially with confidence.You must also be prepared to WORK HARD physically for long hours and continue to learn while maintaining enthusiasm. You should learn to work out personalized programmes and diet requirements allowing for individual pace and capabilities. As a sensible precaution you should also always take out PROFESSIONAL INDEMNITY INSURANCE.

RUN YOUR OWN GYM It’s truly satisfying to just run a gym but other practitioners are also constantly in great demand and probably better paid. The career prospects are excellent with vacancies in the health and fitness field and complementary therapies calling for Aerobics instructors fitness training instructors one on one coaches health club and leisure centre management gymnasiums nutrition councilors recreation activity directors or back to your own home gym for fitness or hard core lifting for bodybuilding enthusiasts.

TRY SOME MODELLING Also modelling sports clothes equipment supplements various training equipment running or appearing in physical culture lifting or bodybuilding shows or as an Osteopath Physiotherapist Remedial gymnast Massage Swimming pool attendants Fitness activities staff both at home or onboard ships. Overseas appointments in holiday camps plus consultants in Aromatherapy Hypnotherapy Chiropractic medicine Herbalism Naturopathy and so on. The list is endless and vacancies always occurring.

SEARCHING FOR EMPLOYMENT. Now you have the qualifications and the enthusiasm where do you find work the search is on. You will soon discover the harder you work the luckier you will become.

Look in your local paper and the many ‘free papers now available and check out local clubs health studios schools Y.M.C.A. and health farms.

Make your local employment officer well aware of your ambitions availability and capabilities. Keep pestering them so they get to know you and your interests. Search youth clubs council free papers get out and about and visit shows exhibitions and sell yourself. Prepare your C.V. listing your ambitions qualifications and experience etc.

Show a keenness to work advertise yourself in your local paper and via shop window adverts. Bombard your vicinity with enthusiasm and information about yourself and your abilities. Use photocopies but sign them individually include C.V’s and add a specifically targeted note to each prospective employer. The present vogue for athletic bodies should mean your campaign could bring you modelling or media work if you try hard enough. Ensure you keep fit and healthy yourself it’s your own best advertisement good skin hair posture and personality should be at their best.

Watch out for adverts in NO BULL Magazine contact MICK HART editor in chief take out your own advert in the mag and sell yourself. Always remember to make replies easier and quicker for prospective employers by including a stamped and self addressed envelope with your own material. Meanwhile keep up with your further education and hobbies Develop poise a confident air clear speech and appearance. A potential employer will look for a clean tidy and most of all cheerful individual who is himself or herself a good example of a healthy lifestyle. We now follow this general advice with some listings of suggested addresses to contact for further information.

Remember these are just random selections and are not intended as a complete directory. Never send money to advertisers until you are CONVINCED the course is right and worthwhile for your individual purpose. ENSURE you have a MONEY BACK guarantee before enrolling asking them for references.

No Bull Magazine or the author of this article accept no responsibilities for any reader who may lose money or be dissatisfied with correspondence courses as we have suggested fair safeguards. However we do wish you well with your studies and eventual success in the health and fitness industry and welcome positive suggestions or experiences.

Recognised qualifications to look or aim for.

Qualified physiotherapists should have the following; MCSP SRP and Grad Dis Phys.Physiotherapists with an interest in sports medicine can belong to the ACPSM i.e. Association of Chartered Physiotherapists in Sports Medicine.

Qualified Osteopaths/Chiropractors need DO MRO LRCPS LCOM LRCP and DCh.

Physiologists having PhD BA and MA indicate university training.

Dieticians BSc and SRD.

Doctors D Sp med for sports medicine course. Drs with DO MRO LRCPS LCOM LRCP DCh IOM SOM BAMM and FIMM all indicate the doctor manipulates bones not people

The BASM is the British Association of Sport and Medicine.

For health studios and alternative health practices look in your yellow pages.

For gyms obtain a copy of SHAWS FITNESS DIRECTORY.

For Nutrition see No BULL mag and its adverts of supplement suppliers also visit health food stores who often have FREE health magazines.

For membership of BAWLA NABBA WABBA IFBB ANB EFBB and other assorted physical culture associations see again current issue of your favorite muscle magazines. For current address look in Show reports or Whats on for books videos mags and other learning aids. See adverts in NO BULL mag.

About the writer:  By Top UK Bodybuilding And Steroid Expert Mick Hart. Learn how to Build Lean Muscle At Micks new Blog

Related posts:

1. Why Experts Get Paid More
2. Are Increasingly Expensive Internet Marketing Courses Worth Their Price?

Despite the many and varied articles written on how SEO is done most people have only a vague appreciation of WHY it is absolutely essential. As the economic downturn bites into revenue streams can you afford to ignore a key website business strategy?

That includes a depressing number of website designers some of whom actually tell their clients that SEO is a waste of time and money and that its quite unnecessary these days because Google is smarter than ever before… Au contraire it becomes more and more critical every day as website numbers expand exponentially! Lack of knowledge is not confined to website designers it also includes a number of wannabe SEO firms who make outrageous claims about their special relationship and affinity with Google etc but have little idea of what it takes to consistently succeed in attaining Top 30 rankings.

There are many articles written on the HOW of SEO covering the many and varied aspects of the art of improving your sites position in search engine ranking pages SERPs. Whilst most people have heard the term “search engine optimization” and have a vague appreciation or apprehension of the hopedfor outcome surprisingly few people seem to really understand WHY it is absolutely essential.

Be very aware that in most cases website design is taught as an Art not as a Business discipline. Website designers are rarely taught anything about search engine optimization and few are interested in mastering the skills required to produce optimal results. Thats all very fine and dandy but it leaves a lot of website owners desperately disappointed in mediocre results! Youve probably heard the analogy about building a shop in the middle of a forest too I bet? Seriously it really does not matter how beautiful the site is if no one finds it then its just a gorgeous waste of virtual space.

Content is Still King

Regardless of the various conflicting opinions Google conspiracy theories and misinformation it comes down to a very simple concept content quality and accurate content classification. Content is where many sites fail dismally! The sites that thrive are those with well written well organised original interesting and useful content. Dont copy other peoples stuff. Aside from being illegal at best it immediately downgrades you to second best As a general rule from an SEO perspective bear in mind the most fundamental issue Google loathes duplicate content!

Classification

There are literally millions of websites each competing for viewers in a particular niche. Reasons for their existence vary across the A to Z spectrum advertising entertainment comedy educational humour informational music news promotional sports wine video zoos… you get the picture right?

In the world of books we have the Dewey decimal classification system. Every published work is assigned an ISBN number and libraries classify all books under a rigid hierarchical subject classification system. Its not perfect but it works pretty well because every one uses and understands it! Erudite people write insightful book reviews which are sometimes included in advertising and promotions. Hold this thought its relevant to a following section. You want to find a book on a particular topic or by a specific author you do a search and Eureka! Youve found it there’s a list even! The best books are reviewed multiple times and take pride of place in the best sellers rack.

Relevancy Ranking

Using different terminology search engines are trying hard to do the same thing to give their searchers the most accurate list possible containing exactly what they want so they can pick and choose from it! Unfortunately there is no Dewey classification system on the web. The closest thing to a hierarchical subject listing is the Open Directory Yahoo or one of the thousands of other web directories all of which are inconsistently organised into completely different illogical structures!

So here we have Google and other search engines trying valiantly to index and categorize the billions of pages on millions of websites in hundreds of countries in a multiplicity of languages. Then they have to calculate each page’s relevance to specific search queries

Are You Helping or Hindering?

Thats where YOU come into the picture Its a big big task have you made any effort at all to help Google to help you? Or is your website fuzzy and unfocused with no clear statement of content or purpose? In most cases sites are constructed with vague intentions to do SEO as an optional extra sometime in the future What you want Google to do everything for you?

Done Any Homework?

Do you have any idea how your primary audience searches for the information products or services you offer? Do the pages on your site describe your content using terms your clients use? Because thats the only way Google can match searchers with relevant content! What? You actually forgot to do any market research before launching the site? You have no accurate researched hard data on the keywords your potential clients would use? You asked your friends at work for ideas? Absolutely incredible!

Let us pretend youre looking for clients for your small bed amp; breakfast business in Christchurch New Zealand. You are optimistic that potential customers in New Zealand Australia and the UK will be able to find your website amongst the millions of competing Bamp;B pages on the web be convinced by your persuasive advertising copy and elegant pictures youd also like them to come and book directly with you to avoid hefty commission payments on the dozens of Bamp;B Advertising Directory sites who also want you to pay to advertise! Dream on!

So You Want Google To Work For You?

Youd really like Google et al to help connect your potential clients to your business via Search Engine Results Pages by making your site No.1 And you certainly want qualified traffic from Google visitors who are specifically looking for exactly what you offer!

Anyone who thinks they can survive online without Google Yahoo and MSN is either a thoroughly wellrounded idiot or is a household name who does not need to advertise to generate qualified traffic. There is no middle ground.

But heres where it gets hard! How will Google do that? What solid information have you provided Google in your onsite content and in the offsite links to your site? Have you got a Domain Name which encapsulates your business type and location; BedBreakfastChristchurch.co.nz? Or a cryptic name like; BnBChChNZ.com? Of the two which is most likely to give the SE its first clue as to what your site is about?

What is OnSite SEO

Think about it this way Does your home page have an explicit and accurate Title that provides a direct and unequivocal statement of the sites business purpose in 70 characters? Does the Title say Bed amp; Breakfast Accommodation Christchurch New Zealand or does it say Welcome to Dusty Lodge or something equally asinine?

Does your home page have an explicit and accurate Description that provides a brief outline of your business purpose unique selling proposition and call to action encapsulated in 150 200 characters? Or does it contain some vague warm and fuzzy drivel about beaches and sunsets?

Keep the book analogy in your mind and take a look at your Home page particularly the first heading and first paragraph Welcome to my website is not a productive approach! What does it tell your visitors about you? It tells me that you are at best nave and both you and your website designer need SEO counselling! And think about that first paragraph is it an accurate summary of the sites reason for existence? Eliminate that fruity cheesy fluffy verbiage immediately!

If your website is required to deliver a return on investment particularly by selling products or services or delivering customer service informing or entertaining your really need to accurately describe your websites content and allow it to become visible online. Whats that I hear? Oh you want it to make you rich as well? But you dont really want to make a serious commitment or effort to do the job properly? Right good luck with that! And remember that old GIGO acronym Garbage In Garbage Out!

What is OffSite SEO?

This may surprise you but some people are dishonest about their site content. Frankly some people handle the truth in a very awkward fashion indeed Telling Google that your site is about Pamela Anderson when its actually selling Bart Simpson comics is deuced annoying to the people who visit it! Therefore Google and other SEs decided long ago that some external verification of every websites content would assist their efforts to deliver the most relevant SERPs to their clients. Makes perfect sense to me

How is this achieved I hear you ask. Well youve heard of links right? Back to the book analogy think of good links as being like a series of book reviews! What if lots of people are writing positive things about your site? What if multiple external widely distributed sites are all saying that your site is about Bed amp; Breakfast Accommodation Christchurch NZ huh? The balance of probability that your site is relevant to such a search is positively impacted by this external confirmation! A coincidence of keywords in onsite content and offsite links reassures Google immensely! Those keywords in the offsite links are referred to as anchor text and should form the link title.

No Its Not Rocket Science

Frankly search engine optimisation in the pure sense of the term is not particularly difficult to understand or to do. The aim of the search engines is to provide their customers with the content most relevant to the search they are making. Therefore your salvation lies in making your content relevant to the known searches! Do some thorough keyword research learn and understand your target audiences searching behaviour. Plan pages that target specific highvolume low competition search phrases.

Dont be vague dont waffle and help Google to help you!

When the economic gravy pot is bubbling merrily and theres ample business gravy slopping over even the mediocre get a share. But when the economic ice age casts midnight shadows at noon and credit wolf packs softly pad the empty streets howling balefully at the waning moon then when youre sucking the last congealed streaks of business gravy off your tarnished website spoon ask yourself… Can you afford your website to be second rate disorganised and drifting ever further into the icy wastes of mediocrity?

With a better understanding why SEO is so important to your website’s success will you continue to ignore it?

About the writer:nbsp;nbsp;

About the writer:nbsp;nbsp;Ben Kemp a 10year veteran SEO consultant and website designer with over 21 years in the IT industry provides guaranteed personal service on all projects and in The SEO Guys Blog offers free advice on SEO and WordPress CMS website design issues.

Web:www.ComAuth.co.nz

No related posts.

Almost all of the articles on Internet marketing lacks coverage on all the basics and all the avenues of Internet marketing because there is just too much information to cover in a few words. Here I am going for an attempt which will be an overview not an in depth affair.

Here I would cover four basic marketing subjects:

Market Research

Search Engines

Ezine Advertising

Email Marketing

Market Research This is the most basic part of any marketing campaign. This involves how much you are going to invest in the campaigns and where you are going to invest. Investing the right money at right place is the key. If you dont know your target market and how to reach them; if you dont know the value of the message youre attempting to convey; if you dont know the answer to all the pertinent questionsyour advertising and the whole project will fail.

The most basic step in researching your market is to first have a target. There should be a clear picture in your mind about the target audience and you should treat them as your potential customers. This means you know who youre aiming for their likes dislikes general age group income business type etc. and have a general idea how to hit them. Sample target markets would include:

This includes the segregation based on

Age group

Qualification

Per capital income

Spending capacity

Geographical location

Business class

Technocrats

Once you know who your target is the more information the better youre ready to get into the nittygritty of market research. There are five basic ideas in market research: Primary Secondary Combined all types of research and Qualitative and Quantitative ways of gathering the information.
A quick definition of each:

Primary research is research conducted by the primary user of the information. Secondary research is gathered elsewhere and used by you purchased leased etc.. Most small businesses conduct both of these types of market research customer surveys for primary information and by researching free or paying fees for secondary information. This is called Combined research.

Qualitative research is usually exploratory and has a direction or goal. It generally aims at specific issues in the subject matter and gives you a better idea in which direction you should proceed. This type of research is loose and is geared more towards finding a market or narrowing your market than it is towards getting specific information on that market and where your product fits within it.

Quantitative is much more rigid than qualitative marketing. This research gets much more accurate statistical results and information and is best used when your target market is already narrowed and you wish to find ways to reach or explore that market as well as find specific information on your product as it relates to that market.

Generally businesses conduct qualitative research during the exploratory research and development phase of their product to see if it is viable on the market and what they need in order to reach their market more fully with the product colors shapes uses etc.. Once the item is ready to hit the streets qualitative research is used to finetune the market niche and begin offering the product for sale.

Conducting your own market research is timeconsuming but is very well worth it if you have a need for information or if you are spending any considerable amount of money on your marketing for specific products or services.

Search Engine Marketing
This has for a long time now been a hot phrase in online marketing circles. Im not sure why since while it is generally an important part of a presence online it is not the endallbeall of marketing on the Internet. Search engines have become one of the most expensive forms of advertising on the Web but have also become one of the most effective. Great search engine marketing read: placement strategy etc. is done by professionals and takes a lot of time to do correctly. There are two types of search engines to market towards: search engines/directories and payperclick PPC engines.

Search directories Yahoo! and engines Google require a lot of patience to market effectively. Even if you are paying for your listing it can take weeks to appear on their site. Further your positioning on their site can change regularly as their indexes change or they change the rules of ranking on searches. On top of all of that you have paid advertisements and paid listings see PPC below that can usurp your position or push you further down in the results.

Payperclick PPC engines are much easier to use but also more expensive. A campaign on Overture for example can total hundreds of dollars in a single day. These engines however can usually get you a higher listing on a regular search engine such as Yahoo! much faster and with steadier results. Google Adwords is one more example in this category. This approach should be taken when the site is a new site there is no brand name associated with the website. This gives instant traffic to any website and which in turn increases popularity of the site among the affiliates who are in constant search for the good affiliate program websites.

Whichever course you take I would recommend both if youre serious about search engine marketing be prepared to spend a lot of time and a goodly amount of money in your endeavor. A listing at Yahoo! for example is 300/year and the average perclick cost on Overture is about 0.75.

EZine Advertising
In my experience this is by far the most effective form of advertising at very low cost online. That said be leery of offers to get your ad in 50 email newsletters for only 25. I doubt youll see one response for your 25 since most of the readers of these ezines are probably other people who paid for advertising as well.

If you have researched your market well then you know the general wants and desires of your targets. Using that information you can find the online newsletters email or webbased that these people would be interested in. Chances are that publication takes advertising. There are three basic types of advertising to a newsletter list: solo ads topline ads and classified ads.

Solo ads are sent to the entire or a part of depending on the options given newsletter list these ads contain ONLY your advertisement or perhaps your ad plus an article to get the reader interested in looking. These are the most effective type of advertising through most newsletters but are also the most expensive. Expect to pay 20 or more per 1000 impressions in a good publication.

Topline ads are just that: ads that appear at the very top of a newsletter or at the top of an article in the newsletter. These are also highly effective and are fairly costefficient at about half the price of a solo advert.

Classified ads are the most useless of the three options given. Theyre usually very cheap but almost always appear at the bottom of the newsletter and are generally bypassed by the readers who rarely read that far into the publication. These are cheap though 5/issue is not uncommon and can be effective when combined with one of the other two options to spread your advertising over several issues.

Email Marketing
Marketing online using email is a touchy affair and can easily lead to many problems. Despite this it is by far the most effective form of advertising online bar none. An email advertisement to a targeted and strong list of people can generate responses of close to 1/3 1 response for every 3 targets. Thats phenomenal in ANY form of advertising.

There are three types of email marketing: SPAM/UCE optin and newsletter marketing.

SPAM/UCE Unsolicited Commercial Email is something that everyone whether savvy online or not has heard of. The word SPAM has risen from questionable meat in a can to plague of the Internet in the past three or four years. Despite its bad name and any personal feelings I may have opt for it because SPAM is a very effective form of email advertising. If it werent it wouldnt exist. Doing it correctly however is expensive and requires much thought using it even just once can affect your business for better or worse for the duration of your time online.

OptIn email advertising is extremely effective and carries very little of the weight of SPAM marketing. The idea is pretty basic: you create a list of email addresses and send marketing messages to them occasionally. The hard part is getting those names to start with. Usually other forms of advertising get your website going and this type propels it forward.

Newsletter marketing is similar to optin marketing but includes useful information such as articles or insights. In fact youre probably reading this article through a newsletter that is being used to market a business of some type or another. Newsletters can be timeconsuming but are well worth the effort. Some newsletter publishers supplement their income by running advertisements in their publications see newsletter marketing above.

Of these three types of marketing I have had the most success with newsletter marketing followed closely by optin advertising. That said be VERY wary of email lists for purchase or hire that claim to be optin. Generally these are NOT what they appear to be and you will receive several complaints of SPAMming if you use them. Building a list of names and emails for optin or newsletter publication is difficult but very much worth the trouble for the payoffs in the long run. I have run my own newsletter for over a year now and receive more comments input and business through that than I do any other venue excepting wordofmouth. If done right a proper newsletter or optin list can greatly increase your success online. If you feel you dont have the time or skill to publish your own newsletter there are those who will do it for you .

Conclusion
Advertising online is a very timeconsuming affair but essential to your success. If you dont advertise your business will fail. There are no exceptions to this rule. Some form of advertising takes place for every business type without exception. Marketing requires thought time and effort to succeed but as an essential part of your business its directly related to your rewards at the end of the day!

About the writer:nbsp;nbsp;Himanshu Singh Partner Himshilp Internet Marketing Consultants have over 8 years of experience in Internet marketing services like SEO SEM.

http://www.himshilp.com

Related posts:

1. Successful Implementation Of Internet Marketing
2. Logo Design Trends
3. Help Your Business With A Good Internet Marketing Philosophy

It’s always a good idea to stick to the basics. When businesses stray too far from the fundamentals problems arise but sticking to the basics doesn’t mean boring people into a state of unconsciousness. If Webvisitors’ eyes glazeover upon entering your site you’ve lost them before you’ve begun.

Web success is based on creative implementation of the basics and that’s where your Webmarketing presentation should begin.

1. WebAudience Response Demands Communication

The Web has a lot in common with television but there are fundamental differences; it is important for Webentrepreneurs to understand these differences and similarities and learn from them.

Television and the Web are both communication environments but television like magazines and newspapers are primarily advertising platforms. Of course there are plenty of websites around that follow the advertising financial model but for the average business website depending on third party advertising not only dilutes their marketing message and brand but it also makes for a confusing and cluttered visual presentation.

Just because your website presents information doesn’t mean it’s communicating it to your intended audience in any meaningful way. The manner in which you communicate your message is as important as the message itself. The medium is increasingly becoming the message and even in situations where it isn’t it definitely shapes the message.

2. WebAudience Response Demands Content

You have repeatedly heard the comment ‘content is king’ but we think ‘communication is king’ because without communication your content is meaningless. But here’s the dilemma your information is basically advertising after all you’re in business and business is about selling something a product a service an idea or your knowhow. So the real underlying purpose of your website is to make that advertising message worth listening to and to do that you need to turn it into content.

To turn advertising into content you have to accept that sales take time. You have to be patient. You can’t hurry a sale you first have to build confidence; stop rushing the close and start thinking of selling as a courtship. You would never ask someone to get married on a first date so why would you expect to get an order from a potential Webclient on their first visit.

3. WebAudience Response Demands Courtship

No one is going to make a substantial financial commitment without reaching some level of comfort with who you are and what you do and that requires some repeated contact: a courtship or negotiation if you prefer.

Therein lies the similarity and difference between websites and television: the success of a television program is based on habituation. If you get people to tunein every week on the same night at the same time to see their favorite program you will be able to keep delivering your marketing message through the commercials that pay for the content. In the same regard if you can make your website interesting enough through the compelling presentation of content you will get visitors to return again and again each time gaining confidence and respect for what you do and what you sell.

The difference is people accept television commercials as the price they pay for free TV programming but the same cannot be said for the Web. People want free information on the Web without the irritation and bother of ads; so the challenge for website owners is to turn their marketing message into compelling programming that creates habituation which is just another form of negotiation or courtship of potential clients.

4. WebAudience Response Demands Consistency

You hear the word strategy bandied about with little relevance to its precise meaning. In marketing terms strategy is a big idea a sustainable concept that you can build a business around.

Successful companies rarely change their strategies a concept that should not be confused with tactics which are the various methods used to implement strategy in order to secure the ultimate objectives.

Business has to be resilient and openminded enough to adapt to an everchanging business environment by constantly updating tactics but strategy needs to be a constant a touchstone or benchmark for implementing action. Staying on course requires confidence in the strategy with a vigilant eye on the big picture.

Websites that are nothing more than brochures or catalogs of product that anyone can purchase at the local mall or box store is a tactic that delivers little relevance to today’s Websavvy consumer. And the same can be said for the blatantly obvious direct marketing sites based on old magazine subscription techniques. The new multimedia communicationbased Web requires new presentation tactics in order to successfully implement marketing strategy.

5. WebAudience Response Demands Expectation

Successful marketing is not just about persuading people that what you have is what they need it’s about creating a series of deliverable expectations.

If you expect a product to be easy to use because that’s what the marketing communication states then that product better be easy to use. Effective marketing presentations not only prompt action but just as importantly they create a set of realistic deliverable expectations.

Ask yourself why do people mistrust politicians car salesmen and telemarketers? We all know the answer: many will say and promise just about anything to get your vote or order and the result is a disgruntled cynical voter or customer. Read my lips no false expectations!

6. WebAudience Response Demands Trust

When customers’ expectations are met you begin to create trust and trust is one of the hardest things to achieve on a website that lacks any kind of human connection to the audience.

I can’t tell you how many websites I’ve visited that make no effort to humanize their presentations and consequently their businesses. When you go to a contact page and all that’s there is a form to fillin with no contact name or phone number it says to people ‘I really can’t be bothered talking to you.’ Hiding behind email tells people not to trust you and if they don’t trust you they are not going to do business with you.

Business is about connecting to people whether they are consumers purchasing agents or suppliers. If your website doesn’t have some kind of human element like a video Webhost audio message or even a contact name and phone number how can you expect to connect and build confidence and trust in your intent to satisfy their needs?

7. WebAudience Response Demands Personality

By building trust with your Webaudience you are also building your brand and defining your corporate personality. Here again we have a bit of a dichotomy since personality is a humanbased characteristic so how then can we create a personality and instill human characteristics into an inanimate entity like a business?

Corporate personality does not derive from a logo packaging or your website’s aesthetic qualities. Corporate personality is the sum total of the collective experiences your audience has with your company. In the brick and mortar world corporate personality is a result of dealing with people sales people receptionists and telemarketers; in short personality is derived from interaction with real human beings.

Clever well written website copy can help create personality as long as it is written in a distinctive human voice but we know that 70 of all website text is never read; people skip to bulleted points and captions. But the same material delivered by a real person either through Webaudio or video not only delivers the marketing message in the most memorable and compelling fashion but it also defines the business personality and humanizes the website.

Two caveats: avatars are not people and unless you can afford to hire the creators of the Simpsons to develop your animation you best forget it; as well using yourself or a nonprofessional as a spokesperson or Webhost is a dangerous practice and speaks more to ego than it does to effective business development.

8. WebAudience Response Demands Motivation

Lastly your website must communicate content that excites and motivates people to do business with you. The ability to motivate people isn’t about what you’re selling; it’s about how you present it.

Motivational speakers whether in the business entertainment personal coaching or sports arenas all deliver a similar message; but the ones that truly stimulate people to act are the ones that know how to present their ideas in the most exciting and compelling manner. If you want to motivate your Webaudience to respond your presentation has to be delivered by a real human being: a professional with charm charisma and a distinctive character.

About the writer:nbsp;nbsp;

About the writer:nbsp;nbsp;Jerry Bader is Senior Partner at MRPwebmedia a website design firm that specializes in Webaudio and Webvideo. Visit http://www.mrpwebmedia.com/ads http://www.136words.com and http://www.sonicpersonality.com.
Contact at infomrpwebmedia.com or telephone 905 7641246.

About Us

People ask “What do you do?” You could say we inform enlighten innovate and create; you could also say we deliver our clients’ marketing messages in memorable ways using video audio webmedia campaigns and websites; all created inhouse from concept to implementation from graphic and motion design to Webdesign from script writing to videoproduction to postproduction from music composition to signature sound design.

What do we do? We motivate action by speaking to your audience’s real needs. We tell your story so your brand your message embeds in the minds of your clients. We are corporate storytellers.

Related posts:

1. Article Marketing Tips Guaranteed To Capture A Mass Audience
2. Direct Mail Response Rate Boosters 10 Of Them
3. Its The Little Things That Add Up The Most

Use Page Layout Programs such as InDesign or Quark
Create your document in the exact size of the final trimmed piece. For example if you are creating a letter size multiplepage document with facing pages your page size would be 8.5×11 not 11×17.
Use the master page to place common items such as page numbers in the same location on multiple pages.
Create multiplepage documents in readers spreads.
Extend images that bleed off the document page by an 1/8 standard.
Delete unused colors in the color palette from EPS and page layout files.
Images that crossover facing pages should be divided into two separate picture boxes and aligned on their respective pages.
Scale bitmap images no more than 10 up or down from their original size. A drastic enlargement will cause loss of detail and a drastic reduction may extend imaging time and delay your job.
Link images in your Illustrator and FreeHand files. Do not embed them.

Tip: Remember to include any special Quark Xtensions you may have used to create your document.
Tip: Creating files in drawing programs such as Illustrator FreeHand or Corel Draw can sometimes incur additional charges by printers.

Saving images
Save all PhotoShop files in the CMYK color mode which includes any nested or embedded files.
Submit PhotoShop files only in the TIFF or EPS formats DCS is an EPS.
Delete any unused alpha channels or clipping paths in flattened PhotoShop files.
Delete unused colors in the color palette from Illustrator FreeHand.
Turn off JPEG LZW or ZIP compression in your PhotoShop files.

There are two types of images: Vector and Bitmap. Vector images consist of lines and curves you create in programs like Illustrator or Freehand.They are called vectors because they can be described in mathematical terms such as size length and position .Vector graphics are deviceindependent meaning they can be scaled up or down with no loss in detail.

Bitmap images are created in painting programs such as PhotoShop. Bitmaps also called raster images are created on a grid with small squares called pixels. Each pixel has a location and color value assigned to it. These images are devicedependent meaning they have a fixed number of pixels for a given area. Images that look jagged or bitmapped do not have a sufficient amount of pixel information or resolution. A high resolution image will have more pixels per grid which allows for greater detail and color transitions.

Tip: A formula for determining resolution dpi is: 1.5 x the line screen = resolution. Many still use the old formula of 2x the line screen but there is no visible loss of detail at this lower dpi and it saves valuable disk space.

Image types
Bitmap in Bitmap mode Typically black white images no grays used for text or logos. These should be saved at 600 dpi as a TIFF and scaled to 100 of the intended size.The background can be set to
none.Use your page layout program to colorize the image.

Bitmap in Grayscale or CMYK mode These are black white or color images.They should be saved at 225 dpi as a TIFF or EPS and scaled to 100 of the intended size. Printers prefer TIFFs if there are no clipping
paths because EPSs tend to have a slightly larger file size.The background should be set to white or a color in QuarkXpress.

Tip: If you are creating an image with a clipping path it must be saved as an EPS and the tolerance should be set between 2 and 4 with 2 being a tighter setting for irregular shapes.

Bitmap in duotone mode These images can be monotones duotones tritones or quadtones and must be saved as an EPS.

Tip: Use channel 1 for the darkest color and if you are using black make sure it says Black in the window not Process Black your page layout program will see it as a different color. Set the screen angles in your page layout program not in PhotoShop. Scott Lithographing can select them for you upon request.

Vector Can be saved at any size and scaled up or down in your page layout program we suggest 100 for a better preview and they can only be saved as an EPS.

Tip: Prevent gradient banding: Set the output resolution to 2540.

Color Modes
You may color correct in RGB or LAB but save images that will be imported into you page layout program in CMYK mode. Importing in RGB will prevent the image from being output properly. RGB is for images that will only be viewed on a monitor.

Tip: Remember to calibrate your monitor frequently and delete any alpha channels to reduce the file size.

Color Selection
Spot PMS colors must use the same name in all image files. For instance if you are using PMS 185 CV in a file and PMS 185 CVU in another your page layout program will see them as two separate colors. Please indicate if a PMS color is to be spot or built out of process colors.

Tip: Keep in mind that some spot colors do not reproduce satisfactorily when built out of process.

Tip: If you are using metallic inks it is a good idea to aqueous coat or varnish the sheet to prevent smearing.

Fonts
Be sure to include the printer and screen font for each Type 1 font.
Check the font usage window to ensure you have included all your fonts.
If youve used fonts in EPS artwork: Either convert the text to paths or include the fonts.

Basic types of fonts: PostScript TrueType OpenType.
Postscript comes in Type 12 or 3 Type 1 is the most popular.You will have two fonts; the screen font and the printer font.The screen font is for
displaying the font on your screen the icon shows a single “A”.The printer font is used by printers and imagesetters to create the type mathematically.

TrueType contains both the screen and printer fonts in one file the icon shows three “As.

OpenType fonts are gaining in popularity due to their crossplatform ability and flexibility. They are essentially a Type 1 or TrueType font in a TrueType shell so you will have only one file per font weight or style i.e. bold italics small caps etc….

Tip: Use current and brand name fonts whenever possible ie.Adobe Bitstream. Keep a compressed version of your font library and replace any fonts that cause printing problems.

Tip: Use the actual weight of the typeface such as Helvetica Bold.Do not use menu styling.

Trapping
Printers normally handle trapping so discuss any concerns you have. If you are comfortable doing your own you should relay that to your printer. Although it may make you liable for any trapping errors.

Spelling
As a rule printers do not check the spelling of documents because they are not privy to the jargon product names or special pronouns of other industries. Spellcheck and proofread your document carefully. Its also an excellent idea to have two other individuals proofread the text before submittal.

PC Files
Printers were primarily Macbased but virtually all of them now accept PC files created in QuarkXpress Pagemaker InDesign PhotoShop Illustrator Freehand and Corel Draw EPS files. Its a good idea to check with your printer before submitting files created with Microsoft products such as MS Word or Publisher.

Collecting Files
I strongly suggest using the Collect for Output option when using QuarkXpress. Collect all the elements of your job images fonts and final files and place them into one of three folders: Finals Support and Fonts.Do not send files that are not pertinent to the job. Please be aware that Quark will list the fonts on the collect for output report but it will not collect them for you.

Tip: I strongly recommend using FlightCheck or your page layout program’s “preflight” feature prior to submitting your files.

Media
Printers accept just about any media today and many have ftp sites that can save you travel time.Your printer should have a list of acceptable media.

Archiving
Many printers archive your work for the purpose of rerunning it but do not count on it! Be sure you have a backup copy of your project. I suggest a regular archiving procedure to ensure you have your work in the future. Personally I use a digital tape system with Retrospect and I keep a full catalog outside the studio in the event of fire or other loss.

FINAL CHECK LIST:
All electronic files support images and fonts on disk
All photos transparencies or art to be scanned
Any special instructions
A set of color proofs or lasers
A set each of bw laser composites/separations
A mockup if applicable
A previously printed sample if applicable

About the Author
Derald Schultz is the founder and principal of Mediarail Design Inc. A design firm based in Atlanta Georgia specializing in graphic design web design and commercial printing services. Mr. Schultz holds degrees in Printing Publishing and Visual Communications. He worked within the design and printing communities for over 25 years before launching his own firm. Mediarail Design serves a wide variety clients across the country.

20062008 Derald Schultz Mediarail Design Inc.

About the writer:nbsp;nbsp;a insurance agentdoing business articles more

Related posts:

1. Expert Logo Designing Guide For Noobs!
2. Prepping Pre-press Files To Avoid Printing Problems
3. Digital Video Recorder From Tradestead Enriches Your Life

John: Tom when we first met it was a different world! I was dragging a book of 8×10 transparencies around. Does anyone still do that?

Tom: No. But I get a hell of a lot of photographers sending email promotion.

John: Back then you were an art director with Visa. I believe you were running around the world doing TV ads. Youve worked with a number of prestigious agencies. For a number of years now you have run your own agency. Can you tell us a little of your history how you got into the business and how you came to have your own shop?

Tom: I went to art school in Philadelphia because I sucked at math and science. Thats rather ironic considering how technologically oriented the visual arts are today. I graduated with a BFA from college and moved to San Francisco worked a bunch of odd jobsin and out of the artsand finally ended up as a junior art director at Cunningham amp; Walsh fortunate to get into advertising at the end of a golden era when guys like Fred Manley and Hal Riney were mentoring young creative people.

Then at Visa I had the chance to work directly under Dee Hock the petulant genius who created credit cards for banks. We had a full advertising agency within the organization and as associate creative director I had the opportunity to do comprehensive broadcast and print campaigns travel around the world shooting and win very prestigious industry awards like the Clio Andy and Cannes Silver Lion.

It was an incredible period which came to an end shortly after Dee retired. The bankers who inherited his empire lacked creative vision but leaving Visa pushed me into opening my own agency with Robert Johnson. Weve been partners since 1985 in various incarnations the latest being Creativewerks. I no longer refer to it as an advertising agency though because our work has more to do with businesstobusiness corporate communications than consumer advertising.

We no longer buy media for our clients and we dont do TV commercials anymore or enter award shows which have become very lucrative for the organizations that put them on but have little or no benefitbeyond egostrokingfor creative people.

John: You have done both art direction and graphic design. Do they require different skill sets?
Do you prefer one discipline to the other?

Tom: They dovetail really. An art director is first and foremost a communicator. He or she requires not only a strong sense of visual design but also the skill to communicate a vision to other artists and clients who often have their own agenda. A graphic designer is an information architect if you like interested in how visual elements join together and how they are perceived or processed by a viewer.

John: My business of photography has undergone dramatic changes and I imagine you feel the same way about advertising and design. What are some of the changes that you appreciate and what do you feel are some of the changes that are a challenge for you?

Tom: When I started in this business an art director needed to be able to sketch layouts and storyboards work with photographers and illustrators to achieve a vision negotiate costs with artists and producers specify typography prepare mechanical art for a printer direct cinematographers and editors and press check printing.

While many of those skills are still germane we now have to be able to create a finished ad brochure web page etc. on a computer screen in order to sell the idea to a client. We have to be experts in photoretouching typesetting layout design and know a lot about online technology.

We have become more and more dependent on our tools and more constrained by them in some ways. Conversely with these new technologies were able to visualize more quickly and elegantly than ever before. Using these tools has actually made me a much better graphic designer.

John: Online advertising if you believe the hype is fast replacing print and perhaps even television. Is print dying?

Tom: Certainly becoming more focused. Newspapers are dying because the oncelucrative classified ads have been annihilated by Craigs List. Magazines are becoming more targeted to esoteric audiences.

The most effective online advertising is the interestbased type invented by Google and Amazon. Popup windows and flash banners are just a lot of noise in most cases but that is no different than most TV commercials or outdoor billboards.

John: What percentage of your work is now for the Internet?

Tom: I would estimate about 75.

John: Is there any fundamental difference in designing for print and designing for the Internet?

Tom: Yes the Internet has some design restrictions that are not inherent in print media but those are being reduced as the technology improves. At some point design will only be restricted by the shape of the device on which you view it.

John: How has your use of photography changed?

Tom: It is almost entirely royaltyfree stock these days. Rarely do I have assignment work for photographers. Larger companies are accumulating their own stock photo libraries which they now view as marketing assets and expect all designers to use in order to maintain brand cohesion. To me this is often a foolish consistency that only limits a designers creativity and in the long run is not in the clients best interests.

John: I assume you use more stock these days. How do you go about finding the stock you need? Do you use RM RF Micro or a combination of those models?

Tom: A combination but mostly I use royaltyfree images and buy only the resolution I need.

John: Do you always start with a certain agency and then expand your search out from there?

Tom: Usually Veer or Getty.

John: Do you ever do Google searches for images? If you do do you use ever use Google Image search?

Tom: I have used it but mostly I work with the stock houses I like.

John: How much promotional material do you get from photographers these days? How much is printbased and how much Internetbased?

Tom: I get almost nothing directly from photographers anymore. Unless its something I see on your wall and want to sell to a client. Sometimes that works but not often.

John: What would be the best way for a photographer to get your attention?

Tom: Occasionally I get a promotional emails that gets me to a photographers website but I still dont hire them. They do get my attention though. You just cant get around the fact that a client wants to see what they are getting before they buy it.

John: Do you have any predictions for the future of advertising and design?

Tom: Think Internet. Print wont die but it will become more highend as trees diminish.

John: I also know you as a dedicated traveler. You have been to some amazing places and done some amazing things. Can you briefly describe some of your favorite journeys?

Tom: I spent about 12 years traveling to places associated with different spiritual traditions because I wanted to find out if sacred ground had some common denominator or morphic resonance as physicist Rupert Sheldrake would call it. Sometimes I went to extraordinary length to see these places like walking over the Himalaya to circle Kailash Tibets most sacred mountain.

I also became a Muslim in order to enter Mecca as a pilgrim and touch the Black Stone in the ancient Kabah. I saw the sun rise from the summit of Jabal Musa Moses mountain in the Sinai and I saw it set on Mount Athos from a medieval Greek Orthodox monastery. And in the process Ive developed a great respect for all of the worlds spiritual traditions. Beneath all the dogma I think they are conveying an identical truth to different cultural groups.

John: You are also a photographer and have shot some compelling imagery in among other places Tibet. You recently had a showing of that work. Any more shows in the works?

Tom: I made in 1998 at Chuwar Gmpa in Tibet a Kagypa Buddhist monastery built in the 17th Century by the 10th Karmapa below the cave where Milarepa died in a remote Himalayan valley and one of the last monasteries to be desecrated by the Red Guard in Mao Zedongs brutal Cultural Revolution. These images were first exhibited last year at the Thoreau Center for Sustainability in San Francisco after the protests over the Beijing Olympics put Tibet under lockdown again.

John: Any plans to expand your art beyond that of the fine art world?

Tom: Ive been inspired by you to put my photo archives up on our website in the near future. More and more Ive been getting requests for book covers and editorial usage.

John: Are there any personal projects youre working on now that you would like to share with us?

Tom: I dont think shed want to be mentioned in this interview.

John: Final thoughts?

Tom: Do whatever you do with great passion and make it as perfect as you can. Then let go of it and grab a beer.

John: Thanks Tom!

About the writer:nbsp;nbsp;Visit Johns website for stock photos: Stock Photos Ethnic Lifestyle Animals People Funny Pictures Business and more.Become a BlendImages stock photographer…find out how: BlendImages Photographer John Lund

Related posts:

1. The Benefits Of Hiring An Advertising Agency
2. Things To Know Before Hiring An Ad Agency
3. How Efficient Is Your Banner Advertising Agency

DID you know that one of the worlds most famous film celebrities is not even human? Yet he is the star of over a hundred Hollywood movies and countless TV shows. Who is this film star? In Italian hes called Topolino; in Chinese Mi Lao Shu; in Spanish El Ratn Miguelito; in English he is simply Mickey Mouse.

How did he come to life? He started his career in Walt Disneys film Steamboat Willie in 1928 and has gone on to become the most famous cartoon character of all time. Of course many other animated cartoon characters have achieved world fame Tom and Jerry Yogi Bear and the Pink Panther to name just a few. The artists who draw these cartoon films and characters are called animators. To find out how they work animator Bill Kroyer in Hollywood California tell a us..

Why are cartoons called animated films?

Because the word animate means to give life to. And thats what we do. We can make anything move and hopefully appear to come to life. When I worked at the Disney Studio I animated mostly people and talking animals. But Ive also animated dancing automobile engines for TV commercials and singing fruits and vegetables for health films. You name it we can make it move.

What makes an animated cartoon character appear to move?

The illusion of movement is made possible by the same phenomenon that makes live action movies appear to move. When you watch a movie youre really seeing 24 still pictures flash before your eyes each second. The light sensors in your eye retain each picture for a brief moment so all the pictures appear to blend together in a smooth continuous image. In animation we draw each one of those 24 still pictures.

Thats a lot of drawings!

Yes 1440 just to make one minute of film.

But at that rate a feature film like Snow White and the Seven Dwarfs would require more than a million drawings!

No the figure is closer to two million.

Why so many?

You never see most of the drawings because theyre done in the planning stages and only a fraction are used in the final version. In an animated film the story isnt written its drawn. A team of artists does hundreds of small sketches that are pinned to large cork boards called storyboards. Underneath are small notes describing the action or dialogue in each scene. The artists keep drawing and rearranging these sketches until the story is complete. When the artists have finished the storyboard tells the whole story of the film in pictures just like a giant comic book.

And then you start to animate the characters?

Not yet. First another team of artists designs the look of the film according to a particular design style. Sometimes we want the film to look like old Europe as in Disneys Pinocchio. At other times well go for a modern look. So the designers research and define the characters costumes buildings and so forth that will be in the film. Next our director divides the storyboard into scenes. Each scene is given a layout drawing one that shows the setting in which the scene takes place and where the characters will be in the scene. And thats where I come in.

Whats the first thing you do when you start a scene?

I study the scenes exposure sheet. Thats a chart that shows me how long the scene lasts and where all the sound effects music and words occur.

You mean the sound track for the film has already been recorded before you start to draw?

Of course. That way I know ahead of time what sound occurs on each and every frame of film. If the character says ouch on the 15th frame of my scene I draw him with a wide open mouth on that frame. Thats how characters are made to talk.

What do you draw with? Pen pencil brush?

I use a soft pencil because its easy to change and erase things. And I draw on a special kind of paper animation paper. It has holes punched along the bottom edge and these fit onto pegs on my drawing board. The pegs hold the paper in register consecutively from one drawing to the next. Another unusual thing about my drawing table it has a hole in it! The hole is covered by a piece of glass with a light beneath it. As I draw I can stack several transparent paper drawings on top of one another and see through them to make sure they are working together properly. When I start to draw I do very rough sketches just the basic shapes of the character. That way I can work quickly without detail and still visualize the movement I want.

Do you draw all your drawings rough?

Well I must tell you I hardly ever draw all the drawings in a scene. It would take me too long. The animator usually draws only the main drawings in a scene. These are called the extremes. They show the main poses or positions of the character throughout the scene. By flipping these main drawings between my fingers I can visualize how the movement will look. Then my assistant will do the in between drawings.

The speed with which the character moves will depend on how many drawings are put in between the extremes. For example I may draw a head facing to the left and another head facing to the right. If I put ten drawings between them the character will slowly turn his head from left to right as if hes watching someone walk by. If I only put one drawing between the two extremes he will snap his head quickly from left to right as if hes watching a car whiz by.

But how do you know how many intermediate drawings to use?

It takes practice and study. Animators are always watching the world around them observing how things move. Do you know how many frames it takes to make an eye blink? Or did you know that a normal walk is one of the toughest things to animate? If you study it youll see its a cycle of falling forward and catching your balance. And no two people walk exactly alike. Theres also a big difference between the way a dog walks a cat walks and an elephant walks.

What happens when youve finished the pencil drawings?

I film them. This black and white film is called a pencil test. I watch this film over and over looking for ways to improve the action and timing. Then Ill correct my drawings and shoot another pencil test. Ill do this as many times as necessary to get the scene as perfect as possible. We have a saying in the trade: Your scenes are on film forever so make them good now. By the last pencil test my assistant and I will have cleaned up our roughs into beautiful clean detailed pencil drawings. But its a shame youll never see them.

Never see them? Why not?

Because they go through a process we call Ink amp; Paint. Each drawing is traced in ink onto a clear piece of acetate called a cel then painted with a special paint that sticks to acetate. Remember the layout drawing we had for each scene? That drawing is made into a color painting. We then lay each cel over the background painting and photograph it. Because we use cels we dont have to redraw and paint the entire scene for each frame of film only the part that moves.

Are all animated films made this way?

Oh no there are many different techniques. At the Canadian Film Board artists have made films by making tiny drawings right on the film itself! Several of the best studios in London England prefer to draw right on cels instead of paper. That way the original drawings will be photographed. And there are many animated films that have no drawing at all.

No drawing at all?

Thats right. Its called stop motion animation. Artists can manipulate puppets clay figures even sand sculptures and photograph these objects one frame at a time. When the film is run at normal speed the objects appear to move and come alive! I recently worked on a Walt Disney film in which we did all the animation by computer. We didnt do any drawing; we simply described the pictures to the computer and the computer did the rest!

What does the future hold for animation?

There will be more technological advancements like computer aided Ink amp; Paint. But there will always be animators doing real drawings in the Disney style. Only the human hand has the ability to create a delicate drawing with the subtle expressions to make you believe that the character is real. If I do my job right you never see a drawing; you see a character a personality that laughs and cries and that you care about. When Bambis mother dies in the film Bambi the audience doesnt cry for a drawing but for a real character.

Theres a time when every animator looks at his pencil test for the first time and he sees this little cartoon character on the screen looking toward him a character that just a few days before was scribbles on paper. Then when that little character opens his mouth and talks I tell you thats a special moment! That makes all the hard work worth while. Youve given him life with a pencil.

However we are still left with the questions raised in our first article. Is the happiness that is induced by fantasy and entertainment the real thing? Or is there a more lasting happiness? Will it ever be a reality for all mankind? Roy Brewer a Disney technician learned a satisfying answer to those questions. His story follows.

About the writer:nbsp;nbsp;a insurance agentdoing business articles more

Related posts:

1. Character Design Tips
2. Making Money Online Is A Numbers Game
3. Making Business With Banners

Directing the Voiceover Actor Tips for Better Communication

By Vicki Amorose

Advice for directors and producers written from the perspective of the voiceover actor. Intended to improve the recording session experience. Use this article as a crash course or to tune up your directing skills. These tips apply to voice acting of all types. The terms voiceover actor/voiceover talent/talent/actor are used here interchangeably.

When you are in the director’s chair at a voiceover session the process can sometimes become a struggle for both you and the talent. You have a vision you need to share with the voice actor a person who knows far less than you do about the product message or concept. At the same time you hired that actor to bring his or her own unique skills to the project. Unlike the making of a film or a stage production you do not have weeks to rehearse and analyze the script. The studio clock is ticking and that alone adds an element of anxiety to the recording session.

The following tips apply well to both inperson and long distance sessions. Because I want to bring you more than just my own opinion as a voice actor I have enlisted the help of some of my talented voiceover friends. The opinions of Diane Havens JS Gilbert Bill Painter and Kevin Cooke are included here. As artists we may not reach consensus but I am including the areas where we find agreement.

THREE QUESTIONS YOU MUST ANSWER FOR THE ACTOR

For the actor’s sake always supply this information: Who is speaking? To whom are they speaking? How are they speaking? When you answer these three simple questions for the talent communication is well underway and confusion is reduced drastically.

1 Who is Speaking? Diane Havens: “The first thing I expect to hear from a director is the role the voice will have in achieving the intended impact. Make everything into a role because that’s what it is who is speaking? Neutral bystander? Impassioned preacher? Wry humorist? Helpful teacher? Caring nurse? Smiling enthusiast?

If you are not getting the performance you want it is sometimes helpful to imagine and suggest an alternate idea. For example the script may call for the role of the fairy queen attempting to calm her warriors. If that’s not working suggest the actor play a life coach teaching mediation to stressedout execs. Any number of roles may produce the voice you need.

2 To Whom are they Speaking? The age gender geographic region and socioeconomic group of your intended audience all factor into an effective performance. I would be a very poor voice actor if I used the same voice delivery for an arthritis medication and the National Football League. Communication is everyone’s goal so help the talent develop an accurate mental picture of the audience.

3 How are they Speaking? Provide clear descriptive words like “excited surprised reluctant certain exasperated.” The greater variety of words you can provide the better you will be able to communicate the ideal you are hearing in your head.

Bill Painter: “I’d recommend hitting the books. Keep a good dictionary or thesaurus at hand and use it. The more accurate your description the more likely an actor will be able to understand and deliver exactly the tone you’re after. Use colorful terse meaningful adjectives.

Descriptive words will tell the actor how they feel but not WHY they feel that way. This is important because actors like to dig up their own emotions to apply to the scene. “Backstory” is an acting term referring to who the character is how they feel and why they feel that way. Backstory provided by the director in voice acting can sometimes serve to confuse rather than to clarify.

JS Gilbert: “Often the director will provide way too much backstory to the actor. Backstory doesn’t often work because I have analyzed the copy on my own and determined my own set of ‘who and why and what and where’ which may not process well with the backstory a director may give. For example I may have determined that I am an avid user of a frozen enchilada dinner and the commercial calls for me to extol the virtues of the product. I create a backstory that has me speaking to my friend Charlie who occasionally has to fend for himself at dinner time. The director starts giving me direction like ‘Pretend that you work in the supermarket and you’re telling a shopper about the great things you’ve heard.’ This breaks up my organic process but more importantly it does little to relate what in fact the director is hoping to get from my read. This often can happen when recording video games and animation to the point where instead of direction the talent is simply getting fed the entire storyline and plot.

So allow the voice actor to arrive at his or her own authentic emotion. It does not really matter what excites him or why. What matters is that genuine excitement is expressed in the voice.

THREE THINGS THE VOICE ACTOR HATES

1 Line Reads: A ‘line read’ is when the director says the line and instructs the actor to repeat it exactly as a parrot would. “No no no instead of I LOVE the way YOU smell baby say it like this I love the WAY you SMELL baby.” You may have a very legitimate reason to phrase something precisely. In that case explain this to the talent before they start recording. You are the boss and we will gladly give you what you ask for. But you could ask for a line read and then ask for a different interpretation. You might be pleasantly surprised by a new twist. The problem arises when you feed a voice actor your delivery line by line and we can’t help but wonder why we were hired in the first place.

2 Vague and overused phrases: As the best example the word “conversational” is overused to the point where it has lost meaning. Instead of saying “Make it more conversational” it would be helpful to say something like “Toss off that last phrase like it’s something you’ve discussed a million times” or “I don’t feel like you are speaking directly to me.

3 Too many cooks in the kitchen: Directorial input from several people is confusing and very hard to follow. A strain is added when we must interpret the meaning and weigh the reactions of different personalities. We appreciate the director who remains the spokesperson for the group summing up the input from the agency and the clients and whoever else might be involved. We prefer to take direction from just one person.

THREE THINGS THE VOICE ACTOR LOVES

1 Specificity: We love it when you are specific. Kevin Cooke: “Things I love? Producers who tell me why they want another read. I’ll read all day to get it right but if they don’t provide even a nugget of information as to what they want different from the last read we’re stuck. Like saying “That was good let’s do it a couple more times.” I’m going to pretty much do it the same way thinking they liked it but want a few more similar reads in order to hit gold. I find myself rereading it more than 3 or 4 times and then I realize the “That was good” comment really wasn’t true! Flattery will get you nowhere quite literally! What specifically do you want to hear that you’re not hearing?” The voice actor will also appreciate specific audio references like a voice clip you might provide. A reference to the talent’s demo or to their audition is always very helpful.

2 Context before we record: If you are able to provide any context to the project before we begin the recording session please do. A draft of the script a character description an answer to any of “The Three Questions”all of this is useful nerve calming and welcomed by the actor.

3 Receptivity: Actors are trained to be open receptive and present in the moment. Remaining “open” means you might surprise yourself and everyone else with something unplanned and perfect. We adore the director who is also open and receptive who lets us play and allows the unexpected to enhance the process. Bill Painter: referencing a favorite director “His genius was his absolute lack of what I call pride of authorship. He didn’t care if the words weren’t exactly what he’d written; he was committed to the best possible message and if it was the result of an actor’s input so be it.” Remember that creative gems are forged in an environment of receptivity so keep an open mind!

And of course mutual respect will result in the best communication between those striving to do their jobs well. Best of luck on your audio projects. Find me at www.voiceofvicki.com

My thanks to JS Gilbert Kevin Cooke Diane Havens and Bill Painter. Find these voice actors with a quick Google search.

Copyright 2009

About the writer:  Vicki Amorose is an award winning voiceover talent and copywriter. Listen to her demos or ask questions at www.voiceofvicki.com

Related posts:

1. How To Advertise With Communication
2. The Internet – A New Era In The Global Communication
3. Voiceover Work And Search Engine Optimization Seo Can It Be

5 Low Cost/No Cost Ways for

Aesthetic Physicians to Prosper During a Down Economy

You may be feeling the pinch of the downturn in the economy. Thanks to the medias frenzied reporting on higher gas prices foreclosures and unemployment the public is more apprehensive about spending their disposable income as freely as they were in the past. That means your aesthetic patients may need a bit more prodding from you to continue to look as good they feel.

nbsp;

The secret in succeeding during this shaky time is to concentrate on those aesthetic patients you already know. They are your lowhanging fruit. You have already spent the time money and effort to attract them to your practice so with minimal effort you can keep them loyal to you and coming back for more while bringing their friends with them.

nbsp;

Here are five strategies that will work for you:

nbsp;

Strategy 1: Incentivize; Your Staff to be Rock Stars

Dont look at this idea as losing money. You are losing money now or getting 100 of nothing when your staff doesnt do their best. Its human nature to perform better when there is a carrot; at the end of the stick. The easiest way to get your staff to be at their best when they are on the job is to reward them for a job well done and then reward them even more for going the extra mile.

nbsp;

Incentives keep your staff motivated and on top of their game. They also help to self police; when you are not there because now they are not just working for you ndash; they have skin in the game and are working for themselves.

nbsp;

Your staff will perform better when they have quantifiable numbers to strive for. Its important these be individual goals with numbers and time lines attached to them so the staff person knows what is expected of them and when. The more specific the goal the better able they are to obtain it. Examples of Goals:

nbsp;

Book 10 aesthetic appointments per week

Covert 80 of all new callers to a consultation

Sell 3000 of aesthetic services per day

nbsp;

Since each staff person plays a different role in your practice meet with each of them individually to discuss their particular role in promoting you and your aesthetic services. Tell them the minimum you expect from them for the salary you pay them and then give them an incentive for going above and beyond. By the way the incentive may be money or time off or a shopping spree etc. Let them tell you what works for them. Take the above examples and add incentives:

nbsp;

Book 10 aesthetic appointments per week by Friday and get

a 50 gift card to spent that weekend

nbsp;

Receive 510 for every new caller converted to a consultation

paid out every Friday

nbsp;

10 commission on all retail products sold to be paid out weekly

nbsp;

The reason you are paying them so often is so they stay motivated. If they see the quick payoff they will understand the connection between a good job and the payoff so they will keep up the good work.

nbsp;

And be sure your staff knows you appreciate them. Thank them often. Hold regular staff meetings. Discuss whats going on and whats new.

nbsp;

Get your staffs input on whats working and what needs to change so they feel they are part of the team. They will be more receptive to helping you reach your goals when the feel respected and valued by you.

nbsp;

Also give them the scripting http://www.cosmeticimagemarketing.com/scripting.php they need to succeed and close appointments and procedures.

nbsp;

nbsp;

Strategy 2: VIP Very Important Patient Promotion

nbsp;

We all know your best patient is the referred patient. They are not as price conscious and are already presold on you. You do not want to take these referrals lightly. Every practice has their group of cheerleaders and you do too.

nbsp;

Go through your database and pick out any patient who referred someone to you in the past year. Now send them a personal letter telling them how much you appreciate them and how much you would like more patients just like them. Handwrite your signature and add a personal note such as Thanks for all your support Patty. These cards are for you and a friend;. Include 2 VIP cards. One for them that gives them 50 Off their next visit when they refer a friend and the other goes to the friend with the same offer. You can even give them multiple cards for multiple referrals since the value of the referral is far greater than 50. see your own bylaws for rules on referrals.

nbsp;

While youre at it be sure to include Bring a Friend; on your invitations Send this to a friend; on your website announce on your onhold messaging and mention in your newsletter. Spread the word to your patients so they will spread the word to their friends family and colleagues.

nbsp;

Strategy 3: Email Marketing Campaign

nbsp;

Email marketing is by far the cheapest and fastest way to communicate with your patients today. Thanks to advanced technology and streamlined processes you can literally send out a message and within minutes get your telephone ringing with eager patients.

nbsp;

Email marketing is not a nice; thing to offer your patients. Its becoming mandatory if you want your patients to remember you when they are ready for aesthetic enhancement. In todays competitive environment its vital to keep in touch with patients on a regular basis. This will help ensure their loyalty to you and keep them coming back throughout the year. You also want to market through education; since a true aesthetic patient wants to know whats new in the world of cosmetic enhancement.

nbsp;

Be sure you are asking your patients for their email address so they can receive your very exclusive web offers and event announcements. And your email messages must be brief eyecatching and include very special promotions so they continue to want to receive communications from you.

nbsp;

Strategy 4: Promotions at the Right Time of Year

There are certain times of the year that are more emotional than others for the aesthetic patient and you want to capitalize on that. Since aesthetic medicine is based on emotion and perceived need develop a marketing plan around holidays. You will get a much better response when you promote your services around these themes:

nbsp;

New Year ndash; New You

Valentines Day Love Your Looks

Spring is Coming Rejuvenate

Mothers Day ndash; Do Something Special Just for You

Summer is Coming ndash; Are You Ready?

Holidays ndash; Sparkle This Season

nbsp;

Either through your inhouse signage your newsletter postcard http://www.cosmeticimagemarketing.com/onlinestore/patientpostcards.php special invitation or email marketing campaign educate your patients on how you can help them during these special times of the year. And you can have a special themed; offer for a very limited time so they understand why you are offering a special discount as opposed to always having offers any day of the year.

nbsp;

Strategy 5: Birthday Cards

nbsp;

There is something about a looming birthday that will send the aesthetic patient into a tales spin. And that makes sense. The aesthetic patient who cares about their looks will really care when their birthday is approaching.

nbsp;

To take advantage of this special time in the year for them send them a fun birthday card that says Come Celebrate with Us; and offer 50 Off any rejuvenation procedure listed. This is important ndash; handwrite your signature and the address on the outside envelope. Use a stamp on a plain white envelope with no return address. You want this to look like very personal mail so it is well received and opened.

nbsp;

And be sure to send the upcoming birthday month on the 15th of the previous month and have it expire two weeks after their birthday to add a sense of urgency so they pick up the telephone the minute they receive it.

nbsp;

Conclusion

My above strategies are geared to setting up a winning team and bonding with your patients so they think of only you when they think of aesthetic enhancement. I promise you success if you implement these proven strategies.

nbsp;

For more free aesthetic marketing tips and strategies call Catherine Maley MBA Author Your Aesthetic Practice/What Your Patients Are Saying; at 877 3398833 or visit her online at www.CosmeticImageMarketing.com.

nbsp;

About the writer:  nbsp;

Related posts:

1. Website Traffic – Top 5 Ways To Generate Low Cost
2. Free Or Low Cost Ways To Increase Website Traffic
3. Low Cost Website Traffic: Proven Methods To Generate Low Cost