Archive for the ‘Growing Your Business’ Category

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When is a hot dog not a hot dog?

Tuesday, July 6th, 2010

Another fabulous Fourth of July weekend is history and this year, without knowing it, we probably consumed just a few more hot dogs than we did last July.

Why?  Because of something called product differentiation.

Whether you’re marketing a product or a service, it’s critical to differentiate the benefits of your offering.  When consumers appreciate the difference between your product and the competitors, they become interested in purchasing.

George and Rich Shea

George and Rich Shea

Yet, differentiation can be a challenge, especially when it comes to mundane products such as hot dogs.  Brothers George and Rich Shea have brilliantly differentiated the Nathan’s brand of hot dogs by holding an annual hot dog eating contest.

The contest, started in 1961, is now televised on ESPN.  This year, the New York Times ran a giant newspaper column that provided thousands of dollars in free advertising.

When is a hot dog not a hot dog?  When it’s the featured product of  a televised hot dog eating contest–every July 4.  Brilliant!

Feel free to comment with an example of a product or service differentiation that impresses you.

How do you differentiate your hot dog?  With mustard?  Catsup?  Onions?  Chili?

Self-publishing up 181% from last year

Saturday, June 19th, 2010
Virginia Heffernan

Virginia Heffernan

If encouragement and awareness are important to authors, Virginia Heffernan is making it easier for you to write a book.  Her New York Times article, Author Unbound makes it abundantly clear that self-publishing is an increasingly respected way to get your book out.

Once termed, “vanity press,” self-publishing was practiced mostly by rich people who could afford to print 1,000 books, even if they only sold 100 of them.

But the advent of desktop publishing, e-books, and print on demand (POD) has changed all that.

The Bowker company reports that self-publishing is up a whopping 181% over last year.  In fact, 764,448 titles were self-published in 2009.  In other words, as Heffernan reports, book publishing is becoming publishing.

As author of over 75 information products, I can attest that self-publishing is not limited to just print books.  People are producing e-books, audio CDs, and video programs, too.

The process is incredibly easy, if you have a book shepherd or someone giving you good advice.

You can attend my self-publishing seminar on June 23 in Detroit or order my ( self-published) audio CD and e-book, How to Create and Sell Information Products.

Find a print-on demand vendor such as Lulu, Xlibris or iUniverse to deliver the finished product and you’ll be amazed at how a book can amp up your career, once word gets out.

Which reminds me, getting the word out is the hardest part of self-publishing.  Most authors radically underestimate what it takes to sell a book.

If you were to write a book, what would it be about?  Please comment below.

5 Cool ideas for writing and selling your book

Monday, May 31st, 2010
Your info is worth money

Your info is worth money

Everyone has a “how-to” book in them.  Your lifetime of experience and acquired skill sets should probably be required reading for the next generation, yes?

That book is easier to write than you think.   Once written, you can market your knowledge to people more than willing to pay for it.  Social media can be a cost-free delivery system.

Use the profits from the book to pay down bills, shore up your battered 401K, buy a car or just have some fun.  Here are 5 Cool Ideas for writing and selling your book.


1.  Do it yourself, the publishing industry is broken, anyway.

Self-publishing e-books is an easy, very lucrative way to create passive income.  The process can be as simple as writing a 20-page e-book and saving it to a .pdf.  Arrange a payment gateway through Google or PayPal and start telling Facebook friends about your creation.


2.  You can publish a book, even if you’re not a writer.

Mark Victor Hansen simply collected stories others had written and titled the book series, Chicken Soup for the Soul.  Another great idea is to create other types of information products, instead of books.  Audio programs, for example, are very popular and in some cases, sell better than printed material.   And get this–audio programs are even easier to create than books.


3.  A writing “system” can help you be published in less than 90 days.

I often write books by accumulating information.  My 5 Cool Ideas books have been the result of collecting info, reworking the content and formatting related ideas in groupings of five.


4.  Blog your way to authorship.

Web logging on Typepad or WordPress is a an easy way to develop your voice and build a following at the same time.  Just post a few paragraphs twice a week and you’ll be amazed at how much content you can originate.


5.  Think about what comes next after what comes next.

Celebrate your finished book as a great achievement,  but remember that a book is almost always more powerful as a means to an end.  Being a published author opens the doors to many opportunities, including speaking gigs, consulting work and media attention.  Consider having other products and services to promote when your book is released.


Get good advice on how to write your book . . .

Attend the Write/Sell Your Book seminar and get time-saving tips and valuable marketing idea so you can finally write that book.  Register at http://bit.ly/WriteSellYourBookJune9 or visit http://www.michaelangelocaruso.com/events/calendar/ to find a program near you.

Expect to learn a ton about creating, selling and re-purposing information products. You’ll also learn how to:

- Become a published author in less than 90 days
- Use information products to become more employable
- Build a distribution list so you’ll always have customers

- Write an e-book that will make your print book an even bigger success
- Leverage Facebook, LinkedIn and Twitter to grow your biz
- Self-publish your information products and earn more profit

- Write Web copy that sells
- Repurpose content so you can get paid over and over
- Create multiple information products

- Convert your new found “expert” status into even more opportunities
- Use video to promote your work

Can’t locate a live program?  Would you rather order the audio CD/e-book on the subject?  Go to http://bit.ly/CreateSellYourInfoProducts

Good luck and keep writing!
Michael Angelo Caruso, Author of the 5 Cool Ideas books and creator of over 75 info products

Why Facebook friends are better than real friends

Thursday, May 13th, 2010

Facebook fThe topic of social media has moved from the break room to strategic planning meetings.  Thousands of businesses have started company pages on Facebook, Linkedin and YouTube.

Cynics still say things like, “Yeah, but a Facebook friend isn’t like a real friend.”

True, but if you run a Yellow Pages advertisement, you wouldn’t evaluate the results based on how many readers are ”real” friends.   If your income depends on how many people pay your company for products and services, Facebook friends are far better than real friends, especially once you’ve figured out how to monetize social media.


Why Facebook friends are better than real friends

Facebook buddies are:

-  More likely to be interested in your products and services (this is how keywords work)

-  Easier and cheaper to communicate with

-  Interested in what you’re selling (especially when you use my method of “friending”)

-  Likely to share info about your great products and services with their FB pals

-  Helpful and remarkably supportive


I can’t help you get real friends

You’re on your own when it comes to making true-life buddies, but I will help your company amass a ton of Facebook friends that will be interested in writing you checks.

In four weekly phone calls starting June 1, I will teach you or someone at your company  how to publicize, market, sell and even provide customer service using social media.

This teleclass is quite affordable and very useful, especially for small and new businesses.

“I’ve attended Michael’s great social media class and benefited from his info products.    Social media is a new world for me, but Michael makes it easier and fun.”      -Leah Dunn, The UPS Store

“Michael Angelo Caruso helped improve my business’s online presence in a very short    time.  I highly recommend him for your marketing needs.  Michael delivers!”    -Dr. Steven Ringler, Plastic Surgeon

The four phone calls are June 1, 7, 14 and 21 at 3:30 PM ET.  Playback recordings are available for 48 hours after each call.  The information given is NOT technical.

Register at http://tinyurl.com/SocialMediaJune1

Log-in to your social media pages before calling so you can make changes to your Facebook and Linkedin pages in real-time.  Pretty cool!   

Sign up today at http://tinyurl.com/SocialMediaJune1

Luckily, we don’t have to choose between Facebook friends and real friends, Michael.  You can have both!  I look forward to talking with you and/or someone from your biz starting June 1.

Your real friend,

Michael Angelo Caruso, Marketing Consultant and Keynote Speaker


P.S.
You’re welcome to republish, repost or otherwise share this article.  Simply provide attribution by including my Web site, which is www.MichaelAngeloCaruso.com.

Valuable social media advice for a friend (and you)

Monday, May 3rd, 2010

Readers always write . . .

Dear Michael,

Per your emails, I can see things are going well for you.  Wish I could say the same, but business is way off and Corporate is only interested in providing national marketing, which doesn’t help me at a local level.

I have a blog on our corporate website, but it is heavily edited.

I’ve decided that I must do my own marketing.   Social media has a huge potential and I need to get started.  I want to create an online presence for Home Energy Audits in southeastern  Michigan.   I have a personal Facebook page that is somewhat neglected.  I recently looked at your pages on LinkedIn and Twitter and Facebook.

I went to see you on YouTube.   Your videos look great!  (To this day, I employ your “smiling through doorways” technique and it works.)

You have a number of different products that can help me.  What do you suggest?  I like the idea of getting my name on the FB URL, having an LI and TW account and others strategies that you may suggest.  I am ready to get serious about marketing online.  What other advice do you have for me, please?

Signed,

GGG in Michigan


My response . . .

Dear GGG–

Sorry your biz has had some rough sledding lately.

You’re right about a number of things.

1)  You should do your own marketing. Marketing is way too important for you to rely on HQ.

2)  Online marketing is the way to go. Social media marketing, in particular, is an effective, no-cost way to create more revenue.

3)  My quick advice is to “systemize” Linkedin to grow your network. Add five people a day for 30 consecutive days.  Try to add people who are pre-disposed to your message.

Add a guy named Terry Bean right away.  He’s a local cat who knows everyone and can make introductions, especially on Linkedin.

Also, write an article on how someone can find a reputable person who does what you do (such as you!).  Put it in a “5 Things to Look For . . . ” format.

Post the piece at a free article depot site such as www.EzineArticles.com.

Make sure your contact info is in the report.  Then, offer the report at no cost to anyone who wants it.  You can even re-purpose blog entries from your great collection at http://www.usinspect.com/blog/author/35.  You’re a good writer, GG!  Put this skill to work in new and profitable ways.

Keep giving status updates and advice in an 80/20 ratio on LI, FB and to a lesser extent, TW.  Use a site such as www.ping.fm to have a single post show up on all three of your social media accounts.

Good luck, GGG!

Best,

Michael

P.S. Thanks for your interest in my information products and seminars. When you’re ready to invest a few bucks in marketing, consider:

A)  http://tinyurl.com/CarusoSocialMediaEbook for $10

B)  http://tinyurl.com/CarusoSocialMediaAudioCD for $39 or

C)  http://tinyurl.com/GrowYourBusinessFLA4 for $75

Do NOT order all three.  Choose a comfortable price point and be sure to use the great tips!

A client learns the hard way–protect your brand early and often

Wednesday, March 24th, 2010

Readers always write  . . .

Hi, Michael–

I attended your great Internet marketing seminar recently.

You Tube logo resized disproportionedYou suggested that we protect our names and build our brands on Facebook, Twitter, Linkedin and YouTube in  order to improve Google search results.

I really need to do this because a cartoonist in Florida named “Bruce Beattie” has a stranglehold on a Google search for my name (and his).

Here’s my question:  Should I start using my middle name (George) or middle initial?  Do you think this would help clients and other people find me online?  Or would be better to continue sharing my identity with the cartoonist?

Bruce Beattie, President
http://www.FCEServices.com

Dear Bruce,

I checked up on the guy in Florida and apparently, he’s been “Bruce Beattie” for quite a while.  The problem now, of course, is that you’re KEENLY AWARE he is Bruce Beattie and so are people who are searching for you online.

Unfortunately for you, the cartoonist happens to be published in newspapers across the fruited plain, which means all the papers are promoting him online and that’s why he’s kicking your ass up and down the search engine rankings.

To make matters worse, your alter-ego is apparently a Republican, which is also bad news, if your politics lean left.

Your intuition is correct, Bruce.  Adding your middle initial to your official (brand) name is an awesome game changer that will help you protect your identity.  You’ve got everything to gain and little too lose by becoming known as “Bruce G. Beattie.”  Just be sure to change everything that has your name on it, including business cards, Web pages and of course, the user name on your social media profiles.

Remember, when it comes to social networking, it’s nice to share, but never share your identity.

Best,
Michael
www.MichaelAngeloCaruso.com

Note: Attend Michael’s teleclass to learn more about how to build your brand online.  More information at http://www.michaelangelocaruso.com/features/social-media-marketing-markting/.

When does “new” become comfortable? (Part 2)

Sunday, March 21st, 2010
Ed Futa, General Secretary of Rotary International

Ed Futa, General Secretary of Rotary International

Twitter has recently suffered a serious blow to its image.  People are talking (and tweeting) about how many folks sign up for the social media platform and then fall away in the first few months of membership.

This lack of involvement is a problem for many other organizations, as well.

I recently delivered a keynote speech for Rotary in Nashville.  The talk was on leadership, with an accent on membership retention.

Ed Futa, General Secretary of Rotary International and another speaker at the conference, reminded me that the first year of  membership in Rotary is critical because Rotarians who become actively involved during the first twelve months tend to become valuable members.  These people also remain members longer.

Getting people to become active in the organization is a problem that exists for many employers, too.

Employers all over the country are frustrated when they hire new workers only to have the newbies assimilate slowly or not at all.

It usually goes like this:  A first year-employee doesn’t engage because he is new.  The newbie doesn’t engage during the second year because he made it through the first year without really being involved.

During the third year that employee has developed a full-fledged pattern of non-commitment and in the fourth year, he starts looking for another job because he “doesn’t really fit in.”

Ironically, the solution is to raise expectations of the new person and communicate those expectations in no uncertain terms.

Rotary clubs can insist that new Rotarians attend their annual District conference.  Currently, only President-elects and other club officers are expected to attend the conference.

Employers can make certain types of employee involvement mandatory or a condition of employment.  For example, the employer might tell a job candidate, “You’re hired under the condition that you sign up for one of our work committees within the first 30 days of employment. ”

These types of measures help new people become comfortable faster, which is good for business.

Do you market a product or service?

Saturday, January 9th, 2010

Do you market a product or service? Do you ever market yourself for a job or key appointment?

Attend my Low-Cost, No-Cost Marketing, is a fun 3-hour program on Tuesday, January 19 and I’ll show you how to get great marketing results without breaking the bank.

REGISTER at http://tinyurl.com/Jan19AM

This short program will teach you how to:

- Build a stronger distribution list quickly and easily
- Monetize social media, such as Facebook and Linkedin
- Use the awesome marketing power of video
- Create the “perfect e-mail” to send to your list
- Improve dialog with your customers
- Teach customers to sell for you
- Use Linkedin to have customers write your ad copy
- Make money every time you send e-mail
- Sell almost any product or service online
- Succeed without expensive marketing campaigns
- Use autoresponders to improve service and increase sales
- Write Web copy that sells
- Use low-cost, no-cost tools and techniques to improve your bottom line

This is NOT a technical program. You will be able to understand and use
everything I talk about. In fact, you’ll most likely recoup the cost of this program in less than 30 days!

REGISTER at http://tinyurl.com/Jan19AM

Selling online is one of the easiest, most profitable ways to improve business, if you know what you’re doing and someone is helping you.


“Michael is a captivating and motivating speaker. Expect extremely
valuable content that you can use right away.”

-Jayne Burch, Owner, Web Enterprise, Development, Ann Arbor, MI

I’ll include time for Q&A. I want all of my clients to be ultra-successful.

Who should attend? CEOs, COOs, company Presidents, marketing specialists, salespeople, VPs of Marketing, entrepreneurs and anyone who wants to improve business by marketing online and with e-mail.

Save $100 per person, if you’re you’re on my distribution list and receiving the free 5 Cool Ideas newsletter! (Sign up at www.MichaelAngeloCaruso.com.)


What:
“Low-Cost, No-Cost Marketing” Seminar
When: Tuesday, January 19 (choose one of two sessions)
Morning session: 9 AM to Noon
OR
Evening session: 6 PM to 9 PM

Where: Trademark Productions (248-582-9210)
316 1/2 Main Street (above Tom’s Oyster Bar)
Royal Oak, Michigan 48067

Investment: Only $149 per person (regularly $249); use coupon code MITTEN if you are my Facebook friend and want to save $100!

REGISTER at http://tinyurl.com/Jan19AM

Sign up for this Internet marketing seminar within 48 hours and receive bonus gifts worth $78.

Bonus #1: My next I’net seminar at no cost ($39 value; just let me know which one)

Bonus #2: My Being the Best DVD ($29 value; I’ll bring copies to the seminar)

Bonus #3: Save an Hour a Day, ($10 value; you’ll receive download details after you register)

This will be one of the best programs you’ve ever attended or I’ll make things right with you. Register now, seating is limited.

I look forward to seeing you or someone from your company on Jan.19 in Royal Oak!

REGISTER at http://tinyurl.com/Jan19AM

New Year’s resolutions that pay big dividends

Tuesday, December 29th, 2009

31If you’re like me, you’re looking for ways to have a better year starting January 1.

Below are nine  easy ways you can become an even better person in 2010.  Call them New Year’s Resolutions, goals or whatever, they offer a great return on investment.

Many of these improvements offer a double dip.  If you become a better leader at work, for example, you are likely to become a better leader at home or for your condo association.

I’ve created easy-to-read e-books on the following topics and they will be instantly sent to you, when you place your order.  You’ll receive tips you can use right away and the information is very affordable at less than $10 per e-book.

If, from now on, you want to:

1  Serve people better

The secret to improved customer service is more focused dialog with the customer.  Unfortunately, auto-responders, Web site forms, reduced staffing and a faster speed of life tend to reduce the amount of focused dialog . . .

2  Be a more effective leader

Freud–and Aristotle before him–noted that two things motivate most humans.  Effective leaders know how to leverage what Freud called the Pain/Pleasure Principle.  I’m referring to the anticipation of pleasure (which isn’t usually  money) and the avoidance of pain . . .

3  Manage time better

Time, of course, is a limited commodity, but almost all of us can manage time by using systems.  A system, for example, will keep you from losing things, which ultimately saves time . . .

4  Cope with stress

Let’s be clear–stress is not natural.  Sure, there’s good such a thing as good stress, but it is not normal to always be edgy.  Many people are surprised to learn that stress is actually a choice–or more likely, a series of choices . . .

5  Deal with difficult people

I teach how to deal with a dozen types of difficult people.  The first step in dealing with them is to realize that the resulting conflict is because of you, not because of them.  With a couple of easy techniques, your situation can be much better . . .

6  Give better presentatations

One of the easiest ways to become a better presenter is to deliver a unique message.  A simple way to be different than other speakers is to not use PowerPoint.  If you must use a projector, only use it during the middle third of your program because  . . .

7  Negotiate to win

The best negotiations result in both parties wanting to do business again, but the Survivor mentality of modern businesspeople usually a conquer and destroy mentality . . .

8  Start a business

There’s never been a better time to start a business.  Digital products cost practically nothing to produce.  Marketing programs are as inexpensive as ever, thanks to the clever use of social media and video marketing . . .

9  Become known as an industry expert

There are two ways to become an industry expert FAST.  The first is to become known as a speaker in your area of expertise.  The second method is to become a published author.  Self-publishing makes this much easier than you think . . .

As always, you will be completely satisfied with my info products or I will make things right.

“Michael Angelo Caruso is a leader in the field of human development.  An inspirational writer, Michael draws from a wide variety of teachings to help create positive growth for individuals and their companies.”

-Jerry Nehr, President, Creative Discoveries Training and Consulting

Here’s wishing you a safe, happy and prosperous New Year!

Sincerely,

Michael Angelo Caruso

P.S.   For more on the power of New Year’s resolutions at work and at home, read my blog for DBusiness magazine.

Getting more from Facebook

Monday, December 21st, 2009

Facebook fAre you getting everything that you want from Facebook?  If not, here are some guidelines that are sure to improve your results from using social media.

1.  Build your list to at least 200 friends. The average Facebook (FB) user has between 120 and 150 friends.  This means if you have less than120 FB friends you are below average.  It is unrealistic to think that you’ll get an above-average return on investment from an activity at which you make below average contributions.

2.  Post photos one or two at a time. Facebook makes it easy to submit entire albums of photographs, but you’ll get more interest if you employ a strategy called “drip marketing.”

3.  Open up your privacy settings. Click Settings, then Privacy Settings and Profile Information.  Notice that you can limit who sees various aspects of your FB page, including photos, birthday, education and work.  If you want people to know about your work, hobbies, products and services, switch all these settings to “Everyone.”

To get more tips, join My Facebook Fan Page.  Search “Michael Angelo Caruso” on FB and look for the photo with the microphone.

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