Competitive Advantage: Are You Competing With Starbucks?

Starbucks is in the people business serving coffee and not
in the coffee business serving people.
--John Moore
==============

Cathy is the owner of Norma Jean's Coffee in my town of
Aptos, California.

We met about two weeks ago when Justin and I ducked inside
for an afternoon pick-me-up. Joe for me, Jones Root Beer for
him.

The quaint little shop, located in the Trout Gulch area of
town, it used to be known as Trout Gulch Coffee.

The new name comes from a renovation that is underway
transforming TGC into a James Dean - Marilyn Monroe-esque
coffeehouse / cafe.

Cathy told me it was "Double-or-Nothin' Monday," pointing
to the dice cup on the counter. If I rolled a double, I'd
receive a free coffee drink on my next visit. Sounded
good.

I asked Justin to roll for me as his hands were hot from
rolling successive doubles during a rather spirited
Monopoly game the previous evening.

He shook the black leather and red felt-lined cup back and
forth. He whispered something into the cup and them shook
out the little black-spotted white cubes.

They clickety-clacked across the counter.

Double threes!

Yeah, baby...free coffee next time (and a Root Beer for
Justin)!

====================
The Dreaded "S" Word
====================
While my individually brewed cup of Italian Roast was
filtering at the coffee bar, Cathy and I chatted
about business.

It seems Starbucks is on its way to town in just a few
months. Just across the street from Norma Jean's in fact.
Coincidence? I think not.

Cathy was a bit jittery about it.
I couldn't blame her really.

We talked for about thirty minutes about the issues that
loom to the forefront when a heavy-hitter like Starbucks
or Wal-Mart comes to town.

=========================

Are You Competing With Starbucks?
==========================
This encounter with Cathy got me thinking.
Aren't we all competing with Starbucks?

Each of you reading this ezine has a "Starbucks-like"
competitor. It's the business that, you one day fear,
may put you out ...of business.

How do you compete with a company like that?
I had a lesson about this...

==============
Just Last Week
==============
A good friend emailed me the other day after he
read a post of mine of a forum. My post was about
an upcoming product for BarryMorris.com.

A word about my friend. His name is Mark.
And he's my competition...in a way.

While his target market isn't primarily composed
of freelance commercial writers, he does have
a few of them in his stable of clients. (Including me!)

Back to the email (paraphrased)

"Hi Barry...Just to let you know that I'm coming
out with a similar product in a few weeks and ..."

Now, the old Barry, pre-enlightenment Barry, would
have shaken in his boots right then and there.

He also would have also probably have pulled the plug
on his plans for a new product. Nothing like a little
competition to make me really nervous and full of doubt.

The new Barry, post-being-Mark's-client Barry, was
encouraged by the news. Why the dramatic turnaround?

Because Mark taught me something that I'll never
forget. He taught me how to discover the true
essence of what I provide my own target market.

Deeper than that, it's what makes me truly unique
as a person, as a spiritual being. He calls this
process 'Unveiling your Jewel.'

(Who knew that under this rough exterior, there was
a gem waiting to be unearthed!)

OK, Back to my reaction to Mark's hostile takeover.
;-)

Because I know who I serve and how I serve them,
Mark's news didn't have the impact that it might
have a few months ago.

Mark, being the gentle soul that he is, probably
felt a little unconfortable telling me this news.
But it was because I am a client, that he felt a need
to care for, guide, and protect me. That's how Mark
thinks about his clients.

(I'll share with you Mark's site in a moment.)

But first, how do we react to our own Starbucksian
behemoth moving toward our market share?

===================
Taking on Starbucks
===================
Here's my take on what we all need to do
when faced with the apparent threat of competition.

First of all, realize there is no competition.

Because of my security in knowing who I serve and
that I desire to serve my target market with value
and sincerity, I know there is room for me in this market.

But on a more practical level, in order to coexist
successfully with a major competitor, we need to
know a few things about them:

*Why are they so successful in the first place?
*What business are they really in?
*How can I differentiate myself to serve the same
population?

Let's look at each of these questions.

----------------------------------------------
Why are they so successful in the first place?
----------------------------------------------
In the case of Starbucks, two factors are important:
consistency and uncommon-ality. (Not really a word, but
you get the idea.)

*Consistency*

Everything about your experience inside a Starbucks is
consistent. No matter if your in their Capitola Mall
store in my neck of the woods or one of their 4 stores
in Abu Dabi in The United Arab Emirates, your
experience will likely be the same.

Starbucks Coffee tastes the same the world over.
Do your clients find a consistency that they can count on
each time the buy from you?

*Uncommon-ality*

Truly successful businesses make the common uncommon.
Starbucks made the experience of enjoying a common cup of
coffee uncommon. In-N-Out Burger made the experience of
getting a common hamburger uncommon.

Apple Computer made the common computer uncommon.
The Toyota Prius made the common car uncommon.

Have you articulated what makes your business an uncommon
find amidst a sea of common competitors?

-------------------------------------
What business are they really in?
-------------------------------------
As noted by John Moore above (I recommend his Blog:
http://brandautopsy.typepad.com/brandautopsy/),
Starbucks isn't in the coffee business.

"Starbucks is in the people business serving coffee and not
in the coffee business serving people."

So what business are you really in?

Are you in the copywriting business or are you in the
people business serving word-pictures?

Are you in web design business or are in
people business serving web design?

-------------------------------------------------
How can I differentiate myself to serve the same
population?
-------------------------------------------------
I have an appreciation for fine antiques.
I used to own a typewriter made in 1902.

I refurbished it and even wrote a few college papers on it
in the days before PCs and Macs. I guess I love antiques
because they're unique. Most scream one-of-a-kind.

What we're talking about in this article is really our
Unique Competitive Advantage (UCA).

It's one the reasons that clients seek us. It's what makes
us unique, a one-of-a-kind vendor for our clients.

What makes your business unique? Here's a hint.
It's what's on the inside that makes the difference
on the outside.

What's your unique set of qualties?
What one trait always rise to the top when you
practice your business crafts?

Do you like helping others? Are you a teacher
at heart? Perhaps the pillar of strength?

We all bring our own unique ingredients
to the business banquet.

=================
And It's All Good
=================
Competition is good. It's good for business.
It's good for us as business owners.

"If it wasn't for Starbucks, we wouldn't be able to sell $3
or $4 cups of coffee. They pretty much train the customers.
Then, once they like coffee, they come to other people's
cafes. You can ride that wave."

---- Steve Ranjbin, owner of Rooz Cafe, which is about two
blocks from a Starbucks in Oakland, CA.

What can you do when faced with a big competitor?
Here are my suggestions:

*Constantly watch the competition.*
Find out everything you can about them and use it to
differentiate yourself from them.

*Control your expenses.*
You've got to be lean. Become quicker than your
bulky competitor.

*Offer something unique.*
Get that UCA established and out there. Make sure your
market knows why you're the best choice.

*Capitalize on your strengths.*
Are you faster, more accurate than your larger competitor?
Do you offer more personal service?

Nail down these differences, act upon them, and you, too,
can compete with Starbucks.
-----

I promised you Mark's info.
I recommend Mark's site all the time..even if he's
my own personal "Starbucks!" (Kidding, Mark!)

He's taught me a great deal and continues to do so.
Visit Mark's site here: http://www.HeartofBusiness.com

Subscribe to his free ezine and he'll send you three
chapters from his excellent book, Unveiling the Heart
of Your Business, for F*ree! Such a deal!
http://www.HeartofBusiness.com

Thanks for Reading,

Barry

The Customer Focused Web Site: How To Convert a Laid Back Surfer

ARTICLE:
The Customer Focused Web Site:
How To Convert a Laid Back Surfer
Into a Fanatical Devotee
~~~~~~~~~~~~~~~~~~~~~~~~~~~
by Barry W. Morris (c) 2006
~~~~~~~~~~~~~~~~~~~~~~~~~~~
(Insert Surfer dude voice over...)

"Dude, it's totally knarly! I've got a site, ya know?
It gets tons of traffic, but like, dude, I'm not making
as many sales as I'd like. What's up with that, huh?"

OK. Not that kind of surfer. ;-)

"Yesterday I had 1500 hits on my home page, but
made only a few sales, why? Help!"

Sound familiar?

I was corresponding with Teresa, a copywriter
from Connecticut. Her daughter's have a business
web site called Pre-Wrap.com from which they sell
a product called...Pre-Wrap!

Teresa asked me about taking the site to the
next level. As many of you know already, asking me
a loaded question like that means an article is
soon to follow.

================
Like This One!
================
As I told Teresa....

You can generate traffic to any site, but if you
want to convert those casual surfers into return visitors
or paying customers, you'll need to create a
Customer-Focused Web Site (CFWS).

To use a baseball analogy, too many web sites try to
hit a home-run, i.e. close the sale, on the home
page.

It's not a sound strategy. Just ask Barry Bonds of
my hometown SF Giants.

Although every fan in the stadium expects
him to hit a home run each time he comes to the
plate, the odds are overwhelmingly against that
happening.

Likewise, if you're expecting to convert a
visitor into a paying customer or client on your
site's home page, the odds are overwhelmingly
against that occurring as well.

The only time this happens is when you have a
product so specialized, that normal buying
behaviors are redefined: Hyperdemand for the
product and you're the only distributor.

But if your site is like most others, you'll need
to be customer-focused. What does one look like?

The CFWS is easily recognized if you know what to
look for.

Here are just five common components that easily set
them apart and make them more successful in converting
surfers into return visitors and ultimately into paying
customers.

1. Establishing rapport with the target audience.
~~~~~~~~~~~~~~~~

My son Justin is ten years old. If he wants to
get my attention, he simply calls my name.
"Dad?" That usually does it. Why? Because it's
my name!

If you want to gain the attention of
your target audience (TA), your home page, and
especially your opening paragraph, must call the
name of your TA.

Consider asking a probing question that
clearly addresses who you serve, their most
pressing issues, and a possible outcome of
the solutions you offer.

"Female athletes! Are you tired of constantly
stopping your game to get your hair under control?
Pre-Wrap can help!"

2. Clearly defining the problem faced by the TA.
~~~~~~~~~~~~~~~~~~~~~

People have problems. They go online in search of
solutions. But most marketers make the mistake of
presenting their solutions without first addressing
the problem.

Why is this important? Discussing the problem helps
your visitor feel that you really understand where
they're coming from. By discussing the painful
issue that brought them to your site, you're
building your credibility as a solution provider
prior to presenting it.

It also further develops the rapport that you
established with your opening on the Home page.
Robert Middleton (www.actionplan.com) is
probably the best in the world at doing this.
Check out his site for examples.

3. Reinforcing solutions with testimonials.
~~~~~~~~~~~~~~~~

If you'd had success with your product or
service, the testimonials of your satisfied
customers can go a long way in furthering your
credibility and paving the way for more sales.

Each time I receive a complimentary email, I
immediately reply with a thank you email
and ask permission to use their quote. I've
never had anyone refuse.

Most people are happy to support your business
with a testimonial. What kind of testimonial
works the best?

Those that speak to with specific, quantifiable
results offered by real customers.

"Before Pre-Wrap, I was constantly stopping to
readjust my Scrunchy. The first time I used
Pre-Wrap was the first game I played without
having to worry about my hair."
Suzie Soccer, Mill Valley, CA

4. Providing clear navigational directions.
~~~~~~~~~~~~~~~~~

Some years ago I was in Washington, D.C. on business.
I had a free day and went on a walking tour on my
own. In seven hours, I toured the Lincoln Memorial,
the National Mall, the Vietnam Memorial , the Capitol
Building, the Smithsonian Air and Space Museum, the
Smithsonian Museum of American History, the National
Portrait Gallery, and the Ford's Theater Museum.

Boy, did my feet hurt that night!

There's no way I could have done all that without a
clear path to follow. Knowing my next destination
was crucial to seeing it all within the time limit
available.

When a visitor comes to your site, do you provide
clear directions? Are you a friendly tour guide making
sure that your visitors see all the right things
or are you leaving them on their own to poke around
and then leave unsure of the reason for their visit?

Sadly, most sites don't provide adequate navigation.
They display a row of buttons or links and call it
navigation, but at best, it's a laundry list of options
that provide the visitor with little value.

Your visitor needs to be directed and guided.
As the site host, you know what you'd like your
visitor to ultimately do. Why not tell them?

I call this your most desired outcome (MDO).

For some it may be purchasing a product. For others,
it's calling you on the phone, or clicking on a link
to subscribe to a publication.

The MDO can only be achieved if the visitor
is guided through the pages that establish rapport, reduce
risk, represent your solution, and finally provide an
effective call to action.

5. Providing a strong call to action.
~~~~~~~~~~~~~~

Without an offer and a call to action, there is
little hope that your visitor will be converted
into a return visitor or a paying customer.

An effective call to action reminds the visitor
of their problem, why what they've tried hasn't
worked, and why your solution will. It then provides
an incentive to act sooner rather than later.

"If you try our Pre-Wrap by (insert date), we'll
pay the shipping to anywhere in the continental
US and 50% off International shipping!"

==============
Final Thoughts
==============
There are certainly many more elements in a customer
focused web site that will aid you in converting
laid back surfer dudes into customers than have been
presented here.

This week, take a good look at your site.
Is it customer-focused? Are you customer-focused
or self-focused?

Here's a quick way to find out.
Read your home page and asnwer this question:

"Who do you mention first; your TA or you?"

That simple litmus test will tell you whether or
not your site needs some attention.

Thanks for reading,

Barry

Get Slightly Famous - Part III: Your Brand - The Soul of Your Company

========================================
**The Spotlight**
Weekly Lessons in Attracting More
Attention To Your Business
August 2, 2006 Edition
========================================

Dr. Barry W. Morris, Editor
Visit My Site:
http://BarryMorris.com

========================================
1) This Week's Article:

Getting Slightly Famous: Part III
Your Brand: The Soul of Your Company


2) NEW Resources for Your Business
========================================

Note: You're receiving this newsletter, because you
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Readers of The Spotlight! now hail from Italy, the UK,
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Please recommend this ezine to your friends and
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But, if you want to say hasta la bye-bye, then just
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============================================
**WHERE WOULD YOU LIKE TO BE IN 10 WEEKS?**
============================================
__ Attracting 3-5 more clients per week?
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__ Confident in your ability to attract and retain
new clients?

You will if you enroll in the Strategies for
Leveraging Your Marketing Training Group!
--------------------------------------------
Applications for this 10-week course are
now being accepted. Only 12 seats available.
Click here for details. Won't you join me?
http://BarryMorris.com/marketing.html
===========================================

And now for this week's article...

==================================
Getting Slightly Famous! Part III
Your Brand: The Soul of Your Company
==================================
Question: What do The Rolling Stones, Oprah,
Dr. Phil, and Paris Hilton all have in common?

Answer: They all need serious therapy. Kidding.
In fact, all are great example of the power of a
personal brand.

Each is synonymous with an intangible quality
that drives their brand. You might call them
perpetual branding machines!

Ever see an episode of Dr. Phil or Oprah and not see
raving fans in the audience? Doesn't happen.

Have you seen the Stones live in concert? There isn't a passive
fan in the stadium. Fifty-thousand screaming heads...minimum.

And what about Paris Hilton. It's a good thing most
cameras are digital these days, because the paparazzi would
have tapped the global silver reserves if traditional
film were being used.

Like 'em or not, each member of the Branding Hall of Fame
above have a fanatical following.

==================================
Create a Brand, Create a Following
==================================
Branding your business can produce tangible effects
like greater loyalty, raving fans, increased site
traffic, more money flowing into your pockets, etc.

That's one of the powerful effects of personal brand.
It creates a stir. It makes you memorable.

It's safe to say that it's the soul of your business.
"Your brand holds your entire slightly famous
marketing strategy together," writes Steven Van
Yoder is his book, Get Slightly Famous.

It sends a deliberate message that encompasses all
aspects of your business: your products, your mission,
your customer service, everything.

Sounds pretty darned important, this branding thing, huh?
You betcha.

And whether or not you choose to "brand" (rare verb form),
you've got one. Whatever perception exists around your
business....that's your brand. Like it or not.

It's the soul of your business. It's there.
Even if you've not lifted a finger in order to
establish it, your brand is working.

But, is it working for or against you?
If you've positioned your business as suggested
in the two previous articles in this series, chances are
pretty good that your brand is working for you.


If you're in the camp of readers who are saying,
"Brand? What brand,", then it's safe to say yours
isn't working out so great.

Bottom line: If you've got a brand, why not make it
work a little harder?

===================================
It's Your Brand, Make it Work
===================================
Not long ago I saw a commercial on television for
a financial institution. A guy walks into this
living room to sees a bunch and dollar bills working out
to an exercise video on the TV.

The tag line goes something like: "It's your money;
Why not make it work a little?"

OK, so you've got a brand.
What can you do to make it work for you?

A few things come to mind....

1. Make it Relevant
A brand has got to stand for something. It's got to convey
a certain amount of meaning to your target market to be relevant.
Make it reflect the total experience of doing business with you.

2. Make it Consistent
A brand works for you when your clients know what you're
going to deliver in terms of product, services, or identity.
Whenever I walk into Starbucks (you know I do this a lot),
I can be assured of the taste of the product, its packaging,
and the customer service with which it's delivered.
That's consistency in branding.

3. Become the Brand
You have a tremendous responsibility to your customers
to become as knowledgeable as possible about your area
of expertise. You owe it to them. Become the knowledge
source for your target market and your brand will work
overtime in attracting the right clients to your business.

But you can also make it personal.

=================
The Brand Is You
=================
Personality branding is perhaps the most powerful
kind of branding for a small business.

Steven Van Yoder says:
"It's a strategy that showcases your personality and
equates it with your business to produce an emotional
bond with your prospects."

And he's right.
When you put a human face on your business, it creates
an emotional link with your prospects and your existing
clients. It softens your appeal.

Instead of being "Copywriting Strategy Associates," which
sounds pretty scary to me, I chose my own name for my
business and for my web site. After all, last time I checked,
mine was still the only name on the mailbox.

Personality branding allows your prospects and clients to
glimpse the you behind the company. On my web site, I post
a personal glimpse into my life on the About Me page. It's
posted for a reason.

I want my personality, the Barry-behind-the-BarryMorris.com
to be real and personable. I do this in support of my own
personal brand.

Some web sites that do a good job of personality branding are
run by colleagues of mine:
1. www.adamkayce.com
Adam's personality shines through on every page.
2. www.letsdothework.com
Mona's personality also is evident on each page.
3. www.heartofbusiness.com
Mark's highly personal communication style mirrors
his personality.
4. www.psychotactics.com
Sean D'Souza...zany, witty, did I mention zany?

=============
Final Thoughts
==============
In it's simplest terms, your brand is the perception
that your target market holds of you and your business.

Your brand is something that exists whether you want
it to or not. That it exists, is a given.
What you make of it, remains your choice.

In this article we've seen examples of how a brand
makes a promise. It promises that you will deliver
in terms of quality and service.

Branding your business with your own personality
forges an emotional link between you and your target
market. This link creates trust.

Trust is the very foundation of every successful business.

=-=-=-=-

Next week we'll talk about strategies for
attracting media attention!

Until then, thanks for reading!

Barry


P.S. As always, you can shoot me a response, a criticism,
even a compliment ;-) here: Barry@BarryMorris.com

============================
RESOURCES FOR YOUR BUSINESS:
============================
The Web Leads Generation Teleclass
BarryMorris.com
----------------------------------
Is your web site generating enough leads?
This 90-minute mp3 file teaches you everything
you need to know about putting together a web
site that helps generate leads and qualify prospects.
For more information, check this out:
http://barrymorris.com/web_strategies.html


Info Guru Marketing Manual
Action Plan Marketing
-----------------------------------------------
Barry's Note: Marketing your small business can be
like walking through a maze. What I like about this
resource is that Robert takes you by the hand and
leads you, step-by-step, from knowing zilch about
marketing to knowing how best to market your solo
venture. It comes with down-loadable audio files that
you can refer to again and again. I purchased this
complete How-To manual over two years ago and I still
use it...every day. Details here:
http://tinyurl.com/av5ur

======================================
About This Ezine and Your Subscription
======================================

©2005-2006 Barry W. Morris. All Rights Reserved.

-------------------------
If you liked this article
-------------------------

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alter it in anyway. All links must remain in the article.

Please notify me when my article is used online and offline.
And include this signature box at the end of the article:

Signature Box:
Dr. Barry W. Morris, author of A Copywriter's Dream Business:
Three Steps to Leveraging Your Time & Talent to Create the
Business (and the Life) You Deserve, teaches freelance copywriters
how to leverage their business to enjoy more profit and more free time.
Check out Barry's site: http://BarryMorris.com.

-------------------------
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-------------------------
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==========================
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Getting Slightly Famous!: Part II Positioning Your Business for Maximum Impact

Getting Slightly Famous, Part II
What Happened Last Week?

Read Part I here:
http://tinyurl.com/eqclc

=========================================
Step Two: What's Your Favorite Position?
=========================================
Gee, kind of a personal question, Barry!

A little shy?
OK, I'll tell you mine....in a second.

Ever seen one of those pictures of cute, cuddly
puppies or kittens sleeping on top of one another?

I love the way that sleep overtakes them despite
what they're doing and they collapse right where they are.

The results are pictures of adorable little pets tangled up,
one on top of the other, sleeping their cares away.

It's the picture of bliss.

So, what's cuddly puppies and kittens got to do with
your freelance business? Plenty.

The result of positioning your business can be, well..
pure bliss. If you know how to go about it.

====================
My Favorite Position
====================
OK, I'm gonna spill the beans.
My favorite position...

...is the one that requires absolutely zero effort
on my part. That's right. Lazy dazy here.

My favorite position is the one that keeps me and my business
top-of-mind in the lives of freelance copywriters worldwide.

What?
You thought I was talking about something else?
;-)

Positioning your freelance or solo business is
Step Two in Getting Slightly Famous.

===============================
What's In a Position?
===============================
What exactly is positioning?
Good question.

Many freelance business owners quickly become
confused about positioning.

It's not marketing, but it's close.

It's not the same as publicity but it might include it.
So, it's easy to see how positioning gets fuzzified.

But...positioning is vitally important.
Here's why according to Steven Van Yoder:

"POSITIONING communicates, in no uncertain terms,
the benefits your brand delivers to your target market."

One way to position your business for maximum
impact is the develop a positioning statement.

A positioning statement is one of value and it definitively
answers the question: "What's in it for me?"

Here's the positioning statement for BarryMorris.com:

"BarryMorris.com helps freelance copywriters who
want to break out of the fee-for-service income trap
and learn to leverage their time and talent to generate
more profit for their business and more free time to enjoy
life."

I wrote this positioning statement for two reasons:

1. It helped me create a public image for my business
so that potential clients will know precisely why
they should do business with me rather than someone
else.

2. By defining who my customers are, I can more effectively
design my marketing efforts to reach them.

A positioning statement isn't necessarily for sharing with clients.
You won't find this phrase cyber-plastered all over my web site.

Instead, it serves as my business compass, always pointing
toward my ultimate destination. If I get lost, or encounter
two roads diverging in a yellow wood, I need only check my
positioning statement for direction.

==================================
The Anatomy of a Positioning Statement
==================================
Crafting your positioning statement is similar
to crafting a Business Mantra (TM) or an elevator
speech.

It takes practice, but an effective positioning
statement will include, at minimum, a target audience,
a problem your target audience experiences, a solution to the
problem, and the ultimate reward for a client.

Anatomy Lesson:
---------------
Let's dissect my positioning statement above:

"BarryMorris.com helps freelance copywriters who
want to break out of the fee-for-service income trap
and learn to leverage their time and talent to generate
more profit for their business and more free time to enjoy
life."

Target Audience: freelance copywriters
Problem: trapped by the fee-for-service model
Solution: leveraging their time and talent
Ultimate Outcome: more profits, more free time

Developing a positioning statement, like a compass,
will keep you moving in the right direction.

Positioning also helps you become more visible.

====================================
Positioning Allows You To Stand Out
====================================
When I was a kid, being highly visible was the last
thing on my mind.

Like most kids, I wanted to blend in. Just be one of the crowd.
Typical middle child syndrome stuff. ;-)

But when I became a business owner, standing out
from the crowd rapidly became a necessity.

Without visibility, I was in-visible.
Not good.

By positioning my business as the solution to my target
audience's problems, I naturally positioned my business
as the solution...the top-of-mind solution.

But...I hear you saying...what if I'm in a business, such
as copywriting or copyediting, and I just do what everybody
else does? How do I stand out?

Wow. Great question.
Almost like I wrote it myself!

Case In Point:
--------------
Bruce Smith - Travel Agent

How does a travel agent stand out from his/her
competition when everybody sells the same
vacation/holiday packages?

Bruce seriously pondered this question and came
up with a creative answer. "I'll sell trips,
but keep the destinations a secret."

Crazy, right?
Bruce started selling "Destination Unknown" packages
to honeymooners and other couples, and found a way to make
his business stand out from the gazillion other travel
agencies that potentially served his target audience.

Bruce found a way to stand out from the competition by
tweaking his formerly cookie-cutter service into something
completely new.

====================================
Other Ways to Position Your Business
====================================
Here's a list to consider as you develop your
unique market position:

You could...

** Offer better service
Do you offer rush jobs? Work weekends and holidays?

** Offer better value
Do you offer a choice of basic and comprehensive services?

** Offer better terms
Do you have flexible payment options? Discounts for
payments in advance?

** Offer a creative guarantee
Is it better-than-money-back? No q*uestions a*sked?

** Offer yourself*
Are giving your heart to your clients?

====================================
The Most Powerful Positioning Tool*
====================================
In this article, we've looked at positioning
as a way of increasing the visibility of your business
within your area of influence - your target market.

But, we haven't talked about the most powerful attractor
of all - You!

Yes, it's important to craft a positioning statement that
guides you like a compass as you begin the process of marketing
to your target audience.

And, yes. It's vital to define your services or products
in a manner that allows you to stand out from the rest
of the businesses out there that offers similar services.

But, without doubt, the most powerful tool you have for
attracting the attention of your target audience is your
own personality.

There is no one on the planet like you.
You're an original. I could clone everything
you do in your business, but I can't replicate
what makes your business truly unique and yours.

You.

Your target audience wants to see and hear you.
Not a marketing version of you, but the real you.

The you who isn't concerned with getting it perfect.
The you who understands that your customers are people;
people with problems, looking for a solid solution.

They aren't perfect and they don't expect you to be
either.

Case In Point:
---------------
Me, Myself, I - Copywriting Quarterback

I love typos. Despite my best efforts, those lovely
little misplaced keystrokes happen.

Some of my many loyal readers occasionally point them
out to me via email or phone, and I love it when they do.
[Hey, it means my readers, swimming in a sea of ezines and
newsletters, are choosing to read mine! :D ]

I've come to look forward to these "love notes" from readers.
They let me know that I'm still coming off as human and fallible.

I love the back section in Mark Silver's book, Unveiling
the Heart of Your Business, where he proclaims in large
font...

"Perfection is a quality of the Divine...
...And I'm only human. Although several maniacal editors
have lovingly poured through this book, bugs, problems,
mistakes, typos, and all sorts of things can slip through
despite my best efforts."

But, you know what? Even though I do what I can to prevent
looking human, I still am. I can't help it.

Like Mark, I know that in the end, my customers will feel more
comforted by my humanity than they might be disappointed by it.

==============
Final Thoughts
==============
Positioning your business for maximum effectiveness involves
thinking about its organic components. It requires us to objectively
look at the business, determine how to manipulate the components
into an order that still solves our client's problems, but is perceived
with new perspective.

Accompanying this demand for a unique marketing position, is the
responsibility to become as knowledgeable as you can become
about the problems and issues that face your target audience.

Becoming the knowledge-source that your target audience needs
is a powerful way to position your business for greater
effectiveness and become slightly famous in the process.

Positioning your business will futher clarify your niche, allow you
to continually focus your energy on calling them by name and building
a relationship with them that will last for years to come.

Next week, we'll look at Step Three in Getting Slightly Famous,
and find out what Dr. Phil, Michael Jordan, and Emeril Legasse
have in common and how it can help your business.

Until then...
Thanks for reading!

Barry

Get Slightly Famous - Step One

Become a Specialist
============================
I had a weekend all to myself.
I was alone. Justin was spending some time
with his mom. Bonnie, my girlfriend, was in
San Francisco for the weekend.

I was alone in our rambling beach house.
I was working on what would become the
new BarryMorris.com.

As is my habit, I decided to spend some time
sipping the world's finest coffee in a nearby
Starbucks.

I drove the mile in no time flat.
I walked in. The aroma of fresh coffee surrounded me.

I ordered my coffee. I ripped open my two packets of
Splenda, poured in the Half-n-Half, and I was in
caffeine heaven.

I sat in one of the comfy chairs, got out my pen and
opened my notebook when I heard, "Dad?"

I immediately looked up. My parental radar rapidly scanned
the horizon and came back without a single blip.

The radar is seldom wrong.
It had to be a mistake.

There it was again.
"Dad!"

It wasn't Justin calling me.
It wasn't Bonnie's son, Charlie.
It wasn't any of my three older kids.
It was a complete stranger.

A little girl, with curls and eyelashes that most
women would die for, was calling me. "Dad?"

But it soon became apparent that
she wasn't calling me at all.

She was calling out to her Dad...
who was in line.

===============================
Call My Name & Get My Attention
===============================
No, it wasn't my little Princess.
She's now 22.

In fact, it wasn't my child at all.
So why did I immediately respond when I heard this
little cutie calling her dad?

Because I'm a dad, too.
It's my main job. :-)
And it's my name.

If you want to get my attention, call me by name.
Dad, Barry, Tall-Dark-&-Handsome..they all work!

That's how a marketing niche works.
It calls the name of the prospect.

===========================================
Why Your Copywriting Business Needs a Niche
===========================================
Many freelance copywriters think that catering to
a larger market is the surest path to success.

They're afraid to target a specialized area because they
feel they'll miss out on the larger market's business.

But in reality, the opposite is true.
If you really want to be busy, specialize.
Find a niche that possesses specific problems that
is in need of specific solutions.

Case In Point:
--------------
Mark Bohrer - www.precision-copywriting.com

Mark turned 25 years of experience in high-tech into
a lucrative and rewarding copywriting business that
targets the high-tech sector.

As a result, Mark is the Top-of-Mind copywriter
for local Silicon Valley and global high-tech companies.

Although Marked niched his business in high-tech,
he's also writing for industries where he hasn't
carved out a niche. He's successfully written business
case studies as well as web copy for a variety of industries.

Mark's experience further explodes the myth that
if you specialize, you'll miss out on additional work.

==========================================
Three Reasons Why You Should Niche-It-Down
==========================================
I can hear you.

"But I don't have 25 years of experience in
anything except breathing! What do I do?"

You don't have to have years of experience in
a specific area in order to successfully niche
your business.

In the book, Speak & Grow Rich by Dottie Walters,
she repeatedly advises beginning speakers to "niche-it-down"
and find the one area where they can become the expert.

To determine if a particular niche is right for you,
Steven Van Yoder suggests considering these questions:

1. Do I have an identifiable target population with similar
interests and needs?

2. Is the market large enough to support my business?

3. Can I tailor my services to meet the needs of this market?

4. Is the market currently under-served?

5. Can I reach this market in a cost-effective manner?

So, why niche?
Here three reasons:

=======================================
Reason One: Price Is No Longer An Issue.
=======================================
When you serve a niched market and work to
establish yourself as the expert in this area,
you are no longer subject to the same pricing concerns that
might crowd you out of a larger market where many generalist
copywriters have determined the prevailing rate.

If you are the expert copywriter in any field,
chances are you can charge almost any rate and
get it.

You've got to be good and really know your stuff, but it's
a safe bet that a specialist will make more than a generalist.

Bonnie Needs Hand Surgery
--------------------------
My girlfriend Bonnie needs an arthroplasty on her
left wrist due to arthritis.

She has two options: getting the surgery performed by her
general practitioner, or getting it done by a hand surgeon.

Does she opt for a generalist who also knows hands,
or does she choose the hand specialist?

I know who I'd choose.
Choosing a copywriter is no different.

By specializing, you become the expert resource for
your target market. If you're good, you can charge
more than the prevailing rate of generalists...
and get it.

Not only that, but having a niche sharpens
your marketing focus.

===================================================
Reason Two: It Gives Your Marketing a Sharper Focus
====================================================
I like focused photographs better than fuzzy ones;
Don't you? They're easier for these old eyes to see.

The more you specialize, the easier it is for your target
audience to see and understand the value of your services.

The more visible you become to your niche, the more
you are associated with expert status. Expert status is
always associated with more income that non-expert status.

Case In Point:
---------------
Dan Poynter - www.parapublishing.com

From his web site:

"Dan Poynter fell into publishing. He spent eight years
researching a labor of love. Realizing no publisher would
be interested in a technical treatise on the parachute,
he went directly to a printer and "self-published."
The orders poured in and he suddenly found he was a
publisher himself.

In 1973, he became interested in a new aviation sport,
couldn't find a book on the subject so he sat down
and wrote one. After four months of writing and intense
research that took him from coast to coast, he delivered
the manuscript to the printer. So far, Hang Gliding has
sold over 130,000 copies-a "best seller"!

Occupying a niche can also make your business easier
to manage.

===================================
Reason Three: Niches are Manageable
====================================
It's been said that:

A generalist knows nothing about everything,
while a specialist knows everything about nothing.

What's that go to do with anything? Plenty.
Occupying a niche market can make your job easier.

You don't have to be everything to everybody.
Specializing takes the pressure off you to be as generic as
everyone else. You're free to be who your market needs.

You can get your mind and budget around a smaller population
in order to plan and execute a smart marketing strategy.

Case In Point:
---------------
Tony Roeder - www.RedWagons.com

Knowing that it would be near to impossible competing
against the behemoths of Amazon.com and eToys.com, Tony
decided to offer only Red Flyer brand wagons.

His site carries Red Flyer's complete product line while
his big competitors carry only a few of each brand.

By focusing on one aspect of the toy market, he further
specialized seeking the audience of Red Flyer enthusiasts.

By reducing his niche to just one area of interest, he
has effectively reduced the amount of information he
needs to present to his customers.

They don't care about any other brand. As long as Tony can
supply their desire for Red Flyer brand toys, he's going to
continue to be the Top-of-Mind "expert" Red Flyer customers seek.

==============
Final Thoughts
==============
Getting slightly famous involves, first and foremost,
selecting the right target audience. Selecting a market
niche is the first step.

A market niche can create all the exposure and income you
might require. The added benefit to service a market niche is
also enjoying the other work that comes your way when

The next step is using the niche to position your business
for maximum impact. That's what I'll discuss next time.

Until then...
Thanks for reading!

Barry

Marketing Ball: Striding Across Home Plate or Scoring a Run with Your New Client

This the final installment in the Marketing Ball series.
We've covered a lot of ground in the last five weeks.

Thus far in our series of Marketing Ball
articles, we've come to understand the importance
of both the locker room for planning our game, and
what it takes to get to first base.

In week two, we learned how to use information, lots
of free content to steal second base. We learned that
in order for a potential client to commit to doing
business with us, we must give to them the information
they need.

Last week, we saw how employing the techniques of
Selfless Selling will overcome the resistance that
our prospects have around closing the sale.

Finally, resting safely on third base, our sites
are set on home plate and scoring a run. Doing so
means that we will have signed a new client.

So, how do we do that?
We simply answer the question....

============================
What's It Gonna Cost Me?
============================
Eee gads!
The dreaded question about our fee rears its
ugly head.

"Quickly. Kill the monster and all its spawn."

Sometimes, we'd rather run away than slay this
particular beast. It's like we have some sort
of internal resistance mechanism that kicks in when
someone asks us about our fees.

The main reason this happens in the beginning stages of
being a freelancer is that we don't believe in the
intrinsic value of our services.

To quote Robert Middleton,
"We become attached to an obstructing thought."

What is the obstructing thought? It's probably different
for each of us. Such as...
...I don't have an expert's background.
...I don't have a degree.
...They'll see right through me.
...I'm a pretender.

=================
Let's Do The Work
=================
Byron Katie (a woman with a very masculine first name) wrote
a book titled, Loving What Is. Katie, as she is known, is the
founder of the "The Work." (www.thework.org)

The Work is a powerful way to confront obstructing thoughts
that get in the way of us being at peace with reality. We
simply ask ourselves four questions about our belief.

Let's "do the work" on the obstructing belief,
"I don't have an Expert's background."

Question 1:
Is it true?
..uh..yes..or else I wouldn't have written it. Duh.

Question 2:
Can you absolutely know it's true? (for all time no matter what?)
..well, uh..no...I could get some training I guess...so, No, it can't
always be true.

Question 3:
What does it feel like when you think that original thought?
..I feel bad...I feel depressed...I develop a headache.

Question 4:
Who would you be without that thought?
..without that thought I wouldn't worry about not having
a certain background in order serve my clients.

Turn the Thought Around:
Instead of "I think I don't have an Expert's background."
Try out, "I think I do have an Expert's background."
or
"I don't need an Expert's background."

How does that feel? Better?
It is true or truer than the original thought?

Approaching limiting thoughts using The Work has turned
both my business and my life around. Try it on your limiting
beliefs; I know you find it useful.

========================
For more on The Work, check out my friend Mona Grayson's site:
www.letsdothework.com

or my article:

Expert Marketing:
The Single-Most Paralyzing Barrier to Becoming an Expert
It's here: http://tinyurl.com/ppl6c

==========================
We're Almost Home
==========================
Closing the sale involves getting agreement
on your fee and your terms.

Once you are clear on the value of your services,
you're in a stronger position to state your fees.

Fees should be based on value, not on time.
Especially for copywriters, quoting a project fee is best.
Even though you have a deadline, you're not penalized for getting
the job done faster.

I recently edited a Master's degree thesis for a client
pursuing an architectural degree from the University of California.
His first language isn't English and it needed a revision.

I quoted him a flat fee. In doing so, he could plan for payment
immediately. Had I charged by the hour, I'd be under pressure to get
it done quickly and he'd have been checking his watchand becoming
more agitated with each passing hour.

Neither of these dynamics contributes to a win-win situation.

====================
It Must be a Win-Win
====================
You simply cannot obtain a new client without the
resulting deal being a win for both parties.

The client must win.
You must win.

How does the client win?
By seeing the value of your services and the solution that
your services provide. They win because you will provide the
solution to their perplexing problem.

How do you win?
By performing your service in manner that solves the
client's problem, that promotes an equitable exchange of
services for monetary remuneration, and in a manner that
goes the extra mile.

You win because, if you perform your services in this manner,
you will create a raving fan - a fan who isn't shy about shouting
about you. With a raving fan in the grandstands,
you can win over and over again.

My client with the architectural thesis is now a raving fan.
Why?

Because I solved a very painful problem that he had no way
of solving for himself. I went the extra mile and included a
side-by-side matrix so that he could see how and why the edits were
made. And he wasn't held to an unfair, open-ended hourly rate.

=============
Final Thoughts
==============
Looking back on this series of articles, it's easy to see how we
can make errors in our attempts to attract new clients.

Most try to step up to the plate and hit a home run.
Bad advice. It's simply not possible to play the game that way.

But if you keep the rules of marketing ball in mind, you'll,
more often than not, have no difficulty attracting new clients.

Remember:
1. The client notices you and invites you to speak with them.
2. You must take your time and establish trust before engaging
in any sales behavior.
3. Provide solid, deep content to your prospect if
you want them to keep talking to you.
4. Employ the techniques of Selfless Selling by asking the
questions that invite introspection and conversation.
5. Finally, when it's time to close the sale, make your proposal
a win-win situation.

By doing all of the above, you'll win the game of
Marketing Ball each time you play.

-------------
Of course there are boatloads of information out there about
closing the sale, putting together a winning proposal, and
specific skills for negotiating with decision makers.

That's a bit beyond this overview. However, if you want
that information, I'd urge you to check out Robert Middleton's Info
Guru Marketing Manual below.

See you next week!
Until then, thanks for reading!

Barry

Brain Copy: Are You Writing for the Eye or for the Brain?

"Words don't sell. Pictures do."
--Sean D'Souza,

Picture one of your clients.
She's sitting in front of her computer staring. She's not even blinking.
The fly that came in through her open window lands on her forehead and
begins crawling around above her right eyebrow.

Nothing. A block of granite.
She continues to stare through the smudge on her glasses and into her
flat screen monitor.. reading.. mesmerized by your copy.

The fly, bored, buzzes away.

Questions:

• Which client did you imagine?
• Was she wearing a suit, a sweater, anything at all?
• Did you see the smudge on her glasses?
• Did you see the fly arrive through the window?
• Did you see it fly away?

Why?
------
Why did you see these things? They aren't real.
I made them up.So why did they seem so real?

-------------------------------------------------------------
They're real because I wrote for your brain, not your eyes.
-------------------------------------------------------------
Today's article was inspired by a series of articles in Sean D'Souza's site - http://www.5000bc.com/.
It's a membership site and well worth the price of admission should you be so interested.

Sean is a specialist in consumer and sales psychology
(as well as a master copywriter) and has written extensively
about creating messages that motivate customers to buy.

And lately, he's been rattling around in my brain late at night.. uninvited.

I have a certain routine after Justin is asleep.
I stretch before bed to release muscle tension.
I read a bit from a novel; This week it's The Intelligencer by
Leslie Silbert -a thriller about Renaissance counterintelligence issues. I
sip a bit of milk.

I switch off the light. I stare at the knotty pine ceiling.
I toss. I turn over snuggling up to emptiness.

I hear the rhythmic roar of the ocean crashing wave after wave
on the moonlit beach. I sit upright and watch the silvery reflection
of the moonlight shimmering on the water.

I lay back down.
I hear a voice. It's got a funny accent.
It's saying something over and over and over...

"Words don't sell. Pictures do."

---------------------------------
"Speak the speech, I pray you.."
---------------------------------
In my high school years I was easy to find. I was only in one campus locale:
In or near the auditorium.

I took four years of drama and appeared in quite a few productions.
Some of my roles included Radar O'Reilly in M*A*S*H, Lord Capulet in
Romeo & Juliet, "Chuck Charming" in an children's version of Cinderella,
as well as Col. Purdy, III in The Teahouse of the August Moon and
Charlie in Flower's for Algernon.

I loved it. It was there I found the real Barry.
The one who relaxed and felt perfectly at ease,
albeit at the center of attention. (Some things don't change.)

So what's drama got to do with copy?

----------------------------------------
Drama and story make for good copy.
-----------------------------------------
Drama has a place in good copywriting.
Another copywriting guru, Peter Bowerman, puts it this way.

"Begin with a story. Drop your reader right into the middle of the action."

That's good advice. That what I did at the beginning of this article.
I dropped you directly into the scenario I put forth.

What happens to the reader when we use drama and story?

--------------------------
A good story suck us in.
--------------------------
Even though Justin is nine years-old,
he still loves a good story before bed.
The reason I read fiction before bed is that I,
too, love a good story.

Most of us do. Our clients might not be aware of it,
but so do they. But what kind of story is appropriate f
or our clients when writing copy?

-------------------------------------------
You can see, hear, and feel a good story.
-------------------------------------------
Here's another dose of D'Souza philosophy:
"You know that your audience is either kinesthetic, auditory,
or visual -- or a combination of all three."

This is similar to the three classic learning styles.
You'll recall that we all learn in predominately one of the following types of styles.
Of course, in reality, we are a combination of the three.

If we are a kinesthetic learner, we like to have something in our hands,
take things apart, and see how the parts fit together.

Auditory learners sit in class, listen to the lecture or tele-class,
and soak up the information like a sponge.

Visual learners prefer nice PowerPoint presentations to accompany the lecture;
They like neat and orderly handouts. Their notes are usually camera-ready.

Similarly, a good story will address the visual, auditory,
and kinesthetic elements.

----------------------------------------
How do we get all three into our copy?
----------------------------------------
We use action, auditory cues, and description.
Let's look at the example from above:

I have a certain routine (kinesthetic) after Justin is asleep. (visual)
I stretch (kinesthetic) before bed to release muscle tension. I read a bit from a novel;
This week it's The Intelligencer by Leslie Silbert -a thriller about
Renaissance counterintelligence issues. I sip (auditory) a bit of milk.

I switch off (kinesthetic) the light. I stare at the knotty pine ceiling (visual).
I toss (kinesthetic). I turn over snuggling up to emptiness (kinesthetic).

I hear the rhythmic roar of the ocean (auditory) crashing wave after wave on
the moonlit beach (visual). I sit upright (kinesthetic) and watch the silvery
reflection of the moonlight shimmering on the water (visual).

I feel the cool breeze (kinesthetic) coming in the open window (visual).
I lay back down. (kinesthetic) I hear a voice (auditory).
It's got a funny accent (auditory). It's saying something over and o
ver and over...(kinesthetic and auditory)

"Words don't sell. Pictures do."

============================
Final Thoughts: Take Control of Your Copy
============================
Whether you're a copywriter generating copy,
an agency creative directing the copywriting process, or a business owner
in need of copy, you have a role to play.

What is that role?
Your role is to insure that your copy has a much good story as possible.
Stories with drama and packed with visual, auditory, and kinesthetic
clues will go a long way toward making your messages stand out.

When written for the brain, good copy will be pleasing not only to
the eye, but to all our senses.

Thanks for reading,
Barry
(c) 2005 Barry W. Morris