How I Got Started Investing in Fixer Uppers

My wife and I took the leap to a more rewarding future in 2002, when we bought my first fixer-upper house, repaired it, and rented it out.

What motivated us to get started in fixer-upper houses was the repercussions of the 9/11 attacks. Funds for environmental projects, such as the kind I worked on, were being redirected to military activities, and the future of my job looked shaky.

Responding to a Newspaper Ad

Prior to that I’d been reading about real estate investing and when my wife and I saw a newspaper ad for a fix-up property in a relatively nice neighborhood, we made an offer on it and wound up buying it. We didn’t have a lot of knowledge of what we had jumped into, buy we had a lot of enthusiasm. We learned as we went along.

Jacks-of-One-Trade

In the area of house repair we became jacks of all trades, learning to repair almost anything that was in a fix-up house. But, in our fixer-upper niche business we were jacks-of-one-trade. We stay focused on what we do best- buy, fix, and rent. And, if you do something often enough, you get pretty good at it.

We worked like dogs, we slept like logs and we ate like hogs! But, now we have the routine down, and are making good money with less effort in our fixer-upper business.

Investing in fixer-uppers is a great way to get a business going in your spare time. It can allow you to gradually build up financial security, and eventually change into a career where you control your destiny.

Is Now a Bad Time to Invest?

When I bought my first house, many thought I was crazy. Following 9/11 there was a great deal of uncertainty about what would happen next. Would the country go to war? Would I lose my job? Would the economy go down the toilet?

Today, because of the possibility of a recession, people are making the same arguments. But remember, you don’t make money by buying houses when the economy is strong. Prices are too high then. You make your money when the economy is weak, and housing prices are low and negotiable.

Have You Got What It Takes to Sell Your Own Home?

These days, plenty of people do business in the real estate area. One business is selling and buying properties. People generally sell their house with the help of a realtor simply because they want their house to be sold quickly. Maybe you want to sell your property on your own just to save money.

Selling your house on your own is not a difficult job to accomplish if you use a good method and understand the steps to sell your home quickly. But, selling your house on your own demands a lot of your energy. Due to the fact you have to do market research on value plus more work to clean up your property before the selling process.

Selling your house on your own is as simple as 1,2,3. Before you begin to sell, you need to establish in your head that you can sell your house by yourself. If you have already made up your mind, the following steps will be much easier. Very first thing that you should do is clean up your home to make it look spacious. Every buyer usually looks for a thoroughly clean, neat, and roomy house. You need to make your house look wonderful and appealing. You can begin by identifying your properties flaws and fix them. Trim the lawn, get rid of any clutter, examine your house thoroughly. Make little enhancements that may seem unimportant to you for example planting flowers, repairing damaged tiles, cutting trees, and be sure that your house smells good.

After you get your home prepared, you also need to set an acceptable selling price for your house. You do not want to set the purchase price too small or over calculate it. You can find details about home prices that are comparable to your house, in newspaper advertisements, or you should ask for an experts advices to help price your house.

The final thing to do would be to advertise your house. Selling your house on your own is definitely exciting work to do but could also make you discouraged if your house is not sold in the time frame that you expected. If your marketing plan is good, you could have your house sold in weeks. You can start by making a good advertisement in your newspapers or a magazine that has a specific area for selling and buying real estate. If you look at it you have everything you need to sell your home.

Producing Good Catfish is Important, But Finding Good Buyers is Imperative!

As I have said on my Cost-Saving Ideas Farm Business Support mini site, and also in many of my previous write ups, I have gained unique insight into the business of catfish farming as it is done here in Nigeria. I have moved around quite a lot within Lagos especially, visiting various farms in places like Iyana Ipaja, Egbeda, Ojo, Gbagada, and outside Lagos, more recently,in Akute – Ogun State.

During my interactions with the farm owners, I typically ask the same questions about operational practices being used, farm output achieved, expenses incurred etc. My objective is always to establish how efficient and profitable the individual operations are. Time and time again, I have found that most of these farm owners are simply focussed on doing what they do in the same mechanical manner they have always been doing them. Little or no effort is made to spend some time THINKING about how to operate more efficiently – especially in order to reduce the time, effort, money and labour needed to produce – and sell – the same output within a production cycle.

But times are hard. Business is tough. Costs have risen. To continue to profit, it has become even more imperative today, for EVERY business to explore ways of LOWERING operating costs, even as they maintain or possibly INCREASE output. That is why IDEAS – NEW IDEAS – about how to better run the business MUST be routinely solicited, and explored practically, with a view to improving the way we work, so that the business can perform better.

But there is something even more compelling: SELLING. This is the ultimate objective of a business entreprise, which if NOT actively pursued could lead to its eventual demise. Until you get PAID CASH for your product or service, you have NOT done business profitably! And that applies to ANY business. I had to say this at the risk of stating the obvious, because it seems so many business owners often forget this important FACT.

In fact many people seem to go about their businesses focussing more on DOING the technical, production related aspects, and sparing minimal thought for the SELLING part. Yet, if you do not have customers READY and WILLING to part with CASH to get your product or service, ALL your technical, production related know how and skills amount to nothing! Your bank account would be empty!!

This is a message that needs to be drummed into the heads of many Catfish Farm (and other business) owners out here. I have been repeatedly contacted by people who seemed more interested in TESTING my knowledge of how to “inject” catfish or “strip” them of eggs, than they were in hearing my practically tested ideas, for instance, about how they can rear daphnia in glass tanks to feed their catfish fries instead of wasting time/labour scouting for dirty pools of water on different streets, to harvest wild daphnia from – or worse, feeding their catfish fries exclusively with expensive Artemia.

I often wonder if it ever occurs to them that today, almost ANYONE – even the unschooled – can be taught to independently carry out virtually all aspects of breeding and rearing of catfish for commercial production. Is it not obvious from the rate at which seminars, manuals and VCDs teaching the subject now abound in various locations (with adverts appearing in mass media like newspapers, etc)?

The truth is we have a lot of people engaged in producing catfish in different ways, at various scales of operation out here today. The PROBLEM however, is that very few, if at all any, are doing it by following any tested or proven standard operating procedure that guarantees consistent output of quality product. Worse however, and which is the POINT of this writeup, is the near TOTAL lack of attention to developing reliable strategies for FINDING GOOD buyers for the ready-to-sell catfish, be it fingerlings, juveniles or table sized ones.

This latter point explains why in my discussions with many owners, they typically complained of being frustrated by the very exploitative offers made by market women who come to buy their harvested fish. The tales of woe they have told me, about how these greedy traders take advantage of the farmers’ need to get the “ready” fish out of the ponds, to buy them at very low prices (and later sell at maximum profit) are heart rending.

Each time I have been told about this problem, I have responded by telling the farmers to take personal ACTION to find BETTER buyers, so that such traders would NO LONGER feel farmers have no alternative. This is where farmers need to employ CRITICAL THINKING skills. The farmer needs to think of ways to find other people who will want his fish produce, and who will be prepared to pay what they are worth!

In case you are wondering how the farmer will achieve this, I offer some ideas based on my personal experiences and observations.

For table size, ready to sell catfish: The farmer will need to look for beer parlours, restaurants and bars, hotels, motels, entertainment venues, event organisers etc who may need regular or periodic supply of catfish in bulk quantities at good prices. Such buyers are more likely to offer rewarding prices, compared to the market women. Actually they WILL offer better prices – I say this because I am aware of the prices some of them buy from the farmers that supply them.

The challenge is for YOU, as the farmer, to invest reasonable time and effort into locating and approaching them with an attractive offer. The resulting relationship would be mutually beneficial: they get bulk purchase of good quality catfish at AFFORDABLE prices. You get reliable, TIMELY and regular sales outlet for your catfish at PROFITABLE prices that enable you STAY in business for the long term.

Similar thinking will allow you find better sales outlets for fingerlings, if you choose to do so.

You would ask yourself questions like this: Who else would need or can use this catfish product, apart from those I am already dealing with? The answer will lead you towards securing more potentially rewarding sales outlets for your business.

You see, if you do not GO OUT and actively recruit potential bulk buying customers for your harvested catfish, to the extent that you are always able to sell off whatever you produce, at a profitable price, your business will suffer. I have seen farms with impressive looking LIVE catfish produce, but with no idea how to get enough buyers for them. And the owners just sat there – complaining lamely!

Quite often, these owners attend the training and learn how to rear the fish successfully. But their trainers (asuming they knew!) would have “forgotten” to advise them on how to get their produce sold!! The enthusiastic startups would thus launch out assuming buyers would come down in large enough numbers to empty out the ponds, at harvest time. When this does not happen, they are forced to continue spending money feeding the mature fish – inevitably increasing their cost of production.

My argument is that these farmers should have started looking for – and notifying – possible buyers some months BEFORE the fish became due for harvest. That way, they could even have gotten some intending buyers to book for the fish in advance.

A business that is NOT making sales will DIE. Producing (or retailing) good products and services is good, BUT of much GREATER importance, is the effort you put into finding the RIGHT type of buyers for them, who will pay you profitably. In essence, I am asking you NOT to stop at priding yourself on the fact that you know how to make a good product or deliver a great service. Spend MORE QUALITY TIME THINKING of how to find people who WILL PAY YOU WELL to get YOUR good product or great service. If you fail to do at least that, you risk FAILING financially, in that business of yours!

Note that the approach I have described above is what I have used successfully for years now, to boost sales of my own products and services. It is based on my experience based understanding, that ONE good paying client is better than ten (10) miserly and/or exploitative ones. It can be applied to ANY business, with equally effective impact. Call me on 234-803-302-1263 if you want to learn more about how you can use this approach or strategy to find BETTER paying customers for your business.

Newsletter Titles & Advertising Headlines Selling Words & Phrases to Sell Almost Everyone Anything

Advertising headlines and newsletter titles use headlines screaming key selling phrases and incentive words to spur attention and highlight attention. The stimulating headlines and selling titles induce a driving force to read on. The ultimate goal of the advertising is to sell almost everyone worth selling anything you have of benefit to buy.

The real king of prospecting methods is where the buyer sees your ad and calls you. This key mode is called hot sales prospecting. You are the one called by the prospect. This is exact opposite of cold calling. With cold calls, you make calls that try to interest or pressure the recipient of your call to talk further with you. Hot sales prospecting is dependent on using selling word and incentive phrases to knock the pupils out of prospects eyes. The headlines and titles, along with sub-titles are crucial to display encouragement to reinforce the product or sell the service you are offering.

The mode of advertising could be in business publications, newsletters, newspaper, emails, promotional news, direct mail, or ads placed with social media groups. If you can portray honesty, integrity, trust, and develop an impulse to purchase then you become a true direct sales person. You have to walk the walk and talk the right talk, or clients will not easily be convinced.

Key selling phrases and incentive words are available in the lists below. It is up to your talents to insert them into your enticing advertising headlines and stimulating newsletter titles so prospective clients virtually grab the phone to call you.

The first sell list of headline and motivating phrases include: faster than lightening, feel like superman, fascinating, fast turnaround, follow your dreams, for experts only, feeling goose bumps, financial abundance, fire your boss, first brace yourself, final piece of the puzzle, fair and balanced, few and far between, feel independent, financial IQ, fills the gaps, forecast the future, formula for success, fortune to be made, first time offered, fly out of the nest, and focus on the prize.

Additional stimulating headline phrases and killer key selling words include: free solutions, four star, free newsletter, fraction of the price, giant sized, freedom to earn more, getting smoked?, fresh start, full featured, futuristic, genuine, frees up cash, fulfill your cravings, gutsy, flexible choices, foot stomping, grunt work, full of vim and vigor, fully classified secrets, goldmine, and funded with security.

When you use hot sales prospecting, target your advertising at people matched for your product. In many lines of sales when your selling headlines results in prospect calls it really pays off big. Commonly sales run a minimum of 70%. You can play small time and cold call all day long hoping for a hit. Big hitters still strike out, but they aim for home run selling. Become inspired to spend less time prospecting and more time following up on prospect phone calls and new referrals.

The 5 Most Dangerous Trends Facing Business Owners and Entrepreneurs Today

Trend #1 Fighting for Attention

The average consumer is bombarded with more than 4,000 commercial messages per day. And that number is even HIGHER for business owners.

Attention has become the scarce resource of the information economy. The advertising and information clutter only worsens when it comes to your email In-box, with countless hours wasted with spam.

More and more are joining the “Do Not Call” registry and many consumers are purchasing ad blocking technologies. Consumers feel they are constantly bombarded with too much advertising.

Trend #2 Customers Leaving You for Perceived Indifference

Why customers leave you…

1% Death 3% Move 5% Buy from a friend 9% Sold by a Competitor 14% Product Price

68% Perceived Indifference

Major global corporations now lose, and must replace, HALF their customers every five years. A typical company’s customers leave at a rate of 10 percent to 30 percent per year, and this number GROWS annually.

“Most companies spend their hard-earned marketing and sales effort attempting to attract elusive new customers when they probably have most of the business they will ever need sitting on their database.” – Jay Abraham

A typical business hears from only about 5% of its unsatisfied customers. Fully 95% just leave most will never come back.

60%-70% of the customers who complain to you will do business with you again if you resolve their problem. If they feel you acted quickly and to their satisfaction, up to 96% will do business with you again, and they will probably refer other people to you.

If you do a great job your customers will tell 2 people about it, where as if you dissatisfy a customer they will tell 22 people about it.

It costs five to six times as much to get a new (first time) customer as it does to keep a current one, and it takes 12 positive service incidents to make up for one negative incident.

Trend #3 Increasing Marketing Costs and Decreasing Effectiveness

It now costs 3 X more in 2008 than it did in 1992 to reach your prospective buyers. In 1992 – it took an average of 4 attempts to reach your buyer.

In 2008, it now takes 8.4 attempts. Therefore, ½ the results from the previous same efforts are commonplace.

As the popularity of Search Engine Marketing has increased, so have the costs of playing the game. Pay-per-click advertisements are being driven up in costs as the demand for online advertising space increases. Organic search engine marketing is a long-term, uncertain and often costly endeavor.

The recent postal rate increase is inflicting HIGHER COSTS on small publishers.

Newspaper advertising rates and Yellow pages advertising costs are also increasing.

Plus Brand Loyalty continues to decrease, changing from 56% in 2002 to just 39% in 2007.

Trend #4 Lagging Behind With Internet Technology

Now, more than ever… companies MUST utilize and actively embrace the newest technologies like: RSS Feeds, Social Networks, Blogging, Streaming Video, Webinars, etc.

Over 50% of internet marketers surveyed, are now utilizing or expect to pilot the following marketing channels because of recent market shifts: – RSS – Podcasts – Interactive Banners – Ads Within Online Video – User-Generated Content – Blogs – Social Networks

Most Small Businesses are racing to play catch-up with companies that are prospering with Web applications that establish interaction, dialog and deep connections with their Customers, Prospects, Employees and Partners.

The Internet has shifted the balance of power to the customer, and companies that fail to empower customers – risk losing them to competitors who are only a short click away.

Trend #5 Increasing Competition & Increasing Business Failures

We are in the midst of the largest entrepreneurial surge the world has ever seen.

Nearly 672,000 new companies with employees were created in the U.S. in 2005. That is the biggest business birthrate in U.S. history!

30,000 more startups than in 2004, and 12% more than at the height of dot-com boom in 1996.

96% of ALL businesses Fail within the first 10 years… 80% of those Fail within the first 2 years.

Many Reasons Include: Lack of planning, Poor management skills and Failure to seek professional assistance.

The next step…

Visit The Business Commandos website listed below and claim your FREE copy of Aaron Parsons best new book: “How To Make A Million Dollars In Your Business In 3 Years Or Less” and while your there find out How To Double Your Sales In The Next 12 Months with the Profit Acceleration Systems coaching program led by international award winning business growth expert Aaron Parsons.

Business Language – Building Your Business Knowledge

Image – It is important to take note of how the market views your services. Your image comprises the visibility of your business, your logo, the uniform of your employees, the signage on the road, your reputation on the market. Image is everything. I have seen small companies grown to large conglomerates all because they managed their image consistently and excellently. If there is anything that seeks to damage the image and outlook of the organization, there are people designated to repair and remove the impact of any such image dents. Your image speaks for you in your absence.

Impact – This refers to the positive effect your product, service or your company has made in the lives of others. The reason a company is to grow and make a positive impact on the lives of its stakeholders which includes the shareholders, customers and employers. Companies that spend on corporate social responsibility make so much impact even with the little they spend on the under privileged. After all, what is success if it does not touch one that has not access to success and also make them great.

Implementation – This is putting to action all that has been planned. In most situations, corporates emphasize planning and preparation and fail at the point of execution and actually doing the planned activities. Implementation is equally important. It requires a consistent follow through the suggested action plans. Most failure is not because there is no dream; it is at the point of putting all the dreams to action. When the rubber faces the road, when the pain comes in, when the unanticipated difficulties come, that is when quitting seems to be the only route to follow. However, those who decide to persevere and implement all that is carefully planned become successful. Start implementing what you plan and always finish implementing what you start.

Import – This is the movement of goods and services from one nation that has the resources into the nation that has need for the goods and services. In cases where it costs more to make the item within a country, most companies choose to bring in the items either as raw materials or finished products into their own countries. Every country has its own import regulations, duties, import levies and taxes for each category of goods. It is important to acquaint yourself with such laws as you may import substances or goods that are prohibited without your knowledge.

Incentive – this is an element that increases an employee to achieve more and increase in effort and delivery. Usually companies that provide production bonuses or other gratuities outside of salaries stand a better chance to retain employees and have consistency in production than places where no additional incentive is ever talked about or implemented. An incentive is not merely monetary but can be a gesture such as giving an employee time off, extra recognition of good performance etc. As leaders, you need to be creative about how to incentivize your employees. In countries where access to basic commodities is a problem, leaders choose to procure these items in others countries and make them available to employees thus adding the convenience employees need.

Income – This is money that is received on a consistent and regular basis either through salary payments or through interest accrued from investments made. In any situation, the endeavor is for the income to always outweigh the expenditure. Income should be budgeted. As a company you must be able to budget where all your income comes from or where the anticipated inflows are coming from. One way to guarantee regular income that is predictable is to go into sales and maintenance agreements which become a consistent form of income.

Incorporation – this is a process by which a company or organization is constituted as a as a legal corporation. In some countries, companies have Inc after their name which means Incorporated. A company is a legal entity which can be sued, it is a legal persona. It is therefore important to ensure that the organization sticks to the confines to the conditions of the incorporation or registration.

Independence – This is a state by which a company or business entity has capacity to stand on its own without the continual injection of capital by the shareholder. It is the dream and desire of every investor that at some point they get a return on what they have invested over time. When a company has enough funds to finance its orders, monthly expenditure and any such costs, it is independent and mature. There are varying durations that companies take to come to a place of freedom and independence. Some companies depend on the shareholder for many years. This can also refer to the state of a nation. When a nation is under colonial rule it is dependent. When the colonizer eventually leaves the nation then Independence is declared.

Industry – this is economic activity and structures that a focused on the processing of raw materials and manufacture of goods in factories and plants. The activities in the industries of any country determine the economic status of that nation. A nation will not be able to export or make goods for its own people if the conditions given to industry owners are not conducive for them to operate profitably. No economy can thrive based on goods and services imported from other nations. Only when a country or community begins to manufacture and sells its own goods do we see the standards of living improve. They can then trade their goods for cash which is in turn used to sustain the communities and families.

Information – This refers to your access or exposure to facts and knowledge (information). Sometimes this is learned through attending formal education or in other instances information is obtained through news sources like radio, newspapers etc. Your access to information determines how far you go in life. Information is what separates the informed and the ignorant. The ignorant will never realize that they lack information until someone who has the information shares it with them. A company or country must always endeavor to keep its people informed of what is going on in the country or company so that no one is caught by surprise. People fail to move in the same direction in situations where the direction is only known to a few individuals. Only when education, explanation and illustration are done will people buy-in.

Infrastructure – these are basic physical and organizational structures (such as roads, buildings, drainage, etc) necessary for the operation of a country or society or business enterprise. Companies invest in immovable assets because of the nature of their stability and consistency to maintain value. It is wisdom for any corporate or country to invest in infrastructure. That is legacy for generations to come. Descendants after your will still find the company warehouse standing and not need to build one from scratch. Invest in infrastructure as much as possible.

Innovation – This is also referred to as creativity which is the ability to create new ideas, products and services. There is no limit set as to which products a company can make. Sometimes innovative ideas are simply modifications or remodeling of existing ideas. Innovation helps organizations to stay on the cutting edge of development. We can both make a bicycle but because I am more innovative, I will add value and put other small gadgets on the bicycle I make, my innovation will make me stand heads and shoulders above my competition.

Intentionality – This is a deliberate and calculated move by leaders of a company to do something for the benefit of stake holders. The leaders have to have intentionality in dealing with employees. They have to be deliberate about salary increments, benefits, health care of the employee and general welfare. There are things a country needs to be intentional and deliberate about for the livelihoods of its people to be lifted. It must be something that is imposed upon the leaders but something the leaders are willing to do without any coercion or force being applied.

Interest – In business this can mean the money that you get charged for borrowing money. Usually it is a percentage per annum. It can also relate to the areas concern or areas of focus. One can say “I have business interests in that country”. The same person can say “the bank charged me interest on the loan I borrowed”. In the case of money charged on borrowings, my advice is that the company finance staff has to keep an eye on this figure as oversight can actually lead to bankruptcy. I have watched with great shock how a company seems to be doing well until the lender demands their money and repossessions of property start.

International – this is when a business or service exists across nations. There is a need for a business to uphold high standards whenever there are international transactions. Companies strive to get into international markets as they may outgrow their own market within the country of origin. International existence of a company is governed by the respective laws of the land on which the company is registered. With the existence of the internet, companies’ resources and services are available to a more global client base. Import and export is the main activity in international business.

Internet – this is also referred to as the World Wide Web (www). This is the connection of computers all over the world for the purpose of information and resource sharing. It becomes the electronic way of handling information, news etc. With the advent of this technology, we now have e-news, e-business, e-health, e-commerce, e-education etc the e- standing for electronic. Businesses have been revolutionized as they have become available to international markets through websites or web pages. This phenomenon has changed the way business is done between nations and communities. News is transmitted faster and cheaper to the intended audience in a more efficient manner. Solutions to common problems one faces are available on the internet. One just has to search for the information. With the right keywords you can get access to all the information resources you ever need.

Intranet – this is almost similar to internet above except the fact the reach is more restricted to internal customers. It enhances intra company communication. This becomes the company notice board.

Invention – this is linked to innovation above. It is when something is discovered for the first time e.g. Thomas Edison invented the light bulb, Henry Ford invented the motor vehicle. There is no limit as to what can be invented. There are new things being invented every so often. Some are quite significant while others are not so significant and worth mentioning. Inventions make the life of mankind on this earth more pleasurable, smoother, more efficient and effective. There are also some inventions made which go against humanity’s existence e.g. some weaponry and poisons etc.

Inventory – this is a complete list of items such as goods in stock or the contents of a building. It is important to always take stock of what items the company owns or what items the company has in stock in order to enable leadership to make a decision on ordering more items to replace those lost, damaged or non functional. The inventory is then summed up in dollars on a balance sheet to reflect the residual value of equipment and also value of goods in stock which can be converted into cash through sales.

Investment – this is when someone put away money into something that has a promise to bring the same money back with return on it. No one puts away money expecting no return or growth on the initial investment. You always invest or put money into something that promises a good return in the future. No return promised, no investment otherwise is merely charity work. Some investment vehicles are more profitable than others. In some cases, the investment portfolios that promise a bigger return have a bigger risk factor. High risk, high turnover.

Invoice – this is a list of goods or services provided by a company or individual. The invoice has an invoice number unique in the organization where originating it, who is supposed to pay, a breakdown of the actual items that have been sold, quantities, unit price, taxes (if any) and all other charges such as handling, shipping etc. The full amount due is also reflected with payment options and conditions also spelt out. This is a legal document which can be used in the courts to demand payment. No invoices should ever be verbal as people tend to become a problem when time to pay comes.

The Changing Role of Media Planners and Media Buyers

Media planners and media buyers don’t just focus on radio, television, magazines, billboards or newspapers anymore. In fact, with a few exceptions, magazines and newspapers are becoming obsolete. There’s a host of new options available to advertisers, and professional media planners and buyers must stay on the cutting edge of an ever-changing media landscape. Expertise and business connections can be leveraged to not only stay abreast of technology, but to also get prime placement and the best rates.

Over the past several years, newer forms of media have emerged on the scene, including satellite television, cable television, satellite radio and digital (or online) media. Digital/online media may include social media sites such as Twitter and Facebook, email blasts, search engine marketing, referral linking campaigns, web portals, YouTube video ads, banner ads, interactive games and more.

As technology moves at the speed of light, when it comes to media planning and buying, the saying “You snooze, you lose” has never been more relevant. However, with so many choices, there’s never been a better time for a media planner or buyer to be able to truly target the right audience with the right advertising medium(s). If the budget allows, most media planners and media buyers will strive for a balanced “media mix” in which all forms of advertising work harmoniously to achieve optimal results.

Where traditional media is concerned, television still remains among the top choices for most advertisers, depending on their target audience and needs. Why? Because it works. When a media buyer is looking for “reach,” (targeting as many people as possible at one time), television can’t be beat for certain audiences. That’s especially true when you want to reach your target market with particular dayparts (certain multiple hours of day) and/or specific programming. People will always watch television, although it is becoming more and more difficult to hold the attention of a younger audience who is texting, tweeting and viewing their favorite show at the same time.

Radio can also be a highly effective traditional form of media, depending on how it’s utilized and what clients are selling. Radio is considered a “frequency” medium (targeting a specific demographic as many times as possible). Often radio will be used as a supplement to television, but not always. What can really enhance radio’s effectiveness is endorsements by on-air personalities, which holds especially true for sports and talk show personalities, who tend to have much more of a loyal following than the average DJ.

Savvy media planners and buyers must thoroughly understand each client’s target demographic, and determine the best media mix to achieve both maximum brand awareness and increased sales. They will then develop a strategic media buying plan based on several factors to ensure the client receives a maximum ROI. Most importantly, they will negotiate the actual media buy based on the particular medium’s standard measurement of audience. For example, with television, that measurement can be determined by CMP (cost per thousand), CPP (cost per point), etc. The ultimate goal is not to just reach the masses, but to reach the as many people who comprise the client’s target market as possible, as many times as possible, for as the best price possible.

While the media landscape is changing and evolving, some of the traditional methods of advertising are still bringing in fantastic results. Media planners and media buyers must not only keep the traditional methods in mind, they also have to stay on the cutting-edge and keep their client’s goals in the forefront of their minds to succeed.

SEO and SEM Explained in Plain English For the Non-Tech Business Owner

Search Engine Optimization (SEO) is akin to producing a TV commercial. That is, it is PREPARATORY work designed to get the website ready to be marketed, much like how producing the TV commercial involves editing, formatting, and fine tuning. Once the site is optimized, it’s ready to be put out in front of the public’s face (and the search engines). Marketing the site is the process of calling attention to it, and continuing to enhance the presence in front of the viewing audience, just like broadcasting the TV commercial.

Think of it this way: If you produced a TV commercial and only aired it one time, you may receive some business from it, but over time, peoples’ memories fade and no one remembers the commercial. In much the same way, submitting the site to search engines (part of marketing) and creating links from independent sources (organic marketing) should get some initial results. But if the efforts stop there, then a few months later, the effect is gone. Just as you’d think it silly that a business owner complains 6 months later that no one is responding to their TV commercial (that only aired once six months ago), it is equally unrealistic that an SEO project that is marketed one time is expected to deliver results in perpetuity. It simply doesn’t work that way.

Like the TV commercial, the preparatory work to get the website up and running is typically a one-time BIG expense (with periodic adjustments as the market changes) due to the time involvement to do the job… and the time it takes to do the job right depends on several variables: the market (competition and saturation), the goals (local, regional, national exposure), the scope of the site (number of pages, amount of content), etc.

Also like a TV commercial, the marketing and promotion of the site takes comparatively less time to implement, but must be a steady, ongoing process to be effective. It is a shame when a business owner spends the money to optimize their site, and then fails to follow through with “the rest of the job” in terms of marketing it. The initial costs of SEO go wasted in such instances.

Just like with any kind of advertisement, the business owner needs to establish a budget for Search Engine Marketing (SEM). Perhaps they shave bits off of their other marketing methods (brochures, radio spots, yellow pages, newspapers, etc.) to establish their position on the search engines. Dollar for dollar, a properly managed SEM campaign, whether organic or pay-per-click, typically yields a better return on investment (ROI) for the business.

SEO is a pre-requisite to effective SEM. It’s the first part in the SEM process, and involves performing market research, defining and refining keyword phrases to maximize what SEO professionals refer to as “keyword density” and minimize the effects of “keyword dilution.” SEO involves editing links, content, and sometimes structure of a website to get the site prepared for marketing. The SEM promotion of the site can be handled a variety of ways, using several different strategies (both organic and paid-for marketing) to accomplish the same end: getting the site found when someone searches for a particular keyword or keyword phrase. SEO is commonly known to have a direct impact on organic marketing efforts with SEM, but unbeknownst to many business owners (and even some Web developers, the quality of a website’s SEO will often affect the price of pay-per-click marketing as well. For example, keywords used in pay-per-click campaigns through Google AdWords are assigned a “quality score”, and sites that are optimized well will typically yield higher quality scores than poorly- or un-optimized sites. The higher the quality score, generally the lower the price-per-click for an optimized keyword.

A key point to remember about the search engines is that a company’s “competition” is not necessarily its “sworn business rival” down the street or across town that draws from its customers. In terms of search engines, the “competition” is any website, link, document, advertisement, etc. that is ranked above the business’s website, or showing up within a page or two of the business’s search engine listing for a given keyword phrase. This is why proper keyword and market research is so important for effective SEO, rather than simply relying on the words and phrases that intuitively come to mind when a business owner thinks of his or her own products and services. Using the “hardwood floors” example, it is possible that articles and companies about carpentry, arboretums, laminate flooring, and floor wax could all be “competition” on the search engines.

The problem with any kind of marketing is that a business can always spend more money on it. For example, if a billboard company is approached to advertise a company and asked the question, “How much does it cost to advertise my business on billboards?” the answer is likely to be, “It depends on how many billboards you want to advertise on, an where they are located.” A similar response would be offered in reply to someone asking the question, “How much does it cost to advertise in the Yellow Pages?” The answer: “It depends in what city and on how big of an ad you want on the page.” The cost questions pre-suppose that there is some fixed cost to advertisement, which is far from reality. Not all markets are the same, and a business could conceivably spend an infinite amount of money on advertisement. SEM is no different.

At some point in advertising, whether it be via traditional methods or via the Internet, there comes a point where the marginal cost increase in marketing yields a diminishing return on investment. As an extreme example to make this point, let’s assume that a company achieves the Number-One position in the organic rankings on Google for a particular keyword, “hardwood floors”. No matter how much money is spent on promoting the keyword phrase “hardwood floors”, there will be no improvement in the position of that company because they can’t be better than number one. If the position for “hardwood floors” were numbers three and five in Yahoo! And MSN respectively, then spending more money on organic marketing may bring them up to Number-One across the board (there are no guarantees), but those advertising dollars would be much better applied to marketing other keyword phrases that are not quite as prominent yet. In this way, the ROI is part of a “best bang for the buck” consideration in terms of effective SEM.

Search engines generally look at three criteria to determine a website’s placement in the rankings: text features, link features, and traffic (or popularity) features. All three comprise the search engine merit of a website. Website developers generally only exert control over text criteria, meaning the content on the website itself. Taking it further, SEO/SEM experts “wordsmith” the text content on the site and work externally to the website to influence link criteria by creating and adjusting links from relevant content on the Web that point to the site, such as articles, blogs, and other websites. In other words, SEO and SEM address the text and link components of a website. The traffic component of the site’s search engine merit is largely driven by the text and link adjustments. Eventually, if a site is optimized and marketed properly and effectively, the popularity (traffic component) of a website will continue to deliver placement results over time and allow the business owner to reduce their organic marketing budget, or perhaps realign those marketing dollars to focus on a different set of keyword phrases.

The business’s budget will largely determine how that company’s SEO and SEM strategies are prioritized and implemented, so it is important that the search engine optimization and marketing company is provided with limits. If a business owner doesn’t know how much they want to spend on SEO & SEM, then it is smart to discuss options in a consultation and perhaps offer the business owner a “good, better, best” style of initial proposal for the scope of work that is defined. Surprisingly, most businesses can achieve favorable results with a fairly modest budget if they find a competent SEO and SEM company. That is, there are a lot of people and companies “practicing” SEO/SEM in the market place, but comparatively few that are proficient in it. Due to this, it’s always advisable that the business owner insist on references of demonstrated results from a portfolio of other clients, rather than just make a decision on price alone.

Digital Media Vs Traditional Media – A Comparative Analysis

It is beyond doubt that social and digital media are significantly impacting consumer behavior. With the growth of the Internet, companies have realized the need to strengthen their online presence and, therefore, are spending ample amount of resources in digital marketing.

While earlier, advertising was primarily limited to newspapers, radio and television, today it has gone beyond them. Both the traditional and digital media have their own unique aspects. This article will offer a comparative analysis of both these media.

Reach

No doubt, advertising campaigns through traditional media reach a large chunk of the population. However, the message reaches an even larger number of people through online media. The Internet helps to reach a range of people within a short span of time. While traditional marketing is limited only to a particular geography, online media knows no barrier.

Cost

Digital media cuts costs significantly. Television, radio and newspaper ads are expensive. The price depends on the slot and space chosen. Using the digital platform is helpful for small firms who are tight on budget.

Media monitoring

Media monitoring is simpler in online media than traditional media. Companies can see and measure in real-time the effectiveness of their campaign and plan further activities. However, in case of traditional media real-time media monitoring is a tough task.

Dialogues and Monologues

Marketing through digital media allow dialogues between companies and clients. Through social media, clients can discuss their products and services online in real-time. Communication flows just one way in traditional media and this can lead to confusions and problems. However, in digital media communication flows both ways.

Engagement

Engagement is much higher in the digital platform.Through digital marketing, companies can encourage customers to visit their websites and test their products and services. Customers can also interact with company representatives and know more about the product. Call to action is easier through digital media as compared to traditional media.

However, it will be wrong to say that traditional marketing is dead. There are still many parts of the world, where the Internet is yet to reach and people are yet to be computer-friendly. In such cases, traditional media play a very important role in conveying the message.

Nevertheless, with time digital marketing is giving a stiff competition to traditional marketing. Digital marketing trends have changed the rules of the game and more and more companies are consolidating their online presence to stay competitive in the market.

Learn A to Z About Foreign Currency Trading

The currency trading (foreign exchange or more know as Forex) market is the biggest and fastest growing market on earth. Its daily turnover is more than 2.5 trillion dollars. The participants in this market are central and commercial banks, corporations, institutional investors, hedge funds, and private individuals like you.

In Forex markets, investors trade on currencies of various countries (as well as gold and silver). For example, you might buy euro with US dollars, or you might sell Japanese Yen for Canadian dollars. It’s as basic as trading one currency for another.

Actually, Forex trading is quite similar to share market. You need to have adequate market info in order for you to win in every battle. But the difference between Forex trading and share market is Forex trading will not lose more than your initial investment.

How to let you more alert on Forex trading? Below I will share my opinion on it:

  1. Trading Currencies – Forex trading is always done in currency pairs. For example, imagine that the exchange rate of euros to US dollars on a certain day is 1.1999, in which the number is called Forex rate. If you had bought 1,000 euros on that date, you need to pay 1,199.00 US dollars. Certain period later, the Forex rate is 1.2222, the value of the euro has increased in relation to the US dollar. If you sell it now, you will get profit of USD23.00. This is the power of forex trading. Of cause, you will have to chance to lose money if you are not careful about the market.
  2. Market alert – Before you want to start invest in Forex trading, you should furnish yourself with ample market info. This info can be obtained via newspaper, business show, press conference, business magazine, etc. Actually a country’s currency is hugely influenced by major events, e.g. launching of mega projects, inflations, fluctuation in commodities price, etc. Of cause, the safest way to invest after any news announced. But always the case where high risk will bring higher profit. So, invest on Forex requires sharp-sighted on market.
  3. Volatility and risk – Volatility is the degree to which the price of currency tends to fluctuate within a certain period of time. For instance, in an active global trading day (24 hours), the euro/dollar exchange rate may change its value 18,000 time flying 100-200 pips in a matter of seconds if the market gets wind of a significant event. Seeing these, high volatility will create a great fluctuation in currency; profit and loss is all happen in just a glimpse.
  4. Frequency of trading – Most investors thinking that involve actively in the forex trading, they can have more market awareness and able to earn good profit. In fact, this is not true. Each year, forex trading market will have a few times of great transaction. As a prudent investor, you should invest at the right moment.
  5. Monitoring news – Keep abreast of world news. Read all the headlines, particularly those directly related to Forex. Check the impact of such news, if any, on the charts. Also, read daily/weekly outlooks posted on Forex or general financial sites. Many include alerts to upcoming reports and events such as market indicators and interest rate decisions. Besides, you should pay attention to forecasts, some of which are available free of charge. Bear in mind that forecasts and predictions are made by people, none of whom can guarantee the occurrence of future events. Don’t forget about Forex glossaries, which are offered free on many platforms. A given word may have different meaning as it relates to Forex and to the terminology used by the Forex market participants.
  6. Investors’s self discipline – Always remind yourself that you should only invest when you are confident. Don’t listen to rumors. Always the case that people lose money because of their greediness and listening to other people ‘tips’ without details study.

Lastly, I would like to inform you all that the potential financial risks of engaging in foreign exchange trading. Before deciding to undertake such transactions with a Forex trading platform, a user should carefully evaluate whether your financial situation is appropriate for such transactions. Trading foreign exchange may result in a substantial or complete loss of funds and therefore should only be undertaken with risk capital.

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