Bottom Line Travel Profits™ defines a comprehensive suite of advanced marketing techniques. In short, the system is designed to develop and automate an integrated marketing program that utilizes direct mail, and print advertizing along with online strategies to capture leads and sales. We then deliver automatic follow-ups through email, text messages, and direct-to-voicemail messages, drive visibility for relevant searches, and incorporates a company’s online presence into its overall marketing program.
The Key Messaging Platform™ is an advanced, scientific formula for marketing success. This formula allows a company to build the most effective marketing message that actually taps into hot buttons that are important and relevant to the target market. Having consistent, strategic messaging for your business is the number one difference between effective marketing and under-leveraged marketing.
Finally, it’s always important that you look your best. It’s virtually impossible to overstate how important it is for your business to always look like the most professional company in town. Bottom Line Travel Profits™ calls for a complete branding package to be associated and incorporated with a company’s marketing program.
Our Bottom Line Travel Profits™ starts by digging deep into your company to discover untapped innovations, so you can actively leverage the unique aspects of your business. Regardless of your industry, our Bottom Line Travel Profits™™ will introduce innovations into your business using time-tested innovation formulas that will work for an business, even if its in a commodity-based industry.
It’s tough enough to make sure your email marketing messages make it through without making the task more onerous. Correctly optimizing your marketing emails can make all the difference between success and failure in your campaigns, particularly as mobile email open rates are rising rapidly.
Mobile email open rates are on fire!
Mobile email has become the most opened email, exceeding desktop with a robust 36 percent, according to Knotice.com. Combine that with the fact that email is the favored online communication mode of 74 percent of all adults, and you see why it’s so important. It’s not just phones either. Tablets are beginning to take a major share as well, as ReturnPath documents that iPhones make up 59 percent, iPads 26 percent, Androids 14 percent and Windows phones bringing up the rear at less than 1 percent.
Here are some tips for optimizing your emails for mobile
So just how do you go about optimizing your marketing emails? Not to fear, we won’t leave you in the lurch! Here are some must-do tips that help ensure your messaging appears the way you’ve intended it to!
- Keep your messages short. People, particularly on mobile devices, have a short attention span. Make punchy, enticing subject lines and material that keeps the reader engaged.
- Keep your image files small, as large files take far longer to load, and this can be a disaster. Viewers simply won’t wait, and just leave, before they’ve even looked at what you’ve got for them.
- Keep your font sizes in your main content no less than 14, and headlines around 30. Anything under 13 will get automatically changed by the iPhone, and may mess up your formatting.
- Make your calls to action big enough for easy tapping. A typical adult finger covers about 45 pixels, so bear that in mind.
- Make certain you test your marketing emails on the different mobile platforms before clicking the send button! This really is worth the couple of minutes it will take!
Optimizing your emails for mobile isn’t something you should get to when you can – it’s something you should do today! You can be sure your competition is!
You’ve grabbed a few minutes during lunch to take a quick look at that investment packet you requested. You rip open the envelope, pull out the cover letter, and this is the first thing you see:
“Thank you for your interest in our real estate investment service. As of this writing, housing starts in Harrin County rose 50 percent last year to 1,200, up from 800 the previous year. That 2008 figure was an increase of 33 percent over the 2007 figure of 600 housing starts, which itself was up 50 percent over 2006′s 400 starts. In 2005, housing starts increased 33 percent over the 2004 figure of 300.”
OY! By the time you’ve slogged through that puppy you feel your eyelids twitching and your temples thumping. You toss the packet aside for later. Unfortunately, the chances that you’ll pick it up again are next to none. And that company just lost a sale.
Now, here’s the million-dollar question. Are you making the same mistake with your promos?
Let’s face it. Too many raw numbers can cause MEGO (My Eyes Glaze Over) Syndrome. And when that happens, readers have the perfect excuse to bail out.
Plus, numbers appeal to the analytical side of the brain — the left brain. And sales are made by appealing to the right brain — the part that deals with emotions, intuition, symbolism, and art.
Still, numbers and statistics can add a great deal of credibility to your claims.
So how do you present them without bogging down your copy? You do it with right-brain friendly “infographics.”
Infographics are charts, graphs, and tables that present data in a simplified form. They help readers understand the information faster and remember it longer. They also help break up the copy and make it more visually appealing.
So, how do you decide which infographics to use in your promotions? And how can you “dress them up” to make them visually interesting?
Let’s take a look at the ones you’re most likely to use:
1. Pie Chart
The pie chart depicts the proportion of parts to the whole. It is circular (like a pie), with wedges cut in various sizes to illustrate percentages. For instance, you might use a pie chart to show how a business’s budget is distributed between salaries, supplies, building maintenance, and so on.
Design Tips: Avoid splitting a pie chart into more than eight pieces. More than eight, and the pieces become too small to recognize or label. You can use a screen tint or bold color on the most important piece of the pie, or pull that piece partially out to separate it. You can also tilt the pie, add a shadow, or try a three-dimensional effect.
2. Bar Chart
The bar chart displays the relative quantity, size, or frequency of data. You might use a bar chart to compare:
- opposites (e.g., income vs. expenses over a period of time)
- quantities (e.g., the number of active members in several organizations)
- averages (e.g., the average amount of money spent on direct-mail campaigns over a five-year period)
Design Tips: Avoid having too many bars or they’ll look too thin. You could add a drop shadow, a three-dimensional effect, or a screen tint to make them stand out from the graph behind them. Or you could replace the bars with illustrations — maybe stacks of coins, chimneys, or building silhouettes.
3. Line Graph
The line graph shows changes over time. You draw lines from point to point to show progress made. Line graphs are frequently used, for example, to chart the price of a stock.
Design Tips: Avoid using more than three lines in one graph, or it will become confusing. You can use different colors or screen tints to help separate the lines from each other. For added interest, you might put the graph inside an illustration.
The table gives more precise information — and a larger amount of information — than a chart or graph. Tables are left-brain devices. Readers need to study a table rather than merely glance at it. So use it:
- when readers need exact numbers, not just lines, bars, or pieces of a pie
- when you have too much information to condense into a chart
- when readers are already used to similar information being presented in tabular form (such as an expense report).
Design Tips: Use a different color, a screen tint, a wider border, or a double-rule to highlight rows or columns that should stand out.
When building your infographic, you’ll want to include a legend next to the graphic or labels within the graphic. To help readers understand what they’re looking at, add a caption, just as you’d add one to a photograph.
The infographic isn’t the only design element you can use in your promotions to increase sales. Stay tuned for more articles on design that sells right here.
Laurel (June 10, 2013) – A multi-award-winning network of marketing and business-growth specialists is bringing a new brand of marketing to Montana. One that consistently returns 2 to 10 times higher ROI than typical marketing and advertising methods used today.
The Power Hook Program, brainchild of marketing expert, Diego Rodriguez of Boise Idaho, USA, has gained a reputation for rocketing companies, in more than 350 industries, to the top of their local markets by using scientific methodologies and systems to completely change their marketing paradigm.
The rapid success of the program within these companies spurred Rodriguez to expand Bottom Line Travel Profits™ into new territories, and thus The Power Marketing Consultants Network (PMCN) was born.
Within an astonishingly short time—just over 6 months—the PMCN has itself rocketed to #1 in the industry, becoming the largest and most successful international association of professional marketing agencies in the world.
Rodriguez attributes this rapid growth to the unique synergy among PMCN members—something that is unheard of in an industry known for its highly competitive nature.
Unlike other marketing organizations, PMCN members are not competing agencies. On the contrary, they all share best practices, and resources, often work shoulder-to-shoulder on a virtual basis, participate in continual masterminds, and have all been trained to use the proprietary Bottom Line Travel Profits™TM.
This synergy allows PMCN clients to have dozens of top marketers, around the world, working on their behalf, rather than one or two people in a traditional agency.
“The benefit to the client,” said Rodriguez, “is that they can now tap into a worldwide network of professional marketers and business growth strategists for a fraction of what it would cost to hire a marketing director.
The members of the network, which currently spans seven countries, include
- Best-selling business authors
- Award-winning copywriters and marketers (including the 2013 GKIC marketer of the year)
- Website development, video and SEO experts
- Promotional merchandise specialists
- Business Growth Strategists
Kammy Thurman, CEO of Anchor Marketing in Laurel, MT said, “For a lot of business owners, marketing and advertising have become a complicated, fragmented (not to mention time-consuming) process—one that often becomes frustrating, expensive, and that ultimately does not produce the intended results, .
“I look forward to combining our company’s 26-year track-record in copywriting, marketing and sales with the revolutionary concepts behind The Power Hook Program to solve this issue. Now companies that don’t have a million-dollar marketing budget have access to a complete, cohesive and strategic system based on solid, tangible results and a guaranteed return on investment.”
As a way to introduce this new marketing paradigm to Montana, Anchor Marketing is giving away a complimentary audio program entitled, Total Domination: How to Become #1 Company in Your Local Market Using Bottom Line Travel Profits™ . This professionally-produced CD set explains how businesses can dominate their local industries and realistically increase annual income by 2-3 times, including:
- The 2 common mistakes 99% of businesses make that cause marketing results to plummet
- Why most businesses are forced into price wars and how to, instead, get prospects to conclude, “I’d have to be an absolute fool to do business with anyone but you, regardless of price.”
- How the proprietary Key Messaging Platform™ propels 4 – 10 times higher results than traditional marketing and advertising
- 3 evaluations that take marketing campaigns from lackluster to breakthrough
- How to create a streamlined sales process that boosts closing rates 20%… 30%… 50% or more
To receive a complimentary copy of Total Dominance, companies are invited to email or visit http://anchormarketingconsultants.com/total-dominance.
If you’ve done any advertising or marketing for your business, I can virtually guarantee that you’ve been making at least one of the following two common marketing mistakes.
It doesn’t matter if you’ve been in business for 5, 10, 20, 30 years or more … it doesn’t matter if you’ve been getting what most people would consider pretty good results … I’m here to tell you that these 2 mistakes have cost you a lot of money in lost opportunities and sales.
I’m not just blowing a bunch of smoke here to catch your attention. In fact, I want you to stop reading this article right now and go grab some of your marketing material—a brochure, a radio script, a TV ad, a newspaper or magazine ad, your website, whatever it is—get access to it right now and then evaluate for yourself as I describe these two mistakes.
I want you to objectively judge your own marketing and advertising and make a determination for yourself whether or not what I’m saying has value.
So let’s begin.
Mistake #1 – Using at Least One of the Forbidden Phrases in Your Marketing Right Now
So what are the forbidden phrases? Well, they are phrases that use platitudes. In marketing, platitudes are essentially the kiss of death. So let me give you the definition of a platitude as it pertains to marketing. Platitudes are “words or phrases that are dull, obvious, or predictable that lack power to create interest because they are overused and unoriginal, that are nevertheless still commonly used as though they were unique or distinctive.”
Let me give you some examples of platitudes. They are words and phrases like, “Highest Quality, Best Service, Largest Selection, Gets the Job Done Right the First Time, 30 Years of Experience, In Business Since 1776 B.C., Honest, Hard Working, You’ve Tried the Rest Now Try the Best, Number One, Your Dealer of Choice, State-of-the-Art, blah, blah, blah, blah.” Sound familiar? Of course it does. You’ve heard this kind of junk for years, and companies even hang taglines on them.
But now here’s the killer question, do you have these terms in your marketing? I bet you do. I don’t even know you, but if I were a betting woman (which I’m not), I’d bet the farm on the fact that your advertising and marketing is loaded with platitudes just like these right now.
Take a moment to look at your marketing piece and see for yourself, .
Here’s the bottom line … these platitudes that fill up your marketing and advertising are killing your profits and destroying your marketing opportunities. That’s because they don’t distinguish or separate you in the marketplace. They don’t quantify or specify anything. They’re not believable, they’re usually not provable, and they cause your prospects to minimize, discount, disbelieve or—worst of all—ignore you altogether.
Ultimately, your market ends up believing that you and your business are just like everybody else in your industry. This is why you continually get ground down on price, regardless of how great you claim your product or service is or how much better you think you are than your competitors. None of that matters, because you have introduced yourself to the marketplace as one more scoop of vanilla in a whole vat of vanilla.
Now I’m not saying there is anything wrong with vanilla, in fact I love vanilla, but what I am saying is that if you are perceived as being vanilla—just like everyone else—the only real message you’re portraying to your market is “me too.” Think about how pitiful that is.
This is why businesses struggle, and their sales are dependent upon the force of the market and not on their ability to win over more and more customers to dominate their sector. That’s a big difference.
Common Mistake #2 – Fragmented or “Piece-Meal” Marketing
This is absolutely the wrong approach to marketing, yet it is the most common approach in business today. Everybody is doing it, including you and your competitors, I’ll bet. The good news (or bad news if you’re slow), is that the first one to fix this problem basically wins.
Let me explain: Fragmented marketing (in contrast to “systematized marketing”) means that there is no cohesive message or comprehensive system handling your marketing for you. Instead, when you buy marketing and advertising, it is developed by the company creating the ad, right?
Think back to the last advertisement or marketing piece that you created for your company. What was it—a brochure, a website, a printed ad, a radio spot? So now let me ask you a question: Who created the final product for you? The media company did, didn’t they? The radio station created your radio spot, the magazine created your magazine ad, the design company created your brochure, the web design company created your website, and the video production company developed the content for your video, right?
Think about how fragmented that makes your marketing efforts. All of those different companies have different ideas about what your marketing message should be, based on their own limited experience with your company. Inevitably, they all use platitudes and then try to throw in their own dose of creativity. Think about how wrong this is. You need to develop and own your messaging, you shouldn’t leave it to others, and you certainly shouldn’t leave it to multiple teams of others who don’t have your best interest in mind, and don’t really care about your position in the marketplace as long as they get their money from you.
This is why you need a marketing system in place. The system dictates the content of the advertisements and it dictates the buying sequence that your prospects go through as they are ultimately led to buy. A systematized marketing program facilitates the decision-making process. It defines the criteria your prospect should look for in a company, product, or service, and in doing so, leads them to buy from you instead of your competitor.
To illustrate this problem further, take a look at your lastest advertisement. How much money did you pay to have the content of that advertisement strategically created and formulated to ensure maximum results? I’m not talking about the design, I’m talking about the content (the message), what the ad actually says—not what it looks like.
You paid nothing, right? That’s what I thought. 99.9% of the time, you only paid to have the ad produced or designed, or you paid for the TV spot or radio airtime. The content was thrown together by the designer, the production team, or even the salesperson! Think about it … the most important part of your marketing material—the messaging—was put together for free by people who usually have no idea how to create good messaging anyway.
Have you ever heard the saying, “You get what you pay for?” I hate to tell you this, but if you’ve never paid a professional to create the core messaging for your advertising campaigns before the media company gets hold of them—well, you get what you pay for and it’ll show in lost sales.
When You Think of Marketing, Think First and Foremost About Your Message
You need to think about what you’re going to say and how you’re going to say it. When you think of marketing—don’t think of media anymore—think of messaging. Only once you have the right message should you start considering which media to run your marketing in.
You see, this is the difference between systematized marketing and typical fragmented marketing. A marketing system considers the message first. After the message is developed, it’s installed into a sales funnel, which moves the prospect through the decision-making process. Only once this is established do you choose the best media to distribute the message. Do you see how much more effective that is than typical fragmented marketing?
So now that you know the two most common marketing problems that businesses make, I’d like to invite you to learn how to solve these problems. At Anchor Marketing, we have put together a scientific marketing system, called Bottom Line Profits™ that effectively solves these problems and puts our customers on the path towards market dominance.
Additionally, you can contact me today to request a FREE Marketing Convervsion Audit. This analysis is not just another lame sales call. On the contrary, we will take a look at your existing marketing material and objectively rate your messaging using our proprietary Messaging Scorecard. We will then review the results with you so you can see how much sales leverage becomes available to you when you eliminate the common marketing problems I’ve just discussed and implement a marketing system based on the Bottom Line Profits™ process (which is free from platitudes).
Perhaps you feel a bit confused about what to look for when finding a travel web design company, especially since there are so many of them, and the price range is so broad—from FREE to tens of thousands of dollars. So, we’d like to help you out by revealing to you the 3 most critical web design flaws that plague most modern travel websites so you know exactly what to look for.
Web Design Flaw #1 – Lack of Strategic Marketing Content
Most travel web design companies don’t provide content for your website. In fact, they usually ask you to provide them with the text and content for your website because they’re just designers, and not marketing consultants. Even if they do write content for you, it’s usually ineffective because they’re not trained as marketing copywriters so they always use the 3 Forbidden Phrases that cause dismal results.
You see, the most marketing leverage available in your website is in the content. The old adage, Copy is King, is just as true for marketing online as it is offline. For example our travel web design customers can get anywhere from 4 to 10 times better response—even more—from their marketing materials just by having us re-write the content. We take them through an advanced, scientifically-based consultative process to create strategic marketing messages so that your customers and prospects buy from you and not your competitors. You can learn more about this by clicking on the Bottom Line Travel Profits™ link on this website.
Travel web design flaw #2 – lack of properly scripted videos
Video is one of the most powerful means to communicate quickly and effectively with your target audience. The problem with web videos created by most design companies in travel, however, is that the the videos they produce are all riddled with the 3 Forbidden Phrases and they’re usually not created to achieve a particular marketing goal. At Anchor Marketing, we include video production in all of our web design packages, and we have one of our marketing consultants properly script the video using our advanced scientific process. You can talk to one of our Account Executives for some case studies with existing clients.
Travel web design flaw #3 – Outdated coding
Did you know that at current adoption rates, mobile access to the internet has now surpassed desktop access? To ensure that mobile internet users can access your website, it must be HTML5 compliant, meaning that your site should not include Flash or other outdated technology. At Anchor Marketing, all of our websites are HTML5 compliant, and even our videos are all encoded to ensure that they play back properly on iPads, iPhones, and other mobile devices. Our travel Web Design simply cannot be beat.
Before you invest in a website for your company, be sure to download the Website Design Checklist. This easy-to-understand report will walk you through everything you need to ensure that your next website is a powerful marketing tool that serves your company for years to come.