Your Four Most Valuable Business Assets

If someone were to stop and ask you what the most valuable assets of your business, whether it’s online or offline, what would your answer be? Most people would respond with an answer like, “My customer list”, or “My Joint Venture Partner list”, or “my product’s source code.”

More than likely, your answer would probably be similar to the ones listed above. And, while those are all good answers, if yours was among them, then you too, would be wrong.

The fact is that everyone who is in business, everyone who is alive today, wherever they are, has four very valuable assets to help them achieve the level of success they seek. However, unless you first, understand what they are, and then second, realize their value, you will never be able to use them to their fullest potential.

Your first most valuable business asset is… Time. There is a saying, “If you want something done, give it to someone who is busy.” Successful people have learned to value their time. Master Marketer Dan Kennedy is reported to have a countdown clock on his desk, to remind him of the value—and brevity—of Time.

We each have 168 hours a week, twenty-four hours a day, sixty minutes in an hour, and sixty seconds in a minute. And while we are alive we can choose to spend time as we please. However, we can never get back what we’ve spent. So, it is up to us to value our time by guarding it and making sure to get the most out of it. This is true for our personal lives as well as for our business endeavors.

The second most valuable asset your business has is… a collection of Resources. Of course, depending upon the level of success your business has achieved, the number of these and their value will vary. Nonetheless, every businessperson has some kind of resources that can be tapped into. The trick, though, is to determine not only what resources you have, but also what kinds of resources are available as well. You may be surprised to discover that there are more than you realized at first.

Here’s an extremely valuable business asset that’s often overlooked, or at the very least, under-appreciated. What is it? Your Expertise or Experience. Regardless of what type of business you’re in, you have a unique set of abilities, skills, knowledge and experiences that no one else has. You can offer your expertise to others as well as apply it to achieve your own success. Too often we sell ourselves short about our abilities and specialized knowledge simply because we are so familiar with them that we couldn’t imagine that someone else would want or need them.

Finally, the fourth most valuable business asset you have is your… Energy. Call it passion, drive, or one of a dozen other similar descriptions. It’s the thing that motivates you to persevere in your business endeavors, even when you don’t feel like it. While everyone has this kind of energy, most people either don’t realize its value or don’t understand how use it effectively. Another term for it could be your personal vision.

Now you should be able to answer the question in the opening paragraph correctly. These four assets are not only valuable; they are also vital to your success in any avenue of life. In case you have difficulty remembering them, here’s a simple acrostic to assist you:

Experience (or Expertise)

A Teeming, Desperate Metaphor for Exactly What Ails Advertising

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Research And Lead Generation

Research And Lead Generation

Something that a lot of business owners don’t consider is the fact that sometimes you have to do research before you can know what it is that your prospective clients need and want from their company. One of the best things that you can do to help you draw clients to your website is to take a look at your competitors and see what it is that is, or isn’t, working for them. Chances are good that if people have a problem with what they see on that website, they aren’t going to like it any better on yours.
Research And Lead Generation

Marketing Lessons on Listening, Courtesy Gap’s Logo Fiasco

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7 Ways To Show Authority In Writing A Copy

One of the goals a writer has in copy writing is to convince the reader. Good, authoritative copy is very easy for readers to trust because it sounds more truthful and caters to their wants, needs and interests. As a result, response rates are better and there is a higher likelihood that the desired results are achieved. Integrating a tone of authority in writing a copy is a studied process but it is not entirely impossible. Here are the top 7 ways you can improve your copy and make it more influential and convincing:

Know your topic
Never write copy about a subject you have little or no knowledge about. If you want to prove you have authority in writing that copy, you should be able to show your audience or readers that you know exactly what you are writing about. Your readers can tell if you’re only bluffing.

Prove your experience
Another way to show you have authority in writing copy is by proving you have the correct experience about the subject. You can’t write about rocket science with authority if the closest you’ve ever come close to a rocket is by watching a fireworks display.

Use your USP

Every product, idea or statement has a USP or unique sales proposition. Find out what yours is when writing copy. The USP will help define your statement and make you stand out from write-ups that have a similar idea. You can use this to your advantage to create authority.Make the statement clear so your readers will understand immediately the message you are trying to put across.

State the benefits and advantages
There will always be disadvantages or limitations to your product, idea or statement. Instead of detailing them to your readers, focus on the advantages and benefits. Tell your readers what it can do and what it can’t do.

If you’re promoting a bicycle, for example, you don’t have to state that it’s not as fast as a car. It can’t fly but it can help its user reach his destination. It’s cheap, doesn’t pollute the environment and can even be an instrument of fitness.

Use facts
Embellishing your statements may sound harmless but the effect on your readers may not be advantageous to you. Consumers and readers are a bit sensitive and they will take it personally if they find that you were pulling the wool over their eyes. There is nothing that works as fast as an overstatement to decrease your credibility. If you want to have authority in writing copy, state only the facts – statements that are easily verifiable.

Back up your claims
Authority in writing copy is similar to writing news stories – you need proof of your statements. If you make one, make sure it’s backed up by details and figures that may be corroborated. If there is a study, research or statement made by an expert that will support your claim, use that as well. So in case someone asks, you can point them to the reference that will support what you said.

Don’t mess with the language
If you want to be trusted as an authority in writing a copy, make sure you take care to show good grammatical and spelling skills. Nothing destroys an authoritative position than bad language because it speaks of carelessness and a lack of knowledge. If you want to be seen and accepted as an expert, show respect for your readers and write well.

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Tripodi on Engagement, Expression and Experiential Branding

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Hispanic Creative Advertising Awards 2010 Best of Show: Bounty’s ‘Batalla’

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