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What's In This Issue - Features

1) Editor's Note: "Six Time Management Steps To Increase Ezine Profits"
2) Email Marketing Insights: "Don't Just Swap Ads ... Swap Articles"
3) Feature Article: "Female-Friendly"
4) SOHO Help Desk: "Three Strategic Business Options"
5) DEMC's - Advertising Information

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

1.

Editor's Note:

"Six Time Management Steps To Increase Ezine Profits"

As with every new year, many of us make resolutions to improve. The problem is we never follow through with our resolutions. Thus year after year we make the same resolution and we break it again and again.

The key I have found to making your New Year's resolutions a reality is to understand and utilize time management. Time management assists you in making the changes you want in your life and in your business.

To illustrate how you can practice better time management to improve your email marketing, I thought I would review basic time management principles with an example.

Step One: Write down your goal.

All improvement starts with the goal you want to achieve. Write down your goal and make it specific and measurable. In addition, give yourself a time line.

To simply write, "I want to improve my email marketing" is not sufficient.

Rather your goal should look something like - "Increase Profits 50% With My Own Ezine By January 1, 2005".

Now that sounds like a pretty good goal to me, how about you?

It is specific, you know what you are going to do - make more money. It is measurable, you know how much you make now, so you know how much 50% more is. It has a time line - you have 11 months to get the job done.

Step Two: Create an action list.

Reaching your goal is going to require some action on your part. What are those actions? Write out all of the actions you can think of that you'll need to take in order to accomplish your goal.

Taking our sample goal - "Increase Profits 50% With My Own Ezine By January 1, 2005" - here are some possible actions:

1) Set-up with a reliable ezine host that will get your ezine delivered.
- p.s. SendFree.com is a great host!

2) Make sure every page of your web site has a sign-up form.
- Include a subscribe option on your check-out page too.

3) Create a powerful free incentive to encourage people to sign-up.
- Write a f'ree report, an ebook, or an ecourse on your ezine's subject matter to give away to new subscribers.
- Make sure you have an autoresponder to deliver the incentive to new sign-ups. (Most list hosts, like SendFree.com , provide you with autoresponders.)

4) Develop a marketing plan to get as many new subscribers as possible throughout the course of the year.
- Make your web site content rich to attract subscribers via Search Engines.
- Put in place a paid search engine promotion strategy to attract subscribers.
- Consider purchasing co-registration leads to get subscribers. - Develop a Viral Marketing Tool. (See last week's notes on how to implement this strategy.)

5) Decide how you are going to use your ezine to increase profits.
- Follow-up with customers and prospects to sell your own products / services and develop new offers to sell.
- Sell advertising space to 3rd parties in your ezine.
- Promote affiliate programs.
- Set-up special joint ventures.

As you brainstorm to develop your action list, some actions may require sub-actions to complete. For instance if you are going to promote affiliate programs to your list to increase profits, you'll need to take the sub-actions of researching affiliate programs, becoming an affiliate, trying out various affiliate products/services, creating copy to promote the programs and finally delivering the message to your ezine subscribers.

Write out these type of sub-actions as you think of them as well.

Step Three: Prioritize your action list.

Determine an order for completing your actions. Look over the action list asking yourself, what actions have the greatest value toward achieving my goal. Number the actions in order of importance.

And just like that you've created an action plan. All you have to do is start with number one and work your way through the list.

Step Four: Give each action a deadline.

The trick to following through with your action plan is to give each action a completion date. Go back through your numbered action list and put down a date as to when that action will be finished.

Step Five: Schedule in your actions.

To successfully schedule time to work on your actions you'll need a planner or a calendar. You want to look over your action list with your deadlines and put down times in a planner or calendar for working on the action.

Let's say, you wrote down the action to write up an eCourse to get more subscribers. You labeled this action as number one and set the deadline for February 1, 2004 - just about a week away. To get the eCourse written you're going to have to work on it right away.

You'll need to write in your planner or on your calendar the days you're going to work on the eCourse to get the job done. You might decide to devote a whole day to the project, so you block off the day. Or if you're like me, you'll break down the action further and work on the eCourse over multiple days.

For instance you would take the eCourse action and write out a sub-action list. You need to:
- Determine how many sections the eCourse will have.
- Decide what each section of the eCourse cover.
- Take time to research and outline each section.
- Write up each days section.
- Edit each section.
- Set-up the course for delivery.

With this sub-action list, you can prioritize and give each action a completion date. You then can schedule to work on each sub-action over the course of the following week so that the project is done by Monday the 1st of February.

For example your calendar would look like this -

Monday, 1/26
Outline and research the eCourse.
Tuesday, 1/27
Write up the first half of the sections.
Wednesday, 1/28
Write up the second half of the sections.
Thursday, 1/29
Review and edit the sections.
Friday, 1/30
Set-up the delivery of the eCourse.

By week's end, after following the schedule you've laid out, you'll be done with the project and you'll have met your deadline.

Step Six: Do the scheduled action first.

Writing out your goals, actions, priorities and schedule is the first hurdle to achieving your goal. The second hurdle is sticking to it.

I can not tell you how often I have written out a project and then never done it. So let me repeat this final all important sixth step, do your scheduled task first!

It is so easy to be distracted. Before you know it you can get caught up in answering email or picking up the phone or dealing with customer problems or handling employee/ independent contractor issues or you can start reading an interesting offer, a story, a news item. The list goes on and on.

Don't let distractions prevent you from working on your action. If you schedule in an action for a certain day, when that day comes do that action first. You might do the action just after you wake up in the morning. Or if coffee is a necessity, then after the first cup. But do the action item first.

If you're having trouble motivating yourself to do the scheduled task, think back to your goal. You want to "Increase Profits 50% With Your Own Ezine By January 1, 2005" don't you. Remember, this action you're working on is a stepping stone to that goal. So just do it!

Following this basic time management strategy I've outlined works. When you stick with your action plan and schedule, by year's end you do achieve your goals.

So take a few minutes right now to write out your top email marketing goal, an action plan and schedule it in. Don't just make resolutions this year to improve your email marketing, instead manage your time and actually do it. I know you can!

For additional resources on time management here are two books I recommend:

The Time Trap: The Classic Book on Time Management Alec Mackenzie

How to Get Control of Your Time and Your Life Alan Lakein

Abbie Drew
DEMC Editor
mail@demc2.com

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2.

Email Marketing Insights:

* Exclusive *

"Don't Just Swap Ads ... Swap Articles"
By: Terri Seymour

A great way to improve your search engine ranking and attract more visitors to your site would be swapping articles with other quality sites/authors. This is done much the same way as exchanging links but with far more effective results (in my opinion). There are many benefits to adding an article swap center to your site:

*Adds content to your website
*Builds your reputation and online presence
*Provides readily available ezine content
*Improves your search engine status
*Establishes you as a reliable online presence
*Increases your circle of contacts and networking

What you need to do is trade articles with quality, websites that compliment, not compete, with your website. Join some of the article lists to find the type of article you are looking for. You can also visit websites with article directories.

Article Lists:
mailto:article_announce-subscribe@yahoogroups.com
mailto:ArticlePublisher-subscribe@yahoogroups.com
mailto:articlesubmission-subscribe@yahoogroups.com
mailto:Free-Content-subscribe@yahoogroups.com
mailto:Free-Reprint-Articles-subscribe@yahoogroups.com
mailto:Free_eContent-subscribe@yahoogroups.com

Article Sites:
http://www.ideamarketers.com
http://amazines.com/
http://www.ebusinesshelpsite.com/articles.htm
http://www.businesstoolchest.com/articles/submit.shtml

When you find the articles you are looking for, contact the author and explain your offer. Let him/her know the benefits of trading articles with you. Be selective in choosing the articles. You want well-written articles that contain helpful information and/or resources.

Your request may look something like this:

Hello (webmaster's name),

My name is xyz abc and I own domain_name.com. I have visited your site, read some of your articles and would like to offer you a joint venture beneficial to both of us.

I also write articles, which you can read here, domain_name.com and would like to propose an article swap. I will post one or more of your articles on my site if you do the same for me. This will help both of our sites attract more traffic and subscribers.

Please take a minute to look over my site/articles and let me know if this joint venture interests you. If so, email me to make arrangements and if not, I thank you for your time and consideration.

Regards,
Article Author

Compiling a vast and varied Article Center will draw more visitors to your site as well as improve your ranks in the search engines. Having your articles posted all over the net will help build your reputation and increase your online success. Get started today swapping articles today!

###
Terri Seymour owns and operates MyOwnEzine.com
Learn to publish and promote your own ezine.
mailto:myownezine@subto.us
Sign-up for the FR~E MOE Ezine Publishing Ecourse
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Make money and keep it all! This is not MLM.
http://www.seymourproducts.com/wholesale/index.shtml

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3.

Feature Article:

* Exclusive *

"Female-Friendly"
By: Yvonne DiVita

In 1899, Charles H. Duell, Commissioner, U.S. Office of Patents said, "Everything that can be invented, has been invented."

In mid-20th Century, Thomas J. Watson, Chairman of the Board at IBM said, "I think there's a world market for about five computers."

Former British Prime Minister, Margaret Thatcher is known to have said; "If you want anything said, ask a man. If you want anything done, ask a woman."

Who Gets It

Women get it. Another way to say this is to quote Harriet Beecher Stowe, who said, "Women are the real architects of society."

Women are the doers of the family, of the office, of the world. It's precisely because women get it, and because we are doers, that it's important for small businesses venturing onto the Internet to understand the women's market - a market that isn't about male bashing, but about embracing new technology.

It's About Being Friendly

In my new book, Dickless Marketing: Smart Marketing to Women Online, I write about being female-friendly. Chapter 6, "Ties that Bind," talks about marketing elements women find useful and attractive when shopping online. If you're reading that e-mail marketing is dying a slow death, let me paraphrase Mark Twain: the death of e-mail marketing has been greatly exaggerated.

Reports coming out this year continue to show that women are big e-mail users. Some of the information women share in e-mails is information on where to buy stuff. In other words, shopping advice. By targeting the women's market you increase your reach extensively because any woman who reads your ad and likes what she sees, will share it with others far more often than any man will do so. My own daughter recently clicked on an e-mail sales message and found something she liked, which she bought, and then wrote to tell me about it.

The numbers don't lie; more than 60% of the online sales last year were made by women.

It's all about being friendly. Any sales and marketing expert will tell you that trust is a prime factor in making sales. People buy from people they trust. Women especially will buy only from people they trust. Make friends with women by creating loyalty programs, by offering f'ree shipping, and by asking for feedback. Leave that old-fashioned Dick and Jane world of the 20th century back where it belongs, on the lower shelves of old bookcases.

Join the world of Dickless Marketing and show Jane you understand her needs. Whether she is a CEO in charge of major company purchases; whether she is an office manager in charge of the supply cabinet and the conference room; whether she is a homemaker trying to keep her family happy and healthy; or whether she is a college graduate starting a new career; Jane is a force to be reckoned with. She needs office supplies, a briefcase, a cell phone, a PDA, a desk, a picture frame for her desk, a new car, and business, career, or health advice.

Offline vs. Online: Hand in Hand We Go

Women are the shoppers of the world. Make friends with them. In 2003, Maya Draisin, of the Webby Awards, had this to say about e-commerce, "The trend this year is toward using the Web to connect people online to mobilize them offline."

This means if you make friends with women, they will shop at your Web site and also at your offline store, if you have one. Today, women purchase or influence the purchase of more than half of the normally male-dominated products such as cars, lawn mowers, computers, and other electronics. What's not to like about that? Smart Marketing to Women Online; it's a good way to start 2004 and a great way to make some loyal new friends and customers.

###
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Look for http://www.marketingtowomenonline to launch in mid-February with more information on how to get women to your Web site to buy your products and services. Make sure you visit the "Smart Marketing" Award page to nominate a 'smart marketing to women' Web site for the 2004 first annual "Smart Marketing" award. And check out the reviews of some great sites that know how to court a woman properly.

Questions or concerns? Contact Yvonne DiVita, the author at info@marketingtowomenonline.com .

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~/~ SOHO Help Desk ~\~
http://www.demc.com

"Three Strategic Business Options"

Today's SOHO Help Desk offers valuable advice on business strategy.

If you have a informative tip, promotional idea or question you would like included in an upcoming issue of DEMC, all you have to do is submit it by email to - mailto:helpdesk@demc2.com

=== Business Strategy Tip ===

"You Have to Choose Between only Three Strategic Options"
By: Mark Munday

Ultimately, you have to settle for one of three business strategy options. And it is important that you are clear on what one you are going for.

Your business strategy choices are, at the end of the day, very simple. The big question is, how do you want to position yourself in relation to your competition. Basically your options are :

1. To be the cheapest
2. To be the best
3. To dominate a market niche

Many small businesses go for the first option, in the mistaken belief that it is only way to survive. The problem is, there will always be someone who can do what you do, more cheaply than you can.

A cost leadership strategy is only really suitable for big businesses. Businesses that have substantial economies of scale. They are able to spread their overheads thinly over large volumes, and charge low unit prices. So if you are running a small business, this strategy probably won't work for you.

If, as a small business, you build your business reputation on being the cheapest, you are operating from a position of weakness. Even if you can survive with your low prices, you will not be able to withstand a price war with a bigger competitor. So why take the risk?

The second strategy, being the best, can be used to build a powerful competitive advantage. It means, however, that you have to have a unique product. Otherwise, you will have to spend a lot of money on R&D to stay ahead of the competition.

You need deep pockets to win with this strategy. Unless, of course, your product is so specialized that no one else is producing it. And big companies, for whatever reasons, don't want to produce it either. That would give you dominance over a niche of your own.

But generally speaking, a product leadership strategy is only for the big boys. Like, Nokia, Sony and Mercedes Benz. While being the best in a category, and staying that way, can be a powerful strategy for highly specialized small businesses, it is just not sustainable for most. Which brings us to our third option.

Dominating a market niche in your industry. It is the most suitable business strategy for most small businesses. By adding value in a way that attracts a particular kind of customer, you can steadily build your business success. You are able to charge a premium. And you don't have to be the "best".

The trick, of course is to clearly identify your niche market, and convince your target market that you provide the best solution to their problem. For nearly all businesses, finding a niche and dominating it provides a solid foundation for building a business on.

It is very important that you are absolutely clear on what generic strategy you are relying on. Your business strategy, by definition, is supported by a number of strategic tactics. Whether you are aware of using them or not.

If you aren't clear about your overall strategic direction, you may end up using conflicting strategies. For example, focusing customers on your low prices at the same time as you introduce best of class products. Doing this means that your profitability suffers and you fail to attract the customers you want : not good!

Deciding on the generic strategy that will create the business success you are looking for, clarifies your thinking. And it helps you see clearly what tactics you need to use.

###
As a Business Strategist and Coach, Mark works with business owners to help them achieve their business goals. His powerful strategic planning and implementation techniques produce stunning results for clients.

Mark has just released a unique and revolutionary system for building your business into what you really want it to become. Be sure to review it at http://www.StratPlanWizard.com

===

If you have a valuable tip, promotional idea, question or answer you would like included in an upcoming issue of DEMC, all you have to do is submit it by email to - mailto:helpdesk@demc2.com

Be sure to include your SIG and contact URL with your post as we'll be sharing any viable ideas/information in an upcoming issue of DEMC E-Magazine.

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

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(c) 2004 DEMC All rights reserved

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