Despite the hype around social media Web sites, you can’t forget the importance of e-mail marketing and offline conversations for your business.

1. Good News About E-mail; Bad News Is You Forgot How Useful It Really Is

E-mail remains the most popular and effective medium for sharing information online.

In a recent study from ShareThis.com:

• 46 percent of consumers said they share information via e-mail
• 33 percent said they share information via Facebook
• 14.5 percent said they use “other channels” to share information
• 6 percent said they share information via Twitter

Maintain and strengthen your e-mail marketing efforts. Your e-mail program and your Web site are the pillars of your online marketing efforts.

2. Offline Or Online? Where The Conversations Really Take Place

Ninety percent of conversations occur offline; 10 percent occur online. Despite the hype surrounding Facebook and Twitter, the fact is that only a minimal number of conversations occur on social media sites, according to research by Keller Fay Group.

Studies reveal that although 83 percent of the online population says they use social media, less than 5 percent are frequent users and contributors of information. And a study by Sysomos found that 75 percent of all Twitter activity comes from only 5 percent of users. When you consider these stats, the 90:10 ratio starts to makes sense.

Although social media channels remain an alternative venue for conversations, the vast majority of conversations – and the ones that are highly influential – are really happening at the office water cooler.

3. The 60 Second Close: How To Be Part Of The Water Cooler Conversation

Word of mouth is simply a conversation, a sharing of an experience, or a story about someone or something. Word of mouth is successful when people are talking about you on a consistent basis. But the secret is that you have to give them something to talk about. This may range from the ordinary – a great greeting over the phone – to the extraordinary – same-day delivery or something that goes beyond normal expectations.

Want your company to be part of the water cooler conversation? Is word of mouth part of your company’s marketing plan? If not, then call us. We can get you there … faster than ever.

It’s been a year to forget, a year to remember and a year to learn. Everything old is new again – and that’s the mantra for 2010.

1. Another Year And They’re Still Alive: The Real State Of Traditional Media

After yet another year of being declared dead, television, radio and even newspapers are still alive. Yes, they’ve been hurt like every other business and yes, just like every other business, they’re refining their business model. But before you leave them out of your sales-building plan, consider this:

• Television: 99 percent of video viewing was done on a television in the past year; less than 5 percent of TV viewing was DVR or TiVo playback. (Source: Ball State University’s Center for Media Design)
• Radio: Broadcast radio (free AM/FM radio) has the largest listening audience of all audio platforms (satellite, iPod, CDs) with 122 minutes of daily use, while CDs are at 72 minutes and portable audio players (iPods/mp3 players) are at 69 minutes. (Source: Ball State University’s Center for Media Design)
• Newspapers: 74 percent of adults read newspapers both online and offline. In addition, 82 percent of households with incomes of more than $100,000 read the paper online and/or offline, and newspapers are starting to successfully attract 18- to 34-year-olds to their Web sites. (Source: Integrated Newspaper Audience Report from Scarborough.com)

2. If Your Store Or Product Was A Magazine, Would You Read It?

Take a fresh look at your store, your product or your service and visualize it as a magazine. If you were browsing a bookstore, would you select your “magazine” from the rack?

When a consumer selects your store or product over the competitor, the selection criteria and rationale are similar to selecting one magazine over another.

Does your store or product fit this selection criteria?

• Front Cover: Attractive, colorful, bright and clean. Does it stand out from the rest? Does the overall look of the cover make you want to open the publication?
• Table Of Contents: Can you find what you’re looking for? Do you get an idea of what’s inside?
• Letter From The Publisher: The owner introduces him or herself to you and welcomes you to the magazine with a little background and behind-the-scenes tidbits about the issue.
• Letters To The Editor: The magazine is interested in what you have to say, and you are encouraged to send in feedback.
• Articles: Are the stories clear, concise and easy to read? Are they easy to find? Do they entertain you? Do they create a buzz? Are the stories within your interests?
• Overall Value: Is the magazine worth reading? Does it have staying power and positive word of mouth? Will you subscribe?

The 60 Second Close: A Year To Forget Or A Year To Remember?

It’s been both a year to forget and a year to remember. It’s also been a year to learn. Importantly, this year ends with the realization that everything old is new again. And that’s the mantra for 2010.

January is a new chapter, and the first paragraph is about new dreams. If you’d like help achieving those dreams, then call us. We can get you there … faster than ever.

It’s time to get your business out of survival mode, plan for the new year and invest in the most-proven marketing strategy – human trust.

1. Watch Your Web Site: Google Shaking Up Search Results

• Before the year ends, Google is expected to roll out a major search algorithm update called Caffeine. This update will include an increase in indexed Web pages and a more comprehensive search results page.
• Many corporations are concerned that the update will affect their Web sites’ important Google rankings.
• Want to get an early preview of how Caffeine might affect your site’s ranking? Click here: http://cartercole.com/googlevsgoogle.html

2. The Next Big Thing In Marketing: Human Trust

• As we become mesmerized by and inundated with new technologies, we tend to forget that there is one deciding factor when purchasing a service or product: human trust.
• A stroke on a keyboard, an e-mail or a tweet will never replace the experience of meeting someone, shaking his or her hand and engaging in a conversation. When that happens, there’s trust, and with trust comes customer loyalty.
• As the holidays approach, we urge you to try the next big thing in marketing – human trust.

The 60 Second Close: Getting Out Of Survival Mode And Ready For 2010

• The past year has probably been the toughest business time of your life. But it’s time to look forward. With the new year around the corner, what are your plans for 2010?
• Here’s our recommendation: While some of your competitors are still reeling and downsizing, now is the best time to increase your market share.
• If you’re ready to get out of survival mode and develop a plan that will increase your sales to the levels you’ve always dreamed of, then call us. We can get you there … faster than ever.

There are critical business lessons you can take away from the recession, including the importance of communicating with your audience and customers online.

1. Three Critical Things We’ve Learned During This Economic Crisis

We’ve all been through a lot this year. Some companies have had to go through the exercises of refinancing, re-grouping, re-thinking and even re-innovating.

Here are three “take-aways” from this experience, which have hopefully made your business better than it was before:

• 1. Creativity as a necessity: Changes in the economy have forced businesses to be creative about how they increase their sales, and in many cases they have focused on their current customers. For many companies, it was “back to basics” with an emphasis on the “mom and pop” customer service of the old days.
• 2. Differentiation as a necessity: Businesses understood that in order to be memorable in customers’ minds, they had to be famous or known for something. It became better to focus on a specific strength rather than to try to be everything to everyone.
• 3. Customer conversations as a necessity: As social media exploded onto the landscape, replacing the one-way communication of traditional media, businesses realized that what customers were saying about them could dramatically influence their success or failure.

2. Not Just For Kids: 80% Of Online Adults Use Social Media Once A Month

According to Forrester Research, four out of five online adults use social media at least once a month and half of those people participate in social networks like Facebook. www.forrester.com

Although younger people have a foothold on social media, older Americans are getting more involved as readers and active participants.

What does this mean to your business? The 55-plus age group have powerful online voices that can affect your business. If this age group is relevant to your business, you may want to develop a blog, let them know about it and welcome their comments.

3. What Does “Using Social Media” Mean? Finally, A Great Answer

Just what are those four out of five online adults doing when they “use” social media?

Forrester Research has a great presentation explaining the social media “behavior types.” They include:

• Creators: Active publishers, writers and “uploaders”
• Critics: Those who post comments, ratings and reviews
• Collectors: Those who subscribe to RSS feeds and collect articles
• Joiners: Those who have profiles on various social networking sites
• Spectators: Those who do nothing but read blogs and watch videos

4. The 60 Second Close: Ready For The Rebound

This month starts the symbolic 2009 home stretch. Will there be a rebound between now and the holidays? We’re going to be optimistic with a resounding “yes!” Our clients will experience a rebound because we’ve kept them in top shape throughout the summer months. The power is in the hands of the people – your customers. We can show you how to harness that power to your advantage and increase your sales and profits. Ready to start? Call us. We can get you there – faster than ever.

Is your business ready for the home-stretch rebound? If not, then call us. We can get you there – faster than ever.

We Will Recover, But In The Meantime…

In the ’60s, the founder of Wal-Mart, Sam Walton, was asked what he thought of the recession. He replied, “I thought about it and decided I did not want to participate.”

We prefer you make a decision not to participate in it either.

The economy will recover. Whether it takes one year, three years or five, you do have a choice to make – roll over and shut the doors, or get “mad as hell” and fight back.

Fighting Back #1: Developing A Return On Interest

The last thing your business sector needs is another boring business. The majority of your competitors are probably just average. This leaves you with an entry into becoming superior and different.

Customers love unique experiences and stories. Give them something that they’ll tell others about. The most effective advertising is what others say about you.

The best way now to get a return on your investment (the old ROI) is to get a return on interest (the new ROI).

Fighting Back #2: Educating Your Customers On Value

Customers don’t understand what they’re actually getting for their money. If you educate them about your service and your product, they’ll feel better about the price, and you’ll never have to discount.

Tell your customers the pizza is $22 because you use only the best Wisconsin cheese, and others don’t. Tell them your product is manufactured nearby and supports the local economy.

If you don’t communicate, you make it easy for your guests to abandon any loyalty they might have to you. This encourages them to “shop around.”

The 60-Second Close: We’ll Even Supply The Boxing Gloves!

Ready to step into the ring to fight back? It takes a good training session to understand how to go toe-to-toe with this economy and withstand its punches.

We’ve got some unique ideas on how to guarantee you a victory.

Call us now. We can help you get there – faster than ever – and we’ll even supply the boxing gloves!