I Advice - Business

Profiling - Some Useful Examples
Profiling is an investigative activity in which someone searches for specific elements that characterizes a thing or a person, a social group or even an organization.Profiling is used in many different businesses. In the consultancy business you encounter profiling when a consultant is to do a job and learn (or teach) the basics about an organization. About some main characteristics and about the question: what makes this specific organization interesting and where would you - according to the profile – expect problems or best search for a solution.Financial institutions use profiling, to better service their clients. They trace the financial behavior of the client and from this information they constitute a profile; some clients are active traders and will be presented higher risks products and services. Even from a prospect that has been surfing around the site before contacting, the bank will already know some basic characteristics of this potential client. Insurance companies also use profiling mechanisms. The higher risk profile of a young driver is very important information for the insurer. It is all about statistics and probability, but for the insurer it is core business; the chance of an incident.Criminal (or offender) profiling is a practice from the late 19th century: ..."For many years, the work of individual psychologists and psychiatrists could be described as profiling." ... The first example ... by Dr. Thomas Bond, a police surgeon, who performed the autopsy on Mary Kelly, the last of Jack the Ripper's victims ... He suggested that investigators look for a quiet inoffensive looking man, probably middle aged and neatly dressed ... http://www.crimelibrary.com/ criminal_mind/profiling/profiling2/2.html)According to the wikipedia, "criminal profiling is considered the "third wave" of investigative science: the first wave was the study of clues ... the second wave the study of crime itself; this thir

in a dialog “about” and “by” the president… like someone cared about his babble on the new boat he just bought. In reality - where I virtually think we are - newsletters are just a lot of work. They may start out with some enthusiasm, but soon become the drudgery of month after month of hard work, eventually assigned to someone as a thankless job no one really wants to do. Without lively copy, great design, consistent frequency and timely delivery, newsletters lose all effect of branding and building customer loyalty.

Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it

Career as a USDA Forest Service Tour Guide
If you love the great outdoors more than anything then a job with the USDA Forest Service as a tour guide. It is not easy to get these jobs as they are so highly sought after and yet for someone who loves such things it is considered a dream job and for good reason too.Over the past five years I have had the pleasure of touring this nation by motor home and in doing have visited many state and national parks, forests and exhibits. One thing I have always found so great is the caliber of people that work for the USDA Forest Service and their knowledge base is incredible.Although I am certainly not an expert on every state or national park, I can tell you this; over the years I have had enough of my dumb questions answered by these folks and have never been belittled once. These folks know their stuff and love their jobs.Once I invited a tour guide to lunch and coffee and was so enthralled with her absolute knowledge, indeed she was a walking encyclopedia of the area and I then realized after much discussion why.These people who work for the USDA Forest Service get up every day so happy to have their job in the great outdoors and they pass on this attitude the multitude of visitors who come each and every year. Perhaps you will consider all this in 2006.

Easy Direct Marketing Methods for Insurance Agencies

This Month: Strategies for Letters, Post Cards, Newsletters, Testimonials, Referrals.

Selling insurance is tough: too many agents selling too few clients, and ouch - trying to show value when all you are selling is a piece of paper that no one really thinks he needs… until it’s too late. But you knew all that. Here’s how to get more business and keep the customers you have.

Send a “Thank you for your business” letter.

I’ll bet you ten bucks that I know the last piece of correspondence your customer received from you or your providers: it was a bill. Right? OK - 99 out of 100 of you pay up. Break this cycle of insurance bills with something refreshing. Send a bottle of champagne. Just kidding. Send that bottle to me, Schramsberg/NAPA is just fine. To your clients and prospects, send a couple of refreshing “Thank you” letters.

Spend the 74?

To keep customers happier and longer, twice a year send them a letter simply thanking them for being a customer. Let them know their business is appreciated. Paint a picture of your firm on high alert 24 hours a day: if they need you - you’ll be there. Let them know you appreciate their business and that you are eagerly waiting to serve them. Your customer retention rate will soar. Your customers will be happier; therefore, your customers will be your customers, longer. As for me, I’m still waiting for that bottle of Schramsberg.

Now I’m not talking about the pre-printed “Thank You” card you get from your accountant each Christmas. Ugh. That’s close to worthless (don’t tell your accountant, I’ll start getting nasty letters). I’m talking about a real, bonafide letter. Signed personally by you, or at least someone who works with you who is willing to sign all those letters with your name in a blue pen. Yes - twice a year. Cough it up: postage 74?. That’s not much of a cost to retain a customer. Do you know what other agencies call your best customers? Prospects. I personally think a letter is the cheapest customer retention strategy you can use, and the most effective. Hummmm... cheapest; most effective.

See, nice guy that I am, I started off this article with my best tip first. It’s all downhill from here. Or is it?

Don’t start a Newsletter.

That’s right, don’t. You’ve got to be crazy to start a newsletter. 90% of the ones I get are terrible: no direction, poor copy, lousy photos… everyone’s dressed. Nothing like that Hooter’s newsletter I, er, a friend of mine signed up for 2 years ago. What? What do you mean you don’t think there’s continually fresh and interesting news from a restaurant chain?

Most newsletters are written with no clear objectives, and some just ramble on in a dialog “about” and “by” the president… like someone cared about his babble on the new boat he just bought. In reality - where I virtually think we are - newsletters are just a lot of work. They may start out with some enthusiasm, but soon become the drudgery of month after month of hard work, eventually assigned to someone as a thankless job no one really wants to do. Without lively copy, great design, consistent frequency and timely delivery, newsletters lose all effect of branding and building customer loyalty.

Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it a

Does the Employee Make the Grade or Hit the Road?
You have an employee that hasn't improved through discussions and finally decide an official probation period is necessary. Meeting with your employee to discuss probation is only the beginning. Now you both have work to do.Mark your calendar with every deadline you mentioned in the probation memo. You need to follow-up on each one with your employee. Read my "Tracking Your Employee's Success or Failure" article in this series for more detailed information. Probation periods are usually 90 days because, over time, that's the amount of time that juries have decided is needed to make a real change in someone's behaviors.Usually the only shortcut to the full 90 days is if your employee is consistently failing to meet the earlier deadlines, making it difficult or impossible for them to successfully meet all expectations within the 90 days. This isn't an automatic end to the probation period but it should definitely be part of the follow-up discussions.At each deadline you have a follow-up meeting with your employee to discuss whether or not they have met the expectations at that point. Don't move your other deadlines back if they haven't met the earlier deadlines. You need to make it clear that they need to work harder to meet the goals set out in the probation letter.On the day the probation period is scheduled to end, you must meet with your employee to discuss their status. If they have improved to the level you requested in the probation letter, you congratulate them on successfully improving their performance and inform them that their probation has ended. Keep smiling while you tell them you expect them to keep up the good behavior!If your employee has been unable to improve sufficiently, now is the time to end the probation and their employment. Be nice but firm. Tell them they did not successfully complete their probation and you have decided to terminate their employment. This is the exit meeting. Hav

nsurance bills with something refreshing. Send a bottle of champagne. Just kidding. Send that bottle to me, Schramsberg/NAPA is just fine. To your clients and prospects, send a couple of refreshing “Thank you” letters.

Spend the 74?

See, nice guy that I am, I started off this article with my best tip first. It’s all downhill from here. Or is it?

Don’t start a Newsletter.

Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it

Marketing Planning with some Wisdom from Uncle Marty
A strong marketing plan needs to start with a clear understanding of the Vision of your company or business unit. Marketing is a powerful tool when used properly, but it will not get you anywhere unless you know where you want to go. Therefore the first step in your planning exercise is to establish a Vision for your organization. You can define Vision as what you want your business to be in 1, 2 and 5 years with respect to sales, image, products, customers and staff.From this point you need to set some Vision oriented goals. These goals can be very simple, but should be written. Examples are sales in units or dollars, sales growth, profit, change in image, number of leads generated, changes in customer satisfaction, etc.Next comes the tactical plan. That is, what are you going to do? Advertising, direct marketing, PR, promotions, etc. Write them down with some expectation of what they are to accomplish and who is responsible for doing each activity.Infrastructure improvements follow. Tracking systems, the creation of a sales process (Create image & interest, get leads, and make sales), training, sales & distribution channels and location are all areas were the marketing function might find improvement.Now create a timeline. What is going to be done, when and by whom? This can be done on a spreadsheet or written on a chalk board I conference room. It really doesn’t matter how it its recorded, just make sure that this is done, and review it once a month. Don’t panic if the timeline starts to change. As a matter of fact you should start getting concerned if it never changes. The timeline as well as the entire marketing plan is a fluid entity and it will change over time. Things will get pushed back, some will get completed ahead of schedule, others will get deleted before they get started and new items will be added. As long as all of this is done in a deliberate, intelligent manner change is good.

be your customers, longer. As for me, I’m still waiting for that bottle of Schramsberg.

See, nice guy that I am, I started off this article with my best tip first. It’s all downhill from here. Or is it?

Don’t start a Newsletter.

Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it

Creating Assets: Spark Your Thinking With These 16 Comprehensive Questions
Here are some questions to get your thoughts and cash flow moving that will also keep your product creating aligned and focused. Find your gold mine in your surroundings by looking at any promotional literature you have created, audio or video tapes you have produced, press releases or articles about or by you, your product catalog or list and even your business card. 1. What is the one single important subject from your experience or knowledge that you want to tell the world about? If you have a list or create a list, which one speaks to you the loudest? 2. What are you most frequently surprised about that people ask about in your subject area? Track all the questions people are asking -- they are telling you what they are willing to buy. It is usually something so common sense to you that it escapes your radar. Be observant for a month and you will be amazed on what pops up. 3. When you created your list or selected the single important subject, look to narrow down this topic into segments. Can these segments be a product or service on their own? Most of the time it can be. 4. How will you spread the word -- what will be your marketing tool for this subject/segment? Think how buyers want to hear about it (not what's in your comfort level -- that is if you want it to be easy as possible -- however it doesn't have to be). Can this become a profit center for you? If yes, how? What are your ideas and thoughts? 5. What is the top thing you want people to know about this subject/segment? Is it a new skill, perspective, attitude, expanding general knowledge, wisdom -- what? 6. Does the information need to be presented in logical order or randomly? 7. What do you want people to do or not to do, change or move during or afterwards with this? How will this benefit them? 8. Who besides this market can benefit from this? Are there any other specific markets t

ention strategy you can use, and the most effective. Hummmm... cheapest; most effective.

See, nice guy that I am, I started off this article with my best tip first. It’s all downhill from here. Or is it?

Don’t start a Newsletter.

Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it

Bar Code Label Manufacturers
Some companies deal in designing bar code labels and selling them to other establishments. These bar code label manufacturers print both preprinted and custom designed labels according to the specifications provided by the ordering company.Preprinted labels are ready to use labels that are sold in the market. They are available in bundles of 100, 250, 500, etc. Bar code label manufacturers create preprinted labels with technologies such as reflective printing or photocomposition. Photocomposition is an expensive process, but it produces almost authentic and high quality bar codes. Bar code labels made by photocomposition are sold at higher prices than reflective labels. Companies that do not have their own bar coding equipment buy bundles of them from the market for their use.Manufacturers also customize bar code labels according to the requirements from the ordering company. They can change the size, color, numerical and alphabetical information, nature of the bar coding, etc. as the ordering company suggests. Information such as name of the company, date of shipment or loading, location, etc. is mentioned on customized bar code labels if needed. Manufacturers use specialized software to design the labels.Naturally, bar code label manufacturers use high-end equipment to manufacture their labels in bulk. Several companies rely upon bar code manufacturers to buy their labels as it not only saves them money, but also time and manpower.Computers, scanners and printers are all used in conjunction to design, test and print labels. Sequential numbers are provided on the labels so that they can be used to manage inventory. If desired, manufacturers will also place information in the form of alphabetical and numerical codes on the labels.Bar code label manufacturers also sell other things such as nameplates, location tags, sealing tags and bar code scanners and printers.

Case in point: Q. The number one priority of a newsletter? A. It must be read. To be read it must be fascinating and interesting beyond belief. Remember, if it ain’t read, it ain’t working. See my article on newsletters elsewhere on this site. Or visit www.dobkin.com for this and other articles of marketing tips I’ve written.

Instead, create a series of post cards.

That’s right, slightly oversized 5-1/2” x 8-1/2” post cards print nicely 2-out of an 8-1/2” x 11” sheet. Spend some time on graphics and copy to make them really interesting and clever. Since I just mentioned “newsletter,” I know some readers are now hell-bent on creating a newsletter, so you guys can title your post card “The World’s Tiniest Newsletter.” Then design it like a tiny newsletter. Well, I hope that made your day. Still stuck on newsletters? Call this number and complain: 610-642-683. If I really cared, I’d have given you the last number, which is 2. It’s our fax machine. Or at least the fax machine of our competitor.

Post cards can look good printed simply in one or two colors… so they can be inexpensive to print. While I don’t mind one color printing, I do always prefer an upscale sheet of paper (like bright-white Cambric Linen). Don’t use glossy stock unless your post card is printed in 4 colors, as the post office mail sorting rollers will leave black marks on it. Mail post cards once a month to every 6 weeks for consistency, or to maintain Top-of-Mind awareness.

Write about anything… as long as it’s interesting. The limitations of space ensure the brevity of copy; this generally will make sure the card remains interesting to a good degree.

Somewhere, somehow on the card, say “Call for a quick quote!” to encourage people to call. If the objective of the card is to generate a call and it doesn’t, it didn’t work, did it?. Supersize the phone number and follow it by a longish laundry list of all the types of insurance your firm offers (or that you can get for your customers). If it’s a long list - and it should be - set the list in small type - and print it on the lower portion of the bottom of the card.

Here’s an example: Since you live in Nebraska, boat insurance probably isn’t your main livelihood, or flood insurance either, so most of your customers probably don’t know you can get these kinds of coverage for them along with their tractor insurance. By listing all the kinds of insurance policies you sell on this card, all your customers who own boats (both of them) will get the message that they can call you for a quote. Other customers and prospects will see what they need also - and call for quotes, too.

The list of services is not the main message in the card, but it lets clients know that you offer a full depth of different products, and they can get all their insurance quoted and placed by a quick phone call to your office. Remember, if you don’t get calls

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Graphic designers lend color and life to any picture. Graphic designers decide on the most effective way of getting a message across in print, electronic and film media with the help of color, type, photography, animation, illustration and various print and layout techniques. They produce packaging and marketing brochures for products and services, and design logos for products and businesses. They are also into designing material for Internet web pages, interactive media, and multimedia projects.

In real battle between two countries, the winner mobilizes more energy, troops, arteries, vehicles to calculated locations and forges them against the rival army in a technique to combat them at their weakest territories. In martial arts like Karate also all energies are mobilised from the entire body and accumulated at the palm blade and hit at the weakest point of the body, the jugular vein. In business also we need to know our strong energy and the weakest point of the challenger to win in the business war. Who is our challenger? The competitor in the market or the consumer! Follow to know more...

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