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Here’s why ‘WHY’ is such a profit-making marketing trigger.

“Stop taking two and three plates of food,” my mother said to me angrily.

I was at a wedding and seven years old. Back then, at a lot of the weddings we used to go to, the food would be pre-served on a plate. I could never get enough of those calorie-ridden platters. Waylaying different waiters, (so I would not be recognised), I’d polish 3-4 plates without blinking an eye.

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Mum wasn’t impressed, and told me to stop and desist.
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“Why?” I’d ask. Her stock reply was always, “It’s bad manners to do that.” This Dustbin Hoffman act obviously got her goat, but it left me unfazed. It must have bugged her more than I expected though, because in a short while Dad was peering down at my food-stuffed face.

My question remained unchanged. “WHY?”

“If you invite a hundred people to a wedding, how many would you cater for?” he asked. “A hundred,” I answered, proud of my analytical genius. “If you ate four plates,” he continued, “how many would remain?” He prompted quickly, “Ninety-six right?” I nodded vigorously. “That means some people don’t eat. If you’re so hungry, we can go out after the wedding and get something to eat, but don’t deprive others.”

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Dad Made Sense. Do You?
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Dad understood psychology. He had to sell my brain an idea that my rumbling stomach didn’t want to understand. And he did it by answering the question, ‘WHY?’ How many of us ignore this powerful trigger in our marketing because it seems too obvious, almost too simple?

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Why ‘Why?’ Puts Elvis’ Shaking and Moving to Shame
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Let’s examine the six honest men. What, How, When, Where, Who and Why. Which one of these is the most powerful psychological movers of them all? This would be better answered with an example.

Let’s assume you needed to go to the supermarket. All the other triggers (how, when, where, who and what) would make absolutely no difference if you didn’t know ‘WHY’ you were headed there. Everything else would be totally irrelevant. Once you know WHY you’re doing something, everything else is just a matter of logistics.

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Why Does 90% of Advertising and Marketing Communication Go Down the Drain?
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Simple. Look for the WHY in advertising and scarcity pops up instantly. All the fancy layouts and the smart headlines can’t quite compensate for the niggling question that goes unanswered. All your customers want to know is, Why should I choose you? Why should I take this decision? Why should I spend this money? Why should I look at your website? Why should I read your brochure?’ Why should I listen to your speech? ‘Why? Why? Why?’

Dump the cotton woolly fluff. Get your customer’s brain to go scrambling like an over-enthusiastic pup after a Frisbee. Once you have enough WHY factor built into what you’re selling, everything else is just clip, clop, fall in place stuff.

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Be an Accountant, Do an Audit
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Look at your communication. Like reeeeeeeaaaaally look at it! What about your website? Does it answer the question WHY straight up? And does it do it on the first page? How about your brochure? Does its headline make it a cinch for dustbin land? What about your speech? Do you have enough beds to compensate for your lack of WHY?

I could go on, but I suspect you get the message.

Be merciless. If the WHYs don’t stack up, dump the communication. Or chop and change it till it does.

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Finding the Right Level of Why Power
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If you noticed, Mum actually answered my WHY question. She just didn’t answer it to my satisfaction like Dad did. Herein lies a subtle, yet formidable difference.

It’s not enough to simply have the WHY question answered. It’s got to be the most ‘Rambo in your face’ answer, or it will bounce higher than a defaulting cheque. Let your WHYs loose on each other, and let only the one with the most testosterone come out shining.

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Aristotle — Man, Was he Smart or What?
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All communication must lead to change.

That’s what the old wise man said over 2300 years ago. Not some or most communication.

All.

Yet we are dealing with customers that inherently detest change. WHY is the only motivator that allows them to make that shift. Change is still a scary word, but at least the justification sits nicely in their cranium.

In fact, if you look closely, even a WHAT question like, What’s in it for me?, is really a “WHY” issue. All it is saying is ‘Why should I pay attention?’ Give your customers the WHY factor and their buying sprees will reflect nicely in your growing bank account.

This is simple, down to earth advice. Yet it represents one of the most powerful psychological triggers why people buy. WHY on earth would you ignore it?

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Marketing is not as simple as many may lead you to believe. In order for your business to be effective, you need to understand what is involved in promoting what you are offering in terms of products and services. That is where a good marketing initiative comes in to play. A marketing initiative is essentially anything that is clearly defined as a marketing effort. Simple, isn’t it? It is basically anything specific in your marketing plan. So what types of things are considered marketing initiatives? Here are a few examples that may help you.

For larger companies, a marketing initiative can be a theme. For instance, a set of commercials that use a specific character or funny situation over and over may be considered a marketing initiative. This, though, would certainly be more common with large businesses. An example of this is the Geiko commercials that feature the cute talking gekko. The initiative is to associate their car insurance services and products with a character that sticks in your head. Being cute is an added advantage. This is why many commercials use cute, cuddly characters such as babies and puppies etc.

Another example of a marketing initiative is undertaking a certain method relentlessly. Sometimes you may wish to focus your efforts solely on one method of marketing. If, for instance, you decide to implement email marketing with great fervor, then you can call that your email marketing initiative. You will outline a plan very specific to that initiative. And you will carry it out. Focusing your efforts into a sole initiative demands that you understand it intimately. You better know what you are doing if that’s the ONLY initiative you’ve got. In addition you also need to have a backup plan in case your initiative does not come through for you as you hoped. Often, when you put all your eggs in one basket, you better have more eggs!

Another type of marketing initiative you may invoke is a large scale shift in what you are doing. If you are going away from traditional marketing to exclusively use the internet that is a whole new marketing initiative you are putting in place. Though not as specific as other examples, it is certainly something that directly affects the marketing of your company. These types of initiatives are usually done parallely with your existing marketing initiatives. The old initiatives are slowly phased out as the new one takes over.

A marketing initiative can also be as simple as a shift in an idea. You can have a new marketing initiative that simply changes the way you promote your company, or more specifically what about the company you are trying to promote. A shift in positioning is a good example.

Marketing initiative is a broad term that is used often. However, if you understand what it is you will be more able to effectively put an initiative in place if you need to. Changing or implementing an initiative is a big part of the promotion of your business. So it’s important that you understand what it means in the first place.

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Mentorship programs are becoming increasingly popular on the Internet. Usually, they require a significant investment of money and time - but are they worth it?

Imagine this scenario.

You get out of bed early (as usual), sit down at the computer and open your email program. As you watch a flood of emails pour in, you feel overwhelmingly tired. This is understandable: you’re putting in hours and hours at the computer. You’ve tried one income-earning method after another; you’ve worked on building your list; you’ve uploaded a ton of content to your sites. Surely it should be getting close to ‘pay off’ time? Yet the income level never seems to go up…

It’s definitely one of those “Should I just give up and look for a real job?” days.

Then an email header catches your eye. It says “Don’t Use Johnny Marketer’s New Software Before You Read This!” You realize it’s a subject line deliberately crafted to get attention, but it’s also from one of the marketing ‘gurus’ that you actually trust. You are pretty sure that there’s substance behind this bold statement.

Jaded as you might be, your interest is piqued. You’d been thinking of buying this new software. You’ve been trying not to put too much on your credit card, but if it helps your bottom line… Hmmmm, you’d better check this out and make sure you are not wasting your money.

You open the email and find a short paragraph advising you that this information is essential reading for any would-be buyer. There’s a link directing you to read the rest of the story on the website. You click through… and you find a credible explanation of why you shouldn’t use this software before you learn a few essential facts. In essence, your trusted guru is explaining that without key knowledge that surrounds the use of this software, your chances of success go way down. It’s a brilliant product, he admits… but there are five essential techniques that will guarantee better results. He’s going to explain the most important one in detail.

And he does. He also briefly lists the other four techniques. You have enough understanding of the Internet to know that this is really good stuff. You’d love to have the other four techniques fully explained, but this valuable information is available only to those in his mentorship program.

You sit and think. You click a link and read the details of the program. It runs for a year and you are guaranteed an in-depth analysis of your current situation and a step-by-step plan for growth. You will find out the best current software and approaches to use. It sounds perfect for where you are now. However, it costs big bucks.

You mull it over some more. Your mind goes over the struggles you’ve had to date, and the thought of a helping hand is incredibly tempting. You could really do with that objective overview of your business. Your hand hovers over the mouse - and finally, you click through and sign up.

Will this be worth it to you? It could be - but this depends on several factors.

1. The Promise: What does the mentor actually promise to do?

- Is there a guaranteed figure or result, or does he just promise to work with you and show you the way?
- Is there a safety net if he doesn’t deliver?
- What exactly does he require from YOU in order to achieve what he promises?

2. Credibility: Do you have good reasons for believing that your mentor will deliver the goods?

- Does he have a background of success himself? Is he living what he preaches?
- Have you purchased other lesser-priced products from this person? Did they deliver?
- Has he coached others to success before you?
- Does he have the ability to TEACH as well as DO?

3. Your Own Work Ethic: Will YOU deliver the goods?

- Are you prepared to work hard to make the most of your time?
- Can you take direction? Do you usually work well with others?
- Are you willing to believe that an experienced marketer can see your business path more clearly than you can?
- Can you stick it out for the full year?

4. Can You Afford It?

- Can you afford the payment without unnecessary hardship?
- Can you afford the time?
- Can you afford the emotional investment?

A good mentor can save you days, weeks and years of errors and frustration. A bad mentor can result in your losing money, time and even your health. Before you sign up, evaluate the program and your mentor carefully. If you decide to commit, be prepared to work hard to achieve the results you desire.

Mr James started MyBusinessTipsOnline to provide business advice, etc and write articles about his industry-full article here

Tip #7 in our series on how to save money when buying a house is: Use Down Payment Assistance

Not enough money for the down payment? You might be surprised to hear that there are people who are willing to give you money for your down payment. How much they give you varies, but in many cases you do not have to give this money back.

There are several non-profit organizations that provide grant money to homebuyers. There is usually a small fee if you get approved. The amount given to you does not need to be repaid ever and can be as much as several thousand dollars. Some organizations limit the amount to $50,000. Others limit it to 6% of the sales price of the house.

If you are having trouble saving enough for the down payment, it might be wise to check into these types of programs They are available in almost every city.

You do not need to be a first-time homebuyer either. But there are a few limitations. Normally the house you purchase might have to be in a certain part of town. Secondly the loan you get must allow down payment assistance. FHA loans and conforming loans are usually ok. But these require pretty good credit to qualify for so this might be a problem if you have less then perfect credit. Also, your lender must be approved with the agency that is providing the down payment assistance to you. There is also a limit on the purchase price.

Finding a down payment assistance company to work with is relatively easy. If you have a real estate agent or mortgage broker that you are already working with have them look into it. You can also do a quick search on the internet. Just use your favorite search engine and do a search on “your town down payment assistance”.

Most of the down payment assistance programs will have you complete some sort of homebuyer education class before they give you any money. Some even review all your debts with you and try to help you position yourself better for getting a loan.

In most cases there is a processing fee. The fee is not returned if you do not qualify for the program. This fee can be paid by you, your lender, or the seller of the house.

In some programs, in order for the buyer to quality the seller of the house must agree to make a donation to the program if the house closes. Many sellers are not willing to do this. But you might be able to talk a seller into it by telling them to raise the sales price of the house. In this way, you can get into the house with zero money down. Or the down payment assistance program might be able to help you locate homes with sellers that have already agreed to participate in the program.

Many builders love these programs because they can use them to sell their inventory homes that are hard to sell to regular buyers. And since builders make so much money on each home they can easily agree to participate in a down payment assistance program. For them, it is better to make a little less on a house and sell it, instead of it sitting empty getting older, and paying interest on the money they borrowed to build it.

Abby Kamadia, is a mortgage consultant, and real estate broker in Houston Texas. For the 69 other free articles on saving money when you buy a house visit Abby’s Houston Texas Real Estate website.

Getting A Business License: Once you have met with the zoning and business license departments and have determined that your business meets all the specific requirements for operation as a home-based business, you are ready to officially apply for the license. Business licenses are generally issued through the city or county clerk’s office and require completion of an application form. The most common information asked will cover business name, type of legal structure, location, type of business, number of employees, expected gross income and vehicles to be operated. Upon submission of the application and fee, the application will be reviewed prior to being issued. The license is renewed annually, subject to adherence to the city’s codes and regulations.

Filing Your DBA: If you plan to conduct your business under a fictitious name, you must file a DBA, which stands for “Doing Business As.” It may also be referred to as the Fictitious Name Statement. A fictitious name is any business name that does not contain your full legal name as a part of it. In some states you will be required to file a DBA even if you are using your legal name.

The purpose of the DBA is to inform the general public that you are beginning an operation under an assumed or fictitious name and that you are the individual who will be conducting that business. It must be published in a general circulation newspaper in the county in which your business is located. The ad generally must run in four consecutive issues. During this time, anyone may challenge your right to do business under that name. Following publication, verification must be filed with the city or county clerk.

The DBA gives you the exclusive right to use the name and keeps others from using the same or similar name. The time and money spent is very small compared to the benefits you will derive from becoming the owner of your business name.

Obtaining A Seller’s Permit: A seller’s permit number is required of anyone who purchases items for resale or who provides a taxable service in all states where sales tax is collected. An example of a taxable service would be clock repair. The labor or repair is not taxable, but the parts may be. A seller’s permit is obtained through the state agency responsible for the collection of sales tax. Most often it will be the Department of Revenue.

The retailer or final seller, not the customer, is responsible for paying the sales tax. Consequently, every seller engaged in the business of selling a tangible product or of providing a taxable service in a state where sales tax is collected is required to hold a seller’s permit for the purpose of reporting and paying their sales and use tax liability. The seller’s permit may also be referred to as a resale number or a resale certificate.

Your application must be based on the fact that you will be purchasing taxable items that you will offer for sale to the ultimate consumer or to other resellers or that you will be providing a taxable service. Any other reason for your request may be grounds for denial.

Sales Tax: The rule of thumb is: if you do not intend to resell your purchase through your business, do not use your resale number to buy it tax-free. Contact the agency responsible for the collection of sales tax in your state to determine the regulations on your particular type of business.

Setting Up A Business Bank Account: Often a business owner is tempted to run business finances through personal accounts. It is imperative that you keep your personal and business finances separate. Failure to do so can cause problems with your recordkeeping and tax computations. Business accounts are necessary for credibility when dealing with other businesses. You will not have much credibility with wholesalers or suppliers if you do not pay with a business check.

The first account opened with a bank is usually the business checking account. You must show proof of DBA filing before the account can be opened under your business name. The DBA gives verification that you are authorized to deposit checks made out to the business name. The DBA gives verification that you are authorized to deposit checks made out to the business name. Be sure to take your verification with you. The bank will make a copy for their records.

Tip: When you open your account, request that your checks be numbered beginning with a number higher than 101. This is a tip-off that you are a new business. You want to look established in the eyes of your creditors. The selection of the bank with which you will do business should be undertaken with consideration. Banks vary greatly in the services they offer, as well as in the charges for those services.

Jeff Casmer is an internet marketing consultant with career sales over $25,000,000. His “Top Ranked” Earn Money at Home Directory gives you all the information you need to start and prosper with your own Internet Home Based Business.

So you are a young entrepreneur with a hot idea that you are sure that will be the next big thing. You are gung ho to start your own business but you don’t know what any of that entails.

How do you begin? From the very first moment you have to decide where you want to end up and you have to visualize the end result and begin to analyze the cost before you proceed. What is your goal? Is it just to have a business? What kind of business will you have? Will you sell something or deliver service? Is it your own invention or someone else’s product? Will this be part time or full time? From an office? Storefront? Home? Or door to door?

Before you begin to spend your last dollar you need to visualize, as much you can, the steps you will need to take to get you where you would like to be. Doing this will help you understand what you want and what you don’t want and where you really need to spend your money.

Some of the questions that you will ask yourself are; What am I selling? Who is my most likely customer? How will my customer find me? How will I get my product to my customer? Which method of selling will it entail? Post card and direct mail? Stores? Wholesale? Face to face contact? Phone sales? Flyer delivery? Push Cart? What do you feel most comfortable with? What is the part of the business that you most like to do? If you are a chef and you are too shy to talk to your customers and just prefer to work your magic in the kitchen, then you will need to hire someone who a) likes people, b) genuinely likes selling and c) may even have a professional background in selling. At the very least it should be your partner or your friend who has a gift of the gab and is thrilled with your product. Once again determine how much it will cost you, before you begin.

If you write a business plan most of these questions will be answered. This is a good thing to do because it keeps your goals and your plan immediately in front of you, and it show your target spending goals and earning goals. If you find yourself slightly off course or far off course, reflecting back on your business plan can bring you back on track and keep you organized and pushing forward towards your goals. It also helps you to make adjustment if your original idea was bluey!

You should know that most small business owners out of necessity have to wear many hats. They have to manage the books, create the product, talk the talk, create the promotional and marketing material, create new avenues of selling and product distribution, and close the store, or lock up the push-cart at the end of the day.

You also have to do some homework to find out if there is a similar product being marketed and how is that product being marketed and at what cost? They would be your direct competition. But just because they are competition doesn’t mean that you can’t also succeed with your product or services. The exact opposite is most often true. If there are a few out there selling or marketing similar services, it usually means that yours will also sell. If someone doesn’t like one place they can move down the block to the next person or business that is selling the same. If you are in the right place at the right time, and your price is right, that could be you. That is one of the keys to succeed in business.

The other is consistency. If you begin to develop a customer base, they have to be able to find you consistently; and you have to be able to deliver consistently what you promise, and you need to stay in touch with them on a consistent basis.

If you have the push-cart first on Second Ave and then on Tenth and then back on Lemoine, your customer will give up trying to find you to buy the sandwich or tostada from you. Day in and day out you have to be at that designated spot, and you have to be there in the rain, in the snow, in the hot sun and with ample product. If you get your product from some other source, you have to have a reliable distributor, if not you have to find one who is reliable and who takes your account or business as seriously as you do even if you are only placing relatively small orders. If you are consistent at delivering, and keeping in touch with your customers, and consistent at ordering pretty soon you will be placing larger and more frequent orders. copyright 2006 Yoga Kat

Yoga Kat teaches children’s yoga ages 3-6, 7-12yrs and Adults in NJ. The Author of the book DAUGHTER BELOVED and created a children’s affirmation CD and an adult affirmation CD. Available for speaking and reached at yogakat@verizon.net or 201 970-9340–COMING SOON -http://www.thecircleofpeace.com