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What Is Your Marketing Really Costing You


What Is Your Marketing Really Costing You

 by: Charlie Cook

Small business owners are justifiably concerned about the expense of marketing their business. Many look at marketing as a line item in their budgets, and minimize marketing expenses in order to maximize profits. But to grow your business and be more profitable, you need to evaluate the costs of marketing from a broader perspective.

Like most small business owners, you know what you earned last year, and you'd like to earn more. You know your target market; if your marketing worked how much more profitable could you be? If you could get all the attention you deserve, attract all the prospects that your research suggests want your products and services and close more sales, how much could you make next year?

If you made fifty thousand dollars this year and your analysis of your market suggests an earning potential of four hundred thousand dollars per year, then your current marketing strategy is costing you the difference, or three hundred and fifty thousand dollars in lost income each year.

How much is your present marketing approach costing you in lost revenue? Evaluate your marketing strategy using these questions;

• How much less would you make if you didn't do any marketing?

• How much more will you make next year, using the same marketing strategy you used last year?

• How much could you make if your marketing really worked?

The first step to making more next year is to identify your earning potential. Clarify the number of buyers in your target market and estimate how much each one is worth per year. Of course not everyone who needs your service wants what you have to offer, but if your marketing is working, a whole lot more will understand how you can solve their problems and meet their needs.

Step two is to implement the marketing strategies and tactics that will help you achieve your potential this year and in years to come. No bones about it, to grow your business you will need to invest both time and money in marketing on a regular basis. To get the most out of your efforts, make sure to use a marketing plan that helps you attract the greatest number of prospects and clients and grow your business, year after year.

Don't let your marketing strategy cost you thousands or hundreds of thousands of dollars in lost revenue next year. Instead cut the true cost of your marketing by investing the time and money to make your marketing work, to attract more clients, close more sales and grow your business.

With a little knowledge, effort and investment in your marketing you will be able to pocket the difference between what you're making now and your earning potential.

-

2003 © In Mind Communications, LLC. All rights reserved.

About The Author The author, Marketing Coach, Charlie Cook, helps independent professionals and small business owners attract more clients and increase their earnings with the 5 Principles of Highly Effective Marketing. Sign up to receive the Free Marketing Guide and the 'More Business' newsletter, full of practical tips you can use at http://www.charliecook.net ccook@charliecook.net

A Short email marketing program Summary
Eastern King Contemporary Shaker Bed in Cappuccino Finish


This Eastern King Contemporary Shaker Bed in Cappuccino Finish is fashioned in a planked style.

Finish:
Cappuccino




Price: 531.05



King Size Bed - Silverlake King Size Metal Bed - Powell Furniture


silvk Features: King size Constructed of steel with decorative aluminum castings Includes a headboard, footboard, and a bed frame Fully assembled, simply attach frame to headboard and footboard Finish:
"Treasure Gray"


Price: 398.33



Entertainment Center for 36" TVs - Bush Furniture


Includes:(1) Plasma TV Stand (VS11536-03)(1) Audio Rack (AD11540-03)TV Stand Features:Accommodates most conventional TVs up to 36"Three fixed shelvesBack panel with wire grommets conceals cablesReal wood veneerTested for tip stability with your safety in mindDimensions: 43 1/4"(W) x 25 5/8"(D) x 24 1/8"(H)Audio Rack Features:Dimensions: 24 3/8"(W) x 18 3/4"(D) x 48 1/8"(H)Finish:Rosebud Cherry with Bright Silver


Price: 701.10



Accent Table - Jamestown Landing Pembroke Table - Powell Furniture - 987-675


A nod to the classic traditional Pembroke with a whiff of colonial functionalism.

987-675 Features: Hand matched cherry veneer top with fan medallion marquetry inlay Hand carved tapered Chippendale legs Delicate "x" stretcher base support Ogee shaped swing leaf supports with antique brass hinges and pulls Can be used as a freestanding piece because of its pass thru drawer Some assembly required Finish:
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With leaves down: 34"(W) x 25"(D) x 26 3/8"(H)


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Night Stand - Midtown Nightstand - 110-771


This Midtown Collection has today's trendy, classic contemporary styling to create a perfect setting for any loft or chic lifestyle. This collection is constructed of select hardwoods with maple veneers. Rich merlot finish blends well with the clean gun metal iron work and understated metal knobs. Nightstand features solid wood drawers with dovetail construction. Unique duo wood on wood glides underneath create a no fault drawer system for ease of use.

Finish:
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Featured email marketing program Items
NBA Dynasty Series - Boston Celtics - The Complete History

NBA Dynasty Series - Boston Celtics - The Complete History
Boston Celtics: The Complete History recounts the glory days of the Celtics, and few have ever been more glorious. The franchise's Hall of Fame players and still-record 16 championships are revisited in a five double-sided-DVD combination of new and old documentaries and actual game footage. The main documentary, The Celtics Dynasty (47 min.) tracks the team from the '50s through the '80s, and shorter vintage featurettes from the '70s and '80s (about 130 min. total) focus on the 1974 playoffs, the classic 1976 game against the Phoenix Suns that's often called the greatest NBA game ever, the renewed rivalry with the Lakers, and the 1986-87 team. Two NBA highlight films (55 min. each) summarizing the 1984 and 1986 seasons are less Celtic-centric but provide some memorable moments such as Ralph Sampson's miracle shot to beat the Lakers. A postscript needs less than three minutes to discuss the highlights of the franchise since its last championship (1986) through 2004, from Reggie Lewis to Paul Pierce. (Interestingly, neither it nor the 1986-87 summary mentions the tragic death of Len Bias, who was the best hope to carry on the winning tradition from the Big Three.)

But that's all a prelude to the six complete games (plus one quarter) included in the set. It's a rare chance to see all-time great players such as Bill Russell, the Bird-Parish-McHale front line, and even a pre-TV-personality Bill Walton grabbing a key offensive rebound to remind everyone of the player he was before the injuries. It includes the aforementioned Phoenix Suns game, two games against the Magic-Kareem Lakers in 1984, a game against Houston's Twin Towers by the 1986 team that some call the best ever, and a 1987 game against Detroit that didn't lead to a championship but allowed Bird to create his own John Havlicek-esque moment. Light up the victory cigar for the Boston Celtics on DVD! --David Horiuchi

Customer Review: A must for celtic fans

This collection is a must for celtic fans. Unfortunately 5 DVDs can not cover the entire history of a team that has won 16 NBA titles. The games presented in their entirety are mostly from the 80s (Bird, Parish, McHale era) with the addition of the triple overtime classic of 1976 against the Suns. One could argue that one game against the Milwalky Bucks during the 79s could have made it to the collection. It is also a pity that no whole game from the Russell era made it to the set in it' s entirety, but probably the 60's footage wasn' t that good to be included in the DVD, and the documentaries included make up for that omission.

On the technical side, there are very few technical hitches and the games are presented in their original broadcast (not as shown in the NBA's greatest games show, as for example in the Lakers box set)

Customer Review: buy it at wal mart for 25$

i have really enjoyed it so far, esp complete epic playoff games that arent edited...where have all the good times gone?

Mystery, Alaska

Mystery, Alaska
With Russell Crowe (THE INSIDER, A BEAUTIFUL MIND), Hank Azaria (GODZILLA, THE BIRD CAGE), and Burt Reynolds leading an incredible all-star cast, here's a fun, uplifting, action-packed story that everyone will love! A remote hockey-obsessed town populated by 633 of the most eccentric characters you'd ever want to meet, Mystery is the kind of place where nothing ever changes. But then life as they know it gets turned completely upside down! When a publicity stunt brings the world-famous New York Rangers -- and the national spotlight -- to Mystery for a game with the local team of weekend warriors, the whole town rises to meet the challenge of a lifetime! Also starring Mary McCormack (TRUE CRIME, DEEP IMPACT) and Lolita Davidovich (PLAY IT TO THE BONE, JUNGLE 2 JUNGLE) in another critical favorite from the hit-making director of AUSTIN POWERS 1&2 -- you'll stand and cheer as this ragtag bunch shows that nothing can melt their dreams of a miracle on ice!

Customer Review: Mystery Alaska

I wasn't sure if I would like this movie because I do not like Russell Crowe at all. The only reason I agreed to sit through it was that the rest of the ensemble cast was so good. I ended up enjoying this film. Who doesn't like a film where you can root for the underdog? The hockey team in Mystery, Alaska ends up playing an exhibition game against the New York Rangers. Everyone has the same question - can they compete? This is a movie that can appeal to many because while there are some very funny moments, there is also a lot of drama.



Customer Review: The Mystery of Alaska

If you want to know about the great state of Alaska, just watch M. Jay Roach's Mystery, Alaska. According to this film, Alaska has the following:

cold, hockey, freezing snow, adultery, bitter cold, underage sex (maybe because of the cold), and hockey.



And that's just about it.



Now if you're not familiar with M. Jay Roach, he's the director of the Austin Powers: International Man of Mystery/The Spy Who Shagged Me/Goldmemberfilms, so I was expecting this movie to be funnier. There are some reallly funny moments, but it made me appreciate how much the humor of Austin Powers should be attributed to Mike Myers. The director is just there to help manage things. Mystery, Alaska tries to be funny, and it manages sometimes, but it's really an ensemble romantic film tied around a Rocky story.



It's no Rocky, though. That movie had real gravitas. This one has Burt Reynolds, who should, like the Rolling Stones (No Stone Unturned + 7 Bonus Tracks), quit. He's absolutely the worst part in this movie. He made me want to relive my junior high days. They were more fun than watching him. Russel Crowe is great, of course, but his acting is beside the point. He's only one small part of this larger town, and the movie doesn't focus on him, not like it should in order to be labeled a good movie.



The fact is, though--I guess I should admit it--I enjoyed Mystery, Alaska. It was a feel good movie about how it's okay to live in a small town. The people in small towns are just as good as the jerks from the big cities who look down on them and call them "hicks" or even "lumberjacks" in this case. Being from a small town in South Carolina, I sympathized with that point. It made me feel warm inside.



And the characters are likeable, too. I found myself caring about them. I wanted them to make good. I wanted their lives to be enjoyable. I wanted them to win their big hockey game.



But these things do not a good movie make. Mystery, Alaska is, finally, enjoyable but not great. Comforting but trite. Warm but, well, freezing cold.

WORLD MARKETING OF AM. -EFH200 ELECTRIC HEATER

WORLD MARKETING OF AM. -EFH200 ELECTRIC HEATER
WORLD MARKETING OF AM. EFH200 ELECTRIC HEATER

Fulcrum Multi Flex LED Book Lights

Fulcrum Multi Flex LED Book Lights
Customer Review: Light works...but the shade of light is blinding

I know this is solely a personal preference...but trying to read a book that is illuminated by a LED light is BLINDING. it gives you a headache and makes you squint. Well, that is at least what I experience when I use this light. I went to a local crafts store and bought a single sheet of transparent light yellow paper and taped it to the light so that a yellow tint light illuminates my books. Now, the light is more natural looking and I don't have to squint and I don't get headaches. The LED lights extend the battery life DRAMATICALLY however...and I'm glad for that. I just give this a 2 star rating because they could have tinted the plastic lens covering the LED lights so that the light wasn't so blinding...

Customer Review: Nice Light

I like this light. The flexible arm is great--the best part. Light output and throw is decent. The only thing I don't like about these book lights (not just this brand) is the bulkiness of the base. When you put them in your book, there is a lump in the book. I guess that's just something you have to live with and get used to if you use a book light. I now actually clip the book light to my bookshelf headboard in bed, and let it shine down on the book. Works for me, because I lay on my stomach to read at night, rather than sit up. Plus it keeps the light still, instead of moving around every time I shift the book or turn the page.

Xbox Play Link

Xbox Play Link
Logitech Play Link is the simple way to connect your gaming console to broadband Internet without the hassle of running cables or the complexity of home networking. Play Link is designed to work with nearly any Ethernet-enabled device.It's as simple as plug and play; there are no drivers to install, no software to configure and no complicated WiFi/802.11 networking to worry about. Just connect one of the wireless transceivers to your Internet capable device, the other to your broadband Internet access point, and you're ready to go online for multiplayer gaming or just surfing the Web.Play Link uses matched and coded pairs to ensure data security and interference free communication. Logitech's new RF technology connects automatically and stays connected with up to 100 feet range through all sorts of obstacles like walls, ceilings and floors.Logitech Play Link helps you get your gaming console, laptop or set-top box online with no wires, no mess, no sweat.

Customer Review: Very simple to use. Incredibly slow downloads. Poor durability.

The play link is incredibly easy to use, but it doesn't have much bandwidth. Downloads literally take 20 times as long as a true wired connection. I'm not exagerating, it's extraordinarily slow. Playing on xbox live works great and thats what I used it for most of the time. Navigating the internet and/or downloading anything on any device plugged into it (including the 360) is very very slow.



You can use it to connect anything with a network port to anything else with a network port. It gets better signal than any wireless card I've ever used. I used it for a number of different computers and 2 xbox 360's.



I enjoyed the ease of use, unfortunately I was only able to enjoy it for about 10 months. I purchased it in January 2007 and it broke about a month ago. It's not very reliable. That, and the horrible download speed make me give it a low review. Another strange tid-bit. I bought it for less than $30 shipped a year ago. Whats up with these prices?!?!

Customer Review: Great Item -- but watch the price

I got this as an alternative to the grossly overpriced Microsoft XBox 360 Wireless Adapter.



This device is, if anything, easier to use. It comes with 2 boxes -- one plugs into your XBox ethernet port, the other plugs into your router. There is no setup. There is nothing to configure on the XBox. As far as the XBox is concerned, this is a regular ethernet linkup and it just starts working.



I hooked it up, did some rounds of COD4 and downloaded a movie and I noticed no difference versus when I had the XBox plugged directly in to my router (but I didn't want my router in my living room, which is why I got this).



You should also be able to use these for any no-setup wireless connection you want. It's the "Xbox Play Link" but there's really nothing about it that makes it specific to the XBox. It will work for anything. (The boxes themselves do not say "Xbox" anywhere on them.)





Word of caution, though:

Check the prices.



As of the time of this writing, Amazon is not stocking the device and you can only buy it through 3rd parties. I was lucky and got it through a 3rd party here for a good price, but now I see only one place selling it, and they've marked it up considerably. Shop around before you buy.



Also note that any "wireless bridge adapter" will very likely work, if you are unable to find this particular device. Just make sure the transfer rate of the bridge adapter is in the 1.5 Mbps rater or higher, so you can fully utilize your high speed internet through it.

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