Power Marketing book - for you if...

This book is for you - if you want to get more.


Maybe you want more sales, more money, more clients, more members, more credibility, more recognition...

You just want more - and maybe even more than your fair share. Why should you be satisfied with your fair share? Life isn't fair. It is okay to want more.

This book will show you how to get more than your fair share- without stealing.

The secret of getting more is for you to take control of your marketing. It is easier than you might realize.

Secrets of Power Marketing will help you dispel the dangerous marketing myths. If you are blindly following these myths - you could be wasting tons of money, resources and precious time. You will discover the key truths and principles on which to base your systems. And you will find the power of marketing systems.

Good systems are based on true principles. Learn those truths so you can test your marketing - and correct it. You will find the power of a simple marketing system. You will learn five powerful marketing strategies. And you will enjoy anecdotes, techniques and lessons that you can use immediately.

Secrets of Power Marketing will reveal to you the falsehoods of many myths. Here is the first myth to dispel:

Build a better mousetrap and the world will beat a path to your door. If you still believe that ancient advice from Ralph Waldo Emerson - this book is not for you. If you have already learned the truth - that it is not enough to be the smartest, best qualified for the job or have the best product.

The market must know of you and perceive you to be the best choice - then this book is for you. It will show you how to market yourself.

You already know why.

Order Secrets of Power Marketing

Order Secrets of Power Marketing

Read an excerpt from Secrets of Power Marketing

Learn more about the authors

Read what others said about Secrets of Power Marketing

How to Write a News Release

Don’t be afraid to call it a ‘news release’. You could also call it a ‘news bulletin’ or ‘announcement’, but avoid the term ‘press release’ – it sounds like propaganda.

For perspective, always lead off with the city and date of release. Then add the statement ‘For Immediate Use’. This implies urgency. It also allows the media some choice on when to run it. If the news is date-sensitive, indicate whether it is ‘For use before___’ or ‘For use after___’.

One glance at your release should reveal who sent it; that is, your company name or your organization. If you have a logo, use it.

Should you fax or mail your news release? If it’s urgent, use the fax. But to get noticed, mail it. The media receives a lot of ‘junk’ faxes, and they all look alike. If you mail your message you have a better chance of attracting attention with the color and feel of the paper you choose. Use high-quality paper. You might use your letterhead if it works with the design of the message you’re sending. Attach post-it notes addressed to the person you want to reach. Handwrite the address on the envelope.

Secrets of Power Marketing
Read more ……

George Torok, co-author
Secrets of Power Marketing

Professional Associations

RELATIONSHIPS WITH GROUPS

If you join the association for the field you are in, it’s easy to stay in touch with the latest developments and maintain contact with your competition and potential partners.
Associations are always looking for board volunteers. Being on the board is a great way to gain the respect of your peers.

As a board member it is easier to meet the members. And you start relationships with a certain built-in level of respect. President is the most prestigious position on any board, but I recommend you be in charge of public relations.

Why? Because as official spokesperson for the association you can develop a relationship with the media. The media and the public will see your name on announcements from the association and assume you are an expert in your field.

Secrets of Power Marketing
Read more ……

George Torok, co-author
Secrets of Power Marketing

Jack Canfield on Secrets of Power Marketing

"If every entrepreneur had to read this (Secrets of Power Marketing) book before they started their business, they would enjoy a more profitable and rewarding life."
-Jack Canfield, co-auther of Chicken Soup for the Soul®

Buy the book ……

George Torok, co-author
Secrets of Power Marketing

The Power of Compromise

A client in the photography business wanted me to speak at their annual sales meeting. They could not afford my rate and suggested that I lower my price. I asked about their program and sounded interested in what they were doing. I was building value by showing my interest in them. I suggested that if there was some way they could make up the difference between their budget and my price we might make a deal. They did by throwing in some camera equipment. They were happy. They stayed within budget and got a first-class speaker they could not normally afford.

Secrets of Power Marketing, Page 51
Read more ……

George Torok, co-author
Secrets of Power Marketing

HANDWRITING

Many people are embarrassed or ashamed of their handwriting and are loath to write thank-you cards because of it. As a certified graphologist and graphoanalyst, I assure you that your writing probably has wonderful personality characteristics within it. It is likely that the "messier" your writing appears to be, the more well-adjusted you are. Picture-perfect writing - the kind you were taught in school - shows your conventionality. Why not be unique? Those with neat, perfect writing usually have more hang-ups than do those with more original script.

-Elaine Charal, Handwriting Specialist
Secrets of Power Marketing, page 86.

Read more ……

George Torok, co-author
Secrets of Power Marketing

Dottie Walters on Power Marketing

My Mind Friend Ben Franklin said, "Keep your business, and your business will keep you."
Ben would love this remarkable book, which shows how to Power Market by nurturing our business in small ways every day, every hour, every second. And you'll love it too.
-Dottie Walters, Author of Speak and Grow Rich
President, Walters International Speakers Bureau

George Torok, co-author
Secrets of Power Marketing

PERSONAL COMMUNICATION

The two secrets of life are flowers and thank you’s.
-Tom Peters

Advertising to the masses does not build relationships. Don’t get me wrong – advertising does work. But it is expensive and impersonal. To build strong relationships you must get personal. A mass-produced, glitzy flyer may look good but it does not show personal involvement from you. It would have been written, designed, and printed by people you hired.

It’s like receiving a birthday card from a new friend. The card was nice but it was addressed to Mary – and your name is Maria.

A small handwritten note to your clients is very personal. It shows you took the time to personally get involved. It’s the small things that make an impact. Even a mass mailing can be personalized by attaching a personal note in your handwriting.

Read more ……
George Torok, co-author
Secrets of Power Marketing

WRITE

One of the best ways to become known as the expert is to write. You could write to – or for- newsletters (association, corporate, community), newspapers (community, business, trade, weekly, daily), or magazines (general, trade, association, business).

WRITE A LETTER TO THE EDITOR

This is the easiest way to be published. Watch for an issue that you feel strongly about or that touches your business. The issue doesn’t have to relate to your business. This is just a chance for people to know you. Take a stand. If you can make your communication funny, that is even better. Write it well. The editors will correct grammar and edit for length. Sign the letter with your name and a moniker that you like, or your business name. If you find nothing gets your juices flowing enough to write a letter of opinion, write to the editor to say what you like about the publication. They always print those letters.

Read more ……

George Torok, co-author
Secrets of Power Marketing

PRICING

Decide where you want to position yourself in the price market. Do you want to be the lowest priced, middle of the pack, or most expensive? Once you pick your position you will be stuck with it. Sure, you can raise your prices as you get better, but you are stuck with an image and position. Wal-Mart and Tiffany & Co. are positioned differently. Neither would ever compete in the other’s market.

How much are you worth?
When you work for yourself you have the joy and anguish of deciding what you are worth, then telling your clients.

You can take some lessons from the traditional job market. If you worked for the same employer for many years, you may have received incremental increases – but never huge increases. The reason is they always remembered.......

Read more ……

George Torok, co-author
Secrets of Power Marketing

Toastmasters International on Secrets of Power Marketing

"It is an outstanding publication. I hope all your endeavors are as successful as your book will be."


Terry McCann
Executive Director
Toastmasters International

George Torok, Co-author
Secrets of Power Marketing

POWER MARKETING IMAGE

In business, perception is reality.

Like many people, you might associate the word ‘image’ with something that is phony or contrived. Instead, realize that ‘image’ is the root for ‘imagine’ – a powerful word. Imagine how you want to be, how you want to be seen, respected, and remembered.


The Power of Presentation

The president of an oil company remembers going shopping with his dad for a new car when he was a young boy. His father’s business had done well and they were going to buy a brand new Cadillac. They entered the showroom, both of them proud and excited. They smiled as the salesman approached them. Then a strange thing happened.

As the expectant salesman got closer, the smile on the father’s face disappeared, and he reached down, grabbed his son’s hand, turned around, and marched out. The boy was almost in tears. “What happened, Dad? Why did we leave?” His father barked, “I’ll not buy an expensive car from a man with a soiled shirt.”

It seems the negligent salesman had worn his shirt two days in a row.

Read more ……

George Torok, co-author
Secrets of Power Marketing

MEDIA - Advertising

Try to avoid paid advertising. Everyone recognizes ads and discounts them as less credible than other types of exposure. If you must pay for an ad, design it so that it doesn't look like one. Make it an advertorial or a print tool that presents information in an article format. The publication that carries your advertorial will probably label it with the words advertorial or paid advertising to make it clear that it is separate from their own editorial content. Negotiate to have them use the word advertorial; it is much more effective than paid advertising. Some publications may disguise this type of advertisement by calling it a corporate profile or business spotlight. If you must advertise, disguise it as news.

When negotiating the purchase of advertising, think like a tough customer. You might have to talk to their competition to get a better deal.

If you advertise in one of your customers’ trade publications, make sure you're listed as a sponsor instead of as an advertiser. A sponsor seems friendlier than an advertiser. The perception is that we believe a sponsor is supporting us, while an advertiser just wants to sell us something.

Sponsor events, publications, and awards for the associations that your customers belong to.


Read more ……

George Torok, co-author
Secrets of Power Marketing

LEVERAGE – Strategy Four - with Secrets of Power Marketing

If I had a lever long enough I could move the world.
-Archimedes

If I said, “I bet you $20 that I can lift a car with my own strength”, you might take one look at me (I’m no Arnold Schwarzenegger) and take that bet. Then I would take your money as I set up the jack and lifted the car.

“Wait a minute,” you’d stammer, “You said you’d lift it with your own strength – that’s no fair.” And I’d point out, “The jack is not lifting the car. It is the tool that I use to lever my strength. The jack does not make me stronger but it helps me focus my limited strength to do the job. With the lever I am lifting the car using my strength in a smarter way.”

In your business you have limited resources, but if you focus those resources you can leverage your strength to compete with big business. Power Marketing is like the jack - it helps you create amazing feats of marketing.

In this chapter we will examine the resources you have at your disposal and the three key principles you can use to leverage those resources into something greater. You’ll also learn about several Power Marketing tools you can use to make your work easier.

….read more on Page 159

George Torok, Co-author
Secrets of Power Marketing