Shel Horowitz Marketing Articles Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Marketing/4194/Dont-Squander-Your-Message.html http://www.evancarmichael.com/Marketing/4194/Dont-Squander-Your-Message.html Don't Squander Your Message If you've listened to the news on National Public Radio, you might have heard sponsorships ending "on the Web at Sodexho.com." But they don't tell you how to spell it! They don't even say "so-dex-ho," let alone the far more effective "s-o-d-e-x-h-o." When you're entering a website, if you're even one letter off, you won't get there--you'll get to someone else's site, perhaps, or a "server not found" error. http://www.evancarmichael.com/Marketing/4194/The-Eyeballs-You-Already-Have.html http://www.evancarmichael.com/Marketing/4194/The-Eyeballs-You-Already-Have.html The Eyeballs You Already Have It's always easier to get more attention from the people who are already paying attention to you--and to bring them back as customers, far more cheaply and easily than going after strangers. This month, a few easy strategies to get more attention from your existing list: http://www.evancarmichael.com/Marketing/4194/How-to-ColdPitch-a-Reporter.html http://www.evancarmichael.com/Marketing/4194/How-to-ColdPitch-a-Reporter.html How to Cold-Pitch a Reporter If you ask journalists their biggest peeves with PR people, and especially with people trying to do their own PR, the most frequent response you’re like to get is “they waste my time with off-topic pitches. If you think the rest of us have crowded inboxes… triple it for journalists. They are looking for excuses to hit the delete button or drop your precious press kit in the recycle bin. http://www.evancarmichael.com/Marketing/4194/Why-Participate-in-Social-Networking.html http://www.evancarmichael.com/Marketing/4194/Why-Participate-in-Social-Networking.html Why Participate in Social Networking? It’s kind of funny, but it took me quite a while to begin actually marketing on social networking sites. I’ve been on LinkedIn for probably five years, MySpace for maybe a year, and several others (Ning, Ryze, Eons, probably more I’m forgetting). But it was only when I joined Facebook in October 2007, and then shortly thereafter found my way to Plaxo and CollectiveX that I finally started using them to really do some business. http://www.evancarmichael.com/Marketing/4194/What-NOT-to-Do-When-Marketing-With-Email.html http://www.evancarmichael.com/Marketing/4194/What-NOT-to-Do-When-Marketing-With-Email.html What NOT to Do When Marketing With Email E-mail is one of the most powerful marketing inventions ever created, but also one of the most misused. http://www.evancarmichael.com/Marketing/4194/Use-a-Benefit-Funnel-to-Write-Compelling-Copy.html http://www.evancarmichael.com/Marketing/4194/Use-a-Benefit-Funnel-to-Write-Compelling-Copy.html Use a Benefit Funnel to Write Compelling Copy If you've studied some of the big-name direct marketers, you may have heard of a "customer funnel" or "product funnel." That's *not* what this column is about, so don't skip it because you think you already know. (If you don't know, I explain in the last paragraph.) http://www.evancarmichael.com/Marketing/4194/Succeed-With-Social-Media.html http://www.evancarmichael.com/Marketing/4194/Succeed-With-Social-Media.html Succeed With Social Media The key to success with social media–and I’ve built my business on it since 1995–is to interact with others the way you’d like to be interacted with. Call it the Golden Rule of Cyberspace–it’s not so different from the Golden Rule of every major religion. http://www.evancarmichael.com/Marketing/4194/Set-Your-Press-Release-Apart-From-the-Other-350-The-Editor-Got-That-Day.html http://www.evancarmichael.com/Marketing/4194/Set-Your-Press-Release-Apart-From-the-Other-350-The-Editor-Got-That-Day.html Set Your Press Release Apart From the Other 350 The Editor Got That Day Editors get overwhelmed by vast numbers of press releases--make yours stand out in the crowd. http://www.evancarmichael.com/Marketing/4194/Frequent-Buyer-Programs.html http://www.evancarmichael.com/Marketing/4194/Frequent-Buyer-Programs.html Frequent Buyer Programs Reward your customers for coming back again and again. http://www.evancarmichael.com/Marketing/4194/Creating-LongTerm-Customer-Relationships-How-Marketing-Is-Like-Making-Love.html http://www.evancarmichael.com/Marketing/4194/Creating-LongTerm-Customer-Relationships-How-Marketing-Is-Like-Making-Love.html Creating Long-Term Customer Relationships: How Marketing Is Like Making Love When you find a potential romantic partner, do you throw that person to the ground and force yourself? I certainly hope not! Instead of a beautiful relationship, you'd face a jail sentence; forcing yourself is criminal behavior.