Well, today is Cyber Monday!  The hottest shopping day for online retailers around the world.  Many retailers are trying anything to get sales numbers up, and the deals are quite plentiful.  But how can YOU compete?

Don’t try to woo customers and prospects with unrealistic pricing - you are selling yourself short!  People will pay for quality service, as long as they THINK they are getting their money’s worth!  Instead, try to ADD VALUE to your existing services….

If you own a hair salon, try throwing in a free manicure.  If you run a print shop, add color for free, or increase the number of copies by 50%.  If you are selling mortgages, then add additional post-closing services or throw in a discount through a moving company or landscaper.

Statistics show that online shoppers will evaluate 3 competing sites before making a buying decision. Check out your competition and make sure you stand out from the crowd!

It is EASY to create extra value for your customer.  This way you deliver more than expected, and keep from offering unsustainable discounts which they will come to expect on a regular basis.  Try it!

As I head to Baltimore today, it’s hard not to appreciate the WARM reception I received down in Ft. Lauderdale, Florida just a few days ago! Not only was the temperature a welcome relief from the Michigan snow - I had the pleasure of being invited by the Broward Chapter of the FAMB to speak at the beautiful “Hard Rock Casino & Resort”, where I presented “Stepping Out Above The Crowd”. 

This session is really powerful, because it deals DIRECTLY with publicity strategies, and used recent examples (only days old) to illustrate how to position yourself as an expert in your market.   Here I am with the FAMB leadership “gang”:   

One of the first things you need to do to get ready to build a strong business foundation for 2008 - is to build a solid marketing foundation.  That starts with YOU!

People (customers and prospects) want to deal with EXPERTS.  They want to know that you are recognized as an authority in your industry and marketplace, and that they can trust you for expert advice.  It has taken me several YEARS to get to the point of being featured on national broadcasts such as Fox News, but you can start small - and have incredibly effective results.

There are dozens of opportunities in your own backyard EVERY DAY to communicate

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As the hectic pace of our everyday lives slows down this week, I ask you to take a few minutes to think about the real joys and blessings you have in your lives.

I am healthy, my family is healthy and happy, and I have been majorly blessed with friends, associates and clients such as you from all over the world.  I have traveled the world, speaking in many countries for the first time (including Kenya!), and had the opportunity to touch the lives of more than 87,000 people in live settings, and untold thousands more through Internet radio, television, conference calls and webinars.

I receive emails from people every day telling me how I have touched their lives in some small way.  You will never know how much that means to me - far more than what money can buy!

Now I want you to think about all the people who have touched you, and the people you have touched throughout the last year.  That is why you do what you do.  If you aren’t content with the number or manner in which you touched the lives of others in 2007, then now is the time to reflect on how you can make 2008 a better year.

I will be rolling out a new personal and professional marketing plan for 2008 - and hopefully you’ll be able to join me and take your success to the next level.  In the menatime, I wish to express my sincere thanks and heartfelt gratitude to all of you, and wish nothing less than a safe/happy holiday season - and all your dreams to come true in 2008!

As they say, practice makes perfect!  Well ok, maybe not perfect, but we’re getting better at this!

Earlier this week, I appeared on the national FOX News show “Fox & Friends”, where I was once again interviewed about the current housing and real estate finance market.  THIS time, I took some of my own advice (see previous column last week), and made sure I got more marketing mileage out of the appearance…  See the difference for yourself:

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Now, I still have some specific things to work on, but the message is getting clearer, and personal branding is becoming stronger - exactly what you should be after!

This time, we got a plug in for the new book, a graphic of it (which I let the producer suggest!), and inserted some key points within the interview.  They must be working, as I have been receiving lots of calls, and FOX wants me back next week!  I also did 4 radio interviews this week as well.

Remember, the more credibility you can exude, the faster price/terms and other objections from your client start to fade.  If someone hires as attorney like Robert Shapiro (remember OJ?)  to represent them, the last question they ask is “What’s your fee?”.  You can generate the same perception in your business - it just takes a little time and practice!

I’ll keep practicing with Fox News, and let you know how it goes!  Have a great weekend -

-Chip

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