Institutional Advertising Vs Direct Sales Advertising by Yew Heng …

by: Yew Heng Chiong

In Institutional advertising, company spent a lot of money developing and rolling out advertisement via Mass Media like TV broadcast, Radio, Magazine etc. Typically, institutional ads will not cause an increase in sales at it first launch, but rather will develop a gradual and steady increase in sales over a long period of time.

An example of institutional ads is the typical Coca-Cola advertisement that you see on TV. Institutional ads are intended to develop the brand name, the image, the reputation, the quality and promote a desire for the customer need of the products from the viewer’s mind. Printed institutional ads tend to be very colorful and are usually placed in magazines by national manufacturers.

Most institutional ads communicate a message entirely centered on the company, the product. An example is as follow: “We are a big Multi-National company established in 1813. We have a strong and desirable product that you the consumer will need. The product has went through million of dollars of Research and Development and it is the product for you, the consumer. Please also associate the product with our company name…..”

The result is often not immediate and it may take generation to generation to imprint the message deep into the masses mind. Take the case of Coca-Cola for example. Coca-Cola the Company has over decades that span across many generations of human races on institutional advertisements to get the message across that Cola is Coke or Coca-Cola. The process takes painfully long time and spent lots of money. This is something that individual or some business owners cannot afford.

In addition, if you pay close attention, you will notice that Institutional Advertising does not take into consideration of the opinion of prospective consumer. The advertisement boost about the company and the product but did not interact personally with the prospective consumer. The Ads did not motivate the prospective consumer to take immediate action as the strategy for Institutional Advertising is more for the long run.

In recent years, there is an increase of Direct Sales Advertising. An example is the Power Raider advertisement. It is a very short advertisement but bring forth a compulsive reaction from the viewers to take action to buy the products. This is what it does….. The ads start by showing a healthy and fit looking guy with a half naked upper half with well defined abdomen working out on a machine, the Power Raider. With an urgency tone, the host goes through a series of the benefits that the viewer can expect to receive if they get the equipment. Then it goes on to promote urgency within the viewer by claiming that there are only a limited copies left. To enhance the sales, the host sells an irresistible offer by lower the price of the product by not two time, not three time but maybe 4 or 5 times. On top of that, it motivated the viewer to take action by giving out bonuses for the first 50 buyers that call in to buy. Finally, the host calls for sales by provide enough information on how the viewers can make the purchase. To remove all fear from the viewers to take action, the host offer a Money back guarantee if they are not satisfy with the products within a certain numbers of days of purchase.

This is what Direct Sales Advertising is all about. It goes for the direct kill to get the customer to pull out his credit card immediately and make the purchase.

This form of advertising is appropriate for Internet Marketing or selling via the Internet as a media.


The reason is obvious. Just imagine…

The prospect is surfing the web for information and happen to bump into your sales page. He is holding a packet of potatoes chip on one hand and a can of Coke on the other hand. He is impatient and will skip or move on to another page if your sales copy does not catches his attention to read on. The art of a good direct Sales advertisement does not just stop here. It motivate the prospect further until he takes out his credit card from his wallet and key into those visa or master card number on the keyboard and click on the submit button to buy.

Some even goes another step further by side selling and up selling the first time customer by making more money through a single transaction. This can be done by promoting a one-time offer to the customer with an irresistible offer that will compel him to take action again before he put back the credit card to his wallet.

I attend the World Internet Summit held in Singapore just last month. Almost all the Internet Marketing Gurus out there on the stage tells the audiences to be focus in order to make a profit from Internet Marketing. Even the famous Marketing guru’s Jay Abraham also teaches us to be focus to achieve any success in Internet marketing.

However, I prefer to think that we need to focus on the right things to achieve success on Internet Marketing.

What are the right things in Internet marketing business?

Personally, I believe this are the important focus areas for Internet marketing:

1. Business System.

2. Business Strategies.

3. Business Marketing.

Out of this three focus areas, I strongly believe Business Marketing is the most important aspect of your business.

As Jay Abraham will tell you, Marketing is the key to your success in business, whether it is a online business or an offline business. Give a good product, when market well, will sky rocket the sales. However, given a bad product, when market well; it will also help in getting profits.

In order to tap on to the marketing brain of Jay Abraham, you will need to spend a lot of moneys. This is a quote from Jay Abraham himself “Normally, when people want to learn what I know, I charge $5,000 an hour to talk to them privately. Or they pay me $25,000 to attend my five-day long seminars.” As his popularity increase over time, the cost of engaging him for consultation will be much much more.

However, all is not doom. You can now easily get access to Jay Abraham marketing material at a low cost of just USD 39.95. I would suggest you check it out as one little marketing idea from Jay Abraham could possibly turn the fortune of your businesses in your favour.

You can access to Jay Abraham’s Marketing Income-Building Home Study System at

. (*warning* I really do not know when Jay Abraham will pull out from this offer )

We should never under-estimate the power Marketing and its strong influence on the dollars and cents to your business cash flow.

Make no mistake about it. With a good marketing technique and strategy, you will definitely bring sells to your business.

One of the key aspects in business marketing for Internet marketing is sales copy writing. It is essential to have they know how for any business man or aspire to be business man to master this skill.

Author of best selling book “Rich Dad, Poor Dad” Robert Kiyosaki defined marketing as selling through a system. He mentioned the importance of learning how to sell as a prerequisite for every business man. One interesting pointers from him is that his “Rich Dad, Poor Dad” are the best selling book, not the best written book.

Other than highlighting the importance of learning how to sell in his series of book, Robert also mentioned that importance of building a business system with the right strategies. Essentially, his business success pointers are the exact focus areas that I mentioned above, but in different presentation and layout.

Robert Kiyosaki has also designed an Ultimate Pack that give you an head start in business and finance. You can access to Robert Kiyosaki’s Ultimate Pack at

As for sales copy writing, there is no better guru to teach you than Jo Han Mok. Jo Han become a millionaire at a young age of 26 just after three years into Internet marketing business. He is famous for his sales copy writing skill and have consulted many individuals and company in helping them in converting their web pages to captivating sales page that increase the income of his clients.

Have you ever heard of a guru out there that treated writing a sales copy like fighting a war in battlefield? Jo Han is one of those sales copy writer that do just that. He is the man who incorporate the ancient chinese art of War to writing sales copy. If you do not know, the Chinese has been at wars within the country and with the barbarians from Mongolia for century in their long history. Many intelligent advisors have craft out some of the most practical and innovating strategies and techniques of winning the war for their Emperor. One of the famous advisor is Sun Tzu. This is one of the quotes translated to English by him “Warfare is the way of deception. Therefore, if able, appear unable. If active, appear non-action. If near, appear far. If far, appear near. Attack where they are not prepared, go out to where they do not expect.”

Chiong Yew Heng is a very driven individual who aspire to attain great wealth in his life time. Four things are important to him. It is listed here in order of priority.

1. Spiritual life — Man need spiritual blessing and fellowship with GOD.

2. Relationship — Man are born to fellowship with fellow man, especially his immediate families.

3. Health — Without Health, having massive Wealth is useless. You will not be able to enjoy it.

4. Wealth —- Wealth can give you freedom to do what you want in life, to bless the poor, to pursue your interest without the fear of not being able to pull through the month to pay the bills.

For more Wealth building strategies, you can visit the blog site @

You can visit my copywriting blogsite @

To earn Google Adsense income while sharing video, blog, pictures, visit my Internet community sharing website at, it is free! ( IF you want to own your own Internet community website, you can get it from:

LGN Revolution: Earn Serious Income With LGN Revolution by …

by: Peter Kenward

Internet based business opportunities for the home-based entrepreneur appear almost daily. Most of these businesses are brand new and are relatively unproven. One business, however, bucks that trend. The LGN Revolution has been in existence and has been helping people for several years now. This system allows anyone, regardless of their internet marketing or sales experience to make serious income from home very quickly.

Many online marketing systems will collect fees and simply mail out a manual and expect the entrepreneur to go build the business on their own. The manual usually contains very high level and generic information that isn’t particularly helpful when attempting to implement the system in real life. Attempting to apply that information, the new business owner struggles to make any sort of serious income from home and often gives up frustrated, not successful, and eventually gives up. Peter Kenward sponsoring the LGN Revolution takes a very different approach. Peter takes an approach designed to help the new business owner succeed and begin making serious income from home almost immediately.

The LGN Revolution provides the new business owner everything they need to start their home-based business. Included in the LGN Revolution are all the tools required to do real internet marketing including a professional, already-done-for-you website, weekly online tele-seminar calls for prospective customers, and an additional feature you won’t typically find with home based businesses; a real-time chat assistant for visitors to the business owner’s new website. This real-time chat support person is like a free sales person who can answer any prospect’s questions and help convert that prospect into an actual customer (a sale that makes serious income from home, as the commission payout). This benefit of the online chat person really eliminates the specific “selling” the business owner would normally do themselves and allows them to concentrate on making serious income from home and helping their existing paid customers be successful. This is a true consultative approach that greatly increases everyone’s chances for success.

From the new business owners perspective as well, working with existing customers who are already making that serious income from home is much more enjoyable than trying to “sell” new people to the business.

The core aspect behind the success of the LGN Revolution and Peter Kenward’s sponsorship is the compensation plan. Designed to allow the new business owner to make serious income from home, the system pays out 100% commissions on all new sales after the first training sale. The system not only pays for direct sales, but it pays a residual commission that adds to the already serious income being collected. Finally the system includes several free travel vouchers as well so you can travel and enjoy life while the automated turn-key business generates the income or while on vacation. Finally, when those customers learn and start their own easy online business and start to drive their own traffic to their own customer web sites, they can start making their own serious income from home and the original business owner derives additional income from the residual payout.

If you want to start your own business and start making some serious income from home with a full turn-key solution, a valuable range of free software tools, minimal investment, some free travel vouchers and a ton of personal one-on-one support from Peter Kenward and the staff at the LGN Revolution, then visit Peter’s website at: The serious income from home made through the LGN Revolution and Peter Kenward will help you accelerate your path to financial freedom and a better life.

Peter Kenward lives in West Australia. After a long career in sales and marketing, Peter retired and started several online businesses including the LGN Revolution business. Peter is married, in his 60s, and keeps busy enjoying life with his wife at his home and on his cattle farm. He also regularly travels around the globe to visit his 3 adult sons and 2 grandchildren. Peter loves to answer questions from people curious about his sponsorship of the LGN Elite system at For more information on the LGN Revolution opportunity visit Peter’s website or contact him at

New Social Network Marketing Secret by Grant Soosalu

by: Grant Soosalu

Using the power of Social Networking websites like MySpace or other blogging sites is a great way to promote your business. However, because most of these sites are free, they tend to provide a ‘value-less’ experience. Instead, a new type of Social Networking website – A Social Reward and Recognition space – can provide an incredibly valuable sales and marketing tool for a very small financial outlay. Let’s illustrate this claim by examining a very real example.

Being a nominee on the1000best, a new social reward and recognition website is turning into a marketing dream for Helen Van Den Berg, a tour guide operating from a small remote town in Australia. Helen’s profile as 1 of the1000best has seen her inundated with tributes and boosts from her clients, all with one very clear message that Helen is the best tour guide in the world.

Helen’s nomination as 1 of the 1000 best tour guides in the world was gifted to her by friends as a way of rewarding, recognising and saying thank you. This gift gave her a Personal Space page on the1000best where Helen profiled herself, her own newly launched web site and her Tour Guide business.

As well as the profile, the website also encourages ongoing positive reinforcement for nominees by giving people the ability to boost’ their favourite nominees on a daily basis and to send tribute messages. It is the tribute messages that are paying off handsomely for Helen. “I have been overwhelmed by the tributes I have received and I have been on a constant high with all the positive feedback. This website has to be the ultimate marketing tool – this type of marketing is priceless and it’s lead to an amazing amount of traffic to my own website”. takes social networking in a totally new direction. Rather than just providing a platform to connect people, goes the next step by offering a gift of social reward and recognition. Generally, anyone can join a social network for free however to get connected on someone must value you enough to purchase a gift nomination and nominate you as 1 of the1000best in the world (according to them). People with business interests and who are fortunate and worthy of nomination then have a very public platform to market themselves by way of sharing the positive experiences of their clients with the world. Referral systems like this are worth their weight in gold.

Savvy business owners can also nominate their employees or business teams and use the power of social networking and social recognition to both reward their people and gain valuable positive advertising. This is a form of synergistic marketing, in which the business is linked to positive values and social appreciation. As Grant Soosalu, one of the developers of commented “Social Networking is a huge and growing phenomenon, and now provides a fantastic mechanism for showcasing your business by linking your people into this network of value”.

So if you want to really make use of Social Networking to promote your business, and do so in a way that links to strong positive values, check out:

it can work wonders to promote your business.

Grant Soosalu

I’m the creator and developer of I wanted to create something positive that would add value to people’s lives. I also wanted to create a new way of gifting. I have a background in IT, in Psychology and Positive Psychology and in Writing and Training. So I put it all together and came up with the concept of

What Defines A White Paper? by Gordon Graham –

by: Gordon Graham

There no “rules” or universal standards for what makes a white paper, so many people use this label very carelessly. By my “classic” definition, a white paper contains useful information to help people understand some relatively new, complex or expensive offering they are considering buying for their business.

There are many other types of useful information, but I don’t consider them white papers. For example, marketing consultant Perry Marshall names 40+ types of documents that he considers to be white papers, including:

-Application guide

-Cheat sheet

-Installation guide

-Manual (?!)


-Pocket guide


-Troubleshooting guide


But notice how many of these items are really documentation used after a purchase when installing, learning or troubleshooting a system. To my thinking, a white paper is strictly a pre-sales document used before a purchase. It’s not documentation or support, it’s sales and marketing.

Below are descriptions of brochures, case studies and press releases; the three most common documents misconstrued as white papers. While brochures, case studies and press releases can work in tandem with a white paper, when you analyze these three documents, it becomes clear that they are NOT white papers and should not be promoted as such. Let’s take a look at the differences:


White papers and brochures are almost complete opposites. Brochures are sales documents intended to create interest and desire. Brochures push “emotional buttons” such as fear, greed, envy or vanity. They are generally colorful, flashy and filled with promises and use the techniques of copywriting and advertising.

White papers, on the other hand, are persuasive essays about a certain product, service, technology or methodology. White papers appeal more to logic through irrefutable facts, iron-clad logic, impeccable statistics and quotes from industry opinion-makers. They are generally plain-looking, not flashy and filled with facts. They use the techniques of rhetoric and plain English.

Some companies simply reformat a brochure and call the result a “white paper.” This is a dangerous waste of effort. Most readers become irritated when they discover that a vendor has done this. I have heard people urge vendors to make their white papers as flashy as brochures, but I don’t think this is a good strategy. A white paper should be much more dignified, substantial and informative than a brochure. Making it look like a sales piece is the kiss of death for a white paper.

Case Studies

White papers sometimes mention case studies for evidence of a vendor’s claims. But the two are quite different in form and content. Case studies are extended testimonials on how a product or service helped someone in the real world. They are typically between 500 and 1,500 words long, written in a journalistic style with many quotes from the actual customer. The classic format for a case study is Before/After, Then/Now, Problem/Solution: Before we had this terrible problem, then we found this fantastic product, and After we started using it, everything was sweetness and light.

White papers, on the other hand, are persuasive essays about a certain product, service, technology or methodology. They are generally 3,000 words or more, written in a somewhat academic style, with no direct quotes from the vendor’s representatives. A white paper may be told in the Problem/Solution format, but rarely in the Before/After format. White papers tend to be used earlier in the sales cycle, while case studies tend to be used later in the sales cycle to reassure a prospect that other buyers benefitted from the same approach they are considering.

Press Releases

Press releases are short, factual announcements of interest to a certain audience. This format has existed for perhaps 100 years. Until recently, press releases were used to influence media “gatekeepers” and gain publicity for their sponsor. The most effective press releases were recycled by journalists into printed articles. Today, press releases are available to anyone on the Web, without the need for any gatekeeper.

A contemporary press release must be highly factual. In fact, there are rules about what a public company can say in a press release. White papers, on the other hand, are persuasive essays about a certain product, service, technology or methodology. Modern white papers have existed for perhaps 50 years and the format has evolved quickly since the turn of the century. While a white paper is sponsored by a company—the same as a press release— white papers are generally much longer than press releases, with more room to present facts and develop arguments.

White papers are sometimes packaged with press releases as a “press kit.” And they are sometimes republished in trade magazines as articles. On the Web, white papers are available to almost everyone. There are no legal limits on what a company can say in a white paper. But it’s best to take a journalistic approach, backing up every assertion with statistics, facts and quotes from respected sources.

“That white paper guy” is Gordon Graham an award-winning writer with 30 years of experience. For lots more tips on how to write a white paper, visit

The author invites you to visit:

5 Strategies for Selling in a Tough Market by Gavin Ingham

by: Gavin Ingham

1. Believe you can and stay positive!

One of the problems with all of this talk about recession is that once people believe there is going to be a recession they start to feel negative about their business prospects and only tend to see what they believe rather than believing what they see. Once you believe that there is going to be a recession you tend to only notice articles, comments and statistics that support your beliefs.

What’s more, your negative beliefs quickly affect your outlook and the way that you feel about your business prospects.

If you thought 2008 was going to be a great year for business, your best year yet; how would you feel?

Conversely, if you thought 2008 was going to see a major recession and that it was going to hit you and your business hard; how would you feel?

Mighty different huh? And remember, nothing’s changed here other than your belief. Having a positive and supportive belief structure is essential if you want to succeed in any market but it is vitally essential if you want to keep on selling in a tough one.

Having a winning belief system does not mean that you need to be deluded however! In the middle of the darkest recession you don’t want to have your eyes shut! But you have to understand that in a downturn clients want to partner with the best companies. Suppliers that they can rely on. Suppliers that support them. Suppliers who are going to be around tomorrow. And if your competitors struggle, that means more sales and more business for you.

2. Get proactive

You need to be more proactive. Much more proactive. You need to do more marketing and more selling. You need to attend more events and do more networking. You need to do more promotion and more canvassing. You need to increase your sales activities, maybe dramatically.

In a recession many companies cut their sales activites. They figure, “If we’re not going to sell anything, what’s the point?” Many individual salespeople do this too.

Cut your activity, cut your sales. You’re a living, breathing, self-fulfilling prophecy! You believe there is not much business out there, so you feel negative. That in turn affects your activity and your activity destroys your sales results.

Even if there is not as much business out there, then you need to be more active, more focused and more targeted. If your competitors are easing off a little, now is the time to up the anti and grab your share of the market. Even if there is a blip, you will be strongly placed when activity picks up.

One of my friends went down to our local estate agent this week to put his house on the market. He was told that maybe he should wait as he might not get the price he wants right now. They told him the market was quiet and that might not be able to sell the house at all. Better to wait for the market to pick up. I walked past their offices later on that day. They were all sitting, chatting and drinking coffee. They were probably moaning about what a bad year it’s going to be. If I’s have been in that office, I’d have taken my mates house on and I’d have been on the phone drumming up some viewings. 50 calls, 100, calls, 500 calls… Whatever it takes. I’d have found someone.

Talk about killing your own market! If you see less business then you need to do more sales and marketing, not less. That’s common sense.

3. Sharpen your sales skills

If a workman needs a spade and a farmer needs a horse; a boxer needs a defence and a chef needs a recipe; what do salespeople need? The answer’s obvious – it’s sales skills.

Most salespeople do not spend enough time working on improving their sales skills and techniques. Sales training and development is not something that many salespeople spend their time on out of choice. Perhaps they can get away with this in a booming marrket when sales are easy. Perhaps not. But things will always change if the market tightens. Sales success will go to the salesperson who really understands why people buy and can help people make the right business decisions. Salespeople of this calibre stand to benefit from possible changes ahead because there will be more business for them as their competition falls by the wayside.

Sales will not go to the journeyman salesperson, the mediocre wannabee or the 9-5 order taker. Salespeople like these could well be in for a rough time.

When did you last read a sales training book on selling? How many sales training audios have you listened to over the last month? How many sales training seminars have you atteneded in the last 6 months? For 80% of salespeople reading this, the answer is zero.

4. Improve your service and focus on relationships

As I write this many companies will be working out how to cut corners. They will try to save money by tinkering with their business offerings. They will try and eek extra profits out of their clients by cutting the bells and whistles from their offerings. This is not a good idea. A Swiss cow with no bells is just a cow and no-one would send postcards of them home!

If business is tight you want to be wowing your clients with the best service that they have ever had, from you or from any of your competitors. You need to be going the extra mile. If a recession bites many companies will try and discount to survive. They probably won’t (survive), but you don’t want your clients going to them as they try to keep their heads above water! You need to “lock in” your existing clients now so that they won’t even think about going anywhere else.

Spend time with your clients. Build stronger relationships with your clients. Make sure you truly understand them, their concerns and their businesses. Find ways to help them and add value over and above what they could have ever expected.

5. Leverage your efforts

In a soft market many salespeople only chase the easy stuff. They don’t chase the tough stuff. They’re doing ok, they don’t have to. They’re making sales right?


Most salespeople have all sorts of opportunities which they squander every day and every month because there are seemingly easier things that they can be doing. This is particularly true in an industry or a company where leads have been relatively easy to come by, where sales targets are relatively soft (I could tell you which industries but I’m not going to) or where salespeople are overpaid so don’t crave the business (again, I’ll keep this to myself!).

In a tough market you must leverage all of your efforts. This is basic sales 101 and should be stuff that you do every day anyway… Here are just a few ideas.

Always ask for referrals. Referrals are great business but most salespeople do not ask for them because clients often say no. Learn how to ask for a referral properly and then build asking for a referral into your sales process and ask for one every time.

Upsell and cross-sell. Whether though laziness, lack of knowledge or lack of ability many salespeople sit on accounts where there is so much more business than they are currently leveraging. Extending your business with existing clients will not only make you more money, it will also strengthen your relationships with and value to them and their businesses.

Contact dormant accounts. Most companies have hundreds if not thousands of “dormant” accounts. There may be multiple reasons for this from changing business practises to fall-outs with the client. Dormant clients may well be redeemable and may have been “lost” purely because someone forgot to ring them or a salesperson moved on. Get in touch with them!

Follow up on all leads. I recently contacted 5 health insurance companies over the web. Only one replied. You should not be burning leads like this in any market. Follow up on all leads professionally using a proven sales system like the ones I teach in my sales training seminars and programmes and you will close more business. New business is the lifeblood of any business in any market.

So there we are, 5 tips to help you to sell in a recssion. This year may well prove to be an interesting year for some businesses and individuals. Some of this will be down to the market itself. Much of it will be down to you and how you react and respond to what might be a challenging year.

Here’s my prediction for the year…

There will be winners and there will be losers. Which are you going to be?

Copyright (c) 2008 Gavin Ingham

Gavin Ingham

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