MARKETING MAGAZINE
Volume 1, Issue 1                                                                                                                 July, 2000

The Association for Rehabilitation Marketing

This is the first issue of the only e-zine devoted to marketing and sales professionals working in rehabilitation businesses. We hope to bring you informative articles & resources that will help you in your daily efforts.

Please patronize our advertisers– this e-zine is paid for by them.

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Article 1:

        Gimme a Break! by "Wild Bill"

webmaster@greatdesignz.com  ; http://www.GreatDesignz.com

Remember, when you write your sales copy, that you are not a lecturer and your potential customer is not the audience. The three required building blocks of great sales copy are Introducing the product, Arguing why it is the best value or quality, and Proving your substantiations. This is a fact that will greatly increase the selling efficiency of any marketer who is clever enough to see the force of it. Everybody wants to know what they're buying, and there is a certain art to persuading them to conclude that yours is the product that they need. You need to mesmerize them with your lead in, introducing the answer to their problem. Offer the arguments that are already clicking in their head, and show them the proof that substantiates your argument. Too much information puts your potential client in the position of boredom and frustration. Don't talk them to Death, with too much data when making your sales pitch. Your are not in the business of writing a biography of your product and yourself (or the owner of the product), you are in the business of making the sale. Say it once, Say it clear and Move on! How many times do I have to hear about how your product does this or does that? Am I such a complete moron that I can't remember it from one paragraph to the next? I can't tell you how much I hate having to tread through countless piles of advertising manure telling me the same thing over and over, only changing the words. Pat yourself on the back, on your own time! That's how I feel when I visit a site looking for the information on their product. When I come across page after page of literature that often covers everything from the manufacturer's educational background and family life, to a full page (even pages) of testimonials, I start gasping for air. Time to escape! If the educational background or being from a family lifestyle is crucial to the credibility and quality of the product, keep it short and sweet. Otherwise, get off of it! I Don't Care! Testimonial Overkill. Recently, I was looking at a marketing program and by the time I got halfway through the testimonials, I had already had enough. So it was click and goodbye. Testimonials are an intricate part of sales, however you rarely need a full page of them to get the message across. Pick a few of your best, (preferably short) testimonials and use those. Set up a specific page for all of them, and give the reader the option of viewing them via a link. There's nothing earth shattering here, but considering the amount of times in the last few days, I had to wear my waders to bear yet another barrage of advertising refuge, I just had to write something down. So, try for the sake of your readers and your sales margin to keep it Strong, Simple and To The Point! Thanks for reading! "Wild Bill" Montgomery http://www.MakingProfit.com <<<<<<<<<<<<<<<<<<< FREE FREE FREE FREE FREE FREE Thousands of How-To Reports and Software! Why Play With Puppies When The Big Dog Rules! Get The Best In Marketing & Business Information! To Subscribe and get your FREE Report & Software Package go to <<<<<<<<<<<<<<<<<<< This article provided by the InfoZone Archives at: http://www.MakingProfit.com

 

ARM Notes:

Remember to submit job postings, equipment for sale, trade or to buy to the ARM web site for a free listing. E-mail them to info@nysarm.org .

The ARM web site is viewed by hundreds of prospective customers for your products and services. Think about placing an ad on our site or in this publication. It’s only $200 per year plus a one time design charge. Send email to info@nysarm.org for the complete advertising price schedule.

Interested in Federal, State or Local Government contracts? Go to www.nysarm.org and click on the BidRadar Logo or see the ad below.

 

Article 2:

From The ARM Spring Conference:

One of the topics presented was Creating your own Strategic Plan, by Jim Dance of the Walter Strayer Group. Among the examples of strategic plans, The Ritz Carlton stood out as a highly successful one. I am re-printing the handout from that portion of the presentation.

The Ritz Carlton Credo

"We are ladies and gentlemen serving ladies and gentlemen. "

The Ritz Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests, who will always enjoy a warm, relaxed, yet refined ambience. The Ritz Carlton experience enlivens senses, instills well being, and fulfills even the unexpressed wishes and needs of guests.

The Three Steps of Service

1) Warm and sincere greeting; use guest's name if and when possible.

2) Anticipation and complete compliance with guest's needs.

3) Fond farewell; give them a warm good bye and use their name.

Ritz Carlton Standards

1) The credo will be known, owned, and energized by all employees.

2) We are always ladies and gentlemen serving ladies and gentlemen.

3) The three steps of service will be practiced by all employees.

4) Smile. We are on stage. Always maintain positive eye contact.

5) Use the proper vocabulary with guests. Eliminate 'hello, hi, ok, folks.'

6) Uncompromising levels of cleanliness are the responsibility of everyone.

7) Create a positive work environment. Practice teamwork, lateral service.

8) Bean ambassador of the hotel, inside and out. Always talk positively; never any negative comments.

9) Any employee who receives a complaint, owns the complaint.

10) Instant guest compliance will be ensured by all. Respond to guest's wishes within ten minutes of the request. Follow up with a telephone call within twenty minutes to ensure satisfaction.

11) Use guest incident forms to communicate problems to fellow employees and managers. This helps ensure guests are not forgotten.

12) Escort guests rather than pointing directions.

13) Be knowledgeable of hotel information to answer guest inquiries.

14) Use proper telephone etiquette. Answer within two rings, and with a smile. Ask permission to put caller on hold. Do not screen calls. Eliminate transfers whenever possible.

15) Always recommend the hotel's food & beverage outlets before others.

16) Uniforms are to be immaculate. Wear proper footwear, clean and polished, and your correct name tag.

From: Jim Dance, The Walter Strayer Group, PO Box 5635, Cortland, NY 13045, 607.756.8979

 

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If you want to check out the Internet Government Contracting Opportunities but don’t have the time or access– Check out the Government Contract Research Service of  21st Century Marketing Solutions. 
Services start at only $30. Per month.  Check out this opportunity at www.21centurymarketing.com/government.htm
or call Steve Susman at 315-475-0815

This e-zine will be published once a month. I hope to have a mix of original content and outside content. If you would like to write an article for this e-zine please or have any comments or suggestions, contact or email Steve Susman at susman@21centurymarketing.com.