product or service. For example, a professional organizer could offer an audio cassette or CD of a seminar she taught. The prospect will listen to the CD during drive time, and may be encouraged to hire the organizer.

4) If you offer a service and find that you often spend time in free consultations that go nowhere, turn uncompensated time into paid time by offering special reports for a price. If you find you are asked the same questions over and over again, turn each question into its own special report. Once you have several different reports written, you can offer bundles of them at lower prices. Instead of $8 each, for instance, you might offer 3 for $20.

The key to a successful information product is to keep the topic narrow while delivering information in depth. Title formats such as “how to” and “seven (or any number) ways to” are particularly effective.

If you teach seminars or give presentations regularly, record the sessions and create cassette tapes or CDs.

The internet offers a low-cost way to deliver your information products without going to the expense of printing on paper. Information products can be delivered as e-books, special downloadable reports, or by auto-responder email. If you’re offering hard copies of materials, they can be printed out one at a time on your printer as needed.

© 2004, Eileen Coale

Eileen Coale, owner of Coale Communications, is a freelance copywriter and small business marketing consultant. Free e-zine, Third Thursday Marketing Tips, at http://www.eileencoale.com/cgi-bin/lists/email.php, 410-757-0821

Few in business ever stop to consider the importance of showing appreciation to clients, staff and associates. 

Sending the right gift makes a memorable impression.  What you send, how it looks and when you send it can be the difference between standing out and getting lost in the crowd. Following these tips will ensure that your gifts are standouts…

First, avoid the 5 biggest mistakes: 

1. Sending the same thing you sent last year shows a lack of thought & effort and fails to make an impression.

2. Sending something from a discount store—they’ll be certain to see it when they shop.

3. Sending a gift certificate provides no instant gratification or kinesthetic satisfaction.

4. Sending an inappropriate gift may offend particular persons of specific cultures.

5. Sending something generic almost guarantees they’ll receive more than one.

Gifts should surprise and delight the recipient and serve as a lasting reminder of your thoughtfulness.  Branding your gifts through company colors, as well as themed gifts that reflect your company, distinguishes your gift from others received. 

Business gifts must demonstrate appreciation
Season’s greetings may be delivered starting December 1st, and keep in mind that New Year’s gifts are increasing in popularity. 

Think of all the people that contributed to your success during the year.  Try to include everyone, and aim for originality in making selections. Duplicates fail to impress, as do gifts that do not show thoughtfulness and imagination.

Think of the best gift you ever received or a surprise that you’ll never forget. Make certain your gift makes the recipient feel as special and as appreciated as your favorite

memory.  And, best of all, they’ll have a lasting memory of you and your company.  

Make ordinary days extraordinary with a perfectly chosen gift. It speaks volumes about you and your company and how you value the relationships that are most important to your success.  

© 2005, Lisa LoVullo

Lisa LoVullo is president of Wild Thing, an imaginative floral and gift company that helps business build their brand, motivate staff, generate referrals, and turn clients into raving fans.
www.wildthingonline.com
410-216-6626