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Speaking & Seminar Schedule
No classes scheduled at this time but course descriptions with video are below.
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GOOGLE / INTERNET MARKET RESEARCH SEARCH TECHNIQUES
In this seminar you'll learn, live on the Internet, over two-dozen
hidden "deep searching" tools and techniques to instantly uncover the mountain
of publicly avaiilable business-related information to be found online. This is an
excellent seminar for those writing a business plan, conducting market/competitive
research, or want to expand and sharpen their Internet searching skills.
Topics Include:
- Perform competitive research, find startup plans, financial statements,
operational manuals, sales leads, imagery, and other valuable business and graphic
design related information
- Learn how web pages work 'behind-the-scenes' and use that knowledge
to reveal hidden research material invisible to the average Internet surfer.
- Search the contents of Word and Excel documents, PowerPoint Presentations,
Adobe Acrobat PDF files, copyright free books, and many others document types - over
3000 in all!
- The fifty best, free, niche resource websites for disciplines
ranging from Art and Design to Government Research to Academic Institutions to online
journals.
- Learn why the biggest search engines aren't always the best and
how 'meta' and 'visual' website engines can change the way you look at, and use,
the Internet.
- Free websites where you can ask any question and often receive
a helpful answer in minutes.
- Bring some fun and creativity into Internet searching!
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NTRODUCTION TO SMALL BUSINESS WEBSITES
Owning a website that properly showcases your product or service is a must-have
practice for almost every small business owner. This seminar explores the costs,
stages, and hurdles to owning and maintaining a persuasive and affordable small business
website.
Topics Include:
- Why have a website?
- Pros and cons of creating your own website
- Choosing the right web designer
- Types of website and their costs
- Pros and cons of ecommerce
- Updating your website
- Website no-no's and yes-yes's
- Ideas for website content
- Choosing and buying a good domain name
- Domain name typography
- Publishing your website
- Using your website for guerilla marketing and focus groups
- Search engine marketing considerations
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PERSUASIVE DESIGNING-CRAFTING HIGHLY-EFFECTIVE ADVERTISING
In this seminar we'll introduce and explore many of the invaluable "classic"
design, copywriting, and psychological techniques that modern marketing pros use
to craft highly-persuasive advertising. This is an ideal seminar for both designers
and non-designers who want to learn why some advertisements and marketing collateral
work better than others and how to begin crafting an advertising campaign that will
launch sales into the stratosphere.
Topics Include:
- Why features and benefits can sabotage an advertisement
- How to properly choose and compose imagery
- Mastering Ad Copy - adverbs vs. adjectives, active vs. passive, chunking text,
and crafting the perfect headline
- Finding and choosing the right words to craft the "can't miss" pitch
- Framing, managing expectations, and the role of composition
- The magic of the baby-face
- The true role, and four types, of headlines
- The melody and rhythm of body copy
- Text layout tricks and techniques
- Understanding when color matters
- How to test an advertisement in a single second
- Three steps to superior advertisements
- Recall versus recognition
- Print versus web considerations
- Getting maximum value from focus groups
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WHY PEOPLE BUY THE EMOTIONAL TRIGGERS OF MARKETING
Crafting knockout marketing collateral isn't just about listing features and benefits;
it's about learning to push the emotional buttons that motivate buyers to act. In
this one-of-a-kind seminar we'll reveal the 16 secret emotional motivators that marketers
use to persuade each generation to buy everything from cars to coffee to carpet cleaning.
Fascinating examples and anecdotes from both from classic and modern advertising
campaigns will change the way you look at advertising and instantly help you amplify
and clarify your own marketing message.
Topics Include:
- What does it really mean to offer value?
- Understanding the intrinsic emotional meaning of marketing
- Why marketing is non-sense; Why classic marketing strategies often fail and why
our core emotions drive the buying behavior of even the most rational person
- The vocabulary of emotional triggers - what they are, how you can apply them
to craft the optimum marketing message, and why learning to read your target instantly
puts you leagues above the competition
- Why features and benefits can sabotage an advertisement
- Why all emotions are not created equal
- Which words attract/repel a prospect to/from your product/service?
- Making sure what you say is what they really hear
- Why video websites can make the difference
- Classic and present day examples from the annuals of marketing. After all, "with
a name like Smuckers it has to be good"
- The secret to selling more Girl Scout Cookies than anyone
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SEARCH ENGINE MARKETING NATURAL VS. ARTIFICIAL (PAY-PER-CLICK)
This seminar is designed to help introduce small business owners generate more
website-driven sales by introducing the three avenues generate leads through Google,
Yahoo, MSN, AOL, and other top search engines.
Topics Include:
- Why advertise online?
- Getting your website listed - once, twice, even thrice
- Natural rankings vs. artificial listings
- The value of page position
- The five-stage natural optimization process
- Understanding meta tags
- Optimizing html
- Reverse links
- Submitting your website
- Obstacles to high natural rankings
- What is pay-per-click (PPC) advertising
- How does PPC work?
- Setting up a PPC account
- Tracking results and click-thrus
- Pay-per-click advantages and shortcomings
- PPC guerilla marketing and online focus groups
- Converting more click-thrus with landing pages
- Keyword research
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