Engage Magazine by Shahar Boyayan

HOW TO WIN BIG AT THE NEW MARKETING GAME

Marketing to Boomers Are You Missing The Mark?

Small Business Lessons I Learned While Doing Bird Photography

The Law Touches Everything You Do

A solid financial life should start with a rock solid legal foundation

$97.00 ISSN 2161-9174

Your Facebook Fan Page Strategy - In 3 Easy Steps Is your fan page pulling its weight in your business?

1. Download this application to your phone: http://get.beetagg.com 2. Scan the code with your phone

Speak and Succeed Use Public Speaking to Catapult Your Revenue

Copywriting Classics What is advertising?

Where Are The BuzzBoosters

What weâ&#x20AC;&#x2122;ve been up to, and what you can do too!

Extreme Income Explosion Summit for Small Business Owners and Entrepreneurs

Meet some of our speakers:

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Michele

During these 3 days you will have in depth sessions workshop style, and will have access to some amazing speakers who are willing to share their experiences and expertise with you!

Scism

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Take a look at just some of the topics that will be covered during these 3 days of life-changing and content-packed events: Jenkins

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FROM THE EDITOR Letter From The Editor EDITOR-IN-CHIEF Nashlah Boyayan CEO Shahar Boyayan PUBLISHER BuzzBooster COLUMNISTS & CONTRIBUTORS Apple Boyayan, Nashlah Boyayan, Shahar Boyayan, Debbie Gerber, Chris Makell, Lee R. Phillips, Caterina Rando, Bret Ridgway, Michele Scism ADVERTISING — SALES Nashlah Boyayan nash@engagemag.net ADVERTISING — GRAPHICS BuzzBooster Buzz@BuzzBooster.com GRAPHIC DESIGN & LAYOUT BuzzBooster www.BuzzBooster.com

3335 South 900 East, Suite 220 Salt Lake City, UT 84106 Phone: 801-842-9765 Fax: 909-935-4122 www.engagemag.net

What motivates you to stay in business? Perhaps a better question would be, what prompted you to start a business in the first place? If you didn’t own your own business how would that impact your goals and objectives? How would that keep you from achieving what you most desire? There’s always a purpose behind everything we do. Every decision we make, every meeting we attend or conduct, every product or service we release, etc. it all plays an intrinsic roll in the success of our business. Sometimes we’re very conscious of the reasons why we do what we do, but often our actions happen instinctively and work harmoniously towards our greater goal. Lately I’ve been studying film, and it just so happens that I can’t help but think of how much the entire process of putting a film together applies to business (arguably it is a business, but let’s just look at it as an entertainment piece for now). You see, every shot in every scene, every prop in every shot has a meaning for being there! Everything has a purpose, and every director has an intent. Just like there’s always a motivator factor behind every business decision and every action we take. Your motivators are likely different than mine, some people do it for the money, others do it for the freedom, some folks do it because they want to help others... the list goes on and on. The same is true for movie directors, some do it to entertain, others do it for the money, some have a political agenda they want to push, and others want to educate. Ultimately, we all want to influence society as we know it. This exploration of film has prompted me to realize the impact and power a director has through film, but most importantly it has shown me that such impact comes as a direct result of having clear objectives and extreme attention to details. The success of your business relies on these very same principles. Make sure you are focus-driven, have solid objectives, acute attention to details, and follow through in your business. Much like a film impacts millions of people across several nations and cultures, your business also can have an influential effect in society if you so desire... you just have to take action.

Engage Magazine is published bi-monthlyby BuzzBooster and delivered by mail. Engage Magazine is printed in the U.S.A. Copyright © 2012 BuzzBooster. All Rights Reserved. No part of this magazine may be copied in any way without written permission from BuzzBooster. Although BuzzBooster believes the content in this magazine to be accurate, complete and current, BuzzBooster makes no warranty as to the accuracy, completeness or currency of the content. It is your responsibility to verify any information before relying on it. None of the information contained herein should be construed as legal advice, or is anyone associated with the BuzzBoosters engaged in the practice of law. If you need legal advice, please seek the advice of independent legal counsel.

Nashlah Boyayan Editor in Chief

Have comments? Ideas? Suggestions? Words of praise? Speak your mind via a letter to the editor. Send your personal comment or question to nash@engagemag.net or send a letter to Engage Magazine, 3335 South 900 East, Suite 220, Salt Lake City, UT 84106. Engage Magazine

CONTENTS

Features

In Every Issue

4 6 7 8 12 16 19 21 22 24

10 26 27 28

The Law Touches Everything You Do Lee R. Phillips

Blog World and New Media Expo Shahar Boyayan

Speak and Succeed Caterina Rando

Think You Want an Extreme Income? Let’s See… Chris Makell

Why Use Direct Mail As Part of Your Marketing… Diane Conklin

Small Business lessons I Learned While Doing Bird Photography Shahar Boyayan

Your Facebook Fan Page Strategy — In 3 Easy Steps Michele Scism

Copywriting Classics Quick Tips Bret Ridgway

Marketing to Boomers: Are You Missing The Mark? Shahar Boyayan

Keep Your Job and Marriage Flying Together Debbie Gerber

How to Win Big at The New Marketing

Apple’s Corner

Think Things Through The End

Books We Recommend

Action Plan

Did You Know?

Extras

14 20

How to Use Pinterest For Business Nashlah Boyayan

Where are the BuzzBoosters Shahar Boyayan

FEATURED EXPERTS

Meet the Experts Nashlah Boyayan

Shahar Boyayan

Apple Boyayan

Chris Makell

is a small business marketing advisor, and owner of www.BuzzBooster.com.

is an engagement specialist, owner of Shahar and Nash, and president of the Boyayan’s household. She is also the chief marketing and engagement strategist of www.NattyDogs.com.

is a small business marketing advisor and social media specialist. Schedule a marketing check-up today – visit www.BuzzBooster.com.

is particularly skilled at showing her clients a different way to ”Think Big -- Play Bigger™” so that they create profitable 6 & 7-figure businesses. www.chrismakell.com

Lee R. Phillips

Caterina Rando

Structure your business the right way, protect your assets, and plan the right way so your family benefits for generations! http://www.legalees.com

Showing entrepreneurs how to be loud and proud about who they are and the value they bring. www.caterinarando.com

Michele Scism

Diane Conklin

Bret Ridgway

Debbie Gerber

For free social media tips and how-to articles you can find Michele online at www.DecisiveMinds.com

Is co-founder of Speaker Fulfillment Services, a company dedicated to working with authors, speakers, and other information marketers.

www.speakerfulfillmentservices.com

Interested in more information on how to effectively use Direct Mail in your business? For your Free CD titled “How To Skyrocket Your Profits With Direct Mail,” go to www.directmailbuildingblocks.com

I will help you make couple travel memorable through my travel blog, and couple vacation ideas! Experience something new together! The fun, the unique, and the weird! www.scattertravel.tv

QUICK QUOTE “Expect the best. Prepare for the worst. Capitalize on what comes.”

— Zig Ziglar Engage Magazine

FEATURES

The Law Touches Everything You Do Lee R. Phillips, JD US Supreme Court Counselor

solid financial life should start with a rock solid legal foundation. The law touches everything you do.

If you know the law and have a solid legal foundation, you can make more money without working harder, sleep better at night, pass more money to your heirs, and actually grow your business a lot faster. You don’t have to be an attorney or be a student of the law, but you do need to know enough that you can direct the financial and business affairs in your business and personal life. You can’t blindly walk in off the street and say, “Hi, here I am Mr. Attorney. Set me up.” If you ask your attorney to “set you up,” he will do exactly that. This is the first in a series of six articles that ENGAGE has asked me to write. They are keenly aware that as the business environment becomes more stagnant, you’ll need to sharpen your business skills in order to thrive. Your ability to control your risks and losses, including taxes and litigation, may mean the difference between just struggling through and prospering. In these six articles we will explore the interface of taxes, estate planning, asset protection, business operation, and financial security. Future articles will detail the four basic documents needed to establish a legal foundation; specifics of small business structure and operation; personal protection from business liabilities and business protection 4

How to Win Big at The New Marketing

from personal liabilities; ownership options for equipment and office facilities in order to get better asset protection and tax advantages; protection of your home; and retirement plans (qualified and non qualified), including maximizing contribution amounts, employee participation, and asset protection. Business structuring, asset protection, tax planning, and estate planning are all governed by the laws. Each one of the parts of your business and personal financial life melts together with the other parts to form the total individual you are. Like it or not, the laws our society establishes shape what you are and what your future will be. The amount of money you spend, save, and retire with is dependent on your knowledge of the law. The IRS is your major impediment to financial success in your business life and your personal life. I have given almost 5000 live presentations to small business owners and professionals. Thousands of the attendees have asked me how they can get an extra percent or two return on their investments. My answer is always the same. A higher return on an investment is nice, but the real issue is; “What’s the tax?” Most people don’t understand the

significance of taxes, and they don’t realize how many taxes there are. There are income taxes, property taxes, sales taxes, transfer taxes, estate taxes, gas taxes, airport taxes, and the list goes on. The following illustration will show you how much taxes actually cost you. Take a dollar and double it twenty times. For example; one dollar becomes two; two becomes four; four becomes eight; eight becomes sixteen; sixteen becomes thirty two; and so on. After twenty doublings, you’ll end up with $1,048,576. Note that there wasn’t any tax taken out each time it doubled. But, you get taxed on everything. Your real estate is taxed. Your mutual funds are taxed. Everything is taxed. Take the same dollar and double it twenty times, but take out a 40% tax each time you double and “realize your profit.” The 40% is reasonable if you consider federal and state income taxes. One dollar doubles to two, but the dollar in “profit” is taxed at 40%. Therefore, you don’t end up with two dollars. You end up with $1.60. Double the $1.60 to get $3.20, but the additional $1.60 has to be taxed, so you actually end up with $2.56. Do you understand what is happening? At the end

of the doubling with no tax you have over a million dollars. When you take out the 40% tax, it is reasonable to think you end up with a 40% loss. That means you loose about $400,000 and you have about $600,000 left. But, you’ve forgotten a number of principals, including “compounding.” You don’t end up with $600,000. You end up with a grand total of only $12,089 – twelve thousand dollars verses one million, just because of the tax. The question always has to be – “What’s the tax?” There are three primary ways that you can control taxes. In the course of the six articles we’ll explore each of them in more detail. You can defer the tax – 401(k)s and IRAs defer taxes. You can shift the tax to someone else – move income to your parents or kids so they pay the tax at their rate. You can change the nature of the tax – hold the investment long enough to get capital gains treatment. Too many people try to control their taxes by making funny investments that are supposed to cut their taxes. If the investment doesn’t stand on its return, it shouldn’t stand on the “tax advantages.” Today the only “tax shelter” investments are in insurance, real estate, and energy. Yes, life insurance is a tax shelter. (Don’t worry. I’m not going to sell you life insurance.) Income taxes are a daily battle, but there is another tax that substantially disrupts your family wealth. Estate taxes can’t be ignored, even though they are very high right now,. They are slated to go back to $1 million dollars of exempt property at the end of 2012. I ate dinner last week with one of the lead attorneys for the Southeast IRS Estate Tax Division. She thinks they may stay high, but it is anybody’s guess.

Image: © nosheep from www.sxc.hu (http://www.cameraclash.com/)

FEATURES

Your estate includes all the real estate; investments; retirement accounts; your small business, which you’ve never placed a value on; and all of your life insurance. It’s all there. The premise that the IRS starts with when it evaluates your business for estate tax purposes is your business is worth five times the annual gross income (not net income) based on the average for the last three years. The estate tax is ugly. In addition to the Federal estate taxes, many states have death taxes, which range from 12% to 45% of the estate value. The old laws “lumped” state and federal estate taxes together, but they have been “decoupled” now, and you have to worry about both of them. Estate taxes are called the voluntary tax. If you plan for them you don’t have to pay them. The rich don’t lose all their family wealth when dad dies. Why should your family lose a dime? Estate planning has three main goals. 1. Move your property smoothly to your family. 2. Minimize estate taxes.

3. Avoid probate where appropriate. Estate tax planning and income tax planning go hand in hand. How you structure your business will have a huge effect on your income tax and your estate tax bills. You can minimize those taxes or just ignore them. Many business owners are “too busy” to sweat the little legal details, but it is those “little details” that will make over a million dollars difference in spendable income over the average small business owner’s life. We’re going to go through the little details in these articles. Your attorney isn’t going to “handle” it for you. Most attorneys, when you ask for legal help with your business, simply throw a structure together and never question the asset protection and tax aspects of what they do. Just because you have a corporation or an LLC and a CPA, don’t even begin to think that you are maximizing your tax savings or asset protection potential. Engage Magazine

FEATURES

Blog World and New Media Expo Shahar Boyayan

log World expo is still one of my favorite events. We recently finished 3 days of sessions,

parties and network and are now waiting for Streaming Media tomorrow. The best thing about Blog World is by far networking. It is a unique chance to deepen relationships and talk to some amazing bloggers and podcasters. On the trade show, we had a chance to talk more with BluBrry and what can be done to get more exposure to Web TV shows. They offer a great option for show hosts. Their Wordpress plugin helps podcasters a lot. I was really excited about a Wordpress plugin that helps you with SEO while you are writing

How to Win Big at The New Marketing

the posts. ThinkLink is another cool plug-in. We did quite a few interviews on the trade show floor that we’ll share with you later on BuzzBooster.tv I did attend some great sessions related to business in social media, Jason Falls did a cool presentation, there was a panel on getting sponsors for podcasts that was really informative. Sessions on YouTube were also great but the best was the YouTubers meetup. I felt cool just being there. Check the Interview with Julie Perry on BuzzBooster TV. The kimono session was by far my favorite with Jay Baer. Very informative, good content and interactive. The keynote from Ford was actually very interesting showing how a big company is using social media. I’m not sure if the titles for the sessions were good. They were clever but

didn’t say much about the content. I know that last year I got home from BlogWorld and bought the virtual ticket so I could see the sessions we missed. This year I didn’t because I’m not sure if I missed something important. Titles are headlines that need to make people take action. I would also specify if sessions were basic or advanced. Heard a lot of people saying they didn’t know which sessions were for them. I’m really not a fan of panels at BlogWorld. They tend to be a mix of jokes and not a lot of content. The exception was the one about getting sponsors for podcasts, that was very good. The parties were all fun, at least the ones we attended. BlogWorld is a unique event with a very diverse crowd which contributes to the conversation and experience. You should go!

Speak and Succeed

FEATURES

Use Public Speaking to Catapult Your Revenue Caterina Rando, MA, MCC

ublic speaking is the quickest, easiest and fastest way to add several new clients in one 2. Meet More People Faster. People do business with people they know, like and trust. Speaking gives a whole group of people the opportunity to get to know you at one time. 3. Create New Opportunities. Speaking will allow you to go before groups of people that you may not otherwise meet. This can help you expand your sphere of influence and provide you with a variety of new opportunities. 4. Meet Other Leaders in Your Field. Speaking allows you to meet other people who are experts in your field. One day you may find yourself on the platform with the person you admire most. 5. More Clients, Contracts and Commissions. The rate of return on the time investment you make to

prepare for and deliver a speech could turn out to be the smartest action you could do to generate new business. 6. Increased Visibility. Often, when you speak to a group, the group publicizes the event. Many people who do not attend the event will still read the information about your business and may give you a call. 7. Hold Your Own Event. Hosting your own event to educate potential clients about your business. You can host an event in your office, in a rented room in a hotel, or in a conference room at the office of a friend. This idea allows you to showcase yourself and your business in the best way possible. Get out there start speaking and watch your revenue soar.

Image: ÂŠ kkessler83 from www.sxc.hu (http://www.kimberleekessler.com/)

afternoon without creating a sales page or a website. Hereâ&#x20AC;&#x2122;s why, when you give a speech it is like 20, 50 or 100 initial client consultations all at once. Giving a speech is an opportunity to share your passion, your ideas your expertise and to make an offer to the whole audience all at once. In addition to all the additional income you can come home with there are a lot of other reasons to step up to the microphone. 1. Become recognized as an expert in your field. When your name is on the event flyer and you are standing in the front of a room speaking on a topic, the audience members assume you are an expert on that topic. The more potential clients see you are an expert, the more likely they are to do business with you.

Engage Magazine

FEATURES

Think You Want an Extreme Income? Let’s See… Chris Makell

here is a famous quote by Jonathan Winters, a very funny comedian, however, you weren’t ready for it, (website, systems, etc.) it would not show up. That is more a statement about the outer vs. the inner game of “readiness.” You see, we often say we’re ready for things “outside” such as, “I want more money, more clients and a BIG business.” But it’s the inner game of readiness that keeps you from it because you’re either: •

Not fully committed

•

Not completely sure

•

Full of fear and dread

And so it doesn’t happen, even though you want it.

On the flip side, if your inner game of “readiness” is “ripe” yet your outer game is stuck in doing the same old thing hoping for a different result, guess what happens…

So what shakes it up? Going ahead without it! If you want an extreme income explosion, you can’t wait for the inner and outer game to line up before you take action. You have to go for it and watch success catch up to YOU!

Here’s your first step. Create your highest priced, greatest value program, product or

Image: © svilen001 from www.sxc.hu

trust me his insight is no joke. And I think if you’re interested in creating any level of success or income in your business, it’s an appropriate “mantra.” He said… “I couldn’t wait for success, so I went ahead without it.” Timeless… You see if you’re serious about what you desire for your business and your life, you cannot wait on it. You may miss it when it shows up or you may not be prepared when it does. I recall when I was ready to create a high-end business; I had to make sure that I was ready for it. You see, I’d been told that if

How to Win Big at The New Marketing

FEATURES 1. Ask yourself, will this offer provide a “true” solution to the client’s challenge? 2. Ask yourself, can I deliver the results this offer promises?

service for the client you know would most benefit and experience the results they expect. The offer could include some “done for you” service, customized/ personalized mentoring or coaching to gain deeper results or some value-based incentives that provide

a level of personal development for the client or customer. Next, step back and look at the RESULTS the client gets and price it – where it takes your breath away. After you recover, I want you to do two things…

If you can answer “yes” to each question then I’m going to suggest that you do something most coaches would tell you NOT TO. And that is, identify the client this offer is most beneficial to and offer it AT your “breathless” price. That’s it. Don’t “stair-step” it, by starting low and raising it over time. Many entrepreneurs are waiting for the “formula” or the “secret” to offering high-end programs and receiving high-end payments. Well, I just gave you BOTH. You see it’s not about waiting for “success” to show up to be able to offer/ask and have your offers yield the extreme income explosion you’re looking for. It’s also not about waiting for the inner and outer game of readiness to line up. It’s about going ahead without it. Today. Still have questions? Then you’re not ready…

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IN EVERY ISSUE

Apple Boyayan

Extreme Scare Explosion I have a lot of free time on my paws. During winter I like to stay in bed until late. I go for a walk to relieve myself. I usually have Nash with me. I sleep a little more, I then chew my toys, wonder about where I buried that bone and look at the glass door to bark at anyone or anything that passes by.

This gets a little boring so I decided to annoy Banana the cat a little more than usual. I wanted to do it in a way that would work every time because when it doesn’t she scratches me really bad and it hurts. She has no sense of humor whatsoever. The other day I was listening to Nash and Shahar recording an audio and since I had to bark

twice to a bird outdoor and they had to redo the audio two times, the content really sunk in. They were talking about some crucial points on how people can achieve more in 6 months than they did in 6 years. This in order to cause an extreme income explosion. Well, I don’t need more income but I want to cause an “extreme scare explosion”. They say you need

1. A strong system you can follow. My outline is: • Hide from cat • wait for cat to turn • use my paws and the carpet to make a lot of noise • bark in high pitch • run for the cat • turn to the other side before her paws reach me Think this system “Extreme Scare Explosion” is strong as can be. 10

How to Win Big at The New Marketing

IN EVERY ISSUE 2. Have a strong support system. I can always hide under Nashlah’s leg, under the table, into the kitchen. Good on that one too.

3. Use the power of association.

This means showing who you are connected too.

I tried to show Banana my followers on Twitter. I’m friends with a very popular hamster. She couldn’t care less and kept closing her eyes. So, since there is a very big dog in the house in front of ours, every time he gets out I bark and say: “so, what’s up dog?” So she thinks we are close and I’m big and strong like he is. I’ll check this one too.

4. They also say that your past doesn’t control your circumstances and you should rely on your resourcefulness more than the resources you have. I master this one.

I’ve been scratched so many times before it is not even funny. But that doesn’t stop me. I rely on what I have, my bark, my cuteness, my speed. I don’t wait for things to be perfect, I go with what I have.

5. They also talk about bold actions and speed. I’m all about that too. I can say that I’m a hundred percent sure my new system will rock and Banana will be really mad at me. Will you do me a favor? Can you please make the connection of all these points with your business? It will save me a great deal of time and as they say speed to market is crucial. I got to go test my system right now.

Engage Magazine

FEATURES

Why Use Direct Mail As Part of Your Marketing… Isn’t Everybody Online And Tied To Email Anyway? Diane Conklin

ne of the biggest questions people ask about direct mail is isn’t everybody online these days?

And, why would I invest money in my business (or what most people ask is why would I waste my money in my business) doing direct mail? First, you have to get over the misconception that everybody is online. That’s simply not the case. There are plenty of people, prospects and clients, people with money, who are not tied to their email and even some very affluent people who aren’t online much, if at all. And, you also have to take into consideration the people who have opted out on your list. It

How to Win Big at The New Marketing

happens every day, people make tough decisions about wanting to get less email so they opt-out of lists. It’s not anything against you or personal or anything, it’s just that we all get so much email sometimes we just have to manage it better and for many, that means stopping it. They may love you and your content a lot, but we all know people who have sort of just opted out of everything. So, as a business owner, and a marketer, you have to consider how you’re going to communicate with those people who you can no longer communicate with via email.

Just because somebody doesn’t want to get email from you doesn’t mean they don’t want to hear from you. For example, recently a client who puts on events and uses mail to fill their seats had an attendee make this comment to them “I’m so happy you sent me that piece of mail because I wouldn’t have known that you were in my city, I wouldn’t have known you were doing this event, and I really wanted and needed this information.” So not everybody is online, and even people who are online, may not necessarily be seeing your emails and all the online marketing you’re doing. So, direct mail is just another media…just like the internet is a media. You need to be integrating your marketing, using more than one media, and talking about what you’re doing in the mail in your emails as well, for example. One is always the worst number in your business. And, one is the worse number because we know things change in life and in business and if something changes and that one thing is the only

FEATURES

thing you are doing, it can adversely affect your business. You may or may not remember when you used to get phone calls that interrupted you in the middle of dinner. That were cold calling and telemarketing calls. That doesn’t happen anymore because laws and rules have changed. Thos same laws and rules have changed regarding faxing as well. Businesses went out of business when those rules changed because they were only using one form of media to market their business. So, one for them, was the worst number, and it’s always the worst number in marketing and business. You really want to use multiple media, and do multiple things, in your business, so you can be constantly dripping on your clients and prospects.

So, don’t buy into this theory that everybody is online, and that all business is being done on the internet. It’s simply not! Check it out yourself, by seeing how much mail you’re getting these days. Are you getting mail from companies like American Express, Southwest Airlines, Marriot, Toyota, and other big companies like that? A lot of companies, big companies, Fortune 500 companies, are using direct mail very effectively because it works, and because they’re getting results from it. The question you might want to ask yourself is if they’re using it and having success, shouldn’t you be? The big companies might be mailing different pieces than you and I would mail, but they’re using direct

mail because they know they have to reach people in multiple ways. They can’t just reach people online anymore, or through one media, you need to be following that lead and adding mail to the other things you’re doing. So, if you are online, what other things are you doing? Email, social media, PR, radio, TV… there are a lot of media out there that you should be taking advantage of. Remember, not everybody is online and there are still people in this world who like to get and read their real mail… the kind that comes in the physical mailbox.

Isn’t it time for a Marketing Check-Up? For a limited time, get a full hour consultation with a BuzzBooster for only $125! We’ll evaluate your business, analyze your every move, make a complete assessment of your marketing strategies and show you profitable possibilities for your business.

Call Now to Schedule!

801-842-9765

http://www.buzzbooster.com/marketing-check-up.html

Engage Magazine

A LITTLE TECH TALK

How to Use Pinterest For Business Nashlah Boyayan

es, I know, one more social network to worry about! I actually debated quite a bit about writing

an article about Pinterest, but its popularity has increased trmendously, it’s been listed at fifth place on the list of top ten social networks (beating LinkedIn), and it offers great opportunity for you to market your business! So here it goes...

What is Pinterest? It’s a social network that allows users to share their interests and discover new ones. Mostly done through images or videos.

The terms: •

A Pin: an image added to Pinterest

•

Pinboard: a set of themebased pins

•

Pinning: the act of visually sharing content

Benefits of using Pinterest

•

Repin: reposting somebody else’s pin

•

Pin It Button: button that can be placed on websites to facilitate sharing on Pinterest. Pins added using the Pin It button link back to the site they came from.

Traffic. Pinterest has proven to drive quite a bit of traffic to other websites.

•

Links. The Pin It buttons gives you a link back to your website.

•

Much like all other networks a user is encouraged to share what they like with others! So, find something you enjoy, “like,” “repin” or “comment” on them. The purpose of the site is to connect everyone in the world through the things they find interesting. They do it in a very visual way, and the focus is on each individual’s lifestyle, likes, and interests. Part of Pinterest’s appeal is that it’s beautiful. Enter the lovely world of Pinterest, and all the troubles of your day-to-day life just seem to slip away in a stream of perfect little black dresses, baby otters, and cherubic children who never seem to get dirty or mouth off to their parents.

Pinner: the perosn who does the sharing

How to Win Big at The New Marketing

Important things to do when creating your account: •

Make sure you feature your business name on your profile

for maximum exposure. Use your business name as your username, or change your profile name to your business name after your profile is set up. •

Add a paragraph about who you are and what you’re interested in to the “About” section on your Pinterest profile. It will show up right under your photo, and will be one way that users can find out more about you.

•

Connect your account with your Facebook and Twitter accounts. Not only will it help you gain followers, but making this connection adds social media icons under your profile picture that link to your Facebook and Twitter profiles.

•

Don’t forget to add your website URL in your profile, too!

•

Pin lots of stuff. Pin content steadily, instead of in huge bursts, to maximize your exposure and engagement.

•

Come up with creative and interesting board names. They get shared whenever you pin something, so make them

A LITTLE TECH TALK enticing. But be creative — you need to keep your board names short. There isn’t a lot of room for long descriptive titles. •

•

Pin from lots of different sources, instead of just from one or two sites. Variety is important on Pinterest.

•

Make sure you’ve got a Pin It! button added to the footer of each of your blog posts so your readers can quickly and easily share your content on Pinterest.

•

Your Pinterest page has its own RSS feed! Find your Pinterest feed by clicking on the RSS symbol under your profile photo, then use it anywhere you can use a feed (Facebook, LinkedIn, for syndication on other sites, etc.) Advertise your Pinterest feed to your readers and ask them to add you to their RSS feedreaders.

Feel free to pin your own blog posts, but don’t over-promote. Follow the usual etiquette rules of any other social media site, and don’t be the boorish one at the party who only talks about himself.

Slick things to do and maximize the use of Pinterest for your business: •

•

Search for new images to pin (or for trends) by using Pinterest’s search function. The search bar is in the top left of every Pinterest page. Use keywords in descriptions of pins, so pinners can find your images and boards when they do their own searches.

•

Create a board that tells the story of your company and communicates your core values. Make this board available to people as part of your sales process. Consider creating “thank you” boards for current or past clients that send special appreciative messages. Could you create a holiday thank you card? Or one that celebrate the launch of a new client’s big project with your company?

•

Pin tutorials on your boards. Need to walk a client through how to use your products or services? Or do you want to create free how-to videos to use as promotional materials? Pin your videos and presentations on special “How-To” or “Tutorial” boards. Anything you teach your clients can be made into a tutorial.

•

Watch for trends. Click on the “Popular” link on your Pinterest home page to research what’s catching on with pinners, then integrate those trends into your content strategy.

•

Be yourself. Pinterest is all about personal expression, so don’t be afraid to pin stuff that represents who you really are.

•

Create a special board to highlight your company’s team members. Use the description under each photo to write a bio of each person.

•

Show behind-the-scenes photos of your company. People love knowing how you make things!

• Become an information curator for your niche. Gather the newest and best resources on your boards. Become a trusted source of information on Pinterest, and your following will grow by leaps and bounds. So yes, take a long, hard look at including Pinterest as part of your 2012 content marketing plan. And start making your social media strategy more beautiful, one little pin at a time! Engage Magazine

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Small Business lessons I Learned While Doing Bird Photography Shahar Boyayan

ashlah and I got cool photo cameras for Christmas with cool telephoto lenses.

I haven’t touched a professional camera for over 20 years. I used to be a professional photographer when Nashlah was a baby. I used to work for a pet magazine but with my divorce I lost some of my equipment and never touched a professional camera until now. We decided to do some bird photography and used the holidays for a photo expedition. The first thing I learned was how important it is to invest in self-improvement. Being from the “film age” dealing with a digital camera was not as easy as i thought, especially the automated focus part. I got some magazines to help me with that and this week I’m heading to a photo club to be able to update myself. Same applies to having a business, self-improvement is crucial and no, we don’t have all the answers and we have to adapt to new times.Also good is to create relationships with people that can help you get to the next level. Right on the first day we saw a bald eagle. It was my first bald eagle in the wild. How thrilling that moment was! The impressive bird was far and I messed up the focus again so the pictures were not too good, but the excitement 16

How to Win Big at The New Marketing

was still there. We decided to come back the next day to try again. Persistence in life and in business is crucial. We can never forget that. The next day the eagle was there and the pictures came out a lot nicer. I noticed a funny thing. Nashlah would take a picture, get excited about it and would keep looking for the pictures in the camera, while the bird was there, waiting for her. She got excited with the result and chose to pass the real moment in order to focus on her achievement. Well, it is a good thing to praise ourselves but you cannot let a shiny thing take you away from the real moment and the real work that needs to be done. That moment will never come back again. It is so precious and cannot be wasted with things that can be done later. We then decided to focus on finding more eagles and big birds and that is what we did for the next 3 days. We saw on the map that there were some bird refuges close by and some water fowl management areas so we headed there. It was a holiday and when we got to the first water fowl area, the place was empty. We had no idea

what a water fowl management area was and it looked a little scary riding our brand new car in a very small strip of land surrounded by water on both sides, plus the silence and the fact you could not see an end on the road. My heart started racing and I was a bit scared. The situation was new to me, with a lot of unanswered questions and I a feeling that I could not control the outcome. Then I realized I had made the commitment to try something new everyday in order to face my own fear and limitations and to show myself there are new possibilities, opportunities and I don’t have to be in control of every outcome. At that moment I really started enjoying the experience. Yes, same thing should be done in our businesses. We didn’t see many birds there, since it was a very cold day in winter, not the best time to start bird photography. We shot pictures of some birds we didn’t know and some flying hawks. That night before heading to the hotel we got some western bird’s books. We needed some self-improvement in that area as well. We also had a little talk about

FEATURES the fact that we started taking the pictures not in the best time of the year and with little planning and preparation. Isn’t this typical of entrepreneurs? It was good but it could have been better. The fact is, we would go on no matter what but next weekend, believe me we will be better prepared. The next day was just fantastic! We spotted a bald eagle right at the beginning. Well, now we knew what to look for, we had learned to see and due to the books, we knew a little about their habits. She was on a tree not too far. We stopped the car and started walking with the equipment. We were really close when she flew away. We learned a few things. Disappointment happens no matter how excited you are and some “thinking through the end” before acting helps. Why we though that the eagle would stand

still seeing two voluptuous girls walking with big equipment, very colorful clothes and chatting at full lungs is beyond me. That lesson sank in really fast. This week we are out to buy some camouflaged clothes and we are training in keeping our mouth shut. Entrepreneurs should live by the motto “fall seven times, stand up eight”, so we decided to go after that eagle and find her again. Using our best judgement we started going around until we finally saw her again. Standing on a tree on a farm ground. There we went. Almost quiet this time. It was so exciting! We had to do a minor trespassing, but we could not loose that opportunity. We got a lot closer this time. The lens could be a little longer, the light a little better I kept thinking but my finger could not stop taking the pictures.

Then I noticed that I should take care of composition, different exposure times etc. Things I should take care in order to get a good picture. So I remember one thing my photography professor taught me many years ago. He would say every time we were shooting. “Cut your anxiety in half and go closer”. I finally took a deep breadth, corrected what needed to be corrected and took another step, and another one. The eagle was looking at us the whole time and at some point decided to fly away, but this time it flew towards us. I kept shooting, it is so much easier to shoot several pictures now than before! It flew right above our heads, really close. I don’t know if eagles attack humans but I couldn’t care less. We were jumping up and down for at least half an hour. I got a very good picture and Nash got several.

Engage Magazine

FEATURES Now we went looking for more bald eagles, we felt unstoppable. Not a big deal that there are not that many bald eagles flying around, we knew we could do it. After a few hours we spotted another one. She flew, we chased and we got a few more pictures. We were able to fulfill our challenge and the feeling was great. That night we were exhausted but had a hard time falling asleep. That feeling was so exciting! Knowing that you are able to reach your goals and go after challenges is great. I made a side note to start doing some exercise. If I need to keep doing this, I need to be in good shape. Changes are necessary and good. Next day we headed to some other bird refugees and water fowl management areas. Now we decided to get as many western birds documented as possible. We like challenges just like most entrepreneurs. Last year we took a geocaching challenge of finding one cache in each page of the Utah atlas and we did it. We covered the whole state of Utah. Could tell you a lot more about planning ahead before venturing into deserts with that story. (We thought deserts would have gas stations and restaurants).

I had to deal with another little problem in the water fowl management area. These places have a lot of hunters. I respect their right they have to kill but have a very hard time with this, especially with the sound of fire arms. My brother was killed some years ago and every shot would bring that memory back. I had to keep telling myself that this was another thing I needed to be able to face and force to think that instead of his death, each shot would remind me that he loved life and his hobbies too. Need to work more on this one. We were reminded again that planning ahead of time would have been a good strategy, since we were freezing in the low temperatures. Funny thing is that when you are shooting the pictures, you donâ&#x20AC;&#x2122;t feel cold at all, but waiting for the birds can be painful. We got some interesting pictures of cool birds, a lot of birds butts flying away. There are many more bad pictures than good ones but the good ones make up for all others. Canâ&#x20AC;&#x2122;t refrain from saying that in business we all have more failures than successes but the few successes make up for all the work and frustration. Besides all things we learned with this experience, one was clear: It is really necessary to take a break every now and then. Not only to release stress but also because with trying new things not related to business gives you the opportunity to find another side of yourself and see different ways to deal with different challenges and to challenge yourself is to find in you a strength you probably didnâ&#x20AC;&#x2122;t know you had.

In order to get the next issue of the Engage Magazine, make sure you join our coaching program at www.BuzzInnerCircle.com 18

How to Win Big at The New Marketing

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Your Facebook Fan Page Strategy - In 3 Easy Steps Michele Scism

s your fan page pulling its weight in your business? A well-designed (and maintained) page can create

a never-ending stream of qualified prospects. Unfortunately, many businesses aren’t using their fan pages to their fullest potential, if they even have one. Many business owners ask why Facebook Fan Pages are important. The primary reason is that fan pages allow you to be accessible to your customers and to build relationships. In this hyper connected era, businesses are expected to have a social media presence. Rest assured, if you are not reaching your audience via social media – your competitor is. In this article, I’m going to share my specific three-step strategy that you can implement today to start getting massive visibility for your business.

Step 1 – Get Connected Once you have your fan page set up, the very first thing you should do is to start getting your customers to “like” your page. An easy way to do this is to invite your friends on Facebook to like your page. The thing that many people don’t know is that you go back and invite more friends even after your initial setup is complete. I like to go in every few weeks and invite new friends to like my page. The second way to get likes is to buy a Facebook ad. I recently had a private coaching client who

attracted 10,000 new fans to her page in a matter of weeks with a well-written Facebook ad. I managed to build my Decisive Minds fan page very quickly this way. Facebook ads are still relatively inexpensive and it is very easy to target them to your exact ideal clients. Another way to get more likes is to create a “fan gate” on your page that gives away a “bribe” for liking your page. There are several services that will put this in place for you.

Step 2 – Be Interesting Having a million people liking your page will not help your business if you have no fan interaction. Fan pages are usually “quiet” when the business owner doesn’t post often enough (try to post something every day) or they only post promotional materials. Try to post things that will get your fans to react. Some

of my favorite things to post on my fan page are: • Quotes (my fans LOVE quotes – they share them all the time) •

Blog Posts

•

Videos

•

Pictures

•

Questions (ask an interesting question – and you’ll usually get a BIG response.

Step 3 – Promote Your Fan Page One of the best ways to get your customers on your Facebook Fan Page is to promote it EVERYWHERE. Mention your fan page on your website, on all your marketing materials, and even on other fan pages. Once your customers sample the good content you have for them on the page, they’ll keep coming back to you as their expert.

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Speaking engagements, cutting-edge technology, networking...just a walk in the park for this dynamic duo!

Did someone say â&#x20AC;&#x2DC;walk in the park?â&#x20AC;&#x2122;

Extreme Income Explosion Summit Salt Lake City, UT

Streaming Media Conference New York, NY,

BlogWorld & New Media Expo New York

Having fun with Bird Photography! 20

How to Win Big at The New Marketing

Copywriting Classics Quick Tips

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Bret Ridgway

‘Advertising is salesmanship. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.’

- Claude Hopkins, one of the early masters of advertising and author of My Life in Advertising and Scientific Advertising. This issue of Copywriting Classics Quick Tips focuses on the late, great Claude Hopkins and how you can apply his decades old marketing wisdom to your online efforts today. Jay Abraham, renowned as ‘America’s Number One Marketing Wizard’ said this about Hopkins. ‘Claude Hopkins is the master of them all. His influence has easily added over $6 million to my personal Income... and still counting.’ So, what else did Claude have to say about advertising in addition to the quote above? Hopkins said ‘Advertising is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.’ So how many of us do a good job of this in the online world?

Obviously the only way you can know if your advertising is profitable is to be able to accurately track its results. How many of us have thrown money at the concept of branding - of keeping our name before the people? Just hoping we’d get some results. I know I’ve been guilty of it in the past. So when you’re getting ready to place that banner ad, or pay for some online or offline directory listing, or bid on that keyword at Overture.com, how are you going to track the cost and result? And don’t delude yourself into thinking that any advertising is ‘free.’ The most valuable resource any of us have in our marketing arsenal is probably our own time. What do you value yours at? $25 - $50 - $100 - $1000 per hour? Or more? So be sure and include the cost of your time or whoever you’re paying to perform that advertising task into calculating the true cost of your advertising.

This is truer then ever in the Internet world. So, know your costs and measure your results. There are online tools available to help you do this, so don’t get careless or lazy. The effectiveness of your online advertising can only be measured by its actual sales. Your task: Analyze all your advertising to determine its true effectiveness. If you’re not tracking your results you have to figure out a way to do it now. Why? Because Claude told you so.

he Quick Tip for today answers the question ‘What is advertising?’

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Marketing to Boomers: Are You Missing The Mark? Shahar Boyayan

re you mimicking old dumb marketing agencies and ignoring your best potential customers?

Smart businesses should develop marketing programs to reach baby boomers and do it in an intelligent way.

Are you wondering why? Well more than 30% of Americans are over 50 and the influential over-50 segment has $2.3 trillion in annual spending

How to Win Big at The New Marketing

power and today controls 50% of all discretionary income. That is 2.5 times the spending power of 18-24 age group. Did you see that the word influential is highlighted? This is a generation that has disposable income to spend and invest even in though economic times. The boomer generation

likes to invest in products and services that are aligned with their deeper value. (This is why it is really important for businesses to work with an irresistible promise like we show in the magnetic influence system). And boomers do pay attention how companies market to them.

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On the other side it looks like companies don’t care to pay attention to them. Here are some examples: People 50+ buy 60% of all carbonated beverages but Coke The Heart Truth for Women campaign, which is a great campaign, uses a spokesperson that is 36 years old- Heidi Klum. Can’t they find anyone gorgeous after 50? Pepsi uses psychedelic logos with Barry Whites tunes. Do we need nostalgia? By the way, nostalgia is really the wrong approach with boomers. This is a generation proud to have changed the way things were done and some of the things they did, they don’t want to remember. Hair color spots tend to use this approach too. Even worse is AARP that portraits 50+ as frightened and unintelligent in their commercials. Honda spots for hybrid cars don’t include boomers while more than half of the 90 million 50+ consumers in America say they want to buy green. People over 50 account for 80% of all leisure travel in this country including luxury travel. Do you think the spot “Travelocity Travel Wish #9: Jump on the bed in a fancy hotel” has anything to do with boomers? There are many more examples of poor marketing to boomers. Just think about sex related commercials with couples in separate bathtubs. Boomers can talk and have sex, why can’t the people that create these types of commercials do the same? If your product or service is a good match for boomers, pay attention to how you are promoting it, and include boomers in a tasteful, intelligent manner. We appreciate and we like the attention. Missing the mark here can cost you a lot.

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Keep Your Job and Marriage Flying Together Debbie Gerber

usiness travel can be hard on your home relationships. I had this question who you are traveling with and what the purpose of the trip is. Good communication will make them feel good about you being away and involve them in your trip. 2. Thank your spouse for supporting you; verbally and often. Be sure to support your spouse when they want to travel to attend events related to their work, hobby or family. Encourage your spouse to do something they love while you are away. Arrange for sitters, money and anything that makes it possible for them.

posed to me by one of my fellow conference attendees. My spouse is feeling left out and unhappy that she is home and I am here having fun. What can I do? If you travel you have to make an extra effort to balance your work life with your family life. Here are 10 things you can do to make your marriage and your job reach a mutual fulfilling destination. 1. Make both home and business goals together. Working toward goals together creates an environment of trust and support. Share your schedule with them,

How to Win Big at The New Marketing

3. Be available if your spouse calls, you need to answer. Excuse the call by saying, “this is my wife/husband.” Within reason most people understand a traveling spouse needs to stay in communication with their spouse at home. If your spouse knows your schedule they won’t call during business hours. If they do and you are unable to answer return call and do so promptly. 4. Plant little love notes in places they will unexpectedly find them while you are away like on their pillow, in a pocket, in a makeup bag, in a brief case, in their socks, between their towels, taped on their computer, on their car seat, anywhere that will be found during their everyday activities. 5. Schedule time with your spouse to spend one on one time with them doing an activity that they enjoy when you get home. Plan and take non-related work vacations together. 6. Being apart is a great time to build a little excitement for your reunion. It might be a good time for a little flirting with your spouse to add some fun and excitement together through the distance. Just some common sense and be care what you send. 7. Compliment them on something you admire about

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them. Keep reminding them that you are thinking about them by sincerely complimenting them. 8. Keep your spouse updated about your schedule and check in with a text or call when your day is done and you are in for the night. Send your spouse loving appreciative texts, pictures, post cards, or letters. Keeping in touch is important. You can do this by phone, text, email, Skype,

or webcam. Using social media should be done with care and restraint. Don’t share what you don’t want everyone to see. Let them know that you are enjoying your trip. Don’t sound like it isn’t fun to make them feel better. Staying in contact builds trust. 9. Come home with a happy, loving, and complimentary attitude. Be happy and ready to pitch in to help with the home chores and

responsibilities. A spouse left at home can often feel over burdened by your absence. Do all you can to ensure you don’t leave them with extra work and stress that you could do before or after your trip. Take an active interest in what is happening at home while you are away. Respond in a positive manner to how your spouse handles things while you are gone. 10. Take them a gift even if it is something small. It would be especially nice if you took them something that they really liked to get from you. For me that would be flowers. Make sure you know what it is for your spouse. Giving them something they will enjoy will let them know you are interested in them and thought about them. Bring better balance to your business/work life and home life by remembering how your spouse is feeling while you are away. With a few minor adjustments and a little effort you marriage will soar and your business trip will be less stressful and more productive.

Engage Magazine

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Books We Recommend

Keep yourself informed and at the top of your game with these books.

Google+ for Business: How Google... by Chris Brogan

Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki

Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series) by Ann Handley and Chapman 26

How to Win Big at The New Marketing

No B.S. Grassroots Marketing: Ultimate No Holds Barred Take No Prisoners Guide to Growing Sales and Profits of Local Small Businesses by Dan S. Kennedy and Jeff Slutsky

A mind is a terrible thing to woof...I mean, waste!

IN EVERY ISSUE

Turn this issue into a Gold mine! 4 Protect Yourself A solid financial life should start with a rock solid legal foundation.

7 Speak out!

16 Take a break! Trying new things not related to business gives you the opportunity to find another side of yourself and see different ways to deal with different challenges and to challenge yourself to find in you a strength you probably didn’t know you had.

Use Public Speaking to Catapult Your Revenue.

19 Get a Facebook Page 8 Take Action If you want an extreme income explosion, you can’t wait for the inner and outer game to line up before you take action. You have to go for it and watch success catch up to YOU!

A well-designed (and maintained) page can create a never-ending stream of qualified prospects.

27 Don’t Miss The Mark! Develop marketing programs to reach baby boomers and do it in an intelligent way.

14 Take More Money! Achieve More in The Next 6 Months Than You Did in The Last 6 Years!

Engage Magazine

IN EVERY ISSUE

Did You Know? People over 50 account for 80% of all leisure travel in this country including luxury travel.

More than 30% of Americans are over 50 and the influential over-50 segment has $2.3 trillion in annual spending power and today controls 50% of all discretionary income. That is 2.5 times the spending power of 18-24 age group.

Today in America, the average car buyer is 56 - a boomer, the average head of the household is 52 - boomer, MAC user 54 - boomer, American Express credit card holder 57, 57 is also the age of the average business owner.

More than half of the 90 million 50+ consumers in America say they want to buy green.

Average YouTube user visits the site 14 times a month

Video is an engagement object

If the video comes from someone you trust, you are more likely to watch until the end. There are more than 400 tweets a minute containing a YouTube link

How to Win Big at The New Marketing

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