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G E T P R O F I T A B L E U P D A T E!

July 17, 2001

The "Get Profitable Update" is an Internationally published

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WHERE YOU CAN MEET KEVIN CLARK:

October 1,2 - American Express Travel Conference, Orlando, FL

Speech Topic: How To Uncover Your Hidden Marketing Assets

November 2,3 - Annual Collegiate Entrepreneurs' Conference,

Westin O'Hare Hotel, Chicago, IL Topic: E-Marketing

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Can't make it? We have special cassette albums packed full of

the same strategies:

http://www.getprofitable.com/BooksandTapes.html

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IN THIS ISSUE:

1) MARKETING: Writing a Winning Headline

2) INTERNET MARKETING: E-Branding Strategy Asia 2001

3) WEBSITE PICKS: Information Source for Internet Marketing

(Do you have a great web site to recommend to our readers?

If so, please email mailto:kevin@getprofitable.com )

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2) MARKETING: Writing a Winning Headline

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Writing a great headline is harder than you might think. Head-

lines must contain both impact and appeal that compell your

prospective customers to want to learn more about your unique

selling proposition.

Here is a mini-quiz to see if you can pick out the winning

headlines that won in head-to-head A/B split tests:

Split Test 1 - Offer: Home Study Course

A. "To a $15,000 man who would like to be making $25,000"

B. "Here's proof that this training pays financially"

Answer. A. It's more specific, mentions money twice and

suggests increased earnings.

Spilt Test 2 - Offer. Hair Growing Remedy

A. "60 days ago they called me 'Baldy'"

B. "If I can't grow hair for you in 30 days you get this check

(photo of bank check)"

Answer. "A. The word "baldy" targets the right audience and

suggests positive results.

Split Test 3 - Offer: Life Insurance

A. "Get rid of money worries for good"

B. "Here's one question you shouldn't ask your wife"

Answer. A. Promises a strong benefit. Though B sparks

curiosity, curiosity without the promise of a benefit

rarely works.

Split Test 4 - Offer. Piano Instruction Course

A. "A few months ago I couldn't play a note"

B. "Here's a strange way to learn music"

Answer. B. It combines the benefit of learning music with

curiosity.

Split Test 5 - Offer. Retirement Income Plan

A. "A vacation the rest of your life"

B. "How you can retire on a guaranteed income"

Answer. B. It addresses the correct audience and promises a

benefit while still being realistic.

Split Test 6 - Offer. Financial Magazine

A. "How $7 started me on the road to $20,000 a year"

B. "Some $20,000 jobs are looking for applicants"

Answer. A. It selects the right audience with the promise of a

benefit. B attracts the wrong audience and doesn't reflect

the benefit.

Split Test 7 - Offer. Dancing Course

A. "Why good dancers are more popular than Walk-Arounds"

B. "How a faux pas made me popular"

Answer. B. It suggests the benefit of being popular with

curiosity.

Split Test 8 - Offer. Nervousness Treatment

A. "Thousands suffer from sick nerves and don't know it"

B. "Have you got these symtoms of nerve exhaustion?"

Answer. B. It arouses curiosity in combination with the personal

word "you," addresses a specific audience (those who believe

they have nerve exhaustion), and hints at a benefit.

Writing a winning headline conclusion. In each case, the winning

headlines targeted the right audience and promised them a direct

benefit. Curiosity headlines may be fun, but they only work in

combination with a benefit.

For more information, I will have a series of $7 special reports

that will be available that are guaranteed to help you increase

sales and profits. Check at my website in a couple days they

will be there: http://www.GetProfitable.com

For additional FREE information on marketing strategies to build

your business online or offline, check out the GetProfitable.com

archives of past newsletter articles at:

http://www.getprofitable.com/SpecialReports.html

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2) INTERNET MARKETING: E-Branding Strategy Asia 2001

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Well I am fresh back from my speaking engagement in Hong Kong

last week on e-Branding and it was a powerful and very

successful conference. Well attended by an international crowd

of smart and progressive speakers and attendees.

I thought I would offer you a couple of tidbits that I picked up

there that might help you in your e-Branding efforts to become

the "Brand of Choice" in your marketplace.

One speaker was Mr.Susumu Kitadai from the Sony Corporation of

Hong Kong. He offered these thoughts from a sight that conducts

some serious e-commerce with a large database of users/visitors.

- Make sure to create a database of your customers for email

marketing. Sony creates fan clubs so visitors can come back

and be interactive around the products they like the most.

- Let's dealers be named on mother site.

- Provides links with maps to locations of dealers so visitors

can locate where products are sold and so dealers will see

Sony as a marketing partner.

This site is the number one visited site in Hong Kong and the

advertising is very localized to the target market for Sony.

Their current marketing message: Innovation Never Ends!

http://shk.sony.com.hk

Another great speaker was Mr. Neil Runcieman, CEO of Lemon

(Asia) Ltd. a leading Asian Internet professional services

firm.

Mr. Runcieman made this very funny yet relevant point about

online branding:

The best known brand online is "Loading". If this is what

people are seeing when they go to your site then you are

committing one of the top ten website sins. They should have

been there already.

The critical point that he made over and over again in his

presentation was the importance of function over asthetics.

He commented that major portals like Amazon.com and

Priceline.com are not built for their looks but for the

consistency of their functionality. In other words they

work well when you click on any button on the site.

He futher concluded that successful functionality defines your

visitors impression of your site and whether or not they will

come back.

The other important point he made is that customers will migrate

to the best online service - reliability and functionality.

Your competitors are just a screen/click away and you must

constantly reinvent yourself.

The moment of truth is when a visitor online decides if they

like your site, it works and if they will come back.

This is e-branding.

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The next step is to brand those new customers into return and

repeat buyers who are so satisfied that they refer others.

For more FREE valuable information go to our newsletter archives:

http://www.getprofitable.com/SpecialReports.html

++++++++++ SPONSOR ++++++++++

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complete Guaranteed Results Marketing System revealed. For

immediate information visit:

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3) WEBSITE PICKS: Information Source for Internet Marketing

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A great information resource for Internet Marketing and

advertising decision-makers can be found at:

http://channelseven.com

Cutting-edge Internet marketing content is provided daily

featuring: Newsbeat, TurboAds.com, Ad/Insight, Spotlight,

and CH7 Wireless.

++++++++++ PICK UP A COPY OF KEVIN'S HOT NEW BOOK ++++++++++

"HOW TO E-BRAND YOUR DOT.COM BUSINESS"

Revolutionary Breakthrough Branding Formula

Shows Every Internet Entrepreneur

How To Differentiate Your e-Business,

Gain a Competitive Advantage,

and Turn Your Web Site Into an Internet Moneymaker!

NOTE: Special Offer July ONLY. Pick up your e-Book copy

for only $8.95. For immediate download visit:

http://www.getprofitable.com/E_Brand-july.html

REVIEW BY ARTHUR KRAFT, Ph.D., DEAN, COLLEGE OF COMMERCE AND THE

CHARLES H. KELLSTADT GRADUATE SCHOOL OF BUSINESS,

DEPAUL UNIVERSITY:

"The perfect how-to book for dot.com entrepreneurs.

It provides a no-nonsense guide to effective

strategy for Web-based firms. You are given

secrets for successful e-branding."

Which would you rather have...a one-time customer or a

lifetime customer?

Discover the Five Simple Steps to Successfully e-Brand Your

Business Online!

Also sold at:

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http://www.booklocker.com/bookpages/kevinclark01.htm

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FREE ARTICLES FOR YOUR PUBLICATIONS

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I have many articles available for reprint that you can use in

your print or on-line publication, or company newsletter. You

may use articles written by me that you see in my Get Profitable

Update. All you have to do is print the article in its entirety

along with the byline at the top and the following identifier

paragraph at the end:

Feel free to forward this issue of the Get Profitable Update

e-newsletter to others as long as you forward it in its

Kevin M. Clark, www.GetProfitable.com

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Kevin M. Clark is an Entrepreneur Of The Year Award Recipient

and small business marketing consultant, branding specialist,

and speaker to many internationally acclaimed groups. Sign up for

this free valuable newsletter at:

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You can contact Kevin at: mailto:kevin@getprofitable.com

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Written by Kevin M. Clark,

"Entrepreneur of The Year Award Recipient," (Regional

Winner) and President of Clark Marketing Group, Inc.

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