Invoice finance (IF) is not considered a credible source of finance among some business owners because of its relatively high cost and onerous terms. Is this perception justified? I will argue it is not with the introduction of single invoice finance.
What is invoice finance?
It is the sale of a company’s sales ledger for cash providing an ongoing source of cash as invoices are issued to customers by the company. The company might retain the collection of cash or transfer this and the associated credit risk, to the funder.
Some conventional IF facilities can impose numerous types of fees and charges, and require security and a commitment from the company to sell the its entire sales ledger to the finance company.
Some companies offer a refreshing financial alternative, offering to buy just a single invoice and charging as few as just one fee and generally offering a more flexible funding alternative.
What is single invoice finance?
As its name suggests, it is the purchase of one invoice for cash from a company. The company does not need to sell any further invoices so single invoice finance can be used by companies to raise cash as they need it. Also, they might not need to provide security such as a debenture or a personal guarantee.
Single or multiple IF are effective tools for cash management because they liquidate illiquid assets i.e., they convert debtors into cash. The cash realised can be reinvested by the company in profitable projects or used to pay back expensive debt.
Some borrowers might argue that on an annualised basis, the cost of invoice finance is high compared to a conventional loan. That comparison is like comparing apples to oranges because the two financing instruments work differently. A loan is a continuous source of finance whereas single invoice finance is discrete – providing finance for up to 90 days or less. Annualisation of the cost of invoice finance is not therefore consistent with its use.
Though the interest rate on a loan might look relatively attractive, the cost of arranging and administering it must also be factored in, such as the arrangement, commitment, non-utilisation, and exit fees, plus servicing charges and legal costs of documentation. There might also be costs to pursue and recover bad debts, or to pay for credit protection. Invoice finance has its own arrangement and administration costs that might be more or less than a bank loan.
Invoice finance is therefore a credible alternative to a loan because:
- it converts a company’s debtors into cash that may then be reinvested to potentially generate positive return for the company.
- the company can transfer debtor credit risk.
- it avoids using up a bank’s limited credit capacity for a company and
- it diversifies the company’s sources of funds so reducing its reliance on the banking sector.
- companies can use it to raise cash as needed
- security might not be needed
Article Source: http://EzineArticles.com/9741522
What Response Can You Expect?
Yes, leaflets are ‘old school’, but that they have stood the test of time because they work! Almost all successful businesses use leaflets, and many smaller businesses rely on them for all their work. Leaflets are highly effective and cost-efficient because of the following unique features:
- Leaflets offer you complete freedom and control over the look and content of your ‘message’
- Leaflets are the most targeted form of advertising- Allowing you to target the specific areas and demographics of your best prospects, and only those areas (concentrating your spend where it works best, without wastage)
- Leaflets are the only sure way of getting your message to your prospects
- The physical nature of leaflets allows them to be saved until needed
It is important to be realistic about your results, and here are some typical response-rates to give you an idea of what to expect.
- Pizza companies: 2% response, or 20 per thousand leaflets (That’s why you get them all the time!)
- Indian / Chinese Take Aways: 0.4% or 4 per ‘000 (Markedly less than Pizza, but generally more expensive and less impulsive.)
- Trades such as Landscaping/ Roofing / Building: 0.2% or 2 per ‘000 (Naturally, response rates are far lower for significant and expensive work- but a single job could easily pay for the cost of delivering tens of thousands of leaflets!)
- Estate Agents: 0.15% or 1 or 2 enquiries per ‘000
Response-rates are notoriously unpredictable however- even when the key factors of leaflet design, offer, seasonality, and demographics stay the same- So treat these figures as a rule of thumb, and don’t be surprised if yours are very different. We have delivered 5000 leaflets for a roofing company, for example, without one single enquiry; yet ‘our’ landscaper’s have received a 3% response (15 times better than above!); estate agent’s receive 30 enquiries from 10,000 leaflets (>0.3%); and Pizza companies achieve 4%.
Another important point is that leaflets work best when delivered regularly, as this builds public-awareness, confidence and trust in your business. It is therefore, usually better to plan a series of regular leaflet deliveries to a smaller more local area, than for fewer deliveries to a larger area.
Second and subsequent deliveries to an area usually outperform the first- So don’t automatically give-up after a disappointing first delivery, and don’t only focus on the immediate work gained but remember the important longer-term benefits!
Designing A Leaflet That Works
Before you start writing, first consider your ‘message’. What is the purpose of your leaflet and how do you want people to respond? Is it to sell an existing service, promote a new offer, or tell people about a new product or service, for example; and do you want people to ring you now, visit your store, or check your website? Focus on one single goal and make your message as direct, clear and simple as possible.
Consider the style, size, and paper to use for your leaflet. Many options are available with varying prices, so it’s wise to first check what’s available with your local printer or the internet.
It’s a good idea to use both sides of the leaflet. Printing costs are only slightly higher for twice the advertising space, and printing on both sides prevents your prospects from seeing a blank piece of paper on their doormat (which will immediately be thrown away if not turned over).
Try to include an offer. An offer, such as a discount or free item/service, can really boost the response. And you can’t have an offer without a deadline- So don’t forget to include that too. Generally, the shorter the deadline the better, but make sure it allows enough time for your leaflets to be printed and delivered.
When writing your ‘copy’, consider the marketing mnemonic AIDA:
- Your leaflet must first grab the Attention. And it must work fast- because you only have 2 or 3 seconds until it’s too late and in the bin! Start with an attention-grabbing headline, which can be your offer or a key benefit of your service- but NOT your business name.
- You must then get their Interest. A good picture, such as a relevant before-and-after picture is a great way to create interest. Unless you are using a before-and-after picture, be aware that a single larger picture generally has more impact and effect than multiple smaller pictures.
- Create Desire. Tell them how your product or service will benefit them- Make them want it!
- Include a call to Action. Don’t forget to ‘Ask for Action- And Now! So, instead of just listing your telephone number, a carpet cleaning company might say ‘Call Us Now For New Looking Carpets At Half-Price!’
Printing Your leaflets
Check the cost of printing with your local printers, but make sure you check the internet printers too- Which are often half-price or less! Most internet companies also offer excellent quality with fast (even 24hr) delivery.
Another great way to save money on your printing (and delivery) is to share your leaflet- and use one side each- with another business, and split the cost. So why not suggest a shared leaflet with other local businesses, particularly those which complement yours (such as a carpet cleaner and a general cleaning service or oven cleaner, or a tree-surgeon and a gardener).
Delivering Your Leaflets
If you’re business is new, then you will probably start by delivering your own leaflets. Delivering your own leaflets offers the peace-of-mind that you know they have been delivered, and also allows you the opportunity to knock on some doors to introduce yourself and your business- Which can often lead to immediate work. Prepare yourself for some hard work however, as delivering is arduous and time-consuming, and bear in mind the following good practices which can significantly increase your response:
- Make sure you push the leaflets fully through the letterboxes, and don’t leave them hanging out (or they can fall out; get damaged; get wet if it rains; and is annoying for the recipient).
- Deliver to the homes with the long drives, and climb up the stairs in flats to post through the letterboxes instead of dumping a stack on the bottom stair. Most ‘professional’ companies don’t even deliver this way, so by doing this you will greatly increase your chances!)
- The golden rule is to always try to deliver your leaflet in as good a condition as possible to leave the best impression, and to give your leaflet the best chance. See if you can even get your leaflet landing best-side up!
- Remember that you are representing your business when you’re out delivering, and respect peoples properties by not walking over lawns etc, and be pleasant when you meet home-owners.
- As a general safety warning, watch out for dogs- especially the silent stealthy ones that sit by the door waiting for an unsuspecting finger to invade its territory!- and letterboxes with sharp internal hazards such as screw-ends and sharp wire! As a general rule, always try to send the front of the leaflet ahead of your hand, and favour the left side of letterboxes (as most sharp points tend to be on the right side).
- Always bear in mind that the better the job you do delivering your leaflets, the better the impression this gives for your business. (If your delivery is sloppy, people will- at least subconsciously- associate your business with a general lack of care and professionalism!)
For assistance in delivering your leaflets, family and friends that you trust will naturally be the first to call on. Another great way to reduce your workload- and save money- is to double-up with another business. Either you could offer to deliver another businesses leaflets along with yours, and vice versa, or you could even suggest sharing a leaflet by taking one side each and splitting the printing costs also (as suggested under Printing above). Whoever does help you, make sure that they also appreciate the importance of proper delivery, and that they also follow the above bullet-points wherever possible.
Delivering leaflets will probably not be the most cost-effective use of your and your staff’s time, and in order to deliver to a significant area you will probably need proper assistance. Professional leaflet delivery specialists, including the Royal Mail, generally charge in the range of £35-£55 per thousand leaflets; which, considering that it takes in the order of 6-9 hours for a quick and fit person to deliver a thousand leaflets, is affordable and cost-effective.
Unfortunately, the leaflet delivery ‘industry’ has a reputation for mistrust and dishonesty, but the following points and tips should help you find an honest and reliable a leaflet delivery company you can count on.
- If you are considering a ‘Solus’ delivery where your leaflet is delivered on its own, expect to be charged 2 or 3 times the above prices, and bear in mind that should another leaflet delivery company, including the Royal Mail (who now rely heavily on delivering leaflets), deliver on the same day, that the benefits of a solus delivery are likely to be lost! For this reason you will probably find that a shared-delivery is a better option.
- With a shared-delivery, ask how many other leaflets yours will be delivered with. The more leaflets delivered together, the lower the cost should be, but be aware that response rates typically reduce as the number of leaflets increases, and anything more than 3 or 4 leaflets will tend to have a noticeable detrimental affect on response and is likely to prove a false economy.
- Make sure that you also check that another leaflet from the same business category as yours- a competitors- is not delivered alongside yours, which would naturally harm your response rates. Even 2 dissimilar food take-away leaflets delivered together, such as a Pizza’s plus an Indian’s (as often happens), will harm both.
- Be wary of anyone asking for full payment up-front, especially the first time they work for you. They should be confident that you will be satisfied with their service, and happy to invoice you on completion.
- Try to carry out your own checks on their delivery where possible, such as asking friends, family or customers in the area to keep an eye out for your leaflet beforehand, and to let you know if and when they receive your leaflet. And keep an eye out yourself for any of your leaflets hanging out of people’s doors, or left on the stairs in flats etc (see the above bullet-points on good practices) which indicate poor service.
- Since many companies avoid delivering to isolated properties and those with long drives, if you see someone delivering to those kind of properties, why not have a word with them to see if they have the attitude to match- they could be the people you are looking for!
- Many companies use GPS trackers to allegedly ‘prove’ delivery, and some base their whole business around their use. It does require a bit of a leap-of-faith to trust a delivery company with your leaflets, and any evidence/proof is important, but do be aware that GPS trackers are not magic or infallible as some would have you believe- they show where someone has been, but did they deliver your leaflet (someone else’s or anyone’s) when there?
Once you have chosen a leaflet delivery company, it is wise- and fair to the company- to wait until a few thousand leaflets have been delivered before you make up your mind about the company. This quantity should be enough to give you some idea of how good a job they are doing, but be wary of jumping to conclusions- it will ultimately be down to your judgement of character as to whether you trust their service. Sunwise Capital’s unsecured business loans are a great solution if you have a credit profile with a 550, 650 or even a 700 + FICO score and are looking for business financing with loan amounts between $10,000 up to $2M using no collateral or assets. http://sunwisecapital.com/other-loans/unsecured-business-loans/
Advertising on classified ads websites is recommended for people whose purported goals are to generate huge attention to their products and also convert them to potential buyers.
Market opportunities are known to embed on classified websites as thousands of users would love to search for online classified products and easily make payments for delivery.
However, security experts warn buyers on classified ads to always ensure that they patronize reliable websites before making any payment transactions.
Below you can find out the 8 reasons to patronize free websites for easy Advertisement;
1. The target goal for any business dealer is to make sales and grow its business. So, classified postings ensure that online users are attracted to your listings. Thus, it enhances the market capabilities of your services.
2. When a product is being advertised, it reach numerous number of people but there is need to consider targeting particular group of audience. This is proper because your aim is to reach respective users to know more about your products or services.
3. Events planners have found classified advertising sites as a medium to invite targeted people to their events. One way they achieve this is to post their upcoming events on the specified category and sub-categories. More visitors are notified on daily basis about an upcoming event through mail subscription provided by the websites.
4. Cost reduction is a factor people are always eager to hear. Advertising gulps almost 40% of business capital but since the emergence of Online classified ads, it has reduced to a minimal rate as users prefer to register on classified ads websites in other to gain maximum exposure.
5. Online Classified ads has been a threat to many advertising mediums. With the growing popularity of the internet system, physical advertising media platforms such as the radio system, television broadcasts e.t.c are facing rapid extinction because advertisers would want to cut cost and spread nets to millions of people on the bounded on the internet.
6. Boosting market sale is somehow challenging for every business organization, one way to achieve this by allowing startup campaigns, sending out newsletters, and promotions. Good classified ads sites provide these structures for users. Promotions are often done on these sites in the form of a banner impression, static ads and pop-ups on different websites. Although, majority of classified sites charge for the services.
7. Posting business directories is another challenge for business owners. The importance of online business directories is that it provides a clear view of your business location/s for people to easily locate and rely on.
While posting on classified ads sites, dealers should provide accurate details of their business locations in other to enable trust on them.
8. Sites such as Internetaccess.com helps in spreading business postings to numerous sister sites. This helps in easing stress of postings as they take charge of other promotions and listings for you.
The aim of business signs should be far more than just announcing where your store is. Many potential customers can be easily attracted by displaying an effective business sign, encouraging them to do business with you.
No matter what you’ve heard from different sources, there’s no need for a business sign be too extravagant or showy. A beautiful, contemporary and innovative neon sign can attract more customers than huge plain billboards that are often ignored by people.
“As the size and complexity of neon sign increases they become more striking & eye-catching, especially when the design invokes a reaction from the viewers.”
Benefits of Neon Sign
Almost every business, regardless of its size and industry, use at least 1 or 2 on-site signs to connect with their potential customers. It has a direct positive financial effect as it increase sales, enhance customer satisfaction, and establish the presence of local brands.
However, some businesses make the sign too complex & far-fetched, packing it with excessive info, or having an irrelevant logo. Sometimes, even the ugly signs become famous due to uniqueness they offer, but people remember them mostly for unusual design, which isn’t helpful in increasing the sales at all.
So, after considering these things, what it takes to effective design?
Visibility of The Neon Signs
The main hallmark of a viable business neon sign is – It must be clearly visible. All vantage points need to be considered while placing your sign. Also, you must make sure that the visibility of the sign isn’t obstructed by trees, buildings, telephone poles, or any other tall structure.
To ensure that it stands out from other custom made neon signs in the street, you need to –
· Adjust the signage’s font, size, and colour
· Choose the best background design
· Choose the right colour scheme and brightness
· Consider the quality of graphics
Also, figure out whether adding a few more lights can make more visible.
Display The Right Message
Don’t just write any random thing – the message should be accurate – the content of the signage must be relevant to your business.
It’s difficult for people driving a car or passing by in a bus to read too long messages on the signage – It’s all about capturing the customer’s attention. You’ll get lots of time later to tell more about your business once the customer steps inside your store.
There’s no need to put more than 6-7 words on your business neon sign. However, if there’s any free space at the bottom of the sign, then you can include either your contact number or email so your potential customers can get in touch with you.
Why displaying fees on your website may provide an advantage over your competition
Many small businesses use their web presence to generate leads to feed into their sales process. Each page has a purpose with variations on the intended users the business hopes to appeal to.
Each piece of content has its purpose but overall the reason is to entice users to get in touch. In keeping with that, it seems reasonable to display your price structure so your leads are qualified before they get in touch.
Or does it?
Not all visitors to your website will be leads.
Not all industries are alike.
Competitors may be surfing your site to see what you charge with the intention of undercutting your rates. If they know you are consistently trying to attract leads from the same base, then having lower prices displayed can give them an advantage over you when bidding on projects or submitting proposals.
Prices in your industry could vary based on many other variables.
Understanding why or why not requires a little bit of elbow grease and a balanced perspective of the issue.
How to Know if You Should Display Your Prices
While this Moz article referencing website pricing is dated, it does makes some very good points about why you should display pricing.
If you display pricing you should also convey value. A value proposition including a pricing tier can address variables related to your business that can actually set you above the competition.
Listing pricing without context or with only a few lines to convey value won’t draw in a user reviewing multiple options. You may be more expensive than your competitor but you might also be offering a lot more for what you charge. Make sure your leads know!
This could also be a reason to not display pricing as well. If you have already evaluated your competitors and they have tiered pricing that beats the value of what you offer, then take the time to assess how they’re able to provide more at a lower cost.
If you’re feeling ambitious you can even call them to clarify what they’re offering and ask for examples of it in practice. Sometimes the value stated on the site is misleading so don’t take your competitor’s claims at face value.
What if Your Competitors Aren’t Displaying Pricing?
Your competitors may not be showing how much they charge but that doesn’t mean you can’t.
A money-focused business can sometimes be more focused on its own bottom line than servicing its customers. Your competition isn’t just related to price so if you’re up against established pros in your industry you can overcome the hurdle of their online presence being much stronger (more reviews, more activity) by doing what they won’t.
State the reason for listing the different pricing tiers. Each should have a unique reason for being there beyond just profitability.
Since you already developed the pricing for a reason you should know why. It could be who you’ve serviced in the past or based on your own research. Be up front and honest about why you charge what you do since eventually that conversation will happen anyway.
You can leave prices off site and save that until you’ve spoken with the lead with the hopes of selling them past any objection to your pricing or you can remove that step by stating the sales points with the price on your website.
Your competitors are a guide but not a rule. If you feel as though they’ve left their prices off their site for a reason that doesn’t apply to you then don’t hold yourself back from showing your own prices.
What if Your Competitors are displaying Their Prices?
If your competitors are up front about their prices but you feel as though doing so would put you at a disadvantage then the same question you should ask yourself is the obvious one your leads will want the answer to: why?
A bad experience could have put you off or just the anticipation of leads getting sticker shock.
Maybe you don’t want the competition being educated on your prices? Sometimes your reasons will be very valid but be prepared to have an answer if your lead is shopping around and the question comes up: I saw on XYZ’z website they offer A for $XX and you’re now saying you also offer A for $XX. How come you don’t put that on your website?
Have an answer and a good one. Include an anecdote if the reason is a bad experience or you will be stuck stammering to explain why and risk looking like you’re being dishonest before you’ve even started any sort of business relationship with your lead.
Displaying Prices Is Up to You
At the end of the day, displaying prices on your website is your choice. There is no absolute rule of thumb to follow. Assess all factors involved and make the right decision for your potential customers.
If you are withholding pricing with good reason you can even state it on your site but if not then you may want to rethink the decision.
Keeping an eye on your website stats can play a significant role in helping you decide whether displaying prices is working or not. If you’re feeling ambitious, you can place all pricing on one page and then check your Google Analytics to see if that’s where the trail ends.
If users are getting as far as the price page and not contacting you then it could be that your price page isn’t conveying enough value to justify the prices.
These days for a successful business, you need to start with promotion via various online and offline marketing tools. Many of the marketing formats require a lot of budget and yield result which is low then the amount spent on promotion. So we need to create marketing plan by filtering out the most effective methods. Brochures are one of the evergreen methods that is successful and has low impact on your marketing budget
Brochure is an effective marketing tool for offline promotion of a brand. It requires a lot of creativity and hard work to bring in users with the help of brochures. Some valuable tips to design a great brochure are as follows:
Take note of your ideas
The first most thing for an effective brochure doesn’t require contacting a graphic designer or online design research. It requires your vision and primary factors that lead to the use of a brochure. So just grab a pencil or pen and sketch our the ideas and concepts that come up in your mind. Discuss it with your colleagues to see if you are moving in the right direction for your brand’s promotion
Know Your Audience
The brochure is not like another form of marketing as it can help you target a specific Geo location. Design a brochure keeping customers requirement in mind. It is not necessary that our customers will like what we like. For this do a market research and get input from your valued customers. You must focus on creating a brochure that your target audience will want to read
Always Remember the importance of cover pages
Think of your brochure’s cover page as an entrance to your business. You want to encourage customers to visit your business. The cover page should comprise of information and infographics that will make the customers to turn the page and find out more about the brand. Keep the message simple and clear. Use headings like exciting discounts, special offers to make them keep the brochure handy for the discounts you have been offering
Limit your fonts
IF you have little freedom in using the right kind of font, you can do magic with your brochure. Use different font styles and sizes to help your brochure pages to stand out. Every design requires font styles that should suit the infographics on the brochure. Always try to keep consistent and make use of 3 overall sizes – heading, sub heading & general text.
How to Avoid Making Impulsive Purchases from Success-Promising Gurus
I recently attended a 3-day business conference in Vancouver. There were about 500 people in attendance, all business owners and entrepreneurs who where there to network, learn and be inspired.
All in all, it was a great event that resulted in my meeting new people and gaining valuable insights that I brought home with me to infuse into my business.
The conference boasted nine high-profile speakers including thought leaders like Jack Canfield, Dr. John Gray and James Malinchak. Their talks were entertaining, insightful, informative and motivating.
They certainly learned the craft of being an influential presence on the stage well.
But make no mistake, each of these speakers were there with the sole purpose of promoting their wares and influencing the audience to purchase their key strategies, programs and courses that promised business success.
And they succeeded.
The volume of people that ran to the back of the room to grab their limited-time, extraordinary low-cost offering before it was sold out was mind boggling.
As a member of that audience, I was fascinated by what I was witnessing. Perhaps it was my state of mind or the confidence I already felt in my capabilities of achieving further business success, but I was not at all tempted to be a part of the crowd to run to the back of the room and grab a purchase.
I looked around and saw men and women who were involved in a variety of different businesses and industries. Many of whom where desperate to get that SECRET FORMULA that would transform their struggles into riches.
And the speakers on the stage knew this and played right into their hands.
Throughout the 3 days, the audience was presented with lots of solutions, advanced systems and formulas on how to achieve success in their business. But the problem is, not all proposed solutions were ideal for everyone.
But what is a business owner and entrepreneur to do?
They are attending such events to help them with their business so are naturally attracted to the offers made up on the stage.
So to help avoid make irrational and emotionally-based decisions when faced with the pressure of live event and even free webinar offers, here’s 5 steps on what to think about first before jumping in with the crowd and grabbing your purchase:
1. Think things through first. Ask yourself if this opportunity is truly going to get you the return on your investment if you make the purchase. What are you willing to commit to in order to get the most out of that investment?
The key here is to understanding success is not just going to happen by signing up, but to actually do the work. Are you realistically willing to do the work? Are you going to be 100% committed to this or will you get home, set it aside, and promise to get to it when you get a chance?
None of these programs will get you the results these presenters are talking about if you’re not committed enough to follow through on every single step provided.
2. Be objectively critical. When these speakers are on the stage, they are sharing the best success stories possible – the cream of the crop. Often this reflects only a minor percentage of those who have taken the program.
Analyze. Be objective. And don’t make emotionally-based decisions that compel you run to the back of the room and purchase. This is exactly what they are counting on.
3. Decide if your business can truly benefit from what you will learn. Just because they are telling you this on stage doesn’t mean it’s a perfect fit for you, your business model and your goals.
As an example, if you have the gift of service and support, then more than likely will not do well learning to be a speaker on stage, despite that presenter saying “anyone can do this using my system and processes”.
If you have the gift of, say, music, then being a published author is probably not something you should pursue, despite being provided with a “fool-proof, iron-clad method that will get you on the Amazon best seller list”.
Ask yourself if what this presenter is offering exactly what you need to learn in order to reach your business goals or is there something better suited for you available elsewhere? Do you really need to learn all of this yourself or is hiring someone who is an expert in that area a better decision that will help reach your goals quicker without having to become an expert in that field first?
4. Recognize the emotional manipulation that’s happening. We see this all the time. Whether you’re attending conferences or online webinars, there’s always a “limited time offer” that makes it irresistible to pass up.
Don’t let these “One-time-only offers” lead you into thinking this is the only chance you’ll ever get to take advantage of what’s being offered. It simply isn’t true. It’s a sales tactic that preys on people who make emotional decisions and don’t want to be left out or miss out on an incredible opportunity.
These programs will all still be offered after the hype ends. Even if that means paying $50 more, so be it. Give yourself time to objectively work through the pros and cons and decide whether it’s worth your investment or not.
Don’t let your emotions be triggered by the slick sales speech or written sales copy on a page.
5. Do your research. This may not necessarily be the case for headliner speakers we see on the stage, but sadly, there are a lot of very smooth-talking “gurus” out there who are nothing but smoke and mirrors. They offer a lot of hype but little substance.
Do your pocketbook a favour; before investing in any kind of program or product, research the person selling it first. Do a Google search and see if any bad reviews come up. Ask people in your social media groups if they’ve had any experience with that person and what were the results.
Your goal is to make an informed decision, not an emotional one based on the promises of the sales copy. And if you do encounter negative reviews – listen to your gut. So many times wrong decisions are still made because, as human beings, we’re highly influenced by emotions and we can easily justify our actions based on those promises despite finding evidence to the contrary.
After reading this, you might think I’m against purchasing programs and courses all together but that’s not the case at all. I’m not saying not to invest in business growth strategies, but instead to make informed, objective decisions on which investments to make in the first place.
The sad fact is that marketing can be a very manipulative process that is meant to create fear- and lack-based, emotional responses. The people we see on stage, as well as those that do highly visible free webinars, are masters at pulling these emotional triggers.
Simply be aware of that manipulation and follow the guide I outlined above to help you decide whether or not your business can truly benefit from that investment you’re being asked to make.