It's Time to Plan Your ASRM Annual Meeting Agenda! Put These Suggestions on Your List!

Have you looked at your ASRM Program yet? If you have attended this great conference in the past then you know that all of the courses and roundtables fill up fast! The post grad course I am participating in is offered on page 15, Course PG1 offered on Saturday the 10/15. The Psychology and Ethics of Marketing a Mental Health Practice in Infertility. William Petok, Ph.D, and Jeffery E. Barnett, Psy.D. are also on the faculty with me! Not to be missed opportunity to learn about marketing your practice or business! Turn to page 50 and you will find #RTT19 Demystifying Gestational Surrogacy luncheon roundtable hosted by me as well! This is found under Mental Health! Remember these roundtables include lunch and are limited! This one is offered on Tuesday October 18th! I hope to see you there!

Marketing in Social Media is Not Off-putting to Users

You know, facts often speak louder then *my* words. I found this study (from 2009) below and wanted to share it with you because it pretty much says what I have been preaching all along....social media is a GREAT way to get your company noticed! Read below and share with me what you are doing to become more visible in the infertility industry.....

Sharon LaMothe

LaMothe Services, LLC

http://lamotheservices.com/

More research has added weight to the assertion that social network users are receptive to brand marketing messages in their various social environments and are happy to recommend products or services themselves. by Helen Leggatt

The joint study, released this week by Performics and ROI Research, found that while sites such as Facebook and Twitter were primarily for socializing, branding and marketing content was widely accepted.

Not just accepted, it seems, but often acted upon. Many people took action after seeing a brand mentioned on a social channel. For instance, the study of 3,000 active social network users in the U.S. found that almost half (48%) of Twitter users who saw a brand's name mentioned on the site would go on to use a search engine to investigate further.

In addition:
- 34% have used a search engine to find information on a product/service/brand after seeing an advertisement on a social networking site,

- 30% have learned about a new product, service or brand from a social networking site,

- 32% said messages about printable coupons on social sites resonate with them,

- 28% said messages about sales or special deal notifications resonate with them.

So, marketers need not give social media a wide berth when it comes to disseminating brand information. The keys are to find the right "voice" and the right buttons to press to pique their interest and encourage further engagement and conversation.

"Social networks are creating a monumental shift in how people communicate with each other and with brands," said Michael Kahn, SVP of Marketing at Performics. "The results of this study can help marketers better understand where and how consumers interact with social media sites and what types of offers and communications engage them and motivate them to act.

Twelve Tips for Writing Better Marketing Brochures By Julia Hyde

Every year, thousands of online businesses fail. No business owner plans to fail, but they fail all the same. One of the main reasons for the high failure rate is an overreliance on one marketing channel: the Internet.

Marketing isn't about the medium; it's about getting and keeping customers. Internet marketing can help, but only if you use it in conjunction with other tools. In order to succeed, every company must have brochures and other forms of printed sales literature to hand out to customers and prospects.

A company needs printed marketing literature for two reasons:

Credibility. People expect a "real" company to have printed sales literature. Anyone can spend $60 on business cards and letterhead and call themselves a company. But if you want people to know you mean business, you need a brochure. Read more about the Importance of a Logo and Marketing Materials.

Time. People want printed material to take home and read at their leisure. Brochures also support other advertising, direct mail, and online promotions. In short, a good brochure sells.

Here are 12 tips on writing a brochure that will support your online marketing efforts and increase your sales.

1. Know what your reader wants. Write your brochure or leaflet from the reader's point of view. What are your readers' concerns? What do they need to know before they make a purchase? Try writing down all the questions you hear from your customers and try and answer them in your collateral.

2. Motivate your reader to look inside. The first page your reader will see is the front cover. Get it wrong and you will likely lose the sale. Start with the benefits of your product, or use thought-provoking statements that motivate the reader to pick up the brochure and open it. Tell the reader there's something inside just for them -- an exclusive invitation, a free report, a special discount, or advance notice of sales. Don't put just your company logo or product name on the front. That will not work.

3. List the contents. In brochures of eight pages or more, a table of contents is essential. Design it so that the table of contents stands out from the rest of the text. Use the contents to sell the brochure. Don't use mind-numbing words like "Introduction" or "Model No. A848DHGT." Use your key sales points in your headings.

4. List your product's benefits. Purchasers care about benefits, not features. To develop a list of benefits, draw up a list of product features and add the words "which means that..." after each point. For example, "The cake is made from an original recipe, which means that...it tastes better." Or, "The car has a 300 horse-power engine, which means that...it goes faster." Benefits are what sells products. Learn more about Copywriting Basics.

5. Make the brochure a keeper. Putting helpful information in your brochure will encourage the reader to keep it, refer to it often, or pass it on to other people. If you are selling paint, you can provide hints on color schemes, painting how-to information, tips from the pros, or other information. If you are selling skin care products, you can give your readers tips on how to combat pimples, dry skin, fine lines, and wrinkles.

6. Alter the shape. Who says a brochure has to be 8 ½ by 11? If you are selling sandwiches, design a brochure in the shape of a sandwich. Season tickets to soccer matches? Design it in the shape of a soccer ball. Use your imagination to come up with an original, eye-catching piece.

According to Direct Magazine, a recent mailing by CSi, a company that conducts customer satisfaction surveys for automobile insurance firms and repair shops, got a 15 percent response rate with a brochure delivered in a 32-ounce squeeze sport water bottle. The headline read, "Thirsty for more repair orders?"

Try tall and slim, square, oblong, whatever you like. The only limitation is your imagination, and, of course, your budget.

7. Make it personal. An experienced speaker talking to a large audience will pick out someone in the crowd, and talk directly to him or her. This connection allows the speaker to make the talk more personal. In a similar fashion, write your brochure with an imaginary person in mind. Why? Because writing in a direct "I'm-talking-only-to-you" style will increase response.

8. Add atmosphere. You don't want your brochure to sound aloof. Let your reader share your feelings. A brochure about a wood-burning stove does not need to go into the ins and outs of how the stove works. Tell your reader about rainswept winter evenings and snowbound afternoons. Let your words show them how warm and snug and they'll be when they purchase one of your stoves.

9. Start selling right away. Not everyone needs to know about every aspect of your product or service. Don't waste their time telling them about things that don't convey a benefit.

10. Address your reader's needs. Don't get carried away with your own interests. Talk about your reader, not yourself.

11. Give directions. Organize your brochure so readers can flip through the pages and easily find what they want. Provide clear signposts or headlines throughout the brochure and make sure each one says "Hey, pay attention to me!"

12. Ask for action. Regardless of how you organize your brochure, there's only one way to end it. Ask for action. If you want your reader to respond, include an 800 number, reply card, or some form of response mechanism. In fact, to increase your brochure's selling power, include your offer and a response mechanism on every page.

Julia Hyde is an independent copywriter and consultant specializing in advertising, search engine optimization, and search engine marketing services. To learn more, visit her Web site at juliahyde.com or email her at info@juliahyde.com.

Happy 4th of July! From LaMothe Services and Infertility Answers, LLC

Happy Independence Day From All of Us at LaMothe Services, LaMothe Surrogacy Consulting and Infertility Answers! Have a safe and happy holiday weekend!

How to Build a Sound Marketing Plan for Your Small Business

www.AllBusiness.com is a great site to find marketing (and other ideas). Listed below is a great article on marketing...and I can't stress enough that you NEED to market! You can't just sit in your home office and think that people are going to "find" you on the Internet of that your favorite RE is going to send you all his clients. You need to do the work! Get started!

Sharon
http://lamotheservices.com/

How to Build a Sound Marketing Plan for Your Small Business

Not unlike a business plan, a marketing plan can play an important role in the success of your small business. While the plan is primarily for your own purposes, it should include:

*Your products and/or services
*Your demographic audience
*Methods of selling
*Pricing
*Your budget
*Your geographic market
*Your competition and your competitive edge
*An overview of the marketing tools available: Media outlets, PR possibilities, community activities, conferences, potential speaking engagements, and so on.

The final objective of your marketing plan is to define who you are trying to reach, what you are selling, how you will reach this audience, and how much it will cost to do. You will then devise a means of communicating your message to your audience.

Just as you do in your business plan, you will need to pull the many pieces together to demonstrate how you will reach your target audience. For example, if your plan is to increase the sale of your brand of healthy popcorn to a teen market, you might show how you will distribute samples at school activities, sponsor a series of events for teens, and propose articles on the health benefits of your popcorn to teen-oriented magazines and Web sites.

Within your marketing plan show how you will use diverse methods to get your message across, including different forms of media, product samples, sponsorship and so on. Also, maintain a level of marketing at all times. During slower seasons you may just want to keep your brand in front of your audience, while in busier seasons you will need a more aggressive approach. Define such a strategy in your plan.

As a small business, you can make a big impact by seeking out media that appeal to your niche market. Keep in mind that marketing is a long-term effort and slow and steady typically wins the race — or in this case, the customers.

6 Tips for Successful Networking

I feel like now is the time to at least take a look at networking. Maybe you have told quite a few people what you are planning to do...open an agency. That is NOT considered networking...at least not in a major way. You are a 'service based' business. No matter where you go and what you are doing YOU ARE NETWORKING. I don't mean that you have to wear lipstick and heels to the local Albertsons or Safeway but you never know when someone will ask you what do you do. Being confident, observant, friendly and having that business card on hand really is a start. Networking at the ASRM conference is easier because you do have a target audience there. Putting yourself 'out there' again and again is how you are going to build your business whether by phone or in person and knowing these 6 tips really will help. Again I am looking at www.morebusiness.com. (I like to give credit where credit is due!)

Sharon LaMothe
LaMothe Services, LLC
http://lamotheservices.com/

6 Tips for Successful Networking
Here are some networking tips that could help you have a little bit of fun, as well as generate more business and profits for your small business.
Radiate Confidence

Even if you are shy or nervous, keep your poise and have a confident attitude as you walk into any meeting or conference. This will attract others. As you do so, you need to be prepared to carry on an intelligent discussion.
Study what is going to be discussed during the meeting. When people understand that you are serious about participating in the discussions in a meaningful and useful way, they will respect you and seek you out.
Do Not Dismiss Small Talk
Small talk is a vital part of business communications. By making small talk, you will make other people feel comfortable in your presence, and also slowly build up a level of trust with them.
You can start your sales ‘pitch’ after you have come to know something about the likes and dislikes of the other person. Serious discussions and negotiations will eventually be conducted, but small talk has its place in interactions between business people.

Observe the Other Person
When you are talking with other people, observe their reactions and their body language. You might find that a particular person is more interested in hearing details about you and your small business. You can then focus on that person, since you will have already captured their interest.
This strategy will save you from wasting time on people who are not interested in your company or your products. Limit the amount of time you spend trying to convince someone, before you move on to the next group or person.
Wasting your time on someone who is clearly not interested in what you have to offer will only leave you with less time to converse with others.
Keep Your Business Card Ready
You should not give your business card to each and every person, but you should give it to anyone who displays even the slightest potential of becoming a customer.
Follow-Up Is Important, Too
Call, email, or fax the people you’ve had a good interaction with during your meeting. This will indicate to the other person that you enjoyed meeting him or her, and that you are now interested in conducting serious business.
Nothing Ventured, Nothing Gained
Do not be afraid of what the other person might think about you. You can expect to have a few misses before you find an approach that works. Until then, keep on trying and attend as many networking events as you possibly can so that you can meet a wide variety of people. A few setbacks should not stop you from meeting new and interesting people that can help advance your business goals.
Use the above tips to better networking, and you will turn into a networking specialist in no time. In addition to getting increased business, you might also make some new friends - and it is this combination that makes networking fun and profitable.

START ART Las Vegas 2011 REGISTRATION INFORMATION!

The First Step~Considering Your Business Choice

So you have been a surrogate or Intended Parent and think that you can do just a good a job as the other professionals that assisted you with your surrogacy journey. (or not...you could have been an Independent and feel that others can learn from your mistakes or your success) you have friends who come to your for advice and childless couples who ask if you know anyone that would consider carrying for them. You can do this kind of "connecting 2 and 2" and actually make 4, however that is not all the ingredients needed to have your own surrogacy business or ANY business for that matter.
I am going to use this section of my blog to spoon feed potential new agency owners. Some of my advice is from making a success of Surrogacy Consultants of Florida, LLC and the mistakes that were made as well. (I hate to admit mistakes but if it will help YOU...)
Lets start with the basics. Do you have the business plan, money, ambition, time, compassion, connections, education, experience, flexibility, ability to network and the support from those around you? A 'NO' answer to any of these things sends the first red flag! Do you know the first people who suffer when you start a service based business like a surrogacy/egg donation agency? Your Family! Your Children! Something to think about. Unless you are doing this matching 'thing' at your own expense I suggest you don't expect to get your first pay check for a year or more. The business comes first and therefore any money coming in at first must feed the business. (more on that later).
I really am NOT trying to talk you out of this wonderful enterprise. Being an agency owner is fulfilling, exciting, a wonderful way to meet great people and work with others who have the same goals and desires BUT it is a commitment. And that's the first step....
Sharon LaMothe
LaMothe Services, LLC
http://lamotheservices.com/

Lessons From The Wizard of Oz: by Will Craig

Most of us are familiar with the story of Dorothy and the friends she meets on her way to find the Wizard. The Scarecrow who felt he lacked a brain; the Tin Man who didn’t think he had a heart; and the Cowardly Lion who wished he had courage.

The Wizard (a man whose heart was in the right place but whose ethics needed some work) actually exercised some effective coaching skills at the end of the story.

For each of Dorothy’s three friends, he fostered a sense of belief that they, indeed, had those things they sought so desperately. He convinced the Scarecrow he was smart by giving him a diploma. The Tin Woodsman received his gift from the Wizard and knew he now had a heart because it was breaking. The Cowardly Lion became instantly courageous when he received his medal for bravery.

Believing in Yourself

When Dorothy saw her friends all get what they wanted she was in firm belief she could certainly have what she wanted. Glynda, the Good Witch, had Dorothy repeat, “There’s no place like home, there’s no place like home, there’s no place like home…

Each of them, as it turns out, already had inside of them the answers they were seeking. Ironically, they had the potential and the ability to grant their own desires from the very beginning. The only thing missing was belief.

The beauty of The Wizard of Oz is that we are all able to identify with the characters and their challenges along life’s path. Doesn’t it make you think of the fantastic life you could have if you really believed you could?

Sharon LaMothe
Infertility Answers, Inc.
http://infertilityanswers.org/
LaMothe Services, LLC
http://lamotheservices.com/

Expand Your Business With Blogging

I obviously feel that blogging is important…I own several blogs myself and write for others…I design blogs for those who don’t have the time and I teach the ins and outs of posting, comment moderation and content writing to people who want to be independent and share their own ideas. This post below really hits home to the WHY of it all…blogs are here to stay so embrace all of the possibilities and open the door to Your World……and see who enters!
Sharon LaMothe
http://lamotheservices.com/

Expand Your Business With Blogging
Statistically speaking, you're likely reading this outside of normal business hours. Am I right, or am I right? Why? Because if you have a life (okay... admittedly many people don't) the majority of your time is spent away from the office and outside of normal business hours. Usually, when the sun goes down you are already out the door. Frazier has left the building.
But the sun never sets on the internet. It operates 24/7/365 for online and offline businesses both. There are no doors to unlock and no lights to turn on. The doors are always open and the lights are always on. No brick; no mortar; no time clocks.
There are so many important online tools for both marketing (presenting your company and product to the market) and sales (trading that product/service for revenue)... if you're not using them you're soon to be extinct.
Even the US government figured that out. Filed any corporate taxes lately? Most companies now do it online (it is called EFTPS, if you're at all curious).
Low-to-No Cost
Many of the online resources available for your business are usable with no cost and can offer great results. Calculate the ROI on that: small investment (mostly in your time) and great results. Infinite ROI? No, not quite. But as a business owner if you use these available tools correctly it will make a difference in your business.
Put another way, if you are not using online tools for your business, the wolves are at the door and your house is made of sticks. Not brick and mortar; sticks.
Blogging is increasingly being used to effectively to present businesses and products to the market. Websites like Blogger and Wordpress make it possible to share value - your knowledge and experience - through blog posts.
Helpful blog posts on relevant content establish you as a leader and creates a relationship that your consumers don't normally get from just visiting your website. Just today in a phone conversation a client said, "I was so glad to see you are a real person!" The personal touch works.
Need a great example? Go look at 3PAR's company blog called "StorageRap" (www.storagerap.com). No, I'm not associated with 3PAR in any way. But Marc Farley is awesome at what he does for the data storage industry. Take special note of the value that he delivers. Yes, it comes with a heavy dose of opinion, and more than a bit of controversy, but that is the whole point of blogging! Ever read a boring blog post... more than part-way? I rest my case.

About the Author: Brian Moore is a business coach and mentor that assists serious entrepreneurs in building a profitable online business with multiple incomes streams. Brian and his team have assisted hundreds of people in generating profits that exceed $250K or more in their first year. For more information and to contact Brian, visit: http://www.meetbrianmoore.com.