2008-08-03
Issue #209
The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 6
August 03, 2008
Issue #209
Three Tips For Managing Positive Change In Your Business
By Derek Gehl

DerekThe final few boxes are unpacked, our computer and phone systems are up-and-running, and everyone has their favorite family photos, Star Wars action figures, and other assorted "tchotchkes" set up on their desks...

Yep, I'd say this week's big move to our new campus location went pretty darn smoothly!

And not only did it all go off without a hitch (thanks again, team, I couldn't have done it without you!), I'm already seeing the benefits of this BIG change.

And I think YOU are going to enjoy the benefits, too!

See, our move to brand-new, hi-tech digs, with a park-like setting, on-site trendy cafes, and even a state-of-the-art gym, has given the entire company a new energy that you can FEEL the minute you walk through the front door and past our shiny new reception area.

Everyone is feeling excited and refreshed, and more motivated to succeed than ever!

And that's where the benefits for YOU come in...

... because this excitement translates to more efficient and enthusiastic customer service... more creative thinking from the folks who develop our training tools... and a crew of extra-eager team members chomping at the bit to personally help you with YOUR businesses.

So like I said last week, change really does do a company good! It can take you from stale and predictable to dynamic and cutting-edge, literally overnight!

And the change doesn't have to be a geographic one by any means (so no need to march yourself and your staff across town to achieve it)!

Positive change can be something as simple as changing your customary approach to a typical problem or situation.

Is there something you've been doing for a long time because "that's the way it's always been done," even though you haven't been getting a good result from it for ages? Consider letting go of what's familiar or comfortable, and move on to a NEW solution or approach that has a better chance of providing a good result!

Or, are you one of those people who worries that if you take time to stop for lunch, you'll be lunch?

For you, a positive change can be something as simple as making a few alterations to your personal life. You'd be amazed how much MORE productive you can be if you actually switch things up, and start taking some time off to have a bit of fun!

But BEFORE you start throwing out the old and bringing in the new, remember that change -- even small change -- can be a bit scary, unless you've prepared yourself beforehand. Successfully managing change is all about your attitude and expectations.

So if you ARE thinking about making some changes to your business to shake things up break away from the same ol', same ol', here are THREE things to consider before you take the plunge...

1. What will it cost NOT to make the change?

I'll bet that whenever you consider the possibility of making a change, the first thing you think about is what it's going to cost you to do it.

And if you're like a lot of people, that potential extra cost is a deal-breaker.

So I'd like to encourage you to turn that around: how much money are you LOSING by sticking with the comfortable or familiar, even though it's no longer really working for you?!

2. What's the WORST thing that could happen?

Many people let fear of the unknown stop them from making changes. After all, nobody can really say for SURE that a particular change will be as successful as you think it'll be -- and it could be a downright failure!

So before you make your change, ask yourself: what's the worst thing that can happen if the change goes south?

Be realistic in your answer! Often, even if things do go off the rails a bit during a change, the net benefit STILL outweighs the short-term problems it presents, and any glitches can usually be a lot more easily managed than you might think.

3. Who can you count on for help and support?

Let's face it: some changes can be scary...

If you're prone to feeling worried or stressed out by change, then you'll definitely want people you trust nearby, to "talk you down" when you're feeling anxious about what's happening to your business.

Knowing you've got a solid safety net beneath you can make it MUCH easier to commit to implementing your changes.

Change can often turn a stagnant business into a more dynamic (and profitable) one, but it can also be a time of uncertainty. By spending a bit of time BEFORE you make any change preparing yourself mentally for that period of instability, you'll successfully manage any change, and enjoy the rewards of an invigorated business!

Do you have a story about positive change you've made in YOUR business (or perhaps a cautionary tale about a change that didn't go the way you'd planned)?

Why not drop by my blog and tell us about it? We'd love to hear from you...

To your success,

Derek Gehl
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How to spend a little... and get a LOT of good traffic
By Kate Morrison

Who wants traffic?

(I do, I do!)

Last week we started piecing together the family of strategies responsible for bringing you just that -- "search marketing." We started with how to optimize your website so it shows up in the organic (read: free!) search results.

But while SEO should be one of your core strategies, it's not going to get you a top ranking overnight...

But you can buy yourself a top spot in the "sponsored" search results that appear around the main results -- in minutes!

It's called pay-per-click advertising (PPC), and it's well worth the cost.

Here's why:
  • PPC ads show up immediately, so you can drive traffic to your site right away -- even if you haven't been indexed by the search engines yet.

  • With PPC you pay only for results. No matter how many times your ad is displayed, you pay only when someone clicks on it. And by watching your results carefully, you can determine how well each ad is converting and if it's worth continuing.

  • PPC is a great testing tool because you can run several ads simultaneously. By split testing different ads you'll see very quickly which ones work best... and then you can immediately dump the duds.

    Test your keywords this way and use the best ones on your site to boost your organic search results.

    In fact, you can use PPC to test everything from your product offerings and price points, to your ad headlines and salescopy... and find out exactly how to appeal to your target market.
And done properly, PPC advertising is also very affordable. In fact, if you do it right, you'll actually make money while you boost your visibility and traffic. What a deal! (Find out four ways to squeeze every penny out of your PPC campaigns on our blog.)

Final thoughts

If you want to make sure your target market finds your site, you need both SEO and PPC. That's effective search engine marketing.

No other set of strategies offers you so much scope. You can dramatically improve your search engine rankings AND direct quality traffic to your website -- often without spending a single dime!

A lot of the techniques I covered are basic to the way search engines do business. Just getting those right will give you a competitive advantage.

... But some techniques come and go. What worked magic for you last year may disappear in a puff of smoke this year!

And discovering a great new search marketing trick could put you way out ahead of the competition -- and seriously boost your bottom line...

So do the basics. But make sure you also try out the new techniques and strategies. With ongoing search marketing you'll be where your market can find you -- front and center in the search results.

Can't get enough search marketing? Visit our Search Marketing Labs for even more traffic-generation strategies.
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Do you have a question or comment for me and my team?

Drop us a line at questionsforderek@marketingtips.com -- and you may see your question answered in an upcoming issue of The IMC Insider!

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