Gail Appleton

I would like to thank all of you who take the time to comment.  All your comments are much appreciated. Thank you!

At over 4700 comments from readers in less than one year,  I hope you understand that it’s no longer practical to publish the comments.

Sorry that I haven’t been able to post new content for a while. I have a major Marketing Contract which started at the end of May 2010 and finishes around November 2011. As you will understand, I need to put my full focus into that contract above my commitment to this blog.

I’ve had a number of requests to add a subscribe button for new posts. I didn’t anticipate this website would have such a big following, so I am hoping the RSS feed I’ve added today to the sidebar will help.
For those who want to swap links, I would prefer not to at this stage, but appreciate your offer.
For those who want to know how I made this site, I used Wordpress Template ‘Compromise 2.0′ by Free WordPress Themes

Thank you all for taking the time to read this and for your comments.

BOOK: The Adweek Copywriting Handbook by Joseph Sugarman

If you are looking at writing Advertorial type advertising, then this is the ultimate resource!

This book is one of those fantastic resources that details case studies of both good and bad examples.

Initially I read through the bad examples and thought they were okay.  But after hearing Joseph’s comments on what is ‘not right’ with the wording, I understand the reasons why they will likely not get the all important ‘buy in’ from the reader.

The vast array of examples showcasing what works can easily be re-worded to fit most types of products in many industries.

A particular favourite of mine is the Advertorial where the task was to sell a second hand aircraft.  This aircraft was brought for $240,000 and was only worth $190,000 at the time of sale.  The Advertorial told a story about the lack of use of the airplane and the concern for the mechanic / Pilot Dave. It included some humour and a small steer from his farm to the buyer.  The plane quickly sold for $240,000 from this advert!  It goes to show that stories draw in the reader’s emotion.

BOOK: Copywriting – Successful writing for design, advertising and marketing by Mark Shaw

Another book which I borrowed from the Library, and one which I am shamelessly re-issuing because it’s so jam packed full of good ideas!

Part of the appeal of this book is that it constantly generates ideas for me.  Every time I have a new marketing piece to put together, this book is where I start my brainstorming.

The way the layout of this book is designed is fantastic because of the many published graphic examples and actual case studies which back up each idea.

My favourite case study is that of  ‘Serious Waste Management’ (pg 206).
” The copy brief was to play around with the idea of “shit” and how to bring this to life and make it interesting, and not be afraid of adding a bit of humour, of the saucy seaside postcards type, aiming to be ‘naughty but nice’ but avoiding causing any offence.”
“The brand was not something to hide behind the scenes.  The brand strapline (‘It’s serious **it’) is basically a play on ‘it’s shit’ using asterisks to avoid offence. We did wordplays around the words ’shit’ and ‘it’ and created a list of words and phrases that we could use.”

BOOK: Guerrilla Marketing In 30 Days by Jay Conrad Levinson & Al Lautenslager

I borrowed this book from the local library on a whim when looking for resources to sharpen up my Marketing skills.

It’s an extremely easy read and covers a huge variety of valuable topics which tie into Marketing.  The idea is to read one chapter each day for 30 days…but typical of my impatience, I raced ahead and picked out all the chapters of most interest, then went back over the remaining chapters.

Of particular interest to me was the Business Networking chapter – because networking is often the most overlooked, yet highest value FREE Marketing activities that every type of business can do. It’s important to set a plan for networking which includes objectives and targets to reach.  By not executing such a plan, it’s easy to get lazy and miss opportunities that regular networkers often get handed on plate.

For those interested in starting their own networking plan, Jay outlines the key components of the networking process are as follows:

• planning which networking events to attend.

• setting networking goals in total and for each event.

• knowing who to target in the process of networking.

• relationship building

• establishing trust as well as showing interest.

• follow-up.

• continuing the relationship.

The world has a way of making room for the man whose actions show that he knows where he’s going.
Napoleon Hill

Ability is what you’re capable of doing.
Motivation determines what you do.
Attitude determines how well you do it.
Lou Holtz

Well done is better than well said.
Benjamin Franklin

Our achievements today are but the thoughts of yesterday.
You are today where the thoughts of yesterday have brought you,
and you will be tomorrow where the thoughts of today take you.
Blaise Pascal

BOOK: Over the Top by Zig Ziglar  | Moving from survival to stability, from stability to success, from success to significance!

This is an oldie but a goodie -  I am referring to both the book and to Zig himself!!

I was introduced to Zig through an Audio CD that was sent to me as part of my Glazer Kennedy Insider Circle membership. There are not many Audio CD’s that make you laugh as much as Zig’s CD made me laugh.  Zig knows a thing or two about how to present with loads of personality that cuts through and gets the point across.

I enjoy a good laugh, so have listened to the CD quite a few times now!

As a result of listening to the Audio, I became interested in finding out some more about Zig. So picked up this book Over the Top from the library the other day.

One of my favourite ‘take-aways’ from this book, is Zig’s concept called ‘The day before vacation’.  If you are like me, you achieve a whole lot the day before vacation. Zig suggests taking this ‘Day before Vacation’ attitude and cementing it into you everyday life.

As at the time of writing this post, I have been following this concept for 3 days and have had tremendous success with it. Wish I’d adopted that attitude years ago!

This is the type of book which you need to commit to reading more than once. You will get more out of it with each reading. I am certainly going to read it a few more times!

WEBISODES:  No B.S Live TV by Bill Glazer

These 13min webisodes are presented by one of my most trusted marketing sources Bill Glazer.   These webisodes include a segment which I get very excited about, the ‘S & D’ segment – Swipe and Deploy segment.

In the S & D segments Bill shows us direct mail pieces which can easily be swiped and deployed in our own businesses.

My current S & D was in episode seven, 9mins into the episode. Bill demonstrates the concept of the ‘While you were out’ poster. When  used as a direct mail piece,  this piece will succeed in cutting through the clutter and be eagerly opened at the top of the pile by the recipient.
The big lesson with this direct mail piece, is that it had dimension to it, which means it automatically gets to the top of the pile and is guaranteed to be opened with enthusiasm by the recipient – not thrown away unopened.

Make sure you watch the recent episodes – click on this link and scroll down the page to the ‘Recent No BS Live Episodes‘.

These S & D’s back up the wealth of S & D’s reviewed in Bills book ‘Outrageous Advertising that’s Outrageously Successful’.  I have a copy and it is easily one of my most valued possessions in my library.  *At the time of writing this post, Bill is giving away this book free on the No BS Live website. Grab your copy now, you won’t be disappointed – and if you get offered the 2 months free membership to the GK Insider Circle, definitely take it!

www.psychotactics.com by Sean D’Souza

It was 2006 when I first was introduced ‘Psychotatics’, and have been addicted to Sean’s articles and advice ever since.

I would advise anyone serious about effective marketing strategies, spends considerable time trawling through Sean’s articles. You will learn heaps!

My current area of fascination is around putting together presentations that really grab the audience’s attention. Sean’s articles on Presentation Techniques have got me thinking from my audience’s point of view rather than my own.  View the articles on Presentation Techniques here if you are interested.

BOOK: Little Voice Mastery by Blair Singer

The catch phrase for this book is “How to win the war between your ears in 30 seconds or less – and have an extraordinary life!” and I personally feel the book lives up to this phrase.

The only downside I found is that the chapters are very drawn out, and the point could have been put across alot more concisely. But I do know that Blair doesn’t like leaving things to chance, and will go to great lengths to make sure you learn the valuable lessons he has to teach.

I first met Blair at the ‘Rich Dad Live’ 2 day event in Auckland, New Zealand, in mid 2009.  Blair is one of Robert Kiyosaki’s most trusted advisors, and when he was introduced to us, I was completely enthralled by Blair’s methodology in dealing with the negative voices most of us encounter on a daily basis.  Subsequently I went on to buy this book and attend Blair’s 2 day workshop in Sydney later in 2009.

What I learnt from this book, is that I am not the only person with voices in my head that yoyo me from positive to negative thoughts constantly. These thoughts are the catalysts for either achieving my goals or self-sabotaging my progress.  The first step I took was to spend some time listening to the thoughts that came into my head, make a note of how many of these thoughts were constructive versus destructive.  Then work with Blair’s strategies to re-direct negative thoughts into ways that work in my favour.  My life truly has improved in leaps and bounds since understanding and implementing these strategies.

However it isn’t quite this straightforward. Negative thoughts can sometimes signal that your instinct is saying that a particular path or decision is not in line with your best interests, and may need to be listened to.  Therefore this book will help you understand your own voices, and teach you how to use them strategically to achieve your goals.

A favourite part of the book for me was on: ‘How to overcome the fear of making mistakes’.
In my own words, this method is about celebrating your mistakes. So each time you make a mistake you celebrate it by throwing your fists in the air and saying “Yeah” with purpose.  If you are around people, then find a vacant space and do this.  Each time you do this you are re-wiring your brain to celebrate instead of being nervous.  The repercussions of this mean that you will learn to love taking risks and being in situations that challenge and extend you!

This book will give you the ability to:

• Maintain your power in any pressure situation
• Stop the debilitating chatter in your brain so you can attract what you want now
• Uncover and realize your lifelong dreams
• Break through self-sabotaging habits
• Build powerful, lasting confidence
• Resurrect the hero inside of you
• Embody 21 proven techniques to re-programming the Little Voice in your brain in 30 seconds.

Go to www.littlevoicemastery.com/diagnostic and take the FREE test to see if your little voice is helping you or shooting you in the foot!

BOOK: Race You To The Top by Tony Christiansen

If you’ve ever thought that life is a struggle and you aren’t achieving your goals, then PLEASE do me a favour, immediately go out and track down this book!

Tony lost his legs in a freak train accident at the age of 9 years old.  But in the hands of adversity, Tony grew very strong, infact much stronger than many able bodied people!

Tony is now a qualified surf lifeguard, champion swimmer, a second degree black belt, a speedway and racing car champion, a gold medal-winning athlete in world games, a qualified pilot, a successful businessman, a husband and father of three children and now an inspirational speaker…and he has no legs!

Reading this book has taught me not to waste another moment of my precious life. If Tony can achieve to such a high level in so many fields, then I most certainly have the ability to do so in what I choose too!

Excerpt from the book: “I’ve often found that the people I worked with seems to have goals that were lower than mine; most of them settled for mediocrity whereas I was trying to strive for a little bit more. Not only did I want to be a professional signwriter, I also wanted my own business, and I wanted to achieve so much more in my life. When I die I want people to remember who I am and what I’ve achieved. We’re only around for such a short time so why shouldn’t we try to strive to do so much in that time – set goals, try your hardest to achieve them? It’s not much to ask, is it?”