Month: April 2017

No business exists and operates in a vacuum, but as a part and parcel of the environment in which it finds itself. Efficient and effective marketing strategy is a function of the marketing manager’s ability to understand the environment in which the business operates.

The marketing environment consists of a set of factors or forces that operate or influence a company’s performance in its chosen target market.

Jain (1981:69) defined the marketing environment to include all those factors that may affect the organization directly or indirectly in any perceptible way. Marketing environment factors affects the organization by the way of input and the organizations also affect the environment by output. The relationship between the organization and the marketing environment is often referred to as “inseparable” the organization and it environment are constantly in a state of: give and take” or homeostasis.

The marketing environment consist of those forces or element that impacts on the company’s capability to operate effectively in its chosen target market.

The marketing environment is divided into two major components. The elements are,

Internal environment: the internal environment is concerned with the controllable variables. Controllable variables are categorized into two groups, they are; the strategy variables and unmarketable variables. External environment: the external environment is concerned with the uncontrollable variables. These variables are called uncontrollable because the marketing manager cannot directly control any of the elements. The marketing manager is left with the option of adapting to the environment by prompt observation, analysis and forecasting of these environmental factors. The external environment can further be divided into two components, the micro environment and the macro environment.

Micro environment:

The elements that fall under the micro environment consist of forces or factors in the firm’s immediate environment that affect the firm’s capability to perform effectively in the market place. These forces are suppliers, distributors, customers and competitors. Let us discuss each of the variables in details.

Suppliers:

Suppliers are business customers who provide goods and services to other business organizations for resale or for productions of other goods. The behavior of certain forces in the suppliers can affect the performance of the buying organization positively or negatively. The critical factors here are the number of suppliers and the volume of suppliers to the industry. An audit of the suppliers will enable us to appreciate their strength and bargaining power, which the suppliers hold over the industry as a whole. The answers to the issues concerned have the potentials to affect the capability of firms in the industry to effectively deliver need-satisfying goods and/ or services. The trend today is that buyers attempt to persuade the supplier to provide exactly what the firms want. This process is known as “reverse marketing”.

Customers:

Customers are those who buy goods and/ or services produced by the company. In a purchase chain, different people play significant roles before a purchase decision is made. The various influences must be understood. The customer may be the consumer of the products where he/she is the user. The critical factor here is that needs and wants of consumers are not static. They are fast changing. The changes in the preferences of the consumer create opportunities and threats in the market. The changes called for the marshaling of separate strategy to either fit into windows of opportunities or survive the threats in the market. A good knowledge of consumers’ behavior will facilitate the design and production of goods and services that the customers need and want, and not what they are able to produce.

Competitor:

A competitor is a firm operating in the same industry or market with another firm. The consideration here is that, Firm A produces a substitute to that of firm B (industrial approach) or firm A and firm B seeks to satisfy the same customer need (market approach.

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Makler Heidelberg

Ghost writers write articles for others who pay for writing and the payers claim the articles as their own and publish under their name. The fact that the article is not written by the payer remains secret within the payer and the writer and nobody else. The payers hold all the rights to publish wherever and whenever they want.

If you have some ideas or stories in your mind, but you just can’t come up with a good article to write or you are being blocked to write for some reasons, or, even if you want to add more content to your site, but you just can’t find the time to write articles as this is a time-consuming task, then you can hire an Indian ghostwriter for you and transform your ideas and stories into a novel and get them published under your name. Getting your articles written by an Indian ghost writer would surely increase your business.

India is an under developing country and is rapidly growing in all the fields, especially in education which has reached to a high level meeting international standards. Since India is one of the commonwealth countries, the level of English language in India is highly appreciated all over as the Indians follow British style of writing English. This is the reason an English literate Indian writes English with perfect grammar the way the Britishers write and so many celebrities and top business people and individuals are following the trend of hiring the ghostwriters from India. Good, perfect and complete articles written by an Indian has contributed a lot in increasing the business of those who publish the books and novels under their name. Such publishers are considered as top authors and so are getting good responses and feedbacks from the readers resulting into lot of earnings. The creating contents for web have now become more popular amongst the business people as the contents written by the Indian ghost writers attract visitors and are ranked high in the search engine results and therefore, qualified Indian ghostwriters are in high demand.

Outsourcing to India has tremendously increased in the tech writing world. The fee to be paid to the Indian ghostwriters is also the factor that makes the overseas publishers hire them to write the articles for them. If a writer in US would charge the fee of say, $15,000 for particular script, then the US based person can hire an Indian writer for $4,000-$5000 to write the same script. On one hand, the publishers get good response from the readers, so get good money and on the other hand, the publishers save on the fee they pay to the Indian writer comparatively much less than being paid to the domestic writer, which is again a part of the publishers’ profit. However, the fee paid to the Indian ghostwriters is a good remuneration for them as far as the Indian economy and living cost is concerned.

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I get a ton of emails asking me about newspaper advertising. First and foremost, most people ask me if the growth and popularity of the Internet and other forms of “new” media have made newspapers obsolete as an effective advertising medium. To that I say, no way! Newspapers are alive and well, and as powerful as ever! If they weren’t, advertisers (of all shapes and sizes) wouldn’t continue to throw billions of dollars at them! Newspapers – local and national – will always be there. They’re not going anywhere, no matter how big the Internet gets or how many forms of “new media” are introduced. They’ve stood the test of time – through radio, TV and the Internet — and they’ll always be a great place to advertise, provided your target market is within the newspaper’s demographic. Next, people are always asking me for advice on newspaper advertising. They want to know the best newspapers to advertise in, the best times to advertise, the best size ads to use, what colors work best, what to say, how to say it, etc. For those people, I’ve put together this list of my 14 best newspaper advertising “secrets.” Of course, these aren’t really “secrets” – this advice has been around for years. Unlike the Internet and other forms of “new media” which seem to change every day (creating a constant need for bigger and better marketing strategies), newspaper advertising hasn’t changed much in the past 25 years, meaning the tips and techniques that follow have proven themselves to work over and over again. Time-tested and proven – the best kind of advice!

Tip #1: Consistency is key in newspaper advertising. Whether you’re interested in community, local or national newspaper advertising, always think in terms of using it consistently no less than once a week.

Tip #2: Certain days work better than others for certain types of advertising. Generally, the best day to run a newspaper ad is Sunday. That’s when most people spend the most time reading the paper. Let’s take a look at the other days:

• Monday is good if your audience is primarily men all weekend sports are usually summarized on Monday.
• Tuesday and Sunday are great days for classified ads, especially financial or business related classified ads.
• Wednesday and Thursday are good days if those are the food or health days in your paper, and yours is a food or health related offering.
• Friday is a good day if your business picks up on the weekends restaurants, bars, nightclubs, some retailers, concert venues, farmer’s markets.
• Saturday is good because fewer advertisers use the Saturday edition, thinking it’s a bad day for readership. This means less competition for your prospects attention and money

Tip #3: Positioning your ad. To gain maximum exposure, request that your ad run in the main news section of the paper, as far forward as possible. Traditionally, you were told to always ask for a right-hand page, but recent studies have shown it doesn’t really make a difference. Half the people read the newspaper front to back, the other half, back to front. You should, however, request that your ad be positioned above the fold.

Tip #4: Dominating a page, without paying for it. To dominate a page in the newspaper, which is usually 8 columns wide by twenty-two inches high, design an ad that is five columns wide and twelve or more inches high. This is proven to have the same affect as a full-page ad, at a much lower cost.

Tip #5: Use color. You should also inquire about adding one color. The use of just one color, any color, can dramatically increase your “net exposure” (that’s what I call the number of people who actually read your ad) and nearly double your response rate.

Tip #6: Whatever you do, don t let the newspaper people design your ad for you. Have your ad professionally designed, otherwise it will look like every other ad in the paper. (I once worked in a newspaper ad department, believe me, I know!) Be sure the designer has experience in newspaper ads, too. You want your ad to reproduce properly, which means it may need a certain line-screen. Also, stay away from reverse-type white type against a black background. Keep your type clear; your headline bold.

Tip #7: Make your ad newsworthy. People read newspapers to get the news, so try to make your ad as newsworthy as possible. If your ad is small, give it a distinctive border so it creates a visual identity for your ads.

Tip #8: You’re paying for that space – use it! Be sure to give your prospects enough information to buy what you’re selling. And don’t fall into the trap of revering white space because it looks good. You’re paying for every square inch of that ad – use it. Your ads should win sales, not design awards.

Tip #9: Test, test, test! If you’re just getting started in newspaper advertising, don’t settle on just one newspaper. Test your ad in the various newspapers available to your market to figure out which one works best. Once you’ve figured out which newspapers are read (the most) by your prospects, stick with them.

Tip #10: Don’t expect it to work overnight. CARDINAL RULE: Don’t expect newspaper advertising to work instantly! (This takes us back to Tip #1: Consistency is key.) Unless you make a time-sensitive offer such as a free gift for stopping by before a certain date, or offer a discount coupon with an expiration date, don’t expect a stampede of customers through your door the day you run your ad. It won’t happen. Never does.

Tip #11: Use “tracking devices” to measure ad performance. A “tracking device” is any element you can include in your advertising that makes it easier to measure that ad’s effectiveness. Adding a number code or color code to your coupons is a good example of a “tracking device.” This will make them easier to track if you’re using more than one newspaper or advertising on different days. You want to know which coupons came from where, when, and how many. That way, you’ll know which newspapers work the best for you, and on which days, and even which headlines work best for those papers on those days. Get it?

Tip #12: The “big” newspapers aren’t as expensive as you think. If you’re not happy with your local newspaper, or you’d like to hit a larger audience than just your town, look into advertising in the regional editions of USA Today, The New York Times or The Wall Street Journal, if your prospects read them. These regional editions, while more expensive to advertise in that your local newspaper, are much less expensive to advertise in than the national editions. (If you’re a local or regional business, you should NEVER advertise in the national edition. I don’t care what the ad rep tells you, don’t waste your money.)

Tip #13: The first thing people will see in your ad is your headline. This should entice the reader into wanting to learn more. I always INSIST that a headline make a meaningful or fascinating statement of benefit – or an outright offer – to the reader. For instance, “Get Your Tax Refund Today!” or “Professional Tax Preparation Only $10” are much better headlines than “Bob Jones Tax Service.” That’s pretty obvious, I know, but I can’t tell you how many people put the name of their business or product or service or worse yet, some totally worthless copy, in place of a headline and then hide the meaningful, fascinating stuff in the copy. It’s the biggest mistake in advertising! Put your main benefit or offer in the headline (and/or subheading) so even those who don’t read the entire ad will get the main point.

Tip #14: Next, people will see the visual, any subheadings, and then your name. Adding a visual can TRIPLE the “net exposure” of your ad. More people will notice it if it has a photo or image, which means more, in turn, will RESPOND to it. A photo of yourself will add instant credibility. A product image is better than a logo. Even better is an image of your product or service being used. Let people see it in action. Let them see how good it looks, how good it fits or how good it works. Let them see the smile on the face of a person using it.

Even in this super-high-tech day and age, any businesses still rely on newspaper advertising as their primary marketing tool. The key to success with it is to know the “tricks of the trade” I just revealed to you and to stick with it long enough for it to work its magic. (Read: Consistency is key.) The advertising graveyard is full of failed businesses that gave up on newspaper advertising before it had a chance to prove it’s effectiveness. If you’ve made up your mind to do it, whatever you do, DO IT, and don’t give up on it until it works. It will!

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Makler Heidelberg

If you love to write, are highly organized, and enjoy working for a good cause, grant writing may be the perfect career for you. With more than 1.5 million nonprofits and thousands more organizations depending on grants in the United States alone, grant writers are in high demand.

What Do Grant Writers Do?

Grant writers are an integral part of the development or fundraising field. The term “grant writer” is a bit of a misnomer since grant writers actually write proposals to get grants. Writing is just one part of the their job. They also help develop programs, research potential funders, and draft reports and letters to donors. Grant professionals come from a variety of backgrounds, including social workers, English majors and scientists. The most successful share the following skills and traits:

• Persuasive and Creative Writing Skills – ability to “sell” a program or project
• Ability to Work Well With Others – able to collaborate with other staff on program/project development
• Grace Under Pressure – ability to meet tight deadlines and manage multiple projects
• An Eye for Detail – ability to decipher complicated instructions and grant guidelines

Where Do Grant Writers Work?

Grant writers work for a variety of different organizations, either as employees or freelance consultants. Nonprofit organizations employ the majority of grant writers. These include social service organizations, museums and arts organizations, environmental and animal welfare organizations, and more. Professionals in this field also work for schools, colleges and universities, and government agencies.

What is a Typical Day Like?

A typical day on the job varies dramatically depending on the size of the organization and the scope of the position. Grant writers who work at larger organizations are usually “specialists” while those working at smaller organizations are “generalists.” The majority of grant writing jobs fall into the latter category, where you will not only be responsible for drafting proposals but will also be charged with researching donors and managing grants that have been awarded. The typical duties of a generalist are:

• Finding the Money – conducting research on potential donors
• Developing the Programs – working with staff to develop fundable programs
• Writing the Grant Proposal – developing a detailed, written plan of action
• Managing the Grant – ensuring that program/project is being conducted as promised
• Other Duties as Assigned – maintaining grant calendar and writing acknowledgments

How Much Money Do They Make?

The salary range for a Grant/Proposal Writer in the United States in 2009 was $41,590-$68,497, with a median salary of $51,967 (Salary.com). Those who work as independent contractors usually make a higher hourly wage than those who work full-time for nonprofits or government agencies. This rate varies dramatically, ranging from $40 to $100 an hour depending on level of experience.

How Do I Get Trained for the Field?

There is no specific college degree in grant writing. The vast majority of professional grant writers have a minimum of a bachelor’s degree from a college or university with a major in English, the social sciences, liberal arts, science, or social work. Majors with coursework that emphasizes writing and research provide a good foundation for the career. While books and Internet resources on grant writing are available, if you are serious about the field, classes and workshops conducted by experienced grant professionals will provide a more comprehensive overview of writing grants. Many include hands-on exercises including working on actual grant proposals. This training is crucial to landing internships and jobs in the field.

Are Grant Writers in Demand?

The job outlook is very good, especially in today’s difficult economy. Now more than ever, nonprofit organizations rely heavily on private grant dollars to support their programs and services. Grants from foundations, corporations, and organizations are crucial to keep programs running, and grant writers are needed for their expertise in securing these funds.

Conclusion

Grant writing is a field of professional writing where you can make a steady and lucrative living as a writer. Job opportunities are available with nonprofit organizations, schools, colleges and universities, government agencies, or as a freelance contractor.

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Makler Heidelberg

One of the best things about being a writer is the fact that you can hold a permanent job and still write on the side. That is the good thing in having a creative profession. You can do sidelines and freelancing jobs while still being salaried regularly. In fact, many writers in magazines and newspapers accept writing and editing jobs on the side while others who can afford not to have a permanent job will settle in with freelance jobs.

Actually, there are some freelancing jobs that can pay a lot and can even exceed a person’s monthly pay. Permanent writing jobs however provide the security. You wouldn’t want to wake up one morning without money to pay for the rent, right?

Freelance writing jobs are a dime a dozen especially with the advent of Internet. Writers are frequently commissioned to do online content to keep websites updated and informative. Still, one needs to know where to look and how to look if you want to get regular assignments. Below are some tips in getting freelance writing jobs

Go online.

There are a number of writing jobs that one can find in the internet and what is more, these freelance jobs can be accomplished at home. Some do not even require you to pass the articles in person. Because of the great convenience that the internet provides, telecommuting is already possible.

This means that you don’t have to physically go to work. You can just submit your works online. Payments for these kinds of jobs are often deposited through bank transfers. You can find freelance work listings in websites that feature freelance works. Some jobsites also have listings of these kinds of assignments.

Establish a network

Being a writer, you have to establish a network of people who will later on recommend you for jobs and writing assignments. PR professionals for instance look for writers who can do assignments for them. The same goes with owners of companies that advertise over the internet or those who maintain websites which you can write for. Editors of magazines and newspapers are also often in the lookout for writers in publications.

There are a lot of people who are looking for part-time or freelance writers and the bigger your network is, the more people you can associate with who can help you.

Ask for a referral or a recommendation

The first step in asking for a referral is to do a damn good job that people will want to refer you to another. Although writing is big business, the industry is actually pretty small. Chances are your boss in one project will also know someone who is doing a similar project. Ask for a recommendation to another person who is in need of a writer or better yet ask them if they know someone who might be looking for a freelance writer. This is one way to get assignments.

Write well

The key to having a great freelancing career is to take care of your reputation not only in terms of your writing but also in the way you deal with people. For instance, you can write so well but if you are always late in passing your assignments, no person would want to deal with you. Remember that writing involves deadlines and you have to keep up with it if you want to really stay in the industry.

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Writers tend to simply write without much conscious forethought. Many of us are not even conscious why we write what we write or why we focus on what we focus on in our writing career.

Somehow writers just haphazardly decide what to write about and then they start writing. But as we go along, we tend to abandon the project because our interest vanes and we become bored with the whole endeavour.

To be most productive, I believe that our values must lead the way for our writing. That way we could be true to ourselves and to our readers. But what is more, we will also be very successful and productive because when we work on things we truly love and that truly resonates with us, we will be motivated to write the manuscript until it is done.

But what is more, we will want to share our manuscript with the world, because we will believe that what we are writing about is truly something that others want to know about. So, there will not be any lost manuscripts that we file away that will never see the light of day.

If you would like this wonderful feeling of self-confidence and contentment to be yours in your writing career, you have to make sure that you write from your values and deeply held beliefs.

But how do you do that?

Here are a few things to consider:

1. Be true to yourself

Many writers have a hard time to be true to themselves. This may be because there is so much out there bombarding for our attention. We want to please other writers, publishers, friends, editors, and so on.

So, your mind is moved into so many different directions. How do you know for sure which is YOUR OWN direction?

Being true to yourself means living and writing according to your values. The difficulty with doing this is that most of us don’t even know what our values are. We think we do but we never really sit down and do a self-exploration that is true and authentic.

Instead, we just proceed on the basis of surface values that we have emulated from others in some way.

It seems easier to do that than to really try to zero in on what we would like to write about and value so much that we will be propelled to come and write every day.

So, what are you doing now that you know without question is right for you? Are you writing about topics that you truly care about? Are you passionate about what you are writing about?

If you answered these questions in the negative, maybe it is time to do an honest self-assessment of your values and what matters most to you.

2. Determine what your beliefs and values truly are

For most writers, our beliefs and values are hidden. We may want to hide from them because we are ashamed of some of our values or at least we don’t want to make them prominent to others.

What we have to realize before we start is that there are parts of each of our psyches that we want to hide. That is a given. But that doesn’t mean that you have to hide from it though.

One sure fire way to determine what your values are is by taking a self-inventory.

Here are the questions to ask yourself:

– What are your beliefs?

– What do you value?

– What do you like the most?

– What do you hate the most?

– What are your hobbies?

– What makes you cry?

– What makes you angry?

– What makes you ecstatic?

– What do you cherish?

– What makes you cringe?

– What inspires you to be your best?

By honestly answering these questions in your success journal, you will be doing a self-examination of your beliefs and values and what you hold dear.

Then once you determine what your beliefs and values are, write from them to be your best and most authentic.

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Makler Heidelberg