Messages Without Borders...
...Learn Creative Ways to have your message explode through traditional boundaries

Hi, my name is Ward Cameron and my company, Ward Cameron Enterprises has built a reputation as website designers and educational innovators. Twenty-five years ago I began with a small home-based business focused on telling the stories of the history and nature of western Canada. I am the author of numerous books that extol the riches of the Canadian west, but it wasn't until I launched my award winning website www.MountainNature.com that I learned how to truly set my message free.

For the first twenty years of my business, I spun my wheels grabbing contract after contract. With the launch of  www.MountainNature.com, I realized that if I didn't learn to promote the website that it would fail.

Most businesses focus their marketing dollars on showcasing the products they sell. They extol the benefits of their brand of widget over those produced by their competitors. They talk about why their Travel Tour package is superior to all the other virtually identical Travel Tour packages.

Through my experience over the past 25 years, I've learned that approach squanders resources and also that my true products were NOT the books that I write or the tours that I organize...

essentially I realized that my product IS NOT my true product!

Your TRUE product is the knowledge and expertise that you have built through the process of developing your more tangible salable products. This knowledge is what sets you apart.

This knowledge IS your true product. Let me put it another way...

Your products merely package your knowledge and experience

Take your knowledge and transform your company into a single-minded entity focused on spreading your knowledge message.

From this point forward...your message IS your product

Once you focus LESS on your products and MORE on your message, you'll see your reach rapidly expand. Focus on evangelizing your message and more people will become aware of your products at the same time.

The best part of this process is that they will become aware of your products without you having to scream BUY ME even once.

In the typical marketing scenario, you bombard cyberspace and the airwaves details about your product and why they should choose you over another supplier.

What if they are not interested in buying right now?

Traditional marketing discards them, focusing instead only on those that are ready to buy.

Let's look at an alternative world.

A small service business

Let's take the example of a fictitious tour operator (Mountain Adventures) that sells travel packages to the Rockies. The owner, Jim, finds himself trapped in an industry that has become a commodity. Price based competition is causing his competitors to constantly undercut his prices, forcing further price reductions on the part of Mountain Adventures.

A side-by-side comparison the packages produced by Mountain Adventures AND their competitors shows little discernable difference. Mountain Adventures continues to cut prices and pay for traditional advertising.

Now let's turn this approach on its head.

If we realize that it is our message, NOT our product, that we should market, then Mountain Adventures should take a very different approach.

1. Begin with an inventory of your intellectual capital.
2. Look at that knowledge and list the many ways that you can repackage that knowledge, add value to it and spread that message to a wider audience.
3. As you begin to share your unique knowledge about your subject with an ever larger audience, you'll find yourself becoming branded as an expert.
4. Soon, the media begin to contact you when they need to interview someone on the pulse of your industry.
5. When people ARE ready to buy, you will have already built a relationship built upon trust. As a result, YOU become the obvious choice. After all, we would rather buy from someone we feel that we can trust..
6. Watch your bottom line grow, but never get complacent.

How does it work? Let's pretend YOU are a prospective client. You've heard about the Rockies, but have not really considered a visit. One day, you pick up the travel section in the newspaper and see an article that was written by Jim from Mountain Adventures. The article shows images of majestic peaks and emerald green lakes.

A few weeks later, you on their radio and hear Jim (as a guest on a radio talk show) talking about watching grizzly bears in the distance and hiking to the top of panoramic mountain ridges.

A little while later, newly invigorated, your head to a major Internet web site that discusses travel and search for Rocky Mountain vacation packages. Once again, you bump into Jim. He wrote an article on "How to choose your Rockies Vacation". He offered that article for free, on the condition that it provides a link back to his site.

Finally, you click on a link that brings you to Mountain Adventures website. If Jim has followed our approach so far, then he has taken the time to develop a site that is rich in content and has become recognized as THE site to learn about the Rockies (oh, wait a minute, I've already created that site at www.MountainNature.com).

Can you see a pattern evolving here. Your website only came into play in the latter stages of the process. Mountain Adventures sold a travel package not because they tried to focus on their competition OR their product, but because they set themselves up as THE source for Mountain Adventure.

If you really have put together a content rich site, you'll also notice several other powerful benefits.

• more people will find your site as the search engines index the many content rich articles that you have added to your site
• more sites will add links to your website because you provide valuable content that is of benefit to their web visitors.
• you will see your conversion rate increase because you build a relationship based upon trust.

What if you sell hard goods like books?

This same strategy works for hard products. If you sell books, or any other commodity item, it becomes increasingly critical that you set yourself up as an expert.

As an expert, YOUR recommendation carries weight. It is this simple reason why affiliate programs like those pioneered by Amazon.com work. It allows small businesses to build a following that allows them to recommend a product and then receive a commission when someone buys it. After all. If you sell home improvement products then YOU will probably know the best books on home improvement!

If you produce hard goods for sale, then teach people how to make the most out of your product. Show them new and unique ways to use your devices. Show them how it will save them time, make them thinner or take a few years off their face.

Your goal is not to sell your product overtly, but to show people how your product can help them in their daily lives.

How do I take MY message to the masses?

Our presentation "Messages without borders - Learn creative ways to have your message explode through traditional boundaries" exposes the secrets to taking your message to an ever wider audience.

To make the most of this opportunity, don't limit your efforts to online promotion. There are many other ways to promote your message in addition to your website.

Creating a great website is a waste of bandwidth, unless you incorporate all of these strategies.

Here are the areas that we'll focus on:

1. Learn the many ways to promote your message
2. Learn to work with the media
3. Learn to get the most value from your website
4. Learn how to market through collaboration with others
5. Count the money you've earned through following this process