Editor's letter,

2007 is upon us, and for businesses it is a new fiscal year. Budgets and strategies were either prepared towards the end of 2006, or are being prepared now.

So what did we learn in 2006? How can we improve in 2007? These are the questions that were asked by Ben Yoskovitz at Instigator Blog for his group writing project on the subject. My entry on marketing diversity actually won a prize! In my entry, I discuss the importance of diversifying your business' marketing strategies so that your business can have greater coverage and be found by those looking for your services/products. For example, if you only rely on a Google Adwords campaign for business, you may be losing out on potential clients who are searching in the Yellow Pages/Depei Zahav. Read the post on our blog to learn more.

Here's to a successful new business year!

Miriam Schwab

Business Plans: what are they good for?

Business plans are considered standard fare for the budding entrepreneur. Business mentors and guides will tell you that you must have a business plan in order to succeed. Even if you aren’t looking for funding or loans, and even if your business already exists, they will tell you that you must put together a business plan in order to create structure and discipline for your business.

But do you really need a business plan? Do you really need to spend weeks or months researching and writing a book-sized document about your business?

Read more ...

The importance of visuals in marketing

Do we appreciate the importance of visuals in our marketing efforts? If you are selling products whose value lies in their effects on our senses, you may be able to increase sales by ensuring that the actual product stands before potential clients. See how a café uses the visual appeal of its food to encourage customers to order.

Read more ...

Useful links

• If you run an email marketing campaign, you may be aware that your subject line plays in important role in affecting click-through rates. A recent study by ReturnPath found that shorter subject lines are more effective. Click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more.
• 101 Fabulous Freebies - this is a great list of 100 free tools put together by PC World. The categories covered include communications, sharing, music, search, and many others with tools that can help you improve your productivity at the low low price of $0.
• The Psychology of Free - we all like to get free things, but did you ever consider that giving away free things is also worthwhile? Learn why giving away freebies is a good investment in the future of your business.

illuminea provides English content services to Israeli businesses for marketing and development purposes. Our services include content for web sites, brochures, newsletters, presentations, and more.

illuminea also maintains a blog dedicated to the challenges and satisfactions of running a small business in general, and in Israel in particular. Take a look at illuminea blog here.