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~~ The Outstanding Results in Marketing ~~

Leading Small Business Marketing Newsletter

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Welcome back to Outstanding Results in Marketing!

In this issue:

Great example of Teeth whitening business promoting their services,by pigging

back on someone else’s effort… Cost effective for both parties,precisely targeted,

simple, yet very powerful!

1. Golden Rule #22 - how to leverage your advertising efforts and marketing

budget.

2. Business Booster #19 - If You Need New Customers, Offer Something For Free To

Reel Them In

3. Business Booster #20 - Keep In Contact With Your Existing Customers.

4. “I spy with my little eye - great marketing ploy” - How to leverage on someone

else’s marketing dollar, while reaching your precise target market

in the area of your choosing…

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1. Golden Rule #22 of Successful Advertising - build

your database of potential customers - inexpensively…

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If you are in business - you know that it’s 5 times cheaper to sellto your

existing customers, comparing to selling to new customers.

But how do you get started with selling to your existing customers?

It all starts in one place - it’s called Database.

If you have it already great - start thinking about “killer offers” you

can give to your existing customers to make sure they buy (you may find a few

at this event: www.axelhenriksen.com). If not - no problems the first thing is

to start collecting the names.

Let me ask you a question. If you aspire to become a great athlete,let’s say -

you love golf and wanted to become next Tiger Woods.

Not airy-fairy “I wish I’d be him”, but serious determination and readiness to

do whatever it takes to become a serious and respected golf player.

Does it makes sense to study what he does and then model him, what he does, his

style? It certainly is for me (as far as golf game goes they call me Hitler -

as I spend most of the time in bunker:).

Seriously in business - one of the easiest way to go ahead is to study what the

BIG guys do, then take what is applicable and apply it in your business.It’s

quite sensitive - especially if you have small budget and most businesses do.

After all - there’s no point of spending money if you don’t have to. I’m

sure you’d find many uses of hard earned dough, instead of spending it on

marketing research - let the BIG guys to do that - then learn and model

what they do.

So, “I Spy With My little Eye” series present…

How to build your database of potential customers - quickly and inexpensively

Let’s examine this name collection form. Mind you - thousands of dollars spend

by this company researching what works and what doesn’t.

1. It’s a raffle - you can win something - don’t we looooove to WIN?!.

2. To enter - you have to spend $50 - which gives you one entry. So, the more

you spend

the more chances to win

3. What is your prize? Spending more money with this company. I’m guessing that

participating retailers are funding this promotion. If you consider that average

markup in retail is 50%, then $40,000 of prizes will be only 20K in real cost.

Great concept and no

need to spend money elsewhere - say pay someone for tropical holiday - money

stay in the business - fantastic!

If you want to maximise your profit, if you feel frustrated with your marketing

efforts to date and find it hard to get new customers - click www.onlineofflineinformationmarketing.com

4. Names are collected and in compliancy with spam legislation - there’s a tick box “Yes,

I would love to receive more promotions…”

5. They ask you to visit company’s website to gain extra entry!!! Great idea as then you

have double opt-in with postal address and email address and more promotions on website. Fantastic concept

All-in-all this name collection form goes long way to build their business, leveraging

on all that foot traffic. Hope they know what to do with that database, as I haven’t received any special promotion from any of the names collected from me so far - ouch!?

Get your act together marketing managers of BIG GUYS:)

As a small business owner you have great advantage comparing to the giants - you can

be flexible, you can be adoptive, you can move fast and you can make decisions without

board meeting. So, learn from them, model and apply in your business on SYSTEMATIC

basis - then you’ll get consistent results!

Yours in success,

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2. Business Booster #19 - If You Need New Customers,

Offer Something For Free To Get Them In

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Nothing, I repeat nothing, works like

a free offer. And I mean free. No conditions if at all possible.

If you have a good sales system and follow up, you’ll find that making

some sort of a FREE offer is almost always the cheapest way to get lots

of new customers very quickly.

What Should You Offer?

Well it depends! You could offer a sample of your product or service

or a free report to get them to call you. You could offer free advice or a

free trial, or you could try these:

* If I had a coffee shop I’d be giving free coffee.

* If I had a clothes shop a free T-shirt.

* If I had a wholesale operation I’d offer $300 against your first months

order/account with us.

* If I had a laundry/dry cleaning shop I’d offer $10 worth of cleaning.

* If I wanted a job, I’d offer to work for nothing for a month.

I am sure you’re getting the point, aren’t you? The reason this works

so well is because every business is built on repeat sales and referrals.

And the quicker you build a customer base, the quicker these start to

kick in.

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3. Business Booster #20 - Keep In Contact With Your

Existing Customers

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It never ceases to amaze me that there are still business people out

there who don’t even know who their customers are. Please get their

names and telephone numbers, and there are lots of ways of doing this.

See above example.

Then send them a letter, call them, it doesn’t matter what you do, as

long as you do something to keep in touch with your customers, so

that next time they think about the product or service you provide –

your name will be on the top of their list to contact.

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4. “I spy with my little eye” - Cost effective for

both parties, precisely targeted, simple, yet very

powerful!

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Let’s say that you want more customers for your business.

Great - I’m not surprised to hear this from you, however you tell me

“but I don’t have mega marketing budget”. I’d ask you - “well who

has your best customers now and not in direct competition with you?”

- you’d answer GE Finance. So, …………………….

“I Spy With My little Eye” series present…

Cost effective for both parties, precisely targeted, simple, yet very

powerful! - Piggy back #2

Do you like to receive bills? Silly question - of course not if you are on

receiving and paying side. Yet you still have to pay.

So, the question is - how can you improve your customers “bill receiving and

paying” experience? Ok, if you are sending bills or statements or payment

reminders - this is necessary evil if you like to pay postage and printing costs.

Then you need to chase customer and make sure they pay. As you know - the good

ones pay straight away –not so good do pay as well in 1-2-3 months and rest -

well you have to chase them.

So, the question is - how can you save on printing and postage costs as well as make

sure that customer will appreciate extra effort you’ve made to give them add-value, as

well as pay faster?

Isn’t interesting - two questions - one answer!

The answer is - “Bill inserts”.

Teeth whitening company identified that their target market is anyone who has

discretionary spending money. Who would it be? Hmmmmm… well let’s think –

is someone who is approved for customer credit by well known finance company –

eligible? Sure, you bet - but how I - the owner of Brite Smile (see picture) can

persuade GE Finance to promote my services to their clients (who are also my

pre-qualified prospects)?

Simply do following:

1. Offer to cover all postage and printing expenses. Believe me comparing to

advertising elsewhere - this is very cost effective option. Your targeting is much

better - so will be your conversion in enquiries. Conversion to sales is another story –

subject to your salesmanship. Read my previous newsletters on 7 steps in sales process.

2. Offer to refer people who don’t have finance to pay for their perfect smile back

to finance company to obtain the finance (very attractive for finance company as

they will get extra business from their existing database - remember they want you

to spend more money with them - after all they are in business of selling money).

3. Offer them to report back the results of campaign.

4. Offer them kick back from all sales 5,10,20% whatever makes financial sense.

Read bellow how this promotion can be imporved…

If you want to maximise your profit, if you feel frustrated with your marketing efforts to date and find it hard to get new customers - click here www.onlineofflineinformationmarketing.com

You can and should offer guarantee. “Your teeth will be white for at least 6 month or your

money back - no questions asked”

Also by including testimonials from happy customers. The testimonials should be in the

format “before I was an ugly duckling with yellow teeth - now am beautiful swan [thanks

to XYZ business - you] and people have to put their shades on, so they are not blinded

with my perfect smile”

Collect their details by asking to either go to your webiste and go into draw to win

FREE teeth whitening valued $1,000 - draw is every month. Here’s what lucky winners

from last 5 months said: [testimonials with above format]

If you are in business - your prime objective is to make profit then you can contribute,

develop your business, etc. Wishing you profitable month!

Until next newsletter - your partner in success,

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If you’ve missed last letter’s “I spy…” - not to worry You can see below to program

your customer to come back and buy in two weeks… …..“I Spy With My little Eye” series present…

How to leverage your marketing budget, attract customers from your target area,

create good will and climb prospect recognition ladder…

You’ve tried to advertise in newspapers and very quickly discovered that you are spending

like crazy for minuscule results.You become smart and start calculating the cost of lead –

if you spent $400 on the ad in local newspaper - let’s say 18×3 and got 2 calls (ouch!) –

the cost of lead is $200. And this is only lead, if you are able to convert at least one of

them to the customer and you sell a product or service for $800 with 50% profit margin –

then you just broke even.

Well one can argue that if you got yourself a customer who purchases every 6 months and spends $800 each time - it’s ok and you can recover your costs latter - that is fine!

But I’m starting club “Make profit first time from your ads” - everytime you advertise you

should be in-money…if you are in keep reading

So, after a while the frustration sets in and you start repeating “bitter business person”

mantra - ‘advertising doesn’t work…. mmmmm…. advertising is waste of money……ooooooh’

Well - think again, think laterally too. The question [you ask yourself] always defines the

result [you get]! What is your goal - you’d say “How to get customers to buy from me?”.

Let’s re-phrase it. The question should be “How to reach my target market (people with

money, who need my product/service and willing to spend on it now), with least effort, systematically, in most cost effective way, and make sure that they are calling me - not

other way around?”

Bellow is good example how this can be accomplished. The real estate agents teamed

up with the local gym and the local hairdresser. Local people prefer to go to local gym

and local hairdresser. If you can afford to go to these places most of you will have money

and you are most likely thinking of buying or selling your home.

Read bellow how this promotion can be imporved…

Make Sure You Checkout websites that sell –www.web-site-wizards.com

If you want to maximise your profit, if you feel frustrated with your marketing efforts to date and find it hard to get new customers - click here: www.onlineofflineinformationmarketing.com

You have noticed that this promotion is double playing - at first it solicit enquiries from first tier prospective customers - people who possible wanted to sell or buy property;

Secondly, if above fails - it invites to pass referral and dingles a carrot - give me referral I’ll bribe you (of course in the good sense) with 3 months membership at local

gym! Remember that your customers will ask the key question “What’s in it for me?”.

What is the difference of this real estate agents from others? Why should I do business

with you and not with others? Why are you unique? And what is unique about you?

This ad can be greatly improved by - including better headline and utilising better space on

the first page - instead of week “We look forward to hearing from you…” - one can say “How

to get healthier, look 10 years younger and sell your house in 3 weeks at agreed price guaranteed or your money back” then you can add a sun-headline “BUY your dream house

in next 4 weeks or $100 for wasting your time” - this is to cover both BUYERS and SELLERS.

Also by including testimonials from happy customers. The testimonials should be in the

format “before I was an ugly duckling - now am beautiful swan [thanks to XYZ business - you]” “Wow-wow-wow!!! Hold your horses” - I hear - you’re saying… won’t I go bankrupt if

I offer $100 back? What will happen if the house is not sold in 3 weeks? What will happen

if I can’t find house for my clients in 4 weeks…. Well - your worse case scenario - you would have to refund the money they have paid you… It’s my belief that number of extra customers you will acquire will outweigh number of refunds you have to do. Remember that

any marketing concept needs to be tested on the small scale and if results are positive

that you want to implement this on the large scale.

Finally, I would drop that black background - it’s hard to read and un-attractive. Add more

copy - text. Remember - the more you tell - the more you sell. When a real estate is in the

front of customer - they don’t say “we look forward to hearing from you…” and then say nothing…do they? No…of course not - they would talk about the benefits of doing business

with them, and they won’t shut-up until you stop them, right? So, why your brochure says

no much?!? Every single square centimeter should be used to sell-sell-sell… And make no mistake, marketing collateral only design to do one thing - sell the idea to give you a call,sell the idea to visit your shop, sell the idea to inquire further, sell, sell, sell.

If you are in business - your prime objective is to make profit then you can contribute,

develop your business, etc. Wishing you profitable month!

Until next newsletter - partner in success,

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In Next issue:

1. Golden Rule #23 of Successful Advertising.

2. Business Busters #21 and #22.

3. More of exciting stuff on “I spy with my little eye”

series

Consulting Versus Selling In 2008
By: Axel Henriksen “The Wizard Of Wealth”

View Yourself As A Consultant Instead Of A Salesperson
You need to develop your self-image to that possessed by the worlds high-achieving salespeople; “They see themselves as consultants rather than as salespeople. They see themselves as problem solvers with their products or services rather than as vendors looking for someone who will trade them money for what they have to offer” if you are wanting to be Successful in 2008 you will need to make this transition fast as the old methods no longer work.

Approach Your Prospects and Customers As Clients
You will need to learn how to approach prospects and do what they do; “They do not approach their customers with hat in hand, hoping for a sale. They approach their “clients” with the attitude that they are consultants calling on the prospect to help him or her solve a problem or achieve a goal”.

Ask The Right Questions and Listen Carefully
You also need to learn the importance of asking the right questions; “Seeing themselves as consultants, they ask questions carefully and listen intently. They focus all of their energies on understanding the customer’s situation so that they can make intelligent recommendations based on what the customer really wants and needs”.

Become An Expert in Your Chosen Field
Once you can move yourself from SALESPERSON to being viewed as an Expert and a Consultant in your chosen field by doing what other experts do; “As a consultant, you recognize that you must be an expert, an authority in your field. You will know your products and services from one end to the other. You will invest many hours familiarizing yourself with every single detail of what you sell, and of what your competitors sell as well. You will know the strengths and weaknesses, the advantages and shortcomings, the features and benefits of what your competitors are offering. You have excellent product knowledge which your customers can sense and which gives both you and your customers greater confidence throughout the sales conversation” This dedication will ensure that You experience levels of success that until you completed those tasks you could only ever dream about as being possible and find are now actually achievable with your new found knowledge.
Become and expert by Using the MySalesSuccess Profile

You Must Differentiate Yourself from Your Competitors
As you desire to become a Top salesperson you will learn what you need to do and practice how to do it;  “Top salespeople, by positioning themselves as consultants, see themselves as resources for their clients. They see themselves and carry themselves as advisors, mentors and friends. They become emotionally involved in their transactions and they are generally concerned that their product or service be the ideal solution to the real needs of the prospects they are dealing with. They differentiate themselves from their competitors by being more concerned with helping their prospects than with selling their products or services. Their customers often feel that they care more about them than they care about making a sale. And it’s true” Great salespeople are not afraid to say sorry but what we offer isn’t right for you and I can recommend that you contact …. As they can help you….or id you have no objection I will get them to give you a call.

Action Exercises
Here are two things you can do immediately to put these ideas into action.

First, see yourself as a problem-solver rather than as a salesperson. Take sufficient time to understand the prospect’s real need before you start selling. You do this by taking a MyProfile Test and Learning about you and how you can better understand your prospects needs.

Second, think of ways to tailor your product or service to your customer’s needs so that they see what you sell as the ideal solution for them. The best way to ensure that is by using what you learn from the MyProfile Report on how to deal with different Styles.
“The Wizard Of Wealth”

“How You Can Effectively Market With Little or Zero Marketing Budget By Using Effective Networking - Get Business and Sales Sent Your Way”

BY Axel Henriksen

While satisfied customers may well be your best sales force, that doesn’t mean they’re the only sales force and certainly not until you have huge numbers of customers willing to refer you to new prospective customers. There are lots of other people out there who can send business your way if you make the effort to network with them and make it worth their while. The concept of networking and word-of-mouth marketing is a very hot topic in business today for one simple reason: So many people are starting small businesses that need to find other businesses they can work with for mutual benefit. That’s why you will find no shortage of business, professional or service organizations through which you can meet other people. The key is to pick them wisely, choose only one or a few organizations that will be good for business networking and ignore the rest. Otherwise you’ll be spending all your time meeting and socializing and not working. Marketing without producing any financial rewards is another surefire formula for bankruptcy. For those of you interested in the % that word-of-mouth marketing accounts for it is a whooping 78% of all sales made!Now that includes your customers and any other source that is prepared to recommend and promote you to their clients, colleagues, family and friends.All forms of advertising are losing out big time and advertising agencies are struggling to cope with the Downturn.

How do you decide whether or not to join any specific networking organization or go to its social functions? Let’s ask another and even better question ” Am I likely to meet people there who will buy from me or refer customers to me? ” If the answer is no, don’t go unless you have some other reason for going.

The world is full of professional joiners who never met an organization they didn’t like. They go to all the meetings. They hold offices and serve on committees and boards, and since they do all that free work, the organizations love them. Nothing wrong with that. It’s just that when you run a business as a Sole trader you can’t delegate your work to others while you go out and play social butterfly. Remember your goal is to grow your business and make a Profit and that’s why Your networking time needs to be marketing time. This means putting yourself in front of potential customers or people who will willingly send prospective customers your way. With that in mind here are six guidelines for networking with others mutual gain.

1. Look for businesses that complement yours to network with. for example, put a tax accountant, financial planner, estate planning attorney, stockbroker and insurance agent together and you have five people who can refer customers to each other endlessly. Similarly, a wedding photographer would find it profitable to network with caterers, jewelers, bridal consultants, florists, churches, synagogues and reception halls. When a customer buys from you, what other products and services is he/she likely to want or need? Those are the type of businesses that would be excellent ones for you to network with. This is finding YOUR SUCCESS TEAM or the HUB of your Prospecting Wheel.

2. Competitors can also be an excellent networking opportunity. Just because you go head to head with other businesses doesn’t mean that you can’t work together sometimes for mutual gain. Have you ever noticed how one airline will book you on another carrier if it doesn’t have a flight to the destination or at the time you want? Airlines have an agreement whereby they book business for each other in return for compensation. You may find it useful to work out such an agreement with some of your competitors. Or you may have an informal agreement whereby you refer one of your competitors to customers for no pay. I frequently refer other speakers to potential clients if I can’t do a date or provide the kind of service at the price the client wants. Other speakers do the same for me as well. You may be a Wealth coach and you might network with another Wealth coach because they maybe Specialist real estate coaches and you might be a specialist Business inhancement coach or a Lifestyle inhancement coach etc.

3. Before going to a networking function, prepare in advance. Bring plenty of business cards. If you want to be remembered, have your picture printed on your business cards and do something with your name tags that will attract attention {I always have my own personalised name tag with me when I attend these meetings-secret here I have different name cards for different events}. Also before going compose and memorize a brief memorable statement and unique sales proposition when writing the description. For example - if I were going to a networking function my description would be” I like to work smarter through my websites, cd’s, dvd’s and seminars. My latest work is focused on teaching people how to become financially independent working from home with out any staff or paying any wages. I know first hand that it can be done and I want others to profit from what I have learned.” You can also call this your “Elevator speech” it has to take no longer than 30 seconds to say and yet include what you do for your clients.prospects market etc.

4. Once you get to the meeting make good use of your time. Arrive early and leave late. That way you’ll meet more people. Don’t stand around and wait for others to come to you. Act like a gracious host. Go up and introduce yourself to others. Find out what they sell and what type of people they want to connect with. If that’s not you, do you know others who might be of some help to them? If so , pass their names along. Encourage others to tell you about their businesses and you will be remembered as a brilliant conversationalist. If you know someone who might be a potential customer for them, pass the information along. After you learn about their work, be sure to deliver the short message {your elevator speech} about your business to everyone you meet because you just never know who or what they know that can be of benefit to you. Exchange business cards and write anything you need to remember about them on the back of their cards. Don’t be abrupt, but try not to spend more then 10 minutes with any person. Remember you are there to market your business and to help others. The more people you meet the more chances of forming a few good profitable relationships.Now adays a lot of business cards have a message on the back of them {well so would yours if you were my client} that I always carry a small notebook to write down peoples contact information on, now sometimes i get them to do and other times I make the notes myself.

5. Be sure to ask for leads and referrals. That’s why you’re there. After describing your business to someone ask “who do you know - who?” and describe your typical customer. It might be that person or you remind him/her of some one who could be your next big customer. As you get leads, write them down and follow up fast as possible.And remember to mention the person that referred you as it is often a good ice break and it pays value to that connection as well.

6. Always remember the Great Law of Life: (What goes around comes around.) If you want to get referrals you need to give referrals. Reciprocity is the basis for all good relationships and it’s especially true in business. When someone sends a customer to you, acknowledge it with at least a thank you note. A small gift is even better and sending him/her a customer is better yet. Keep in touch with those you network with. If you see an article or item of interest to them clip it out scan and email it or fax it to them. Finally, When you refer a customer to a business make sure it’s a quality business. If The customer gets poor treatment, it’s going to reflect poorly on you.

*Note just collecting loads of cards and thinking that you are building a huge network isn’t TRUE networking, far better to collect less cards and develop more relationships whereby you are actively promoting each other to your broader client base..now there’s a whole other story “Joint Ventures” and we will cover that another day.

Remember” People Do Business with People They Know Like and Trust” Your job/mission is to make sure that is YOU.

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About the Author: Axel Henriksen, Chairman, is The Owner of Axelhenriksen.com Web-Site-wizards.com. Millionaire-makers-international.com.

Master Licensee of Myprofile Online Psychometric Testing. Axel has 45 years experience in Manufacturing, Financial Planning, Sales, Copywriting, Certified Coach.

http://www.copywritingwizards.com

http://www.onlineofflineinformationmarketing.com