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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:

The best kept secret of making more sales by collecting customer names - revealed!

1. Golden Rule #15 of Successful Advertising.

2. Master your Salesmanship in Print and get more sales!

Business Booster #4

3. “I spy with my little eye - great marketing ploy” Even the “big” guys doing this.

Word count for this issue: 2,045 Approximate time to read: Less than 8 minutes. ========================================================
1. Golden Rule #15 of Successful Advertising. ========================================================

Don’t listen to opinions and advice from well meaning friends, family and business associates. Time after time I’ve seen a perfectly good advertisements being discarded because someone close to my clients said “Oh, I would never read that” or “This would never make me buy”.

Here’s a golden piece of advice. Don’t listen to anyone who hasn’t proved to you they can sell better than you or I can. Test the advertisement instead - you’ll make a lot more money that way. Well meaning advice is a dime-a-dozen. Don’t let it cost you thousands!! =======================================================
2. Business Booster #4 - Master your Salesmanship in Print and get more sales. =======================================================
According to Australian Marketing Guru Mal Emery it’s much better to get someone else to interview and ask the questions. These questions usually lead to other valuable questions but the questionnaire is the “meat” of the interview-it brings out most of the major elements you’ll need to create a winning advertisement or sales letter. The more research you do, the better your advertisement will be. In fact, your advertisement or sales letter will practically write itself if you’ve done your homework.

All good print advertisements and sales letters are “salesmanship in print”, and since ad writing is basically “salesmanship in print,” why not get in touch with the top sales people in your organisation? Then interview them thoroughly and have them sell the product or service, right then and there over the telephone, with your tape recorder going! Yes, that’s right-interview the top 3 or 4 sales professionals in your organisation and this will confirm many of the sales points and benefits of your product, and also reveal other things you that you most likely haven’t even thought of.

Let me tell you something . . . some of the very hottest copy you’ll ever write will come right out of the mouths of your top sales people {assuming that you do have a sales force}. And if the top sales person is you, then you must do the following:

-> Record yourself selling to 3 or 4 customers;

-> Take all the Recordings where you actually “closed” the sale, have them transcribed, and that will be the basis for your copy!

Now, please understand . . . your job’s not finished by a long shot, but a good portion of your copy might be taken directly from those sales interviews. Sure, you’ll have to add a headline, testimonials, the close, and other things like that - things that work well in person, but don’t translate clearly onto paper.

But a good chunk of your copy is written! 90% of the time, the transcript of the salesperson’s interview hits “spot on” the desires of the target market you should write to. Even if nothing else comes from doing this, at least it gives you a great start on your advertisement.

If you’ve studied advertising at all, chances are that you’ve come across the ever-popular procedure for writing ads: the AIDA procedure. Each letter in the procedure stands for a key word:

A = Attention: Get your prospect’s attention.

I = Interest: Arouse your prospect’s interest.

D = Desire: Intensify your prospect’s desire.

A = Action: Get your prospect to take action.

In general this formula is useful and good. It’s been used successfully for several decades and anything that’s lasted that long must work well. But, like I’ve mentioned before, today’s buyers (whether business or consumer), are more sophisticated, more suspicious, more skeptical and basically just plain not as anxious to buy from just anyone, anymore. We’ve all been “taken” one too many times. That being the case, we’ve got to let go of the old formulas for creating advertisements, and come up with new, powerful, proven formulas for advertising success. So, let me introduce you to the AICPBSAWN formula of one of America’s best copywriters, Brian Keith Voiles, a man who charges a minimum of $10,000 for an advertisement or salesletter!

The AICPBSAWN formula is more of a procedure and I call it a formula because when you combine all of the existing elements, they become something greater than they are independent of each other.

Here are the different elements of the procedure - in order of how they’d appear in your advertisement or sales letter:

-> A = Attention: Say something that gets your prospects attention; what’s the biggest benefit he gets from doing business with you, or what’s the biggest problem or frustration you can solve for him
- and what’s unique about doing business with you over any of your competition? (Headline, picture with caption, opening paragraph, opening statement, unique selling advantage, etc.)

-> I = Interest: Tell them the reason why they should be interested in what you have to say. (Your offer, answer to WIIFM (What’s In It For Me?), most powerful benefit, a benefit they can’t get anywhere else, your unique selling advantage, etc.)

-> C = Credibility: Tell them the reason why they should believe what you’re saying is true. (Success stories, case studies, testimonials from people who are like your prospects; and testimonials that focus on benefits - endorsements from “celebrities” of your target market, and other credibility builders, etc.)

-> P = Prove: Prove what you’re claiming is true through the use of more testimonials, facts, figures, etc. (This can be tricky!)

-> B = Benefits: List all the benefits they get for doing business with you. All of the benefits should be framed to show your prospect what’s in it for them. Remember the differences between a benefit and a feature! (This section of your ad will usually be bullets . . . loads and loads of bullets, sub-heads, etc.)

-> S = Scarcity: Tell your prospect that what you’re selling:

- is available only for a limited time;

- is available at a discounted price for a limited time;

- is available with all these free bonuses for a limited time;

- was produced in small quantity;

- there were only 150 copies printed, and if they want one they’d better act now, etc. etc. etc.

By creating scarcity, your prospect begins to think, “Gee, I’d better buy this before it’s too late!” which is exactly what you want them to think. One important thing to remember when using the scarcity tactic is that the scarcity must be real, and it must be perceived as real. In other words, be honest. Scarcity only works if you’re using it honestly. Whatever approach you take to positioning your offer with scarcity, make sure the scarcity is actual and factual:

-> A = Action: Tell them precisely what actions they have to take (buy what you’re selling) to get the benefits they want to enjoy from your product or service. Assume nothing! Don’t assume that your prospects are smart enough to know how to pick up the telephone, fill out the order form, fax the order form, etc. . . . you’ve got to tell them exactly what to do to order.

-> W = Warning: Warn them what will happen to them if they choose not to take action. Tell them very clearly, and in no uncertain terms what benefits they’ll be missing out on if they choose not to take action. Make them really feel the pain of remaining in the situation they’re in, if they choose not to buy. I call this the “Status Quo Syndrome”. If your product or service really delivers a solution to your prospect’s challenges, frustrations and anxieties (and it should), then it’s your duty to do everything you can to get them to order - so you can benefit their life and solve their problem(s). Right? Right! So remind them of the status quo of not taking action.

-> N = NOW! Make sure you have a powerful offer that motivates them to take action now. Don’t let them put it off. If you do, chances are very strong they won’t order from you (at least not from this ad/mailing/ contact). It’s not guaranteed to make you money every time you run an ad. Obviously you’ve got to do your research, and you’ve got to have the talent to create each part of the procedure . . . that’s where the entire first two sections come into play. ========================================================
3. “I spy with my little eye” ========================================================
Become aware of your customers for two main reasons. You can sell them more and I bet you remember that it’s 5 times easier (and cheaper for that matter) to sell to your existing customers then to sell to the new one.

The first step will be to develop a form to collect your customer names… see if these big shots are doing this - you at least should consider same (it’s always cheaper to piggy back on someone else promotion after they have spent thousands to prove that it works - I mean replicate!)

Check This form out here:

If you are already sitting on the gold mine and not mining it to it’s full capacity, but chasing these illusionary new sales, wasting your advertising dollars in process…STOP NOW! And learn from experts

Now, once you have captured their details - your goal would be to sell them, right? Not only you can approach them with special offers, etc but you can maximise your sales opportunities by giving them something like this:

What if you don’t have database and suddenly become enlightened with the fact that you need to get one fast, or ELSE? Well don’t try conventional advertising as you surely will waste your money. Instead use the direct response approach. Good example can be found bellow:

More to come. Stay tuned, sell more, prosper and most importantly - have fun! ===========================================================

In Next issue:

1. Golden Rule #16 of Successful Advertising.

2. Business Buster #5.

3. More of “I spy with my little eye”

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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:

1. Golden Rule #13 of Successful Advertising.

2. Use “Multi-Selling Channels” To Get New Customers - Even If You Have Little Or No Money! Business Booster #3

3. “I spy with my little eye - great marketing ploy” Today you’ll see 4 brilliant marketing angles
implemented by real businesses in real life - no BS.

Word count for this issue: 1574 Approximate time to read: Less than 6 minutes.

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1. Golden Rule #13 of Successful Advertising.
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Nobody has been able to show a relationship between advertising recall and actual sales. The
standard form of measuring the effectiveness of an advertisement by mainstream advertising agencies and media representatives is by recall. Or how many people actually remember the advertisement after it runs for a set period. This has to be considered as is really stupid.

The only thing that should count from your point of view, is not how many people remember your advertisements - but how many actually went and bought your product. If all you want is recall, just run advertisements featuring chimpanzees dressed in a swimming costume. Sales is where it’s at, so don’t get bamboozled by fancy words and advertising jargon.

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2. Business Booster #3 - Use “Multi-Selling Channels” To Get New Customers - Even If You Have Little Or No Money!
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This has to be the best kept secret of the mail order industry. If you are marketing products directly through TV infomercials (half hour commercials),newspaper advertisements and mail order … you will sell 8 times more again if you also get the buyers into your retail store. In fact, the really switched on retailers and corporations (including banks), are jumping on the direct mail and direct response marketing bandwagon like hungry fleas jumping on a dog. All hands on deck so to speak.

So before we can look at different ways to sell your product, we need to look at what most people in business are doing … and that is, in most cases, they are only selling their products through one “selling channel” - a retailer will only sell in a shop, a wholesaler will only sell to retailers using agents or sales representatives, a mail order merchant will only sell using mail order, and so on.

If you compare your business to a building that is only supported by one foundation pillar (the selling channel), and the building gets bigger and bigger, that’s OK as long as that pillar remains strong. However, if for any reason that one pillar weakens, your whole building comes crashing down. If, on the other hand, you build your business on many pillars (selling channels) and one of them weakens due to economy or whatever … your business still stands firm.

In other words, the more ways you sell or distribute your product the more solid your business. Joseph Cossman - a self made millionaire - used this multiple selling channel technique to sell millions of dollars worth of products over 20 years! In his opinion …

>> 25% of your success is product

>> 75% of your success is in the

selling and promotion of that product He used this procedure dozens of times and it never failed him. So now we use the same process for selling our information products.

We’ve sold our products using direct mail, faxes attacks, magazine and newspaper advertising. We’ve used retail and online bookstores and wholesale distributors. We have sales people selling our products and we have been participants in trade shows and even sold by seminar selling methods. We’ve licensed other people to reproduce and sell our products.

So from first hand experience, we can confirm that this “multi selling channel” approach really works. We’ll take a look at the successful formula that Joseph Cossman and many other successful business owners have used, but before we do so, you’ll need to develop a couple of selling tools to promote your new product.

Tool 1: Promotional Article; A new product is likely to be sold through several “selling channels”. To be able to do this you’ll need a “promotional article” or a catalogue sheet, written about your product. This sheet should have a photo of your product and a good description of what your product is and how it’s to be used, plus what benefits the customers will get by using your product. Keep this sheet low cost - black and white will do fine. This selling tool will be used to give to your distributors, to accompany press releases, used at trade shows and so on.

Tool 2: A Testimonial Sheet;This should be from your satisfied customers, end users, distributors and dealers. Testimonials sell and give your product credibility. The best way to get them is to audio-tape your happy customers telling why they liked using your product or doing business with you. That way you can use the testimonial in a transcribed form (on paper), or on audio-cassette. And If your products are expensive enough to warrant it, you can even do the testimonial using high quality on video which is really effective. Today you can actually most of them on DVD because the costs are so low and easily accessible using very low cost tools.

Tool 3: A Good Sales Letter (Or Two) This is what will accompany the first two selling tools. A good sales letter will open many doors for you and your products, when you are selling to wholesalers, distributors, retail and business customers. Now that we have the necessary “selling tools”, lets look at how we can use them to sell your products. Obviously, not all of these will apply to every product or service, but with just a little imagination I am sure you’ll be able to make some of them fit whatever you are selling.

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3. “I spy with my little eye”
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Today you are in for a real treat. I’m going to share with you not one, not two - but FOUR great marketing concepts.

You know that in order to sell more you need to be different, so that other people will take notice of you and your business. But how I can be different if I sell safety equipment - how exciting this is? Well let’s see… here what can be done:

Now if you really wanted your business to be noticed by your prospective customers, not only that but also remembered.
Besides - make people REALLY want to know what a heck is this.
Click bellow to find out…

Did you know that one of most effective methods to reach your target customer is to send them a postcard? Why is that you may ask - well for starters - it’s already open. When a person gets it from the mail box - they have to read it. So you get their attention - now what - a good headline will help, indeed. See for yourself a great example:

Finally the easiest way to attract new business is to SAMPLE your product and service. The strategy must be simple to execute, follow and understand. The cost of attracting a customer will be only your cost of product or your time. See for yourself how this clever business did it:

More to come. Stay tuned, sell more, prosper and most importantly - have fun!

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In Next issue:

1. Golden Rule #14 of Successful Advertising.

2. Business Buster #4 Secrets of designing irresistible offer that sell to your best customer.

3. More of “I spy with my little eye”

That’s because there are many lessons here that I know will have a positive impact on your bottom line.

And I’m happy to share it with you.

Let’s get started.

Many times when a client sees me for advice, that’s one of the questions I ask.

“What’s your story?”

Most times I get back the plain vanilla type of response.

You know, like: “I sell an e-book,” or “I’m a consultant”, or something like that.

All dead boring answers.

And when I finally wake up, after repeated “Are you still there Pete” urgings from the client, I give it to him straight.

You see:

There’s no story.

There’s no intrigue.

There’s no passion that’s going to get attention.

That’s where I come in; to find “The BIG Idea” behind their story that’s going to get attention, get acted upon, and get the orders rolling in.

It doesn’t happen by accident.

This is where I spend most of my time. Working out what angle to take, delving deep to find the real story that’ll make the sale.

Anyway, in yesterday’s email I said there were 7 BIG things I do before I write a word of copy, that almost ensures a successful promotion. It was an off the cuff remark, but it has caused a stir!

Basically, I got flooded with emails asking me, pleading with me to tell them what are the 7 things? Please tell me? What are they?

So I’m sorry about that.

I should have included them in yesterday’s email.

But I’ll make up for it now.

Okay, the 7 things I do before I a damn thing are:

STEP 1: I get to know the market:

Ask yourself: What’s His Or Her Day Like? The answer will give you true empathy for your market.

STEP 2: I get to know the product:

You must have a deep understanding of what you are selling and what it means to the prospect doing the buying.

STEP 3: I turn features into benefits and then into the feelings the prospects gets and the emotions he or she will feel, when they experience the benefits of the product:

You’ve got to really understand how these benefits will IMPACT the lives of your prospects. You’ve really got to feel this at a gut level.
Empathy plays a BIG part in this.

BIG TIP: Forget about what you are selling and concentrate on who is doing the buying. Take this advice on board to BOOST your sales.

STEP 4: I create a list of Power Words and Phrases:

Power Words and Phrases are simply words that hit your prospects at a deep, emotional level. They are vivid and compelling. I make a list of all the good words. And I make a list of all the PAIN words, the bad words as well. This way, when I actually start writing copy, I’ve got a powerful list to plug into my copy.

Example: Let’s say you’re selling Burglar Alarms.

Here’s a short list of words and phrases you could sprinkle throughout your copy.

Here are some feel good phrases:

* You can rely on
* Shelters you from
* Now you can forget about
* You can rest easy
* Protects your family
* Guarantees
* Saves you needless worry
* A lifetime of
* Sleep secure
* Safe and sound
* In safe hands
* Full protection

Here are some feel good words to use:

* Secure
* Safeguarded
* Defended
* Relax
* Safe
* Protected
* Protection
* Safe haven
* Privacy
* Insurance

Below are the PAIN words, the FEAR words; the words that agitate the problem!

* Criminals
* Vermin
* Thugs
* Menacing
* Smashed (as in smashed in doors)
* Raped
* Pillaged
* Robbed blind
* Brazen thieves
* Criminal intent
* Threatening
* Alarming
* Home alone

See how these Power Words and Phrases can give your copy the edge? It’s emotional stuff!

STEP 5: I answer all the objections a prospect could have about the product I’m selling that may kill the sale:

When selling face to face, your prospect would raise an objection and you would solve it right there and then. In Direct Response Marketing, we do not have that luxury.

And in most cases, every product or service has a potential objection that may kill the sale. So in your copy you have to raise these objections and solve them. It’s a big mistake to think your prospects won’t care.

They will.

If there are questions unanswered, objections not solved, then the chances of getting the sale falls sharply.

Think about it, we’re all the same.

If we’ve got questions about a purchase, well we want them answered before we hand over the cash. Your prospects and customers are no different.

STEP 6: I develop an outrageous offer:

You must add perceived value and excitement to your offer! Make your offer Irresistible; make it almost too-good-to-be-true. And then back your offer up with solid, believable reasons why you are making such an offer.

Ask yourself:

What do my customers really want?

What do they crave?

STEP 7: And then I write out dozens of headlines:

By this stage my mind is racing. I know the market, I know the product and I know all of the features and benefits of the product and I know exactly what this means to the prospect.

I’ve created a list of power words and phrases, I’ve got my objections covered, I’ve developed an outrageous offer that’s gonna get a lot of attention; now it’s time for my headlines.

If I haven’t got the BIG Idea yet, this is where it will hit me.

Okay, that’s my process. We haven’t got room here to go through this formula in more detail, but you get the idea. You can see now why I never stare at a blank screen; why I never get writer’s block.

But let’s get back to: What’s Your Story?

What makes what you’re selling the logical choice? How is it different than the rest?

You see, you can’t be plain vanilla; you can’t be the same as everyone else. You’ve got to be the one thing in your prospect’s busy day that gets her attention and gets her blood pumping.

So think about what you are really selling. This 7 step formula will help you immensely.

So if you’re selling e-books, no, you’re not selling an e-book on how to get your baby to sleep.

You’re selling peaceful nights, a healthy parent and child; you’re selling the feeling of waking up in the morning feeling refreshed, alive, and fully awake after a good night’s sleep.

You’re selling the feeling of having a healthy baby that’s happy in the mornings.

Can you see the difference? Great!

So you tell your story in an emotionally charged way that immediately connects with your prospect.

So what’s your story?

Dig deep and find out what your prospects really want. And then deliver your message in an emotionally charged way.

Be different from the rest. Be exciting, stimulating, to take your message beyond the plain vanilla flooding the market.

That’s how you get attention. That’s how you get the sale. And that’s how ultimately you’re gonna get rich.

And that’s what I really want you to do; so you too can get the outrageous results my Clients and Members get. That you too get the marketing advantage over any or all of your competitors.

Until next time, I’m out of here and back to this deadline.

Dedicated To Increasing Your Profits,

Pete Godfrey
The Wizard of Words
Copywriter & Sales Strategist

So kick back, get comfortable and enjoy the following information. And then apply this info on your next promotion and watch your sales soar.

Look, I may sound like a broken record but I’m going to keep saying it. As a marketer, you’ve got to know why your customers buy.

What motivates them?
What do they want?

You see, it’s never about you - it’s never about what you’ve got to sell.

It’s all about them, your prospects and what they want, need, desire and so on.

And once you get this and really understand this concept, selling is gonna get a hell of a lot easier for you. I’ve got a big sign on my wall over the top of my monitor.

It reads: Sell the Concept, Not the Product!

So what does that mean?

It means, instead of trying to flog your product or service with logical reasons, try selling the feeling that your prospect gets when she owns your product.

Sell the end result.

Sell the outcome that your prospect gets from using your product.

So, if you’re selling a diet book, don’t sell the techniques used in the book. Don’t sell the boring recipes. Sell quick results.

Sell her on the outcome, losing weight. But more than that; take her into the future.

Hold her hand as she walks into her favourite clothing shop. Guide her as she buys that new pair of jeans, you know, those special ones, the jeans she’s been scared of getting because her thighs were too fat.

Sell her the feeling of trying them on, of looking in the mirror and seeing how they hug her firm behind. Let her see this, let her feel this; let her imagine the admiring glances as she walks down the street.

Can you see the difference?

Instead of selling boring old recipes you’re selling a completely new lifestyle!

Okay, just understand that people buy for many reasons and most of these reasons haven’t got anything to do with your product.

People buy for their own reasons, not yours.

And the more you know about what makes people tick, the better your business is going to be.

So I’m going to help you out here and give you eight of the many motivational buying triggers to get you started.

Eight reasons why people buy.

Your job is to try and incorporate some of these buying motivators and the emotions behind them into your product or service.

1: More Money.

People want more of it. They may want to start their own business, get a higher paying job or invest in real estate or the stock market.

Greed is a powerful motivator.

Greed is what starts wars and each and every one of us, to some degree, possesses this trait.

And what about you?

Do you want more money? Then simply
Click below and get started.

www.emotionaladwritingletter

2: Save Money.

We all want to save money right?

And we all like to get a bargain.

3: Save Time.

People are rushed and they want to save time.
They may want to work less and spend more time enjoying life.

4: Look Better.

People want to look better. We’re a vain bunch aren’t we? We want to lose weight, tone our bodies, or improve our facial features.

We just want to look good.

5: Live Longer.

People want to live longer. We may want to get in shape, eat better or gain extra energy.
We’re all searching for the magic pill.

6: To Be Loved.

People want to be loved. We crave love.
It’s a basic instinct that we all share.

7: To Be Popular.

Here’s another basic instinct that drives people.
Most people yearn for popularity; to be noticed.
Don’t neglect this one in your pitch if it’s appropriate.

People love to be popular and to look better than everyone else. And many people never get this; never get the recognition they think they deserve.

Your job is to give it to them.

8: To Gain Pleasure.

They may want to have a holiday; they may want to satisfy their appetite for exotic food or sexual desires.

We want to be spoilt and pampered and made to feel special; to enjoy the good things in life and have some fun.

Okay, that’s eight motivational triggers you can adapt and use. Here’s how to use one of them.

Let’s say your product’s main benefit is that it saves time. Well then it’s your job to sell the benefits of all the extra time they’ll have.

Not the product.

You emphasise in your copy all the things she can now do with that extra time.

Lie on the beach, spend more time with the kids, or take up that correspondence course she’s been putting off.

See how your copy is now about her and not your product?

You’re not going on and on about this feature and that feature, or how long you’ve been in business.

No!

You’re coming out and telling her she can now spend more time with her kids if she gets your product! And that’s one hell of a difference!

You see, your prospects are selfish; deep down we all are. Now don’t get hung up on this; just accept it. I’m not here to change the world or see things how I want them to be.

As a marketer, I can’t afford that luxury.

And nor can you.

You’ve got to see things how they are. And that means being aware that your prospects are selfish little creatures and are concerned only with things that directly affect them.

This means:

They don’t care about your grand opening

They don’t care how long you’ve been in business

They don’t care that you’re a nice guy or gal

Unless you can show her how this affects her and how she can benefit from your claims; then she might listen.

So, will she save money at your grand opening with all your opening day, special prices?

Will she save time because of your great parking?

Will she gain pleasure from your products?

Yes?

Then make sure you mention this in your copy. Benefit after benefit after benefit; all piled one on top of another.

That’s how you get `em interested in what you’re selling.
And that’s how you make the sale.

Because it’s always about them - never about you.

Dedicated To Increasing Your Profits!

Pete Godfrey

Announcing! An Easy Guide to the Eight Best Ways to Still Make a Fortune from Scratch in Australia and New Zealand Today

If you really want to have the odds stacked in your favour, identify the areas of ‘highest probability’ and concentrate your efforts there!

High Probability Area of Opportunity #1

Own and develop an extraordinary business.
It is my opinion that the best way to make a fortune is to own a business. And the type of business you choose will determine the speed with which you achieve your goal. However, there is one area where I differ from most when it comes to owning a business and that is - I believe you will never make anywhere near as much money owning a business as you will selling a business.

It’s not so much lateral thinking that will propel you towards success in business, as being able to recognise a successful business opportunity and model it. I would much rather be a wealthy copier than a broke original thinker.

High Probability Area of Opportunity #2.

Be exclusive and have control of your product.
Massive wealth is most often linked to exclusive ownership. Simply, if someone else has control of your destiny, they can change the economics of your business, alter your marketing rights, impede your creativity, sell the parent company or otherwise unexpectedly interfere in your business, you don’t really own your own business.

High Probability Area Opportunity #3

Serve Serve Serve
This particularly equates to the Baby Boomers born 1945 – 1965. They represent the greatest single opportunity any one of us is ever going to be fortunate enough to encounter. They will earn more and spend more than any group of people in the history of mankind!
Most of the jobs being created in Australia today relate to service, and on closer inspection, service to the Baby Boomer. A great example of this is the explosion of home services (cleaners, ironing, gardeners, and handymen)

High Probability Area of Opportunity #4

Duplicate & Multiply. Find or create a system, a methodology that produces a profit, even a small one and duplicate, duplicate. I call it the ‘cookie cutter’ principle.
When you have a business that works in one place, there is almost always another dozen, hundreds or even thousands of places where it will work. Once there was only one McDonalds, one Subway, one Target, and one Woolworths … even one BP Garage.

High Probability Area of Opportunity #5

Profit from the Age of Information
Most likely in your parent’s time, it was the Industrial Revolution, which determined the pursuits of one’s working life.
Today, of course, it’s the Age of Information. The most valuable commodity of our time is not real estate, nor precious gems, gold or oil. It is “specialist information”. People with lots of money will pay you well to ‘know what you know.’

High Probability Area of Opportunity #6

Go Direct.
Define your message to market match and go direct to that niche.

A recent survey conducted of 100 mixed businesses, in relation to their use of direct marketing, revealed a meagre 18% using direct marketing, yet 90% of that 18% described it as the most effective sales and marketing method they had.

High Probability Area of Opportunity #7.

Create Widgets by Creative & Clever Combinations
McDonald’s have made a fortune doing just this. Creating combinations of products and giving them generic names which people can use to simplify their ordering process. The end result is that McDonalds create a new advertising program with little or no disruption to business and they up-sell clients by increasing the sale.

You can take virtually any product or service, add other products or service, give it a title, then market it to your clients.

High Probability Area of Opportunity #8

Become Famous because fame and fortune do go together.
The best way to become famous, for the average individual, is to be provocative and predictive. If you are in real estate sales, write a book, called “How to Buy a Home With Little or No Money Down and Sell it For Thousands More $$ Than You Paid For It.”

People would be pretty interested in that and, more importantly, so would the media. The secret is to be outrageous or make predictions. People love predictions, just look at the boom in the ‘horoscope’ industry.

My recommendation is that you combine as many of the “8 Best Ways to Still Make a Fortune in Australia from Scratch” as you can.

Committed to Multiplying Your Profits and Guilty of Conspiracy to Create Capitalism,

Mal Emery

Rules to Uncovering Hidden Profits in Any Business

It’s very rare for someone to attend one of my seminars not to have his or her eyes opened to the fact that there are more hidden profits unbanked in most businesses than ever actually gets banked.

In fact, this ‘found money’ alone is often sufficient to increase my clients overall total profits and take home income by as much as 50 – 100%.

However, most business owners never actually do what it takes to uncover these hidden profits and there’s many arguably good reasons for this.

Here’s some rules for uncovering hidden profits that might make this process a whole lot easier…

1. A buyer is a buyer. They’ll buy more often if you give them a chance.

2. It’s much much easier to make a second sale than a first. In fact if you can get a client to purchase 3 times in a very short period of time (like a month) statistically they’ll finish up being high spending clients. So figure out ways to sell them stuff…even if it’s break even in the first 30 days, after all whatever you spend on them will be a fraction of what you’ll ultimately make from them.

3. What is the most expensive and time consuming thing a business does? Getting a client, the first time someone buys from you is 5 x more expensive than a repeat customer. The headaches are in the front end of a business, the money is in the backend…WHY? Because it’s radically cheaper to do business with them more and more often

4. Most business owners don’t have a progressive, complimentary range of products and services

You have to have 2 separate but distinctly linked marketing systems or methodologies for…

Getting them in – low risk time and money
Keeping them in – build trust and ascend

5. If your business is ALL FRONT END it needs to be hot and heavy and then get out. You don’t have a business at all you have a promotion

6. You need to create a PROGRESSIVE, COMPLEMENTARY range of products and services AROUND what people WANT…NOT what you’ve got, so you can help them get what they WANT
MARKET 1st ———————————— PRODUCT 2nd

7. The most neglected target market is your past and present customer base. Legendary marketer Jay Abraham says “The biggest mistake business owners make is not utilizing (hidden profit) the power of their own database” and I’d have to agree.

8. Customers and clients actually welcome multiple contacts and not resent it. Remember, just because it craps you off doesn’t mean it will crap other people off, after all you are not your customer…hence, your opinion doesn’t count.

9. The “hidden competitive advantage” one business can have over the other is the quality of the relationship you have with your clients or prospects and what you are known for by them.

There you go, and now you too can uncover hidden profits in your business and strangely you won’t have to expend much money and effort in the process. And the good news is, the bank teller won’t ask how hard you worked for it, they’ll just deposit it in your bank account.

Committed to Multiplying Your Profits and Guilty of Conspiracy to Commit Capitalism,

Mal Emery
Get The Full Course:www.onlineofflineinformationmarketing.com

Triple Your Income from the Customers You Already Have

by Michael Sexton

You probably don’t think of your customers as expenses. But if you add up all the money you spent to win their business, you will discover how costly they really are. To win them, you spent a lot of money on advertising, salespeople, a Website and other marketing initiatives too.

Customers are costly. In fact, many businesses report that it takes more than a year before a typical customer represents a profit, not an expense.

What is the solution? You could go on spending money to win more customers - and you should. But you need to do something else too:

You need to generate more income from the customers you already have.

Here are some proven strategies that can get that job done - whether you are a small startup or a major corporation.

* Strategy one: Build loyalty. In other words, get your customers to buy exclusively from you, not from your competitors. If you own a coffee bar, hand out little cards that entitle your customers to a free eleventh cup of coffee after they have bought 10. Or if you are a car dealer, offer attractive predetermined trade-in prices for the new vehicles you sell, provided that your customers turn them in on the next cars they buy from you.
* Strategy two: Offer volume discounts to encourage your customers to buy more. If you have a landscaping company, offer a year’s service to customers who prepay for the next ten months. That sounds like you are lowering your per-month price, and you are. But the point is, you are selling at volume and boosting your cash flow.
* Strategy three: Upsell your customers to more expensive products. Airlines do it when they encourage current economy-fare customers to upgrade to first-class tickets. You can do it too. If you own a health club, for example, upsell your customers to more expensive memberships that include exclusive classes, massages and a tempting array of bundled benefits.
* Strategy four: Expand your product line. If you build swimming pools, start selling water purification systems to your current customers too. Or if you operate a martial arts school, introduce new self-defense courses for the parents of the children who already come to your school.

Be imaginative. Tripling the dollars you earn from each customer is an achievable goal. Apply the strategies I outline above. Stick to them. You will soon discover that even incremental income growth from each of your current customers will quickly make your profits soar.
To learn more about increasing your profits with creative marketing, be sure to investigate The Marketing Mastery Program: www.onlineofflineinformationmarketing.com

Growing Your Business One Customer at a Time

By: Liz Tahir

The People aspect of business is really what it is all about. Rule #1: Think of customers as individuals. Once we think that way, we realize our business is our customer, not our product or services. Putting all the focus on the merchandise in our store, or the services our corporation offers, leaves out the most important component: each individual customer.

Keeping those individual customers in mind, here are some easy, down-home steps-to-remember when you want to keep ’em coming back!

1. Remember, there is no way that the quality of customer service can exceed the quality of the people who provide it. Think you can get by paying the lowest wage, giving the fewest of benefits, doing the least training for your employees? It will show. Companies don’t help customers… people do.

2. Realize that your people will treat your customer the way they are treated. Employees take their cue from management. Do you greet your employees enthusiastically each day; are you polite in your dealings with them; do you try to accommodate their requests; do you listen to them when they speak? Consistent rude service is a reflection not as much on the employee as on management

3. Do you know who your customers are? If a regular customer came in to your facility, would you recognize them? Could you call them by name? All of us like to feel important; calling someone by name is a simple way to do it and lets them know you value them as customers. Recently I signed on with a new fitness center. I had been a member of another one for the past ten years, renewing my membership every 6 months when the notice arrived. I had been thinking about changing, joining the one nearer my home and with more state-of-the-art equipment. So when the renewal notice came, I didn’t renew. That was 8 months ago. Was I contacted by the fitness center and asked why I did not renew? Did anyone telephone me to find out why an established customer was no longer a member or to tell me they missed me? No and No. My guess is they don’t even know they lost a long-time customer, and apparently wouldn’t care.

4. Do your customers know who you are? If they see you, would they recognize you? Could they call you by name? A visible management is an asset. At the Piccadilly Cafeteria chain, the pictures of the manager and the assistant manager are posted on a wall at the food selection line and it is a policy that the manager’s office is placed only a few feet from the cashier’s stand at the end of that line, in full view of the customers, and with the door kept open. The manager is easily accessible and there is no doubt about “who’s in charge here.” You have only to beckon to get a manager at your table to talk with you.

5. Go the extra mile. Include a thank-you note in a customer’s package; send a birthday card; clip the article when you see their name or photo in print; write a congratulatory note when they get a promotion. There are all sorts of ways for you to keep in touch with your customers and bring them closer to you.

6. Are your customers greeted when they walk in the door or at least within 30-40 seconds upon entering? Is it possible they could come in, look around, and go out without ever having their presence acknowledged? It is ironic it took a discount merchant known for price, not service, to teach the retail world the importance of greeting customers at the door. Could it be that’s because Sam Walton knew this simple but important gesture is a matter of respect, of saying “we appreciate your coming in,” having nothing to do with the price of merchandise?

7. Give customers the benefit of the doubt. Proving to him why he’s wrong and you’re right isn’t worth losing a customer over. You will never win an argument with a customer, and you should never, ever put a customer in that position.

8. If a customer makes a request for something special, do everything you can to say “Yes.” The fact that a customer cared enough to ask is all you need to know in trying to accommodate her. It may be an exception from your policy, but (if it isn’t illegal) try to do it. Remember you are just making one exception for one customer, not making new policy. Mr. Marshall Field was right-on in his famous statement: “Give the lady what she wants.

9. Are your associates properly trained in how to handle a customer complaint or an irate person? Give them guidelines for what to say and do in every conceivable case. People on the frontline of a situation play the most critical role in your customer’s experience. Make sure they know what to do and say to make that customer’s experience a positive, pleasant one.

10. Want to know what your customers think of your company? Ask them! Compose a “How’re We Doing?” card and leave it at the exit or register stand, or include it in their next statement. Keep it short and simple. Ask things like: what it is they like; what they don’t like; what they would change; what you could do better; about their latest experience there, etc. To ensure the customer sends it in: have it pre-stamped. And if the customer has given their name and address, be sure to acknowledge receipt of the card.

Remember that the big money isn’t as much in winning customers as in keeping customers. Each individual customer’s perception of your company will determine how well you do this.

About the Author:

Liz Tahir is an international marketing consultant, speaker, and seminar leader, whose mission is to help companies be more effective and profitable.
Get More Information Go To: www.onlineofflineinformationmarketing.com

Relationships Are Everything
By: Brian Tracy

Your Foundation for Success
Relationship Selling is the core of all modern selling strategies. Your ability to develop and maintain long-term customer relationships is the foundation for your success as a salesperson and your success in business. Relationship selling requires a clear understanding of the dynamics of the selling process as they are experienced by your customer.

Propose a Business Marriage
For your customer, a buying decision usually means a decision to enter into a long-term relationship with you and your company. It is very much like a “business marriage.” Before the customer decides to buy, he can take you or leave you. He doesn’t need you or your company. He has a variety of options and choices open to him, including not buying anything at all. But when your customer makes a decision to buy from you and gives you money for the product or service you are selling, he becomes dependent on you. And since he has probably had bad buying experiences in the past, he is very uneasy and uncertain about getting into this kind of dependency relationship.

Fulfill Your Promises
What if you let the customer down? What if your product does not work as you promised? What if you don’t service it and support it as you promised? What if it breaks down and he can’t get it replaced? What if the product or service is completely inappropriate for his needs? These are real dilemmas that go through the mind of every customer when it comes time to make the critical buying decision.

Focus on the Relationship
Because of the complexity of most products and services today, especially high-tech products, the relationship is actually more important than the product. The customer doesn’t know the ingredients or components of your product, or how your company functions, or how he will be treated after he has given you his money, but he can make an assessment about you and about the relationship that has developed between the two of you over the course of the selling process. So in reality, the customer’s decision is based on the fact that he has come to trust you and believe in what you say. :p

Build a Solid Trust Bond
In many cases, the quality of your relationship with the customer is the competitive advantage that enables you to edge out others who may have similar products and services. The quality of the trust bond that exists between you and your customers can be so strong that no other competitor can get between you.

Keep Your Customers for Life
The single biggest mistake that causes salespeople to lose customers is taking those customers for granted. This is a form of “customer entropy.” It is when the salesperson relaxes his efforts and begins to ignore the customer. Almost 70 percent of customers who walked away from their existing suppliers later replied that they made the change primarily because of a lack of attention from the company.

Once you have invested the time and made the efforts necessary to build a high-quality, trust-based relationship with your customer, you must maintain that relationship for the life of your business. You must never take it for granted.

Action Exercises
First, focus on building a high quality relationship with each customer by treating your customer so well that he comes back, buys again and refers you to his friends.

Second, pay attention to your existing customers. Tell them you appreciate them. Look for ways to thank them and encourage them to come back and do business with you again.

For More Information Go To: www:onlineofflineinformationmarketing.com

101 Quick Tips

Email and Google clever computing with Debbie

by Debbie Mayo-Smith

Simple, straightforward and 100% useful, these are the best quick tips to enable you to reach the full potential of Outlook and Google in your business and personal life.

Illustrated with screen shots and written in a way that only Debbie Mayo-Smith can – plain English, ideal for everyone regardless of technical ability.
Table of Contents

Program wide

1. Which Should I Use Outlook Or Outlook Express?
2. Any Tricks For More Comfortable Reading On My Computer?
3. Any Tricks To Quickly Attach A File To An Email?
4. How Can I Move details From An Email?
5. What Is The Shortcut To Create New Items?
6. What Is There A Quick Way To Move Or Copy Items?
7. Am I Safe When I Delete An Email?
8. Is There A Quick Way To Get To My Folders?
9. My Mouse Bugs Me. Do I Have An Alternative?
10. Are There Shortcuts To Move Between Folders?
11. Common Keyboard Shortcuts You Should Know And Love

Rules

12. What’s The Secret For Coping With So Many Emails?
13. Oops! I Forgot The Attachment. Can I Do Anything?
14. How Will I Know Rules Are Working?
15. Can I Answer Emails When I’m Away From Home Or Office?
16. Any Suggestions For Dealing With All My CC’s?
17. I Get Irrelevant Emails. Can I Do Anything?
18. How Can I Be Sure Website Enquiries Don’t Slip By?
19. How Can I Track Staff Handling Of Web Enquiries?
20. Our PA Forwards Emails To Staff. Can We Improve On This?

Junk Mail

21. Help Me!!! I’m Fed Up With Junk Mail
22. I Have Outlook 2003 And Way Too Much Spam Is Getting Into My Inbox
23. Junk Mail Is Varied And Still Getting Through
24. Spam Is Still Getting Through
25. Can I Quickly Create A Rule Based On Spam I Just Received?

Inbox

26. How Do I Keep My Email Recipients Secret?
27. How Do I Speed Up Outlook?
28. I Can’t Find Where My Archives Are Stored
29. Must I Archive Everything?
30. How Do I Make Special Emails Stand Out?
31. Any Shortcuts To Repetitively Typing My Contact Details On Emails I Send?
32. Is There Any Way To Be More Specific When Looking For Emails?
33. How Can I Tell If Someone Read My Email?
34. Is There Any Way I Can Ban Receiving Large Files?
35. How Do I Speed Up Reading My Emails?
36. Do People Think It’s You Sending That Email?
37. Is There A Shortcut To Reply To An Email?
38. Where Does Outlook Store All The Data?
39. How Can I Check My Spelling?
40. Is There A Shortcut To Quickly Forward The Email I’m Reading?
41. Can Everyone Receive The Colourfull Emails I Send?
42. I Have So Many Folders. Can I Arrange Them Differently?
43. How Is Reply Different To Reply To All?
44. How Do I Move Email Addresses From Excel To An Email?
45. Can I Be More Organised In My Inbox?
46. What Are Search Folders? (Office 2003)

Tasks

47. Is There Any Way To Remember To Follow Up?
48. Should I Use Tasks Or Flags?
49. How Do I Accept Or Decline A Task?
50. Can I Create A Task >From An Email?
51. Can I Easily Turn A Task Into An Email?
52. How Can I Make Sure I Get An Answer?
53. How Can I Use Tasks To Stay In Touch?
54. What Can I Do On A Task?
55. How To Get Those Reports Back To You On Time
56. How To Always Remember Important Events And Occasions
57. How To Be Sure Your Christmas Is A Success

Contacts

58. Are Contacts Simply An Address Book?
59. How Do I Create A New Category?
60. How Do I Apply Categories To Lots Of Contacts At Once?
61. Can I Do A Personalised Email/Mail Merge With My Contacts?
62. Merging To Email - Outlook Only?
63. Do I Need To Use This New Business Contact Manager?
64. What If My Contact Has More Than One Email Address?
65. Can I Create My Own Unique Contact Field?
66. Can I Have Different Information Display?
67. Can I Group My Contacts Differently?
68. How Do I Send My Contact Details?
69. How Do I Quickly Create A New Contact From An Email?
70. Can I Print My Contacts?
71. How Do I Create & Print A List Of Names And Email Addresses From My Contacts?
72. Must I Have Last Names Displayed First?
73. Help! My Address Book Stopped Working!
74. Is There A Quick Way To Create A New Contact From The Same Company?
75. I Have So Many Contacts!!! Is There A Trick Going Through Them?
76. Are There Any Contact Shortcuts I Should Know About?
77. When I Start Typing An Email Address - Why Does It Fill In?
78. I Can’t Find That Email I Received From….

Calendar

79. Why Would I Use Calendar If I Don’t Work Or Have Meetings?
80. Can I Change My Meeting Prompts?
81. How Can I Make Important Meetings Stand Out?
82. Can I Print A Blank Calendar?
83. Can I View Non-Adjacent Days In My Calendar?
84. Is There Any Way To Have My Calendar And Inbox Showing?
85. How Do I Change The Look Of My Calendar?
86. Will Calendar Recognise Tomorrow?
87. Can I Number The Weeks In Calendar?
88. How do I Quickly Change An Appointment Time?
89. How Do I Schedule A Meeting With Someone In Another Time Zone?
90. Can I Use My Email Signature In Meeting Requests?
91. Great Calendar Keyboard Shortcuts You Should Know

Google And The Internet

92. Egads. What Are My Kids Looking At On The Internet?
93. There’s So Many Search Engines. Which Should I Use?
94. How Does Google Rank Which Website To Show First
95. Know Any Google Tricks?
96. Google Trick Two
97. I Need A Graphic To Print
98. Your Top Website Problem
99. What Else does Google Offer?
100. Is There A Good Mapping Service On The Internet?
101. Help! I Waste So Much Time Looking For Files.