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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 newsletter!

I would like you to sit down in a comfortable chair, relax and get ready for the best quality and totally organic food for your entrepreneurial brain.

You know how you sometimes go to a seminar (marketing in our case) and you see flash looking presenters, wearing rollex-shmalex, Armani suite, and golden rings - representation of walking success. The intro man says:
“holder of multiple degrees, millionaire, multiple businesses…without any further ado - please welcome late and great”… they would jump on the stage and tell you a story why they are qualified to be on the stage and teach you how to live your life…

You sit there and think to yourself - well this is all good, but what it is in it for me?

Well, that was not this kind of seminar - I’m talking about Marketing Mastery full day events; see our schedule at: Millionaire Makers International.com

All attendees walked away with bags full of goodies - simple and applicable marketing ideas.

Visit http://www.millionairemakersinternational.com to see when next seminar will be held in your area.

In this issue:

1. Golden Rule #2 of Successful Advertising.
2. Prospecting - the first step in Advanced Successful Selling.
3. Building Rapport - step-by-step: #2 Mirroring

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1. Golden Rule #2 of Successful Advertising.
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If you have an established business, 70% of your advertising dollars should be spent on re-selling to your existing customers. Why? See Rule #1. And yet I see most businesses spend thousands of dollars on media, trying to get new business - only to forget all about those people soon after they’ve bought their service or product. Are you, one of them?

If you were to send out some “thank you” letters instead, or call your customers and ask them to buy again, you’d see an almost magic increase in your bottom line. If done correctly, this always works better than chasing new customers. Listen, next time you are going to run a full-page ad in the newspapers, promoting a sale or whatever, try this: reproduce the ad and send it to your existing clients. Attach a note saying.

“I thought you may want to see this, come in the day before to get your best pick of the bargains. Regards..
.

This will work wonders if your sale has a genuine appeal!

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2. Prospecting - the first step in Advanced Successful Selling.
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Once you know your target market, the very first step is prospecting. There are so many types of prospecting
- a good sales letter, a brochure hand outs, direct mail, cold calling, networking, eyeballing, newspaper advertising, notice boards … the list goes on. Some of above activities work better, some don’t work as one would hope. Wouldn’t you agree?

How would you know where to start? I suggest starting from the beginning - what is the objective of prospecting? My answer is - to generate leads. Isn’t it true that you may spend $1000 and generate 10 leads or 100 or even 1000 leads. Have you ever heard saying, that the fastest way to waste your marketing dollars is to advertise? What is the difference between spending $1000 and generating 10 leads and 100 or 1000 leads? - Marketing Knowledge.

Axel, if you are not prospecting - STOP READING NOW! Because following won’t be of your interest! This article is only for someone who:

a. Wants to understand why prospecting is important in the sales process; b. Is interested in lead generation for his/her business.

While thinking about prospecting budget, I’d urge you, to consider two factors:

________________________________________________________________

I. The lifetime value of your potential customer. For instance:
________________________________________________________________

- if your customers will buy from you twice a year (A);
- each sale will generate $50 profit (B);
- they will be your customers for 5 years (C), Their lifetime value to your business will be (A) x (B) x (C) = $500. Would you agree that it is worth spending $50 to acquire and retain this client?

Now consider your prospecting budget in conjunction with conversion ratio. Let’s say that you have spent $1000 and generated 10 leads. Out of 10 only 2 bought your product or service.

Drop-drop…. oh, what is it? - Haven’t you guessed it yet - these are your budget tears dropping out of your bank statement. “Don’t cry”, you say,” advertising is the best way to waste my money. The best advertising there is - word of mouth… I’d rather sit and wait when the enquiries will roll in and hopefully I will convert them into sales”.

25 years later… I’m 64 and it is the time to retire ( I actually was going to retire much earlier at 45, but this is another story!), hopefully I can sell the business for the decent amount of money. “Ms.
Accountant, what is the value of my business?” - “Well, how many customers do you have” - “Hmmm… during 20 years waiting for the to work I can proudly report that I have acquired 239 customers who stayed with me that long”. - “Ok then”, your accountant goes,”Let’s consider your yearly turnover multiplied by
2 years, plus sum of depreciated assets”…. calculates depreciation, clank-clank,”hmmmm, what else… ah that
- THE GOOD WILL”, clank-clank,”here we go: $55,000″

Oh no!!! Shock, desperation. “That was result of my entire life!”.

You know, to me it is not even funny - Imagine yourself being 70 and with no money to support the lifestyle you are accustomed to. Not only that - you’ve been paying that mortgage your entire working life. Shall we get that dusty clank-clank-da-calculator? Do you think that you’ve paid 3 times more then your house worth over period of 25 years? Ya bettcha.

Now let’s travel from that grim future back to bright NOW. Here we have a chance to change it.

Would generating 1000 leads on $1000 budget tickle you fancy? Do you believe that it is possible to generate 1000 leads without spending single $1? The difference is what? Marketing knowledge!

If you sell jet fighters, it is ok to spend $10,000 or even $50,000 to generate a single but very qualified lead somewhere in Africa. But if you sell widgets worth $10 each, how much could you afford to spend to acquire the lead? You see, the prospecting budget has to be relevant to what the profit on your jet fighter might be.

Recently, while speaking to my customer Gareth, who is in automotive industry, I have uncovered his reluctance to spend on prospecting. He would refuse to consider the lifetime value of his customers. He wanted to see instant return on his advertising [prospecting] dollars. Who believes that this is realistic? Cross me out in that list.

It took me a while, working through different strategies with him, to convince him in necessity of prospecting. As the result - he’s on the way to acquire more leads then ever before at the fraction of the cost.

__________________________________________________________________

II. Your conversion ratio - this is number of prospects converted
to buying customers
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Acquiring the leads is a very first step. From this very moment, when they first called you or you have approached them, they become your prospects. Now you would need to have a system to convert them from prospects to customers. As we progress through the sales process, I will cover this process in more details.

Let me ask you this question: Would you concentrate on prospecting the people, who would actually want to buy your services or products? Or are you happy to spend money on promoting your business name or brand? Do you think that I, as a customer, care what your business’s name is?

Let me be honest with you - highly unlikely! My [lead’s] inflamed brain is cluttered with messages that I don’t want from all sorts of “prospectors”. Guess what I have now - immunity to advertising and prospecting.

“Good evening Sir, our company conducting short research of Con You Sum…” - SLAM! - goes down the phone.

Knock-knock - wide rubber smile at the door - “Good morning Ma’am, we’d like to offer you revolutionary…”
- KABOOM! said closing door.

“Can I offer you fr…” - NO THANK YOU! - you voting with your back.

Whew-whew - direct mail letters hitting polished sides of your rubbish bin. I think you’ve got the idea by now.

How would you make your advertising and prospecting to stand out? The answer is again - Marketing Knowledge!

Do you think Steve Tindall does his own accounts? No - he hires the best specialists in the area. Does Graeme Hart hire the best legal people to look after his affairs - you bet he does! The message is simple:
leverage your knowledge and you will be David [that beat Goliath] of your business. If you don’t know this story - read it here ( http://www.virtualchurch.org/david.htm). NOTE: I have no affiliation with any church and this letter has nothing to do with any religion but ethical and spiritual marketing.

Conclusion:

If you think that you are in the business of advertising, hairdressing, automotive, plumbing, real estate, manufacturing, tourism, etc - perish the thought, because it is not true. You are in business of marketing your services or products to your potential target market.

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3. Building Rapport - step-by-step: #1 Matching and Mirroring.
By “The Profiler”
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In this newsletter we are going to talk about how to build rapport. As you may recall rapport is about “joining” another person’s model of the world - respecting that their model is different and aligning with it by minimizing the differences. Rapport skills offer benefits far beyond your professional or work life. They may affect goals you set, especially those involving other people.

The secret lies in matching (taking the same position as the other person) and mirroring (position as if looking in the mirror). People who get on well together tend to adopt the same body posture when communicating.
Look at people locked in conversation and you will often their silhouettes mirroring each other. After many years of marriage, some couples often almost seem to look alike.

As well as overall posture, people tend to use similar gestures and mannerisms. This happens completely naturally and we hardly ever notice it. As soon as rapport is established we are more interested in person or topic of discussion rather than any external physiology.

The way You can master this is, to begin learning how to match and mirror, take the time to watch other people interact.
Watch children play, observe in restaurants, meetings and parties. Anytime you are near people who are interacting, notice how much mirroring is going on.
Also, notice the quality of interaction that occurs when mirroring is absent.

After a short period of time in observer’s position, you will know that people instinctively mirror each other. So to achieve specific outcomes you can start to do it deliberately. Start by mirroring just one aspect of person’s behavior while talking to them - like body position or gesture. When it becomes easy, add another one, like their voice tempo, then another and another, until you find that you are mirroring even without thinking about it.

One word of warning though: always remember the importance of subtlety and respect. Don’t abruptly change your posture or voice, or mechanically copy gestures. Make any change gradually and as far as possibly unnoticeably. Avoid attracting the other person’s attention by your body language, but rather help them to achieve rapport unconsciously.

When you are in rapport with other person he or she feels safe with you, because they consider you being just like they are. And by mirroring it is possible to disagree with content part of your conversation and still remain in complete rapport.

Though mirroring might feel awkward at first, its value in achieving and maintaining rapport makes it worth doing whatever is necessary to become skilled. Although it requires an effort to learn how to do it effectively, with persistence and perseverance it won’t take you along time to see your communication skills and sale closure rates improve dramatically!

In Next issue:

1. Golden Rule #3 of Successful Advertising.
2. Approach - the Second step in Advanced Successful Selling.
3. Building Rapport - step-by-step: #2 Pacing and Leading

—————————————————————
And finally the thought of the month:

Whenever I’m disappointed with my spot in life, I stop and think about
little Jamie Scott. Jamie was trying out for a part in a school play.
His mother told me that he’d set his heart on being in it, though she
feared he would not be chosen.

On the day the parts were awarded, I went with her to collect him
after school. Jamie rushed up to her, eyes shining with pride and excitement.

“Guess what Mom,” he shouted, and then said those words that will
remain a lesson to me……………………….

“I’ve been chosen to clap and cheer.”

One Way To Eliminate Price Resistance….

My favourite way to avoid price resistance is to use the apples to oranges comparison formula as opposed to apples to apples. The reality is of course you can’t compare apples to oranges of course because they’re totally different.

That’s how you want to make it seem to your prospects so that they’re never comparing you apples to apples with a competitor.

For example….when offering information products we’re continually looking at ways to add value. Sometimes it’s as simple as a transcription of a CD quickly turned into a manual and CD package. We prefer to turn it into a manual because a book is easily compared to another book…and books are worth $20 to $30 as opposed to a manual which could easily be valued at 5 times that amount. Besides, we now have a pack to offer, not just a CD.

If you try and deal with price resistance by arguing in favor of your higher quality, your better service, etc… you’ll find it difficult to make sales most of the time.

People DO want superior quality goods and services, but are still not keen to pay premium prices for the privilege.

Many marketers fight this battle unnecessarily – it is much easier and much more effective to switch the standards of comparison. For example, winning by comparing oranges to apples and then throwing in the superior quality at no extra cost.

When you’re in a head to head battle selling situation with a competitor, this technique can still be used.

Recently when consulting to a client who‘re-manufactures’ car parts to shiny new, we were faced with this apples to apples competitive bidding warfare. Simply it was too easy to be compared to a competitor. Something had to change, and it did!

Simply, I switched them to the customer loyalty model of when you buy 5 the 6th one’s free. This was regardless of how long it took them to buy 5 units – a tally was kept. What it did was get the buyers excited and eager to order more and more with a prospect of getting the 6th one free. And more importantly keeping all the profit on the 6th purchase.

Clearly we were no longer comparing apples to apples…it was now apples to oranges with outrageous financial reward to my clients. The competitors are still trying to work out what happened – in fact…they think my clients gone nuts….yeah…all the way to the bank.

Where possible, never allow your product to be compared apples to apples. The ease of the sale will depend upon it.

Best Regards,

Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism.

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

Spend Your Marketing Dollars the Smart Way

by Michael Sexton

Great advertising doesn’t have to be expensive. Consider these low-cost, highly effective marketing strategies that Prof. Don Sexton teaches in his Marketing Mastery Program at Trump University:

Identify your competitors’ weaknesses and target them directly. Be the only car dealership dealer in your region that offers Saturday service hours or wifi in your waiting room - or be the only health club in your region that has a babysitter on staff. Then trumpet that advantage in your ads.

Deliver your marketing message through tightly focused media. If you are targeting young families in just a few towns, putting handbills or posters in daycare centers can give you much more bang for your marketing buck than running newspaper ads that might reach your target audience - or might not.

Become part of the community where you do business. Sponsoring a sports team, cleaning up a park or donating a piece of equipment to a local hospital weaves your enterprise into the fabric of your community. Your activities will also be covered in local newspapers, radio and television.

Brand your products strongly and consistently. Develop strong product names, memorable taglines (”The Smile Doctor,” if you are a dentist), a distinctive product logo - and use all those elements consistently and often.

Those are only a few ideas for getting the most from your advertising dollars. Remember that there is never any point in throwing away thousands of dollars on unfocsued marketing efforts that don’t bring the right customers to your door.

How To Stimulate More Business Part 3

We’ll pick up with going down our list of seven strategies that can help you stimulate new business, increase business from existent customers and build repeat business. Let me remind you that, you may not be able to use all of them in your business but you can certainly use some of them.

In your last Success Marketing Strategy, I spoke about the first five

1.A Frequent Buyer Program
2.Discounting
3.Premiums
4.Packaging
5.Prepay

Let’s continue this discussion with the last two:

Six, the acceptance of major credit cards. Every business should accept MasterCard, VISA, American Express, Diners Club and now the new Discovery Card. Of course, retail stores, online marketers, and restaurants almost have to honor these cards but just about any business can.

I’ve talked doctors, lawyers, hair stylists and other professionals to accept these cards and use them to increase their business, implement price increases with less client resistance and reduce collection problems. This really is a simple thought process. The easier you make it for the customer to buy and the more payment options you offer the customer the better.

Seven, regular mailings to past and present customers or clients. I think the single most effective marketing strategy that any business can use to build customer loyalty, to retain customers and to stimulate more frequent purchasing by customers is the publication and distribution of direct mail.

I’ve often found that a monthly newsletter is an extremely powerful, cost-effective marketing method. When you keep in touch with your clientele with your own newsletter you do all of these valuable things.

#1: You create a habit on the part of your customers. They expect to receive your newsletter and they get in the habit of reading it.

#2: You stay on the top of the consciousness in your customers minds.

#3: You can pass along useful information and ideas that your customers appreciate.

#4: You can continue to demonstrate your expertise in your field.

#5: You can stimulate word-of-mouth advertising. And

#6: You can advertise sales, special offers, new products, new services, new locations and so on in your own publication.

Accountants, attorneys, dentists, chiropractors, medical doctors - these professionals have learned how effective this idea is and many of these professionals put out their own newsletters on a regular basis but this same exact same idea could be used by many different types of businesses.

The beauty parlor could put out a newsletter on skin care, beauty and fashion tips. The restaurant could put out a newsletter on local entertainment, recipes and shopping tips. The office equipment company could put out a newsletter on management and efficiency tips. The online marketer can put out an online newsletter to their subscription list for little or no money.

Now that you know the seven strategies that can help you stimulate new business, increase business from existent customers and build repeat business, you need to give some thought into how to use them effectively.

I’ll be covering that topic in your next Success Marketing Strategy in just a couple of days.

Dedicated To Multiplying Your Income,

Dan Kennedy

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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

We’re still on the topic of “How To Be Your Own Consultant” and in your last Success Marketing Strategy I gave you a couple examples of how companies look for a new way to package their product or a new type of product or service that would appeal to their existing clientele. I also pointed out that another good strategy it to find an entirely new way to market a product or service you already have.

Now I want to switch gears a bit and talk about thinking. More specifically, thinking to succeed.

There’s an excellent scene in an old motivational film by Doctor Eden Rowell titled, ‘You Pack Your Own Chute,” that illustrates the problem with most thinking and the way you have to think to succeed. Doctor Rowell draws a 1 and an ‘X’ in the sand and challenges a friend to turn it into a six with one line. He tries several possibilities, putting a one behind the ‘X.’ Finally she draws an ‘S’ in front making the drawing into the word ’six.’

Her friend protests saying that she indicated it had to be done with a line but an ‘S’ is nothing more than a curved line it’s just that we think of a line as being straight. We need to be able to step outside the confines of conventional, habitual thinking.

A classic example of the problem, of course, is the railroad industry. They mistakenly thought they were in the railroad industry instead of seeing themselves in the transportation industry.

What business are you in? As your business grows and prospers you’ll probably redefine that business many times. McDonald’s, for example, began as a hamburger stand. Today among other things McDonald’s is a huge and powerful commercial real estate company investing and building a property empower with franchisee’s leases as funding.

Continual frequent rethinking of what your business is, should be, can be and will be is a great success strategy. Regardless of the redefinition though the most important strategy of all is playing simple excellence. The book ‘In Search of Excellence,’ has been very good for American business. It has caused many companies and business people to do better thinking about the quality of what they do and produce.

As I travel this country, fly airlines, stay in hotels, rent cars, eat in restaurants, deal with many different vendors supplying the five different corporations I have interest in, I’m most often disappointed by the lack of excellence and the lack of concern for excellence apparent in most businesses. But thrilled by the occasional examples of real commitment to quality.

Fortunately the American consumer and the business client is, I think, growing gradually more demanding and those firms that invest as much time, effort and money in fostering quality and products and customer service as they do in advertising, are going to see real dividends from their decisions.

In my opinion the way for a hotel chain to become number one is to cut their ad budget and invest in better people and more training for their front desk staffs. A car dealer could prosper by making their service departments better rather than getting a better ad agency. The excellence movement sparked by that book is a good positive, productive encouraging one. I think every business person should read ‘In Search of Excellence,’ ‘Passion for Excellence,’ and other books about quality and think of quality as a marketing strategy.

One of the things you’ll find discussed in these books and present in the companies they profile is what Peters and Waterman called a “bias fraction.” We’ll pick up our discussion right there in just a couple of days when you receive your next Success Marketing Strategy.

Dedicated To Multiplying Your Income,

Dan Kennedy

How To Stimulate More Business Part 2

We’ll pick up with going down our list of seven strategies that can help you stimulate new business, increase business from existent customers and build repeat business. Let me remind you that, you may not be able to use all of them in your business but you can certainly use some of them.

In your last Success Marketing Strategy, I spoke about the first two—a frequent buyer program and discounting. Let’s continue where we left off.

Three, the use of premiums. A premium offer essentially says, “Buy this, get this free.” This is an extremely effective marketing strategy suitable for many different types of businesses.

One of the most interesting uses of premiums that I’ve seen develop as a trend in recent years is the use of premiums attractive to individuals tied to business products and services, such as a free color TV or VCR with the purchase of a certain amount of office supplies. In effect this type of offer let’s the business customer spend tax deductible business dollars for supplies and receive free and tax-free a gift he will use personally in his home.

Four, packaging of different products or services together. This is a marketing strategy usually used to increase the average purchase size in a business. For example, we previously sold a book for business people called, ‘How to Avoid Lawyers,’ that sold for $21.95. We also had a single cassette tape called, ‘Talk is Cheap until You Hire a Lawyer,’ filled with advice on properly managing your legal affairs and contacts with lawyers. We sold the tape for $12.95. Packaged together we sold the two items for $29.95. Just as many people bought the set as would buy an individual item and overall will did more business in dollars.

Five is the sale of prepay agreements. You’re familiar with this in the health spa and exercise salon business. You pay say $395.00 for a membership that entitles you to use the facilities ‘X’ number of times or for ‘X’ length of time rather than paying as you go per visit.

The same idea is applicable to many different businesses and it even presents an interesting opportunity for the small business person to raise operating capital. With this technique operating capital can actually be raised from customers by collecting in advance for future business.

Let’s take a restaurant for example. The restaurant owner could sell a membership card good for twenty-five dinners anything on the menu for $249.00. If purchased onezy, twozy, the average dinner might be $11.95 or $12.95 costing the customer over $300.00. So by purchasing the card in advance the customer saves about $50.00. He can just sign his check and not have to pay as he goes and maybe guaranteed reservations with short notice or get some other perk as well. The restaurant owner who sells fifty of these memberships collects over $12,000.00 in a hurry.

In your next Success Marketing Strategy that you’ll be receiving in just a couple of day, I’ll finish up the last two strategies that can help you stimulate new business, increase business from existent customers and build repeat business. (By the way, #7 is the the single most effective marketing strategy that any business can use to build customer loyalty, to retain customers and to stimulate more frequent purchasing.)

Dedicated To Multiplying Your Income,

Get Customers to Sell For You
By: Brian Tracy

Why People Buy
Fully 84 percent of sales in America take place as the result of word-of-mouth advertising. Some of the most important sales promotion sales activities are those that take place between customers and prospects, between friends and colleagues, in the form of advice and recommendations on what to buy, or not buy, and who to buy from.

Join the Top 10%
The only way that you can be among the top ten percent of salespeople in your industry is by having your existing customers selling for you on every occasion. Because of the importance of mega-credibility in selling, your customers must be happy to open doors to new customers for you wherever they go.

Never Prospect Again
All top salespeople eventually reach the point where they seldom have to prospect because their customers do much of their selling for them. When you live your life consistent with your personal and business mission statements, both fitting together like pieces of a jigsaw puzzle, your sales career will soar, as will your sales results and your earnings.

Be Clear About Who You Are
One important point with regard to vision, values and mission statements: be gentle with yourself. It has taken you your whole life to become the person you are today. If you are like everyone else, you are not perfect. You have lots of room to grow and improve. There are many changes that you can make in your character and personality in the course of becoming the excellent human being that you aspire to. But change in your personality will not come easily, and it won’t come overnight. You must be patient.

Persist Until Your Succeed
The reason that people grow and become better and better over the course of time, is because they persist gently in the direction of their goals and dreams. They don’t expect overnight transformations. When they don’t see results immediately, they don’t get discouraged. They just keep on keeping on. And you must do the same.

Put Your Ideas Into Action
Once you have a clear idea of the person you want to be and the kind of life and career you want to create, just take the first step. Read your mission statements every day as you go about your activities, think of the different ways that you could practice the virtues and qualities that you are in the process of incorporating into your own personality.

Remember, it is only your actions with regard to other people that really demonstrate the kind of person you have become. And if you persist long enough, you will eventually shape yourself into the exact person that you have imagined.

Action Exercises
First, treat every customer as if he is going to be a great source of word-of-mouth advertising for you. Remember that every person knows about 300 other people.

Second, resolve to become better and better in your dealings with others but be gentle with yourself. Behave every day in every way the best you can be and you will be sure to get results.